TransPromo Printing — Making a Strong Statement
K/P Corp., San Ramon, CA, is another print service provider that is bridging the graphic arts and transactional printing market sectors. It’s admittedly on the larger side, with more than $75 million in annual sales, but not so big as to be a special case.
According to Thomas Middleton, vice president of information technology, the company has established its Sacramento plant as its “center of excellence for this type of transactional printing.” The facility works closely with Raine Media (the consulting arm of K/P), which has the marketing expertise to analyze a customer’s business and then deliver solutions to them.
Elements of the transpromo production platform the company has assembled include software (Exstream Software’s Dialogue), hardware (Océ, Xerox and HP Indigo presses) and security components (including background checks and drug testing of employees). “We’ve spent millions on our infrastructure to be able to support this market,” Middleton notes.
K/P has a range of commercial printing capabilities across its six plants, including 40˝ sheetfed and Didde web presses. It also has mailing and secured fulfillment operations.
Along with echoing the challenges in meeting security requirements, Middleton stresses the importance of being able to bring together the CIO and CMO (chief information/marketing officer) perspectives on the customer side. Raine Media aids with that requirement.
Helping customers recognize the opportunity that transpromo represents is really challenging, agrees Glenn Morgan, K/P’s vice president of operations. Within organizations of the size that would be likely candidates, there typically isn’t the level of communication required between the IT and marketing departments, he believes.
“The customer’s CMO may hear about transpromo and go to the IT department, only to have the IT staff respond, ‘We don’t have time for this. We have millions of transactional documents that have to go out every week, and you want to muddy it up by trying to put a marketing campaign into it?’ That is where our solutions consultants can step in and, with an understanding of the requirements on both sides, be more of a facilitator within the customer’s organization.”