Paul Strack joined his family's printing business in 1990 and helped guide its transformation into a marketing services provider (MSP) to keep up with digital changes. The company embraced new technologies like digital printing and variable data printing but avoided being on the "bleeding edge". To strengthen its MSP positioning, the company rebranded in 2008 and evolved its website to showcase its expanded cross-media services beyond print. It now helps clients market smarter through personalized campaigns, database solutions, and social media engagement.

1. Extreme Makeover – The Print EditionAugust 20, 2010Paul StrackPresident, 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 NexpressObjectives 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 DiscussionsIntroduction & BackgroundPRINT1450 – 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 rewardingOur 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 ChallengesCommoditization 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 Evolution196619941999200520062008

23. Revelation lead to ChangeIn 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 - 2004Web2Print

27. Evolution of ProductsWe began providing more:Print on DemandShort Run colorVariable Data Printing

28. Formalizing the TransitionMay 2006“…provide creative, yet affordable, one-to-one marketing solutions involving a variety of digital media platforms…”

29. Formalizing the TransitionPersonalized, 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 reportingWeb Site - 2006

35. Web Site - 2006Web2PrintMSP OfferingsClient specific products

36. Moving ForwardTo 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 v2008Goals:Complete, New CustomXM branding4 core components of our message mapEasy access to Web2PrintLinks to ALL major print related servicesCase Studies, Current informationCMS system, easy to update

40. Web site - Today

41. Web site - TodayWeb2PrintSocial MediaMSP OfferingsPrint OfferingsNew 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 SocialEngage

44. Interact

45. Reactblog

46. New Mission StatementWe Help our Clients Market Smarter.

47. Introduction & BackgroundPRINT1450 –

48. CUSTOMXM

49. Thank You!Paul Strackpstrack@customxm.comtwitter.com/pstrack501-375-7311