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Situation:
Your organization wants a major publication. You have an idea of your
audiences and your messages, but you want to outsource concept, writing
and graphics.
Approach:
We have years of experience in producing publications in print, and are
now extending viewbooks and annual reports to the Web. Clients are involved
in every step of the process. For a print publication, our approach includes:
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reviewing goals and audiences for the publication. |
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listening to our clients about what they like — and what they don’t. |
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reviewing materials and/or interviewing key players to prepare a concept outline. |
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developing a design approach based on the concept outline. |
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obtaining client approval for the outline/design approach. |
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writing copy for the publication following outline/design approval. |
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designing the publication, including commissioning
and art-directing photography and acquiring illustration. |
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producing the publication, including on-site press checks by a senior designer to assure quality. |
Time Frame & Costs:
Both elements can vary widely depending on the length and complexity of
a publication. A 52-page, four-color oversized viewbook with a glued pocket
may cost between $150,000 and $200,000 for 65,000 copies, while a 20-page
annual report with a 2,500 press run may cost $40,000 to $50,000. Since
they are updated for factual information and (sometimes) photography every
year, most viewbooks can be reprinted using the same design concept over
two or three years, saving as much as 30% of your initial investment per
year.
Moving such publications to a Web-rich format has an
average cost from $25,000 to $50,000. As always, cost is directly related
to complexity.
From concept to delivery, a major publication generally
requires three to four months.
Deliverables:
A print and/or Web publication powered by marketing strategy that reaches
your audiences, delivering your messages in a memorable way.
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