Hitting their Target Market with Digital Graphics

Arrowrap.com   |   Flemington, New Jersey

In 2008, Tim Rossetti and Sam DeBella were looking for a new creative outlet. Rossetti had sold his sign supply business and DeBella had retired from the police force to run Sam Signs in Flemington, New Jersey. Rossetti recalls, "Sam suggested we manufacture arrow wraps, and I had to ask him, 'What's an arrow wrap?'"

Today their website, Arrowrap.com, features over 500 designs for wrapping arrows and they have produced more than 35,000 wraps. Rossetti handles Web development and marketing, while DeBella manages production. "What started as a hobby became a full-time job," laughs DeBella.

Their production platform is the versatile Roland VersaCAMM wide-format printer/cutter that Rossetti had sold DeBella years earlier. "It was make it or break it with my Roland, and we always made it," said DeBella. "The print quality is excellent, and the reliability is outstanding."

“The VersaCAMM is like our Energizer® Bunny.® It runs 9 hours a day, every day of the week.”

DeBella and Rossetti started from the ground up in building their new business. With hundreds of arrow manufacturers, calculating the exact measurements for each wrap is extremely important. "The wrap must meet perfectly at the seam with no overlap," said Rossetti. "The accuracy of the print and cut feature is invaluable."

"Our customers gather the family around the computer and they design wraps together to personalize their arrows," said Rossetti. "In some cases, the diameter is so tiny, you can barely see the lettering, but it's all printed in perfect detail." Along with unique colors or designs, customers often add their names or a photograph to their arrow wraps.

"With the VersaCAMM, we can turn around orders in a day," said Rossetti. "Customers really appreciate our quick service."

"The VersaCAMM is like our Energizer® Bunny®," laughs DeBella. "It runs 9 hours a day, every day of the week." DeBella can allow the machine to run unattended while he works, and was able to send orders to print remotely when he and Rossetti attended a conference.