Celeste and Diana :

Here is the old SPUH gala ad marked for revisions for the 2019 event. Let me know if any questions, etc.

AD_SPUH_FullPg_8x10_RCCA_new 2019 copy.pdf 680 KB • Download

— G

Greg , 

Dr. Fang wants us to incorporate more copy about PRO and RCCA, this is his note below. Made we can add a stronger headline? I am open to your thoughts/feedback. 

We need to have a bigger text on the merger, I would like to use this year Ad books to announce to all communities of the merger, this looks like a footnote. 

Diana : 

We have a fundamental crisis for this, now. This ad's purpose can be EITHER to:

Presently, the headline mentions both practices, the body copy mentions both practices, the body copy leads by announcing the merger ("now with forces joined"), and the docs list has been replaced with the both-practices bullet list. But the purpose of the ad remains "we salute," which is appropriate in that it's running in the event's program.

Even if we left the headline unchanged, using this ad to announce the merger means its reason for being ceases to be "we salute" and becomes "we've merged." It ceases to be about these people we're honoring and becomes about us.

Clearly, there is no space for more copy unless and until we figure out what to do with the RCCA-only photo (a non-starter). But even with more space, I do not recommend we change the focus from "we honor them" to "we honor us."

In short (and metaphorically), we don't recommend trying to market Chinese food and video rentals in the same ad.

Please advise.

cc: Celeste , Simona , Michelle , Roya  

Celeste and Diana :

I'm stopped on this 'til we figure out what/how. I've reassigned this to you (but left myself assigned so that it doesn't disappear from my workplate). Please advise per the immediately preceding post. Thanks! — G

cc: Michelle , Roya  

Greg , 

I completely agree and had the same rationale. I am going to move forward with the copy we have now. I will close this out.