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04.11.2022

How can homebuilders drive sales with signage? When potential buyers are visiting a new community, they’re looking for a sense of place and belonging that helps them to envision themselves living there. The community brand that homebuilders design supports that message, and signage is a critical component of amplifying it. Beyond creating a sense of place for potential buyers, signage also helps you advertise your new development to passersby. If you’re a home builder looking to market a new development, here are five types of signage that will help you get the word out: Banners Temporary Billboards and Skid Frames Flags & Flagpoles Sales Centre Signage Portable Directional Signs 1) Banners Banners are one of the easiest ways to advertise your residential development—they’re temporary, cost-effective, weather-resistant, and can be easily cleaned and stored. Plus, they can be fixed to almost any structure including nearby fences. 2) Billboards & Skid Frames Skid frame signs are semi-permanent billboards. Because the structure is made of wood, it can be reused for future advertisements, making them a sustainable choice. Built sturdy, skid frames can also withstand harsh weather conditions. Because these temporary billboards can be built quite large, they’re ideal for advertising in high-traffic locations to capture attention, such as on the side of a busy roadway or at the entrance to your new community. 3) Flags & Flagpoles Flags and flagpoles are a great way to reinforce your brand and are also useful for drawing more attention to your other signs through movement. The size of your flags can vary, but consider using larger flags with more surface area for designs that feature graphics and lettering. 4) Sales Centre Signage One of your main objectives as a marketer in home sales is to have customers visit your sales centre—which is why creating a positive experience is critical. Residential sales centres are typically either in a show home or built with a temporary portable structure. With a bit of landscaping and signage, you can transform your sales centre into an eye-catching and welcoming environment. On the outside, custom 3D lettering, banners and window graphics will draw buyers in. On the inside, imagine an interactive wall mural that maps out the plans for the area, and dimensional plaques that tell the story of the community. It’s these little details that will excite your buyer! 5) Portable Directional Signs Guide your buyers through new communities with portable signs that direct movement through and around your community. Temporary sandwich boards, lawn signs and smaller skid frames are all great options to help direct your buyers where to go. We can’t wait to help you sell more homes! WCD Creative is here to help you design a holistic signage program that will capture the attention of your market. We then work closely with our strategic print and signage partner, Cober Solutions on the production and installation of your signage displays. Contact us to get started!

04.05.2022

CUSTOMER SUCCESS STORY How a Calgary-Based Home Renovation Business is Growing with Direct Mail Over the past few years, the home has taken on an entirely new meaning. For many of us, it’s where we’ve spent the majority of our time working, resting, and enjoying leisurely activities with loved ones. As we adapted to spending more time at home, businesses were also pivoting. They needed new ways to interact with customers that stretched beyond the brick-and-mortar experience. Business owner Brett Murphy can attest to that. Brett’s Calgary-based business Custom Roll-Out Drawers helps homeowners revitalize their space and “learn to love their home again” through custom renovations and storage solutions—from cabinet refacing to countertops, closet organization, and more. Since the company’s inception in 2003, its marketing strategy has mainly focused on exhibiting at home shows in Calgary and surrounding areas. As the pandemic set in and events dwindled, the company needed another way to attract new customers. “Over the past two years, home shows have been few and far between. We needed to look at other options for lead generation, so I went back to what I know works—direct mail." How Direct Mail Has Advanced Over the Decades Brett first learned about direct mail advertising through his father’s house cleaning business over 20 years ago. During that time, the process of targeting customers was complex and time-intensive. “Before Canada Post had Precision Targeter to segment households to mail to, we would purchase Statistics Canada information on neighbourhood demographics so we could pinpoint our target market,” says Brett. At that time, the family outsourced printing and would then spend hours counting and bundling their direct mail pieces—up to 3,000 pieces a week—before handing them over to Canada Post for delivery. “We would roll six-foot maps out across a table and highlight the neighbourhoods we wanted to target.” Today, Custom Roll-Out Drawers can segment their audience with just a few clicks. Using Canada Post’s online Precision Targeter tool, Brett can select up to three audience attributes from a list including household income, age, family structure, type of dwelling, and other demographic and behavioural data points. From there, he can narrow down his audience by geography—whether it be by the municipality, postal code, or even a specified drive distance from his shop. Finding Success with Direct Mail in Calgary Since mid-2020, Brett has been working with a Calgary-based direct mail partner to run a series of direct mail campaigns now totaling over 45,000 pieces. Targeting a series of postal codes that match the company’s ideal customer profile, Brett strategically drops mailers to the same households multiple times throughout the year—a tactic that increases brand recall and the likelihood of conversion. “I’ve had people call me and they’ve held onto two or three of my postcards, so I know it can take a few touchpoints before the customer will reach out." “So far, the direct mail campaigns have successfully replaced the leads we were getting from home shows. We will return to events when they come back, but we’ll also continue our mailers so we can double our volume of leads,” says Brett. “Canada Post’s Smartmail Marketing program can be turned on and off almost instantly, and it’s quite cost-effective. The flexibility and targetability offered by direct mail marketing works amazing for our business.” For small business owners, investing in marketing that is cost-effective and provides a great return on investment is so valuable. To learn more about their business, visit www.rolloutdrawers.com. How can your business get started with Direct Mail? Ready to learn more about how your business can achieve its marketing goals with direct mail? Learn more about direct mail marketing on our website, or download our free eBook: The 6 Step Guide to Direct Mail Marketing below.

