Energizing the Next Generation of Graphic Communicators

As a small printing company, we think it’s important to stay engaged with local entities and find ways to contribute to the community.

But what about doing that in a way that also educates young people about the world of printing?

Recently, the Cleveland Institute of Art (CIA) reached out to see if we would be interested in working with students from its Community Projects class, an upper-level course for illustration majors.

As a printer in Cleveland, we’re right in CIA’s backyard. Even better, CIA just happens to be one of the country’s top art schools.

We jumped at the chance. The opportunity to partner on a project with CIA fit perfectly with our outreach mission. Frankly, I wish I had thought of it first!

We decided to have the students work on a new marketing campaign for our spot UV printing service. This is a cutting-edge technique that adds the sense of touch to a printed piece and creates a memorable tactile experience.

Our customers now have more possibilities for unique and compelling product features. And that makes our marketing campaigns to highlight spot UV really important.

Teaming up with CIA has involved inviting students to our facilities to better understand the printing process as well as sharing our marketing and sales strategy. We then set them free to come up with prototype concepts.

Now a couple months into the project, I’ve been blown away from the work these students have done. They’re bringing a whole new level of creativity to our marketing efforts.

On top of that, we’re exposing the next generation to high-end print technology and giving them real-world client experience.

In fact, the students themselves say they’re gaining valuable insight working directly with a printer, learning how files are set up for the printing process, and understanding all the steps that go into a final printed piece.

I’m excited to keep this partnership going for the future. And the whole experience has me thinking: What else can we do to familiarize a younger, more digitally minded generation about just how integral — and, yes, cool — print still is for marketing and communications?

It’s no secret that the printing industry is trending older. The partnership we’ve formed with CIA is one small but significant way to change that.

And I think it’s the kind of effort that could be a great idea for any small printer.

Do some investigating in your area. Look for opportunities where you can benefit from the creative insights of young minds while you also help them see why print is still a great medium to work with and a great industry to be a part of.