Main | Success is in the details of your marketing plan »
Tuesday
Jul032012

Working in concert with your graphic artist

Tried and true marketing tools, such as printed posters and fliers, have a strong presence among today's flashy e-blasts and up-to-the-minute social media posts. Both are useful and both require strategic creative planning to be successful, according to Yolanda Marant, owner of Wildpraize Music & Media, a Denver-based marketing firm specializing in, but not limited to, Christian and gospel music.
     Marant, an internationally-known gospel music artist and graphic designer, has provided tips on how clients can work in concert with their designers/graphic artists to produce well-designed marketing pieces.
1.) Know your vision. If you don't have a vision, you can't have a plan. Those who fail to plan, plan to fail.
2.) Know your target audience. When you know who you want to talk to, you can better tell your graphic artist what you want.
3.) In advance of the layout phase, ask your graphic artists how they want to receive content. Some prefer text-only documents. Most graphic firms have submission forms.  Graphic designers use the information you provide, which may include cutting and pasting.  You providing the correct information cuts down on frustration and additional costs for you the client.  In most cases this will help you meet your deadlines.
4.) Have all of your content (what, when, where, budget, photos, color scheme, etc.) together before you contact the graphic. Try not to send an excess amount of content. Limit fluff. Spell check. Make sure you, the client, see past the beautiful design to read every word and date for accuracy before giving final approval.
5.) You get what you pay for. Investing in professional photos is a must. Mobile photos can only come out so clear. Most mobile photos are not made to be in professional advertising and/or promotion. If you want to be taken seriously, find a professional photographer in your city, invest the money and watch the different response you will receive. Once you have that photos, save them on a CD and email a few to yourself for future use. An old professional photo is better than a current photo that's not flattering to you.
6.) Be upfront about your budget, and let the designer/graphic artist decide how they can help you within your budget. Also please be sure to pay what was agreed on if the work is completed. Never assume that a graphic designer won’t work with you due to limited funds. Ask them what type of deal pr other services they may be able to offer you. For example, as a result of client inquiries, Wildpraize Music & Media is offering a special e-blast promotion in June.
7.) Time. Give your designer/graphic artists advance notice so they can plan for success on your project. Think about the time it takes you to write the copy, search for images, review layout options, review drafts for final approval, send to the printer, or have queued up for an e-blast. Don't forget your audience needs time to read your piece. 

8.) As the client it is your responsibility to secure copyright permissions for graphic designers to use any of the content you provide. When you hire a graphic artists and/or design firm, they are doing the job you hired them to do. It’s unfair and a waste of precious time when they receive calls and e-mails because the client did not follow steps necessary to get appropriate permissions. Even if it’s something you are presenting as an idea. Let your graphic artists know that so they are not blindsided.

For more information, contact Marant at Wildpraize Music & Media at 
lmgwildp@gmail.com. See her design portfolio at http://www.wildpraize.net/. This the third posting in a series of tutorials addressing branding, web development and graphic design. Originally posted at Canady's Corner on May 21, 2012.

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