Sunday, November 13, 2016




Instructor: Lisa L. Cyr


Class Syllabus is on CANVAS

NHIA Internships
Art Loft Meetings

This course will assist creatives in breaking through the competitive landscape with engaging, brand-savvy promotional materials, utilizing print, broadcast and new media. Topics such as branding, target marketing, integrated cross-media promotional initiatives, public relations and social media strategies will be covered. Students will also set business and marketing goals, create a personal identity system (letterhead, envelope, business card, labels and thank you cards), resume, CV, promotional video and online website targeted to their creative markets. Presentation, writing, collaboration and leadership skills will be strongly encouraged and nurtured throughout the course. 

I will be working with you to develop promotional materials for your future creative business. My goal is to not only assist you in elevating your brand but also guide you in properly positioning yourself in the creative marketplace. I am very excited to be working with you and look forward to a highly productive and creative semester. This is your opportunity to make your mark. Take the opportunity to do something really extraordinary, making an impact on your career for years to come!

1. Brief Artist Statement: Define and communicate your brand:  who you are as a creative and what you have to uniquely offer the world. Include an interesting head shot (can be photo or illustrated).
Branding & Target Marketing
Brand Worksheet
Mind Mapping
Bio Head Shots
Talking About Your Work Podcast

2. Mission Statement:  Define your goals in a written form to be used as an internal guide along your creative path.

3.  Artist Journal:  You will create and maintain a class journal that will not only help you to obtain clarity as to who you are as a creative brand but also serve as a vehicle for marketing and promotional opportunities. You can use a binder or make a simple journal that you can easily organize your thoughts in sections (no permanently bound books). I would like you to do something creative on the cover to make it personal.

Making a Custom Journal
Art Journals

4. Personal Identity System: 
Tutorial in InDesign

Identity System Essentials

Example Identity Systems

Color Inspirations:
Adobe Color Wheel

Business Card: 3 1/2" x 2", 2" x 3 1/2" or Custom size

Letterhead: 8 1/2" x 11"

Envelope (#10): 9 1/2" x 4 1/8" SEE the Postal Design Templates

Note Card(s): Make sure to fit inside a commercially available envelope (custom envelopes are costly)

Catalog Envelope Label (suggest 2 up printed on  81/2" x 11" crack and peel paper)

Paper Suppliers: 
Neenah Paper 
Jam Paper

Here are the latest in color trends for Spring 2016

5. Resume and CVupdated and designed on your letterhead. 

Resume Design Samples Here

Cover Letters
6. Video Presentation: using Imovie or Windows Movie Maker (music should be royalty free or self-generated). 

Instructions for Imovie and Movie Maker are included here. A high definition version can be posted on YouTube. Post your video on YouTube as a PRIVATE video for my review only, using my email for access. Once your video is approved, you can post it for public view on YouTube.  

See examples by other students.

7. Electronic Portfolio to be presented as a website, including at least 20 pieces, your artist statement with headshot, press, client list, exhibitions and links to your social media sites and blog, etc. Also include a contact page without an info request prompt. Make sure the site is brand-aware and is cohesive with other promotional material.   

Suggested Portfolio Sites:  

Mailing List Building:
Mail Chimp

Constant Contact

8. Social Media presence on the web that is specific to your creative business (Blog: WordPress or BloggerFacebookYouTubeTwitter and  Linked-in). To start building the profile, include at least one entry in each that incorporates a pic/link.

Facebook Live Event

See what is trending at

To make sure you are using correct grammar on the web, check out

9. Mentor Outreach
  Events & Speakers Fall 2016
Interviewing Tips

Academic Honesty Policy: Plagiarism is unacceptable, unethical and illegal with repercussions that can be damaging professionally and financially. With the web, infringement lawsuits are abounding. Social media has also played a major part in outing intellectual property infringers, often providing evidence for the case. This is a very serious thing and is not a risk that you will want to embark on. Use your own work. If you have samples in your portfolio that are not entirely done by you, get written permission (signed release) to use them for your portfolio and promotion (online, video, print, exhibition and all known and yet to be known media) from each contributor, giving credits when necessary or required.  Always best to be honest, create your own work and get written permission for outside usage, crediting others for what they have done.    

I will be using Innovative Promotions that Work and The Art of Promotion as resources throughout the class. They will help you out a lot with your projects. Career Resources has a copy of each of the books and I will also have copies available for you in the classroom!

