Brochure or flyer
A brochure or flyer is a concise communication resource used to promote, explain or support a learning offering. It provides prospective participants with key information such as the purpose, target audience, expected outcomes, participation requirements, registration process and contact details. Brochures and flyers may be distributed digitally or in print and are commonly used to raise awareness, encourage participation and support informed decision-making.
Why is it important?
Brochures and flyers help communicate learning opportunities in a clear, consistent and engaging manner, attracting attention and encouraging participation by helping potential participants and managers quickly identify relevance, value and benefits. Effective promotional materials reduce confusion, set clear expectations, provide a clear pathway to registration or further information, and help ensure learning is viewed as purposeful rather than mandatory without value. They also support professional presentation, organisational branding and consistent communication objectives.
What are the benefits?
- Supports manager conversations
- Provides key information in a concise, visually engaging and accessible format
- Brochures provide a consistent message that can be shared across multiple channels (print or digital), helping to raise awareness and encourage participation without repeated rework.
- Assists participants in determining whether the learning opportunity aligns with their role, goals or development needs
- Clarifies participation requirements, time commitments and expectations
- Supports discussions between staff and managers regarding learning and development opportunities
- Provides a clear pathway to register, seek further information or contact the learning provider
Suitable for
Prospective learners, managers, supervisors and stakeholders who require a high-level overview of a learning offering before deciding whether to engage, approve participation or seek further information.
What to include in a brochure or flyer?
| Component | Purpose |
|---|---|
| Title / learning offerings | Clearly identifies whether the brochure promotes a single learning offering or multiple offerings |
| Learning offerings | Provides a brief description of the offering and its purpose |
| Target audience | Identifies who the learning is intended for |
| Key benefits | Explains the value participants can expect to gain |
| Participation requirements | Outlines prerequisites, expectations or eligibility requirements |
| Dates and availability | Indicates delivery dates, registration deadlines or whether the opportunity is ongoing. Do registrations close at a certain time? |
| Call to action | Clearly explains the next step, such as registering, nominating or seeking approval |
| Contact information | Provides a contact point for questions or support |
| Ownership and delivery information | Identifies whether the learning is delivered internally, externally or by a third-party provider |
| Links and resources | Directs readers to registration pages or additional information, generally through a website |
| Date of publication | Indicates when the brochure or flyer was created |
Managing currency and distribution
When developing brochures or flyers, consider how information may change over time and how updates will be communicated
Considerations:
- Determine whether the learning offering has fixed dates or is available continuously.
- Identify information likely to change, such as schedules, pricing, links, eligibility requirements or contacts.
- Consider digital distribution where regular updates may be required.
- Clearly identify when a third-party provider manages registrations, enquiries or learning delivery.
- Establish a process for withdrawing or replacing outdated materials.
General practices
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Practices to avoid |
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Hypothetical examples
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An L&D team develops a flyer promoting a leadership program scheduled to commence in three months. As the program is being delivered as a pilot, several delivery arrangements and program components are still being finalised. The team wants to generate interest and encourage early registrations, so the flyer is distributed through email, intranet pages and printed copies placed in common areas. The flyer includes information about the program and participant benefits but does not specify a registration closing date, identify a contact officer, or indicate that some details may change. Potential issues As planning progresses, delivery dates, session schedules and registration arrangements are revised. Staff who received the original flyer are unaware of these changes, particularly those relying on printed copies or previously distributed versions. Prospective participants are uncertain whether the information remains current, where to seek clarification, or whether registrations are still open. This creates additional enquiries for program administrators and may reduce confidence in the learning opportunity. Better approach The flyer clearly identifies that the program is a pilot and notes that some details are subject to change. It includes a registration deadline, a dedicated contact point and a link to a central information page containing the latest program information. Responsibilities for maintaining the information are assigned before publication, and the flyer is reviewed whenever key details change. This helps ensure participants receive accurate information, understand how to register, and know where to obtain the most current updates. |