With budgets being tight some companies have taken their marketing communication in-house to save money. Much like what happened in the recession of 1991, some companies and non-profits have decided that non-marketing professionals can do a satisfactory job of writing copy and designing logos, brochures, web sites, etc. But, is that decision in the best interest of long-term success?
Let me show you an example of what professional work can do for you.
This year I was asked by the Greater Kansas City Master Gardeners to design materials for their spring seminar called Sustainability with Style. Previously they had a volunteer do the design and communication. After several years of working on this event, the committee was really honing their event organization skills and taking stock of what worked and what didn’t. They decided that it was time for a new marketing direction and called me to design a sponsor flier, brochure, tote bag, name tags and program.
After studying the results of this year’s seminar, the verdict is a happy one for all of us. Attendance was up 30% and profits were up a whopping 83%! Excellent organization by the committee deserves a lot of credit. But professionally designed materials that gave the event a brand identity with an appropriate look and feel, did work. Good design gets people’s attention amid the many distractions that we all have. Just the fact that the seminar had professional graphic design said, “We’re doing things different this year. We’ll deliver the goods and we’ll do it well.” The seminar was the best one ever, well organized, seemless and with great food. Good job Master Gardeners of Greater Kansas City!
Good design supports the message. Like an I-beam, it’s needed to keep the house standing.