Canvas Magazine | Recharging | December 2014

The Value of You Empowering Marketing Service Providers

Now hiring: Printing’s 10 Newest Jobs

December 2014

Strategies of rejuvenation for 2015

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“Putting ink on paper has been the traditional way that they do so, but as the world of communications changes, so must printers.”

Publisher mark potter > mpotter@thecanvasmag.com

Creative director brandon clark > brandon@thecanvasmag.com

Marketing Manager

– Timothy Blumentritt, Associate Professor of Management, Kennesaw State University

brandy brewer > brandy@thecanvasmag.com

MANAGING EDITOR

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michael j. pallerino > michael@thecanvasmag.com

ART DIRECTOR brent cashman

CONTRIBUTORS justin ahrens, linda bishop, lorrie bryan, john foley, jr., graham garrison, vinay nadig

Editorial board chris petro GlobalSoft tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics tony narducci O’Neil Printing

www.thecanvasmag.com

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P12

Stop hiding

John Foley, Jr., CEO/CMO of interlinkONE and Grow Socially, named 15th most influential CMO

Publisher’s Thoughts P4

A little help never hurts P6

How to succeed as a print or mail provider in 2015 P8

@TheCANVASMag www.linkedin.com/ groups?gid=1797952

What sort of executive are you?

P10

The Corner Office CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097 CANVAS, Volume 8, Issue 3. copyright 2014 CANVAS, All rights reserved. CANVAS is published bi-monthly for $39.00 per year by Conduit, Inc., 2180 Satellite Blvd., Suite 400, Duluth, GA 30097 Periodicals postage pending at Duluth, GA and additional mailings offices. Periodical Publication 25493. POSTMASTER: Send address changes to CANVAS, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

CANVAS magazine is dedicated to environmentally and socially responsible operations. We are proud to print this magazine on Sappi Flo® Dull Cover 80lb/216gsm and Flo Dull Text 80lb/118gsm, an industry-leading, environmentally responsible paper.

Flo contains 10% post consumer waste and FSC chain of custody certification.

December 2014

DEPARTMENTS

Marketing Insights: Book Rec: Smartcuts: How Hackers, Innovators, and Icons Accelerate Success All aboard the marketing technology train

Noteworthy

Awards & Recognition

P14 Mergers & Acquisitions Personnel Moves

P15

MSP Product Spotlights Inspiration at the ready – Neenah’s EXPLORE portfolio gives short-run digital printers a world of options

P40

AppsFlyers’ Ran Avrahamy on what makes a good marketing exec

P11 Bridging the great divide

FEATURES P16

P32

Strategies of rejuvenation for 2015

10 jobs coming to a print shop near you

Recharging

Now hiring

P24

The value of you Why you’re one of the most important factors in the selling equation

CANVAS P1

Publisher’s thoughts

Stop hiding

A

hundred years ago when I was dating, I remember how hard it was to meet girls.

I remember striking out a lot and going long stretches without a date. And once I got on the desperation train, they could smell it a mile away. At my lowest point, I met someone at a local establishment and called her as soon as I got home.

Needless to say, the relationship was over before it started.

Business is no different. Prospects can sense desperation and that neediness can be pretty

unattractive no matter how nice you look. You see, the hardest thing to do these days is to engage and talk to people. It makes us nervous and uncomfortable, so we fall back on email and social media.

We feel safe hiding on our computers and mobile devices. We may even get bold with what we say, because we don’t feel exposed. However, don’t mistake that kind of activity for progress. Real growth comes from being vulnerable and connecting with people live and in person. And may I say it is very much a lost art.

I recently had the privilege of attending an industry event in the Windy

Real growth comes from being vulnerable and connecting with people live and in person. And may I say it is very much a lost art.

City. There were a good number of printers there, and I probably exhausted a few of them with my chatter. But I felt like I was better for meeting them and hearing about who they were and what made them excited. It simply reminded me that true success is rooted in vulnerability and selflessness.

So, whether you are trying to get a date or a print order, it seems to me that you can’t hide behind a computer, and you most certainly can’t focus on you.

As the New Year approaches, we are trying to take over the world. Well, maybe not the world, but we are committed to providing our readership – which is the best and the brightest – the tools and insights that will propel them to an even better version of themselves. We aim to have the signature event with thinkMSP, the only tool that a marketing service provider needs in MSP, and the most relevant content in the industry with CANVAS. Our current issue features two great articles to carry you over to the new year. Our cover story, “Recharging,” discusses how printers will rejuvenate

their business strategies in 2015. The second story, “Now Hiring,” takes a peek at the printing industry’s 10 newest jobs. We feel like this issue is another example of CANVAS producing the content that matters most to you.

Be well, be vulnerable and be selfless. I wish you all the happiest of the holidays and the warmest wishes for the New Year.

Mark Potter Publisher Twitter @markricepotter

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CANVAS December 2014

impact in paper & print Creating an

perspective

By Justin Ahrens

A little help never hurts

I

n 2008, I had the privilege of speaking at the annual HOW conference,

workload or a specific need calls for more

an inspirational and educational gathering for creative professionals.

help, we have some candidates to enlist.

My talk was titled, “Designer Sobriety: Life is crazy, so how do you

We know them, they know us, and they can

balance life, joy and great work?” I shared my thoughts on how to run

immediately and effectively contribute. For

your firm in the midst of life’s inevitable ups and downs.

I was excited about the topic, particularly because it’s on my mind daily.

the most part, this has worked very well for us over the years.

It’s more fitting now than it has ever been for me. With Rule29 in its 14th year, our studio has grown – and continues to grow – in ways I never expected.

So, if you’re looking for good candidates

Currently, our studio in Geneva, Ill., is home to 11 wonderful people. We’ve

to eventually hire or you’re trying to find

also been fortunate to open a new studio in Phoenix.

help with an intense workload, make some

As with any business, workflow tends to ebb and flow with the seasons. When we’re in a period of ebbing, a little alarm goes off in my head signaling that I must speed up the new-business horse a bit.

At this point, I usually respond in one of two ways. I either start to freak out or work like crazy until we get so busy again that I complain about how busy we are. But here’s

While more work is good, it’s only worthwhile if you’re not sacrificing quality or jeopardizing the sanity of your staff.

the catch: When you’re in a

time to meet freelancers or consider an internship program. While there are pros and cons with both territories, I definitely think the pros win. The whole system only works if you treat people right. In addition, you’re helping to help advance the design community, so take it seriously. Here are a few tips that work for both sides: • Make sure the position and/or project is well-outlined.

