Sponsorship brochure design relies on simplicity to bring clarity
With Beacon approaching its 15th anniversary, leaders of the senior executive network decided to begin offering sponsorship opportunities this year. They realized that many corporations would want to become sponsors to get in front of their 1,000+ members and support Beacon’s executive education and networking programs.
Beacon leaders knew they would need printed materials to use in meetings with potential sponsors. They wrote a draft document that explained in detail a number of sponsorship options, but ran into several challenges when trying to put all that information into brochure form:
- The sheer volume of information could not be packed into a brochure without making it text-heavy and overwhelming.
- Multiple people had contributed to the draft document, so the information structure lacked consistency, making it difficult to compare one option with another.
- There were terms that, while clear to Beacon’s members, wouldn’t be clear to an outsider.
- The document didn’t clearly explain what Beacon does or how a company would benefit by sponsoring.
Beacon leaders approached Hollister Creative with a simple request: Help us bring clarity to our sponsorship solicitation materials.
The first thing we did was pare down and simplify the information to clearly answer the primary questions a potential sponsor would have: 1) What does the organization do? 2) How will I benefit by supporting its work? 3) What will it cost me?
Second, we decided that a single brochure was not the most helpful or efficient vehicle for presenting the information. Instead, we recommended an inviting overview brochure that succinctly summarizes the offerings, supplemented by several one-sheet flyers, each giving the details of a single sponsorship type.
We also suggested that the one-time 15th Anniversary Celebration sponsorship offerings be presented in a separate piece, since that information would become obsolete after the Nov. 2 event.
Using Beacon’s visual style to maintain brand identity, we created a colorful four-page overview brochure that uses white space, graphic elements and fresh photos for a clean, professional look. We designed the flyers with charts so that potential sponsors could quickly compare benefits and costs among the three types of sponsorship: Annual, Social and Holiday Events, or Subgroups.
An advantage for Beacon is that future changes to one type of sponsorship will require only one sheet to be updated and reprinted.
Three Quick Tips
If you are challenged to present complex, detailed information, here are three tips for avoiding information overload:
- Edit, then edit again. Too much information overwhelms and confuses readers. To keep your brochure short and sweet, plan to edit the text at least twice, each time challenging yourself to convey the most important and compelling information in the fewest number of words.
- Answer the readers’ questions. Put yourself in the place of the intended audience. Answer first the things they most want to know. In the case of a sponsorship brochure, those would be: What does your organization do? How will supporting it benefit me? How much will it cost?
- Make it eye-catching. Sponsorship solicitation materials should be graphically inviting, just like any other marketing materials. Use white space and graphic elements like photos and charts to break up the text.