| As a graphic designer, I work with
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| | that you send out with a flash
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| clients that range in size from a few
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| | presentation on CD, but you are missing
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| people to tens of thousands. If you are
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| | digital letterhead for letters you send
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| reading this, you probably work for an
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| | via e-mail with the flash presentation.
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| organization somewhere in between. No
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| | You may have your bases covered or you
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| matter what size your company is, you
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| | may discover some gaps. The list should
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| need a cohesive system that simplifies
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| | help you develop a comprehensive,
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| marketing and communications while
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| | efficient marketing and communication
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| building your brand. Implementation is
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| | system.MARKETING & COMMUNICATION
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| always more difficult in large companies
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| | CHECKLISTPrint Marketing Materials
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| -- there are more people who need to
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| | Folder: Cohesive way to hold all
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| understand the importance of branding
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| | materials. Includes no specific
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| standards, more people who are resistant
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| | information. Can be a simple two-pocket
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| to change and more people who really
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| | or a funky plastic envelope.
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| don't care about any of it. It's easier
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| | General Brochure: Describes services
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| to get all five employees in on the same
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| | products in a general way; is easy to
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| page than all 5,000.Small or large, high
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| | distribute.
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| quality consistent design is imperative
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| | Product/program specific brochures,
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| to the success of a company. Actually, I
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| | product sheets or postcards: Easy to
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| have seen great success with poor-quality
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| | reproduce, update and change.Digital
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| consistent design. I was recently in Las
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| | Marketing Materials
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| Vegas, and for those of you who have
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| | Website: Looks like your print marketing
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| never been, Las Vegas is at once a
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| | materials, easy to update, keep it clean,
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| creative Mecca and cesspool. On every
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| | update it often.
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| sidewalk, every ten feet, someone in a
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| | E-newsletter: A cheap and efficient way
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| smock is handing out cards. The cards are
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| | to stay in contact with your public on a
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| poorly printed, cheap, loud and ugly.
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| | regular basis. Have recipients'
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| With a photo of an excessively
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| | permission, have a professional HTML
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| proportional, mostly naked woman on the
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| | newsletter template designed and update
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| front and an 800 number, I bet these
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| | the content each month.
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| cards get a higher response rate than all
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| | Product Demo: A digital presentation you
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| the design work I've ever done and will
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| | can e-mail or mail on a DVD (like a
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| ever do in my life. At the other extreme
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| | little company movie). Staff at a sales
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| is the incredibly well designed digital
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| | meeting can use DVD to introduce a new
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| wine list at Aureole Restaurant, a posh
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| | product or service.Internal
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| restaurant at the Mandalay Bay Resort and
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| | Communications
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| Casino. Customers use a tablet PC with a
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| stylus to touch through wine
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| | Internal Newsletter: Can be digital or
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| characteristics (red or white, dry or
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| | photocopied or printed. Relax your
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| sweet, cheap or the cost of a yacht,
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| | standards, content includes what
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| etc.). Rather than an ungainly wine
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| | employees need to know and what they will
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| manuscript that would include Aureole's
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| | enjoy knowing, give employees a forum to
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| 10,000 bottles, the process is efficient,
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| | voice their own ideas.
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| beautiful and fits perfectly into the
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| | Memos: Use a template consistent with
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| restaurant's style and theme. Whether
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| | your stationery.
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| quick and dirty or slick and high-tech,
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| | Printed Stationery
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| both systems work for their specific
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| | Letterhead
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| audiences (which, only in Vegas, is the
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| | #10 Envelopes:These are standard
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| same audience).With marketing and
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| | envelopes for general correspondence
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| communications, your goal is to make sure
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| | Business Cards
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| everything that leaves your company is
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| | Forms: Invoices, donation forms, order
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| consistent. When Sally in HR is sending
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| | forms
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| business e-mails with smiley faces in a
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| | Printed Notepads: Gives employees a way
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| kid print font with a quote from Family
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| | to insert a quick, informal note on
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| Circus in her signature and she works for
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| | something other than a napkin. Post-its
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| a chain of funeral homes, there is a
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| | with logo work well, can be used as
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| problem. Or if Jim the football freak in
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| | leave-behinds.
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| sales is signing off all his proposals
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| | Fax Forms: Half sheets are fine, use
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| "Are you ready for some football!" on
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| | photocopied forms not printed letterhead.
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| paper pre-printed with the face of his
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| favorite quarterback, his corporate
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| | Blank Cards and Envelopes (with your
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| accounting firm really needs to review
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| | logo): Great for thank-you notes or
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| its communication standards. In a more
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| | reminders
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| subtle example, if one employee sends out
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| | Window envelopes for Forms
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| a formal proposal printed on letterhead
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| | Large Envelopes: preprinted with logo
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| in a company folder with her business
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| | and address, used to send folder
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| card, and her cubicle neighbor prints a
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| | Envelope Labels: If you use a lot of
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| proposal on paper from the nearby fax
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| | different size envelopes, these prevent
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| machine, staples it and sticks it in a
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| | you from having to preprint multiple
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| manila envelope, both are weakening their
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| | envelopes. Preprinted with logo and
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| company brand. The strength of your brand
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| | address, get sheets that can go be
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| relies on consistency -- you'd be better
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| | printed or handwrittenDigital Stationery
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| shape if everyone sent out proposals on
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| | Letterhead Template: When e-mailing
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| fax paper.The following list aims to help
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| | proposals and letters, Word files or PDFs
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| you get organized and save time and
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| | can look like digital versions of your
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| money. Use it to conduct an inventory of
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| | letterhead with your logo and address in
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| your marketing and communication
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| | the same color and location.
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| materials. You may have a killer brochure
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| | E-mail Templates: You can design e-mail
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| but never thought about your company
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| | in most programs (Outlook, Eudora, etc.)
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| e-mails. You may have letter templates in
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| | Get everyone on the same page with font,
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| Word but no easy way to communicate with
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| | color, and signature. Use a custom
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| your customers or donors on a regular
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| | signature to include a monthly message.
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| basis. You may have gorgeous letterhead
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|
