By Domtar Paper
5
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The podcast currently has 15 episodes available.
About This Episode:
In a world where digital fatigue is a common concern, print and paper may be more powerful than ever. In this Paper Matter Podcast, we’ll chat with Nichole Tully, Advisor of Marketing Communications at Canon Solutions America, about how the marketplace is changing, why print appeals to a variety of generations, and how data and personalization can create new opportunities for marketers to reach their target audiences.
You Don’t Want to Miss:
• Post-COVID communication and marketplace trends
• The impact of an omni-channel approach, and how to customize to reach millennials, Gen Z and other generations with print
• How one marketer is using direct mail to reach customers with abandoned carts
Quotes From This Episode:
“There is a misconception that you can only reach millennials and Gen Z through digital channels. But the reality is, printed communications actually resonate pretty strongly with these generations—especially direct mail. However, print needs to be done in a way that is specific to the audience, and appeals to the characteristics of their generation.”
“When the pandemic hit, all of a sudden, people were home constantly. They were on their computers and devices, and streaming things on TV. Now, people are sick of their devices more than ever—plus, home became a rich place for direct mail to reach its target market. While digital is not going anywhere, there is a growing opportunity for print, especially in the market of books, promotional direct mail, magazines, catalogs, point of purchase, and packaging.”
“The average lifespan of a Twitter post is 20 minutes. For an e-mail, it’s a shocking 18 seconds. So if want your message to be seen, and you’re using those channels, you need to constantly feed your pipeline. Compare this to a direct mail piece, which has an average lifespan of about 17 days. It also has a physical presence. You look at it, hold it, and spend more time with it than just hitting delete or scrolling on a social media platform.”
“Your mailbox is far less competitive, and far less oversaturated, then your email inbox or your social media feed. It's a really great place for a brand to stand out.”
Resources:
Learn more about Canon Solutions America.
pps.csa.canon.com
Learn more about Direct Mail Trends
Paper.domtar.com/blog
About This Episode:
After years of working in an office, going remote can be a challenge—but it can also be an opportunity to boost productivity, enhance work/life balance, and create a happier, more satisfied workforce. For anyone looking to improve their remote work game, or get tips for managing remote teams, “Sorry I was on Mute” is an excellent resource. An informative blog built for remote team members and managers, it tackles a variety of topics to make remote work more successful. In this episode, we speak with Aakash Gupta, Founder of Sorry I Was on Mute, about how to set yourself (and others) up for success, stay productive, communicate effectively, and enhance your personal brand within a remote work environment.
You Don’t Want to Miss:
• Benefits of working remotely—for workers and employers
• Tips for managing remote workers and building an effective remote work culture
• How to keep your staff connected when working remotely
• Overcoming communication challenges and measuring the effectiveness of your remote team
Quotes From This Episode:
“Remote work had a bit of a stigma pre-pandemic. The norm was to have all your staff in the same place, so remote team members were seen more as part-time elements. Remote workers faced problems like fragmented communication, loneliness and a lack of team integration. Many of these issues are being addressed much better now that remote working has become the norm.”
Resources:
Sustainable print practices is not a term you hear very often or the fact that a commercial printer has created a Carbon Neutral Printing Program. Hemlock printers is not your everyday print provider. They have a mission rooted in innovation and providing sustainable print options while providing the lowest environmental footprint. Sustainability is integrated into all parts of their business and they even have a dedicated Sustainability Specialist on staff. Join us as we talk to Richard Kouwenhoven, President & COO and Amanda Chor, Sustainability Specialist at Hemlock.
You Don’t Want to Miss:
Quotes from this Episode:
“We see kind of a new category of client emerging which are, which you wouldn't have a suspect would be buying a lot of print because there's so technology and online focus, but they're using print, to communicate their brand value through curated messages. They’ve chosen print because they want to tailor a message that is going to be a high impact. Those kinds of pieces definitely instill a lot of pride among the staff, because we're attracting big names in the in the business world. And they're, they're choosing us to do the work. Our reputation as a sustainability leader is kind of helping us win that business.”
– Richard Kouwenhoven, President & COO
“A tip that I would probably share is taking a look and researching external frameworks to assist any business in creating more of a sustainability focus. An example that I would like to go over would probably be the United Nations Sustainable Development Goals. These have really helped guide our sustainability strategy moving forward. And I think it would also help other businesses.”
– Amanda Chor, Sustainability Specialist
Resources:
We’ve heard words like eco-friendly, sustainability, greenwashing, carbon neutral and many more. What do these words really mean? Consumers are becoming much more focused around what products they buy, how it’s sustainably made and the reputation of the company that makes it. In this episode, We speak to Paige Goff, VP of Sustainability at Domtar, and explore sustainability buzzwords’ true meaning. Learn how not to fall prey to greenwashing messages and dig deeper into how to make sustainable choices.
You Don’t Want to Miss:
Quotes from this Episode:
“A lot of companies say, ‘go green and don't use paper because it's good for the environment,’ when in fact, what they're really saying is it's going to be cheaper for us. We all need to cut costs and make sure that we're viable for the next day forward. The main thing is that you just need to be honest about it and that the reason why you want to use less paper may not necessarily be because it's good for the environment. It's more because you're trying to save money.”
-Paige Goff, VP of Sustainability, Domtar Paper
“A lot of people use logos that they've created on their own, which doesn't mean anything and makes you feel like it might be third-party verified. This is misleading. 100% sustainable sounds good but there's no regulation around some of these words. If you don't have a definition or description, why are you 100% sustainable?
