calevsystems

Driving Visibility: How Effective Signage Can Transform Your Brand

Thu, 06 Feb 2025 18:01:38 GMT

New Allied Printing Services:

New ParaAllied Printing Services Begins New Year With First New Koenig & Bauer Rapida 106 X Double Coater Perfector UV Press in the U.S.

Discover how strategic signage enhances brand visibility, attracts customers, and boosts sales. Learn expert insights from Ryan Tanis at Calev Systems on the latest trends, materials, and placement strategies for impactful signage.

Why Signage is More Than Just a Sign

In the world of marketing, businesses often focus heavily on digital strategies—SEO, social media, paid advertising—while overlooking one of the most fundamental and high-impact tools available: signage. Yet, signage is one of the most critical branding and marketing assets a company can invest in. It’s the first thing customers see when they approach a store, the guiding element that directs them inside, and the visual reinforcement of what the brand stands for. A well-placed, well-designed sign can mean the difference between attracting foot traffic or being ignored altogether.

A study by FedEx found that 76% of consumers enter a store they have never visited before based on signage alone, while 68% believe a business’s signage reflects the quality of its products or services. In a world where brand identity and visibility are essential to survival, signage isn’t just an accessory—it’s a necessity.

To understand the power of signage and how businesses can leverage it, we sat down with Ryan Tanis, Head of Signage at Calev Systems, to discuss why signage is an essential tool in today's competitive market, how businesses can maximize its impact, and what trends are shaping the industry.

An Interview with Ryan Tanis, Head of Signage at Calev Systems

Why Signage Matters More Than Ever

Question: Why is signage still so important in 2025, even as digital marketing dominates?

Ryan: "We live in an increasingly digital world, but signage provides a tangible, real-world presence. Well-executed signage builds immediate recognition and helps brands stand out in crowded marketplaces. When done right, it reinforces brand identity and enhances the overall customer experience. In retail environments, it can even drive impulse purchases and direct traffic strategically."

The Key Elements of Effective Signage

Question: What makes signage effective in a retail or commercial setting?

Ryan: "There are a few critical factors. Clarity is number one—you want legible text that’s easy to read from different vantage points. Contrast is also essential because good color combinations enhance visibility. Branding consistency is key, ensuring logos and colors align with the overall brand identity. Finally, you need a strong call to action—whether it’s promoting a sale or guiding customers to a specific area."

Strategic Placement is Everything

Question: How does the placement of signage impact its effectiveness?

Ryan: "Placement determines visibility, relevance, and audience reach. If you're in a toy store, for example, signage should be at a lower eye level for children. High-traffic areas, sight lines, and positioning at eye level all play a role in ensuring maximum visibility. Even overhead signage needs to be properly angled for clarity. The key is understanding customer movement patterns and placing signs where they naturally attract attention."

Choosing the Right Signage Materials

Question: What materials work best for durable signage?

Ryan: "For outdoor signage, aluminum is a great option—it’s durable and weather-resistant. Acrylic and PVC are great for outdoor use because they’re lightweight and cost-effective. Coroplast, which you often see in election yard signs, is another cost-effective option for temporary signage. The key is using the right material based on longevity, environmental factors, and the type of messaging being displayed."

Digital Signage vs. Traditional Signage

Question: How does digital signage compare to traditional signage, and how do businesses decide which to use?

Ryan: "Digital signage is great for businesses that need to update messaging frequently or create dynamic, interactive experiences. However, traditional signage remains the best option for many brands due to lower maintenance costs and higher durability. It really depends on the business model and goals. For instance, fast-food chains often benefit from digital menu boards, whereas a luxury retail store might prefer high-end, permanent signage that reinforces brand identity."

ADA Compliance and Signage

Question: How does ADA compliance influence signage design?

Ryan: "ADA compliance ensures signage is accessible to all customers, including those with disabilities. This means considering factors like height placement for visibility, tactile elements for the visually impaired, and high-contrast color schemes to improve readability. Many businesses overlook ADA compliance, but it’s crucial to providing an inclusive customer experience."

The Role of Color and Typography in Signage

Question: How do color and typography impact customer perception & engagement?

Ryan: "Color psychology plays a huge role in signage effectiveness. Blue conveys trust, red evokes urgency, and yellow signals caution. Typography also matters—bold, sans-serif fonts are typically easier to read at a distance, while decorative fonts may work better for upscale branding. The key is balancing aesthetic appeal with functionality."

Trends and Innovations in Signage

Question: What emerging trends are shaping the signage industry?

Ryan: "We're seeing a growing focus on interactive signage with QR codes and NFC tags driving customers to digital content. Augmented reality (AR) integrations are also gaining traction, allowing brands to create immersive experiences. Sustainable materials and LED-lit signage are also becoming industry standards. Businesses are also investing in AI-driven signage, which can adapt messaging dynamically based on foot traffic and customer demographics."

Maximizing ROI with Signage

Question: What are the biggest mistakes businesses make when designing signage?

Ryan: "One of the biggest mistakes is overcrowding the design—too much information makes it hard to read. Poor contrast, hard-to-read fonts, and misplaced signs are also common issues. You need to guide the customer’s eye, not confuse them. Another mistake is failing to consider modular signage solutions, which allow updates without full replacements. Smart businesses invest in adaptable signage that can change with promotions or seasons."

Final Thoughts

Question: What advice would you give businesses looking to improve their signage strategy?

Ryan: "Think strategically—don’t just create signage for the sake of it. Make sure it aligns with your brand, is placed effectively, and uses the right materials for longevity. Signage should complement your marketing efforts, driving in-store traffic and reinforcing brand identity. If you invest wisely, it becomes an asset that continuously delivers value. Also, consider tracking its performance—test different placements, designs, and messaging to optimize its impact."

