Task Five

Proposed position statement

Write ten short but informative statements that identify your distinctive 'Positioning' as a graphic designer. Your statements should consider your ambitions, skills and areas of creative interest in relation to the market, your clients, competition and possible collaborators and should be based on the information that you have collected in response to the set tasks. 

I want to be able to work confidently in software i know and i new software i will learn.

I want to develop existing skills and new skills.

I want to have a strong, memorable portfolio.

My creative interests lie in print, packaging, type, image and layout.

I want to create my own identity.

I want to continue learning through every aspect of my career.

I want to be open minded about my work and work of others.

I would like to have a broad range of clients.

I want to come up with and develop good ideas.

I want to enjoy myself and have fun with my work.

Task Four

Who else is out there- How good are they?


Based on the principles that have been introduced in lecture 4 of the enterprise module and your responses to the previous tasks, evaluate the strengths and weaknesses of the three practitioners or design agencies as objectively as you can.

Who am I competing against?
Look at my competitors, How many are there, how well are they doing, what do they do well, what could I improve on

What do they offer?
Strengths
What can I learn from the things they do well

What makes me better?
Weaknesses, what are they not good at

What makes me different?
Internal environment- My skills, my resources, my lifestyle
Micro environment- My network of friends and associates, competitors and other practitioners, my suppliers, my local community, stakeholders

What opportunities for your own practise have revealed themselves to you as a result of this analysis and evaluation?

I have looked at various studios in Manchester and applied the SWOT analysis to evaluate their strengths, weaknesses, opportunities and threats.

Some of teacake designs strengths include concept design, identity, publications, posters, flyers, press advertisement and web design.

One weakness is that all their work in their portfolio is print based work. They have collaborated with design studios such as creative spark therefore the opportunity for me to work with them may arise, although their collaboration may be a threat to me.

Creative spark are a branding and digital agency.

Their strengths are that they have won various awards such as The Chip Shop award for best stationary design, the fresh award for best use of illustration and the DADI award for best in house website.

A weakness of theirs is that the website is packed with different things but is quite hard to navigate.

They work with mainly branding and web design whereas I can offer more print work and publications.

Some threats to me are that they have strong, well known clients, they offer a specialist service and are fully established.

Hemisphere are a design and marketing consultancy.

They have 21 years of experience, a good reputation and are nationally recognised.

Their website is quite dull and corporate and doesn't appear to be very fun.

Opportunities for me will be that I will have fresh, more creative ideas and I will be forward thinking and playful with my designs.

Threats to me will be that hemisphere have satisfied and loyal customers, they are well known and nationally recognised.  

SWOT

Task Three

How will I promote myself?

Based on the principles that have been introduced so far in the Enterprise module and your findings in the previous tasks, evaluate the most suitable marketing methodologies for your own practice and the most effective methods to reach your potential customers.

What do they want to hear an what should i say to them?

That I can:
Identify customer needs to develop new products
Develop pricing strategies
Promote products to a target market
Identify distribution networks
Add value to my product through customer benefits
Monitor the performance of the product


How will I communicate with them?

I will communicate with them using their language.
I will be confident.
Show them my work, portfolios, emails, website/blog

Task Two

Based on the principles that have introduced so far in the Enterprise module, as well as the previous tasks, investigate, analyse and critically evaluate where your potential clients are located

Identify four examples of your selected client group, 1 for each of the following profiles



Local: Opposite cafe

National: BB's coffee

European: Costa

Transnational: Starbucks

Political
VAT increase, national and local
European and transnational- VAT is less than in the UK, greater population therefore applies to more people. More money in larger countries.

Economical
European and transnational- Exchange rate may affect graphic design when conducting business abroad.
Local and national- Recession mean people are spending less money

European, transnational, local and national- Sustainability, the green issue, using less packaging.


Social factors
European and transnational- May want local designers rather than overseas, this would be less expensive for them.

Local- Student market, they will affected by holidays and lose customers.

Technological
European and transnational- Skype and email allows us to work with them overseas. This saves costs.



