“Print is Dead? Not so Fast.”
Print is not dead.
Now, many forms of print are nowhere near as effective as they once were, but the entire print industry is not as dead as the digital zealots would prefer you believe.
‘Print’ has shifted from being the primary form of communication (newspaper, ‘For Sale’ publications, magazine advertising) to being one of many ways that service providers can reach their audience. Print, when well done and as a part of an overall plan to reach an audience, can still be effective. But the days of a ‘print first’ plan are well into the rear view mirror.
Effective print is difficult is not only difficult to create, but has a long lead time and can be tricky to integrate into a campaign. So in order to be effective and to justify both the cost and effort of creation, print needs to be wide-ranging, visually appealing, ‘evergreen’ and flexible. Single purpose print pieces still have an application, but the investiture of too much time in the creation of a print piece with a short shelf life is a recipe to be far less effective than today’s market demands.
At Hither, we believe in creating powerful and flexible print pieces that can position individuals and companies as market experts. In addition, we believe that the best print is personalized, original and educational and should have multiple applications in its use.
Samples of Our Work
Creating a print piece that makes a difference is hard. Writing, photography, subject matter — all are important — but so are font choices, colors, layout, sequence and a host of other factors that go into the creation of a truly effective piece. And even more importantly, the piece needs to serve a purpose and have an application in the day to day operations of the organization.
One South Magazine
One South Realty’s business model is rare.
Blending a commercial AND residential brokerage practice under one roof, while not an unheard of combination, is not a prevalent practice in the real estate industry and often times, can create confusion as to what One South actually is. Furthermore, having been involved in so many different types of high profile transactions and projects, telling the true story of One South is a challenge.
We created ‘A Client’s Guide to One South’ to help the agents tell the story of One South and to help the public better understand the many facets of the company. By focusing on history, philosophy, specific services and accomplishments, the Guide has been integral in helping the marketplace understand what is still a relatively young company in the RVA scene.
When properties lend themselves to the visual, your print should have the flexibility to lead with the visual.
The Manchester Pie Factory is not a property whose story is told solely with numbers as the interior aesthetic in integral to the appeal of the property. A data-heavy and ‘financial-forward’ offering memorandum would not have correctly demonstrated the property’s core appeal.