KIRKWOOD PRINTING — Energizing Color
Sticking to Its Ideals
The company has stayed true to the ideal upon which it was founded—”a strong vision and commitment to providing premium services of the highest quality to all clients.” It also continues to implement cutting-edge technologies with the goal of maintaining a state-of-the-art printing facility. One change it has seen is a growing demand for shorter runs, with 5,000 impressions now being the average.
Mitchell says he positions the company as a high-end-color, commercial printer. The shop produces a range of work, typically including brochures, sell sheets, posters, financial reports, catalogs, POP and postcards. Among its client base are financial, advertising, medical and software companies, as well as educational institutions.
In a move that might seem contrary to the trend toward shorter runs, Kirkwood has built an arsenal of multicolor, 40˝ sheetfed presses, including two Mitsubishi presses (seven- and eight-color, both with coaters) and two Heidelbergs (six- and four-color). If number of impressions is the only factor considered, Mitchell concedes these may not be the most cost-effective platforms for producing short-run work.
“Quality was behind our choice of equipment,” he explains. “If we put a price on a job and win the work, then it’s an effective way to produce the job. We are giving clients high quality, faster turnaround and great service.”
Kirkwood lets customers know if a job fits or doesn’t fit its capabilities, points out the sales exec. If the work isn’t a good fit, the printer will try to help the buyer find an alternative supplier. “Still, with some customers, when I try to direct them to a digital shop that can produce a short run, they say they really want to stay with the quality that we provide.”
The management team has explored bringing digital printing capabilities in-house, but doesn’t think the time is right. “It doesn’t fit our market yet; our clientele isn’t pushing us into it,” Mitchell says. “Even so, it’s a move we’ll have to make in the future to stay in this business.”