Elevate Your Brand with Strategic Signage

Effective signage isn’t just about aesthetics—it’s a strategic asset that influences customer behavior, drives sales, and strengthens brand recognition. In an era where businesses are competing for attention both online and offline, signage remains one of the most powerful tools for visibility and engagement. By focusing on clarity, strategic placement, innovative materials, and adapting to trends, businesses can maximize their return on investment and enhance customer experiences.

For expert guidance and high-quality signage solutions, contact Calev Systems today. Whether you're looking for storefront signage, event displays, or an innovative branding solution, Calev’s team of experts is ready to help you create signage that leaves a lasting impact.

Mastering Direct Mail: From Quality Control to USPS Promotions and Innovations in Large Volume Mailing

Mon, 30 Dec 2024 17:19:06 GMT

New Allied Printing Services:

New ParaAllied Printing Services Begins New Year With First New Koenig & Bauer Rapida 106 X Double Coater Perfector UV Press in the U.S.

In today’s digital age, the power of direct mail marketing continues to surprise many marketers. While digital ads and emails have their place, direct mail offers a tangible, personal connection that other channels can’t replicate. But it’s not just about sending mail; it's about doing it effectively. By implementing strict quality control, leveraging co-mailing and commingling techniques, and staying updated with USPS promotions for 2025, you can optimize your campaigns to boost return on investment (ROI) and ensure your mail stands out.

About Calev Systems’ Expertise

Quality control is a foundational pillar of any successful direct mail campaign. Poor-quality prints, inaccurate data, or delayed deliveries can undermine a brand’s credibility, causing missed opportunities and eroding trust. Maintaining robust quality control processes ensures that every piece of mail sent represents a brand’s professionalism and commitment to excellence.

The Importance of Quality Control in Direct Mail

Why Print Quality Matters

Print quality forms the initial impression a recipient will have of a mail piece. A crisp, high-quality print exudes professionalism, while low-quality, blurry, or misaligned images can make a campaign appear haphazard or low-effort, risking the brand’s reputation.

"Address panel placement, proper barcode usage, and data processing are all critical elements of quality control."

– Jason Kiefer, Director of Postal Affairs & Mailing Operations

Best Practices for Ensuring Print Quality:

Work with Trusted Vendors: Not all vendors are created equal. Vendors must use tools like barcode readers and camera systems to ensure data accuracy and print quality.
Use High-Resolution Images: Low-quality images can significantly detract from your message. Ensure images have at least 300 DPIs to maintain a professional appearance.
Test Your Design: Before committing to a large print order, request and review samples to ensure color accuracy, alignment, and paper quality are up to par.
Adopt Quality Assurance Technologies: Inline printing services help reduce human error by automating the production and mailing process, enhancing efficiency and consistency.

Ensuring Data Accuracy

Data accuracy is a critical determinant of direct mail success. No matter how visually appealing a mail piece may be, its impact is diminished if it fails to reach the intended recipient. Clean, accurate data ensures mail pieces are delivered correctly and target the right audience, boosting engagement and ROI.

"Data is data – junk in, junk out."

How to Maintain Data Accuracy:

Regular List Cleansing: Keep your lists updated and clean by removing duplicates, outdated contacts, and inaccurate addresses.
Address Verification Software: These tools ensure each address is valid and deliverable.
Personalization: Accurate data enables more targeted, personalized mailings, increasing engagement and response rates.

Mail Sorting and Delivery with Co-Mailing and Commingling

For large-scale mailers, sorting and delivery logistics can significantly impact the success of a campaign. Co-mailing and commingling are two key strategies that enhance efficiency, reduce costs, and ensure timely delivery.

Maximizing Efficiency with Co-Mailing and Commingling

Amidst rising postal rates, cost-effective measures such as co-mailing and commingling have become essential.

"The need for commingling is absolutely through the roof."

What is Co-Mailing?

Co-mailing involves combining mail pieces from multiple companies into a single mail stream, creating efficiencies in sorting and delivery while accessing bulk discounts.

Benefits of Co-Mailing:

Cost Savings: Bundling your mail with others allows access to discounted postal rates.
Improved Delivery Speed: Pre-sorted co-mailed pieces often reach their destinations faster.
Eco-Friendly: Fewer shipments reduce environmental impact.

What is Commingling?

Commingling involves sorting mail from multiple companies by ZIP code, optimizing delivery processes and reducing costs.

Leveraging USPS Promotions for 2025

USPS promotions offer substantial savings and incentives for businesses willing to innovate with their direct mail campaigns.

Creating a Digital Touchpoint with Physical Mail:

One of the standout USPS promotions is Informed Delivery, which offers recipients a digital preview of their mail before it arrives.

Key Features and Benefits of Informed Delivery:

Enhanced Customer Engagement: Informed Delivery creates an extra touchpoint for engaging customers.
Interactive Elements: Businesses can include clickable links, videos, or special offers, transforming traditional mail into a digital engagement opportunity.
Representative and Ride-Along Images: Businesses can upload full-color images that represent their mail pieces.
Data Insights and Metrics: Informed Delivery provides detailed metrics on engagement, including click-through rates and interactions.

"You've done all that work to make your front cover look nice—why not use it as your representative image for Informed Delivery?"

Challenges and Considerations:

Optimization Matters: Digital assets must be optimized for mobile devices and quick loading times.
Strategic Use of Promotions: Leveraging strategic, data-driven insights enhances the potential of these features.

Innovations in Large-Volume Direct Mail Systems

Managing large-scale direct mail campaigns requires cutting-edge technology and streamlined processes.

What Are Inline Printing Services?

Inline printing integrates the printing and mailing processes, minimizing handling and reducing potential errors.

"Inline printing transforms production by allowing printing and mailing to occur simultaneously."

Conclusion: Mastering Direct Mail in 2025

As digital marketing continues to evolve, direct mail remains a powerful channel for building personal, tangible connections with customers. To succeed, businesses must focus on quality control, optimize costs through co-mailing and commingling, and leverage innovative USPS tools and promotions.

