A Dose of Deepak

One Person, One Number

Corporate Angels

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:

Typos, easily spotted by a professional proofreader. Even

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.

Wrong size or weight for mailing. "Companies will

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.

Color blindness. "If you don’t spec the right color

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,


and peace."

Bigger is not better. "A lot of times we’ll see


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."

The ubiquitous trifold brochure, says Hoinash, is no


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

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A Dose of Deepak

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:

The Law of Pure Potential: "The source of all creation

is pure consciousness… pure potentiality seeking expression from

unmanifest to manifest."

The Law of Giving: "In our willingness to give that

which we seek, we keep the abundance of the universe circulating in

our lives."

The Law of Karma or Cause and Effect: "When we choose

actions that bring happiness and success to others, the fruit of our

karma is happiness and success."

The Law of Least Effort. "Nature’s intelligence


with effortless ease…with carefreeness, harmony, and love. When

we harness these forces we create success and good fortune with



The Law Of Intention and Desire: "Inherent in every

intention and desire is the mechanics for its fulfillment…intention

and desire in the field of pure potentiality have infinite organizing


The Law of Detachment: "And in our willingness to

step into the unknown, the field of all possibilities, we surrender

ourselves to the creative mind that orchestrates the dance of the


The Law of the "Dharma" or Purpose in Life:


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."

Top Of Page
One Person, One Number

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


Call 609-419-9094.

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


Top Of Page
Corporate Angels

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.

Cittone Institute is naming its scholarship program for

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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