Regional print providers don’t usually reinvent themselves as AI advisors.

But that’s exactly what Doceo is attempting with the launch of its new Business Services Division—a move that broadens the company’s traditional outsourced print operations into a multi-practice consulting and services portfolio.

The expansion introduces four core practice areas: AI Advisory Services, Marketing Advisory & Growth Services, Outsourced Print & Mail Solutions, and Branded Merchandise & Apparel. Together, they signal a strategic pivot from transactional vendor to full-service business partner.

For a company rooted in print, that’s not incremental growth. It’s a positioning reset.

From Print Vendor to AI and Growth Partner

Doceo built its reputation around outsourced print and mail—handling statements, invoices, regulatory communications, direct mail production, and HIPAA-compliant document processing.

That foundation remains intact under the new division. But now it’s flanked by services that extend far upstream into strategy and digital transformation.

The AI Advisory Services practice offers readiness assessments, strategy development, training, AI assistant and agent development, document intelligence, and managed AI services. In practical terms, this shifts Doceo into advisory territory typically occupied by digital consultancies and larger systems integrators.

The timing isn’t accidental. As AI hype floods the mid-market, many regional businesses are looking for guidance that’s operationally grounded rather than theoretical.

Jim Haney, Doceo’s Chief Marketing and Technology Officer and the executive leading the new division, has been explicit about that distinction. Businesses, he argues, need partners who understand their workflows—not just AI demos.

Haney joined Doceo in early 2025 with more than 25 years of experience across OEMs and dealer organizations, along with certification in AI and Digital Transformation from MIT. His background suggests the expansion isn’t opportunistic—it’s architected.

Marketing Advisory Meets Operational Infrastructure

The second pillar of the new division—Marketing Advisory & Growth Services—pushes even further into consultative territory.

Offerings include fractional CMO engagements, marketing investment audits, AI and search visibility assessments, brand voice development, website and social strategy, and LinkedIn-based social selling programs.

For clients already relying on Doceo for print and mail fulfillment, the adjacency is logical. Direct mail campaigns, branded collateral, and marketing automation often intersect. By adding strategic marketing advisory, Doceo aims to capture a larger share of wallet while creating tighter integration between physical and digital outreach.

In a Mid-Atlantic regional market filled with SMBs and mid-sized enterprises, a bundled approach—print, AI advisory, and marketing strategy under one roof—could simplify vendor management for resource-constrained teams.

Doubling Down on Core Strengths

While the AI and marketing practices grab attention, Doceo isn’t abandoning its roots.

The Outsourced Print & Mail Solutions practice continues to anchor the business, offering:

• Transactional document production

• Variable data printing

• Regulatory and compliance mailings

• Postal optimization

• HIPAA-compliant processing

• Campaign fulfillment and kitting

These services remain mission-critical for industries like healthcare, financial services, and government, where compliance and accuracy are non-negotiable.

By layering AI and advisory services on top of established operational capabilities, Doceo appears to be positioning itself as a modernization partner rather than a commodity print provider.

That distinction matters in a market where managed print services face margin pressure and digitization continues to reduce traditional print volumes.

Branded Merchandise as Experience Layer

The fourth practice—Branded Merchandise & Apparel—rounds out the division with corporate apparel, promotional products, onboarding kits, company stores, and event merchandise.

While seemingly orthogonal to AI advisory, the inclusion fits a broader “business services” narrative. Companies scaling their marketing or workforce initiatives often require branded assets, especially for recruitment, onboarding, and client engagement.

Bringing these services in-house gives Doceo additional recurring revenue streams and deepens client relationships beyond single-project engagements.

A Regional Growth Play

CEO John Lewis framed the division as a natural evolution driven by client demand. According to Lewis, customers increasingly asked for more services beyond print—prompting the company to invest in talent and expand capabilities.

For regional providers, expansion into adjacent services is often the difference between stagnation and sustained growth. By broadening its portfolio, Doceo positions itself to compete not just with other print dealers, but with boutique consultancies and specialized marketing firms.

The key test will be execution.

AI advisory is crowded, and credibility hinges on demonstrable outcomes. Marketing strategy services compete in a saturated market. Success will likely depend on Doceo’s ability to leverage its operational credibility and long-standing client relationships to differentiate from pure-play consultants.

The Bigger Picture: Convergence in Business Services

Doceo’s move reflects a wider convergence trend. As digital transformation accelerates, the lines between IT services, marketing advisory, document management, and workflow automation continue to blur.

Clients increasingly prefer partners who can connect strategy with execution—AI roadmap to document automation, marketing strategy to campaign fulfillment.

By formalizing its Business Services Division, Doceo is betting that convergence is not just a buzzword but a durable business model.

For a company that started in outsourced print, the evolution underscores a broader truth: in 2026, growth isn’t about paper volume. It’s about platform thinking—whether that platform is digital, physical, or increasingly, both.

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