Eco-friendly Green Project partners with publisher John Wiley
Green Project Inc., an eco-friendly supplier of refurbished ink and toner cartridges, has entered a new licensing agreement with publisher John Wiley & Sons Inc. to launch a “For Dummies” line of cartridges, according to the San Francisco Chronicle
The new product line – expected to debut at national retailers in the first to second quarter of 2011 – is designed to provide customers with greater knowledge of the environmental benefits of using refurbished cartridges.
“Every year, millions of cartridges are dumped into our landfills and serve as major hazards to the environment,” Joseph Wu, president of Green Project, stated in a company release. “Together with Wiley, Green Project hopes to educate consumers, leveraging the power and recognition of the ‘For Dummies’ brand, on the benefits of remanufactured cartridges, which make replacing ink cartridges easy, affordable and environmentally friendly.”
Based in Hacienda Heights, Calif., Green Project is a fast-growing start-up that specializes in recycling ink and toner cartridges for all major inkjet printers.
John Wiley & Sons, headquartered in Hoboken, N.J., is a global publishing company that specializes in academic publishing, marketing its products to professionals, consumers, students and instructors. With more than 200 million copies printed, its popular "For Dummies" series is world’s best-selling reference series.
In an interview with WinmoEdge, Wu shared further insights about John Wiley & Sons
, while driving to the Las Vegas-based International Consumer Electronics Show where the new “For Dummies” product line is being launched.
While branding with such a widely recognized name as “For Dummies” will raise Green Project’s presence, Wu stated that it also will increase awareness of the entire eco-friendly cartridge industry.
“It will help build the Green Project name, but what’s more important is that it will grow the presence of our type of product, and give the end users a more earth-friendly and economically friendly option to OEM (original equipment manufacturer) cartridges,” he stated.
He added that customers often are afraid or have doubts about using refurbished cartridges, but seeing the “For Dummies” logo and imagery should help alleviate these fears.
“If there are issues, our goal is to provide the end user with as much support and troubleshooting as possible,” Wu said. “The ‘For Dummies’ brand slogan is ‘making everything easier,’ so what we want to do is make it as easy as possible for the end user to use our product. We want them to feel like they have support and that they can contact Green Project or the ‘For Dummies’ product provider with any questions.”
Despite only being about three years old, Green Project is well known within the industry, having won trade publication Recharger Magazine’s award for best quality refurbished inkjet cartridges. However, most consumers aren’t familiar with the start-up, but Wu expects that the licensing agreement with John Wiley & Sons will change this.
“Green Project doesn’t ever sell to end users,” he continued. “We sell to retailers, wholesalers and other industry leaders. We don’t have as much of a presence among end users, but we do a good bit of marketing geared towards wholesalers. With the “For Dummies” branding, we will step up our marketing and advertising towards end users as well.”
Until now, Green Project has focused its promotional efforts on trade show marketing and print advertising in trade publications like Recharger and imageSource Magazine domestically and internationally.
The company is also growing its social media presence since it launched Facebook and Twitter pages in June, our source acknowledged.
“We’re launching an Inkjet and Toner Cartridges For Dummies page most likely next month that is geared more towards consumers,” Wu said. “They’ll be able to give feedback or ask questions. It will allow us to directly interact more with consumers. Many of the companies that carry ‘For Dummies’ may not be able to answer customers’ questions. This is a great way for us to give them feedback for any questions that they may have.”
Green Project handles most of its marketing and advertising internally, but it does contract a public relations firm that helps engage media interest.
"'For Dummies' is a new project for us, so as we start to grow into new business, we’re going to be looking into expanding our advertising and marketing," Wu acknowledged.