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PRINT NZ HELPING HAND: PRINTNZ SETS A FULL PROGRAMME OF INITIATIVES TO PROPEL THE INDUSTRY FORWARD
PrintNZ sets a full programme of initiatives to propel the industry forward through 2025
PrintNZ starts the year with a new marketing campaign for print.
-IAIN MACINTYRE
Aimed at strategically raising awareness of the effectiveness and sustainability of print, an enterprising new marketing campaign will headline a full programme of initiatives planned for PrintNZ members in 2025.
Leading branding and marketing firm Strategy will launch the campaign this month. Ruth Cobb, chief executive officer at PrintNZ, says the campaign will significantly raise the profile of print with targeted stakeholders throughout the country.
She says, “The Board of PrintNZ is investing substantially into this campaign, which will strive to improve the visibility of print while turning off negative messaging and highlighting our many positives.
“Complementing the current collateral available to members through the Two Sides and Value of Paper and Print and other initiatives, the campaign will leverage a range of marketing channels.
“The target audience will include marketing and brand managers (client side); marketing and advertising agencies; corporates/print buyers; and government agencies.
“Ultimately, we aim to develop a broader understanding of the effectiveness of printed media with the target audience and the outcomes it can achieve for their own campaigns, as well as improve engagement with those key stakeholders.
“The message will be heard again that print remains a powerful, cost-effective and sustainable form of communication.”
Benchmarking survey returns
Necessarily put on hold during the pandemic, the annual PrintNZ benchmarking survey is set to return to publication again this year.
Ruth says, “The industry has been through a period of substantial change with highs and lows over the last few years, and the new benchmarking data will provide insights into where our wages, charge-out rates, and financial data currently sit.
“The survey is one of the most valuable benefits of PrintNZ membership and is referred to as they complete a variety of business tasks throughout the year.
“For example, having this up to date data helps members understand where they are positioned in the market, as well as providing broad industry oversight and forecasting that is useful when working with banks and financial institutions.
“The data is also referred to during wage negotiations, strategic planning and as an information source when compiling reports for management in New Zealand and offshore.
“Furthermore, survey results are used extensively by PrintNZ to support our lobbying efforts and assist communications with Government, other industry groups and the wider print buying community.”
Rolling up the lobbying sleeves
Ruth confirms PrintNZ has been working diligently to put the industry’s position strongly forward on a number of topical legislative and national policy developments, and will continue to “make noise” this year through lobbying focused on:
• NZ Post
• Energy – including mill closures
• Education/Training Bills
• Immigration
• Employment relations – including a number of Bills underway and major reforms proposed to the Holidays Act.
Mail prices have gone postal
Ruth says, “In our view, the extraordinary price increases and drastic service contractions introduced by NZ Post, which hugely impacts circulation of print volume, are in direct conflict with its service-defining Deed of Understanding with the government.
“Following our extensive lobbying across the political spectrum, the Deed is now under active review. We are calling on NZ Post to provide a sustainable and signalled strategy over increasing costs, a return to meeting its social obligations and a refocus on being accountable to the principles of the Deed.
“The letterbox remains the only channel that provides a communication pathway to every household in New Zealand, and it is an important network for our industry, but only if it works for all parties.”
Energy in short supply
With “substantial concern” mounting over the price and availability of energy, she adds that PrintNZ recently joined with the Manufacturers’ Alliance to make representations to the Minister for Energy.
She explains, “This situation is having a negative impact on the manufacturing sector – including some large businesses, which are a direct part of our industry’s supply chain, having had to pause production and/or close down. Escalating energy prices have become a significant threat to the global competitiveness of New Zealand manufacturers, and this is affecting exports and those competing with imports in the domestic market.
“The Minister acknowledged there needs to be a clear pathway to ensure long term, affordable pricing and surety of supply. The government is working to remove barriers and is undertaking a review of the market to deliver globally competitive energy prices, alongside its commitment to Net Zero by 2050.”
