2. Print-to-Online Creative Translation February, 2007

3. 3  These print-to-online creative and copy translation recommendations are based on the objectives of maintaining consistency across channels while also allowing each channel to “do what it does best.”  Consistency in logo, message, colors, fonts and imagery build awareness and trust.  Print ads position and inform.  Online ads invite interaction and response.  Print and online each contribute optimally to the campaign goals. Print to Online Translation

4. 4 Original Print Ad Creative Execution

5. 5  Prominent, attention-grabbing visual breaks through the clutter, invokes curiosity, and incents the reader to pause before turning the page.  Headline is positioned in the center to tie the visual & supporting copy together. The message is dependent on the image for interpretation.  About half the space is allotted for detailed supporting copy to help explain a complex product.  The premium/offer [Free Guide] & call-to-action [“Call Today”] are positioned in the lower right of the page.  Logo positioning is in the bottom right corner, surrounded by white space for prominence.  Color is used comprehensively throughout to help bring the print ad to life. The hues are all tied very closely to the logo palette. Print – Position & Inform

6. 6 Online – Relate & Invite Response  The headline/core message copy is the first & most important element within the banner space, taking prominence. Animation is used to draw attention.  Copy is succinct, active, personalized & inviting of response.  Call-to-action immediately follows the headline, and is wrapped in a response-invoking format, such as a button or list-box shown here.  Imagery is used sparingly, and as a complementary & secondary element.  The premium/offer [Guide] also takes a secondary position to the core message.  Colors & design elements are consistent with the landing page to follow.  Logo positioning is toward the bottom. It’s included to help build brand awareness but is not the focal point of the piece.

7. 7  Colors, fonts, shapes and key design elements are consistent with previously-viewed banners.  The message within the banners is reinforced and expanded on the landing page. Tabs along the upper left side offer ways to seek additional information for a complex product.  The design is simple, keeping the file size and page load time at a minimum.  The page is focused on interaction. Form fields & key calls-to-action are purposely kept above-the-scroll. Buttons and hyperlinks denote interaction points.  Logo is leveraged in the top left to reinforce the brand.  Dynamic presentation of testimonials and key stats to help bring the information alive & current. Online – Register Response

8. 8 Print and Online Assets  Consistent brand look & feel across all marketing channels, including print and interactive, builds awareness and trust.  Print marketing is best at positioning the brand, while the interactive marketing is best at inviting consumer response.  Display marketing also serves as a test platform for all marketing efforts, across all channels. Print Ad Online Banners & Landing Page

9. 9 Print and Online Assets Print Ad Online Banners & Landing Page

10. 10 Print and Online Assets Print Ad Online Banners & Landing Page

11. 11 beth@tangibleimpact.com Office: 614.792.3392 Mobile: 614.296.4327 tangibleimpact.com