To make their audience stop, look, and listen, creatives need to produce memorable promotions that speak to a prospective client’s needs in unique and innovative ways. Rather than relying on any one venue, firms should penetrate their target market on many fronts. Image and brand-building initiatives, campaign endeavors, keepsake promotions, publication and newsletter promotions, event invitations, announcements and greeting cards can all be employed as ways to build brand recognition and make a long lasting impact with key clients. Whether a creative company is new and embarking on a launch or a seasoned firm looking to maintain or expand their market share, a distinctive promotion can prove to be very effective in calling attention to what a business has to uniquely offer. For creative professionals, both seasoned and newcomers, Innovative Promotions That Work shows how to create distinction through promotional initiatives that speak to the marketplace in ways that inspire, motivate and get response.

The Art of Promotion
With the overall decline in the global economy, many creatives find themselves at a crossroad. Work is no longer abundant and budgets have decreased significantly from years past. In today’s volatile marketplace, survival is dependent upon the ability to make an impact with key clients. The Art of Promotion offers innovative ways to create distinction. The author, Lisa L. Cyr, deconstructs a global array of exciting promotions to enable anyone to choose the right option for their budget, ability and market. The addition of insightful technical tips takes the fear out of venturing outside the norm. In addition, many pieces include cost-effective alternatives to achieving high-end effects. The book will enable both seasoned and newcomers to confidently employ alternative approaches and techniques. As creatives push the envelope and try new things, the industry evolves and grows as a result.

· Explores innovative production techniques to give any project the edge it needs to standout in the marketplace

· Features the use of unconventional surfaces and printing techniques; unique constructions, folds and die-cuts; interesting bindings, fasteners and wraps; and alternative uses and add-ons

· Provides valuable insight into the process behind a multitude of unconventional techniques

· Technical tips take the risk out of exploring outside the norm while “Do It for Less” sections provide cost-effective alternatives to high-end effects

· Special sidebars offer the latest in strategic approaches and marketing venues that will prove lucrative in the future

Instructor: Lisa L. Cyr

I will be working with you to create some amazing promotional work for your unique brand! I love teaching and working with other artists that are as passionate about the creative process as I am. You can check out an
 interview from The Artist's & Graphic Designer's Market on me that does a good job on explaining my philosophies on art, creativity and the importance of creative collaboration. To know a little about my background and interests there is another interview from CreateMixedMedia.

I have authored seven books as well as a hundreds of articles for many of the industry's leading art publications. In addition, I teach in several of the top MFA (Master of Fine Art) programs in the United States, assisting talented artists in elevating their brand and promoting their work. I have lectured and taught workshops at the following institutions:

American Institute of Graphic Arts
The Society of Illustrators, NYC
The Art Students League of NY
The National Illustration Conference
The Norman Rockwell Museum
Columbus Society of Communicating Arts
The Hartford Art School
University of the Arts
The Artist Network University
The Art Institute of Pittsburgh Online
NH Creative Club
Pratt Institute
Parsons School of Design
Savannah College of Art & Design
Kendall College of Art & Design
Southern Utah University
Virginia Commonwealth University
Syracuse University
Sage College of Albany
Marywood University
Kutztown University
New Jersey City University
The University of New Hampshire
The University of Kansas
Keene State College
Notre Dame College
NH Institute of Art
Rochester Institute of Technology
Delgado Community College
Sharon Arts Center
Northampton Community College
NYC Final Cut Pro
Rivier College
Notre Dame College
Hesser College

East Stroudsburg University 
Ohio Tourism Bureau 
Mohawk Valley Community College 
Shanghai Normal School Cultural Exchange

Sunday, November 6, 2016

Working with Galleries

Many galleries require exclusive representation by geographic area or sales. They usually work on a commission percentage but some buyout at wholesale (very rare). Consult a lawyer before signing any contracts that are confusing to you.

Look for galleries that currently promote work in your genre. Go online for contact names.

Look for gallery listings in:
Artsy Listings of Galleries

Art in NY FREE Resource Guide

Gallery Guides Online Listing

Art in America/Annual Guide

The Artist's & Graphic Designer's Market

List of University Art Galleries and Museums in the US by State

The Art Guide

Go gallery touring when visiting large cities and make detailed notes.

Personal Identity Package & Promotional Materials
Many galleries are now accepting electronic submissions through PDFs


Artist statement

Reproductions of work 

Digital Catalog

List of Works (title, medium, size, date, price, your name & copyright)

Head shot

Copy of reviews where your work is highlighted

Business card

Cover Letter 

For print submissions use a SASE and comment card (write gallery name on it for identification)

Consistent body of work to show

Confident attitude and clear understanding of work and goals

Follow up on both acceptances and rejections/make notes

Find out when they want to see originals, ask about the responsible party for shipping costs, framing, hanging, promo materials, etc.

