The Amherst recreation department distributes 3 program brochures throughout the year (Winter, Fall, and a merged Spring & Summer). As the marketing coordinator, I was responsible for its end-to-end production.
- Photography
- Content creation
- Graphic layout
- Website integration
- Pre-press
- Vendor negotiation
- Distribution to local kiosks and businesses
- Advertising sales
- Advertisement production
Externally, the program brochure is a marketing tool to advertise classes, events, and community activities. Internally, it’s invaluable in the office to staff that need to keep track of their programs.
I created 4 brochures for the department. Each brochure had a circulation of 14-18,000 and generated between $2-5,000 in ad revenue. My initiatives were straightforward:
- Reduce print cost
- Increase ad revenue
- Limit page count
- Improve readability
- More visual content
The goal was to make them as effective, cost-efficient and informational. Additionally, it was important to make them as accessible as possible …
Brochure Collection
All brochures were uploaded to the LSSE Issuu page so that they could be viewed online, shared in email campaigns, and embedded on the department’s website.
Going through the process of making each of these brochures, I was able to learn something new with each edition and make improvements seasonally.
In particular, the Fall 2018 issue is a standout example. It was a culmination of all things I learned over the production of the first two, and it was a big jump from the previous edition.
Cover Logo Redesign
The visual design of the brochures was partly inspired by an attempt to preserve local history. The cover logo is a great example.
Spring 1989 to 2019
The cover of Spring ’89 caught my eye so I adapted its logo to use in the upcoming edition.
I found this through looking at old copies of brochures our department had made (over 40+ years of material). I wanted to gain an understanding of how the brochure had evolved to its current form. In the process I created this archive of brochures on the website for others who may have been as interested as I was!