Anstadt Communications Acquires Rent-to-Own Direct Mail Specialist to Bolster Data-Driven Marketing Expertise
Anstadt Communications may be a fifth-generation, family-owned, integrated marketing and graphic communications services provider, but the York, Pa.-based business that was founded in 1878 is certainly not resting on its past laurels.
Its most recent move entails the acquisition of Central File Marketing, a rent-to-own marketing services and printing business headquartered in Milwaukee. Central File is a leader in the rent-to-own industry, having evolved from a marketing company to a provider of data-driven direct mail during the course of more than three decades. Anstadt Communications and Central File Marketing will continue to operate as separately branded entities, specializing in their respective fields while sharing resources to bring added customer value.
According to Matt Doran, Anstadt president and CEO, the purchase of Central File adds an expanded geographic footprint and data-driven, rent-to-own industry direct marketing and promotions expertise to its existing portfolio of marketing products and services. "Central File strengthens our company by delivering data-driven direct marketing campaigns that will have an instant impact on outcomes we can produce for our clients,” he says.
“Central File Marketing will remain highly focused on the rent-to-own industry to ensure minimal interruptions for current clients as we improve the client experience and continue to exceed expectations,” adds Al Benson, VP of sales for Central File Marketing. “We’re thrilled to join the Anstadt Communications family, and look forward to integrating the businesses to harness all of the benefits for our current and future clients.”
Direct Mail Print Production Relocating to Anstadt Plant
Anstadt Communications will maintain a Central File Marketing IT/data center in the Milwaukee area and a sales office in McKinney, Texas, but all production will be relocated to Anstadt's existing York, Pa., facility. Some of the finishing equipment, such as inserters and tippers will be relocated, but Central File's existing Heidelberg sheetfed offset and Xerox digital presses will be sold.
Central File uses sophisticated tracking programs and data segmentation to reach target audiences. The company also employs a state-of-the-art security system for consumer data that has been validated by Sword & Shield, and which also meets Department of Defense encryption standards.
Central File's emphasis on the rent-to-own market will meld nicely with Anstadt's existing verticals, which include healthcare, financial/banking, the snack food industry, point-of-purchase/point-of sale (POP/POS), as well as New York agencies and design firms. Doran points out that there are approximately 8,900 rent-to-own retail locations in the U.S. — the majority of which are still independently owned and operated. The two largest players in what remains a fragmented market are Aaron's Inc. in Atlanta and Plano, Texas-based Rent-A Center.
Acquisition Dovetails with Other Investments
The Central File acquisition dovetails well with Anstadt's recent $2 million expansion that added 18,000 sq. ft. to the company's 40,000-sq.-ft. facility. Anstadt installed an HP Indigo 12000 digital press last October to join its existing HP Indigo 7900 press and a Scodix Ultra Pro digital enhancement press that was acquired in 2016.
A nine-color, 126˝-wide EFI VUTEk superwide-format printer is also running multiple shifts to keep up with growing market demand for POP/POS displays and in-store signage — a production capability that can now be extended to rent-to-own retail locations.