Analyse and compare these examples in relation to Political, Economic, Social, and Technological (PEST analysis) factors that affect their use of graphic design, choice of designer and trends that will influence their decisions regarding graphic design.

Group tutorial prep

1. What is industrial experience?

Seeing how the industry operates

Visiting a studio/manufacturer 

Handling the print and production of a piece of design 

Attaining a professional experience 

Working freelance

Understanding how an organisation functions

Live briefs/competitions 

2. What can you learn from from industrial experience

Develop new skills

Gain contacts- can help me when i leave the course

See how a professional workplace operates 

How their expertise will help me

Gain some direction into where in the industry i would fit in

Become aware of a working environment 

Grow in confidence as a graphic designer 

See what would be right or wrong for me

Get a good view of the people i would be working with 

Learn to work as part of a team 

Communicate effectively 

Cope under pressure

Some skills can only be learnt with actual experience such as, communication skills, 

communicating with a client/employer 

Awareness of the type of jobs that are available to me as a graphic designer 

decide whether i want to work with others in a studio or freelanced

Give you  more of a chance to be known in the industry 

3. What form/format could industrial experience take?

Placements

Studio visits 

Volunteer work 

talking to professionals

live competition briefs- shows you how to work to deadlines, publicise your work and work against other designers

seeing what its like to work for a paying employer/client

4. What areas of industry are you interested in?

Type/image/print/layout/packaging

Embossing, foil blocking

5. What are your concerns about industrial experience?

Am i ready?

Am i good enough?

Do i have enough experience?

Will i be working in an area that suites me?

Enterprise 1.11.10

10 steps to a future you

1. Pro activity 

Stimulus - response

stimulus - choice - response 

circle of concern circle of influence 

Internal, micro, macro environmental 

2. project 

develop a vision of your future 

create a principle- centered personal mission statement extend the mission into long term goals 

Business vision 

                             Priority management                  life plan

Business pan 

begin with the end in mind 

"life is what happens while you busy making other plans" John Lennon 

3. Provide

CLear explanations to people speak in their language, not yours

talk about benefits, not processes 

think- who you are talking to

create- clear messages 

inspire- people with your creativity

4. Prioritise 

Put things first 

keep a proper balance 

stick to your personal mission 

5. presents 

think- win/win

seek outcomes and relationships that are mutually beneficial 

do a favour to gain a favour

Carl Hopkins 

ex college of art student multi-millionaire 

pre- conventional 

conventional 

post conventional

Kholberg's theory 

pre

I want 

why should i 

nobody listens

short term 

dependant

Conventional 

i would be happy 

your needs

i understand 

medium team  

independent 

post 

we can 

together 

mutual benefit 

long term 

inter dependant 

6. pause 

pause to listen- give all your attention 

give yourself to the moment

empathise, walk in someones shoes

dont re iterate or interpret 

just listen 

do you really know how they feel or are you just saying how you feel?

pause 

seek first to understand then be understood

learn from your differences 

7. proven 

consistency 

reliability 

integrity 

8. partner 

synergy multiplies your talent 

work with experts outside your field to achieve greatness 

James dyson -had to work with a team of engineers 

Antony Gormley- his concept idea but had to have to do it, funding etc 

 Michelangelo had a team of people to do the work 

9. Pit stop 

sharpen up- bolt on, get now

rest, re new revitalise, explore, challenge, excite

10. propel 

extinguish your fears 

exude confidence 

Enterprise 18.10.10

Lecture 4

How to successfully promote yourself in six easy steps

Marketing communication mix sponsorship, public relations, advertising, trade fairs, merchandising, exhibitions, personal selling, publicity, sales promotion, direct mail and direct responses marleting communication mix
Murray and O'Driscoll 1996

1. Get their attention

Memorable business card
Advertising, events, radio interviews, write articles, exploit social media, publicity

2. Build their interest

website, portfolio, information packs, catalogue, curation, exhibitions,

Always have some of your work with you

3. Convince them

Artist statement, recommendations, testimonials, awards, community engagements, professional bodies, charity events

