Why Is An Aging Workforce Such A Frightening Concept?

This is a topic that I have heard thrown cautiously around the workplace from time to time... not just at Old Trail Printing, but ever since I started working (a whopping 11 years ago now). I heard it mentioned as a server in restaurants, as an intern for the state, as a customer service rep for a credit card company and now, as a marketing assistant at a printing company. So what is all the sensitive whispering about? Why does it seem that the term “aging workforce” is 1) a necessary politically correct term for people nearing the age of retirement, 2) something we should be whispering about and 3) something we should fear? Is it like global warming- an intangible thing that people want to do something about and either never do or we think that if we ignore it enough and only whisper about it it wont gain enough momentum to destroy our existence, our industry?

An aging workforce should not be something anyone in management should fear unless they are not confident in their employee's abilities to learn and evolve- an issue that should have been a key factor in their original hiring anyway. Specifically from the viewpoint of someone in a trade-focused industry: printing, I can understand and even rationalize the slight hint of panic that shows up on the faces of those in management when I asked about this topic. The printing industry used to be a very popular field to go into, back in the 70s and 80s. Now, high schools students are barely even aware of what printing companies are, let alone what they do. If asked, I would assume that over 90% of high school students would say FedEx Kinkos or The UPS Store are “printing companies”. This means there is a huge, unnerving lack of education in our school systems. They are no longer directed at teaching students about specific trades- jobs that NEED to be filled to keep basic life “givens” functioning, like electricity, printing, heat, etc. Instead, students are driven by standard testing scores and then by undergraduate admission acceptances.

Looking back at my high school experience, I cannot recall a single opportunity to focus on “a trade” rather than “an education”. I was only aware of the printing industry because my family owns a company. There was no mention of it, unless you were perhaps on the yearbook committee, but even then I don't think they “learned about printing”.

Realizing this, even I become a bit unnerved for the future the printing industry, and it really has nothing to do with me. Yes I am invested in the general success of my family and their endeavors, but I have no stake in the company... so why should I be uneasy? Why do I now feel like I, too, should whisper about the topic and fear it? Is it because I don't have confidence in the employees at Old Trail Printing to adapt and embrace the new technological changes rapidly taking over the way we work? No- not at all! They are skilled, educated, and adaptable. Actually, we have multiple employees who have made this transition successfully. Both the company and the employee have benefitted greatly from their willingness to learn. So what is it? I think it is because I am the youngest person here, at the ripe age of 27, and there are no resumes flooding our mailbox. I am curious if other trade-centered companies are experiencing the same effect.

So, we have identified the problem: young adults are unaware of the opportunity, they are under-educated about them, and the industry workforce is getting older. Now, what to do about it? Well, about four years ago there was an article written on this exact topic by Frank Romano for WhatTheyThink. He cited sources and information that was staggering- approximately 40,000 graphic design majors with 3,500 graduating annually and jobs for about 7 of them. WOW! These numbers, all of them, have obviously increased as technology and the internet have taken off and become very much a necessity in everyone's jobs and lives. However, I do not think I would be at fault by saying that there are still not enough jobs for all of these graduates... or are there?

A recent discussion with our plant manager opened my eyes a bit. He went to view and test a new machine that is revolutionizing the way printers score and die cut jobs. Usually my eyes gloss over during a conversation like this- I mean, I understand it but it has no relevance to myself personally... I don't create, let alone score and cut jobs. But as he explained how the machine works, I realized, well, we both realized, that a new kind of employee is needed for this job. The software used is a graphic-based application and therefore a person able to learn graphic design or already educated in graphic design would be ideal- they can calibrate the machine to run more efficiently. For example, our manager used the machine by going step by step and inputting the information given to him. It took 59 seconds for the machine to cut and score one sheet. When calibrated by a graphic-trained operator, the same job took 37 seconds to finish one sheet- that is a 22 second difference. That is HUGE! Think of how more efficient and quickly jobs can be completed with that difference. Think of the profit potential, the potential to increase the number of jobs the company can take on. Now THAT is staggering!

So, perhaps we should be looking to recruit these graphic artists. This machine is not the first, nor the last, that is run off a graphic-based application. Graphic artists are no longer needed just to design a job, they are needed to run the machines now too. In the article, Frank begs that the larger companies within the industry, and the organizations that support the industry foster and fund education for printers, not graphic designers. Four years later, I beg to differ- does Frank? I don't know, but I think the whole situation and crisis needs to be re-evaluated. Yes the printing industry as a whole has lost educational momentum, but if we can get graphic art courses to incorporate printing as a small part of their curriculum, then maybe, just maybe more young professionals will start looking to the industry for post-graduation employment, as designers and pressmen. If this happens, we could find ourselves saying, “What aging workforce?”

