Seattle Publishing’s creative solutions have helped many companies in a variety of industries overcome their challenges and achieve their goals.
FEATURED CASE STUDY
Reduced Costs by 25%, Increased Product Counts by 200%
Publishing a catalog takes too long and bares too many problems, including a lack of communication between departments and hidden costs.
The Gutenberg Publishing System® manages and distributes content efficiently and streamlines the production process so you can grow your offerings in a cost effective manner.
Evan Moss, art director for Seattle Bike Supply (SBS), dreaded the annual Parts and Accessories Catalog. Evan spent six months cutting and pasting photos and data into a desktop publishing document to prepare the publication for the printer. No one heard his cries for help until Brent Carlson, SBS's national sales manager, stopped by our office and saw what we could do with content management and catalogs. Going back with news of his discovery, Brent encouraged Evan to contact us about using the Gutenberg Publishing System®.
When we met with Evan, he shared with us his experiences cutting and pasting copy, never having enough time, missing deadlines, cost overruns and finding mistakes after the catalog was printed. To combat these countless delays and hidden costs, Seattle Publishing established the Gutenberg Publishing System® at SBS. By creating custom data files and importing information salvaged from their notoriously difficult inventory system, Gutenberg handled the complex data array and streamlined production of the annual catalog. The result was a price guide and a 200-page publication covering 1,500 products. The following year, the catalog grew to 325 pages and featured 3,000 products. In our third year of partnering with SBS, the catalog grew again to 425 pages with more than 4,000 products.
With Gutenberg , their catalog was ready for printing in one month, not six. Seattle Bicycle Supply discovered that the Gutenberg Publishing System® also solved their problem of developing accurate content obtained from numerous data sources. Gutenberg influenced the SBS workflow by distributing content management tasks among the departments. For instance, purchasing would update product information concerning SKUs, specifications and pricing. Sales handled featured products and specials. Marketing worked on the product descriptions and copy, and the Art Department completed the photos and overall design. What once was a huge task became incorporated into the daily workflow of the company.
The results from SBS's implementation of Gutenberg have had a direct impact on costs and sales. SBS has reduced its annual production costs by 25% while increasing its page count and product offerings each by more than 200%. Also, SBS now has the ability to adapt content to a variety of mediums without significant cost increases. This flexibility includes monthly sales flyers perfect for highlighting special items. Beginning with their first Gutenberg produced catalog, SBS received a significant increase in sales directly related to content accuracy and timely distribution of their catalog. As a direct result of Gutenberg savings and flexibility, the company now produces a compact disc catalog that is distributed to their customers. This CD gives SBS customers the ability to search and select products and provides in-depth information.
Evan can now focus on other projects. He is no longer is the only source for content development and is part of a content management team. SBS even deploys an array of online micro-sites to specially cater to subsets of their potential clientele all using the Gutenberg platform to streamline and verify information. With the Gutenberg Publishing System®, Evan has more time, better results and less stress.
Disaster, Recovery, and Success
A regional parts supplier's catalog lacks the presentation and technology to support national growth.
Integrating the Gutenberg Publishing System® along with Seattle Publishing's custom services ensures a world-class print and online catalog without increasing overhead.
Mike Howard had spent years trying to market Tacoma Screw Products' growing line of products to reach a wider audience. As sales grew, their old catalog became more cumbersome, with longer publication times devouring more resources. When their previous publishing method buckled under the strain, they needed a quick solution to correct corrupted data and address their projected growth goals.
Seattle Publishing worked with Mike and his team and they salvaged what data they could when the other system failed, converted it a format suitable for the Gutenberg Publishing System®, and meticulously filled in all the gaps. This effort solved the crisis while streamlining their content management and catalog publication and addressing the need for reliable results.
"Our catalog production process is better and better. No small achievement."
The staff at Seattle Publishing applied their expertise to the Tacoma Screw catalog and worked collaboratively with Mike and his team to develop a vision for how the Tacoma Screw catalog could drive growth. Leveraging Gutenberg's ability to publish online and in print, Tacoma Screw was able to host a virtual catalog as well as produce a print catalog regularly. The print and online data flowed seamlessly, and the marketers used Gutenberg to easily produce specialty sales fliers for use in store and online.
"As valued partners, our accomplishments - over these past years - are supported by the continued excellent efforts, significant contributions and talents of everyone involved."
Editorial and design services also improved Tacoma Screw Products' results. When Seattle Publishing steered Tacoma Screw's catalog in the right direction, it was more than 800 pages of content. Using the latest industry and in-house publishing techniques, Seattle Publishing grew the catalog more than 15% without additional staffing. Currently, Tacoma Screw's catalog is more than 1,000 pages and is easier to use than ever before. By focusing on Tacoma Screw's core competencies and calling in Seattle Publishing to apply their expertise, Mike Howard has been successful in growing the company and creating a nationwide market presence.
"A world-class catalog that will represent our companies well. A most satisfying collaborative process."
Niche publication increases its online community.
Bicycle Paper wanted to increase their online relevancy by complementing its monthly print publication with fresh web content that could be posted on a daily basis.
Utilize the Gutenberg Publishing System to enable Bicycle Paper's staff to continually update their website.
Bicycle Paper has been published in print since 1972 and has a strong regional following. While a website existed to promote Bicycle Paper, at the time its updates mirrored that of the print publication. Additionally, these updates were time-consuming, requiring manual creation of new articles and news pages with their requisite photos – which needed to be processed by the art department. Bicycle Paper wanted to transform their website into one which could be updated easily and frequently so that new content could drive more visitors to the site.
To meet these ends, Bicycle Paper utilizes the Gutenberg Publishing System®, placing all content in a database-backed system. This allows for simple creation and management of articles, news, events, photo galleries and more. Now new feature articles, product reviews and the latest information can continually be posted on the site, drawing regular visitors and attracting new guests in the process. In addition, with automated image processing, Bicycle Paper staff is able to post photos without going through Seattle Publishing's art department, making postings more efficient.
Seattle Publishing also implemented a fully functioning and easy to browse event calendar that is one of the most trafficked destinations on the site. Here, visitors can either browse upcoming tours and races and their details or search for a specific event. In addition to the online calendar, site visitors can download regional race and tour guides in PDF format.
BicyclePaper.com is continuously changing and offers a wealth of information about all things cycling in the Northwest.
More Than the Usual Publishing Challenges
Establishing a presence within the highly competitive landscaping machinery business with a premier line of products and needing a product catalog for a major trade show in less than six months.
Partner with Seattle Publishing to create and produce a product catalog that was cost-effective and would best represent OREC's product line through print and pdfs for distribution at industry trade shows, demo day events or online.
OREC of Japan, was beginning to launch their premiere product line in the U.S. markets after several decades of success in Europe. OREC manufacturers industrial mowers and landscaping machinery that is used at golf courses, city and industrial parks. Just as we were starting to design and publish OREC's catalog, nature struck with the Japanese earthquake and devastating tsunami. With little to time to spare till the big trade show, we would need to continue moving forward with their catalog while OREC focused on supporting their customers and helping their employees through this natural disaster. SP established a plan that incorporated everything from coordinating with OREC's photographer, to producing a series of proofs and then getting final approval. The results of our plan was that SP completed the catalog on time helping OREC to continue to grow in a new market even when a disaster strikes.