What is their commission?

Calculating Your Desired Income 100 - Gallery commission = your % of income received THEN desired income = RETAIL PRICE your % income

CO-Op Galleries: (usually run by a group of artists) each artist helps in operating and maintaining the space. A % of sales is taken for expenses.

Vanity (Rental) Galleries: You rent space and organize your own show and promotion of it. BEWARE!

Shops: Low budget art/ no promo by shop and usually run on a 50/50 consignment.

Fairs & Trade shows: Booth rental where you must have your own display (rain, shine, or wind), business forms, etc. Some trade shows are juried and have competitions. Some are in large facilities and run regularly.

Resume for Gallery Work Education:

Degrees: order of most recent (MFA, BFA) Art Institutions attended Artists studied under

Gallery Affiliation: Gallery name(s), Place

Teaching: List Schools, Colleges, Institutions, etc.

Organizations, Institutions, Colleges, etc. Lecture Title, Place (City, State) Artist in Residences: Residence, City, State Project

Professional Affiliations: Organizations, Clubs, Memberships etc.

Exhibitions: Select One Person Shows and Group Shows

Awards, Grants, Fellowships: List Project and Organization Public & Corporate Collections: List Client and Place (ex: ABC Financial, Boston, MA)

Published Books & Articles: (written on your work or commissioned)

Annual TEFAF Art Market Report

Corporate Art Dealers/Consultants

Publishing Markets

For artists and authors wanting to create works for books or magazines, here are some insights. Many publishers are merging and many are being bought out and dissolved. A main publishing house may have many divisions and imprints under it.


Primary Contacts: Creative Director, Art Director or Acquisitions Editor

Types: Mass Market, Trade, Children's Books, Text Books & Educational

Always be aware of the publisher's marketing intentions especially when royalties are concerned. Some publishers will pay for models, props, photography etc.

Go to a large bookstore to see where your work would fit. Make note of publishers and look up their contact information and recent book list online.

Mass Market Books:

They are positioned to sell in general merchandising outlets and carry a varied distribution to retailers.

Types: Romance, Western, Science Fiction, Fantasy, Horror and Mystery


Must have a strong knowledge of the genre in which you want to work.

Literary Marketplace
Infinite Worlds by Vincent DiFate
Love Lines... Romance Reader's Guide to Printed Pleasures by Rosemary Guiley

Trade Books:
They are sold and marketed towards trade locations like bookstores. They range in subject matter and style. (Use a range from photography, graphic solutions and illustration on covers). Since the printing runs are low, the compensation is lower than mass market books. They are produced in both hard and soft cover editions and usually are larger in format than paperback books. Hard cover freelance assignments should negotiate a soft cover reprint price at the time of the hard cover contract.

Literary and International Literary Marketplace
Writer's Market Covers & Jackets by Steven Heller & Anne Fink
Art for the Written Word 25 Yrs of Book Cover Art by Wendell Minor

Children's Books:
Children's Books (picture books) are usually a 32-page books that illustrate a very short text. They are targeted toward children as well as parents, educators and libraries. Models, props, etc. are sometimes reimbursable expenses with publishers. Also be aware of the intentions of marketing the book and how your work will be promoted and made into other adaptations (film, audio merchandise, etc.)

Tips: Must demonstrate a strong knowledge of character development with a narrative quality. Multicultural diversity is also good. You may want to have your contracts reviewed over by a lawyer because of the time commitment and royalty/payment set-up. Royalties run on the average 5% up to 15,000 copies and 6.25% thereafter. This doubles if you also write the book.

Submit your book dummies with a manuscript, color samples, cover letter, SASE and comment card. Make sure to register the pictures and text with the Library of Congress first.

Children's Writers & Illustrators Market
Children's Book Council
Society of Illustrators Children's Book Panel & Exhibition
Society of Children's Book Writers & Illustrators
Book Links
American Library Association
The Very Best of Children's Book Illustration by the Society of Illustrators
NYC Writing for Young Children by Claudia Lewis
Writing & Illustrating Children's Books... Two Perspectives by Berthe Amos & Eric Suben

Educational publishing is a lot of work for hire so be aware. Spot illustrations and work demonstrating or showing a process.

