Print Solutions Magazine, May 2002 -- Integrated Cards

When a Montana ski resort planned to upgrade its software, it began exploring options for its frequent-skier cards. Skiers pay an annual fee for the cards, which make them eligible for discounts on products and services at the resort.

Lou Morris, sales manager of Westech Forms and Documents Inc., a distributorship in Belgrade, Mont., was selling the resort paper cards, which were mailed with confirmation letters. The system had three drawbacks: One, resort employees spent considerable time matching the cards to the letters. Two, supplying replacement cards was a hassle. Three, the paper cards reflected a less-than-ideal image. Morris knew a more professional-looking card would appeal to his high-end client.

Morris redesigned the product as an integrated card. "Integrated cards are so simple and yet seem so sophisticated to the customer," he says. The frequent-skier cards are constructed from a 24# high-opaque laser sheet. The cards are preprinted on the front with the resort's logo and a dramatic scene of a snow-covered mountain in full color. The reverse side (2-color) contains preprinted terms and conditions. The integrated card is die cut from a confirmation letter that thanks users for buying the cards and explains terms of use.

The resort images the customer's name and number, the date of issue and the card's expiration date on the front of each card. The self-laminating feature means that card recipients must place the laminate over the front of the card when it's removed from the confirmation letter. Morris says integrated cards are a great option if clients "want a problem-free application" and don't want to "worry about coordinating client-specific information."

Radio Station Tunes Into a New Solution

Integrated cards can help clients solve problems, improve efficiencies and even keep track of customer information. Robert Bernier, president of Open Business Systems Inc., a distributorship in Shakopee, Minn., delivered 120,000 integrated cards to a public radio station in March. The station regularly sends mailings to solicit donations.

Previously, Bernier had supplied letterhead to the station for its fund-raising letters. When the client indicated it wanted to pursue other options for getting its mass mailings out, Bernier provided samples of thin and thick-gauge plastic cards, integrated cards and paper cards. The client decided on integrated cards. "Integrated cards could deliver what they wanted for a price they could afford," he says.

The membership cards are much more than simple ID cards, however. Bernier suggested that the radio station work out deals with restaurants entitling patrons showing membership cards to discounts. Each card is bar coded, so the restaurants can track patronage by radio station members. Eventually, the restaurants will be able to send out personalized letters and special offers to radio station members based on their dining habits. In turn, because the restaurants have concrete data about how frequently station members use the cards, the radio station might be able to use that information in the future to get restaurants to increase their advertising with the station.

The integrated card/letter is printed on a white 24# MICR bond and trifolded into a #10 envelope. The card, which appears in the bottom left corner of the sales letter, has the radio station's logo preprinted on the front and a disclaimer preprinted on the back. The radio station images the member's name, a customer number (only for people who donated money previously) and a bar code. Bernier also supplied the radio station with custom bar coding software that he helped to develop.

Hospital Gets a Dose of Value

"As a printed products distributor, we want to be a solutions company," says Jeff Bassindale, CFC, president of Integrated Document & Label Solutions Inc., a distributorship in Green Bay, Wis. Bassindale once combined multiple forms for a hospital into a single 8 1/2 x 11-inch sheet that included an integrated card and four integrated labels. The form, needed by the radiology department, used the 3 3/4 x 3 3/4-inch integrated card as the "flash card" that technicians slid into the corner of an X-ray to identify each patient.

Because the card was used only once, it didn't need to be laminated for durability as many integrated cards are. The integrated construction was desirable, however, because the patient information for the labels, flash card, and an 8 1/2 x 2-inch checklist at the bottom of the form could be imaged simultaneously. The combined form improved efficiency, saved the hospital money on printing and reduced the likelihood that the labels or flash card would be mismatched. The labels are used to identify the patient's file folder, charge sheet and X-ray jacket.

Katherine House, a freelance writer based in Iowa City, Iowa, is a frequent contributor to Print Solutions. Email us your comments at editors@printsolutionsmag.com.

Thanks to Howard Stoller of Print Management Partners in Des Plaines, Ill., and Jack Warren of Warren Business Graphics Inc. in Waltham, Mass., for assistance.

