DIGITAL

GetPersonal

Statistics show a 28 percent

lift in consumer participation

in loyalty programs due to

personalized messaging.

With customized colors,

variable data, and individualized

messages, personalized bank

statements become digitally

printed platforms that reach

targeted audiences and nurture

lasting business relationships.

www.glatfelterblog.com

ost Valuable Paper. Thats our goal. When a particularly hard-hitting

business challenge has you up against the ropes, we want to be your supplier of choice. The first call you make. The

team you count on to get the job done. Thats why we focus on customer intimacy through

innovation in products and services. The better we know you, the better we can create the kind of paper that makes your life easier (and more profitable, too).

Take high-speed inkjet (HSIJ) technologies, for example. Straw into Gold (page 5) delves into the latest in HSIJ and how marketers are using the technology to nurture profitable and long-term customer relationships. By translating the knowledge you have of your customers and their needs into specific data points, you can deliver relevant, personalized direct marketing.

But, lets not forget what makes paper so personal. Paper Becomes Us (page 18) explores how paper is with us through some of the best moments of our lives. Whether signing a birth certificate or marriage license, or getting the first stamp in your passport, paper is often the memento of dreams realized.

Whats your favorite memory with paper? Share it with us on Facebook or send us a tweet. Thanks for letting us be a part of your team!

Tim HessVice President, Sales and Marketing Specialty Papers Business UnitTimothy.Hess@glatfelter.com

Our people love to make paper and make a difference in our communities. Spring Grove Mill employees recently teamed with Habitat for Humanity to build a home for a mother and her two children.

Nobody puts paper in a corner. Summer marks the launch of the Paper Check-off Boards national awareness campaign. Glatfelter gladly supports the efforts to elevateand celebrateall things paper and packaging. Visit www.howlifeunfolds.com for details.

Stay on the pulse of the paper industry when you connect with us on Facebook, Twitter, LinkedIn, and other social media. Youll find relevant topics in real time. Follow us today!

illing statements are standbys in the lives of most Americans. Month after month, these papers arrive at our homes and businesses, alerting us to outstanding balances, service details, or updated account information. Although were more than

familiar with these statements, we dont often give them much thought beyond dutifully sending them back with our payments, or filing them away for future reference. And thats exactly as it should be.

However, when youre one of the nations foremost data center printers, specializing in statement and invoice printing for multiple large client companies in diverse industries, the details are very important. Its crucial to have an adequate supply of paper available to produce systematic mass mailings on schedule. And the printed text on the paper must look professional and be easy to read. Of course, the cost of production must be manageable, too.

Having a domestic supplier to handle these paper needs was imperative for this U.S.-based high-production printer. And Glatfelter, a global paper manufacturing company headquartered in York, Pennsylvania, fit the domestic-partner bill.

Before its partnership with Glatfelter, the data center printer had been working primarily with an offshore paper supplier. With the constant risk of shipping delays, the data center printer recognized the need for a trustworthy domestic supplier that offered excellent customer service, production flexibility, and cost efficiency.

Due to unpredictable circumstances such as dock strikes, severe weather, and port issues, paper stock shipments were sometimes delayed from the data center printers offshore suppliers. These delays compromised the printers tight production schedule and threatened the precision timing in which the statements were to be mailed. Further, the data center printer also experienced occasional and unpredictable surges in demand for its servicesan issue the offshore supplier might not be able to handle. In a business where there is little leeway for disruptions, the need for a domestic paper supplier partner became apparent.

Still, the data center printer had become accustomed to the contrast of the text ink color it printed on the offshore suppliers bluish-tinted paper, which caused the text to pop and provided excellent readability for the recipients of the statements. If a domestic paper supplier partner were to earn the data center printers business, then that bluish shade of the current paper stock would need to be duplicated.

Through a series of conversations, Glatfelter representatives were able to determine the data center printers needs and create a custom service solution that addressed each one.

To ensure its client got the print/paper contrast it was looking for, Glatfelter developed a brighter sheet of paper that carried the same bluish tint as the offshore suppliers stock and one that also worked well with the clients high-speed inkjet printers. With manufacturing plants and warehouses

located domesticallyeach with intermodal delivery optionsGlatfelter offered the shipping flexibility the client needed at a commodity price. Offering the client exceptional stateside customer service and inventory accessibility has opened the door to extensive conversations, enabling the partnership to further grow and solidify.

