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G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
Wendy Barnes
Style Deck 2010 style guidelines
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
style deck 2 GHM360 2010
Goal Create style format and communication tools that
consistently represent the core objective of GHM360
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
style deck 3 GHM360 2010
Objective Provide resources to make it easier to do business
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
style deck 4 GHM360 2010
Style Fonts • Century Gothic (no bold)
• Times
Colors 5 plus grey in shades as needed for contrast - solid, 0% transparency
C – 84 M – 32 Y – 5 K - 4
C – 0 M – 58 Y – 87 K - 0
C – 58 M – 0 Y – 12 K - 0
C – 44 M – 76 Y – 8 K - 3
C – 43 M – 0 Y – 92 K - 1
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
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Slide format Intro slide
GHM360 (making it easier to do business) logo across top Deck Title – center page Author – bottom left corner GateHouse logo – bottom right corner
Content slide
Bottom row
left corner - title of deck, product code as needed
center – pg number (lower case pg) right corner – GHM360 2010
Exit slide
Contact info Resource links
style deck
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
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Content Product Training Decks
What – Product descriptions Where it fits in the buying cycle Terms & lingo (glossary) Why – Benefits For location (revenue potential, media mix etc.) For advertisers
How – Features Packaging Fulfillment
Site sources Proof for grammar, spelling & formatting
style deck
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
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Follow up Track participants
maintain master spreadsheet with locations and individuals for each training webinar
Resource links for implementation & fulfillment
send email to participants after training
include links & contact info
Feedback questionnaire
include questionnaire after each training webinar with feedback
evaluate feedback for improvement
style deck
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
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Logo Templates Examples Graphics
style deck
m a k i n g i t e a s i e r t o d o b u s i n e s s
G H M 3 6 0
m a k i n g i t e a s i e r t o d o b u s i n e s s GHM360
m a k i n g i t e a s i e r t o d o b u s i n e s s
m a k i n g i t e a s i e r t o d o b u s i n e s s
m a k i n g i t e a s i e r t o d o b u s i n e s s
style deck GHM360 2010 9
full bleed option (to the edge) with tag (tag can be removed as needed)
reverse color option with tag (tag can be removed as needed)
additional tag color options
…
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G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
style deck 10 GHM360 2010
awareness
familiarity
comparison purchase
post purchase
The Buying Cycle
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
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mass reach
from engager to shopper
thin market
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
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GRP Gross Rating Point Potential audience reach based on one unit of advertising
Newspaper – 48% Radio – 1-‐3%
Cable – 1-‐3%
Broadcast TV – 6-‐15%
Newspaper online – 14%*
Nielson/Arbitron * Fluctuate by day part **Average daily unique – unit purchase by month
Medium GRP
Newspaper ( one print ad) 48%
Radio (one radio spot)* 1-3%
Cable (one cable spot)* 1-3%
Broadcast TV (one network spot)* 6-15%
Newspaper Online** 14%
style deck
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
14 GHM360 2010
NAA & Scarborough 2008 (activity past 5 weekdays)
Top Reasons Visited Newspaper Online Newspaper Print
Local or regional news 80% 82%
Local Advertising 62% 53%
Features/movie listings 46% 57%
Niche content 41% 51%
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o The final stage where the consumer decides how they’ll react to the product or service in the future
o Ongoing brand messages will keep you in the forefront and encourage conLnued patronage
o Building a customer database will allow you to track personal informaLon and individual preferences, unlocking secrets to providing beNer service and value
o Consider your specific business and the type of informaLon most useful in your long term markeLng iniLaLves
o We all know it’s far cheaper to keep a customer than to acquire a new one!
Track your success Ask customers
• How did you hear about us?
• What brings you to the store?
• What media do you consume for shopping
Modify your marketing plan accordingly
GHM360 2010
p o s t p u r c h a s e
style deck
G H M 3 6 0 m a k i n g i t e a s i e r t o d o b u s i n e s s
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cycle
style
