Choose your destination, then take off.

Strategic creativity is paramount for marketing success. Its objective is to draw attention, get down to business, make its point, and influence consumer buying decisions.

Evaluate graphic design needs and marketing goals
Reach your audience
Determine format, quantity, quality, and distribution

Evaluate graphic design needs
and marketing goals

• Business needs
- new business
- established business ready for growth
- mature business managing growth

• Intended target
- existing clients
- new clients

• Define objectives
- introduce new service(s) to existing clients
- remind clients of existing services
- introduce company to a new audience
- explore new markets
- enhance customer focus (cutomize products for existing clients)

• Determine content, size, budget and distribution
A package that includes a creative combination of current and evolving information along with permanent info will maximize your marketing dollars by prolonging the life of the marketing materials as it suffices more levels of contact.

- Current: what's happening today in the business. New info that can help current customers and will increase repeat business. ie. new or improved product or service
- Permanent: introduces the company to a new audience and doesn't change, ie. mission statement, overview of products and services
- Evolving/Changing: coming soon, industry specific, expert advice, events. ie. newsletter material

Reach your audience

• How do clients/customers currently find out about your company
• Review marketing plan and evaluate current marketing efforts
- What marketing has been done in the past and what were the results
• Review marketing budget
• How does the competition target this audience
• Which of the following have you tried, or will try in the future:
direct mail, trade shows, target new audience, postcards, folders, inserts, brochures, annual report, catalogues, web site, case statements, e-marketing
• Outline call for action

Determine format, quantity,
quality and distribution

Life and use of the piece:
• How long does the piece need to last
ie. catalogue, 6 months at the customer's desk
ie. catalogue, 6 months on the shelf
brochure, one year
Invitation, 3 weeks
• How will costumers/prospects receive the information
-by mail, hand delivered, at a presentation, trade show (handouts)
• Who will receive the information and what other information would be received  at the same time
• How else will the pieces be used
-follow up from first contact, potential investors, through secondary contacts
• Other uses or exposure
-displays, upon request, is flexibility of content an issue
• What is the distribution budget
-target numbers and mailing considerations
-e-mail, fax (including newsletters), consider effectiveness