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Jan 1, 2011 12:00 AM


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Sherri Buxton is one of the most successful Coldwell Banker Realtors in North Carolina, consistently listed among the top 2% of agents nationwide. Knowing what it takes to stand out in a competitive environment, she understood she had to increase branding efforts and create a look that was exclusively her own to take sales to the next level. This meant moving from the popular but generic web-to-print store to a fully customized solution.

Having worked with Keiger Direct in the past, she knew the firm would be up to the challenge. Buxton didn't want to sacrifice the online, do-it-yourself brochure ordering process in the name of differentiation. Color matching also was a concern, as it was imperative that Keiger's digital equipment be able to flawlessly match the marketing brochure the firm produced offset, months before.

The solution

Keiger Direct's first step was enlisting local freelance cross-media designer Carrie Leigh Dickey to reinvent Buxton's brand. Using Adobe Illustrator, InDesign and Photoshop, they developed everything from a new logo to business cards, magnets and brochures.

Once the designs were set, Keiger took advantage of Xerox FreeFlow Web Services 7.0 to begin phase one of Buxton's online stationery store, which consisted of a single, ultravariable “Open House” brochure. Web Services 7.0 enabled Keiger to provide a much more intuitive user interface, which, in turn, projected a more professional image for Buxton.

In addition, Buxton was able to access the collateral 24/7, customizing virtually every image and piece of text to the property. The Image Editor feature gave her even more creative control, allowing her to crop, zoom and tweak the brightness and contrast levels of her uploaded images.

When it came time to print the on-demand materials, Keiger relied on a Xerox iGen4 Digital Press driven by a CX Print Server powered by Creo with spot colors to match the offset print brochures. The brochures were then finished on a cutter and creaser.

The benefits

The online stationery store, with brochures ready for delivery in two days, has helped make Buxton the top producer for her entire company. It also opened the door to a new line of business for Keiger Direct. It's gaining extra revenue from Buxton's “Open House” brochures and planning the expansion of her store. Phases two and three will see an additional, more complex “Open House” brochure added to her site along with business cards and static brochures bearing her brand.

Keiger Direct plans to expand its business by creating similar customized stationery stores for other clients. Offering realtors an end-to-end collateral solution — from professional design to web customization and ordering to on-demand production — is a valuable service that's expected to benefit customers and Keiger Direct, alike.

About Keiger Direct

Established in 2005 as a division of Keiger Printing Co., Keiger Direct is an integrated marketing solutions provider located in Winston-Salem, NC. Specializing in personalized marketing programs, Keiger Direct applies the latest digital technology to achieve true customization.

Keiger Direct primarily works in the business-to-business sector serving clients in higher education, healthcare and financial services, and the company is beginning to break into the business-to-consumer market.

See www.keigerdirect.com.

W2P automation

FreeFlow Web Services production printing software provides customers with 24/7 access to a printer's services without 24/7 staffing. It consolidates all of a shop's orders to automate job ticketing, tracking and routing. At Graph Expo 2010, Xerox demonstrated its new, simple installation for quickly designing online storefronts, as well as a new user interface for easy navigation.

Online ordering can be connected seamlessly with an existing Intranet, and the open, JDF-compatible software integrates with third-party systems, including variable-data applications. See www.xerox.com.