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Kodak’s “Print Is …” Campaign Featured in BtoB’s Special Report on Integrated Marketing Success Stories

Friday 22. August 2008 - A multimedia campaign from Kodak that promotes print’s unique ability to reach people in a personal, meaningful way serves as one of four communications programs cited in a special report on successful integrated marketing in the Aug. 11 issue of BtoB magazine.

The “Print Is …” campaign utilizes print ads, collateral materials, online components, direct marketing, and special events to communicate how print transforms the lives of people who interact with it and drives powerful results for businesses that make it a central part of the marketing mix.

Demonstrating print’s unmatched capabilities in reaching wide audiences on an individual level, a series of four ads—each with a different person showing why “Print is Transforming, Personal, Compelling and Powerful”—stands as the centerpiece of the campaign. The ads drive readers of trade publications serving commercial and data printing, packaging, and publishing audiences to a landing page which features information on Kodak’s solutions, customer applications, industry trends and more.

“Reflecting print’s role as the cornerstone of an integrated campaign, the ‘Print Is …” program was driven by print and cited by BtoB for its use of multimedia elements,” said Kevin Joyce, Chief Marketing Officer, Kodak’s Graphic Communications Group. “In addition to conveying the inherent values of print in the media mix, the ‘Print Is …’ campaign was designed to inspire print service providers and remind them that the work they do every day plays such a vital role in the world around us.”

The “Print Is …” messaging also provided the focus of Kodak’s brand communications campaign around drupa. Using the theme “Print is Powerful,” an ad with a skyline incorporating images of cities around the world was developed to depict the global power of print and nature of the drupa show. The ad’s graphic was prominent at Kodak’s drupa stand. The campaign also included print and online ads, direct mail, website graphics, a video, and screen saver.

As one of the metrics that speaks to the success of the “Print Is …” campaign, the article notes that Kodak generated more than 10,000 qualified leads at drupa. A survey of trade media readers looked at key brand metrics before and after the campaign. Results showed notable increases around Kodak’s perception as an innovator and industry leader and a 3 percent increase in top-of-mind awareness.

The “Print Is …” campaign has run in global regions including North America, Europe, South America, Asia and Australia. It earned a Best in Division award for total communications program over $200,000 in this year’s Business Marketing Association Pro-Comm Awards competition. The integrated campaign will be used to support Kodak’s participation at the upcoming Graph Expo trade show.