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Developing a Marketing Plan for Your Business
Every business needs a business plan that maps out the process of identifying the target market, attracting interest, gaining customers and retaining them for future sales. A solid marketing plan is an integral part of the overall business plan, as it maps out objectives and the plan for achieving them.
What Does a Marketing Plan Contain?
An effective marketing plan is detailed with concise steps that will accomplish a defined goal. The plan should identify and discuss the target market with information about direct competition in the industry. It should include information about marketing activity used in the past with the effectiveness of these activities. Then, the marketing plan consists of a set of realistic goals with defined objectives along with deadlines for meeting these objectives. The plan must also include budgetary guidelines for the marketing activities as well as a plan for measuring the effectiveness of the activities. It’s important to make the marketing plan easy to maintain and update as a company evolves, too.
Marketing Planning Process
The process of making a marketing plan involves market research to assess trends, profile target customers, identify potential competition, outline products or services, find vendors, calculate costs and brainstorm all positive and negative impacts that could affect the business. The business should create a mission statement that defines the company, its vision and its priorities. Next, the plan needs to focus on specific strategies and methods that will generate sales, including product descriptions, calls to action, promotion and advertising methods and budget, product or service pricing, and a plan to monitor how effective the marketing strategies are performing for the company.
Questions to Ask Yourself
To succeed in any industry, a business needs to set itself apart to attract customers and compete successfully with similar businesses. Questions to ponder include:
- Is this business model unique, and how is it unique? What need does the business meet?
- Who makes up the target market that will buy the service or product?
- What other companies currently exist that will compete for the target market? How can you prevail over this competition?
- What message will you communicate to potential buyers? How will potential buyers find out about your service or product?
- How will you deliver your service or product to your buyers?
Using a Marketing Plan Template
Some small business owners prefer to use a marketing plan template. Free marketing plan templates are available for download from the Internet. You can also use a marketing plan worksheet to help you brainstorm your ideas, goals and objectives. Once you have an outline of your marketing objectives, you can create an effective plan.
How Do I Write a Marketing Plan?
Make sure your marketing plan includes these points:
- Start with a description of the business, including mission statement and overall intent. Include goals, the organization of the business, the products or services provided with branding, and the target market.
- Outline results of market research, including identification of target market, customer demographics and profiles, market influences, economy, competition, customer satisfaction and identification of strengths and weaknesses the business may face.
- Set pricing based on business and manufacturing costs, break-even point, profit analysis, competitive pricing and the amount buyers are willing to pay.
- Include profiles of your target market, including demographics, their habits, qualities valued by customers, potential customers not being currently reached, ways to reach these customers and any changes customers might want.
- Analyze the competition based on talking to their customers, visiting their business and checking out their website. Find out about their products, branding, advertising and marketing. Pinpoint how your product or service differs.
- State goals that create a defined marketing direction. Plan objectives that outline specific actions that will achieve goals. Be as specific and realistic as possible, and describe how you will measure attainment of objectives and goals.
- Make a plan to put objectives in action to attain goals. For example, if your goal is to increase product reorders by 25 percent in the next year, make an objective to contact clients by phone or email within one month of sales, offering a return-order discount.
- Define your company’s distribution method such as direct sales, wholesale, print mail, telemarketing, advertising, networking, Internet marketing or a direct sales force.
- Create a marketing budget, such as a specific percentage of revenue or a particular portion of your annual budget. Every product or service needs a budget. Determine how many products or services you will need to sell to make a profit.
- Analyze the success of marketing efforts to determine what’s working and what’s not working. How many sales occurred? Are buyers happy? How many sales calls were necessary to make sales?
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5 marketing strategies for your graphic design business
Use these marketing strategies to grow your graphic design business, generate leads, and get new graphic design clients.
September 22, 2021
Art by Spencer Gabor
As a freelance designer, marketing can feel like a daunting task. There are so many options out there, and so many different approaches.
Do you need to spend hundreds or thousands of dollars on ads to get results? Do you need an Instagram account with 10,000 followers before you land a solid freelance graphic design job ? What if you just donât feel like you have any time for marketing?
But for the self-employed creative, marketing doesnât have to be complicated, and doesnât have to be time-consuming. Start slow: pick one or two strategies to try out and spend an hour or two each week working on them. Keep trying different things until you find a strategy that both works for you and that you donât hate!
Art by đ UIGO Design
1. Build (and maintain) a strong brand identity
When much of your work revolves around creating or reinforcing brands for your clients, it can be easy to overlook your own brand. But designers and other freelance creatives who have a strong, consistent brand will find it easier to attract customers.
You might think of âbrandâ as purely the visual representation of a company. But thereâs more to it than that. The visual representation reinforces the brand, but the brand itself is the promise that a company makes to its customers. Itâs also largely dependent on peopleâs perception of the company and the companyâs reputation.
"Everything you say, do, and post should reinforce the impression you want your clients and customers to have."
This is why everything you do has an impact on your branding, from your logo to the random images you post on Instagram at 3 am. As a creative entrepreneur, you need to make sure that everything you say, do, and post reinforces the impression you want your clients and customers to have.
Branding, at its core, creates trust between you and your potential clients. It gives them a sense of what you stand for and what you can do for them. This is incredibly valuable in attracting the right kinds of clients, the ones who have similar values and goals.
Pro Tip: Dribbble Pro Business lets you showcase your personal brand, introduce yourself to clients, and win new opportunities with Pitch âyour own personalized video that lives on your Dribbble profile.
Art by Timo Kuilder
2. Use networking to build relationships
Networking often gets a bad rap. True networkingâonline or in-personâis about building relationships. Donât approach networking with the idea of finding out what you can get from someone. Instead, approach it as building a mutually beneficial relationship.
When Iâm meeting new people, my first goal is to get to know them. Not to pitch myself, not to find out what they can do for me (or what I can do for them), and not to just add them to my contacts list. People can tell when youâre only talking to them to pitch them something. But if you listen to what theyâre saying and ask them relevant questions, theyâll remember you more than if you just tell them what you do for a living.
"Being able to build connections between other people improves your reputation."
Keep those connections and conversations in mind going forward. You may meet someone who isnât a good fit for your services, but maybe theyâd be a perfect fit for someone you know. Being able to build connections between other people improves your reputation. And those people you connect are more likely to refer people they know to you in the future.
Art by Justina Leisyte
3. Study the competition, and do it better
Look for ways you can set your work apart from other creatives youâre in competition with. This could be in the quality of your work itself, or it could be through other things: your customer service, how fun you are to work with, or your project management skills.
Making your actual marketing better than your competition is also a strong strategy. What are your competitors doing? Are they just posting self-promotional content on social media or running boring search ads? How can you serve your customers better through your marketing?
Answer those questions and youâll have the basis for a solid marketing plan.
Art by Julia Hanke
4. Ads, Social Media, and Other Specific Tactics
Iâve talked a lot about the basis for creating a solid marketing plan, but youâre probably interested more in the specific tactics you should use to market your freelance design services.
The most obvious place to start is with a strong portfolio. If you donât have a solid body of work to show prospective clients, youâll be fighting an uphill battle. If your portfolio isnât the best it can be, take some time to work on that before you start actively marketing.
Create content
One of the best ways to get work is through creating content. It can be tempting to write blog posts or record videos and just post them on your own website. But thatâs not the best way to start out unless you already have a large following.
Instead, look for established websites that accept freelance content. One of the best ways to find the right websites for this kind of strategy is to search for the kinds of terms your clients might use when looking for the kind of work you do, and see which sites come up that accept articles from people outside their own staff (look for âsubmitâ or âcontributorâ links, often hidden in a siteâs footer).
"One of the best ways to get work is through creating content."
You donât have to write specifically for clients, as strange as that may sound. Just establish yourself as an authority on the subject. Iâve written content for other designers that have landed me freelance design projects from people with no design backgroundâjust because they saw an article I wrote about color theory or brand design or design for nonprofits. Just make sure whatever site youâre writing for allows you to include a link to your social media profiles or website in your byline.
Ready to Grow your Freelance Design Business?
Art by Ksu Angeltseva
Social Media
Posting regularly to social media is a good way to market virtually any creative business. Because design is a visual medium, sites that prioritize image posts tend to work best when looking for clients.
Dribbble, Instagram, and Pinterest are some of the best platforms for designers to utilize in their marketing. With a Dribbble Pro  account, your work is discoverable by millions of people every month and you get access to an exclusive Freelance Project board. With Instagram and Pinterest, make sure to set up a business profile so that you can access analytics data about your followers and activity around your content.
Share a mix of your work and more personal images. People want to know the person behind the brand. Yes, they want to see your work and know what you can do, but they also want a sense of whether youâre a person theyâd actually want to work with.
Donât overlook the importance of using hashtags and keywords in your social posts. This is the best way to expand your reach beyond the followers you already have.
Advertising
Running search ads for key topics your ideal clients might search for can be an economical way to get more leads. The same goes for social media advertising. It expands your reach beyond your organic traffic.
