Our Company and Creative Review - Cost of advertising

Cost of advertising


Sadie phoned Creative Review to ask for prices for advertising space. They are going to email them.  We though it better if only one person phoned for the whole Course.

The cost of advertising in the Creative Review is quite staggering... for the smallest ad thats worth considering it will costs us £500.  If we budgeted £2000 per year for promotion thats a quarter of the budget before we have even started for one ad!
I suppose you are making a statement however not sure it would hit our target audience if we are planning to Re:vive and re:brand?  Unless Creatives out there dont want to do their own, maybe?


Some examples of ads in this months Creative Review

On Tuesday 10th January we have a 45 minute brainstorm where we had to come up with our company name, and what Services we were offering.

Our interests


Charlie - bespoke print, ethical, music industry, communication
Marty - layouts, branding and identity
Lisa - branding and identity
Claudia - illustration, web design


Branding and Identity seemed to come across as a shared interest.  I shared with the group some recent experiences with experience Graphic designers my age who had recently gone Freelance.  Neither have a brand or website or even an internet presence through blogging. From this, the whole idea of bringing something to life, changing it, improving it for the better came, and this gave us somewhere to start to think of a name.


Name suggestions: metamorphosis; refresh, brand refresh, morph, evolution, flux, reflux (Heartburn!), flux design, vivify, revive, metaflux, vivi, re:


(A lot of the names we liked were already taken by other graphic design companies or creative collectives, and some of the names we looked at we realised had double meanings that weren't appropriate - such as diarrhoea!)


The idea we presented:


Group - Charlie, Claudia, Lisa & Marty


Company name - Re:


Idea - We aim to bring life to new companies with a complete identity package, and to help refresh existing companies without an identity or in need of a new one


Slogan - Re:work, Re:fresh, Re:vive, Re:brand


Industry - Business to business


10 Key Services -


1. Branding & identity
2. Web design
3. Editorial design
4. Creative consultation
5. Company to client contact time
6. Print specialism
7. Illustrative design
8. Whole package service
9. Photography
10.Mix of skills


We agreed as we had to designa Press Ad for creative review that the next step was to individually come up with some ideas then come back and share.


Our initial ideas are linked here






On Monday 16th 

Enterprise lecture 6 - Don't just get the job!

How to start a business/set yourself up.


Todays climate may have to set up as fewer opportunities and also a lot of support to set a business up.  The risk is lower.


87% of creative industries are organised with 10 or less people.


Disclaimer 


Start a business can mean become a Freelance designer, 'collective', creative commune, or practising artist



Jonny Cup cakes and Bongo boy How to start a business - YOUTUBE video
Issue discussed:


Why start a business - be passionate/ driven
Collaboration - Disney, Warner Brothers - Aim high
4 PS- Product - t shirts
Price  reguar and limted editions
Promotion - USA tour
Place - Fantasy bakery on stroids


Getting ripped off - copyright matters


Marketing
 See slide 2 for rest


Getting started


Starting a business...they think it takes luck, a clever idea or just knowing the right people. Thats not true.  Its about you.  Mark Boulton - Web Designer


Personality is important


www.growing business.co.uk - advice:

• do what you love
• Start your business while you are still a student or employed.
• Don't do it alone.
• Write a business plan
• Do the research
• Get pro help
• Get legal and tax issues right first time.

www.sybmagazine.com

• Come up with a good business idea
• Write a business plan
•   
•    
•    

www.betterbusiness.co.uk

www.bytestart.co.uk

Why are you starting a business

Company structure

Skills - Collaborate if you neeed more skills

Funding

Competation

Markeplace

Business pan

Staff

Seek profesional advise

Biggest cause of failue - find out so you can avoid

What is a business plan?

- A business plan is a written statement of where you going to go and how you are going to achieve it.

See diagram - Mission and value/ activity and skills required - what problems are you going to solve and how are you going to make things better.

Money, Financeneeded, Budgeting and money management systems

Resources and equipment needed ( Overheads)

Marketing - 4ps

Monitor your Competitors


In short - If you want to invest oney or ask for investment need to know:


What are you going to do?
What is the value proposition?
What resources you need?
How much it will cost to get it started?
How will you pay for it?
Who are you target customers?


Business plan - why we need one?

• Focus your efforts
• Set some clear objectives - to review in a year
• To enable you to track your growth
• To raise finance
• Attract collaborators - partners  

Www.freelance.com

Where to find a business plan:

• Banks
• Download on Barclays
• The Arts Council Grants - if will benefit people/social project
• www.businessball.com - informal 
• www.businesslink.gov.uk - now disbanded but can still use resources

Funding?

