Lazzaro Designs recently launched a biannual community newsletter for The Brooklyn Hospital Center. Here’s specifically what we did:
Voice: Editorially, we brainstormed articles with the client that showcased updates on the hospital’s programs that would be of interest to the changing community’s long-timers and newcomers alike. We encouraged the client, for instance, to include a box of how to connect with the hospital on social media. We also worked with the client to name the publication “Keeping Brooklyn Healthy,” which is the hospital’s tagline.
Vision: Maryellen wanted the newsletter to reflect the uniqueness of this hospital in so far that it’s a true, independent community hospital with a long history of serving Brooklyn. She wanted the newsletter to also capture present-day Brooklyn’s dynamic diversity and neighborhood friendliness. The hospital, through this publication, stands for warmth and accessibility without stinting on sophistication of services. To accomplish these goals visually, Maryellen made use of the strong colors in the logo’s and branding guideline’s palette. For the all-important front cover, she chose a big, magazine-style image and used a navigational bar style to highlight the main information within the newsletter. Because the client’s image budget was limited, we made use of their archives as much as possible, limiting the purchase of stock images. For instance, Maryellen in her research, noticed a photo on the hospital’s web site for emergency services. An archive search allowed us to use it in this print publication, not only saving money, but also providing visual consistency across the client’s marketing platforms.
Getting it Done: Lazzaro Designs project-managed the newsletter, creating a yearly publication schedule, triggering key meetings and conference calls, overseeing the approval processes, and serving as a liaison between the creative team and the client. Maryellen also worked with the printer/mailhouse to strategize ways to lower printing, postage and distribution costs.
> If you need help creating a newsletter that speaks to your community, give Lazzaro Designs a call or shoot us an email.
Lazzaro Designs is happy to announce the delivery of the spring 2016 issue of Movement Disorders News, a combined publication of the Robert and John M. Bendheim Parkinson and Movement Disorders Center at The Mount Sinai Hospital, and the Alan and Barbara Mirken Department of Neurology Movement Disorders Center at Mount Sinai Beth Israel.
This newsletter is published twice a year and mailed to patients, families and the movement disorders community. This particular issue focused on research and the genetics of movement disorders and also featured two patient profiles. As always, important information about clinical trials and support groups and classes were included, too.
The design, which meets the Mount Sinai Health System branding criteria, features photography originally shot for the publication, as well as public domain imagery and patient-supplied photos. The newsletter was written with original copy and was project-managed by Lazzaro Designs, as well.
> If you need a newsletter, give Lazzaro Designs a call or shoot us an email.
Five years ago, Lazzaro Designs was retained to create a quarterly e-newsletter for Healthcare Leaders of New York (HLNY), the New York Metropolitan chapter of the American College of Healthcare Executives, an international professional society of more than 40,000 healthcare executives. And for five years, we have been writing, designing and project-managing this popular communication tool that is released to the chapter’s 1,800+ members.
For the most recent issue, the client and we decided it was time to refresh the look of the piece especially in light of the organization’s launch of a new website. Here’s specifically what we did:
Voice: Editorially, the basic elements of the original e-newsletter remain, including messages from key leaders, links to upcoming events, member profiles, and useful advice for healthcare executives from the early careerist to the seasoned pro. We continue to interview the profiled members, write fresh copy, and provide editorial support for the organization’s leaders as they craft their messages.
Vision: Before she tackled how the piece would look, Maryellen recommended that HLNY consider using a template in Mailchimp (the organization’s mail delivery system). This eliminated a previously outsourced html coding step, making the redesigned e-newsletter more efficient to produce.
The new look features banners for each section, which were created using a combination of photos of HLNY members, images from their website along with stock icons. The new design complements the look of their website and translates well on any device.
Getting it Done: As they have for the past five years, Lazzaro Designs continues to project-manage the quarterly ongoing project, keeping the editorial calendar, triggering conference calls to brainstorm content, and ensuring that the e-newsletter gets delivered in a timely fashion.
> If you need help creating an e-newsletter with value-added content, give Lazzaro Designs a call or shoot us an email.
Lazzaro Designs was retained to significantly revise, redesign and consolidate a 100+-page annual report for the Department of Surgery at the Mount Sinai Health System. The department encompasses all the surgical divisions of the System’s seven hospitals: The Mount Sinai Hospital, Mount Sinai Beth Israel, Mount Sinai West, Mount Sinai St. Luke’s, Mount Sinai Queens, Mount Sinai Brooklyn, and New York Eye and Ear Infirmary of Mount Sinai.
The project began in-house, but a change of on-staff marketing personnel required an outside team to swiftly bring it to completion. Lazzaro Designs agreed with the client that significant changes were needed, as well. The client’s core message of a vibrant present and a promising future built on a foundation of an impressive history dating back to the 1800s was a powerful one and we did not seek to change that direction. In fact, we were able to strengthen the department’s messaging and carry it more consistently throughout the book. Here’s specifically what we did:
Voice: The writer immediately recognized that various authors wrote the many stories and entries and the voice differed throughout the book. She thoroughly edited the entire report to make the copy consistent in style and tone as well as comply with the Health System’s branding editorial guidelines. She also brainstormed with Maryellen a major reorganization of all the sections to better present the information in a cohesive manner. By identifying fascinating stories to pull out of the larger narrative into featured sidebars and boxes, she was able to add both editorial and visual interest to the book.
Vision: Maryellen completely reorganized, redesigned and trimmed pages from the entire report. She also created a new cover to strengthen the report’s themes. Much of her redesign was also necessary to make sure the report complied with the Health System’s branding guidelines. Additionally, Maryellen worked with department and Marketing staff to locate images appropriate for print use, and culled additional photos from the System’s archives and other sources.
Getting it Done: Lazzaro Designs project-managed the effort, turning around a complete redesign and rewrite from start to delivery in under three months. The department’s and System’s top administrators are incredibly pleased and did, in fact, increase print quantities in response.
> If you need help creating a dynamic, must-read annual report, or a team to get a languishing project across the finish line, give Lazzaro Designs a call or shoot us an email.
