Prisma Graphic: All the Right Moves

Prisma Graphic is housed in an 82,000-square-foot facility in Phoenix. The shop has been customer-voted number one in Ranking AZ for the past three years.

Some members of the Prisma Graphic executive team pitch in to get orders out the door. Executives (from the left) include Bob Anderson, president; Alan McAbee, general manager; Steve Carlson, operations manager; Rob Steele, marketing and e-commerce director; and Victor Martinez, controller.

Prisma recently launched a general Web-to-print 
solution called Print Power ( The site was initially created to compete with some of the well-known online print sites that provide small- to medium-size print projects, but is targeted more toward those seeking designer-quality for online prices. The company plans to expand service offerings as they become developed through dokshop.

Battling Online Suppliers

“Technology has become such a large part of our business today; we now employ almost as many programmers as press operators,” notes Rob Steele, Prisma’s marketing and e-commerce director. “Last year, we figured we were losing about 20 percent of our customers’ business to online printers, so it made sense that we create our own aggregate Web-to-print solution.

“It also fit perfectly with the online transactions we have been doing through dokshop for the past nine years.”

In 2005, the company moved into its current, 82,000-square-foot 
facility. According to Anderson, Steve Carlson, Prisma’s operations manager, played a crucial role in organizing a more streamlined workflow in the facility.

“Based on his previous experience, Steve really understood lean manufacturing before that term even became well known. He developed an online (job) ticket system to help minimize the amount of touch points necessary to move products from one station to another,” adds Anderson. “Most online orders now take less than three days to complete.”

Prisma also added a new mailing department, which made the 130-employee company one of the largest mailers in the metro Phoenix area based on the number of pieces dropped into the mail stream each month.

“We had been using local lettershops, but decided we wanted more control over our mailings to deliver on our promises to clients,” Steele points out. “Since then, our overall fulfillment business has grown. Orders get turned faster, and everybody is always on the same page.” The printer is in the process of implementing the USPS Intelligent Mail Barcode (IMB) system to help facilitate their clients’ lead generation.

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