You can start small with ads. Iâve had good results running ads with budgets of less than $50 for a week.
Create a lead magnet
Whether youâre only doing unpaid marketing or youâre running ads, creating some kind of lead magnet is a great way to start conversations with the kinds of clients you want. A lead magent for a designer could include things like a checklist for design elements your brand needs, a guide to planning a redesign, or even a quiz about whether your website needs a revamp.
Lead magnets help you pre-vet customers and collect their email addresses. From there, you can start a conversation with them to see if they might need your products or services.
Art by Morgane Sanglier
5. Donât be afraid to experiment
The best marketing strategies come from a lot of experimentation. Donât be afraid to try new ideas and new strategies. Constantly look at how others (both your competitors and completely unrelated businesses) are marketing themselves and try similar things if they appeal to you.
Keep in mind that marketing is something that takes some time. Donât expect instant results from your first ad or your brand new Instagram account. Look at it as a long-term investment and keep trying new things until you find a formula that works.
Get your portfolio in front of more leads
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The Ultimate Graphic Design Business Marketing Guide
Whether youâre preparing to start your own graphic design firm or want to know how to increase your graphic design business sales, you need a strategic marketing plan to succeed. The ]]> graphic design industry is worth $13 billion in annual revenue ]]> , which means there are plenty of opportunities to grow your business. It also means there is plenty of competition. In fact, there are more than 126,000 businesses in the graphic design field, and nearly 90 percent of them are freelancers or companies without paid employees. Our graphic design business marketing guide includes everything you need to differentiate yourself from the competition, earn more sales, and position your business for success.
- 1. Graphic design business: startup information
- 2. Graphic design business branding and design
- 3. Graphic design business marketing tools
- 4. Graphic design business marketing: copywriting
- 5. Graphic design business marketing: distribution
- 6. Graphic design business marketing ideas and resources
Ready to turn your business into a thriving enterprise with a strategic graphic design marketing plan? Letâs get started!
1 Graphic design business: startup information
As a graphic designer today means viewing yourself as a partner in helping your clients brand themselves, visually communicate that brand, and market their businesses. Many graphic design businesses specialize in specific areas, which makes it easier to focus your own marketing on winning the right types of clients.
- Web design and development
- Brand design
- Print media design
- Graphic and commercial art services
- Visual communication design services
- Corporate identification (i.e. logo) design services
- Graphic art and services
- Creating illustrations
- Medical illustration services
- Photo editing
- Architecture and engineering drafting
- Video and film editing
- Product design
- Package design
]]> Entrepreneur states graphic design business startup costs range ]]> from $2,000 to $50,000, but your investment will largely depend on what type of design work you will be doing, where you will be located, and how you will market your services.
A home-based freelance designer, for example, could start with little more than a business card, a brochure, and Adobe Creative Cloud ]]> ($50 per month for the entire suite) ]]> â altogether less than $1,000.
On the other hand, a graphic design firm with a downtown studio and employees would cost significantly more to start â as much as $50,000 or more.
To determine your startup costs, youâll need to create a business plan. Your business plan will help you identify what type of graphic design firm you want to start, how and where you will operate, and project expenses and revenues.
- ]]> Profitable Venture ]]>
- ]]> Bplans ]]>
- ]]> The Finance Resource ]]>
- ]]> Mplans ]]>
- ]]> My Top Business Ideas ]]>
How much you make depends on a variety of factors, including whether youâll be a lone operator or hire designers to work for you. According to the Bureau of Labor Statistics, the ]]> median pay for graphic designers is $22.90 per hour or $47,640 annually ]]> , with the lowest 10 percent making less than $27,950 and the highest 10 percent making more than $82,020. Graphic design business owners can expect to make around $100,000 per year.
Median pay (employee or freelancer) $47,640
Top 10% $82,000+
Graphic design business owner $100,000+
Of course, you wonât make anything as a graphic designer business owner without a strategic marketing plan.
2 Graphic design business branding and design
As a graphic designer, your job is to help your clients visually communicate with their targeted audience - and of course, you need to practice what you preach. A powerful brand image is paramount, especially since it will serve as an example of what you can do for your clients.
As a graphic designer, you understand the importance of branding. Hereâs one process for identifying and communicating your design brand.
What is your niche in the graphic design industry? Do you do logos and corporate ID packages? Do you prefer web-based work? Do you like illustration work? Focusing on a niche is important, especially with so much competition.
How do you benefit your customers? How are you different from your competitors? What do you do better than your competition?
Create a perfect customer profile from your best clients. What are their values, likes, and dislikes? Study them, understand their problems and desires, then develop solutions that will help them achieve their goals.
Who do you serve, and why? What is your philosophy? Where does your company stand today, and where do you want it to be in two years, five years, and 10 years? Your mission should encompass who you are and where you're going.
Your brand is an expression of all these things. Use the answers to these questions to develop a tagline that sums up your design business and makes a powerful statement that attracts clients.
Youâre a graphic designer, so you already know design is critical to branding. Your logo, brand colors, fonts, style guide, and other assets are visual symbols of your brand, and should be recognizable at a glance.
3 Graphic design business branding and design
Business cards are staple marketing tools. Print business cards that list your services and lead prospects to your online portfolio. Hand them out to everyone you meet, place them in direct-mailers, and leave stacks where your audience is likely to see them. For greater visual impact, consider printing ultra business cards â they feature a band of edge color on triple-thick paper stock.
Upload your custom business card design to our free blank business card template and see how the finished product will look before you print.
With the right message and graphic elements, well-placed posters can attract attention and motivate tons of response.
Flyers are perfect marketing tools for placement on bulletin boards, windshields, direct mail, storefront windows, reception areas, and more.
Booklets are a unique and profitable way to give your prospects value. Print a booklet to showcase your work by presenting potential marketing campaign ideas to your customers; or, print your portfolio to hand out during sales meetings.
Postcard printing is one of the most cost-effective ways to market a graphic design business. Send postcards to a targeted mailing list comprised of business owners, nonprofit organizations, and others who need graphic design services. Command attention with edge-colored ultra postcard printing .
Ensure a perfect print job when you upload your design to our free blank postcard template. Customize it with our free online design tool.
Outline your service offering by printing brochures for your graphic design business. Showcase your work and include a link to view the rest of your portfolio online.
Showcase your designs by printing calendars that feature your best work each month.
Thank clients for their business with custom greeting card printing. Include a personalized note to foster long-term relationships with customers.
Sticker marketing lets you shatter boundaries because they can be used just about anywhere: ceilings, floors, magazines, notebooks, windows, cars - anywhere your target audience is likely to find them.
Upload your own sticker design or customize our free sticker templates with our free online design tool.
A well-written and informative newsletter that adds value helps you stay connected to your customers year-round. Create a marketing newsletter packed with marketing tips and ideas for your client base, and sprinkle your copy with pitches for your own services.
Print banners and place them in high-traffic areas to promote your graphic design business. Keep your message simple, but wow passers-by with an amazing design to show off your capabilities.
If you want to attract large corporate clients, be prepared with a formal corporate identity kit that includes sales sheets, flyers, business cards, a brochure, stickers, notepads, and your portfolio, all delivered in an attractive professional pocket folder.
You should have a website and engage in social media and email marketing. Place your portfolio on your website as well as design portfolio sites such as ]]> Behance ]]> and ]]> Coroflot ]]> . Post your best work on Facebook, Pinterest, Instagram, and other social sites. Send an email newsletter to stay in front of your audience.
4 Graphic design business marketing: copywriting
Your design skills will draw prospects in, and it should work with your copy to deliver a powerful message that motivates them to take the next step in the purchasing process.
No matter what marketing medium youâre using, your headline is what draws readers in to read the rest of your copy. Make a bold statement that solves problems, alleviates fears, or fulfills desires. When possible, include your offer as part of your headline.
Amateurs write about features; professionals highlight benefits. If you offer all-in-one web development (feature), you have to tell your audience that this means they'll never have to worry about security, hidden costs, support, etc. (benefit).
Great offers make money. Consider your services from your customers' point-of-view. What would it take for you to act? Your offer should increase value for your customers. Make your offer time-limited to get the greatest response in the shortest amount of time.
Tell your audience in no uncertain terms what they must do next. Provide multiple response channels (website, phone call, visit office) so you can cater to everyone.
5 Graphic design business marketing: distribution
If you want to reach your full graphic design business potential, you need to get the right message in front of the right audience, at the right time. Here are some tips for marketing distribution:
Direct-mail marketing is a great way to reach a well-targeted audience â which is critical to success. In fact, the 40/40/20 rules of direct-marketing states that 40 percent of your success is based on the quality of your mailing list.
- 40 Quality of mailing list
- 40 Perceived value of offer
- 20 Everything else (design, copy, timing, etc.)
You can use the mailing list builder at PsPrint to create a mailing list comprised of people who share your best customer demographics.
You might need more than one list; for example, one for corporate clients and another for small business owners.
You can place posters, flyers, and banners in areas your audience is most likely to see them, as well as in high-traffic areas to brand your graphic design business en masse.
