23 Tips for Developing an Effective Park District/Recreational Catalog

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with more than 25 years of experience designing materials for major healthcare organizations, municipalities and large corporations.

 

Little girl in the parkI often receive park district catalogs and recreational catalogs in the mail. Having designed several of these magazines, I would like to relay some suggestions to my readers:

 

 

In order to develop an effective park district/recreational catalog you should have: Continue reading

Delivery: Too Often an Overlooked Piece of the Marketing Package

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with more than 25 years of experience designing materials for major healthcare organizations, municipalities and large corporations.

 

Too often a publication can be beautifully designed and printed but the delivery goes a-rye and makes the project a complete failure. For instance, I once had a client use a very high-end marketing kit for a press conference on delivery-trucka huge federally subsidized underground railroad system.  We designed a beautiful promotional kit for the event. At the event were to be lots of VIPs including U.S. Congressmen, Senators and various other federal, state and local government officials.  All steps were taken to ensure that this was an exquisite piece with optimum print quality, a press check, aqueous coating and a special spot color plate.  No expense was spared and no corners were cut. The piece looked great.

Then came the delivery…

Unfortunately the final delivery was attempted but the driver took a wrong turn and arrived at the venue after the event occurred. Needless to say the client was quite embarrassed due to the actions of one individual in the mix. Luckily we did not hire the printer but had merely provided the names of several good local printers. Nonetheless, everyone looked bad since the end-product was basically rendered useless.

Here’s some very simple suggestions to avoid delivery disaster:

1. Be sure to ask the client, “Is there a hard deadline such as a conference, board meeting or other public gathering?” Always request projects back from a printer at least a day or two before the actual event.  Waiting till the morning of an event for the delivery is just too late.  You don’t want to end up with egg on your face!

Continue reading

Flying Off the Web Press with 50,000 Quantity

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with more than 25 years of experience designing materials for major healthcare organizations, municipalities and large corporations.

Roll’n, Roll’n Off the Presses We Go

It’s exciting to watch a publication being printed on the web press. Paper is fed from a continuous 2,000 lb. spindle of paper that is fed through what seem like two stories of mechanical gingerbread parts. Around and around it goes, till the publication is magically printed two-sided, folded and then spit out the other end at a rate of 10 pieces per second. In no time, 50,000 or even 100,000 copies are ready to be bound, trimmed, labeled sorted and bundled for distribution or mailing. I am reminded of a  tour that I attended at the Chicago Sun Times while I was in middle school, many a moon ago.

With the web press, the quality is not the same as most sheet-fed presses. Indeed, the web press offers great cost savings for newspapers, news magazines, recreation guides and direct mailers with large print runs. Yet, it is important to allow for some issues such as offsetting, where the ink, since it may not fully dry before folding, actually creates a slight impression onto another page. Another disadvantage is that the Web press can also slightly crease and crinkle pages during the very quick folding process. Nonetheless, these are small trade-offs for the benefits in cost-savings, especially for a quantity of more than 50,000 pieces.

Collage-of-press

1) A publication being printed on the high-speed web press. 2) Pallets of publications are shrink-wrapped for delivery.  3) A recreation guide coming off the press folded and ready for binding with the cover.  4) Huge rolls of paper for the web press. 5) A roll of paper on the web press. 6) The web press machine nearly fills an entire warehouse.

Shoot’n out the press we go.  It’s a – high-speed world!

_________________________

If your company needs a recreation guide, a news magazine or a large-run multi-page publication, please contact HWDS at hwdesign@west.netWe make beautiful things happen. To find out more please visit westdesign.com

Harlan West is the author of successfulcorporatecommunications.com and has been working as a creative director and design professional for more than 25 years and has designed and art directed hundred of publications for both print and online purposes.