TKs Korner Masthead

April 2017


Why Work With Tom Kubinski?


Why do you choose to work with a particular printing company?

Besides all the differences between each specific company, it often comes down to the Print Consultant and the relationship that you share.

What sets Sexton Printing apart from other printing companies?

Sexton Printing Achieves HITRUST CSF Certification to Further Mitigate Risk in Third-Party Privacy, Security and Compliance

ST. PAUL, Minn., March 6, 2017 – Sexton Printing, a leading provider of commercial print and marketing technologies, today announced it has earned Certified Status for information security by the Health Information Trust (HITRUST) Alliance. With the HITRUST CSF Certified Status, Sexton meets key healthcare regulations and requirements for protecting and securing sensitive private healthcare information.

CSF Certified Status indicates that an organization has met industry-defined requirements and is appropriately managing risk, and places Sexton in an elite group of organizations worldwide that have earned this certification. By including federal and state regulations, standards and frameworks, and incorporating a risk-based approach, the HITRUST CSF helps organizations address these challenges through a comprehensive and flexible framework of prescriptive and scalable security controls.

"The HITRUST CSF has become the information-protection framework for the healthcare industry, and the CSF Assurance program is bringing a new level of effectiveness and efficiency to third-party assurance," said Ken Vander Wal, Chief Compliance Officer, HITRUST. "The CSF Certification is now the benchmark that organizations required to safeguard PHI are measured against with regard to information protection."


For nearly 70 years, Sexton Printing has been on the forefront of commercial print and data-driven marketing technologies—serving scores of the Midwest’s most prominent and socially responsible organizations. From healthcare and education to financial services, Sexton prides itself on nimbleness, personal attention to detail, and data security not found with many competitors, large or small.

Plus our official SOC2 documentation. Sexton’s facilities, personnel, systems, and procedures have been rigorously audited against the latest Service Organization Controls for security, confidentiality, processing integrity, availability, and HIPAA/HITECH.

Sexton is one of a very select group of printing and marketing service providers in the nation to offer this level of data-security assurance. In fact, when you visit our facilities, you’ll need to be accompanied just about everywhere on the premises—and have a chaperone with keycard access to view especially sensitive areas. While we pride ourselves on being a friendly bunch, not even our moms get “backdoor” access.

Audited SOC2 data-security program

Video surveillance and keycard-protected environments

Secure uploading and server storage

Stringent chain-of-custody procedures

Whether PHI materials, financial information, or promotional lists, it’s critical to keep sensitive data out of the wrong hands. That’s why organizations like healthcare companies, universities, and financial institutions entrust Sexton with their vital information.

More information about Service Organization Control Reports from the American Institute of CPAs can be found here.

For more information on what sets Shapco apart, visit

What should your Print Consultant bring to the table?


Have the experience, expertise, and knowledge of the many different papers, inks, techniques, and processes that projects need to go through to make sure it is mechanically possible to produce with the desired results.

Picking the Right Paper and Substrate
Ink Tour—Everything you wanted to know
UV Burn

Deliver on their promises — Doing what they say they will.

Show ability to bring value to each project through recommendations or creative ideas/solutions.

Understand and show different techniques and samples to enhance your design and layout, making it stand out from the rest.

Creative Coatings Techniques

Offer savings on particular ways to run projects.

Ways to Save Money

Communicate — Be easily reachable when needed. Create the feeling that even if a project is out of sight, it’s never out of mind.

Free up your time to work on other things that are important to you.


It doesn’t stop there. In today’s marketplace, your print consultant needs to be proficient with multichannel technologies as well. These might include:

Marketing Consulting

Data-Driven Communications

One-to-One Variable Messaging

Marketing Automation Technologies

Channel Marketing Synchronization

Real-Time Campaign Management

Optimizing Fulfillment Logistics

Creative Services

ROI Analytics

Here are ways Tom has helped his clients make Great Impressions...

Created a “Virtual Sales Rep”

This custom-built sales tool included personalized email functions, online literature ordering, and fulfillment with built-in performance tracking. Features included:

• Personalized, relevant email messages for target audiences

• Multiple message templates

• Web ordering and fulfillment of promotional materials

• Built-in performance and fulfillment tracking

• Real-time alerts and customer insight information for sales reps and managers when prospects take action

Results: Prospects were up by 354%. Revenues increased by 760%.