You can also consider advertising in online and offline business directories, take out ads on radio, television, and in business publications and websites. LinkedIn, Google, and Facebook advertising might be good options, and you can join business networking groups and organizations such as the Chamber of Commerce.
Long-term success means taking an analytic approach to marketing. The Three Tâs represents one strategy.
Test different variations of your marketing tools on smaller customer segments
Track performance to identify which variations work the best
Tweak future campaigns based on your results
In this manner, youâll be able to craft marketing campaigns that yield predictably positive results and continually grow your business over time.
6 Graphic design business marketing: ideas and resources
Creative marketing generates buzz, delivers value to your customers, and increases profits for you. Boost your marketing efforts for your business with the following graphic design promotion ideas:
Creative ideas
Host a print and web marketing seminar that demonstrates how the two mediums can work together to deliver great results. Ask your customers to interact with you by critiquing their websites and collateral on the spot. Host a charitable event and auction off a free design package or select marketing tool such as a set of business cards. Market your event with postcards, posters, flyers, banners, and brochures.
Non-competing, complementary businesses can generate revenue and bolster your mailing list. Web developers, copywriters, social media marketers, and ad placement firms are just some of the businesses that would be a good fit for a graphic designer.
Instead of just saying you design websites, try giving your services unique and memorable names such as "Wickedly Wonderful Web Design."
Create a portfolio booklet or brochure and mail it along with a letter of introduction (printed on company letterhead, of course) to potential customers. Follow up with a postcard that delivers an exclusive offer. Send greeting cards to personalize your marketing efforts.
Here are a few links to graphic design business marketing resources you can use to bolster business:
Full-service printing, direct mailing and mailing list generation.
Information on direct marketing.
Helpful guides, forms and sample marketing plans for small business. The SBA also supports Small Business Development Centers throughout the United States.
The Service Corps of Retired Executives provides free advice in the form of online information and business counseling. Simply contact one of SCORE's volunteer members for business mentorship.
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Graphic Design Business Plan
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The Metolius Agency
Strategy and implementation summary.
The Metolius Agency’s marketing and sales strategy will utilize networking and referrals to develop visibility for the company. Prospective customers will be turned into qualified sales through a professional showing that displays Kiev’s portfolio of past work. The portfolio is key for making a positive impression regarding Kiev which illustrates his skill set and capacity as a creative designer.
5.1 Marketing Strategy
As noted previously in the target market segment strategy, The Metolius Agency will rely on three activities in their marketing efforts. These include:
- Networking: leveraging relationships to build more relationships within Eugene’s relatively intimate community.
- Client referral: by providing outstanding customer attention, current customers are more likely to become a long-term customer and are more likely to refer their friends.
- Targeted customer acquisition: the first step of this process is to target who the ideal customer is, determine how Metolius can offer them value, and then network to come into contact with the decision maker at that company.
5.2 Sales Strategy
The sales strategy will be to utilize Kiev’s portfolio of past work to qualify a sales lead. Using a portfolio is very common within the industry to show past examples of work. Kiev’s strategy will be the development of several different portfolios, each one customized to a specific type of work. By having different portfolios, Kiev is able to better illustrate his proficiency with that specific skill set. In addition to the use of the portfolio, Kiev will do research on the prospective company and their industry so that he has specific knowledge of the needs the company may have and solutions that he can offer.
5.2.1 Sales Forecast
The first month of operation will be used to get the office set up and ready for business. Some of the time will be working with the interior designers to create a modern looking office space.
Months two through four will be somewhat slow as Kiev is developing clients. He is forecasted to take on some smaller projects. By month five Metolius will have developed larger projects and will continue to grow steadily.
5.3 Milestones
The Metolius Agency will have several milestones early on:
- Business plan completion
- Office set up
- Establishment of the first major account
- Profitability
5.4 Competitive Edge
The Metolius Agency’s competitive edge is based on Kiev’s diverse background of business and creativity. Typically, most creative agencies are staffed by right-brain creative types. These people are extremely aesthetically oriented. While this is certainly an asset in the field of graphic design, it can be limiting because while their work might be extremely creative, it might not “hit home” with non-creative types which make up a large portion in the business world.
Kiev’s background is based both in aesthetics and business. While Kiev always had a creative streak that he would use, his education was business oriented. This competitive edge allows The Metolius Agency to offer similar creative services other firms can offer, but also provide a unique business perspective.
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Hi everyone! If you liked this, please check out more of my work at https://www.behance.net/gloriacondy For my SOCS 4th year class at Emily Carr University, we were asked to create a business plan for ourselves following our graduation. This is my business marketing plan for 2019-2025. Thanks for checking it out! Table of Contents Executive Summary - 05 Summary Business Overview - 06 Introduction Products and Services Value Proposition Corporate Social Responsibility Situational Analysis - 10 Introduction & USP Target Market Situation Competitor Situation Job Qualifications S.W.O.T Analysis Marketing Strategy - 14 Mission Finances - 16 Objectives Pricing Financial Goals Marketing Goals - 19 Summary One Year Goals Five Year Action Plan Action Plan Breakdown Visual Identity Planning Gozinto Chart GANNT Budget
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- 1. BUSINESS MARKETING PLAN Gloria Condy
- 2. TABLE OF CONTENTS Executive Summary Summary 01 1.1 Business Overview Introduction Products and services Value Proposition Corporate Social Responsibility 02 2.1 2.2 2.3 2.4 03 3.1 3.2 3.3 3.4 3.5 Situational Analysis Introduction & USP Target Market Situation Competitor Situation Job Qualifications S.W.O.T Analysis 04 4.1 Marketing Strategy Mission 05 5.1 5.2 5.3 Finances Objectives Pricing Financial Goals 06 6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 Marketing Goals Summary One Year Goals Five Year Goals One Year Action Plan Action Plan Breakdown Visual Identity Planning Gozinto Chart GANNT Budget 05 06 10 14 16 19
- 4. 5 01 EXECUTIVE SUMMARY 1.1 Summary Iâm a freelance Communications Designer and Illustrator. I offer services ranging from branding to childrenâs book illustrations. Iâm an independent freelancer, so every client that I get has 100% of my attention. My niche is people, and offering high quality services along with my complete, undivided attention. This report documents my marketing strategies (both through technological and real-world approaches), an introduction into my competitors and my strategy to stay on top of it, my projected earnings, goals for finances within the next five years, and finally overall goals for the next five years.
- 5. 6 02 BUSINESS OVERVIEW Based in Vancouver, BC, Canada, I am a visual communications designer and illustrator. 2.1 Introduction Through progressive and challenging studies at Emily Carr University of Art and Design, I have gained a solid foundation of technical, cultural, ecological, and conceptual design theory - which has guided me in creating solutions to complex ideas and situations. I use a combination of illustration, information, typography, and publication design in my practices to engage the users of my services. I currently do freelance design work from my home in Vancouver, providing illustration and branding services for clients in a timely manner.
- 6. 7 2.2 Products & Services My multi-versed design background has allowed me to hone my skills within multiple areas of specialization. The following are the services I currently offer to clients. Illustrations While I work predominantly with creating flat vector illustrations, Iâm happy to design for any medium. I currently design illustrations for publications, posters, flyers, music albums, clothing, and more. Publications Whether it be a magazine, a book, or a comic - I enjoy problem-solving layout challenges through using my knowledge of typography, photography, illustration, and design principles. Informative Documents Print or digital; brochures, posters, instructional pamphlets - Iâm all about simplifying complex information to make it easily accessible and understood by a variety of users. Branding Logo design, advertisements, visual identities - a successful branded company can give them a major edge - and I enjoy developing the designs that differentiate companies from their competitors.
- 7. 8 2.3 Value proposition An all-round design service catered to your personal needs. From brand identities to custom graphics, Iâll work with you, collaboratively, to help shape your ideas into products. In order to paint a clear, concise picture of the services offered to my client, I have summarized the essence of my identity through my value proposition. It focuses on the personal aspect of my design services - that my business isnât part a huge design firm - and it allows me to offer more personalized, attentive services to a client. My value proposition will be listed on my website - featuring three specializations - illustration, branding, and publication design. There will be a call to action to view my portfolio and inquire more about my services.
- 8. 9 2.4 Corporate Social Responsibility WhileIcreatedmyCSR,Ikeptinmindwhatwasachievableandwhatwasnotwith a one person business. I took into consideration environmental accountability, and my relationship with the community in Vancouver. My hope is to spread ethical accountability with those around me. I formatted my CSR into 3 subcategories, using language that would be easily understood by clients and prospective employers. Ethics As graphic designers, we have the responsibility of communicating and informing audiences to make educated choices on the things they consume. Apart from creating design solutions for clients, we also use our creative design solutions as an opportunity to contribute to making our community a better place. Our Footprint We choose sustainability, always. We aim to create the smallest environmental footprint by being environmentally conscious - printing only on recycled paper and choosing ecological and non-toxic inks for printed material. Packaging solutions are designed with sustainability in mind - choosing products that are either non-disposable, or recyclable. Community Development We hope to feed the development of a socially aware community. We work pro-bono alongside companies, charities, and non-profit organizations, to create campaigns to raise concern on social problems, and health issues.
