by Dan Perkins

Ed Gordon knows printing.  He was employed in the printing industry for more than 25 years before stepping out on his own.  During his last six years of employment, Gordon was a sales manager for a printing company that specialized in commercial printing and labels.  

According to Gordon, the company began investing heavily in the label end of the business and eventually merged its operation with another company.  As part of its restructuring, the company announced plans to terminate its sheet-feeding commercial operations - an area where Gordon possessed considerable expertise.  

Gordon saw the restructuring as offering an opportunity for him to own his own business.  He informed the company of his interest in the sheet-feeding operation, and the company agreed to allow him to acquire it; and so Gordon did.

After looking at all of the accounts and business available to him, Gordon determined that the business needed a new identify.  He changed the name to Edge Graphics and had it certified as a minority owned business entity (MBE).  “We’re truly a start up company, but after two years, we’re doing well,” said Gordon.

The path that led Gordon to become a supplier for the All Star Game began with a simple phone call.  “I made a chance call to Mike Spidale (Purchasing Manager of the Chicago White Sox) after looking at a list of the people who were involved with the Chicago Minority Business Development Council,” said Gordon.  “Being a baseball fan, I had to take that shot.”

Gordon was surprised by Spidale’s response to his cold-call.  “Mike is one of those people who seems truly committed to the whole diversity issue.  He asked me to come in and talk with him,” recalled Gordon.  “I told him what I was able to bring to the picture, and we developed a relationship.  He eventually referred me to Major League Baseball for the All Star Game.”

That referral gave Edge Graphics the opportunity to produce a VIP packet consisting of a guide that listed local amenities and a schedule of events, along with a set of VIP tickets for non-game events and gifts.  “We did about 6,000 packages that were passed out to people who came to the All Star Game.  Those packages gave them access to the full range of activities that included everything except the actual games,” said Gordon.

Edge Graphics worked with an agency out of New York, which designed the packages.  “They were quite personable,” recalled Gordon.  They came out to Chicago, and saw what we did; and we were able to get everything done the way they wanted.”

Meeting the exacting demands of Baseball, especially for the sport’s premiere event, requires a great deal of confidence and ability.  Gordon admitted the project had its share of hurdles.  “We had to deliver within a very short time period,” said Gordon.  “With all of the different processing involved – the die-cutting, binding and last minute changes – they needed someone who could do it all in one place; and I was able to do that for them.  They were happy with the outcome and so was I.”

When it comes to marketing his company, Gordon has a competitive advantage honed over the 25 years he spent working for others in the printing industry.  “There are a lot of things I can do that others can’t because I’ve developed a network of partners that are the best at what they do – be it high-end prep, web printing, sheet printing or special binding.”

That network also allows Gordon to service clients nationwide.

Gordon also likes to focus on his client’s bottom-line when pricing a job.  “We like to find the most economic way to bring our clients the best product,” said Gordon. 

The End