1Vision: Expanding Through 'Intelligent Marketing Logistics'

Marketing Services ... Redefined

Marketing services are being redefined — and print service providers are reinventing themselves to stay at the center of their clients’ communication strategies.  Once offering customers customization and personalization was enough. Today, success depends on helping clients connect every touch point across print, digital, and automated channels.

The most progressive PSPs are evolving from print vendors into marketing partners — orchestrating integrated, data-driven campaigns that deliver measurable results. They are helping clients reach the right audience, at the right time, through the right mix of channels. The challenge for others is clear: how to become that indispensable marketing services partner of choice.

As part of this exploration, Alliance Insights spoke with four companies that have reimagined their business models to drive growth and client value. Each offers a distinct perspective on the challenges, opportunities, and innovations transforming the marketplace, yet there are several themes that unite their success stories:

• Acquiring agency capabilities to accelerate web enablement as well as the marketing technology stack for digital services.
• Offering comprehensive kitting and fulfillment operations for both print and promotional specialty items.
• Leveraging large-format printing to drive revenue growth.
• Diversifying customers and services to balance cyclical demand and pursue new markets.
• Shifting focus from transactional print jobs to clients with ongoing, programmatic spending.
• Using data and tracking tools to demonstrate ROI across every campaign element — from direct mail to digital impressions.

From rising customer expectations to the growing influence of data and automation, these organizations show how PSPs can redefine value and relevance in an omnichannel world.

The companies interviewed include:

• Think Patented
• Impact (and its Agency Infinity Direct)
• 1Vision
• OneTouchPoint

Together they offer a roadmap for how to transform and thrive in an industry built on innovation and reinvention.

This is 1Vision's story.

1VISION: EXPANDING THROUGH 'INTELLIGENT MARKETING LOGISTICS'

In 2007, two college students, Allen Taheri and Hootan Tabari, laid the foundation for what is today 1Vision. Taheri and Tabari were not printers. Taheri was an electrical engineer, and Tabari was a software engineer. Their educational backgrounds gave them a strong understanding of the importance of both data-driven solutions and process automation.

Initially, the company focused on political direct mail campaigns designed to increase donations. The company also developed the ability to provide precise, secure ballot printing and mailing. The offering expanded to incorporate campaign-specific items like branded apparel, yard signs, and banners, all with quick turnaround via optional online storefronts. To aggressively compete in the political print production segment, 1Vision needed a broader network of print capability to meet demands for timely distribution.   This led to a series of acquisitions and today 1Vision has print locations in Houston, TX; Denver, CO; Jackson, MS and Louisville, Kentucky. The firm generated $67,000 in revenue in 2007 and today revenues top $70 million. 1Vision produces and sends more than 300 million direct mail pieces annually. Taheri attributes the company’s growth to creating “intelligent marketing solutions” and diversifying his customer base.

Taheri said, “While we were successful in the political space, the market was cyclical, and we needed to diversify. That ultimately led to the acquisition of Preferred Marketing Solutions (PMS) and our move into the Quick Service Restaurant (QSR) segment.” PMS notably supported Papa John’s 3,500+ U.S. locations, providing consistent brand materials and marketing support across the franchise network. As a part of the acquisition, 1Vision secured a 10-year contract to continue to support Papa John’s. Franchisees have access to an array of materials via online storefronts including:

• Promotional products
• Employee uniforms and branded apparel
• Print and direct mail solutions
• Retail signage and point-of-purchase materials

According to Taheri, “We realized we were a world-class printer. We concluded the best way to add value was building market intelligence into managing all the marketing logistics and communications for the organizations we serve.” The firm invested in data scientists and programmers to create APIs and integrate into their customers’ information infrastructure. This includes MIS (management information systems), CRM, and marketing automation tools to track orders, personalize print, and align with digital campaigns.

Taheri continued, “We help our clients figure out who their ideal client is, then deliver the right message to the right existing customer or prospect at the right time via the appropriate channel to drive their business.”

In the QSR market, 1Vision analyzes neighborhoods to identify households most likely to buy specific products. They build APIs to pull client and neighbor lists to drop mail in specific geographic regions. Messaging varies not only by neighborhood but also by household characteristics. 1Vision uses its platform to create tailored offers for specific households and delivers communications at exactly the right time. APIs also link into CRM systems and track business results. Additionally, 1Vision manages inventory, signage, promotional materials and distribution on behalf of clients.

Another major benefit that 1Vision offers to the QSR market is the ability to collect sales tax in 48 states. In 2018, the U.S. Supreme Court issued a decision in South Dakota v. Wayfair, Inc., overturning the physical presence requirement for sales and use of tax nexus. Tax nexus means a business has enough connection to a state for that state to tax it. Because materials are sold to franchisees, franchisors must collect and remit sales tax in all states where they do business. 1Vision developed a system to collect the appropriate sales tax on behalf of its clients.

Looking forward, Taheri is optimistic. “The major risk to all direct mailers is postal rate increases. We continue to work with our client base to optimize returns by leveraging data for intelligent direct mail. I expect next year to be a banner year given it is an election year. Combining that with our QSR focus positions us well. We are also looking closely at AI and where it will take marketing and our business in the future.”

In Summary

Firms like Think Patented, Impact and its Agency Infinity Direct,1Vision and OneTouchPoint have embraced the market transformation. They have made strategic investments in marketing automation, analytics, and partnerships. They have emerged not just as print providers, but as essential marketing partners supporting client success. These print industry market leaders understand that providing intelligent marketing services isn’t about replacing print. They have expanded their services to drive engagement and provide demonstrable ROI. The result is elevating print as part of an “intelligent marketing” ecosystem.

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.