Extreme makeover

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The print industry has change rapidly, presenting many challenges for the Print Services Provider.

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Extreme makeover

  1. 1. Extreme Makeover – <br />The Print Edition<br />August 20, 2010<br />Paul Strack<br />President, CustomXM<br />
  2. 2. Introduction & Background<br /><ul><li> Formerly a CPA with Ernst & Young
  3. 3. Joined the family business in 1990 as an outside sales rep
  4. 4. 2nd generation printing company, founded in 1966
  5. 5. Traditionally a small format, offset printing operation
  6. 6. Embraced digital changes slowly, but consistently found the balance of being on the “leading edge” of technology, without being on the “bleeding edge”.
  7. 7. Today – approximately $2,000,000 in sales, 12.5 full-time employees
  8. 8. Digital equipment includes Nexpress</li></li></ul><li>Objectives<br /><ul><li> Brief introduction to our operations and business philosophy
  9. 9. Discuss how we began the transformation to an MSP, even before we knew it!
  10. 10. Review our Path to Change – It is just one of many paths.
  11. 11. Our branding & services evolution
  12. 12. Website Evolution – things we did right, and things we did wrong
  13. 13. Further Discussions</li></li></ul><li>Introduction & Background<br />PRINT<br />1450 – 2009<br />
  14. 14. The Path to Change…<br />Our Mission<br /> Client driven<br /> A source for technologically advanced marketing solutions<br /> Leading provider of print-related marketing tools<br /> Focused on efficiency<br /> Financially strong, friendly, safe and personally rewarding<br />Our Vision<br /> We are the Ultimate Delivery Vehicle for our client’s <br /> marketing messages.<br />
  15. 15. The Path to Change…<br />Strategic Plan<br /><ul><li> Since 1966, we’ve offered clients a full range of services
  16. 16. We’ve tried to stay ahead of technological changes, by offering diversified integrated services and products
  17. 17. This has been a transformation that has carved a new side of Custom Printing Company – CustomXM
  18. 18. So the challenge of this transformation was to effectively position ourselves as a Marketing Services Provider, without diminishing our Print Services.</li></li></ul><li>The Path to Change…<br />The Challenges<br /><ul><li>Commoditization of Print Services
  19. 19. From PSP to MSP
  20. 20. Competition
  21. 21. Cost of technology
  22. 22. How to Re-brand, and how to execute re-branding efforts.</li></li></ul><li>Logo Evolution<br />1966<br />1994<br />1999<br />2005<br />2006<br />2008<br />
  23. 23. Revelation lead to Change<br />In order to help our clients GROW their businesses, we had to TRANSFORM ours!<br />2001<br />
  24. 24. Web Site - 1999<br />
  25. 25. Web Site - 2004<br />
  26. 26. Web Site - 2004<br />Web2Print<br />
  27. 27. Evolution of Products<br />We began providing more:<br />Print on Demand<br />Short Run color<br />Variable Data Printing<br />
  28. 28. Formalizing the Transition<br />May 2006<br />“…provide creative, yet affordable, one-to-one marketing solutions involving a variety of digital media platforms…”<br />
  29. 29. Formalizing the Transition<br />Personalized, Cross Media Services:<br /><ul><li> Development of marketing plans by consultation with clients
  30. 30. Website design & consultation
  31. 31. Database acquisition
  32. 32. Implementation of cross-media campaigns
  33. 33. Design and production of print campaigns
  34. 34. Results tracking and reporting</li></li></ul><li>Web Site - 2006<br />
  35. 35. Web Site - 2006<br />Web2Print<br />MSP Offerings<br />Client specific products<br />
  36. 36. Moving Forward<br />To get to the NEXT STEP (rebranding) :<br />I needed assistance.<br />I needed a formal plan.<br />I needed a map.<br />My internal resources were lacking in this area.<br />
  37. 37. Introduction & Background<br />
  38. 38. The Big Reveal…<br />Commerce Arkansas Tradeshow 2008<br />
  39. 39. Website v2008<br />Goals:<br />Complete, New CustomXM branding<br />4 core components of our message map<br />Easy access to Web2Print<br />Links to ALL major print related services<br />Case Studies, Current information<br />CMS system, easy to update<br />
  40. 40. Web site - Today<br />
  41. 41. Web site - Today<br />Web2Print<br />Social Media<br />MSP Offerings<br />Print Offerings<br />New ideas<br />
  42. 42. Web Site <br />The Positives<br />“on line order system easy to walk through”<br />“great approach to a web site. Making it about the customer and not yourself.”<br />“the site helps customers be more creative.”<br />The Negatives<br />“CustomXM – Market Smarter does not tell me that this is primarily a printing company”<br />“I have to look in the lower left corner to see the primary list of printing services.<br />“Don’t make people look to your main message about who you are!”<br />
  43. 43. Cross Media includes Social<br /><ul><li>Engage
  44. 44. Interact
  45. 45. React</li></ul>blog<br />
  46. 46. New Mission Statement<br />We Help our Clients Market Smarter.<br />
  47. 47. Introduction & Background<br />PRINT<br />1450 – <br />
  48. 48. CUSTOMXM<br />
  49. 49. Thank You!<br />Paul Strack<br />pstrack@customxm.com<br />twitter.com/pstrack<br />501-375-7311<br />

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