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 The publishing facility at Washington State University (WSU) in Pullman is so much more than just ink on paper. "As the web began to flex its marketing muscle several years ago," explained the Director of Printing Steve Rigby, "we saw wisdom in adopting web/electronic communications into our regular service offerings and viewed it as a partner and not a threat to traditional printing services."
"Being adaptable and accepting change pays off."
As communications migrated to the web, the staff used existing expertise to begin offering web-based services. "Being adaptable and accepting change pays off," he said. "The result is that we have a vibrant and robust web development team within the publishing facility offering multiple web applications and tools to the campus community."
"As the web continues to change and grow,
we will be right there for the ride."
Today the 5-person web development unit produces much of the university's web work, making them the central hub for on and off-campus communications. The electronic communications side of the business continues to grow, producing a significant number of html emails, as well as providing content management and web standards to help clients save money. "Communicators need to be in the forefront, using state-of-the-art tools and vehicles, noted Mary Read, Director of the integrated University Publishing unit. "As the web continues to change and grow, we will be right there for the ride," added Rigby.
"I don't believe there are many publishing houses in the university sector that offer such a broad and integrated set of services," Rigby noted with pride. Faculty and staff can look to one central location for all of their communications needs, print or web-based. Unit managers meet weekly to coordinate these communications. Customer service and graphic design staff are cross-trained to assist clients with traditional printing and electronic communications projects, often combining platforms into a single campaign. "A fully integrated web and print communications program enhances message quality. They don't necessarily need to compete," Read explained.
"Our experience in this arena (1:1 marketing) has paid huge dividends."
Working in tandem with the web developers, the printing arm of the operation produces an enormous range of student recruitment, marketing, athletic, fundraising and informational materials. For many years WSU served as a frontrunner in digital printing technology. "We bought our first digital press over 6 years ago," Rigby said. "Although most shops are catching up, we feel like we have a good handle on digital printing technologies and variable data applications and are exploring the next wave of technology." One of the newest areas showing particular growth potential is the printing of full-color envelopes with variable data.
One to one marketing is becoming particularly appealing to customers in their outreach programs. "Our experience in this arena has paid huge dividends in bringing new work to our facility," he explained. "As a common practice, we integrate web and print into the same campaign and the two are developed side-by-side."
 The print team has also just recently introduced the 2-D code, commonly known as the QR code, to clients and are providing educational opportunities to illustrate how the code can enhance materials. They also are exploring, and will soon introduce, a variable 2-D code customized with the school's spirit mark. "Interest is quickly growing and we feel like this will drive additional volume to our print devices." The facility's outreach and education programs are among the best in the industry, holding annual educational seminars on topics such as: Mailing and non-profit, sustainability, how to maximize your printing dollars, QR codes, and more. They have also incorporated a robust mobile printing service called COUG PRINTS, featuring 17 print devices in 14 campus locations that provide wireless printing for the mobile student population.
 In addition to Printing and Web Development, this fully integrated team operation also includes a copy center, a scholarly press, a nationally regarded Copyright Education Program, as well as a Mailing Center and an Express Mail Center, allowing for a genuinely seamless publishing web services operation with printing, distribution and mailing services all under one roof.
Conveniently located in the same building as Printing, the Mail Center handles approximately 4 million pieces of mail each year using mail and parcel tracking technology. An Accutrac HT system was purchased to facilitate more accurate and quicker processing. They have also interfaced tracking with the student portal for parcel delivery notification.
"Cross-training will help them ride out difficult economic times."
Recently several staff members, some in very critical areas, retired or transferred to other positions. "With the down-turn in the economy, and changes in the printing industry, like almost everyone else, we have experienced a decrease in print volumes," Rigby explains. "To maintain superior levels of customer service and on-time delivery with a reduced staff, we have trained multiple staff to work in almost all areas of our organization." This cross-training has provided stability and security to the work force and allowed for adaptable, uninterrupted work processes.
Cross-training will continue to be one of many initiatives, Rigby says, that will help them ride out difficult economic times. "We are not idle, waiting for things to change. We are trying to be aggressive in looking at, and acquiring technologies that will help us to remain solvent and keep our service at high levels." Currently, they are consolidating their unit with Marketing and Creative Services to increase efficiency in administration and overlapping services.
WSU's in-plant holds the distinction of being the first university to become FSC certified in 2008 and they continue to assist others in achieving FSC certificates. Rigby believes in-plants would be wise to offer opportunities for their clients to participate in a sustainability programs. "We have learned that most people place a high priority on some measure of being green. Our publishing facility was the first university in the nation to be awarded the FSC certificate. This certificate is the cornerstone of a much larger sustainability program within the unit and has extended to other parts of the university."
"We are not idle, waiting for things to change."
Read is pleased with how the entire team continues to grow, adapt and meet the ever-changing needs of WSU. "We are fully engaged in the leadership of Washington State University's brand stewardship activities. Having the University's publishing operations positioned organizationally with institutional marketing, academic recruitment, and fundraising communications results in higher quality from concept through delivery."
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Production Equipment:
Print Production: Heidelberg Speedmaster 74 (28"), Heidelberg MOZP (25"), Heidelberg SORS (40"), Hamada 665CD, Heidelberg Quick Master 46, AB Dick 9975PFA, and AB Dick 9995
Digital: HP Indigo 3500 (6 color), PSI 3655, two Konica Minolta 950's (monochrome), Konica Minolta 5501 (color), Oce 2110, four Oce 3685's, and a Lanier 3585
Rigby said PSI is a great device for applying variable information on pre-formed envelopes in color or black and white. "It is a good niche market for those looking to break into that service. There are a few new devices on the market that perform similar functions that are certainly worth looking at. With the option for a 5th and 6th color the HP Indigo allows us to print our custom school colors on a digital device without the need to build the spot colors in CMYK. This has opened up some new opportunities for our print shop to streamline some workflows and reduce costs."
Prepress: Fuji Dart 4300 E plate setter, Epson 9000 plotter, Epson 7800 plotter, Rampage RIP, Metrix imposition solution, and EFI color management software
Bindery: Stahl B-30 folder 4x4, Stahl B-22 folder, Polar 115E cutter, Muller Martini Minuteman saddle stitcher, Horizon BQ-440 perfect binder, two Baum tabletop folders, two Rollem numbering/scoring/perforating devices, and shrink wrapping machine
Addressing: Cheshire 400 inkjet base with Kirk Rudy print heads, Kirk Rudy tabber, and a Bell & Howell Mailstar inserting machine | 
