Cal Poly University’s Graphic Communication Institute (GrCi) is hosting a conference in San Luis Obispo about the business of green media, in cooperation with SustainCommWorld’s Green Media Show, all day January 24, 2008.
GrCi is known for hands-on training in cutting edge printing processes. The Institute is regularly gifted with the latest equipment from manufacturers such as Heidelberg and Hewlet-Packard to train students and push the printed envelope (sorry about all the cliches).
About five years ago, when variable data printing was very new, Cal Poly printed 40,000 individualized magazine covers for Reason Magazine with an aerial view of each recipient’s neighborhood. The donated Xeikon full-color variable data digital printing press used a database with subscribers’ addresses and a corresponding satellite image to personalize the magazine for a story about – using databases. Personalizing printed mass media will become very common over the next ten years.
Also becoming common is green printing, which is more than simply using recycled and FSC paper and vegetable inks – although this is huge and it’s about time! An earlier post on this blog (A Nonprofit’s Guide to Green Printing, 7/31/7) describes green printing in some detail and notes that the printing industry is one of the worst causes of pollution and deforestation.
“This session [Sustainability – What is it, why should you care?] is an overview” writes a conference organizer. “The threat is real. The threat is global. The solution will develop as a set of processes, not a destination. It will be worked on by all of us, large and small businesses alike, step-by-step, year in and year out. We must change. Sustainability is a long-term global trend – not a fad.
This acknowledgement that the printing industry must change from such a well-regarded organization is thrilling to see. They are absolutely correct. Changing the printing industry must be done, and it will take everyone – single designers, small graphics studios and their clients, the printers and their suppliers and manufacturers, universities, governments.
Green Media Conference attendees get a certificate and free phone consultation follow-up. Most exciting is how the content is about making it happen at all levels, with a focus on the business ROI: green printing is the right and the smart thing to do to increase business and profits, reduce costs (financial and environmental), demonstrate corporate responsibility and enhance your brand.
I hope to see you at the conference!
THE BUSINESS OF GREEN MEDIA CONFERENCE
January 24, 2008, Cal Poly State University, San Luis Obispo
Conference Sessions
Session 1 – Sustainability – What is it? Why should you care?
This session is an overview – the view from 50,000 feet. The threat is real. The threat is global. The solution will develop as a set of processes, not a destination. It will be worked on by all of us, large and small businesses alike, step-by-step, year in and year out. We must change. Sustainability is a long-term global trend – not a fad.
One reason you should care today is that many of the largest companies require that suppliers conform to their sustainability policies before they are selected and win an RFP. Doing nothing means missing some of the largest contracts available and losing market share.
Quad Graphics just won the L. L. Bean contract because the prior printer could not meet the L.L. Bean’s Sustainability targets. You will hear more of these stories.
We are looking for business growth, lowered risks, more satisfied employees and more efficient supply chains. This session addresses the basics and language of Sustainability and why it is different from environmental compliance.
Session 2 – What is the business case for sustainability?
Whether a Request for Quotation (RFQ) comes in the mail or a salesperson brings you job specifications, you’re going to be asked for your sustainability policies or report.
Why will requests for your sustainability policy increase?
For one, on October 1, Wal-Mart’s CEO, Lee Scott, stood before the 1000+ CEO’s from companies in his supply chain and endorsed the implementation of Wal-Mart’s sustainability policies for the entire group. The message was, “Conform to our specs or forget business with Wal-Mart. “ Few events could have affected US business as profoundly as this proclamation. This means you… and your customers.
We’ll discuss how “the new green” is profitable. Also each area where others have found lower costs, lower business risks, and higher employee and community satisfaction flowing directly from sustainability programs.
We’ll show you how this is a win-win proposition.
Session 3 – Governmental Regulations: As California Goes So Goes the Nation?
California is a bell weather state for environmental regulations. Who will follow? Governors and Mayors’ associations are focusing on sustainable business practices. Understanding what’s on the horizon is the best business defense. Regulatory and Compliance Issues – Federal, State, County and City jurisdictional and compliance requirements. Licensing gets teeth.
Who will set the standards and certifications? We’ll cover certifications, verifications and the agencies behind them, and how to evaluate what an eco-logo means.
Session 4 – Who is Doing What? Case Histories From Easily Recognized Brands
What’s the buzz? Here are stories you can take to the bank.
Session 5 – GET SMART!
S – Systematic
M – Measurable
A – Accountable
R – Relevant
T – Timely
We’ll drill down on the Best Practices for Sustainable Communication.
What are the first steps? We’ll give you the ammunition to gain commitment from the Board Room and the CEO.
We’ll show you how to write your company’s Sustainability Policy Statement and get it out there. What are the steps for an initial audit to establish a baseline against which to compare progress? What is your Carbon Footprint? What is the full extent of your Business Life Cycle?
Follow-up Opportunity
By participating, the person/company will be entitled to a free telephone consultation once returning to the company if issues or questions arise regarding sustainability implementation.
This is one of the most relevant and urgent opportunities. Come up-to-speed on sustainability efforts that can:
– Increase business.
– Increase profits.
– Reduce costs.
– Demonstrate a sense of social responsibility.
– Enhance your brand.
Terms Defined
Sustainable – The continuous pursuit of profit, the continuing development of employees, good corporate citizenship, and the sustainable use of natural resources.
Communication – The transfer of information between people and devices, in both printed and digital formats.
Why combine print and digital media?
This is a process, a continuum. Media originators work on computers to create both the digital and printed work product. And today, companies run their communications across multiple media. A sustainable communication plan considers the footprint of all media.
Each attendee will receive a certificate of participation suitable for framing noting that the person/com
pany recognizes the importance of sustainability, is implementing (or has implemented) sustainability programs, and by doing business with them, you are supporting sustainability and overall environmental protection.
A Sustainability Reception and Banquet featuring a “high profile” speaker follows the conference at the Embassy Suites Hotel in San Luis Obispo.
To register, click here.