This document summarizes the goals and activities of Print Power Italy, an organization that promotes the effectiveness and sustainability of printed communication. Its goals are to modify how marketing and media managers invest by increasing spending on printed materials. To achieve this, Print Power Italy plans to conduct research to better understand investors and create targeted content. It will map investors, gather their opinions on media, and identify case studies showing printed materials' role in successful campaigns. This market knowledge will inform Print Power Italy's activities, such as direct mailings, advertising, and events, to promote paper's distinctive value and change perceptions of its sustainability.

1. Marketing the
effectiveness
of printed
communication:
Print Power Italy
WAN-IFRA Berlin, 22nd March 2012

2. http://www.youtube.com/watch?v=vI357PwUpAQ
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3. 1. Mission and goals
2. Activities and results 2010 / 2011
3. Goals and activities 2012 / 2013
PRINT POWER ITALY

4. MISSION
Print Power Italy
is the italian branch of a Pan-European
organization called Print Power Europe
(13 countries) born …
… to promote printed communication
with a double focus on its effectiveness
and sustainability

5. THE ITALIAN CHAIN OF PRINTED
COMMUNICATION SUPPORTS
PRINT POWER ITALY
General Assembly, Executive Committee,
Marketing Team, Marketing Consultant

6. O
One organization for two brands
effectiveness sustainabilty
advertising investors,
media centre and
communication
agencies
general public, young
generations, women
B2B B2C
GOALS

7. Print Power Italy: the goals
- PU
PHYSICAL
- Repeated contacts
- Long term contact with the message
LONG LASTING PERMANENCE
- Credibility as the writer is more
involved in terms of responsibility
TACTILE EXPERIENCE
- More involvement of the reader
at the imaginery and attention level
VALUES OF PAPER
RENEWABILITY
- Wood is renewable
RECYCLABILITY
- Paper is recyclable

8. ACTIVITIES AND RESULTS
20102010 / 2011
ACTIVITIES AND RESULTS

9. Visibilità sul
250 pages published for free in newspapers,
magazines and specialized press for an
estimated value of 1.5 million €
PRINT POWER ADV CAMPAIGN

10. www.printpower.eu/it
PRESS COVERAGE

11. 2.200 addresses (90% of the Italian advertising budget)
Mondadori Pubblicità and Assocomunicazione
www.printpower.eu/it
DIRECT MAILING

12. News / Events
Case histories
More efforts needed for updating
WEB SITE AND SOCIAL MEDIA

13. Convegno «Quanto comunica la carta?» 11/2010
Studio Nova press conference (Evento annuale, Tavola rotonda
della filiera) 03/2011
MEDPRINT 03/2011
Officina della Comunicazione (Print Power «Premium Partner»)
05/2011
Assemblea della Federazione della filiera della carta e della
grafica 06/2011
Largo Consumo roundtable 06/2011
www.printpower.eu/it
EVENTS

14. RESULTS
INDuring 2011 the intention to use paper tools
increased by 1,6% .

15. www.twosides.info/it
TWOSIDES ADV CAMPAIGN
xxx
Since May 17, 2011 128 published for free in newspapers
(national and regional), magazines and specialized press.
Estimated value of more than 500.000 €

16. Co-branding
320.000 copies
MYTHS AND FACTS
European forests are growing
Source: FAO figures

17. Archive for documents giving credibility to the campaign
News and events
More efforts needed for updating
WEB SITE AND SOCIAL MEDIA

18. Tavola rotonda della filiera carta/stampa, presentazione studio Nova 03/2011
Seminario Paper & People 04/2011
Seminario Altaeco 04/2011
Aticelca Congress 05/2011
«La carta unisce gli italiani» PalaComieco 05/2011
Assocarta Assembly 06/2011
MIAC 10/2011
CERSAIE 09/2011
EVENTS

19. IPSOS Survey:
CONSUMER’S ENVIRONMENTAL PERCEPTION OF
PRINT AND PAPER
Which topics do you find most worrying in the world?
• 69% Unemployment
• 4% Deforestation
However the deforestation influences and addresses
consumer’s behaviour
RESULTS

20. ¾ of european consumers think there is a connection
between the loss of tropical forest and the manufacture of
paper
RENEWABILITY
Paper is renewable but …
most of the people are convinced that forests have reduced
in size over the last 50 years
Electronic support is by far preferred to paper as more
environmentally friendly way
RESULTS

21. RECYCLABILITY
• Consumers want recyclable products but
may be do not connect this with paper
• 97% see recyclability as the sign of an
environmental friendly product
• People mainly think that 20% to 40% of
paper is recycled
RESULTS

