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Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
Extreme makeover
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Extreme makeover

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

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

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Transcript

  • 1. Extreme Makeover –
    The Print Edition
    August 20, 2010
    Paul Strack
    President, CustomXM
  • 2. Introduction & Background
    • Formerly a CPA with Ernst & Young
    • 3. Joined the family business in 1990 as an outside sales rep
    • 4. 2nd generation printing company, founded in 1966
    • 5. Traditionally a small format, offset printing operation
    • 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. Today – approximately $2,000,000 in sales, 12.5 full-time employees
    • 8. Digital equipment includes Nexpress
  • Objectives
    • Brief introduction to our operations and business philosophy
    • 9. Discuss how we began the transformation to an MSP, even before we knew it!
    • 10. Review our Path to Change – It is just one of many paths.
    • 11. Our branding & services evolution
    • 12. Website Evolution – things we did right, and things we did wrong
    • 13. Further Discussions
  • Introduction & Background
    PRINT
    1450 – 2009
  • 14. The Path to Change…
    Our Mission
    Client driven
    A source for technologically advanced marketing solutions
    Leading provider of print-related marketing tools
    Focused on efficiency
    Financially strong, friendly, safe and personally rewarding
    Our Vision
    We are the Ultimate Delivery Vehicle for our client’s
    marketing messages.
  • 15. The Path to Change…
    Strategic Plan
    • Since 1966, we’ve offered clients a full range of services
    • 16. We’ve tried to stay ahead of technological changes, by offering diversified integrated services and products
    • 17. This has been a transformation that has carved a new side of Custom Printing Company – CustomXM
    • 18. 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
    • 19. From PSP to MSP
    • 20. Competition
    • 21. Cost of technology
    • 22. How to Re-brand, and how to execute re-branding efforts.
  • Logo Evolution
    1966
    1994
    1999
    2005
    2006
    2008
  • 23. Revelation lead to Change
    In order to help our clients GROW their businesses, we had to TRANSFORM ours!
    2001
  • 24. Web Site - 1999
  • 25. Web Site - 2004
  • 26. Web Site - 2004
    Web2Print
  • 27. Evolution of Products
    We began providing more:
    Print on Demand
    Short Run color
    Variable Data Printing
  • 28. Formalizing the Transition
    May 2006
    “…provide creative, yet affordable, one-to-one marketing solutions involving a variety of digital media platforms…”
  • 29. Formalizing the Transition
    Personalized, Cross Media Services:
    • Development of marketing plans by consultation with clients
    • 30. Website design & consultation
    • 31. Database acquisition
    • 32. Implementation of cross-media campaigns
    • 33. Design and production of print campaigns
    • 34. Results tracking and reporting
  • Web Site - 2006
  • 35. Web Site - 2006
    Web2Print
    MSP Offerings
    Client specific products
  • 36. 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.
  • 37. Introduction & Background
  • 38. The Big Reveal…
    Commerce Arkansas Tradeshow 2008
  • 39. 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
  • 40. Web site - Today
  • 41. Web site - Today
    Web2Print
    Social Media
    MSP Offerings
    Print Offerings
    New ideas
  • 42. 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!”
  • 43. Cross Media includes Social
    blog
  • 46. New Mission Statement
    We Help our Clients Market Smarter.
  • 47. Introduction & Background
    PRINT
    1450 –
  • 48. CUSTOMXM
  • 49. Thank You!
    Paul Strack
    pstrack@customxm.com
    twitter.com/pstrack
    501-375-7311

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