1. Reference Additional reading is available for further exploration into several topics
that have been introduced in this presentation. They are available in PDF
Modules format and intended to provide a general overview.
m01: Developing an E ective Message
m02: Writing a Traditional Press Release
m03: The Social Media Release (SMR)
m04: Compiling a Visual Library
m05: Designing a Successful Tri-Fold Brochure
m06: Designing a Successful Flier/Print Ad
Extra: The Project Checklist
50
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

2. Reference Additional reading is available for further exploration into several topics
that have been introduced in this presentation. They are available in PDF
Modules format and intended to provide a general overview.
m01: Developing an E ective Message
Topics Include:
• Understanding Your Audience
• Presenting a Clear Message
• Using the Correct Tone
• Working with Type
51
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

3. Reference Additional reading is available for further exploration into several topics
that have been introduced in this presentation. They are available in PDF
Modules format and intended to provide a general overview.
m02: Writing a Traditional Press Release
Topics Include:
• What is a Press Release?
• What is Newsworthy?
• The Structure of a Press Release
• Etiquette for Contacting Reporters
• Emailing a Press Release
• Tips
52
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

4. Reference Additional reading is available for further exploration into several topics
that have been introduced in this presentation. They are available in PDF
Modules format and intended to provide a general overview.
m03: The Social Media Release (SMR)
Topics Include:
• What is a Social Media Release
• Crafting a Social Media Release
• Distributing a Social Media Release
53
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

5. Reference Additional reading is available for further exploration into several topics
that have been introduced in this presentation. They are available in PDF
Modules format and intended to provide a general overview.
m04: Compiling a Visual Library
Topics Include:
• Vector vs. Raster Art
• CMYK vs. RGB Colors
• What is Resolution?
• Working with Images
• Working with Illustrations
• Applications Used by Graphic Designers
• Adobe Files and You
• Online Resources
• Storage and Sharing
54
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

6. Reference Additional reading is available for further exploration into several topics
that have been introduced in this presentation. They are available in PDF
Modules format and intended to provide a general overview.
m05: Designing a Successful Tri-Fold Brochure
Topics Include:
• Visual Style References
• Layout Overview
• Margins
• Front Design
• Back Design
55
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

7. Reference Additional reading is available for further exploration into several topics
that have been introduced in this presentation. They are available in PDF
Modules format and intended to provide a general overview.
m06: Designing a Successful Flier/Print Ad
Topics Include:
• Layout/Margins Overview
• Design Strategies
• Online Resources
56
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

8. Reference Additional reading is available for further exploration into several topics
that have been introduced in this presentation. They are available in PDF
Modules format and intended to provide a general overview.
Extra: The Project Checklist (“checklist.doc”)
The Pr
oject C
hecklis
✓ CHECK SP t
ELLIN
G
✓ MESSAGE
• Keep
it shor
• Com t
munica
• Use te as if
an enc talking
• Limi ouragi to a fri
t jargo ng ton end
n, tech e
• Choo nical o
se wor r scien
• Be co ds with tific in
nsisten a singl fo
• Use t with e mean
analog word u ing
• Avoi ies fam se
d abbr iliar to
• Limi eviatio your a
ns or a ud
t use o
f statis cronym ience
s
✓ CLEAR
CALL
tics
TO AC
TION
✓ VISUA
LS
• Is th
e text a
• Are y n “easy 57
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative. ou usin read?”

9. Reference Additional reading is available for further exploration into several topics
that have been introduced in this presentation. They are available in PDF
Modules format and intended to provide a general overview.
Download the Reference Modules Today!
http://tinyurl.com/pop-modules
NOTE: This link will expire in about a week (from 6/12/2011)
Also—
We recommend this PDF great manual from the CDC
which addresses the topic of messaging: “Simply Put”
www.cdc.gov/healthmarketing/pdf/Simply_Put_082010.pdf
58
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.