Impressions - May 2020 - 43

A&P MASTER IMAGES AT A GLANCE
C OMPAN Y N AME: A&P Master Images
ADDRESS: 205 Water St. Utica, NY 13501
FOUN DED: 2003
N O. OF EMPLOYEES: 20
DEC ORATIN G METHODS OFFERED: Screen printing, embroidery, graphic
design, laser applications, sublimation, rhinestones, vinyl and promotional items
C OMPAN Y WEBSITE: masteryourimage.com
FUN FAC T: A&P stands for Advancement in Promotional Items, but also is a
tribute to Amanda Potter (owner Howard Potter's wife), Angelena Potter (his
16-year-old daughter) and Ayden Potter (his 13-year-old son).

A&P employees practice social
distancing while manufacturing
personal protective equipment.

who were to be temporarily laid off. He
also thoroughly explained to his staff, which
had become a close-knit family, why such
a decision was necessary for the survival
of the business and their eventual rehiring.
In short, Potter was devastated.
"I personally was not very productive
for two days," he says."I've been in business
with my wife for 17 years.We have always
grown and never came close to laying anyone off. I have been laid off before, so I
know first hand what it feels like. But to
be laid off when the state is having to shut
businesses down is even scarier."
Potter suggests any other small business
going through the same grim process must
be vigilant when it comes to making the
right decisions.
"Know your numbers," he says."Know
what you need to pay and see if you can
defer payments if that is needed. Know your
crew and offer the most help. Be open and
honest, and explain to them that business
owners do not get unemployment and that
you are doing this to save the company
and bring them back faster."
A New Path
Determined to bring back his employees, Potter fervently threw himself into
researching medical supplies and the

requirements for making personal protective equipment (PPE). He and his
wife, Amanda, found several suppliers
that could provide the items needed to
make face shields, goggles and more.
"First, we researched what we could
get and the certifications of each product," Potter says."Then, we reached out
to our local and state officials to make
them aware of what we can offer for first
responders.Through this, we maintained
essential-business status and knew we
had a shot at staying open."
Within a few weeks, Potter rehired his
former staff and launched a new way of
doing business. In addition to manufacturing orders for regular merchandise, the
A&P team was in full production mode
for creating face shields. Switching gears
from ordering blank products and then
adding a desired design, the company
now operates with a new mindset.
"You have to order the supplies, track
them, plan out what part of the process
is getting done on which days - such as
cutting, application and assembly - and
how many people are needed for each step
of the process," Potter says."Then, what
orders need to get out that day? Does the
order get shipped, delivered or picked up?
All of the products used are USA-made
and assembled in our building."

After assembling the initial face-shield
prototype, Potter set up an online store
selling KN95 masks, surgical masks, face
shields and disposable gowns.
"We are taking online orders daily for
not only PPE, but our normal work as
well," he says."We do work for over 60plus first-responder departments. During
the day, we are factoring our supply needs
and ordering daily to keep up."
What's Next?
Despite the initial setbacks from
COVID-19 and the day-to-day struggles
adjusting to the company's new reality,
Potter and team feel optimistic about
the future.
"We have already started gaining back
our customer orders for screen print,
embroidery, design, vinyl graphics, sublimation and more," he says. "I think in
two to three months, we will have more
work than we have ever seen."
Potter is looking into maintaining PPE
production even after the pandemic subsides. In the meantime, A&P will keep
sanitizing, maintaining social distance
while working and manufacturing the
much-needed equipment first responders
and medical personnel need during this
challenging time. 
MAY 2020

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Impressions - May 2020

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