BEST PRACTICES OF BRANDING

• Developing a logo/brand identity
• Developing a vision statement
• Creating an "elevator speech" or positioning statement
• Crafting a memorable and compelling tag line
• Creating a great advertisement

CRAFTING A GREAT ADVERTISEMENT.

Print advertisements are a great way to build brand awareness and increase exposure.

When creating an advertisement, whether it is 2-color (black-and-white) or 4-color (full color) it is for a program, a directory or a publication, there are seven simple rules to follow:

1. Identify and know your target audience.
2. Create a brief, attention-getting, clever headline.
3. Select a corresponding graphic or visual that complements the headline.
4. Speak to them in a language they understand. Use plain, but engaging, language. Avoid jargon and educator-ese or bureaucrat-ese.
5. Stick to your key messages.
6. Write concise, compelling copy. In advertising copy, less is more.
7. Include a call-to-action, as appropriate. For example: Contact us at [INSERT CONTACT INFORMATION HERE.]

Ideally, you'll want to try to get someone who is a professional to design the ad. You can ask team members from within your network or other people you know whether someone may be willing to donate his or her time. As far as the design, be sure to keep the design very clean and very professional.

Once your ad design is complete, you can place your ad in a paid publication or you can work with your friends and partners in the media to get your ad placed as a PSA, or Public Service Announcement. If you don't know how to go about doing this, you can contact your newspaper directly and ask for the person responsible for PSAs. At some newspapers, it may be the advertising department, but it is not the classified advertising department. Find out the publication's requirements for PSA advertisements and work with your graphic designer to submit the ad in the requested format.

Downloads/Links:
Sample Advertisement Copy for NGLs

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