Marketing Services by Vectra : Printing Signs of the TimesMarch 2011 By Erik Cagle
In an age where electronics have done an effective job of dehumanizing the interpersonal experience—be it through smart phones, social media and other outlets that have transformed the face-to-face encounter into the face-to-LCD screen—there is still something to be said for the value of relationship building by picking up a phone or getting together over coffee.
Fortunately, the business-to-business world still reaps great benefits and value from relationships. Case in point is Marketing Services by Vectra, a multifaceted digital, screen, sheetfed and web offset printer based in Columbus, OH. As recently as 1992, the company focused exclusively on fulfillment services while its president, Craig Taylor, sold printing for Central Dayton of Dayton, OH.
Vectra has been growing exponentially over the last 20 years largely due to Taylor’s penchant for seeking out opportunities that can address his customers’ needs, and put a few bucks in the company’s pocket at the same time. Like many printers, Taylor has found great value in industry peer groups. It was through the Joe Becker BBL venture that he met Joe Ostreicher, COO of Edison Lithograph & Printing in North Bergen, NJ (and January’s PI cover subject).
Taylor and Ostreicher both seized on opportunities. When another Columbus company, Amerigraph, went out of business in 2007, Vectra acquired Amerigraph’s screen printing assets. Ostreicher flew out to Amerigraph to inspect (and later purchase) an 81˝ KBA Rapida press. The two men touched base and talked about how they could forge a mutually rewarding relationship.
“We put together a joint agreement where we sell their large-format, 81˝ output to our customers and we provide some digital work for their clientele,” Taylor explains. “It’s been very good for our clients, because they (Edison) produce a quality product.”
Wide Array of Offerings
Taylor knows a thing or two about quality products. His 211-employee company services the needs of the retail (big-box stores), fashion, quick-service restaurant, financial and communications markets—many of which include brand-sensitive organizations. Vectra provides an exhaustive array of products and marketing services, including commercial printing, direct mail, point-of-purchase, kit packing and fulfillment, inventory and database management, premiums and promotions.
Its digital capabilities include small- and wide-format printing for signage, canvas and vinyl banners, variable data printing, test store concept prints, custom store displays, mock-ups and high-end photographic signs. Six HP units grace the digital department, including the wide-format CoreJet (126˝) and TurboJet (145˝) models, a Z6100 and a 5500 (both 60˝), and two 18˝ 5500s. Rounding out the 18˝ division is a trio of Kodak Digimaster EX150s.