# Presentation: 506405

## Recharge Your Marketing Tools 

- Happy Micheau
- Program Assistant
- Giziibii RC&D Association

## Who is Happy?

- Program Assistant at Giziibii RC&D Association in Bemidji, Minnesota
- Graduated from Bemidji State University in 1997 with a Bachelor or Science in Art Education with Emphasis in Graphic Design, Jewelry Making and Sculpture
- Prior to working at Giziibii RC&D I worked at the local library system and was responsible for doing the layout of flyers, brochures, bookmarks and served on the design committees for two mobile library logos and bus wrap.

## Mobile Library Bus Wrap Design

**Notes:**
This the bus wrap that was designed for the new mobile library vehicle.  The vehicle was to be colorful, appeal to both the young and the old and not be cute or cartoonish.  

## Recent Graphic Designs 

**Notes:**
These are recent items that I designed in the course of my normal work activity at Giziibii RC&D.  

## What is marketing?

- 	The activities of a company associated with buying and selling a product or 	service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four 'Ps' of marketing are product, place, price and promotion.
- marketing. (n.d.). *Investopedia.com*. Retrieved February 27, 2008, from 	Dictionary.com 	website: _[http://dictionary.reference.com/browse/marketing](http://dictionary.reference.com/browse/marketing)_

**Notes:**
I was asked to present on Marketing Tools.  I was not sure how to approach this.  There are so many different kinds of software packages out there that I decided I was gong to do the basics.  We can all use a refresher.  My first step was to get a current up to date definition of marketing.  

## What is the goal of marketing?

- 	The goal of marketing is to match a company's products and services to the people who need and want them, thereby ensuring success.

## Lets get back to the basics.

- Marketing is a two fold process. It involves
- your company, agency
- 				and....
- your audience, customer, consumer

## Identify 

- Your company or agency:
- 		Spend some time deciding what type of business you are and what type of image you want for your company.

**Notes:**
Words to describe image are “cutting edge”, “clean cut”, “no-nonsense”, etc.  How does one create this kind of image.    Maybe they want to be seen as “reliable”, “down to earth”, “businesslike” or “fun and energetic”.  Fist they must identify themselves and create a 

## Vision Statement

- Describes what the company wants to achieve overall.  This is part of their identity.

**Notes:**
Next they have to decide what is it they want to achieve within the vision statement.  This is called a 

## Mission Statement

- Is an action statement that tells how they hope to 	obtain their vision statement.
- This statement will be used to guide the company throughout their course of business.

## Image 

- _[Dictionary.com Unabridged (v 1.1)](http://dictionary.reference.com/help/luna.html)_ - **8. **the general or public perception of a company, public figure, etc., esp. as achieved by careful calculation aimed at creating widespread goodwill.

**Notes:**
How does one obtain the image they want.  This is done thru marketing.  If they want to be known as cutting edge for instance they would hire the well known new popular graphic designers, use the latest printing techniques, etc.  

## Your customer:

Spend some time to determine who is your targeted audience.  

Be sure to consider both the broad and the specific. 

		Example:  You may want to appeal to all women and men but you specifically want to appeal to single middle aged women or men.

- Spend some time to determine who is your targeted audience.
- Be sure to consider both the broad and the specific.
- 		*Example:  You may want to appeal to all women and men but you specifically want to appeal to single middle aged women or men.*

**Notes:**
The next step is to identify your targeted audience.  Who are you going to market what you are doing to?  Why?

- Now that you have identified your target audience.  You need to make your target audience aware of how your product is relevant and of interest to them.  This is done using Marketing Tools.

## Marketing tools

- Brochures
- Flyers
- Posters
- Logos
- Presentations
- Press Releases
- Radio ads and much, much 		more

## Involve the senses ...

- The more senses you involve on behalf of the targeted audience the more successful your marketing will be.
*	**Example: A combination of a radio **	**announcement and a flyer will be more **	**successful than either one alone*.

