DIFFERENTIATING THE BUSINESS
Approaching its 25th anniversary, Orchard had begun to break out of its flat to modest growth stretch with 12% growth over a recent one-year period—and they wanted to maintain that momentum. At the time, the lease period was ending on its then-main press, a Xerox® Color 1000 Press, which includes a fifth toner housing for clear dry ink—a capability Orchard used to enhance visual appeal and to provide security, by making printed pieces harder to copy. Janet and her team searched for a replacement, ultimately choosing the Color 800i Press, because it “rightsizes” Orchard’s print volume and provides the industry’s only digital printing with gold and metallic dry inks—and also offers clear dry ink. The metallic inks are less expensive and less toxic than foil alternatives, and the digital process cuts turnaround times by days or weeks, making for significantly happier customers. “The new machine is allowing us to be more creative and to grow by offering something you can’t buy anywhere else in the area,” Janet said. Her relationship with Xerox also influenced her decision. “I get on well with the Xerox team,” she said. “They have a great service team, and I’ve worked with them a long time in my previous employment (and since the company’s founding).” The press was installed in October 2016, and as part of the deal, Xerox is providing business development services to help Orchard management chart a profitable growth path.
MINING METALLIC OPPORTUNITIES
The in-house Orchard creative team quickly jumped on the opportunity to fuel new applications, developing an expanded metallic palette by mixing metallic with various colors to create shades of silver and gold, even including a shade of bronze. They then applied their efforts to designing new wedding stationery. Like most printers in the United Kingdom, Orchard had sourced its wedding stationery from CCA, the industry leader. Now Orchard also offers a range of its own designs as well, most featuring metallic inks. Since their launch in early 2017, the company’s personalized wedding announcement business has increased fourfold!
The bronze shade also helped meet the needs of a logistics company for personalized gold, silver and bronze certificates awarded regularly to staff upon completion of various training courses. Previously, the certificates were printed on lithographic presses using metallic ink, then overprinted to personalize them. With the Color 800i Press, the certificates are produced in a single pass, resulting in faster delivery, lower cost for the customer and—according to the customer— better image quality, while boosting Orchard’s profitability. In addition, Orchard produces metallic work for other printers, promoting the capability with an application sample pack. Metallics also figure prominently in the company’s rebranding. A new, simplified logo incorporates metallic silver, and the company business cards are produced on a variety of stocks, also featuring metallic inks, showing off the capability. All this creative innovation is driving increased print volume—after just six months, 15 to 20% of the Color 800i Press’s volume incorporated metallic inks.