Writing: Catalog Elements

THE NEED
College of the Mainland’s Lifelong Learning catalog contains a large amount of content. Departments who collect and supply that content focus primarily on the class content such titles, dates, prices and descriptions. However, the remaining areas require a proactive eye and content creation effort to bring the catalog together as a cohesive publication.

WRITING
Throughout the triannually published catalogs, I have written various paragraphs, instructions and tag lines. A few examples include:

  • I created taglines for the college’s continuing education catalog which reads: “Love what you learn.™” for courses, and “Love what you experience.™” for travel options to promote excitement and engagement.

  • Marketing taglines written to draw interest to a specific class such as “Explore your inner craftsman” as a lead-in for the Introduction to Leather course advertised on the back cover of the catalog.

  • Inside the cover page it reads: “College of the Mainland’s Lifelong Learning classes provide amazing opportunities to explore your passions, learn something new, or even travel the globe. Love what you learn.™ Sign up today!”

  • For a Saltwater Fishing class promoted on the cover, the tagline I created read: “Deep Dive into Saltwater Fishing.”

  • On a back cover ad from a previous issue, showcasing plant propagation, the line read: “What will you learn this summer?”

Additionally, the following content below was originally provided for a travel section as general information without structure or hierarchy. I rewrote all portions and restructured the content posing an initial question and created sublevel headers. The second content section, Pick a Sign-up option, was broken down into visual numbered options for clarity. Using my previous background experience writing instructions for global training solutions, information was rewritten in an easy to understand format.

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