Clients email to say thank you
Convince them of people you have worked with before

4. Make your offer irresistible

Value proposition, pricing strategies, packaging, try before you buy, recommendations, differentiation

5. Close the sale

Convenience, buy it now, right place, right time, delivery, personal selling, interactive website

Say to the client is there anything else

6. Reinforce

After sales advice, advertising, public relations, longevity, merchandising, maintaining contact, building relationships

Johnny Cupcakes

AIDA

Attention, interest, conviction, desire, action

Initiative

Promotions
advertising
events
radio interviews
write articles
blog, publicitiy


Educate
Website
portfolio
info packs
catalogue
exhibitions

Confirm
Artist statement
recommendation
testimonials
awards

value
value proposition
pricing
strategies
packaging
try before you buy

Transfer
buy it now
delivery
personal selling

Support
after sales advice
advertising
public relations
building relationship

attention, interest

Target your market
do not generalise
how do we define customers

selvedge- advertise
magazine- website

market segmentation

media usage
newspapers
magazines
radio/t.v
internet
social media
trade magazines
public space advertising

specialist industry magazines
marketing magazines
business magazines
radio- in the car
airline magazine
industry exhibition
conferences
networking events
borad sheet newspapers

Consumer segmentations
demographics
geographical factors
lifestyle
media usage

Enterprise 11.10.10

Lecture 3 Value- What are you worth?

Drucker-1985 innovation is the tool of entrepreneurship

Innovation and entrepreneurship demand creativity

Mihaly-1997

Hockney's 'Bigger tree's near water' Now demolished 'Slaughtered'

The tree not long after was cut down bringing a lot more attention to the painting

Philip Kotler

C- Creating

C- Communicating

D- Delivering

V- Value

T- To a target market

P- Profit

Making something you know people need/want rather than pushing something on them

Customer management

Insight

Maslow's hierarchy of need

Where is the money?

Greatest human needs= Greatest market potential

Food industry

Housing

Utilities

Medicare

Transport

Construction

Insurance

Water

New technologies

Reduced human needs= Lower market potential

Organic farming

Holiday cottages

Home insulation

Health spas

Luxury sports car

Conservation Religion

Swimming pools

Alternative technology

Mission statement/value proposition

Specific aim

Objectives-how

•BBC Mission and values

•

•Our mission

•To enrich people's lives with programmes and services that inform, educate and entertain.

•

•Our vision

•To be the most creative organisation in the world.

•

•Our values

•Trust is the foundation of the BBC: we are independent, impartial and honest.

•Audiences are at the heart of everything we do.

•We take pride in delivering quality and value for money.

•Creativity is the lifeblood of our organisation.

•We respect each other and celebrate our diversity so that everyone can give their best.

•We are one BBC: great things happen when we work together.

Objectives change every year

•Leeds College of Art Mission and values

•

•Mission

•The College's mission is to continue to provide a distinctive education in Art, Design and the Crafts, enabling our students to fulfil their creative ambitions and to progress to, and through successful careers

•

•Values

•The College's values are the development of a fully integrated learning community based around the arts, crafts and design in which students are treated according to their need, with parity of esteem irrespective of their background, race, gender, age, ambition, previous education and subject or level of study

Enterprise 04.10.10

Enterprise lecture 2

Ideas and opportunities

What is an idea? Read a serious newspaper once a week.

What is an opportunity?

Environmental factors merge

The right conditions

The right place

The right time

Inventions before their time- Helicopter, flying machine, machine gun, parachute.

Politicians couldn't see any benefit.

Economics were fragmented

Society had no need

Right time

The concorde

1988- First fibre optic cable was laid

1950's- Computers in commercial use

1961- Silicon chip

1969- Internet invented

1970- Fibre optic cables

1971- Microprocessor

1990- html developed

Political, economic, social, technological

Aware?

Do you have and informed opinion on it?

Politics are local, national and international.

