Production Day 2026
Thursday, April 16, 2026 (8:30 AM - 5:30 PM) (EDT)
Description
Attention Rising Stars in Direct Mail!
Production Day 2026
BigEye Direct, 22469 Ladbrook Drive, Sterling, VA
8:30 am - 5:30 pm | Thursday, April 16, 2026
Join us for a full-day event that brings together the brightest minds in direct mail production to walk you through every critical stage – from data to delivery. Ready to see how direct mail really comes to life? Production Day is your exclusive behind-the-scenes look at the entire process – from concept and creative to print, personalization, and delivery to the mailbox. Whether you’re just starting out or have a few years under your belt, this full-day experience will equip you with insider knowledge, practical tips, and a deeper understanding of how successful campaigns are produced from start to finish.
What to Expect:
We’re walking you through every essential step – from data to delivery – with interactive games, expert-led sessions, and a behind-the-scenes look at the print + mail world.
The morning will kick off with:
- A fun, hands-on proofing challenge
- A nerdy-cool dive into the history of paper
- Must-know tups on pre-production planning and print strategy
Then it's on to:
- Real talk rom pros in printing, digital workflows, data hygiene, postal strategy & logistics
- Tips to avoid costly mistakes and speed up timelines
- High-impact visuals and practical tools you can actually use
Plus you'll:
- Tour a working print & mail facility
- Connect with industry peers
- Wrap the day with local brews and good vibes
Why You Should Attend:
If you’re in marketing, operations, fundraising, production, or account management – and you want to level up – this is the fast-track intro you’ve been looking for. Learn the “why” behind what your production team does, discover how small decisions impact big outcomes, and gain tools to boost results and cut through the chaos.
Hands-on. Eye-opening. Actually fun.
Let's demystify direct mail together.
AGENDA
| 8:30 - 9:00 am | Registration & Continental Breakfast |
| 9:00 - 9:10 am | Welcome & Intentions of the Day |
| 9:10 - 9:20 am | Print IQ: A Print Terms Game |
| Speaker: Tania Rauf, Production Director, The Harrington Agency Proof it like a Pro! You'll be handed a sheet filled with hidden errors – review it carefully, mark your corrections, and return it to Susan by the end of the day! | |
| 9:20 - 9:50 am | Pulp Fiction: The History of Paper |
| 9:50 - 10:30 am | The Pre-Production Process |
| Speaker: Michael Schweikart, Production Director, Avalon Consulting Everything you need to know to kickstart the creation of your direct mail campaign, positioning it for success as it rolls through the process. We'll begin with scheduling and finish with final art ready to send to a printer, touching on DM best practices and why it's critical to involve your production partners from the start.
| |
| 10:30 - 10:45 am | Refresh & Connect Break |
| 10:45 - 11:45 am | Print Power: Transforming Ideas into Reality |
| Speakers: Jeff Miller, EVP Sales and Marketing, Allied Print Resources; Aleka Agapitides, Account Executive, Rite Envelope; Alan Rich, President, Nova Label The printing process is one of the single most important elements of a mailed campaign. Don't leave it to chance. In this segment, we will discuss the current challenges of managing direct mail in 2026, different print technologies for your envelopes, labels and printed components, as well as the different production workflows you can choose. As vendors, we are your partners, and as such, your technical resource to be sure your design fits and prints efficiently within our equipment. | |
| 11:45 - 12:15 pm | Digital Printing |
| Speaker: Jeff Larson, VP, Sales & Marketing, Art & Negative Graphics Inc. This session will focus on the different types of digital printing, how relevant data can make a real impact, the different types of variable content, the different types of variable content workflows and factors to determine your project workflow and how to pivot if need with last minute monkey wrenches. Lots of visual examples will help illustrate all of this content. | |
| 12:15 - 2:00 pm | Break / Lunch / Tours / One-on-One Discussions |
| 2:00 - 2:30 pm | Data Hygiene / Data Processing |
| Speaker: Kelly Leech, Principal, Carol Enters List Company (CELCO) This session will focus on strategies to amplify the power of your mail files so you can reach the most critical donors! Every step in the production process is important, but it all starts with the data. Who are you contacting? What response should you expect? With proven tips and tricks backed by real-world examples, we will show you how Data Processing shouldn't just be an afterthought – it should be your FIRST thought when it comes to direct mail campaigns. | |
| 2:30 - 3:00 pm | The Ins and Outs of Mail Shop |
| Speaker: Jake Brown, President, BigEye Direct During this session you will learn everything you've EVER wanted to know about how direct mail arrives to the mail shop and gets transformed from sheets and rolls of paper into letter packages that arrive in mailboxes across the country.
| |
| 3:00 - 3:10 pm | Refresh & Connect Break |
| 3:10 - 3:40 pm | Fulfillment Processes for Package Distribution |
| Speaker: Joel Kaufman, Senior Account Executive, DCG ONE Fulfillment programs can encompass a wide variety of direct mail and associated printing projects. In this segment we will discuss the two major types of fulfillment programs and projects, some case studies of each type, how materials can be supplied in or turnkeyed production of everything, the most cost-effective ways to ship out the packages, some newer technology utilized in these programs, and she best practices in overall managing these types of programs and projects. | |
| 3:40 - 4:10 pm | The USPS and Postal Logistics |
Speaker: Dave Lewis, President, SnailWorks
| |
| 4:10 - 4:25 pm | Wrap Up / Q&A |
| Speaker: Alan Rich, President, Nova Label | |
| 4:25 - 5:25 pm | Join your friends for a gathering at the Ocelot Brewing Company. |
Happy Hour & Networking:
Ocelot
23600 Overland Drive, Suite 180
Dulles, VA 20166
Interested in partnering with DMAW on Production Day?
Click here to learn more.
Corporate Member - $175
Nonprofit Member - $150
Corporate Nonmember - $225
Nonprofit Nonmember - $200
CFRE Credit Disclaimer:
Full participation in this program is applicable for up to 4 continuing education points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.
Please note: CFRE credit hours are pending approval by CFRE International.
CONSENT TO USE IMAGES AND RECORDINGS
Media Release: By registering, you grant the Direct Marketing Association of Washington permission to photograph, video/audio record, and use your image and likeness in DMAW publications, promotions, and other media. You understand that DMAW has exclusive rights to these visual and audio recordings.
Photographs, videos, and recordings may be taken at the event for use on the DMAW website, print collateral, press, future marketing materials, and social media. By attending this event, you consent to DMAW photographing, taking video, and using your image and likeness.
If you prefer not to have your information shared, please opt out by submitting a written request to programs@dmaw.org.
22469 Ladbrook Drive
Sterling, VA 20166 United States
Education - Seminars, Workshops, Tutorials
11