We are developing a promotional / informational project focusing on running. The title of the project is "Run With The Doctor" (RWTD). The project involves training and running a local marathon with one of our physicians.
As part of the project, we will be creating a biweekly informational newsletter that will be emailed to patients, printed and distributed in our office and posted on our website. Each biweekly newsletter will have a similar theme and structure, though the topics will change. The purpose of the newsletter is to communicate training techniques, injury prevention and general factoids. The newsletter should be professional, eye catching and clean. The general structure should include a main body for the primary topic. The borders and footer should have space for factoids and other dynamic elements (eg "Ask the doctor" section). The newsletter will be 4 pages in length.
In connection with the RWTD project, we have created a motivational concept: "Beautiful Struggle - What's Your Motivation?" We will introduce this concept in the main body of the introductory newsletter. The thought behind the concept is that the marathon symbolizes a struggle, culminating in the beauty of the race. This theme is rather universal, and our goal is to apply the concept of the Beautiful Struggle to other issues.
The target audience will be varied in age, but mainly adults 20-55. The audience is active given that the purpose is for training for a marathon.