AlphaGraphics, Inc.- Possible renaming AGdirect, AlphaDirect, AG360
Hello - This contest will run & a panel will provide feedback. Don't be discouraged by the lack of feedback to date. Eliminated designs were eliminated for 2 main reasons.
1 - designer did not understand we want to show evolution from printer to marketing i.e. designs with CMYK, tick marks, print images eliminated
2 - design unacceptable, no inspiration (font only), to far off mark (does not leverage heritage), designer didn't read brief (color choice)
Designs marked with one star are only to show that they were reviewed once. These were kept because the . . .
1 - were interesting candidates
2 - showed depth and or motion
AlphaGraphics is evolving from being solely production/execution‐oriented within the quick print category, to become a communications partner with their customers. The customer benefits of this partnership will include:
•High levels of service, quality, and responsiveness
•Efficiencies in marketing execution; centralized resource for creative development through print production
•The improved ability to attract more and better customers
•Consistency of materials and messages
•A trusted expert who extends the resources of your organization
•Greater ability to measure marketing effectiveness
This evolution will require that AG build credibility and trust with individuals responsible for marketing activities and budgets across a wide variety of organizations. AG must be more proactive and consultative with customers; from helping them identify ways to improve the printed materials they now produce, to providing overall communication strategies and implementing campaigns.
Tell us a bit about who you are and the people you reach
Current AlphaGraphics customers: typically small and medium businesses who count on and trust AG with their tactical printing needs – small run brochures, sell sheets, forms, etc. There are some AG centers that have larger companies as clients, but again, the needs there are more execution‐oriented (“I need 2000 copies of this by tomorrow”)
Potential AlphaGraphics customers: any business that has a printing or communications or marketing need is a potential customer of AG in its new incarnation. They likely currently think of AG as a print or copy shop.
AlphaGraphics franchisees (business center owners): while this group is not an “end user” that the new AG identity is aimed at, they are a key constituency. They are the ones who will be responsible for delivering on the new mission, vision and value proposition, and we need to keep in mind their sensitivity to major changes in their business model. We want to position the selling of communications offerings as an additional service line and a doable evolutionary change in their business.
Review current sites . . . See attached creative brief