Often times, a business will rebrand because its current name has connotations with a technology that is viewed as mature. In the case of Kelley Imaging Systems, CEO Aric Manion had practical considerations in mind when the company’s rechristening to Kelley Connect was announced at the firm’s annual meeting last week.
Simply put, Kelley Connect is a different company than Kelley Imaging Systems. In an email to customers and partners, Manion pointed out, “…we’re an entirely different company than we were just two years ago. We’re not just the printer guys anymore.”
The name change walks hand-in-hand with a website overhaul and a new logo. It symbolizes all that is new with Kent, Washington-based Kelley Connect, and Manion wanted a name that reflects changes such as its 625% growth in the company’s IT and professional service divisions. That spike has made those offerings “exponentially more robust,” he said.
The “Connect” portion of the name alludes to the company’s ability to solve any challenges a client may have via the various divisions within Kelley. As a result, Kelley’s clients can connect with their own customers.
Bigger Footprint
“With offices across the Pacific Northwest and Alaska, we’re also addressing our customers’ needs by expanding our footprint into new service areas,” Manion said. “We are growing aggressively to meet demand.”
The makeup of the company has been altered drastically by a slew of acquisitions the company has made in the past 24 months, including the January 2019 addition of Oregon-based CORE Business Services. Recent acquisitions include Tongass Business Center of Ketchikan, Alaska; Fortress Business Systems of Post Falls, Idaho; and Empire Office Equipment of Lacey, Washington.
In all, Kelley Connect boasts 29 offices across five states—Washington, Oregon, Alaska, Montana and Idaho—with more than 300 employees.
New Approach
Kelley Connect’s approach to business has significantly evolved as well. “In the past few years, the way we do business has changed entirely,” said Brian Woodman, vice president of sales for Kelley Connect. “We’re not the printer guys anymore. We’re the creative business solutions guys. Now the resources we have are keeping us one step ahead of the industry versus trying to keep up.”
Manion noted that all of the company’s recent acquisitions were designed to broaden its business capabilities. The result is a “well-oiled machine with a new, deep deck of resources.”
“It’s not just semantics,” he noted. “We are entirely focused on connecting our customers with the solutions needed to quickly serve their customers. We now have capabilities to solve anything our clients can throw at us.”
While the name may be different, the company’s plan to further acquisition growth will be augmented by its continued success and expansion of the IT and professional service divisions. “We’re going to continue to grow aggressively because the demand is so strong,” Manion said.
