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POSTCARD Mailing & Design REGULATIONS
Standard Sizes, Direct Mail & Self-Mail
Designing a postcard? These simple little marketing initiatives can be a little tricky when it comes to postal regulations. The following guidelines will help you sort through some of the basics of postcard design and pricing.
First Class Standard and Large Postcard Sizing & Pricing
Be sure to confirm size and pricing at the official USPS website, since this changes from time to time.
Standard Postcard Maximum Size
6" long x 4.25" tall x .016" thick
$0.29 / Nov. 2011
Large Postcard Maximum Size
11.5" long x 6.175" tall x .25" thick
$0.44 / Nov. 2011
Self-Mailed Postcards
If you are self-addressing postcards with labels, you'll need to know the size of your labels, so that the designed area can support the label visually. The bottom of the address side of the postcard typically needs at least a 5/8th inch "clear area." When self-mailing, it is ok to have ink in this area, but no text. It may be ok to have ink on the right (the address label area). The best way to determine this is by taking a mock up of the postcard with address label adhered and bringing it to the post office where postcards will be sent from. Or, design with a white background to be totally safe.
Direct Mail Postcards
If a service is addressing postcards for you, you'll need to provide a link to the printer you're using to fulfill this service. (Your designer can make recommendations, and will have some great ideas for quality, affordable digital printing.) The clear area regulations are more strict for the address side of the postcard in direct mail, so that the printer has plenty of room to print addresses and leave room for barcode and postal markings.
Here is an example of Modern Postcard's standard 4.25 x 6 postcard
address-side regulations.
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Custom
QR Code
Mobile Code for Websites, Business
CardS & More
Widely
used in Japan, QR code (Quick Response) is a growing trend
in the US for sharing information. This digitally-generated
code allows mobile device users to scan and store information.
For example, a person or business can generate QR code that
auto-fills contact information into the scanner's contact list.
With the QR code, adding contact info by hand becomes a thing
of the past, and anyone can generate it. (Scan the QR code
below to see my contact information.)
Think of it as your own personal
barcode. Ok, maybe that is a little creepy (I fully expect
to see QR code tatoos showing up soon), but it's
also pretty cool, because you can do a lot more than share
contact info. You can digitally generate QR Code to share:
• Event Details
• Website or Social Media Links
• Specials or Coupons
• Geo Location and more
Personalize
Your QR code can be branded, colorized or personalized. Use
the QR code below to email me for more information on customization
of your QR code.
Get Creative With Your QR Code
• A t-shirt with "Add as Friend" QR code (links to
Facebook profile)
• A QR code scavenger hunt that leads people to a restaurant
to cash in on a free drink
• Use QR code to direct users to an email subscriber sign
up page
• Print on a product that prompts scanners to visit your Twitter
page
• Put QR code on product signs that show detailed information
about how it was made
Scan the QR code below to visit my Twitter page.
Generators & Scanners
After much research, these are the best of the best QR
code generators and scanners I've discovered.
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Brand
Your Twitter Page!
A QUICK & FUN Solution to Maintaining
Brand
Branding your Twitter page is a quick and savvy way to create
impact in your social network. It creates instant recognition
for followers, and because it looks great, people want to
hang around. This is a fast-turn around project that can be
completed within a couple of days. Contact Design for the Arts
to learn more about working within your budget to:
• create a branded background image with impact that works
well on any size browser
• choose a photo or image that stands out in a sea
of tiny faces
• convert an icon into a favorite bookmark icon for your
website
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Affordable,
Easy-to-Manage Newsletter Campaigns
Connect With Clients and Measure Results
Send effective emails and measure results that will help you refine print and
online initiatives. Design for the Arts is offering an all-in-one special on
online newsletters through January of 2010. To see an example, sign up at the
top of the page for the Creative Solutions newsletter.
What's Included?
• A clean, professional email template, branded to match your
Website or marketing materials
• Design and integration of a sign up form on your Website
• Newsletter management set up with an easy-to-use online
interface
• Forward to a Friend capability
• CAN-SPAM
compliant set up
• Import of names and emails when you provide an excel CSV doc
• A half-hour tutorial on how to create and send email campaigns
Benefits
• Create your own email newsletters and send to subscribers
at your convenience
• Offer specials to your clients or promote services
• Direct users to news, events or other important content on your site
• Prompt your clients to read your latest articles, newsletters or blog
posts
• Track results to see what users are clicking on
Contact Karen to learn more about the newsletter campaign all-in-one
special.
