Why Twitter Matters – Why We Use Twitter

Today, “Social Media” is a broad term for publishing information, exchanging ideas, and the resulting digital interactions that occur across a wide variety of sites like Facebook, Yelp, and Twitter. Each social site represents a different focus, function, and audience, and establishing your company’s presence on any of them takes dedication, consistency, and time. The number of options and potential to become a time sink can be overwhelming, especially for a company operating with limited resources.
We view Social Media as being built on a series of tools that are available for businesses to deploy to their advantage. This week, we’re going to talk about why we’ve chosen to establish our presence on Twitter, and give you 6 reasons why Twitter matters as an effective tool for small businesses.
Reason #1: Virtual Community
Community isn’t limited to your neighborhood anymore! One of the major highlights of Twitter is that it houses so many virtual communities that are populated by users across the globe. Whatever your company does, you can be certain that there is an active and supportive user base that is interested in your work!

New users can appreciate that virtual communities emulate neighborhood communities. Like walking around our own Kendall Square, we love that being on Twitter lets us interact with virtual communities involved in everything from global biopharma to colleges around the country to local causes worthy of attention and support.

Community Art Center - Why twitter matters
Virtual Communities emulate neighborhood communities, only with fewer snacks!


Reason #2: Breadth of Access
Back in March of this year, on the 7thanniversary of its launch, Twitter noted that there are “well over 200 million active users on the platform” posting more than “400 million tweets each day” (emphasis ours)!
With those 200+ million active users comes unprecedented access to decision makers from every company and industry imaginable, from every country you could want to reach, in any language and culture you’re familiar with. Want to reach out to Dallas Mavericks owner and well-known entrepreneur Mark Cuban? He’s right here. Looking for insight from Chris Brogan on why being human matters? Find it through here.
We’re always amazed by the versatility and scope of the Twitter platform and our ability to connect with anyone, anywhere, anytime.
Reason #3: Flexible Conversations
You didn’t think we were done talking about the importance of engagement, did you? Like attending an event in-person, the value of Twitter is largely dependent on the quality of your conversations with others!
What we appreciate most about interacting with friends, existing customers, and potential customers on Twitter is the flexibility of each conversation’s timing. When you’re online, you can have real time exchanges, with minimal time between responses. When you aren’t available, the conversation waits for you to continue.
Wondering what our other top 3 reasons are for using Twitter? Check the blog on Thursday, when we’ll touch on time, messaging, and our most important reason for of all!
for the team at Kendall Press

Longfellow Bridge Construction – An Overview

A Mass DOT sign for the Longfellow bridge construction project
Here’s a quick guide to information about the Longfellow Bridge construction project:
1.  Dedicated project hotline, 617-519-9892  to report issues or concerns or for questions related to construction,  or you can email  longfellowbridge@state.ma.us.
2. Cambridge bound detour map has been published and is available here: http://www.massdot.state.ma.us/Portals/26/docs/Longfellow/DetourRoute_CB_rev.pdf
3.  Add your name to the project email distribution list  by contacting  Stephanie Boundy, Public Outreach Coordinator for MassDOT’s Accelerated Bridge Program, at 857-368-8904 or stephanie.boundy@state.ma.us.
4. Bridge project website:  
5. Kendall Press provides a free delivery service for your print projects. You can upload your files to us electronically by clicking here  Let us know if you need just a price quote or if you are ready to place an actual order. Be sure to give us contact information, quantity and other project details.
Let us know when you need the completed job returned and we will deliver it right to your office or meeting in Cambridge or Greater Boston without additional cost. 
Our road is looking pretty good right now:
A photo of Main Street, Cambridge during the Longfellow Bridge Construction project

and the good news is you can still ride a bicycle over the Longfellow Bridge during construction and park it right outside if you are so inclined

Longfellow Bridge Construction photo - Lots of bikes in use

or just call us and let us know how we can help.