• By helping others to get grants - Assist Not for profit, community organisations.  Get a grant to do the work you can do i.e. Website design, branding
• Crowd funding - Websites inviting people to invest small projects - Chose correct project website.  Need a business plan 
• wedidthis.org.uk - Crowd funding website
• Cooperative - Film makers, graphic designers, photographers small investment from each collaborator.

Not always one income stream

How do you get organised? 

Work alone, team, colaborate?

Organisations - Meredith Belbin - British team management author

http://www.mindtools.com/pages/article/newLDR_83.htm

Charles Handy

Power Culture - eg Owner managed - Restaurant, family business.  Can be difficult to work in these kind of business, can be unpleasant.

Role Culture - Large organisations - hierarchies eg College, PLCs, Councils

Task/matrix culture - Collaborators/freelance come together eg Holywood making a film.,  Interior designers, Festival

Person culture - eg a dental practice - for dentist with their own clients they need shared services such as cleaners, receptionists, Solicitors, Design practice

How will you organise your practice?

What skills do you need to get the job done?

Income streams 

• Private commissions
• Freelance design work
• Workshops, part time teaching
• Royalties from book sales - subject passionate about
• Professionals seminars

Why I started a business - video

Jeff Bozoz - No regrets staring Amazon

What status?

Legal status determines how much tax you pay - what are t=you going to do with your profits - In pocket - self employed

                        - SHare - Cooperative

                        - Charity- Social enterprise

Look at hyperlinks on power point

  

Sole trader

Partnership

Limited Company

Limited Liability Partnership 

Public Limited Company

Can determine how the business iis run

Whetehr you can get investment

Companies House

Businesslink

Social Enterprise Coalition - Not a legal status

Cooperatives Uk

Taxation in the Uk

Tax allowance £7475

tax bands

0-35000 20%

35001-150000 40%

Over 150,000 50% 

Applies to everyone

National Insurance Contributions - State pension, aspects of NHS, rescues people

Without this we would have to have private dental, medical insurance

Self employed £2.50 per week

Class 4 7000 to £42,475 pay 9%

Self employed also pay class 1 -  3.7%

Sole Trader obligations

• Keep records safe
• Separate personal from business expense
• Private and business use of car
• Responsible for any debts

Partnership

• Run by two or more people
• Share of profits
• share of debts
• share need not be equal
• Responsible for any debts

Limited Company

Directors and shareholders liability for debts is limited to a % of ownership.

Annual meeting

Approve accounts

Register with companies house

At least two employees - Can do as sole trader and put your wife/husband as 1% shareholder.

Startup have a £10,000 tax free threshold

Liabilities

NIC payments

Corporation tax payments

VAt payments

Corporation tax 

21% ,£300,000

VAT registered

More than £70k

Charge extra 20% on all invoices to customers.

5%

Zero rated - water supplies, Food in restaurants, Passengertrasnport

Exempt -  Needs an act of parliament to change

You hav

Eye to eye: Richard Branson interview.e to register charge 20% more and can claim the VAt back on everything you buy.  No advantage if you do not buy a lot of goods.

Task 4 - Who else is out there? Research and summary

TASK
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 three practitioners or design agencies as objectively as you can.
What opportunities for your own practice have revealed themselves to you as a result of this analysis and evaluation?
Do not use subjective language or make unfounded comments about other people’s businesses.
It is essential that you make references to SWOT and evaluate its usefulness as an analysis or evaluation tool.


In responding to this task you will need to consider the following questions:
Who am I competing against?
What do they offer?
What makes me better?
What makes me different?Strengths and weaknesses of the competition?


What opportunities and threats does this present?




For this task and also for research for the group Business setup,I have focussed on Agencies in Huddersfield and Leeds.

Leeds- There are a lot and this is just the first page when I searched Google!  Some of their Logo and websites are really strong however I think considering the industry they are in there are a few which could do with a 'Re:fresh' themselves.

BML Creative

Not a bad sign, if they are busy and recruiting Freelancers?

Varied portfolio - branding, digital, layout

Corporate

Brandthing

SEO 

Siworx

Branding Boss

BlueStone

HUDDERSFIELD

The Engine Room

Strengths

Strong Brand identity

Simple, easy to navigate website 

Clearly communicate services on offer

Personable - Photos of team with details of their experience, their strengths and interests.

Weaknesses

The work is strong however may be lacking the 'Freshness' I have seen on more contemporary websites.

PARA

Strengths

Website design 

Weaknesses

Older work on website (2010)

10 Associates

Strengths

Proven track record

Won awards

Years of experience

Attract and employ young talent

Website personal and informative. like the use of a 'local' no 01484' more approachable to local business..

