Innovation & Job News

Dexter's Adair Digital Services moves marketing into the 21 Century

Wednesday, September 03, 2008

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New Media, PR/Marketing, Publishing / Printing

Dexter

Once upon a time, leaflets and some good word of mouth were all that was needed to spread the news about an event or politician. That formula has become much more complicated as technology and Internet communities have evolved. It makes sense then that Adair Digital Services is looking to stay ahead of the curve.

The Dexter printing firm, a part of 77-year-old Adair, has aggressively diversified its offerings to keep up with the marketplace. Offering a comprehensive range of old school and new fangled marketing tools --ranging from leaflets to email blasts-- have allowed the company to stay alive in an ultra-competitive business.

"Our offerings are very rich, from direct mail to a web presence," says Kim Kachadoorian, creative project manager for Adair.

That's key for this family run business, now working on its third and fourth generations. It has also allowed the company to expand to 37 people, including 10 in the Digital Services section. For now, the company plans to hold that line as it continues to diversify its client base.

For years Adair focused mostly on printing owners manuals for the auto industry but like everyone else was forced to consider other avenues of revenue. The firm now plans to include more short-run publishing projects, integrated marketing campaigns, variable data printing and print-on-demand to keep business going into the next generation and beyond.

Source: Kim Kachadoorian, creative project manager for Adair Digital Services
Writer: Jon Zemke