Paravista Multiplies the Power of Print as Cross-Media Solutions Provider
Piscataway, NJ (November 29, 2011) Not long ago, printers were quite similar to other manufacturers. Their core function was to put ink on paper, fold and bind to exact specifications, and then ship the goods out to the world.
That was before we became an on-the-go mobile society, more so than most of us could have ever imagined ten years ago.
Today, printers don’t just fill orders in a single supportive role in the marketing and communication process. The most successful ones are printers in name only. They have evolved from manufacturing supplier to cross-media solutions provider, from tactician to strategic ally. They serve as the communications nucleus for their clients, processing data and supplying information, as well as printed material on an as needed, highly individualized basis.
What is a Cross-Media Solution?
A Cross-Media Solution is a web-based communications hub that allows for the deployment of brand-uniform content in an integrated manner across multiple media formats: direct mail, email, presentations, displays, literature, promotional items, websites, apps, etc. Each can be customized for specific audience consumption and interaction. This is achieved by utilizing variable, customizable data that’s managed through the centralized hub. The level of engagement afforded by a cross-media solution is more recipient-specific, and therefore more relevant and powerful.
Paravista didn’t wake up to this revelation one morning. They became a part of it early on, addressing the rapidly changing needs of their printing clients over the last five years. Today, Paravista remains a vital partner, having maintained pace as a trusted means of effectively communicating information and ideas to diverse target audiences on a regional, national and global basis.
Jim Connell, a Principal with Paravista, a leading provider of complex print and managed market programs, says, “This growth was more than a result of just being in the right place at the right time. It was accomplished by recognizing the market forces driving change, embracing emerging digital technologies, then developing comprehensive resources that could more than satisfy the challenges our clients faced.”
Today, businesses need more than a tactical partner – they require a strategic partner and forward-thinking information capabilities. They demand a means of efficiently channeling information from one stakeholder to another. And, they need printing and communications solutions that allow for feedback, analysis, message refinement, more feedback, additional analysis, further refinement and so on, until the highest levels of content delivery and efficacy can be achieved.
“Paravista’s first instinct was to seize the moment and fill the void.” Connell explains, “But not by reinventing the wheel. What made it possible was our thoughtful, deliberate nature. We identified fundamental communications needs, developed thoughtful solutions, field tested them, and combined all these capabilities into one newly formed hub of communications resources.”
Building a Toolbox With All the Tools
It was at this point that Paravista began the transformation from full-service printer to total solutions provider. And so the printed components became a key part of the larger overall solutions. They became increasingly relevant as critical elements in Paravista’s total data-centric communications programs ranging from highly targeted, variable-data direct mail programs to multi-component patient information packages to turnkey program management solutions with custom software and real-time-ROI analysis.
“In the process of building a means of coordinating multiple communications functions through one scalable hub, we discovered something that already had come to represent a paradigm shift in the way our clients regard technology.” Connell continues, “They’ve come to realize that it’s more than how advanced your technology is. It’s about how easy it is to use. It’s about finding the simplest way to harness data to provide more focused, more efficient communications and marketing efforts.”
Demonstrations of Cross-Media Expertise and Experience.
For one Paravista client web portals were developed that permit their buyers to track inventory on the fly, order package inserts and order other printed support materials needed to drive sales. Connell explains the potential, “Imagine giving your field personnel or stakeholders the ability to customize a brochure to a specific audience, in a specific language, on demand. We can do it for just about anyone. And every one of our electronic ordering systems will make data instantly available for analysis, process refinement, and greater marketing efficiency. “
For a long-time client, Paravista developed an integrated online system that allows field personnel to receive approval for, and order customized marketing and educational materials, and then factors the cost against the company’s overall objectives and budget. The programs effectiveness extended beyond collecting data and tracking trends, to interpreting data in terms of overall cost-effectiveness.
In another example of unique solutions, Paravista is helping a client with social media, customizing applications that will enable their workforce to share successes and failures in the field, in real time. Jim Connell explains further, “We’re creating a central hub of communication, that will allow sales representatives to communicate with each other through the pages of designated web sites. They’ll have the capability to download mobile apps to educate end users, create presentations, and directly order demonstration materials.” Mechanisms for communications interact across all media and multiple touch-points with every action dynamically documented not only to track activity, but to streamline it along the way.
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Paravista, located in Piscataway, NJ provides dynamic visual communications solutions for rich multi-form media channels. Through a seasoned team of imaginative and highly trained personnel the company develops, prints, fulfills and manages multi-faceted and multi-component print and promotional projects and programs in all shapes, sizes and quantities.
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