The newsletter will be dubbed “Adorable Pets,” which is a name meant to reflect the adorable nature of the cats and dogs that Animal Lovers Unlimited shelter handles. The newsletter seeks to promote the services of the animal shelter, boost support for the shelter, and advertise animals that are up for adoption.
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By doing this, the newsletter is intended to help reduce the number of abandoned animals, and give willing families a chance to adopt animals from the shelter. Being a non-profit organization, the newsletter also intends to lobby support (financial or otherwise) from people of goodwill.
At first, the Newsletter will target people within its XYZ1 area, where it is located. Specifically, it will target people within the ages of 18 and 45 years, who have a liking for animals. Initially, 100 copies of the magazine will be published and distributed on a quarterly basis within the XYZ area. With time and depending on how well people respond to information requesting support for the shelter, the distribution will target other areas within a 250-kilometer radius of XYZ area.
All information contained in the newsletter will be animal (cats and dogs) related. Specifically, the newsletter will try to address issues that lead to animal abandonment, what people within specific localities can do about such animals and the benefit of adopting and opening one’s home to such animals.
Each newsletter will also contain a detailed description of what the animal shelter does, and how willing people can contribute towards the shelter. Topics on animal care, handling, training, health, and general inclusion of newly adopted animals into one’s home will be included in the newsletter.
The newsletter will contain at least six stories in every issue. I believe six stories will sufficiently cover all the issues identified above. As the marketing manager for the shelter, I will write not more than two articles in the newsletter. The remaining stories will be sourced from volunteer writers and experts trained in handling dogs and cats. Any information obtained from other sources will have to be credited to the authors in accordance to copyright laws.
Acknowledging sources will be done by mentioning the source of the information, and where a substantial amount of another person’s work is used, the newsletter will have to request for publishing rights from the articles original creator. The graphic elements used in the newsletter will combine colors, diagrams, suitable font faces, and photographs. Combining these elements will however seek to attain a harmonious visual appearance for the newsletter, which is meant to have a physical appeal amongst its targeted readers.
The page count for the newsletter will be set at four pages. I estimate that the four pages will be sufficient to contain the six articles stated earlier in this essay.
More so, the newsletter will have four sidebars, which will contain animal trivia, interesting cat and dog facts, advice for cat and dog owners, and an ‘escaped corner” column, where people whose pets have run away or escaped can advertise the same. The content of the newsletter will be written in Georgia font, size 11, while the masthead will be written in Georgia font, size 36. Headlines will appear in a 24-size Georgia typeface. The font type was chosen due to its readability.
The template to be used for the newsletter will be the marketing manager’s own creation because such allows for enhanced creativity and flexibility. More so, creating an own template will allow the designer fit all the content into the four pages without having to stick an already laid out design outline.
Finally, the newsletter will utilize full color printing technology, as this allows greater versatility during image creation (Silverbrook 6). A digital printing press will then be contracted to do the printing work. Animal Lovers unlimited will cater for the printing costs, until a time when the newsletter can attract enough advertising revenue to cater for the expenses incurred during printing.
Silverbrook, Kia. Full-color Desktop Publishing System. United States Patent. 2006. Web.
1 Insert preferred area of distribution