Printers used to be a place you went to after you had done all the thinking around “what” you were trying to communicate and “how” you were going to communicate it. For example, if you were tasked with promoting a new service offering and you decided to execute a direct mail campaign. You engaged your printer at the point you needed ink/toner on paper for the direct mail piece.
Today our communication options have broadened, you have more choices on how you communicate and there are many ways to combine communication methods to increase their effectiveness. You still need to clearly define the “what” – that’s your communication message, typically falling into the categories of education, compliance, promotion, or information. Depending on your communication objective, the communication methods selected will vary.