Bluewater

About Bluewater

OneTouchPoint (OTP) operates as a technology-driven managed marketing services provider, offering an integrated suite of solutions for large enterprises. Founded in 2007 and headquartered in Hartland, Wisconsin, the company has grown through a series of strategic acquisitions, positioning itself to handle complex marketing and communication needs across various highly regulated industries. In September 2014, private equity firm ICV Partners acquired OTP, supporting its strategy to expand its technology-enabled services. This strategy has included the acquisition of other companies to broaden its capabilities, such as PrintManagement in 2016 and fuseCreates in 2017 to expand its commercial printing and regional service centers. A significant milestone was the 2020 acquisition of Bluewater, a digital marketing agency founded by Christine and Derek Kropp, which added a robust suite of digital services to OTP's portfolio. Following the acquisition, Christine Kropp joined OTP's senior management team, eventually becoming President of Technology and Digital Solutions. Another key acquisition was Insight Resource Group (IRG) in 2021, strengthening OTP's capabilities in the point-of-sale and beverage markets.

The company's business model is centered on providing comprehensive, end-to-end marketing execution services. OTP serves over 3,000 brands, including Fortune 500 companies, in sectors such as healthcare, financial services, manufacturing, retail, and franchise industries. Revenue is generated by offering a blend of technology solutions and managed services that streamline marketing operations, from brand management and creative services to production and fulfillment. The core of its offering is the OTP One platform (formerly U.Connect), a proprietary technology that allows clients to manage both digital and physical brand assets from a single interface. This platform integrates with OTP's extensive back-office capabilities, which include commercial printing, order management, warehousing, kitting, and global distribution. This allows clients to centralize control over their marketing supply chain, ensuring brand consistency while reducing operational costs. The company's services encompass digital marketing, direct mail, in-store marketing, and complex data management, all supported by dedicated account management.

OneTouchPoint's key value proposition lies in its ability to orchestrate the entire marketing lifecycle, combining online and offline tactics into a cohesive strategy. The platform provides clients with tools for local marketing automation, allowing distributed teams or franchisees to execute pre-approved national campaigns tailored to their specific markets. The OTP One Intelligence module offers advanced business intelligence and analytics, unifying data from various client systems like CRM and ERP to provide actionable insights and custom reporting. By managing the entire process from creative design to physical distribution, OTP enables clients to improve their speed to market and effectively manage customer engagement programs across multiple touchpoints. The firm maintains a strong focus on security and compliance, holding HITRUST and ISO certifications to serve clients in sensitive, regulated environments. Despite facing a significant ransomware attack in 2022, the company has since emphasized its commitment to cybersecurity, adding security experts to its board.