Principles of AAVTC
Printing & Imaging-Print Broker: The Middleman
Arts, AV Technology & Communication
Lesson Plan
Performance Objective
 Upon completion of this lesson, the student will develop an understanding of what a Print Broker is
and how they facilitate printing for medium to large companies.
Specific Objective
 Students will learn about the Print Broker’s role in business and specialty printing.
 Students will participate in an exercise acting as a Print Broker.
Terms
Print Broker
Print Shop
Print Store
“In house” printing
Time
When taught as written, this lesson should take approximately 2 class periods to teach.
Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result
in the elimination of any or all of the TEKS listed.
130.82. (c) Knowledge and Skills
(2) The student applies professional communications strategies. The student is expected to:
(D) give formal and informal presentations;
(E) apply active listening skills to obtain and clarify information;
(10) The student applies technical skills for efficiency. The student is expected to employ planning and timemanagement skills to complete work tasks.
(11) The student develops a basic understanding of the Arts, Audio/Video Technology, and Communications
cluster. The student is expected to:
(A) research the scope of career opportunities;
(B) develop an understanding of the elements and principles of art;
(C) develop an understanding of the industry by explaining the history and evolution of cluster career
fields and defining and using related terminology;
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
Copyright © Texas Education Agency, 2015. All rights reserved.
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Interdisciplinary Correlations:
English-English I
 110.31(b)(1). Reading/Vocabulary Development. Students understand new vocabulary and use it
when reading and writing.
 110.3(b)(11). Reading/Comprehension of informational text/procedural texts. Students understand
how to glean and use information in procedural texts and documents.
 110.53(b)(2)(B) employ precise language and technical vocabulary to communicate ideas clearly and
concisely
Occupational Correlation (O*Net – www.onetonline.org/):
Job Title: Print Broker
O*Net Number: 41-4012.00
Reported Job Titles: Account Executive, Account Manager, Outside Sales, Outside Sales Representative, Sales,
Sales Consultant, Sales Director, Sales Rep, Sales Representative, Salesman
Tasks: Contact regular and prospective customers to demonstrate products, explain product features, and
solicit orders.
Recommend products to customers, based on customers' needs and interests.
Answer customers' questions about products, prices, availability, product uses, and credit terms.
Estimate or quote prices, credit or contract terms, warranties, and delivery dates.
Consult with clients after sales or contract signings to resolve problems and to provide ongoing support.
Provide customers with product samples and catalogs.
Identify prospective customers by using business directories, following leads from existing clients,
participating in organizations and clubs, and attending trade shows and conferences.
Prepare drawings, estimates, and bids that meet specific customer needs.
Monitor market conditions, product innovations, and competitors' products, prices, and sales.
Perform administrative duties, such as preparing sales budgets and reports, keeping sales records, and filing
expense account reports.
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
Copyright © Texas Education Agency, 2015. All rights reserved.
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Accommodations for Learning Differences
It is important that lessons accommodate the needs of every learner. These lessons may be modified to
accommodate your students with learning differences by referring to the files found on the Special
Populations page of this website.
Preparation
 Review the concepts of the lesson and how the game will be played.
 Print the game scenario sheets and prepare to cut on the dotted lines.
 Have materials and websites ready to go prior to the start of the lesson.
References
Adams, B. (2013). Print broker blueprint: Your A to Z guide to becoming a successful print broker. Printed by
CreateSpace Independent Publishing Platform.
Instructional Aids
 Lesson Plan: Print Broker: The Middleman
 Slide Presentation: Print Broker: The Middleman
 Print Broker Grading Rubric
 Instructor computer and projection unit
 Becoming a Print Broker game instructions and scenario sheets
 Online websites (teacher directed)
 Pencils and paper
Introduction
1. Ask students where they think businesses get their big print jobs printed.
2. Explain that there is a ‘middleman,’ called a Print Broker, who helps businesses find Printers that will
print their larger print jobs.
3. Tell students that they will get to act as a Print Broker in a class game at the end of the lesson.
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
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Outline
MI
Outline
Go through the slide presentation with
students. Discuss the following:
I: What is a Print Broker?
a. Definition
b. Other things
II: Why outsource printing?
a. Cost effective
b. Access to Specialty Print Shops
c. Print Stores vs Print Shops
III: What happens after contract is signed?
a. Shops network of Specialty Printers
b. Picks best Printer for project
c. Manages print project
d. Delivers completed print project
IV: What Print Brokers do most of the time
a. Cold call new Print Shops
b. Call Print Shops; manage projects
c. Cold call potential customers
d. Call customers; printing’s progress
V: What else Print Brokers do
a. Take printing customers to lunch
b. Take Print Shop customers to lunch
c. Give gifts to printing customers
d. Give gifts to Print Shop customers
e. In a word, Marketing!
VI: Hard work is its own reward
a. The Print Broker works hard to get
the printing projects back to their
customers quickly, because that is
how they get paid.
