print and web coordinating the dance between paper and screen messages todd markelz, cornell...
TRANSCRIPT
Print and WebCoordinating the Dance between Paper and Screen Messages
Todd Markelz, Cornell UniversitySteve Whalen, Fashion Institute of Technology
Introductions
Print was developed hundreds of years ago to spread ideas and messages to audiences far and near.
Web and Internet were developed in the 1970’s and became widely-used in the 1990’s with the ability to communicate instantaneously.
Combining print and web in communication efforts just recently evolved and continues to be explored/defined.
A Brief HistoryThe recent overlap of print and web
Overview
1.Positives Greater possibilities for reaching your
audience Interact with your audience in multiple
mediums Coordinated, yet customized, messages per
medium Efficient use of resources
Financial Personnel
2.Negatives Realizing there is a learning curve and
identifying your place along it Restricted independence among print/web
offices
What Results from Coordination?A combination of benefits
Overview
Who Benefits?Everyone
Institutional Print and Web managers Writers/editors Designers Clients (internal)
External Students Parents Alumni Affiliates
Overview
Characteristics of Print
Strengths
Independent Portable Transferable Paper variety Predictable
reproduction Eye candy
Weaknesses
Can’t be changed/updated Relatively Expensive Lacks interactivity Production and delivery
times are relatively lengthy
Overview
Characteristics of the Web
Strengths
Relatively fastproduction time
Easily updated Low distribution
cost after initial investment
Unlimited distribution
Interactive
Weaknesses
Computer/Internet required
Inconsistent display Requires action on the
users part No inherent sense of
context
Overview
Challenges of Coordination
1. Merging two distinct processes
2. Sharing content
3. Maintaining consistency
4. Choosing when to use print, web, or both
Challenges and Solutions
The ChallengeMerging two distinct development processes Current print and web processes may by
handled by different groups, internal or external
Timelines/schedules differ
Budget coordination
Challenge 1: Merging Two Distinct Development Processes
The SolutionGetting everyone around the same tableStrategic Planning
Raised awareness of each medium Timelines Budgets Strengths and Weaknesses Audience preference for each medium
Challenge 1: Merging Two Distinct Development Processes
The ChallengeSharing Content Between Print and Web
Copy and design play different roles
Different technical specifications
Attracting attention and navigation
Challenge 2: Sharing Content
The SolutionTactic Coordination and Content Sharing
Tactic Coordination
Concept Message Artwork Design Printer / web
host Mail house /
email provider
Challenge 2: Sharing Content
Content Sharing
Procedurally Combined meetings Shared
responsibilities
Technically Content
Management Systems
Shared staff
The ChallengeMaintaining Consistency Between Print and Web
Challenge 3: Maintaining Consistency
Leveling the playing field
Keeping the same tone across mediums
Staying consistent with brand and style guidelines
The SolutionIntegrating a Consistent Tone and Style
Challenge 3: Maintaining Consistency
Determining Tone
Deciding the “voice”of each medium
Coordinating language
Integrated Style Guides
Choosing AP/Chicago
Institutional references
Similar branding icons and messages
The ChallengeChoosing Print, the Web, or Both. Making the right decision
Challenge 4: Choosing Print, the Web, or Both
Avoiding the temptation to jump right in
Budget Concessions
Is it worth the effort?
The SolutionWhat are the deciding factors?
Challenge 4: Choosing to Print, Use the Web, or Both
Message Audience Publishing Requirements Distribution Product Life Cycle Response Budget
Scenario AnalysisExamples from the real world
Student Recruitment
Course Catalogue
Special Event
Examples
Student Recruitment
Challenges
Solutions
Examples
Course Catalogue
Examples
Challenges
Solutions
Special Event
Examples
Challenges
Solutions
Take Home Messages Strategically deciding when and how to use
print and web in a coordinated message.
Sharing content across web and print must be done with considerations of each medium.
Sending a consistent message to your audience will increase the effectiveness of the message and build upon your organizations brand or name.
Not all projects need to result in print and web coordination.
Conclusions