watch for continuing updates from the construction scene just a stone’s throw away.

the team at Kendall Press

Longfellow Bridge Closure

Listen my children and you shall hear 
of the three year project that is now near.
T’was the 16th of May in 2013 
when KSA leaders helped MassDOT come clean.
A photo from the Longfellow Bridge Closure - disrupted, but still open to pedestrians, bicycles, cars and trains
A bridge with pedestrians, bicyclists, autos and trains
The innovation capitol of the world, a creative disruptor in its own right, got confirmation of a different kind of disruption coming into our ecosystem soon. Yesterday the Kendall Square Association hosted the design-build team from MassDOT. They shared with the community the range and duration of the Longfellow Bridge Closure over the next three years and the impact it will have on commuters and employees. What was less clear was the potential impact it will have on visitors and our business community as a whole.
Thanks go out to Sara Spaulding and Microsoft for providing the meeting space and to Alexandra, Janneke and the transportation committee of the KSA for arranging an informative meeting that merits more followup.
Kudos to MassDOT for continually taking the time to vet the project and gain community input. You can find the information going back to 2010 here but check out their excellent slide deck and a fabulous animated video (we’re all visual types at Kendall Press) that helped attendees understand the magnitude of the work that will be done to restore and improve the Longfellow Bridge connecting Kendall Square to Boston. The results of which will deliver improved transportation for all involved –from bicyclists (a growing trademark of the Kendall Square area) to pedestrians and automobiles.
We also want to absolutely recognize MassDOT for their excellent and correct use of QR codes on their printed handouts. These folks got it right. Here’s the website listing as it was printed in our handouts http://www.massdot.state.ma.us/charlesriverbridges/LongfellowBridge.aspx
Longfellow Bridge Closure Information - QR codes from MassDOT and Kendall Press 
The chances of typing it all correctly aren’t good – but this QR code brings you right to the page. What a great enabler for the many mobile device users around the square.
Feel free to add your comments and questions here and stay tuned for updates on some questions that were raised but not yet fully answered:
  • Who will be the one designated point of contact for project and jurisdictional issues?
  • Will the DOT produce a revised set of travel time expectations for (motorists- particularly from Cambridge to the airport)
  • With the Red Line already at MAX during rush hour, how will additional passengers be handled?
  • How will season ticket holders for Red Sox, Bruins and Celtics get the word as North Station commuter traffic and game days take their toll?
There are going to be 25 weekends between July 2013 and Sept 2016 that there will be major disruptions but how about the day the day business travel needs?
 Public outreach is going to be critical – particularly in a community that spans multiple generations in the work force and is a destination city for Innovation. Paper, pixels, print and real time web communications will be one key to getting the word out; reaching out to the many constituencies in their individual preferred modes of communication and transportation.
We need our MassDOT and love our MBTA Red Line for moving large numbers of people timely and reliably. This is a substantial business communications task. Stay tuned.

Information on Self Publishing – Publish Your Book

We attended the book launch and a house filled book signing party for one of our clients a few weeks back. Margot Bloomstein shared her experience with self publishing, resulting in a definitive storytelling guide to understanding the power of Content. I call it storytelling because nearly everyone has come to realize that the best lessons transfer via good stories.

The Content Strategy book release party was hosted by iSite Design at the Back Bay Social Club. There were speakers, acknowledgements, loving comments from the crowd of family, friends and business supporters and partners. This was a truly wonderful moment. The book, through major book label Morgan Kaufmann is available on Amazon.

A photo of Margot Bloomstein as she shares her self publishing experience

It’s timely and has anecdotal stories about putting quality work on line to help business get found by search engines while providing quality content to readers. While we had no connection to the production of the book, we have done printing and business cards and created tools for Margot for her various business engagements, the most notable one (meaning she said, “you heard about this place and know I’m speaking there?”) being as a speaker at SXSW in Austin, Texas, and long before most Bostonian’s heard of it. Our whole company wished her great success at the book signing and from the size of the crowd and the reviews, we expect that the book will be a great success. Congrats, Margot!

