Bob Charboneau, Director of Print Production at Dixon Schwabl + Company
DS+CO is an independent, full-service agency that challenges their clients to get clear. Because data, content and creativity are only as good as the problem they solve. DS+CO helps make sure it’s the right one.
Provoking Progress Through Print
When was the last time a piece of mail made you stop, smile and refuse to throw it away?
In a world overflowing with content, that’s a surprisingly difficult thing to accomplish—and exactly the kind of challenge that inspires Dixon Schwabl + Company.
Provoking progress goes beyond client work. DS + CO has a long history of community service, and one of our recent focuses was Golisano Children’s Hospital: helping make healthcare accessible for children, so they can grow into thriving adults.
Direct Mail Creates Memorable Brand Experiences
Fundraising is a critical component of making sure hospital programs are fully supported so we can achieve that mission. This year’s goal was to raise money to expand a pediatric emergency department.
Our task: Create an invitation for a “Night in Paris”-themed fundraising gala to attract as many potential donors and sponsors as possible.
An experience > An invitation
The invitation and RSVP included a series of illustrations and vintage photography printed in 4-color-process CMYK on Cougar® 100 lb. Cover, Smooth Finish , complete with a Skandacor gold foil applied over a soft-touch coating. A folded illustration poster was also included with all the necessary event details. Everything was enclosed in a smoke-gray envelope, which we custom-lined with a map of Paris and its landmarks. Specific VIPs received a ticket voucher that was printed on Lynx® 100 lb. Cover, Smooth Finish.
Part of the magic is creating a tactile experience that recipients will engage with, hold on to and refuse to throw away.
Designing an Invitation that Drives Action
One of my favorite parts of the job is the moment when I work with the creative director, art director or designer. We look at the concept and start to turn it into something tangible, picking out paper, print processes, finishing and special touches.
We’ve found that adding a quality printed piece with tactile paper, special finishes and high-level design can create an experience that turns into multiple impressions, word-of-mouth buzz and the type of obsessive “Love this!” feel other marketing channels can’t always capture.
We’re not saying don’t use those other channels. Adding quality print into your marketing mix can add a high brand perception that most marketers and advertisers benefit from. Research says that for best results, mix print with other channels like email or social media.
Add in an element of surprise, crisp imagery and quality paper, and the brain will create an emotional connection that translates into trustworthiness, high brand value and prestige.
Another way we’re provoking progress through print for our clients and community is connecting print to digital mediums. Think: Informed Delivery by USPS, QR codes, UTMs, online activation codes, near-field communication tracking and more.
Print isn’t dead. It’s just adapting to a modern and digital world, and we’re here to help guide it along the way.
Oh, and by the way? The “Night in Paris” event was a huge success. With 700+ people in attendance, the event raised over $1.6 million dedicated to expanding and renovating the Pediatric Emergency Department.
That’s the power of thoughtful creativity, strategic design and print that gives people something worth holding on to.
Golisano Invitation full team credits:
Mark Stone—Chief Creative Officer, Marshall Statt—Executive Creative Director, Ann McAllister—Creative Director, Meg Lavery—Copywriter, Alyssa Galiney—Senior Operations Manager, Stephanie Miller—Prepress Supervisor, Bob Charboneau—Director of Print Production, Jen Moritz—Senior Editor, Julia Lowe—Proofreader, Jeff Zielinski—Senior Creative Manager, Rosi Statt—Managing Director, Rich Brainerd Studios—Photo Credit, Panther Graphics—Printer
About Dixon Schwabl + Company:
DS+CO is an independent full-service agency that believes clarity is the most powerful force in marketing. Based in Rochester, NY, since 1987, we partner with brands to cut through noise, align teams and sharpen positioning, so every message connects with the people it’s meant to reach. By bringing together creativity, data and technology, we help companies move beyond execution to solve the real problems holding them back. The result is marketing that’s purposeful, effective and built to create meaningful progress.
About the author:
Bob Charboneau is director of print production at Dixon Schwabl + Company, with 20+ years of experience as a print production professional. A Rochester Institute of Technology grad with a BA in graphic design, he’s former president of the American Advertising Federation of Greater Rochester and has worked on creative projects that have won GRAPHIS, PRINT, D&AD, AAF Local, Regional and National ADDY Awards. Bob is also a recipient of Dale Carnegie Training’s highest award for achievement.
About the designer:
Ann McAllister is a creative director at Dixon Schwabl & Company. With over 30 years’ experience as an art director and creative director, she has worked in both the agency and freelance world. As an RIT alumna with an MFA in imaging arts, Ann truly has a keen eye for detail, color and a high level of design taste. Ann helps guide a creative team of 30+ talented art directors, copywriters and mechanical artists at DS+CO.
About the copywriter:
Meg Lavery is a copywriter at Dixon Schwabl + Company. As a Le Moyne College alumna with a BA in communications, Meg’s early career focused on audio engineering, video production and freelance journalism. Now, as a member of the Pittsburgh chapter of the American Advertising Federation, her passion for storytelling has led her to work on creative projects that have won PRism, Telly and AAF ADDY Awards for local and international brands.
About the photographer:
Rich Brainerd is an advertising photographer in Rochester, NY, with over 25 years of experience. He photographs everything from people to food and drink to technology in his 6,000-square-foot studio. He has seen many changes in the industry and understands the importance of staying current. When not in the midst of a photo shoot, Rich can be found experimenting in the kitchen, traveling with his family or driving around racetracks.
Follow his adventures on:
About the printer:
Since 1993, Panther Graphics has been a trusted printing services partner to hundreds of small and large businesses, and, as a result, has grown to be a multimillion-dollar graphics solutions provider. Under the leadership Tony Jackson and his daughter Tae ‘Lor, Panther offers a long list of capabilities—including, but not limited to, offset, digital and flexographic printing combined with a full suite of binding and finishing options. Panther Graphics has always had a client- and community-first focus. As a certified and award-winning commercial printing partner, they are committed to both manufacturing the highest-quality products possible for clients and to making a positive impact on their local community.