Partnering with Glatfelter has provided the data center printer with a consistent domestic supply chain while simultaneously allowing it to maintain excellent press productivity. The client is assured that regardless of production surges or overseas incidents, it will have the stock it needs, whenever the stock is needed. As a result, Glatfelters product is now the data center printers primary sheet, and the offshore product has become the backup.

Today, Glatfelter and the client have had a nearly decade-long business relationship. Over the past three years, sales and

volume have doubled for the Engineered Products division of Glatfelters Specialty Papers Business Unita testament to the clients satisfaction with this application partnership. As the track record of service continues and the relationship evolves, additional creative services will be developed, tailored, and proposed.

*In this case study, the customers name and the name of its products have been removed due to the competitive nature of their business

Join the conversation.

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Knowing your customers and anticipating their needs is an essential element of business success and a cornerstone of long-term customer relationships. One of the most damaging mistakes companies make is believing they know their customers so well that garnering and analyzing information about them is unnecessary, explains Derek Olson, business development manager for Datapak Services Corporation. Datapak Services is a fulfillment provider with a robust recording platform that provides data to businesses. Olson is charged with helping businesses find the best way to utilize data in their marketing efforts.

In our 30 years of fulfillment, commerce, and data reporting services, weve found that for the vast

majority of companies, data analysis often reveals surprising information about customer demographics, interests, and buying patterns. This information empowers businesses to more insightfully and strategically grow their businesses. Studying customer behavior and buying or engagement patterns can spotlight brand growth direction opportunities, identify cross and upselling options, and provide intelligence to influence product development strategy, says Olson.

Not only will identifying and understanding your current best customers distinguishing characteristics help you serve them better, it will help you identify and nurture potential best customers. Your next best customer is probably an existing customer.

Scienta potential est (knowledge is power) is a Latin aphorism first attributed to Sir Francis Bacon more than 400 years ago and quoted by many, including the now infamous Walter White in season one of the award-winning TV show Breaking Bad. In Walter Whites case, his knowledge of chemistry and subsequent business plan unleashed a powerful Pandoras box (and had the power to keep millions of viewers on edge for six seasons).The phrase generally implies that with knowledge, ones potential or abilities in life will certainly increase. This is frequently the case in regards to knowledge of your customers; the better you know them, the greater your ability to serve them. Customer surveys and loyalty rewards programs are popular ways to collect data in consumer markets, but not all knowledge yields the same power. You need to sift through the piles of knowledge and cull to gather the most useful bits (or bytes).

The most essential element of successful data analysis is ensuring that youre capturing the right information, Olson affirms. As you use data to drive your marketing program, you should set appropriate benchmarks for evaluation. Evaluate this frequently and make adjustments as necessary, he advises. Effective data analysis begins at determining what data should be captured and what opportunities exist or must be created in order to capture such data.

Capturing useable data is not all that difficult, according to Olson. Companies with an online retail channel have the most significant data assets, but all companies, no matter the size or sales channels, can capture extensive data from their brands

website, social media, and email marketing programs, Olson explains. Data capture and analysis should play a critical role in your short- and long-term marketing and business development plans. Thats because data collected reveal consumer buying habits that directly apply to your ROI objective.

With the right data in hand, now the real alchemy can begin. Using what the data have told you about your customers needs, you then can appropriately and optimally tailor your marketing to each and every one of them.

When you deliver a relevant message to an individualone that is meaningful for them and delivered at the right timeyou will get a better response rate [to your marketing campaign], says Paul Adler, director of marketing solutions at The F.P. Horak Company, a full-service print and marketing solutions provider. So the more personalized you can make the message, the better the results and the greater the return on your marketing dollars.

Inkjet technology is the magical spinning wheel in the mix that enables the data you collect to have extraordinary value. It empowers you to take the data and marry it with art files so that the output is a very personalized communication

with every elementname, images, typography, headlines, and copyappropriately customized. Every piece that comes off an inkjet printer is different, more relevant, Adler says.

As an example, Adler cites an onboarding program that financial institutions use. Each new customer gets a personalized letter welcoming them, and, based on their demographic and existing services and products, they receive additional promotions. If they are in their 20s, they might receive information about their first credit card, car loan rates, or mobile apps. Older customers might receive information about mortgages or retirement plans.