Publish my book – it’s a thought that tugs at the back of my mind. Why not me? And, what would I want to write about. Then again, more importantly, what would others want to read about? This thought of self publishing a book has stayed with me for a while now – so I started doing some research….

Do you have any idea how many people want to publish a book right now?
A USA Today survey noted that 82% of American adults are thinking about publishing a book. If you are one of this majority, then we’re happy to tell you it’s easier than you think, but also, the degree of “ease” depends on what you want for results.
Did you know that, on average, only 150 copies of any book are sold? With these kinds of odds, consider whether you can afford to seek out a publisher or if you are suited to self publishing.

Either way, If you want a bigger distribution, you’ll want a well planned out campaign, you’ll need a large following of readers or cheerleaders and you need a topic you know will be of interest to others.

Advantages of a publisher: printing and distribution are all taken care of. An editor or staff is available to help you finish, suggest edits, covers and look and feel.

Disadvantages: Unless you are a well known writer or a person with celebrity status, you may not be able to get a publisher very easily or you may be putting your money up front to get published.

Self publishing shifts responsibility to you, but you have so many more options these days. You might want to explore eBook publishing, short run print publishing or some combination. Here at Kendall PRess, we co-sponsor The Boston Internet Marketing Meetup, which is a self motivated group of individuals who meet regularly to explore online marketing and self publishing. A specific subgroup within BIMM is focused on Rapid eBook Publishing.

How do architects and students of design prepare that one-off publication for presentation. Many of them use our services as we can turnaround a single copy of a professionally finished book in just a couple of days, depending on the bindery process chosen.

Want one book? Consider the following binding options that Kendall PRess can provide on-demand:

Double Loop Wire Bound:
Classic metal with punch holes can accommodate heavy front and back covers with size and weight of your choosing.

Spiral Bound: Easy plastic spiral with punch gives a contemporary look with a quick result

Perfect Binding: This is the look of “paperback” books and can be done inexpensively and in just a couple of days and yes, we can print and bind just one copy if that is all you need.

Planning on medium or large quantities? Give your print partner enough time to get the work done and ready for distribution.

Two final considerations:
Distribution: Have you got a meeting or house event? This is one way to get your books out there. Amazon has a program to support online distribution but your ranking as an author will play a role in how much support or visibility you can expect.

When self publishing a book, you’ll want an ISBN: International Standard Book Number (ISBN) is a unique numeric commercial book identifier that is necessary to get a book into bookstores and libraries.

Has this stimulated more questions? Give us a call. We’d be glad to discuss your various options. Also check out the resources on the Meetup website. And, stay tuned. My goal is to publish a book of my own this year! How about you?


Make Your Own Electronic Letterhead – Digital DIY

Handy with a computer and looking to improve the branding of your company? We’ve put together a short tutorial on how to make your own electronic letterhead. By following this guide, you’ll be able to take your printed letterhead and whip up a digital version in no time at all.

This is written up for a pc, so follow along with our instructions and we’ll have you making progress in no time!

1. Make a RGB good tif file of the letterhead (check it out in Photoshop to see quality)
2. Open Word
3. Go to File>Page Setup
a. Select Layout Tab
b. put “0” in as values for Header and Footer
c. exit
4. Go to View>Header and Footer
5. Go to Insert>file
a. place your file
b. it may need to be resized and/or positioned
6. Right click on image
a. Select Format Picture
b. Select Layout Tab
c. Select Text Behind Picture
d. exit
7. Close out of Header and Footers
8. Set margin for typing
9. Save

Don’t forget, you can always contact us and have us make digital letterhead files as a companion to your printed letterhead work order.

