We all get mail, and a lot of what we get is junk flooding our mailboxes. That’s why, if you are planning on sending a law firm announcement card or invitation, you need to grab attention from the moment your clients see the envelope, get them to open it and then present them with a unique visual piece.

Visual impact sets the tone and importance in marketing your law firm’s special event with a print project. Inviting your top clients to something like your city’s art museum for a private viewing of an exhibit deserves putting your best foot forward. Fortunately, digital printing technology has come a long way, and it can be the key factor that makes or breaks your printed campaign.

Digital printing: A brief history

When digital printing came on the market a number of years back, it offered a low-cost, quick-turnaround option for full-color short-run printing internally or with an outside printing vendor. This cost-effective process was often used for simple brochures, invitations, cards and small posters.

The on-demand short-run process still continues to allow for a quality short-run product, giving your law firm marketing department the ability to keep materials up to date without printing – and wasting – large quantities. The files for these materials are often housed on internal servers or the firm’s website, making it easy to print current information and insert them into existing brochures or branded pocket folders.

The next phase added variable printing to the mix. More and more offset print vendors added high-end digital presses, allowing law firms to insert custom fields within the design to “personalize” the printing project. This personalization – placing your client’s name in the announcement or invitation – has more importance when received by your client or prospect. This moves your printing away from a typical mass mailing look and feel, and elevates your firm’s special event.

New technology = new techniques

Today, printing vendors with high-end digital presses can do so much more. No longer are we restricted to printing on white paper with an uncoated or coated stock and limited paper weights. The new line of digital equipment and paper substrates takes digital printing to a whole new level. Visually, paper sets the tone for the overall appearance and design of your finished project and can attract the recipient's attention from the start.

Digital equipment now has added features, such as:

  • Printing white ink on a dark color or metallic paper stock, for a reversed visual effect. This can also be used to add color on top of the white for a full-color image. 
  • The ability to add texture and dimension by using clear ink to create raised/textured printing within the design. This is accomplished by putting multiple layers of the clear ink over the same spot until the desired depth and effect is reached, changing the look and feel of the project. This gives your digital project a higher-end look that used to require traditional offset printing techniques.

These new features in digital printing allow you to take a short-run special law firm announcement or invitation project to the next level and present your event in a more cost-effective, exciting way over the cost of traditional printing. By working with your creative agency, your project can have an innovative design that could never before be achieved for short-run projects.

Interested in discussing how digital printing fits into your next project? Contact Alan E. Singles, Senior Marketing Manager, at asingles@jaffepr.com or 610-364-3396.