Student Work

2011 Minnesota Daily Media Kit

By The Minnesota Daily

The Idea

The Minnesota Daily Media Kit has been our sales team’s workhorse for years. It’s 30-some pages of pricing, maps, and dry, legal information meant to drive new and existing clients to advertise with The Daily. As the new art director, I was given the opportunity to call the shots and help my team completely rethink what this kit could be.

The overarching goal was to make it a personal and engaging piece we could leave with clients that would reflect what we were truly all about and what a beneficial experience it is to work with The Daily. To do this, we threw out the old rules and approached it as an editorial showcase rather than a business report.

To make the piece personal and engaging, we photographed some of our oldest clients and collected testimonials from them about working with The Daily. We included these, as well as a photo of our friendly-faced president, to shed light on the strong relationships we build with our clients. We abandoned the red that had been used for years and introduced a warm yellow to the color palette and used a simple craft paper cover stock.

In the end, the clients loved our new approach (especially those who were featured), the sales team got exactly what they needed to drive new business, and I made a new friend, a client named Lary, in the process.

Delivery of Work

The Media Kit was meant to be left with clients rather than just taken on sales calls. Each are hand delivered.

The Results

In the end, the clients loved our new approach (especially those who were featured), the sales team got exactly what they needed to drive new business, and I made a new friend, a client named Lary, in the process.

Credits

 

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34