03.21.2022

Not sure what type of book binding you should use? You've brought your story to life on paper, and now you need something sturdy to hold it all together. That's where the craft of book binding comes in. Whether you're planning to self-publish a novel, develop a corporate manual, or print school yearbooks, the right binding will add that finishing touch and ensure your book stays intact for decades to come. WCD has divested of its print and signage divisions to Cober Solutions, offering expanded national capabilities. Find out more >> 1) Cerlox binding Cerlox binding, also called comb binding, uses a cylindrical plastic shape with curved prongs to hold your book together. This cost-effective binding allows your book to lay flat when it is open and holds between 5-250 pages. This binding method is commonly used for manuals, workbooks, annual reports and more. 2) Wire binding Wire binding, also called wire-o, uses a "c” shaped wire spine that is threaded through punched holes and squeezed shut with a wire closer to make the spine round. With wire binding, your document will lay flat, can rotate 360 degrees around the spine, and will hold from 16-275 pages. Wire binding is commonly used for calendars, manuals, workbooks, and other corporate documents. 3) Spiral binding Spiral binding can look similar to wire binding, but there are some distinct differences. Spiral binding is typically plastic that is coiled through punched holes in the paper, so you can fully rotate the coil if needed. Spiral-bound books lay flat when open and hold 16-275 pages. This method is commonly used for notebooks, manuals, reports and more. 4) Saddle stitching Saddle stitching is a popular book binding method where wire staples are punched through the outside of the spine and bent flat between the centermost pages of the book for a smooth finish. Saddle stitching can accommodate documents from 2-250 pages and is commonly used for brochures, booklets, small catalogues, and more. 5) Perfect binding Perfect binding is a process where sections of a book are bound together on the edge with adhesive and are then bound to a wrap-around hard or softcover. The cover is typically scored on the back and front for ease of opening. Perfect binding creates a clean, crisp product that holds 50-250 pages. This method is used for novels, photo books, yearbooks, and probably most of the books sitting on your bookshelf! Book printing and binding in Canada Ready to print and bind your book? Book printing services now available through Cober Solutions. Ship your books anywhere in Canada from production facilities for book printing and binding in Calgary, Edmonton and Ontario.

