Transcript ENGL 392A Presentation

The Quilter’s
Choice Newsletter
Winter 2003
Presentation Overview
1.
2.
3.
4.
Introduction
Why a newsletter?
Anatomy of the Newsletter
How format and specific features are
ideally suited to audience, purpose, and
context.
5. Concluding remarks.
T he
Q uilter’s C hoice N ew sletter
W inter 2003
Letter Head and Newsletter Logo
6 5 0 P ro gre ss A ve ., K in gs to n , O n ta rio K7 M 4 W 9 (6 13 ) 3 8 4 -8 93 2
w w w .thequ ilterscho ice.co m
It’s th at tim e aga in !
H ere’s w h at’s h app en in g an d w h at’s n ew :
* S p rin g F lin g S ale-w atch for d etails
* O p en Hou s e! M a rk Th u rs., Jan u ary 9th o n yo u r calen d ars. Th e sto re w ill b e o p en
10 am -7 p m . If y o u h aven’t alread y d o n e so it w ill b e a go o d tim e t o en ro ll fo r c lasses an d
ch eck o u t w h at’s n ew fo r sp rin g. M eet th e teach ers an d w in p rizes !
* B ook of th e M on th co n tin u es. S ave 2 0% o n th e featu red b oo k.
* Th e N ick el B ees gro u p o rgan ized b y G ay le in th e fa ll w ill co n tin u e th is w in ter. E very o n e
en jo y ed co llectin g an d sh arin g fab rics as w e ll as learn in g g reat tech n iq u es fo r u sin g th em . It’s
n o t too late to jo in !
* Carin g Q u ilters w ill co n tin u e to m eet o n th e 1st an d 3rd F rid ay s o f th e m o n th . Th ere is
alw ay s ro o m fo r m o re. F ab ric, m ach in es, re fresh m en ts and fello w sh ip are p ro v id ed . In
D ecem b er, o ver 2 5 q u ilts w e re d elivered to R y an d ale H o u se an d Th e C h ild ren ’s A id S o c iety .
A lso a q u ilt w as d o n ated fo r au ctio n to a class o f p u b lic sch o o l stu d en ts to raise fu n d s fo r a
y o un g classm ate w ith can ce r. D id y o u see o u r p ictu re in th e K ing sto n This Week?
* F or L ov e of Q u iltin g m ag azin e fro m F o ns an d Po rter is n o w ava ilab le a t th e sto re.
* Celeb ra tion 2 0 0 3 -o u r qu ilt sh o w featu rin g th e w o rk o f o u r stu d en ts, p atron s, an d frien d s w ill
b e h eld S at., M ay 3 fro m 1 1-3 at th e K in gsto n In d ep en d en t N y lo n W o rkers Un io n H a ll o n
A rlin gto n P ark D riv e (o ff G ard n ers R o ad sou th o f Tay lo r -K id d ). O n ce a ga in w e w ill b e
accep tin g d o n atio n s to Th e F o o d Ban k as ad m issio n .
Bulleted Items Outlining:
 Sales/Specials
 Special Events
 News
* Q u iltIt b y G a yle-G ay le h as started h er o w n cu stom qu iltin g b u sin ess. S atu rd ay F eb ru ary 22,
sh e w ill b e in th e sto re fo r an O p en H o use. D ro p b y fo r a vis it an d see sam p les o f h er w o rk .
S h e w ill a va ilab le all d ay to an sw er q u estio ns.
* W atch fo r m on th ly s p ecials . S ave 2 5 % o n featu red fab rics.
Yo rk H er ita ge Q u ilt S h o w w as h ectic an d fu n . Th e q u ilts w ere sp ectacu la r an d in sp irin g. A s
alw ay s, th ere w as a w arm w e lco m e fro m th e gu ild m em b ers. Th e fo o d w as go o d , to o .
C o n gratu latio n s to th e recen t d raw w in n ers - esp ec ia lly th o se w ho say “ th ey n ever w in
an y th in g”. D o n ’t fo rget to en ter every tim e y o u’re in th e sto re!
H ap p y Qu iltin g fro m th e ga ls,
A d rian a, Betsy , C h arlen e, G ay le , F ern an d a, Ilo n a, K aren , K ath y , M arily n , M ich elle & N e llie
Staff names
Every page has the same Header.
Look for this throughout
Class Descriptions always follow
the same format:





Title
Date and Time
Description
Instructor
Fee
Note the central placement of
the ad to immediately draw
the eye.
This is important information so
it is placed in a prominent place.
We want to make sure people
read it.
The three column format is consistent
throughout the newsletter.
Items of special interest are often
separated out by a block or border.
A Typical Newsletter Calendar
Note: the newsletter also has March and April
calendars.
Sales are easy to spot
Generic calendar format.
All boxes are in proportion.
All class information is labeled.
Classes that run for successive
weeks are easier to see.
Purpose – What does it Do?
The newsletter’s reason for being is:
 To advertise products, classes, and services.
 To bring customers into the store to ask questions
and to sell product
 To inform customers about promotions, products
and general news.
Context - Constraints
Printed Twice a Year
- Must contain all necessary information to cover
that period.
Arrives in Mail
-Limited in length to keep costs down. Cannot
exceed 4 pages (printed on both sides) for most
effective pricing.
-Standard format is easiest and cheapest to produce.
Competition
-Quality must match or exceed that of the
competition.
Also available on website
- Format needs to be easily adapted for website.
Cost
-Must be simple enough to be produced by a busy
person at the busiest time of the year.
-Must be produced in the most cost-efficient manner
possible to fit advertising budget.
- Must work well in black and white.
Audience - Considerations
• Women, ages 25-80.
• All are quilters and therefore familiar with specialized
vocabulary such as fat quarters, appliqué, sampler, borders....
• Most know the staff on a first name basis.
• Most have already been in the store at least once before.
• Most are familiar with the newsletter format.
• Most receive newsletters from the other quilt stores in the
area and make comparisons.
Questions