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Boards & Commissions Supporting Documents - 03/08/2011 - Board of Trustees (2)ITEM 10.D. AGENDA ITEM Regular Board of Trustees Meeting of March 8, 2011 SUBJECT: Newsletter Redesign pp,������ FROM: Blaine Wing, Assistant Village Manager qN BUDGET SOURCE/BUDGET IMPACT: RECOMMENDED MOTION: N/A Background/History,: Staring last fall and continuing with the assistance of Ashley Stambaugh, the Village Administrative Intern, we have been gathering information and ideas in order to enhance Oak Brook's newsletter, while reducing the Village's overall cost. hi October of last year, I sought suggestions from departments and the Board regarding how the newsletter could be used to better inform our residents, assist our departments in achieving their goals, and continue to highlight the excellence in Oak Brook. Since then you might have noticed a few more pictures, as well as the addition of subheadings to grab the reader's attention. These subtle modifications should have created "hot spots" that even "skimmers" would have noticed; thus getting the reader to take note of the article. However, the newsletter is now at the point where I am recommending a total redesign, which includes the following improvements: • Better use of color throughout the entire newsletter • Adjusting the design of the newsletter to create an easier -to -read format • Use of more photographs and graphics • Maximizing the value of advertisements with a formal program • Increase the number of articles about the Village, various departments, economic development, businesses, restaurants, hotels, etc. • Create an interactive electronic version of the newsletter (available via website) that can be viewed via computers, iPads, smart phones, and other devices. Appearance: Color is so powerful it can communicate without words. According to the Institute for Color Research, "all human beings make a subconscious judgment about a person, environment, or item within 90 seconds of initial viewing, and that between 62% and 90% of that assessment is based on color alone." It is for that reason that color and form are the first improvements that should be made to the newsletter. 0 tiV After reviewing various options with our current printer, I concluded that the best value is to work with four primary colors; however, I am suggesting we use a strong green throughout the newsletter. The other major colors to be used throughout the newsletter would be solid grey, a powerful yet subdued yellow, and a healthy dark orange. Basically, these colors will evoke the most positive reactions and best represent the Village. Used graphically the green and grey colors are sophisticated, elegant and strong, while the yellow, orange colors are commonly associated with nature, environment, health, abundance and growth. As for the form of the newsletter, utilizing graphics (not clip art) and photography appropriately will also add to the readability of our newsletter. I am suggesting that the text be printed in two to four column formats, with the option to differ from page to page. This will make the document more attractive, flexible and allow the text to be wrapped around the photos and graphics. Newsletter Size: The current newsletter has eight pages with all pages free of advertisements. The remaining seven pages are typically filled with two or three articles; however, going forward I am recommending using up to approximately half the page for articles, with the rest of the page being used for advertisements. (See attached sample Ad page.) In order to reach a balance, I am recommending that more pages be added to the newsletter, increasing it from 8 to 12 pages. (Pages can be added to the newsletter in increments of four.) There is minimal cost to increase the number of pages in order to create a better ratio of articles to advertisements, but that will more than be covered by the dollars generated via the advertisements. (Pricing details are discussed in the redesign and costs section below.) Newsletter Content: Although the newsletter presently contains eight to ten articles, a table of contents will be advisable in the future, especially with additional articles. An "inside this issue..." will also allow for a friendly and quicker read. The regular sections that comprise the newsletter are: President's Message, Departmental (Library, Finance, Fire, Police, and Public Works), Commissions (Boards, Commissions and Committees), Phone Directory, Village Officials, Did You Know, Dates to Know, Informational Boxes, Employee Feature, and a Community Connection. With additional article space, some of the possible newsletter sections could include: A Business Feature, Community Calendar, Economic Development Section, and more. Of course, not all of these sections would have to be regular sections, but interjecting the various sections on a bi- annual rotation would be effective. An in -depth look at these possible new sections is below: • Business Feature — Businesses make important contributions to the community and residents usually prefer local services and products. Thus, making a positive connection between the two only strengthens our community. Information such as the services and or products, owners, history, customers, location, etc., could be shared within this section. • Community Calendar — Various organizations from time to time inquire if their event or project could be listed in the newsletter. Fortunately, these requests have been made after the newsletter already has gone to print. Thus, these events and projects have only been listed on the cable access channel. However, in the future, space could be set aside for events and projects. • Economic Development — This section could report on any on -going or recent economic development news within the Village. Production Process: Currently, articles for publication are submitted by departments or created by myself or the Village Manager approximately a month prior to publication. This creates a quick timetable for the articles to be edited, and finalized. I am suggesting that starting with the summer 2011 edition, a yearly schedule with themes, events and deadlines will be distributed to the department heads so that stories of a similar nature will be included in the same newsletter. Ashley will then be requesting topics from each department for each of the quarterly