VII: Becoming a Print Broker – game
Instructor Notes
Ask: Does it sound like it is easy
to be a Print Broker?
Why do you think Print Brokers
need to know Graphic Design?
Note: Printing “in house” means
a company does its own printing.
Ask: Can you name a popular
Print Store?
Note: Be sure the students
understand the Print Broker’s
process diagram.
Ask: Why do you think a Print
Broker takes customers out to
lunch and buys them gifts?
Note: Instructions are included
for the Print Broker game. Be
sure to reinforce that each group
is trying to make a profit in each
round by adding to the cost
before quoting a price. The
accumulated profit from the 4
rounds will determine which
group is the winner.
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
Copyright © Texas Education Agency, 2015. All rights reserved.
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Multiple Intelligences Guide
Existentialist Interpersonal
IntraKinesthetic/
Logical/
personal
Bodily
Mathematical
Musical/
Rhythmic
Naturalist
Verbal/
Linguistic
Visual/
Spatial
Application
Guided Practice
The teacher will go through the lesson and slide presentation, reinforcing how the Print Broker acts as a
middleman between businesses and Print Shops. The teacher will then divide the class into 4 groups and
prepare the students for the Becoming a Print Broker game.
Independent Practice
The teacher will review the instructions for the Becoming a Print Broker game.
Students’ participation will be assessed on understanding the concepts of a Print Broker, as well as
cooperation and leadership skills using the Print Broker Grading Rubric.
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
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Summary
Review
Review talking points and key terms from slide presentation.
Review the instructions for the Becoming a Print Broker game.
Evaluation
Informal Assessment
Students may be informally assessed through the following methods :
 Instructor observation during Guided Practice and Independent Practice
 Question and Answer during the Review
Formal Assessment
 Students’ participation in the game may be assessed using the Print Broker Grading Rubric.
Enrichment
Extension
Students may also write an essay about the Print Broker industry. The essay should also include research into
current career opportunities for Print Brokers.
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
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Becoming a Print Broker
Game Instructions
Teacher:
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



Divide the class into 4 groups.
Explain that the teacher will be the customer during the game.
Group 1 will be the Print Broker; Group 2 will be Print Shop ‘A’; Group 3 will be Print Shop ‘B’;
Group 4 will be Print Shop ‘C’.
The game will have 4 rounds so each group will get a chance to participate as a Print Broker
once.
Remind students that the accumulative profit earned during the 4 rounds will earn one group
the victory.
*Teacher Note: The first 3 scenarios are 'weighted' for a specific print shop to win. They may not win based on the
choices they make, but all things being equal, each print shop should win one round. The last round is purposefully set
with the same amounts for each team. This allows their choices to determine the round winner and the game winner.
The teams will not know that they are playing with the same information as the other teams. They will think that each
print shop will have different amounts to work with, just like the previous 3 scenarios. This adds another level of
complexity to the game to keep the kids guessing.
Game Play:









Each round will have a scenario that the groups will use to figure out how to maximize their
profits.
The group acting as the Print Broker will be given a print project and the total amount that the
customer (teacher) is willing to spend.
The groups acting as the Print Shops will be given different costs for the various printing
specialties that their Print Shop offers.
The teacher will hand out the Print Shop information to each group, reminding the groups to
keep the information secret. (Cut the strips from the Scenario sheet for each round, and give
them to the appropriate group.)
The Print Broker will then negotiate with each Print Shop in order to choose which one to do
the print project.
During negotiations, the Print Shop will be calculating the cost of printing the project, plus their
desired profit, in order to give the Print Broker a quote. The quotes will be kept secret from the
other Print Shops.
Once the Print Broker decides which Print Shop will get to do the print project, they will
announce it to the class. However, the amount will remain a secret.
The Print Broker will then report back to the customer with the amount the Print Shop charged,
plus the Print Broker’s profit.
The teacher will record the profit earned by the groups and start the next round, with each
group rotating to the next assignment.
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
Copyright © Texas Education Agency, 2015. All rights reserved.
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Becoming a Print Broker
Scenario One
Print project:
The customer needs 2,000 full color posters printed for a tradeshow. The
posters are 30 inches tall by 20 inches wide and classify as a large-format print.
The customer is willing to spend a total of $5,000 on this printing project.
Print Broker copy of the print project:
The customer needs 2,000 full color posters printed for a tradeshow. The
posters are 30 inches tall by 20 inches wide and classify as a large-format print.
Print Broker:
The customer is willing to spend a total of $5,000 on this printing project.
Print Shop ‘A’:
The total cost to print a large-format, full color poster is $2.05 per page. Add
your profit to the total, and give your quote to the Print Broker.
Print Shop ‘B’:
The total cost to print a large-format, full color poster is $2.00 per page. Add
your profit to the total, and give your quote to the Print Broker.
