Defining Core Competencies —Sherburne
The other company is Modern Postcard, located in Carlsbad, CA. I recently visited their plant and found it to be an amazing operation. As the name implies, Modern Postcard primarily produces postcards from a state-of-the-art, 75,000-square-foot facility with 300 employees. About 50 percent of its production is 4x6˝ postcards, with the balance being larger postcards and triple- and quadruple-folded mini-catalogs.
According to President Blake Miller, Modern Postcard receives the vast majority, if not all, of its orders via the Web and has a talented team of inside sales and customer service personnel that ensures a high-touch experience for the SOHO customers who have been the company’s mainstay. Modern has a highly automated process that imposes cards for optimal gang printing on one of its three Komori presses and is experimenting with smaller runs of personalized postcards using its HP Indigo press.
Each press sheet arrives at the cutter with computerized instructions that make the cutting process fast and accurate. The final step is ink-jetting the cards and preparing them for the mail stream or bulk shipment to the customer.
Modern Postcard mails so many cards, it has two USPS employees on-site, and all mail leaving the facility goes directly to the postal distribution center for rapid insertion into the mail stream. Interestingly, the firm uses only one type of paper for everything, a custom stock that is manufactured to Modern Postcard’s specifications by International Paper.
Focus on Niche Markets
Modern Postcard is now starting to go after business in larger companies, maybe even some of those that Fetter walked away from. This is especially attractive in light of the effects of the recent postal reform, and Modern is already seeing a surge in demand for postcards and mini-catalogs, as direct mailers and catalogers look for more cost-effective ways to reach their target audiences without taking an increased hit on postal costs.