ACUP+ Lesson: Word of Mouth Won’t Cut It

The Association of College and University Printers (ACUP+) conference drew about 65 higher-ed and K-12 in-plant managers to Costa Mesa, California, in early April. The event was packed with relevant, informative sessions for in-plant managers.

One such session focused on marketing your operation. Brad Lenhart (University of Colorado, Boulder) and Scott Monroe (University of Nebraska, Lincoln) offered numerous strategies to build relationships and earn new customers.

Scott Monroe (University of Nebraska, Lincoln) suggested managers ask customers why they use the in-plant and non-customers why they don’t.

Monroe suggested managers start by identifying target demographics, analyzing the competitive landscape, and developing a value position that defines what makes your in-plant unique.  Ask both customers and non-customers why they use the in-plant and why they don’t.

Monroe recommended bringing customers on a structured and engaging facility tour, and listening to them as they walk around. Show them that the in-plant is a professional and welcoming environment. Point out your state-of-the-art technology, show off samples, and emphasize the quality and efficiency you provide.

“That’s what’s setting you apart from outside printers,” Monroe said.

Attendees at the ACUP+ session on marketing and sales.

To build trust, make sure you communicate with customers proactively and try to solve their problems. Focus on providing consistent branding across all printed materials, from business cards to signage.

Take part in campus events that allow your in-plant to set up a table where you can showcase samples. Make sure you have an eye-catching booth, Monroe said. And supply branded bags for them to carry the items they collect. Try to have meaningful conversations with those who stop by.

Providing giveaway items to customers is a great idea but make sure they are practical, usable items, not “swag waste,” Monroe said.

“Sustainability is a big deal right now,” he emphasized.

Managers at an ACUP+ 2025 session.

And tailor the promo items to the customer. For example, giving bottle openers to students is probably not a good idea, he noted.

To get more business from students, Monroe suggested offering student discounts and promotions. Partner with student organizations and offer internships. Showcase student projects printed by the in-plant.

Lenhart offered other marketing suggestions, such as giving away calendars, which are very popular items on his campus. This year’s calendar theme is pets, and his staff solicited customers’ photos of their pets to use. He also recommended putting information about the in-plant’s accomplishments into university newsletters.

To get work from Athletics, he suggested, don’t bother with the coaches; go right to the coaching assistants. They are the ones that get things done, he said.

Prioritize customers communications. Respond to all emails sent to the in-plant’s general address and sign them, Lenhart said. Don’t put customers on hold, get their information and questions and call them right back with answers. For difficult customers, go above and beyond to help them; otherwise, they will spread bad news about your service. But overall, he stressed, make an effort to market your in-plant.

“Word of mouth is not going to sustain your operation,” he warned.

ACUP+ 2025 attendees at a session.