Publication Planning Guidelines

1. WHO, WHAT, WHY, HOW, WHEN

  • Audience
  • Project description and format
  • Key message and goals
  • Distribution method
  • Distribution date and/or frequency

2. BUDGET

Total = Creative subtotal + production subtotal + distribution subtotal

  • Creative subtotal:
    Cost for Photography/Illustration + Text + Design

  • Production subtotal:
    Cost for Copy + Print + Web

  • Distribution subtotal:
    Cost for Mailing (mail list preparation + postage) + email

3. CONTACTS

  • Publications coordinator
  • Writer/Editor
  • Photographer/Illustrator
  • Designer
  • Web publisher
  • Printer
  • Mailer

4. TIMELINE

  • Target Completion
  • Target Distribution

5. MAJOR MILESTONES

(from project schedule)

  • Copy complete
  • Images/art selected
  • Copy and images to design
  • Final files to production
  • Delivery of finished product
  • Evaluation

6. EVALUATION

  • Estimated budget vs. Actual expense
    • Reason for over/underage
  • Expected response vs. Actual response
  • Target distribution date vs. Actual distribution date
    • Reason for delay
  • Was the format of your publication suitable for your target audience?
  • If you printed your publication, did you produce enough? Too many?
  • Was the distribution method you chose appropriate for your audience? If mailed, number of¬†undeliverables?
  • What would you change if you did this project again?

View the publication planning worksheet (pdf)