Calev Systems’ leadership, with centuries of combined expertise, ensures clients can navigate these complexities with precision and success. By staying ahead of trends, embracing best practices, and leveraging industry expertise, businesses can elevate their direct mail strategies to stand out in an increasingly crowded marketplace.

About Calev Systems:

Calev Systems provides comprehensive marketing solutions that go beyond traditional print and direct mail. Our offerings span print management, direct mail optimization, promotional products, apparel, warehousing, fulfillment, and logistics services. With over two decades of experience, we support every stage of the marketing and distribution process, from creative development and production to inventory management and in-home delivery on a global scale.

Our warehousing and fulfillment solutions ensure seamless inventory management, order processing, and timely distribution, while our logistics expertise guarantees efficient delivery and optimized supply chain solutions tailored to client needs. Leveraging data-driven strategies, state-of-the-art technology, and a trusted network of vendor partners, we optimize workflows, reduce costs, and maximize brand impact and ROI.

Calev Systems' leadership team, with centuries of combined industry expertise, is dedicated to delivering customized, innovative solutions that empower clients to make meaningful connections with their target audiences across diverse channels in an ever-changing marketplace.

Postal Regulatory Commission Docket ACR 2023

Mon, 15 Jan 2024 14:50:03 GMT

New Allied Printing Services:

New ParaAllied Printing Services Begins New Year With First New Koenig & Bauer Rapida 106 X Double Coater Perfector UV Press in the U.S.

USPS filed on 12/29 their calculations for the July 2024 rate increase.

Report Overview

Density Factor 4.312%
Retirement Factor 1.82%

That totals 6.132% which can be applied to mail in July 2024 in addition to the CPI and surcharges for underwater products and classes.
Assuming CPI of 1.3% we would see the following % of increase.
Periodicals would see an additional 2% meaning a 9.4% increase.
Carrier Route Marketing mail and Marketing Mail flats will see an additional 2% meaning a 9.4%.
First-class would see 7%.

Calev Report - Volume 9

Mon, 10 Jul 2023 13:42:14 GMT

New Allied Printing Services:

New ParaAllied Printing Services Begins New Year With First New Koenig & Bauer Rapida 106 X Double Coater Perfector UV Press in the U.S.

Calev Report - Volume 8

Tue, 09 May 2023 14:45:37 GMT

New Allied Printing Services:

New ParaAllied Printing Services Begins New Year With First New Koenig & Bauer Rapida 106 X Double Coater Perfector UV Press in the U.S.

USPS Raising Rates Again!

Thu, 04 May 2023 16:09:33 GMT

As part of the USPS “Delivery for America” plan is to achieve financial sustainability and maintain service excellence. They have announced the second postal increase for 2023.

The USPS board of governors has signed off on the price increase, but still needs the PRC approval of the rates. If approved the rate case will take effect July 9, 2023. We expect to hear from the PRC in early May.

This will make the second increase in 2023. Forever Stamps will increase from $.63 to $.66 each.

Average percentage of increase:

Marketing Letters to increase 5.195%

Marketing Flats to increase 7.381%

Periodicals to increase 8.122%

Package Services to increase 5.379%

Now with the bad news out of the way. The USPS is offering postal promotion in 2023. Direct mail still is a pivotal part of a marketing strategy. Using postal promotional aids printers and mailers in using new innovative techniques to create additional touch points with recipients. In turn this drives a higher customer engagement and response rate to your mail piece. The USPS promotions are designed to increase a mailer’s brand recognition by engaging the sense creating a more memorable mail/customer experience.

Currently we are amid the Tactile, Sensory and Interactive (TSI) promotion. If approved for the TSI promotion, mailers can save 5% of their postage at the time of mailing.

For more information, please see an account manager and they will direct on what to do next.

https://postalpro.usps.com/promotions

Written by Jason Kiefer

Florida Outdoor Expo '23

Mon, 24 Apr 2023 18:06:45 GMT

NFL Hall of Famer Warren Sapp and Epic Airboat Tours had a blast at the Florida Outdoor Expo, showing off the awesome shirts made by our very own Lance Laprest of the Calev Systems Apparel Division! ��

Calev Report - Volume 7

Thu, 06 Apr 2023 17:10:07 GMT

New Allied Printing Services:

New ParaAllied Printing Services Begins New Year With First New Koenig & Bauer Rapida 106 X Double Coater Perfector UV Press in the U.S.

Strategic Growth - Calev Systems Premiums & Apparel Division

Tue, 07 Mar 2023 23:30:24 GMT

Calev Systems, a leader in Marketing execution, is excited to announce the addition of Lance LaPrest as its Vice President of Premiums and Apparel. Lance will enhance Calev Systems' position in this growing and important vertical market.

With over 30 years in the apparel and premium industry, LaPrest has extensive production experience and has set up manufacturing facilities worldwide. This network of suppliers will help Calev Systems to drive efficiency and market speed to our existing and new clients.

LaPrest has also taken his production experience and led sales and business development teams to drive strategic growth and custom solutions for many industries. Over the past 15 years, as VP of Sales for UNO Uniforms, LaPrest was responsible for all production areas, sales, and revenue growth. In addition, during his 15-year tenure at UNO, LaPrest was the driving force in accomplishing two significant acquisitions that boosted sales by more than 50% and added solutions for their clients.

"Lance brings a wealth of knowledge to our current Calev Systems team, and we are delighted to have him on board," says Mark Calev, President and CEO. "As we continue to expand our service and product offerings, the premium business is synergistic with our core clientele. Lance's relationships will prove instrumental towards our business expansion and aggressive growth goals".

Calev Systems Hires New Director of Mailing and Logistics Services

Thu, 02 Mar 2023 20:08:54 GMT

Calev Systems, a leader in marketing execution, is pleased to announce its very latest strategic hire Jason Kiefer as Director of Mailing and Logistics Services.

