The Secrets of Designing Effective Marketing Materials

Step 1: Do Your Homework
Step 2: Evaluate Your Brand
Step 3: Set Your Goals
Step 4: Agree on Scope and Budget
Step 5: Hire a Designer
Step 6: The Designer Will Manage the Endgame

Step 1: Do Your Homework

Before you spend a nickel, do an evaluation of your company and materials…

Define your business

• What expertise you offer customers?
  
• Who is your competition?
  
• What makes you unique?
  
• How are you perceived?
• How do you want to be perceived?

Document your answers on our Questionnaire Form (PDF)

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Step 2: Evaluate Your Brand

Your brand is the visual look and feel that communicates who you are and what you do to existing and future customers.

Your brand is defined by consistency of…

• Design (a “family” look)
  
• Use of logo
  
• Typeface
  
• Corporate colors
  
• Photography

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Step 3: Set Your Goals

Marketing strategy...What are you trying to accomplish?

• Identity
  
• New service or product
  
• Promotion
  
• Who is your audience/target market?

What is your single-minded message?

How will you distribute your marketing materials?

• Self mailer
  
• Envelope
  
• Seminars
  
• Trade shows

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Step 4: Agree on Scope and Budget

Price will depend on:

• Format and size
  
• Paper selection
  
• Copywriting
  
• Photography: custom or stock
  
• Quantity
  
• Printing
  
• Mailing requirements

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Step 5: Hire a Designer

Why?

• A designer is expert at visual communication
  
• A designer is your “general contractor”
  
• A designer will take your job from concept to printing

The designer’s expertise

• Typography
  
• Format
  
• Color
  
• Paper selection
  
• Printing

Review their portfolio

• Style
  
• Experience
  
• Capabilities

Receive a proposal

• Scope of work
  
• Cost and fees

Sign an agreement

• Terms of payment
  
• Scope of work
  
• Policy on change requests

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Step 6: Designer Will Manage the End Game

Leverage expert printing and mailing experience

• Designer will select the right printer and involve them early
  
• Know their capabilities and expertise
  
• Get their ideas on paper and printing options
  
• Leverage their mailing expertise

Critical final steps

• Final sign-off from client
  
• Blue line and color proof
  
• Press check
  
• Delivery

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