York County-based Caskey Group LLC has wrapped up one year without the name “printing” in its trade name.
Among the driving forces in the evolution is digital printing that allows personalization of communications materials.
About 80 percent of the business is still print, President Tony Rife said, with the rest ranging from Web pages to marketing services.
One of the biggest differences during the past several years is how closely sales personnel and other staffers work to develop the communications strategies behind the services that clients can buy from Caskey.
For example, Caskey has a core group of clients in the private-school sector.
Previously, a school would send prospective students a large book with a breadth of information about the institution, but the materials can now be more targeted, Rife said.
So Caskey might print and fulfill an order for a smaller, customized product of maybe a dozen pages highlighting a school’s music program, girls’ lacrosse team and on-campus housing for a prospective female student who plays the clarinet, plays lacrosse and anticipates staying on the campus, he said.
The company also leverages more traditional printing technology as well as digital to get the job done. A calendar of events mailer can be printed en masse — which makes it less expensive — on an offset press. It can then be filled in with specific information catered to individual recipients by running the calendar mailers through a digital press.
Of course, all of that individualization takes a massive effort to coordinate, Rife said.
Troy Teal came to Caskey in customer service and is now a senior account executive.
He said one of the biggest changes now is whom he feels he works for, considering how closely he partners with clients to get the best results in connecting Caskey’s services to what clients want to accomplish.