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Generating Traffic


Renze Prints Tracks and Highways


By Melissa Donovan


Part 2 of 3

Part one of our series on floor graphics discussed how the application is a great alternative to the traditional directional sign. It’s more imaginative and truly stands out—catching a viewer’s eye. Floor graphics are commonly used to direct traffic and Renze Display of Omaha, NE recently worked on a job to increase participation in certain areas of an event held at CenturyLink Center Omaha.


The company has been in business since 1895 and employs 45 people in its one location. Exhibits, displays, and large format graphics for events and trade shows; branded environments; and point of purchase are main services offered to advertising agencies, design/event/PR/marketing firms, architects, and corporate marketing departments. Renze operates in about 90,000 square feet of space.


Approximately eight years ago the print service provider (PSP) began offering floor graphics. About five percent of its offerings today are this application, but it is growing. Most of the time these graphics are found in retail, events and trade shows, corporate lobbies, charity and sporting events, and shareholder meetings.


According to Mike Compton, executive VP, Renze, the company relies on 3M Commerical Graphics for its Scotchcal Graphic Film with Comply Performance Series IJ140C vinyl and Safari floor guard overlaminate from Proveer to create its graphics. “However, we will use others depending on the client budget, length of time graphics are expected to last, and where the graphic will be placed,” he says.


The shop’s printers of choice are part of the Seiko I Infotech Inc. ColorPainter portfolio. It works with the H2-104s and H2-74s with solvent inks to ensure maximum print quality and outdoor durability.


For the trade show held in the CenturyLink convention center the company just worked on, they were hired by Berkshire Hathaway to print graphics that would increase traffic to certain parts of the show floor. Railroad tracks and highway images were the end result, designed by Mint Design Group out of Omaha, NE.


From job submittal to installation took about four days. The PSP used 3M Scotchcal Graphic Film with Comply Performance Series IJ140C and the Seiko ColorPainter printers for the work. The vinyl was chosen due to its consistent quality and installs and removes easily, and the printers for their maximum print quality.


Panels were printed at four feet wide and varying lengths, but not too long. “It would be too hard to maintain straight lines if we applied the graphics in long sections rather than in shorter panels,” explains Compton. In total 500 feet of media was printed and laid down throughout the convention center. Maintaining registration and straight lines over such long distances was the biggest challenge.


Prior to install, the smooth concrete floor was swept and cleaned. “A clean surface is a must,” adheres Compton. Application was easy because of the floor type. Graphics were then applied with a squeegee in two groups of four people in about four hours.


The graphics were also laminated with the Safari overlaminate because Berkshire Hathaway requested a matte and textured finish. After completion Renze received many compliments, as the client loved it.


Floor graphics such as this work for Berkshire Hathaway are ideal for generating traffic to a high-profile location. Following something bright and colorful on a floor is an effective method to move people through a building.


Click here to read part one of this exclusive online series, Lead and Follow.

Click on the link above to get more information on the vendors mentioned in this article.

Jul2012, Digital Output  DOFG1207

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