ALLPRO Printing Reaches $8M Mark, Becoming One of Largest Printers in Tampa, FL
TAMPA, FL—March 18, 2015—Since 1996, ALLPRO Direct Marketing has been able to more than triple its annual revenue, despite the recessionary pressures of the late 2000s. In 2014, the company announced they had reached the $8 million-a-year revenue milestone, making it one of the largest printing firms in the Tampa Bay region—an area that is the 11th largest statistical metropolitan area in the United States.
Like many printing firms throughout the Southeast, the recession forced ALLPRO to do more with less, offer more value-added services and become even more competitive—often with a severely reduced staff. For ALLPRO, the recession was also an opportunity to invest in the tools and technologies needed to diversify and distance itself from the offerings of other Bay Area-based printing companies. Today, ALLPRO is an $8 million a year business dependent upon technology and product reinvention.
Founded in 1982 and purchased by Tom McLaren and Shean Hylton in 1996, ALLPRO is a leading service provider for the direct mail marketing industry. Since 1996, they have executed millions of direct mail marketing campaigns for the insurance, automotive, education and service industries. Over the next five years, ALLPRO will have invested more than $4 million in its technology infrastructure. They have added a $1 million Xerox iGen 150 Press digital printing press and new services like converged marketing to its client toolkit.
“It’s very exciting to reach this revenue milestone. Our goal is to be at $10 million a year by 2018,” commented Tom McLaren. “I believe offering new services, like converged marketing, is what will get us there.”
ALLPRO is highly involved on the U.S. Postal Forum and other advocacy groups for the direct mail marketing industry, such as the National Association of Fixed Annuities. Employees also took on leadership roles within their Education Committees and assisted in crafting policy. This, in turn, led the company to other vertical providers, like insurance companies and brokers.
“ALLPRO is constantly updating their equipment for faster, more efficient delivery of consistently high-quality products,” remarked Scott Hinds, director of membership and development for the NAFA. “But what we really admire is their reliability. We congratulate them on experiencing such positive growth.” Andrew Paparozzi, vice president and chief economist for the National Association of Print Leadership, agrees with the ALLPRO approach to growth.
“When nothing much is changing, finding better ways to do what we’ve always done is good enough. But our industry isn’t simply changing—it’s being redefined, making it essential that we plan effectively, based on all favorable business intelligence that can be gained from the marketplace to the shop floor,” said Paparozzi.
Converged marketing is an example of how companies like ALLPRO are redefining the printing industry. Converged marketing is a comprehensive, multi-channel marketing program that creates a unified customer experience between digital and print media that are connected via strategy, a constantly learning feedback mechanism and metrics. Used to promote Websites with good keyword densities that are getting good results through SEO efforts, converged marketing allows ALLPRO to use those keywords to purchase a list of people who match the client’s demographic target and purchasing behaviors, and then generate a direct mailer that is filled with those keywords.
The mailer drives the reader to a Personalized URL, or pURL, where they can track what keywords they focus in on and what triggers made them respond to our message. The pURL would feature products they’re interested in and a personalized welcome, even in the URL. Based upon their interaction with the pURL, ALLPRO can then further fine tune the keywords optimized on the Website. So digital drives print and print drives digital—two seemingly unlikely partners just a few short years ago.
“Technology is the key,” said McLaren. “Strategies like converged marketing are only possible when you leverage technology in new ways.”
By comparing the weekly SEO metrics and the pURL metrics, ALLPRO can match what interested that particular prospect and fine-tune our optimization strategy. This is also a good way to break through the digital clutter, as studies show that direct mail response rates are up 14 percent from 2004. We can even use variable imaging to “show” someone in their direct mail piece exactly what they were interested in online, making it even more personalized.
“ALLPRO is on the leading edge of print industry IT,” said Pratik Roychoudhury, CEO of Tampa, FL-based Shield Watch IT Services and a Wharton School of Business MBA. “They have thrived and grown despite economic pressures. That took technology and business sense.”
ALLPRO also offers SMS, or text, marketing, as well as Website development, direct mail fulfillment and both large offset print runs and one-to-one digital-based print solutions. ALLPRO will celebrate their new revenue benchmark at LeadsCon—the top performance marketing conference in the United States. LeadsCon will be held in Las Vegas in March, 2015. LeadsCon showcases the best people and companies in vertical media and direct-response marketing. More than 5,000 people with an interest in vertical media and direct response market¬ing rely each year on LeadsCon for unparalleled in¬sights and access to marketing leaders. For the first time in its history, ALLPRO will now be able to provide information on print and digital innovation on both sides of the trade show aisle.
“LeadsCon is a great opportunity for us to show how ALLPRO is now capable of delivering best-in-class print and digital solutions that are totally interactive and completely measurable,” said McLaren.
About ALLPRO Direct Printing and Marketing
ALLPRO Direct Printing and Marketing has over 25 years experience in the printing and direct mail industries. Its teams of professionals bring decades of experience in marketing, graphic design, mailing lists and database management, printing, direct mail and lettershop operations. This experience has helped the company focus on providing our customers with high quality, results-driven products combined with excellent one-on-one customer service.
Source: ALLPRO Printing and Direct Marketing.