Tuesday, November 21, 2017

The Paper Chase: Introducing a New Concept in Paper Crafting

Focus groups were instrumental in developing the packaging for Puffy Paper.

Inspiring designs showcased the creative possibilities for Puffy Paper.

Traditional and social media generated significant visibility for Puffy Paper.

How do you transform a thin, white foam sheet into a fun and creative medium for scrapbooking, card making and paper crafting? Currier Communications stepped up to the challenge, and began by evaluating the material, its capabilities, and compatibility with popular tools, techniques and materials. The research continued as focus groups reviewed the proposed product, logo, packaging and pricing.

Based on the results, Currier Communications built a communications program to demonstrate the creative potential of STYROFOAM™ brand Puffy Paper, and position it as a “must have” for a crafter’s tool kit. Product sampling and online bulletin boards were key in recruiting professional designers and creating a buzz that piqued crafters’ interest. Inspiring project photography, dimensional mailers, MAT features, press kits and trade show media relations reached out to the craft and general consumer press. Trade advertising, sales sheets and presentation binders targeted buyers at key retail chains.

Results:

  • Created significant online conversation and dozens of designs were posted on scrapbooking bulletin boards and web sites.
  • Generated numerous new product blurbs, in-depth print tutorials, and project features in print and online media, including front cover of Scrapbooking & Beyond.