1. Newsletters and Brochures

2. 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.

3. 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.

4. 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

5. 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

6. 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.

7. 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.

8. 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.”

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

10. 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

11. 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

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

13. 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

14. 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.

15. 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.

16. 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?