• Make sure you plan enough time to manage, especially during that “getting up to speed” phase.

• Be straightforward about everything –

period of low business and you begin wrangling more projects, you run the risk of inundating your company with work that can’t be managed with the amount of manpower you have.

honesty always is the best policy.

• Give them the chance to say “no,” but don’t be so afraid of a “no” that you

Imagine a plot of land that has been

don’t ask.

exposed to a prolonged period of drought.

Justin Ahrens is founder and principal of Rule29, an award winning suburban Chicago-

P4

When a huge rainstorm comes, the ground

These tips primarily apply to when you

is not prepared to sustain the extreme

don’t have a great budget. Your helpers

precipitation, so a flash flood happens and

may be slow and grateful for the work, and

chaos ensues. Over time, I’ve learned that

you always will have a chance to make it up

when Rule29 is experiencing periods of

to them.

“drought,” it is best to simultaneously begin

More than anything, during periods of

looking to pull in new work and manpower.

drought and rain, remember to remain

The reason: While more work is good, it’s

proactive and vigilant. If your business is

only worthwhile if you’re not sacrificing qual-

ebbing, step up your game and bring more

ity or jeopardizing the sanity of your staff.

in. If business is at an all-time high, fore-

based strategic creative firm.

So, to account for the potential “flash

cast and strategize for potential lulls in the

He is a frequent guest blogger,

floods,” we’ve slowly developed a system.

future. No client lasts forever, even though

national speaker and author of

The first part of the system is to continu-

you may wish that’s the case.

“Life Kerning: Creative Ways to

ally expand my freelance network. The

Begin now by fostering a network of

Fine Tune Your Perspective on

second part is our ongoing intern program.

freelancers and interns that you can use at

Career and Life” (Wiley). Follow

Both avenues work great for testing out the

the necessary times. You can never have

him and Rule29 on Twitter –­

“creatives” at a lower entry-point cost. Plus,

enough resources, no matter what season of

@justinahrens and @rule29.

it’s a win-win for both parties. So, when our

business you’re in.

CANVAS December 2014

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mobile media

By John Foley, Jr.

How to succeed as a print or mail provider in 2015

F

rom one side of the map to the other, the age of new media has taken

a marketing services provider. Rather, you

over every facet of our lives. The only question that remains is, “What

want to build on the knowledge and exper-

are traditional media industries doing to stay relevant?” The reality is

tise you already have about your customers

that many don’t realize they can use the changing times to not only

and their communications needs in order to

grow and transform, but to thrive within the print and mail industries as well.

The answer to that nagging question about what print and mail providers must do to grow their business rests within two simple words: provide solutions. That’s

deliver a broader portfolio of products and services that will make you a trusted partner, and them a loyal customer.”

right. To grow your print and mail businesses in the age of digital marketing, you

By building on the services you already offer

must focus on the services you already offer your customers. From your original

as a print or mail provider, you’re already closer

services, market your business around the solutions those services provide, and

than you think to the key behind transforming

then you’ll be on your way to becoming a marketing service provider (MSP).

your business from an average, run-of-the-mill print or mail house, to a full-blown marketing

How to grow

service provider.

Face the facts – if you want to survive and thrive as a print or mail provider, being a marketing service provider has proven to be the most effective way over

Print and mail service providers transforming their business is nothing new, yet it can seem like an impossible task if you don’t know where to begin.

The multi-channel approach If you’re still stuck on what kind of solutions your customers are looking for, consider multi-channel. Adding these offerings to the marketing solutions of any service provider is critical in this age of information accessibility. Focus on how your print and mail products can carry, if not support, a variety of messages through-

the last decade. Many MSPs find it effective

out multiple channels. The traditional indus-

to focus on the customer end of the services

tries of communications are changing daily,

they already provide, and grow from there.

and an endless introduction of new technolo-

Usually these services – variable print, wide

gies has made the job of marketing more

format and customized mail services, etc. –

complex than ever.

are ones that already stand out to new and

John Foley, Jr., is CEO of interlinkONE and Grow Socially. Foley and his team consult with print companies on transforming their

Keep in mind

print and mail business based off of location,

The important thing to remember as a

experience, and so on. It is important to focus

print or mail provider transforming into a

on advertising and selling the experience

marketing service provider is that many of

these services give to your customers – and

the tools and offerings you need to make

their customers.

the transformation successful already are in your arsenal. Think of print and mail as your

Business transformation

roots – where you came from and all the

online marketing plans, and

Print and mail service providers transform-

ways your traditional materials can tie into

frequently discuss a variety

ing their business is nothing new, yet it can

other channels, as the future, and where

of informative marketing

seem like an impossible task if you don’t

your business is going.

techniques and topics.

know where to begin. In my book, “Business

Change is never easy, but as far as busi-

Are your marketing efforts in

Transformation: A New Path to Profit for the

ness is concerned, it’s necessary. Consider

need of a pick-me-up? Visit

Printing Industry,” I cover just that: “Clearly,

print, mail and the services you always have

http://ilink.me/MessingUp and

if you have heavy investments in printing

provided as the nourishment your busi-

take the quiz to see if you’re

equipment, you don’t want to abandon

ness needs to transform successfully in this

messing up your marketing.

your heritage in the transition to becoming

brand new world of communications.

businesses, write strategic

P6

existing customers. They are unique to each

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Leadership

By Tron Jordheim

What sort of executive are you?

Y

ou may know your business or your industry well. But do you

chief is that he falls out of fashion and tribal

know anything about yourself? Forward thinking business lead-

members often leave to follow other interests.

ers evaluate their employees and clients to help better under-

Tribes can break up as easily as they form.

stand work styles and personality types. Understanding the

people you work with is an important trait for today’s executives.

Peter F. Drucker put forward a simple and basic mission for executives: “Get the right things done.” Knowing what motivates your clients and employees makes it possible to know what those right things might be. Being an effective leader is what makes it possible to know how to get the right things done.

Depending on what needs to be done and who needs to take action, your leadership style could be quite different from moment to moment. So, what sort of executive are you?

The General

Being an effective leader is what makes it possible to know how to get the right things done.

The Sports Coach. Whether you are a sports’ fan or not, you can see what kind of figurehead a coach can be. The idea of gathering your team for a quick tactical huddle before putting them back out on the field is very appealing.

