Hot Off the Press: Launch of Community Newsletter
Written by Maryellen Lazzaro on May 17, 2016
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.
Posted Under: Clients, Design, Editorial, Hospitals, Hot Off the Press, Newsletters, Project Management
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