In the Name of Print: How Printing Industries of America and our Affiliates Are Fighting to Promote the Value of Print (Part 2)
These pieces have been used as Direct Mail and Magazine Inserts. “Print is Rich” was mailed out as part of a two-year postcard campaign targeting ad agencies and print buyers. The “Touch” piece was inserted into the May/June 2014 issue of GDUSA magazine.
Additionally, Trade Shows offer an opportunity to reach consumers. “Print is Rich” was distributed to designers and print buyers at the 2013 HOW Design Conference as well as numerous industry and non-industry events. “Touch” will be distributed at the 2014 HOW Design Conference.
Combining print and digital, QR codes on each piece linked to Videos showing their production and discussing the fact that part of the beauty of print is that it’s tactile.
Another medium we use are Articles. The March/April issue of GDUSA featured our article on “Print is Gloriously Tactile.” This article is now on the “Downloads” page of the ChoosePrint.org website, where it is readily available for reprinting in company newsletters and marketing materials.
Finally Social Media has been a valuable tool in promoting print’s tangibility on Facebook and Twitter.
The results of these efforts have been extremely positive. In fact, just seeing the reaction of the designers and print buyers at last year’s HOW Conference as they ran their fingers through the embossed lettering and gold engraved mask on the postcard said it all!
2. On the Choose Print website, you host a variety of educational resources. In what ways are these tools helping students and teachers? How do you think we can influence students’ views on printed and digital media as they become the next generation of print buyers?
The best way to influence students is with facts ... and Choose Print is an educational campaign loaded with facts. There are numerous studies and stats that show that young people still favor print; therefore, print itself does a good job of attracting the next generation of print buyers.