The industry’s new Value of Paper and Print campaign kicks off with a national roadshow this month, touching down in New South Wales, Victoria and Tasmania for starters. The events are part of an industry-wide campaign that aims to help printers promote their channel to customers and nay-sayers, providing knowledge and resources to prove that the printed product is a critical part of a multi-channel marketing mix. The campaign will continue to Queensland, South Australia and Western Australia in the new year, before a second wave hits designers, print buyers, advertising and marketing agencies and major corporations.
Kellie Northwood, campaign head
Campaign head Kellie Northwood, executive director of Two Sides Australia (TSA) Limited, will launch VoPP at each of the workshops detailing the content and how printing companies can make best use of it. She says, “The VoPP campaign has been very well received by the print industry with a lot of new members joining. “I have been travelling around Australia meeting with sales teams talking about the strengths of paper and print people and I am really excited to have some good content to back up their own passions. “I look forward to sharing the message; the more united we are as an industry the stronger our voice with clients and media buyers.” Northwood will brief attendees on the key messages about the effectiveness of print for brand recall, path to purchase and return on investment, and debunk myths with sustainability research that promotes the power of print in today’s fragmented communications environment. Northwood says print is very much alive and kicking; she says, “I am also keen to highlight print’s innovation – with inks, paper ranges, embedded science and technological devises within paper. “A lot is happening in the world of print and inspiring our customers is important.” Bill Healey, CEO of the PIAA, says the VoPP campaign is the next step in the evolution of Two Sides Australia, which has been at the forefront of advocating the printing industry’s environmental credentials and dispelling myths about its environmental impact. He says, “We can now be on the front foot promoting the strengths of print supported by research, data, case studies highlighting the effectiveness of print; its return on investment and the creative effects that can be achieved through paper and print that cannot be replicated solely by electronic communications.
VoPP’s The Industry Report
“I encourage everyone to attend these worthwhile free briefings which are being supported by Media Super.” Roadshow attendees will receive copies of The Industry Report, a 72-page toolkit that printers can use to educate their clients about the success and relevance of print. VoPP will hit New South Wales on November 25 at the PIAA Auburn office, from 8.30am; Victoria on November 26 at the PIAA Mulgrave office from 8.30am; and Tasmania on November 27 at the Royal Yacht Club in Hobart from 3pm. Registration can be found here, and further information about VoPP, here.
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