Brochures & Information Sheets
Who should I give this brochure to? How should I market it?
You should answer this question before you write the first word of your brochure or information sheet. If you don't know who you're writing to, your brochure will not be as effective. Obviously, you'll want to have this on hand for guests who attend rehearsals. But you may also want to send these out in a mailing advertising your membership drive, have them available at your shows and public performances, include them with press releases you send to the media, or you may even want to provide your members with a few copies to distribute to any personal contacts they may make with potential members at work, etc. Depending on which of these purposes you want your brochure/information sheet to fulfill, that should guide the content and layout of the final product.We're a small chorus; we can't afford a glossy, expensive brochure.
You can provide information to your guests in a professional, organized manner without spending all of your Membership or PR budget in one fell swoop. A simple one-page information sheet on a colored piece of paper is a good example. No matter what your budget, focus on introducing your chorus and answering the basic questions that potential members frequently ask in a clear, concise, way.Should I rely on distributing materials from the chorus or international or both?
That will depend on your individual situation, but in general I would advise using both. It is good to provide a mix of information about the organization as a whole and what it means to be a Sweet Adeline, as well as the unique programs, activities, and "personality traits" of your chorus. Obviously, no one can do a better job of saying what your chorus is all about than your chorus; but on the same token, no one can do a better job of explaining the organization and its many facets and opportunities than our leaders at International.What information should I include in our chorus brochure/information sheet?
There's all sorts of things you could say about your chorus. Of course, the basics of where and when you rehearse, how many members you have, your connection to the world-wide organization of Sweet Adelines, and who they can contact for more information are necessary. However, you may also want to highlight your involvement in the community, what kind of shows and performances you do, and any awards or recognition you may have received.What can I do to make our brochure/information sheet more effective or attractive?
Keep it short and sweet. Don't write long paragraphs attempting to explain all there is to know about the hobby. You may also try organizing the content into distinctive categories so that it's easy for the reader to find the information they want. Logos, photos, and clip art also help break the monotony--but be careful not to include to much or make the final product "too busy". Of course, you'll want to use the highest quality graphics that you have available--and in general, action photos are more interesting and will present you better than still, posed full-chorus photos. You'll also want to be sure to point out the FUN of being a Sweet Adeline and all the benefits of being a member.What shouldn't I do in creating my brochure/information sheet?
Keep the tone of all your membership materials positive and upbeat--don't apologize for your downfalls or take a negative stance. Don't print up a bunch of brochures or distribute them without making sure that there all the information is accurate and up-to-date. You'll also want to have the final product proofread and approved by your Board or Management Team to ensure that you're presenting the information that best represents and showcases your chorus.
