OBSERVATIONS:

• “Headline” loses its clarity because there are 3 other bits of copy that are exactly the same emphasis (size, typeface, weight, color). Looks like 4 headlines.
• Lacks visual appeal. Part of this is too much “big-important” text. (See “4 headlines” not immediately above.
• This Word .doc is improperly formatted (manual character spaces and multiple tabs), leaving a high potential for errors and inefficient production of future pieces. 
• Docs' names and practice locations are in a font that is too wide AND is small-caps (hard to read!). Copperplate, the font being used here, does not have lowercase characters, so it will always be either all-caps or small-caps, neither of which are advisable. 
• The 4-sided box lends a sense of being "homemade."

RESPONSE TO RACHEL’s FEEDBACK:

• I disagree (respectfully!) that the font family should be the same as the logo. Simona can weigh in more on that, but it is NOT always a good idea to match logo fonts. In fact, I’m guessing it’s rarely a strong idea. It can make the page look less visually distinct, interesting, readable. Simona may tell you that we try NOT to match font and logo. ALSO, bear in mind that, if generated through MSWord, they simply aren’t going to have the logo font.
• I agree with Rachel’s other findings.

MY RECOMMENDATIONS:

• Each flyer/ad should have a specific objective it is trying to achieve. For any and all ads/flyers, that objective should partly include the goal of extending the brand’s message and striving toward achieving our overall marketing goals. “Always be closing,” which in this case mans “always be marketing.” This ad says who, even down to the 18 doctors. But we want to include some body copy that, in addition to servicing the ad’s specific objections, also mentions RCCA’s value, benefit, relevance, differentiation. Doesn’t have to be voluminous or heavy-handed. But we don’t want to miss the opportunity to provide REASONS in addition to simple “there-they-are” awareness.
• Proper formatting is ​highly ​recommended. It will maximize usefulness and minimize error, redos, etc. 
• If this can be color, even if just spot-color, that would be  significant advantage. I’m guessing it isn’t a viable option, though.
• Doctors’ names need not take up so much real estate. They can be smaller and narrower. The names, cities and phone numbers are in an atypically wide font. Names are important, but needn’t be so prominent. Having something valuable to say is important enough to demand some of the real estate these names/cities/phones are consuming.
• I recommend against having all-caps for the doctors' names. It makes them harder to read and lends a palpable sense of crowding. 
• A true headline is recommended, something that is catchy, relevant, succinct. “Congratulations” is worth mentioning, but it’s more payoff than hook. Headline should be reader-oriented, relevant and compelling/interesting. In the case of the flyer/ad provided, “Thank you for your outstanding contributions and dedication” is a better headline than “Congratulations.”
• The lesser points (the names of honorees, for example), should be smaller and less prominent to no longer compete with — and detract from — the headline.
• I recommend against just black copy on white page. Some visual element, particularly photography, is always warranted to improve the appeal and readability/absorption of the piece and its message. Also, visual elements with white copy on black can help give it pizzazz/appeal.
• It would be great to provide RCCA-CJD with a professionally designed Word .doc that they could edit/modify and use continually. 

 P.S. I'm no designer, but here is the sort of thing I have in mind (see attachment). 

Sample Flyer_gala_rcca_v2.docx 2.15 MB • Download