Impressions - May 2020 - 43

A&P MASTER IMAGES AT A GLANCE
C OMPAN Y N AME: A&P Master Images
ADDRESS: 205 Water St. Utica, NY 13501
FOUN DED: 2003
N O. OF EMPLOYEES: 20
DEC ORATIN G METHODS OFFERED: Screen printing, embroidery, graphic
design, laser applications, sublimation, rhinestones, vinyl and promotional items
C OMPAN Y WEBSITE: masteryourimage.com
FUN FAC T: A&P stands for Advancement in Promotional Items, but also is a
tribute to Amanda Potter (owner Howard Potter's wife), Angelena Potter (his
16-year-old daughter) and Ayden Potter (his 13-year-old son).

A&P employees practice social
distancing while manufacturing
personal protective equipment.

who were to be temporarily laid off. He
also thoroughly explained to his staff, which
had become a close-knit family, why such
a decision was necessary for the survival
of the business and their eventual rehiring.
In short, Potter was devastated.
"I personally was not very productive
for two days," he says."I've been in business
with my wife for 17 years.We have always
grown and never came close to laying anyone off. I have been laid off before, so I
know first hand what it feels like. But to
be laid off when the state is having to shut
businesses down is even scarier."
Potter suggests any other small business
going through the same grim process must
be vigilant when it comes to making the
right decisions.
"Know your numbers," he says."Know
what you need to pay and see if you can
defer payments if that is needed. Know your
crew and offer the most help. Be open and
honest, and explain to them that business
owners do not get unemployment and that
you are doing this to save the company
and bring them back faster."
A New Path
Determined to bring back his employees, Potter fervently threw himself into
researching medical supplies and the

requirements for making personal protective equipment (PPE). He and his
wife, Amanda, found several suppliers
that could provide the items needed to
make face shields, goggles and more.
"First, we researched what we could
get and the certifications of each product," Potter says."Then, we reached out
to our local and state officials to make
them aware of what we can offer for first
responders.Through this, we maintained
essential-business status and knew we
had a shot at staying open."
Within a few weeks, Potter rehired his
former staff and launched a new way of
doing business. In addition to manufacturing orders for regular merchandise, the
A&P team was in full production mode
for creating face shields. Switching gears
from ordering blank products and then
adding a desired design, the company
now operates with a new mindset.
"You have to order the supplies, track
them, plan out what part of the process
is getting done on which days - such as
cutting, application and assembly - and
how many people are needed for each step
of the process," Potter says."Then, what
orders need to get out that day? Does the
order get shipped, delivered or picked up?
All of the products used are USA-made
and assembled in our building."

After assembling the initial face-shield
prototype, Potter set up an online store
selling KN95 masks, surgical masks, face
shields and disposable gowns.
"We are taking online orders daily for
not only PPE, but our normal work as
well," he says."We do work for over 60plus first-responder departments. During
the day, we are factoring our supply needs
and ordering daily to keep up."
What's Next?
Despite the initial setbacks from
COVID-19 and the day-to-day struggles
adjusting to the company's new reality,
Potter and team feel optimistic about
the future.
"We have already started gaining back
our customer orders for screen print,
embroidery, design, vinyl graphics, sublimation and more," he says. "I think in
two to three months, we will have more
work than we have ever seen."
Potter is looking into maintaining PPE
production even after the pandemic subsides. In the meantime, A&P will keep
sanitizing, maintaining social distance
while working and manufacturing the
much-needed equipment first responders
and medical personnel need during this
challenging time. 
MAY 2020

42-43_IMP_0520_ShopTalk.indd 43

P.43

4/15/20 4:30 PM


http://www.masteryourimage.com

Impressions - May 2020

Table of Contents for the Digital Edition of Impressions - May 2020

Impressions - May 2020
First Impressions
From the Show Director
Expo Scene
Overheard
First Look
The Intersection of Innovation
Ahead of the Curve
Managing Today's Workplace
Pushing the Creative Comfort Zone
Shop Talk
Screen Printing Graphics & Design
Direct-To-Garment
Ad Index/Classifieds
On Design
Impressions - May 2020 - Intro
Impressions - May 2020 - Impressions - May 2020
Impressions - May 2020 - Cover2
Impressions - May 2020 - 1
Impressions - May 2020 - 2
Impressions - May 2020 - 3
Impressions - May 2020 - 4
Impressions - May 2020 - First Impressions
Impressions - May 2020 - From the Show Director
Impressions - May 2020 - Expo Scene
Impressions - May 2020 - Overheard
Impressions - May 2020 - 9
Impressions - May 2020 - 10
Impressions - May 2020 - 11
Impressions - May 2020 - 11A
Impressions - May 2020 - 11B
Impressions - May 2020 - First Look
Impressions - May 2020 - 13
Impressions - May 2020 - The Intersection of Innovation
Impressions - May 2020 - 15
Impressions - May 2020 - 16
Impressions - May 2020 - 17
Impressions - May 2020 - 18
Impressions - May 2020 - 19
Impressions - May 2020 - 20
Impressions - May 2020 - 21
Impressions - May 2020 - 22
Impressions - May 2020 - 23
Impressions - May 2020 - 24
Impressions - May 2020 - 25
Impressions - May 2020 - Ahead of the Curve
Impressions - May 2020 - 27
Impressions - May 2020 - 28
Impressions - May 2020 - 29
Impressions - May 2020 - 30
Impressions - May 2020 - 31
Impressions - May 2020 - 32
Impressions - May 2020 - Managing Today's Workplace
Impressions - May 2020 - 34
Impressions - May 2020 - 35
Impressions - May 2020 - 36
Impressions - May 2020 - 37
Impressions - May 2020 - Pushing the Creative Comfort Zone
Impressions - May 2020 - 39
Impressions - May 2020 - 40
Impressions - May 2020 - 41
Impressions - May 2020 - Shop Talk
Impressions - May 2020 - 43
Impressions - May 2020 - Screen Printing Graphics & Design
Impressions - May 2020 - 45
Impressions - May 2020 - 46
Impressions - May 2020 - 47
Impressions - May 2020 - Direct-To-Garment
Impressions - May 2020 - 49
Impressions - May 2020 - 50
Impressions - May 2020 - Ad Index/Classifieds
Impressions - May 2020 - On Design
Impressions - May 2020 - Cover3
Impressions - May 2020 - Cover4
Impressions - May 2020 - ISS1
Impressions - May 2020 - ISS2
Impressions - May 2020 - ISS3
Impressions - May 2020 - ISS4
Impressions - May 2020 - ISS5
Impressions - May 2020 - ISS6
https://www.nxtbook.com/emerald/impressions/20211011
https://www.nxtbook.com/emerald/impressions/DigitalDecorator_2021
https://www.nxtbook.com/emerald/impressions/20210809
https://www.nxtbook.com/emerald/impressions/teamactivewear_2021
https://www.nxtbook.com/emerald/impressions/202106
https://www.nxtbook.com/emerald/impressions/202105
https://www.nxtbook.com/emerald/impressions/imp_0421_digital
https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
https://www.nxtbookmedia.com