Newsletters continue to be a very good marketing vehicle to help get the word out. In this Blog you will find a sample of a credit union newsletter written, designed and executed by Shaffer Design Works. More often than not newsletters are not regarded as high end publications and marketing dollars are allocated to other areas. The irony in this is that for a few additional marketing dollars newsletters can have great impact when written, designed and executed properly.

MARKETING TIP:
When considering putting together a newsletter, think of it as putting together a high-end magazine that will have great impact on your customers and/or prospects. Gathering thoughts of recent activities or customer offerings going on in your organization will help you organize and write the newsletter articles effectively. Consider upgrading the photography or graphics within your newsletter. Graphics can add interest and impact to any publication.

Shaffer Design works can help with any and all aspects of your companies newsletter or small publication needs.

Recently Shaffer Design Works joined the ranks of many Cleveland businesses at the first annual 2007 Event Expo. At the expo Shaffer Design Works spoke on many hot topics such as direct mail versus Email blasts and printed materials versus Internet only publications. One of the unique capabilities of Shaffer Design Works is that we can create both traditional printed publications and marketing pieces as well as offer the latest in Website design and development techniques. We also invest in the most recent tools to help execute even the most challenging of Website projects.


At the 2007 Event Expo I ran into a caricature cartoonist and entertainer named E.J. the Cartoonist and Entertainer. He was kind enough to illustrate a caricature of me (see above). His Website is located at: http://www.caricaturecomedy.com he seems like a really fun guy and would recommend him for any event. I also had him draw a Batman for my son.

Shaffer Design Works always has the most creative ideas when it comes to graphic design for any event expo large or small. Shaffer Design Works is glad to support local artists in the Cleveland and Akron areas.

This is a quick note to let everyone know that this Blog will feature a special Design Tip section with every new post related to: Strategic Planning, Photography Shoots, Corporate Communications, Advertising, Image Programs, Logo or Corporate Identity, Direct Response, Design, Print Production Management, Annual Reports, Newsletters, PowerPoint Layout and Design, Web Site Development, Sales Promotion, Business-to-Business Strategies, Branding, Packaging, Merchandising, Product Development, E-communications, Signage/Environmental Graphics, Collateral Redesign or just anything having to do with creativity.

For more information regarding these and other creative services or any questions regarding graphic design services please visit: http://www.shafferdesign.com.

"49 Marketinng Secrets (THAT WORK) to Help Grow Sales" is a book due out Spring 2007. I was invited to write an article about Branding and Corporate Image.

Shaffer Design Works created and designed the layout for the book. Ron Finklestein was the lead writer of the book. To learn more about the book you can review Ron's Blog at: http://www.yourbusinesscoach.net/coachblog.html


The 49 marketing Secrets Website can be found at: http://www.49marketingsecrets.com/

The book contains some great articles on everything from: marketing, branding, sales and presentations.

DESIGN TIP:
When looking for a graphic designer to help with book, newsletter or general publication design and layout be sure that they can show you samples of their work. Also, ask them about their process before committing to any graphic designer. A good creative designer will be able to walk you through all necessary steps of book layout and design as well as explain to you what will be needed from you at the begining, during and the conclusion of the book layout. Shaffer Design Works can help with the design, layout and formatting of any publication as well as offer guidance to the entire creative process.

Look for "49 Marketing Secrets (THAT WORK) to grow sales" on Amazon.com in Spring 2007. Contact Shaffer Design Works for more information about creative design and layout at: http://shafferdesign.com. The offices of Shaffer Design Works are conveniently located in Streetsboro, Ohio.

Cleveland design firm Shaffer Design Works specializes in art direction for photography shoots. Shaffer Design Works has extensive knowledge and experience executing even the most difficult of photos. Children are some of the more challenging of photo subjects as you never know what you will get and need to prepare your clients and photography crew for any last minute changes with lighting, props, models and/or anything that may contribute to the end result. Sometimes you may have several shots planned and realize an extra day or two is required for proper photography execution. It is critical to plan ahead and allocate additional time and budget dollars to your photography projects. This saves time and money when executing your Website, collateral and/or advertising strategy.


DESIGN TIP:
Many times it is less expensive and more economical to set-up a photography shoot with your art director or graphic designer as opposed to trying to find stock photography to fit whatever situation it is you are trying to capture. When choosing a professional photographer it is important to choose a photographer that is flexible, responds well and adjusts to change and/or the circumstances related to the photography shoot.


The sample photos in this Blog post were directed by Rick Shaffer of Shaffer Design Works (Cleveland Graphic Designer) and captured by Hal Stata of Stata Productions (Cleveland Photographer). Please contact Rick Shaffer at Shaffer Design Works with inquires about photography direction and execution. For more information about Shaffer Design Works please visit: http://www.shafferdesign.com.

Creating and designing HTML Emails

Below are just a few tips and tools needed to help understand the process of HTML Email blasts. Shaffer Design Works implements and uses the most up to date tools available for Web design and development.

1. A design application, like Adobe Photoshop, Fireworks, Dreamweaver, or Illustrator. Use these tools to layout your template, and slice out your graphics (like your company logo, and product photos).

