Outsourcing OUT--In-plant Back In

First McFarland began outsourcing business cards and note pads, jobs that were long on setup time and short on impressions. Instead the shop concentrated on carbonless forms, directories and legal booklets, along with some two-color offset work, such as brochures.

McFarland then pulled all the company's scattered graphic designers into her department. She set guidelines for her staff to regulate impressions and make sure customer satisfaction didn't slip. Questionnaires began going out with each job, both to gauge satisfaction and to solicit suggestions. McFarland started visiting customers personally to explain procedures to them so they would understand what their jobs involved.