Past Winner Stories
Allegra Print and Imaging
www2.allegranetwork.com
In an industry that plays such a critical role in communications – printing – Allegra Print & Imaging faced a communications challenge of its own when the company outgrew its former market position and needed to reposition itself in a competitive marketplace.
The 10-year old company, known until 1996 as American Speedy Printing Centers, has evolved from a store-front copy shop with 10-cent self-serve copies to a full-service print communications company with digital color printing technology and graphic design services. Its “speedy” name was a turnoff to ad agencies and larger companies needing advanced capabilities.
John and Doreen Long, owners of the Speedy Printing franchise, were pleased when the company announced a corporate name change to Allegra Print & Imaging. The Longs were optimistic that the new name and image would rejuvenate their business and convey the capabilities of a large printing house with the flexibility and service of a small print shop. Eager to begin the transition, the Longs stepped up to be one of the first businesses in the franchise to adopt the Allegra brand.
More involved than replacing store signage and printing a new set of business cards, the Longs recognized that their staff would have to truly embrace the new identity and then effectively market Allegra to the community. Adding to the challenge was an industry-wide downturn that was reducing printing business overall, stiffening competition and making a successful transition more than important – it was imperative.
To rally their staff behind the Allegra brand, the Longs included the staff in planning and monitoring the identity change. Employees helped create the business’ mission statement and “Team Commitment to Our Clients.” With full staff support, the Longs turned to marketing and public relations to take the word on the street. Utilizing its inherent capabilities, the company created “target marketing” pieces that consisted of branded T-shirts stuffed into ink canisters and delivered to prospective clients. A full direct mail campaign followed, along with press releases and an updated company Web site.
In addition to promoting the new brand, the Longs were also investigating and investing in updated technology to further differentiate their company. In 1997, the company moved into a 6,000-square-foot facility, twice the size of the original location. The company now offered in-demand services, including short-run four-color printing, digital technology and mailing services.
The Longs were also forerunners in online ordering for print services. They pioneered and helped develop Allegra Network’s Direct Link software, now used by franchise members across the country. Combining personal service with progressive Web technology, Allegra clients manage their print projects and control costs using a password-protected Web site to view order history and status, obtain quotes, transfer files, approve layout and manage inventory. Allegra Printing & Imaging is now fully equipped to act as a marketing and print communications partner, rather than just a printer and neighborhood copy shop.
The Longs have received multiple awards from the Allegra Network and in June 2004, Quick Printing magazine included their business in its annual “Top 10” list. Recognized by American Printer as one of the “Top 50 Fastest Growing Printers” in the United States, Allegra Printing & Imaging is now a $2 million company serving more than 450 active clients, an accomplishment the Longs attribute to consistent and dynamic marketing and innovative technology.
The 10-year old company, known until 1996 as American Speedy Printing Centers, has evolved from a store-front copy shop with 10-cent self-serve copies to a full-service print communications company with digital color printing technology and graphic design services. Its “speedy” name was a turnoff to ad agencies and larger companies needing advanced capabilities.
John and Doreen Long, owners of the Speedy Printing franchise, were pleased when the company announced a corporate name change to Allegra Print & Imaging. The Longs were optimistic that the new name and image would rejuvenate their business and convey the capabilities of a large printing house with the flexibility and service of a small print shop. Eager to begin the transition, the Longs stepped up to be one of the first businesses in the franchise to adopt the Allegra brand.
More involved than replacing store signage and printing a new set of business cards, the Longs recognized that their staff would have to truly embrace the new identity and then effectively market Allegra to the community. Adding to the challenge was an industry-wide downturn that was reducing printing business overall, stiffening competition and making a successful transition more than important – it was imperative.
To rally their staff behind the Allegra brand, the Longs included the staff in planning and monitoring the identity change. Employees helped create the business’ mission statement and “Team Commitment to Our Clients.” With full staff support, the Longs turned to marketing and public relations to take the word on the street. Utilizing its inherent capabilities, the company created “target marketing” pieces that consisted of branded T-shirts stuffed into ink canisters and delivered to prospective clients. A full direct mail campaign followed, along with press releases and an updated company Web site.
In addition to promoting the new brand, the Longs were also investigating and investing in updated technology to further differentiate their company. In 1997, the company moved into a 6,000-square-foot facility, twice the size of the original location. The company now offered in-demand services, including short-run four-color printing, digital technology and mailing services.
The Longs were also forerunners in online ordering for print services. They pioneered and helped develop Allegra Network’s Direct Link software, now used by franchise members across the country. Combining personal service with progressive Web technology, Allegra clients manage their print projects and control costs using a password-protected Web site to view order history and status, obtain quotes, transfer files, approve layout and manage inventory. Allegra Printing & Imaging is now fully equipped to act as a marketing and print communications partner, rather than just a printer and neighborhood copy shop.
The Longs have received multiple awards from the Allegra Network and in June 2004, Quick Printing magazine included their business in its annual “Top 10” list. Recognized by American Printer as one of the “Top 50 Fastest Growing Printers” in the United States, Allegra Printing & Imaging is now a $2 million company serving more than 450 active clients, an accomplishment the Longs attribute to consistent and dynamic marketing and innovative technology.