Written by Julianne Kaercher, Social Media/Marketing Assistant

“Don't underestimate me because of my age- you have no idea what I can do.”

Can they really sell it for that???

This seems to be a conversation I am having with our sales team on a fairly regular basis these days. As the economy gets tight and companies slash their marketing budgets, printers all across the country begin to cut their prices to keep the presses running. Well, not all printers, but we have seen a number of our competitors submit what I would consider ridiculously low bids.

A few months ago we decided to take a run at the government printing office. We only bid on work that fit our capabilities well and were totally blown out of the water. I’m not talking by 10 or 20 percent but by 30 and 40 percent!! We have another client that went to the reverse auction purchasing model. We watch jobs during the auction that would normally sell for $20,000 go for half that! What do these printers know that we don’t? Maybe they don’t pay a sales commission on that work…neither do we. Maybe they are substituting a cheaper stock or paying pressman bare minimum wages? What’s their secret?

We know our pricing is competitive with the market because our loyal customers tell us so every day. We provide the value our customers require with regards to high quality service and printed products. We don't short-change our customers or our pressmen. Our management team has made sure that we stay on the forefront with our technology offerings that help our customers save on both hard and soft costs. So I ask again... how can these other companies offer such cheap services?

There is one competitor here in Columbus that has been selling at well below market levels for some time now. The problem with this is that it is trashing the market. In my view, it is unfair to the market for setting artificially low pricing levels in the short term. It’s even more unfair to the employees of that company because there is a good chance they won’t be around in a year or two. How many examples of this have we seen in Columbus and around the country? Wake up!!! Profit is not a bad thing! Profit gives us the ability to invest in our business so we can continue to provide our customers with the newest technology and services. It allows us to grow internally as well as externally, an important opportunity in this ever-changing industry. With the industry in such a transitional time and approaching an uncertain future, shouldn't companies be trying to secure consistent and sustainable income? I would think. The only way to do this is by providing consistent and fair pricing. Doing only one or the other, or worse, neither, will only result in your company closing its doors.

To all the companies who are, knowingly or not, doing this, all I have to say is that there is plenty of work to go around. Be confident in your company and the relationships you currently have. When calling on new prospects, you’ll have far more credibility if your pricing is in the range of your competition. Sell value not price!!!

Written by Jeff Lampert, Director of Marketing and Business Development

“If you aim low, you only end up shooting yourself in the foot.”

What's in a name? That which we call a company by any other name can be just as successful, right?

An interesting discussion popped up on a LinkedIn group a few days ago: “What do you think of the moniker “Marketing Services Provider” to describe printing companies?” I thought, sure, this will be an interesting discussion. I read through it, taking notes along the way since Old Trail Printing is, like most printers, considering making the jump from PSP to MSP. I then opened the Printing Industries of America's July edition of The Magazine. Guess what one of the articles was about. That's right- “The Transition from PSP to a C-MMSP Takes Hold”. Ok, so clearly this is an important transition that is happening, and NOW. There were two more blogs from May I remembered reading concerning the same topic and pulled them out of my archived article list for review. A trend began to emerge... one that altered the way I felt about the term “Marketing Service Provider” and also my thoughts on the transition of becoming one. The term “Marketing Service Provider” is 1) an industry term 2) undefined and 3) controversial. These three characteristics combine to create one interesting “problem” for those of us considering calling ourselves MSPs. And the problem is just that: whether or not we should and should want to call ourselves MSPs.

Let's address each issue individually:

1) MSP is an industry term. One point raised by Chuck Gehman in the LinkedIn discussion is that “No CUSTOMER ever says, 'I need a marketing service provider to help me with...'.” He also explains that this is the biggest problem printers have when considering the transition from PSP to MSP. This is true. Customers of printers would not say something like that; only printers would think in those terms. Customers might say, “I need a printer who can offer assistance with a trans-media campaign.” Why, then, is the term MSP being thrown around like it is a part of everyday conversations? It is not- I had only heard it once or twice before I entered the printing industry, and only in passing, concerning the printing industry...

Now, the question is: what do customers call MSPs? Is there a different term that they use within the marketing departments of retail companies, hospitals, small businesses, b2b businesses and b2c businesses, etc? Shouldn't printers making the transition to trans-media services be gearing their re-branding towards their customers and what they would recognize rather than a term primarily known, but still undefined, within the industry?

This takes us to problem number...

