Mark Huebner

Toronto Ad & Media Agencies

Last Class

Not to put a jinx on anything, but tomorrow’s class is scheduled to have a special guest speaker.

She is a Group Manager with a worldwide public relations firm and works with a lot of fashion-related clients including Chatelaine Magazine, The Bay, The Body Shop and a lot more. Bring your resumes if interning in this field interests you.

Final assignment notes:
When writing your copy in Word, use only one space after periods.
Make sure each ad you do for whatever medium has a different headline.
Have fun. If you need anything clarified, drop me an email.

Ad Campaigns

The best ad campaigns are the ones that haven’t ever been seen before. They takes the reader by welcome surprise.

To get an idea of what that means, spend a couple hours at the library going through the advertising award annuals. The point isn’t to copy the ideas. The point is to get inspired by the thinking behind them.

Write down any random thoughts that relate to your own campaign. Some ideas will work, other won’t.

Then read the body copy of the long copy ads. Look at how it starts. Study the details. The vocabulary. And the endings. Notice how the key words are chosen to relate the reader back to the topic.

Don’t be intimidated if your creative idea is odd, unusual, politically incorrect, too sassy, too suggestive, too emotional, or too anything. That’s the point.

You want your advertising to be noticed and remembered.

Email any questions. I will post the questions and answers on this blog.

If you can’t get to the library, check out these ad award sites:

Clio archives
AIGA
Brainco (links)
CMYK
Print’s design annual is on the newstands now. It has a ton of really smart ads and design from across the US.

Ad Campaigns

The best ad campaigns are the ones that haven’t ever been seen before. They takes the reader by welcome surprise.

To get an idea of what that means, spend a couple hours at the library going through the advertising award annuals. The point isn’t to copy the ideas. The point is to get inspired by the thinking behind them.

Write down any random thoughts that relate to your own campaign. Some ideas will work, other won’t.

Then read the body copy of the long copy ads. Look at how it starts. Study the details. The vocabulary. And the endings. Notice how the key words are chosen to relate the reader back to the topic.

Don’t be intimidated if your creative idea is odd, unusual, politically incorrect, too sassy, too suggestive, too emotional, or too anything. That’s the point.

You want your advertising to be noticed and remembered.

Email any questions. I will post the questions and answers on this blog.

If you can’t get to the library, check out these ad award sites:

Clio archives
AIGA
Brainco (links)
CMYK
Print’s design annual is on the newstands now. It has a ton of really smart ads and design from across the US.

Press Release Assignment

Four points to consider before making your final printout.

First. Don’t start the body copy with a dateline. The newspaper or publication will put that in.

Second. You are providing newspapers with facts about your service/business/event. The more it reads like a sales piece, the lower the chances of it getting published. So leave out the “world’s greatest event” phrases and describe the actual facts in clear, simple terms.

Write at a level that you’re comfortable with. Look, if the Globe & Mail published an objective profile about you, it wouldn’t matter whether the story included compliments about how wonderful you are. The fact you were written about is enough to convince readers how great you are.

Third. If the business you are writing about provides a solution then start by introducing the problem.

Fourth. Proofread. A lot. You’ll be sending your letters to editors who make a living ripping copy apart. Think of your letter as a juicy slice of red meat being presented to a pack of starving wolves. So read your letter out loud. A good technique for finding weak spots in the copy is calling a friend and reading it over the phone. (This technique is best done before 9 pm.) Then proofread it some more.

Thursday Update

The Guest Speaker from the PR agency will be postponed until December 2. A replacement may take her place. However, you may still bring your resume if you are interested in a student internship. She has also given me her work number that I can pass along to you in class.

Press Release Links

I’ve collected recent news stories that were likely initiated by press release. Reading them may help with the fourth assignment.

Yesterday, the Toronto Star ran a full page feature in the Fashion section on the Grand Opening of Sephora. The story is also posted online. Here is the link.

Sephora was also covered in another story in The Star as top ten list. Top ten and “Best-of” lists are always a popular device.

The Globe and Mail covers Sephora here. Quick reference facts are included at the end.

Additional quotes and details would have been gathered by the reporters. Conjecture about Sephora’s competitors (near the end of the first Star article) would not have appeared in the press release.

Here is list of links to other news stories that quite probably came from press releases.

Hey! Another Sephora placement. This time one of their products.

A home developer announces phase two. Not a particularly exciting story. Some sections of the paper have higher standards than others. Fashion, travel, food, and arts sections are more demanding than the real estate section.