Designed a fast, cost-saving fulfillment program

This streamlined, automated system shaved days from previous fulfillment times:

• Reduced the ordering/fulfillment process from 13 steps to six steps — and freed up the equivalent of one full-time employee to concentrate on other activities

• Provided printing economies by grouping projects based on quantities and production methods

• Identified redesign solutions of several pieces for more efficient production

• Incorporated a web-to-print solution for a more targeted and personalized approach to target audiences

Results: First-year cost savings alone exceeded $100,000.

Recommended unique tools and printing techniques

A unique pre-die-cut template helped the client stand out from their competition and provided a solution for economical, personalized, short-run production:

• Consulted with the client on mechanics of creating a telescopic slide rule self mailer — and worked closely with the post office to ensure campaign success

• Provided creative coating solutions (spot-raised UV, soft-touch aqueous, and strike-through varnish) for a “stand out” marketing tool

Results: Made the project affordable by eliminating long-run production and post-printing die cutting.

Here are just a few of Tom’s Success Stories...

Cost Saving Measures for Marketing Logistics and Distribution

To uncover the disconnect between marketing material use and lack of sales generation, Sexton conducted an analysis of my client’s marketing supply chain and the process used by their sales reps to distribute the materials. Upon completion of the analysis and with the issues identified, Sexton was able to automate the marketing material ordering process through innovative online technologies — making it easier and quicker than ever for reps to receive materials. Instead of weeks or months, 95% of orders now could be fulfilled in less than 24 hours (the rest within 48 hours). The improved efficiencies (reducing the ordering system from 13 steps to six steps) even allowed human resources to free up one full-time warehouse employee. Sexton also implemented tracking capabilities. For the first time, the client could measure which materials were being used. Additionally, they could see sales rep ordering activities and follow the highest performing reps to deduce the most effective material use.

In the end, these cost-saving measures saved my client more than $100,000 during the first year.

Fundraising Campaign Morphs to Present Relevant Appeals

Saint John’s University designed a fundraising appeal campaign for their baseball team, with plans of implementing the same appeal campaign for their tennis and soccer programs. Donors were encouraged to visit online portals to learn more and support the university. Avoiding the expense of three separate microsites, I proposed the use of Personalized URLs to present relevant messages using a single site. When donors visited their personalized microsites, a database was first referenced. Information contained in the database “instructed” the site which personalized message to display (baseball, tennis, or soccer). Among several additional benefits of the PURL program, Saint John’s development personnel could receive real-time alerts when potential donors visited the site — even if they didn’t take action at that time.

Relevant Marketing Program Nationally Recognized

A program I put together for one of my clients was recognized as a National Case Study for PODi. PODi is recognized as a leading industry organization and proponent of relevant, one-to-one marketing driven by digital print. Case Studies published by PODi showcase highly successful applications with an impressive combination of innovation, technical expertise, and the delivery of excellent, measurable results. PODi’s searchable, online database is the most comprehensive source of digital print solutions with over 470 case studies. Visit and click here to view my PODi Case Study.

* PODi - Digital Print Success Story

Unique Print Solutions Meet Client Marketing Objectives

A 3M client came to me with a brand new product — a blue pad that scours easier and faster than the traditional green one, and it didn’t scratch stainless steel. It was impressive! They asked me how to reflect this in a marketing piece. What an exciting challenge and partnership!

I came up with ten different paper stocks, 4 different coatings, and 5 different scratch-off coatings for a total of 42 different samples for the 3M R&D department to test.

The result was that we nailed it perfectly in one combination. The material had to “bite enough” or hold to show the scouring rub without completely falling away like a normal scratch-off. The non-scratching stainless steel I accomplished by contacting a sheet metal fabrication company and acquiring cut down shims that were applied using 3M’s heavy duty, double-sided tape.

The whole product line was a huge success and was developed in three languages. It truly was exciting to be a partner and make it happen!

So what does YOUR Sexton Print Consultant, Tom Kubinski, bring to the table?

TK I partner with my clients and make suggestions on how to improve their copy, design, and layout and on which marketing vehicles to select. I do this in order to hit the client’s target audience in a more effective and efficient manner as well as to utilize new technologies — generating more interest, increasing response rates, and improving ROI.

TK I will take the time to understand your business and what you do, listen to your program details, and make suggestions where you might consolidate or “re-engineer” a project to become more cost effective.

