Step-By-Step Marketing: Working with a Graphic Designer

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Information about Step-By-Step Marketing: Working with a Graphic Designer

Published on March 9, 2008

Author: Emerald

Source: slideshare.net

Description

This is geared for clients who may be new to working with a graphic designer. It explains the steps involved in getting a project from concept to production.

The Secrets of Producing Effective Marketing Materials

Agenda Creating effective marketing materials is a step-by-step process... evaluate your materials develop a marketing strategy work with a designer What you want to know: where you can save money special tips for small budgets

Creating effective marketing materials is a step-by-step process... evaluate your materials

develop a marketing strategy

work with a designer

What you want to know:

where you can save money special tips for small budgets

Step 1: Do Your Homework Before you spend a nickel , do an evaluation of your company & materials… Define your business What is the expertise you offer customers? Competition? What makes you unique? Do your materials have a family look? Is your logo strong and memorable ?

Before you spend a nickel , do an evaluation of your company & materials…

Define your business

What is the expertise you offer customers?

Competition?

What makes you unique?

Do your materials have a family look?

Is your logo strong and memorable ?

Step 2: Evaluate Your Brand Your brand is the look and feel that communicates who you are and what you do to existing and future customers Your brand look defined by consistency of… Design ( a “family” look ) Use of Logo Typeface and Corporate colors Photography

Your brand is the look and feel that communicates who you are and what you do to existing and future customers

Your brand look defined by consistency of…

Design ( a “family” look )

Use of Logo

Typeface and Corporate colors

Photography

Some of the Best

Step 3: Set Your Goals (b) What kind of piece should you produce? Lead generation Identity piece Promotion Direct mail Ad, magazine, newspaper, trade pub How will you distribute your marketing materials? Self mailer Envelope Seminars and Trade shows

What kind of piece should you produce?

Lead generation

Identity piece

Promotion

Direct mail

Ad, magazine, newspaper, trade pub

How will you distribute your marketing materials?

Self mailer

Envelope

Seminars and Trade shows

Step 3: Set Your Goals (a) MARKETING STRATEGY What are your trying to accomplish? What will it provide for your company? What is your single-minded message? Who is your audience/target market? How are you perceived? How do you want to be perceived? Who is your competition?

MARKETING STRATEGY

What are your trying to accomplish?

What will it provide for your company?

What is your single-minded message?

Who is your audience/target market?

How are you perceived?

How do you want to be perceived?

Who is your competition?

Step 4: Scope and Budget Price will depend on: Format and size Paper selection Copywriting Photography: custom or stock Quantity Printing Mailing requirements

Price will depend on:

Format and size

Paper selection

Copywriting

Photography: custom or stock

Quantity

Printing

Mailing requirements

BIG Ideas — small budgets Create a marketing program that builds leads Cost benefit of keeping current clients significant Create flyers to insert into bills and products advertising special promo, limited timeframe “ Special deals for frequent buyers ” Market online with web offers and e-newsletters Create messages that motivate Create hard-working brochures, direct mail etc.

Create a marketing program that builds leads

Cost benefit of keeping current clients significant

Create flyers to insert into bills and products advertising special promo, limited timeframe

“ Special deals for frequent buyers ”

Market online with web offers and e-newsletters

Create messages that motivate

Create hard-working brochures, direct mail etc.

Step 6: A Designers Expertise Why hire a designer? A designer is expert at visual communication A designer is your “general contractor” A designer will take your job from concept to printing The designer’s expertise Typography and color Format Paper selection and Printing

Why hire a designer?

A designer is expert at visual communication

A designer is your “general contractor”

A designer will take your job from concept to printing

The designer’s expertise

Typography and color

Format

Paper selection and Printing

Step 7: Hire a Pro Review their portfolio Style Experience Capabilities Receive a proposal Scope of work Cost and fees Sign an agreement Terms of payment Scope of work Policy on change requests

Review their portfolio

Style

Experience

Capabilities

Receive a proposal

Scope of work

Cost and fees

Sign an agreement

Terms of payment

Scope of work

Policy on change requests

Step 8: The designer can help manage the end game Select the right printer - involve them early Know their capabilities and expertise Get their ideas on paper and printing options Leverage their mailing expertise Critical Steps Final sign-off from client Blue line and color proof Press check Delivery

Select the right printer - involve them early

Know their capabilities and expertise

Get their ideas on paper and printing options

Leverage their mailing expertise

Critical Steps

Final sign-off from client

Blue line and color proof

Press check

Delivery

Stay in Touch! Peg McShea Communications Design Group An associate of Emerald Strategies, Inc. www.emeraldstrategies.net

Peg McShea

Communications Design Group

An associate of Emerald Strategies, Inc.

www.emeraldstrategies.net

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