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Creating
Relationships in Social Media
Make it Meaningful. Make it Interesting.
Social media tools and e-newsletter campaigns are a cost-effective way to keep
your brand relevant and get the message out immediately when the timing is right.
There is an art to strategic marketing through social media. Rule #1: Don't make
it all about the marketing. Rule #2: Have fun.
Social Media
Use Twitter and YouTube to create potential to go viral, Facebook to get the
work out about events and LinkedIn to stay in touch with your professional connections.
These are all relevant uses of social media, but let's take it down a notch for
a moment.
The more you interact with colleagues through social media in an interesting
and meaningful way, the more likely you are to develop real relationships. Strategic
marketing is in the mix, but think of it as having a conversation at a party.
You would never open with, "Hey - here's what I'm working on." It
might come up naturally in the conversation at some point, and that's when strategy
comes into play. It's all about timing. Read on for some basic tips on how you
can add value, rather than taking the
"me, me, me" approach.
•
Post articles or tips about your area of expertise
• Comment on blog posts related to your industry
• Offer help to someone looking for advice or recommendations
• Ask others for recommendations
Who says marketing can't be fun? Contact Design for the Arts to find out more about how social
media tools can become a fun and meaningful part of your brand.
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Monitor
Brand and Track Trends In Social Media
Instantly Track Blog Posts, Tweets
and Comments About Anything
If you've ever Googled yourself and found surprising results,
imagine what you might find gathering information about your
brand from blog posts, tweets and comments.
5 Ways to Track Trends, Follow Hot
Topics and Monitor Brands
1. Twitter
Search
Track trending topics or enter keywords to see who has been tweeting about your
company.
2. Google Alerts
Google Alerts allow you to track keywords and topics and receive emails when
results become available in Google. Create an alert to follow news stories or
track trends.
3. Technorati
Search for blogs and posts or browse through the most popular videos.
If you want to know what the hot topics are in entertainment, politics,
fashion, film, living green and more, this is your site. Technorati is also an
excellent resource for learning how to create social media success.
4. Filtrbox
Filtrbox has an online folder interface
to efficiently monitor your brand, your competitors or trending
articles on any topic. A free version is available that allows
tracking for the last 15 days and ability to track 5 article
topics at a time.
5. Trendrr
Track 10 trends at a time for free, or sign up to track more
topics and receive reports and alerts for a monthly fee. A
search field on the homepage allows you to enter keywords and
receive immediate results on articles.
Clever Ideas for Monitoring and Tracking
• Search for local or national grants in your field
• Search for "calls for submission"
• Search for local job posts
Know Your Twitter Lingo
TinyURL
Twitter posts are limited to 140 characters, offering
the ability to create compact updates that can be viewed instantly online or
on mobile devices. Of course, URLs are often lengthy. For a shortened version
of any URL, visit www.TinyUrl.com.
Type in a URL to receive a shorter URL to post on Twitter.
Twitter Hash Tags | #artjobs | #healthcarereform
Placing a hash tag directly in front of keywords allows you to tag words and
phrases in a tweet. Hash tagged posts are filtered via an aggregator so that
users can search for keywords via hash tag. Opt in at www.twitter.com/hashtags.
All hash tagged posts are filtered at www.hashtags.org and
other social media aggregators.
The @ Symbol | @someonesname | @brandname
The @ symbol allows Twitter users to directly communicate with (or about) specific
users. It creates potential for communication between users who may or may not
be following each other. The user receives notification that another user has
tweeted directly to them, via Twirl or Tweetdeck.
The @ symbol is also used to specify brands, for example @designforthearts, or
to credit a link posted by another user.
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Paper!
The Most Important Little Detail in Your Print Project
There are hundred upon hundreds of paper brands, sub-brands, textures
and styles to choose from. Gloss versus matte is just one of the
decisions that can affect your brand, your design and virtually
every decision that has been made with your project's success in
mind. Your designer may have helped shape your business identity,
designed your marketing collateral and helped gather quotes from
a trusted bank of print presses—probably saving you hundreds
of dollars in the process.
With the money you save on print solutions
negotiated by your designer, don't miss out on that important final
step by collaborating with your designer to choose the right paper.
He or she can help you make choices that will uphold the quality
and expert decisions that have gone into making each specific project
sing.
