language is problematic for the businesses that hire the professional services of a sign shop. But the real concern should be the whole "language" of the sign. The whole "language" includes connecting the customer''s marketing objectives with graduationcard the stage in the graduationcard visual communication process. That connection is accomplished with not only the form and content of the graphics, but also the sign''s shape, color, texture, and form. All are the elements of a sign''s "language." As a business-owner, you must identify clearly your desires for your banners and communicate that desire to your sign-maker. "Where do you want to locate the sign, and why do you want to locate it there?" "Why do you want to use those colors?" "Why that size?" Next, the audience must be defined. Figure out just what appeals to YOUR customers rather than the famous "general public." The content of the sign cannot just boast its product; it should be convincing. Once graduationcard identified, a specific group is easier to target and to convince. Once you have identified your goals, sort through them by ranking them in order of importance. Next, take the marketing objectives and the target population analysis, and apply that information to an analysis of the visual

"The independent agency business primarily is in 10 western and Midwestern states where Nationwide has graduationcard little or no market share," Crabtree said. About 70% of that business is in Michigan and California and 241 of 400 of the independent agents are located in those two states. There is very little or no overlap with Nationwide''s 4,200 exclusive agents, who mainly are located in the East.

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