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Greening Print Marketing: A Practical Guide

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.

Enterprise icenses come with a FREE "best practices" white paper that can be used as a giveaway or incentive for self-promotion purposes.