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Define your newsletter's goals to ensure that the most pertinent content is gathered and delivered.
This newsletter addresses itself to those already familiar with the facility and those who might be interested in future developments. For each audience, health expertise, a sense of community and some knowledge of the hospital's business administration was considered to be important. Additionally, how the facility functions in these areas as they relate to national standards needs to be covered whenever appropriate.
Usually the dilemma with newsletter creation is having too much content. When it comes time for the final decision on what stories will make the cut, a defined goals list is indispensable. It quickly becomes a useful tool for zeroing in on which stories will best deliver desired results.
Specific responsibilities and expectations should be set by the job originator and creative director.
Knowing what materials are needed and getting them will directly impact on the success of a newsletter. Because details and expectations were outlined in advance, the marketing department for this Veterans Administration hospital newsletter had their editorial content nailed down for the very first issue. Such preparation makes it easier for the creative director to make worthwhile contributions. For example, it enabled me to settle on design elements, like the purple "Did You Know?" column right from the start. This graphic device made it possible to begin many story lines on the front of each issue to help ensure that readers would finish stories on the inside pages.
Their photos were also great in that they were full of happy faces. Smiles, or the absence thereof, can make or break readership. Since most pictures would be taken by staff, we all stayed focused on the importance of getting the cheeriest results possible.