Jump Start with a Marketing Plan – Part 12 – 27th August 2009
Where to Find Talented Help for your newsletters
Finding goods subcontractors can be tricky. Ask friends associates for suggestions, when a newsletter, Web site or emailing catches your eye, call the publisher and ask who handle the individual production task. Seek out local communications associations. Look in the Yellow Pages. Or find a vendor who can refer you to others. For example, your printer – especially one who prints a lot of newsletters – can refer you to capable designers, photographers, newsletter specialist, and mailing services. And remember that subcontracting your promotional newsletter production isn’t an all or nothing proposition. You can match your in-house capabilities with those of the subcontractors.
Here is of how each subcontractor can help you:
Marketing consultant. A good consultant can help you with your newsletter project by looking at your goals and available resources, and then pointing you toward other specialists for the parts of the project you’re unable to do in-house.
Locating: The best place to find a good consultant is a referral from an organisation with successful marketing.
Advertising agency or newsletter production shop. These specialists have either internal resources or subcontractors for every step of your newsletters production. They have already spent the time and trouble to find vendors who are reliable, affordable and quality-conscious.
Locating: Seek referrals from printers, Internet service providers, and desktop publishing firms, marketing consultants and mailing services.
Designer. Artists can design your nameplate, page layout, colour combinations, typeface choices and any other graphic elements used to make newsletters inviting to read. Some designers will provide a template you can use on your own computer.
Locating: Advertising agencies have lists of independent designers they may share with you. Designers can also be referred by freelance writers, marketing consultants, printers,
Mailing services or Internet service providers.
List management service. This service sets up your mailing list on their computers and can add, remove and change addresses and other information to our list. List management services already have basic database structures and can set up a sophisticated list with much more information than just the mailing address. They can also provide the list to you on disc so you can access customer, donor or member information from your own office. If you decide to hire a service to label your newsletters, find one that also provides list storage and maintenance. Many list companies provide this service.
Locating: Look in the Yellow Pages under “mailing list management.” List management services are also handled by mailing services and secretarial services.
Writer. Professional writers research and write your newsletter. They understand how to collected information and turn it into the attention-getting copy needed to draw readers into an article. For best results, find a writer with experience in your particular industry. These writers require less briefing and can offer fresh suggestions by bringing experiences from business similar to yours. You can give your writer a general outline of a story assignment, or you can give those rough notes or a first draft to be reworked into a professional piece.
Locating: Ask designers, desktop publishing services, marketing consultants, printers and typesetting services. In the yellow pages, look under “editorial services” or “writers”.
Desktop publishing service. These services take your typed newsletter content and newsletter design and produce your newsletter layout at a reasonable price. For high-quality promotional newsletters, their work can be output on high-resolution typesetting equipment. Many desktop publishing services can also design your newsletter.
Locating: look in the Yellow Pages under “desktop publishing” and also under “typesetting”. These services can also be found through printers, writers, marketing consultants and mailing services.
Proofreader. Increase your overall quality by hiring a professional or finding skilled volunteer to proofread your work. The need for proofreading can’t be stresses enough. Nothing adds to a professional newsletter more than accurate facts, perfect spelling and proper grammar.
Locating: Ask your desktop publishing or writing service. To find volunteers, look for detail-orientated people who are meticulous in their work.
Printer. Your printer is one of your most important subcontractors. Although it’s tempting to choose a printer based on prices only, quality, turnaround time and service will affect your overall “price” as much as the actual bottom line. Find a printer that has full-time salespeople to follow up on any problems and to pick up and deliver artwork, proofs and finished printing. Make sure to gather several bids when you begin your newsletter project. In addition to requesting firm prices, request a guaranteed turnaround time.
Locating: Find a wholesale printer. Seek the referral of a designer, desktop publishing service, writer newsletter editor, mailing service, marketing consultant, advertising agency, local business or typesetting service. You can also look in the Yellow Pages under “printers”.
Photocopy service
For simple designs, you can use standard photocopying machines to duplicate your newsletter onto standard paper or pre-printed letterhead. If your list has only a few hundred names, the quality and price may be just right for you. Some copy services also have printing presses for higher quantity jobs.
Locating: as quality may vary, ask for a referral from a designer, desktop publishing service, and writer or typesetting service. Since there are usually several in each town, look for one convenient to your office. You can also check the Yellow Pages under “copying services”.
Mailing services (also called a letter shop). A mailing service affixes labels and postage onto your printed newsletter; sorts the pieces into zip code order and delivered them to the post office. A good service keeps up with changing regulations and can advise you on the most cost-effective methods of mailing. Find an automated mailing service that can take your database on disc or via modem. They will sort it, remove duplicates and correct addresses, using data provided by the post office. Then cost of pressure-sensitive labels. This frees up your computer’s printer and saves you money by preventing you from mailing to outdated addresses.
Emailing service. Since this technology changes so quickly, look online for services. Search under keywords “email” and “lists” and “broadcasting” and “newsletters”.
Remember that it takes time to orient subcontractors to you, your newsletter, organisation and industry. Before you invest this time, take special care to choose the right vendors. Once you get them going, you’ll spend a decreasing amount of time on each project.
Tip: Look for a one-stop shop – like a printer who can take your disc and print it out on their typesetting equipment. This saves you time by not having to take your disc to a service bureau first. Many experts predict that’s soon your printer will be able to take your computer file and make printing plates directly without first printing it on special paper or film.
Many printers can also address and mail out our newsletter. Some have ink jet printing capabilities that access database information and address your newsletters automatically. These same capabilities can be used to add personalised messages within the newsletter.
To be continued…
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