How In-plants Are Growing Their Wide-Format Business

When it comes to expanding the versatility of what an in-plant can offer its parent organization, wide-format printing is hands down the most popular service — and for good reason. With just one printer, an entire new world of applications opens up.

When IPI surveyed readers last year, 85% were providing roll-fed wide-format printing. Of those, 42% said wide-format accounted for one-fifth or more of their revenue. We spoke with three in-plants that get between 35-40% of their revenue from wide-format printing to learn which applications they’re producing, and where they see opportunities for growth.

“We do a lot of yard signs for university event advertising ... wayfinding, and parking, as well as Coroplast signage for general outdoor signage purposes,” notes Dan Dippel, manager of Print and Mail Services at the State University of New York (SUNY) in Brockport, New York. “Large posters are ordered by both staff and students for many reasons, the largest of which would likely be supporting student research project presentations. They’re also ordered for advertising [and] promo for student events, and information dissemination by multiple departments on campus such as ResLife, Campus Activities, Food Services, etc. Same for vinyl banners — ordered frequently to support student events, sporting events, advertising, wayfinding, parking, [and] general aesthetic improvement indoors and out.”

From left: James Breckenridge, print operations manager, and Kevin Russell, print specialist assistant, stand with Florida Tech’s Canon imagePROGRAF iPF9400 press. | Credit: Florida Tech

Down in Melbourne, Florida, James Breckenridge, print operations manager for the Copy Center at Florida Institute of Technology (Florida Tech), says “wall graphics, window graphics, and custom rigid signage have been leading revenue generators within this segment. When we produce wall graphics, they typically cover an entire wall, but sometimes the client desires smaller installations like logos or accent graphics. The pieces — whether they are wall graphics or rigid signs — are an inexpensive and quick way to add some personality and marketing depth, provide wayfinding information, or enhance the aesthetics of a space.”

Signage for Events

Meetings are another great source of wide-format work, notes Karen Meyers, business manager of FB Print, Michigan Farm Bureau’s in-plant in Lansing, Michigan.

“We print a lot of 24x36" foam core signs, and these bring in good revenue,” she says. “We do a lot of printing for meetings and events. These work well for our clients.”

All three in-plants see a decent amount of work come in through their wide-format equipment, from around 45 jobs per month to a high of 80.

Dippel’s operation at SUNY Brockport is on the higher end of that spectrum, closer to 75-80 wide-format projects a month, he estimates. “The number of jobs per day or week is less compared to cut-sheet work, but the amount of work required to complete a large-format job is typically much higher than our average cut-sheet print job, and revenue per job is typically higher as well,” Dippel says. “Variety of jobs is also far higher on the wide-format side; size, media, and finishing requirements all vary greatly from one job to the next.”

Michigan Farm Bureau uses this HP Scitex FB550 to print wide-format work.

Michigan Farm Bureau’s in-plant, on the other hand, runs about 45 wide-format projects per month, but Meyers says that number can be a bit deceiving.

“Quite a few of the jobs have multiple items on them,” she says. “This is a much lower count than other equipment we run, but print time is longer.”

Florida Tech, on the other hand, swings between the low and high ends of the spectrum. “We keep the machine busy with posters, contour-cut decals, and banners,” says Breckenridge. “These smaller-scale projects account for about 50%-60% of our wide-format work. In an average month, we produce about 50 of these types of projects, and in peak months we often turn around well over 100 of these projects. For larger, more complex projects like wall murals, rigid signage, window graphics, and projects that require significant finishing work, we typically output three to five per month.”

That said, the revenue generated by wide-format work has been significant.

“Wide-format printing and its applications have been the fastest-growing segment of our in-plant,” Breckenridge reports. “Since 2019 the wide-format segment has grown from about 20% to about 40% of our total annual business.”

That number is similar to both Michigan Farm Bureau and SUNY Brockport, which both estimate that wide-format work makes up roughly 35% of their revenue.

Building a Wide-Format Business

So how have these in-plants launched and grown such successful wide-format business models? Like most in-plants, none of them have marketing budgets, so they rely on word of mouth, samples, open houses, and other efforts to promote their services.

“We have prints throughout our building, as well as samples in our department we can show customers,” Meyers says. “We also advertise internally and externally through department promotions, as well as word of mouth from existing clients.”

In addition to talking up wide-format whenever chatting about new projects, SUNY Brockport’s Dippel says just inviting people into the shop has paid off.

“We’ve had one open house so far, where we invite the campus to come to the print shop and see the wide-format equipment in action, hand out samples, show off some of the things we’ve made, and discuss the capabilities and process with anyone who’s interested,” he says. “It’s been very successful. We’re doing another one soon. It’s very helpful when people can see the equipment demos and wide-format products right in front of them.”

At Florida Tech, Breckenridge meets regularly with key stakeholders throughout the organization to ensure they are aware of what his team can produce. He partners with the Creative Services team on campus to redirect print jobs to the in-plant.

“With these avenues, we have increased our visibility and supporters,” he says. “Departments see an installation we produced and are wowed. It gets their creative juices flowing, imagining what they can do in their departments, and then they seek us to do something similar for them. We are now a prominent and key department within the university, but it took several years of work and growth.”

Worth the Effort

All three in-plants had to put in the effort to grow and expand their wide-format operations, but in the end, all three agree it was worth it. Wide-format has helped them create meaningful, impactful pieces for lower costs than the organizations could have gotten outside their walls. It also allows them to control the process, keeping logo colors on point.

For those in-plants on the fence about making the investment in wide-format technology — not just in the equipment, but also the training and marketing required to get it off the ground — these three managers have some advice: go for it.

“Feel it out to make sure there’s a demand for it of course, but I’d recommend going for it, even if starting small,” says Dippel. “The variety of applications is enormous. We do a lot more than I thought we’d be doing with it, and I knew there was a strong demand for it here from the start.”

“Don’t hesitate,” agrees Meyers. “Start by doing research to find out the type of work your company is currently outsourcing in this area. Spend time researching equipment that would meet your needs as well as having the capability to grow.”

“Be ready to seize your opportunity and create a business plan once you understand the potential of your client base and how you can service them with wide-format,” adds Breckenridge. “Analyze your workspace, try to recognize and adapt to any challenges, and identify and capitalize on your strengths. Then, find your advocates, pitch the idea, and be bold and consistent.”

Don’t be discouraged if it takes time to convince your stakeholders of the power of wide-format printing and what it can bring to the organization.

“You will often get a ‘no,’ but when the time is right, a ‘yes’ will eventually come,” says Breckenridge. “Be ready for hard work, and practice continual business development to learn what your clients need. Stay on top of trends, and then stay connected with vendors. Work with vendors and ask for samples, and demos either in-person or virtual. Join an organization like ACUP+ [the Association of College and University Printers], and ask for recommendations on the forums; other in-plant managers are a great resource.”

Wide-format technologies have come a long way in the past 15 years. Today’s in-plants are leveraging them to create new applications that help them further cement just how powerful an in-plant can be in serving the greater mission of the organization.