1. Print and Web Coordinating the Dance between Paper and Screen Messages Todd Markelz, Cornell University Steve Whalen, Fashion Institute of Technology Introductions

2.  Print was developed hundreds of years ago to spread ideas and messages to audiences far and near.  Web and Internet were developed in the 1970’s and became widely-used in the 1990’s with the ability to communicate instantaneously.  Combining print and web in communication efforts just recently evolved and continues to be explored/defined. A Brief History The recent overlap of print and web Overview

3. 1.Positives  Greater possibilities for reaching your audience  Interact with your audience in multiple mediums  Coordinated, yet customized, messages per medium  Efficient use of resources  Financial  Personnel 2.Negatives  Realizing there is a learning curve and identifying your place along it  Restricted independence among print/web offices What Results from Coordination? A combination of benefits Overview

4. Who Benefits? Everyone  Institutional  Print and Web managers  Writers/editors  Designers  Clients (internal)  External  Students  Parents  Alumni  Affiliates Overview

5. Characteristics of Print Strengths  Independent  Portable  Transferable  Paper variety  Predictable reproduction  Eye candy Weaknesses  Can’t be changed/updated  Relatively Expensive  Lacks interactivity  Production and delivery times are relatively lengthy Overview

6. Characteristics of the Web Strengths  Relatively fast production time  Easily updated  Low distribution cost after initial investment  Unlimited distribution  Interactive Weaknesses  Computer/Internet required  Inconsistent display  Requires action on the users part  No inherent sense of context Overview

7. Challenges of Coordination 1.Merging two distinct processes 2.Sharing content 3.Maintaining consistency 4.Choosing when to use print, web, or both Challenges and Solutions

8. The Challenge Merging two distinct development processes  Current print and web processes may by handled by different groups, internal or external  Timelines/schedules differ  Budget coordination Challenge 1: Merging Two Distinct Development Processes

9. The Solution Getting everyone around the same table Strategic Planning Raised awareness of each medium  Timelines  Budgets  Strengths and Weaknesses  Audience preference for each medium Challenge 1: Merging Two Distinct Development Processes

10. The Challenge Sharing Content Between Print and Web  Copy and design play different roles  Different technical specifications  Attracting attention and navigation Challenge 2: Sharing Content

11. The Solution Tactic Coordination and Content Sharing Tactic Coordination  Concept  Message  Artwork  Design  Printer / web host  Mail house / email provider Challenge 2: Sharing Content Content Sharing Procedurally  Combined meetings  Shared responsibilities Technically  Content Management Systems  Shared staff

12. The Challenge Maintaining Consistency Between Print and Web Challenge 3: Maintaining Consistency  Leveling the playing field  Keeping the same tone across mediums  Staying consistent with brand and style guidelines

13. The Solution Integrating a Consistent Tone and Style Challenge 3: Maintaining Consistency Determining Tone  Deciding the “voice” of each medium  Coordinating language Integrated Style Guides  Choosing AP/Chicago  Institutional references  Similar branding icons and messages

14. The Challenge Choosing Print, the Web, or Both. Making the right decision Challenge 4: Choosing Print, the Web, or Both  Avoiding the temptation to jump right in  Budget Concessions  Is it worth the effort?

15. The Solution What are the deciding factors? Challenge 4: Choosing to Print, Use the Web, or Both  Message  Audience  Publishing Requirements  Distribution  Product Life Cycle  Response  Budget

16. Scenario Analysis Examples from the real world  Student Recruitment  Course Catalogue  Special Event Examples

17. Student Recruitment  Challenges  Solutions Examples

18. Course Catalogue Examples  Challenges  Solutions

19. Special Event Examples  Challenges  Solutions

20. Take Home Messages  Strategically deciding when and how to use print and web in a coordinated message.  Sharing content across web and print must be done with considerations of each medium.  Sending a consistent message to your audience will increase the effectiveness of the message and build upon your organizations brand or name.  Not all projects need to result in print and web coordination. Conclusions

21. Need to Contact Us?  Todd Markelz ttm22@cornell.edu  Steven Whalen steve_whalen@fitnyc.edu Conclusions