We recently started working with RPI, Inc., a leader in make-on-demand private label personalized products, such as photo books, greeting cards and stationery products, for mass and specialty retailers. As we began our engagement, it was fascinating to learn more about mass customization (the ability for a consumer to tailor a product’s appearance, features or content to their own liking), and how retailers are responding positively to this rising trend.
Over the past 30 years, RPI has pioneered the mass customization industry by leveraging its consumer insight, creative product development expertise, and developing the technology to manufacturer the highest quality personalized products for their customers. Most recently, the company acquired the assets of Paro Group, a respected manufacturing and fulfillment company headquartered in the Netherlands, with the goal of creating a stronger mass customization platform to meet the ever-changing needs of its customers.
In the weeks leading up to the announcement, our first priority was to collaborate closely with executives at RPI and Paro Group to identify their key messages and develop the corresponding materials to communicate the significance of this acquisition to media, their employees and customers. Once developed and finalized, we conducted outreach to a select group of influential media to pre-brief them before publicly distributing the announcement.
As a result of our efforts, RPI garnered coverage among leading publishing and print industry publications as well as business media outlets. Some of those recent articles include:
- Print Week: Seattle-based RPI looks to Europe for expansion
- What They Think: RPI’s Bellamy Comments on Acquisition of Netherlands-based Paro Group BV
- The Manufacturer: RPI acquires Dutch subsidiary of JP Media Group
- PMA Magazine: RPI acquires Paro Group in the Netherlands
- 6Sight Report: Photo Book printer RPI acquires Paro Group
We have enjoyed working with RPI to learn more about the mass customized industry and to support its PR activities. On a personal level, I have often been a “creator” of personalized holiday greeting cards and party invitations, and found it fascinating to see how these products are produced and manufactured at RPI’s facility in South Seattle. I look forward to seeing what innovative new products RPI will create as result of this acquisition – the possibilities are endless!