Zero print: The making of an app

Couple of years ago, the company where I am currently working launched an initiative to reduce its carbon footprint and go purely digital. The company had hundreds of marketing materials that it printed, when required; since the print run was limited and at random throughout the year, this drove up the cost per publication. Besides, content became outdated as soon it was printed.

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On effective communications

Corporate content is traditionally communicated through word-of-mouth, marketing, and advertising campaigns. When such content finds its target, users are directed to websites (and other media) to search and ‘pull’ relevant information. Websites continue to be a major...

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Digital initiative

The digital publishing initiative was meant to enhance customer experience, considerably reduce development time, publish multiple formats for the mobile platform, and complement existing content (marketing resources, materials and communications) and in some cases...

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Alternate digital publishing technologies

Some of the digital options in terms of platforms and trends that were gaining traction at the time when I was researching options were: - ePUB [electronic publications] was popularized by digital book readers and then tablets. ePUB can be designed for AODA...

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Peep. Mum’s the word!

The highlight of Chitra’s New York trip was lunch. Hunger pangs dug in when her car entered Holland Tunnel on the way to a rain-soaked Big Apple. Though it was Saturday afternoon, guide and cousin Shalini found a parking spot on Thomson St. She flipped out her...

Eat my son!

The following account took place in early September. The place: New York, New York. The event: The wedding reception of a dear friend. “Eat, my son. By the time you go back to Toronto, I want you to gain two pounds.” This shocking start to conversation stemmed,...

Silver Streak

Summer time. Managers at a popular car franchise wilted under the constant pressure of trying to sell their inventory and promote next year’s stock. After much deliberation they hit upon a plan to target new immigrants. They began scouring the countryside for a...

Thanksgiving

I first heard about Thanksgiving eight years back. Of course, I was familiar with the literal word, but never gave it much thought. What I knew of Thanksgiving till then was in bits of conversation and stories. And, till recently I presumed Thanksgiving was a...

Lotteries. A worthy cause!

I feel good today. Hopefully, my contribution of $100 towards the research of a deadly disease will save someone's life. That's the best part. On the other side, research into my lottery buying habits has begun. If an electronic tracker got hold of my life record and...
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