A Practical Print Marketing Plan for the New Year

A new year gives businesses an opportunity to evaluate their marketing strategies, review what worked previously, and identify opportunities to communicate more effectively with customers.

While websites, email campaigns, and digital advertising often receive significant attention, printed marketing materials continue to serve practical purposes. Business cards support professional introductions, brochures explain services, direct mail reaches customers through a physical channel, and banners or signage help businesses communicate at events and locations.

However, printed materials are most useful when they support a clear marketing objective.

Ordering a stack of brochures simply because supplies are running low isn't the same as having a coordinated print marketing strategy. Likewise, producing promotional materials at the last minute can limit the time available for design reviews, production planning, and distribution.

A practical print marketing plan helps businesses identify what they need, when they need it, how the materials will be used, and how those projects fit into their broader marketing efforts.

Whether you operate a small local business, manage marketing for a growing organization, or coordinate materials across multiple locations, a thoughtful plan can make commercial printing more organized throughout the year.

This guide outlines a straightforward approach to annual print marketing planning, from setting goals and building a calendar to managing budgets, maintaining brand consistency, and evaluating results.

1. Review Your Previous Year's Printed Marketing Materials

Before deciding what to print in the new year, review the materials your business used previously.

This gives you an opportunity to identify which products remained useful, which projects created unnecessary inventory, and where your team experienced ordering challenges.

Start by gathering information about your previous printing activities.

Consider business cards, brochures, flyers, promotional postcards, direct mail campaigns, event signage, presentation materials, and other recurring products.

Identify Frequently Used Materials

Some printed products may be used consistently throughout the year.

For example, a professional services company might distribute business cards and brochures during regular customer meetings.

A business attending several industry events may repeatedly use banners and informational handouts.

Recognizing these recurring needs can help establish a more predictable ordering process.

Review Materials That Became Outdated

Printed products containing old phone numbers, discontinued services, expired promotions, or outdated branding may no longer be appropriate to distribute.

Identify these items before ordering more.

Look for Ordering Challenges

Were certain materials repeatedly ordered at the last minute?

Did employees have difficulty locating approved artwork?

Did the business order more promotional materials than it could reasonably distribute?

These observations can help shape a more practical plan for the coming year.

Evaluate What Was Useful

If your business collected information about campaign responses or customer inquiries, review what those records suggest.

Avoid assuming that a material was effective simply because a large quantity was distributed.

The objective is to understand how printed materials supported actual marketing activities.

2. Set Clear Print Marketing Goals

A useful marketing plan begins with defined objectives.

Different business goals call for different printing approaches.

A company hoping to strengthen relationships with existing customers may prioritize appreciation cards, informational brochures, or relevant direct mail.

A business planning to attend trade shows may focus on banners, business cards, and event handouts.

A retailer preparing seasonal promotions may need postcards, posters, and other promotional materials.

Common print marketing goals include:

• Increasing local awareness: Introducing a business or service to relevant audiences.
• Supporting sales conversations: Providing useful information that employees can share with prospective customers.
• Promoting seasonal events: Communicating dates, offers, locations, and other important information.
• Strengthening customer relationships: Sharing updates or appropriate appreciation messages.
• Maintaining brand consistency: Ensuring printed materials reflect current approved branding.
• Improving ordering organization: Establishing a more predictable process for recurring printing needs.

Avoid setting objectives that are so broad they become difficult to act on.

For example, "print more marketing materials" doesn't explain what the business wants to accomplish.

A more useful objective might be to prepare updated service brochures before a series of scheduled industry events.

The goal should guide the selection, design, quantity, and distribution of each printed product.

3. Build a Year-Round Marketing Calendar

Many printing projects are connected to predictable events or recurring business activities.

Creating an annual calendar makes it easier to recognize those opportunities before deadlines become urgent.

Begin by identifying important dates for your organization.

These may include product or service launches, seasonal promotions, trade shows, customer appreciation events, fundraising activities, community gatherings, and other scheduled communications.

Next, determine which activities may require printed materials.

Consider Seasonal Business Patterns

Some businesses experience predictable increases in customer activity during particular seasons.

A retailer may plan promotional materials around major shopping periods, while a home service company could focus on seasonal service reminders.

The appropriate schedule depends on the business and its customers.

Include Recurring Events

If your organization attends the same trade shows or community events each year, add those activities to the calendar early.

This allows your team to review existing banners, brochures, and business cards before deciding what needs to be updated.

Account for Internal Deadlines

Your calendar should include more than the date of the event or promotion.

