Tracey Cohen

President and CEO, Target Print & Mail

After graduating from the University of North Carolina at Chapel Hill, Tracey Cohen worked for a short time in Atlanta for a market research firm before joining Target Copy in 2004, the company her mother founded in 1982. She became president in 2009 and later expanded the company’s focus, changing the name to Target Print & Mail. The printing, signs, and mailing services provider has always been woman-owned and operated, and Cohen is proud to have brought the company through many changes and significant growth. Cohen served on the boards of the Tallahassee Symphony Orchestra, the Foundation for Leon County Schools, and Tallahassee Entrepreneurs Organization. She’s active with the Tallahassee Chamber of Commerce and lives in the city with her husband Jeremy Cohen and daughters Molly and Paige.

Describe a defining moment in your career. Target Copy struggled in the economic downturn from 2009-2012. In 2015, I pivoted from the campus copy shop model and acquired a local commercial printing and mailing company. That turned out to be the right choice as we have continued to grow, adding signs, promotional products, and graphic design to our portfolio.

How do you define success?

Short term, my focus is on producing beautiful, high-quality projects that are delivered on time. Long term, I define success based on achieving a few financial goals and on developing a strong culture and a cohesive team.

Who has served as your mentor or inspiration, and how did they impact your path?

My mother, Mayda Williams, paved the way for me in countless ways. She showed me what it means to be a strong, outspoken woman in the business world, unapologetic about her ambition, and always fighting for what she believed in. My mom was a trailblazer, and I’m still learning from her 15 years after she sold the business.

What lessons have you learned along the way that have improved your professional life?

My mother always said, “Be the squeaky wheel.” I have found that being pleasantly persistent has ensured that the company was taken seriously and treated as not just a vendor, but as a partner. Also, loyalty has real value and pays dividends when times get tough.

What advice do you wish you’d been given before entering your industry?

Any industry, even print, has growth potential if you listen to your customers and make smart investments based on what their long-term needs are. I was warned that “everything was going digital” before I bought the company, but our business continues to grow, and we see a lot of potential ahead.

Videography by Boo Media.