- 9. 10 03 SITUATIONAL ANALYSIS 3.1 Introduction/USP With four plus years of experience designing, I offer new and insightful solutions to design challenges in the industry. As a recent graduate, I currently have the most up-to-date education on communication design theories and practices. I grow and develop as the market does, constantly adapting to new situations and challenges. To the client - I offer my technical skillset, my creativity, and my individual, personalized attention. The following information analyzes the market of my field, my competitors, determines my target audience, and determine my strengths, weaknesses, opportunities, and threats.
- 10. 11 3.2 Target Market Situation Asastartingpoint,myidealtargetmarketwouldbesmallbusinessowners,start- up companies, authors, and creative types looking for visual services located in Vancouver, BC. They would be in the midst of trying to make their dreams actualized. As a secondary target, I intend on targeting design studios around Vancouver, specializing in publication and branding design. As my experience is limited to small freelance jobs, I would come in as a Junior Graphic Designer to gain experience and knowledge in the field. I would like to avoid taking on bigger companies as clients as a freelance designer, and those looking for UI/UX design services as I lack the hard skills. 3.3 Competitor situation The competition in the design industry is very strong both locally and regionally - especially in Vancouver, BC. There are more design school undergrads and self-taught designers entering the market with each passing day. There are also competitors on many design for hire sites such as Fiverr, PeoplePerHour, and Upwork, which offer cheaper rates for slower turnaround times and less quality work. As these types of marketplaces as well as competitors grow in size, more people start to narrow their design practices into niche marketplaces. In order to compete with these businesses, I also have to move into a niche - which is personalized, attentive service.
- 11. 12 3.4 Job qualification situation Upon examining job descriptions at several design firms for the position of a Junior Graphic Designer, I have come to the conclusion that I meet most, if not all of the specifications these jobs ask for. However, Iâm aware that many other designers also meet these requirements, so I will need to further improve my technical skillset and apply for more co-op jobs for experience - to differentiate myself from the other designers applying. Commonalities Between Job Posting Requirements The analysis of the position of Junior Graphic Designer from companies York and Chapel, Lululemon, SPUD.ca, and Great Canadian Gaming Corporation, led me to the following findings. Experience The average minimum experience in the design field to apply is 3 years. Soft Skills In terms of soft skills, all required the applier to be able to keep calm under the pressure of deadlines, work well collaboratively in a team, and to be creative, and passionate about graphic design. Hard Skills All of them required proficiency with Adobeâs Creative Cloud. Basic knowledge of file formatting, print, and digital file handling is necessary. Not all required a background in UI/ UX design and knowledge of coding, but for some of the advertisements the skill was a plus. The employee would need the ability to conduct market research and follow trends. Basic editing, writing, and communication skills.
- 12. 13 3.5 S.W.O.T analysis The S.W.O.T analysis provides an outline of my position in the marketplace. My biggest weakness here is the lack of experience in the workplace - but I can counter this by building up my portfolio, applying to design firms, and gaining experience. Strengths I have a comprehensive knowledge of Creative Cloud programs including InDesign, Illustrator and Photoshop. I will bring my passion into any project. I am technology and social media savvy - Iâm aware of the influence it has on its users and am able to cultivate images and posts to engage users. I have a post- graduate degree in Communications Design - the conceptual knowledge to back up technical skills. Weaknesses I still have an incomplete portfolio and need to create a variety of different materials to include. I have little to no experience designing outside of school, apart from small freelance jobs here and there. I have no experience coding, and do not know any programming languages. (JAVA, HTML) I frequently travel between two cities, making it difficult to get an in-house job. Opportunities My lack of experience and recent graduation from Emily Carr means I have the most up-to-date education, havenât yet developed any bad habits, and will soak up any new information like a sponge. Iâm of the millennial era, and have knowledge of the latest trends in social media and design. I have the ability to collaborate with my peers and friends to create art. Threats The design field is extremely competitive and there are challenges in penetrating an oversaturated market with cheaper or more experienced designers. Other designers have knowledge of coding and motion graphics which gives them the edge.
- 13. 14 04 MARKETING STRATEGY 4.1 Mission In order to showcase my work to prospective employers and my target audience, I developed a series of strategies that will increase my businessâs visibility. I will include a variety of different strategies on different platforms - including digital and print media.
- 14. 15 DIGITAL PRINT CONNECTIONS Social Media I will keep active on my Instagram, Twitter, Facebook, and Behanced pages, consistently uploading images of my work and creating posts that engage users. I will maintain a distinct aesthetic based on my target audience. Guerilla Marketing A creative marketing campaign involving innovative business card/flyer/sticker designs to showcase my brand identity & creativity. Word Of Mouth Make connections with people and leave positive impressions- there is nothing more effective than a family or friendâs recommendation. Business Card Creative business cards leave a great impression on potential clients and employers, and leaves my brand in their pocket. Blog Cultivate a graphic design blog and use Pinterest and Reddit to gather an audience. This blog will include design tips and tricks, as well as some tutorials for Adobe Creative Cloud. Youtube Actively create content and post tutorials, DIYS, and other graphic design related content on Youtube to gain a following and advertise my business. Website I will create an up to date website featuring my portfolio and other information about the brand, as well as contact information to reach me. I will use S.E.O. to increase my reach.
- 15. 16 05 FINANCES 5.1 Objective I need to ensure that my service is adequately priced. As an undergrad with little experience, I should expect to have lower pricing and have less income than other experienced competitors. My budget for supplies and marketing as a recent graduate will also be very low. I will ensure to include some of these costs within my pricing. As of right now, my primary concern is gaining exposure and experience whilst ensuring I am properly compensated for my services. The following pricing is based upon independent freelance work.
- 16. 17 INDIRECT COSTS Creative Cloud Suite $599.88 per year Office Equipment, Notebooks, $550 per year Studio Space $6000 per year Yearly Costs = $7149.88 Indirect costs are the costs I budget for within my business. This includes the creative cloud suite, any office equipment including notebooks, pens, and other drafting materials, and the rental price of the studio I work at. 5.2 Pricing DIRECT COSTS Labour $50 per hour X 15hr/proj Materials (Print material) $100-200 per project Extra Costs (Licenses, Travel, ETC) Covered by client (est $150) Project Est =$1050 Direct costs are the costs I expect the client to cover within their payment. These include labour costs, the cost of materials if printing, and any extra costs should I require external services or travel. If the average project takes 15 hours to complete, $1050 is the estimated price.
- 17. 18 5.3 Financial Goal Price Projection Chart As my knowledge of graphic design increases and I grow more confident in my ablities, I hope to increase my prices by 10 a year for the next three years. 48 Products/Year 15 Hr Projects Labour Income/ Year Income Tax & Indirect Cost Deduction Total Revenue Year 1 @ $50/H Labour $36,000 - 7,355 (20.43%) - 7149.88 $21,495.12 Year 2 @ $60/H Labour $43,200 - 9,431 (22.70%) - 7149.88 $26,619.12 Year 3 @ $70/H Labour $50,400 - 11,744 (28.20%) - 7149.88 $31,506.12 REVENUE 4 Projects Per Month $4200 Actual Labour Income $3000 Yearly Revenue (Labour x 12) $36,000 - 20.43% Income Tax Deduction - $7149 Yearly Cost Deduction Adjusted Yearly Revenue = $21,495.12 On the basis that the average project takes 15 hours to complete at $50 hourly + direct costs, if I complete 12 projects a year I will be making $21495.12 yearly (minus indirect costs and taxes).
- 18. 19 06 MARKETING GOALS 6.1 Summary The following will include a 1-5 year plan of my goals from the moment I graduate. This includes my aspirations for a job at a design firm, an eventual increase in wages, further exploration of different graphic design techniques, and the honing of my technical skill-set. In order to visualize these goals, I have included an action plan, breaking down the goals into smaller, achievable steps.
- 19. 20 6.2 One year goals 6.3 Five year goals LEARN CODING APP/SITE DESIGN VISUAL IDENTITY FREELANCE PORTFOLIO YOUTUBE SOCIAL MEDIA BOOK JOB CONNECT Enroll in coding courses & study HTML and Javascript on my own time in order to expand offered services. Develop and publish mobile apps using Swift and add website coding to my services. Develop a visual identity & brand for my services, along with a website, business cards, and a personalized email. Make $100/H as a freelance designer or aim for 100K+ yearly. Update my portfolio with existing work as well as create new pieces to showcase in a portfolio online. Have a following over 5K on a Youtube channel teaching design. Create a large following on my Youtube, Instagram, Facebook, and Behance to showcase work and advertise my business. Confront my discomfort with Typography and create a book on it. Get a job as a Junior Graphic Designer at a company specializing in logo design. Network and develop lasting connections with those who share a passion in design.
