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Phoenix Marketing Services —Multi-Solutions Evolution

February 2008 By Cheryl Adams
Managing Editor
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SINCE ITS inception in 1976, when owners Cindy and Dave Casey established Phoenix Marketing Services, the business forms manufacturer has been continuously evolving.

Today, it is a completely different business operation.

The two-site enterprise—with facilities in Claremont, CA, and Rosarito, Baja California, Mexico—now boasts 200 employees and offers services ranging from marketing, advertising and design, to interactive media, printing, bindery, fulfillment, warehousing and shipping.

Initially based in Pomona, CA, the company developed its own creative department in 1980 to design forms and other marketing materials for its customers. It reached another milestone in 1982 when clients, namely those in the cruise line industry, began requesting labor-intensive services. To prepare documents, provide intricate gluing and perform other detailed assembly work, the Caseys expanded with a new facility in Baja that they called Phoenix de México. The supplemental operation focused specifically on fulfilling hand-assembly needs—which was accomplished with inexpensive labor.

Seizing Opportunities

At the dawn of the digital age in 1998, Phoenix Marketing seized on opportunities in the emerging multimedia market and created a new division that included graphic designers, programmers and Web developers. New services such as Website design and software development were added to the company’s growing list of offerings.

In 2001, business was prospering and Phoenix’s owners wanted to become a single-source provider. Subsequently, the firm moved to a new 100,000-square-foot facility in Claremont, where personalized and customized direct mail took center stage by 2004.

Branching into one-to-one marketing, co-owner Cindy Casey reports that the results have been phenomenal. “Response rates have sharply improved and retention rates have gone through the roof! That same year (2004), we added a Web-based, on-demand ordering system. The service allows our clients and their customers to go online and create, review, order and mail personalized marketing material with the click of a mouse.”

Once an online order is placed, the print-on-demand project is output with a Xerox iGen3 digital production press, which was purchased for that purpose in 2005.

The Caseys continually ask themselves: “What will be the next technological breakthrough that will change the way we do business?” Thus, they are always analyzing ways in which they can complete projects faster, while better controlling the cost of running a customer-centric business.

With that in mind, Phoenix recently acquired a 10-color, 40˝ Mitsubishi Diamond 3000TP Tandem Perfector with twin coating units, which allows one-pass printing and coating on both sides without tumbling the sheet after fully printing one side. “Our new press will enable us to significantly increase our productivity and performance, and maintain competitive costs in the marketplace,” notes Casey.

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