02.28.2022

What is construction hoarding and why do developers need it? In most major cities like Calgary and Edmonton, inner-city development is on the rise. For developers in Alberta, supplying construction hoarding to those sites isn’t just vital to keep people safe—it’s also required by law. According to Part 8 of the Alberta Building Code, construction sites that constitute a hazard to the public are required to place a fence or barricade between the site and the public way—otherwise known as construction hoarding. WCD has divested of its print and signage divisions to Cober Solutions, offering expanded national capabilities. Find out more >> While hoarding is a necessary safety measure, it’s not always pretty. That’s why the public and policymakers have called on developers to get creative with their hoarding in ways that visually enhance their construction sites through design and art. There are a few ways you can do so with different types of branding for your construction hoarding. How to apply for a hoarding permit in Calgary and Edmonton. Below are some ideas for different types of Hoarding in Construction. Types of Hoarding in Construction Mesh Construction Hoarding for Temporary Fences If you’re using a temporary chain link fence to protect your construction site, you’ll still need a way to adequately contain dirt and debris from your site. Securing mesh hoarding to your fence has a few benefits: It is a type of construction hoarding that is lightweight and allows air to pass through, ideal for windy areas The printable fabric enables you to advertise a new development on-site Limits passage of site debris and dust while maintaining privacy Easy installation to an existing chain link fence (apply zip ties to grommets) More environmentally friendly than other hoardings like plywood Dibond Construction Hoarding for Plywood Fences Plywood is one of the most common methods used to install construction site hoarding. Using jersey barriers and posts, plywood is mounted to fully seal off your construction site. From there, many developers will use Dibond, an aluminum composite, to mount graphics and increase the visual appeal of their site. Benefits of using this type of construction hoarding are: A sturdy and secure solution for more permanent construction sites Can be mounted using jersey barriers or more permanent in-ground posts A clean look with maximum privacy for your construction site Need help designing your hoarding? Explore our Creative Services > Scrim Banners for Plywood Fences As an alternative to Dibond, you can print your design on a scrim banner, an opaque material that can be applied to a plywood fence easily. Benefits of using scrim banner to brand your construction site hoarding are: Scrim is a lighter weight than E-PanelIt's easy to install using grommets and zip ties Scrim is a more affordable alternative We do not recommend using scrim banners on temporary, free-standing chain link fences as the material is heavy and doesn’t allow air to pass through. However, applying scrim to permanent in-ground fencing (like seen below) is perfectly acceptable. Need Construction Hoarding in Calgary or Edmonton? Signage solutions are now available through Cober Solutions.

02.28.2022

WCD Announces Partnership with Pride in Business WCD is proud to be partnering with Calgary’s Pride in Business as their official Print and Signage Sponsor. Established in 2011, Pride in Business works to create connections within the LGBTQA community of professionals and entrepreneurs. The organization is on a mission to enhance visibility, support, and commerce in the community, and to become a positive influence for LGBTQA youth and young professionals. “WCD is working hard to promote diversity and inclusion in the workplace. We have made great strides, but we know there is always more work to do. We are excited to partner with Pride in Business to better strengthen our support of the LGBTQA community.” — Rob Steed, Vice President of Partnerships & Client Engagement, WCD Learn more about Pride in Business Through community initiatives and events, Pride in Business is connecting the Calgary business community to organizations, programs, businesses, professionals and charities that exist within the LGBTQA space. Discover ways to get involved and learn about upcoming events on their website.

