Part of Life marketing campaign PrintNZ has been working with Chilli Marketing since 2007 to develop a marketing strategy for the print industry. A major part of this work included looking at how the industry can raise the profile of print in order to attract labour, investment and customers. In June 2009 Chilli carried out detailed qualitative research into print buyers’ and consumers’ perceptions of print. The research highlighted the fact that consumers love print, especially relaxing with a good book or magazine which is seen as a treat. They like print’s portability, tangibility and quality. There are concerns, however, about the environmental implications of using print. PrintNZ held a series of seminars attended by over 200 members nationwide to discuss the research findings and get feedback from members.  The research results form the backbone of the Part of Life marketing campaign which launched in March 2010 with the Part of Life website www.partoflife.co.nz Part of Life is a medium to long-term marketing campaign that aims to improve the image of the print industry and promote print as an effective means of communication. The campaign is based on print being “part of life” and features direct mail, billboard skins, newspaper, magazine and electronic advertisements. The campaign builds on the nostalgia and indulgence themes highlighted by the research and also the positive messages about recycling rates in NZ. The Part of Life campaign needs the support of the industry. This support is vital to the running of the campaign to ensure we maximise the potential benefits – we will be talking to members about this over the coming months. By signing up as a Print Champion you invest $200 towards the development and implementation of the Part of Life campaign and in return, gain access to a range of quality resources and print ready files to promote print with your customers. Print Champions also get on-going exposure on the Part of Life website. Become a Print Champion today! Click here to download a Print Champion sign-up form. Click here to visit the Part of Life website.
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