Jason has been in the printing business working for Lane Press for the last 28 years. Jason has a unique skill set, extensive knowledge, and print manufacturing and mailing expertise. These proficiencies will bring outstanding service and value to our clients and vendor partners. Dave Tanis, Calev Systems COO, states, “Jason and I have worked together for many years. He will be a great addition to the Calev team in bringing a deep aptitude for mailing and Co-Production services to allow us to continue delivering best-in-class mailing and savings to our clients.”

As postal liaison for Lane Press, Jason worked closely with customers and the US Postal Service to help make the mailing experience good. “This partnership requires publishers, catalogers, direct mail service providers & Postal Service to work together to ensure customer’s expectations are met in a timely, cost-effective manner. When done correctly, we all win, and our customer is taken care of and will come back for another great mailing experience.” Jason is currently a member of MTAC (Mailers’ Technical Advisory Committee), IMAG (International Mailers Advisory Group), Miami-Dade County PCC (Postal Customer Council), and VT PCC executive board.

As Calev Systems continues to expand and diversify in marketing products and services, Jason will be an invaluable part of this team. As a result, customers and prospects can expect a full-service offering from creation through delivery and successful response, all while driving efficiencies in the process resulting in savings throughout the supply chain.

The Calev Report – Volume 2

Fri, 25 Mar 2022 21:29:39 GMT

PRINT, PUBLISHING & MEDIA

Commercial Printer RRD Receives $11 per Share Cash Offer from Unnamed 'Strategic Buyer'

(PRINTING IMPRESSIONS) – The chess match to acquire RRD continues, but this time around in competing bids between Chatham Asset Management and an unnamed strategic party. As part of its proposal, the strategic buyer also indicated it would pay the $12 million expense reimbursement fee RRD would owe Chatham for terminating their pending acquisition agreement, as well as reimburse Chatham the $20 million termination fee it paid Atlas Holdings on RRD's behalf to terminate their original agreement.

Read More –>

Why Can't I Get My Paper?

(PRINTING NEWS) – Buying paper has become a convoluted process, putting stress on inventory management, procurement and vendor-client relationships. The paper industry is experiencing a confluence of factors, a perfect storm of negative impacts. Globally, paper mills have been closing for years, reducing sources for many standard printing and publishing grades. Some mills have also converted from commercial printing grades to packaging grades, further reducing overall paper supply.

Read More –>

Last Year’s Global Ad Spend Said to Have Outperformed Pre-Pandemic Total by Almost 20%

(MARKETING CHARTS) – Although 2020 was admittedly a discouraging year for global advertising, last year proved to be a better year in the world of advertising. Year-end estimates from eMarketer indicate that global media ad spend grew by a record-breaking 19.9% over 2020, with digital ad spend doing a lot of the heavy lifting.

Read More –>

Confronting Labor Challenges Impacting Commercial Printers

(PRINTING IMPRESSIONS) – You’ve probably seen the headlines by now: “The Great Resignation” is impacting companies in every sector, from restaurants and retail, to delivery drivers, to office workers, and more. Commercial printers aren’t exempt from this pandemic-era phenomenon, with challenges across the board in hiring — and keeping — qualified staff.

Read More –>

POSTAL & MAIL

CPI 2022 Postal Rate UPDATE

(POSTAL REGULATORY COMMISSION) The next postal rate increase based on the CPI expected to be implemented for all market dominant classes of mail will be on July 20, 2022. The filing for the postal rate increase will be occurring in April 2022, based on the 20 month CPI report. The USPS expects that, in each subsequent year, it will implement price changes in January and July of such year, with the filings occurring the preceding Oct & April. With the current CPI at 7.4 to 8.4%, the next postal rate increase for July will most likely be in the range of 7 to 8%.

USPS Accepted More Than 13.2 Billion Mailpieces and Packages this Holiday Season with an Average Delivery Time of Less Than 3 Days

(USPS) – The United States Postal Service reported preliminary performance metrics for the 2021 holiday season showing the organization saw volume increase when compared to the same time last year. Between Thanksgiving and New Year’s Eve, it took on average 2.7 days to deliver a mailpiece or package across the Postal Service network. During the same timeframe, the network accepted more than 13.2 billion letters, cards, flats and packages for delivery, exceeding 12.7 billion accepted for delivery during the same timeframe in 2020.
Read More –>

Direct Mail Printing Outlook for 2022: Still Remains as a Shining Star

(PRINTING IMPRESSIONS) – As we close in on two full years of the pandemic, lockdowns, Zoom meetings, and lives lived through screens, experts are finding that digital fatigue has firmly set in. Everyone is looking to make connections that don’t involve the light of a computer, phone, or tablet. Direct mail — a brand’s old and trusted friend — is one of the answers.

Read More –>

FREIGHT & DISTRIBUTION

Investors Are Piling Into Supply-Chain Technology

(WALL STREET JOURNAL) – An investment rush into logistics technology is creating a herd of unicorns in the race to digitize operations at the center of the world’s supply-chain gridlock. The influx of cash is giving startups in a once-overlooked sector expanded access to capital to build out their businesses.

Read More –>

How Carriers Can Keep Their Fleets Running into 2022

(FREIGHT WAVES) – Keeping trucks loaded may become more difficult as demand falls. The market is expected to loosen up somewhat as demand falls in late January, but changes will likely be slow & steady. More significant loosening is expected by mid-2022 as carriers begin to take delivery of delayed equipment, alleviating some tension on the supply side.

