The Problem
After serving the association for over 40 years the Michigan Optometric Association executive director, Mr. William Dansby, retired July, 2007. The new executive director, Ms. Cindy Schnetzler, was chosen to step in and bring the association into the future. One of the first tasks Ms. Schnetzler tackled was recreating The Michigan Optometrist into a publication that offered valuable information to members in an appealing and interesting form.
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The Solution
Adding full color to the cover and using photos related to members, the association and the optometric industry instantly enhanced the appeal of each issue. The images and presentation connect with the optometric industry and use of applicable artwork enhances the subject matter, increase use of full color in sections of the interior pages add value and interest also. A newly designed magazine layout highlights specific areas or interests and regular sections and articles. The use of color and applicable photos and graphic imagery has also been adapted into the various promotional pieces distributed to members for conferences and continued education events. Event programs and brochures are developed to outline events and market sponsor participation.
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The Results
Our design resulted in a more professional presence to the members and is being used in increase advertising sponsorships for future issues. Michigan Optometric Association is using the materials to position themselves with companies who support the Michigan optometric industry and increase memberships.
Client's Response
"Good job! We're looking good!"
Cindy Schnetzler, Executive Director
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