Featuring ... Us!
May has been a big month at Hollister
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We usually showcase a Featured Client in this space, but May has been a big month at Hollister Creative, so we have decided to feature ourselves. Of course, if you'd rather read about the companies and nonprofits we serve, we have a fine collection of Featured Client articles on our website.
May 3 marked the third move in Hollister Creative's 23-year history. We love our new space at Bryn Mawr Square, 763 W. Lancaster Ave., Suite 250, Bryn Mawr, PA 19010-3401. If you'd like to visit, come to our ribbon-cutting and open house on June 6 from 4:30-6:30 p.m.
On May 10, Hollister Creative's founder and president, Kim Landry, was inducted into the Decades of Excellence Hall of Fame by the National Women Business Owners Corporation. NWBOC is a national certifying agency for the Women's Business Enterprise (WBE) designation. The Hall of Fame honors women business owners who have been WBE certified for 10 or more years.
This month got even better with news that our work won six awards in two national competitions: The 2013 American Web Design Awards and the 2013 Communicator Awards. You can view the award-winning websites, brochure, magazine and event program guide by clicking on the images below.
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EthanLandry.com won two Communicator Awards: the gold Award of Excellence in Websites: Visual Appeal and the silver Award of Distinction in Websites: Performing Arts. If we sound extra happy about that, it's because Ethan Landry is the son of Hollister Creative's co-owners and an actor who has had leading roles in a feature film and a television movie.
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LearnQuest.com won the American Web Design Awards Certificate of Excellence in the category Website Design. LearnQuest delivers custom IT and business training worldwide through instructor-led and self-paced programs in classrooms and online.
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"How to Start a Charter School," a brochure created for the Pennsylvania Coalition of Public Charter Schools, won a silver Communicator Award of Distinction in the category Brochure: Educational. PCPCS is the statewide voice for charter schools.
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Cachet magazine, published for parents, alumni and friends of the Rosemont School of the Holy Child, won a silver Communicator Award of Distinction in the category Magazine: Educational Institution. Rosemont School is an independent, co-ed, Catholic day school for students from early childhood through middle school.
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The Women's Initiative Gala program guide, created for the United Way of Greater Philadelphia and Southern New Jersey, won a silver Communicator Award of Distinction in the category Marketing/Promotion: Program Guide. United Way funds programs that help people achieve their potential through education, income stability and good health.
| See previous Featured Clients.
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Why do more than 1,750 people follow us on Facebook? We are entertaining our fans with examples of good and bad writing and design. New posts 3x per week. Join us and enjoy!
Follow us on Twitter.
Are your current marketing efforts generating an ROI of $42 for every $1? Email marketing generates a return on investment of $42 for every $1 spent on it, according to research conducted by the Direct Marketing Association. That ROI outperforms all the other direct marketing channels examined. Ask how Hollister Creative can help your organization write, design and distribute an email newsletter that supports your business development goals. The publication can be created on a platform like Constant Contact (as this one is), or it an be designed like a print piece and published online as an ebook that recipients can read on an iPad as well as a laptop or desktop. Call Kim Landry at 484-829-0021, ext. 101.
Thanks for all the fan mail! We've posted comments from readers of this e-newsletter. Read fan mail.
Get the tips you missed on our blog Our Creativity Blog is on our website. Read the blog.
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Hollister Creative has won 56 national and international awards in the past 5 years.
The Main Line Chamber of Commerce has honored Hollister Creative as Small Business of the Year.
Hollister Creative has been a Philadelphia Business Journal 'Top 25' in graphic design for 8 consecutive years.
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Strategist Quickie
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We're all swimming in a red ocean
 | It's easy to spot your bloodthirsty rivals, but unseen competitors lurk below the surface.
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"Competing head-on results in nothing but a bloody 'red ocean' of rivals fighting over a shrinking profit pool." Yikes! That passage from the book jacket of Blue Ocean Strategy had its intended effect. With visions of Jaws swimming in our heads, we quickly bought the book to find out how we could create "blue oceans of uncontested market space."
Then reality sank in. As we always tell prospects who claim they "have no competition," no business - no matter how brilliantly conceived or strategically differentiated - is without competition. You may in fact be the next Steve Jobs and come up with something millions of people don't yet know they want. But even Apple has rivals and the company spends gazillions of dollars on marketing to make sure all sentient beings with ears have heard about their products, understand their value and feel they must have them right now.
Just for fun, let's pretend your business or nonprofit has managed to create a true blue ocean, free of competitors. Do you still need a competitive marketing strategy? Yes, and here's why:
- Never heard of you is a competitor. Your prospects can't buy from you or give to you if they don't know you exist.
- Don't understand your value is a competitor. Your prospects may choose to buy from or give to a competitor if they don't get why you're a better choice.
