Value of Print: An Integrated Marketing Campaign

The printing industry is constantly facing challenges regarding its place in messaging, its environmental impact, and its future. As recently as January of this year, Google launched a campaign to “Go Paperless in 2013,” and who can forget Toshiba’s ill-fated “National No Print Day,” announced in the summer of 2012? Both campaigns encouraged switching from paper to electronic communications as a means of protecting the environment. These are only two of the most recent cases. With industry giants making false claims about print, it became clear we needed to fight back.

Printing Industries of America created the Value of Print campaign in March 2012 as a response to false claims about print’s negative impact on the environment and the loss of its effectiveness. This campaign has served as a resource for the industry to spread the message about the power of print and is available in a printed Flip-Book, PDF version, and a mobile app. Our President and CEO, Michael Makin, even referenced facts and statistics from the Flip-Book in his open letter to Google in response to their “Go Paperless in 2013” campaign.

What started as direct mail pieces—including a brochure, poster, and a PR tool kit—grew into a bigger campaign, crossing several platforms. The campaign is now promoted on Printing Industries of America’s social media channels—you may have even seen our #FlipbookFactFriday tweets, which include quick statistics from the Flip-Book. The purpose of social media is to discover and share content you wouldn’t find though normal means. This campaign has reached audiences that we wouldn’t have been able to reach with just a social media campaign, or just a direct mail campaign. By integrating the various outlets available, we have been able to maximize our reach.

The industry knows its value. When you marry the power of print with the efficiency of electronics, you can create an extremely effective marketing mix that is also environmentally friendly. Coming this spring, the campaign will even cross over to television. Printing Industries of America will be featured in a video to be aired on In Focus, a television series on PBS. The video promotes the industry’s sustainability and print’s effectiveness and features segments from Tim Burton, President, Burton & Mayer, and Chairman of the Board, Printing Industries of America; Michael Makin, President and CEO, Printing Industries of America; and Lisa Rawa, Vice President, Marketing, Printing Industries of America.

Stay tuned for more developments from the Value of Print Campaign by visiting printing.org/valueofprint and be sure to download the mobile app for the latest facts and statistics to support our industry. 

Lisa Rawa in a behind-the-scenes image from the In Focus Video Shoot. Lisa stands in front of Printing Industries of America’s latest press, the iGen4, donated by Xerox.

3 years later

It is interesting looking back at this article, as Google has integrated direct mail print into their marketing campaigns. This demonstrates that print and digital marketing go hand in hand, and that print marketing is still essential to develop a brand and grow a company even in our digital world. Furthermore with all of Google's sustainability initiatives their decision to use print confirms the Printing Industries of America's stance on the environmental impact of print. Josh Lazarus

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