Integrating New Marketing Strategies

Most readers will pick up a publication and decide within seconds whether it’s worth their time to read. That split-second decision hinges on a publication’s ability to grab the reader’s attention through design and provide content that adds value for the reader. More and more companies are producing magazines to communicate their brand values and deepen relationships with customers.

When the University of Maryland’s School of Nursing adopted a new vision and strategic plan, they looked to RCG to create publications that reflected their new vision and strategy as well as their target audience. “There’s so much competition for people’s attention,” says Gary Rottman, creative director. “The content has to add value for the reader, who is likely already besieged by catalogues, pamphlets, coupons and other mailings.”

The new University of Maryland NURSING design featured a more prominent page header in bold school colors and a concise statement of intent. The new layout promoted easy navigation and featured numerous images of the faculty, staff, students and alumni that comprised this nationally recognized nursing program.

In addition to publishing the news magazine, RCG designed both the Research Scholarship portfolio and Graduate Programs brochure for the University of Maryland’s School of Nursing. Both publications suited the university’s vision of leadership, partnership, and innovation, were eye-catching, and were easily navigable with bold colors, heart-warming graphics, and aesthetically pleasing spacing.