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 8th. “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.