Yep runs versaworks but not clear how to optimise colours.
The first thing to do is look on the manufacturer's website for your print media to see if they have profiles for your printer. Profiles from the manufacturers can be hit and miss, but often they'll be better than the built-in Roland profiles in VersaWorks. You can also try profiles from other manufacturers that make the same type of media that you're using, i.e. if you have _____ brand of vinyl with a matte finish, you could try a matte vinyl profile from Avery or 3M and see how well it prints.
The second important setting is your Colour Management mode. The default is Pre-press US, but we find the Sign&Display setting gives us more vivid colours on our Roland, without oversaturating photos. The Density Control Only setting can be helpful if you're trying to push primary and secondary colours to their limits, but isn't usually great for photos.
This is the approach most small print shops use for colour management – it's a lot of trial and error, and it isn't really "colour management".
When you're ready, the pro method of colour management is to use a spectrophotometer to create your own profiles for your materials, and then re-linearize them from time to time. This will give you the most accurate colours possible, the best possible matches for Pantone colours, less time and money spent on reprints, neutral greyscale prints, and you'll save a substantial amount on your ink costs. There's a learning curve, a lot of initial setup time and about $2500 of hardware required (
X-Rite i1Publish Pro 2 is the industry standard).