This first thing I do when I'm called in to help a center is gather up all of their marketing and printed materials. Every flyer, business card and pricing sheet. Anything that leaves the center is collected and evaluated.
Here's the secret... I'm looking for the most important marketing fundamental, consistency.
Nothing does more damage to a brand than inconsistent messaging and branding. When I say "branding" think look and feel. Mis-matched collateral and different design confuses people and hinders building brand equity. Simply put, inconsistent marketing leaves people with a bad impression.
Here are a few things I've found and simple solutions:
- Different business card designs for different people. All business cards should have the same design with just the name and title adjusted. Throw away old cards that do not match.
- "Mis-matched" collateral. All collateral should have the same design. Try something simple like your center name or logo at the top of a Word document. Keep things the same color and size for a more professional look.
- Multi-colored collateral. Use color sparingly to call attention to one specific point. Adults do not appreciate multi-colored communications, simple black and white is fine.
- Multi-sized copy. Here's another time where simple is better. You should use no more than two sizes in a normal document. The headline should be the largest with the content a smaller size. Think about all of the articles you read in the newspaper and magazines.
- No branding or messaging. Make sure that your name, tag line and 3 key points about your center are on all of your collateral. The top (header) and bottom of the page (footer) are good places for your "standard" messaging. Make sure it's easy to read but not overpowering. Assume that everyone is seeing your brand for the first and only time so it's important that we make it prominent and memorable.
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