02.15.2022

Book Printing File Setup Guide Whether you’re writing a children’s fairy-tale or compiling family photos, creating a personalized book is a meaningful way to bring your story to life tangibly. In this guide, we’ll walk through some of the basics of how to print a book, including formatting your book so you can prepare a finished, print-ready product. Then once it's ready, you can reach out to an on-demand book printing service. WCD has divested of its print and signage divisions to Cober Solutions, offering expanded national capabilities. Find out more >> Print a Book From PDF: Accepted File Formats for Book Printing To submit your book for printing, you’ll need to export it as a print-ready PDF. This process will vary depending on the software program you’re using to design the book. Learn more about how to print a book from PDF and book design software below. Microsoft Word, Microsoft PowerPoint, JPEG or PNG files are not acceptable for book printing. How to Set Up Your Inside Book Pages for Print To ensure your printed product is clear and easy to read, set up your pages with the following: Bleed: A 0.125” bleed is required on all four sides of your page so that text or images that bleed to the edge aren't cut off in print.Margin: This is the white space between content and the edge of the page. Having a proper margin makes for a better reading experience. The margin size is up to you, but 1" is recommended.Gutter: The gutter is an extra margin added in the centre of your spread where the left and right pages meet, allowing for space so content doesn't seep into the crease where the book is bound. The gutter size is up to you, but 0.5" is the standard for books.Export: Export your book as one PDF, set up as single pages. Adding Images and Graphics to a Book When adding graphics to your book, always use images that are optimized for printing, otherwise, they may turn out blurry or pixelated. Images used in print should have a resolution of 300 DPI. For more information, refer to this image size and resolution resource by Adobe. How to Set Up Your Cover Pages for Print Because book covers are printed separately from the inside pages and require special finishing, they have unique requirements during the file setup phase. Setting Up Hard Covers When setting up your cover spread for a hardcover book, ensure your file size is 0.5” larger than inside pages in width and height and use a 0.75” bleed on all four sides of the spread. Setting Up Soft Covers When setting up your cover spread for a softcover book, use the same file size as the inside pages and set up a 0.25” bleed on all four sides of the spread. What Software Can You Use to Design a Book? Before you can send your book to print, you’ll need to design the layout and format it properly using the specifications above. There are many software applications available to help you, and choosing one will depend on your level of experience and the complexity of your finished product. Here are some options for you to explore, ranging from the most user-friendly and affordable to paid options that can be used for more complex book designs: Microsoft WordShutterstock EditorScribusAdobe InDesignAffinity Designer Print on Demand Books in Canada Book printing now available through Cober Solutions.

02.08.2022

WCD Announces Partnership with the Calgary Marketing Association WCD is excited to join the Calgary Marketing Association’s roster of Gold Corporate Sponsors alongside other leaders including ATB Financial and Pattison Outdoor. The Calgary Marketing Association (CMA) is a non-profit industry association that supports Calgary’s thriving marketing community. They bridge the awareness gap between agencies and large corporations—providing industry professionals with access to exclusive events, mentorship opportunities, shared tools, and networks. “The CMA is an Alberta-based business with an entrepreneurial spirit that wants to put Alberta marketing on the map. WCD shares these same values. We’re excited to be part of the CMA’s community of businesses and professionals that are working together to drive creativity and connection.” — Jennifer Brookman, Vice President of Marketing at WCD Join the Calgary Marketing Association Ready to join a community of like-minded marketing experts? The CMA is a great resource for hiring top local talent, expanding your knowledge, and connecting with the community. Learn more about becoming a corporate member on their website.

02.02.2022

Master the essentials for flawless large-scale print With the right application and an eye-catching design, large format print can transform your space, build brand recognition and create memorable customer experiences. Designing creative for signage or large format print can be tricky to navigate, so let's have a look at some of the basic steps you can take when creating your design files. 1) File Formats for Signage File format is the first and most important consideration for designing signage. PDF/X-4 is the ideal file format for large-scale graphics, although Adobe Creative Cloud files from InDesign (packaged), Illustrator (packaged), PhotoShop, high quality JPGs, and TIFFs are also acceptable. 2) Converting Text to Outlines for Signage Because your files are being scaled from a small screen to a much larger finished product, it's critical to embed, package, or convert the fonts in your creative files. This will ensure your text can scale infinitely without losing quality or becoming pixelated. To learn more about converting text to outlines in Illustrator, read this article from Adobe. 3) Using Vector or Raster Graphics Computer graphics can be created as raster (i.e. JPEG) or vector files (i.e. EPS). A raster graphic is a pixelated image (tiny squares of colour info) and a vector graphic uses algorithms to create coordinates joined by lines and curves. Each have distinct uses, benefits and limitations. Vector GraphicsRaster GraphicsProsInfinitely scalableSmaller file sizeEditableProsRich detail in complex imagesPrecise editingConsLimited detail with complex imagesConsBlurry when enlargedLarge file size Based on this information, it is best to use vector graphics like EPS, AI and PDF when designing your large format signage. 4) Selecting Colours Models for Print Whenever possible, set up your print files using the CMYK colour model. RGB and CMYK are colour models used in design, each with their own purpose. Compared to the CMYK colour model, RGB has a larger range of colours in its spectrum which is ideal for computer monitors, but does not render properly in print. High-end digital processors will convert RGB colours to the most accurate CMYK representation of the colour, which may not be an exact match to what is seen on a monitor. Pantone Colours A Pantone Matching System converts pantone swatches to the closest CMYK colour possible when designing and outputting to digital print. Note that exact matches to every pantone colour cannot be guaranteed in digital print. Transparency When you combine transparencies from one colour space with those from another (for example, a CMYK drop-shadow over a Pantone colour), you'll get surprising results. If you want to print artwork with transparency, you'll need to go through a process called flattening, which divides transparent artwork into vector-based and rasterized sections. Text Safe Zones The text-safe area of a document should be equal to approximately 96% of the width/height, leaving a quiet space equal to 2% of the trim size on all four edges of a graphic. For example, on a 96 x 48” board, the text-safe area is 94 x 46”. This ensures no text or logos are too close to the edge and offers a cleaner layout. In the case of banners, this ensures there is room for grommets around the edges.

