Newsletters and Brochures

6 Steps for Creating a Newsletter or Brochure

1. Clearly define its purpose (think about your publics, your message)

2. Develop an organizing concept (theme)3. Outline and write the content4. Design the presentation of information (format,

typeface, visuals, paper, space, color, size)5. Produce the brochure (in-house or contractor

printing, online or in print)6. Distribute the brochure (mail, digital version,

tradeshows)

Clarity is the Goal

Guidelines to ensure clarity:1. The words are the most important part. They

guide the selection of other elements in the message.

2. Keep the look consistent from one medium to the next.

3. Simplify everything. Take out extra words or elements not related to the central point.

4. Use only elements that would contribute directly to better understanding.

Tips for Using Text

• Use fonts that suit the mood of the publication.

• Make sure it’s legible.

• Use subheads and headings to break up copy.

• Trial and error of spacing helps.

• Save multiple copies of each design stage.

Choosing Colors and Graphics

• Choose the appropriate color scheme to fit your purpose

• Your company may already have a pre-determined color palate

• Remember the principles for graphic design• Only use a graphic if it helps you make your point• White space is a good thing

Photos and Art

• Only use photos and art that are appropriate to the message

• Each should contribute specifically to the message

• Some art and photos are free, some you have to pay for– iStockphoto– Getty Images

Infographics

• Infographics: visual devices used to communicate complex information quickly and clearly.

• Use them to break up copy, to add flair to your piece.

• Charts – pie charts• Diagrams – flow charts• Tables• Maps• Lists• Illustrated graphics

Newsletters

• Helps you communicate regularly with a special public.

• Invites member participation• Helps humanize the organization• Focus on accomplishments, recognize

employees,

Newsletters

• Different types:– E-zines: newsletters housed on webites– Email newsletters: sent to mailing lists– Employee and member newsletters– Special interest subscriber newsletters

Newsletters

Tips for effective newsletters:• Use solid, accurate reporting• Design for easy scanning – use headings and

sub-heads• Don’t send a new newsletter if there’s nothing

new to say• Distribute it efficiently and regularly • Make it a serial publication with Vol.#, No.#, with

timely information

Newsletters

Formatting newsletters:• Write tight, edit tighter – be concise• Use 8.5 x 11 form if possible for ease of

distribution• Use the paper and printing process that works

best for your budget (4/4 printing costs $$$$)• If no $$, put it online• Or, use a service like Constant Contact

Newsletters

• Business Week

• Red Cross

• Birmingham Humane Society

• Martha Stewart

• Outdoor Alabama

• West Alabama Food Bank

Brochures

• Similar to newsletters:– Singular message statements – Seek to persuade, inform, educate– Must hold the attention of target public– Must have clear writing and be visually

appealing– BUT, not released on a regular basis

Newsletter and Brochure Tips

• Start with an outline! – see examples• The format should stem from your goal• Use standard rules of grammar,

punctuation and spelling.• Use crisp, clear style. Cut and trim.• Answer the Who, What, When, Where,

Why and How.

Newsletter and Brochure Tips

• Don’t overuse copy or illustrations.• Make it scanable. • Never let space rule content. • Edit, edit, edit.• Look for reader feedback.

– Comment card– Facebook, Twitter, blog links

An Example

Ronald McDonald House Charities1) Define purpose: Solicit donations2) Develop theme: “Give the Gift of Comfort and

Compassion” 3) Write content: What are the key points? Get

background info. Make outline. Write headings and subheadings.

4) Design presentation: Think about compelling visuals. Pictures, self-mailer donation card, charts, survey? What color palate will you use?

5) Produce brochure: What’s the budget for this project?6) Distribute brochure: Who will receive this and how?