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Lindsay Yates woos big city clients with rebranding

Tuesday, 18 November 2008
By Print 21 Online Article

Upping the standard in printer’s promotion, the high-profile Sydney printer lashes out with upmarket reception.

Determined to change the market’s perception of the company as solely a provider of printing, the principals of Artarmon-based Lindsay Yates, spent two years working on a rebranding campaign. Based on the concept of being a communication company, not just a printer, the invitation list for the glamorous event in the middle of Sydney’s CBD targeted new and old clients in the advertising, design and direct marketing community.

According to Paul Richardson, managing director, there was a most gratifying response rate from customers old and new, and almost 200 industry types turned up on the night to witness the launch of the new corporate image. “We wanted to get out there and let the market know what we do, especially our digital services and new equipment,” he said. “For 30 years Lindsay Yates has flown under the radar and while we have a good reputation in the industry it is time to let the wider world know about what we can.”

He said the launch is the start of a sustained campaign to raise the company’s profile and flagged expansion in the coming year from both organic growth and takeover options. He highlighted the company’s environmental record, including its FSC accreditation as well as its acquisition of a Heidelberg XL 105. “I think it is a good story to tell the market,” he said.

 

 

 

 

This was backed up by Craig Loughran, sales director, who maintains that printing companies for too long had not ventured out from their comfort zones. He said the industry did not do enough marketing of itself. “It’s all been very old school. We decided to take a gamble and the feedback so far has been very positive.”

The company commissioned a new set of creative material to hand out at the launch. (pictured).

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