Highland Computer Forms finds success in blending traditional and modern products.
Twenty-one years ago, Highland Computer Forms President Phil Wilson would have been satisfied if his company reached $10 million in sales by the mid 1980s. So the $50 million in sales he achieved in 2000, along with the Manufacturer of the Year title he received from BFL&S, should surely suffice.
"At the time, we thought we could make a good living if we could get sales up to $10 million, and we hoped we could do it in six or eight years," said Phil Wilson who, along with a team of dedicated employees, has built and maintained Highland's success primarily on the production of continuous stock tab forms.
No small feat, considering the company began in a 3,000 sq. ft. garage with used equipment and a modest staff—let alone the fact that, with the dawn of new technology, some in the industry are turning their backs on stock tab forms. Despite it all, today Highland runs 35 presses out of six plants totalling 260,000 sq. ft.
What set Highland apart from others in the forms industry upon its inception was its choice of print method and commitment to customer service.
"We were offering great customer service before service became a big cliche," said Vice President Bob Wilson. "As a whole, people in the industry tended to ignore their customers' problems and the attitude was pretty bad. Offering better service was a way to differentiate ourselves."
In addition, Phil Wilson chose wet offset instead of dry offset printing—producing cleaner, crisper and higher quality results. From there Highland produced stock tab on any length runs while specializing in odds and ends.
"Some distributors only needed one or two cartons of this or that. So, if you were the only one that had the product, and you did a good job on it, you just hoped that sooner or later they'd use you for other products as well," Phil Wilson explained. With stock tab production accounting for 70 percent of its yearly sales, Highland's tactics paid off.
"To me the most impressive thing has been that the actual volume of our business has consistently grown, no matter what the dollars have done," said Phil Wilson.
Bumps Along the Way
Although the company touts its history of consistent growth, the road hasn't always been smooth. In 1986, Highland's Greenfield, Ohio, plant burned to the ground, leaving executives scrambling for a new location. Luckily, a second plant was already in place.
"The most significant change Highland has undergone was the addition of the second plant in Angola [Ind.]," said Steve Patton, vice president of operations. "Without Angola, we would have been left pretty helpless after the fire."
It took Highland almost eight weeks to revitalize its equipment and reestablish headquarters, which now exists in Hillsboro, Ohio. Since then, new acquisitions and impressive equipment investments have been added to maintain company growth. Still, one thing remains the same—Highland offers the largest selection of stock tabulating forms in the industry, a product that continues to account for a majority of its yearly sales.
"Stock forms are still our core product line. It's our bread and butter," said Rob Jones, plant manager and national sales manager in the company's Angola plant. "We deal with a little bit of everything. But with 700 different stock tab items, we are making a commitment to the industry and our customers."
Both reinforcing its loyalty to the stock tab industry and adjusting to newer demands, Highland sought to increase its capabilities in 1999 when the company acquired Economy Data Products, a smaller stock forms manufacturing company. And, in May of 2000, Highland purchased Des Moines, Iowa-based OEI, a custom manufacturing plant that helped broaden the scope of products Highland offers, while also providing a more complete line of custom forms and integrated products. Four-color print processing was yet another advancement the company made a few years prior.
"I think every forms manufacturer is reinventing itself to some extent," said Steve Patton, vice president of operations. "Implementing cut sheet forms into our product line was a great way to allow us to grow our business." In fact, the latter acquisition allowed Highland, previously a long run-only operation, to handle short- and medium-run jobs.
It isn't just the product that gets them the sale, however. Patton noted that Highland provides excellent service and distribution, which the stock tab business taught them very well. "Providing stock tab forms is really like running two businesses. One being the manufacturing and forms production business. The second being a company which is like a department store of paper," said Patton. "For years we've been taking orders and we've done a good job at it."
Jones added that the key to Highland's successful customer relations is its ability to communicate. "We really try to keep the lines of communication open. Whether we're telling the customer something good or bad, we're constantly keeping that communication line open," said Jones.
In-house satisfaction is another Highland strength. "Our people have always been one of our biggest strengths. They have always been committed to making things happen by going the extra mile," said Bob Wilson, adding that people are more inclined to take ownership when they don't have somebody over them telling them what they can or can't do.
Patton agreed. "We've empowered our sales service people to do what's necessary," he said. "They can make decisions without asking for permission. They can take care of problems themselves."
In terms of future goals, Highland is looking to its customers for guidance. Said Phil Wilson, "One of the basic premises that I have is that we have a customer base. I'm not sure what we will be manufacturing 10 or 15 years from now, but I can guarantee you that it will be something the customers need and want." Jones agreed, adding that it is Highland's goal to figure out what its customers need and to do it for them.
Right now, making customers happy means providing stock tab forms along with custom and cut sheet products. "We know that in the next 10 to 20 years the continuous market will shrink," said Bob Wilson. "But it takes time and people have to get used to newer processes. We won't be paper-free for quite a while. Besides, many professionals will always want some sort of paper trail."
Noting Highland's accessibility, Patton concluded, "We believe we are the only independent manufacturer that can manufacture and distribute custom forms in six locations across the United States. When you think of independent manufacturers in the custom arena, we have the largest national presence and one of the broadest-based distribution networks as well."
By Sharon R. Cole