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Cadmus--One-stop Communications Shop

May 1998
Cadmus is at it again—changing the industry, breaking all the rules. And it's enjoying the infraction.

"We're violating the old taboos of printing," says Steve Gillispie, Cadmus chairman, president and CEO. "Printers don't help you market. Printers don't help you create. But Cadmus isn't just a printer. Cadmus is a unique kind of communications company. We're creating, producing and distributing the entire communications message in one unmatched outsource solution."

With the power of several business units all operating under one corporate umbrella, Cadmus is literally a one-stop communications shop.

"This is where the future is headed," adds Steve Isaac, executive vice president of the Marketing Communications sector. "We've been investing in this concept for years. We've collected unique capabilities that enable us to create, produce and distribute, and we're the first to migrate this way. We're reinventing how communications services are delivered."

One of Cadmus' two sectors, Cadmus Journal Services, has been extremely successful in providing end-to-end services for journal and magazine publishers for decades. In fact, that's how this business grew to be a world leader for scientific, medical and technical journals.

Building on this success, Cadmus is now moving forward with a similar model for its Marketing Communications sector. For established companies, that could mean several things. Cadmus could serve as the printing arm of the business, eliminating multiple outside vendors and the potential problems involving each. Cadmus could also overhaul a product or corporate image by creating and promoting a new market identity. Or, Cadmus could provide a range of marketing, advertising, printing, packaging and fulfillment services, or a combination thereof.

"Create—Produce—Distribute" is the Cadmus business model. To Cadmus, "create" means either developing composed pages provided by publishers or developing corporate marketing messages from the ground up. Providing end-to-end communications solutions is the Cadmus way of doing business.

For start-up companies, Cadmus can fulfill the complete communications need. Take Intelos, a new provider of wireless telephone services. In the "create" mode, Cadmus developed the company's brand identity (a wireless phone "like a phone away from home"), created a logo and ad campaign around the new identity, managed media placement, designed the packaging and developed a supportive direct mail campaign. In the "produce" mode, Cadmus printed the business packages and provided point-of-purchase (POP) materials. In the "distribute" mode, Cadmus will set up a customer service program and process orders for the packaging and POP materials.
 

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