The Quilter’s Choice Newsletter Winter 2003

Presentation Overview 1.Introduction 2.Why a newsletter? 3.Anatomy of the Newsletter 4.How format and specific features are ideally suited to audience, purpose, and context. 5.Concluding remarks.

Letter Head and Newsletter Logo Bulleted Items Outlining:  Sales/Specials  Special Events  News Staff names

Every page has the same Header. Look for this throughout Class Descriptions always follow the same format: Note the central placement of the ad to immediately draw the eye.  Title  Date and Time  Description  Instructor  Fee

This is important information so it is placed in a prominent place. We want to make sure people read it. The three column format is consistent throughout the newsletter. Items of special interest are often separated out by a block or border.

Sales are easy to spot All class information is labeled. Classes that run for successive weeks are easier to see. Generic calendar format. All boxes are in proportion. A Typical Newsletter Calendar Note: the newsletter also has March and April calendars.

Purpose – What does it Do? The newsletter’s reason for being is:  To advertise products, classes, and services.  To bring customers into the store to ask questions and to sell product  To inform customers about promotions, products and general news.

Context - Constraints Printed Twice a Year - Must contain all necessary information to cover that period. Arrives in Mail -Limited in length to keep costs down. Cannot exceed 4 pages (printed on both sides) for most effective pricing. -Standard format is easiest and cheapest to produce. Competition -Quality must match or exceed that of the competition. Also available on website - Format needs to be easily adapted for website. Cost -Must be simple enough to be produced by a busy person at the busiest time of the year. -Must be produced in the most cost-efficient manner possible to fit advertising budget. - Must work well in black and white.

Audience - Considerations Women, ages All are quilters and therefore familiar with specialized vocabulary such as fat quarters, appliqué, sampler, borders.... Most know the staff on a first name basis. Most have already been in the store at least once before. Most are familiar with the newsletter format. Most receive newsletters from the other quilt stores in the area and make comparisons.

Questions ?