UAF publications are important communication tools in reaching internal and external audiences. Accurate, well-designed publications are key to helping our constituents understand and recognize the university, its mission, vision, programs and accomplishments.

Here are some questions that will help you plan your publication.

Purpose

• Who is the audience? Choose your single most important audience and shape your message accordingly.
• What is the message you wish to convey? Decide what key things you want your audience to take away.
• What is the desired result? Decide what you want the audience to do after they receive the material.

Planning

• How will the piece be distributed? Will you need an envelope?
• Will it be distributed with anything else?
• Decide who will be the project manager.
• How does this project fit into your overall marketing strategies? The most successful communication tools are part of a larger picture.
• How will you measure the success of your publication?

Method

What format will work best? Determine what medium will provide the best result. Examples are:

• Advertising
• Brochure
• Flier
• Newsletter
• Video
• Website, web page or posting
• Letter (hard copy or email)
• Postcard
• Other

Cost

How much money is available to fund the project? Prepare estimates, including costs for writing, editing, design, photography, printing and postage if applicable. You will need to do a request for quotation through UAF Procurement and Contract Services if the printing cost will be more than $5,000.

Scheduling

When does your finished product need to be in your audience's hands? Build your schedule by working backwards from that date. Talk to everyone involved to be sure they can meet your deadlines. Include time for:

1. Research, gathering the text and images
2. Writing copy, including editing, proofreading and approval
   • Copy tips
     • Write for your audience
     • Have someone else look over your copy
     • Use a consistent style: we recommend the Marketing and Communications editorial style guide for most publications
3. Design and production: final copy is combined with photos and images/artwork in the publication
   • Design tips
     • Don't use a million fonts — we recommend no more than 2-3
     • Consider using Kabel/Berkeley fonts
     • Use the UAF logo where appropriate
     • Use the AA/EO and accreditation statements if appropriate
     • Contact the Marketing and Communications photographer to discuss photo needs
4. Printing, including folding or binding (if necessary). If the project is offset printed, you will need to review it before it is printed.
5. Preparing for mailing
6. Distribution

Production

Decide who will write, edit, design, print and mail your publication. On-campus options for design include:

1. Do it yourself (Marketing and Communications staff can review your project)
2. Have Printing Services lay out your project
3. Hire a professional designer
   • Print publications: Dixon Jones, Rasmuson Library Graphics
   • Websites: Aida de L'Isle, Office of Information Technology

Marketing and Communications staff is available to review your project and offer input on copy, logo usage, graphics, photos and AA/EO statement use.

Distribution

Decide how your publication will be distributed. Some options:

• Brochure racks or other public outreach
• Hand deliver
• Campus mail
• Bulk mail (be sure to include post office review if you plan to use bulk mail). Decide if you will do the mailing in-house or use a mailing service.
• First-class mail