What's the Deal with the Sappi Seal?

by Margie Dana, Boston Print Buyers

Have you come across a printer's web site or letterhead and seen one of those "Sappi Printer of the Year" seals? I have. For years. But I hardly ever see an explanation from any of these printers about what it means, or why winning one is such a big deal.

I wonder if print customers are just as curious.

So I found myself turning into Andy Rooney of "60 Minutes" as questions begat more questions. For example . . . What does it stand for? How does a printer get a seal and a 75lb. solid custom sculpted bronze elephant? How hard is it to earn one? And, does every site visitor know what 'Sappi' means?

Before I drove myself crazy, I contacted Sappi Fine Paper North America (SFPNA) to clear up this mystery for me--and you.

Bit of History

In 1936, the company (and name "Sappi," an acronym for South African Pulp and Paper Industries), was established. Today, Sappi is a global paper company headquartered in South Africa. The official corporate name has evolved into simply 'Sappi.' Every year, the company recognizes printing excellence by giving awards to printers in multiple categories: annual reports, books, brochures, calendars, catalogues, general print, magazines, packaging and labels, and printers' own promotions. Winners get to display the seal.

These "Printer of the Year" awards began in 1979 in South Africa, but since 1994, they've become an international competition throughout North America, South America, Europe and the rest of the world.

Pieces submitted for entry in this competition must be printed in whole or in part on a Sappi-branded paper, so entrants must be a Sappi customer and purchase the paper from a Sappi merchant.

Silver, Bronze and Gold

Each year in their six North American sales regions, Sappi awards 48 silver and bronze winners in eight different categories (see above--all categories except for packaging and labels).

Eight gold winners are selected from these 48 silver winners, one for each category. Next, the gold winners from all of the Sappi regions worldwide enter the international competition for best-in-category. These gold finalists get to attend a gala event in some fabulous locale, where the international winners are selected. This year, the event was held in Shanghai.

Silver award recipients get a trip for two to a major resort in North America. The gold winners get an all-expenses-paid trip for two to the International event, which is held at a major resort. Sappi also assists the winners with PR afterwards, and they print/distribute a winners catalog and traveling show of the winners.

You (May) Be the Judge

The judging panel for these awards comprises four respected individuals in academics or a trade association or who have similar affiliations--but who are not employed by a printer or print group. This ensures impartiality. Each year, the longest-serving judge is retired from the panel, and a new one is chosen.

The Basis for Print Excellence

The award entries are based on print excellence, not on design. According to SFPNA, the judges "pore over every detail of the piece with loupes, densitometers, microscopes, and, even more frightening perhaps, their unbiased eyes and hands."

Entrants are competing with their peers in each category, and you don't have to be a mega-printer to win, either. In fact, this year's Sappi International Printer of the Year in the annual reports category was New England's own Kirkwood Printing. They won for the annual report they printed for another local firm, printer/publisher Courier Corporation, and designed by Boston's Weymouth Design. (Our Red Sox may not be champions this year, but our printers sure are!)

Tough Odds

Finally, I wondered what the odds were for winning a North American Sappi award (let alone the international award). It's tougher than I thought. Over 2000 North American entries compete. From these, 48 silver awards are given (of which 8 will ultimately be gold winners) and 48 will be bronze winners. That's 2.3% for silver/gold and a total 4.5% for recognized winners. And it's a "blind" competition. Every entrant is assigned a unique number. All labels or insertions that identify the printer are removed.

Now you know: that's the story behind the Sappi seal, which turns out to be a much bigger deal than even I thought.

Winners should share news of awards such as this one with customers, prospects, employees and potential employees, to make sure they appreciate what it's all about. Show . . . and tell!

Sites to visit:

www.sappi.com
www.kirkwoodprinting.com
www.courier.com
www.weymouthdesign.com