Case Study: Square One Drives Growth with Canon Inkjet Technology
Square One, a direct mail production firm with over 30 years in the industry, leverages Canon Solutions America's production inkjet technology to offer nationwide customers a mix of data management, personalized messaging, and integrated print and digital campaigns. Known for creating integrated brand experiences and boosting engagement, Square One serves major financial, insurance, and nonprofit institutions with swift data intake and speed to market. The company's reputation for combining print and digital outreach is bolstered by their commitment to innovation in the print industry.
Square One's leadership, led by siblings Drew and Jill Townsend, has always been forward-thinking, seeking to improve operational efficiency while embracing technological advancements. Their decision to adopt Canon inkjet technology was based on extensive research and analysis, which included comprehensive manufacturer research, site tours, print-quality and color-consistency testing, and internal comparative price testing between offset and inkjet. The Canon varioPRINT iX-series emerged as the clear winner due to its operational advantages, including breakthrough print speed, adaptability to varying paper formats, and predictive production with minimal calibration.
Square One purchased its first varioPRINT iX-series press at the end of 2021 and a second at the beginning of 2022. These presses led to a 34% increase in total mail pieces produced by year’s end and enabled the creation and delivery of over 200 million mail pieces. “We were able to decommission six toner devices,” said Drew. “We increased uptime and decreased costs, allowing us to expand our services with larger direct mail customers who demand tight schedules and error-free production.”
Canon varioPRINT iX-series
The varioPRINT iX-series' consistent accuracy and efficiency reduced labor requirements and accelerated turnaround times. Drew adds, “We spend so much less time on press running shells, and we’ve eliminated the need for laser personalization. We’ve cut four steps out of the shell-and-cut print process.”
Square One’s growth and success are attributed to their willingness to adopt new technology and stay current with industry trends. Canon production inkjet technology not only met Square One’s criteria for improved performance, quality, and efficiency but also aligned with evolving customer needs. Jill notes, “We are in an era of integrated, multichannel, hyper-personalized outreach. New technologies like production inkjet meet the expectations of quality and speed that are essential for today’s marketing objectives.”
The varioPRINT iX-series presses have helped Square One to lower operating costs and improve uptime, converting up to 90% of toner device work to inkjet. “The consistency of production inkjet is now so reliable it’s expected,” said Drew. “We provide phenomenal color consistency, from the first to the hundred-thousandth page and beyond.”
Square One’s multichannel approach combines print, email, SMS, personalized web pages, and QR codes, enhancing marketing return on investment. Jill explains, “Production inkjet enables us to meet speed to market expectations and allows direct mail to become a more nimble component of an integrated campaign.”
The varioPRINT iX-series presses provide Square One with confidence in their capability to meet demanding SLAs and deliver tailored customer solutions. “We know what Canon inkjet technologies can deliver, helping us improve return on marketing campaigns,” said Jill.
Canon Solutions America’s Project 360 provided critical guidance for Square One, helping improve operational efficiency and focus on growth. The thINK community of Canon inkjet customers and experts has been another invaluable resource for ongoing support and information. “Taking advantage of thINK’s knowledge has opened our eyes to new opportunities and industry trends,” said Jill.
Square One’s emphasis on innovation, understanding of client expectations, and vision of direct mail’s role in integrated marketing campaigns have driven their success. Their investment in Canon production inkjet solutions has been pivotal to their sustainable growth and profitable diversification.
