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Marketing Plan of a Graphic Designer

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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

Business Overview - 06
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

Finances - 16
Financial Goals

Marketing Goals - 19
One Year Goals
Five Year Action Plan
Action Plan Breakdown
Visual Identity Planning
Gozinto Chart
GANNT Budget

Publié dans : Business
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Marketing Plan of a Graphic Designer

  2. 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
  3. 3. 4
  4. 4. 5 01 EXECUTIVE SUMMARY 1.1 Summary I’m a freelance Communications Designer and Illustrator. I offer services ranging from branding to children’s book illustrations. I’m 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. 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. 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, I’m 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 - I’m 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. 7. 8 2.3 Value proposition An all-round design service catered to your personal needs. From brand identities to custom graphics, I’ll 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 isn’t 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. 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. 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. 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. 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, I’m 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 Adobe’s 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. 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 - I’m 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, haven’t yet developed any bad habits, and will soak up any new information like a sponge. I’m 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. 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 business’s visibility. I will include a variety of different strategies on different platforms - including digital and print media.
  14. 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 friend’s 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. 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. 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. 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. 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. 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. 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 teacher’s 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. 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. 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 designer’s 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. 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. 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 “ ” $400 1.3 File Format Graphic Designer 1 5 “ ” $200 2 Logo - 8 65 - - 2.1 Research Graphic Designer 3 25 $40 $1000 2.2 Iteration Graphic Designer 3 25 “ ” $1000 2.3 Develop Graphic Designer 1 10 “ ” $400 2.4 Format Graphic Designer 1 5 “ ” $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