Read More –>

The Calev Report – Volume 1

Fri, 12 Nov 2021 15:04:00 GMT

PRINT, PUBLISHING & MEDIA

RRD to be Acquired by Atlas for $8.52 Per Share in Cash

(BUSINESS WIRE) – R.R. Donnelley & Sons Company (“RRD”) (NYSE: RRD) has entered into a definitive merger agreement to be acquired by affiliates of Atlas Holdings LLC (“Atlas”), which operates a global family of manufacturing and distribution businesses, in an all-cash transaction with a total enterprise value of approximately $2.1 billion. Read More –>

Whoever Manages the Crisis Manages the Outcome

(PRINTING IMPRESSIONS) – Think about this for a minute, “Whoever manages the crisis, manages the outcome.” In other words, when a crisis appears in business — and they will appear — somebody is responsible for overseeing it to resolution. Then what? The person who usually manages a crisis in a small business is the owner, the boss. Read More –>

Why Traditional Retailers Are Making Media a Must-Buy for Marketers

(THE DRUM) – Taking a page from Amazon’s and Walmart’s playbook, a growing number of retailers are opening up their own media businesses, eager to get a share of marketers’ shifting dollars. They’re also searching for new ways to diversify revenue streams as e-commerce swallows up more market share. Here’s what you need to know about this growing trend. Read More –>

New Books Will Be Hard to Come By for the Rest of the Year

(QUARTZ) – Once considered a somewhat seasonal industry, book publishing now has year-round demand. According to Publishers Weekly, publishers saw print sales jump 18.5% in the first half of 2021 compared to the same period last year. Publishers are warning sellers and consumers that supply chain issues have forced a major slowdown in book production and threaten a shortage of certain titles for the rest of the year. Read More –>

What is Causing Supply Chain Issues? Experts Weigh In.

(LA TIMES) – Wondering why everything from cars and refrigerators to books and toys is in short supply? Blame the fouled-up supply chain that connects manufacturers around the world with the makers and assemblers of their component parts, as well as with the consumers and businesses that buy the finished goods. The problem emerged shortly after the COVID-19 pandemic struck, and it’s seemed to get only worse since then. Read More –>

POSTAL & MAIL

2022 USPS Postal Promotions

(USPS) – USPS Promotions encourage marketers, printers, and mailers to try out new technology and print techniques that drive higher customer engagement and response rates and increase return on investment in mail. By incentivizing the use of these technologies through discounts, the Postal Service is helping to increase the value of direct mail and ensuring its continued place in the modern communications and marketing landscape. Click to View the Promotions

Understanding the Three USPS Approved Direct Mail Move Update Methods

(PRINTING IMPRESSIONS) – Mailers can easily be confused by the different move update options. Since move update is required by the USPS on presorted First-Class and Marketing Mail within 95 days before a mailing, it must be done. This reduces return and undeliverable mail to help mail flow more smoothly and get your pieces delivered correctly, as well as on time. Read More –>

FREIGHT & DISTRIBUTION

5 Ways Routed Deliveries Help Improve Sales

(AUTO BALA) – Routed deliveries don’t just speed up your delivery times, they can improve your entire process and ultimately help boost revenue. Done right, delivery scheduling can serve a critical function within the sales funnel, leading to increased customer engagement. Not only does the customer satisfaction that comes from quick delivery keep a good supply of repeaters, but it aids in driving sales. Read More –>

The Future of Motor Freight 2021

(LOGISTICS MANAGEMENT) – With nearly all goods consumed in the US moved by truck at some point in the supply chain, America’s trucking industry is considered the “lifeblood” of the national economy. As shippers and carriers work to adjust to the “new abnormal,” some of the industry’s top experts share their insights on what’s around the next corner for freight management—and what new trends may emerge by 2030. Read More –>

Innovative Media Leader to Advance Expansion Efforts

Mon, 16 Aug 2021 19:23:16 GMT

We are excited to announce the addition of Dave Cardona as our Chief Strategy Officer beginning August 17, 2021.

With more than 30 years in the media industry, Dave has led sales and business development teams to drive strategic growth and solutions for media clients and direct mail marketers in a vast array of industries.

Cardona has been instrumental in the acquisition and integration of many companies both at RR Donnelley and LSC Communications including Banta, Perry Judds, Publishers Press, Hudson Yards, Creel Printing, among others. Cardona has more than three decades of experience and worked his way through the ranks beginning at RR Donnelley where he respectfully worked his way up to Group Senior Vice President. In addition, some of Cardona’s leadership positions included SVP of Specialized Publishing Services and most recently as the Group President of LSC Communications.

Mark Calev, CEO of Calev Systems says, “I’ve had the opportunity to work with Dave over the past 20 years and have always admired him as an industry leader. Dave has a unique ability to connect and forge long-lasting relationships with his internal and external clients. He has great leadership qualities, vision, and will be a significant asset in carrying out our company’s strategy”.

Cardona’s extensive leadership knowledge and experience will bring insight, innovative strategies, and solutions to the forefront at Calev Systems. His relational experiences and macro skills will be instrumental to our overall strategy to expand our services and client experience with its growing clientele.

About Calev Systems

Calev Systems offers a comprehensive range of print, paper, and distribution solutions to help our clients achieve their various marketing objectives. Our goal for all of our clients is to deliver more value for their investment by optimizing their financial spending, time, and results.

Our experienced team and subject matter experts focus on production efficiencies, customer service, and a tireless commitment to quality. We excel in comprehensive programs and integrated systems for our clients.

Throughout our 20+ years, our commitment and results for our clients has enabled us to expand the scope of our services while facilitating efficiencies throughout the supply chain, both domestically and globally.

Integrity, ethics, execution, and a resilient passion for serving our valued clients and suppliers are part of our core values and DNA.

CMYK, RGB - What Does It All Mean?

Fri, 21 Aug 2020 18:56:58 GMT

CMYK is the color mixing system primarily used in print. In 1906, the Eagle Printing Company incorporated four-color wet process inks for the first time. These four colors were Cyan, Magenta, Yellow, and Black. Combined, these four colors could produce an unlimited number of richer, darker tones.

CMYK uses the Subtractive Color Model.

This model shows sunlight or white light bouncing around interacting with everything in the world and how our eyes interpret that light. Black is often referred to as K (key) because printing plates are carefully keyed or aligned to the black plate.