-Paige Goff, VP of Sustainability, Domtar Paper
Resources:
The very nature of sustainability is complex and continuously evolving. That’s why it’s so important to have an advocate like the Rainforest Alliance, an international non-profit organization at the intersection of business, agriculture, and forests, to make responsible business the new normal. In this episode, we speak to Samantha Morrissey, Sector Lead, Forest Products for the Rainforest Alliance. Listen as she provides actionable advice on what individuals and businesses can do to make more environmentally responsible decisions.
We explore sustainable practices and how sustainability is more than just environmental issues.
You Don’t Want to Miss:
Quotes from this Episode:
“We recognize that sustainability is a progression of learning and continuous improvement and that through these alliances that we form, we must investigate and understand and work together to address the root causes of the unsustainable practices. This will lead us to a world where we all thrive together.
-Samantha Morrissey, Sector Lead, Forest Products, Rainforest Alliance
“I think the pandemic has really exposed the vulnerable vulnerabilities of our just in time globalized supply chains, which have historically prioritized timing cost over sustainability and resilience.”
-Samantha Morrissey, Sector Lead, Forest Products, Rainforest Alliance
Resources:
A Move to Production Inkjet Fits the Bill for Transactional Printer, KUBRA
As industries make a shift to digital, let’s not forget the importance of print communications. Many consumers prefer paper bills because they’re easier to track, organize and pay. And some customers–particularly those in rural locations–have no access to reliable internet. With 360 million mail pieces going out annually, KUBRA, a billing and payments company, focuses on the importance of the customer experience in digital and print communications. Join us as we talk with Rob Iantorno, VP of Operations at KUBRA and learn how switching to production inkjet gave them and their customers an advantage.
You Don’t Want to Miss:
Quotes from this Episode:
“Production Inkjet gives us the ability to quickly make changes to a client’s bill and that’s a huge advantage.”
“We want papers that the inks are going to look vibrant, turn out properly and run through our equipment well.”
Resources:
For more than 50 years, Graphic Design USA (GDUSA) has been a business-to-business information source for graphic design professionals. The GDUSA band includes a website, monthly e-newsletter, print magazine and digital editions and several national design competitions. In this episode, we speak to Gordon Kaye, Editor and Publisher of Graphic Design USA. We discuss the history and innovation of the GDUSA brand, the expansion of what it means to be a ‘responsible designer’ and the power of uncoated paper.
You Don’t Want to Miss:
Quotes from this Episode:
“Readers want a bigger picture now of where they are and where they fit in. And, you know, what I mean by that is that they want to know, not just how, what a project looks like, and how it was executed. But they also want to know about the strategy, the marketing, where it fits have where it fits into the bigger picture of the, of the initiative itself. They're more engaged in the world, they want to know, where they and their work fits in the broader social picture. In terms of being engaged in the world, I think the ideas of designing for good, for social responsibility, sustainability, and it during this pandemic, public health is their role in providing information about public health is growing.”
“There is something about Cougar paper and the combination of the way, the texture, the brightness, the finish, that that screams, quality, and integrity. And when you add the practical matters, how well it prints and how, how sustainably, it's made it, it really is a no brainer.”
Resources:
Field Notes started out as a one-off gift item, and ended up turning into a brisk business with a huge following. Fans obsess over every detail of the company’s memo books and line up around the headquarters whenever a new edition is released. Part of the company’s success stems from its love of experimenting with different materials and production methods–and its close collaborations with graphic designers and printers. Join us as Bryan Bedell, Design Director at Field Notes walks us through how they create unique products, creative collaborations and their Made-in the USA mission.
You Don’t Want to Miss:
Quotes from this Episode:
“You know when a printer tells you that this paper prints better, you got to trust them because they know what they're talking about way more than you know what works best for them.”
If it's important enough to write down, it gives it some weight, you know, so anything that's worth writing down in a book means something, whether it's now or in the future.
Resources:
The process for producing inspired print projects is a compilation of many things. It’s paper selection, brand messaging, techniques and design, to name a few. Join us as we talk with Jill DiNicolantonio, Director of Creative and Brand Engagement for Millcraft and Parse & Parcel’s founder. Jill, a self-professed paper enthusiast, is intimately familiar with the superpower of print and has worked with many creatives and print representatives to help them figure out the best paper options for their print projects.
You Don’t Want to Miss:
Quotes from this Episode:
“It’s what I've done my entire career, which is helping to educate and empower creatives to make paper a part of their print design process.”
“A great printer partner is invaluable. But the designer needs to take ownership and understand the different aspects of paper and print production in order for their piece to turn out the way they've intended.”
“Paper is hugely powerful in helping to extend the brand message. When we talk about paper attributes, most people think color first, but I say go deeper and start to think about the tactile experience of paper. And that's really where you get into finishes and things like opacity, but how does that paper feel? There's a way where you can subtly impart some design nuance and brand messaging into the print piece through your choice of paper.”
Resources:
While many things have changed as we head back to school, some things haven’t changed. Students need school supplies just as much, if not even more than before. Classroom Central has stepped up to the challenge equip students and teachers with much needed free school supplies. Join us as we talk with Karen Calder, Executive Director of Classroom Central, as she discusses the current challenges of learning at home or in person and what children need this year to succeed.
You Don’t Want to Miss:
Quotes from this Episode:
“Kids need to write on paper and there’s a special connection between the kinesthetic motion of writing and brain development and information recall.” Karen Calder, Executive Director, Classroom Central
“One of the challenges our students have is reading. A lot of the kids we serve do not have books at home for reading. We are trying to figure out how we can work with school districts and community partners to ensure that children that need books and that want new books at home can get them.” Karen Calder, Executive Director, Classroom Central
Resources:
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The podcast currently has 15 episodes available.