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Consumer Campaign to Start in July
The Paper and Packaging Board’s highly anticipated consumer campaign is slated to kickoff in July following months of planning, creative testing, production, and media negotiations. Working with Cramer – Krasselt, Milwaukee, the campaign will include TV, print, outdoor and digital advertising as well as social media and public relations components.
“Our campaign is based on a storytelling approach, and we are on the verge of bringing these narratives to life,” said John Williams, President and CEO of Domtar and Chairman of the Paper and Packaging Board.
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TV Shoot is "a Wrap" 
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According to Donna Grove, Advertising Director for the Paper and Packaging Board, TV ad production for three ads took place the weeks of May 11 and May 18. Working with an award-winning director, the shoot took place over 6 days, generating nearly 10 hours of film with 56 camera rolls. Grand total? That’s 5.7 terabytes of data ready for editing in the weeks ahead!
Photo: Ad production on location in May. Look for more details about the campaign in the July newsletter.
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Communications Ambassadors Program (CAPs)
Connects Employees with the Campaign
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Despite the high profile and visibility of the campaign in the industry, it is going to take a concerted effort on the part of the companies paying into the Paper Checkoff to make sure their employees have ample access and exposure to the national campaign. As a result, the Paper and Packaging Board has created a network of communications ambassadors (CAPs) with at least one CAP assigned by every company for the purposes of promoting the work of the campaign within their companies. Patty Neuhoff, International Paper, describes this role as a key link to keeping IP’s employees informed, aligned and engaged around the purpose and value of the campaign. Joan Sahlgren, head of PR for the Paper and Packaging Board, leads this effort and offers the following tips for effectively talking to employees.
+Make sure employees know the campaign is coming. Host a town hall meeting or, if you have a newsletter, customize and insert pre-written articles about the campaign’s development and goals as well as the fact that your company is investing in the campaign.
+Look ahead to July and start planning how you want to share the campaign. Consider multiple communications from internal video, to ready-to-go PowerPoints or even statements in employee paycheck stubs with the new tagline.
+Don’t stop planning with July. The campaign rollout will go on through the end of 2015, so consider a monthly communications schedule to share media schedules, PR and social media pushes and pre-written campaign content for your internal newsletter.
Don’t stop there. If you have an idea you want to share, contact Joan Sahlgren, Sr. PR Manager. “We want to hear from our companies about their communications needs. We have already had requests for truck decals. Everything is on the table.”
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Appleton Coated LLC, Joan Bruecker
Bio-Pappel International, Wilfrido Rincon
Caraustar Industries Inc., Susanne Batchelor
Catalyst Paper (USA) Inc., Eduarda Hodgins
Clearwater Paper Corporation, Linda Lewis
Domtar, Kathy Wholley
Domtar, Jan Martin
Evergreen Packaging Inc., Erin Reynolds
Finch Paper Holdings LLC, Beth Povie
Flambeau River Papers, Aaron Johnson
Georgia-Pacific LLC, Sheila Weidman
Glatfelter, Chris Auchey
Glatfelter, Courtney Enser
Graphic Packaging Holding Co., Sue Appleyard
Green Bay Packaging Inc., Beth Hrubesky
Greenpac Mill LLC, Mario Plourde
Greif Inc., Scott Griffin
Hansol America, Joori Kwon
Hartford City Paper, Larry Richard
Hood Container Corp, Larry Huey
International Paper Co., Patty Neuhoff
Interstate Resources Inc., Jim Morgan
Irving Paper Limited, Brad Peters
Jackson Paper Manufacturing, Scott Price
KapStone Paper and Packaging, Larry Cobb
KPAQ Industries LLC, Mike Butler
Kruger Inc., Serge Desgagnes
Liberty Paper Inc., Polly Filing
MeadWestVaco Corporation, Katie Bressler
Metsa Board Americas Corp., Mallory Araujo
Mondi Group, Johnny Thein
