Cenveo Finds A Comfortable Fit In Its New Corporate Identity And Strategy
Press release from the issuing company
Englewood, Colo., June 23, 2004 — Although the name and corporate identity of Cenveo Inc. are little more than a month old, they already have the reassuring ring of the familiar for the company’s 10,000 employees. That’s because Cenveo is the culmination of everything the company has spent the last two years becoming: a visual communications provider with numerous facilities and a wealth of capabilities, but with a one-company mandate that puts the full range of these advantages at the disposal of every customer.
The new corporate persona is taking hold particularly well in Cenveo’s commercial segment, a network of printing and envelope plants for direct sales to national and local accounts. Executives of the segment describe the new identity not as a change but as the full realization of a strategy that they and their implementation teams have worked hard to instill throughout the company. The segment, they say, will go forward under the new corporate banner in an even more focused effort to assure that doing business with Cenveo is everything that today’s buyers of visual communications demand.
A reorganization plan that inaugurated the commercial segment was announced to customers and stakeholders last October. The all-encompassing Cenveo name, logo, and tagline – “Vision Delivered ” – were formally adopted on May 17, 2004.
According to Cenveo executives, what happened over that span of time created a template for the new corporate identity as it spurred the commercial segment to new levels of efficiency and customer satisfaction.
“All of the activity in the commercial group has been leading us this way,” said Keith Larson, the segment’s Executive Vice President-Sales & Marketing. Taking on the new identity, he said, represents “the final step in the process of bringing all of our parts and pieces together as one major offering to our customers.”
Bob Brundage, Senior Vice President-Sales & Marketing, spoke of “a natural progression” that has enabled Cenveo to make “great strides toward operating as one company” for the benefit of the customer. He said that operating as Cenveo “creates a new umbrella for leveraging all of the different strengths within our company.”
James Cozart, Vice President-Sales, Marketing & Technology, called the Cenveo name “a unique brand identity” that signals a “formalization” of customer-driven initiatives already in operation by the commercial segment. In this sense, he said, the new identity is “like a capstone” on the structure that these successful undertakings have helped to build.
The initiatives, including 360º Selling and other programs for streamlining access to services throughout Cenveo’s 85-plant network, “will continue to be very much in evidence,” he said. “Cenveo is the unifying factor that ties everything together.”
Like Cozart, Larson emphasized that programs like 360º Selling – a sales support rationale aimed at surrounding high-volume customers with service – would continue to be the linchpins of Cenveo’s operations. “They’re critical to our go-forward strategies,” he said, adding that the programs would be given “refinements” designed to make them even more effective.
Another commercial segment philosophy that will continue in full force, Larson said, is the belief that local service to customers of all sizes remains “the bread and butter” of the business. In some ways, he said, Cenveo’s smaller customers have the most to gain from the company’s new structure and identity because they now have access to a much broader network of services than print customers of their size typically enjoy.
Cozart said that one of the keys to leveraging the commercial segment’s strengths was identifying the six capabilities – planning, creation, preparation, implementation, fulfillment, and distribution – common to the visual communications needs of all Cenveo customers. He said that Cenveo now operates on the principle of delivering as many of these capabilities as the customer requires through one point of contact providing everything necessary to get the job done. This means that whether the customer has asked Cenveo to furnish one, two, or all six capabilities, the company will draw upon its full range of resources to deliver the appropriate solution.
The principle is articulated, Cozart said, in Cenveo’s value proposition: “We understand your visual communications needs, and we connect resources to deliver customized messages and solutions.” From this statement, he added, Cenveo has derived a “value proposition icon” expressed as a triangular symbol with the keywords: “Understand. Connect. Customize.” The symbol and its promises will apply to all of Cenveo’s customer-facing activities from now on, Cozart said.
Cenveo’s new tagline, “Vision Delivered,” implies just as strong a promise to the company’s vast customer base, which it serves from installations in 31 states and provinces through a workforce of more than 10,000 people.
At its most basic, said Brundage, the slogan means that “we’ll take the customer’s vision and deliver it in a highly efficient manner.” To Larson, it enjoins Cenveo to “deliver the product by delivering what the customer’s intent is.” Cozart described the tagline as another way of saying that Cenveo must always help its customers deliver their messages “in the most favorable light for reception by their customers.”
Because Cenveo’s operations put so many people into customer-facing situations every day, making sure that employees embrace their company’s new identity and its objectives is fundamental to success. Here, say the executives, several ongoing efforts are helping to align interests and heighten enthusiasm across the organization.
The starting point was the sales force, said Cozart, because “our sales representatives are our number one resource when it comes to spreading the message” about all that is new at Cenveo. To make better evangelists of its sales representatives, Cenveo has partnered with DigitalThink, a California-based distance learning company, to develop an online training program that goes into considerable detail about the Cenveo brand, the company’s objectives and capabilities, and the best ways of apprising customers of everything Cenveo has to offer. All told, signing up for the program and completing its nine modules will be mandatory for about 900 sales and sales support personnel.
Other employees took part in an internal training program built around town hall meetings at every Cenveo facility in April and May. The company has also spread the word through weekly e-newsletter bulletins, an employee intranet, posters, and banners.
According to Brundage, the name, logo, and tagline and have been “very well received” since Paul Reilly, Cenveo’s Chairman, CEO, and President, unveiled them at the Print Oasis print buyers’ conference in April. The new identity has drawn an “extremely good response” from customers so far, concurred Larson, including those long accustomed to doing business with Cenveo facilities under their former names.
Pragmatism will be Cenveo’s guide as it acquaints customers with its new image and style. “People really like the name, the message and the approach to market,” noted Cozart, “but what matters is what you do.” While Cenveo may have succeeded in forging a new identity, he said, “it’s still up to us to fulfill that identity.”
That will happen, according to Cozart, as customers continue to see that doing business with Cenveo “is a wise investment because it helps them to diversify their portfolio with one vendor.” He explained that by placing all of its work with Cenveo, a customer achieves two things: reducing the number of vendors it must deal with, and tapping into Cenveo’s great range of capabilities for everything needed to get the job done. “It’s a good way to minimize risk,” Cozart observed.
According to Griffiths, customers will be glad to see continuity in the midst of change at Cenveo. “Most customers understand exactly what we did and why we had to do it,” he said. “The machines haven’t changed. The people haven’t changed. We still have the same values. There’s just a new name on the front door.”
Nevertheless, he said, the energizing effect of the new name is undeniable. “It really hits you when you walk in the building. It’s like everybody has a fresh start.”
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