In the Name of Print: How Printing Industries of America and our Affiliates Are Fighting to Promote the Value of Print (Part 2)

Through this series of blogs, the campaign leaders of Value of Print, Choose Print, and Print Grows Trees are revealing the effects these campaigns are having on the industry and how they’re fighting to help educate print buyers.

In Part One Lisa Rawa, Vice President of Marketing for Printing Industries of America, gave insights into the successful Value of Print campaign, including reactions from industry members. Here in Part Two, we travel to Printing Industries of America’s southern California affiliate, Printing Industries Association, Inc. of Southern California (PIASC), and their solid campaign to educate consumers about print.

When we look at today’s marketing, we see that it’s heavily focused on “engaging” customers. Well what’s a more engaging medium than print? Print is tactile. It’s visual. And it is an essential part of a larger, interactive multi-channel marketing campaign.

The tactility of print is just one of the key messages promoted by Choose Print, the powerful multimedia campaign by PIASC. Since the campaign launched in January 2011, Choose Print has become another integral go-to resource for print professionals in California and beyond and featured at trade shows and in articles from industry publications.

We spoke with Ara Izquierdo, EVP/COO of PIASC as she shared how their strategic messaging is impacting consumers.

1. One significant advantage of print is no doubt its tangibility. How are you driving the tactile benefits of print, and what effects are you seeing from this messaging?

ChoosePrint is a multi-media campaign, so we have taken a multimedia approach to driving home this message.

Tactile Print Pieces are really our core medium.Among the pieces we have produced, there are two specific pieces that demonstrate the message. The first piece was “Print is Rich.” The front side of this postcard was 4-color process, embossed and engraved on 80# Classic Crest Smooth Cover Solar White stock. Mounted to this was the back side, which was Xerox color digital and foil stamped on 105# Esse Digital Cover Pearlized White. The second piece, “Touch,” is an engraved and blind embossed 8½ × 11-inch piece printed on Classic Crest Cover Avalanche White 100C Eggshell Finish.