| Brochures & More You can have a
great communications program -- yet still feel
something's missing. Perhaps it's one little piece. Maybe
it's that brochure, fact sheet, or media backgrounder
that you just haven't had the time or energy to produce.
Or it could
be a new direct marketing letter you'd like to test
against your control for membership recruitment,
fundraising or volunteer mobilization.
Just
because this yet-to-be-created item represents only one
small piece of your communication mix doesn't mean it's
unimportant.
A self-help
guru a while back advised, "don't sweat the small
stuff." Well, here's a twist on that theme: Don't
sweat the small stuff ALL BY YOURSELF. Get help.
| Case Study: Career
Brochure |
 |
One of
the demographic projections causing concern in
the U.S.: Baby Boomers crashing into old age like
a societal tsunami. As Boomers flood the
retirement system, who will take care of them? The
sometimes falling, sometimes rising supply of
long term care administrators -- the folks who
actually run nursing homes and assisted living
facilities -- presents an unsettling scenario.
What
happens if the supply of administrators drops as
the wave of aging Boomers peaks?
With
that alarming question in mind, the National
Association of Boards of Examiners of Long Term
Care Administrators (NAB) conceived a brochure to
help attract career-seekers into the field of
long term care administration.
NAB
formed a committee to write and oversee the
brochure.
I
subsequently worked with the committee members to
revise their draft, with their input and
approval, and gave the brochure a title that
would appeal to the target audience: Finding
a Career to Match Your Heart.
I
also collaborated with the design/photography
team (Peck Studios of Silver Spring, Md.),
and worked with the staff of a very helpful
nursing facility that served as an informal focus
group on the copy, as well as a source of
real-life "models" for the brochure's
photos.
The
result made everyone happy.
Download (PDF
684kb)
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| Case Study: Consumer Fact
Sheets |
 "We're
a small organization that can't afford a
full-time PR director. Mark has provided us the
expertise, motivation, knowledge and
responsiveness of a full-time staffer without the
overhead."
Lawrence Hecker, President, Motorist
Assurance Program
|
Do you
ever feel a little anxious when taking your car
in for service? Maybe you're not sure if the shop
will give you the kind of quality attention you
want. Or maybe you just hate dealing with this
stuff. Fortunately, the automotive
maintenance and repair industry is well aware of
your misgivings. That's why it formed an
organization called the Motorist Assurance
Program (MAP) years ago to address various
concerns.
MAP
developed industry standards, and encouraged
practices and procedures that enhance
communication between shops and their customers.
I've
worked with MAP since the mid-1990s to help the
organization get its messages out to key
audiences. Most of MAP's communication is
internally focused, to educate and inform shop
owners, technicians, and others related to the
business.
Some
of its external communication reaches out to
motorists. For example, here are two fact sheets
helping consumers understand how to achieve
'win-win' outcomes when their car goes on the
blink.
Fact Sheet 1 (PDF
59kb) | Fact Sheet 2 (PDF
13kb)
|
| Case Study: Masters of
Success |
 |
The
authors of Masters of Success had
gathered a great collection of stories from
people, both celebrities and unknown
entrepreneurs, exploring the road to
"success." Trouble
was, some of the lesser known folks had more
business insight than writing experience. They
needed a hand bringing the compelling elements of
their stories to full life on the page.
Toward
that end, I'm proud to have been able to help.
'Even prouder that lots of other readers saw the
powerful lessons in this collection of insights
and inspiration -- and drove Masters of
Success to #1 on The Wall Street Journal's
business book bestsellers list in June 2004.
Masters
of Success gets you thinking. It gets you
smiling. And sometimes -- well, it just gets you.
Get yours here.
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Monthly billing available on
long-term contracts. (Please advise prior
to first invoice if you require submission of Form W-9 - PDF 28kb.)
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