Brochure proposal

By Jon-Eric Melsaeter
PR Officer
B.O.F Marketing Department
KWB 314 Corporate Writing and Editing
Tutorial THU 10-12
Tutor: Chapman,

Contents:

1.The organization
2.Project brief
3.Target group
4.Elements of the brochure
 1. the
organization_______________________________

Bank of Firenze was founded in 1825 and has been the

biggest bank in Florence since 1853. It prides itself in having
survived every economical disaster through its long history
as a financial institution and is an integral part of the city’s
past.

Bank of Firenze has because of its longevity built up an

image in its customer’s eyes as the safest place on earth to
put their money. The slogan the institution used for over 50
years was “The world may end, but the Bank Of Firenze will
not.”

During the late 80’s and early 90’s, Bank Of Firenze

refreshed their image, responding to the economic boom.
Focusing on a growing part of the market, the young
professionals, Bank Of Firenze captured a large piece of the
market by offering investment opportunities and other
services. Competition increased as a result of this, and the
organization has invested much of its resources in being in
the forefront of customer satisfaction. It was, among other
things, one of the first banks in the country to offer Internet
banking.

As a brand, Bank Of Firenze is not only a bank but also a

recognisable name and a fundamental piece of the city’s
history.

2. project
brief________________________________
The online share broking service is a long-awaited venture
for the Bank Of Firenze. Users have requested this service
for the past six months. Research has identified the bank’s
customers prefer to learn about new services face-to-face
and then read about them. Therefore, it has been decided
that the brochure be informal yet professionally presented.

The online broking service is secure, accessed easily and a

perfect way for the new share trader to get started and
make investments online. The online broking system is
linked to customers’ online bank accounts and up-to-date
profits or losses can be accessed at the end of each day.

For first time users, there is an online manual, which takes

the customer through the trading process. Various other
information will also be available via the website
www.firenze.com/sharesonline. Among other things, the user
can review company background statements and in some
cases, expert stockbrokers have analysed company
performance and made recommendations to buy, sell or hold
on share trading.

The brochure will be a part of the material that the bank

already has produced about its services.

3. Target
group________________________________

Research has shown that the service is expected to be

accepted first by the bank’s younger male customers (25 to
35 year olds) who are more accustomed to the Internet and
then secondly by the bank’s older customers (45 + year
olds).

The primary segment can be further segmented into

profession, where the middle-income young professionals
are the main segment. It is, however, important to
remember the high-income segment, as they are also worth
targeting in the brochure.

4. Elements of the
brochure___________________

The brochure will be A4 to DL, two-fold with six panels:

Panel 1: features and comments
 The colours of the brochure will match all other material
that has been produced. In this instance, the colours
used are for contrast.
 There are two fonts used, one for the headline,
futuristic – indicating something new and that B.O.F is
innovative. A simple font supplements the person
making the comment.
 The logo is then presented at the bottom, centred for
maximum effect, as to connotate that the bank is the
main source for information on online share-broking.
Panel 2: Build on interest and convince the
reader to read on

 Also here, a strong visual, to compel the reader to read

on. The headline has the biggest font, with “business
advantage” encapsulated to maximise the message
that B.O.F is at the forefront of online share-broking.
 The text size is deliberately smaller the more one reads
on, in order to create a balance in design and to
 communicate that the most important information is in
large type.
 The message strategy behind this panel is based on
strengthening B.O.F position as market leader and on
the benefits of the new service.
Panel 3 and 4: Main bulk of information

 To create a sense of unity, panel 3 and 4 are designed

with particular harmony in mind, to ease the eye and
make the bulk of information more readable.
 The website-address is also displayed on panel 4 in
slightly bigger type and different colour in order to
make it stick in the reader’s mind.
 It provides the main information about the service, but
the focus is on the benefits the user will get from the
service.
 The language is informal and non-technical, to make
the information as easy as possible to digest. At this
 point, the most important thing is to get the concept
across.

Panel 5: Teaser
  The headline is encapsulated to connotate the decision
in the mind of the reader; the next step is an easy one.
This is where the points are united to one call of action.
 As this is a teaser panel, there is again focus on visuals,
balanced by well- placed text in small chunks, so the
reader can snap up straight away the tone and the
message behind it.
 It is also directing the reader to read the last panel for
information regarding where to locate Bank Of Firenze.

Panel 6: Back panel, containing all contact

information
 The last panel contains all information that will enable
the reader to how it is possible to contact Bank Of
Firenze.
 The first bit of information is meant for the readers that
are interested in getting more information about the
online share-broking system. The rest is general
information.
 The website-address is in large, black type, as a
contrast to the logo and background, making it the first
piece of text the reader notices. This will also connotate
towards the address’ importance in the copy.