SGIA Journal November/December 2013 - (Page 29)

case study How CorelDRAW® Can Help Transform Your Sign Shop Joseph Diaz, Creative Director, Diaz Sign Art The sign business can be competitive at times, and depending outside sources that were not suited for sign- on where your sign business is located, it can be a challenge like applications? Perhaps the artwork was just too difficult to ensure that work continues to flow. Our sign shop is based to work with or needed additional prep work. Perhaps the in a smaller rural community in Illinois, about 100 miles from designer tried to cram too much information on a sign or ad Chicago. If we had simply specialized in only making signs for that people would only have seconds to view. These are con- our immediate surrounding community, we may have had to cepts that signmakers understand because we deal with them shut our doors years ago. on a daily basis. For Diaz Sign Art, the answer was to become more diverse. When a sign shop learns how to successfully implement We needed to stop viewing ourselves as just a sign shop those services into their workflow, selling this type of work and instead as a one-stop shop for all of a small business's can be a breeze. Think about it. Where do small businesses marketing needs. These needs include logo design, market- go before opening a new shop? It's usually not a high-end ing collateral, point-of-purchase (POP) displays, vehicle ads marketing firm, but their local sign shop. Sign shops are in and even Web development, to name a few. A sign shop can the perfect position to upsell these additional services for a be the perfect place to sell all of these types of jobs. Sign art- new business that needs a brand and a cohesive, consistent ists have a unique perspective on this type of work because image to market themselves. we understand what it takes to create a final product using those designs. How many of us have received artwork from Visit SGIA at SGIA Journal ■ November/December 2013 | 29

Table of Contents for the Digital Edition of SGIA Journal November/December 2013

How to Survey Your Print Customers
Nanography™ and Nanotechnology: A Primer
How to Select Your Next Wide-Format Printer, Part II
Determining & Nurturing Your Areas of Opportunity
UV LED Printing: Will Your Business Be Left Behind?
Making Big Decisions: Will Doing Nothing Destroy Your Business?
MIS: Is Your System Working For You or Against You?
Sustainability and Media
Standardization and Process Control in Wide-Format Printing: Why It Will Change Your Life (And Make Your Customer Happy)
Test the Water Before you Commit with SGIA's Digital Equipment Evaluations
How CorelDRAW® Can Help Transform Your Sign Shop
A Time for Leadership: A Survival Guide for the 21st Century
Extracting Lessons from SGIA’s 2013 Industry Data
New Products
UV LED Technology & the 2013 SGIA Expo
The Ins and Outs of Color Management
SGIA Bestows “Product of the Year” Designation on Top Entries at 2013 SGIA Expo

SGIA Journal November/December 2013