Spectra Integration (Columbia, SC) is a full-service incentives, marketing, print, and fulfillment company that is focused on integrating strategies and technologies to help its clients grow their businesses. The company’s mantra is Outsource to the OneSource. Spectra Integration provides clients with a comprehensive offering of integrated services, including the ability to tailor campaigns, increase response rates, and provide a true 1:1 experience.
President Walter Kohn notes, “I’ve been in the printing industry for more than thirty years. Initially, I was part of a family-held traditional printing company with 40″ offset presses. I realized that the market was changing and that I wanted to be part of an organization that was focused and nimble. Spectra Integration became that company.”
Spectra, which offers an array of digital printing equipment, produces full variable data content in monochrome as well as color. The Océ VarioPrint® 6000 has proven to be a real “workhorse” for digital monochrome applications. According to Kohn, “We have naturally evolved our business. We started out doing short run digital print applications. Our next major initiative was web portals for online print ordering.”
Spectra Integration has created a unique, secure, online e-business for clients and their authorized users to process pricing requests, order print, transfer files, review status updates, and more via web-to-print portals created with PTI’s FusionPro. “These capabilities are available 24/7 through standard Internet browsers. It makes the entire print buying process easier, reduces response time, and accelerates production,” Kohn explains.
Spectra Integration combines its web-based tool set with its fulfillment programs to provide clients with a highly efficient and cost-effective method to design, manufacture, store, manage, and distribute all of their marketing kit materials on demand.
The company’s web-oriented fulfillment capabilities ultimately led it into the loyalty incentive business. Kohn notes that the move into this market began with an existing client. He recalls, “We responded to an Ariba bid process for the printing and fulfillment work of a large automotive distributor. We won the deal and began printing and fulfilling the auto distributor’s marketing materials, point-of-purchase communications, and signage. When this client told us that they were unhappy with their existing rewards and incentives program for their dealer network, we saw a new opportunity and took action.”
Spectra has since formed Spectra Incentives, LLC. It has become a one-stop shop for creation, online management, and marketing of incentive and reward programs for dealer and distributor networks. While a key element of all these programs is print and fulfillment, Spectra Incentives also created a network of partners to provide IT infrastructure, as well as a rewards program that features over 15 million products in its online catalog. These include dealer incentives for everything from trips to Tahiti to television sets.
Kohn is passionate about his business. He concludes, “It has been a journey and an evolution. Five years ago, 95% of our business was print-related and 5% was fulfillment. We have totally transformed the company since that time, and our revenue distribution is now 50% print, 25% mailing and fulfillment, and 25% incentives and loyalty programs. We have clearly become a marketing services provider.”
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