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Corrugated Industry Promotion Program
RISI International Containerboard Conference November 3, 2016
Who is FBA?Vision:To be the most‐trusted voice in the North American corrugated packaging industry.
Mission:The Fibre Box Association (FBA) is a non‐profit trade association that represents North American corrugated packaging manufacturers and strives to grow, protect and enhance the overall well‐being of the industry by providing member‐valued programs and services.
• Represent North American corrugated manufacturers
• Approximately 95% of US box shipments
• 134 member companies
• 23‐member Board of Directors
Who is FBA?
Industry Tailwinds• Improved productivity
– Machinery– Systems– Labor
• Growing food segment• Emerging e-commerce segment
Industry Headwinds• Manufacturing is flat
– Sluggish U.S. economy– Jobs have moved overseas– Exchange rate; dollar is high– Regulations
• Competitive Threats– Reusable Plastic Containers (RPCs)– Package substitution– Packaging reductions/ elimination
Paper + Packaging BoardPaper & Packaging‐How Life Unfolds™
Member Company Efforts
FBA Advertising
Broad / General
Specific
Messages
B2B FocusMaterial SpecificFeatures/Benefits
Consumer Focus Promoting
Product Benefits
Box Manufacturers Brand Specific
Marketing and Selling
Benefits of Corrugated Packaging
Who will speak for the industry?
How do we Connect People to Corrugated Packaging Benefits?
We have a wealth of information and we’re happy to talk about it:• Industry Presentations• Press Releases/ Publicity • Collateral Materials – Fibre Box Handbook, brochures, guidelines, study
overviews, conversation cards, etc.• Customer Visits • Produce Association Calls• Social Media
Adding Advertising• At its Fall 2014 meeting, the Fibre Box Association’s (FBA) Board of
Directors approved the addition of advertising as a tactic in telling the corrugated story.
• In 2015, the FBA Board approved additional budget.
• Planned advertising complements publicity and fills in gaps between other outreach efforts– We control message content, appearance and media– Build on established publicity momentum and potentially improve
editorial coverage– Advertising does not rely on a news hook or timeliness– Maintain visible presence; repetition improves recall– Demonstrate commitment to markets
The Purpose of Advertising:Educate, Inform, Influence
Business Consumers Future Employees
Misrepresentation: Not Sustainable;Necessary Evil
Killing Trees;Filling Up Landfills;
Packaging is Wasteful
Dirty Manufacturing;Low Tech
Key Messages:• Cost‐effective• Recovery/Renewability • Package cleanliness• Sustainable• Graphic appeal• Structural benefits/
supply chain performance
Industry is Responsible;Paper is Good
High TechMade in USA
Multiple Locations
Primary Media: Print/online/content marketing
Print Display AdsTV Commercials Social Media
Industry Approach: FBA Advertising B2B (Produce) Check‐Off ICPF
Benefits of CorrugatedMessage Platforms
Sustainability Package Cleanliness
Recovery/Renewability
Economics
Structural Benefits
Supply Chain Performance
Graphics Target Audiences
High Tech, Multiple locations & Made in the USA
2015-2016 (Produce)Media Buy StrategiesPRODUCE PILOT PROGRAM:• Segment chosen because of competitive threat• Audiences:
– Retail corrugated buyers (i.e. Walmart, Albertsons, Costco, HEB)
– Produce growers and packers (California, Pacific NW, Florida)
• Key messages:– Corrugated boxes have a cost advantage– Single‐use packaging is clean– Boxes are environmentally‐friendly and sustainable
• Media budget: $150,000 • Metrics: Informed decision makers and “wins”
What does it look like?
Produce RetailerFull‐page Advertorial(June @ FMIConnect)
“Most Recycled Packaging Material”
Supermarket News
E‐Blast to all Print and Digital Subscribers
White Paper Promotion“Clean, Green and Lean”
White Paper:Downloadable PDF
Supermarket NewsSustainability Web Channel
Exclusive Sponsor for 6 months
Includes:2 leaderboard ads2 content ads
Featured editorial coverage4 additional links
Downloadable white papers
Sponsored newsletter ad takeover
http://supermarketnews.com/issues-trends/sustainability
2015 Results:• 4 newsletters to
38,000 subscribers each time
• 43,954 ad impressions
• 11,000 impressions in white paper promotions
@corrugatedpkg
• 1,375 Followers• 1,222 Tweets• 74,500+
impressions since April 2015
@corrugatedpkg
Corrugated always #1 in #recycling. See our new #infographic #packaging #corrugatedrecycles
Display Ads
2017-2021 Program Expansion
CORRUGATED INDUSTRY PROMOTION PROGRAM:• Expands produce segment program to other box segment decision makers
• Utilizes produce pilot program media strategies• Promotes our industry as responsible, innovative, and an attractive place to work
• Partner with top 10 industry suppliers• Media budget: $500,000/ year for 5 years• Metrics: Increased growth vs. manufacturing output
2017-2021 Program Partners
Supplier Partners:• Amtech • BHS Corrugated North America• Bobst• EFI • Fosber America• MarquipWardUnited/BWPapersystems• Mitsubishi• Sun Automation • Sun Chemical
Metrics
Have corrugated shipments outpaced manufacturing output over the 5‐year implementation period?
336
354
375 373378
390395
405401
380 379 380
391 391395
390
375
345
357 359 360 360364
369
300
320
340
360
380
400
420
Total Volume(Billions of Square Feet)
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Thank You! Questions?