Patti, for the team at Kendall Press

GOT DOCS? The Kendall Press not overly technical series on getting better print results

Got your document ready to send to us?
(you can bring it into our shop via a thumb drive (or CD) OR you can upload it from your desktop to our server without ever leaving your desk)

When sending native files, remember to include all fonts and links
(if your designer created it they’ll know which of these tools they used)
• InDesign (up to CS4 – use the ‘package’ command to capture it all)
• Quark Xpress (Mac: 6.1; PC 7.0)
• Illustrator (up to CS4 – must manually insure fonts are all included)
• Photoshop (up to CS4 –we love high resolution PDF’s)
• Acrobat pdf (9- ditto – we love high resolution PDF’s)
• Microsoft Word
File Formats: For quality printing, please provide vector art and/or rasterized art which is 300 dpi in the following formats:
• tif
• eps
• jpg (high resolution)
• pdf (high resolution)

Preflight Guidelines:
When prepping your files for printing be sure to preflight your files for color, fonts and file resolution. Also:

1. Provide crop marks

2. Allow for bleeds; 1/8 inch beyond the borders

3. Provide all fonts or convert fonts to outlines

4. Make all colors Spot or CMYK (each color equals a plate)

5. Supply all linked files (scans, photos, artwork)

6. Provide a pdf or hard copy proof (we love a guide copy to help us achieve exactly what you want)

7. Make sure the size is correct

8. Eliminate all unnecessary files

9. Give us your contact information: phone / fax / email / address

10. We will send you a digital PDF proof which you want to review carefully and approve

11. Spell check all files (we’re good guessers, but we won’t contradict you if you meant guess seers but rote guessers. You’re gonna get guessers in the proof copy– Please spell check and visually check all your work at the proof stage. Once approved – we will print it quickly for you.
Spell check catches many errors but you might might still want to review it one more time visually to insure accuracy.

Free parking for drop offs and pick ups from Kendall Press

With the colder weather upon us, you might just want to stop by using a car real quick to drop off or pick up work. Remember that you can park for free by our loading dock and enter thru the back door. The entrance is located between these two signs on Main Street. Be careful of trucks on the way in and pedestrians on the street on the way out. But thanks for coming…and if you prefer, we also have free pick up and delivery. Just call us.

What kind of paper should I use to print my project?

Choosing the right paper for your project can be the difference in having the finished piece look outstanding or just so-so! You put a lot of time into the creation and it is now time to make it come to life!

There are many different varieties of paper stocks to choose from! If you are unsure of what to use for your next project, here are some suggestions.

Paper Weight

Each paper comes in several weights and each weight serves a different purpose. If you are planning on printing business stationery, you need to choose a paper that comes in both text and cover weight as well as having the size envelopes that you will need readily available. Keep in mind that if you choose a natural white or colored paper to print your stationery on, it may vary the color slightly.

If your document has a lot of heavy coverage, you will want to stay with a smooth paper rather than choosing one with texture. If it is postcards that you are printing, you will probably want to stay with paper that is coated one side (C1S). The coated side will bring out the colors of your design and the uncoated side will make it easier to address.

Bond papers are commonly used for letters and business forms. Most letterhead is printed using 24# Bond, but if you want it slightly heavier, 28# is available in some papers. If you write letters with multiple pages, you might want to stay with the 24#. The extra weight of the 28# might add extra postage.

Cover weight papers come in various weights, colors and finishes. Cover weight papers can be used for business cards, covers on programs, postcards and brochures. A popular weight for business cards is 88# or 100# cover.

Coated papers can be used for flyers and brochures when there is a lot of photographs and coverage. Coated paper does not always mean glossy. There are dull coated papers as well.

Offset papers may be used for printing newsletters, books, direct mail pieces with only a few photographs and other printing products requiring average quality.

Recycled Paper We also offer a variety of FSC certified papers and support socially and environmentally responsible practices.

As with anything, there are a variety of price ranges for the different papers. If you have a budget that you are trying to meet, give us a call and we will work with you to pick the right paper for your project!


