extreme makeover
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The print industry has change rapidly, presenting many challenges for the Print Services Provider.TRANSCRIPT
Extreme Makeover – The Print Edition
August 20, 2010Paul StrackPresident, CustomXM
Introduction & Background
Formerly a CPA with Ernst & Young
Joined the family business in 1990 as an outside sales rep
2nd generation printing company, founded in 1966
Traditionally a small format, offset printing operation
Embraced digital changes slowly, but consistently found the
balance of being on the “leading edge” of technology, without being
on the “bleeding edge”. Today – approximately $2,000,000 in sales, 12.5 full-time employees Digital equipment includes Nexpress
Objectives
Brief introduction to our operations and business philosophy
Discuss how we began the transformation to an MSP, even before
we knew it!
Review our Path to Change – It is just one of many paths.
Our branding & services evolution
Website Evolution – things we did right, and things we did wrong
Further Discussions
Introduction & Background
1450 – 2009
The Path to Change…
Our Mission
Client drivenA source for technologically advanced marketing solutionsLeading provider of print-related marketing toolsFocused on efficiencyFinancially strong, friendly, safe and personally rewarding
Our Vision
We are the Ultimate Delivery Vehicle for our client’s marketing messages.
The Path to Change…
Strategic Plan
• Since 1966, we’ve offered clients a full range of services
• We’ve tried to stay ahead of technological changes, by offering diversified integrated services and products
• This has been a transformation that has carved a new side of Custom Printing Company – CustomXM
• So the challenge of this transformation was to effectively position ourselves as a Marketing Services Provider, without diminishing our Print Services.
The Path to Change…
The Challenges
• Commoditization of Print Services
• From PSP to MSP
• Competition
• Cost of technology
• How to Re-brand, and how to execute re-branding efforts.
Logo Evolution
1966 1994
1999
2005
2006
2008
Revelation lead to Change
2001In order to help our clients
GROW their businesses, we
had to TRANSFORM ours!
Web Site - 1999
Web Site - 2004
Web Site - 2004
Web2Print
Evolution of Products
We began providing more:
Print on Demand
Short Run color
Variable Data Printing
Formalizing the Transition
May 2006
“…provide creative, yet affordable, one-to-one marketing solutions involving a variety of digital media platforms…”
Formalizing the Transition
Personalized, Cross Media Services:
• Development of marketing plans by consultation with clients
• Website design & consultation
• Database acquisition
• Implementation of cross-media campaigns
• Design and production of print campaigns
• Results tracking and reporting
Web Site - 2006
Web Site - 2006 Web2Print
Client specific products
MSP Offering
s
Moving Forward
To get to the NEXT STEP (rebranding) :
I needed assistance.I needed a formal plan.I needed a map.
My internal resources were lacking in this area.
Introduction & Background
The Big Reveal…
Commerce Arkansas Tradeshow 2008
Website v2008
Goals:
Complete, New CustomXM branding
4 core components of our message map
Easy access to Web2Print
Links to ALL major print related services
Case Studies, Current information
CMS system, easy to update
Web site - Today
Web site - Today Web2Print
Print Offerings
Social Media
MSP Offering
s
New ideas
Web Site
The Positives“on line order system easy to walk through”
“great approach to a web site. Making it about the customer and not yourself.”
“the site helps customers be more creative.”The Negatives
“CustomXM – Market Smarter does not tell me that this is primarily a printing company”
“I have to look in the lower left corner to see the primary list of printing services.
“Don’t make people look to your main message about who you are!”
Cross Media includes Social
Engage Interact
React blog
New Mission Statement
We Help our Clients Market Smarter.
Introduction & Background
1450 –
CUSTOMXM
