DISCLAIMER: I have been working on this blog post for 90 minutes now, trying to get the fourth sample of a Guide to go below the other three. So I know this is not perfect and it’s driving me nuts, but I really want you to be able to have this sneak peek, so I’m going to post this anyway.
We thought you may like to see some of the new designs Tami Brown, our Cambridge designer has come up with. She does such a good job of making them visually appealing whilst still have a professional look and feel to them, that retains something of the NHS about it, in a good way.
For those of you who don’t know what the New Baby Guides are, here’s the short version of what we usually tell people who are looking to advertise in them:
The New Baby Guides are published by Cambridge marketing and pr company, Weston Communications. One of our specialisms is in baby marketing, for both profit and not for profit organisations. We have a range of experience in the baby products market and marketing to families. We know our stuff. More than 104,000 New Baby Guides are printed annually, and go to pregnant women or new mothers at varying antenatal or postnatal stages, depending on each local NHS Maternity Unit. Marketing baby products is very sensitive area. Few businesses do it. Along with Bounty, we have the strictest guidelines we know of. All businesses have a local presence and are WHO and UNICEF baby friendly compliant. There are no major national brands. If editorial is accepted, it is generic rather than product/service led and has to be educational and for the benefit of the reader. Unlike other baby advertising, we have a strict policy on ratios for content to advert and every single advert is approved by each NHS Maternity Unit we work with.
Sample 1: This is one for Chelmsford, who like things to look classy and sleek
Sample 2: The East and North Hertfordshire New Baby Guide design was led by the layout, look and feel of the East and North Hertfordshire NHS Annual Report. The Communications team were keen to see it follow general branding guidelines and thought the finished result was fantastic. It’s been so popular since then, that we are now working on a range of covers to develop this further. Sample 3, demonstrates this..
Sample 3:The Northampton New Baby Guide cover is developed specifically from the East and North Hertfordshire cover. It’s felt to be very NHS orientated through the colouring and simple, with white lettering which reflects NHS branding guidelines.
Sample 4: The Luton and Dunstable edition of the New Baby Guide is representative of the most popular cover image of 2010. Heads of Midwifery, staff, lay groups and the general public all love this image. The baby looks straight at you, and is on a neutral background which allow the text to work neatly with it, rather than in contrast to it.
What do you think of these covers? What do they say to you?
We would be pleased to hear your thoughts on the covers. Do you like them? Would you open one of these Guides?
We appreciate your opinion on this as they are very much a work in progress.
The sales bit:
With their glossy covers and professional design, it’s no wonder that we’ve got a waiting list of NHS Units wanting to work with us. If you are within the NHS and would like information on how we can work together, email firstname.lastname@example.org
If you would like to be considered as a potential advertiser in the New Baby Guides, contact email@example.com for more information and we’ll pop a sample in the post.
Find out about the national award which we won for the New Baby Guides recently.