brochure

Year 11 English 2002

Create a Brochure Elective

Lesson No. 1: Selling is everything. Yes, everything. If you aren't prepared to
sell, don't start your own business. I received a deluge of kind wishes and
great advice when I announced my transition into this space, but no flood of
requests for my services. If you start your own business, prospects won't call
you either. You gotta sell.

Lesson No. 2: Write the brochure first. You don't have to produce it, just
write it. It forces you to craft clear answers to important questions, such as
what you are selling, to whom you are selling, and why that person should
choose you instead of a competitor. You're always selling to a person, not a
company. Choose someone who will want what you're selling and can make
the decision to buy it.

Lesson No. 3: Write the brochure before the Web site. A brochure must be

concise. The Web gives you too much space. (Yes, I learned this the hard
way.)

This unit devised by G. Smith 2002.

Outline of Seminars

1. Task: genre, requirements, timetable, work plan

2. Researching brochures and identifying their chief appeals. Advice . Sample: Brisbane

3. Decision on task: researching data

4. Planning my brochure, applying research

Demographic survey, Needs of client group checklist

5. Outline of brochure; devising design and searching for graphics

6. Writing text, editing text. Persuasive wrtiting

Descriptive writing. Advice for writing brochures that sell.

7. Assembling brochure: galley version; trialing it.

8. Completion of final draft of brochure.

9. Meeting criteria; revisions; final product

10. Evaluation of product; review of my process and performance.

Seminar 1: Understanding and planning the task:

The Task: Prepare a travel brochure to suit a particular interest group to real destinations. It will achieve publishable quality including writing to about 600 words. Art work or graphics naturally will be included.

Brochures are everywhere. They come in the mail, appear in our letterboxes, sit in public libraries and are distributed by salesmen, shopkeepers, electoral candidates, medical specialists, environment groups, tourist operators, galleries, in fact just about anyone with a message.

Brochures contain important information; the art of the brochure is to refine this information, pitch its language, keep it free of jargon and succeed in reaching target audiences. People facing a medical operation read a brochure to know the procedure, its benefits and its risks, and be informed enough to feel confident enough to agree to proceed with it.

A brochure for a new car is not a manual with all the technical detail, care and maintenance requirements, trouble shooting tips, and schedule of services. It is a first official contact with the product, a meeting of client expectations, containing an outline of the car's most important features, appeals, and benefits.

A national park brochure features its fauna and flora, local history, location maps and walking trails, appeals to protect the heritage, services and prohibitions, and things to do.

Similarly, a travel brochure presents a destination's benefits, how to get there, how it caters for different groups, and gives an insight into the feeling of a holiday there.

A brochure achieves its aim if it is factually correct, easy to read, comprehensive, appealing and client targeted.

Seminar 1: Procedures

a. Survey your calendar/diary and note down the 10 seminar dates, times and venues for classes on the page two outline.

b. Study your diary for possible forthcoming interruptions to your programme. Plan round them (street retreat, house camp, etc.).

Insert the dates in the cover sheet.

c. State your commitment: the mark you wish to attain, quality to achieve, time made available, etc.

d. Inspect sample brochures noting their features

http://africaquest.classroom.com/america2000/teachers/teach302.asp
Classroom samples

f. Tasks I will do this coming week arising from this session:

Collect some sample brochures.
Explore my graphics file.

Check an atlas. Access some websites:

WebQuest site (Excellent)

Peru travel brochure sample

Seminar 2: Beginning research

a. So far, What is a brochure?...........................................................................

b. Who publishes brochures? Why? ..................................................... ......................................................................................................

c. What are their purposes? .................................................................

.....................................................................................................

d. Describe the features of this medium and its genre: ..................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

e. Study several examples of brochures. Note their formats, style, tone, composition. Rate their traits:

Trait, quality, criterion

Sample 1

Sample 2

Sample 3

language used

.

.

.

usefulness of the information

.

.

.

vocabulary

.

.

.

its sales pitch

.

.

.

use of colour, graphics

.

.

.

size, layout

.

.

.

quality of paper

.

.

.

Overall usefulness

.

.

.

Table G. Smith 2002

f. Compare a brochures with other communications to identify its chief appeal:

Item

Text appeal

Visual appeal

Targeting

Usefulness

a web site

.

