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Greening Print Marketing: A Practical Guide

  • January 2014
  • -
  • DigitalPrintingReports.com
  • -
  • 63 pages

These days, it's all about going green. For some people, it's a personal and philosophical commitment. For others, it's an important brand image. Whatever your reason, this report looks at some of the most practical, implementable ways as they relate to print marketing. Many of these strategies will increase the effectiveness of your print marketing, too!

Gaining those benefits means looking beyond recycled paper and environmental certifications and considering a wide variety of factors along the entire product lifecycle. This includes design, print process, energy use, and even use of the targeting and personalization to reduce print volumes. There are also softer issues, such as chain of custody (CoC), and vendor and supplier commitment to broader sustainable initiatives.

Rather than taking a "pie in the sky" approach, however, this report focuses on immediate, practical actions that will green your marketing while often saving you money and increasing the effectiveness of your marketing programs at the same time!

Section 1 looks at what "green" really means to printing, especially in the context of the larger media picture, and examines green issues across the entire lifecycle of the product.
Section 2 answers the question, "How green is print?" The answer may be different than you think, especially as it compares with electronic media.
Section 3 looks at the impact of paper, including the importance of and difference in types of recycled content.
Section 4 looks specifically at digital printing and how the technology fits into a green print marketing strategy.
Section 5 looks at the applications driven by digital printing (although some can be driven by offset, as well) and how they make a real, measurable difference both in greening and the bottom line.
Section 6 looks at the green consumer and how going green can capture the loyalty of some very important customer groups. Greening is good for the planet, but it can be good for the bottom line, too.
Section 7 takes a brief look at packaging, both design issues and recyclability cautions, to keep in mind as you plan your strategy.
Section 8 addresses environmental certifications, what they mean, and the most practical way to use them.
Section 9 draws conclusions and lists some best practices for greening your print marketing, regardless of print process.

Table Of Contents

Greening Print Marketing: A Practical Guide
Introduction 5
Section 1: What “Green” Really Means 7
Bottom-line ($) Advantages 7
Print in the Larger Media Picture 8
The Bottom Line 12
Section 2: Why Print Is Green(er) 13
Greener Than It Used to Be 13
Processes, Technology, Print Management 13
Commitment by Individual Printers 14
Printing Industry's Use of Renewable Energy 14
Industry Data on the Printers' Greenness 15
Which Is Greener? Print or E-Media? 17
The Answer to the Question 21
Print as an EPA Power Partner 21
Section 3: Greening Your Paper Choices 23
Why Paper Certifications Matter 23
Recycled Content: Looking Beyond the Surface 25
Is Post-Consumer Waste Really Greener? 25
What Else Is in My Paper? 26
How Much Is Brightness Worth? 27
What About Imported Paper? 27
Other Ways to Green 28
Changing Mindsets: Virgin to Recycled 28
A Word About Tree-Free Alternatives 30
Even Plastic Is Getting Greener 31
Section 4: Green Benefits of Digital Print 32
Starting with Technology 32
What About Direct Image (DI) Printing? 33
Section 5: Marketing Apps Drive Sustainability 35
Databases and the Environment 35
What Makes Digital Printing Applications Green? 36
Five Case Studies in Greening Print Marketing 37
J. C. Penney 37
Club ABC Tours 38
Auto Nation 39
Health Now 40
Harry Potter and the Order of the Phoenix 41
Focus on Demographics and Psychographics 42
Section 6: The Green Consumer and Green Print Marketing 44
Current State of Consumer Attitudes 44
Marketing Your Green 46
Customer Attitudes Toward Print and Email 47
Takeaway Points 49
Section 7: A Quick Look at Packaging 50
Three Ways to Green Packaging 50
Watch Recyclability Claims 51
Focus on the Lifecycle 52
Section 8: A Word on Environmental Certifications 54
What Do Certifications Require? 55
Different Issues, Different Certifications 55
Section 9: Conclusions and Best Practices 57
Best Practices You Can Really Implement 57
Print Buyers Online Sustainability Checklist 60
About Heidi Tolliver-Walker 61

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