- 20. 21 KEY C Coding VI Visual Identity P Portfolio S Social Media J Job S1 Step 1, so forth IP In progress GC Goal Complete JANUARY FEBRUARY MARCH APRIL MAY 6.4 One year Action Plan 2019 Learn to code, Develop Visual Identity, Update Portfolio, Be more Active on social media, become Junior Graphic Designer. Enroll in coding class at ECUAD (S1) Begin research on logo & brand name design (S1,S2) Brainstorm list of projects to make (S1) Browse job market & compare companies (S1) Create social media accounts, plan for postings (S1) Brainstorm ideas for applications & apply knowledge (S2) Finalize logo/brand identity, apply to business cards (S3, S4) Bring 2 of project ideas to fruition - research (S2, S3) Gather teacherâs recommendations, apply to jobs (S2, S3) Begin by posting material once a week to FB, Insta, Youtube (S2) Bring one of ideas for applications to fruition (S3) Approach web developer to design website & give needed material (S5) Create 2 more projects to include in portfolio (S4) Go to job interviews, get job (S4, S5) Constistently post, engage with users, plan material (S3) Study more code languages at home and look into Swift (S4,S5) Look over website for approval/changes & finish (S6) Work on 1 project monthly while working at company (S5) Work at job for one year (S6) Continue to post consistently, aim for 400 active followers/subs Study more code languages at home and look into Swift (S4,S5) Look over website for approval/changes & finish (S6) Work on 1 project monthly while working at company (S5) Work at job for one year (S6) (GC) Continue to post consistently, aim for 400 active followers/subs C VI P J S C VI P J S C VI P J S C VI P J S C VI P J S
- 21. 22 JUNE JULY AUGUST SEPTEMBER NOVEMBER DECEMBER OCTOBER Watch tutorials on Swift, take notes, try to design apps (S6) Update website throughout the year - portfolio, etc 1 project a month - branding Create/Plan, aim for 450 Subs/Followers Keep learning code, HTML, Java, Script 2 labour of love mini projects - illustrations Create/Plan, aim for 500 Subs/Followers Brainstorm ideas for one app store ready application on Swift Create 3 hand-drawn illustrations Get a promotion at work Track analytics & plan feeds accordingly (550 Followers) Develop App 1 typography based project Create E-book to sell on blog (600 Followers) Find someone to fund App/put on app store Create updated portfolio using some of pieces created Host giveaway on social media to boost follower count Advertise for App store, create website to back it up Take on small creative freelance jobs to add to portfolio View analytics, review accounts and work on least successful Brainstorm for another application Review website and see if updates necessary Review portfolio of year, edit/revise old projects Rate job, check your happiness/stress levels Plan out material for next year, Aim for 800 followers. C VI P S C P S C P J S C P S C P S C P S C VI P J S 2020
- 22. 23 STEP 1 STEP 2 STEP 3 STEP 4 VISUAL IDENTITY Develop a visual identity & brand for my services, along with a website, business cards, and a personalized email. Brainstorm using word maps & other research techniques, layout all information of services and goals, refine niche market Research, research, research - gather visual inspiration from Pinterest, explore other designerâs websites & logos, visual identities Determine the mood for the niche and what you like best Using this information create moodboards of images, colour, and text Make many sketches of logos, iterate, then do it a couple more times Pick a few favourites Let an outsider critique your work Do more research and gather more visual inspiration Alter iterations, create more iterations Receive more feedback from said outsider Pick a few you love Develop multiple sketches on illustrator Receive more feedback Refine, develop a colour scheme Critique Refine Finish 6.5 Action Plan II For my one year action plan, I broke down each of my goals by achievable steps, and by months. I created a key so I could use shortcuts in the plan (P.19) and keep it organized. I have more detailed action plans detailing every step of every goal. The following is one example of one more specific goal breakdown.
- 23. 24 VISUAL IDENTITY BRAND NAME PRODUCT FILE FORMAT RESEARCH RESEARCH ITERATION DEVELOP FORMAT LINKS IMAGES GRAPHICS TEXT DEVELOP TEXT GRAPHICS PRINT VIDEOGRAPHER LOGO WEBSITE BUSINESS CARD VIDEO STORYBOARD GRAPHICS EDIT 1 1.1 2.1 3.1 4.1 5.1 1.2 2.2 3.2 3.4 4.2 5.2 1.3 2.3 2.4 3.3 3.5 4.3 5.3 5.4 2 3 4 5 6.6 VISUAL IDENTITY PLANNING I broke down my goal of creating a visual identity for my brand by subcategories, and further seperated them by more categories. Breaking down my goal allows me to take necessary steps to make it achievable. Following the Gozinto chart format, I created a GANNT chart detailing projected budgets and costs for labour if I were to be payed $40 an hour. 6.7 Gozinto chart
- 24. 25 The projected budget for a project like this would cost $15,160 total. ID TASK NAME RESOURCE DAYS HOURS LABOUR/HR TOTAL 1 Brand Name - 5 40 - 1.1 Research Graphic Designer 3 25 $40 $1000 1.2 Product Graphic Designer 1 10 â â $400 1.3 File Format Graphic Designer 1 5 â â $200 2 Logo - 8 65 - - 2.1 Research Graphic Designer 3 25 $40 $1000 2.2 Iteration Graphic Designer 3 25 â â $1000 2.3 Develop Graphic Designer 1 10 â â $400 2.4 Format Graphic Designer 1 5 â â $200 3 Website - 97 555 - - 3.1 Links Client 2 15 - - 3.2 Images Client 2 15 - - 3.3 Graphics Graphic Designer 1 10 $40 $400 3.4 Text Client 2 15 - $600 3.5 Develop Website Developer 30 80 $55 $4400 4 Business Card - 7 30 - - 4.1 Text Graphic Designer 1 10 $40 $400 4.2 Graphics Graphic Designer 2 15 - - 4.3 Print Printing Company 3 5 - $100 5 Video - 11 83 - - 5.1 Storyboard Graphic Designer 2 10 $40 $400 5.2 Videography Videographer 5 18 $70 $1260 5.3 Graphics Graphic Designer 1 15 $70 $600 5.4 Edit Videographer 3 40 $70 $2800 6.8 GANNT Budget
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A Complete Guide to Marketing Strategy For Graphic Design Company
November 2, 2020, 5:30 am
This is the last installment of the marketing strategy of graphic design for small businesses series and the general business marketing plan planning guide. The success of graphic design company must not be measured with only the performance of their published or sold designs, rather on the success of their marketing strategy.
Business promotion always helps to build a complete brand personality. And, executing brand promotion tactics help to keep competitors out of the way. Creating a reasonable graphic design strategy also help brands to stand top in the league and stay ahead in the competition. Graphic designs like logo, brochure, etc. play a vital role in shaping the success of any business. It helps to put across the brand message to the target audience in a colorful way. In this post, youâll learn what is graphic design strategy is all about and how to create a graphic design strategy for your business.
What is Graphic Design Strategy For?
This post is about business graphic design strategy. Graphic design strategy is a well-thought, researched, and planned marketing plan that extends a brand into various customer categories, mediums, markets, and channels.
A well planned graphic design strategy is an answer to all the challenges of graphic design company. Many business owners fail to consider all the aspects of market, be it a product, process, or business model that might affect the company image. This is mostly why the graphic design strategy is every business ownerâs urgent need.
Graphic designs reflect the brand of the company and, in return, affects the brand perception of the business. If the creative vision of the company is poorly reflected in the graphic designs then the company might lose lots of potential customers for no reason. On the other hand, poorly thought out graphic designs could lower the overall brand image and customer satisfaction.
A graphic design strategy of your business is what you use to determine which type of graphic designs you should give priority to and which kind of graphic design to exclude. Graphic design strategy expounds the brand personality of your business and is never far from creative ideas that can affect the way people view your business.
Graphic design strategy must be the part of the marketing plan. At the same time, graphic design strategy is created to be a part of the creative process that effect the whole marketing strategy. Therefore, a complete and effective marketing plan requires graphic design strategy.
Types of Graphic Design Company Marketing Strategy
There are the three different types of graphic design strategy:
Market Specific Graphic Design Strategies
A market-specific graphic design strategy is created for a particular market. The market-specific strategy produces graphic designs that need to closely match the features of the specific market. As a result, your design will be accessed by the right kind of customers.
E.g. National or State specific graphic design strategy. These strategies produce graphic designs that need to be attractive and recognisable to the targeted consumers. Graphic designs like logo, brochure, business cards, etc.
Market General Graphic Design Strategies
A market general graphic design strategy makes research on the market. As a result, your graphic design must be appropriate to the needs of the market.
E.g. The graphic design strategies including Logos, brochures, business cards, etc. These strategies can be used in multiple markets.
E.g. Locally specific graphic design strategy. This strategy makes the design to specifically target a particular market in a particular area. Your graphic design must be an eye catcher.
Note â A local targeted graphic design strategy must be the ideal choice if you have a single-city location. However, if you have a multi-city one, then youâll need a market-specific or market general graphic design strategy.
Mixed Strategy
A mixed strategy is a combination of two or more strategies. Graphic design strategies can be linked to the market.
