Houston, TX (PRWEB) April 20, 2010
The Hennegan Company, a Consolidated Graphics (NYSE:CGX) company, secured a contract to produce custom vehicle brochures for more than 3,300 Ford Motor Company dealers across the United States. Hennegan will combine offset and digital printing, personalization, on-demand publishing, and fulfillment capabilities to provide an integrated marketing solution for Ford dealerships.
The Ford vehicle brochures will incorporate personalized covers and several pages of customized content that showcase the dealer’s logo, customized maps, and additional content specifically targeted toward a local audience. In order to leverage high-volume cost savings, the static content will utilize offset printing. “Our multi-faceted custom brochure solution for Ford raises the bar in auto dealership marketing. We listened to Ford’s needs and responded in a way that met their expectations while remaining well within their budget,” said Danny Bailey, Hennegan President.
As many auto manufacturers face decreased revenues and have reduced their marketing budgets as a result of the current economic climate, Ford has recognized an opportunity to help connect dealers with their customers through a personalized solution. “The dealers are excited about this program and we couldn’t be any happier with the response. It is the best of all worlds, providing the dealers with differentiation in the marketplace and providing Ford with a smart, efficient solution,” said Matt VanDyke, Director, Marketing Communications US, Ford Motor Company.
Latcha+Associates, Ford’s marketing agency, created a complete solution that differentiates Ford and Lincoln Mercury from its competitors by creating high-end customized brochures for all of the company’s vehicle lines. Hennegan was able to turn the ambitious program into reality by developing a true hybrid production process including a new digitally driven bindery system, which solved many of the efficiency and tracking issues. The unique web-to-print program utilizes an existing ordering process combined with a custom programmed interface that allows the dealers to check their information, upload photos, choose copy points and preview specific brochures. The orders are then automatically submitted directly to Hennegan, who prints, binds, packages, and ships the brochures. The entire process is managed through a barcode tracking system, enabling both Ford and Hennegan to follow each order’s progress.
Aaron Grohs, Consolidated Graphics’ Executive Vice President of Sales and Marketing, said, “We have worked hard to develop a world-leading digital platform that enables us to work with companies like Ford to personalize printed materials for their dealers or customers. By working as a solutions provider instead of a traditional printing company, we have strengthened our partnership with Ford and anticipate enormous success with this campaign.”
About Consolidated Graphics
Consolidated Graphics, Inc. (CGX), headquartered in Houston, Texas, is one of North America's leading general commercial printing companies. With 70 printing businesses strategically located across 27 states, Toronto, and Prague, and a presence in Asia, CGX offers an unmatched geographic footprint, unsurpassed capabilities, and unparalleled levels of convenience, efficiency and service. With locations in or near virtually every major U.S. market, CGX provides service and responsiveness of a local printer enhanced by the economic, geographic and technological advantages of a large national organization.
Consolidated Graphics' vast and technologically advanced sheetfed and web printing capabilities are complemented by the world’s largest integrated digital footprint. By coupling North America's most comprehensive printing capabilities with strategically located fulfillment centers and industry-leading technology, CGX delivers end-to-end print production and management solutions that are based on the needs of our customers to improve their results. For more information, visit http://www.cgx.com.
Latcha+Associates, a full-service marketing and communications company located in Farmington Hills, Michigan, designs and develops unique, symbiotic marketing campaigns across all media. With 106 employees located in the U.S. and Europe, the company works closely with 3 other sister companies to provide all aspects of creative development and asset production, including photography, CG animation and stills, retouching, pre-press, database development/management and application programming. For more information, please visit http://www.latcha.com.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Michigan, manufactures or distributes automobiles across six continents. With about 198,000 employees and about 90 plants worldwide, the company’s automotive brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit http://www.ford.com.