TK I’ll be honest and let you know if it fits Sexton’s capabilities, and be upfront with all costs associated with a particular project to help establish resources that can save you money.

TK I will keep you in the loop, as communication is imperative to ensure that your project stays on track and avert potential problems.

TK I’m proficient in all printing-related elements, plus the strategic and social media channels. (The PODi case study really speaks to this PODi - Digital Print Success Story.)

TK TK’s Korner is my personal website, where I research and write a monthly newsletter on a variety of topics beyond print. Here you’ll learn about PURLs, QR codes, microsites, social media, integrated marketing, and a whole lot more. (Check out the other issues listed at the end of this newsletter for subjects you may find of interest.)

Three of these issues have been published in a national magazine, Print and Media Buyer (see them listed below).

TK Sexton seminars have become another resource for my clients and prospects to learn more about print and more.

What my clients have to say:

“The ten-second elevator speech about Tom Kubinski would sound like this: An amazingly knowledgeable, high-energy printing consultant who knows how to get the work done on time and on budget. One warning: DO NOT WORK WITH THIS MAN IF YOU HAVE HAD RECENT SURGERY. You are sure to pull out a few stitches from laughter. Seriously, besides being a fabulous guy, Tom really knows this industry inside and out and I rely on him for advice as well as for printing. He’s a straight shooter and will tell you what he can’t do for you as well as what he can, (although there’s not much he can’t do!) I look forward to reading his TK’s Korner newsletter and always learn a thing or two about printing. I don’t give recommendations lightly, and I don’t hesitate in my recommendation of Tom (except for the surgery thing).”

— Kat Dalager, Manager of Print Production at Campbell Mithun

Tom provides top-notch consulting not only for print, but also for variable data and email marketing projects. His creative thinking coupled with industry knowledge puts projects over the top. Tom has great attention to detail and will ensure projects stay on track and within budget. When you work with Tom, you can be assured that your project will be very well taken care of.

— Bonnie Sather

TK, the magazine looks great. [I’ve] received a lot of nice comments about it. Thanks again for your nice printing job and help with the project…will definitely send you any bids for jobs that I have coming up.

— Karen

“It’s a fact—individuals respond better to communications specifically designed for them. With Sexton, we can create printed and online materials that automatically compile content from our library of images and messages. We simply make the selections in our database, and Sexton’s digital technologies do the rest.”

— John, Institutional Advancement

I’d love to show you how we have been able to partner and make substantial savings in not only time, but more importantly, in dollars for other companies. Let me see if we can do the same for you and your team.

Before we go...

If you have a production issue not discussed above that you would like me to address, or a project that needs to be looked at, please give me a call or send me an email.

As always, I will do whatever it takes to ensure you receive the best value for every marketing dollar you invest.

Connect with me on LinkedIn

You can also check out my profile, join my network and view more client comments on LinkedIn at:

Referrals are greatly appreciated. If you know someone I can help, or who might like to receive TK's Korner, please let me know.

Take care and have a great day!


Tom Kubinski

Printing Consultant Who Helps You Make Good Impressions
Direct: 612-278-1568
Cell: 612-760-3700

Did you miss an issue of TK's Korner? Click below to view!

Branding - 22 Laws Of
Brand Warfare
Clear Dry Ink
Creative Coatings Techniques
Desktop Techniques
Digital Printing - Variable Data or Business Development
Direct Mail Raise Response, Lower Costs
FSC Certification
In House Mailing Capabilities
Ink Tour—Everything you wanted to know
Marketing More Effectively
Paper Mill Tour - Coated
Paper Mill Tour - Uncoated
Picking the Right Paper and Substrate
PDF Formats
PDF Info & Quark vs. InDesign
PODi - Digital Print Success Story
Postal Changes, Mailing Requirements & Rates
Press Check Tips
PURL - Avoid Dog House Campaign
QR Codes
Save Disk Space
Social Media -- The Basics
Social Media vs. Print
Top File Issues
UV Burn
Ways to Save Money
What Sets Shapco Apart?
Why Print in a Down Market?
Why Work With TK?



Tom Kubinski
Printing Consultant
Direct: 612-278-1568
Fax: 612-334-5879
Cell: 612-760-3700
1109 Zane Avenue North
Minneapolis, MN. 55422
Phone: 612-375-1150
Fax: 612-334-5879
Toll Free: 1-800-230-2828

Did you miss an issue
of TK's Korner?
Click to view!