For the pitch to be effective, we needed to understand more about its audience. These people would likely be very short on time, so the booklet was required to say a lot in an engaging and time-efficient way. The LEP wanted a prospectus that wouldn’t look typically ‘public sector’; what was needed was an easy read that stood out.
The prospectus would be handed out at business consultations and events, so we considered how ‘10 opportunities’ could differ from other publications that may be offered. The outcome was a small yet detailed booklet that dedicated a page per ‘opportunity’, as well as a foldout poster where the information was whittled down to a superfast read.
Referring to the branding and tone of voice guidelines that we had previously worked on with the LEP, we produced copy for the booklet that was original, engaging and concise. The booklet ended up being packed with information, but maintained an exciting and inspiring tone.
The end product was a piece of print that was textural, bold and arresting. By avoiding clichés and shortcuts, we were able to produce a short, appealing and succinct elevator pitch.