Educating marketers and media buying influencers on the role and value of print in the media mix.
The printing industry has reinvented itself many times from the beginning of print history, yet today’s environment brings new challenges. Technology, the economy, mergers and acquisitions, and the blurring of lines between the traditional printer and communications companies combine to create turbulent times for our industry. Within this strategy, the Foundation is developing and delivering a campaign targeting marketing executives and media buying influencers that not only promotes the role and value of print, but also positions it as a driver for other mediums. In addition, to this educational and promotional campaign, the Foundation will help printers learn to change from selling print as a commodity to solution selling. Through a year-round advertising and direct mail campaign, the PIAG Educational Foundation will work to promote print and position printers as business communications partners.