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CCP 04-21-1997
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CCP 04-21-1997
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<br />--...- <br /> '. <br />January 30: Suzanne Foust, Kindred Consulting . <br />Arden Hills Development Folder .. <br />RECOMMENDATIONS <br />Recommendations: . <br />Make an impact with the folder. Both paper and printing options (embossing, for <br />example) can contribute dramatically to this end. This is also premiere real estate I <br />for your primary positioning message! <br />Know how you want Arden Hills to be positioned in the memory of the reader I <br />Be opportunistic about getting the message across - I.e., appropriate the first <br />reveal on the folder, champion a tagline that captures the purpose or character <br />of Arden Hills initiatives, insist upon memorable subheads for cover letters, etc! <br />Organize the material to orient the user. The subject matter for this folder is a I <br />virtual smorgasbord. We turn that to an advantage when it becomes easy for <br />the user size up what information is included and get to the information they want. I <br />I contemplated a table of contents, but decided it would formalize the folder in <br />ways that might not be helpful. One alternative might be an Alpha QuickGuide. <br />This could be digest size - as opposed to 8 y,xll - and contain short entries <br />(contacts/phone numbers) for everything from A to Zoning. I <br />Use graphics and color to distinguish between primary and secondary information. <br />Make primary information first very accessible and use secondary info as a way to .. <br />add interest. See Education and Opportunity inserts for examples. <br />Facts are fine but personality is memorable! Every organization has both I <br />but most are more comfortable articulating the former than revealing the latter. <br />Look for opportunities to make this material human. See Categories. <br />Never miss an opportunity to sign letters with a name and a written signature <br />What if it's from a committee? Multiple signatures communicate a united effort. I <br />Develop a matrix to coordinate updates with upcoming events and/or newly <br />available information. Wherever possible, consolidate information that changes I <br />frequently. Example: What's the plan for announcing the new business listing <br />network? Does it warrant an additional insert or just a paragraph? Do we make <br />reference to it now (Look forward to. . .) and then punctuate it with a sticker when I <br />it's up and ru.nning? <br />Consider designing the inserts for printing on demand. <br />Depending upon the quality of printer you have on site, all of the proposed I <br />inserts could be run as needed. While this commits your staff to some <br />assembly time, it also means that printing costis basically reduced to paper <br />and ink cartridges. It's also possible to use a commercial printer for back- I <br />ground printing on some of the inserts and then run black-only on your <br />printer at the office. <br />Look for ways to maximize the impact of photos. Pair them with endorsement letters. I <br />Consider using actual photo reprints clipped to the letter. Or, create set of dramatic <br />postcard photos that feature the new Gateway Business District in development. .. <br /> I <br />
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