FLM Graphics: Living Large (Format) in NJ

It is the simple pleasures that can make life worthwhile. For the owner of a multi-faceted printing operation, one thing that is sure to bring a smile is finding new customer names on the production schedule.

Certainly, it's not perpetuating a belief that new clients are more important than the incumbents. But there is something refreshing and rejuvenating about bringing in new business. It reaffirms the belief that your company is pushing forward with products and services that speak to the present and future needs of the marketplace. It may be, at the end of the day, just a $2,500 job, but it speaks volumes.

"When I see there are new names on the production schedule, I know that our salespeople are working hard," states Frank L. Misischia, founder and chairman of Fairfield, NJ-based FLM Graphics. But it's not just the sales department putting in hard time; all 70 employees need to be humming in order to ensure FLM Graphics' viability. Nor can the executive staff of a New York Metro printer afford to take long weekends.

"It's not a 9-to-5 job; it's 24/7 these days. I'm attached to my smart phone," explains Frank M. Misischia, president of the FLM Group and son of its founder. "That philosophy has trickled down to the employees. Many of our clients are still working nine, 10, 11 o'clock at night, so we have to be, as well."

FLM Graphics, as is the case with most successful printing companies, is difficult to define these days. Perhaps one can call it a marketing services provider, but both Misischias are quick to point out that the firm is not an agency. Rather, FLM specializes in the implementation and execution of client campaigns. Misischia Jr. points out that if the company did not have everything under one roof, the customer invariably would have to go elsewhere for a given aspect of the job.

Founded in 1972, FLM Graphics has undergone its share of changes and continues to offer a product and service menu that is as relevant as it is fresh. A commercial sheetfed shop at heart, FLM Graphics also furnishes small-format digital printing, including variable data (led by a Xerox iGen4, along with a Kodak NexPress 2500 and Canon ImagePRESS 7000 VP), high-speed duplicating and wide-format output.

Acquired last February, the iGen4 has proven to be a critical acquisition as it can run duplex up to 18-pt. stock, whereas previously FLM could only duplex 14-pt. stock digitally. "We can now run an 18-pt., 14.33x26˝ sheet versus a 14x20˝ sheet," the younger Misischia states. "That has made a difference in productivity, being more competitive and efficient on that side of the business."

Graphically Appealing

The company's wide-format digital printing division, FLM Graphics Trucolor (acquired 10 years ago), provides a bevy of indoor and outdoor graphics needs ranging from vehicle wraps and trade show displays, to banners, wall murals, backlit graphics and point-of-purchase displays, to name a few. Several pieces of new machinery, including an HP Scitex Latex 850 industrial printer—which boasts a maximum 126˝ roll width—have bolstered the division considerably (more on that shortly).

FLM's divisions include FLM Reprographics, which caters to the architectural, engineering and construction markets (including On Site Services and Online Document Control). FLM also has a facility 75 miles away in a 5,000-square-foot building in Princeton, NJ, as well as a number of client sites in various cities.

Much of the company's growth during the past 20 years has come via acquisitions, including Access Images in 1997. That division, managed by Alex Piqueira (who founded Access Images along with Vince Fiorello), provides Web-to-print marketing services portals that allow customers, including those with large branch networks, to log in and create dynamic templates while maintaining the parent company's brand. Access Images also enbales users to do e-mail blasts, personalized URLs and personalized direct mail.

In a competitive environment, oftentimes it's the subtle differences that can elevate one provider over another. For FLM Graphics, one of its key differentiators is Access Images Analytics, which enables clients to measure the results of a campaign in real time.

More recently, its Mobile Interactive services offering (QR codes, Augmented Reality, Near-Field Communication, etc.) has added more versatility to the communications tool belt and translates well across a wide client base. FLM Graphics is also helping its customers launch mini mobile applications that get their loyalty programs into Passbook. These apps are preloaded into all iPhones—and cannot be deleted—and have recently been launched into the Android market.