.

.

.

a TV commercial

.

.

.

.

a newspaper advertisement

.

.

.

.

a poster

.

.

.

.

a brochure

.

.

.

.

Seminar 3. Decision on task: researching data

Devise a travel brochure for a target population

Decide on a tour group theme for your brochure:

chocolate lovers:

demonstrations, eateries/ cakes,

factory tours

chocolate novelties,

cocoa products, chocolate drinks

religious exploration / experience / information

- visit sacred sites

- pilgrimage group

- special event

- special

environmental

locations

backpacker

contact with local environmentalists

historical / social history

geographical inspections

geology inspections

history re-enactments

guided tours

on-site lectures/ information

experiences

war veterans

photographic venues

services, commemorations, re-enactments

bus tours; on-site inspections

museums

other

adventure tours

training sessions

sport activity sessions

overnights

recuperative

trainspotters

train museums

repair shops

inspections, trips, information sessions

travel experiences

photo stops

special needs

gourmet

demonstrations

field trips: wineries, orchards, etc.

special meals

entertainment

vegetarian

music lovers

venues

libraries

memorabilia

interviews

events

Possible groups/ ideas / itinerary for your brochure

Compose possible requirements for your target group:

interests .........................................

travel ..................................................

meetings .........................................

locations .....................................

personnel.....................................

calendar planning ......................................

other .............................................

Use this checklist to define the traits and needs of your target group:

a. Nominate the target age group:

18 - 25, 25 - 35, 35 - 45, 45 - 60, 60+

b. Interests:

architecture _

art _

local customs _

geography _

entertainment -

environment _

shopping _

surfing _

gambling _

games, sport _

adventure, hiking, caving _

night club _

religious _

other _

c. This group is likely to move around as _individuals _ in small groups _ in large groups _ on foot _ bus _ alternative _ wheelchair access required.
d. Clients in this group are likely to reply: _ by phone _ by email _ in person _ by snail mail This group is likely to pay: _ by cash _ by credit card _ by cheque _ electronic transfer _ other.
e. Catering: This group is likely to require: _ authentic local food _ gourmet _ everyday level food _ vegetarian _ religious requiremnts _ other.

Devised by Greg Smith 30 August 2002.

Project proposal and approval.

Brainstorm location ideas and decide on a destination.

List reasons why you will stick with this decision. Why it is the best decision for you?

What sources/resources you will need to access.

Teacher's approval.................... Date .................

Your homework plan this week:

Research a possible destination.
Visit this site (in a tertiary course)

Seminar 4: . Planning my brochure, applying research

Travel destination................

Target group: .....................

Likely places of distribution ...............................

Who is the clientele you are aiming to reach?

What would they know about this destination?

What do you want to inform them of?

What response do you want from them?

What key words will appeal to them?

Remember this is not an essay. The text will sit in different places in the brochure. List the segments / headings you will address e.g.,

location / map(s)................................................................................................................................................................

history / appeal ................................................................................................................................................................

amenities ................................................................................................................................................................

accommodation ................................................................................................................................................................

currency ................................................................................................................................................................

day tours available ................................................................................................................................................................

FAQ/ checklist ................................................................................................................................................................

travel agent contact details ........................................................................................................................................... ................................................................................................................................................................

local customs/events ................................................................................................................................................................

................................................................................................................................................................

visitor information................................................................................................................................................................

................................................................................................................................................................

tour operator information ................................................................................................................................................................................................................................................................................................................................

Begin writing the text and finish for homework:

Seminar 5. Outline of brochure; devising design and searching for graphics

You will need:

plain paper
graph paper
pencils
ruler
highlighters
computer disk

Today devise a graphic outline; make up a galley print with text and images.

Experiment with headings, fonts, graphics.

Do the graphic art work you might need.

Devise/ select any map you will use.

Your homework plan this week: e.g.,

Resize my map on the computer.

Try out my heading in various fonts.

................................................................................................................................................................

Seminar 6. Writing text, editing text

Seminar 7. Assembling the brochure: the galley version; trialing it.

You will need:

disk with your text
disk with your graphics
design outline from seminar 5

Bring the elements together.

