I had the opportunity to work with a team to improve two of N.I.C.E’s marketing materials: their Welcome Kit flyer and the Annual Report. For both marketing materials, the audience remains about the same. The Welcome Kit Flyer is a little more laid back, and appeals to new volunteers, church groups, school groups, families, or small businesses that have a desire to participate in a community service project. The Annual Report may appeal to these people as well; however, it will most likely be more interesting to volunteers who have already been involved with N.I.C.E. for an extended period of time, as well as donors who support N.I.C.E.’s efforts financially. Regarding design, however, these two marketing materials couldn’t be more different.
We wanted the Welcome Kit to catch the eye and make the project seem fun and worthwhile to the volunteer of all ages. We accomplished this by choosing a more laid back font and applying colors to the title and the footer that corresponds with N.I.C.E’s colorful logo. We also chose to speak directly to the volunteer throughout the flyer, giving it a more personal and laid back feeling. The Welcome Kit, however, did pose some difficulties for our team. A surprisingly large amount of information had to be listed on this one-paged flyer, and figuring out a way to display the information in a visually appealing way was difficult, but not impossible. We managed to provide the necessary information in an organized manner, while keeping the design elements strong.
Unlike the Welcome Kit flyer, the Annual Report is a highly professional, multi-paged document that must display a large quantity of important organization information. We took into consideration the format of other non-profit organizations’ annual reports, and applied some aspects of those formats to N.I.C.E’s Annual Report. We recommended that the report contain a table of contents, to help the reader navigate through the information. We also suggested that Gat, the President and CEO of N.I.C.E, kick off the report with a short letter to supporters and volunteers. We also believed that it would be beneficial to list the Board of Directors and Advisory Members, since these names may be good information for volunteers and donors, future members of the Board of Directors, to know. Also, these people are the key audience for the annual report, and we thought it would be a gracious gesture to list them as key components of the organization’s success. Although both marketing materials are drastically different in purpose, we wanted their design to correspond through the use of strongly developed branding. As we did with the Welcome Kit flyer, we chose titles and page accents that correspond with the N.I.C.E. logo colors. We kept the fonts consistent and professional throughout both documents. Although both of these marketing materials are not flawless, I believe our team managed to make necessary improvements to the documents and give N.I.C.E employees a fresh design to work with in the future.
To view the Annual Report, click here.
To view the Welcome Kit flyer, click here.