PPB January 2015

59 / 108

OVERTURE PREMIUMS AND
PROMOTIONS (D)
Vernon Hills, Illinois
Heather Sanderson, owner and CEO
• Founded: 2001
• 2014 Inc. 5000 Ranking: 2808
• Three-Year Growth Rate: 131%
• 2013 Revenue: $29.2 million
• Number of Employees: 104 (64 new jobs added in the
past three years)
• Previous Years On Inc. 5000 List: First-timer
A Culture That Makes Dreams Come True
While the offices of Overture Premiums and Promotions have a
fun, relaxed, creative and laid-back atmosphere (think a serenity room
with couches, candles and a massage chair), it houses a family of
employees who work hard to provide integrated marketing strategies
to its clients.
A promotional marketing agency that offers in-house warehousing,
fulfillment and screen-printing services, the company was founded in
2001 by Heather Sanderson, formerly CFO of an industry supplier.
Since its beginning, Overture has grown from a small start-up of three
employees to one of the industry’s leading promotional marketing com-
panies with a staff of more than 100. Sanderson believes in a long-term
business strategy based on a foundation of controlled growth. She’s
doing something right—last year the company was been named one of
the “Top Workplaces in Chicago” by the Chicago Tribune.
Strategy For Growth
Ultimately it comes down to the team and the company culture,
says Tej Shah, vice president of marketing and e-commerce. “Everyone
here loves what they do—they all share the same goals.”
Even though the number of employees has grown over the past
three years, Shah says the company still feels like a small family.
“Everyone is open and knows people in different departments. It doesn’t
feel like we’ve tripled in staff.”
Shah attributes this accomplishment to Sanderson. “She still men-
tors. It is something she started early on and continues to focus on as
we grow.”
Creating Differentiation
There are several factors that separate the company from other
organizations, says Shah. “The first is customer service based on rela-
tionships and solid account management. The second is in-house cre-
ativity, concepts and services that can’t be found anywhere else.” The
company provides print collateral graphic design, custom e-commerce
web stores, overseas importing and more. And, it consistently invests
in technology to remain up-to-date and cutting-edge.
Third, employees focus on creative and innovative products. “They
attend as many conventions as possible, find out what’s going on in
the industry and what’s trending. And then they educate the other
employees with what they’ve learned.” Fourth, he says, is the company
culture. “It is one of Chicago’s top places to work. This is really the
driving force. The company has outings, happy hours and events for
employees. It is a great casual workplace, not a corporate, conservative
atmosphere. Everyone is open to new ideas.”
Sustaining Growth
The corporate culture is Sanderson’s biggest priority, says Shah.
Part of her role as CEO is making sure the culture doesn’t sleep and
doesn’t fall down on clients. On top of that is change—it is vital. “Our
new technology platform is the latest and the greatest,” says Shah.
“Change is definitely important for growth.”
What’s Ahead In 2015
Shah anticipates another year of progressive growth. The company
will continue to focus on the fundamentals, leveraging technology to
increase efficiency, sourcing the best items and providing quality
account management. “The simple things we do have long-lasting
impact on clients,” he adds.
JANUARY 2015 • PPB • 59
On The Up And Up
Scooters help employees spark a little creativity.