What does it take for independent businesses to weather an economic downturn? Agility, say three local printing companies, whose owners have stepped back from their former business models, refocused, and found new ways to serve their customers.

Chuck Stone, owner of All Ways Graphics, shed his franchise and went independent in 2007. It was a risky move: he worried about loss of brand recognition and keeping clients with a different name and new location.  Yet, what kept Stone’s business alive –even as the recession hit -- was not the brand; ¬it was the familiar face and a strong dedication to clients.

“One of our biggest strengths [as a company] is that we are a brick and mortar facility where people can come to us, or our customers can reach us outside our facility, online,” Stone said.

Technology has been both a bane and a boon for printers. New technology has made old equipment, processes, and even services obsolete. But for forward-thinking, agile companies, adopting new technologies has enabled them to stay relevant and stay alive. 

All Way Graphics has used new technologies to expand its brand and add value to services. Stone said that the company does more than half its business over the Internet.

“By staying relevant and utilizing social media to interact with customers and by providing in-demand services we can provide something the customers can see and feel before they buy,” he explained.

There are also customer-specific online tools. For example, New Hanover Regional Medical Center carries an online account with All Ways Graphics through the “Customer Portal,” where making a new business card is quick and simple.  Employees can enter their information into the online portal and within minutes the site generates a business card with NHRMC’s standard logo, colors and font. 

“The biggest thing is speed,” said Stone.  The cards can be picked up the same day or next day and even delivered for free.  “FedEx and Kinko’s don’t offer free pick up and delivery.”

Betsy Kahn, owner of Copy Cat Printing, said that the past few years have been exceptionally trying for her company as well as for many of its customers, but Copy Cat Printing has made the necessary adjustments to keep its doors open. Embracing new technology was essential, as Copy Cat found its niche in digital printing and oversize copying for documents like blueprints.

“We were the first in Wilmington to provide full 'cradle-to-grave' digital services, (scanning, indexing and archiving of documents) better known as DFS, digital fulfillment services,” said Kahn.  “This is commonplace now for both large and small format reproduction. In fact, our work today is completely digital.”

Technology has helped Port City Signs and Graphics specialize successfully, said owner Sabrina Davis. This wide format, screen printing and digital print shop has produced all kinds of signage, including just about anything that is big and can be printed.

But agility is not just about doing new things, she emphasized. It’s also about doing things well.

“I’ve always really believed that quality is of the utmost importance. I have always felt that the business would develop if we produced a high quality product,” said Davis. “One thing I learned (about business) is that businesses typically do not fail because some other business has crept up (in the market); businesses fail because of something on the inside.”

“We are a great team and that is the reason for our success.  I think it’s really important to build your employees – that builds your brand and draws customers,” said Davis.

All three owners emphasized the importance of identifying customer needs and working to address them. Through its new sub-brand, All Ways Marketing, All Ways Graphics helps customers develop, implement and manage online marketing tools.

Copy Cat Printing still offers full-service copying and printing but also offers tailored marketing solutions, based on input from their customers.

“Many companies will state that what sets them apart is their customer service. We feel that it is critical to walk the walk,” said Kahn.  “In so doing, we make every effort to anticipate our customers' needs and provide thoughtful suggestions based on what is best for them, not on how much we want them to spend.”

“Our customers run the gamut from government to architecture, engineering and construction businesses to small businesses to large corporations to walk-in customers, many of whom have been with us since the beginning,” she added.

While Port City Signs and Graphics provides a range of services, from designing logos to helping artists make large prints, to wrapping fleets of cars, Davis says that the company’s main objective is to communicate with and educate the customer.

“I love helping people solve their problems and I constantly try to instill that in my staff – we are all problem solvers,” she said.  “In general, the motto is: if you can come up with the vision, we can help you make it happen.”