Each season's brochure must meet several objectives. First, it must effectively and attractively promote the season's main stage selections. Also, it must provide information on dates and times. Third, ticket sales and subscription information must be written in a clear and concise manner. A mixture of design and precision is needed. As part of my market analysis, I cut the number of print brochures down from 9,000 to 4,500 annually and targeted most of those brochures internally to faculty and staff on campus. This saved me about $2,000 in printing costs each season.
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