The Evolution of a Card The American Welding Society (AWS) provides education to its 50,000 members and supports technology development. Since 1987, Jerome Smith has provided the organization with products ranging from stock labels and computer paper to 4-color catalogs. Smith, president of Intelligent Business Solutions Inc., a distributorship in Miami, is close to his client: You could say they're welded together. Just as the AWS keeps its members apprised of the latest industry information, Smith ensures AWS uses cutting-edge printed products that meet the organization's needs. A prime example is the society's membership cards. With Smith's help, the cards have undergone three significant revisions. In the late '80s, Smith supplied AWS with 30 mil plastic cards. The 2-color cards featured the organization's blue and gray logo. AWS owned an embossing machine and personalized the cards at its headquarters. It faced two problems. First, personalization was time-consuming. Second, AWS frequently experienced problems with the embossing machine. In the early '90s, Smith suggested a new construction. AWS gladly abandoned its embossing equipment when Intelligent Business Solutions provided 10 mil plastic cards affixed to continuous carriers. The carriers acted as renewal bills. The front included a billing statement, while the back featured a simple survey where members could check the areas of welding in which they were involved. Like most companies, AWS switched to laser printers, and the construction changed from continuous to cut sheet. The cards underwent their most recent major renovation to an integrated application. As with the other construction changes, this one was dictated by equipment when the AWS purchased a folder/inserter. "I saw the card on a carrier being a prime suspect [for replacement]," says Smith, "so I introduced the idea of an integrated product." AWS was receptive because the integrated cards are easier to run on their new equipment, have fewer feeding problems than affixed cards and look more professional, says Smith. For instance, there's no glue residue after members remove the cards. The cards peel off the top right side of the 24# 8 1/2 x 11-inch sheets, revealing a glassine patch underneath. The 2-color sheets serve as renewal bills and include boxes with drop shadows featuring AWS member information. Surveys, or what AWS calls "Profile Data," remain on the back so members can update their welding experience and job classifications. In addition, the organization has added a function to the printed piece: AWS cross sells educational materials and upcoming trade shows. Each year, AWS orders 125,000 integrated cards, which are produced at manufacturer Printgraphics' Nevada, Iowa, facility. While some distributors avoid change, Smith embraced revising the membership cards for AWS. "The beauty of this product is they never shop it out," he says. "It's my order, and I get it every year, unlike envelopes and other things I've lost on price."