The Path to The Path to Powerful Powerful

PublicationsPublications

1. Practical 1. Practical PlanningPlanning

BrandingBranding ObjectivesObjectives AudienceAudience The messageThe message

2. Picky 2. Picky PartneringPartnering

InternalInternal ExternalExternal Outsourcing vs. inhouseOutsourcing vs. inhouse Project managementProject management

3. Punchy Prose & 3. Punchy Prose & ContentContent

ThemeTheme Compelling storiesCompelling stories ExpertsExperts StudentsStudents

Punchy Prose & Punchy Prose & Content (cont)Content (cont)

Alumni NewsAlumni News Letters from the presidentLetters from the president BoilerplateBoilerplate Crisp WritingCrisp Writing Headlines, subheads, call-Headlines, subheads, call-

out boxes, cutlinesout boxes, cutlines

4. Potent Pictures4. Potent Pictures

Visual learnersVisual learners QualityQuality Fewer large vs. more smallFewer large vs. more small ActionAction CasualCasual

Potent Pictures Potent Pictures (cont)(cont)

CutlinesCutlines Cut the genericCut the generic Creative anglesCreative angles IllustrationsIllustrations Duotones/ b&wDuotones/ b&w

5. Pumped-Up 5. Pumped-Up Placement Placement

(Layout/Design)(Layout/Design) Surpise meSurpise me SpreadsSpreads White spaceWhite space GhostingGhosting BleedsBleeds Special effectsSpecial effects

6. Painstaking 6. Painstaking ProofingProofing

Editing styleEditing style Print to proofPrint to proof RestRest Fresh bloodFresh blood

7. Prudent 7. Prudent PrintingPrinting

BudgetBudget FormatFormat PaperPaper OffshoreOffshore

8. Positive 8. Positive ProddingProdding

ScheduleSchedule Build it inBuild it in Approval processApproval process

9. Profitable 9. Profitable rePurposingrePurposing

Post it on the WebPost it on the Web Pull for special purposesPull for special purposes

10. Prompt 10. Prompt aPPraisalaPPraisal

Build it inBuild it in Internal reviewInternal review Begin againBegin again

Good to Great?Good to Great?

Plan for successPlan for success Plunder good ideasPlunder good ideas Put the rules in place, then Put the rules in place, then

breakbreak Pay attention to detailsPay attention to details