BLOG: Eye-Popping Tips

From Karen Saunders

Your Branding, Marketing & Self-Publishing Coach

How to Produce a Marketing Piece Efficiently

Before you produce a marketing piece you may want to consider the following steps to save time and money. For over 25 years I have been helping solopreneurs and small businesses with brochures, postcards and campaigns. We guide our clients through these steps to produce stunning designs with compelling content in a timely fashion within their budgets. Here’s how we do it:

Produce a Marketing Piece by Starting at the End!

Ask yourself, “What is the final format that I need?” Is it printed piece, a slide show, postcard, e-mail blast, etc.? Consider the time frame for each phase of the job. How much time will be needed to:

  1. Email/mail final piece to get to recipients
  2. Print the piece
  3. Prepare the artwork/files
  4. Write the content

What You Need to Know to Produce a Marketing Piece for Printing

  1. Description of the job
  2. The final size of piece (open and closed) i.e. when fully opened up, a pamphlet may be printed on an 8 1/2” x 11” paper but folded to 8 1/2” x 5 1/2” or in thirds.
  3. For ads specify W (width) dimensions first then H (height) dimensions i.e.: 8.5″ (W) x 5.5″ (H)
  4. Is the piece printed on one side (front only) or 2 sides (front and back)?
  5. Will the layout be landscape (horizontal) or portrait (vertical)?
  6. How many pages or folds?
  7. How many colors? (specify for each side) 
  8. Will it be printed with spot colors? If so, the PMS color number(s) will need to be specified.
  9. Will it have a combination of black and PMS color(s) (specify black + PMS color number(s)
  10. Will it be in full color? (This is also known as 4-color process/CMYK )
  11. Are there bleeds? (Does the color extend to the edge of the page?)
  12. What is the paper stock? (Consider the paper type, weight, special coating, embossing, special instructions, etc.)
  13. Have you chosen a printer or do you need us to get printing prices for you?
  14. If you’ve chosen a printer, what is your contact’s name, phone number and email?
  15. Has your printer specified a file format? (PDF, EPS, JPG, etc.)
  16. How does your printer prefer to receive files? Electronically? What is their FTP website address, login and password?

What You Need Share With Your Designer To Produce a Marketing Piece:

  1. Written content, indicating on which side or panel the text should be placed.
  2. Will you be providing high resolution photos? Or will the designer need to use stock images?
  3. Is this a new piece (never been created before) or an update on another piece? Did we produce the original piece?
  4. If this is an update on a piece we did not create, we will need the native computer files (i.e.: Adobe Illustrator, InDesign, Photoshop)

Here are Some Typical Time Frames: