The Sign of Success

Profiles of top-notch companies: Robson Corporation.

by Jennifer Schuchmann

There is an art and a science to creating the perfect sign. Gary Dinsdale of Robson Corporation knows the right mix and has used his expertise to fashion effective creations for thousands of churches over the last six years. In 1995 he brought his knowledge of sign manufacturing to Robson, which had been in business since 1985; he became sole owner two years later. Today he is the company's ceo and chairman.

Creating a great sign requires knowing what message to communicate. So, a church sign company must work closely with congregations to determine their needs and goals.

"The most fun I have at work," says Dinsdale, "is when I meet with a church that has been stagnant or declining, and they haven't done any projects in a while." That situation gives him an opportunity to work with the pastor to score "a win for the team," he says.

Something as simple as an attractive new sign and a little landscaping on the property can help the church capture the attention of those who pass by. When a church adds a new sign it's similar to when a store undergoes renovations, he says.

"When people see a renovated storefront, they go there," Dinsdale says. "Our generation is programmed to go to new or renovated facilities with brand-new signs. When someone sees a new sign at a church they say 'Something's happening. I wonder what's going on there?'"

Dinsdale asks the pastors he works with this question: "Are you ready? You put up this sign and you're going to have more visitors."

Numerous letters from customers attest to the success of Robson signs. After displaying information about its vacation Bible school program on its marquee, one church saw enrollment jump from 50 to 120 in a year's time. A church with 37 members increased to 75 within four months after installing a new sign, and another church saw membership expand from 80 to 220, Dinsdale says.

A decaying sign can do more harm than good, warns Dinsdale. "If people drive by and see a dilapidated sign, they'll think: 'If that's how you take care of God's property, how will you take care of my family?'" That's why Dinsdale makes sure his company is committed to quality.

All Robson signs are made of construction-grade aluminum, from the frame to the legs. "We're virtually the only sign company doing that," Dinsdale says. "Pound for pound, aluminum is stronger than steel."

The sturdy base plate and casting on Robson signs allow them to withstand winds up to 120 miles per hour. Sign faces are made from solar-grade GE Lexan polycarbonates, space-age material with more than 30 times the impact strength of acrylic.

Finally, the company sets itself apart by the method it uses to paint its signs. Robson starts by bead blasting (similar to sand blasting) the sign and then applying a powdered color coating. Then an electrical current is passed through it, so that the color is electrostatically adhered. The sign is then rolled to the furnace, without being touched by human hands, where it is heated at 400 degrees for four hours. "The color coat seeps into the pores of the metal and bonds with the metal," Dinsdale says.

Manufacturing typically takes about one week. Signs are shipped directly to the customer, and Robson backs up its products with a 100-percent money-back guarantee at the time of delivery. The company also offers a lifetime warranty against rusting, fading, chipping, cracking, and peeling.

Just as Robson signs are made from the highest quality materials, Dinsdale insists on finding the highest caliber employees—skilled workers with "unflappable integrity." Pastors expect the best, and Dinsdale expects his salespeople to provide it.

"We need to give pastors the highest level of integrity—providing the exact product, with the exact quality, at the exact time promised."

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