Plan your UAF publication

Accurate, well-designed publications are key to helping UAF's constituents understand and recognize the university, its mission, vision, programs and accomplishments.

Here are some questions that will help you plan your publication.


  • Who is the audience? Choose your single most important audience and shape your message accordingly.
  • What is the message you wish to convey? Decide what key things you want your audience to take away.
  • What is the desired result? Decide what you want the audience to do after they receive the material.


  • How will the piece be distributed? Will you need an envelope?
  • Will it be distributed with anything else?
  • Decide who will be the project manager.
  • How does this project fit into your overall marketing strategies? The most successful communication tools are part of a larger picture.
  • How will you measure the success of your publication?


What format will work best? Determine what medium will provide the best result.

  • Advertising
  • Brochure
  • Flier
  • Newsletter
  • Video
  • Website, web page or posting
  • Letter (hard copy or email)
  • Postcard
  • Other


How much money is available to fund the project? Prepare estimates, including costs for writing, editing, design, photography, printing and postage if applicable. You will need to do a request for quotation through UAF Procurement and Contract Services if the printing cost will be more than $5,000.


When does your finished product need to be in your audience's hands? Build your schedule by working backwards from that date. Talk to everyone involved to be sure they can meet your deadlines. Include time for:

  1. Research, gathering the text and images
  2. Writing copy, including editing, proofreading and approval
    • Copy tips
      • Write for your audience and their needs and interests, not for your department. Avoid jargon.
      • Have someone else look over your copy.
      • Use a consistent style. We recommend the UAF editorial style guide for most publications.
  3. Design and production: final copy is combined with photos and images/artwork in the publication
  4. Printing, including folding or binding (if necessary). If the project is offset printed, you will need to review it before it is printed.
  5. Preparing for mailing
  6. Distribution


Decide who will write, edit, design, print and mail your publication. On-campus options for design include:

  1. Do it yourself (Marketing and Communications staff can review your project)
  2. Have Printing Services lay out your project
  3. Hire a professional designer

Marketing and Communications staff can review your project and offer input on copy, logo usage, graphics, photos and AA/EO statement use.


Decide how your publication will be distributed. Some options:

  • Brochure racks or other public outreach
  • Hand deliver
  • Campus mail
  • Bulk mail (be sure to include post office review if you plan to use bulk mail). Decide if you will do the mailing in-house or use a mailing service.
  • First-class mail