--- title: Brochure Production description: Combining brochures or how to best publish brochures for separate programs --- [LERN Club Sign-In](http://beta.lern.org/club/) [![lern-logo.png](https://blog.lern.com/hubfs/June-folder/lern-logo.png "lern-logo.png")](http://lern.org) ** # Questions # Brochure Production Jun 11, 2018 11:33:30 PM by Jordan Kivley | **Q: **Our non-credit schedule is my responsibility here at Carroll, and we know we need to make some changes going in to fall. As members of LERN, we thought we’d take advantage your expertise. We currently produce three schedules annually: Fall (Aug. – Dec.); Winter/Spring (Jan. – Apr.); and Spring/Summer (Apr. – Aug.). Our brochure has been called “Balance” with the subtitle “Work. Home. Self.” for at least 8 years. It includes all non-credit courses and training including both workforce and personal enrichment. In addition to Balance, which is mailed to every home in Carroll County three times a year, we want to produce a separate Workforce schedule or at-a-glance that our staff could take out to businesses to help sell classes. It would include all of our workforce/business training courses including business and small business, child care and educational professionals, construction trades, information technology,  occupational training, etc. Our question is, what would businesses find more appealing: a full schedule with course titles, descriptions, dates, times and location like our Balance, or a simpler at-a-glance publication that would only include course titles with start dates and times. We would then send them to our website for more details. Do you have any information on other colleges using an at-a-glance type publication, or separate workforce/career and professional training schedules? **A:** This is a great question.  Many organizations have separate brochures to promote their workforce development and professional training opportunities. There is a sound reason for this. Combining enrichment programs with professional development programs in the same brochure can have a negative impact on both types of courses. Those interested in business and professional courses are less likely to consider those courses offered in the same brochure as being at the level they are looking for, and the image of enrichment programming and personal development which is conveyed in the brochure can reduce the value that business and professional customers assign to your offerings. Likewise, most organizations that combine these two types of programming in one publication put professional development courses in the front of the brochure and enrichment in the back. Those programs in the back of the brochure are then less likely to be seen and read, and enrollments can suffer. Particularly when the brochure is opened and the first several pages focus on professional development, those looking for enrichment programming may be turned off. You need to present two very different images and marketing approaches for enrichment programming and professional development programming. Your brochure cover is great for enrichment classes, but not so great for those looking for professional development. Likewise, your name, " Balance," is great for enrichment, but it is not hard hitting enough for those looking for workforce education and business programming. It does describe the content of your brochure, but it is not sufficient to drive both market segments to your content. LERN recommends having two separate brochures. The pull-out, at-a-glance option would possibly be an improvement in drawing attention to your workforce courses, but that assumes that the individual has already been attracted to the brochure and has decided it contains something of interest. Given the name and the cover images you are using, this is not something you can assume will happen. You can likely reduce the both the print run and the number of enrichment brochures you print if you are tracking enrollments properly. You can mail the enrichment brochure to those who have taken enrichment programs in the past. Some of them may also receive the workforce development brochure, but it is likely that you can target more carefully and ultimately expand the number of workforce program brochures you are mailing. You would, of course, mail them to everyone who has taken a workforce development course in the past. You might even, initially send both brochures to everyone who has traditionally received your brochure, and then eliminate mailings of one or the other as you track what kinds of programs people sign up for. We also know that the most effective promotion includes full course descriptions and information. This is how you sell your program. Having course titles only and asking folks to follow up for more information is introducing a two or three-step process for them to get the information they need. Having all the information available in the brochure is much better and will increase your response. ### Posts by Tag - [Marketing (34)](https://blog.lern.com/member-questions/tag/marketing) - [brochures (29)](https://blog.lern.com/member-questions/tag/brochures) - [continuing education (26)](https://blog.lern.com/member-questions/tag/continuing-education) - [brochure distribution (22)](https://blog.lern.com/member-questions/tag/brochure-distribution) - [print brochure (21)](https://blog.lern.com/member-questions/tag/print-brochure) - [brochure mailing (20)](https://blog.lern.com/member-questions/tag/brochure-mailing) - [pricing (19)](https://blog.lern.com/member-questions/tag/pricing) - [Instructor pay (16)](https://blog.lern.com/member-questions/tag/instructor-pay) - [course enrollment (15)](https://blog.lern.com/member-questions/tag/course-enrollment) - [LERN Benchmarks (14)](https://blog.lern.com/member-questions/tag/lern-benchmarks) - [catalog (14)](https://blog.lern.com/member-questions/tag/catalog) - 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