While certain customer types lean toward a particular product set, FLM Graphics enjoys the fact that it can readily cross-sell services, providing clients with more options at their disposal. "When we capture some of this electronic work, whether it's the marketing portals or managed print services for various businesses, it enables the customer to use all our expertise—whether it's small format, large format and on-demand—and we can get that product out in 36 hours," Misischia Sr. relates.

The company's first deal was in 1984, when it obtained TGIF Typesetting, but the M&A pot didn't truly percolate until the 1990s. FLM added Fiorello's Access Images, Trucolor (2003), assets of CS Raad/Colahan Saunders (2006), Dolan Wohlers (2009) and key execs/salespeople behind Ace Group and other firms, some of which are still in business. Not all of the deals involved companies in distressed situations. FLM is currently negotiating with a pair of viable candidates that could add even more heft to the organization.

The Misischias appear to be keen judges when it comes to analyzing prospects. FLM Graphics boasts a strong balance sheet, and it has been able to complete all of its deals by using operating capital. The firm doesn't borrow money for that purpose, which leads to a more conservative approach.

In looking for possible add-ons, Misischia Sr. says the ideal candidates are those in the New York Metro area, namely Connecticut and New Jersey; firms that need a boost in their equipment offering; and companies that might be struggling with personnel or union issues. A product and service match is critical, and he underscores the importance of the cultural fit.

"With the companies we're talking to right now, the incremental gain could be tremendous," states Misischia Sr. "It depends on the fit, culturally. If it meant displacing any of our people, we'd have to give it some hard thought. We care a lot about our employees, and we realize they make us strong."

Providing Balance

The father-son dynamic provides FLM Graphics with a yin and yang contrast that serves the company well. The elder Misischia is more conservative, and covers the financial and human resources end for the company. His son is customer-facing, more detail oriented, and a lawyer with an economics background. There is cross-over, but as Frank Sr. notes, "We have a unique way of communicating and we make sure we're not duplicating efforts with certain things."

Frank Jr. confesses to being hard-headed, and sometimes the pair need to step away for a while when trying to hash out an issue. But whether they're on the same page or just need a little time to get there, the Misischias cherish the opportunity to work side by side.

"I wouldn't trade it for the world," Frank Jr. says. "It's been a wonderful experience."

A number of accomplished women play prominent roles in the FLM hierarchy, led by Barbara Misischia, chair of the repro business and Frank Sr.'s wife. Marie Rossitto serves as director of operations—someone who "runs the entire show when we're out," according to Misischia Jr. On the Trucolor side, Sylvana Caplanis is one of the key "go-to people" in an organization that is proud to have "strong women across the board in leadership positions," Misischia Jr. relates.

With quality people in place, FLM Graphics has been steadily augmenting its equipment arsenal. One of the more recent acquisitions was an HP Scitex Latex 850 industrial printer, which complements a 125˝ EFI VUTEk QS3200 UV printer (along with a Kongsberg i-Cut graphics router) on the digital wide-format end. The six-color, roll-to-roll 850 can print direct to a wide variety of substrates, including vinyl, mesh and fabric in addition to regular paper stock, and uses latex inks that are odorless and environmentally friendly.

FLM also obtained a 60˝ HP DesignJet aqueous inkjet printer, which can print on the same substrates as the 850. Moving forward, the company may add another Xerox iGen, or possibly an 800 or 1000 model to provide some redundancy.

But perhaps the best augmentation the company can reap is to shake what it feels is the "best kept secret" tag and more effectively spread the word about what FLM Graphics can bring to its clients, namely single-source productivity. A new company Website is slated to launch this month.

According to the founder, more M&A transactions, better utilization of capacity and a fearless approach toward technology will enable FLM Graphics to continue battling in tough technological and geographical neighborhoods.

"We've tried to stay involved, doing some embryonic things and pioneering," Misischia Sr. concludes. "Most of the time, we've been successful. At certain times, it's a matter of fish or cut bait if it's not working. We still believe it's all about wowing our clients and maintaining the bottom line." PI