The Brooklyn Hospital Center keeps Lazzaro Designs on its toes with a myriad of projects. This project was particularly interesting.
We brought TBHC times into the digital space and no longer are producing print versions. Each issue is blasted to the house via email and put on the hospital’s intranet. This allowed the newsletter to come out more frequently (no longer needing to wait for other hospital departments to submit their articles), no longer being confined to a 6- or 8-page 8.5 x 11 newsletter format, as well as being able to have more current content especially photo essays showcasing employees. Given this change the opportunity was ripe to update the banner and make some other design modifications.
The premier digital issue (as shown at left) contained eight articles of varying lengths but all designed with an 8.5″ width. This allowed articles to be stacked.
Now the challenge began to have the newsletter not become distorted and unreadable when emailed or placed on the employee’s intranet as well as be able to read on a laptop or desktop and not need any click throughs (so single page pdfs were not an option). Sounds simple, right? It wasn’t. The premier issue was 65″ in depth. So placing the 65″ jpeg in an email or on the internet presented problems because the two platforms (Mac and PC) in which the jpeg would be viewed didn’t play well with each other! Via trial and error, a workaround was found by slicing the long jpeg into multiple horizontal pieces and then stacking the smaller jpegs. That’s why the design features horizontal white bars between articles. This allowed the slices to be hid within those bars and it worked brilliantly making it appear to the viewer it was one, long, not interrupted newsletter. Voila!!
Pandemic. What’s to say. All hands on deck to help TBHC during this difficult time. Maryellen prepared posters and banners relaying how the hospital is adapting its policies, as well as stay-safe tips. TBHC also launched a weekly TBHC Reaches Out: Coronavirus Concerns e-newsletter (shown here) that Maryellen prepares in Mailchimp. Not surprisingly, the e-newsletter gets a high percentage of opens and so far no subscriber has opted out.
Maryellen Lazzaro designed the premiere issue of Philanthropy in Motion, a bi-monthly e-newsletter that Burke Rehabilitation Hospital sends to its Burke Ambassadors; she will continue as its designer for future editions. This audience consists of board trustees and top administrators and physicians, as well as other key staff. The publication is designed to guide Burke leaders on how to collaborate with Burke’s development team to build relationships with donors and would-be donors. The newsletter also keeps its readers informed of special events and activities.
Maryellen designed the clean, attractive piece with the client’s branding in mind and it has received excellent feedback.
> If you need help creating a newsletter that speaks to your community, 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.