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Case Studies / Articles

2016 PSDA CEO Summit

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PSDA News! Randy Eubanks was featured in the recent article “Attendees Empowered at CEO Summit” about the 2016 PSDA CEO Summit in Tucson, AZ.

More than 120 industry leaders left with many new ideas to improve their businesses and improve relationships. Randy stated, “From the opening speaker to the very last presentation, each and every session had great value for all who attended … There is no better investment in your education dollars and, more importantly, your time.”


9 Tips for Selling Document Security

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According to PSDA in the January 2011 issue of Print Solutions Magazine, there are a few things you should think about when selling document security. Our very own Randy Eubanks, VP of Sales, Owner, is featured in the article giving his advice on document security.

  1. Deter fraud with a warning – State security features in a warning band to make criminals move on to an easier target.
  2. Layer documents with over and covert features – Including these features that can be seen by the naked eye and features that require a device to be seen will  help keep documents safe. Magnetic in character recognition (MICR), watermarks, chemically reactive paper, fluorescent fibers, holograms, prismatic printing and more are some of the best ways to layer your documents.
  3. Suggest features that fit the application – Documents all require different grades of protection depending on exposure, so it is best to recommend features that best suit the situation. Offering different choices and levels of security and understanding the application is most important.
  4. Consider the environment – Only include verified features. Think about what actually can  be used by the customer. For example, do not add photochromic or fluorescent ink to the document if the customer do not have UV lights.
  5. Explain due diligence – Explain to customers that the law states that companies can be held liable for check fraud if they don’t show reasonable care in trying to prevent it. Provide clients with a draft letter to their banks, on their company letterhead, informing banks of security features included in the checks (it also provides legal protection).
  6. Teach internal safety measures – Inform customers that negotiable documents should be kept in a secure place and boxes should remain sealed. Be careful not to label boxes with “checks” or “gift certificates” or anything that would tempt thieves.
  7. Tout your expertise – Make presentations on security documents at American Payroll Association meetings to establish your expertise.
  8. Develop community ties – Make allies with the local police and bankers who would also want to reduce document fraud. Join professional or community-based groups,  like a chamber of commerce, and offer to give short presentations on  document security.
  9. Be honest  “Nothing is 100% foolproof,” says Randy Eubanks, owner of Suncoast Marketing. “If you run into a professional organization, I don’t care what you do, they can commit fraud.  So just be upfront that your role is to do the best possible job to keep the client as safe as possible.” 

Email Marketing 2016

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According to Campaign Monitor, “email marketing has always been the workhorse behind e-commerce, but now email marketing has become a driving force behind content. Email marketing has also become central to mobile strategies. Reading email has been the #1 activity on smartphones for a long time, and the growing adoption of responsive email design is boosting smartphone conversion rates to make the most of this opportunity.”

So what do they think the future holds for email marketing? 10 predictions to keep in mind …

Coming of Age – Not only is email marketing the driving force behind content, it is also central to mobile strategies. Emails are the #1 activity on smartphones and now responsive designs are boosting conversation. It also gives companies a great source of data analytics.

Gmail Fix – Gmail is predicted to add style support to their mobile apps to give users a better experience.

Hyper-targeted Emails – Unique and personalized emails will increase user interaction and ensures a relevant, timely and engaging message.

Email Templates – With modular templates, it will be easier to quickly and easily edit designs without having to start from scratch and allowing for improved quality and consistency. It also allows for companies to have versions of the same template instead of each one being different and complex.

Personalization – Automated campaigns allow for more potential and increase customer experience. Automation is the most effective way to deliver personalization and relevant experience through email marketing.

End of HTML Coded Emails – Email design will become simple in 2016. Powerful drag-and-drop technology will enable marketers around the world to create professional email marketing campaigns that deliver results. Modern emails have edge-to-edge designs, filling up the screen, no matter what size, device, or inbox.

Interactive Emails – True user interactivity within email and powerful animations beyond animated GIFs, sometimes called kinetic email, allows marketers to create eye-catching and engaging campaigns that stand out in a recipient’s inbox. Not only will more readers be able to view advanced kinetic content in email, but also the capabilities kinetic offers become more relevant.

Animation – Animation and interactivity provide more opportunity for engagement, but can also improve open and click-through rates.

Email Campaigns Predict Content –  Emails that have been optimized for each individual will be based upon their actions and interactions with websites and emails. Essentially, machine learning allows email marketers to not only deliver 1:1 emails to individuals emails that are personalized to that specific individual, with ease, but also to be continually learning and improving the results.

