AABB publications marketing materials

“In the 3 days after sending a product e-mail using the new design, we saw an unprecedented spike in purchases. Strong unique open and click rates were fantastic, but the impact to our bottom line was well worth the investment.”

Background: The American Association of Blood Banks (AABB) is the global leader in standards development, accreditation and implementation of quality systems in transfusion medicine and cellular therapies.

Problem: AABB needed to streamline the look of the promotional materials for their publications. The challenge was for the print and digital ads, print handouts and e-mails to be consistent so they would be immediately recognizable by their members while also being able to accommodate a different book (some print only, some print and digital) each time.

Solution: We accomplished this by creating a design that gives consistency and brand recognition. Using the blue from the existing color palette as the primary color, we then chose a color unique to each book as the secondary color for each set of materials. We used the droplet shape from the letter “a” in the logo as a design element, which can be used as a callout to highlight important information about the publication. We created templates for each type of material—print ad, handout, e-mail and banner ad.

Components:

Print ads: four-color process, 8.25×10.875 inches
Responsive e-mail template: coded in HTML and set up in Blue Hornet as a template to be used by the client
Banner ads: 160×600 px, 540×195 px, 628×339 px, 728×90 px

Medium: Digital and print

Client: AABB, Bethesda, MD

Industry: Nonprofit/not for profit, healthcare/medical