Adler notes that integrated cross-channel and multi-touch campaigns are still considered the most effective way to get your message across. Direct mail, emails, social media, blogs, YouTube, smart phone apps, personalized URLsthe best campaigns use multiple channels with multiple touch points. That is very efficient because you are using the same creative and content, so you are leveraging that investment to send a strong cohesive message. Digital plays well with print. Digital delivery per piece is less, but staying power of print is higher. So, when you roll all that together, you are able to develop a solution that delivers a good ROI for you, Adler says.

In the Brothers Grimm fairy tale, Rumpelstiltskin, a droll-looking little hobgoblin is able to magically spin plain straw into gold. And, as the

king provides larger heaps of straw and demands more gold in return, Rumpelstiltskin spins faster and faster. With increasing speed and efficiency, he produces ever larger mounds of goldand they all lived happily ever after. Likewise, print technology, data analytics, software, and paper are all evolving so that businesses can transform data into successful marketing campaigns with increasing efficiency and effectiveness, yielding greater ROIs.

Its inkjet printing technology that is the most significant catalyst for increasing ROI. The print quality and efficiency have improved tremendously along with the quality and the selection of the corresponding paper. Inkjet has come full circle, affirms John Crumbaugh, media and ink product marketing manager for Canon Solutions America. Originally, the quality just wasnt there for high-end marketing, but now the technology has matured, and we have great paper and great quality. More and more companies are doing personalized internal promotions on their own bills and statements, but the exciting new frontier in inkjet is the direct mailer, he says. Commercial printers are embracing the new technology and producing true personalized direct mail pieces. And part of the reason is the quality of papers available. The papers produced by Glatfelter and other companies are allowing direct mail firms to do quality direct mail on inkjet printers. Glatfelter has one of the most complete lines of inkjet papers in the industry, everything from

uncoated to fully coated. As Glatfelter brings new papers out, the market moves into it, Crumbaugh explains.

New cutsheet color inkjet technology from Canon Solutions America (the Oc VarioPrint i300) offers relatively low acquisition cost, high productivity, and just-in-time workflows at more competitive cost levels than digital toner devices. Crumbaugh says that this press is a game-changer, achieving high-quality, high-production output at top speeds.

But its not just the speed of the inkjet presses that is increasing: The pace of innovation is increasing as well. As science and technology writer Steven Kotler purported earlier this year, Acceleration is accelerating: The future is arriving far faster than expected. For the first time in history, the worlds leading experts on accelerating technology are consistently finding themselves too conservative in their predictions about the future of that technology.

Some say that weve only just begun to envisage how the melding of data and technology can be optimized for highly personalized marketing communications that successfully build and foster deeper, better customer relationships. That is likely no fairy tale.

YEAH, were in

thereUNCOATED PAPERS

CARBONLESS PAPERS

BOOK PUBLISHING PAPERS

SECURITY PAPERS

ENVELOPE & CONVERTING PAPERS

ENGINEERED PRODUCTS

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When you make a personal purchasing decision, do you buy based on price or on value? If you buy strictly based on price, then youve likely stayed at uncomfortable discount motels, poured some pungent wine down the drain, and ended up with a stash of unused junk. Cheap motels arent a good value if you cant relax, box wine is not a good value if it tastes bad, and you paid too much if your bargains remain buried in your closet. At home and at work, savvy buyers recognize the difference between price and valuewhat something costs and what it is worth.

In a hyper-competitive business environment, companies are often tempted to lower prices to attract more buyers, but this can be a fatal mistake. As pricing specialist and thought leader Stephan Liozu points out, price wars are bad for companies and for industries as a whole. It is easy to go down that road without realizing the consequences, says Liozu, but engaging in a price war is an irrational, reactive, dangerous behavior with no positive outcome.

Liozu suggests that instead of reacting to your competitors price cuts and pondering how low you can go, businesses

need to explore how they can add value and thus increase their pricing power. Here are three key steps you can take to identify and shore up your value proposition so that you have a sustainable business model and avoid a price war.

Be in constant contact with your customers and prospects. Know the markets they target, the processes they have in place, the challenges they face, and the goals they have set. Become an expert on their industry.

