In today’s fast-paced, digital-first world, it’s easy to assume that print is fading. But for Hatteras, a company that has grown from four employees to 270 over the past four decades, print is not only alive, it’s thriving! Recently, we had the opportunity to chat with Bill Duerr, President of Hatteras, who provided insights into how the company stays relevant, the key challenges facing the print industry, and why the “print is dying” message is simply not the case.
A Legacy of Innovation and Entrepreneurship
Hatteras has been around for 41 years; exactly as long as Bill himself. His father founded the company in 1983, just two months after Bill was born. While Bill initially had different career aspirations (a college lacrosse coach and the founder of a lacrosse company), he eventually recognized the unique opportunity to carry on the family’s entrepreneurial spirit by joining Hatteras full time.
“I always thought I’d do my own thing… but I realized what a great opportunity I had in carrying on my family’s legacy,”— Bill Duerr, President of Hatteras
Now, as President, Bill sees his role as a coach (sans pushups) who connects the needs of the market with the capabilities of the company. It’s a role he embraces wholeheartedly, leaning into his coaching background to motivate and guide the 270 employees who bring Hatteras to life every day.
Diversified Services: “It Might Be Easier to Say What Hatteras Doesn't Do”
Hatteras offers a broad range of print solutions:
Marketing Collateral – Everything from brochures and sales sheets to pharmaceutical materials.
Direct Mail – Personalized, variable data printing for large or small runs.
Retail Signage and Graphics – From window displays to in-store graphics for consumer-facing brands.
Packaging – Including promotional boxes, folding cartons, and influencer kits.
With full in-house offset, digital, and large-format printing (backed by comprehensive finishing, digital embellishment with the H&B ZRX, kitting, and warehousing) Hatteras aims to be a “one-stop shop” for clients in industries like beauty and cosmetics, pharmaceutical, fashion, and food and beverage.
Print Is Evolving, Not Dying
One of the most common misconceptions Bill hears is that “print is dying.” But he firmly believes it’s simply changing, with new technology and marketing strategies leading the way:
“We’ve been hearing for years that print is going away, but what we’re seeing is that it’s just changing...and we’re changing along with it.”
This evolution includes data-driven personalization, from individualized direct mail pieces to influencer kits with a personal touch. Hatteras embraces such trends, making significant investments in technology that allow them to produce short runs, unique finishes, and variable data at scale.
Emphasis on Account Management and Customer Experience
Another competitive edge for Hatteras? Their heavy investment in account management.
“We have more account managers than salespeople. Sales might own the relationship, but account managers own the details.”
By pairing each new client with a dedicated account manager who understands their industry’s nuances, Hatteras ensures a seamless experience. Moreover, these account managers act as the “customer” within Hatteras. These internal customers are responsible for communicating requirements, verifying proofs, and overseeing production so that final deliverables meet (and exceed) expectations.
Overcoming Challenges in the Print Industry
1. High Capital Investment
Staying at the cutting edge of print requires continuous investment in new machinery and technology. Hatteras mitigates this challenge by choosing equipment partners they trust, ensuring each purchase supports their long-term goals.
2. Workforce Development
Like many industries, finding and retaining qualified employees is an ongoing challenge. Hatteras focuses on creating a positive culture, using social media channels to showcase their work environment and attract talent aligned with their company values.
3. Time-to-Market and Customization
Modern customers expect quick turnarounds and unique, personalized products. Thanks to their integrated approach with their equipment all under one roof, Hatteras can meet tight deadlines and produce custom projects more efficiently.
The Future of Print
Looking ahead, Bill envisions a future where print and digital marketing become even more interconnected. Personalized campaigns driven by online data, along with emerging technologies like augmented reality and more advanced digital embellishments, will create new pathways for consumer engagement. Hatteras plans to keep innovating and expanding, focusing on evolving customer needs and leveraging new advancements in digital print.
“Quality and speed are always a given, but personalization, data-driven marketing, and cross-media applications will only grow in importance. We see ourselves continuing to educate the market and shape what’s possible.”
Final Thoughts
Bill’s journey from a lacrosse field to the president’s chair at Hatteras underscores the power of passion, adaptability, and strong leadership. His “coach mentality” not only drives Hatteras’s growth but also shapes the company culture, emphasizing teamwork, communication, and continuous improvement. In a sector often dismissed as obsolete, Hatteras is proving that print is very much alive and poised for a bright, tech-enabled future.
If you’re seeking an integrated print solution or simply want to learn more about the ever-evolving world of print, Hatteras is a name to keep on your radar. Taking a page from Bill's playbook, it’s all about adapting to change, and creating a customer experience that keeps people coming back.
Stay Connected with Hatteras
Website: hatteras.us
LinkedIn: Hatteras on LinkedIn