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Michigan-based Printer Invites Others to Rethink Ink

Monday, November 18, 2013

Press release from the issuing company

A Ferndale, Mich. – based print, direct mail and fulfillment company, Allied Printing Company invites others to "Rethink Ink".

Celebrating more than 60 years of business, Allied has long helped clients push the envelope on traditional print, direct mail, eCommerce, data management, warehousing and fulfillment services. Now the full-service firm is rethinking its own future with a vision that’s boldly reflected in the company’s strategic growth plan and comprehensive marketing campaign.

Rethink Ink. It’s simple, yet impactful.  It dispels misconceptions that permeate the market to remind business professionals that print remains a vibrant component of any company’s promotional effort. Print is one of the most sustainable and effective marketing applications today and Allied’s new campaign spotlights the highly sophisticated solutions that can come from rethinking the role of print in marketing campaigns.

Key elements of Allied’s Rethink Ink strategy include:

  • Clever graphics and promotional text – The eye- and ear-catching appeal of Allied’s direct mail and advertising initiatives sets the firm apart from its industry counterparts to help underscore the unique products and services Allied provides to each and every client.
  • Bold brochure and website – Also part of the effort to distinguish itself within an ever-changing business climate, Allied has launched a new brochure and website, including a blog, reflecting the company’s heritage and dedication to Detroit.  To accomplish this, Allied is projecting a Detroit-centric attitude and showcasing the images of eight metro Detroit photographers in its new marketing collateral. The brochure’s photographs capture the change sweeping Detroit.
  • Advertising – A series of targeted direct mail pieces (examples attached), as well as print advertisements and videos are also part of the comprehensive campaign to help Allied clients rethink the possibilities and shatter the misconception that print is passé.
  • New logo –Even Allied’s new logo communicates the company’s technical advancement and focus on the future. The stylized “A” is contemporary, while the printer’s registration mark displayed in the letter’s center serves as a nod to the company’s longevity and commitment to quality and craftsmanship.



By Patrick Whelan on Nov 18, 2013

Never lead with a negative. Saying Print is Dead or not dead, in my opinion is a poor strategy for printers to take. Comes off desperate. Just stay focused on what print solutions can do for the target audience.


By James Olsen on Nov 18, 2013

Patrick's comment is correct. Never lead with a negative. Especially since there is so much POSITIVE images, ideas and capabilities flooding your new web site.

The site shows there's lots of exciting stuff going on at Allied: "Allied is a full-service company specializing in color critical (POPcolor®) offset and digital printing, packaging, direct mail, program management, fulfillment, and web-based marketing services (Popology™)"

So lead with something like "POP! It's a whole new world for marketers at The Allied Group." Emphasize the kind of integrated marketing campaigns you are capable of.

You guys are definitely on the right track. You just have to build and grow around print - not emphasize it.

Declaring that you'r an avant garde marketing services provider rather than a printer fighting the good "print is not dead" fight will frame your image in a much more positive light.

For what it's worth.


By Margaret Fitzgerald on Nov 18, 2013

I can appreciate your thought process, Patrick. As you know, the marketplace is cluttered with marketing messages, and it’s tough to get people’s attention. Hence, the launch of our strategy for “breaking through the clutter” - our targeted direct mail and media campaign, complete with thought-provoking messages, that make the recipient stop in their tracks and give us a closer look. “Print is Dead” is just one of those messages, and we are happy it got your attention enough to make a comment. Thank you!


By Patrick Whelan on Nov 19, 2013

Yes, breaking through the noise is a huge challenge and I applaud your intentions.


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