This marketing post will guide you to create a graphic design strategy that enables a brandâs presence in various markets while maintaining the brand identity and cutting-edge design.
What is Graphic Design Strategy?
Graphic design strategy is a marketing concept that expounds the brand identity of your business. It is a well thought out and planned marketing plan that extends a brand into various customer categories, mediums, markets, and channels.
The next step after planning your graphic design strategy is creating a branding strategy for your business.
Graphic designs reflect the brand of the company and, in return, affects the brand perception of the business. If the creative vision of the company or the companyâs author is poorly perceived and reflected in the graphic designs of the company then the companyâs image might lower and attract less customers for no reason. On the other hand, poorly thought out graphic designs could lower the overall brand image.
Basically graphic designs are the primary product of a graphic design company. Graphic designs are perceived by customers as a form of communication. This communication uses images and shapes to tell a companyâs story.
Thus, understanding the logic behind graphic design and how it can benefit your business is the first step to preparing a strategy for high-quality graphic designs. Letâs move forward and dive into what you need to consider and do in order to create the ultimate graphic design strategy.
Strategic Planning for Graphic Designing Companies
Graphic design is a service field that requires wise strategic planning to improve and optimize the whole marketing strategy. Graphic design strategy creation requires strategic thinking. Higher the marketing plan complexity, the higher the businessâ risk of falling short of expectations.
A graphic design strategy is planned and created for a range of businesses. The marketing strategy endeavors to enable every business to take an advantage of all the possibilities and connections to its customers and to market itself in the most effective way possible.
A graphic design strategy has both an objective and a strategy orientation.
Objective Planning
The objective planning includes the creation of a marketing strategy. This planning includes the layers of business issues including their affect on the graphic design strategy. The main objective of this planning is the creation of graphic designs that are capable of attracting clients.
Strategic Orientation
Graphic design strategy also includes a strategic orientation. This strategic orientation includes the following dimensions of marketing planning:
Planning for the Mediums
Businessesâ target customers will vary in different marketing campaigns and in which market they based their business. The plans should prepare the graphic designs to be used in different types of markets.
Planning for Channel
Current features of graphic design market include multiple channels, social media, and the influx of digital marketing methods. The strategies should consider how to proceed with graphic designs within all these channels.
Planning for Customer Base
The graphic design strategies for businesses can target different brands. The customer base depends on the companyâs branding. Therefore, the strategies have to target the specific customer base according to the businessâ branding.
How to Create a Graphic Design Strategy
Businesses will hire graphic designers to create graphic designs. Graphic designs will perfectly communicate a companyâs personality, brand and vision to customers. Graphic design is a service that affect your business and even affects the customersâ perception.
At the same time every business owner also expects a unique and powerful graphic design. A unique graphic design that reflects the companyâs personality, brand and vision. Impressive graphic design is aesthetically pleasing to the customers and inspires trust and confidence in the business sector.
Businesses seeking an effective graphic design can find their graphic agency among the local agents of graphic designers. However, hiring a graphic designer is a tricky business. Graphic designers are all specialist in their field, however, some of them are more competent than others in a particular style. What will happen then? The quality of the graphic design created by the professional will depend on the skill of the graphic designer and the creativity of the graphic designer himself.
Therefore, graphic designers are recognized as creative artist who are capable of creating impressive graphic designs. Like artists, graphic designers too have different artistic styles and predilections. There are graphic designers who are known to create professional high-quality graphics design. A highly skilled and capable graphic designer is associated with a particular style and characteristic.
Graphic Design is an art and high-quality graphic design is a characteristic of a graphic design. A particular graphic designer is known for his or her unique style and characteristic. If you want to hire a highly skilled and proficient graphic designer to work for you, you must first determine the graphic designerâs style.
In most cases the graphic designer will have his or her own unique style and characteristic. Ask the graphic designer for the particular style and characteristic he or she utilizes to create his or her graphic design. As a result, everything will be taken care of.
High-quality graphic design plays a key role in brand development. It impacts the brand image positively since it demonstrates the strengths of the business.
The evaluation of a graphic designâs quality greatly relies on the working methodology of the graphic designer. Some designers work according to rules and where others rely on their imagination. In many cases, professionals use a set of predetermined rules and principles on how to create a graphic design, while the great ones have a strong creative imagination.
Graphic design is based on an entirely different set of principles.
Graphic Designers are the ones who can help you to organise your ideas and ideas and in the end we will have a graphic design.
As a differentiator of your product, graphic designs are a significant and highly important factor. But a graphic design also arouses your mind and body.
Dual symmetry is a design principle that can effectively communicate ideas regarding balance and harmony. This principle about creating lively and playful graphic design, allows people to grasp the information instantly.
Balance with Symmetry
Graphic designs with symmetry, balance and beauty aim at achieving an effect of balance and harmony. The idea of dual symmetry is to achieve both balance and symmetry. The theme of symmetry can be found in the multiples and shapes that are curved and curved, or even in the use of color coordination or tone.
Balance with Asymmetry
Graphic designs with asymmetry aim to achieve extreme variations, either in an intentional way or an unintentional one. Elements of asymmetry are drawn or let themselves be drawn and they do not follow a predetermined symmetrical pattern.
Balance with difference
In the field of graphic design, the concept of balance is already emerging in the works of graphic designer. Asymmetry, creative use of contrast, contrast contrast, and a clever balance or balance are the most common elements of the graphic designer.
The graphic designs that are well designed can be classified as stable and permanent. Stable and permanent graphic designs represent the element of asymmetry; a graphic design that is supposed to be permanent.
Symmetry vs. Asymmetry
Logos and the other elements of the graphical communication are supposed to be readable and easy to grasp. The distinguishing feature of the symmetrical forms is a degree of predictability of their application.
Asymmetry, on the other hand, has the ability to generate an impact of lightness and freshness. The symmetrical form creates balance, while asymmetry creates the out-of-balance. Because the symmetrical design is clearer, it is easier to grasp.
Symmetry also helps to achieve harmony in visual communication. The previous positioning of the elements in the symmetrical form, as in a symmetrical grid, creates a visually harmonious structure.
Graphic designers must be aware of the differences between the two principles of visual balance. The symmetrical shapes are easier to understand and to grasp. In the symmetrical forms, the elements are located in a symmetrical grid, which can create the illusion of clarity.
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Marketing plan of the graphic design industry for small-business owners in the Central Valley
- Masters Thesis
- Morales, Gregory
- Gnepa, Tahi
- Gomez-Arias, Tomas
- Kidd, Katrina
- Kotrozo, Jarrett
- College of Business Administration
- Master of Business Administration
- 2018 October
- 2019-03-14T22:45:10Z
- http://hdl.handle.net/10211.3/208583
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
How To Promote Your Graphic Design Business: Marketing Plan 101
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This article has been contributed by Chris Norton.
Every successful business needs a marketing plan â especially if you want to grow your brand. And itâs no different for a graphic design business.
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In this guide, you will find out how to create an effective marketing plan so that you can successfully promote your graphic design business. These tips will help you make decisions about where to invest your resources so you can grow your business fast.
What is a Marketing Plan?
Before we get too far into this guide, it is important to ensure that we have a shared understanding of the topic. So, letâs get our definitions in order.
A marketing plan is a report that outlines your marketing strategy over some time. Most businesses have an annual marketing plan, which is broken down into quarterly and monthly targets.
A marketing plan typically provides:
- Overview of your marketing goals
- The tasks you need to complete to achieve those goals
- The key performance indicators (KPIs) youâll use to assess your success
The scope of your marketing plan will depend on the size of your graphic design business. For example, a graphic design company with 100+ employees will have a marketing plan with fewer activities than a freelance designer who is just starting a business.
Regardless of the size of your business, your marketing plan needs to fit your needs.
6 Steps to Creating a Marketing Plan to Promote Your Graphic Design Business
Now weâve got our definitions out of the way, I want to discuss how to create a practical marketing plan for your graphic design business. The strategy Iâll share is the same approach I use at Prohibition PR for the majority of our clients.
1.  Review The Health of Your Business
In my experience, creating a marketing plan is a great brainstorming exercise.
Annual plans are a chance to get the key people working for your business in the same room as each other to discuss strategies to help the business survive, grow, and prosper over the coming year.
I always start our marketing plan meetings by reviewing the targets we set ourselves the previous year. Reviewing the marketing plan for the previous year is a nice way to celebrate our successes.
A review of your old goals is a chance to see what you achieved in the last 12 months.
If your targets were too ambitious, you might have failed to achieve your goals. On the other hand, if your goals were too conservative, you might have easily achieved all of the marketing targets you set.
Based on my experience, we usually find that:
- We achieved some of our marketing goals and failed to hit other targets.
- Some of the goals we achieved did not have the impacts we expected.
A review of the previous yearsâ marketing plan is an opportunity to discuss your businessâs success and failures with colleagues. These discussions are a good starting point for considering your goals for the upcoming year.
If this is the first year you are creating a marketing plan, you will skip this step.
