Marketing Communications

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Marketing Communications

• Marketing communications are the public face of
  your organization.
• Viewers form an opinion about you based on the
  appearance of your print and online
  communications.

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Marketing Communications
Marketing communications should reinforce your
marketing strategy. Discovery Channel markets
itself as a cutting-edge leader in educational
programming. Their print materials reflect that.
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Marketing Communications
Stay consistent with your organizations visual
identity. Your publications should use the
logo, color scheme and typefaces that make up
your organizations visual identity.
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Who Should Design What?
Dont be penny-wise and pound foolish. While
some projects can be done in-house, other
projects should be handled by someone with design
expertise.
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Let a pro handle the following
Projects that will have high visibility
Projects that will have a long shelf life
Complex projects such as multiple-page brochures,
folders with inserts, etc. Projects that
contain a lot of content
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Keep the following in-house
Small projects such as fliers or tri-fold
brochures Projects that will have a short
shelf life Projects that are light on copy
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1. Bad Typography
Dont use more than two different fonts in a
publication. Dont use illegible type.
Dont stretch type. Dont reverse out lots of
copy.
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If you want to use two different typefaces,
combine a serif for body copy with a sans serif
for headlines.
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2. Lack of White Space
Dont cram tons of copy into a small space.
Dont run copy too close to the edge of the
page. Do use white space. It helps readability
so edit your copy.
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3. Web Graphics Arent for Print
Web resolution is 72 d.p.i Print resolution
is 300 d.p.i. Web graphics will not reproduce
well for print
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4. MS Word and Design Dont Mix
Professional print design applications are
QuarkXpress and Adobe Indesign. Publisher is a
page layout application, but some printers dont
accept Publisher files. MS Word is limited in
its layout capabilities.
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5. Dont Use Bad Pictures
Good photography will enhance your
publication. A good source for inexpensive
royalty-free photography is www.istockphoto.com.
Photography and graphics can help break up text
and enhance a layout.
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Printing Options
Offset Printing Reserved for large jobs (over
1,000) that require professional printing Very
expensive Excellent quality
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Printing Options
Digital Printing Great for small runs(under
1,000). Inexpensive Good quality
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Printing Options
Inkjet Printing Great for very small
quantities (less than 100). Inexpensive
Good quality
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Design is like cooking.
Several different ingredients combine to create
an effective print piece.
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When in doubt, keep it simple.
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Resources
Books Design Basics for Creative Results By
Bryan L. Peterson The Non-Designer's Design
Book By Robin Williams