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April 25, 2014

In The Press: Kansas City Business Journal

By Tracy Sloger

From Kansas City Business Journal

DataSource adds tasty addition to client menu: P.F. Chang’s

Kansas City-based DataSource, Inc. has scored a contract with Asian restaurant chain P.F. Chang’s. This is the first time DataSource has worked with the chain.

PRESS SUCCESS - Article - KCBJ - PFCHANGEPR“We are thrilled to enter into this partnership with a restaurant of such a strong reputation as P.F. Chang’s,” DataSource CEO David Holland said in a statement. “It is our goal in any relationship to provide branded, effective content that can be used to build each restaurant’s business and grow their customer-base.”

The contract will mean several million dollars in revenue for DataSource, said Tracy Sloger, vice president of marketing for the managed services provider.

The company will offer several services to P.F. Chang’s, including supply-chain management services, training materials, multi-channel marketing campaign support and menu management technology.
A key component is helping P.F. Chang’s streamline its marketing approach. One example is soliciting bids for projects and programs, such as printing menus.

“(P.F. Chang’s) was not soliciting bids for their projects and programs in a fashion that we’re able to,” Sloger said. “We have a certified supplier network of over 250 pre-approved producers.”

Having access to that network frees up valuable time for the restaurant chain and means the company will receive more competitive pricing. On average, clients see a 10 to 30 percent cost savings the first year by using DataSource’s network of producers, she said.

The contract also includes DataSource’s online ordering system, which centralizes a client’s activity and enables brand consistency, she said. For menus and banners, DataSource provides a portal of predesigned templates that can pre-populate information for each local market and allow minor tweaks for localization. The online portal also works for direct-mail pieces, such as those for grand openings and other special events.

Earlier this month, DataSource was named as one of the 2014 “Cool Vendors in CRM Marketing Applications” by Gartner, an information technology research and advisory firm.

“We’re really excited,” Sloger said. “(Gartner is) a leading industry analyst in our space. We’re one of the only providers in the marketplace that is combining a managed services model with best-in-class marketing resource management technology.”

Since 2009, DataSource has seen double-digit growth. Company officials say annual revenue ranges from $50 million to $60 million. DataSource employs 127 and plans to hire eight to 10 additional employees over the next two months.

DataSource also is “making significant efforts in 2014” to make targeted acquisitions of companies that execute or manage services related to direct-mail and email marketing initiatives, Sloger said. Key markets the company is considering include Kansas City, Denver, Minneapolis and Dallas. In the next several months, DataSource plans to hire eight employees for positions in IT, warehouse, client services, leadership and sales.

About 

As Chief Marketing Officer, Tracy provides strategic guidance for DataSource client marketing initiatives as well as leadership in the continued growth of the DSI marketing services division. Tracy has tenured success in strategic evaluation, creation and integration of analytic driven, multi-channel marketing campaigns. Sloger's expertise is a result of time spent in thought leading agencies, Harte-Hanks, Bernstein-Rein and Saepio Technologies, where she advised some of the world's best known brands. Tracy also provides the unique understanding of operational challenges honed from owning and operating a retail business herself. Tracy's broad knowledge of direct, brand, loyalty, inbound and integrated marketing strategy provides a solid foundation for advising DataSource clients in efforts to reach their marketing goals.

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