Case Study- National Investor Booklet
Each year, Bob Willoughby, SummitMedia Richmond market president and the national sales managers meet with the national investors to present all nine SummitMedia markets to potential buyers in Atlanta and New York. Here is an example of the years previous booklet that was created. Each market had only two spreads, this sample is of the SummitMedia Richmond market.
The first year I was at SummitMedia I redesigned and created a 80 page booklet for the national investor meeting. I had to gather the updated information for all markets. I designed a layout giving each market four spreads. Then I contacted a local printer to print 100 copies, then I shipped to each meeting location from the Richmond office. Here is the booklet used with the Richmond layout shown below.
Last year due to Covid the meetings were virtual and the years previous powerpoint was used from the 2020 booklet. This December the meetings were back in person again. I created the powerpoint first, because some investors might still be virtual but I always had the intention of formatting to create booklets. When discussing how to create this years presentation we decided that each market would have only one spread. Then there would be a separate section with the DJ personalities and their respective call letters. In each city I really tried to find the beauty of each city scape, finding the clearest and sharpest image, but still having unity through out showing we are connected through radio. This presentation was less fluff and straight to the facts, so I tried graphically to create excitement for each city.
Sample of update and positioning pages
Sample of the Personality Directory
As time moved closer to the meeting date, other markets were emailing me with updates and positioning, while I was creating this straight to the point presentation. But there was going to be a problem, now even though this year the potential booklet would only have 32 pages, so less cost, logistically to print 100 booklets and then ship can get very expensive. You also need to give the printer about five days to proof and complete. In todays fast pace environment, time is never on our side. Even looking back at the 80 page booklet, I'm not sure if I will ever have the opportunity to create such large a detailed printed booklet again in our digital society.
Come in Woodsman USB, yes it is going to cost some money and take some time, but when you compare, handing out these laser etched show stoppers is more memorable than a booklet. Yet this is still half the cost of printing and shipping booklets. Ive seen a lot of businesses use their own custom USBs at the print shop to know this is a secret cost effective weapon. It was my suggestion to use USB drives and load the PDF presentation file on to it to hand these out instead for this years meeting, they were a hit.
Using these USB are an effective solution...
1. Saved time with the printer
2. Saved SummitMedia money/ $850 vs $2250
3. Its a memorable and useful tool