Quality Paper for Any Budget—Sustainability
Included
Neenah Environment®
Though one would never be able to tell by its sophisticated appearance,
Neenah Environment® is a 100% recycled paper (30% post consumer).
This beautiful archival paper is made with 100% green energy
and certified by the Forest Stewardship Counsel (FSC). A clear
choice for any organization or company that aligns with sustainable
or green initiatives.
Press: Offset or Digital
Recommended for: Stationary and business cards,
brochures, booklets, posters, fliers, direct mail
Price point for letter size, white, 80 lb cover (cardstock), 250
PK: $33.32
Domtar Cougar® DigitalChoice™ Super
Smooth
(part of Domtar's EarthChoice® family)
If you're looking to maintain high-quality standards
and get the job done on low-end budget, Cougar® DigitalChoice™ Super
Smooth is your paper. This archival paper is certified by Rainforest
Alliance, Forest Stewardship Counsel (FSC) and Sustainable
Forestry Initiative (SFI), and it's recycled content uses 10%
post consumer.
Press: Digital
Recommended for: Stationary and business cards,
brochures, booklets, direct mail
Price point for letter size, white, 80 lb cover (cardstock), 250
PK: $18.90
Paper Help for DIY Printing
Printing at Home or at FedEx Office
Purchase at a Local Paper Warehouse
Xpedx is a paper warehouse that sells many of the papers
I recommend, including Neenah. This is a very affordable way
to buy bulk quality paper and matching envelopes, for you renegade
DIY printers.
Purchase Online
Paper-papers.com has
virtually any paper you can imagine. Buy online, and remember to
leave plenty of time for shipping.
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10
Ways to Stay on Budget
How to Get the Most Value Out of Any Design Project
1. Clearly outline your project needs and budgetary limits.
2. Know which tasks can be cut, if necessary, to stay within the
project budget.
3. Think your project through from the client/consumer point of
view.
4. Send final content for your project in one Word
document or email, whenever possible.
5. Spell check.
6. Keep emails to a reasonable number.
7. Use brevity when defining tasks and sending revisions, always
include a url if the revision is online. Download the Web
Tips & Maintenance PDF for more info on sending updates.
8. When multiple pages are involved, begin each revision request
with the URL or page number, followed by paragraph location.
9. Don't explain... show. When copy changes are needed, send the
entire sentence or paragraph with the change, rather than attempting
to explain the change.
10. Meeting scheduled deadlines helps projects flow smoothly and
efficiently, and allows your designer to stay focused on
your project.
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The Art of Marketing—for
Artists
Art Smart + Visual Artist Kathryn Stemwedel
There is a wide-spread misconception that artists spend all of
their time creating. (And I know this because the same misconception
exists about designers.) Nothing could be further from the truth.
This is not to say that we do not feel fulfilled (and lucky), but
the fact is we are running businesses. While 9 to 5-ers leave at
the end of the day (usually) and have their benefits taken care
of, artists and freelance designers are forever concepting, planning,
doing research, writing proposals, writing grants, sifting through
paperwork, learning the art of scheduling, becoming project managers,
meeting with gallery owners, adding up deductions, worrying about
insurance and retirement and, oh yeah, being creative. At least
that is what we are doing if our endeavor really is a business.
Even musicians have a
handle on the art of marketing, due to the competitive nature of
their industry. Most musicians have a bio, press kit and
a one-sheet that lets radio DJs and other industry people know
what label they are on, the songs that should be played, when the
tour is, and so on. Artists need this same kind of organized structure,
in order to efficiently update industry people on their accomplishments
and projects, but unlike musicians, an overwhelming number of artists
do not have this system in place.
Design for the Arts began working with artist Kathryn Stemwedel
to help establish goals and strategy. Designing a Web site that
highlights her fine art and her interior décor has become
an excellent tool for her to refer to during discussions with potential
clients. In particular, photographing and posting the numerous
frescos she painted in a prestigious Minneapolis mansion has added
a lot of depth and interest to her site. Highlighting her many
experiences, including her education and teaching experience in
Italy, helps build credibility. Since the launch of her site, her
artwork has been featured in the Twin Cities Gallery Guide (30,000
distributed throughout the Twin Cities), she has participated in
the Rake's Gallery Grooves series and we've created and
updated documents for press, biography, statement, past exhibitions
and CV that can be printed or emailed to galleries, media or adapted
for the purpose of grant writing.
