Current technology, expertise, service are keys to success

By: Charlie Mathews, Herald Times Reporter

Name of business: Fricke Printing Service
Ownership: Robert Fricke Jr. is CEO and owns the business founded in 1960 by his father, a former pressman of the Herald Times Reporter. His son, Bill, is president and his daughter, Amy, is vice president. Bob performed an apprenticeship after graduation from high school and became a journeyman printer working for his father. Bill is a University of Minnesota graduate who joined the family business in 1990. Amy has her bachelor's and master's degrees and brought her talents to the company in 1994. Basically, Bill is responsible for production aspects of Fricke Printing Services while Amy handles administrative and financial functions.
Location: 2011 S. 14th St. in Manitowoc, on land that formerly was farmed by Bob Fricke's grandfather.
Phone number: (920) 684-7710
Website: www.frickeprinting.com
Hours and days of operation: The front office is open from 7:30 a.m. to 4:30 p.m., Monday to Thursday, and 7:30 to 4 p.m., Friday, except they close at noon on summer Fridays. Personnel, however, are creating and printing projects for customers 24/7 when necessary.

Services provided-products sold: Fricke Printing Service is a digital printing specialist providing advanced pre-press, printing, binding and mailing services.

In their "pursuit for perfection," the Frickes say, "From one to one million pieces or more, we've got you covered. We can do everything from full-color printing to one-color printing."

Fliers, invitations, direct mail pieces, catalogs, programs, booklets are among the many thousands of printed items Fricke has produced for clients over the past half century.

How has business changed since opening: The revolution in computer technology and software programs in the past five decades has had a dramatic, positive impact on Fricke Printing's ability to create more appealing, cost-effective products for its clients.

For example, 2010 technology includes "RIP" (Rapid Image Processing) assuring exact PMS colors are replicated on the company's digital presses.

The darkroom is gone and virtually any text, image or illustration can be processed digitally with Fricke Printing's vast array of software programs and staff expertise in how their capabilities can be used to benefit the particular project.

The company has invested in the technology and training to achieve certified NCOA (National Change of Address) status, enabling processing and mailing of direct mail pieces at the cheapest rates for customers with minimal nondeliverables.

All change of address information given to the post office by residents and businesses is available to the Frickes, who employ "intelligent bar coding" and other strategies to reduce cost for clients.

Who are the customers and from where: While Fricke Printing Service has hundreds of clients primarily in Manitowoc County, it also serves customers as far south as Milwaukee, north into the Green Bay and Marinette markets and west into the Fox Valley and beyond.

How is marketing done: Fricke Printing Service buys print and broadcast advertising but most of their marketing is via personal contact and word-of-mouth referrals.

"It is important to tell people who we are and what we do," Amy said.

What are keys to future success: It is difficult to predict the future of printing and methods that will be used — the Internet, e.g. — that will be employed by individuals, organizations and companies seeking to communicate with diverse audiences.

Certainly, making wise technology investments will be important, the Frickes said. Bob said his father had the foresight to acquire offset press capabilities and he has always encouraged Amy and Bill to explore 21st Century technology and determine its potential return on investment.

But while project price will always be a key factor, high-quality service and communication with the customer will remain paramount, they said.

What is enjoyable: "I thoroughly enjoy my customer relations," said Bob, who is gradually lessening his involvement with the company.

Currently, he is working 1 ½ to 2 days a week leaving him more time for golf and involvement with different singing groups.

"I still do the die-cutting …but I'm still in the 20th Century and Amy and Bill are in the 21st Century," said Bob, who also makes many of the deliveries.

A hallmark of the company has been involvement in the Lakeshore area community. Fricke Printing continues to support scores of programs and projects with financial or in-kind donations.

"Both of my kids have given back a tremendous amount to the community that supported them when they were young," Bob said.

Bill is a member of the board of directors of The Chamber of Manitowoc County. Amy played a key role in the development of Manitowoc's Family Aquatic Center.

"Our parents have taught us to be very grateful for what we have and we are very blessed," Amy said.

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