01.21.2022

Accurately tracking the success and ROI of marketing campaigns is a challenge all marketers have faced. While it's easy to assume that an increase in leads is related to our marketing efforts, being able to show concrete results that attribute dollars earned to dollars spent helps teams make calculated decisions that will drive tangible results. When it comes to direct mail marketing, it's a common myth that mail is untraceable and therefore less effective than digital tactics. We're here to bust that myth by sharing several simple and effective ways you can track the success of your next direct mail marketing campaign. Read FAQs on direct mail from marketers > Is direct mail effective?     Direct mail is one of the few marketing tools that allows companies to put something tangible in their customers’ hands. According to Canada Post research, many Canadians agree that mail has a good reputation, with 93% reading their mail either the day of or after its arrival. For marketers, direct mail has proven to be an effective component of integrated marketing campaigns. In a Canada Post study, customers who received a direct mail piece were 43% more likely to order a product online, 64% more likely to visit a website, and 54% more likely to engage with a brand on social media.   While the research shows that direct mail can be effective, marketers still need to be able to report the return on investment. Like any marketing channel, it’s important to test your campaigns in small batches and quickly scale the best results to a wider audience.      How do you track direct mail response rates?  Here are seven methods you can implement into the design of your direct mail piece to track engagement:      1) Coupons and promotion codes Whether you’re driving traffic to your online store or physical storefront, using exclusive promo codes for each direct mail campaign will allow you to track campaign lift.  2) MURL By using a marketing-specific URL that leads to a landing page with content on your offer, you can attribute all unique visitors and conversions to your mailings. 3) PURL  Personalized URLs are web addresses that lead to a landing page that's unique to each prospect so you know exactly who engaged with your mailer. These can be generated using marketing automation technology. 4) Social media tags Using campaign-specific hashtags on your mailer encourages clients to share offerings with others in their network and allows you to track responses. 5) Email and phone numbers  Dedicating a toll-free number or email address to your mailer is an easy way to directly attribute leads to the campaign. Plus, they're easy to set up. 6) Augmented reality Using augmented reality (AR) technology, marketers can add an interactive area on a printed mailer. When scanned with a smartphone, the mailer will reveal dynamic images, videos, and even games! 7) QR codes  QR codes have greatly increased in popularity in the past few years. With any smart phone, prospects can scan the unique code, leading them to a landing page with information on your campaign. These codes are simple and affordable to set up online. What else goes into creating a direct mail campaign? Learn more > With the right strategy, direct mail can be an effective and engaging part of your integrated marketing campaigns. As Canada Post Smartmail Marketing Expert Partners, WCD can help you develop and execute on a direct mail campaign that gets results. How to get started with Direct Mail Ready to learn more about direct mail so you can develop campaigns that drive engagement? Access our downloadable guide that covers the basics of the direct mail process from start to finish—with valuable tips to guide you through a successful campaign.