Home Depot announces the publication of their new catalog.

Vaughn Mills Outlet Mall announces a new retail concept. Outlet malls are not really that new. But enough to make it news. Besides, a business like Vaugh Mills will need to do a lot of advertising. The Star hopes it will be in their paper. So they have a healthy interest in helping a new business get a fast start. Remember this when your new business or service needs a jump start.

Another Vaughn Mills Outlet Mall story. The focus is on its location.

Yes, another Vaughn Mills Outlet Mall article. The history of strip malls. A good lesson here. If a newspaper takes an interest in your event, retail store, or product, just keep sending them more press releases. Each can cover your message from a different angle.

Knowing which newspapers are covering your story means that they are reaching the people who are interested in your business. After your business is opened, you will have a better idea of where to put your advertising budget.

A new cooking school opens. Notice that the article is short. That does not mean the press release was short. Only that the editor cut it down for a number of reasons.

Ford announces a big sale.

To sum up: Keep the casual newspaper reader in mind when writing your press release. Are you telling an interesting story? Is the language lively, vivid, and easy-to-understand? Are you including details that offer real benefits?

Finally, read sentences out loud when re-writing and proofreading. Use your spellcheck. Let a few friends read it and then recount the main points of the press release.

Drop me an email with any questions.

Copy Edit Symbols

Good reference for copy editing. Will also be permalinked.

Press Release Template

For Immediate Release

Contact: First & Last Name (416) 000-0000

Headline: Your News Message.

Subhead leads reader from headline to body copy.

Body copy. Plan on using “Five paragraphs and out” model. The first paragraph explains what you will be writing about. For instance: Toronto’s Bloor Street West features North America’s most celebrated designers: Chanel. Armani. Tiffany’s. Saturday, November 13, one more (writer’s note: originally “another”) designer will debut (writer’s note: originally “open her doors”) on Bloor West.

The second paragraph specifically describes the thing or event you want to tell the public through the media. If an event include the time, place and date. Describe who you expect will be attending. Fashion show: featured designers. Retail: featured designers and garment selection. For instance: Announcing the opening of Rina’s: an innovative fashion boutique that will cater to Toronto’s dynamic professional women. will provide professional women with business and formal attire by Rina, Ann Taylor and Sally Bowles.

Third paragraph fleshes out the previous. Offer more details about Rina. Her experience, background, and travels. Include a personable anecdote. If you writing about an event such as a fashion show, offer details about the predominant designers. A fashion show like Mass Exodus could include details of prominent Ryerson designers who were featured in prior years. You must be convincing that your event is unique and will be interesting to the editor’s readers and viewers.

The fourth paragraph builds on the last. Include more details about the opening or event and why it will be of interest to the editor’s readers and viewers. Shop openings can include points such as:

Employing a tailor on-site

escription of the interior

Innovative programs or services

Other newsworthy features.
Events can include special arrangements for the media, interviews with designers, etc. Quotes from industry leaders about the show’s impact or the bright future in store for the store.

The fifth paragraph wraps it all up. Briefly tell the readers what they’ve just read. Many editors read only the first and last paragraphs. If they like what they read, they might read the middle. If they do, the three middle paragraphs can not include unexpected information. Invite the editor to the grand opening. Give time and date. Offer to have her picked up in a VIP limo if she RSVPs by a certain date. This can get tricky because you do not want the editor to extend invitation to public. Include a separate invitation with the press release.

About the author/event/boutique:
Author/event/boutique is (a short factual description).

Details:

Title:
000 pages
0" x 0"
# of illustrations/photography
ISBN: 1-12345-000-0
(Release date) Month 2004
(Binding: Hardcover, Paperback) $19.95
Published by (publisher)

Event:
Time:
Duration:
Address:
Date:
Cost (to public):
Ticket Outlet:
Presented by:

Store Name:
Address:
Grand Opening:
Times:
Phone #:
Website:
Ownership:

-30-

Mark Huebner

Saturday, January 01, 2005

Toronto Ad & Media Agencies

Wednesday, December 01, 2004

Last Class

Monday, November 29, 2004

Ad Campaigns

Ad Campaigns

Tuesday, November 09, 2004

Press Release Assignment

Monday, November 08, 2004

Thursday Update

Friday, November 05, 2004

Press Release Links

Thursday, November 04, 2004

Copy Edit Symbols

Press Release Template

For Immediate Release

Contact: First & Last Name (416) 000-0000

Headline: Your News Message.

Subhead leads reader from headline to body copy.

Links

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