Value in work-based learning
An “enormous collaborative effort” within the short six-week timeframe allocated saw PrintNZ complete a submission to the government’s proposal to overhaul the vocational education system.
Ruth says, “Work-based learning is vital to our industry – the print, packaging and print finishing trades’ training takes place fully in the workplace. The training programmes are designed by industry, for industry and we need to ensure that there is no weakening of that standard.
“We need to be sure that the Minister of Education understands what this means.”
Skills shortages
Immigration remains another hot topic, with pandemic-granted Accredited Employer Workplace Visas ending as the government turns its focus on building local talent and reducing the ratio of skilled versus unskilled migrants.
Ruth says, “This directly impacts some of our members and we are working with them and Immigration New Zealand to try and ensure that staff they have employed, and spent considerable resource training, are able to remain.
“The Skilled Migrant Category is also not fit for purpose, and we are lobbying to ensure that trades are recognised with a pathway to residence for those migrants that come in under this system.
“In an industry where technology is continuously evolving, we are often reliant on being able to bring in skilled migrants to both work and in turn train Kiwis, and those people need reassurance they can build a life here with their families.”
Employment laws changing
Employment relations is additionally expected to consume lobbying space in 2025 as a number of Bills work their way through the system.
These include a maximum income threshold of $180,000 per annum for unjustified dismissal personal grievances –reducing an employee’s rights to remedies where they have contributed to a situation which gave rise to a personal grievance, as well as pay deductions for partial strikes; protected negotiations for termination of employment by agreement; and of course, the Holidays Act Reform which has been five-plus years in the process.
Key 2025 events
Notable industry events confirmed for the year at the time of publication (most dates yet to be finalised) include:
• Mainland Regional Charity Golf Day (Christchurch) – February 14, Waitikiri Golf Course – raising funds for the Full Colour Trust which supports people in the print and graphics industries in the South Island that may not qualify for regular channels of assistance and cannot afford to pay for help they need (which is commonly, but not exclusively, health-related)
• Auckland Golf Day – February 28, Huapai Golf Club – returning after a 10-year hiatus
• People In Print Awards and Rising Stars of Print Awards – recognising the people that have made a contribution to either the printing industry or their communities during the previous 12 months (also recognising the sector’s upcoming future leaders)
• Training Graduation Ceremonies (Christchurch/Auckland) – providing an opportunity for every person in the industry that has received a qualification during 2024 to have their mahi acknowledged in front of their peers and families
• Apprentice of the Year –acknowledging the Top 10, Top 5 and overall outstanding industry apprentice to graduate during 2024
• Pride In Print Awards on July 4, Cordis Hotel, Auckland – the industry showcase of excellence in product and people and the premier event for our industry.
• Seminars – held across the regions and this year predominantly focused on a “hefty” legislative agenda, while also providing members with updates on the new marketing campaign and other initiatives
• Women In Print – providing opportunity for women in the industry to network and listen to inspiring stories from “some of New Zealand’s great ladies”
Trust4Skills
Emphasising that training “isn’t always about apprenticeships”, Ruth points out that PrintNZ will strive to generate a new round of education grant applications to Trust4Skills.
She says, “The fund has around $20,000 available for grants to PrintNZ members each year and trustees are keen to see this spread across a broad range of learning opportunities.
“Investing in staff helps demonstrate their value to the business and the Trust can help fund this – a win/win for everyone.”
Making a difference
The team at PrintNZ looks forward to delivering these vital services to members and much more during the year.
Ruth says, “There is also of course, ongoing emphasis on our business-as-usual activities that the membership values. This includes the work we do with individual members on employment issues, health and safety, compliance, and business referrals, and working with schools to secure a talent pipeline.
“As a team we very much enjoy the interaction with our members and knowing we are helping make a difference. We always welcome and invite members to reach out directly to us with any queries or issues that arise, or on other areas where we may be able to develop services to assist the industry.
“As we are all aware, things have not been the easiest economically and mentally for businesses, families, and individuals over recent years. But we are in this together, and the horizon is brightening with expectations of a progressive lift through the course of this year.”