By providing materials that help artists organize their goals
and their materials, it makes self-promoting more manageable. Success
is not tied solely to talent, although it helps, and Kathryn has
no shortage of it. Many artists who continue to grow in popularity
and prosperity do so because, in addition to their skills,
they are connected and consistently follow up on possible
opportunities. By consulting with artists about their goals, strengths
and triumphs—and also addressing issues that deter successes—a
plan can be developed for helping artists reach their full potential.
Check out KathrynStemwedel.com
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Writing
a Biography for the Creative Professional
Creative's Field Guide + Articles by Experts
Originally Published in Mental Contagion
The creative professional’s biography can be a valuable
tool, a quick guide to factual information that lends a deeper
comprehension of professional experience and expertise. A well-written
biography is informative and engaging, and will always be clear
and easy to read.
The biography is often the reader’s first detailed introduction
to the subject. For both the green and seasoned professional, it
plays an important role in setting tone and moving objectives forward.
The Basics
If your biography is not working for you, it is
working against you. Readers appreciate not having to
work for the facts or having to wade through obvious statements
and irrelevant information. Unclear or rambling biographies often
determine a specific outcome: immediate transfer to the trash can.
Some basic rules for writing style follow:
• Write
in the third person to create a professional and objective tone
• Write for clarity—beware of abstract or overly-clever statements
• Stay positive and orient content toward information that support goals
• Lead the reader with facts, rather than opinion or conjecture
• One
to three paragraphs is often sufficient in length; always write less than one
page
• Use short paragraphs
• Be succinct and remove or rework unclear and redundant statements
• Keep consistent tense
Audience
Each and every person
who reads a creative professional’s
biography is a potential candidate to assist in achieving goals.
Consumers
• Consumers, collectors, fans, clients
Financial Supporters
• Investors, benefactors, sponsors, donors
• Decision-makers in awarding grants, scholarships and travel-study programs
Professional Liaisons
• Publishers, publicists, agents, art buyers
• Galleries, theaters
Buzz-Makers
• Media, critics
• Professional peers, social networks, bloggers
Collaborators
• Team-workers, associates, advocates
• Potential partners
The “I” Environment: A Basic Overview
of What to Include
• Name and profession
• Goals, works in progress (be succinct)
• Education and/or experience
• Subject matter, professional focus
• Objective-related accomplishments
• Extraordinary or unique experience
• Contact information and Website (this can be a follow or precede the
biography)
Optional
• Resident location
• Hobbies or special interest
• Family
Where Do I Start and What Have I Done?
Read biographies by professional peers and mentors in your line
of work. It’s a good way to spark inspiration and can serve
as an information trigger.
A few things to look for, while reading:
• Composition
and information flow
• Style and tone
• Content
Make a list, before you compose. Not all of the items listed will
make it into the biography, but this process is useful for content
organization and can often trigger relevant details otherwise forgotten.
Tip: a résumé can be an excellent resource in the
list-making process.
• Professional affiliations and organizations
• Education, training, experience
• Press: reviews or interview by newspapers, magazines, radio, TV and
online media
• Awards, grants and recognition
• Publications and articles; include authored articles or art or writing
published in books, magazines, anthologies or other media such as ads, cds
or brochures
• Leading or assisting roles in workshops or panels
• Related and notable volunteer or pro-bono work
• Prestigious exhibits
Keep It Real, Keep it Relevant, Keep It Updated
Create action statements that are relevant to the objective of
the biography. It is a common mistake to truncate the importance
of a statement, or to run on for sentences without relaying any
actual information. The aim is to achieve balance in how much information
is revealed.
Example:
No: “Jane is passionate about art.”
No: “Jane has always loved art made by women.”
Yes: “Jane’s work reflects her life-long relationship
with women in art.”
Update the biography biannually or annually with new information
as accomplishments build. Outdated or less relevant information
can be removed as new accomplishments are achieved.
Proof and Have Proofed
A seamless biography conveys attention to detail, an asset to
any professional. Ask a trusted colleague to read the biography.
An objective party can often catch an important detail that was
left out. An informational disconnect can occur after sentence
structure has been repeatedly changed or rearranged.
Things to consider while proofreading:
• Spelling, grammar
and errors
• Flow and coherency
• Reader engagement
When applying for a grant or a project with guidelines, be sure
to note if there are specific instructions regarding the length
or content of your biography.
Good luck!
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