Automation and Email – Marketers will move from sending simple newsletters to segmented and personalized emails campaigns. We’ll see that more marketers will adopt behavior-triggered email and lead nurturing/scoring.

A Closer Look at 2016 Print Industry Trends!

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New Trends 2016

According to an article posted by Wise in “Printing Industry News,” print industry growth is supposed to double from 2015 (read the whole article here). Here are some of the top trends the print industry will embrace over the next few months:

On demand – Businesses frequently need printed documents at a moment’s notice and with many not equipped with their own in-house printers, businesses need a print partner that can distribute on demand for all their production needs.

Sustainability – In 2016, many businesses want to focus on eliminating waste and reducing their carbon footprint. Print services can accommodate this by using better equipment, good planning, and advanced manufacturing and printing technology. Forward-thinking businesses will be pleased.

Personalization –  Companies that offer personalized print product will have higher customer satisfaction and will be more prepared to serve customers’ needs as they evolve over time. Personalization increases company loyalty, enhances brand recognition and ties a business’s paper work to them.

Multi-channel – Though multi-channel marketing might tend to focus on mobile and social media marketing tactics, print is still viable and a great focus for a multi-channel marketing strategy. Designing and printing high-quality documents has decreased in cost, therefore companies can more easily utilize this for a successful campaign that fits their budget.

2016 will be the year for the print services industry! Possibilities are endless, so take advantage of the industry!

Modern E-Commerce: Learn How to Stay Competitive

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It has been two decades since the start of e-commerce, and since then, e-commerce has changed dramatically and has evolved in many ways. Based on an article by Jetlore, today we are going to focus on e-commerce’s shift from transactional commerce to relationship commerce and what is needed to stay competitive in today’s world.

In the 1990’s, the primary focus of e-commerce was customer transactions acquired by search. So, SEO-friendly sites were most competitive. Customers would then be shown product recommendations, sent emails, and given an easy way to check out. This way, customers transactional revenue is maximized.

Though this is important, e-commerce has evolved into something more relationship oriented in order to build a lasting relationship and long-term sales. Most revenue comes from repeat customers, so this evolution makes sense. Customers now feel connected and want to shop again. Some of the common traits of relationship commerce to keep in mind and stay competitive are:

-No more guest check outs – strengthens the relationship

-Maximized percentage of logged-in traffic – makes the experience easier and more personalized for the customer

-User profiles invested with contributed data – customers can create a list of their favorite products, gives customers more reason to come back

-Invested upper funnel experience – constantly changing content personalized to the user’s specific taste

Relationship commerce is the key to a successful and competitive e-commerce platform because of creates strong customer retention, repeat purchases, and high customer life value.

The World’s First Office Papermaking System by Epson

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The PaperLab office papermaking system “promises to revolutionize office recycling by securely destroying documents and turning them into office paper using a dry process.” Seiko Epson Corporation has made the world’s first papermaking machine that turns shredded waste into paper without using water. The paper can be printed in various sizes and thicknesses from office paper to paper that is colored and scented. The prototype was demoed at Eco-Products 2015 in Tokyo. Epson aims to give new value to paper and stimulate recycling.


PaperLab Features include: office-based recycling process, secure destruction of confidential documents, high-speed  production of various types of paper and environmental performance.

PaperLab technology starts by fiberizing waste paper into long, think cottony fibers that completely destroys the documents. Then, the fiberized material gets different binders added to increase paper strength. Lastly, pressure forming technology allows the user to control the paper density, thickness, and size of paper.

Read the full story here.

Personal Branding: A Leadership Imperative

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Inspired by Adele Gulfo’s article in Huffington Post Business, we decided to look into the true meaning of personal branding. Your personal brand is everything you stand for and what you can deliver. It should be unique and clearly differentiating. When establishing your brand, you have to think about what makes you special and how you want to be known.

That being said, your brand is more than how you look on paper. A list of accomplishments cannot define you or speak for you when you are interacting with business partners and colleagues. When you are true to yourself, you are acting in favor of your strengths and contributing to  your authentic leadership. Use your beliefs, passions and expertise to build your personal brand, then live it.