Creating a proper PDF for Printing

Press Quality PDFs: Many programs provide several methods to make a pdf file(printing to a pdf driver, saving a file as a pdf and exporting the file as a pdf). Below is a list of how to make a pdf file in some of the more popular programs. Regardless of the method chosen, a Press Quality pdf should be the end result.

Qualities of a Print Quality file
1. crop marks
2 bleeds; 1/8 inch beyond the borders
3. colors; Spot or CMYK (depending on the print method)
4. size is correct
5. photo resolution is 300 dpi
6. fonts are either in outlines or embedded

1. Choose File > Export.
2. Specify a name and location for the file.
3. For “Save As Type” (Windows) or “Format” (Mac OS), choose “Adobe PDF”, and then click Save.
4. Choose Adobe PDF Preset “Press Quality”
5. Then select the following options:Under “Marks and Bleeds” selecta. crop marksb. bleed (.125”)
6. Click Export (Windows) or Save (Mac OS).

1. Choose File > Save As or File > Save A Copy
2. Specify a name and location for the file.
3. Choose Adobe PDF (*.PDF) as the file format, and click Save
4. Choose Adobe PDF Preset “Press Quality”
5. Then select the following options:Under “Marks and Bleeds” selecta. crop marksb. bleed (.125”)
6. Click Export (Windows) or Save (Mac OS).

1. Choose File > Save As, and then choose Photoshop PDF from the Format menu.
2. Click Save. In the Save Adobe PDF dialog box, choose an Adobe PDF preset specifying whether the Photoshop file will be printed on a desktop printer or proofer, sent to a commercial printer, distributedby email, displayed on the web, and so on. For details, see Adobe PDF presets.
4. Choose Adobe PDF Preset “Press Quality”
5. Click Export (Windows) or Save (Mac OS).

MicroSoft Word – MAC
1. Choose File menu, click Print, and then click Save As PDF.
2. In the Save As box, type a name for the file.
3. Locate the folder and disk where you want to save the file, and then click Save.

MicroSoft Word – PC
1. Choose File Print
2. Select “Adobe PDF” as the printer
3. Under Properties
a. select: “Press Quality” for Default Setting
b. uncheck “Rely on system fonts only; do not use document fonts”
c. select the appropriate size

Quark Xpress
1. File > Export > Layout as PDF
2. Select the following Options:
a. Compression “none”
b. Resolution > keep resolution
c. Job Options: embed all fonts;d. Output: select either composite, cmyk, black and white or “as is” for spot color;
e. Output select:
1. crop marks
2. bleed – symmetric .125”
3. Save

By providing us with a press quality pdf, it will help to ensure that your final product will turn out just as you expect it to!

– Mark

Designing Successful Newsletters

Whether you create an electronic newsletter or produce one for a direct mail campaign, newsletters are a great way to spread information about your business and to potentially incarease sales.

The next time you’re considering producing a newsletter, check out these helpful hints.

1. Produce Interesting Content
It is important for your newsletter to have both content relating to your business and content that will interest your readers. Include information about your business that could persuade your customers to buy from you (discounts, updated technology, new products, etc.). You can also include things like fun facts, trivia, etc. in order to keep the interest of your readers.

2. Grab Their Attention With the Right Colors
Use multiple colors of ink to make your newsletter more visually appealing. Two color newsletters are very popular and full color newsletters are gaining even more popularity.

3. Pull Quotes Create Interest
Pull interesting quotes from your article’s content. These quotes will increase the likelihood that your newsletter gets read.

4. Good Design Provides More Room for Copy
A well-planned and designed newsletter can containt 20% to 30% more content than a casually designed newsletter. The additional space can help you further promote your business. A professional graphic designer can help you design the perfect newsletter.

5. Produce Interesting Content on Your Back Page
An estimated 15% of readers start reading at the back page of a newsletter before reading the front and the inside of the newsletter.

– Dave