Trade laws, tax breaks, human rights, legislation

Read wired, guardian, economist

Work- Life balance

Eco- Aware

Debt recovery, grow your own, ageism

The pest analysis

What kind of creative are you?

Evolutionary, revolutionary

Manager, opportunist

Cautious, risk taker

Owner entrepreneur- Interior design, project manager, co ordinator, collaborator

Owner manager- Creative with assistance, small practise of creatives, co operative, retail

Owner worker- Artist, craftsperson, one man band

Where do opportunists come from?

Trends, technical developments, political change, economic boom and slump, human need, Richard Branson virgin atlantic, problems, research.

Technology- push, market- pull

Where does the creative fit in?

Communication- Project manager skills

1. Define the problem

2. Build confidence

3. Problem solving

4. Risk analysis

5. Physical resources

6. Planning

7. Human resources

8. Quality control

Opportunity

Skills- Technical processes

Aptitudes- Team working

Entrepreneurs do not do it alone

Predisposition- Risk/caution

Evolution/revolution/manager/opportunist

Look at your competitors

How many are there?

How well are they doing?

What do they do well?

What could you improve on?

Assessing competitors

Strengths

What can you learn from the things they do well?

Weaknesses

What are they not good at?

Opportunities

For you or your practise

Threats

From macro enironment

4P's

Price, product, place, promotion

Access the quality of opportunity for me, for the customer, for the planet, for other stakeholders.

Internal environment

Your skills

Your resources

Your lifestyle

Micro environment

Your network of friends and associates, competitors and other practitioners

Your suppliers

Your local community

Stakeholders

Macro environments

World market conditions- Currency, populations, cultures

Economics- Exchange rates, wealth, debt

Technology- Supporting, emerging, alternative

Social trends- Trends, behaviours, demographics, needs

Politics- Legislation, tax, war

The environment

Enterprise

Maslow Hierarchy

1. Physiological needs. (Rent, Council tax, Gas and electricity)

2. Safety and security needs. (Home contents insurance, Pension contributions)

3. Love and belonging needs. (Mobile phone, membership fees, gifts for friends and family)

4. Esteem needs. (Cosmetics, clothing)

5. Self actualisation needs. (Newspapers, books, charitable donations)

6. Travel and personal transport costs. (Bus, train, MOT, Petrol)

Total you spend minus £6499 divide by 5 = X amount plus original amount

Enterprise

How to get yourself 'Out there'

Enterprise lecture One- 27th September

Design council- Government.

87% of small companies have less than 10 people in them.

The Arts Council- Performance arts and music arts, also government.

Marketing

1. Identify customer needs to develop new products.

2. Develop pricing strategies.

3. Promote products to a target market.

4. Identify distribution networks.

5. Add value to your product through customer benefits.

6. Monitor the performance of the products.

Understand needs, develop concept, test concept, refine concept, market product, get feedback.

Feedback using social networking.

Value Proposition

1. Make it short.

2. Be specific.

3. Use your customer language.

4. Pass the 'Gut feeling test'

Internal

Past-

Skills

Personality

Ambitions

Key interest

Values

Future-

Marketing plan

Key objectives

Opportunities

Collaborations

Resources

External

Past-

Awards

Competitions

Testimonials

Press Articles

Exhibitions

Future-

Customer needs

Social trends

New technologies

Political pressures

Economics

Environment

For an interesting personal statement cover all 4 of these.

Networking events

Gallery openings

Craft fairs

Art markets

Trade shows

Seth Godin- Social networks

Negotiate and close the deal. Invoice- agree the price first, does it cover your cost? travel, time etc

B2B Business to business.

Service organisation.

Basic principle of marketing. 4 p's product, price, place, promotion.

Product

The service you offer, the work you produce, your creative input.

Price

Relative pricing level, daily rate, royalty, free.

Place

The best location to sell it. The sales environment, the service you offer.

Promotion

Marketing method, branding, your value proposition.

Create something unique in your industry. Great promotion. Showcase yourself. Let your customers know who you are.