LEARNING CENTER

Executing a complex community survey is a challenge. Getting it into the hands of community members, generating excitement and interest, and getting those surveys returned and tabulated can be a daunting task.

That was just the job Stephan Gunsaulus, Cuesta’s Director of Marketing and Communications, was ready to tackle. Cuesta College was looking for an effective way to reach out to residents of San Luis Obispo County to provide input for the 2011-2016 Educational Master Plan. As an accomplished marketing veteran, Stephan knew an integrated approach, utilizing both print and digital delivery, would be needed. The question was how to execute such a strategy. Much to his delight, Casey literally walked in the door with the answer; Casey's new "cross-media" marketing solution.

Recently, PrintInTheMix, published the results of a study detailing the influence of “Print, Digital, and Social [Medias] on Today’s Purchase Decision”.

The study broke the purchase decision process into three parts;

Oh the times they are a changin’

“Well I guess this digital thing isn’t just a trend,” I overheard "Fred" say as I walked the floor of Graph Expo last week in Chicago. For those who don’t know, Graph Expo is the biggest annual Print and Graphic Communication trade show in North America. For "Fred" and other career printers like him, this year’s expo must have been a total cultural shock. Certainly, the past two years have not been easy on the printing industry. However, what was glaringly obvious is that out of that struggle has emerged a bright new digital future for the industry.

Okay, okay. I am a printer but I admit it: The Internet is an amazing media tool. As providers of traditional print communications, we need to NOT be Ostriches. Instead, we need to strive daily to keep our heads firmly out of the sand and see the value of electronic media. Having admitted that, nevertheless, the forecast for print is bright indeed.

Now hold on, Casey Printing may be located in a little farm town in rural California, but we do have electricity, and consequently, access to the World Wide Web. Yes, it’s stupendous, glorious and sexy, but, like the frosting on a cake, its only part of the mix. When you want to have your cake, and eat it too, you better put print in the mix.

Consider the following from the 2008 Publishing Advertising Trends Study: