Promotional Strategies: Collaborations that Pay Off

Promotional Strategies: Collaborations that Pay Off


It can be expensive and time-consuming to print your own promotional materials (not to mention all the headaches!). Paying someone else to do it typically costs a lot. In comes a smart idea from Craig Varjabedian, a fine art photographer, living and working out of Santa Fe, New Mexico. Years ago he began a collaborative effort with Cottonwood Printing Company, a high-quality printer in Albuquerque, NM to create a series of joint promotional pieces that each could use.

Craig says, “[The projects] have ranged from notecard sets, calendars of various sizes, posters and postcard sets in both black and white and color. Each project is personalized on press; that is to say the printer imprints part of the run with his name and contact information and prints another part of the run with my name and contact information. The division of labor is such that I provide the images and design the various pieces, Cottonwood Printing prints the pieces and provides me a quantity of each piece for my efforts. Its WIN/WIN for both of us. I have had the privilege of working with this great firm for over 15 years now and because of the strong positive responses we both receive from the various promotional pieces, and the fun we have working together, we plan on continuing our efforts for some time to come.