Newsletters and Brochures

6 Steps for Creating a Newsletter or Brochure Clearly define its purpose (think about your publics, your message) Develop an organizing concept (theme) Outline and write the content Design the presentation of information (format, typeface, visuals, paper, space, color, size) Produce the brochure (in-house or contractor printing, online or in print) Distribute the brochure (mail, digital version, tradeshows) Force yourself to write one sentence that describes the purpose of your brochure. Are you trying to raise money, inform, educate? Are you trying to persuade (write longer, more marketing sounding copy)? Are you trying to inform (write factual information full of numbers and graphs)? This theme should be used to develop the overall theme of the brochure. An effective concept will help you organize words and visuals so they’ll work well together and hold the attention of the reader. Write a headline that encapsulates your main purpose. The rest of the brochure should support this main message and urge the reader to take some form of action. (Contact your organization, purchase something, donate) Design should revolve around text. Don’t skimp on text to incorporate more visuals. But, use visuals to substitute for some text if possible. Proceed from the general to the specific. Try to produce a brochure that’s unique, clever, and memorable. Be descriptive, but try to avoid puffery if possible. Also, be sure to check and recheck your facts, spelling, grammar, punctuation, etc. Accuracy is key – this requires good reporting skills. Be consistent in the ways you write the organization or product name and claims you make about the organization or product. The tone of your writing (formal or informal) should fit the purpose of the brochure. Use visuals to substitute for a paragraph or section of copy if you can. But, if you can’t, write it. Write as much as necessary to tell the story. Use charts, graphs, photographs, clip art. White space is also a key visual element. Include some white space in your design. It gives the readers’ eyes a break. Microsoft Word and Microsoft Publisher can help you produce a brochure with templates. Or you can hire a graphic designer to make one for you in a program like InDesign (of course you guys also know how to use design programs). Hiring a graphic designer can mean a better, more customized design, but it costs $$$. Consult with a printer to select paper, printing method, finish. You’ll get a more professional looking product. As with newsletters, think about cost and purpose when determining size, printing method, format, paper, color use.

Clarity is the Goal Guidelines to ensure clarity: The words are the most important part. They guide the selection of other elements in the message. Keep the look consistent from one medium to the next. Simplify everything. Take out extra words or elements not related to the central point. Use only elements that would contribute directly to better understanding.

Tips for Using Text Use fonts that suit the mood of the publication. Make sure it’s legible. Use subheads and headings to break up copy. Trial and error of spacing helps. Save multiple copies of each design stage. Don’t go overboard using crazy fonts

Choosing Colors and Graphics Choose the appropriate color scheme to fit your purpose Your company may already have a pre-determined color palate Remember the principles for graphic design Only use a graphic if it helps you make your point White space is a good thing Red: aggressive, passion, success, impulse Orange: bright, happy, festive Blue: calming, relaxing, tradition, stability, cleanliness Purple: daring, royal, elegant, expensive Yellow: health, well-being, optimism Green: nature, regeneration, self-preservation White: purity, innocence Black: mourning, sinister, sexy, elegant

Photos and Art Only use photos and art that are appropriate to the message Each should contribute specifically to the message Some art and photos are free, some you have to pay for iStockphoto Getty Images Usually, you should select royalty-free images so you just have to pay to use them when you first purchase them.

Infographics Infographics: visual devices used to communicate complex information quickly and clearly. Use them to break up copy, to add flair to your piece. Charts – pie charts Diagrams – flow charts Tables Maps Lists Illustrated graphics Make sure you check and double check all statistics and graphs before you use them.

Newsletters Helps you communicate regularly with a special public. Invites member participation Helps humanize the organization Focus on accomplishments, recognize employees, Newsletters: “A periodically published work containing news and announcements on some subject typically with a small circulation.”

Newsletters Different types: E-zines: newsletters housed on webites Email newsletters: sent to mailing lists Employee and member newsletters Special interest subscriber newsletters Recognition of employees or members encourages positive behavior

Newsletters Tips for effective newsletters: Use solid, accurate reporting Design for easy scanning – use headings and sub-heads Don’t send a new newsletter if there’s nothing new to say Distribute it efficiently and regularly Make it a serial publication with Vol.#, No.#, with timely information Convey information that is not readily available in another form

Newsletters Formatting newsletters: Write tight, edit tighter – be concise Use 8.5 x 11 form if possible for ease of distribution Use the paper and printing process that works best for your budget (4/4 printing costs $$$$) If no $$, put it online Or, use a service like Constant Contact Can use whatever size works best though

Newsletters Business Week Red Cross Birmingham Humane Society Martha Stewart Outdoor Alabama West Alabama Food Bank

Brochures Similar to newsletters: Singular message statements Seek to persuade, inform, educate Must hold the attention of target public Must have clear writing and be visually appealing BUT, not released on a regular basis Brochures are not serial publications like newsletters

Newsletter and Brochure Tips Start with an outline! – see examples The format should stem from your goal Use standard rules of grammar, punctuation and spelling. Use crisp, clear style. Cut and trim. Answer the Who, What, When, Where, Why and How.

Newsletter and Brochure Tips Don’t overuse copy or illustrations. Make it scanable. Never let space rule content. Edit, edit, edit. Look for reader feedback. Comment card Facebook, Twitter, blog links There is no best way to prepare a newsletter.

An Example Ronald McDonald House Charities Define purpose: Solicit donations Develop theme: “Give the Gift of Comfort and Compassion” Write content: What are the key points? Get background info. Make outline. Write headings and subheadings. Design presentation: Think about compelling visuals. Pictures, self-mailer donation card, charts, survey? What color palate will you use? Produce brochure: What’s the budget for this project? Distribute brochure: Who will receive this and how?