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A Path to Progress for Williams Company
By David B. Smith
Although not alone, the print services and media industries have been impacted severely by the economic downturn and all local and national print media companies have felt the squeeze.Most have reacted with service, staffing and support reductions. Williams Company, however, has responded not with contraction, but with a bold and aggressive new approach to the new communications marketplace.
In July 2009, Williams officially launched a new brand identity-Williams Visual Solutions. This new identity was borne of the need to redefine its existing products and services more effectively and to introduce these services to a new and targeted base of customer prospects. In addition, many new web-centric products and services are being offered that are in alignment with Williams' vision of a best-of-breed integrated communications services and solutions provider.
In truth, the transition from a conventional commercial printer with a wide variety of production equipment to a solutions provider with integrated multi-media portal technology is a direct result of a more than six-decade heritage of technological innovation. Williams was the first print services provider in the Southeast to add electronic scanning, digital plate-making capabilities and was a market leader with many other distinguishing technologies.
One of Williams' most exciting innovations actually began over 12 years ago with the vision and creation of Williams Web. With the technology of Williams Web, the die was cast for further communications innovation using web-enabled processes and the integration of the web into the strategic communication process for Williams customers.
An Innovative and Integrated Approach to Communications
Today, Williams stands apart from local and regional communications companies in having strategic marketing, creative services, pre-media, and production services for websites, print, digital print, e and conventional direct mailing, publications, wide and large-format print and displays, integrated social and multi-media campaigns and a comprehensive capability for managing turn-key solutions with Williams logistics group and its integrated web-commerce technologies.
This provides outstanding value and benefit to customers. No longer do they have to coordinate multiple services, designers, agencies, printers, distribution and logistics companies, or even web-site and service providers. Brand integrity is controlled and maintained across all mediums, digital print technologies prevent obsolescence and allow on-demand replenishment, websites provide sophisticated integrated content management applications, social media connectivity and a high return on investment.
Investing in the Future of Visual Communications
Williams has made a significant investment in its customer-facing and corporate infrastructure. In 2010, it is introducing a web-based suite of technology called Your Visual Hub. Your Visual Hub allows clients to manage a full range of print and media products such as collateral and identity materials, direct mail, creative and print advertisements. It also allows clients to make on-line edits and layout changes to materials, create integrated marketing campaigns and to track the effectiveness of their marketing investment. It truly is the center of a visual solutions campaign.
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Sustainability
A conservationist from the start, Williams has always been a willing environmental steward.
As one of the few companies in the Southeast with both Forest
Stewardship Council (FSC) and Sustainable Forestry Initiative (SFI)
certifications, clients can be assured that the company accepts
environmental responsibility for its manufacturing practices in all
facilities. To obtain both certifications, production facilities went
through extensive audits, ensuring adherence to the rules and
regulations put forth by the sanctioning authorities. By branding your communications products with the Williams-FSC(c) or
SFI certification logos, you are conveying that your company is in the
forefront of environmental consciousness and that is a corporate and
social responsibility Williams Visual Solutions is happy to share with
you. Together, we can help to reduce our carbon footprint and be
responsible stewards of the environment. | Supporting this technology is a fast and secure network, compliant with all major security and data safekeeping protocols. This is necessary in securing, deploying, monitoring, updating and protecting corporate and client assets. This re-engineering is but one part of a comprehensive process; including personnel re-education, re-branding, new core communications technology, market and product development focus, 24/7 order entry accessibility and workflow automation.
With business processes now web-centric, Williams pursues the shift to integrated and alternate media with creativity, a high level of strategic planning and a significant technological advantage. Your Visual Hub, Williams' web-based, integrated communications portal technology allows on-line marketing campaign creation and management with real-time reporting of responses.
Williams Visual Hub technology can be used for attraction campaigns, loyalty campaigns, collateral materials management, customer surveys, end user registration, even integrated campaigns with print, web, email and SMS text messaging components.
Community
Williams takes civic commitment to the Chattanooga community seriously and contributes significantly to the Ronald McDonald House, T.C. Thompson Children's Hospital, the Chattanooga Hamilton County Bicentennial Library and many other local and regional charities. Williams also participates in classroom and interactive education programs with the University of Tennessee at Chattanooga and other design and graphics art programs throughout the state. For over 60 years, Williams has been an integral part of the Chattanooga business community.
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