Why Corporations Should Outsource Their Marketing Campaigns

harlanwestblogphotoBy Harlan West, Design and Marketing Professional

I am speaking from experience, not just because we provide outsourced graphics projects for big corporations. When I write, the word “outsource,”  I am referring to local creative firms, not offshore agencies. Here’s 10 ways that outsourcing the marketing effort will create positive results.

By outsourcing your marketing effort you will…

Mixed up graphic designer struggling with client1) Bring in a fresh outsider perspective.  Looking in from the outside in will provide for more creativity outside of what could be a stale corporate culture. The outside creative agency will undoubtedly bring in new ideas and ways of thinking that would probably even never cross your mind.

2) Be able to meet unreasonable deadlines. Outside agencies have the flexibility to work odd hours to meet deadlines for that special event happening in less than 24 hours. Most design and creative shops are not 9 to 5 operations. They often work late at night long after you have left the office. Our firm, for example, often works weekends and evenings to meet all client deadlines. The creative juices never stop flowing.

3) Save costs on employee salaries, benefits, insurance and pensions.  While this is an obvious advantage, the extreme cost may not be as evident as one would think. In addition, you don’t have to worry about administering these human resource issues. Continue reading

A Great Masthead Can Make All the Difference

Let’s face it; a masthead is the first thing we see when we pick up a newsletter.  It generally tells, who, what and when.  It’s like taping a sign to your forehead and shouting, “look at me.”  A great masthead can help determine whether a publication will be successful.

An interesting masthead can make or break a newsletter.  It can get people to read further and it puts a company’s “best foot” forward.  It is often the first thing that people see in terms of a company’s image on page.  So it better be good.

Here’s some samples of mastheads that HWDS has helped design for our clients.

MTINewsbytes CommuterConnections1

HarborToHillHRESummer MMatters NorwalkTransitNewsmasthead OrangePealApril2013masthead

KPBPReflections

csnews

An effective masthead requires six main traits.  1) it should be memorable; 2) it should show strength; 3) it should convey a positive image; 4) it should embody a distinct elegance in design; 5) it should contain a catchy name and 6) it should contain the company’s name and/or logo. Yes, it is a tall order to cram all this into 2 or 3 inches of vertical space.

A masthead should be branded.  It needs to compliment other company publications and be consistent with the approved the brand.  A masthead should also be easily discernible as representing the topic it stands for. For example, a railroad newsletter should have a masthead which quickly tells the reader that it is a publication about trains.

Choosing the right typeface can make a world of difference. We work closely with the client to select a typeface that is strong, powerful and aesthetically pleasing and yet works with the topic.  Selecting the most appropriate typestyle for the topic can set the tone for the entire publication.  We often go through many iterations of a masthead before a final design is approved.

The color of the masthead can say a great deal about who you are as a company. Certain colors can show strength.  Other colors convey warmth or personalization.  We work with the client to develop the most effective color combination.  Sometimes, the masthead colors change from month to month. This provides freshness and variety and makes it easy for the reader to see that the issue is “new.”

Images included in a masthead can also define your company. We select images which best represent a company’s mission or vision for the future. The images should be positive and forward-looking and should represent the them of the newsletter.

Having the right graphic design for the masthead is critical.  So give your newsletter a makeover.  Start with the masthead and work down. To find out more about how we can help create an effective masthead for a newsletter or e-publication for your firm or organization, contact HWDS at hwdesign@west.net.

Go ahead and top-off your newsletter with the right message.  It’s like icing on a cake.

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Please note: All projects displayed on this blog are meant for educational and instructional rather than promotional purposes. We respect our clients’ brand integrity.

Marketing: It’s Good for Your Health

Have you ever wondered how healthcare campaigns can actually keep people healthy?
These campaigns can promote awareness by encouraging people to eat right, have regular check-ups, stay physically fit and active, maintain a positive attitude, reduce stress and practice safe living habits.

HWDS develops campaigns that encourage a healthy lifestyle. We create healthcare newsletters, collaterals, promotional items, direct advertising, online e-communications for internal and external communications, event promotions, broadcasts, online distribution and social media.

Below, I have included some marketing pieces that we designed for healthcare clients. By using bright bands of color, interesting layouts, dynamic graphics of active people, quality printing and paper selections, we create exciting visual presentations. Continue reading