7 Sales and Design Tips

1. Be realistic about the pros and cons of integrated cards. Because integrated cards are constructed from paper, which is then laminated, they aren't as durable or water-resistant as plastic cards. Nor is the integrated construction the best choice for cards that should last more than a year or so; they don't hold up as well as plastic.

"Some people prefer the image of a plastic card," says Jeff Bassindale, CFC, president of Integrated Document & Label Solutions Inc., a distributorship in Green Bay, Wis. Despite the higher cost, "they want 30 mil cards and won't budge from it," he says.

On the other hand, many people are tired of all the bulky items they need to carry in their wallets. Sell clients on the fact that their customers will be more likely to retain and use an integrated or thin-gauge affixed card than a thick-gauge one. And because cards of all types are employed to track customer information, it's critical that you make it as easy as possible for your clients' customers to use the card in the first place.

Integrated cards are less expensive than many types of affixed cards. This allows businesses that use small quantities of cards or those on limited budgets to use cards for the first time. Production times for integrated cards can be faster than those for affixed cards, especially when affixed cards necessitate the use of multiple vendors.

2. Learn as much as you can about how the cards are processed and used. Certainly this is recommended for every product sold, but it's critical when closing a system sale for products such as integrated cards. Will the card be processed on a desktop or high-speed laser printer? Will the user handle the cards daily, weekly, monthly or less frequently? Will the cards be folded and inserted in a #10 envelope after imaging? Perhaps they'll be placed in a larger envelope or a presentation folder. Also, be sure to sell related products; some clients may want you to handle fulfillment services, too.

3. As with mailers, place instructions next to the card. Consumers increasingly are familiar with integrated cards, yet different products require slightly different handling. Instructions such as "Bend and lift" can be printed adjacent to the cards. Printing instructions is a necessity if your client decides to use a product with a self-laminating feature; the recipient is required to partially assemble such cards.

4. Take advantage of the design flexibility of integrated cards. Because integrated cards are die cut from a paper sales letter or marketing piece, color matching between the card and marketing collateral is identical. This can be a benefit for picky end users who don't understand or won't accept the slightly different appearance of ink on two different substrates.

5. Combine cards and labels into one document. Because the manufacturing process for integrated cards is similar to that of integrated labels, it's easy and cost-effective to combine integrated labels with an integrated card construction.

6. Make sure clients test samples in their equipment. Some cards work better with certain equipment than others and vice versa. The only way to determine what works best for your client is to test a variety of thicknesses, laminates and configurations. Keep in mind that different clients have varying thresholds of acceptance when it comes to toner adhesion. Also, make it clear that there may be a durability/legibility tradeoff because certain laminates can make toner adhesion trickier.

7. Get complete printer specifications. By checking the make and model number of the client's equipment in a specification guide, you'll know the maximum thickness that can be imaged by each printer. In certain cases, you may need to talk to the equipment manufacturer to ensure you are employing a suitable design.

Integrated Cards and Affixed Cards: What Are They?

Several manufacturers offer a variety of designs and configurations for integrated cards. Even so, end users--as well as some distributors--remain confused about the terminology of integrated cards. A true integrated card is die cut from the same material as the card carrier and is designed so the end user may personalize the card on a laser or impact printer.

Integrated cards are a less expensive alternative than some types of affixed cards, especially thick-gauge plastic cards. Because integrated cards can be laminated on one or both sides, they convey a more professional image and are more durable than paper cards. Paper or thin plastic cards that are perfed out of their carriers, such as some insurance membership cards, are not true integrated cards (although these cards are integrated with the design of their carrier).

One of the biggest applications for integrated cards and thin-gauge affixed cards is membership identification. "Selling membership identification cards in today's markets provides the creative distributor with opportunities for tremendous growth and profitable annuity-type orders," says Paul Edwards, CFC, president of FormStore� Incorporated, Fenton, Mo. FormStore is the manufacturer of the patented LaserWell� ID and membership card products, which are specialized affixed products. Sales of membership cards present "opportunities to dramatically impact the customer's revenue stream with creative solutions flowing from one-to-one marketing or customer relationship marketing," Edwards says.