Does your ad journal tell a story?
by Karen Perry-Weinstat
Ad journal … obligatory collection of typed out messages or unique opportunity to tell your story? If your organization is like many, you are thinking of the ad journal in the former sense and thereby doing a disservice — both to your organization and your supporters — by not aligning journal ads to your mission.
When you hear the word “journal” (or program book), do you think of a tired, old print book … black Times-Roman font on a white background? We don’t blame you for feeling uninspired. We wanted more for the journal. And with all the buzz on the importance of storytelling, we were certain that many organizations were missing a valuable opportunity. That is why Event Journal developed a digital platform, which allows organizations to communicate their story through impactful visuals. In creating a journal, we ask NPO’s to share images that exemplify their mission. Then we integrate those images into the journal ads themselves. When presented at the event on large screens or iPad centerpieces, the journal engages your guests, instead of putting them to sleep. We create these custom ads as part of our standard service.
What about camera-ready ads? These ads are submitted by corporations, ready to go. You have two choices: 1) Say nothing, and most organizations will submit a generic “journal ad.” 2) Suggest organizations connect their ad to your mission, something they already have a desire to do. After all, that is why they have chosen to support your organization! Reach out personally to your sponsors and let them know what you are trying to achieve via your journal. Offer up images that can be incorporated into sponsors’ camera-ready ads. View this as an opportunity to engage with your sponsors and deepen your relationship. In turn, they will appreciate you trying to make their support more relevant and impactful.
Here are a few examples of journal ads, both Event Journal created and camera-ready ads, that truly tell a story. If you like what you see, call us to find out how we can do this for you! Click HERE to view examples of journal ads that tell a story.