Archive for October, 2013

October 28th, 2013

FranNet Consultant Brings New Franchisees to AlphaGraphics

For Kyle DeHaas, success in business is about finding solutions for complex challenges.

After earning an MBA in Entrepreneurship from The Acton School of Business and a BBA in Management Information Systems from The University of Texas, Kyle was a solutions provider for 20 years for clients ranging from Fortune 500 companies to government entities and non-profits, working for firms including PriceWaterhouseCoopers, GE Capital Consulting and Convio.

Screenshot 2013-10-28 15.37.27Now, he’s sharing those skills with individuals who are looking to apply their own talents as business owners. As a FranNet consultant, Kyle matches clients with business opportunities – people like Craig Nelson.

“I met Craig at a FranNet workshop. He was looking to make a jump from the high-tech industry to owning his own business with his wife, Tammi,” DeHaas said. “We started looking at options based on his skillset, wants and desires, and AlphaGraphics emerged as a real possibility.”

Kyle had known the AlphaGraphics brand for years, ever since he was a college student. He’d watched the evolution and was impressed with the way the company had stayed ahead of the curve.

“My first impression back in the ‘80s was getting things printed out when I was a student at the University of Texas,” he said. “I stayed in Austin and used AG personally over the years, and I’ve noticed that they’ve done a really good job of explaining that they’re more than just a print shop. I’d never placed a candidate with them, but something told me it could be the right fit for the Nelsons.”

Kyle suggested that Craig attend AlphaGraphics Discovery Day, and everything fell into place.

“The franchise development team at AlphaGraphics does a great job showcasing the marketing services approach, and that was a big ‘Aha’ moment for me,” DeHaas said. “That resonated with Craig too. He recognizes that there’s no limit to the potential.”

1 Comment »

October 18th, 2013

A Customer Service Case Study: Boston Logan International Airport

It all started with an inbound call about some rack cards. The client was Westfield, the retail operator for Boston’s Logan International Airport.

Screenshot 2013-10-18 12.48.32Carmine and Victoria Camerato, owners of AlphaGraphics Boston, are big believers in the power of search engine marketing, and this particular call came from an SEM campaign.

“Victoria was very helpful, she did a great job on the rack cards and then we followed up to explain our other capabilities,” Carmine said. “That started a relationship with Westfield’s marketing department that has grown into a significant account that includes several high-profile, large-format components within the airport.”

First came the vinyl panels that cover construction barricades, attaching attractive messaging to otherwise unsightly plywood walls. Just this month, the Cameratos have completed two 56-foot-long signs adjacent to a moving walkways.

Now, they’ve been asked to produce four-sided cubes with removable adhesive panels that are situated on top of the baggage carousels.

“We designed these based on their desire to reach repeat travelers for the holiday season, to encourage people to shop in what amounts to a small mall within the airport,” Carmine said. “We’ve developed a series of signs that direct people to the retail shops, and we can swap them out throughout the campaign.”

On the other end of the spectrum, the Cameratos’ AG center produced scratch-off cards for retail promotions within the airport, offering discounts on things like coffee and meals. Even through three different marketing directors, the scope of the client relationship has continued to grow.

“In 18 months, Westfield has become a Top 10 customer of ours; they’ve nearly quadrupled their stated budget from when we started last year,” Victoria said. “We’ve recently started doing some graphic design for them through the AlphaGraphics corporate office’s AG Media Marketplace. It’s really been an incredible relationship.”

Carmine explains that Westfield had struggled in the past with ad agencies who busted budgets and didn’t seem to appreciate the business. The reaction to that initial call to the Cameratos’ AlphaGraphics business center set the tone from the beginning.

“It’s an amazing thing. Just picking up the phone and being nice, accommodating the client’s initial request and then building on that by demonstrating additional capabilities,” he said. “You never know what it will lead to.”

Comments Off on A Customer Service Case Study: Boston Logan International Airport