Overview – Brochures
Brochures are documents with relatively few pages, usually DL (Dimension Lengthwise) or A4 size. This tactic is an economical way of communicating a relatively large amount of information in a concise format on a specific topic, e.g. Code of Conduct or Health & Safety Regulations. Brochures can provide quick and easy access to essential information. They can be read at employees’ discretion and later used for reference purposes when required. The DL size is an economical choice for mailing or displaying.
This tactic is useful for:
✓ Communicating complex or important information that needs to be fully comprehended and acted on by employees, e.g. introduction of, or changes to, an Employee Share Plan.
✓ Including in induction packs.
✓ Mailing to employees’ homes.
✓ Displaying at conferences or other such events.
✓ Archiving for reference purposes.
Things to consider:
⇒ Determine the desired outcome: how do you want employees to respond to the brochure information?
⇒ Define the target audience: who needs to receive the information?
⇒ Define the key messages: what do you want the target audience to know and why?
⇒ Source relevant facts as well as suitable graphics and/or photographs.
⇒ Commission a copywriter or graphic designer if required.
⇒ Oversee production.
⇒ Distribute to the target audience.
⇒ Undertake a post-implementation evaluation with a cross-section of the target audience. Confirm if employees received the brochure, understood the information and acted on any instructions if required.
Provide brochure readers with the means to ask questions or clarify complex information. For example, include the telephone number or email address of a person qualified to handle any detailed inquiries.