GRAPHEX CASE STUDY
YOUNG PRESIDENT’S ORGANIZATION CASE STUDY
Cost-efficient recruitment tool that reflects the exclusive nature of the organization and reflects localized content.
The client was the Los Angeles chapter of a national social, networking, and educational organization that desires to recruit selected high-level executives. Previously, general materials from the national office were used. Local inserts were generated and placed in a pocket folder shell along with general informational brochures. The Los Angeles chapter desired a piece that would resonate strongly with southern California candidates and have a message aimed at recruiting new members, not just providing information. As this piece had not been planned for in the organization's budget, cost efficiencies were very important.
The mechanics of the brochure were simple — a standard multi-page saddle-stitched booklet. The form factor was a bit unusual (11" tall x 5.5" wide), but nothing outrageous. To minimize costs, all photography was royalty-free stock. The limited budget was thus applied to photo manipulation and artistic montage rather than image acquisition. The triangle pyramid of the organization's logo was utilized to strongly brand the entire brochure, and link it directly to other YPO printed pieces.