Everyday you should be building and perfecting your personal brand. Be accountable for your professional growth, manage it, and develop new skills. Challenge your expertise, take chances and gain high reward. Make yourself known by everyone, wherever you are. Leave a lasting impression. Be prepared and build relationships. Find what you are passionate about and explore it. Be optimistic and self motivated. Be happy. Lead others down the right path with you.

Find what it takes to build your personal brand and you will succeed professionally and personally. What makes you, you?

Paper Industry Making a Comeback

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The paper industry is fighting back against technology. Though the paper and packaging industry is still a $132 billion industry, paper is absorbing a 5% loss in revenue each year. With the help of the USDA program that helped milk companies produce the “Got Milk?” ads, the paper & packaging manufacturers have launched a multimillion dollar ad campaign to remind today’s digitally revolutionized world that paper can “solve problems,” provide “an outlet for our creativity” and “connect us in personal, meaningful ways.”


The campaign aims to spark and reaffirm the need and desire for paper again. As shown in their creative ad featuring a little boy writing letters to his father overseas, they simply want to show people that meaning and value paper can bring to their lives.

(Click here to see the ad and read more information about this campaign).

The target audience in this campaign is people that are called expressives: educated, working people who like paper but aren’t using it as much anymore. These people are constantly faced with technology and are pushed to decrease paper consumption. The campaign is designed to remind people how paper connects and enriches lives…it will eventually evolve to include education about recycling and sustainable forestry.

Print Marketing with QR Codes

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In today’s fast paced, technologically advanced world, people rely on mobile devices to remain always connected to the world and have quick and easy access to everything. In the last few years, marketers have been using small, eye-catching black and white squares on marketing material that is can be scanned by a mobile device. These QR codes are great for “quick response.”

Unlike a typical bar code, QR codes provide more information and enable anyone with a web/camera-enabled phone to scan the code for information. Marketing materials become more interactive and exciting because they can deliver information to consumers – phone numbers, text messages, app downloads, photo galleries, and website links for shopping or videos.

static_qr_code_without_logoQR codes have made print more interactive and exciting. Younger, tech-savvy customers now feel more connected with media such as newspapers and magazines. Now the codes appear everywhere and help many marketing  campaigns become more successful and reach a larger, more varied audience. Digital marketing adds more interactivity, information and measurability to other forms of marketing; they integrate print and outdoor marketing efforts with your website, email, social media and mobile marketing efforts.

Scan the QR code to the right to check out Suncoast’s Facebook page!

Reinvent your Business to Keep up with Customers

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The inevitability of change in life is unavoidable. The factor of time alone causes change: changes in your personal life, changes in society, changes in business, and changes in technology. All change will happen in time, no matter how prepared we think we are to thrive in it. So how do we handle these inevitable changes that affect our lives and businesses? We keep up.

Throughout the growth of a company, business face a number of problems and changes. In today’s world, we face one of the biggest challenges so far … we are now an entirely connected world. Computers have risen from strange machines built in garages and used in universities to now a necessity which every home and business must have to function. Cell phones are a necessity. Cell phones and computers alike have morphed and changed with the trends of time beginning as very large devices to now portable and pocket size devices with unprecedented technology available at all times.

Companies have no choice but to keep up with the many technology shifts that they must evolve with, with only one voice to guide them: customers. Listening to your customers is the only way to keep them satisfied and maintain a relationship through the evolution of technology.

For example, National Geographic (Nat Geo) took a major hit by the technology boom. Relying solely on the print industry to published their stories and photos and voice their brand, Nat Geo had to make a big decision when challenged by the rise of technology. Unlike many other newspapers and magazines that forfeited to technology, National Geographic embraced it. Today, the brand still maintains its popular print magazine, but it also now has a huge online presence with millions of loyal followers (65 million to be exact).

National Geographic is a great example of how to keep up with customers. Sticking to print would have killed their business, but they realized the importance of having an online presence and embraced it.

Keeping up with your customers and embracing change is crucial to growing and maintaining your business. For more examples of companies that have embraced change like Nat Geo, click here.



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I have been fortunate enough to work with Suncoast Marketing for over 8 years at 2 different private clubs, one in South Florida and the other in North Carolina. When I need anything printed, created or marketed, I begin with Bob Scala and his incredible team. Every time, they have exceeded my expectations, not only in the quality of the job done, but also with their responsiveness, creativity and delivery. I strongly recommend Suncoast Marketing to any business owner/operator who wants to project a high-quality image. I am a customer for life!
Mike BlazerChapel Hill Country Club
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