The hard fact about coaching is that for every second of point-scoring exhilaration, there are hours of recruiting, training, practice, research, discussion, preparation and anxiety. Sports and business share some commonalities. Recruiting, training, research, preparation and anxiety are but a few. While coaches know their businesses are all about the fun and thrill of victory, they also clearly understand how that all relates

This leader likes organizational discipline, and a rigid and sensible approach

to cash flow and asset appreciation.

to managing the workforce, defining missions and conquering objectives. He

The downside: A sports coach can fall

likes to spend time strategizing, and studying the competitors and surround-

short when people in the organization do

ing business environment for weaknesses or opportunities. The General sees

not relate to sports analogies or are not

business as war, the competitors as enemies and his employees as troops.

driven by team competition.

There are many important aspects of the General persona that can help executives. Sun Tzu’s advice in “The Art of War” still is viable for today’s

The Spoiled Brat

business strategists. And Carl von Clausewitz’s “Principles of War” still is a

Sometimes a boss wants to get his own way.

best seller. An executive who understands organizational discipline, cohesive

Some executives are more interested in the

and consistent training processes, contingency planning and the collection

talent their people bring than production.

of intelligence is going to be successful.

These executives usually like to bark orders and

The downside: With the General, there is

berate people. Sometimes the Spoiled Brat will

no experimentation, innovation or discus-

have a temper tantrum or suddenly change

sion allowed. If a change or initiative is to

his mind about a task just to throw people off

take shape, it must come from the top down.

balance. Other times he will confuse himself with the General. But whereas the General

Tron Jordheim is CMO of StorageMart, one of the world’s largest privately held self-storage companies with locations across the United States and Canada.

will hold his composure under pressure, the

The Tribal Chief is not just a political or mili-

Spoiled Brat overreacts and lashes out. The

tary leader like the General, but he also is a

Spoiled Brat’s advantage is that people will

leader in culture, lifestyle and belief systems.

react quickly to make him happy.

A tribal leader usually is intertwined with

The downside: The trouble with a Spoiled

legend. There are some great examples of

Brat is just that he is a spoiled brat.

impactful tribal leaders in American history.

Think of Tecumseh of the Shawnee, who

The keys to being an effective executive are

quickly inspired large numbers of people to

to know the strengths and weaknesses of your

move with great intensity toward a common

default style, and then be able to adopt a differ-

goal. In modern times, Steve Jobs became

ent persona as conditions or circumstances

trainer and consultant.

a tribal leader of Apple product devotees.

require. One day it’s the strategizing general

For more information, visit

Wouldn’t every business executive want to

or the tribal chief, and the other it’s the motiva-

lead a company with a following like Apple?

tional sports coach. Finding the persona to get

The downside: The difficulty with being a tribal

the job done is the mark of true leadership.

With 40-plus years of experience in sales, marketing and training, he continues to be sought after as a public speaker, sales

www.storage-mart.com/blog/ author/tron-jordheim.

P8

The Tribal Chief

CANVAS December 2014

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corner office

Book Rec

All aboard the marketing technology train

Smartcuts: How Hackers, Innovators, and Icons Accelerate Success

By Shane Snow Why

are

some

W

ith the need to understand what consumers want, data collection efforts are becoming more and more invaluable.

people and orga-

According to Signal’s “Overcoming Barriers to

nizations able to

Cross-Channel Success” report, 96 percent of

achieve incredible

marketers say that fully integrated marketing

things in implausibly

technology would have a positive, strong or very

short time frames?

strong effect on their marketing goals moving

Serial entrepreneur

forward. In addition, the report shows that 86

Shane

has

percent believe integrated marketing technol-

a pretty good idea. In Smartcuts: How

ogy would improve their customer relationships

Hackers, Innovators, and Icons Acceler-

and create more loyalty.

Snow

ate Success, Snow shows us how “smartcuts” can help rethink convention and accelerate success.

The world is filled with people who sprint to the front of the line in less time than it takes the rest of us to beat the norm. Snow shows how, like computer hackers, a handful of innovators in every era are using lateral thinking to find better routes to stunning accomplishments.

Smartcuts tells the stories of innovators who dared to work differently and lay out practical takeaways for the rest of us. It’s about applying entrepreneurial and technological concepts to success, and how, by emulation, you too can leapfrog competitors, grow businesses and fix society’s problems faster than you think..

See why CANVAS readers can get a jump on 2015 by taking smartcuts.

The number, in billions, of people who are expected to have access to the internet via mobile devices by 2020, according to GSMA Intelligence research. The report shows four main areas impeding access on a global scale, including network coverage, affordability and taxation, consumer barriers such as illiteracy and lack of awareness about mobile technology, and a lack of local content in different languages.

What I want to own is my reputation, because in this hyperconnected world, reputation will give you access to all kinds of things now. Your reputation now is like having a giant key that will allow you to open more and more doors.

– Airbnb co-founder Brian Chesky on the importance of building a trust platform that brings people together and creates value for all parties

P10 CANVAS December 2014

marketing insights

Bridging the great divide Report shows CMOs, CIOs working together Whether or not the world of chief marketing officers (CMOs) and chief information officers (CIOs) will ever truly come together as one remains to be seen. But for now, a recent report from Accenture shows they are working more collaboratively than ever before. Nearly 43 percent of CMOs and 50 percent of CIOs say their relationship with the other has improved over the past year. Here are some key findings:

CMOs that say their company’s IT team doesn’t understand the urgency of integrating new data sources into campaigns.

CMOs that say the technology development process is too slow for the speed required for digital marketing.

CIOs that say marketing requirements and priorities change too often for them to keep up.

CIOs that say CMOs lack the vision to anticipate new digital channels.

CANVAS P11

noteworthy

updates from the industry

John Foley, Jr., CEO/CMO of interlinkONE and Grow Socially, was named the 15th most influential Chief Marketing Officer (CMO) on social media on Forbes.com’s list of the “50 Influential CMOs On Social Media.” The list, based off of a study conducted by Infegy, took into consideration indexed social interaction, shares, re-shares, mentions, sentiment of interactions, strength of followers and back links. Foley is a long-time CANVAS columnist.

Awards & Recognition Hopkins Printing, Columbus, Ohio, was named the “Best

is the fourth consecutive year Liebman placed among the

of Business” winner in the Best Printing Company category

top 10 ranking, placing seventh this year.

by Columbus C.E.O. magazine. This year, the publication honored companies in 90 categories.

