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The existing program was time consuming and expensive. Orders came in by fax, and then a graphic designer would produce custom flyers. Often, frustrated dealers tried to create marketing materials themselves without following Bridgestone's branding requirements.

"The system was very slow," says Andy Thomas, president of Copyco Solutions (www.copycoinc.com), which specializes in customized print and online communications. Bridgestone wanted a Web-to-print solution for its collateral management and fulfillment needs, and Copyco had already created Web-to-print solutions for other customers.