Printing Industries Association of Southern California (PIASC)

PIASC's "Choose Print" Campaign Gaining Momentum

Print is a powerful medium that has surprisingly strong environmental credentials. Print is recyclable, renewable and sustainable. And, contrary to popular belief, the use of print actually helps promote forests. But that's not the whole story. Print is also a strong driver of both on-line and off-line sales. Print is the tangible, intimate, sensual and trustworthy element of many successful marketing campaigns.

The Printing Industries Association, Inc. of Southern California (PIASC) recently launched ChoosePrint.org. This ongoing educational campaign is designed to get the word out about the effectiveness and environmental credentials of print, driving the message home through the use of objective, verifiable facts. Just two months after its launch, the campaign is already getting noticed.

"Because we know that print is such a strong component of a successful multi-media marketing effort, ChoosePrint.org combines print with on-line efforts," said John Hodgman, Chairman of PIASC's Choose Print program committee. "The campaign includes direct mail, printed brochures, PR, videos, a website full of resources and more."

A number of companies have joined the ChoosePrint.org effort. Fifty PIASC member company delivery vehicles now display the Choose Print vehicle wraps, acting as "mobile billboards" on area roads. Others are linking to the www.ChoosePrint.org website (which is already seeing 3,000 to 4,000 unique visitors each month), using the reprintable articles and postcards, or participating in the discussion at the Choose Print Facebook page.

The Choose Print campaign is attracting national attention as well. Hodgman has been fielding inquiries from Printing Industries Association affiliates and others from across the country. So far, three affiliates—Printing Industries of St. Louis, Printing Industry Association of the South and Printing & Imaging Association of MidAmerica—have joined the campaign. And several more are expect to join in the coming months.

For more information about why print is a powerful and environmentally responsible part of the marketing mix, visit www.ChoosePrint.org.

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