Magazines and Newspapers have a specific personality and profile. Seek out the publications that fit your work or personality, ranging from trade to consumer. Magazines Newspapers Newsletters (often considered advertising as they are produced for in-house purposes or for distribution)

Primary Contacts:

Editorial Office (located in the publication table of contents)
Art Director

Tips: Newspapers have quick turn-around times and are limited in reproductive quality. Magazines have greater creative possibilities and reach a more targeted audience. You should show a strong knowledge of the medium with an understanding of the relationship between copy and art.

SRDS (Trade and Consumer) Media Kits
Gale Directory of Publications
Editor and Publisher Yearbook
Gebbie Directory
Ulrich Intl. Periodical Directory
Society of Publication Designers
Society of Illustrators
Editor & Publisher Magazine
Publishers Weekly Publish

Saturday, November 5, 2016

Corporate, Advertising and Design Markets

Corporations may work directly with an outside agency but a lot have an in-house creative department.


VP Marketing/Corporate Communications
Marketing. Manager(s) (product/service specific)
Advertising Mgr. (in charge of promotional)
Product Manager(s)

Tips: Organizational hierarchy will vary.
Not very visual people. Need to communicate strongly with words.
May have to present work to a group, attend meetings and conference calls.
Experience in working with Creative Briefs.

O'Dwyer's Directory of Corp. Communications
Standard Directory of Advertisers
Thomas Register of Manufacturers
Business Magazines Top 100 Advertisers Lists
Advertising Clubs
Trade Organizations
Art Director's Club
Direct Marketing Association
Chamber of Commerce

Advertising Age
Target Marketing
Marketing & Media Decisions
Trade Specific Publications

Advertising Agency: (full-service) provides their clients with all the necessary services to handle their advertising efforts.

Job Functions & Responsibilities:
1. Account Services - responsible for agency/client relationship
2. Creative Services
- responsible for the design, production and control (traffic control) of projects.
             a. creative directors
             b. art directors
             c. designers
             d. layout and tech support
             e. writers, and other specialists
3. Marketing - media planning and placement, research, and sales promotion
4. Business Administration & Finance - accounting, office management, and personnel
5. Special Division - task force (new accounts, etc.)

Tips: Agencies require a strong knowledge of media (ie. newspaper vs. magazine) and reproduction (k/o, bleeds, traps, etc).

Projects will range from 2D and 3D print to broadcast animation. Clients will also vary.

Have some work in context.

Experience in working with Creative Briefs.

May have to present work to a group, attend meetings or conference calls.

High comprehensive layouts may be required for approval instead of roughs or sketches.

Your price will be marked up (17.65% is the industry standard).
A la Carte Agencies: an independent providing select agency services

Standard Directory of Advertising Agencies
Adweek Agency Directory
Business Magazines Top 100 Lists
American Association of Advertising Agencies
Advertising Clubs
Art Director's Club
Chamber of Commerce

Advertising Age
Target Marketing
Marketing & Media Decisions
Graphic Design:USA
Communication Arts 

Design Firms specialize in creative and will work with agencies and corporations.

Primary Contacts: 
Creative Director
Art Director

Tips: Some specialize in a particular market ( i.e. packaging, environmental, web design, etc.)
Double mark-up when design firms work with advertising agencies.
Some design firms work in COOP with advertising agencies.
Clients and projects will vary.

The Design Firm Directory
Graphic Artist Guild
Broadcast Designers Association
International Design by Electronics Assoc.
Type Directors Club
Society of Environmental Graphic Designers
Art Directors Club
AIGA Journal

Recruiters: (from freelance, part time and full time).

Tuesday, November 1, 2016

Enter Your Promo Materials!

How Magazine Self Promotion Annual

BEST OF SHOW Winner scores a free registration to HOW DESIGN LIVE 2018, plus an award to be presented at the conference. 

BEST OF SHOW Winner will enjoy a 2-page spread in the Fall Issue of HOW. 

All Winners (Best of Show, Outstanding Achievement and Merit Winners) will see their work in HOW’s FALL 2017 issue. 

All Outstanding Achievement and Merit Winners will receive a $100 discount on any HOW Design Live 2018 registration. 

All Winners will be announced in a feature article on and featured in its online gallery. 

All Winners will be formally announced in the HOW eNewsletter. 

All Winners will be announced via social media. 

All Winners will be featured on Pinterest throughout the year. 

All Winners will receive an exclusive Digital Seal to be used to promote your win. 

All Winners will receive a press release template for use in promoting your win. 

All winners will receive a complimentary copy of the Fall 2016 issue of HOW.