PSI Embarks on Rebranding Campaign

The PSI Chapter has launched a multimedia rebranding campaign that promotes its key strengths and reaffirms its position as a leading forum for scrap paper processors, MRFs, brokers, and consumers. The campaign focuses on PSI’s four key strengths of providing advocacy, standards, training, and networking. The chapter is promoting those key messages through PSA-type print ads in industry trade publications, digital banner ads on its website and other online outlets, a signature e-mail banner for PSI members, and printed fliers distributed at industry events. PSI will introduce the various parts of the campaign in stages over several months.

“PSI offers invaluable benefits to its members, and this campaign tells prospects how PSI can give them a competitive edge to help them achieve even greater success,” says PSI Communications Committee Chair Nancy Womack of Caraustar (Austell, Ga.).

The rebranding campaign kicks off with a full-page print ad that promotes PSI’s four key strengths, along with a series of four quarter-page print ads that explain each strength in greater detail. The ad on “Standards,” for instance, notes PSI’s leadership in developing and refining specifications for grades of recovered fiber, promoting safe bale-loading procedures, and outlining contract standards. Similarly, the “Advocacy” ad recognizes PSI’s role in promoting the paper recycling industry—and protecting its interests—on the state, national, and international levels. Two other ads give the same attention to PSI’s efforts in providing networking and training to the industry.

“PSI already has a strong brand and a great reputation for serving all participants in the paper recycling chain,” says PSI Chapter President Leonard Zeid of Midland Davis Corp. (St. Louis), “but this new campaign will help it reach an even larger audience to note the value-added proposition PSI and ISRI offer recycling companies.”

For more information on the PSI Chapter and its rebranding campaign, contact psi@isri.org.