RGB uses the Additive Color Model.

This model varies light to achieve a visiblecolor spectrum. The digital age ushered in the RGB (Red, Green, Blue) color gamut. Computer screens emit light rather than reflect light. When all three colors are combined at high intensity, the display shows white.

Why is this important in printing? Next time you get a proof from your printer, you will understand the picture on your screen and the proofs in your hands were made by mixing colors very differently.

To Score Or Not To Score?

Wed, 05 Aug 2020 15:24:39 GMT

What are the different types of scoring?

Press Score: Allows the application of a score in line while the job is on press. A thin metal rule like a cookie-cutter is attached to an impression cylinder on the press and creases the sheet as it passes underneath.

Heat Score : A process that uses special presses that apply 350 degrees of heat to a cooper die that can score, stamp, or emboss in line during the printing process.

Rotary Score : Utilizes a specialized wheel attachment to folding equipment. The wheel rolls as pressure are applied as the sheet passes, creating a crease before folding.

Letterpress Score : This is the highest quality scoring process. It is an offline process in which a steel rule is set within a piece of wood locked to a metal frame that is clamped to letterpress machine and forces paper between the steel rule and the impression process.

Impact Score : It is generally used in short-run digital printing. This technique uses a knife-and -channel to strike the sheet and create a quality crease.

Wet Score : This is not a literal score; however, this process is used specifically for uncoated sheets. A water attachment sprays a thin stream of solution to the area desired to fold and creates a clean fold.

Have a question about choosing the right score for your next cover or direct mail piece, contact your Salesperson or our Binding Specialist at (305)672-2900.

Folding Families

Fri, 31 Jul 2020 16:37:39 GMT

Can you identify the different folding families?

There are eight folding families with dozens of variations of styles, some simple and others complicated. Can you identify which you have used in the past?

Check out the Guide to Folding Types on our Resources page, which color codes by family and ranks by complexity over forty different types of folds.

Have a question about choosing the right fold for your next direct mail piece? Contact your Salesperson or our Binding Specialist at 305.672.2900.

Commingled Mail

Fri, 24 Jul 2020 13:49:19 GMT

Commingling is the process of merging individual mail pieces from multiple mail streams into a single mail stream. Postage is the highest cost of producing direct mail pieces. Postage rates never go down; however, Commingling can significantly reduce mailing costs.

Benefits:

Postage Savings - better presort levels and drop ship discounts
Better Deliverability – deeper penetration and volume to more SCF’s increases the production efficiency through the postal system, realizing more consistent and predictable in-home delivery
Use of existing Postage accounts

Allow our Mailing Experts to help you to determine if your mail qualifies for commingling and what potential savings shifting your mail will yield. Give us a call at 305.692.2700 to discuss your mailing options.

Custom Signage

Thu, 16 Jul 2020 19:10:17 GMT

Calev Systems can help increase your sales with Custom Signage.

Effective sign messaging directs foot traffic into your store, communicates to your customers, navigates your customer through the store, and drives sales.

Best Practices:

Be specific with your message.
Keep it simple.
Write in headline text - headline, simple explanatory text, and a call to action.
Create an effective call to action.

Types of Signage:

Outdoor Signage draw in customers.
Informational Signage helps customers navigate your space.
Persuasive Signs influence customer behavior.
ADA Compliant Signs identify locations such as bathrooms, elevators, and other available services.
Floor Signs effectively communicate your branding, provides directions to a particular location or sale item in store.

Calev has helped our clients create the perfect signs to communicate their messages. Let us help you too. Contact our Signage Specialist at 305.672.2900 .

To see the many different signage materials available and formats Calev has produced for its clients, check out our Print Materials and Applications .

The Science of Color

Mon, 13 Jul 2020 21:43:23 GMT

To interpret color effectively, we establish tight controls using science, not individual interpretation. The color workflow begins with the designer’s vision and development of the creative and culminates with developing standards that measure the color gamut.

How do we accurately measure color?

• Review under proper conditions (Lighting)

• Use the latest equipment to analyze LAB* values.

• Measure color values on both the proof & press sheets.

We use best practices to create and optimize custom ICC Color Profiles on our proofer to fall within very tight target tolerance for G7® Contract Proofs. With strict workflow standards and the latest tools for measuring/referencing color, we can achieve a well-balanced color proof.

To read more in-depth about the science of color and color management, visit our Color Management blog post.

Specialty Finishes

Mon, 13 Jul 2020 13:59:19 GMT

Make your marketing pieces standout from the rest!

Unique finishes enhance your user experience by offering emotional and physical appeal to your brand. Coatings offer durability, eye-catching effects, and a multi-sensory experience.

Calev Systems can help you to identify the finish that will help to elevate your marketing pieces.

Visit the Print Solutions page on our website to view the full list of our specialty finish capabilities.

Examples of Specialty Finishes:

#StopTheSpread

Wed, 01 Jul 2020 16:30:19 GMT

Social Distancing is a priority for all businesses.

There is a growing need to help communicate and implement healthy distance guidelines.

Did you know Calev carries custom as well as stock floor and window graphics, signs, posters, decals, and banners to promote prevention and to #stopthespread ?

Whether you need stock or custom messaging for your business, Calev Systems can help you to get the messageout to promote prevention.

With the upcoming 4th of July holiday, remember the virus that causes COVID-19 spreads through close personal contact. Enjoy your holiday but keep in mind these simple steps as recommended by the CDC to keep you and your loved ones safe.

Variable Printing

Wed, 24 Jun 2020 18:02:43 GMT

Are you using your data to custom tailor your communications?

Customers expect personalized messaging from the brands they are loyal to. According to Adobe, 42% of responders prefer to receive personalized communication. Your data is the key to communicating to your customers with impactful personalized messages.

Can you identify these key points from your customer database?

