PrintingNews.com

Have you ever found yourself pouring over the annual rankings of the top Fortune 500 companies and thinking, "If I won one of these clients, my career would change overnight?" You anxiously contact the director of communications to find out that all creative work is handled by an ad, public relations, or graphic design agency, or a combination of all three.

Why does creative work get farmed out for many of these companies? It comes down to branding, innovation, and quality. Agencies provide an expertise, where they immerse themselves in learning about the client's product and target market; sometimes to the point where they know it better than the client. The agency creates communication tools to increase exposure and profitability.

Budgets are allocated for agencies to "get it right," push the creative envelope, and establish a basis for quality that is consistent across the brand. Printers that target creative agencies as clients benefit in several ways:

• Innovation and Quality. Agencies that work on behalf of corporations are given the opportunity to test new printing techniques, while achieving high quality control standards. Budgets are typically hearty to allow for multi-process printing, or to test out techniques such as hexachrome, 3D imaging, or stochastic dot patterns that help enhance the end product.
• Variety. Agencies aim to diversify their client base to allow for growth. As a result, if you land one agency as a client, you can easily round out your printing portfolio to include consumer, health care, financial, and non-profit work in one sell.
• Diversified Services. Agencies invest in vendors that can streamline several processes under one roof. Brett Russo, vice president of sales, Capital Printing Corp., says, "We have positioned ourself as a print consultancy, where we guide clients through the complete production process. We have expanded our services to include prepress, printing, bindery, fulfillment, mailing services, and storage. We benefit from the profitability of offering several services, and the client benefits from having one point of contact."
• Profitability Through Industry Trends. Environmental preservation is a topic that is gaining increasing awareness, and designers are creating demand for printers to seek change. Rizco Design recently launched its environmental program, BeLeaf, which requires offset printers to be Forest Stewardship Council (FSC) certified. As a result, printers that previously handled Rizco Design's printing are pushing to get certified to regain an active position. On the flip side, vendors that have certifications are obtaining additional work and profitability.
• Publicity. Agencies build their reputation on third-party validation (i.e. industry awards and press exposure). "Guilty by association" works wonders for a printer in this arena, since they gain value-added recognition when awards are won. It is impressive to clients to say that you produce award-winning work.

What is the best way to attract agencies as clients? Clean up your own image. Just because you offer four-color printing, doesn't mean that your brand has to be in four-color process. Hire an agency to rework your brand to encompass a strategic logo, business card, capabilities brochure, and Web site. The goal is to not only sell your capabilities, but showcase that you value good design and can reproduce a design in a high-quality format. Be sure to maintain color consistency across all of the components.

What should you look for when hiring a design firm? First, if you currently have agencies on your roster, review their body of work and look for creativity, quality, and credentials. If this is the case, you have already experienced first-hand how the design team performs, what their client service is like, and how they react under pressure. If they work well with you, tap into their services.

The second step is to request a quote for services. Obtain all of the project parameters in writing and get an understanding of the agency's process and cost structure to avoid surprises or short comings. Third is to establish a team meeting with the agency of choice to ensure that they understand your goals. Last, avoid bartering. Exchange invoices and payments like any other job to maintain professionalism and avoid hard feelings. You are receiving valuable services, so pay for them.

Capital Printing was challenged to develop a marketing piece to introduce its two environmentally friendly certifications—FSC and Sustainable Forestry Initiative (SFI)—and announce that a portion of the plant had been converted to green power. The goal was to target existing clients and attract new clients, especially agencies. Rizco Design, a seven-year client, was hired to take on the task of developing a piece that would make a green statement.

A tri-fold brochure titled Nurture Nature Empower features an origami heart, tree, and wind mill. The piece ties in Capital's announcements and educational information about printing and the environment. The inside of the brochure includes a pocket that houses a business card, and patterned sheets with directions on how to make your own origami replications. This dimensional leave behind acts as a reminder that Capital Printing is an environmentally friendly vendor.