First, develop a specific set of communication
objectives for the brochure. This will include the
intended audience and how the brochure will be used.
Whether it will be used by sales people or actual
users should be clear.
If you develop your own creative ideas, you can
save money. Later seek the help of independent
design firms or creative shops to execute your
idea. Use an ad agency only for a discrete objective,
such as developing a theme or slogan for a single
Make sure you hire an up-to-date designer. It
is also wise to invest in computerised production
tools which can save you money. You should be
honest about the money you have to spend and communicate
this to your designers and your freelance partners.
Only then can they work to give you the best
within your stipulated budget. To further save
money and to get things done your way, manage
the project yourself. Of course, this does not
mean that you can completely dispense with designer
Try to get your own printing quotations and oversee
the printing yourself. Careful planning can bring
down printing charges. Invest in a few basic resources
such as a scanner and a good quality laser printer.
You can use these to produce price sheets and
cover letters by scanning logos and creative material
into a computer.