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Passion for Printing

"My whole life describes Sentinel. We take on many challenges that most companies don't. We focus more on small, high-quality short-run programs. Our goal is more program-oriented than job-oriented," Boehmer continued.

One of those challenges involved a major entertainment company wanting to create a unique mailer highlighting one of its shows. The designer wanted to do something different than traditional postcards and came up with a great idea. The designer discussed it with Sentinel and together they figured out how to produce a brochure that folds down like an origami piece.

Since the folding of the piece was critical, the employees started with the bindery first. They used die cutters and the full bindery department to create the folds. Through careful planning, they were able to produce the designer's vision on time, on budget with exceptional quality.

"We're a printer in transition because we never sit still. The target is always moving," said Boehmer.

Digital technology has changed Sentinel's business significantly. The work the company is getting is now harder to print and produce. The work is very detail-oriented. New technology has put the company into a situation where its has to be better, faster, and smarter than before. Boehmer stated that because technology changes every few months, the employees have to keep their eyes open to see what's going on.

Trends printers should look out for next year are, number one, consolidation. Number two is being green (sustainability). Sentinel Printing Co. is the first candidate pending SGPP membership on Long Island. Web-to-print and cross media are also "going to be big" in 2009.

Keep Contacts Close

He went on to explain the importance of professional networking events: Relationships with contacts and management networking events are crucial for staying in business. "I attend events here and in Manhattan. In our industry, professional networking organizations are most important. We also hold seminars a couple of times a year."

One-to-one relationships, e-mail marketing, direct mail, and maintaining good standing with existing contacts is also important.

"Viewing it from the outside, Glen's real success is his relationships with his employees and clients. He truly does have a passion for what he does, and he's a terrific family person and member of the community. His clients can see that instantly," commented Rich Barbaria, partner, Sentinel Printing Co. and Strategic Graphic Solutions.

An RIT graduate, Boehmer said that one thing he learned is how to never stop learning in the printing industry. "From there, I learned how to use your network and learn about the industry as much as you can. There's a lot of opportunity for newcomers in the industry now because of the new digital technology."

To survive in this economy, you must be able to understand where your target is going. The bottom line is understand who you are and where you're going. Keep up with the technologies and understand your business.

"From working at Sentinel, I've learned more about the business here than ever before, and I've been in the industry for 40 years. I started out running a press and I moved up the ranks through the years, and this is a very unique company. I enjoy working with clients, providing good customer service, scheduling jobs, and estimating. I've known Glen for 20 years now and he's the best," said Stephen J. Hassett, chief operations officer, Sentinel Printing Co.

Sentinel invites customers to share its passion for printing and effective marketing communication. From the company's Web site, customers can sign up to receive periodic mail and e-mails that have relevant information about the printing and communications industry. Some information includes Sentinel White Papers that contain helpful and effective tips to improve communications and reduce printing costs.

Keeping printing costs within reason can be difficult, but Sentinel can help by providing advice, assistance, and service. A great way to keep costs down and speed up delivery can be found in Sentinel's "Paper - Not Just a Commodity." Sentinel's white papers keep potential clients informed on all the latest printing information, as well as providing tips and techniques that it has garnered over the years.