Newsletter Workshop

1
Newsletter Workshop
2
LSA Marketing and Communications
Introduction

• Welcome
• Introductions
• Objectives of meeting
• Review Agenda
• - Why a Newsletter? Peggy Burns
• - Breakout All
• - Strengths and Opportunities John Kinch, Evan
  Hansen,
• Craig Regester
• - Some things to consider Brett Ashley
• - Newsletter as fundraising tool Nini Geraffo
• - Q A All

3
Why a Newsletter?
Introduction

• Define objective
• Department priorities?
• Long-range plan?
• Is newsletter integrated with other
  communications?
• Fundraising?
• Define audience and interests, metrics
• Who?
• Survey?
• How will you measure success?

4
Newsletter Mechanics
Breakout Session

• Schedule
• Structure and Style
• Support
• Objective
• Audience and interests, metrics
• Breakout 950-1005, Report out 1005-1015

5
Case Study RCNEWS
Old Newsletter

• Distributed once per year
• 20 pages in length
• Same layout each issue
• Disorganized look
• Did not reflect new RC identity
• Not integrated with website
• No opportunity for ask

6
Case Study RCNEWS
The Overhaul Original concept

• 10 substantive sections, including
• - Feature article 1050 words
• - Letter from Director 350 words
• - Student Life 1400 words
• 6 short sections and ads

7
Case Study RCNEWS
The Overhaul Suggested Changes

• Cut story length in half dont increase pages
• Give yourself fewer, broader categories
• Use photos capture the essence
• Think about the contributors restrict the word
  count
• Recognize Real estate has different values

8
Case Study RCNEWS
The Overhaul Result

• Feature article 600 words
• Sections 300-500 words
• Maintained some narrower sections, 10 sections
  total
• Included a photo essay

9
Case Study RCNEWS
Structure, Layout, and Design

• Integration
• Fresh but familiar
• - Visual identity
• - Grids and templates
• Examples

10
Case Study RCNEWS
Integration Visual Identity
11
Case Study RCNEWS
Templates Grids
12
Case Study RCNEWS
The Overhaul Result

• Distributed twice per year
• 12 pages, attention-grabbing
• Better design layout
• Reflects RC visual identity
• Integrated with website
• Remit envelope included

13
Case Study RCNEWS
Cost Comparison

• RCNEWS 2002
• 24 pages, 80 paper, 6,000 copies
• Total 5626.57
• Cost per piece 0.94

• RCNEWS 2003
• 12 pages, 70 paper, 7500 copies, remit envelope
• Total 4691.92
• Cost per piece 0.63

• Saved 1/3 cost per piece

14
Printing
Choices in Printing

• Decisions made about quality and budget affect
  choice of
• - Printer
• - Paper
• - Inks
• - Sizes/shapes
• - Mailing/distribution

15
Printing
What Costs? // At the Printer

• Quality
• Speed
• Service

16
Printing
What Costs? // Paper

• Quality
• Type
• Size / Number of pages
• Quantity

17
Printing
What Costs? // Inks

• Density
• Colors
• Specialty inks

18
Printing
What Costs? // Mailing

• Postage
• Mailing lists
• Mail sorting and processing
• Sizes
• Weights
• Proportions
• MERLIN

19
Development
Newsletters and Fundraising

• Newsletters as fundraising tools
• - The strategy of the appeal
• - The response device
• - Stewardship
• - Realistic expectations
• Services

20
Summary
Newsletter Workshop

• LSA Marketing Communications services
• Newsletter consulting and review
• Newsletter templates
• - (www.lsa.umich.edu/lsa/facultystaff/lsamac)
• Marketing integration
• Development tool kit
• Contacts
• Glen Sard (communications) sard_at_umich.edu
• Evan Hansen (marketing) hansene_at_umich.edu
• Nini Geraffo (development) jgeraffo_at_umich.edu