How does a 113-year-old printing company stay relevant when technology has disrupted its industry and a global pandemic has shuttered many businesses?
The odds of surviving have been against Phoenix-based O’Neil Printing, which was founded in 1908. The market size of the printing industry in the United States has declined 4.5% per year on average between 2016 and 2021, according to IBISWorld. Yet despite being impacted by the pandemic, the innovative, resilient company is looking to the future as it continues on its fast-paced transformative journey.
“We’ve had to reimagine and rethink how we do business in order to stay at the intersection of creativity and technology,” said O’Neil Printing President and Chief Revenue Officer, Simon Beltran. “While many people know us for our work publishing premier quality books, we offer a diverse selection of marketing services, ranging from pre-press, offset, digital, and large format printing to packaging, mailing, data automation, inventory management and many other marketing solutions.”
The employee-owned firm is no stranger to adapting to new technologies and pivoting during economic downturns. O’Neil recently installed a new Heidelberg Speedmaster CX 102 press that achieves 2.5 times more productivity than its three older presses combined, along with a significant reduction of waste that comes with “push to stop” technology. An award-winning “green printer,” O’Neil has converted many facets of their process to green technology, utilizing options, such as zero V.O.C. inks, an ECO-solvent wide format printer, and a comprehensive recycling program.
Digital solutions represent more than 50% of O’Neil’s business, and the firm strives to stay ahead of industry trends to better accommodate client needs. For marketing supply chain projects or on-going campaigns, the firm offers an intuitive online portal, O’Neil Direct, to manage and customize marketing content.
New “Every Door Direct Mail” is Easy and Affordable
Last week, O’Neil Printing launched its new, all-in-one “Every Door Direct Mail” (EDDM) service, which uses data-driven mapping to target qualified customers quickly. The unique, multi-touch program allows customers to design, print, and digitally market their business by creating eye-catching direct mail pieces or by choosing from O’Neil’s pre-designed templates. Customers can also layer digital marketing, such as Facebook Ads and Google Display.
O’Neil Printing’s Senior Director of Marketing and Communications, Erica Anderson, said direct mail has proven to be a consistently effective marketing tool despite the rise of online marketing.
“Through our data integration capabilities, direct mail can be delivered to every mailbox, or customers can be targeted based on their persona, behavior, or where they are in their customer journey,” she said, adding that delivery and mail tracking services also ensure that marketing efforts are measurable and effective. “When incorporated as part of a multi-touch strategy, direct mail allows you to reach your customers at the right time, with the right message, and through the right channel, enhancing your overall responses and results.”
Anderson said there’s a common misconception that direct mail is expensive.
“Our all-inclusive, flat-rate pricing is considerably less expensive than traditional direct mail. The cost of EDDM postcards average 30 to 40 cents, including print and postage,” she said.
O’Neil Printing’s CEO, Anthony Narducci, said one reason the firm has been so successful is because it was an early adopter of digital technology.
“The printing industry is becoming more automated, but the need for skilled craftsmen is still there,” he said, adding that O’Neil employs 60 full-time printing, digital marketing, and customer service professionals. “Computers and equipment can only do so much. Our customers depend on our team’s expertise, particularly with large, complex projects. But even with small projects, there’s always an opportunity to connect with one of our team members.”
Deemed an essential business, O’Neil Printing remained open throughout the entire pandemic.
“We’re proud that O’Neil has weathered not one, but two pandemics,” Narducci said. “O’Neil’s original owners persevered through the 1918 “Spanish Flu” pandemic. The printing industry has changed so much since then, but one thing that has remained the same is our strong commitment to customer service and our dedication to providing high-quality products and services.”