2. A good, “pure” HTML/Text editor, like BBEdit and TextWrangler for the Mac, or HomeSite, and NoteTab Pro for the PC. You could use “WYSIWYG” style tools to generate HTML, like Microsoft FrontPage, or maybe Adobe GoLive or Macromedia Dreamweaver. But they have their disadvantages. WYSIWYGs very often throw in gobs of junk into your code (FYI, Microsoft says the extra code is to help with “round tripping” which means you can export from Word to Powerpoint to HTML, then back again, without losing anything). All this extra code usually ends up just breaking things, or setting off spam filters. There are some WYSIWYGs out there that generate “clean code” but we’ve found those are a bit “too perfect,” because they’re designed for web pages, not HTML email (so they don’t know all the things you have to “rig” in your code.). If you want to do HTML email correctly, you should learn to code HTML “from scratch” with a good text editor.

When considering HTML templates it is best to consider a design firm that has the experience to execute a well designed and unique Email Blast. There are several Websites that offer HTML templates. The downside of a using a pre-existing HTML Email template is that they are stock and you run the chance of someone Else's Email blast looking just like yours. The road of originality is always the best route.

3. Your own web server, to host all your images and archives. You should create a folder on your website for email newsletters. This is where you’ll store images, then point to them with absolute paths in your HTML code. Everybody has their own organization style, though. Just be sure to come up with a system and process for archiving, so that each newsletter isn’t a huge chore to publish.

4. An FTP program, like Fetch for the Mac, or CuteFTP for PCs. When you design your email and slice out all your graphics, you’ll use FTP to move those files from your computer to the server.

5. A test machine (or two), loaded with as many different email applications and accounts as possible. You’ll want to check your HTML email designs under lots of different scenarios. Unlike web design, where you only have to check your work in a small handful of browsers, there are tons of email applications out there, and they all handle HTML email differently.

Design Guidelines
Here are some pointers for designing your email. Early warning: If you’re a seasoned web designer, you’re not going to be happy with all the compromises and hacks you’ll have to make when designing for email applications.

Set your width to about 500-600 pixels.
If you’ve ever worked on a website, you’re probably used to designing pages to fit in 800x600 pixel resolution screens, or maybe even 1024x768. But that won’t work when you design HTML email. Most recipients will be looking at your email through their “preview pane” which is usually a small portion of their available screen.


Above in an example of a recent Email campaign created and designed by Shaffer Design Works. This Email campaign was also tied into several printed pieces as well. Shaffer Design Works specializes in brand development and consistency.

Shaffer Design Works can execute both the largest of Email blasts or even help design, development and execute a small Email campaign of only 50 or so Email addresses.

Contact us today to see how we might be able to help with your next project.

I have networked with many small business owners in the Cleveland and Akron areas and the infamous "Working With Words" always seems to find it's way into our conversations.

I must say this is a very good Blog: http://www.workingwithwords.blogspot.com/

This is just a shout out to anyone who has spoken about John's Blog in the past.

Shaffer Design Works recently finished a Point of Purchase display (POP) for Ford Motor Company. The POP is a hang tag that will be displayed from the rear view mirror in all new Ford vehicles found in dealers nationwide. The hang tag highlights the new navigation systems that Ford will feature in their vehicles.

Shaffer Design Works is familiar with all aspects of POP design and implementation.

DESIGN TIP:
When creating a POP make sure you take acurate measurements of the area that will house the POP and make a few test mock-ups before the approved design enters production. Also consider the material that the POP will be produced on – this is especially importatnt when double-sided printing is concerned.

For more information on creating POPs contact Shaffer Design Works directly at 216.536.8376.

Cleveland-Akron Graphic Designer Rick Shaffer specializes in photography retouching. There are a lot of opportunities for retouching photos in the Cleveland and Akron markets. Rick Shaffer learned photo retouching the old fashioned way with a Thayer and Chandler airbrush. Rick mastered all of his design skills on board the way most traditional commercial artists mastered them. Many of today's graphic designers lack the traditional skill set necessary to differentiate themselves from the competition.


The two photographs displayed here in this Blog post are an examples of a before and after photo retouch of a corporate portrait. The retouch required an executive to be removed and another executive to be repositioned over the retouched area. This opportunity came through a large Cleveland advertising agency in Cleveland, Ohio.

Shaffer Design Works is familiar with all aspects of photography illustration and retouching.

Cleveland Graphic Designer updates creative design studio. Cleveland photographer Hal Stata shot the studio space under the art and creative direction of Shaffer Design Works. Shaffer Design Works serves the Akron and Canton, Ohio markets.

Customers seek design and marketing guidance from Shaffer Design Works in categories such as brand development and consistency, design, creative ad ideation and Website design and development. Shaffer Design Works prides itself on their unique workspace. The workspace was influenced by high end New York advertising agencies and a fine art loft space.


The creative motif of the graphic design studio resonates a long time eclectic collection that Rick Shaffer prides himself on. The studio features the latest in Apple Computer hardware as well as all of the latest software upgrades to tackle even the most challenging of creative projects.