2. Review Your Customer Persona
If youâve spent any time researching company cultures, youâll have probably come across some anecdotes about well-known companies.
For example, there is always an empty chair supposed to represent the customer at every Amazon meeting . I like this anecdote.
Every business relies on customers for revenue.
As you start preparing your marketing plan, itâs worth setting aside time to consider your customers. You should be able to define the characteristics of your ideal customer easily. Most businesses do this by creating one or more customer personas .
A customer persona is an archetype of your ideal customer. The type of customer persona you create will depend on who you serve.
If youâre managing a business-to-consumer (B2C) graphic design company, you might describe the type of person who purchases your designs. You might try to define their interests, what they do in their spare time, and the publications they read, for example.
Image source: 99designs.com.au
If you are managing a business-to-business (B2B) graphic design firm, the type of business is just as important as the person. In this case, you want to define things like the sector the business operates in, its size, and other relevant factors.
You then need to consider who in the company makes the purchasing decisions. That person might be the Head of Marketing, for example.
A customer persona can provide useful insights for your marketing plan. If you know what types of publications your ideal customer reads, you can pay for advertising in these magazines.
If you have detailed demographic information about your customers, you can use this information for paid advertising campaigns.
Defining your customer persona should be straightforward. If you struggle to do this, spend time with your customers. Interviews, questionnaires, and focus groups are all effective ways to learn more about your customers.
If you want your marketing to be effective, you must spend time learning about your customers.
3. Conduct Competitor Research
After considering your ideal customer, you need to consider your competitive landscape.
Graphic design is a competitive industry. There are a lot of really talented artists around. Unfortunately, many of these talented people will be competing with you for customers.
I recommend you start your competitor research by drawing up a list of five direct competitors. These should be companies that are operating in your sector targeting the same type of customers.
You should individually review the marketing strategies of each of these companies. At Prohibition PR, I have a decent understanding of my sector, and I like to keep track of what other companies operating in the area are doing.
I imagine you are probably familiar with your biggest competitors as well.
There are a lot of different frameworks you can use for competitor analysis. The most well-known is the SWOT analysis.
Image source: blog.alexa.com
Fundamentally, these frameworks are just a way to help organize your thoughts.
If you are just starting out and havenât conducted competitor analysis before and want to keep things simple, I suggest you do the following:
- Review their social media channels . Identify which social media channels these companies have a presence, are active, and have lots of engagement.
- Look around their company website . Look at the type of content they produce on their blog, the case studies they create, website traffic, etc.
- Identify what type of marketing activities they undertake . For example, are they very active at events, run PPC campaigns to generate fresh leads, etc.
Your goal through doing this research is to find commonalities between competitors.
For example, if all of your competitors are active on LinkedIn and you havenât bothered to create an account, you should probably sign up to LinkedIn and connect with potential clients.
In addition to identifying commonalities, you should also look out for things a competitor is doing that you find impressive. For example, one of your competitors might be running an unusual marketing campaign on Facebook .
Business is competitive. There are many talented people in this world. Competitor analysis is a chance for you to learn from your peers.
The goal is not to steal their ideas. Your goal is to find inspiration from the people who are operating in your sector. That inspiration can help you come up with innovative marketing ideas and campaigns .
4. Consider & Set Your Marketing Goals
You should always start any business plan with a clear sense of what you want to achieve. The marketing plan for your graphic design business is no exception.
You want to set clear, quantifiable goals that, preferably, align with revenue targets.
In my case, I always start any marketing plan by considering my sales goals. For example, I might set the goal of âincreasing company profits by 30% this financial year.â
Having a company goal forces you to consider how to achieve that target. You then break down how to achieve the sales targets by setting sub-goals.
Hypothetically, the best way for you to increase your revenue by 30% could be to:
- Sign contracts with 12 new clients this financial year
- Retain 60% of your existing clients
- Create new products or services, like brand strategy coaching
You then consider how to achieve these sub-goals.
Breaking down your business goals using a logical framework will help you define what you want to achieve and consider how you will achieve your targets.
A good marketing plan will have clearly defined quantifiable goals.
For example, âsign a contract with six new clients in this financial year.â Avoid a vague goal like âsign some clients.â You want goals that you can measure.
Image source: recbound.com
To achieve your goals, you will need to conduct a mixture of marketing and sales activities.
For example, to sign a new client, you might need to pitch my services to 30 companies a year and run paid advertising.
If youâre a freelancer, youâll need to do these activities yourself. However, at larger agencies, these activities are sometimes split between the sales and marketing departments.
The framework I shared above will work fine for a small company with a combined sales and marketing team.
If youâre working in the marketing department for a graphic design agency that has a separate sales team, I recommend you either:
- Work together on the sales and marketing plan.
- Review the sales plan before you start your marketing plan.
Sales and marketing activities complement each other. After all, the goal of effective marketing is to generate new sales for your company.
5. Set Your Annual, Quarterly & Monthly Goals
I enjoy working closely with my colleagues and setting our goals for the year. These discussions are great brainstorming sessions that help us strategize and plan.
Itâs a constructive way to exchange ideas and ensure everyone on the team understands what we want to achieve.
The quantifiable goals that you set out in your marketing plan are your key performance indicators (KPIs). Your KPIs are a way to track if youâre on course to achieve your target.
Start by defining your annual goals. Once you have your annual goals, break down your marketing plan into quarterly and monthly goals.
Let me give you an example:
- Sign contracts with 3 new clients a quarter
- Sign contracts with 1 new clients a month
Breaking down your goals into bite-sized chunks helps you understand what you need to do every month to achieve your annual marketing goals.
You can use this information to do practical things, like make sure someone is responsible for each of these tasks.
6. Create Your Executive Summary
The final thing you might want to do once youâve finished your marketing plan is to create an Executive Summary.
The Executive Summary is a one-page summary of your plan. It is useful if you plan to present your plan to a board of directors or investors. I recommend you create your Executive Summary when youâve finished composing your marketing plan.
Concluding Comments
I hope you found this guide on creating a marketing plan to promote your graphic design business useful.
As Iâve shared with you, our marketing plan at Prohibition PR provides a framework for defining the businessâs goals and the quantifiable targets we need to hit those goals.
The marketing plan you create must be fit for purpose. By this, I mean itâs relevant to the needs of your business.
If youâre an entrepreneur running an agency by yourself, your marketing plan doesnât need to be complicated. You can create a plan in less than a day and carry on with your work providing a great service to customers.
Larger businesses need more complex marketing plans. They have more staff to manage and more tasks to consider.
However, that end goal is still the same. Your marketing plan is your strategy to help your business grow over the next 12 months â best of luck.
About the author: By Chris Norton, Founder of insight-led PR agency Prohibition , former University lecturer, author of âShare This Tooâ and listed in the UK’s top 10 PR and social media bloggers.
Related Articles
Graphic Design Business Plan Template
Written by Dave Lavinsky
Graphic Design Business Plan
Over the past 20+ years, we have helped over 10,000 entrepreneurs and business owners create business plans to start and grow their graphic design businesses. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through a graphic design business plan template step-by-step so you can create your plan today.
Download our Ultimate Business Plan Template here >
What Is a Business Plan?
A business plan provides a snapshot of your business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes research to support your business plans.
Why You Need a Business Plan
If youâre looking to start a graphic design business, or grow your existing graphic design business, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your graphic design business in order to improve your chances of success. Your business plan is a living document that should be updated annually as your company grows and changes.
Sources of Funding for Graphic Design Businesses
With regards to funding, the main sources of funding for a graphic design business are personal savings, credit cards, bank loans and angel investors. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to confirm that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business.
The second most common form of funding for a graphic design business is angel investors. Angel investors are wealthy individuals who will write you a check. They will either take equity in return for their funding, or, like a bank, they will give you a loan. Venture capitalists will not fund a graphic design business. They might consider funding a graphic design business with a national presence, but never an individual location. This is because most venture capitalists are looking for millions of dollars in return when they make an investment, and an individual location could never achieve such results.
How to Write a Business Plan for a Graphic Design Company
If you want to start a new graphic design business or expand your current one, you need a business plan. Below are links to each section of your graphic design business plan template:
Executive Summary
Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.
The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of graphic design business you are operating and the status. For example, are you a startup, do you have a business that you would like to grow, or are you operating a chain of graphic design businesses.
Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the graphic design industry. Discuss the type of graphic design business you are operating. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing strategy. Identify the key members of your team. And offer an overview of your financial plan.
Company Analysis
In your company analysis, you will detail the type of business you are operating.
For example, you might operate one of the following types of graphic design businesses:
- Publishing graphic design : this type of business creates eye-catching visual materials for books, magazines, and newspapers.
- Website graphic design : this type of business creates user-friendly and aesthetically pleasing website pages.
- Product graphic design : this type of graphic design studio creates illustrations and prototypes of various products.
In addition to explaining the type of graphic design business you will operate, the Company Analysis section of your business plan needs to provide background on the business.
Include answers to question such as:
- When and why did you start the business?
