Life moves fast. Who has time for print? One new campaign is suggesting we all do—even if we aren’t aware of it. Paper and packaging has been in competition with other media forms for quite some time now. Within our industry we know that printed paper and packaging products are viable and sustainable. But the real problem is convincing our customers of that. It comes down to general perceptions. Kids, instead of coloring in a coloring book, would rather play video games on tablets. Sports fans would rather download a virtual game ticket. Vacationers would rather take their e-book to the beach. But what if we could change these perceptions? What if we could show people that print and packaging products are actually a significant part of their daily lives? Last week we posted about what effects the “Paper and Packaging—How Life UnfoldsTM” campaign may have on our industry. Marketing and advertising agency Cramer-Krasselt is helping us fight back. They created this targeted campaign to give us, as Mary Anne Hansan, executive director of the Paper and Packaging Board, told the Washington Post, “a voice in an increasingly competitive world.” Here thought leaders from Cramer-Krasselt discuss how they developed the engaging stories that speak to the core of the industry’s most pivotal consumers. PIA: Where did the inspiration for the “Paper and Packaging—How Life UnfoldsTM” campaign come from? We wanted to try to connect with consumers in engaging and emotional ways, so we focused on storytelling. At first we thought we’d create some compelling stories and then add in some paper and packaging. But what we actually found was that every story we wrote already had paper and packaging in them. That’s when we had this epiphany that paper and packaging are like actual characters in our lives’ greatest stories. The letters, the boxes, the tickets, the photos, the books. These are all the things that allow us to grow and learn and connect. In essence, paper and packaging is how life unfolds. Todd Stone, Vice President, Group Creative Director, Cramer-Krasselt   PIA: What is the key message about paper and packaging products? Paper and paper packaging is relevant and valuable to our daily lives, helping us achieve and accomplish important things—achievements both large and small. It does that by enabling us to work productively, interact thoughtfully, build stronger connections, solve problems creatively, learn more effectively, and live sustainably. Jamie Schmelzer, Vice President, Group Account Director, Cramer-Krasselt   PIA: What type of consumer does this campaign target? Our target for this campaign is a group of consumers we’re calling The Expressives—Educated adults 18–49. Most are working. Half are married with kids. They’re big fans of paper and paper-packaging, even...

  The postpress industry has seen plenty of transformation in recent years. Lucky for you that means plenty more opportunities for profit. But the problem isn’t knowing where you want your business to go, it’s how you’re going to get it there. Here are some of the tricks you can employ when you’re reaching for those higher profits.   1. Go Lean Think about how you get ready each morning. Most of us have a system: 1) Coffee, 2) Get dressed, 3) Another coffee, and so on. Your system works. It gets you to your goal of being out the door on time (at least most days) and where you need to be.Now you probably didn’t spend the time analyzing your process and developing this strategic system that allows you to reach your goal using the least time and materials. But you get the picture. Postpress companies in particular, in a fast-growing, hyper-competitive market, can benefit from Lean improvements. There are countless resources available on how to develop a Lean strategy. PIA offers Web-based courses on Lean through the Integrated Learning Center in addition to several professional articles on the topic.   2. Automate where you can Another method to achieve more efficient operations is employing automation. Your customers are demanding quicker turnaround times for their binding, finishing, and other postpress jobs, and many operations are finding it difficult to keep up. New technology has increased the efficiency of automated finishing equipment in recent years. In addition to faster turnaround times, another benefit of automation is more user-friendly equipment. This means less need for highly skilled operators and more profits you can put toward your bottom line. 3. Mind your customers…Your goal should be to nurture your existing customer base while also growing it. Focusing on current customers allows you to develop repeat clients and ultimately brand ambassadors who will happily promote your company via social media, word of mouth, etc. On the flip side, bad customer service can lead to negative, damaging feedback for your company. According to sales consultant, Leslie Groene, “96% of unhappy customers do not complain, they just stop doing business with you. 91% of those who don’t complain will share the negative story with at least 9 other people, and 13% will tell more than 20 other people about their experience.” Among the best practices for attaining new customers are: Targeting: Begin by determine who your target customer is—what problems do they have and how can your company fix them? Communication: Get out in front of your customers, whether face to face or through email, direct mail, or other marketing platforms, and show them how you can provide them with solutions. Inbound marketing: Apply lead-generating, inbound marketing tactics...

  The postpress industry has seen plenty of transformation in recent years. Lucky for you that means plenty more opportunities for profit. But the problem isn’t knowing where you want your business to go, it’s how you’re going to get it there. Here are some of the tricks you can employ when you’re reaching for those higher profits.   1. Go Lean Think about how you get ready each morning. Most of us have a system: 1) Coffee, 2) Get dressed, 3) Another coffee, and so on. Your system works. It gets you to your goal of being out the door on time (at least most days) and where you need to be.Now you probably didn’t spend the time analyzing your process and developing this strategic system that allows you to reach your goal using the least time and materials. But you get the picture. Postpress companies in particular, in a fast-growing, hyper-competitive market, can benefit from Lean improvements. There are countless resources available on how to develop a Lean strategy. PIA offers Web-based courses on Lean through the Integrated Learning Center in addition to several professional articles on the topic.   2. Automate where you can Another method to achieve more efficient operations is employing automation. Your customers are demanding quicker turnaround times for their binding, finishing, and other postpress jobs, and many operations are finding it difficult to keep up. New technology has increased the efficiency of automated finishing equipment in recent years. In addition to faster turnaround times, another benefit of automation is more user-friendly equipment. This means less need for highly skilled operators and more profits you can put toward your bottom line. 3. Mind your customers…Your goal should be to nurture your existing customer base while also growing it. Focusing on current customers allows you to develop repeat clients and ultimately brand ambassadors who will happily promote your company via social media, word of mouth, etc. On the flip side, bad customer service can lead to negative, damaging feedback for your company. According to sales consultant, Leslie Groene, “96% of unhappy customers do not complain, they just stop doing business with you. 91% of those who don’t complain will share the negative story with at least 9 other people, and 13% will tell more than 20 other people about their experience.” Among the best practices for attaining new customers are: Targeting: Begin by determine who your target customer is—what problems do they have and how can your company fix them? Communication: Get out in front of your customers, whether face to face or through email, direct mail, or other marketing platforms, and show them how you can provide them with solutions. Inbound marketing: Apply lead-generating, inbound marketing tactics...