You must adopt a mindful, agile mindset and an innovative spirit. Explore your value proposition and what distinguishes your company from your competitors. Look for ways that you can leverage your assets and technology, innovate, and enhance the services you offerin a way that better meets your customers needs, explains Liozu, who has a doctorate in management.

Instead of focusing on closing the deal, focus on becoming a long-term valued strategic resource and partner. If you are selling a mere commodity, you can always be undercut. Instead, sell priceless solutions to your clients problems. Thats true value.

hen Kevin Burkett first laid eyes on a papermaking machine, he was hooked.

Some of this equipment is so massive and so cool and so unique in operation, it really drew me in, recalls Burkett, about that fateful stop on the college engineering tour.

Twenty years later, hes still awestruck by the enormity of the machines and their high rates of speed. He notes some produce paper rolls at 9,000 feet per minute, winding them at speeds close to 90 mph.

Today, those same machines from yesteryear run vastly different products thanks to engineers like Burkett. Drawing on his knowledge of statistics, fluid mechanics, chemistry, geometry, matter and energy balances, unit operations, and laboratory procedures, he and his team develop new products based on continually evolving market demands.

Theres something exciting about trying to make something you never have before, says Burkett. We get to answer the question, can we make it?

~William Shakespeare, 16th-century British poet and playwright

~ James Allen, 19th-century British writer

~ Henry Ward Beecher, 19th-century American clergyman, abolitionist, and social reformer

On Kirsten Bresnans 50th birthday, she received a lovely card from her husband, Bill.

But it wasnt her first card that birthday from her husband. It was the fiftieth.

Those 50 cards for her fiftieth birthday are only a fraction of the cards, notes, and love letters Kirstenor Krissy, as Bresnan sometimes calls herhas received throughout the couples 38 years of marriage. The actual total hovers just over 10,000.

And it grows every day. The couple, from Toms River, New Jersey, first met in

1974. Bill was teaching a night class for professionals wanting to become licensed in the securities industry when in walks this beautiful, blond, obviously Northern European woman, and it was kind of like the bolt of lightning when Michael Corleone visits Sicily and meets Apollonia, recalls Bresnan.

Not long after, he and Kirsten began commuting to and from Long Island together on the Long Island Railroad. They exchanged notes, drawings, and little scribblings on beverage napkins while having coffee on the train.

Eventually, they married, and the napkins were replaced with postcards from business trips, funny cards, and greeting

cards for special occasions. It might even have been a simple note complimenting Kirsten on something special she had cooked that night for dinner. Without conscious thought, Bresnan began writing to his wife every day.

Every note, every card ends the same: I love you madly++, my Darling, followed by the infinity sign.

In a pinch, Bresnan, who spent 20 years on Wall Street before hosting a radio financial call-in show for the past 33 years, will make cards. The self-described hopeless romantic carefully cuts out small pictures that have special meaning for the two of them, and glues the pictures onto pieces of paper.

And Kirsten has saved them all, including those first napkins from the train.

The collection started in a series of scrapbooks, but as the books became too unwieldy, the Bresnans created a hanging Pendaflex file system that is organized chronologically by month and year. Its not just an expression of love and emotion; its also like a love diary, says Bresnan. Their love diary is neatly arranged in 25 hanging file storage boxes in their attic.

Not every couple is likely to have such a collection, but Bresnan encourages us all to take time and enjoy our loved

ones, rather than getting caught up in the glare of household and handheld electronics that throw out information most of us dont even need.

I get crazy if I go to a restaurant with Kris and see a young couple sitting there and all theyre doing is staring at their electronic devices. Their thumbs are going like crazy, instead of talking to each other, instead of looking at each other, says Bresnan. He prompts us to stop focusing on the minutiae and to concentrate on whats real.

To him, love is a commitment, and the key is to keep working at it. There cant be any secrets, there cant be any unresolved issues, and you have to just stay in love every day. It is a choice, and you do make it every day, says Bresnan.

The Bresnans raised three daughters and a son, and they are now enjoying time with their four grandchildren. Both have battledand beatcancer (yes, he did write notes while he was in the hospital), but as Bresnan approaches 75 years of age, his greatest fear is that one day hell forget to give his wife a card.