## Not all promotion is expensive

- .....take advantage of non-profit announcements on radio and TV stations.  These are usually at reduced or no charge for nonprofits.
- .....there is no charge for press releases.

- .....create and print your own brochure
- .....create your brochure and have it printed by a 	professional
- This keeps the name of your
- organization in the public eye and
- ear.

## Creating promotional materials:

- Logo: Consider its intended uses.
- Is it going to be used in various sizes such as on letterhead, envelopes, brochures and poster?
- 	If you design a logo with a lot of detail.  That detail will be lost as the logo is resized.   If so, you must use software that will allow the size to be adjusted without loosing the detail or definition of the logo.
- Often times there is a logo created for short term use such as the logo that was created for the tote bags.  It won’t be used next year or continue to be used throughout the year.   It will not be used in difference sizes or colors, etc.

## Creating printed material...

- Answer these questions:  Who? When?  Where?  What?  Why?
- Remember:
- 	*“**If information is left out, the promotion must some how entice the recipient to be curious enough to take action, make a phone call, stop by and ask a question.”*

## Brochures....

- ...should read like a book.
- Just like the cover on the book the cover on
- the brochure is what will entice the public to
- read on.
- Once inside the public should be able to answer: Who? What? Where? Why? How?

- ...can be set up using a template.
- 	*“**This is a good idea for a series of brochures on a similar subject – such as *
*	**beginning, intermediate and advanced *
*	**classes.  Or, for the same event happening at different locations, etc.”*

## Sample of template of brochure.

## Flyers, posters....

- ...are similar and repeat brochure information in a slightly different format.
- 	Often times the flyer doesn’t need to include all the information.  It gives the necessary information and tells the customer where to locate more specific information. Flyers and posters can be the same general theme as the brochure for easy identification.

## Design Elements

**5 **
- elements of design
- 	dot, line, light, color, balance

## DOT

- The dot is the basic image.
- Other images are made up of dots or the lack thereof.
- They can be used to emphasize a point.

## LINE

- It can be bold or fine.
- Line can also be used for emphasis.
- 	“The bolder the line the more emphasis is applied by the eye.  If the line is bolder than the item	it is being used to emphasize, the line is emphasized and the item becomes secondary.”

- Line

## LIGHT

- Light is used to give space.
- White space is part of the light.  It separates thoughts, ideas and information.
- It gives rhythm to reading such as double space between paragraphs.

## COLOR...

- The eye is attracted by color.
- Color schemes can be loud and attention getting or they can be subdued and pleasant.
- You need to decide on the tone of what you are creating and choose a color that will match.

## BALANCE...

- Directs the eye.

- If you center everything in
- the middle of the page or brochure,
- then the eye will follow down the
- middle.
**If you want** to pull the eye from right to left, then you need to
- either **through the use of color**, line or light (white space)
**             ****direct the eye from right to left**.

## Designing tips....

- People only read about 4” at a time.
- White space is a good thing.
- The bottom of the graphic margin should be
- 	slightly larger than the top.
- The eye will become confused when text does not follow a straight line or a pattern.
- It is easier to read lower and upper case
- 	print.

- Put it off to the side or at an angle.
- 		*“**if you want to stress something or bring something **	**to the **	**attention of the viewer.**”*
- When you see a design that you like come in the mail, or in a book copy it an put it in a folder for future use.
- Some colors such as yellow and light greens do not photocopy well especially when you are doing a black and white photocopy of a colored item.

## Contact information:

- Happy Micheau,
- 	Miscellaneous Assistant
- 	Giziibii RC&D Association
- 	3217 Bemidji Ave. North
- 	Bemidji, MN  56601
- 	218-751-1942 Ext. 161
- 	218-751-9531 Fax
- 	happy.micheau@mn.usda.gov
- 	_[www.grcd.org](http://www.grcd.org/)_