Print Literature

Manufacturer B2B Advertising

Carlyle Johnson has provided reliable industrial clutches, brakes and power transmission solutions for over a century, with a product line that includes a wide variety of standard and custom models. As part of our integrated marketing efforts for CJM, Stifel Marcin was tapped to develop a company brochure as well as review the existing Carlyle Johnson product catalog to identify a way to streamline future updates and production.

Creative & Production Strategy

The Stifel Marcin B2B design and content team reviewed the existing CJM materials and realized that often the full catalog was distributed to customers who did not need the vast majority of content it contained. Given the production costs related to the catalog and the already-identified need for a company brochure, Stifel Marcin created a unique collaborative piece that solved both challenges.

A brochure design was created that included a general overview description of the company and its product lines, with an area for business cards, a pocket flap and an interior spine. Stifel Marcin then repurposed the sell sheets we had created for CJM, modifying the design layout to allow for three punched holes, so they could be inserted into the folder.

The new brochure design was a fraction of the cost of the large catalog and could be customized by the sales team based on customer requests. Additionally, by inserting sell sheets into the folder, only a low quantity of sheets had to be discontinued when product specs changed, as opposed to discarding large quantities of full catalogs.

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