In a challenging economy, marketers are seeking a higher ROI from the increased response rates of cross-media communications. The integration of print and digital marketing is designed to help marketers build an interactive relationship with the desired target audience. At the same time, print service providers face the challenge of building the infrastructure to respond to changing market dynamics. This includes equipment, software, IT infrastructure, and skills.

The Allegra Network, which began franchising in 1977, launched its franchise brand name in 1996. Since that time, the company has transitioned many franchise members that previously operated under the American Speedy Printing Centers name to the new brand. The company acquired the Insty-Prints franchise chain in 2002, and many of these centers have since transitioned to the Allegra brand. In 2005, Allegra acquired the Signs Now franchise chain; this acquisition was consistent with the company's strategy to grow while remaining focused on the marketing and graphic communications industry.

In November 2010, I had the opportunity to spend a day at the Allegra Network’s new corporate headquarters in Plymouth, Michigan. During my visit, I met with key members of the company's executive team to discuss Allegra's strategy for helping its franchise network move into the more lucrative cross-media world. I got the chance to speak with Mike Marcantonio (Majority Investor and Chief Strategy Officer), Carl Gerhardt (President and CEO), Bob Milroy (Chief Marketing Officer), and Steve White (COO and President of Signs Now). It is clear that The Allegra network is embarking on an aggressive plan to help its members evolve into cross-media specialists and marketing service providers who also excel at the delivery of print.