There are several levels of variable printing. The most basic level involves changing the salutation or name on each copy. More complicated variable data printing uses 'versioning', where there may be differing amounts of customization for different markets, with text and images changing for groups of addressees based upon which segment of the market is being addressed. Finally there is full variability printing, where the text and images can be altered for each individual addressee. All three types of variable data printing begin with a basic design that indicates which sections can be altered and a database of information that fills in the changeable fields.
Below is a direct mail campaign that was developed to target new residents in and around 23 practice locations for Harvard Vanguard Medical Associates, a multi-specialty medical group that delivers comprehensive health and wellness services to more than 300,000 patients in greater Boston. The use of customized print communications was used on each mailing to specifically introduce each New Mover to the Harvard Vanguard Practice that is closest to their home.
This tailored information was visually displayed in a Google Map format, supplying valuable customized information of distance, directions, street address & phone number specific to that Harvard Vanguard practice location. The variable data was printed at the same time the postcard itself was printed, creating the "customized or variable imprint data".
![[Printer Square]](/images/new/ps_logo_2.gif){kind=logo}
