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Edmunds Communications Group : Making It All Work

January 2011 By Julie Greenbaum
Associate Editor
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The company serves a range of vertical markets, including the gaming, healthcare, retail, non-for-profit, education and the financial industries. Edmunds Direct Mail has been a provider to the local gaming industry for more than 20 years, offering printing, mail house and fulfillment services, as well as list procurement and data hygiene. With many of the casinos just miles away, a large portion of the company's printing and mailing comes from the gaming sector.

Several members of the Edmunds management team specialize in marketing and branding for this sector, as well as casino direct mail. "Our management staff brings years of casino marketing experience to the company," explains Ed Brown, president of Prism Color.

"The gaming industry as well as the other industries we serve are very competitive markets, so we have combined a blend of expertise and strategy to be more in sync with all of our clients' marketing needs."

Today, the company considers itself more than just an order taker. It has built a model where it has become more of an extension of its clients' marketing departments, teaching them about all of the new and emerging marketing tools that are available to them.

Promoting Its Services

Edmunds has embraced these new marketing methods to promote its own capabilities. For example, when a visitor enters the Edmunds Website, a Nomad will display on the top of the page—in this case, it is an image of Brian Romani delivering a welcome message.

Another method of self-promotion used is social media, such as Twitter, Facebook and LinkedIn. Edmunds also offers its clients tutorials on how to use social media to help strengthen their brands.

Since taking the helm of Edmunds in 2009, Romani has focused on expanding the company's Web-to-print and digital printing platforms. He foresees a large upside for Web-to-print as the market continues to evolve and mature, and reveals that the company has further plans to expand its Xerox digital platform.

"Significant growth areas for the next one to two years will be continued development of our Web-to-print platform and our e-commerce tools," he concludes. "Our fulfillment business, supported by the printed materials that we produce, should also generate strong growth." PI


 

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