OneTouchPoint: Enabling Marketing Intelligence

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.

ONETOUCHPOINT: ENABLING MARKETING INTELLIGENCE

OneTouchPoint (OTP) delivers technology solutions and managed services designed specifically to support a variety of industries including manufacturing, healthcare, health insurance, financial services, alcohol and beverage, franchise, and retail industries. The firm has been built through a series of acquisitions and today operates in the following four key locations:

• Hartland, WI and Tempe, AZ – production facilities
• New Berlin, WI – fulfillment and warehousing center
• Lafayette, CA – alcohol and beverage operations
• Bloomington, MN – digital solutions office

OTP was formed in 2007 through the consolidation of several companies — Coakley Tech, CCI, Berman Printing, and Ginny’s Printing — along with additional acquisitions (10 in total). In 2012, the company rebranded from “TouchPoint Print Solutions” to OneTouchPoint reflecting a unified platform strategy across its operations. In 2014, private equity firm ICV Partners acquired OTP from Huron Capital Partners, marking a new phase of strategic backing.

While OTP expanded by acquiring numerous printing companies, it also made some divestitures. According to Joni Diderrich, OTP chief commercial officer, “Our strategic divestitures are focused on eliminating lower complexity/transactional print business so OTP can focus resources on more complex, national, regulated, or technology-enabled services.”

In February 2020, OTP made a major move into digital marketing services with the acquisition of the agency Bluewater located in Bloomington, MN. The acquisition brought a modern technology platform (Fusion), and expertise in franchise, multi-unit, and multi-location marketing, which complemented OTP’s existing strengths in print, logistics, fulfillment, and managed services. The acquisition meant that OTP could fully address clients who need both digital and print/traditional channels — especially for multi-location/franchise businesses that need consistency plus local adaptation. Bluewater’s founder, Christine Kropp, joined OTP’s senior leadership and now serves as president of technology solutions, spearheading OTP’s digital transformation. Under her leadership, the integration of Bluewater’s technology with OTP’s U.Connect system (now OTP One) that delivers a unified platform that empowers brands to reach customers consistently across every channel, from local markets to global audiences.

In March 2021, OTP entered the alcohol and beverage sector with the acquisition of Insight Resource Group (IRG). Before the acquisition, OTP had strength in print, fulfillment, marketing materials, and digital/offline integration. This acquisition added capabilities in in-store and POS/POP displays and experiential marketing. IRG also contributed display design technology, on-demand production, and supply chain/distribution expertise — allowing OTP to deliver faster, more agile in-store marketing execution. Today, the consolidated organization employs more than 300 people and generates $120 million in revenue.

OTP offers major corporations and their remote distribution locations modular marketing solutions. A customer can choose from several different modules from OTP’s One platform. Modules range from digital asset management to easy-to-use templates for direct mail, e-mail, display ads and social media, to tools for launching local campaigns and tracking results. Key modules include:

1. Local Marketing Campaigns

Local partners can access pre-approved assets and create hyper-local campaigns without requiring design expertise—accelerating production and removing bottlenecks.

2. Brand and Compliance Governance

Centralized control ensures messaging consistency, brand integrity, and regulatory compliance with role-based access controls to balance protection and partner flexibility.

3. Integrated Digital Messaging/Print and Fulfillment

Users can launch both digital and print campaigns supported by OTP’s digital services, on-demand production, variable printing, and direct mail services.

4. Data Security and Privacy

OTP’s solutions comply with industry regulations (including SOC 2) and safeguarding sensitive customer data.

5. Tactical Reporting and Insights

Corporate headquarters receive comprehensive business intelligence to measure engagement and performance.

6. Streamlined MarTech Ecosystem

Connects OTP and corporate marketing tech stacks through APIs to reduce manual steps, create consistent experiences, and build an agile tech foundation.

According to Kropp, “We can help a small location with a $200 budget. We provide a proven model for how they can get the most out of their marketing dollar at a local level. Many small local firms have limited marketing skills or technical capabilities. While our solutions are easy to use, we provide both training and comprehensive support based on customer need. We are helping small businesses do intelligent marketing and maximize the value of their spend.”

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.