22. GOALS AND ACTIVITIES
20102012/ 2013
GOALS AND ACTIVITIES

23. Goals to be reached within 2013 in terms of
people perception of sustainability of paper
2011 2013
Paper recycling rate in Europe is less than 40% 66% 53%
Worrying about the effect of paper production
and print on forests 85% 68%
Preference to read on paper instead of screen 79% 79%
Reading newspapers on paper is sustainable 16% 19%
Reading books on paper is sustainable 38% 46%
Reading magazines on paper is sustainable 24% 29%
Paper DM is sustainable 10% 12%15/03/2012
TWO SIDES GOALS

24. • Co-branding and diffusion of the booklet “Myths and
Reality” as an insert in magazines for the general
public
• Speaking platforms on sustainability
• Co-branding and supporting activities in the schools
• Anti-greenwashing activities
• New adv campaign in newspapers and magazines
• Activities of press office, web and social networks
www.twosides.info/it
TWO SIDES ACTIVITIES

25. OBJECTIVE OF PRINT POWER ITALY IS TO
MODIFY/INFLUENCE THE CHOICE OF INVESTMENT OF
MARKETING AND MEDIA MANAGER
Contrast the progressive push of advertising towards
other media, in particular digital, increase or at least
keep the investment percentage devoted to paper.
PRINT POWER GOALS

26. MODIFY
CONCRETELY
INVESTMENT
CHOICE
1.
KNOW THE
TARGET
2.
CREATE
CONTENTS
3.
CREATE
ENGAGEMENT
PRINT POWER GOALS

27. Lorien, agency specialized in Knowledge & Insights, is
realizing a study on the current setting of investments
in advertising
- Detailed mapping and
involvement of the multiple
primary subjects when it comes
to communication and choosing
the media mix
- Market sizing and mapping of
investments in communications
in terms of markets, media used,
key players
- Gathering and analysis of
communication’s key
players’ opinions and
perception in terms of
choice of media used and
main distinctive elements
and strengths
- Identification and
valorization of 5 successful
case histories in reference to
multi-channel campaigns,
giving value to the significant
specific advantages that each
medium included in the
media mix contributed to the
overall campaign
AUDIT &DESK ANALYSIS STAKEHOLDER
STUDY
PRIMARIO OUTPUTCONSUMER
STUDY
- Gathering and analysis of
consumer perceptions and
opinions, users of the
paper medium, in relation
to each specific
communication vehicle
and the interactions
amongst them.
A NEW SURVEY FOR PRINT POWER

28. KNOW THE TARGET
AREAS EXPLORED FINAL OUTPUT
• Company details: size, market,
turnover
• Internal profiles responsible for
communication decisions: how
many people, which figures
• Current media & comms
investments: investment
budget, more frequently used
medias, future outlook in terms
of media used and budget.
TARGET MAPPING: clear picture of what
are investors like – size of company,
market, who decides, allocated budget,
specific medias better suited for specific
markets. Needs and desires in
communications. Estimate of 500
companies involved in the process
PROPRIETARY DB: construction &
development of a proprietary database of
investors and influencers with specific info
who have agreed to be contacted in the
future and become an active consultant
ESTIMATED DB SIZE: based on previous
experiences.
• Specific personnel information:
name, role, direct point of
contact (e-mail/phone number),
willingness to actively
participate in the future

29. CREATE CONTENTS
THE STUDY WILL ALLOW TO GENERATE CONTENTS IN FAVOR OF ANY COMMUNICATION
ACTIVITY ON PAPER, WHICH WILL BE RELAYED TO THE MARKET / POTENTIAL INVESTORS
DISTINCTIVE VALUE:
What can paper add that
no other medium can?
SYNERGY/INTERACTIONS:
How does paper relate to
other media and amplify a
campaign’s effectiveness?
CHOICE DRIVERS:
What are investors looking
for when judging a medium,
and how does paper relate
to these needs/wants?
STRENGTHS/PREJUDICES:
What are paper’s aspects most valued by the
market that need to be emphasized, and what are
unjustified prejudices that need to be clarified?
ELEMENTS OF SUCCESS:
Based on what elements do
investors judge a campaign as
successful? Are these past
examples of paper’s success in
those regards?

30. Print Power - progetti
On the basis of the survey’s results we will
develop:
• New DM to be sent to 2000 investors
• New case studies on the use of paper in
the media mix
• Adv campaign with new body copies
• Speaking platforms and events
• Press office, web and social media
www.printpower.eu/it
PRINT POWER ACTIVITIES

31. THANKS!
maria.moroni@assocarta.it