Weaknesses

Price? Overhead recovery - several team members

Location on the edge of huddersfield not in the creative hub??

Berri

The Bigger Boat

Strengths

Strong Brand Identity and website

Tom Brierly

Worthington Brown

Strengths

Experience established 1990

Although located away from the city and town they are in a 'creative hub' in Holmfirth

Two offices one in China one in UK

Recruiting web designers so obviously have business

Weaknesses

Website is Quite'faceless' as no team profiles or role profiles on

Some of website from 2009/2010 not sure how up to date it is.

Opportunities

I think generally there are a lot of networking opportunities for Creative Businesses in and around Leeds and Huddersfield.  This is partly due to the proximity of Leeds University, Met, College of Art and also Huddersfield University.

For example in Huddersfield:

http://www.kirkleesbusinessconference.co.uk/exhibition-business-support.php

Huddersfield Town partnership

http://www.kbp.org.uk/

The number of Creative businesses on the face of it can be seen as a threat however these also presents opportunities for Freelancing and collaborations.

Threats

The Uk and Global recession continues to create problems for most business.  Banks are reluctant to loan money which can create cashflow issues.  Businesses need to be as lean as possible and not carry unnecessary overheads. Graphic design costs such as rebranding or web design can be the first part of the budget to be reduced or cut as it can be perceived as a 'luxury' rather than a key part of a business.   

Task 3 - How will I promote myself? Research

Considerations


Marketing mix
Produce, price, promotion, place 


What do they want to hear?
Something original
What should I say to them?
My skills, 
How will I communicate with them?
Through creative networks, Social networking, Creative CV's
Spot opportunities


Funky Business forever
Be funky
Be unique -For a moment in time and be true to who you are
Create attention and attraction -brand, package and market
yourself
Get Connected - find partners which enable you.




Identifying networking opportunities - places for my work to be seen and for me to see other people.


Design networks and resources

Behance
Behance Network is a free platform for professionals from across the creative industries, who are looking to 'Make Ideas Happen'. It provides the opportunity to showcase work, gain exposure, find jobs, make connections, share tips and access resources.


AIGA


AIGA name
Founded in 1914 as the American Institute of Graphic Arts, AIGA remains the oldest and largest professional membership organization for design and is now known simply as ”AIGA, the professional association for design.“


Mission
AIGA’s mission is to advance designing as a professional craft, strategic tool and vital cultural force.


What we do - AIGA works to:


Inform about best practices, standards for ethical conduct and professional expertise
Communicate design’s importance to the public and business leaders about the power of design
Inspire through articles, online galleries, profiles, videos and exhibitions
Represent the profession through a network of chapters and student groups
Stimulate discussion of the industry through events, social media and websites
We’re committed to design—and to more than 22,000 members in 66 chapters who create, inspire and appreciate good design. AIGA’s members are the lifeblood of the organization.


Who we represent
AIGA represents a variety of professions under the umbrella of communication design, ranging from book and type design to interactive design and experience design. We support design professionals, educators and students throughout their careers.


British Brands Group

British Brands Group is a membership organisation dedicated to championing brands in the UK. Their objective is to ensure that the positive contribution of brands to consumers, the economy and society is better understood by policy makers and others.
Members include leading brand manufacturers of all sizes and there is a forum for them to discuss issues affecting brands in the UK. The organisation is the UK arm of AIM (the European Brands Association ) and part of an integral network of similar national organisations around the world.




DESIGN 21: Social Design Network's aims to inspire social activism through design by connecting people who want to explore the positive impact design can have on our communities.
DESIGN 21: Social Design Network is itself a collaborative project undertaken by the global design and merchandise company Felissimo and the United Nations Educational, Scientific and Cultural Organization, better known as UNESCO.


GraphicBirdwatching
BirdWatching is a socially driven, international organisation and the only one of its kind. Its core team consists of young and practicing graphic designers that are passionate about design and live and work around the world.
The common aim of Graphic BirdWatching is to connect, support and promote female graphic designers everywhere. This is done through concrete actions such as initiating dialogue, curating showcases and arranging participatory activities. They organise talks and events, highlight role models and reveal mentors, scout for new talent worldwide and create opportunities for collaboration, knowledge-transfers and recognition.



The UK Design Alliance is a partnership of more than 30 national and regional design and education organisations and networks who are all working to strengthen the design sector.


DESIGN INITIATIVE
Design Initiative promotes good design, visual arts and contemporary craft from the North West region.
Design Initiative is a specialist regional agency, which works directly with practitioners and commissioners to expand the market in the North West and make it a centre for quality design practice.