Gender
Geography
Demographics
Purchasing Habits
Personal Interest
Product Preference

Your content creates interest, ensures brand loyalty, and secures a purchasing decision. Dynamic content delivers a custom-tailored message with the use of images and content that relates to the needs and interests of your customers. Are you taking advantage of the rich information in your customer data? Calev Systems can help you to identify your data points to develop an impactful direct mail program.

Data Drives Results

Wed, 17 Jun 2020 15:25:29 GMT

Highly targeted marketing efforts will yield better response rates and return on your marketing investment.

What are the characteristics of your best clients?
How do you find more clients?
How do you grow your prospect list?
How do you improve your response rates?

Do you need help to drive your marketing decisions using your data? Do you know what your response rates are? Do you measure the return on your marketing investment by the campaign? Do you know where your best clients live? Do you analyze the impacts of your offers, creative, formats, and messaging?

Our Data and Analytics team can help you to find the answer to these questions, so you see more value for your marketing investment.

How Do You See Color?

Mon, 15 Jun 2020 14:54:52 GMT

Based on the Farnsworth Munsell 100 (FM100) Hue Test, X-Rite has developed an online color challenge. It is a quick and intriguing way to assess your overall color perception and visual acuteness.

Everyone perceives color differently. Our ability to determine color varies from person to person and is impacted by many factors and conditions.

Visit our Resources page to find out your color IQ!

Did You Know?

• 1 out of 255 women and 1 out of 12 men have some form of color vision deficiency.

• Your ability to see color accurately depends on many factors.

• What you see can be influenced by the lighting around you, the background colors at your desk area, your level of tiredness, your gender, and even your age.

Color Management

Mon, 01 Jun 2020 21:56:19 GMT

After investing the time and effort in creating your marketing strategy and going on press with your final product, you can achieve the best outcome by providing a contract proof to the printer. Calev Systems uses the G7 Method to calibrate the Contract Proofs we produce for our customers.

G7 stands for Grayscale Plus Seven Colors; your standard inks used in 4 color process (Cyan, Magenta, Yellow, and Black) plus an additional set of colors (Red, Green, and Blue). This Method is used in many applications of printing such as offset lithography, flexography, and gravure since it uses a One-Dimensional Neutral Print Density Curve (NPDC) to match neutral tonality between two G7 calibrated printing systems.

Media-independent specification for a universal grayscale appearance
Method of calibrating any printing system to a constant grayscale appearance
Backbone of SWOP ® & GRACoL ®
Process control aim points for more consistent printing & proofing “to the numbers.”
G = Gray Scale and the 7 ISO ink colors

G7 Grey Balance Benefits For Print Clients

A better match between proof and press
All proofing systems look very similar
Similar printed appearance regardless of who does the printing, what technology they use, or when/where the piece prints.
Promotes awareness of standardized printing and proofing

How Can We Accurately Measure Color?

We all see color somewhat differently. The human eye can be influenced by many different factors:

Review under proper conditions (Lighting)
Use the latest equipment to analyze L*A*B* values.
Measure color values on both the proof and press sheets.

You can visually examine a color’s spectral properties by plotting its measurement data as a spectral curve. This type of data can be gathered only by using a spectrophotometer.

THE CIE COLOR SYSTEM

The ultimate goal of the CIE is to develop a repeatable system of color communication standards for manufacturers of paints, inks, dyes, and other colorants. The standards’ most important function is to provide a universal framework for color matching.

CIE develops more uniform color scales called CIE L*a*b* and CIE L*u*v*. Of these two models, CIE L*a*b* is the most widely used. The well-balanced structure of the L*a*b* color space is based on the theory that color cannot be both green and red at the same time, nor blue and yellow at the same time. As a result, single values can be used to describe the red/green and the yellow/blue attributes.

When color is expressed in CIE L*a*b*, L* defines lightness (0=Darkest 100=Lightest); a* denotes the red/green value, and b* the yellow/blue value. Using these three coordinates, we can map out any color within The CIE L*a*b* color space.

The assessment of color is more than a numeric expression. Usually, it’s an assessment of the color difference (Delta) from a known standard. CIELAB ∆E is used to compare the colors of two objects.

Color Management

At Calev Systems, we use best practices to create and optimize custom ICC Color Profiles on our proofer to fall within very tight target tolerance for G7® Contract Proofs. With strict workflow standards and the latest tools for measuring/referencing color, we can achieve a well-balanced color proof.

Custom ICC Color Profiles are used to achieve color accuracy and ensure your contract color proofs are within specification/tolerances
Profile creation, linearization, and optimization
Optimization can be performed after profile creation to attain the very closest match
Weekly measurement data to ensure equipment does not drift

Creative Services

Thu, 28 May 2020 14:46:39 GMT

Did you know Calev has a full-service creative team?

Do you need a hand in designing your next publication, marketing piece, or campaign?

Our creative team can help you with a variety of services.

Translation & Transcreation Services

Thu, 14 May 2020 16:42:21 GMT

Did you know that Calev Systems offers Translation and Transcreation services?

From simple translations to transcreation of multi-faceted omnichannel marketing campaigns, our team of native-speaking linguists will translate/transcreate your message.

Ask us how we can help you expand your marketing campaign by:

Providing translation services in over 60 languages
Rewriting copy from a source language that resonates with your target market while maintaining relevance
Utilizing native translators ensures cultural nuances are incorporated into your message

Do you need help with translations? Do you want to understand better what transcreation is? Let us help you with the translation and transcreation of your next marketing campaign.

Direct Mail & Catalogs

Tue, 05 May 2020 14:12:18 GMT

Did You Know?

Catalogs and Direct Mail should be a key part of your omnichannel marketing program.

Based on USPS Data:

86% of consumers purchased an item they saw in a catalog within one week.
15% of people find Catalogs easier to read and don't have to navigate through a website.
The average consumer keeps catalogs 16 days before throwing it away.
Catalogs are very influential in purchasing decisions, better results than TV ads and websites.

