Brochure proposal

By Jon-Eric MelsaeterPR Officer

B.O.F Marketing DepartmentKWB 314 Corporate Writing and Editing

Tutorial THU 10-12Tutor: Chapman,

Contents:

1.The organization

2.Project brief

3.Target group

4.Elements of the brochure

1. the organization_______________________________

Bank of Firenze was founded in 1825 and has been the biggest bank in Florence since 1853. It prides itself in having survived every economical disaster through its long history as a financial institution and is an integral part of the city’s past.

Bank of Firenze has because of its longevity built up an image in its customer’s eyes as the safest place on earth to put their money. The slogan the institution used for over 50 years was “The world may end, but the Bank Of Firenze will not.”

During the late 80’s and early 90’s, Bank Of Firenze refreshed their image, responding to the economic boom. Focusing on a growing part of the market, the young professionals, Bank Of Firenze captured a large piece of the market by offering investment opportunities and other services. Competition increased as a result of this, and the organization has invested much of its resources in being in the forefront of customer satisfaction. It was, among other things, one of the first banks in the country to offer Internet banking.

As a brand, Bank Of Firenze is not only a bank but also a recognisable name and a fundamental piece of the city’s history.

2. project brief________________________________

The online share broking service is a long-awaited venture for the Bank Of Firenze. Users have requested this service for the past six months. Research has identified the bank’s customers prefer to learn about new services face-to-face and then read about them. Therefore, it has been decided that the brochure be informal yet professionally presented.

The online broking service is secure, accessed easily and a perfect way for the new share trader to get started and make investments online. The online broking system is linked to customers’ online bank accounts and up-to-date profits or losses can be accessed at the end of each day.

For first time users, there is an online manual, which takes the customer through the trading process. Various other information will also be available via the website www.firenze.com/sharesonline. Among other things, the user can review company background statements and in some cases, expert stockbrokers have analysed company performance and made recommendations to buy, sell or hold on share trading.

The brochure will be a part of the material that the bank already has produced about its services.

3. Target group________________________________

Research has shown that the service is expected to be accepted first by the bank’s younger male customers (25 to 35 year olds) who are more accustomed to the Internet and then secondly by the bank’s older customers (45 + year olds).

The primary segment can be further segmented into profession, where the middle-income young professionals are the main segment. It is, however, important to remember the high-income segment, as they are also worth targeting in the brochure.

4. Elements of the brochure___________________

The brochure will be A4 to DL, two-fold with six panels:

Panel 1: features and comments

The colours of the brochure will match all other material that has been produced. In this instance, the colours used are for contrast.

There are two fonts used, one for the headline, futuristic – indicating something new and that B.O.F is innovative. A simple font supplements the person making the comment.

The logo is then presented at the bottom, centred for maximum effect, as to connotate that the bank is the main source for information on online share-broking.

Panel 2: Build on interest and convince the reader to read on

Also here, a strong visual, to compel the reader to read on. The headline has the biggest font, with “business advantage” encapsulated to maximise the message that B.O.F is at the forefront of online share-broking.

The text size is deliberately smaller the more one reads on, in order to create a balance in design and to

communicate that the most important information is in large type.

The message strategy behind this panel is based on strengthening B.O.F position as market leader and on the benefits of the new service.

Panel 3 and 4: Main bulk of information

To create a sense of unity, panel 3 and 4 are designed with particular harmony in mind, to ease the eye and make the bulk of information more readable.

The website-address is also displayed on panel 4 in slightly bigger type and different colour in order to make it stick in the reader’s mind.

It provides the main information about the service, but the focus is on the benefits the user will get from the service.

The language is informal and non-technical, to make the information as easy as possible to digest. At this

point, the most important thing is to get the concept across.

Panel 5: Teaser

The headline is encapsulated to connotate the decision in the mind of the reader; the next step is an easy one. This is where the points are united to one call of action.

As this is a teaser panel, there is again focus on visuals, balanced by well- placed text in small chunks, so the reader can snap up straight away the tone and the message behind it.

It is also directing the reader to read the last panel for information regarding where to locate Bank Of Firenze.

Panel 6: Back panel, containing all contact information

The last panel contains all information that will enable the reader to how it is possible to contact Bank Of Firenze.

The first bit of information is meant for the readers that are interested in getting more information about the online share-broking system. The rest is general information.

The website-address is in large, black type, as a contrast to the logo and background, making it the first piece of text the reader notices. This will also

connotate towards the address’ importance in the copy.