Best Brochure Ideas of the Year

Best brochure ideas of the year

Paul Franklin

Suzanne Kart

@suzannekart @lernupdates #lern15

Target your marketing!

• Images

• Text & Language

• Graphic Elements

• Color Choices


What are you selling?

• New talents

• New hobbies

• Fun experiences

• More time with family

• Friendships and social contact

• Better health/fitness


The AIDA principle

• AIDA describes a common list of events that may occur when a consumer engages with an advertisement.

• A - Attention (Awareness): attract the attention of the customer.

• I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).

• D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.

• A - Action: lead customers towards taking action and/or purchasing.


A-Attention


Orange Community Education and Recreation


Whatcom Community College


Johnston Community Education and Friends


Ann Arbor Public Schools


Jurupa Community Services District


Lakeville Area Public Schools


Central Virginia Community College


Des Moines Area Community College


Temple Parks and Recreation


Wheat Ridge Parks and Recreation


I-Interest


Biddeford Adult Education


Community College of Baltimore County


Wheat Ridge Parks and Recreation


Des Moines Area Community College


Elk River ISD


Howard County Recreation and Parks(Separate table of contents for kids programs)


Edmonton Public Schools


What not to do

• Do NOT put registration page in the first two pages of the brochure.


LERN Members

• 72% of LERN members put their registration page in the back of the brochure.

• 9% put their registration page at the beginning of the brochure.

• 4% put their registration page in the middle of the brochure.

• 15% don’t have a registration page


D-Desire


Howard County Recreation and Parks


Elk River ISD


Crystal Lake Park District


City of West University Place


Kirkwood Community

College


Hartford Community College


Everett Community College


Northern Lakes College


Northern Virginia Community College


Some data

• 60% of the best performing LERN member programs use testimonials.


A-Action


Kirkwood Community

College


Everett Community College


Northern Virginia Community College


On Guarantees

• Have one. Research shows you always make more money by getting “fence setters” to register than you will ever get back.

• Make it simple.

• Make it actionable.

• Make it believable.


How many programs offer guarantees?

• According to the LERN survey, over-all only 19% of programs offer money back guarantees.

• Of the most successful programs, 32% offer money back guarantees.

• Of the least successful programs, less than 1% offer money back guarantees.


Elk River ISD


QR (Quick Response) codes

• Get them on your printed pieces whenever possible and link back to your mobile-optimized web page.

• Super simple to do and it’s another way to drive traffic to your website.

• I use qrcode.kaywa.com


Mobile optimization

• According to analysts at Morgan Stanley, mobile usage is surpassing desktop usage in 2015.


Mobile optimization

• Last year, Google responded by unveiling the Hummingbird search algorithm to better respond to people who speak into their smartphones to do searches.

• Earlier this year, Google also adapted their search engine ranking criteria to include mobile optimization as an indicator.


Mobile optimization

• Therefore, if you’re not mobile optimized —and according to a recent LERN survey, only 50 percent of programs’ websites are mobile optimized — you need to be.


What does a non-mobile optimized site look like on your mobile device?


Jurupa Community Services

QR Code on their brochure Goes to mobile optimized site


QR Codes’ Best Practices

• Tell how to scan / how or where to get scanner

• Send to mobile optimized page• Plan QR Code campaign in area with mobile

coverage• Add value for consumers• Track traffic to QR code landing page• Be inventive with QR Code promotions, make

fun• Test, test, test before implementation• Keep QR code promotions up-to-date


Postcards - BYU


Request a brochure critiqueFREE with your LERN membership

Send your request to [email protected]


Evaluations and CEU Quizzes

Evaluate this session on the app

• Open the app

• Click schedule

• Click on the name of this session

• Scroll to the bottom

• Click on feedback*

To receive CEUs for this session

• Open the app

• Click schedule

• Click on the name of the session

• Scroll to the bottom

• Click on CEU quiz*

Room monitors have printed evaluation forms and quizzes, but

using the app is encouraged

Thank you!

Paul Franklin

[email protected]

Suzanne Kart

[email protected]


Best Brochure Ideas of the Year

Education

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