Special event
Jun 19

$85 Members
$95 Non-members

601 E St NW,
Washington, DC 20049
View map


Production Strategies Forum

The more knowledgeable you are about the intricacies involved in successful direct mail production, the more educated your decisions about your campaign program will be and, the greater, positive impact you can make on your budget and the physical pieces of mail you deploy to your constituents.

Be certain to join us on Tuesday, June 19 at AARP in Washington, DC for our Production Strategies Seminar. You can’t afford to miss this half-day event!

(Group rates also available; please contact Ann Walsh at (703) 689-3629)



9:00 AM-9:30 AM — Registration

9:30 AM-9:45 AM — Welcome

  • Jim Lawrence and Melissa Barnes, Production Strategies Seminar Co-Chairs

9:45-10:45 AM — Print:
The art of designing your campaign components successfully (for Direct Mail!) and how to select the appropriate printing methods to produce them based on your strategic goals, your artwork, and your quality, budget and schedule needs and expectations.

  • Joel Kaufman, Vice President of Sales, Chromagraphics, Inc.
  • Jeff Miller, Vice President of Sales, Allied Printing Resources

10:45-11:45 PM — Data Processing, Personalization and Mailshop: It’s go time!

You have established your strategy, printed your components, now it’s time to apply your personalized data as it was intended, and build your direct mail package. We’ll discuss the process options, interdependencies, best practices, tips and tricks.

  • Shawn Salta, President and COO,
  • Price Anderson , Vice President, Sales,

11:45-12:45 PM — Lunch

12:45 PM -1:45 PM — Postage: You Have More Control Than You Think

Postage costs are a significant portion of your DM budget.  We will discuss implications of package weight, thickness, and size, class rates and ways to reduce your postage costs and manage your in-home dates. You have more control than you think.

  • Frank Rozich, Sales, RR Donnelly
  • Carolyn Angelini, Director of Resource and Supplier Relations, Production Solutions

1:45 to 2:45 PM — Keynote – Informed Delivery

  • Bob Dixon, Director Product Technology, USPS

2:45-3 PM — Closing Remarks

This Production Strategies Forum is available for CFRE Continuing Education Points! Full participation in Production Strategies Forum is applicable for 4.0 points – Education of the CFRE International application for initial certification and/or recertification.

Participation in this Production Strategies Forum may assist you in learning or reviewing concepts covered on the Certified Fund Raising Executive (CFRE) examination as detailed on the Test Content Outline provided by CFRE International. CFRE International does not sponsor or endorse any educational programs and this Production Strategies Forum was not developed in conjunction with CFRE International.

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Joel Kaufman, VP Sales, Chromagraphics, Inc.

Joel was born into his family printing business (Presstar Printing Corporation) and worked there regularly through high school. He graduated with honors from RIT in printing management/technology in 1984 and also earned his MBA degree from the University of Maryland. Joel started selling as his initial full-time position within the family business working his way up over 12 years to EVP running the day to day operations. He served on the regional printing association board and wrote numerous articles for local and trade publications. Some of Joel’s clients encouraged him to start using his expertise and depth of industry knowledge to teach others. During the late 1980’s Joel began speaking at various DMAW events as well as other organization’s events up and down the East Coast and continues to do so today.

Joel was instrumental in selling Presstar to a national print consolidator in 1996. Upon selling the family business, he became a top cross-selling rep within the purchasing consolidating companies and was exposed to many different plants with many different capabilities. In 2006, Joel reunited with his previous plant manager from Presstar and joined Chromagraphics, Inc. The two of them are now part of a new ownership group there and are taking the company forward.

As a backdrop for today’s presentation topic, Joel may be the only regional rep to sell print projects which won both “The Grand Q” (conventional printing) and “The Digital Q” awards in the regional print quality competition.


Shawn Salta, President & COO,

Shawn, President & COO represents third-generation ownership at Shawn is a Certified Direct Marketer and has a wealth of industry knowledge. As President & COO, Shawn oversees all aspects of’s agency & production operations with more than 300 employees and all real estate holdings. Prior to his current position, Shawn has held many positions within the company from Sales & Marketing Specialist, Director, New Business Development & Vice President.
Recently, Shawn founded a premium sourcing company, ChesPax Sourcing, LLC to provide clients with a turn-key solution for premium & production sourcing. Shawn has traveled the world forging relationships with vendors to deliver quality products at affordable pricing.
Shawn previously served as Industry Chairman for the Washington Metropolitan Postal Consumer Council (WMPCC) and Chairman for the Community Foundation of Southern Maryland.
He began his career in Marketing & Lead Generation for A.G. Edwards & Sons and holds a Bachelor of Science in economics from University of Delaware.


Price Anderson, Vice President, Sales,

Price brings a wealth of experience and rare perspective to the position of VP, Sales & Marketing. He's been with for nearly 20 years since coming to the firm from Lewis Direct. Rather than viewing his role as selling commodities or services, Price considers his most important function to be developing relationships with prospects and truly understanding the outcomes each one hopes to achieve. With this knowledge, Price and his team first match's internal resources to the prospect's needs and then deliver the desired positive results. Price stays involved long after contract signing, helping create and refine the customer's marketing solution and ensure ongoing customer satisfaction. PRice plays a key role in establishing's sales focus and also helps bring new data assets and solutions to the associated market niches.