Kodak was named the “Economic Development Project of the Year” by the Greater Columbus (Ga.) Chamber

The Southern Florida Minority Supplier Development

of Commerce. The award recognizes Kodak’s more than

Council (SFMSDC) has named Solo Printing, Miami, its

$10 million investment to the Columbus facility for the

2014 ”Supplier of the Year.” The award, its most presti-

production of its KODAK SONORA Process Free Plates.

gious honor, is given in four categories determined by

The expansion is part of Kodak’s regional sourcing strat-

annual sales. Solo won in Category III, which is for compa-

egy for SONORA, which enables printers to skip the plate

nies with annual sales between $10 million and $50 million.

processing step without sacrificing quality or productivity.

By winning the award, Solo is eligible for the National

The facility will produce the plates for the entire Americas

Award from the National Minority Supplier Development

region amid growing demand worldwide.

Council (NMSDC).

Domtar Corp. was presented with the first “Forest StewMohawk’s Maker Campaign publication was honored

ardship Council (FSC) Leadership Award” in the paper

by AIGA in its fourth annual Justified Design Competition.

sector for its longtime leadership in sustainability. The

Mohawk was one of 19 brands honored for exemplary case

award celebrates Domtar’s innovative pursuit of FSC certi-

study submissions that demonstrate the value of design

fication in North America, and highlights its commitment

in a clear, compelling and accessible way. The campaign,

to maintaining forests for future generations. The awards

manufactured by Hybrid Design with creative direction by

were presented at the 10th Annual Design & Build with FSC

Dora Drimalas and design by Caleb Kozlowski, featured

Awards, which was co-hosted by the World Wildlife Fund

several key elements designed to communicate experi-

and Green Sports Alliance.

ences that are unique to paper, to elevate print commu-

In addition, Domtar picked up the “Environmental

nications and to highlight the beauty and tactility of fine

Strategy of the Year Award” and the “Innovative Printing

paper. The quarterly publication, printed on different

and Writing Campaign of the Year Award” at the 2014

Mohawk grades, features different finishes and uses differ-

Pulp and Paper International (PPI) Awards. For the “Envi-

ent print techniques to build a compelling narrative around

ronmental Strategy of the Year,” Domtar’s Windsor Mill

the Mohawk brand.

was chosen for its steadfast dedication to reduction in greenhouse gas emissions, water consumption, energy

Canon U.S.A.’s Seymour Liebman has been named to the

use and waste, as well as championing the use of raw

Long Island Press “Power List,” which honors 50 of Long

materials sourced from FSC’s certified sources. The “Writ-

Island, N.Y.’s most influential leaders. Liebman is execu-

ing Award” was presented for its Paper Fun Truck initia-

tive VP, chief administrative officer and general counsel of

tive, which had decorated truck visit schools, businesses,

Canon U.S.A. and senior executive officer of Canon Inc. He

retirement communities and a Los Angeles area beach to

also is vice chairman of Canon Solutions America Inc. This

show how paper remains fun and valuable.

P12 CANVAS December 2014

Easily

digestible

stories that will

inspire

your sales team

Pay it

Forward

All proďŹ ts go to the Electronic Document Scholarship Foundation Are your sales meetings going stale? Spice them up with the candidly insightful "Egrets, Hockey Sticks, and Roller Skates" by Mark Potter. This book is dedicated to inspiring a new mindset for the marketing services industry. You will you be inspired, but you will also be giving back to the print industry. All proceeds go directly to the Electronic Document Scholarship Foundation which helps support eager student leaders that are looking to make this industry even brighter.

$15 Single copies for

Purchase 10 or more for a

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www.egretsbook.com

noteworthy

updates from the industry

Mergers & Acquisitions Proforma Graphic Services has acquired distributor

Mohawk senior VP of international sales Joe O’Connor. To

Premier Graphic Solutions, with all of Premier’s employees

facilitate European distribution, Mohawk will use a ware-

set to remain on staff. Under the agreement, Proforma will

house near Metapaper’s headquarters. Mohawk also oper-

offer enhanced eCommerce technology, direct mail, and

ates an office in Cupar, Scotland, which is managed by Russell

marketing programs and services to Premier’s clients. This is

Murphy, Mohawk’s UK sales and marketing manager. For

the fourth acquisition for Proforma’s Mergers & Acquisitions

information, contact MohawkEurope@Mohawkpaper.com.

team, which it has completed on behalf of Proforma Graphic Services. Both companies are in Columbus, Ohio. Financial

Digital printing innovator EFI has acquired key intel-

terms of the deal were not announced.

lectual property assets for digital inkjet printing of thermoformed products from Polymeric Imaging, a specialist

Mohawk has partnered with Stuttgart, Germany-based

provider of UV and LED inks for industrial and graphic arts

Metapaper GmbH & Co., Europe’s first online platform for

applications. In addition to buying technology from North

the paper and printing industries. Under the agreement,

Kansas City, Mo.-based company, EFI has hired key Poly-

Metapaper will begin supporting all of Mohawk’s Conti-

meric Imaging employees responsible for technical and

nental European sales, and marketing and customer service

market development of digital ink and coating products.

operations. Metapaper founder Axel Scheufelen will serve

Those employees currently are assisting EFI’s ink opera-

as lead contact for Mohawk’s European operations, market-

tions in the development and testing of new formulations

ing, customer support and merchant sales. Along with Meta-

for use in EFI inkjet products. Financial terms of the acqui-

paper’s customer support team, he will work closely with

sition were not disclosed.

Personnel Moves Clifton, N.J.-based Kay Printing, a division of commercial

and coordination of Kodak‘s brand identity; global market-

printer KM Media Group, has named Rob Sternau its direc-

ing programs and activities; and communication of its vision,

tor of new business development. Sternau will be respon-

strategy and progress in an integrated way to all of the

sible for helping grow overall sales by developing sales and

company’s stakeholders.

marketing initiatives, recruiting additional sales reps and Thomas (Tom) McTernan has been appointed to the posi-

direct selling.

tion of VP for national consumables sales for Heidelberg USA.

Greg Retzer

Western States Envelope & Label has

In his new role, McTernan will assume responsibility for over-

promoted Greg Retzer to VP/sales and

seeing the go-to-market strategy for consumables in the U.S.

marketing. In his new position, Retzer

market. He will report to Thomas Topp, senior VP consumables

will lead the sales and marketing efforts

and senior finance officer. Former account executive (Central)

for all five of Western States Envelope &

Randy Wiersma will take over for McTernan as regional VP of

Label’s full-service locations.

the Central Region, reporting to Juergen Grimm.