Print Shop ‘C’:
The total cost to print a large-format, full color poster is $2.10 per page. Add
your profit to the total, and give your quote to the Print Broker.
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
Copyright © Texas Education Agency, 2015. All rights reserved.
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Becoming a Print Broker
Scenario Two
Print project:
The customer needs 6,000 plastic keycards printed with their logo to give to
their employees. Each keycard also needs to have a programmable magnetic strip.
The customer is willing to spend a total of $24,000 on this printing project.
Print Broker copy of the print project:
The customer needs 6,000 plastic keycards printed with their logo to give to
their employees. Each keycard also needs to have a programmable magnetic strip.
Print Broker:
The customer is willing to spend a total of $24,000 on this printing project.
Print Shop ‘A’:
The total cost to print a logo and add a programmable magnetic strip is $3.84
per keycard. Add your profit to the total, and give your quote to the Print Broker.
Print Shop ‘B’:
The total cost to print a logo and add a programmable magnetic strip is $3.85
per keycard. Add your profit to the total, and give your quote to the Print Broker.
Print Shop ‘C’:
The total cost to print a logo and add a programmable magnetic strip is $3.86
per keycard. Add your profit to the total, and give your quote to the Print Broker.
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
Copyright © Texas Education Agency, 2015. All rights reserved.
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Becoming a Print Broker
Scenario Three
Print project:
The customer has 5,000 commemorative glass bottles that need to have a
special barcode sprayed on them with a high-speed inkjet printer. The customer is
willing to spend a total of $5,000 on this printing project.
Print Broker copy of the print project:
The customer has 5,000 commemorative glass bottles that need to have a
special barcode sprayed on them with a high-speed inkjet printer.
Print Broker:
The customer is willing to spend a total of $5,000 on this printing project.
Print Shop ‘A’:
The total cost to print barcodes on the bottles with a high-speed inkjet
printer is $0.84 per bottle. Add your profit to the total, and give your quote to the
Print Broker.
Print Shop ‘B’:
The total cost to print barcodes on the bottles with a high-speed inkjet
printer is $0.82 per bottle. Add your profit to the total, and give your quote to the
Print Broker.
Print Shop ‘C’:
The total cost to print barcodes on the bottles with a high-speed inkjet
printer is $0.80 per bottle. Add your profit to the total, and give your quote to the
Print Broker.
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
Copyright © Texas Education Agency, 2015. All rights reserved.
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Becoming a Print Broker
Scenario Four
Print project:
The customer needs 12,000 labels for jelly jars. The labels are 3 inches tall by
3.5 inches wide, and 6 labels can fit onto a single sheet of paper. The customer is
willing to spend a total of $1,500 on this printing project.
Print Broker copy of the print project:
The customer needs 12,000 labels for jelly jars. The labels are 3 inches tall by
3.5 inches wide, and 6 labels can fit onto a single sheet of paper.
Print Broker:
The customer is willing to spend a total of $1,500 on this printing project.
Print Shop ‘A’:
The total cost to print a sheet of 6 labels is $0.26 per page. Add your profit to
the total, and give your quote to the Print Broker.
Print Shop ‘B’:
The total cost to print a sheet of 6 labels is $0.26 per page. Add your profit to
the total, and give your quote to the Print Broker.
Print Shop ‘C’:
The total cost to print a sheet of 6 labels is $0.26 per page. Add your profit to
the total, and give your quote to the Print Broker.
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
Copyright © Texas Education Agency, 2015. All rights reserved.
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Print Broker Grading Rubric
Criteria
Understanding
Concepts
(30 points)
Cooperation
(30 points)
Participation
(30 points)
Leadership
(10 points)
Comments:
Exceptional
Above Average
27-30 points
Actions and
decisions
indicated
excellent
understanding
of concepts.
27-30 points
Demonstrated
excellent
cooperation
with group
members to
complete the
task.
15-26 points
Actions and
decisions
indicated a
good
understanding
of concepts.
15-26 points
27-30 points
Demonstrated
good
cooperation
skills with
group
members.
Below
Average
1-14 points
Actions and
decisions
indicated a fair
understanding
of concepts.
1-14 points
Unacceptable
0 points
Actions and
decisions
indicated a
poor
understanding
of concepts.
0 points
Cooperation
with group
members was
limited.
Little or no
cooperation
with group
members
during activity.
15-26 points
1-14 points
0 points
Demonstrated
excellent
participation in
the activity.
Demonstrated
good
participation in
activity.
Limited
participation
was
demonstrated.
No evidence of
participation in
the activity.
9-10 points
5-8 points
1-4 points
0 points
Demonstrated
excellent
leadership
during activity.
Demonstrated
good leadership
skills.
Demonstrate
d fair
leadership
abilities.
No evidence of
leadership
during activity.
TOTAL
POINTS:
AAVTC: Principles of AAVTC: Printing & Imaging-Print Broker: The Middleman
Copyright © Texas Education Agency, 2015. All rights reserved.
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Points