The pandemic presented seemingly insurmountable obstacles to business owners everywhere. Business leaders were forced to examine every aspect of their operations looking for opportunities to pivot their model to address new market needs – or market needs that existed, but they had not meaningfully participated in before. This was the challenge for Brenda Baird and her family-owned promotional magnet manufacturing business, MagnetStreet.
Born inside the kitchen of its founder in 1991, MagnetStreet produced printed products on magnets such as real estate business cards, sports schedules, and sponsored calendar applications. After bringing all manufacturing in-house and becoming a full-scale printer of paper products as well as magnets, they realized the benefit of changing their name to Truly Engaging by MagnetStreet. During the pandemic, as weddings everywhere were put on hold, a team member realized the need for “Change the Date” announcements to help couples communicate their revised plans. Business soared.
While weddings had long been an important market to Truly Engaging, the immediate demand for change the date paper/magnetic products provided a direct relationship for more printing opportunities to serve the bridal market – invitations, wedding signage, and full-service stationary. Truly Engaging used their core product to re-launch into the bridal market and serve their customers with a full-service on-line stationary store.
Fully embracing the bridal market also meant investing in upgraded printing equipment and enhanced operational efficiencies to meet market opportunities. Brenda Baird turned to Centrust Bank for guidance and fulfillment of capital needs. Beyond assisting her business with obtaining PPP loans, Centrust Bank equipped Baird with a revolving line of credit and an SBA 7a loan for critical debt refinancing and essential equipment to fuel their business growth projections.
“It was a pivotal time in our business. A real sink or swim moment. I don’t know what we would have done without Centrust Bank coming alongside us in the manner they did. The team at Centrust was generous with their time and counsel. It made all the difference,” shared Baird.
Today, Truly Engaging is poised to be one of the market leaders in full-service bridal stationary. To learn more visit www.trulyengaging.com.
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