Kay Tappan *adapted from various sources

Creating Visual Tactics

Creating Visual Tactics: The Process

1.  Recognize that all PR publications aim to establish, nurture or repair relationships with target publics/audiences.

2.  Formulate the PR purpose/goal of the publication – driven by organizational needs.

3.  Identify priority/target public(s) for visual communication tactics.

4.  Assess budgetary constraints.

Creating Visual Tactics: The Process 5.  Specify PR impact objective(s) for the publication. !  Awareness, attitude, behavior

6.  Specify PR output objective(s) for the publication. !  Volume, reach, frequency, etc.

7.  Research target public characteristics. 8.  Identify target public design preferences based on the

above.

Creating Visual Tactics: The Process 9.  Formulate key messages and information to be included. !  Slogans, headlines, copy, quotes, contact, captions,

information, etc.

10.  Determine the tone of the publication. !  Inform, entertain, persuade, mixed?

11.  Experiment with creative design solutions. !  Layout, visual cues, typography, images, etc.

12.  Once you decide on a design and layout, use it consistently!

Discussion: North Park Zoo !  Build/nurture relationships with local

kids/preteens ages 8-12 through quarterly communication based on seasonal events at the zoo, beginning with a “Summer Safari” theme

!  Kids/preteens ages 8 -12 who reside within the city and surrounding areas of the North Park Zoo

!  Budget: mid-range !  Impact objectives (should be

S.M.A.R.T.) !  To have 15 new attendees at the Zoo Kids’

Corner event on Dec 1, 2012 !  To receive 30 email inquiries from parents

concerning kids’ programs by Dec 1, 2012

1.  Relationship management 2.  Purpose/goals 3.  Key publics 4.  Budget 5.  Impact objectives 6.  Output objectives 7.  Research target public 8.  Target public design preferences 9.  Key messages 10. Tone 11. Experiment with visuals 12. Repetition!

Discussion: North Park Zoo !  Output objectives

!  To distribute 500 newsletters to local elementary schools by November 1, 2012

!  To mail a newsletter to every household with a child aged 6 -12 (currently in our database) by November 1, 2012.

!  Research kids aged 8-12 !  Email use? !  Local schools !  Education level/competence !  Leisure activities !  Diversity

1.  Relationship management 2.  Purpose/goals 3.  Key publics 4.  Budget 5.  Impact objectives 6.  Output objectives 7.  Research target public 8.  Target public design preferences 9.  Key messages 10. Tone 11. Experiment with visuals 12. Repetition!

Discussion: North Park Zoo !  Design preferences

! Text heavy or image heavy? !  Fonts / colors / graphics

!  Key messages !  “Summer Safari!”

!  Tone !  Inform/entertain !  Provide take-away value

1.  Relationship management 2.  Purpose/goals 3.  Key publics 4.  Budget 5.  Impact objectives 6.  Output objectives 7.  Research target public 8.  Target public design preferences 9.  Key messages 10. Tone 11. Experiment with visuals 12. Repetition!

J.C. Penney !  Target audience: Younger, higher-income shoppers

! Cast off “old lady image”

J.C. Penney !  “Complicated coupon system” !  J.C.Penney Preview

J.C. Penney

•  1. Recognize that all PR publications aim to establish, nurture or repair relationships with target publics/audiences.

•  3. Identify priority/target publics: Current customers, prospective customers, employees, opinion leaders, the media?

The Design Process !  Answer the following questions: !  What is the intended effect? !  What is the time frame for the desired effect?

!  Short-term !  Long-term

!  How much time will the audience have to interact with the design? !  Flier ! Newsletter ! Website !  Social media

The Design Process !  Important steps:

! Decide what elements will drive your design; what element will dominate?

! Create a hierarchy of dominant elements. !  Visual heavy (PRP) !  Text Heavy (CRP) !  Hybrid

!  Ensure that elements work together to achieve balance/harmony. !  Use relevant visual, textual, interactive, multimedia cues !  Match content/design with audience background

Some Examples…

Purpose/Goal? Publics? Objectives? Target public characteristics /design preferences? Key messages? Tone (Inform, persuade, entertain, etc)?

Examples

• What is the purpose of these two brochures?

• What are some design differences (visual cues)?

Examples

Can you guess which back goes with which front? Why?

Resources !  Interesting articles on J.C.Penney’s rebrand:

!  http://money.msn.com/top-stocks/post.aspx?post=48042bb2-5e3c-423e-82fe-099e360c4be7 !  http://www.businessinsider.com/jc-penney-adopts-new-logoits-3rd-in-as-many-years-2012-1