Spyglass Printing | Case Study

Overview

Spyglass Printing has more than 25 years of experience in print management. 

Their network of vendor relationships enables them to match every project with the right source. They manage the entire process, from beginning to end.

Spyglass provides integrated media solutions so customer projects can be readily translated from one media to another, making it easy to reach all target audiences. Customers appreciate being able to rely on one partner for repurposing a print piece to a section of their website, an interactive brochure or a promotional item. 

This expertise, together with their extensive network of industry contacts, enables Spyglass to deliver tailored printing solutions that can save customers time and money while ensuring consistent high quality.

Spyglass Printing wanted a brand strategy that would help them gain exposure and grow their business in the MetroWest and Boston, Massachusetts, areas.

Branding

The competition for printing services is complex and varied, with lots of different players, from mom-and-pop shops to large printing companies. Bergeron Creative chose a preemptive brand positioning for Spyglass as the only print broker providing integrated media solutions. This position was supported by the tagline, “One Partner Endless Possibilities.”

We created a brandmark that forms an emblem with a spyglass graphic and name in the center, with “CMYK” and “RGB” bands across the top and bottom of the mark to signify the company can handle projects from print to pixel.

We developed a signature brand image that features a silhouetted spyglass on a hill at night with a starry sky. The image was also translated into an animation to be used for online applications to reinforce Spyglass’s integrated media solutions positioning.

In addition, we created another brand image of a Spyglass rocket ship traveling through space to illustrate that anything is possible.

Our brand communications strategy serves as a springboard from print to interactive media, illustrating the potential of integration.

Print

We designed and wrote a bold and beautiful sales collateral capabilities brochure, showing why print remains among the most trusted forms of communication. The piece employed many high-end printing techniques, including embossing, varnishing and metallic ink—all printed in a sustainable manner.

We also created an elegant stationery system that features the new Spyglass emblem to support their brand identity and positioning.

Digital

The website is the cornerstone of this web-centric brand strategy. The site clearly explains Spyglass’s extensive array of services and competencies. The homepage features an animation of the spyglass signature brand image. Each page features a unique spyglass photo, so the images are as varied as the broker’s offerings.

We developed an online version of their capabilities brochure, which is an interactive flipbook that mirrors their print collateral with the addition of animation, sound and video. This is a great example of how a college can create microsites for admissions and fundraising where a linear presentation of information is required and can be enhanced by interactive technology.

The website was programmed using WordPress, an open-source content management system (CMS), which allows the site to be optimized to take full advantage of organic search for major keywords.

Social

We branded social media channels for Spyglass, including Facebook, Twitter and LinkedIn. The channels served as an extension of the website, where customers can interact with the brand by asking questions and leaving recommendations.

Search

In order to increase the search visibility to users in the Greater Boston area, we updated the page copy to best optimize for keywords, particularly for products. The website features three revamped “Printing Services” pages, with text that includes many products and capabilities for each page. In addition to the website, we also optimized the Spyglass Printing Google My Business page to increase visibility in searches for Google Maps, as well as other popular web directories.

Results

Spyglass’s business continues to grow in the MetroWest and Boston areas, as they are becoming a dominant force for integrated media solutions.

According to Scott Chalmers, President of Spyglass Printing, “The work that Bergeron Creative offers is outstanding. Al Bergeron and his team are professional and the design, writing and especially the innovative ideas they offer are the best in the industry. I have worked with Al on both design and web production with great results.”