2) MSP is an undefined qualification. Obviously a definition does exist for “marketing service provider”, however, with a changing industry, definitions are altered and adjusted to fit what we are doing rather than creating unique terms to define our capabilities and services. One term I really like, which I used earlier and is from Gehman, is “trans-media service provider”. This seems to better cover the possibilities of services printers are beginning to offer. Yes, most services are marketing-focused, but the ability to offer marketing services across a wide variety of outlets is what printers are beginning to do... not just provide marketing services. There is an additional dimension to MSP that is being left out, causing the definition to be insufficient and altered to the point of causing serious confusion and disagreement... essentially causing...

3) Controversy. I don't mean people are going crazy over the topic and actually fighting, but based on the amount of group discussions occurring and magazine features and blogs written about the topic, I would say that this has a lot more than a few people riled up and anxious to “defend” their decision to call themselves MSPs. The fact that there is even such a debate going on makes it clear that the term is faulty in even more ways than addressed here. Obviously the industry is aware of the need to grow and eager to get advice on how to do it, successfully, but it seems it is the industry itself that is divided, or at least confused, on the “direction” it has chosen. I am sure the inventor of the term “hamburger” was hesitant at first, given the burger was made from beef, not a pig, but it clearly worked out. If the title, or in this case, the moniker, does not fit the job then failure is imminent- not to say there are not plenty of companies out there who have been successful at making the transition under the “MSP” moniker- but the wrong term alone can cause failure (think about the Ugli fruit- do you really want to buy it).

So, clearly there are hits and misses out there. Personally, I think “MSP” might be more of a miss than a hit when it comes to describing where the printing industry is going as far as services and capabilities. What I say, which can be taken at a dime's worth, is that printing companies stop trying to fit into a pre-defined mold of “where they should be” as far as services offered, etc. and adopt a unique, fluid term that describes, easily and without confusion, what their company can do. It might even prevent the closure of those companies who insist on making the transition; a simple re-identification could direct their efforts better without creating the problem of undefinable, unmeasurable successes and failures. Perhaps “Trans-Media Service Provider” will catch on... it is, after all, a rather accurate term for where we are headed.

 Written by Julianne Kaercher, Social Media/Marketing Assistant

“It is always the title that is the most difficult write, but it defines the entire direction of the paper.”

Integrating Digital with Offset Workflow Proves a Difficult Task

Trends are constantly changing and improving the printing industry and it is up to the company to be aware of these changes, integrate them into daily workflow and increase efficiency, as expected by the addition of such practices. But when does the addition of new work processes begin to hinder the business? At Old Trail Printing, we have been struggling with this line of thinking and know many other companies out there are too. No doubt about it, printers need to embrace the new digital era, and fast, but to what extent?

The major challenge at our plant has not been obtaining, training, and using digital machines. Nor has it been training employees about the use of digital information to regulate and increase work efficiency and maintain a standard of quality. The most challenging aspect of integrating the new digital side of print with the old offset side of print is actually changing our thinking and feelings about the dreaded “something new” that is digital workflow.

If all of these advances are in fact improvements, wouldn't it be assumed that everyone would want to integrate them into their daily workflow to streamline processes and make their own job easier? One would think. However, it seems that such change is met with apprehension and apathy. As education for trade and skilled jobs wanes, companies who integrate new technology into their workflow are not actively integrating a youthful employee base, causing a technology-based education gap that creates workplace unease. Even I have to admit that when it comes to the latest gadgets and online tools, I am at a loss- my daughter has to show me how to put music on my mp3 player just so I can listen to “classic music” when I work out. I am, however, willing to learn; although I am far from functioning said mp3 player with the ease that she does. Shouldn't employees be as eager to learn the latest technology so they too can independently work without asking for help?

At Old Trail Printing, training and education are available so we can help maximize workforce efficiency, but will we ever be as sure about using digital technology as someone who has grown up with a “known” digital workflow their whole life? Probably not. We can, however, change our attitude towards the future of print and work with technology rather that resist the inevitable. Who knows, we might learn something new!

In no way is this meant to be read in a negative tone- Old Trail has grown internally by leaps and bounds when it comes to integrating the two workflow processes and we couldn't be happier. These comments are reflections on the printing industry as a whole as we turn the corner into the world of digital print. Not one company could claim they are 100% fully integrated without error, or resistance. This conversation is a reality to many companies, not just printers, who rely on a fantastic group of skilled workers, but are facing the “digital wall” head on as their business continues to grow and education for these skill-based positions dies. What will these companies do when the “Baby-Boomer Generation” prepares for retirement? We have some thoughts on this... but that is a different blog.