Kodak has named Steven Overman its CMO and senior

Dscoop (Digital Solutions Cooperative) has named its

VP, corporate marketing, and made him a member of the

new leadership for fiscal 2015, including industry veteran

company’s executive council. Overman, who will report to

John Rogers as global executive director and Gary Peeling

Kodak CEO Jeff Clarke, will lead the strategic development

as its global chairman.

Your news here »» People news. New products. Trends shaping the way our industry does business. If you have a news item, CANVAS wants to hear about it. All you have to do is email us the information and a photograph, and we’ll do the rest. Send your information to michael@thecanvasmag.com.

P14 CANVAS December 2014

MSP Product spotlights

developments in print

Inspiration at the ready Neenah’s EXPLORE portfolio gives short-run digital printers a world of options

I

n today’s ultra-competitive landscape, every printer needs the resources to make them more creative, productive and efficient.

Enter Neenah Paper’s EXPLORE, the first in a series of promotions designed to show how paper colors and textures can be used

creatively for frequently specified short-run digital applications.

As more brands turn to digital print for short-run solutions in packaging and branding, Neenah wants brand managers and their creative partners to consider the unique attributes of textured, colored papers. EXPLORE’s unique collection of samples features a folder, hangtag, coaster, box, table tent and brochure with 14 different papers sampled and dozens of extraordinary print demonstrations, each achieved on an HP Indigo 7000 using universally sized digital press sheets such as 18x12 and 19x13.

Neenah intends to expand the opportunity for short-run print solutions by demonstrating a truly wide range of versatile, high performing digital paper choices. And, if a customer sees something they want to recreate in EXPLORE, Neenah offers an online portfolio of custom dielines For more information and other Neenah products, visit www.neenahpaper.com

available free, for download in the formats requested most often, Adobe Acrobat (pdf) and/or Adobe Illustrator (eps).

STAY IN TOUCH...

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www.thecanvasmag.com

Strategies of rejuvenation for 2015

By Mark Wallace Maguire

P16 CANVAS December 2014

I

t’s here again. Yep, that time of the year. The fourth quarter. It’s not only time to make those final sales and wrap up those books, but also the time to look ahead and strategize. To develop plans. Maybe to re-invent what your company can do for your sales tactics or even your strategy itself. It’s time to recharge.

With that in mind, here’s a look at some of what’s on the horizon for printers in 2015.

CANVAS P17

Recharging

“M suc eas sel ces urem ling s is e lab eq n’t nt o firs or u ab f i sol t abo hour pme out of utio ut s s, b nt/ mu clien ns f ecu ut and ltifac ts whor a s ring fro e e o t t w e m h o d ave u a n l d to sin e pa gle ben eds rtn su efi t er p p wit lie h.” r

–J

ule

sV an

Sa

nt

,E

xe

cu

tiv

eD

ire

c to

r, P

PI

As

so

c ia

tio

n

(PrintMediaCentr. com),

says

diversifying printing

that your

options

will

be key in 2015. “Printers print. As a buyer, that is what I need them for. Do that well, help customers print more by printing smarter and we are good. And when it comes to growing business, look into more print channels, especially wide format.”

But you can’t just go with the flow; you need to make what you provide the market place unique. “Since printers print, the best way they can help me with my projects is to help me stand out without breaking the bank,” Corn says. “This can be achieved by cool finishings, new substrates, and,

Change

has

yes, working with partner companies

been in the air

to incorporate marketing technologies

and, especially, in

if they are relevant and focused on a

the printing world

real user experience.”

for well over a decade

Standing out is a part of the process

now, as many printers

that Jules Van Sant believes in as well.

have adapted to the advent

Van Sant, executive director of the PPI

of the digital age. In addi-

Association, touts printers that use

tion to changing some of their

unique die cuts, finishes, unique sizes,

base products, printers also have added new features to their current business model.

customization

and

personalization.

She says printers that have any products that will cut through the multi-

And while eyeing new opportuni-

media world we live in, grabs atten-

ties and paths for cash flow are critical

tion and drives action will be vital to

– we’ll get to that a little later – there

success in 2015.

is something to be said for sticking to

P18 CANVAS December 2014

what you do best. In other words, if the

Fortune favors the bold

linotype isn’t broke, don’t fix it.

We’ve established that print is not

Deborah Corn, principal and chief

dead, right? Well, success also can be

blogger of the Printerverse for PMC

achieved by entering into new arenas

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Recharging

and partnerships.

“This is where real innovation happens [for companies], and it can work,” says Dr. Timothy Blumentritt, associate professor of management at Kennesaw State University in Atlanta.

Blumentritt says the challenge for companies is to behave and think entrepreneurially while still staying true to their core customers. “In some sense, printers, at their core, facilitate communication. Putting ink on paper has been the traditional way that they do so, but as the world of communications changes, so must printers. In responding to novel ventures within printing, companies are only limited by their imaginations and willingness to invest in new ventures.”

Corn says that printers should not be intimidated by the industry’s changing landscape, but should view every challenge as an opportunity to learn, re-adjust, and then come back fighting harder for print dollars that may have been allocated elsewhere.

“If printers aren’t already jockeying for position in the photobook/short run

P20 CANVAS December 2014

book-making market or creating a reve-

first about securing solutions for a

nue stream from digital asset manage-

set of clients who have multifaceted

ment of customer files, they are already

needs and would benefit from a

behind,” Corn says. “Unless you want

single supplier to partner with. Utili-

to enter packaging – which isn’t unfath-

zation of existing and new technol-

omable with some of the new presses

ogy, equipment, specialized person-

out there, bookmaking and digital asset

nel and niche partners create a

management are the smallest steps to

results-oriented sale where the price

big returns if you have customers for it.”

is no longer the deciding factor, but rather the results.”

Break the mold or just re-envision it?

ing digital services to a print indus-

Before diving into diversifying, it can

try? This can all sound a bit much. So

be profitable to rethink your busi-

where do you start?

Manufacturing to service? Introduc-

ness model as a whole. Step back.

“You have to make a plan,” Van

Re-examine. Evaluate. Maybe that

Sant says. “Know your strengths

sounds esoteric, but it can work.

and be flexible while implementing.

How so? How about a printer that

Don’t be afraid to change personnel,

enacts a paradigm shift across the

software, hardware to find success.

board?

firms

Educate yourself and your staff so

can also shift their management style

they can be stellar. Work as a team,

from manufacturing and craft to a

with a solid, single mission shared

service-based model,” Van Sant says.

between applications, departments

“Measurement of success isn’t about

and customers.”

“Traditional

printing

selling equipment/labor hours, but

The

importance

and

value

of

rebooting your strategy should not be underestimated. Dr. Blumentritt echoes those sentiments and stresses how important it is to make a plan.

