What is your key message?
Susan contacted me the other day via ichat. She was holding a small brochure in her hands and wanted to know if we should re-design it or create something fresh. We talked about this brochure project several weeks ago. Now it had re-surfaced.
First, we discussed the details of the existing brochure—it was approx. 10 years old; 16 pages; a unique size – 7×5” horizontal; 2 colors (PMS red and b&w), and it had too much copy. The end users were post college-age women. Would the brochure appeal to them? Hmmmm… probably not.
Then I said: “Let’s get back to basics.”
What is the purpose of the brochure?
Who is the target audience?
What is the key message we’re trying to convey?
Susan quickly wrote down these essential questions. She agreed that we needed more input and feedback from the end users (such as focus groups) prior to the creative process. As we spoke, she also decided that a new design was a better solution than updating the old brochure.
Our discussion was positive and focused. The outcome? Susan contacted her managers and scheduled a meeting to get input from a group of five women who are familiar with the organization and its products. With that feedback, we’ll brainstorm creative ideas again. Then, Susan can start writing the brochure, and I’ll be ready to begin the layout process.
If you need help with your key message and marketing materials, contact us to discuss your project.
