Fold of the Week: Distracting Real Estate Promo
Instead of the usual glossy, stitched brochure, or a pocket folder with sheets of floorplans inside, they chose a more creative and distracting approach. Here’s what’s exciting about this week’s solution:
- They chose to focus on the lifestyle of this lake community, and to feature compelling images in a long accordion format that draws the eye across.
- It feels dramatic and exciting, but this is just an accordion fold with a simple score and machine fold. There's some "wow" (and extra budget!) allocated to the full bleed custom envelope with zip strip, but you can also make this format into a self-mailer, if needed.
I could totally see this concept not only for real estate, but also for higher ed, retail promotions, hotels and resorts, and even fundraising.
So, put this idea in your back pocket. I think you might find a great excuse to use it someday. I'll see you next week.
How was this promo produced?
Folding Style: Accordion Fold
Client: Reynolds Lake Oconee
Paper: ~80 lb Coated Matte White
Size: Folded: 5.625 x 8.5"; Flat: 33.375 x 8.5"
Printing: Printed 4-color process
Finishing: Score and machine fold
Budget Rating: Low
Trish Witkowski is Chief Folding Fanatic at the online community foldfactory.com. She holds a bachelor of fine arts degree in graphic design and a master of science degree in Graphic Arts Publishing from Rochester Institute of Technology's School of Printing Management and Sciences (now the School of Print Media).
An award-winning designer, Trish held the position of creative director for a Baltimore-based agency for six years, and has taught design and desktop publishing at the college level. She has a specialized expertise in the area of folding and is the creator of the FOLDRite™ system, a 2004 GATF InterTech™ Technology Award winner.
Trish frequently publishes articles for graphic arts industry publications, and has written three books on the topic of folding: A Field Guide to Folding, Folding for the Graphic Arts: A Teacher's Handbook, and FOLD: The Professional's Guide to Folding.