What does it take to write a good booklet, fundraising appeal or profile?
MediaWise has been busy over the past few months writing booklets, appeals and profiles for a range of clients and purposes.
We approach each assignment in a similar way. We ask each client what they want the piece to do, who the audience is, how they will use the publication and what they want to say. Style and language is also vital.
Our view is if you and the client is not clear from the start what is required, the finished product will not deliver.
Our three most recent writing contracts have been different.
The Doyle Project is a new program for a Melbourne-based charity which is repositioning itself in the market and, as part of this exercise, is revitalising its work with single mothers. MediaWise was commissioned to write a booklet about the program together with ten fact sheets that could be used with the booklet or separately.
The audience was clear: it was funding bodies – government, business and philanthropy. The objectives were clear: the booklet needed to highlight the benefits of the program and how it would make an impact not only for vulnerable women but also on budgets. Language used was to be direct, informative and business-like.
We worked with the client to develop the collateral. It was a mix of our writing content and reviewing and editing content supplied to us into a consistent style. We worked alongside a graphic designer to ensure the relatively copy-dense information ‘sung’ through colourful images.
The result has been well received not only by the client but also by the audiences it has wanted to reach. A good result all round.
We have recently completed a suite of collateral for McAuley Community Services for Women to promote its different programs. Each booklet is standalone and yet fits comfortably with a strong corporate look. The aim of each booklet is to tell the reader what the problem is and how McAuley is solving it. The final piece will be a corporate booklet that will tell the story of this pioneering specialist agency focusing on its achievements and vision.
The booklets were written specifically for a funding audience, including donors. Each booklet contains recent figures showing the reach and impact of McAuley’s work. They also use a client quotation to highlight women’s reactions to the service.
A final, completely different project was to tell the story of Keilor’s market gardeners. Growing Stories was produced as a legacy of the Keilor 150 celebrations. The booklet told the stories of five families who have worked as market gardeners since the 20th century. They tell how the business has changed – for the good and the bad – and the way their business stemmed from a passion for growing quality. The food they have grown represents the veritable salad bowl of cultures; cauliflower, tomatoes, potatoes, carrots, artichokes, apricots, onions, beetroot, broccoli and much more.
If you want a booklet, profiles or other material written, give Penny Underwood a ring on (03) 9818 8540.
