Continuous Improvement Strategy Changes the Game (and the Name) for United Direct Solutions
United Direct Solutions recently rebranded, changing their name (from United Mail) to reflect the company’s evolution into a technology-driven entity that offers a wide array of services beyond traditional direct mail. Founded in 1980, United Direct Solutions’ directive has remained unchanged: to enrich connections between companies and their audiences. With locations in Louisville, Kentucky, and Cincinnati, Ohio, United Direct Solutions serves small-to-medium businesses and Fortune 500 companies nationwide. With more than 150,000 square feet of office and warehouse space, 250 employees, an expansive logistics network, and an array of traditional and digital services, United Direct Solutions works to deliver on the promise of relevant and meaningful communications at any scale.
Recently, United Direct Solutions was honored with the prestigious Printing Impressions “Innovator of the Year” award for their outstanding leadership in harnessing cutting-edge inkjet technology and their unwavering commitment to fostering a thriving company culture. Chief Operating Officer Casey Hendrick, a print industry veteran for more than 20 years, shared his insights on the successful evolution of United Mail to United Direct Solutions.
“Initially we were known for our printing, direct mail, and production of physical marketing materials,” said Casey. “But we have continuously evolved and expanded over the years to offer a wider array of services, providing our customers with the ability to create a personalized relationship through a direct marketing experience that includes digital, email, and online solutions in addition to, of course, billing, data, and document security.”
“Initially we were known for our printing, direct mail, and production of physical marketing materials, but we have continuously evolved.” — Casey Hendrick, United Direct Solutions COO
United Direct Solutions is an ISO 9001:2015 certified direct mail and marketing company with SOC 2 Type 2 and HITRUST CSF certifications, which are critical for serving the high-trust print needs of customers in the healthcare, health insurance, and financial services industries.
“Our name is just catching up with our full-service offering. The rebranding publicly states our commitment to industry-leading innovation and service, as well as the industry’s highest focus on data and document management, privacy, and security,” Casey explained. “Success is all about continuous improvement. You strive to get a little better every day. To do that, you have to consistently evaluate what you can do better, and then do it.”
As an example, when the company couldn’t offer competitive pricing on toner devices for self-mailers and postcards, Casey knew there was an opportunity for significant improvement—not only to support their customers with better pricing and to gain competitive advantage, but also to improve operational efficiencies.
“Our decision was easy once we ran the numbers,” said Casey. “We did our homework, and the answer was obvious: the Canon varioPRINT iX inkjet sheetfed press. We are pleased with how it handles coated stocks and the inline finishing, and it has enabled us to bring in outsourced shell work to run a white paper solution. The varioPRINT iX has been sold out since we installed it—we’ve been working six days a week, 24 hours a day,” Casey said.
“We did our homework, and the answer was obvious: the Canon varioPRINT iX inkjet sheetfed press.” — Casey Hendrick, United Direct Solutions COO
According to Casey, he applies the same “continuous improvement” philosophy to United Direct Solutions’ company culture.
“By nature, I’m very competitive; I like to win, and I like to build the teams that win.”
To achieve this, he places a strong emphasis on creating a work culture that fosters ongoing business as well as personal and professional growth. At United Direct Solutions, the culture is based on core values of optimism, determination, teamwork, integrity, respect, trust, and excellence.
“Take care of people, stay focused on and live and die by your core values: that is my recipe for success,” Casey said.
“I cannot agree more with the high priority Casey puts on cultivating United Direct Solutions’ culture. Company culture is the foundation for success, and, with a strong company culture, everyone wins,” said Francis McMahon, executive vice president, Production Print Solutions, Canon Solutions America, Inc. “With this type of leadership, it is evident why United Direct Solutions was named as one of the best places to work by Printing Industries of America.”
When asked what recommendation he has for others who wish to gain a competitive edge with inkjet, Casey replied, “Start by documenting your business needs and the needs of your customers, then take inventory of the investments you already have. Once you fully understand your needs and where the gaps are, start talking to a lot of your peers in the industry and take a hands-on approach to explore the different solutions available to determine what fits you and your company best. Be sure to evaluate all factors, including the market share they have, the culture they have, the service they offer, and of course the price—it’s a research-driven decision.”