Ripon Community Printers -- A Heat Wave
PI: Do you plan to expand on the digital side in the future?
Lyke: As we're pushed, we'll do it. At this point, I don't see us pushing ourselves yet. We just need to keep focusing on the big iron. As time goes on, I'm sure we'll do more and more.
PI: This move would seem to change your customers' perception of RCP, as well.
Darnick: The addition of the MAN Roland heatset pressline has added to our capabilities and reputation of being a full-service printer. Many of the catalogs we currently produce are a blend of heatset (done by outside vendors) incorporated with our coldset web work. We can now do it all here, whether an all-heat catalog or a combination of heat and coldset.
PI: Did you promote the press?
Lyke: We sent postcards announcing the press to everyone in our customer database file and then followed up with an issue of our quarterly newsletter, PressLines, which told the entire story of the press. A picture of a tropical beach on the postcard set the foundation of our campaign, which has been, 'Things are heating up in Ripon.'
PI: Any final thoughts?
Lyke: My fear was that we'd lose focus on our coldset work, because we need to keep maintaining that. We can't have salespeople off selling heatset jobs now and banning coldset. We've also had to be careful; we've got to change our tune. Before, with the customers who were strictly coldset, we had to explain why coldset was so superior to heatset. Now we can't say that anymore.
PI: So you had to remind your sales force that coldset is what got you this far?
Lyke: That's right. You dance with who brought you.