Printer in Transition: AlphaGraphics of Paramus Embraces Change

“We have to embrace the concept to not be a traditional printer: Now we’re more of a consultant,” said Bernie Wilker, owner of AlphaGraphics of Paramus, N.J. He was speaking of the ever-changing printing industry, as things have certainly transitioned since he and his wife Simone purchased the company in 1996.

AlphaGraphics of Paramus is a full-service printing company with capabilities of design, copy, digital printing, bindery, CD and DVD duplicating, mailing services, and signs, posters and banners. Its business center offers one-stop printing solutions dedicated to serving customers. AlphaGraphics of Paramus’ staff also includes Eric Perrotta, Nick Lombardi, Johan Rojas, Mujahid Khan,Tim Stahl, and Arsenio Zapata.

“(Before I got into printing) I used to be in sheet metal fabrication for 20 years. I started looking for something else because clients were going overseas and to Mexico. I’m a mechanical engineer and was looking for something involving manufacturing and sales. I wanted to do everything myself, and when I walked into franchises like AlphaGraphics and Kinko’s, I thought, ‘I can do this.’ I then went to the AlphaGraphics seminar and training in Tucson, and it turned out that a family in Paramus (who owned one) was looking to retire. The advantage of it was immediate cash flow, but the disadvantage was everyone else in the company knew more than me (about printing) so I had to learn fast,” he remembered.

The Wilkers started their business in a 1,500-sq-ft building in Paramus and moved to a larger building next door after one year of growth. Two years ago, they moved their facility to a 4,000-sq-ft standalone building. “We grow as the industry is changing,” he commented. “When we started the business, everything was done by hard copy: The most important person was the pressman doing his own color separations.”

AlphaGraphics is “ahead of the curve in so many ways,” he said. About nine years ago, the company went direct to plate and eliminated cameras. The Wilkers made their printing transition from analog black and white to digital black and white to digital color. Although offset printing has slowly declined to make up 7 or 8 percent of the business, AlphaGraphics still uses it for master billing for physicians and letterheads.

“This year we’ve gone into online marketing. We do a lot of pURLs and we expanded our mailing capabilities,” explained Wilker. “I’m also on the board of the Greater New Jersey Postal Council. Our company does outdoor signage work and uses eco inks. We’re environmentally conscious and do UV coating and laminating. We’ve also expanded beyond the core of traditional offset printing and do ancillary and promotional items. We’re greatly expanded our services during the last nine years. You have to keep moving,” Wilker noted.

AlphaGraphics has digital presses including Xerox DocuColors, a Xerox Workcentre Pro 40 digital color laser printer, a Xerox Nuvera 120 black-and-white digital laser printer, a Canon ImageRunner and ImageClass, a bookletmaker, and a saddle stitcher.

His definition of a modern day printer in transition is being able to keep business and make money. He stated that during the first quarter of 2009, his AlphaGraphics franchise was ahead of last year’s revenue. He said that hiring their first outside salesperson in December 2008 contributed to the success. “There’s business out there, but it doesn’t come to you—you have to go out on the road to get it,” he pointed out.

Consultative Approach

The Wilkers have an in-house design department and work with their clients to come up with marketing campaigns. The Wilkers recommend that their clients try out the concept of pURLs. E-mail blasting is another part of a marketing campaign, although marketers need to be aware of Do Not E-mail lists.

“The concept of a printer in transition is that you have to expand your offerings. Many printers are going out of business because they are afraid of change. AlphaGraphics embraces change. My function in life is to make my customer look better,” Wilker stated.

Sustainability is also an important element of transition. AlphaGraphics Paramus views the protection of the environment as both a moral obligation and as a business imperative. AlphaGraphics is the first print franchisor in the United States to obtain a Forest Stewardship Council (FSC) Chain of Custody (COC) certificate. A key indicator of a company’s commitment to environmental responsibility, FSC certification is granted after a rigorous review of procurement processes to ensure that paper and wood products are purchased from sustainable sources. Because of the certification, the AlphaGraphics staff members are now “tree huggers.”

“As a print provider, our business center consumes paper products, and we are sensitive to the need to use sustainable sources that support responsible forest management worldwide,” said Wilker. “FSC certification demonstrates our commitment to environmentally responsible practices.”

“As digital technology and manufacturing improve, companies like Xerox and Canon want to sell printers to our customers, who then try to do their own printing. With us, there’s more to printing than just (actual) printing. We are consultants: That’s where the future is going,” explained Wilker.

“(Think of it) like Chrysler who is getting rid of 800 shops. Well, those 800 shops are ones that only sell one model of cars—Chrysler. The dealerships that stay in business are the ones that sell multiple models, such as Chrysler, Dodge, and Jeep. It works the same way with printing, where the customers have options that better fit them,” he said.

Serving the Community

AlphaGraphics’ passion to support local and national causes has played an important role in defining it as an organization. AlphaGraphics of Paramus is dedicated to helping others. Some of the organizations the company supports are the American Heart Association, the Prostate Cancer Foundation, and the Foundation Fighting Blindness.

Wilker was recently elected president of the Paramus Rotary Club. The Rotary’s motto is “Service Above Self” and the club sponsors and supports programs in Paramus and Bergen County.

Simone Wilker recently joined the United Water New Jersey Customer Advisory Panel. The purpose of the panel is to obtain feedback from United Water customers concerning any issue or matter relevant to water supply, rates, and quality.

AlphaGraphics Paramus has also donated the printing for Operation Goody Bag, (www.operationgoodybag.org), a student learning project designed to express appreciation for the sacrifice of America’s First Responders. The program, a service initiative of East Brook Middle School, Paramus, develops in students an awareness of the value of service. The students were invited last month, by the U.S. Navy, to board the USS Iwo Jima in Newport News, Va. and sail into New York Harbor in conjunction with Fleet Week 2009.

Jane Cosco, the retired Paramus teacher who created this program, was honored last spring by President Bush for her volunteerism with the President’s Call to Service Award.

Operation Goody Bag ships brown lunch bags hand colored in patriotic themes with candy, gum, a personal letter, original poetry, and puzzles to America’s First Responders. More than 100,000 Goody Bags have been sent to service personnel around the world.

Wilker’s advice to young people starting out in the printing business? “Buy an existing business from someone who is looking to sell, because the biggest problem (with starting out) is getting customers. Customers don’t want to change printers.”

He went on to say that “if you have the capital behind you, then take advantage of the opportunity.” He also said that because new people in the industry understand digital, they will be able to easily grow their businesses faster.

The biggest challenge of today is getting business. “If you’re not up to date, you will fall quickly,” he said. Printers need to focus on the future and where print is going—digital.