“Every company has to step back and take a fresh, truthful look at its sources

Before diving into diversifying, it can be profitable to rethink your business model as a whole. Step back.

Re-examine. Evaluate.

of competitive advantage,” he says.

“This must be an outside-in analysis, as managers are often too close to

CANVAS P21

Recharging

their own operations to be objective; sometimes it’s hard to see your own nose. Then managers have to be creative to understand how

“Putting ink on paper has been the traditional way that they do so, but as the world of communications changes, so must printers.”

those advantages will work in the changing business markets.

Decisions on how to approach the

future must come from careful evaluation of the company’s competitive

strengths combined with a solid perspective

on

the

future.

“No

company can predict the future,” Blumentritt says. “Managers should not keep crystal balls on their desks.

Making decisions on diversification is not always a process of making big bets. The real goal for companies should be creating the organizational agility to respond to market dynamics as they develop. Companies that remain entrenched in the past will find this very hard to do.”

The past is the past and 2015 is upon us. It’s time to get to work.

P22 CANVAS December 2014

– Timothy Blumentritt, Associate Professor of Management, Kennesaw State University

Conduit Inc., the publisher of CANVAS Magazine, creates custom content programs that enhance the perception of brands and connect organizations more deeply with their clients.

Content marketing is our business.

For more information call us at 678-473-6131.

www.conduit-inc.com

P24 CANVAS December 2014

The of you

value

Why you’re one of the most important factors in the selling equation

By Linda Bishop

I

have some bad news for you. One of your clients is considering ways to reduce their print spend. Sure, they

like you and your company. You’ve done a great job for them over the years. But they want to increase their social media reach; shoot some videos for YouTube and participate in a new tradeshow. That means budget dollars will be reshuffled.

Customer newsletter – gone.

Direct mail – reduced.

Mid-year catalog – gone.

CANVAS P25

The value of you

When your client thinks through

Over the years in the pages of this

these decisions, they don’t consult

magazine, I’ve mentioned the statis-

you. And they’re not going to call

tics for revenue attrition. On aver-

you after the decision is made. You’ll

age, sales professionals annually lose

find out when you check in on the

10 to 15 percent of their business. In

specs they always need. And then

some cases, the reasons are obvi-

it happens: “We’ve decided not to

ous. In others, the client continually

print that again, but don’t worry,

compliments you and your team on

we have a couple of other projects

performance. These are the happy

coming up. When we’re ready, we’ll

customers that will buy less, which

give you a call.”

means you must find other ways to

For most salespeople, this response

expand your business.

evokes a tandem response. You’re

High-performing sales profession-

comforted (at least they didn’t give

als have a deeper understanding of

the job to a competitor) and unsettled

value than their average competitors.

(you just lost a big chunk of business

The dictionary defines value as relative

you’ll need to replace).

worth. For sales pros, that translates

When you’re selling up to people who want to buy, stay focused on the value your company provides and your personal value.

into providing recognizable and desirable differences to their customers.

Either you help them solve a problem or you make them better off in some other significant way.

Customers assign and evaluate value along three dimensions • The value of the product or service to an organization • Your company’s value • The value of you

The value of the product or service Two different salespeople, Vance and Vicki, call on the same prospect. Both reach the marketing director, Bob, by phone. Bob tells each that his company doesn’t use much print anymore.

Vance immediately goes into an impassioned defense of printing. He shares all the wonderful things it can do and offers 14 different industry links touting its value. Bob listens politely, but still refuses Vance’s request to meet. Vance makes it his mission to

P26 CANVAS December 2014

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The value of you

High-performing sales professionals have a deeper understanding of value than their average competitors.

What is your mission? Is your company paying you to convince people to use printing as a communication medium or is your job to sell to people who currently buy printing and will consider buying it from you?

We all know it’s easier to sell to people who want to buy what we’re selling. The value already exists. It is change

Bob’s

inherent in the product and services

mind. He spends

you sell, so you don’t have to turn a

the next 15 minutes

buyer into a believer – a missionary

putting together an

selling activity that is time-consuming

email and, for the next

and tough to do.

two years, calls Bob at least

When you’re selling to people who

once a quarter to check in.

want to buy, stay focused on the value

Vance never makes a sale.

your company provides and your

Bob also talks to Vicki. When he

personal value.

mentioned they don’t use much print

P28 CANVAS December 2014

anymore, Vicki listens politely, and then

Your company’s value

asks, “How are you getting customers

Every buyer has been subjected to a

these days?” Bob says they’re finding

long droning monologue by a sales-

success with inbound marketing and pay-

person that mistakes capabilities for

per-click advertising. Vicki, recognizing

value. But it’s not just about persuad-

that printed materials are not an equiva-

ing the buyer, it’s about informing him.

lent substitute for pay-per-click advertis-

Your company’s value is built on

ing, thanks Bob for his time. Later on, she

the benefits you deliver. There are

mails him a note with her business card. “If

functional benefits, like your ability to

anything changes,” she writes, “Please give

handle a mailing project from end-to-

me a call. I would love to be of assistance.”

end. And there are emotional benefits,

Bob, impressed by Vicki’s profes-

such as the peace of mind that comes

sionalism, keeps her card. Six months

from choosing a company with experts

later, he reaches out to Vicki about

on staff.

an event his company is organizing.

The first step to sales success is

Because he needs printing done, Vicki

understanding your company’s bene-

lands the business.

fits. The second is knowing how to

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The value of you

present them to a buyer in an engaging way that interests, intrigues and sparks a conversation.

Engaging

buyers

takes

thought

on your part. Pay attention to words because they matter. And remember – small tweaks can move messages from informational to inspirational.

Be cognizant of your delivery style.

Do you speak positively about your company and the benefits it provides?

Is your message polished? Is there a variation in your tone and pacing? Do you use pauses for dramatic effect?

If you want to do a better job of communicating value, here’s an exercise you can try. Videotape yourself answering

the

question,

“What’s

different about your company?”

Critique yourself. Look for ways to improve your words and delivery.

Your company’s value is built on the benefits you deliver.

Remember that small nuances often

High performers always look for

lead to big success when you’re selling.

ways to improve their personal value.

They focus on areas where better skills

Increase your personal value to your customers

translate into increased revenues and

People buy from people. Before prospects

they ask themselves, “Why did that go

buy from your company, they’re deciding

so well?” When a call goes badly, they

if they want to buy from you. That decision

ask themselves, “What happened?”

more success. When a call goes great,

depends on multiple dimensions.

