Prontaprint repositions

Prontaprint, the organisation that pioneered franchised on-demand printing, is repositioning the brand and adopting a distinctive new identity.

dopting a distinctive new identity. The key objectives of the new brand positioning are to enhance Prontaprint's established business image among higher-value corporates following successful contracts with major British companies such as British Airways, NEXT, Hush Puppies and Dixons. Additionally, the move is intended to differentiate the brand in a competitive marketplace and communicate Prontaprint's service offering more effectively.

The move follows over 12 months of extensive market research involving existing clients, prospects and franchisees and is designed to maintain Prontaprint's position at the forefront of the on-demand business print market in the UK and Ireland. Today, many Prontaprint centres have turnover in excess of £1 million developed from the lucrative print-on-demand market.

The new brand positioning includes development training for franchisees and their staff, enhanced business services and a brand new corporate identity. Development training is provided to maximise sales opportunities and to support the enhanced service offering.

This has been coupled with a major overhaul of internal business support provided to franchisees by Prontaprint Limited in the key areas of sales, marketing and business planning. Prontaprint Managing Director Laird MacKay says: 'Initial feedback from the pilot centres and their clients has been very encouraging. We are evaluating the pilot test very closely and we will be sharing the results with our franchisees at our National Conference in May. We will then begin the main roll-out in the Summer.'