We are pleased to announce that Lazzaro Designs will be creating a series of new capabilities brochures for The Silvercrest Center. One brochure will be designed for families to present the facility’s expertise in respiratory and rehabilitation services. Another brochure for families will promote Silvercrest’s outpatient rehabilitation services. For both projects, condensed trifolds will be created targeting referring physicians.
The Silvercrest Center turned to Lazzaro Designs for a transit ad to advertise to the community that they had a robust outpatient rehabilitation program. Silvercrest is known for its excellent long-term care, but most neighbors do not think of it as an option for important outpatient rehabilitation.
The three transit ads, each measuring 30″ x 60″, we created were recently installed on subway stop entrances. The client also reproduced them as posters to use in their facility and elsewhere. Here’s specifically what we did:
Voice: Silvercrest at first asked for one single ad to capture all three services. We, however, recommended separate ads that could be installed throughout the catchment area for best impact, yet could each stand alone. Streamlined ad copy was written that emphasized the major point that these quality services were available nearby.
Vision: Silvercrest recently changed its logo color to the NewYork-Presbyterian red (because of its affiliation with the medical network). The facility is also in the process of updating its web site with a whole new look. Knowing that the red was going to be a key player in Silvercrest’s future marketing efforts, Maryellen chose to focus on that color so it would work with anything currently being developed. Maryellen picked symbolic representations of the specific services from stock vector art, but also created some elements of the art herself to blend seamlessly with what was purchased. The result is eye-catching and modern and sets Silvercrest apart from its competition.
Getting it Done: Maryellen served as a liaison between the creative team and the client, as well as with NewYork-Presbyterian’s Marketing Department, which signed off on the ads.
> If you need help creating ads for transit, print or the web, give Lazzaro Designs a call or shoot us an email.
We are pleased to announce that Lazzaro Designs will be updating a Q&A series for The Silvercrest Center. We created the original family of 12 pamphlets with essential information on relevant topics for patients, families and staff alike, such as on infection control, compliance, pressure ulcers, and pain management. For a remarkable nine years, the Q&As served their purpose; now the organization is seeking to update their content. A brand-new pamphlet on discharge planning will also be created. As for the design, the timelessness of the formatting will remain unchanged.
EXTENDED-CARE MARKETING EDITION
Whew, glad you got through that writer’s block! Now that your entry is finished, let’s polish it up.
1. Do the easy work. Read it through and get rid of the yadda yaddas. Correct obvious mistakes. Tighten up sentences that are rambling.
2. Consider the structure of the piece. Does it flow? Do you tell your story in an organized way? Does the entry start with a catchy sentence or compelling quote? Are the paragraphs in a sensible order? Is it one big block of copy? That’s hard on the reader. Breaking up your copy with paragraphs, headlines, subheads, bullet or lists makes it easier to access.
3. Examine the sentences. Are there excessively long ones that should be trimmed or divided? Can you say the same thing in two sentences versus three? Alternatively, do you need another sentence to clarify your thought?
4. Drill down to the words. Are you using simple and precise words? Are you avoiding jargon, technical terms and acronyms? Omit these words: just, quite, very, first (or, heaven forbid, firstly).
5. Not sure about grammar? Spell checks and grammar checks are useful, but they don’t always catch everything or make the best choices. The internet to your rescue. Search exactly what your confusion is, for instance, “which or that.” You’ll find answers.
6. Avoid the passive voice. Instead of, “The woman’s memory has been damaged by dementia,” try, “Dementia damaged the woman’s memory.” Do a search for “have” or “has” to help you spot problems.
7. Read it aloud, slowly and from hard copy. Catch any typos? Does the punctuation cue you properly, for instance, is a sentence begging for a pause, which probably means it needs a comma? If you hear yourself saying any one word too often, search for the instances of that word and change it up.
> If you need help building or bettering a blog or writing entries, give Lazzaro Designs a call or shoot us an email.
> Coming soon: What you need to know about search engine optimization or SEO.
