Eileen Rogers
Business Name: Allegra Marketing & Print
Website URL: http://www.AllegraAz.com
Email Address: erogers@allegraaz.com
Year Founded: 1982
Number of Employees: 12
What does your company do?: We provide integrated marketing and print services. As a nationally recognized marketing services provider we help our clients build brand value using high impact messaging and cross-media marketing solutions. We are a total resource – offering strategy, creative services, digital and offset manufacturing and fulfillment. We specialize in nonprofit marketing, messaging and development services. We have a long and proud history of delivering innovative services and exceptional client experiences!
Was there a specific turning point when you realized your business was moving to the next level?: With a 30 year history in business there were a number of levels we moved up and through to arrive here today. Defining ourselves by the solutions we provide – and not the products – was significant. Being paid for what we know, and not just what we do… We shifted from our long history of a primarily manufacturing focus, to selling and marketing at this higher level. This initially required us to re-evaluate our entire team and processes internally. We then rebranded our company externally with our new focus and look. The manufacturing end of printing has become more of a commodity and this new level strategy and solutions is what creates value to our client relationships.
What processes or procedures have you implemented that have helped grow your company?:
We have always offered a menu of employee benefits that one might only expect at a larger firm. They include educational investments in our team members and a very family friendly work environment. We knew we wanted the best and the brightest to want to work and play here.
We have consistently been leaders in the area of technology – and have made significant investments that were leveraged for our clients. We host and offer online ordering portals that enable clients to work with us 24/7 and to streamline product delivery. This also required us to create an internal digital workflow process.
What is most rewarding about running your business?: Happy clients!
We also started the Allegra FootSTEPS $15,000 annual marketing services grant program to provide marketing services to nonprofits across the state of Arizona (www.allegraaz.com/footsteps). The results have been impressive and our team is proud of the impact we make for our communities through the program. We also love the fact that many of our clients have stayed with for many years and we have grown with them!
What challenges have you faced and how have you overcome them?: The economic downturn was very difficult and we experienced a significant drop in revenue as our clients cut back their marketing budgets. We in turn made painful and difficult cutbacks and had to retool our team and offerings. To stay relevant we added new services and products to our mix and continued to move forward.
If you were starting over today, what would you do differently?: I would probably start with the end in mind. I had a unique introduction and entry into this position (I walked in to have my resume printed and never left) and jumped right in when the opportunity arose. Being more strategic earlier on, adding advisors and consultants strategically would have saved me some of the “on the job” experiences and mistakes I made growing the business. Learning that it is ok to ask for advice and help from other entrepreneurs!
What advice do you have for other business owners?: #1 – Make sure first of all that life is not what’s left over when you come home from work. Having a balance between work, family, fun and community is critical to a satisfying career – in any field.
#2 – Create your definition of success early on and it will give you a context to made your important decisions in.
#3 – Always make the right decision – not the easy one. Maintaining your integrity and reputation is so very important if you want to be in business for a long time.
#4 – Join a CEO or business forum group like Vistage or something similar. Become an active member of your industry groups and always be learning something new.
Please list any favorite books, tools or resources (software, website, etc.) you would recommend for others: http://www.
What is something that people might be surprised to learn about you?: I love adventures – especially international ones! After participating in a mobile medical mission in Mali, Africa I came home and created a project that raised $80,000 to build a school in a Tourag community just outside of Timbuktu.
Let me jump out of a plane, raft rivers or find some other adrenaline producing activities (especially in a foreign country) and I am happy!
