BROKER A COHESIVE UNDERSTANDING BETWEEN CLIENT & PUBLISHER
Establish clearly defined strategic and tactical objectives
Create communication expectations and syntax understanding
Understand the timeline and follow through with deliverables
Attend weekly and monthly review meetings
Produce “Key Performance Indicators” (KPIs) for both publisher and client
ALLOW BOTH TEAMS TO COLLABORATE TOGETHER EFFICIENTLY
Produce a parallelism between teams to create a purposeful union that produces successful results
Be proactive and innovative with strategy meetings
Be open to accept new ideas, vision, purpose, and overall direction
Establish collaboration sessions to account for achievement of milestones
Engage milestones that have specific action items associated with all development procedures
Research current trends and evaluate national standards
Support a detailed outline of topics to help facilitate the design
CREATE A VALUE PROPOSITION THAT HELPS TO DIFFERENTIATE THE SALES OFFERING
Create a compelling sales and marketing message
Obtain marketing lists with qualified and targeted prospects
Utilize direct mail, email, web, and telephone marketing to produce effective results
Integrate a contact management or CRM system to track and measure productivity
CREATE AN ENCHANTING, VIVID COVER TO PULL THE VIEWER INSIDE THE PUBLICATION
Create a cover theme that will complement internal body pages
Design a captivating masthead that will stand out amongst the clutter of other publications
Feature imagery that encompasses the area’s activities and interests
Position primary images and secondary images to create contrast
Consider unique paper alternatives
CREATE APPEALING, INNOVATIVE LAYOUTS THAT WILL CAPTIVATE THE AUDIENCE
Establish proper ratios for advertising, editorial and imagery
Use big, bold images and minimum copy
Carry page styles from the cover to back page
Develop a color palette that is used consistently throughout
Determine consistent header, paragraph, and footer treatments
Incorporate oversized hero imagery to enhance detail
USE IMAGERY OF LOCAL, EYE-CATCHING SURROUNDINGS TO AMPLIFY THE DESTINATION
Select high-quality, professional images that feature vibrant colors to entice the traveler
Develop an image library that contains a mixture of both stock and local photography
Use high-resolution images for the best quality of printing results
Consider retaining a regional photographer
CRAFT SIMPLE YET SIGNIFICANT EDITORIAL TO ENGAGE THE READERS
Establish editorial guidelines for word count
Publish content that contains original and up-to-date information
Create unique feature stories
Use little-known facts to surprise and delight the audience
Develop insets that complement the primary feature stories
Cover a wide variety of attractions, making the informational map user-friendly
REACH THE VAST AMOUNT OF EXCURSIONISTS TO ENHANCE THE DESTINATION MESSAGE
Establish a cohesive marketing plan that includes focus on leisure, convention, sport, group travel and travel professionals
Integrate a robust responsive mobile digital publishing solution
Create a responsive microsite online to message and market to predetermined vertical markets
Connect with the masses through targeted social media
Utilize organic search and ad words for keywords and keyword phrases to target potential visitors
PROOFING IS A MUST TO ENSURE THAT STANDARDS ARE FOLLOWED
Establish adequate time to review the full publication
Incorporate an automated proofing system that controls quality and establishes an easy-to-engage process
Utilize both soft (online) and hard copy (print) proofs to complement the overall proofing process
Use color-accurate printer hard copy proofs for final process approval
PRODUCING A PUBLICATION IS AN EXCITING PROCESS, SO HAVE SOME FUN WITH IT!
That’s all, folks!