Corrections or additions?
These articles by Melinda Sherwood and Teena Chandy were published in U.S. 1 Newspaper on July 21,
1999. All rights reserved.
Penny Wise, Marketing Foolish
The simplicity of publishing software may make it hard
for companies to resist the "do-it-yourself" marketing and
promotional campaign. But Lynne Hoinash of RedWolf Design Group at
313 Rodney Court says that marketing is no place for the wanna-be
designers. "A lot of times people in corporations have no
for graphic design and all the nuances," she says. The results
are anything but pretty: typos that cost thousands of dollars, to
sending company materials in envelopes that scream `junk mail.’
Hiring a professional design firm can be less costly than even the
most well-intended armchair publisher any day. The pros not only know
how to spot problems before they occur, but they can’t pass the buck.
"If somebody doesn’t go to an outside place, they have no one
to blame," she says. "Because we deal with the same printers
all the time, if something weird happens, we have the leverage that
they’ll reprint it. It really transfers responsibility and the onus
on the outside person: if we make the mistake, we absorb the
Hoinash now has teamed up with Howard Levine, creative director for
art organizations like McCarter Theater and New Jersey Symphony
to create Red Wolf, a design firm that meets the needs of mid-sized,
high tech, and retail firms, while specializing in performing arts
organizations world wide (609-683-9316, http://www.redwolfdesigngroup.com). This is Hoinash’s 25th year
in the business. Under Hoinash & Associates, she worked on marketing
solutions for companies like Polaroid and Dow Jones. She has a BA
in art and design from Boston College, Class of 1973, and holds an
MBA from Simmons College. In her spare time (between 10 p.m. and 1
a.m.), Hoinash works towards a PhD in homeopathic herbology.
Good graphic design and a focused marketing approach, says Hoinash,
can make a company appear much bigger than it actually is, but a small
error can bring a company to its knees quickly. These are the top
five mistakes made by the untrained eye:
if you have hawk eyes, get someone from outside to proofread. Red
Wolf follows that maxim. "We’re so close that we know we won’t
catch it," Hoinash says.
create postcards thinking it’ll be 19 cents," says Hoinash,
if it’s an eighth of an inch smaller than it’s supposed to be the
post office will reject it and it will come back undeliverable."
Just the weight of the ink, she adds, can make it go over the 33 cent
range and cost considerably more to mail.
you can have a disaster," she says, and if you don’t know what
"spec" means, you likely will. Yellows are extremely difficult
to get right in print, she says. Choice of color can also reap
results. For one of her client mailings, Hoinash explains, a green
signature, rather than the usual red or black, increased response
by about six percent. "There’s lots of dynamics on the psychology
of color," she says. "Green coveys honesty, truth,
set in all uppercase," she says. "Studies have shown that
when you set a headline in all uppercase it’s harder to read and your
comprehension is slower, because your mind is not used to reading
in upper case."
eye-catching. "Say that the piece is not going to be mailed but
it’s a handout," she says. "A much more clever design is to
take the 8 1/2 x 11 and fold it in half so it’s unusually long and
skinny. It stands out from the crowd."
If you are trying to get your company noticed, Hoinash suggests that
you don’t skimp. "If you’re trying to get a president or a CFO
of a company to open your letter and read it you want to use paper
with a high percentage of a cotton, professionally designed, with
a personalized envelope." In the very important business of
the labeled or window envelope is the kiss of death.
— Melinda Sherwood
More than a few go-getting business men and women have
staved off early heart attacks by practicing meditation and enhancing
their spiritual lives. One of the most influential speakers in the
field of mind/body medicine, Deepak Chopra, appears at Trenton’s War
Memorial, on Thursday, July 22, at 6:30 p.m. for the first in a
lecture series. He is the author of several dozen books, including
"Ageless Body, Timeless Mind" and "The Seven Spiritual
Laws of Success," as well as many audio, video, and CD-ROM
Many of these are up for grabs at the Deepak Chopra website
Cost: $20. Call 800-483-7436.
Formerly the chief of staff at Boston Regional Medical Center, Chopra
built a successful endocrinology practice in Boston in the 1980s,
before adopting a view of medicine emphasizing a lively state of
and integration of body, mind, and spirit. He is widely credited with
melding modern theories of quantum physics with the timeless wisdom
of ancient cultures. In 1992, he served on the National Institutes
of Health Ad Hoc Panel on Alternative Medicine. He has also built
the Chopra Center for Well Being in La Jolla, California.
Chopra has said that his mission is to "bridge the technological
miracles of the West with the wisdom of the East." Much of his
writing is full of lofty references to the "universal
and "karma," but the ultimate message is always fulfilling
human "potential." One of his most popular books, "The
Seven Spiritual Laws of Success," was on the New York Times
for over a year. By now, those laws are no secret:
is pure consciousness… pure potentiality seeking expression from
unmanifest to manifest."
which we seek, we keep the abundance of the universe circulating in
actions that bring happiness and success to others, the fruit of our
karma is happiness and success."
with effortless ease…with carefreeness, harmony, and love. When
we harness these forces we create success and good fortune with
intention and desire is the mechanics for its fulfillment…intention
and desire in the field of pure potentiality have infinite organizing
step into the unknown, the field of all possibilities, we surrender
ourselves to the creative mind that orchestrates the dance of the
we bend our unique talent with service to others, we experience the
ecstasy and exultation of our own spirit, which is the ultimate goal
of all goals."
Keeping track of numbers can get cumbersome today with
phone numbers, cell phone numbers, beeper numbers, personal lines,
business lines, and so forth. A one-number system that will reach
you wherever you are on whatever communication device you may have
handy could be an ideal solution. For professionals who are on the
road, such a system could be invaluable, says Will Grondski,
president of the Small Business Survival Group (SBSG) that meets twice
a month to help small businesses and entrepreneurs achieve their
Sharon Skibbee, corporate account manager of Call Sciences,
will be talking about "One Person, One Number Systems" at
the next SBSG meeting on Thursday, July 22, at 9 a.m. at the Daily
Plan It on Alexander Road. The meeting is free. Call 609-514-9494.
Skibbee will discuss the "Personal Assistant," a one-number
finding system. "It doesn’t replace your numbers," says
"It is one number for a person to reach you. You plug in where
you are going to be that day and the person can reach you with one
The Building Contractors Association of New Jersey
presented their first annual Presidents’ Scholarships Awards to four
students. The program provides college scholarships to eligible
students who are the dependents of employees of BCANJ member firms.
Congressman Rush Holt. Cittone had a school at Canal Pointe until
the end of 1998. Now all classes are on Oak Tree Road in Edison.
must live in Middlesex County and pass the standard entrance exam.
The scholarship is worth from $8,955 to $25,107, depending on the
course of study, from computer programming or repair to medical
Call Felice Gruber at 732-548-8798.
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