- Don't really need it right now is a competitor. Your prospects may not buy or give at all if they don't feel an urgent need or want for the thing you offer.
As Steve Jobs surely knew, any prospect who is not spending his or her precious dollars on you is either holding onto those dollars or spending them on a competitor.
We limit our Strategist Quickie to 300 words. If you would like to discuss this topic in more depth, specifically as it relates to your unique situation, email Kim Landry.
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Editor DOs and DON'Ts
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Stale, moldy web pages are yucky
 | A cake that's "fly" is cool, fresh and up-to-date. This one is none of the above, although we do spy a fly on the top tier. Is your website fly? Or attracting flies? (Photo courtesy of CakeWrecks.com)
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Let's say you're picking up dessert for a dinner party. You've heard good things about a local bakery and decide to stop by. You peek in the display case and see a moldy, dusty cake with cracked icing. You decide that your party will be an ice cream social instead. No baker who wants to stay in business would allow a cake to stay in the case a second past its prime. But many a business blithely lets its virtual display case - its website - go stale with outdated information: pages inviting visitors to events that took place months ago, "news" last updated in 2011, coupons that have expired, contact information for departed employees, etc.
Outdated information leads to disappointment and eats away at your credibility. - DO make updating your website a priority. Many, many more prospects will visit your website than will ever come to your premises or meet you face to face.
- DO schedule monthly website clean-ups to search for dust, mold and decay. You probably don't look at your website every day, so you need to put these clean-ups on your calendar.
- DON'T tolerate outdated contact information for a second. Change the service or products offerings online the day they change at your business. When you start a limited time offer, schedule a website update for the day it ends. Keep prices consistent in the digital and analog world. If you move, contact Google Places to update your address immediately.
Note: This item was inspired by an outdated online menu we encountered at a très chic French eatery attached to a famous name. We were drooling over the incorrect menu. None of the items we wanted to order were actually available. We won't be back. A month later, this restaurant STILL hasn't updated its site. Quelle horreur. Need help keeping your website fresh? Email Kim Landry.
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Challenges and Solutions
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Use graphics to unify text, ads and logos

Each year for the past decade, Hollister Creative has been challenged to create a new graphic theme for the Enterprise Awards, an annual gala honoring top companies and CEOs in technology and life sciences. A program of PACT, the Greater Philadelphia Alliance for Capital and Technologies, the Enterprise Awards celebrated its 20th year on May 9, 2013.
As the evening festivities unfold, nominees in each category anxiously await the Oscar-style, envelope-please drama that reveals who will take home the iconic Techie trophy. The graphic theme always features the Techie in an abstract image meant to convey the modern elegance of the event.
The theme image becomes the cover of the Tribute Journal, the commemorative program every attendee receives. The theme also is expressed in various ways across other event collateral, including nametags, table and directional signs, and a seating booklet.
Design of the 68-page Tribute Journal is foremost in mind as the theme is being developed. A booklet of that size requires several unifying graphic elements that will pull together a lot of competing visuals, including 47 color advertisements and dozens of logos. Here are three things to keep in mind when creating a graphic theme for a booklet that incorporates text content, ads and logos:
- Pick up an element from the cover design to carry inside on content pages. If the element is distinctive yet subtle, it will add interest to text pages without diminishing readability.
- Pull ad pages into the design by extending the background color of the text pages across the gutters to frame the ads. The color should be neutral so as not to clash with any colors in the ads.
- Create an airy space on any page with multiple featured logos (i.e. sponsors or finalists) so that each can get the attention it deserves without detracting from the others on the page.
Have a creative challenge? Let Hollister Creative help you find the best solution. Email Kim Landry.
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Designer FAQ
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Try something new and see what unfolds
Q: I want a one-sheet brochure, but I don't want the usual kind with the paper folded into thirds. Do I have any more exciting options?
A: No need to stick to the traditional trifold. You have lots of choices! Check out the graphic below to see some other types of brochures. You can immediately double the possibilities by using these designs horizontally instead of vertically.
Some folds are basic, while others are more complicated and may cost extra to print. If you have some extra cash and want to get fancy, you can try unusual folds, non-rectangular paper, imagination and math to make just about anything. If you share our fascination with folding, we highly recommend the documentary film Between the Folds, an intriguing look at the scientists and artists who have devoted themselves to the medium of modern origami. It's available on iTunes and Amazon, and is streaming on Netflix. View a preview. Concerned that your brochures don't really stand out? Email Kim Landry.
