University Press of New England / Dartmouth College
Effective marketing and sales designs for University Press of New England, Dartmouth College’s University Press.
About the project
From January 2007 to June 2011, I worked as a full-time Direct Mail, Design and Advertising Associate for the University Press of New England (UPNE), UPNE’s marketing and sales colleagues, six UPNE Member Presses, 14 UPNE Publishing Partners, and authors.
Overview
University Press of New England (UPNE) was Dartmouth College’s scholarly, independent press and a publishing consortium. I collaborated with UPNE marketing and sales colleagues, six UPNE member presses, 14 UPNE publishing partners, as well as authors to design a wide variety of print and web sales tools. These include direct mail, themed series brochures, ads, flyers, signage and point-of-purchase displays, web banners, display ads and landing pages and in-house UPNE Seasonal catalogs.
Innovative Design Solutions
I designed each sales brochure, direct mail piece, ad, flyer, display banner and UPNE Seasonal catalog as an effective, primary sales tool. In each case, whether it was for a UPNE author, one of the member presses, or UPNE’s publishing partners, I worked to design pieces that were inviting to read and seasonal book catalogs that made people want to read the books. I designed distinctive, flexible formats that could be easily updated to manage the design project lifecycle for the marketing and sales departments, and that graphically stood out. I selected and directed photography, chose graphics and a color palette, and typeset each piece to highlight features of each book.
Roles
Senior Graphic Designer, Marketing and Sales Associate, Branding, Creative Director, Production Supervisor, Printer Liaison, Project Management
Team
Christine Hauck, Lead Designer; I collaborated with the UPNE colleagues in marketing and sales, six UPNE Member Presses, UPNE Publishing Partners and authors.
Key Projects
My goal was to create distinctive designs and effective sales tools for UPNE’s marketing and sales departments.
UPNE The Best of New England Brochure
For the UPNE The Best of New England regional direct mail brochure, I designed a unique fold-out direct mail brochure (and online version) showcasing Chipstone Foundation’s award-winning Furniture and Ceramic Showcase Annuals.
Brandeis AJS 2011 Brochures
For our member press Brandeis University Press, I created a smaller booklet format as a themed series brochure. This series was grouped together at the front of the brochure followed by new titles. It was not only cost-effective but easier to hold and thumb through. The Tauber Institute series for the Study of European Jewry, the HBI series on Jewish Women and The Shusterman series in Israel Studies.
UPNE Paula Shoyer’s Book
The Kosher Baker
To market, promote and successfully sell Paula Shoyer’s book The Kosher Baker, I recommended and designed a wide array of pieces from print to web. This included a logo, ads, flyers, direct mail, standing display banners, UPNE seasonal catalog entry, postcards, web banners and a blad of Shoyer’s favorite dairy-free recipes from The Kosher Baker.
UPNE Joseph H. Ellis’s Book
Birds in Wood and Paint
To successfully market and sell Joseph H. Ellis’s book Birds in Wood and Paint, I extracted images and photographs of carving masterpieces from the book to show that it was a comprehensive look at American miniature bird carvings and the artists who made them. My magazine layout for the ad included a 3-D image of the book and a carving, each with a cast shadow.
Brandeis AJS La Nilsson: My Life in Opera book, web display ad and landing page
For Brandeis University Press, I researched and negotiated a combination print and web advertising deal with Opera News to promote Birgit Nilsson’s new opera book La Nilsson, My Life in Opera, and reintroduced UPNE’s complete line of its opera books. The acquisition editor’s phone rang off the hook with calls from around the globe,
and La Nilsson racked up sales as one of the top 10 sellers of the year.
UPNE Spring 2010 seasonal book catalog
For the UPNE Spring 2010 book catalog, I conceived of a book catalog format that was easy to thumb through and order from, that highlighted a book’s noteworthiness or a special sale. I directed photography and selected the best photos and graphics featuring each book and I typeset the catalog to be inviting and easy to read. This catalog is one of four that I designed each year in 4-color, 52-56 pages in print (and online) featuring a short author bio and a book description. For each catalog page I choose graphics, highlighted quotes about a book, and extracted graphic images or photographs from the book to peak a reader’s interest to pick it up.