Shaffer Design Works assists in providing interior design and has extensive knowledge in the design and implementation of signage and environmental graphics.

Late last week we finalized the design of the C2 Cups collateral sheet. Copy has been approved and we are now moving forward with three additional collateral sheet layouts and designs.

Photography direction as well creative copy direction was managed by Shaffer Design Works. All design elements will be part of a well planned branding scheme for C2 Cups.

Shaffer Design Works proudly joins the ranks of many Cleveland area organizations and businesses by signing on as an exhibitor for the annual 2007 Event Expo that will be held at the Forum in Cleveland, Ohio. Shaffer Design Works has executed graphic design for many events as well as event planners in recent years. SDW is familiar with all aspects of graphic design, environmental graphics and signage implementation for event planning.

http://www.eventplannersexpo.com/directory.htm

Click on the link above for more information. Shaffer Design Works looks forward to seeing everyone at the Event Expo April 25, 2007.

Shaffer Design Works can help event planners with any graphic projects that may present themselves in 2007 and beyond.

Pictured above in his newly redesigned studio is Rick Shaffer, Founder and Creative Director of Shaffer Design Works (SDW).

The offices of Shaffer Design Works are located in Streetsboro, Ohio. Surrounding communities include Cleveland, Akron, Kent, Hudson, Twinsburg, Aurora, Ravennna and Solon. SDW serves not only the surrounding communities but maintains a national and international client base as well.

Shaffer Design Works looks forward to any and all marketing challenges that may present themselves. Look for the new book titled "49 Marketing Secrets (that work) to Grow Sales" due out in April 2007. Rick was invited to write an article about visual branding.

Today was no different than every other Thursday as I chair an SME networking group. The name of the group is Business Connection – Independence, this is a direct off shoot of Sales and Marketing executives of Cleveland, Ohio. The meeting is held at Mavis Winkles in Independence. Mavis Winkles is an Irish pub with another location in Twinsburg, Ohio. Visit: http://www.maviswinkles.com for more information.

The Business Conections – Independence group's members consist of a videographer, Creative Services Professional (Rick Shaffer of Shaffer Design Works, LLC), an Act Guru, Mortgage Specialist, Financial Advisor, President of a Databusiness Center, a Partner of a Realestate Company, President of a Delivery Company and a CPA.

For more information about Business Connection networking groups visit: http://www.smecleveland.com/businessconnection.asp.

Shaffer Design Works is currently developing a corporate identity system for a company called C2 Cups. Print collateral, an ad campaign and a Web site are just a few of the marketing vehicles that will carry the new trademarked logo in 2007.

C2 Cups is an idea company that prides itself on leading edge products that take full advantage of technology. C2 Cups promises great innovations in the year 2007.

Above is an example of some retail design and layout I created for InkStop a retail office supply chain. This Back-to-school ad appeared in at least 12 retail markets across the country. I helped InkStop create their in-store signage layouts as well as develop at least 3 to 4 different retail pre-print newspaper inserts.

InkStop has several employees who have garnered their experience from competing retail chain OfficeMax. OfficeMax headquarters has relocated to Chicago, Illinois. InkStop is based in Cleveland, Ohio. The people at InkStop are great to work with and carry with them a work ethic that is second to none.

Below is an example of a pre-print spread that Shaffer Design Works created during InkStop's Back-to-School blitz. We were told that these ads rivaled the likes of the infamous Staples Back-to-school ads that appeared in competing markets. Creative direction and print production was managed by Rick Shaffer, Principal of Shaffer Design Works.

Last year I was asked to participate and sponsor the Northeast Ohio Business Conference (Also known as the Celebrating Success Conference).

A very good networking opportunity and an excellent place to meet any up and coming business leaders. The conference was held at the Crown Plaza at Quaker Square in Akron, Ohio November 2, 2006.

Above see a sample of last years program cover (design by Shaffer Design Works, LLC).

I was also asked to be a part of the planning committee this year as well. I will again be providing all the design and layout for all conference visuals.

Above is a sample of previous designs that have been executed by Rick Shaffer at Shaffer Design Works. Rick Shaffer has won numerous awards for his design work. Some of the awards are the Pianko Award for design, Magnum Opus Award, and the Premiere Print Award just to name a few.

Very few freelance graphic designers are as well versed in both Website and print design applications. Rick also directs photography shoots and will help execute the largest of projects while keeping budget constraints in mind.

Finally, Marketing That Works, Is Easy, Affordable, And Practical To Grow Sales And Make Money!

49 Marketing Secrets (that work) to Grow Sales

Available 2http://www2.blogger.com/img/gl.link.gifnd Quarter 2007. Already over 3400 copies pre-orhttp://www2.blogger.com/img/gl.link.gifdered.
Don't be left behind. Order yours today.
Send us an email (ron@akris.net) and we will notify you when it is on Amazon.


Visit the Website at:

I have an article that will appear in the book on Visual Marketing. I am also involved in the design, layout and formating of the book.

Check out some recent design and photography direction at: http://clevelandphotographer.blogspot.com/