Decide on font sizes,
headings (whether bold, coloured, etc.),
size and positioning of graphics and logos,
inclusion of website addresses,
background colouring,
acknowledgments,
date of print, author, source information
disclaimer.

Master the software to ensure the columns/ folds fall correctly.

Trial you galley print with classmates and teacher.

Your homework plan this week:

Experiment with various background colour combinations.

Talk to our travel agent.

................................................................................................................................................................

Seminar 8. Completion of final draft of brochure

This period, book a place at the colour photocopier to produce your final draft.

Compare your product with the criteria you set yourself, and those set on the assignment criteria sheet.

Carry out any revisions. Recheck your data.

Check all spellings.

Your homework plan this week: e.g.,

Guillotine the edges better.

Rearrange the graphic elements to better effect.

................................................................................................................................................................

Seminar 9. Evaluation of product; personal review

A. Product evaluation

Rate your product against your own aims.

Rate your brochure against others in the class.

How well does it convey the appeals you intended?

In rating your brochure, what should the assessor take note of (creativity of logo, persuasiveness of text, originality design, wide research, etc.?)

Consult the grid at this site.

B. Personal performance evaluation

How well did you

plan this task 5 4 3 2 1

stick to the plan 5 4 3 2 1

maintain effort 5 4 3 2 1

liaise with the teacher 5 4 3 2 1

deal with interruptions 5 4 3 2 1

make the effort? 5 4 3 2 1

Checklist for Completion of Travel Brochure

Attached the criteria sheet?
Met the due date, word length?
Attached the progress Course Workbook?
On the brochure:
- Checked the spelling and grammar?
- Acknowledged pictures?
- Strong focus on benefits of the location?
- Included contact information?
- Named your work?

Complete details on the criteria sheet.

Attach it to your brochure.

Submit it to teacher..............................................

Computer skills Brochure unit teaches:

- use of watermark backgrounds
- rotate and tilt frames function
- apply columns commands
- customise page settings and apply headers and footers
- inserting and placing graphics
- gif editing
- formatting overlays
- manipulate graphics, resizing, colouring
- conversions across graphics formats
- justifying and editing text
- decisions about fonts
- design decisions
- resolution adjustment (clarity)
- applying revisions through production runs

FROM THE INTERNET:

A SAMPLE ASSIGNMENT

Note some ideas for your own.

You are a travel agent in England at the time of American colonization (1607 - 1775) and you want to sell passages to the colonies. You will be required to create a travel brochure which highlights THREE colonies (one from each region) and tells your customers all about them.

Your second quarter project (remember - projects count twice as 40% of your quarter grade) will require you to design a travel brochure for THREE colonies of your choice (1 from each region):

one from the New England colonies

one from the Middle colonies

AND one from the Southern colonies

You will first choose three specific colonies and then choose the places in those colonies that you feel will best provide an understanding of the culture, history and geography of the regions.

Be sure to include & DETAIL the following in your travel brochures:

______Who founded the colonies;

______When the colonies were founded;

______ Where the colonies are located and geographical information;

______Why the colonies were founded and why this would appeal your customers;

______The climate (so visitors can plan appropriate clothing);

______Local customs & fairs (*hint: keep in mind the religion in the colony);

______A description of local/traditional food from the colony (recipes, too!);

______Visits to historical/religious sites and scenic places (beaches, forests, mountains, etc.);

______Possible souvenirs.

Follow these easy steps to prepare your travel brochure:

RESEARCH - find out all about your colonies' past and present. Your text, encyclopedias, books, and the Internet are great sources.
OUTLINE - make an outline of the history and the information that you gather to organize the data.
DESIGN - create a draft and layout of your brochure. Work on the details like pictures, maps, etc.

Trait, quality, criterion	Sample 1	Sample 2	Sample 3
language used	.	.	.
usefulness of the information	.	.	.
vocabulary	.	.	.
its sales pitch	.	.	.
use of colour, graphics	.	.	.
size, layout	.	.	.
quality of paper	.	.	.
Overall usefulness	.	.	.

Item	Text appeal	Visual appeal	Targeting	Usefulness
a web site	.	.	.	.
a TV commercial	.	.	.	.
a newspaper advertisement	.	.	.	.
a poster	.	.	.	.
a brochure	.	.	.	.