Direct mail and Catalogs are proven marketing methods. While everyone remains at home, this is a great way to get in front of your current and potential customers.

Explore the limitless creative possibilities of Inline Printing

Tue, 28 Apr 2020 18:42:07 GMT

Advantages of Inline Production

One step production eliminates manufacturing steps and reduces waste
Yields postal savings by converting your flat size mail pieces to letter size pieces
Messaging versatility gives you the ability to personalize and change offers/images based on customer preferences
Hundreds of creative direct mail format possibilities

Some examples of inline formats all produced in a one-step production process:

Does your marketing plan include changing some of your current formats? Do you want to get your message to your customers and prospects faster?

Ask us about cost and time savings opportunities when compared to traditional productions.

Postage Savings Opportunities

Wed, 15 Apr 2020 16:56:20 GMT

An Opportunity To Turn Lemons Into Lemonade

Millions of people are working from home which has created a unique opportunity to get your products in front of prospective buyers.

The stay at home orders have created an impactful increase in online spending.
According to a recent USPS study, 86% of consumers purchase items they saw in a catalog and use the company’s website to buy that item.

How can Calev Systems help you turn lemons into lemonade? Let us assist you to develop a direct mail campaign that complements your website and increases your ROI.

We're Here For You When You Need Us

Tue, 07 Apr 2020 19:39:34 GMT

From the Calev Systems family to your family, we hope you are all healthy and safe.

We want you to know that our team is working hard through this time to continue to support our customers. When you need us, we are here.

A quick update regarding industry operations, Calev Systems, and our print partners are qualified to be “essential” service providers given that they print forcrucial businesses and provide transportation services into the USPS and Canada Post systems. We remain open for business, and our team is ready to assist.

We appreciate your business and collaboration during these unprecedented times. Please reach out to a member of the Calev Systems team if you have any questions or needs. We are here to help. We wish the best for all of your employees and families.

Warmest Regards,

Mark Calev

calevsystems

Driving Visibility: How Effective Signage Can Transform Your Brand

Why Signage is More Than Just a Sign

An Interview with Ryan Tanis, Head of Signage at Calev Systems

Why Signage Matters More Than Ever

Question: Why is signage still so important in 2025, even as digital marketing dominates?

The Key Elements of Effective Signage

Question: What makes signage effective in a retail or commercial setting?

Strategic Placement is Everything

Question: How does the placement of signage impact its effectiveness?

Choosing the Right Signage Materials

Question: What materials work best for durable signage?

Digital Signage vs. Traditional Signage

Question: How does digital signage compare to traditional signage, and how do businesses decide which to use?

ADA Compliance and Signage

Question: How does ADA compliance influence signage design?

The Role of Color and Typography in Signage

Question: How do color and typography impact customer perception & engagement?

Trends and Innovations in Signage

Maximizing ROI with Signage

Final Thoughts

Elevate Your Brand with Strategic Signage

Mastering Direct Mail: From Quality Control to USPS Promotions and Innovations in Large Volume Mailing

About Calev Systems’ Expertise

The Importance of Quality Control in Direct Mail

Why Print Quality Matters

"Address panel placement, proper barcode usage, and data processing are all critical elements of quality control."

– Jason Kiefer, Director of Postal Affairs & Mailing Operations

Best Practices for Ensuring Print Quality:

Ensuring Data Accuracy

"Data is data – junk in, junk out."

How to Maintain Data Accuracy:

Mail Sorting and Delivery with Co-Mailing and Commingling

Maximizing Efficiency with Co-Mailing and Commingling

"The need for commingling is absolutely through the roof."

What is Co-Mailing?

Benefits of Co-Mailing:

What is Commingling?

Leveraging USPS Promotions for 2025

Creating a Digital Touchpoint with Physical Mail:

Key Features and Benefits of Informed Delivery:

"You've done all that work to make your front cover look nice—why not use it as your representative image for Informed Delivery?"

Challenges and Considerations:

Innovations in Large-Volume Direct Mail Systems

What Are Inline Printing Services?

"Inline printing transforms production by allowing printing and mailing to occur simultaneously."

Conclusion: Mastering Direct Mail in 2025

Postal Regulatory Commission Docket ACR 2023

USPS filed on 12/29 their calculations for the July 2024 rate increase.

Report Overview

Calev Report - Volume 9

Calev Report - Volume 8

USPS Raising Rates Again!

As part of the USPS “Delivery for America” plan is to achieve financial sustainability and maintain service excellence. They have announced the second postal increase for 2023.

Florida Outdoor Expo '23

NFL Hall of Famer Warren Sapp and Epic Airboat Tours had a blast at the Florida Outdoor Expo, showing off the awesome shirts made by our very own Lance Laprest of the Calev Systems Apparel Division! ����

Calev Report - Volume 7

Strategic Growth - Calev Systems Premiums & Apparel Division

Calev Systems Hires New Director of Mailing and Logistics Services

The Calev Report – Volume 2

The Calev Report – Volume 1

Innovative Media Leader to Advance Expansion Efforts

CMYK, RGB - What Does It All Mean?

To Score Or Not To Score?

Folding Families

Commingled Mail

Benefits:

Custom Signage

Calev Systems can help increase your sales with Custom Signage.

Best Practices:

Types of Signage:

The Science of Color

How do we accurately measure color?

• Review under proper conditions (Lighting) • Use the latest equipment to analyze L*A*B* values. • Measure color values on both the proof & press sheets.

Specialty Finishes

#StopTheSpread

Variable Printing

Data Drives Results

How Do You See Color?

Visit our Resources page to find out your color IQ!

NFL Hall of Famer Warren Sapp and Epic Airboat Tours had a blast at the Florida Outdoor Expo, showing off the awesome shirts made by our very own Lance Laprest of the Calev Systems Apparel Division! ��

• Review under proper conditions (Lighting)

• Use the latest equipment to analyze LAB* values.

• Measure color values on both the proof & press sheets.