Princeton Fulfillment Solutions, at less than one year old, is growing fast. The direct mail, digital printing, and fulfillment company will move into a new 150,000 square foot facility at 14 Applegate Drive in Robbinsville in the fall and is planning to add 25 more employees to its roster of 75, up from 40 last winter. It has also entered into a joint venture with California-based Towne AllPoints Communications that will be called Princeton AllPoints LLC, and that will give it an anchor on the West Coast.
The company is building on the base created by Mike Iorio Sr., who sold his M & B Technologies, a 25-year-old 40-person firm, to direct mail veterans Manny Ortiz, Kevin McPhillips, and Stephen Pasi. The three met when they worked together in the industry in 1996, stayed in touch, and shared the common goal of building their own company. Iorio remains on as executive vice president.
With a facility in Ohio, the company can now cover the country from both coasts and from the middle, says Pasi. This is important, he says, in terms of both money and time. “If you’re doing a mailing, and you need to get it out all across the country, we can do it simultaneously,” he says. “We can reduce time to market and reduce shipping costs.”
The first thing that comes to mind with a mention of “direct mail” is a big glossy postcard offering greatly reduced membership fees at a health club. The second thing is yet another catalog from LL Bean. But Pasi says that his company’s services go way beyond those categories. Rejecting them as bad examples, he offers another: “Say a pharmaceutical company wants to get marketing materials to its whole sales force at once. We do that.”
Pasi will not name clients, so nailing down other concrete examples of the types of services that are driving his company’s growth is difficult. He does say that one niche is printing books on demand. Not so much vanity press books, he says. More like textbooks.
The “on demand” part is important, he says. There is no warehousing of materials — be they catalogs, sales prospectuses, or biology textbooks. Clients now want more. They want to be able to order up just the number of copies they want, when they want them, and they want to be able to make changes at will. On demand digital printing makes this possible. It is also more “green,” a consideration that more companies are now inclined to embrace.
Princeton Fulfillment does a lot more than digital printing and direct mail. Pasi says that the company can be a soup-to-nuts E-commerce shop, doing everything from designing a website, to taking orders, to physically mailing out customers’ orders.
The company can also tie a print campaign into the mix, using a mailing to drive customers or clients to a website.
Princeton Fulfillment’s work falls into both the business-to-business and the business-to-consumer categories. Most work, including creative, is done in-house. The company doesn’t generally create mailing lists, though, but rather works from lists that clients have purchased or compiled. “But we can do some mining,” says Pasi.
The employees Princeton Fulfillment is looking for fall into the categories of account management, IT, and operations. They, along with current employees, will fit comfortably into the company’s new offices — at least for a while. Pasi says that more growth could well be in the works.
As for any effects of the recession, Pasi says that his company, “has been fortunate.” So far, so good for the three partners, whose company won’t be one year old until February.
Princeton Fulfillment Solutions, 4569 South Broad Street, Hamilton 08620; 609-890-6900. Manuel Ortiz, chairman and CEO. Home page: www.princetonfulfillment.com.