newsletters. Even if the article has not been written, everyone will at least be aware of the general theme of that quarterly newsletter, allowing for better scheduling of the tasks associated with the production of an article, such as taking photographs, developing graphics, gathering information and conducting interviews. This additional time should increase the quality of articles as well as give our newsletters a uniformed appearance. Redesi%M and Costs: Currently the Village pays approximately $1,900 to print the Village's quarterly newsletter. That cost includes everything from layout, graphics, printing, pre - sorting, and mailing. Additionally, the Village then pays between $1,900 for I" Class postage to $1,000 for Standard postage. However, the Village can quickly start to offset these costs by allowing advertising (within the Village's guidelines). The goal would be to have the redesigned newsletter be self - sufficient, with the advertisement revenue equaling all of the newsletter expense, and possibly even make money within a few years. (See attached Advertisement Cost Sheet.) That said, below is a preliminary budget based on my conversations with the current printer, VisoGraphic. (Note: Certain figures cannot be precisely determined until the advertisement portion of the newsletter is filled *.) Thus, prices shown for the additional pages are before advertisement revenue has been secured. The prices would be less if advertisements were included. OPTIONS COST • Keeping the newsletter at 8 pages, redesign, but no advertising $750 one -time cost • Adding 4 pages with no ads (bringing it to 12 pages) $950 per edition • Adding 4 pages with ads (bringing it to 12 pages) Ad revenue will eventually cover the cost of newsletter Recommendation: Comments, discussion and directions will be sought. Staff recommendation is to redesign the newsletter and start allowing advertisements with the summer 2011 edition, because the advertising revenue should eventually completely pay for the printing and postage of the Village's newsletter, saving the Village approximately $16,000 annually. Attachments April Election Information ❑ Natur aliquis explab iust out omnis es vel maximagnat mos voluptal facestio to verum rae si doluptat. Ucias sitoe anderist alit faccus apersperchil inctis essit omnim qui out east, non corestin cusapeditis rerumquis dolor sit eos verum fugiaes demperum, to blam, odi bea cuptibusanto essequatur? At out qui omnia noneceatem dollore qui quam so qui comnitiatem so consed qui natatec toremporum eaque am si vellaboriam, et adi dolents at unt arciatur, que mo cuptaturit quas am fugo. Nam nis is eos doluptur, cullend antion nam volorum eos doles es eossi voluptis alique qui omnimodio. Quad quam vereptatis venesequam et esed ut optatium quaerum nonsequodis dolorem nus, con explacipsant fugia volorion not haruptatio maio enimpelent optas sim cum fugit mos re eritiones rescips. Ro dolutecus delluptat excerchiciis eratempercia quundisquae re digenietus et, omnis plisit quiatem porest hil molupta tatqui cullit voluptatquos dollupt atiumquom, ut am latus mo cusae pore vent as preiunt, untiamus et vellotur sum volor res out moluptatur sit rerferes so seque nienimos idempor roviduciet, quam, sum at essit harcien iendae debitia qui ducimil maiorit prof secae doluptat. Explit odit explaborem volest, omnihiciet ut et out totem utatini hiciis volenis sit volorum corestet utemped. oak - brook.org 3 Upcoming Adult Programs What's New at the Library... Follow us on Twitter @oakbrooklibrary and on Facebook! OMA arm MU& �4z*r Tli Your library is always open @ www.oak- brook.lib.il.us Sunday, March 13 — 3 pm The Enigma That Is Turkey Seasoned traveler, Al Popowitz, will present a slide lecture on the history of Turkey and the various sights to see. Wednesday, March 16 — 2 pm Book Discussion in the Friends Meeting Room The March selection is "Hotel at the Corner of Bitter and Sweet" by Jamie Ford. All are welcome. Books will be available at the Circulation Desk. Wednesday, March 30 — 2 pm Knight and Day - Movie Matinee June Havens finds her everyday life tangled with that of a secret agent who has realized he isn't supposed to survive his latest mission. As their campaign to stay alive stretches across the globe, they soon team that all they can count on is each other. The movie stars Tom Cruise and Cameron Diaz. PG -13 -109 minutes Sunday, April 10 — 2 pm Author Talk: Bryan Gruley Author Bryan Gruley will discuss his two books Starvation Lake: A Mystery and the sequel The Hanging Tree. These critically acclaimed novels draw on the author's knowledge of small town Michigan, hockey, and the newspaper industry. Upcoming Children's Special Event Saturday, March 12 — 2 pm Chris Fascione: Juggling Funny Stories You'll be laughing out loud as nationally -known family entertainer Chris Fascione brings children's stories to life through his unique combination of acting, storytelling, comedy, and juggling. Adults and children alike have fun participating in the show. The Village of Oak Brook newsletter keeps the more than 7,500 residents informed on community happenings. Partner with us to drive your business by becoming a part of our local quarterly newsletter. All advertisements will he in Full Color. r • . Size 1 x 2x 3x Annual Rate 1/2 horizontal_ $750 $1,500 $2,250 ,$2,700 1/2 vertical _ $750 __ _ $1,500 $2,250 _ $2,700 1/4 horizontal $375 $750 $1,125 $1,350 lAvertical $375 $750 $1,125 $1,350 1/4 comer $375 $750 $1,125 $1,350 118 horizontal $200 $400 $600 $720 or vertical The Village of Oak Brook reserves the right to deny advertising to any company, organization, or individual without explanation as deemed inappropriate or incompatible with our standards. We reserve the right to run any ad simultaneously without notice to any other organization. We will make every reasonable attempt to honor each advertiser's preferred ad placement; however, advertisement positions are treated as requests, and we cannot guarantee all requests will be met. For questions or to request your advertisement today, please contact the following representatives of Oak Brook. CONTACT: Ashley Stambaugh Blaine Wing Phone (630) 368 -5038 Phone (630) 368 -5022 attambaugh @oak - brook.org bwing @oak- brook.org i 1/2 horizontal i i 1/4 horizontal 17711111111111111 ETTJ 1/4 comer 1/8 horizontal or vertical Advertisement Sizes Volume 57 Spring 2011 7 Village of Oak Brook