Doing It Their Way

1. Branding Synergy

WorkflowOne, Dayton, Ohio, can best be described as a print management and business process outsourcing facilitator, bundling value-added services into solutions and wrapping them up as custom products. The company’s services are invaluable for helping customers with decentralized operations maintain brand integrity, particularly during periods of rapid growth.

Labor Finders International—a staffing service filling approximately 16,000 jobs per day within the manufacturing, construction, distribution and hospitality industries—recently selected WorkflowOne to develop an e-commerce strategy. The site will provide more than $1 million worth of branded materials annually, including sales collateral, stationery, advertising specialties, office apparel and a variety of safety items to Labor Finders’ nearly 300 offices across the United States.

“In terms of positioning ourselves in the marketplace, we are going beyond the traditional purchasing relationship and getting in front of marketing, finance and [human resources] departments where we can talk about the whole breadth of value of WorkflowOne’s services, and not just focus on the traditional products that we once provided,” said John Nicely, vice president of marketing and strategic sourcing. “And, as part of our value proposition, we always promote some sort of ROI for the customer.”

Typically, a senior WorkflowOne team member makes the initial call and lays out the business model. “Once we get initial agreement to explore different programs around different levels of media, we’ll send in a team to further evaluate [the situation] and start mapping out processes to improve programs or reduce costs,” Nicely added. “We have a dedicated implementation team of about 50 people whose sole responsibility is to implement programs with clients.”

The complexity of the situation dictates the length of time it takes to roll out a solution. For instance, only a few months were required to help Eastman Kodak evaluate two brick-and-mortar retail sites offering branded products and other promotional items to employees and retirees in the Rochester, N.Y., area. WorkflowOne helped Kodak rebrand and regenerate the operations by creating an online store serving employees and retirees worldwide.