There have been many challenges on the road to building one of the North East's leading independent mailing houses and each has been met head on and overcome by Lynn Beasley and her team.
Washington Direct Mail was established in 1983 when a Tyneside print company was encouraged by its biggest client, Renault, to provide a dedicated mailing facility. Lynn’s mother was one of the people involved in its formation and such was her workload that Lynn would give her a helping hand at home in the evenings.
After a short time she was encouraged to join the business full time and her first task was to input data for one of the company’s biggest clients, Myson Heating.
“I very quickly became fascinated with the whole aspect of direct mail and the potential of the business. In particular, I loved working with Renault, a huge, dynamic business that understood the power of direct mail. We looked after 300 dealerships, coordinated customer satisfaction surveys and at one stage managed vehicle safety recalls for 170,000 vehicles. It was demanding work but very exciting to provide a specialist service to an international brand.
“Then, in 1994, the managing director informed me that he was close to selling the business to an interested party. I had put so much effort into building it that I could not bear to see it go to a third party. So, along with a colleague, we met the asking price and took on the ownership. It all happened very quickly and there was no time to take it all in as our contract with Renault was shortly to end and that represented 65% of the business. We had to replace it with 100 smaller customers just to maintain the income that we were about to lose. It was tremendously hard work but with sheer determination and drive we got there.”
On more than one occasion Lynn was advised that the only realistic option was to close the business. Today, with over 300 clients and a robust expansion plan in place that includes investment in world class technology and high quality people, Lynn can reflect with pride on the tenacity that she has always demonstrated when the chips were down.
“I come from hard working, resilient Tyneside stock and we would never allow ourselves to give in on anything that really matters to us.
“There are many, many business people like myself that have dug their heels in and battled it out. Despite how tough things were at times, if you cling in there is always hope. Business opportunities manifest themselves in the strangest ways and you can suddenly find that from rock bottom you see a chink of light and you are on your way again. That said, no matter how strong we are, each of us needs someone to look to for reassurance. My husband John, has been at my side every step of the way, offering guidance and support, especially through the more difficult times. I think he’s put in more hours than me over the years, working all weekend to fix one machine or another, so it’s up and running for Monday morning.”
Washington Direct Mail, is now very much a family owned business that employs 30 staff, amongst whom are Lynn’s two sons and fellow directors, Jon and David. Jon’s wife, Rachael, is business development manager.
The company provides a full range of print and mailing services such as personalised direct mail, litho and variable digital printing, data cleansing, fulfilment, dispatch and response handling.
“Jon and David have introduced impetus and new vision to the business and we are supported by a wonderful, dedicated staff that have a can-do attitude to every challenge that comes their way. To see them come together as a highly supportive team when we are under pressure gives me great pride.”
While, like so many other businesses, Washington Direct Mail has challenges to face, the focus these days is very much on taking advantage of new opportunities for growth. In the last 12 months the company has grown by 50% and is looking to end its financial year with a turnover well in excess of £3million.
“If you stand still in this industry you fall by the wayside. The world is getting faster and faster, so the key is to invest in adaptable technology and adaptable people. That way you have confidence that whatever changes in the business environment, you’ll have the best possible chance of dealing with it and turning it to your advantage.”
The company has also invested £250,000 in digital printing and envelope enclosing technology and processes to become one of the very few companies in the UK to achieve ISO27001 certification for data privacy and protection. Very unusually for an SME, it has also been certified to ISO9001 (quality management), ISO14001 (environmental management) and ISO18001 (Occupational health and safety).
“Business success for me is not about accumulating wealth, it is about achievement, honesty and reputation. By using these as our guiding principles we automatically put in place good business practices. Having four ISO certifications is witness to that as is the fact that we have a very loyal and dedicated workforce. The same principles reach out from the business and help us to attract highly talented people looking to take up a fresh challenge by working in an encouraging environment where they can make a real impact.”
