So you have a new business or you’ve done a brand refresh! Unless you’re a designer or have significant experience overseeing marketing campaigns for design and print, you probably won’t know where to start.
That’s cool, and it’s why we exist! But we’re firm believers that everyone needs a basic grasp of how to get started with a design and print project.
As you’re about to find out, it’s all about a strategic, common sense approach to something which should provide a measurable return on your investment.
Start with the message
It all begins here. You should never start a design and print marketing campaign without a solid decision on the message you want to convey.
There are three questions you can ask yourself to get the creative juices flowing:
- What do you do?
- Who are can you help?
- How do you help?
They seem like obvious questions, but they need to be asked, because without the answers, your design and print projects will have zero focus or consistency.
In fact, if you work with a design and print company like R Print, they’ll ask those questions too, and they won’t settle for vague answers!
With the answers to hand, your designs and copy can be tailored to ensure the messaging is carried throughout.
How we do it at R Print
It might help to know how we approach new design and print projects at R Print.
Unless we’re working with a start-up, chances are each of our new clients will have done something related to design and print already.
Usually, it’ll have failed miserably. Which is, obviously, why they came to us for help.
So, we audit their previous projects. We look at why they didn’t work (or, why they did, if that was the case). Then, we sit down with the client and ask a few more questions.
Where are they headed next? How has their customer persona developed over the years? What messaging and brand image have they adopted on their other channels such as social media? Where are their potential customers likely to be found?
We can only start the process of design once we have really got under the skin of the business in question. And you should do the same before you commission a project of this kind – even if it’s your own business!
Working out what you want from your campaign
Every design and print campaign should start with a clear goal.
Some common goals for projects of this kind include:
- gain new customers;
- increase brand recognition;
- attract more online reviews;
- rack up attendees for an event; or
- increase the net spend of existing customers.
Which of the above is your end goal for your next design and print campaign? Every second of effort poured into the project needs to keep that goal in mind at all times.
The importance of iteration
You probably won’t get it right first time, but if you follow our tips today, you’ll be very close.
That said, it’s vital you review the performance of every print campaign that heads out of your door. How many net new leads, customers, or reviews did it achieve?
Run a poll with those who received it. Did they like your material? What didn’t they like?
Run the campaign, measure it over a three-month period (or shorter, if need be), review, iterate, and go again. And if you need a print partner, don’t forget to contact R Print!