Allow time for artwork preparation, approvals, printing, shipping, and distribution.

Production schedules vary by project, so confirm the appropriate lead time with your printing provider.

4. A Practical Quarterly Print Marketing Framework

Dividing the year into quarters can make annual planning more manageable.

The following framework provides general examples of the activities businesses may consider. It is not a fixed schedule or a recommendation that every business should produce all these materials.

First Quarter: Review and Refresh

The beginning of the year is a practical opportunity to review frequently used materials.

Check whether your company's contact information, service descriptions, logos, and branding remain current.

Update products that employees rely on regularly, such as business cards and general service brochures.

This is also a useful time to identify the marketing events and campaigns already scheduled for later in the year.

Second Quarter: Prepare for Seasonal Activities

Spring may bring community events, industry gatherings, and seasonal promotions, depending on the business.

Review which printed materials are needed and whether existing artwork can be updated rather than recreated.

For companies preparing direct mail campaigns, begin coordinating audience selection, messaging, and applicable mailing requirements.

Third Quarter: Review Progress and Upcoming Needs

Midyear provides an opportunity to assess how the plan is working.

Consider which materials have been used most often, what inventory remains, and whether upcoming activities require additional printing.

Businesses with fall events or seasonal campaigns may also need to begin artwork preparation.

Fourth Quarter: Plan Year-End Communication

Many organizations use the final months of the year for customer appreciation, seasonal promotions, corporate events, and year-end communications.

These activities may involve greeting cards, promotional postcards, brochures, signage, or event materials.

Because project requirements and seasonal production schedules vary, confirm deadlines before finalizing a plan.

For additional guidance, read our article on When Businesses Should Start Planning Holiday Printing.

5. Choose Printed Materials Based on Their Purpose

Not every marketing goal requires the same printed product.

The most useful approach is to select materials based on how customers will encounter them and what information they need.

Business Cards

Business cards support professional introductions, networking, sales meetings, and other interactions where contact information needs to be exchanged.

They should be easy to read and contain accurate, relevant details.

Brochures

Brochures can help explain services, products, or company information in greater detail.

They are useful when customers need more context than a short advertisement can provide.

Flyers

Flyers are commonly used for announcements, promotions, community events, and other messages that can be communicated on a relatively straightforward printed sheet.

Postcards

Postcards can support concise promotional campaigns, customer announcements, and direct mail outreach.

When intended for mailing, postal specifications should be considered during design.

Banners and Signage

Large-format graphics can help establish visibility at events, business locations, and promotional displays.

The appropriate material and design depend on the intended environment and viewing distance.

Branded Stationery and Other Recurring Materials

Depending on its needs, a business may also use letterhead, presentation materials, and other branded printed products.

The important question is whether each item serves a practical communication purpose.

For businesses comparing options, explore our guide to Flyers, Brochures, or Postcards.

6. Build a Print Marketing Budget Around Real Projects

Printing budgets should reflect the materials your business expects to use rather than assumptions about how much should be printed.

Start by identifying recurring needs, then account for planned campaigns and events.

A practical budget may include several categories:

• Regularly used materials such as business cards and brochures.
• Seasonal promotional printing.
• Direct mail campaigns.
• Event displays and signage.
• Graphic design or artwork preparation.
• Shipping and distribution.
• Appropriate allowances for unexpected needs.

The specific categories will depend on the business.

Compare Total Project Costs

A printed product's unit price is only one part of the overall cost.

Design preparation, paper selection, finishing, quantities, shipping, and distribution requirements can influence the total.

For direct mail, applicable postage and mailing preparation costs may also need to be considered.

Avoid Overordering

Larger print quantities may reduce the average cost per piece in some circumstances.

However, ordering more than your business can realistically use may create unnecessary inventory.

This is particularly relevant for materials containing temporary offers, event dates, or frequently changing information.

Prioritize High-Use Materials

If the budget is limited, focus first on printed products that support your most important business activities.

For some organizations, that may mean refreshing core brochures or business cards before investing in additional promotional pieces.

The goal is to connect spending to actual communication needs rather than treating printing as an isolated purchase.

7. Plan Print Quantities Based on Expected Demand

One of the most useful parts of an annual print plan is estimating how many materials will be needed.

A business that consistently distributes brochures at customer meetings may benefit from tracking usage over time.

An organization preparing for several events may need to estimate quantities for each event separately.

Direct mail campaigns may base the initial quantity on the intended mailing audience.

Use Previous Orders as a Starting Point

Review past printing quantities and compare them with the number of pieces actually used.

If large amounts remain unused, consider whether future orders should be adjusted.

