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Talking Points

Consumers are much more likely to act immediately on direct mail than email.

E-media has environmental impacts, and is not necessarily more eco-friendly than print and paper.

Companies such as Uber, which has launched a print magazine for riders, are bringing back print as a branding tool.

Printed photo books are a very popular way for consumers to enjoy their digital images.

Case Studies

Lawn Care company generated a 240% ROI from mailing out three postcards.

A specialty adhesives supplier's individualized "design boxes" help increase annual revenue 10% and 25% in two of its key markets.

Print lets you tailor what you're doing to meet your environmental goals.


You've designed a fabulous product package. It's absolutely gorgeous, made of eco-friendly materials and fully recyclable. Or at least you think it's fully recyclable. As Jeff Salisbury, President and CEO of Label Impressions, points out, if the package will have a label, the choices you make can determine whether or not this is the case.

Keeping your packaging "green"
"Most label adhesives will either gum up the works at recycling plants or render a component completely unrecyclable, while other products such as compostable PLA labels can contaminate the recycling stream altogether," Salisbury explains. "So the question isn't 'is the product recyclable?' It's 'is the product recyclable with the label on it?' Although a printed label often makes up just a small portion of a product, it can have a huge impact on recyclability."

The good news is, print doesn't just provide green options for publications and collateral pieces. Print also provides green options for labels and packaging – including eco-friendly substrates, adhesives, coatings and inks.

Meeting your eco-vision
As the head of a company that's at the leading edge of sustainability in print, Salisbury spends a lot of time educating customers about these green options. "The first question you have to ask," he states, "is what does sustainability mean to your organization? Does sustainability mean designing for recyclability, using recycled products, water conservation, waste reduction or the use of sustainable materials? Once you set your eco-vision, you can tailor what you're doing to meet that vision."

For example, when designing a recyclable product that will have a label – including, in many cases, direct mail pieces – you can specify a label made with recycling compatible adhesives (RCAs). But that's not your only "green" option. You can also work with a printer that uses vegetable-based inks, water-based coatings and energy-efficient production methods. You can have the label printed on recycled paper. Or you can choose a synthetic paper such as Label Impressions' proprietary limestone-based FiberStone® paper, which is produced using substantially less water and energy than wood-based paper. All while meeting your design standards.

Green printing in action
Salisbury gives a great example of a company that used a sustainability initiative for good things as well as for marketing purposes.

"We produced a shampoo and conditioner gift pack for a leading brand sold through Whole Foods," Salisbury relates. "What sustainability meant to this brand was water conservation. So we produced a box out of water-saving FiberStone®, which has a very luxurious look and feel. This unit box made the cover of Packaging Design magazine, got them an end cap at Whole Foods and sold out in record time."

"Not that long ago," Salisbury adds, "people thought that print would go away because it wasn't green and cost effective. But we know that in many ways it is very green and becoming more competitive in price. Once you know what you want to achieve, there are a lot of ways that print can help you get there."

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Talking Points

Direct mail has a greater effect on purchase than digital ads, according to a new neuromarketing study.

California's book publishing industry is expanding. Book are alive and well and beloved by many.

Catalogs drive sales by making a connection with consumers and serving as inspiration books.

The resilience of print, despite the growth of mobile and digital consumption, may still be underestimated (according to Ovum's new Digital Consumer Publishing Forecast).

Case Studies

IKEA uses print to increase their number of social media followers

Land Rover's edible "desert survival guide" direct mail book gave big boost to test drives and sales.

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Current Outreach Efforts

Ad in Sept/Oct 2015 issue of Graphic Design USA GDUSA ad

Ad in Summer 2015 issues of HOW, PRINT and Storyboard GDUSA ad