Clients often appreciate a follow-up newsletter during ongoing programs or when activations come to an end.  Devoting time to produce an update that includes concise content and a visually stimulating layout better connects the activation to client objectives and sparks an emotional response that often goes beyond a quantitative ROI.

It is essential to connect with the reader on two levels.

1) Connect reader to content: Be sure the newsletter covers the necessary who, what, when, where, why and how questions. Then go beyond a standard newspaper layout to dig into the particular key messaging you aim to communicate.

2) Connect reader to emotion: After the reader has the facts, use appropriate photos and placement to gain a positive emotional response to the content on the page. Tight timelines can make it easier to concentrate on content, forgetting the impactful emotional response a properly laid out newsletter can have. It is here where a long lasting impression can be made with the audience.

Remember that as the creator of the document, you are responsible for communicating the vision to the reader. Be sure to guide their eyes in the direction you wish them to move. A well presented newsletter should provide the viewer with a clear line to follow from top to bottom.

An emphasis should be placed on the following:

• Your Title: be creative, expressive and FUN – the title should reflect the tone of the program or event

• Your Company Logo: size appropriately, but be sure to include this – you want the client to remember that you’re their partner

• Key Images: select images that best describe the event in pictorial form

• Key Messages: what was the staff communicating at the event; what was the reception?

• Emphasize content and photos by utilizing copy size, spacing, and pictures; this will guide the reader through your document.  Use your words to tell the reader a story, then use illustrations to bring your reader into the story you’ve told.

These guidelines will ultimately help readers better understand the event, facilitate better client communication and add increased value to your program.

Do you have any extra tips we can share? Leave them in the comments section below!