• Knowledge and expertise demonstrated by the sales rep related to

If you want to improve sales results, remember that improvement begins with “I” and start there.

the products and services to be purchased •R apport building, listening and

Zig Ziglar said, “You are the only one who can use your ability. It is an awesome responsibility.”

communication skills

If you want to sell more, start by becom-

• Responsiveness

ing a better communicator about your

•T rustworthiness as demonstrated

value and the value of your company.

by the ability to make commit-

There are plenty of people who want

ments and keep them

to buy what you want to sell – if you can

•O verall intelligence when discuss-

persuade them to buy from you.

ing topics of concern to the buyer

Good selling.

Linda Bishop, a longtime veteran of the commercial printing industry, is the founder of Thought Transformation Inc. (www.thoughttransformation.com), which trains and consults companies and sales professionals on how to sell more and reach their full potential. You can reach her at lindabishop@thoughttransformation.com.

P30 CANVAS December 2014

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PAPERbecause.com

w o Nhiring ich

By M

P32 CANVAS December 2014

lerino

Pal ael J.

10 jobs coming to a print shop near you

T

hese are different days for the printing services industry. But you already know that. Everything is

evolving – everything. Technology. The production process. How you print and how much your customers want. There are shorter runs and shorter lead times.

Things continue to go digital and mobile in the blink of an eye. Your to-do list includes tracking marketing trends and initiatives as much as it does paper and ink quantities.

And the list goes on and on.

CANVAS P33

Now hiring...

“The fast changing world necessitates hiring people for jobs, knowing those jobs could change drastically because of rapid changes in technology.”

– Brad Smart, Ph.D., CEO, Topgrading Inc.

Too

many

naysayers

want

to

proclaim that “print is dead.” But the printing industry isn’t going anywhere – it’s just evolving. And evolution means opportunity abounds.

Over the next 10 years, the total job growth in America is expected to increase by 15.3 million, or 10.1 percent, Bureau

according of

Labor

to

the

U.S.

Statistics.

Job

openings created by retired workers or ones who leave their companies are expected to exceed twice the amount of job openings due to economic growth. The majority of these openings will be in the serviceproviding industries, rather than the goods-producing industries as has been in the past.

Overall, the Labor Bureau reports that

the

majority

of

in-demand

careers from now until 2018 – where a post-secondary degree is required – are expected to account for onethird of the total job availability. The

P34 CANVAS December 2014

fastest growing careers and industries

type of skill sets. “The people who

are concentrated in several fields,

have these skills can work anywhere.

including technical consulting, scien-

We have to make the case for our

tific, computer systems design, and

companies and for our industries. The

management and healthcare. These

question isn’t why should they work

positions are expected to provide 2.1

for us instead of the printer down the

million jobs by 2018.

road, it’s why they should work for us

In an industry defined by continual

instead of the bank or IT company or

innovation and disruption, today’s

healthcare facility or university down

printers must take a long hard look

the road. We have to understand what

at what the future holds, and just

motivates the new generation and

how diverse their work forces will

what kind of work environment they

be. “The single most important

thrive in. These employees have very

point is that our industry’s labor

different expectations from our tradi-

markets and critical skills – like our

tional employees. We have to know

services, markets and competition –

how to hire and retain them. We aren’t

are being redefined,” says Andrew

just talking about hiring people who

D. Paparozzi, senior VP and chief

are just like the people we’ve been

economist for the National Associa-

hiring for years.”

tion for Printing Leadership (NAPL).

The key to success moving forward

“Put simply, we need new skills for

will be to cultivate a flexible, adapt-

our new industry.”

able labor force that can work where

Paparozzi believes that the printing

and when it is needed. In today’s

services industry must be prepared

competitive and complex printing

to compete economy-wide for these

landscape, the strong aren’t the ones

Now hiring...

getting stronger, it’s all about who’s

details how a shortage of computer

the most flexible and adaptable.

coders

created

a

market

where

Workplace experts believe the U.S.

young professionals are making up to

workforce is facing a talent deficit

$150,000 per year as programmers.

that will force companies to hire and

“The fast changing world necessi-

promote people who are not fully

tates hiring people for jobs, knowing

qualified. That’s a bet Brad Smart,

those jobs could change drastically

Ph.D., CEO of Topgrading Inc., says is

because of rapid changes in tech-

a poor one to place. “Every company

nology,” Smart says. “A shortage of

we work with is concerned, and I’m

coders is the tip of the iceberg, and

sure you’ll get the alarming stats,” says

that tip is that technology is becom-

Smart, whose company specializes in

ing increasingly important to many

hiring and promoting professionals.

industries, printing included.”

“At all levels of companies there is the

And the speed of changes in tech-

increasing quandary of paying more

nology is causing companies to change

and more for qualified people or hiring

rapidly. It is changing their strategies,

less qualified (for less money) people

their organizational structures and

and training them.”

their jobs. Smart says the survivors

Take the recent Wall Street Jour-

of the printing industry’s transforma-

nal article, “Mothers, Tell Your Chil-

tion are case studies that prove this

dren to be Software Coders,” which

point. “Those who don’t just survive

“The single most important point is that our industry’s labor markets and critical skills – like our services, markets and competition – are being redefined.”

– Andrew D. Paparozzi, Senior VP & Chief Economist, National Association for Printing Leadership

P36 CANVAS December 2014

Now hiring...

The key to success moving forward will be to cultivate a flexible, adaptable labor force that can work where and when it is needed. but flourish in a warp-speed changing

“It’s simple demographics – popu-

world hire super adaptable people who

lations of most western countries are

are great at growing into new jobs.”

aging and the Millennials will dominate the workforce in the next five years,”

Welcome to the new generation

says Smart, who worked with Espinoza

There is no denying that the job

they are here, and traditional companies

market will have a different look over

are not adapting fast enough. They are

the next 10 years, especially as Millen-

blogging 24/7 and letting their 1,000

nials continue to find their grooves.

friends know which companies are

In a publication that Topgrading publishes for its clients, noted

to edit the piece. “They are not coming;

great to work for and which are stuck in the old ways.”

human resources expert and author Chip Espinoza wrote that Millennials (those born approximately between 1983 and 2001) are taking over the world, and that it is imperative that today’s companies discover the core competencies for managing this type of workforce.

To help you get in step with our indus-

Strategic Planning (CEO, COO)

try’s ever-changing landscape, here’s a

Is it best to be a printer? A marketing service provider (MSP)? Strong management

look at some of the jobs that will be on

teams and leadership will help you decide whether to diversify or become a special-

the rise over the next five to 10 years:

ist, as well as improve your organizational efficiencies.

