PR Pro Bono Day: Preparing Printing for Direct Mail Marketing

Presented by Sue Lampitt, Account Representative, Intech Printing

For a successful direct mail campaign

• Target your market - get personal, get relevant, get results
• Create a clear consise message
• Use creative and consistent branding
• Database optimization/USPS regulations
• Consult with your direct mail provider
• Increase response levels with variable text and images
• Test small, never spend a great deal of money on new marketing efforts that haven't been tested yet. Digital printing is an excellent way to do this.
• Employ good graphic design elements
• Ask for action
• Repetition and relevance are required
• Optimize your database, use personal URLs
• Be familiar with the ever-changing USPS regulations
• Bar coding is essential in Non Profit mailings

PR Pro Bono Day: Media Buying Basics

Presented by Wendy Payton-Enriquez,
Partner in pearl brand communications

Why buy media now?

• Because out of sight IS out of mind. Advertisers see the highest growth in sales and net income during and after a recession.
• You can take advantage of competitive opportunity
• You can realize long term positive gain
• You can find good deals
• You can be a hero to your customers

Do your homework

• Decide what you want to spend
• Decide who your audience is
• Discover what makes your audience "tick" - demographics and psychographics
• Determine what your end game is: awareness, influence public opinion; drive traffic to Web site or storefront
• Determine media vehicles based on the reach and frequency, gross ratings points, cost
• Build your roster - use your reps as your consultants, use their data to your benefit

Think strategically

• Own a medium or outlet
• Look for exclusivity
• Choose quality over quantity
• Be picky
• Don't overextend
• Don't skimp on creative
• Don't be afraid to try something new

Go for it!

• Use written insertion orders
• Hold media outlets accountable to performance
• Make adjustments to your plan
• When all else fails, call in the experts

PR Pro Bono Day: Elements of Effective Graphic Design

Presenter: Scott Qurollo, Partner, pearl brand communications

Scott begins with a humorous disclaimer that his presentation will "not make you as cool as Don Draper or land you a job at a big New York ad agency. It may however give you a leg up on your competition through better layout, and possibly make you more effective at promoting your product."

While referring specifically to ad layout, these basic elements of graphic design can be applied to any piece of design.

Determine your goals

• What's your message?
• Who is your audience? This will drive your style and layout.
• What information needs to be communicated? Call to action, contact information.

Determine the elements of your layout

• Graphic
• Headline. Grabs attention, conveys your message.
• Body copy. Provides support for message, draws reader further into ad.
• Signature. Most typically this is your company logo, identifies who is running the ad.
• Call to action. Not necessary if it is a branding ad.

Start designing with pencil and paper

• Rough sketches save time
• Strive for dominance and balance. Dominance gives design a focal point; balance draws the reader in and creates a "feel good" reponse

Use C.A.R.P. techniques
C=Contrast: creates intrusiveness (attention getting), adds interest to a page. Create contrast with color, dimensions (both within the ad and within the page).
A=Alignment: used to unify and organize; elements need to visually connect; find a strong line and use it.
R=Repetition: adds drama and visual interest; creates unity; underused! Use your copy as a visual element.
P=Proximity: grouping items creates unified elements; used to simplify and organize. Stand back from your ad and squint at it, counting the number of elements you see. If you have more than 5, start over, it's too much for the reader to digest.

Evaluate your ad, review your ad from the consumer's viewpoint and ask yourself:

• Did I achieve dominance and balance?
• Would it stop me?
• Would it differentiate me from the competition?
• Do I understand the message?
• Is it persuasive ?