I dont want that day to come too quickly. I intend to continue it as long as I can. I have no intention of stopping, he says.

b e c o m e suspaper

Because everything that matters to us happens on paper. Without paper, we are nothing. We are born, and issued with a birth certificate. We collect more of these certificates at school, and yet another when we marry, and another when we divorce, and buy a house, and when we die. We are born human, but are forever becoming paper, as paper becomes us, our artificial skin. ~ Ian Sansom, Paper: An Elegy

Yes, we begin and end on paper: two certificates marking the passage of human life through this world.

And all along the way, we collect more paper. Diplomas, drivers licenses, voter ID cards, and, if were lucky, maybe a vehicle title and property deed. If were really lucky, we might collect drawings from our children, photographs, love notes, and birthday cards filled with sappy sentiments and funny jabs from friends and family.

No matter how old or young, whether in crisis or cele-bration, we mark our momentous occasions with paper. But what makes a moment special? When does a moment become a memory?

Here are the stories of four individuals, disparate tales of moments big and small. The time when paper, like the very fiber from which its made, becomes woven into our lives. The time when paper becomes us.

***

Ann exhaled, realizing suddenly she had forgotten to breathe. Her mind settled. Her heart lifted.

Yes, she thought, thinking of her own mom again. Yes, she was ready. She took another breath and turned back to the form.

Mothers Name.

Ann pressed the pen to the paper and began to write.

Weeks passed before the official birth certificate arrived in the afternoon mail. With her baby napping quietly in her arm, Ann slid her index finger under the envelope flap and tugged. Unfolding the crisp, smooth paper, she felt the bumps of the clerks seal before tracing her finger over the magical words.

Mothers Name: Ann Marie Sorenson.

She flashed back to that moment of panic and awe in the hospital. The exact moment she realized she, too, was a mother.

Thank you, Mom, she whispered, as she brought her daughters sleeping face up for a kiss.

***

Its funny the little things you notice, says Susan Poplawski, addressing a crowd of volunteers gathered at the North Carolina processing center. They were about to begin shipping thousands of shoeboxes filled with donations to disadvantaged children around the world.

And, sometimes, its the things you dont.

Recounting her trip to a Romanian orphanage the year beforewhere the children had been shoebox recipientsSusan wanted to underscore the importance of the volunteers mission.

Because the first thing I noticed, she says, was the paper.

She quickly explained that in years past she lined her shoebox donation with wrapping paper. It usually was an

Anns hand paused over the words.

Mothers Name.

Marion Keysor, she thought, with a mix of certainty and panic. Surely, it must be Marion Keysorher rock, her lifeline, her momnot herself, Ann Sorenson. Gripping the pen a little tighter, she readjusted the plastic clipboard pressing on her sore belly and read the words on the birth certificate paperwork again.

Mothers Name.

It cant be, Ann thought. Despite a lifetime of dreaming, years of trying, nine months of tremulous pregnancy, and 12 hours of labor, she suddenly felt ill-prepared. Their daughter was here. She was her mom. This was real. Was she ready?

Looking up, Ann caught her husband watching her with a look of adoration and pride. Nestled neatly in his arms was their darling girl, swaddled tightly in a white-striped hospital blanket, looking like a baby-faced burrito.

afterthought, and almost always with whatever leftovers she had on hand.

But there in Romania, amidst the drab, gray walls and utilitarian cribs of cold, blue steel, were squares of brightly colored wrapping paper carefully taped to the wall. Sparkling pink stars on a background of silver, Christmas reds and greens, and balloons shimmering in a kaleidoscope of colors.

The orphanage attendant had noticed Susan curiously eyeing the paper and explained how much the children loved the mismatched collection, still creased and slightly torn from shipping. They had no money, shed told Susan, for pictures or colorful paint. For many of the children, the bits of wrapping paper were the most beautiful things theyd ever seen.

It was the paper, of all things, they treasured most.

You see? says Susan, tears gathering in her eyes at the recollection. Too often were so focused on whats going in the boxthe toys and trinkets, toothpaste and candythat we dont notice the true gift. Something as simple as sparkly paper can be so much more. The gift of beauty. The gift of hope.

***

Frank Schulz approached the ticket counter and presented his passport to the agent.

But it was more than a passport. The agent would never know that this little blue booklet, like the hundreds of others that passed through her hands every day, represented a lifetime of hopes and dreams come true.

