Transcript Coordinating the Dance Between Paper and Screen

Introductions
Print and Web
Coordinating the Dance between
Paper and Screen Messages
Todd Markelz, Cornell University
Steve Whalen, Fashion Institute of Technology
Overview
A Brief History
The recent overlap of print and web
 Print was developed hundreds of years ago to spread ideas and
messages to audiences far and near.
 Web and Internet were developed in the 1970’s and became
widely-used in the 1990’s with the ability to communicate
instantaneously.
 Combining print and web in communication efforts just
recently evolved and continues to be explored/defined.
Overview
What Results from Coordination?
A combination of benefits
1. Positives
 Greater possibilities for reaching your audience
 Interact with your audience in multiple mediums
 Coordinated, yet customized, messages per medium
 Efficient use of resources
 Financial
 Personnel
2. Negatives
 Realizing there is a learning curve and identifying your place
along it
 Restricted independence among print/web offices
Overview
Who Benefits?
Everyone
 Institutional
 Print and Web managers
 Writers/editors
 Designers
 Clients (internal)
 External
 Students
 Parents
 Alumni
 Affiliates
Overview
Characteristics of Print
Strengths
Weaknesses
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Independent
Portable
Transferable
Paper variety
Predictable reproduction
Eye candy
Can’t be changed/updated
Relatively Expensive
Lacks interactivity
Production and delivery times are
relatively lengthy
Overview
Characteristics of the Web
Strengths
Weaknesses
 Relatively fast
production time
 Easily updated
 Low distribution cost
after initial investment
 Unlimited distribution
 Interactive
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Computer/Internet required
Inconsistent display
Requires action on the users part
No inherent sense of context
Challenges and Solutions
Challenges of Coordination
1. Merging two distinct processes
2. Sharing content
3. Maintaining consistency
4. Choosing when to use print, web, or both
Challenge 1: Merging Two Distinct Development Processes
The Challenge
Merging two distinct development processes
 Current print and web processes may by handled by different
groups, internal or external
 Timelines/schedules differ
 Budget coordination
Challenge 1: Merging Two Distinct Development Processes
The Solution
Getting everyone around the same table
Strategic Planning
Raised awareness of each medium
 Timelines
 Budgets
 Strengths and Weaknesses
 Audience preference for each medium
Challenge 2: Sharing Content
The Challenge
Sharing Content Between Print and Web
 Copy and design play different roles
 Different technical specifications
 Attracting attention and navigation
Challenge 2: Sharing Content
The Solution
Tactic Coordination and Content Sharing
Tactic Coordination
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Concept
Message
Artwork
Design
Printer / web host
Mail house /
email provider
Content Sharing
Procedurally
 Combined meetings
 Shared responsibilities
Technically
 Content Management
Systems
 Shared staff
Challenge 3: Maintaining Consistency
The Challenge
Maintaining Consistency Between Print and Web
 Leveling the playing field
 Keeping the same tone across mediums
 Staying consistent with brand and style guidelines
Challenge 3: Maintaining Consistency
The Solution
Integrating a Consistent Tone and Style
Determining Tone
 Deciding the “voice”
of each medium
 Coordinating language
Integrated Style Guides
 Choosing AP/Chicago
 Institutional references
 Similar branding icons
and messages
Challenge 4: Choosing Print, the Web, or Both
The Challenge
Choosing Print, the Web, or Both. Making the right
decision
 Avoiding the temptation to jump right in
 Budget Concessions
 Is it worth the effort?
Challenge 4: Choosing to Print, Use the Web, or Both
The Solution
What are the deciding factors?
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Message
Audience
Publishing Requirements
Distribution
Product Life Cycle
Response
Budget
Examples
Scenario Analysis
Examples from the real world
 Student Recruitment
 Course Catalogue
 Special Event
Examples
Student Recruitment
 Challenges
 Solutions
Examples
Course Catalogue
 Challenges
 Solutions
Examples
Special Event
 Challenges
 Solutions
Conclusions
Take Home Messages
 Strategically deciding when and how to use print and web in
a coordinated message.
 Sharing content across web and print must be done with
considerations of each medium.
 Sending a consistent message to your audience will increase
the effectiveness of the message and build upon your
organizations brand or name.
 Not all projects need to result in print and web coordination.
Conclusions
Need to Contact Us?
 Todd Markelz
[email protected]
 Steven Whalen
[email protected]