If your team regularly runs out before important events, review whether the ordering schedule or quantities need improvement.

Consider the Useful Life of the Material

Some printed products remain relevant for extended periods.

Others become outdated when a promotion expires, an event ends, or company information changes.

Materials with shorter useful lives generally require closer quantity planning.

Keep Flexibility for Changes

If your business expects a rebrand, service update, relocation, or other significant change, avoid building unnecessary inventory of materials that may soon need replacement.

For more guidance, read How Many Printed Materials Should Your Business Order?.

8. Create a Simple Print Inventory and Reordering Process

Businesses often discover printing shortages only when employees need materials for an upcoming meeting or event.

A basic inventory system can help prevent this.

You don't need complicated software to begin.

A shared spreadsheet or other internal tracking method may be sufficient for a smaller organization.

Consider recording:

• The printed product and its intended use.
• The most recent order quantity.
• The approximate quantity remaining.
• The date of the last order.
• The current approved artwork version.
• The employee responsible for reordering.
• Upcoming events or activities that may affect demand.

Establish Reorder Points

For materials used regularly, determine when the remaining supply should trigger a review or reorder.

The appropriate threshold depends on typical usage and confirmed production requirements.

Maintain Approved Artwork

Keep current files in a location accessible to the people responsible for ordering.

Clearly archive outdated designs to reduce the risk of accidental reuse.

Assign Responsibility

When several employees share ordering responsibilities, establish a clear approval process.

This helps reduce duplicate orders and makes it easier to maintain accurate inventory records.

For businesses with more complex recurring printing needs, additional ordering tools may be useful.

9. Consider Centralized Ordering for Multiple Locations

As an organization grows, print ordering can become more complicated.

Different locations or departments may need the same core materials while requiring individual contact details, addresses, or employee information.

Without a coordinated process, businesses may encounter inconsistent designs, outdated logos, or unnecessary duplication.

A centralized ordering approach can help establish more consistent standards.

Elite Printing Group offers Branded Online Portals for businesses seeking more organized print ordering.

The advertised service focuses on capabilities such as approved templates and centralized access to branded materials, with specific features and workflows depending on the solution.

Organizations should confirm which options are available and appropriate for their needs.

When Centralized Ordering May Be Useful

A centralized approach may be worth considering when:

• Several locations order similar printed products.
• Employees need business cards using a common approved design.
• Marketing departments manage branding across multiple teams.
• Certain materials require internal approval.
• The organization places recurring orders throughout the year.

Smaller businesses with occasional printing needs may find that a simpler shared file system and approval process are sufficient.

The objective is to create a practical workflow rather than add unnecessary complexity.

10. Keep Branding Consistent Throughout the Year

A print marketing plan should include clear standards for how the business is represented.

When materials are ordered at different times by different employees, visual inconsistencies can develop.

One brochure may use an outdated logo, while a banner uses different colors or typography.

Even small differences can create a disconnected presentation.

Maintain Approved Brand Assets

Keep the latest logos, color references, typography guidelines, and other assets available to employees and designers.

Standardize Important Information

Make sure business names, phone numbers, website addresses, and service descriptions remain accurate.

Review Existing Materials Before Reordering

Before submitting a repeat order, verify that the artwork still reflects the current business.

Adapt Designs Without Losing Brand Identity

Different formats require different layouts.

A large banner may need a concise headline, while a brochure can include more detailed information.

The goal is recognizable branding, not identical designs across every product.

For additional guidance, read How to Keep Your Brand Consistent Across Printed Materials.

11. Coordinate Print Marketing With Digital Channels

Printed materials can work alongside websites, email communications, search marketing, and other digital channels.

For example, a postcard may direct recipients to a relevant service page, while a brochure distributed during a meeting may encourage customers to explore additional information online.

A banner at an event might communicate the company's primary offering, with a website address providing a next step.

The key is maintaining a clear connection between the printed message and the digital destination.

Use Relevant Website Links

If a printed piece promotes one service, consider directing customers to the corresponding service page rather than an unrelated destination.

Test QR Codes

QR codes can provide convenient access to online information, but they should be tested before printing.

Check that the destination works on mobile devices and accurately reflects the message on the printed material.

Maintain Consistent Offers and Information

A promotional postcard should not direct customers to an outdated or contradictory webpage.

Review dates, pricing, service descriptions, and other details across channels.

Consider the Customer Journey

Think about what the recipient is likely to do after receiving the printed piece.

The next step should be understandable and practical.

Coordinating print and digital marketing helps businesses create a more connected communication experience.

