ACUP+ Lesson: Marketing Insights for In-plants
Three reasons this story matters to in-plants:
- It shows that marketing is part of running a successful in-plant.
- It offers practical ways to strengthen customer relationships on campus.
- It reinforces the in-plant’s role in supporting the institution’s mission.
About 75 higher-ed and K-12 in-plant managers gathered in Dallas recently for the Association of College and University Printers (ACUP+) conference. Conference sessions were split into three tracks: management, mailing, and printing. One session in the management track offered marketing ideas for in-plants.
Scott Monroe (University of Nebraska, Lincoln) cited many of the ways his in-plant is communicating its value to campus. He detailed how his shop created a marketing/sales plan that identified target demographics, analyzed competitive landscapes, established metrics for success, and developed the in-plant’s brand.
At ACUP+ 2026, Scott Monroe (University of Nebraska, Lincoln) talked about his in-plant's successful marketing efforts.
He stressed the power of facility tours and open houses, pointing out the importance of creating a structured, engaging tour experience that highlights the in-plant’s state-of-the-art equipment, showcases awards, and emphasizes quality and efficiency. Plenty of print samples should be available. Tours should be personalized based on the audience, he said.
To cultivate lasting relationships with customers, Monroe suggested hosting listening sessions where you hear about problems they’re facing and brainstorm solutions with them. He suggested proactively problem solving with them, such as by alerting them to USPS changes that might impact a planned mailing. Be sure to conduct customer surveys too, so you learn their preferences (and can show management their high rates of satisfaction).
About 75 higher-ed and K-12 in-plant managers gathered in Dallas recently for the Association of College and University Printers (ACUP+) conference.
Monroe also suggested doing strategic giveaways based on demographics (i.e., students, faculty, or staff), and offering student discounts and promotions. Partnering with faculty to bring students in for tours and offering internships will also let the in-plant show how it is supporting the educational mission.
When there are campus fairs or events where vendors set up tables, Monroe said, make sure your in-plant has a table, so you can engage the community. And don’t overlook social media as a way to engage them and improve visibility, he said. You can showcase customer projects, demonstrate your services, and even promote on-campus events that require printed materials. Be sure you’re creating content that both informs and engages the campus community. You can use social media analytics to better understand what your audience cares about.
- Categories:
- Business Management - Marketing/Sales
Bob has served as editor of In-plant Impressions since October of 1994. Prior to that he served for three years as managing editor of Printing Impressions, a commercial printing publication. Mr. Neubauer is very active in the U.S. in-plant industry. He attends all the major in-plant conferences and has visited 200 in-plant operations around the world. He has given presentations to numerous in-plant groups in the U.S., Canada and Australia, including the Association of College and University Printers and the In-plant Printing and Mailing Association. He also coordinates the annual In-Print contest, co-sponsored by IPMA and In-plant Impressions.