Jeff Miller, Vice President of Sales and Business Development, Allied Printing Resources

Jeff Miller has over 30 years of experience in both the commercial printing and envelopes industries. He is currently Vice President of Sales and Business Development at Allied Printing Resources (formerly Allied Envelope) which specializes in all components of a typical direct mail package. Jeff’s clients include retailers, publishers, agencies and production companies including Gucci, Value Line Publishing, RWT Production and Lautman Maska Neill & Company.

Jeff is an active member of the DMAW. He is also an ardent community volunteer and has served on the executive boards of the Summit PAL, Summit Little League (SJBB) and the Beacon Hill Club. Jeff enjoys brewing beer, smoking meat and playing an occasional round of golf. He lives in New Jersey with his wife, three children and an annoying Golden Retriever.

You can find him at


Frank Rozich, Sales Representative, RRD Logistics Solutions

- RRD Logistics Solutions employee for 15 years
- Manager of Customer Solutions/Product development from 2003 - 2008
- Sales Representative from 2008 to present
- Graduated with honors with a Bachelors in Science degree in Physics, minor in Mathematics, from Illinois Wesleyan University

Major Customer Solutions' brought to life while Manager of Customer Solutions

While managing RRD Logistics' customer solution team; we focused on helping mailers and printers reduce their spend by using products we developed, marketed, partnered with the USPS to approve, and rolled out to the industry. Several of these solutions are being used by hundreds of mailers and printers of all sizes across the country today.

I was either leading, or a part of the development and roll out of:

DynaMail - Industry leading postal logistics proprietary software the connects mailers to RRD Logistics and the USPS

CoPal Tray - A post production solution that helps low volume destinations achieve more postal drop ship discounts

OneSite - Using the USPS IMB barcode to report progress of mail through the USPS close to real time on line, and connecting it to the RRD Logistics delivery information

DynaMail connected to CoMail for Catalogs - I worked closely with the USPS to get valuable post production USPS programs and our DynaMail software approved for use with the CoMail operation for catalogs. Allowing this operation to seamless produce pallets and ship them through the RRD Logistics network to the USPS

Accomplishments while a Sales Representative

While working as a sales representative I have helped numerous mailers, non profit agencies, printers, retailers, and other industry partners smartly use the RRD Logistics Solutions', some of which I had a major role in developing, to significantly reduce their total cost to mail. My goal is to let mailers focus on the messaging and design, while I work to utilize everything RRD Logistics has to reduce the post production mailing costs.

Recently in sales, I was privileged to work with a key group of industry leading people at RRD Logistics to bring our most recent solution to market, OnePrice.

The OnePrice solution allows mailers, printers, Non profit organizations, retails, and content owners to use all of the RRD Logistics Solutions for letter sized mailings with a simple to budget, easy to understand, and fixed pricing model. Our customers can now pay One Price removing the variability, allowing access to all postal solutions that may have been too complicated in the past, and significantly reducing the total cost to mail.


Carolyn Angelini, Director of Resource and Supplier Relations, Production Solutions

Joining Production Solutions in February of 2016, Carolyn brings national and international direct mail experience to our leadership team as Director of Resource and Supplier Relations. Carolyn has more than 20 years of experience facilitating supplier relationships across various operational areas with a significant portion of her career focused on supply network planning of direct mail and postal logistics solutions.

Carolyn’s primary role, in addition to directing and developing our Resource Team members, is to provide a unified voice and consistent experience for our supplier partners. We say often within our company and to prospective clients and suppliers that we have two client types: clients and suppliers. It is essential to our mission and our brand that each group be serviced with mutual levels of profitability and trust, while delivering the best value possible. Carolyn is on point to ensure this essential component to our corporate success is aligned internally and externally for our supplier partners and Production teams. Carolyn’s disciplined approach to project management and experience along with her depth of knowledge in the direct mail and supply chain fields enables us to bring additional supplier redundancy, diversity, thought leadership, and strategy.


Bob Dixon, Director Product Technology, USPS

Robert (Bob) E. Dixon, Jr. was named Director, Product Technology and Innovation in September 2014.

In this role, Mr. Dixon oversees the development of new technology-based products and services that extend the suite of Postal Service offerings to both consumers and businesses. Such innovations are launched both as independent products and as a part of the Informed Delivery platform. He is responsible for physical innovations in the production and the distribution of all of the Postal Service’s Expedited Shipping Supplies and Products.

Prior to being named Director, Product Technology Innovations, Mr. Dixon served as CEO and founder of a professional services start-up focusing on web-technologies serving commercial and government clients.

Mr. Dixon began his postal career in 1999 as a contract employee and assisted in the development of the original PostalOne! Application and the early customer identity and analytics solutions. In 2007, he became a career Postal employee, leading the development of the Full Service platform and in 2010, he took over the technical implementation of

Throughout his career, Mr. Dixon has continued to develop other programs such as Click-N-Ship and Web Tools. He developed the MY USPS technology platform which offers proactive package tracking to USPS customers. New products such as Informed Delivery and Intelligent Addressing has emerged from the MY USPS technology platform.

Mr. Dixon graduated from Carnegie Mellon University with a Bachelor of Arts Degree in Professional Writing.


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