Midwest Single Source Evolves with Rebranding
After appearing on the cover of the printed products industry magazine Print Solutions, Midwest Single Source, Wichita, Kansas decided to redefine the company’s presence in the marketplace. Owner, John H. Osborne, said the change was needed because, “... as a company we’ve evolved from a print distributor to selling office products, promotional products and mailing equipment, and now have become a print manufacturer reaching national and international clients.” Osborne continued, “We have invested in technology for our clients as they have evolved and we realized we needed our brand to evolve as well.” The colors in the company's new logo represent Midwest Single Source’s business pillars—print, office, mail, and promotion. The company also feels the new tag line better indicates how Midwest Single Source can transform a clients business. Osborne added, “Our logo and tag line ‘Solutions through Service’ better explain that it’s not products we’re selling but solutions for cost-effective operating efficiency.”
Sarah Strydom, account consultant in the company's Topeka, Kansas branch explained, “What we found was that when we meet with our clients we’re asking them why they use their current processes and how they would like them to evolve.” Strydom added, “It may be they need our mail machine line or need us to mail their statements or product for them. As consultants we ask the questions, not just push products.”
Midwest Single Source invested in a Xerox iGEN printer and has seen an explosion in the areas of added services for the company's current and prospective clients. The iGEN has given Midwest Single Source the ability to add one-to-one marketing services for its clients, where before their only offering was digital print. “We can change what was previously a ‘static’ piece and help our clients talk directly to their prospects in a targeted way,” said Kevin Ulwelling, general sales manager for the company. Ulwelling added, “Why print 10,000 pieces that blanket an area when printing 2,500 pieces reaching the intended market will bring an increased return on investment?” Midwest Single Source also has updated their Web site to be more interactive providing secure client portals, allowing clients to customize their own forms.