Repro Graphics is showing off its new Hewlett-Packard Indigo 5500 digital color press by using it to make personalized 2009 calendars for UC Davis employees.

The 11-inch-by-17-inch calendars are free, one to a customer, provided you get your order in by Dec. 22. Each calendar comes decorated with a UC Davis photo image; customers choose their own image from a number of choices.

University holidays are marked on the calendar, and customers can add up to two personalized dates per month.

Besides the color quality, Repro Graphics is touting the new equipment’s expanded capability for variable data printing.

Transactional printing has been around for several years, but the new Repro Graphics press does that and more. "Imagine the possibilities when you have the capability of creating targeted print pieces specific to your audience including variable text, colors and images," a Repro Graphics official said.

"Certainly this technology has application in many areas of the campus, including recruitment, fundraising and marketing. Where direct mail marketing yields a return of 1 percent to 2 percent, targeted pieces such as this achieve returns of 17percent to 20 percent.

"You will be able to print fewer pieces and print those on demand meaning you will not need to store a large supply nor will you have to discard unused pieces after they expire."

Orders for free calendars are being taken online.