- What milestones have you achieved to date? Milestones could include the number of client contracts, contract renewals, revenue generated, number of referrals, etc.
- Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.
Industry Analysis
In your industry analysis, you need to provide an overview of the graphic design business.
While this may seem unnecessary, it serves multiple purposes.
First, researching the graphic design industry educates you. It helps you understand the market in which you are operating.Â
Secondly, research can improve your strategy, particularly if your research identifies market trends.
The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.
The following questions should be answered in the industry analysis section of your graphic design business plan:
- How big is the graphic design industry (in dollars)?
- Is the market declining or increasing?
- Who are the key competitors in the market?
- What trends are affecting the industry?
- What is the industryâs growth forecast over the next 5 – 10 years?
- What is the relevant market size? That is, how big is the potential market for your graphic design business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.
Customer Analysis
The customer analysis section of your graphic design business plan must detail the customers you serve and/or expect to serve.
The following are examples of customer segments: business owners and entrepreneurs, bloggers, marketing professionals.Â
As you can imagine, the customer segment(s) you choose will have a great impact on the type of graphic design business you operate. Clearly, entrepreneurs would want different service options and would respond to different marketing promotions than bloggers, for example.
Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the customers you seek to serve. You can find demographic information for various locations on government websites.
Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers.
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Competitive Analysis
Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.
Direct competitors are other graphic design businesses.Â
Indirect competitors are other options that customers have to purchase from that arenât direct competitors. This includes low-cost freelance platforms and design tools like Canva. You need to mention such competition to show you understand that not everyone who needs graphic design will utilize a graphic design company.
With regards to direct competition, you want to describe the other graphic design businesses with which you compete. Most likely, your direct competitors will be graphic design businesses in the same niche.
For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitorsâ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:
- What types of clients do they serve?
- What types of graphic design services do they offer?
- What is their pricing (premium, low, etc.)?
- What are they good at?
- What are their weaknesses?
With regards to the last two questions, think about your answers from the customersâ perspective. And donât be afraid to ask your competitorsâ customers what they like most and least about them.
The final part of your competitive analysis section is to document your areas of competitive advantage. For example:
- Will you provide superior services?
- Will you provide services that your competitors donât offer?
- Will you make it easier or faster for customers to use your services?
- Will you provide better customer service?
- Will you offer better pricing?
Think about ways you will outperform your competition and document them in this section of your plan.
Marketing Plan
Traditionally, a marketing plan includes the four Pâs: Product, Price, Place, and Promotion. For a graphic design business plan, your marketing plan should include the following:
Product : In the product section, you should reiterate the type of graphic design business that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, in addition to graphic design, will you provide unlimited revisions, a dedicated project manager, or free mock-ups?
Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the services you offer and their prices.
Place : Place refers to the location of your graphic design company. Most likely, your graphic design business can be operated remotely, and you can serve several geographic locations at once. Mention how your remote graphic design business offers ample opportunities.Â
Promotions : The final part of your graphic design marketing plan is the promotions section. Here you will document how you will drive customers to your location(s) or website. The following are some promotional methods you might consider:
- Advertising in local papers and magazines
- Reaching out to local websitesÂ
- Social media marketing
- Local radio advertising
Operations Plan
While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.
Everyday short-term processes include all of the tasks involved in running your graphic design business, including project management, sales and outreach, and design work.
Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to work with your 100th client, or when you hope to reach $100,000 in revenue. It could also be when you expect to partner with a major brand or complete your first graphic design case study.
Management Team
To demonstrate your graphic design business’ ability to succeed, a strong management team is essential. Highlight your key playersâ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.Â
Ideally you and/or your team members have direct experience in managing graphic design businesses. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.
If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act like mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing graphic design companies or successfully running small businesses.
Financial Plan
Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet and cash flow statements.
Income Statement : an income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.
In developing your income statement, you need to devise assumptions. For example, will you work with 60 clients per year or 120? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.
Balance Sheets : Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your graphic design business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $50,000, you donât need to pay it back immediately. Rather, that is a liability you will pay back over time.
Cash Flow Statement : Your cash flow statement will help determine how much money you need to start or grow your business, and make sure you never run out of money. What most entrepreneurs and business owners donât realize is that you can turn a profit but run out of money and go bankrupt. For example, letâs say an advertising agency approached you with a $75,000 contract to provide graphic design services for their clients on an annual basis. Letâs further assume the contract would cost you $75,000 to fulfill in terms of increased staffing costs. Well, in most cases, you would have to pay that $75,000 now for employee salaries, software, image licensing, etc. But letâs say the company didnât pay you for 180 days. During that 180-day period, you could run out of money.
In developing your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a graphic design business:
- Business build-out including website design and branding fees, hosting, advanced digital security and encryption, etc.
- Cost of equipment like design software, high-speed internet, project management platforms, etc
- Payroll or salaries paid to staff
- Business insurance
- Taxes and permits
- Legal expenses
Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your trademark or copyright information.
Putting together your own business plan for a graphic design business is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will really understand the graphic design industry, your competition, and your customers. You will have developed a marketing strategy and will really understand what it takes to launch and grow your own graphic design business.
Graphic Design Business Plan FAQs
What is the easiest way to complete my graphic design business plan.
Growthink's Ultimate Business Plan Template allows you to quickly and easily complete your Graphic Design Business Plan.
What is the Goal of a Business Plan's Executive Summary?
The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of graphic design business you are operating and the status; for example, are you a startup, do you have a graphic design business that you would like to grow, or are you operating a chain of graphic design businesses?
Don’t you wish there was a faster, easier way to finish your Graphic Design business plan?
OR, Let Us Develop Your Plan For You
Since 1999, Growthink has developed business plans for thousands of companies who have gone on to achieve tremendous success.
Click here to see how Growthink’s professional business plan consulting services can create your business plan for you.
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Graphic Design Marketing Plan
Graphic design marketing plan presentation, free google slides theme and powerpoint template.
Show off your originality with Slidesgoâs latest template for graphic design companies. This presentation will allow you to proudly demonstrate what your creative juices are capable of and speak to your audience with exuberance and joy.
The bright colors of orange, red, and blue of this template are guaranteed to spark glee in your audience. Structured as a marketing plan, weâve paired the positive colors with a textured background and flat illustrations for a cool, creative, and inspiring feel. It also comes prepared with specially designed slides you will need for your marketing presentationâbuyerâs journey, sales funnel, competitor analysis, strategy, and more.
Features of this template
- A vibrant, multi-colored, and upbeat layout with cool illustrations
- 100% editable and easy to modify
- 26 different slides to impress your audience
- Contains easy-to-edit graphics, maps and mockups
- Includes 500+ icons and Flaticonâs extension for customizing your slides
- Designed to be used in Google Slides and Microsoft PowerPoint
- 16:9 widescreen format suitable for all types of screens
- Includes information about fonts, colors, and credits of the free resources used
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Why Graphics are Essential for Todayâs Marketing Strategies
Table of Contents
SHARE GRAPHICS ON SOCIAL MEDIA PLATFORMS
Use graphics to highlight products & services, make your graphics memorable, need a fresh look.
Graphics are essential for your companyâs marketing strategy plan. Why? Because people need reminders, and visual graphics seem to be one of the best kinds.
Graphics can remind people that they need to check out your product or service line. If you have a great tag line or company motto, putting it on a photo or graphic design, then sharing it via social media on several occasions reminds your clients and customers they need to check out what you offer.
People are more inclined to see images and remember them over even the simplest call-to-action words. And if you make that graphic clickable â let it take them right to your website â then you are on top of the game.
Here are a few ways you can use graphics to engage with your customers:
Share it multiple times.
You donât want to share it on all of your social media channels twice a day or even every day for a week, but sharing it occasionally in case people miss it the first time helps keep them informed.
Also, sharing something multiple times allows followers the opportunity to share it with their friends. There, you met two goals in one!
Another option for your image and graphic use is to showcase a specific product or service. And if a graphic contains a little helpful information about that specific product or service, it will entice them to want to learn even more.
You can tell your clients and customers two things by doing this. First, you show them the great product or service you offer right within that email, tweet, or post. Second, you give them information about it right on the graphic that makes them want to click. Be sure to make that image link to the product so the client knows you are ready for their business.
Consider using infographics in your blog posts and website.
An infographic is a chart or diagram used to represent information or data. They are most often used to show a large amount of information in a quick way like this example:
Make your logo memorable and easy to use in multiple mediums. Does it accurately represent what you can do for your clients and customers? Can it be used on other sites like blogs, social media sites, news sites, and affiliate sites? Never forget your brand is the way your customer perceives you, and your logo is usually the first thing they see.
People will remember your company simply by the impact of the design. Itâs a âvisual jingle.â As long as your images are high-quality and support your brand, you canât go wrong using graphics.
Strategy designs the graphics you need to stay ahead of the competition
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Get cracking at editing this cool template for your graphic design company's marketing presentations easily with PowerPoint and Google Slides.
Graphics can remind people that they need to check out your product or service line. If you have a great tag line or company motto, putting it on a photo or