Letters to loved ones overseas, a box of your favorite treats, tickets to the big game—what do these all have in common? They’re a few of the paper and packaging products that bring tangible, memorable substance to our lives. And they’re the subject of a new national public awareness campaign supporting the value of print, Paper and Packaging—How Life UnfoldsTM. Released July 8 by the Paper and Packaging Board (P+PB), the campaign follows the model of other popular industry check-offs like “Got Milk?,” “Pork. The Other White Meat,” and “Beef. It’s What’s for Dinner,” which are produced through government-sanctioned fees collected from the respective industries. Print, commercial spots, Web, and social media make up the integrated marketing mix designed by campaign creators, Cramer-Krasselt. The How Life Unfolds campaign celebrates paper and packaging products through relatable and sometimes emotional storytelling. Messaging focuses on the lasting experiences paper and packaging help us create every day in ways we may not even realize. But the purpose of the campaign is not just to tug at our heartstrings. It also shows, like PIA’s Value of Print campaign, that these products are a viable part our market and an environmentally friendly resource. “We think it’s important for us to get the message out about the sustainability of paper, the importance of paper within our overall economy, and ultimately how paper can drive value for our customers,” said Vice President, Marketing Services and eComerce, Verso, Aaron Haas in a video from P+PB. Tips and Resources from How Life Unfolds To help you spread the value of print to your customers, we found lots of great resources on the How Life Unfolds campaign website. It includes articles, reports, videos, and other free tools. Some of our picks include: Back-to-School Report: How Paper Gives You a Leg Up on Learning Infographic: The Many Lives of Paper 100 Unconventional Reasons to Send a Card “Letters to Dad” How Life Unfolds YouTube Channel What does It Mean for the Industry? The $20 million ad campaign is planned to run for six months. It’s too soon to say if it will have the same effect on consumers’ pocket books as it does on their emotions—or if the fitting tagline will have the pop-culture impact that still has us saying, “Got Milk?” (Just nod if you’ve ever said that line with milk on our upper lip.) But we can say that this campaign is a long-awaited step in the right direction, printing a relatable face on the print and packaging industry that has come under fire in recent years for being environmentally damaging and obsolete. Matthew Van Vleet, Vice President, Public Affairs and Government Relations, Clearwater Paper Organization said, “[The campaign]...

Letters to loved ones overseas, a box of your favorite treats, tickets to the big game—what do these all have in common? They’re a few of the paper and packaging products that bring tangible, memorable substance to our lives. And they’re the subject of a new national public awareness campaign supporting the value of print, Paper and Packaging—How Life UnfoldsTM. Released July 8 by the Paper and Packaging Board (P+PB), the campaign follows the model of other popular industry check-offs like “Got Milk?,” “Pork. The Other White Meat,” and “Beef. It’s What’s for Dinner,” which are produced through government-sanctioned fees collected from the respective industries. Print, commercial spots, Web, and social media make up the integrated marketing mix designed by campaign creators, Cramer-Krasselt. The How Life Unfolds campaign celebrates paper and packaging products through relatable and sometimes emotional storytelling. Messaging focuses on the lasting experiences paper and packaging help us create every day in ways we may not even realize. But the purpose of the campaign is not just to tug at our heartstrings. It also shows, like PIA’s Value of Print campaign, that these products are a viable part our market and an environmentally friendly resource. “We think it’s important for us to get the message out about the sustainability of paper, the importance of paper within our overall economy, and ultimately how paper can drive value for our customers,” said Vice President, Marketing Services and eComerce, Verso, Aaron Haas in a video from P+PB. Tips and Resources from How Life Unfolds To help you spread the value of print to your customers, we found lots of great resources on the How Life Unfolds campaign website. It includes articles, reports, videos, and other free tools. Some of our picks include: Back-to-School Report: How Paper Gives You a Leg Up on Learning Infographic: The Many Lives of Paper 100 Unconventional Reasons to Send a Card “Letters to Dad” How Life Unfolds YouTube Channel What does It Mean for the Industry? The $20 million ad campaign is planned to run for six months. It’s too soon to say if it will have the same effect on consumers’ pocket books as it does on their emotions—or if the fitting tagline will have the pop-culture impact that still has us saying, “Got Milk?” (Just nod if you’ve ever said that line with milk on our upper lip.) But we can say that this campaign is a long-awaited step in the right direction, printing a relatable face on the print and packaging industry that has come under fire in recent years for being environmentally damaging and obsolete. Matthew Van Vleet, Vice President, Public Affairs and Government Relations, Clearwater Paper Organization said, “[The campaign]...