Creating Effective Posters & Flyers

When to use posters and flyers

The benefits of posters and flyers are that:

	flyers can serve many purposes (postings, mailings, faxes, personal invitations)
	flyers can include both introductory and specific information, illustrations and translations
	you control the distribution
	they are cheaper than many other forms of media

The drawbacks are that:

	the distribution can be time consuming
	there's a lot of posters out there, many are never read, never get posted or they are forgotten quickly

Keys to success

Keep in touch with your audience. Invite their input every step of the way:

	to decide on times and places for events
	to ensure that special needs (like food or childcare) will be met
	to write and design your flyer
	to get tips and help with distribution

Use clear language and design

You put a lot of time and effort into making your flyer, you want it to be easily understood. Try to:

	use a logical order in your design, top to bottom, left to right.
	limit paragraphs to 3 sentences long
	use point form
	use verbs
	write short sentences
	use pictures and photos to get people interested
	ask for feedback about your material from your intended audience

	Get endorsements to respected organizations
	Include the names and logos of organizations that your audience will recognize and relate to.
	Make your distribution on time
	Posters put up too soon get forgotten or torn down.
	Posters put up too late will not be seen in time.
	Remember that it may take more time to get posters to some places than others. Fax and delivery are faster than mail.

	Use your resources effectively
	Insert your flyer in another group's regular mailing, and save on postage costs.
	Use internal (free) mail systems available at schools, universities, libraries and other institutions.
	Ask around for a friend's or group's computerized fax list
	Make announcements at related events, meetings and classes.

	Follow up with phone calls and/or media coverage
	In advertising, the rule is that someone has to hear about you 3 times before they begin to listen. Overlap your publicity so people get a few chances to hear about and see you.
	Personal invitations and encouragement have a strong impact. They let people know they are important.

by Gillian Kranius

For further reading

Clear Language and Design by the Equal Opportunity Division, City of Toronto, 1990.

Design for Non-Designers by Robin Williams (available at bookstores).

Local Events Publicity: How to Get the Results You Want by the Communications Service Section, City Clerk, City of Toronto, 1995.