"Smart Marketing—Varitronics gets educators’ attention with new Content Guide"

In December 2006, Varitronics launched its exciting line of VariQuest™ Visual Learning Tools—including the Design Center, Cutout Maker, Poster Maker, Awards Maker, and an array of unique content designed to help teachers educate, motivate and communicate.

Marketing Communications Specialist Michelle Rivard was responsible for creating the VariQuest Content Guide, which helps educators see all of the shapes, fonts, templates and graphics that are available for use with VariQuest Visual Learning Tools. As she was thinking about the best way to present the information, she realized that one big challenge was the ever-evolving nature of the content.

Michelle recalls, “We needed a format that could be easily updated, since we add new content about twice a year.” Timing was also a challenge—Varitronics needed to go from design to completion in less than a month.

Luckily, GLS Account Executive Jim Benedict came up with the perfect solution for Michelle. He suggested a binder format that would allow Varitronics to print the shells, tabs and looseleaf pages up front, with the flexibility to update the inside content over the next three years.

“This was a big-scale project and GLS Account Executive Jim Benedict took us in a new direction.” — Michelle Rivard, — Marketing Communications — Specialist, Varitronics

Although Michelle had worked with GLS for seven years, this was her first experience working with Jim. She told him about her goal of creating something that customers would keep on their shelves for several years, but admitted that she didn’t have any “inspired” ideas about how to make it happen.

“This was a big-scale project,” Michelle says, “and Jim took us in a new direction.”  He jumped in with innovative ideas and helped her choose the best specifications for the job. Best of all, GLS was able to meet her deadline and budget.

Varitronics used a number of GLS services, including black & white and color digital printing, traditional offset printing, collating, kitting and fulfillment. The cover was custom-printed on one of the Heidelberg sheetfed presses, then sent to a loose-leaf binder company to install the rings, laminate the covers and assemble these custom, turned-edge binders.

Michelle is thrilled with the results, “It’s beautiful! The Content Guide is an integral piece in our literature offering.” She adds that the VariQuest product suite has been very well received in the education market and at industry trade shows.

“VariQuest Visual Learning Tools are revolutionary products for the education market,” Michelle remarks. “We are very excited about this user-friendly way to introduce teachers to the cutting-edge content that is available to help them connect with students.”

www.variquest.com