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bought 50 cases of cherry pies or pumpkin pies, they could submit their invoices for
a rebate of $2 or $3 or $5 per case. Village Press processed the transactions, veri ed the purchase compliance, cut the checks, tracked the data, and managed the bank accounts and all of the necessary reporting.
“I was so impressed that the company’s nance department was a signi cant value- added service for the food clients and the custom publication clients,” says Moore. “Usually, a printing company’s nance department counts the dead after the battle is over. Not at Village Press. They have always been involved in the battle, in servicing
and providing ongoing value to clients. It’s truly amazing.
“Locally, with a few exceptions, the community thinks of Village Press as a printing company. When I walked through, I saw a world-class marketing organization,” remembers Moore. “I saw a publishing organization that delivered best-in-class direct marketing, data management, and transaction management; and a national foodservice marketer, which
has become world-class, too. I was thrilled,
and privileged, to be able to lead Village
Press for the next generation.”
Though Village Press is still perceived
by many strictly as a printing company, clients know their capabilities extend
far above and beyond, which new clients came to quickly recognize. Moore saw a new opportunity on the horizon. “The clues started hitting me hard-and-fast four
years ago,” he explains. “First, we had two occurrences of visitors from associations – Kansas-based International Comanche Society, and Tucson-based Safari Club International – who heard our receptionist answer the phone ‘French’s Foodservice, how may I help you?’ or ‘Sara Lee Foodservice, how may I help you?’ and they both asked, ‘Can you do that for us?’” So, Village Press broadened its services to include membership marketing and transaction manage- ment for its association clients.
The clues kept coming. “Then,
there was a watershed conversation
with our largest external client,
another Chicago-based food
company, Unilever, and our contact noti ed us of a change in her
title: Demand Creation Manager.
We asked, ‘What are your new
duties?’ and she stated, ‘Manage
our relationship with Village Press, and create demand’,” Moore recalls. “That led us to begin investigating re-branding.
“The nal lightning bolt was during a business review with one of our banking partners. One of their executives asked,
“Our clients realize
that we have an entire marketing execution team at their disposal, and can provide that team for a fraction
of the cost than if they were to hire all of these people themselves.”
New Logo & Branding – 2014
Fall 2014 • Traverse City Marketing Times 33
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