Hed saved for decades for this trip. A trip to the dairy lands in the valleys of Austria, the home of his ancestors. Until now, his life as a small dairy farmer in Wisconsin never allowed for much. The grueling demands of his animals, morning and night, afforded little money and no time for travel.

Instead, Frank settled for what tales from his father he could remember. Hed been gone 30 years now, yet Frank would never forget the day his father received his U.S. citizenship. The paper represented new beginnings for a family plagued by war, but also a sad farewell to the lives left behind. His fathers tales about life in the old country among the beauty of the Alps were always bittersweet.

The tales fascinated Frank. Hed tried to fill in what family information he could from the genealogy resources at his

local library. Hed managed to trace back nine generations. But now, today, it was becoming real.

The ticket agent handed back his passport, saying, Enjoy your flight, Mr. Schulz. Grasping it in hand, he turned and shuffled slowly toward the gate. He thought about landing in Vienna in a few hours and the stamp of Austria punching down on the blank blue page of his passportand his spirit soared.

***

The shoebox sat in the back corner of the shelf. In his mothers loose hand, Jerome was scrawled across the front in faded black ink. Jerome reached for the box and sank heavily onto the corner of the bed.

His sisters had already sorted through the clothes, and now the shelf was the last thing to be cleared out before the estate sale people set up shop.

Opening the lid, a faint hint of his mothers perfume escaped as he glanced down at the stacks of letters arranged neatly in the box. Letters that started his first week of college. All he had were lined pages gently torn from his first composition notebook.

Damn, he thought, shaking his head and smiling to himself. It seemed like yesterday. She was so proud of her baby boy going away to college. On a scholarship, no less. As a single mom, shed worked long hours to support her four kids.

Jerome promised to write her each week with details of school. And he faithfully kept his promise. She liked the wild stories from his history classes the best. Shed once told him they reminded her of a world shed never gotten to see.

College came to an end, but the letters never stopped. By then, Jerome was in the habit of sorting through life in his weekly missive to his mother, even through the long days and late nights on his beat as a journalist at the large metropolitan daily newspaper.

Sitting on his mothers bed, he gently unfolds the first letter, faded and stiff, and begins to read the story of a boy becoming a man.

***

To celebrate paper is to celebrate being human. Its secure and versatile, tactile and robust. Our art, our history, our souls live on through paper.

Eric Roush easily sees the forest for the trees. With 27 years of experience as a forester with Glatfelter, he understands the complex system of supplying wood fiber to the mills better than most.

As foresters, weve always managed sustainably because our interests were in the future of the forest and making sure it was there for the next generation, says Roush, who is now Glatfelters woodlands operations manager in Chillicothe, Ohio.

The future of paper, after all, is inextricably linked with the future of forests. Glatfelter mills in Spring Grove, Pennsylvania, and Chillicothe continually draw from surrounding forests in the Eastern region of the United States for their wood fiber.

The vast majority of these forests are owned by small, private landowners who form the heart of a complex forest products industry, which includes foresters, forestry consultants, loggers, sawmills, and paper mills. To harvest trees, they work together using responsible forestry practices that protect the soil, water resources, and wildlifenow and into the future.

And its working. According to a 2013 report published by the U.S. Forest Service, Ohios forest cover has doubled in area since 1942.

With the growth cycle of hardwood trees ranging from 60 - 80 years and softwood trees nearing 40 years, management plans are complicatedand carefully drawnaffairs. Roush and his team work to identify differing species of trees, flora, and fauna; assess erosion, insect, and disease risks; and plan not only the cutting and harvesting of timber stands but also the planting and cultivation of new stands for future growth.

Certifications from the Forest Stewardship Council (FSC) and Sustainable Forest Initiative (SFI) offer much needed visibility to the process. People have something they can look at and recognize that this is being managed to a set of standards, says Roush, referring to the organizations trademarks seen on packaging and paper products.

Preserving forests and the forest products industry comes down to responsibility. We want our paper customers to understand that we do care about the environment and whats going on. They should feel good about buying paper from Glatfelter because we are doing things right, says Roush.

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DIDYOUKNOW?

Glatfelter has oneof the most diverseproduct portfoliosin the industry.

In fact, 40% of the U.S. populationtouches a Glatfelter product every day.

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