Information and advice: We provide practical advice and specialist information to commissioners, purchasers and producers of design, craft and visual arts:


Creative professionals Design Initiative offers one-to-one advice sessions for creative professionals giving advice on portfolio development, presentation or where to look for business support.
Commissioners and clients We offer an impartial matchmaking service to help purchasers, commissioners and exhibitors of design, visual art and craft identify the right practitioner for their project. We also offer free professional advice on all aspects of the commissioning process from writing briefs to selection processes.


Creative and Cultural Skills
Creative & Cultural Skills is the sector skills council for the creative and cultural industries. Their remit covers advertising, crafts, cultural heritage, design, music, and the performing, literary and visual arts.




Culturenorth
Culture North is dedicated to the development and delivery of inspirational projects within the creative and cultural sectors of the North of England.


Culture North operates locally, regionally, nationally and internationally. It initiates and delivers projects and services that increase public awareness of the Arts and CDI sectors, enabling the development of new works, new creative partnerships and new audiences.

The role of culture is changing, the way we interact with each other, wider society and the world is evolving rapidly. There is greater need to explore and intergrate cultural activity with our immediate environment, whether this be at home, school, university or our workplace. Developing partnerships and new opportunities within the creative sector for collaboration with arists, designers and professionals from the areas of culture, education, architecture, regeneration, health and the environment.


We believe that creative engagement and integration of emerging technologies and processes can provide dialogue, sustainability and much needed strategic impact in creative and cultural sectors and in wider social contexts.


D&AD
D&AD is an educational charity that represents the global creative, design and advertising communities. Since 1962, D&AD has set industry standards, educated and inspired the next generation and, more recently, has demonstrated the impact of creativity and innovation on enhancing business performance.




Flikr


Tumblr

Evaluation


Product:
I have been using contacts of friends to speak with Graphic Designers in my area.  One potential'niche' for me could be to offer to collaborate with Freelancers, perhaps around my age, who feel they have lost contact with what is currently 'cool' and happening.  I can offer my experience gained on this fantastic degree programme and perhaps 'freshen' their practice.  The two people I have spoken to so far do not have websites and also don't blog as a way of networking. 


Price? £15 per hour? 


Place:
I am based in Huddersfield with my family and have no desire to move so the place is pretty static.  I am well located for both manchester and Leeds and all the creative networks this offers.


Promotion
Start attending local networking events to make contact with local designers and creatives.  My husband who set up a Guitar tuition business attended a Council funded network called LOCA which proved supportive and an outlet for promotion. They provided Business workshops and he ahd a mentor to bounce ideas off. They are now focussing on north Kirklees, not my area.
Need a business card website and blog
Use networking opportunities as described above to get my work seen via competitions and exhibitions.

Task 3 - How will I promote myself? Summary

TASK
Based on the principles that have been introduced so far in the Enterprise module and your findings in previous tasks, evaluate the most suitable marketing methodologies for your own practice and the most effective methods to reach your potential customers.
It is essential that you make references to some of the methodologies in the ‘Marketing Communication Mix’ and evaluate the ‘Place’ that will give you the greatest competitive advantage and be convenient for your clients / customers.
This is an exercise in applying that theory – it is not appropriate to write about the theory itself. Demonstrate your understanding of it by actually using it.


In responding to his task you should consider the following questions:
What do ‘they’ want to hear?
What should I say to ‘them’?
How will I communicate with ‘them’?

Evaluation

Product:

I have been using contacts of friends to speak with Graphic Designers in my area.  One potential'niche' for me could be to offer to collaborate with Freelancers, perhaps around my age, who feel they have lost contact with what is currently 'cool' and happening.  I can offer my experience gained on this fantastic degree programme and perhaps 'freshen' their practice.  The two people I have spoken to so far do not have websites and also don't blog as a way of networking. 

Price? Initially £15 per hour would fit with both my survival income and also on a calculated Charge out rate as we did in Our business development.  The rate is linked to whether I would work from home, a virtual office or a city centre office.  

Place:

I am based in Huddersfield with my family and have no desire to move so the place is pretty static.  I am well located for both Manchester and Leeds and all the creative and business networks and opportunities this offers.

Promotion

Start attending local networking events to make contact with local designers and creatives.  My husband who set up a Guitar tuition business attended a Council funded network called LOCA which proved supportive and an outlet for promotion. They provided Business workshops and he ahd a mentor to bounce ideas off. They are now focussing on north Kirklees, not my area.

Need a business card website and blog

Use networking opportunities as explored in the research to get my work seen via competitions and exhibitions.


At this stage i need to start creating an online presence beyond the Uni blog. A website to showcase my portfolio of work and also start exhibiting my work on Creative websites such as Behance and Tumblr.