Financial Management (CFO) With shrinking margins, printing companies will need financial expertise on investment decisions, how to increase client revenue and decrease costs, etc.

Consultative/Program Selling The key to success will be hearing your customer’s voice more clearly, because that’s where value creation starts. Innovative sales teams will be among your greatest assets.

Communications Specialist This skill set may be the mother of all job responsibilities moving forward, as more brands make telling their stories a priority for building their audiences.

Marketing Specialist/Research Analyst They have their fingers on the pulse of what sells and what doesn’t. Skill sets such as researching market conditions and gathering information on competitors, prices, sales, and methods of marketing and distribution will be vital in the MSP evolution.

P38 CANVAS December 2014

Art Directors/Graphic Designers Creating visual styles and concepts that can communicate ideas to inspire, inform and captivate consumers will be a growing need for evolving print shops.

3D Designers/Modelers As 3D printing capabilities continue to evolve, these types of jobs will flourish, especially on the design side, as printers will need designers who can take a product idea and translate it into something that can be brought to life. Along with designers, CAD experts with the skills and expertise to convert product designs into digital blueprints will be in demand.

Data Processing & Analysis With the printing industry’s future more closely tied to personalized, relevant content and communication, jobs that can create, access and manage complex databases will be essential.

Information Technology (IT) Because we are in the information business, this highly specialized skill set remains critical to every company’s business model.

Specialized Design Services (Web Design & Software Design) These are the “jack of all trades” positions that can help you navigate through the web world. They not only create web pages, web applications and web content, but also possess an excellent understanding of what makes a good operating system, what the average surfer finds visually stimulating and how to optimize sites for mobile tech, etc.

CANVAS P39

final thought

Interview with Ran Avrahamy

AppsFlyers’ Ran Avrahamy on what makes a good marketing exec

Y

ou can call Ran Avrahamy one of those mobile, social, new media

calls for greater transparency – marketers

and all tech-related geeks. It’s okay, his profile is written that way

must know where their money is going

on the company’s website. Avrahamy is the head of marketing

and which channels are driving results.

for AppsFlyer – a leading platform for mobile attribution analyt-

ics. With offices in San Francisco, China, Israel and the UK, AppsFlyer allows

What are the rewards?

app developers, brands and ad agencies to manage, measure and opti-

Today’s data-driven advertising environ-

mize their entire mobile user acquisition process across all media sources,

ment is a 180-degree turn from the old-

including paid, organic, viral and social. Before joining AppsFlyer, Avrahamy

school approach depicted in “Mad Men.”

co-founded the social messaging platform company Scringo, which empow-

Modern marketers are more goal-focused

ers mobile apps with social and communication capabilities.

and numbers-conscious. They don’t simply throw money at sources and hope some-

Define the role of today’s marketing executive.

thing pays off in the form of better conver-

The advertising industry has been utterly

actively seek to optimize their strategies in

transformed in the wake of the digital

real time.

sions and audience engagement. They

revolution. Modern marketers bear little in the TV show “Mad Men.” Instead of

What makes a good marketing executive?

three-martini

produced

Thanks to the greater number of mobile

campaigns relying on blanket coverage

advertising venues and the technologies

across a limited number of media chan-

involved, today’s marketing environment

nels, today’s marketers are data-driven

offers many more opportunities to effec-

and ROI-focused. Those who are most

tively target customer groups and identify

successful find the technology, unbi-

which traffic sources deliver results. Market-

ased data sources and analytics solutions

ers in the 21st century who can find an

they need to move beyond “spray and

unbiased source of metrics and the analyt-

pray” techniques, and install metrics to

ics they need to optimize their campaign

drive purchases and generate genuine

strategy can generate results Don Draper

customer engagement.

only dreamed of delivering.

What type of pressure and challenges are they under?

What are the keys today for every marketer?

Until very recently, marketers had to rely

They need to take a page from digital

heavily on their instincts or ad hoc metrics

transparency trends like quantified self,

cobbled together on their own to justify

moving toward real-time data analytics that

ad spend. It has historically been a chal-

track and measure every campaign, ensur-

lenge to demonstrate real value delivered

ing their efforts are results driven and find-

by investment in various channels, which

ing a way to easily translate complicated

made

awkward.

data for the rest of the company. People

Marketing today is a lot more compli-

have been gathering and analyzing data for

cated than it was a few decades ago.

years, of course, but technology is making

The number of advertising channels has

it faster and easier to keep track of a vari-

grown exponentially, and company exec-

ety of inputs and use analytics to drive

utives demand greater accountability.

decision-making. Call it the quantified self-

The complexity of today’s marketplace

movement of advertising.

resemblance to the ad execs depicted

Ran Avrahamy

The complexity of today’s marketplace calls for greater transparency – marketers must know where their money is going and which channels are driving results.

P40 CANVAS December 2014

board

lunches

that

presentations

Why you should expect more from your paper and your paper company.

In these challenging times, you need more than just the highest quality paper competitively priced. You need a paper company that genuinely understands what you’re facing everyday and is constantly working to help you succeed now and in the future. That’s Sappi.

The Standard Sappi is committed to promoting the viability and relevancy of print. One of the ways we bring this commitment to life is with The Standard, our series on how to use print to create unique and compelling campaigns.

Growing the Future Sappi continues to make capital investments to ensure our paper mills are state-of-the-art and globally competitive. We’ve invested over $37 million in our paper machines this year alone.

Print & Sappi’s Print & explains the influential role of print in this rapidly evolving environment and provides helpful tips on how to succeed in a world of the ever changing “next big thing.”

eQ Providing videos, white papers, eQ Blog, eQ Tool, and product benefits statements all to help you lead the conversation when it comes to paper and sustainability.

Printers of the Year Celebrating how your hard work is an art form and rewarding this work with much needed financial resources to strengthen your marketing and branding initiatives.

Digital Design Center Personalizing your marketing collateral to help you sell your unique digital printing capabilities.

Ideas that Matter Since its inception in 1999, 500 nonprofit projects have been funded with $12 million worldwide to causes that enhance our lives, our communities and our planet. This strategic initiative powerfully illustrates how print can promote social good.

Off Register It’s no surprise that printers love Sully. He gets to say everything you guys are thinking. He gets “it”… because we get it.

For more information on any of these important initiatives, please contact your Sappi sales representative, or call 800.882.4332.

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