Volume 1, Issue 1 Dear Friends, Get ready to THRIVE! Welcome to the first issue of ARCHETYPE's free bimonthly e-bulletin. Successful business people and nonprofit managers know that their marketing decisions can make the difference between success or failure. We hope that you enjoy reading the marketing tips presented here and find them helpful as you promote your business or nonprofit. We are interested in marketing strategies you have found to be successful for your nonprofit or business. E-mail us with the details, and we'll feature you in THRIVE. If you do not wish to receive this e-bulletin, simply e-mail us, and we will take you off of our list. We do not share our e-mailing list with anyone, and you can unsubscribe at any time.
ARCHETYPE GRAPHIC DESIGN & WRITING SERVICES To Market, To Market: Whether you're running a small business, a multimillion-dollar corporation, or a nonprofit, marketing is essential to your survival and growth in an increasingly competitive marketplace. The simple truth is that people don't become customers or get involved with your organization unless they've heard about you. And, what they see and hear must speak directly to their needs as well as presenting you in the best possible light. It's all about getting noticed, and great graphics and writing can get you the attention you want from your target audience so that a relationship can begin. Quality printed materials imply high quality products and services and inspire confidence in your organization or business. Unfortunately, the reverse is also true. With a little help from ARCHETYPE, you can implement an effective and affordable marketing program, even if you don't have a staff person whose position is devoted to marketing. The power of your image
Your target audience One way to identify the needs of your target audience is through market research that uses surveys and interviews. You can do some informal research by asking 10 clients or supporters to briefly describe your organization. What do their answers reveal about the direction you need to go in? At the same time that you are analyzing their responses, ask your employees to describe your organization in a simple statement of less than 45 words. This statement will help guide you as you decide what your marketing strategies will be. TECHNICAL stuff It helps to know the lingo when dealing with graphic design, copy editing, and printing. Below are some commonly used terms: 15 Types of Promotional Literature 1. Identity Package (also known as a Corporate ID Package)—generally includes your business cards, letterhead, and business (#10) envelope; may also include mail labels, note cards, memo pads, and other items. All items typically incorporate your logo, signature colors, and tagline. 2. Brochure/pamphlet—is unbound, should be persuasive, explains how a product, program, or service works; sells to readers by highlighting the benefits to them. 3. Booklet—a small bound book which is held together with staples, glue, or stitching; provides more substantial information than a brochure. 4. Case History—tells a product or client success story. The customer/client does the selling for you through testimonials. You present some facts as well. 5. Catalogue or Program/Services Guide—comprehensive directory of all your products or other offerings. 6. Circular—used by those selling a product or service to announce sales and specials; often contains coupons. 7. Data sheet/fact sheet—answers to basic questions in Q&A format or as a list of facts; usually is 8 1/2" x 11". 8. Flyer—piece of promotional literature with light copy and usually line art printed or photocopied on one side of an 8 1/2" x 11" sheet. 9. Invoice stuffer—a pamphlet or flyer sent with an invoice. 10. Newsletter—a publication sent on a regular basis to keep your name in front of a select group of people and build your image. 11. Posters—vary in size; usually used to promote an event. 12. Annual Report—summarizes the performance of a business or nonprofit for the past year and promises great things for the year ahead; gives your story in narrative form; has financial info; does not have to be glossy. 13. Pocket Folder—paper is heavy so that you can fill the pockets with inserts; great for media kits, volunteer orientations, employee trainings, etc. 14. Invitations/Programs for Special Events—invitations vary greatly in tone and expense depending on the event and are an important tool for encouraging people to attend; programs may be distributed at an event to list speakers, thank sponsors, etc. 15. Exhibit (also called a Display or Display Board)—should be eye-catching to draw people to your table or booth at conferences, trade shows, and community events. • Tips on Creating Effective Sales Letters and Fundraising Appeals • 20 Marketing Strategies that Get Results (and don't cost a fortune!)
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