Join Sean Adams for an in-depth discussion in this video Which media is best for the message?, part of Layout and Composition: Marketing Collateral.
Back in the 1950s and 60s, design firms had a standard list of marketing materials that they produced for each client. Business card, letterhead, capabilities brochure, and press release. Today, the world is more complex. Each client is different, and the audience determines which kind of materials you should make. If the target audience is older, you might suggest more printed materials over a period of time. Much of the information that lives on a website will probably not get to someone over 60.
Alternatively, if the audience is younger, I might use digital platforms to do most of the heavy lifting. I begin this process by listening to the client. This is important because clients typically give the wrong assignment. They rarely say, I need to communicate this idea. They usually say, I need a brochure. It's your job to take that statement apart and ask, what do you want the brochure to do? Once I know what I'm communicating, and to whom, I can come back with a list that I believe works.
Perhaps, the brochure isn't the best vehicle to convey something. For example, when talking to college students about an event, maybe a poster is better. Or a promotional item. It's my job to make these connections. This may take a little convincing. People gravitate to what they already know. So I may show examples that may have worked in other situations. These don't need to be my work, they simply need to reinforce the reasoning as to why one item is a better choice than another.
Of course, if someone has their heels dug in and insists on a holiday card slash product promotion, it's important to listen. There must be a reason they are asking for this. And it's my job to get to the core of that reason. And, of course, sometimes, you just end up having to design the very best holiday card slash promotion possible
- Deciding on the media for your message
- Defining your target audience
- Setting the budget
- Writing and placing copy
- Choosing paper and printing
- Formatting a brochure
- Designing letterhead, business cards, and envelopes
- Creating posters and media kits
- Designing specialty items like holiday cards