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Free Stuff and Fun
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Wouldn't You Like to Know ... ... A way to honor those who Protect & Serve America? On Memorial Day each year, Americans pause to honor the men and women who have served in the nation's armed forces. It also is a fitting time to honor those who serve the nation every day in every community. To help students better understand these contributions, and those of military personnel, the education division of Hollister Creative crafted a learning booklet for elementary and middle school students called "Protect & Serve America." This booklet, which was honored for excellence in the national Distinguished Achievement Awards competition of the Association of Educational Publishers, examines careers and contributions of every branch of the military, local police, firefighters, EMTs, the FBI, the CIA and workers in the U.S. Department of Homeland Security. It's a great way to teach children there are many ways to serve the nation and their community. If you would like a copy of this proven learning guide, email us. (This copyrighted material is for private individual use only. Schools, businesses and institutions may inquire about purchasing a license.)

What We're Reading
A Friend of the Family
By Lauren Grodstein
At the start of this novel, we meet Dr. Peter Dizinoff, a former suburban success story who has lost it all. His partners have kicked him out of his solid, respected medical practice. His wife is filing for divorce later in the week. His best friend and social network have shunned him. Now all he has is a stalker, the angry brother of a former patient, whose family is suing him for malpractice. A Friend of the Family unwinds the cautionary tale of a father who has spent his entire parenthood trying to give his beloved son Alec what he considers to be the best, most impressive life possible. When Alec, now a college dropout, falls for the very troubled older daughter of Pete's best friend, all hell breaks loose - like an explosion in slow motion. Readers will see an inevitable train crash coming a mile away, but they won't be able to avert their eyes. In addition to being a page-turner, A Friend of the Family is very smart. Every main character has an illuminating foil and several situations are intriguingly paralleled.
We'll send a free copy of this book to the first three newsletter subscribers who request it. (Those who have never won will move ahead of previous winners.) What are you reading? Tell us your tip and we'll share it in a future edition.

What We're Watching
Hyde Park on Hudson
Today's 24-hour news cycle permits no public figure a private life. A president's physical handicap could not be concealed - nor could his extramarital dalliances. In the 1930s, the public was aware that President Franklin Delano Roosevelt had been paralyzed by polio, but reporters never revealed just how helpless he was. Nor was it common knowledge that the First Lady lived in a separate house on the President's Hyde Park, NY estate, while he was intimate with other women. Hyde Park on Hudson is presented through the eyes of Margaret, a distant cousin who lived nearby and was usually by FDR's side when he was at Hyde Park. She was present at many state functions held there, including the famous June 1939 picnic at which the Roosevelts hosted the visiting King and Queen of England and introduced them to that exotic American food, the hot dog. According to this movie, the President asked Margaret to demonstrate to His Majesty how to apply the mustard. Bill Murray is wonderful as the 32nd president. He has FDR's unique mannerisms down perfectly, and also the man's subtle complexity, politically and personally. Laura Linney is fine as Margaret. And Samuel West and Olivia Colman are delightful as the Royal Couple. We'll send a free copy of this DVD to the first three newsletter subscribers who request it. (Those who have never won will move ahead of previous winners.) What are you watching? Tell us your tip and we'll share it in a future edition. 
What We're Listening To 
The Heist
Macklemore & Ryan LewisReview by Senior Designer Georgette Klotz To say I'm a fan is an understatement. I have become completely obsessed with Ben Haggerty, aka Macklemore, the Seattle-based hip-hop rapper. I was hooked when I first heard "Thrift Shop," his playful song about second-hand stores. When I sampled a few of his other songs, I fell head over heels in love. Playing off the Malcolm Gladwell theory that the key to mastery of any skill is to practice it for 10,000 hours, The Heist opens with "Ten Thousand Hours," telling how Macklemore and beat-maker Ryan Lewis independently produced and recorded this record-breaking album. The Heist tackles an array of subjects that fit smoothly together, thanks to their authenticity and Lewis' intricate, tone-setting production. You get pumped up with "Can't Hold Us," showing Macklemore's perseverance in marching on for his fans and the people who helped him along the way. Breaking new ground, the duo's anthem "Same Love," about marriage equality, has sparked as much controversy as praise, but gained an enthusiastic endorsement from Ellen DeGeneres when they performed live on her show. The deeply moving "Starting Over" talks openly about Macklemore's struggles with drug and alcohol addiction before ultimately finding sobriety. Hugely talented and entertaining, Macklemore sets himself apart from other rappers with his willingness to tackle difficult subjects. Be warned: It is a rap album, so expect explicit lyrics, but enjoy the way the words are delivered with a velvety smooth voice and exquisite beats. I am gushing like a teenager over the adorable, freckle-faced Macklemore. Feel free to join me. We'll send a free copy of this CD to the first three readers who request it. (Those who have never won will move ahead of previous winners.) What are you listening to? Tell us your tip and we'll share it in a future edition.
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