Caistor, Lincolnshire-based print management company Systematic Print Management, which is celebrating its 40th anniversary this year, has been a long-term advocate of this way of thinking.

The business, which was founded by Nick Robey in 1975, has made its presence felt locally for many years. It believes that this, along with its commitments in the areas of quality, environmental, data protection and ethical procurement, and the way in which it manages its corporate social responsibilities, have all been major contributors to its success.

The challenge 

Managing director Chris Robey, Nick Robey’s son, says the firm’s overall objective is to make a positive impact for its customers, staff and suppliers and within its local community. Responsible business practice, Robey says, is part of the company’s heritage and culture.

“Supplier relationships are fundamental to us. Without good strong efficient suppliers, we can’t offer our customers what they need. We aim to build long standing relationships and we go out of our way to give our suppliers crisp, clear and detailed instructions,” explains Robey.

“They like us because of our knowledge and understanding of the industry, but we also look to find the work that most suits their presses.”

The company pays its suppliers weekly, a core business policy that remained in place even during the recession.

It was at this point, however, that the business identified fundamental changes that it needed to make to maintain its growth, particularly with regard to promoting itself in the local community.

“We created a business development team to increase our whole marketing effort, which had a very positive impact on the company,” recalls Robey. 

“Prior to the recession we were able to live on our reputation and through word of mouth.”

The firm started its marketing efforts locally by attending local Chamber of Commerce events and the annual local agricultural event The Lincolnshire Show. It also took part in the Woodland Trust’s Jubilee Awards campaign.

“We have an open policy where we aim to support and say yes to every opportunity that we have. In the local community we’re involved with health, sports, education, environmental projects and local charities,” says Robey.

The method

The company currently attends and supports a wide range of local events. A long-term supporter of ‘Caistor in Bloom’, Systematic has won its award for Best Commercial Premises on six occasions over the past 10 years.

The business was involved in establishing Caistor Running Club, which was set up around four years ago and now has 100 members. 

“We sponsor their marketing materials, the club vests and the club website and are also involved in organising a beginners’ course each year, which encourages new people to take up running,” says Robey.

Systematic also sponsors floral displays outside its local community centre, the Caistor Arts & Heritage Centre.

“We also engage very actively with the Independent Print Industry Association (IPIA) and they have networking events, although those are more about learning and gaining knowledge about new product areas,” explains Robey.

“There are a whole host of sports clubs and schools that we’ve also been involved with, either as governors or by sponsoring school kits.”

The business offers work experience placements at least once a year to a child from a local school.

“We organise it so that they spend a time in each department as it raises awareness of all of the different roles that are available in a company like Systematic,” says Robey.

To celebrate its 40th anniversary, the firm recently gave away 4,000 daffodil bulbs to local organisations, schools, nursing homes and nurseries and to its customers and staff. 

“Daffodils are a sign of future prosperity and my father is keen on daffodils too so it was partly a tribute to him for setting up the business,” explains Robey.

“It went down extremely well with customers and we like the fact that each April, on our birthday, they’re going to be in bloom to remind us where we started and how important it is to grow year-on-year.”

Important to its impact on the local community is the firm’s strong environmental ethos. Its environmental management system gained accreditation to ISO 14001 in 2009, which has enabled the business to manage its impact on the environment, across areas including energy usage, waste and transport.

“We’ve been able to reduce our carbon footprint every year since 2009. It’s also allowed us to reduce the amount of waste that we send to landfill,” says Robey.

“We’re pleased with the progress we’ve made on that; we’ve had a 90% reduction in the waste that we’ve sent out since we got the accreditation. 100% of our electricity is also renewable.”

The business also recommends the usage of either FSC or recycled papers to its customers.

“One of the main factors of our accreditation is to try and use our influence as a print buyer to steer the attitudes and actions of our suppliers,” reports Robey.

Systematic’s staff are instrumental in helping the business to build a strong local presence by virtue of their involvement and engagement in the local community. The business looks after its staff in a multitude of ways and has held an Investors in People accreditation since 2003.

“We aim to make it a great place to work and that starts at the beginning by choosing very positive people who we believe have a lot of potential,” says Robey.

“We offer a great deal of flexibility to our employees with regard to working hours. We plan also lots of team building events and, most importantly, we make sure that each person has the opportunity to progress in the business and reach their full potential.”

The business also makes regular charitable donations and its staff take part in national fundraising events such as Comic Relief and Children In Need.

The result

Systematic has been recognised in a variety of ways over the past few years. It has won a range of local business awards and last year it won the IPIA’s Print Management Company of the Year award.

Also important to its recent success is the Royal Warrant it was granted in 2008. Systematic joined more than 200 other Royal Warrant Holders at the Coronation Festival in 2013, at which it used the opportunity to launch its new branding and website.

“As we’re based in a rural community, the Royal Warrant helped to give us authority on a national stage whereas previously that was a little harder to achieve,” reports Robey.

“Whenever people have seen our literature or publicity materials they have been more open to it straight away and I think sometimes even subconsciously it’s had an impact.” 

The firm’s local impact and community involvement is also one of the major factors behind its motivated workforce and low staff turnover, says Robey.

“We conduct surveys and part of the feedback we receive, and one of the things staff appreciate about working here, is the community involvement and the ethos about protecting the environment.”

Customers are largely aware of the firm’s community involvement through its marketing, newsletters and general local exposure.

“The company ethos counts for a lot in keeping customers loyal to the business,” says Robey.

“Repeat business is a major part of our success. Even with the increased marketing and business development that we have, referrals and recommendations still account for around half of our new customers and part of that comes from our community involvement.”

Systematic has seen consistent year-on-year growth since the start of the recession as a result of its numerous business actions and commitments, including its strong involvement in the local community and its marketing efforts.

“You need to do a bit of everything, otherwise you miss out on opportunities,” Robey concludes. 

VITAL STATISTICS

Systematic Print Management

Location Caistor, Lincolnshire

Inspection host Managing director Chris Robey

Size Turnover: Just over £3m; Staff: 26 

Established 1975

Products End-to-end print management, from design and print to delivery, for organisations throughout the UK in the public, private and voluntary sectors 

Kit Apple and Microsoft computers, Adobe Creative Suite, Customer Focus software 

Inspection focus Building a strong local presence

TOP TIPS

• Consider that almost any local event can be a potentially useful networking opportunity. Systematic Print Management’s attendance at local events encompasses a wide spectrum of activities and therefore maximises its potential local market reach.
• Market your business in as many different ways as possible. Systematic regularly sends out newsletters and information packs to raise awareness.
• Get staff involved by ensuring that they know exactly what their role is. “We have a very clear business plan and strategic action plan that feeds into the company development each year so it’s easy for colleagues to understand the parts they play in the business,” says managing director Chris Robey.
• Think about how you present your business to the local community externally. Systematic keeps its premises looking bright, vibrant and inviting inside and out. It has won the ‘Caistor in Bloom’ award for Best Commercial Premises on six occasions in the last 10 years.
• Stand out locally by doing something memorable. To celebrate its recent 40th anniversary, Systematic gave away 4,000 daffodil bulbs to local organisations, schools, nursing homes and nurseries and to its customers and staff. Robey notes that daffodils are a sign of future prosperity.
• Don’t lose focus of your suppliers because they are crucial to the success of your business. Systematic pays its suppliers weekly, a business policy dating back more than 30 years which Robey says has helped to maintain strong and lasting relationships.