The Hemel Hempstead firm's Print Buyer's Survival Guide targets current and prospective clients and is designed to give them a starting point on understanding print terms and methods. The pack was preceded by two mailers a postcard and a letter.

It is part of a wider education strategy by Colne. The company also runs print schools for clients at its Hemel Hempstead base and gives training sessions and an opportunity for participants to look at equipment in operation.

"It makes our life a lot easier and improves the service for clients. We go to extreme efforts to educate them and get additional business," said Colne managing director Simon Breeze.

He added: "In many cases, buyers do not know the terms for specifications and estimates. This mailing campaign helps them to be right first time."

The guide contains information of Colne's services and equipment as well as two swatches. One explains the print process from type to finishing while the other shows various finishes on a range of stocks.

Colne is also rolling out another marketing campaign to coincide with the launch of its brochure. The drive will send out Love Hearts and Refresher sweets to tease clients into responding. The approach is similar to the print buying guide campaign, which incorporated a fictitious character called "Phileas Font".

"The campaigns we do are designed to stimulate some fun and excitement," said Breeze.

Colne specialises in sheetfed litho and equipment includes two Heidelberg Speedmaster 74s, Screen PlateRite 4000 B2 thermal platesetter and a Muller Martini saddlestitcher.

Story by Philip Chadwick