12. Evaluate Print Marketing Results Without Overcomplicating Measurement

Businesses often want to understand whether their printed marketing materials are contributing to customer inquiries, event participation, sales conversations, or other goals.

Measurement can be useful, but the most appropriate approach depends on the campaign.

For example, a direct mail campaign promoting an event might be evaluated through registration activity.

A promotional postcard encouraging customers to request a quote could be assessed through relevant inquiries.

A trade show brochure may support conversations that continue after the event, making its influence more difficult to measure directly.

Possible approaches include:

• Campaign-specific website pages.
• QR codes linking to relevant information.
• Promotional codes, when appropriate.
• Dedicated inquiry forms.
• Customer feedback about how they discovered the business.
• Internal records of relevant inquiries or event participation.

These methods can provide useful information, but they do not necessarily capture every influence on customer behavior.

A person may encounter multiple marketing channels before contacting a company.

Review Campaigns in Context

Consider the stated objective, intended audience, total project cost, and available response information.

Avoid treating one metric as a complete measure of success.

Apply Lessons to Future Projects

After major events or promotions, review which materials were used, what questions customers asked, and what might be improved.

This can help guide future decisions about messaging, formats, quantities, and distribution.

13. Review Your Printing Plan Periodically

An annual print marketing plan should provide direction without becoming rigid.

Business priorities can change during the year.

New opportunities may arise, services may be updated, and scheduled events may be added or canceled.

Reviewing the plan periodically helps ensure that upcoming printing projects still make sense.

A quarterly review can provide a practical rhythm for many organizations, although businesses with frequent campaigns may prefer more regular check-ins.

During each review, consider:

• Which campaigns and events are coming up?
• Which printed materials are needed?
• What inventory is currently available?
• Are any designs or contact details outdated?
• Have quantities or distribution plans changed?
• Are there upcoming production or delivery deadlines?
• What information from previous projects could improve the next order?

The purpose isn't to create unnecessary administrative work.

It's to make printing decisions more deliberate and reduce last-minute surprises.

Annual Print Marketing Planning Checklist

Use this checklist to organize your business's printing needs throughout the year.

Strategy and Calendar

• Review the previous year's printed marketing materials.
• Identify current business and marketing objectives.
• List major promotions, events, and seasonal activities.
• Build a calendar of anticipated printing projects.
• Assign responsibility for planning and approvals.

Materials and Branding

• Identify frequently used printed products.
• Review current logos, fonts, colors, and brand guidelines.
• Verify business contact information and service descriptions.
• Archive outdated artwork.
• Prepare appropriate designs for upcoming campaigns.

Budget and Quantities

• Establish a practical printing budget.
• Estimate quantities based on expected use.
• Review existing inventory before reordering.
• Account for design, shipping, and distribution where relevant.
• Avoid excessive quantities of short-lived materials.

Production and Ordering

• Confirm product dimensions and specifications.
• Review artwork preparation requirements.
• Establish appropriate review and approval steps.
• Confirm production and delivery timing.
• Keep records of repeat orders and approved files.

Campaign Follow-Up

• Ensure printed calls to action lead to relevant destinations.
• Test QR codes and website links.
• Establish appropriate response tracking where useful.
• Review the results of major campaigns.
• Update the printing plan as business needs change.

Not every organization needs to complete every item. The checklist is intended to provide a flexible framework that can be adapted to the business's size and marketing activities.

Build a Print Marketing Plan That Supports Your Business

An effective print marketing strategy doesn't require ordering large quantities of every available product.

It requires understanding which materials support your goals, planning their use, maintaining accurate branding, and coordinating production with the rest of your marketing activities.

Business cards, brochures, direct mail, signage, and other printed products can each serve a distinct purpose.

When those purposes are identified early, it becomes easier to select appropriate formats, estimate realistic quantities, and establish practical deadlines.

A consistent ordering process can also help businesses manage recurring needs without relying entirely on last-minute decisions.

The goal of annual print marketing planning is simple: Produce the right materials, for the right purpose, at the right time.

By treating printed materials as part of a coordinated marketing strategy, businesses can make more informed decisions throughout the year.

Plan Your Commercial Printing With Elite Printing Group

Since 2006, Elite Printing Group has provided commercial printing, graphic design, and personalized service to businesses and organizations. Based in the Seacoast of New Hampshire, we serve customers throughout New England and offer nationwide shipping.

Whether you're refreshing business cards and brochures, preparing direct mail campaigns, planning event signage, or exploring a more organized printing process, our team can help you discuss your needs and available options.

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