Print Smart to Save Costs

Printed publications and newsletter are great assets to our organization. Our 2006 telephone survey showed that 79 percent of those surveyed thought newsletters were a very effective or effective way to distribution information. Seventy percent said brochures and reports were very effective or effective.

Also, if you are considering going all-electronic with your communication, consider this: of those surveyed in our survey, 20 percent have never used the computer and 24 percent have never used the Internet. The Web can’t do it all; there is a critical need for printed materials.

So, how can you print smarter and more economically? Here are few suggestions:

• First and foremost, use the duplicating center in our Department of Communications. As compared to printing a newsletter in your own office, duplicating can usually print your newsletter faster, for less money, and with higher quality results. They also have designers on-board to make sure the final product looks great. Contact Greg LeValley at 532-5816 to see how Duplicating can help you print smarter.
• Condense your newsletter. Look over your design and content and see if your 8-page newsletter can fit on 6 pages. Can you conserve space without losing readability?
• Print in black-and-white. Or, if you want or need to print in 2-color, pre-print the color template in bulk to save. Then, you’ll just need to print the black ink portions when it comes time to produce your newsletter.
• Plan ahead to avoid “rush job” fees and to keep your printer happy!
• Check your paper cost. Is there a cheaper paper available, without sacrificing quality?
• Think strategically. Consider the objective and target audience for the printed piece and determine what is the best way to produce the item. Postcards work great for event announcements; newsletters can provide more detailed information.
• Take advantage of your publication allocation. You can use this budget feature to pay for printing, as well as stocking your office with the necessarily publications.
  

For more ideas, check out 10 Ways to Stretch your Printing Budget

Print Smart to Save Costs

Cut Costs While Maintaining Marketing

Budgets are being cut -- that's a fact, no matter whether you are in public sector or private industry. In such times, you need to be thinking about marketing more – not less – so that stakeholders and others still see you as relevant.

Need a statistic to share with your funding source? In our 2006 statewide telephone survey, 80 percent of those surveyed strongly approved or approved of spending public funds to support K-State Research and Extension. So, let’s get the word out about our great programs and services.

I recently asked the Marketing special interest group in ACE (Association for Communications Excellence) for ideas and suggestions on how to continue marketing when the budgets dry up. Here is a compilation of their responses:

• Don’t underestimate the power of the newspaper. Even if it’s as simple as an event announcement with your organization’s name and a personal contact, publishing in the local newspaper can have a big impact. Mark Crossler from Oregon State pointed out that newspapers are getting hit, too, and might not have the funds to subscribe to the AP and other wire services. This means it’s a great opportunity for our news releases and columns to be placed in the local papers. And, as Nancy Peterson from K-State Research and Extension pointed out, news releases often end up on web sites, radio, and television, in addition to newspapers.
• Radio is still king with many audiences. For example, Sharolyn Flaming-Jackson from K-State Research and Extension said the radio PSAs to promote free radon kits in northeast Kansas were so effective, the agents involved had to pull the PSAs early, as they had given away all their kits. Our audience research shows that radio is most effective in metro areas, where people have longer commutes and spend more time in their vehicles.
• Use email. Email is a great way to distribute electronic newsletters, reminders and announcements. You want your audience to read your messages, so don’t inundate their mailbox with fluff. Send only valid, useful materials and test them for spam-guards before distributing. Also, make sure you’re email distribution list is maintained and keep in mind that not all your audiences are receptive to email. Some will still need a printed and mailed newsletter.
• Use your branding and style guides. We provide such a fabulous service to Kansans; it’s a disservice to ourselves to not take the credit for it. The best way to do that is to identify yourself and affiliate with K-State Research and Extension, so when budget cuts come, your legislators and county commissioners know who helped them and their neighbors. Plus, we want them to recognize our brand as representing quality information, great service, and friendly people. Our Communication and Style guide is undergoing an update currently, but the most current version is available online at: http://www.communications.ksu.edu/DesktopDefault.aspx?tabid=660
• Review your mailing list. Cull any outdated addresses to save big on postage.
• Print smart. One state has put a ban on all full-color printing. Another is taking advantage of bulk discounts, with multiple counties pooling their resources for a larger print run. What can you do in Kansas to print economically? Next week, we’ll give some additional pointers on how to make the most of your printing budget.
  

Thank you to Larry Jackson, Mark Crossler, Sharolyn Flaming-Jackson, Deborah Morehead, Jennifer O’Leary, and Nancy Peterson for contributing to this article.

Cut Costs While Maintaining Marketing

Strategy First, Creativity Second

When we sit down to begin planning a marketing project, no matter the size, the creative ideas start coming in droves. The hard part is knowing when to rein in the creativity and refocus on strategy.

A creative idea may be a good one, but it may not be a good one for your objective. One historical example of this is the Taco Bell chihuahua. Many people still say "Yo Quiero, Taco Bell" whenever they think of the fast food chain, but being affiliated with a pint-sized dog is not necessarily the best image for a restaurant of any kind.

It created awareness, yes, but it didn't result in the increase in sales the company was looking for, and thus ended that marketing campaign.

So how does that apply to your job? When you thinking of ways to reach new audiences, follow these steps:
-Always keep your objective(s) in focus.
-Think like your target audience. Place the information where they will find it in a way they will absorb it.
-Make certain you are not offending anyone.
-Keep the creativity, but set limits. It's okay to push the limits, but not to exceed them.

To quote this marketing resource:

Because marketing decisions have both internal and external impact, marketers are wise to make their decisions only after engaging in a careful, disciplined planning process. Marketers who make hasty, off-the-cuff decisions without regard to the implications are taking risks that may lead to problems. Instead, marketing decisions should be made with consideration of how these affect others and the resources (e.g., funds) required to carry out the plan.

Strategy First, Creativity Second