Moorim USA Inc., John Melson
Neenah Paper Inc., Julie Schertell
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New Forest, John Pepper
New-Indy Containerboard LLC, Mike Conkey
Norampac Industries Inc., Robert Lanthier
NorCell Inc., Glenn Schicker
North Pacific Paper Corporation, Paul Whyatt
Packaging Corporation of America, Scott Cordes
Paper Products Marketing Inc., Marilyn McEvers
PaperMax, Gloria Yin
PaperWorks Industries, Inc., Jerry Tassone
Port Townsend Paper Corp., Steve Klinger
Pratt Industries Inc., Brian McPheely
Rand-Whitney, Nicole Freeman
Resolute Forest Products, Seth Kursman
RockTenn, Julie Knight
Sappi Fine Paper North America, Mark Hittie
Smurfit Kappa Orange County Container, Elias Ortiz
Sonoco Products Co., Brett Turner
Portucel Soporcel North America, Mike Dutt
SP Fiber Technologies, Tanya Rogers
Stora Enso North American Sales, Inc, Amy Gershberg
Suzano Pulp and Paper America, Inc, Alexandre Cezilla Vieira
Suzano Pulp and Paper America, Inc., Thomas Tarpey
Tembec, Kathryn Rickard
Twin Rivers Paper Company, Dave Deger
UPM Kymmene Inc., Jennifer Wilkerson
Verso Corporation, Kathi Rowzie
West Linn Paper Company & Port Hawkesbury Paper, Jill Crossley
Weyerhaeuser, Kristen Sawin
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Save the Date!
Webinars Scheduled in July to Share Campaign Information
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The P+PB team will be doing its part alongside our companies to get the word out about the launch of the consumer campaign including webinars throughout the month of July. Tentative webinar dates include:
Week of July 6, daily from 12-1 PM ET
July 14 and 16, 12-1 PM ET
July 21 and 23, 12-1 PM ET
Look for invitations starting in mid-June.
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THE CALENDAR
Notice: June 23 Board of Directors Meeting. The next meeting of the Paper and Packaging Board will take place on June 23 at the Renaissance Hotel in Arlington VA, from 12:00 to 4:00 pm. A board lunch will precede the meeting at 12:00 noon. Some of the meeting will be held in Executive Session.
Around the Industry
The Paper and Packaging Board will address each of the following major industry events as part of the coordinated industry outreach campaign for consumer campaign launch.
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June 2
NPES: The Association for Suppliers of Printing, Publishing and Converting Technologies Board of Directors
June 29
Canada-U.S. Forest Health Summit
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September 15
Two Sides Board of Directors
October 14 - 17
Envelope Manufacturers Association
November 17 - 20
Gravure Association of the Americas
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Check out the latest “Pulp Magic” blogpost from the Board's Executive Director, Mary Anne Hansan.
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First Annual Report Issued - Available in Paper and Electronic Formats
The Paper and Packaging Board is proud to present its hand-lettered 2014 Annual Report, which includes a letter from the Chairman of the Board, a recap of the year, the 2014 Financial Audit Statement and more. Paper copies are available by request. Just email info@paperandpackaging.org.
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Paper and Packaging Board Partners with Two Sides to Address False Electronic Environmental Claims
Two Sides’ mission is to help people gain a better understanding of why Print and Paper is a versatile and sustainable communications medium.
The “Two Sides initiative explodes the myths and sets out the facts about print media's
sustainability in a clear and concise manner,” says President Phil Riebel.
As an independent, non-profit organization created to promote the responsible production, use and sustainability of print and paper, their work complements the work of the Paper and Packaging Board. Two Sides is active globally in North America, Europe, Australia, South Africa, Brazil and Colombia and their members span the entire print and paper value chain, including forestry, pulp, paper, inks and chemicals, pre-press, press, finishing, publishing, printing, envelopes and postal operators. For more information about Two Sides North America, www.twosidesna.org.
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