Written by Tom Horn, Plant Production Manager

“Obstacles are things a person sees when you take your eyes off your goal”

Old Trail Printing to Host Local Schools, Non-Profit Organizations for a Day of Giving

We think charitable giving that directly supports your community and the future of the industry is extremely important...

The Old Trail Printing Company, as a part of our continuing efforts to better the communities in which we live and work, has created the paper project to benefit Central Ohio's schools and not-for-profit organizations through the charitable donation of excess and scrap paper for use in underfunded art classes and programs. As a business that relies upon the graphic arts, Old Trail Printing is committed to helping sustain Central Ohio's arts community and do our part to encourage creativity in today's youth. By donating paper, we are providing an often overlooked, but necessary medium that children can use to produce a number of artistic creations. At Old Trail Printing we think it is extremely important to foster and encourage the talent of the future, one sheet of paper at a time.

Local schools and non-profit organizations are encouraged to come to OTP's office on Friday, August 12^th to pick up paper that they can put to use in their arts programs. If you or someone you know would be interested in participating in the paper project, please visit our website, www.oldtrailprinting.com and click on “the paper project” in the lower left hand corner and fill out a paper request form. By doing this we can ensure each organization receives the necessary amount of paper and also communicate with them about this project and all future charitable events Old Trail Printing is involved with.

Also, please contact us for ways you or your company/organization can get involved in helping keep art and creativity alive in Columbus in conjunction with Old Trail Printing's the paper project or other future initiatives at jkaercher@oldtrailprinting.com.

Old Trail Printing announces re-branding, new market strategy

Press Release

Last week was an exciting one for the Marketing Team at Old Trail Printing Co., located in Columbus, OH. They officially launched their new website, along with an accompanying LinkedIn company page and Twitter account to introduce their company re-branding and new marketing strategy. This past December, Old Trail Printing hired Director of Marketing, Jeff Lampert, who is spearheading the campaign. “Our [new] marketing efforts are focused on creating brand awareness and generating solid leads for our sales team. We will promote our “Green” manufacturing processes and the fact that we are a certified Woman Owned company,” explains Lampert. The new campaign will also eventually include online and direct mailers announcing the company's new logo and services, quarterly lunch-and-learns for customers and prospects, and a blog focusing on trending topics in the printing industry. According to Sue Horn, one of the principals for OTP, Jeff was brought on to contribute “fresh ideas to develop new business and to better market our company.” One of these ideas was to redesign the company logo.

Purchased by Horn's father, Bernie Held, in 1964, Old Trail Printing created a logo that embodied the character of its location on “the old trail” when it was established in 1928. Bernie designed the old carriage image when he took over and it has been a symbol of the company's early beginnings ever since. This past week, the new logo that portrays an image that “better represents what we do as printers and graphic artists”, explains Horn, was officially introduced through placement on Old Trail's letterhead, signage and throughout their online identity. Horn says the change of not only the company logo, but its overall marketing strategy was an important one to make because Old Trail Printing is “continuously educating ourselves on the latest technologies and techniques” to stay on track with or ahead of the newest trends and requirements in the printing business. The company purchased a Kodak NexPress in 2010 to provide customers multiple, state-of-the-art digital printing options.

According to Lampert, “This is an exciting time at our company. We have a solid base of customers and we are committed to bringing more value to them. We listen carefully to what they are telling us and respond with a solution that exceeds their expectations.” In addition to connecting with these already established, long-time customers through their new campaign initiatives, Old Trail Printing increased their brand power by attending the Columbus Chamber of Commerce's Business-to-Business Expo held Wednesday, June 8^th. “Exhibiting at events like this is one more component of our marketing strategy. Old Trail Printing has a great story to tell and we enjoy meeting new businesses and having a conversation about how we can contribute to their own success,” explains Lampert. The company plans on continuing to increase their brand power and customer base through strategic initiatives involving print and online media, printing industry conferences and local social events.

One thing about Old Trail Printing that has not changed in the 47 years that it has been owned by the Held family is its commitment to the community of Central Ohio. Michael Held, another principal at the company and Horn's brother, explains, “Our family believes that if you take care of the community you live and work in, it will take care of you.” OTP is in the process of developing a program that will benefit local charities and schools by donating excess and scrap paper to organizations that can use it for art classes or craft projects for kids. “This, and many other projects, are just a small part of what we do here at Old Trail to make our city a better place for our employees and our customers” says Held.

Check out Old Trail Printing's new website and services at www.oldtrailprinting.com and follow the company on Twitter (@OldTrailPrint) for new and interesting printing news information or connect with OTP's employees on LinkedIn.