Monday, July 17, 2017

PROMOTING & PACKAGING YOURSELF

PRO 201 PROMOTING & PACKAGING YOURSELF

NEW HAMPSHIRE INSTITUTE OF ART

Instructor: Lisa L. Cyr
LisaCyr@nhia.edu

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!



REQUIRED PROJECTS:
1. Branding & Target Market: Define your brand, target market(s) and goals in a written form to be used as an internal guide to help you along your creative path. In a brief statement, define who you are as a creative, what you have to uniquely offer the world, who you want to do work for and what your goals are.

Branding & Target Marketing
Brand Worksheet
Visuwords
Mind Mapping
Bio Head Shots
Talking About Your Work Podcast



2. Journal:  You will 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. I would like you to do something creative on the cover to make it personal.


Making a Custom Journal
Art Journals




3. Personal Identity System: 
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

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

Tutorial in InDesign

Identity System Essentials
Example Identity Systems
Sample ID Systems

Paper Suppliers: 
Neenah Paper 
Jam Paper
Hollanders


4. Professional Resume or CVupdated and designed on your letterhead. 

Resume Design Samples Here
Cover Letters

Here are the latest in color trends

Color Inspirations:
Adobe Color Wheel
Paletton





5. Electronic Portfolio to be presented as a website, including the following:

1. Your work with captions.
2. About Me write-up, including an interesting head shot (can be a photo or illustration). 
3. Contact Page without an info request prompt. 

Other points of navigation can include such things as press, client list, exhibitions and links to your social media sites and blog, etc.

Make sure the site is brand-aware and is cohesive with other promotional material.   


Portfolio Template-based Sites: 
SquareSpace
Wix.com  
Coroflot.com
Carbonmade.com
Artbistro.monster.com

Mailing List Building:
Mail Chimp
Constant Contact

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.    

SUGGESTED BOOKS: (not required)
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. The NHIA Library 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

Thursday, June 29, 2017

Promotional Strategies: Hartford Art School Summer Session

Promotional Strategies

Hartford Art School

MFA Program: Summer Session

Von Glitschka and I will be working with you to develop promotional materials for your creative business. Our goal is to not only assist you in elevating your brand but also guide you in properly positioning yourself in the creative marketplace.  

To get the most out of the week, be prepared to come to class on Day One with a 10 minute digital presentation on the current state of your branding, marketing and promotional strategy. We also want to know what your goals are for your work as you move forward. From this insight, we will collaboratively select a strategic, brand-savvy promotional initiative based upon your unique marketing goals. Throughout the week, we will work one-on-one with you on your project. Your final project will  be presented to the class on the last day. Attached is the class schedule for the summer session. We are very excited to be working with you and look forward to a highly productive and creative week!

I have set-up this resource blog to serve as your interactive syllabus for the class. I would like you to review the suggested projects list. You can also do something outside the list.

The final project that you choose to work on is up to you. I highly recommend that you focus your efforts on a promotional endeavor that you can immediately utilize in your marketing mix.

In additiongather up what you have in place to date for marketing and promotion, making notes of your ideas and thoughts for a project that will move you forward in your creative endeavors. Make sure to bring digital files of your art work to utilize in your promotional materials.

Lastly, make sure to watch the video above on "Make Good Art" by Neil Gaiman. It is very inspiring, as he simplifies everything into three simple words! 


DEADLINE:
You must have your final project submitted on the last day of class. You will present your work to the class using the digital projector.

I am very excited to be working with you and look forward to a highly productive and creative week!

READINGS:
Navigating the Labyrinth
Building Fantastical Worlds
Interactive Storytelling

SUGGESTED PROJECTS:

Personal Identity System (business card, letterhead, #10 envelope, catalog envelope label and note card). Send on actual stationery paper so I can see the color, finish, weight, etc.)  

Identity System Essentials

Business Card: 3 1/2" x 2", 2" x 3 1/2" or Custom
Letterhead: 8 1/2" x 11"
Envelope (#10): 9 1/2" x 4 1/8"
Note Card(s): Make sure to fit inside a commercially available envelope (custom envelopes are costly)




Color Inspirations:
Adobe Color Wheel
Paletton

Paper Suppliers: 
Neenah Paper 
Jam Paper
Hollanders


Branding & Target Marketing
Brand Worksheet
Branded Head Shot Examples

Mind Mapping
Visuwords
Here are the latest in color trends for Spring 2016


Visual Documentary or 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


See VIDEOS by former MFA students


Social Media presence on the web that is specific to your business WordPress or BloggerFacebookYouTubeTwitterLinked-in. To start building the profile, include at least one to two entries in each that incorporates a pic/link.


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


Electronic Portfolio to be presented as a website, including at least 20 pieces, your bio 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.   

Use cross platform website testing to analyze your site on different platforms.



Portfolio Sites: 
Wix.comSquarespace.com
Behance.netCoroflot.com
Carbonmade.com
Artbistro.monster.com

  


Mail-away Portfolio that is a custom, brand-aware and easily updatable physical presentation of work that and can be produced in multiples to send out to prospects with leave-behind samples and a comment card. Packaging of the mail-away (box, wrap, label, etc must also be included).
Print-on-Demand:
Cafepress.comZazzle.com
us.moo.comVistaprint 
Phd Bookbinding  Ka-blam
TPI Solutions Ink

ISSUU (online catalog)








Drop-off Portfolio:

a collection of work that can be easily updated, including a digital presentation. 








Promotional Initiative: create a targeted promotional campaign

Mail Chimp

Constant Contact

Event Marketing
Facebook Live Event

Eventbrite











Merchandising: create a line of products using your work. Books, paper products and stationery, gift products, collectibles, prints, etc.





Teaching Package: updated, targeted to each application and professionally designed on your letterhead in a electronic PDF format.  For vitae include your education, work experience, teaching & speaking experience, relevant books and articles written, exhibitions, awards, press coverage etc.  Also have a cover letter, 15-20 samples of your work and the same of your student work and a teaching statement. Bio and client list can also be included.
For Art Teaching Jobs, go to College Art Association here.

Press Kit: create a media kit to send out in print or as an interactive PDF.  



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



For the Lectures: (If you are interested in the images/content used in the lectures for your teaching/school, I utilize the following books that I have authored:)

Innovative Promotions That Work

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

Experimental Painting
Experimental Painting investigates exploratory methodologies, techniques and approaches in mixed-media art. Throughout the highly visual book, many exciting in-depth demonstrations are featured, documenting cutting-edge mixed -media painting processes from concept to final execution. To offer an extensive array of visually-stimulating possibilities for artists to explore, both two-dimensional and three-dimensional techniques are covered in a range of subject matter. Conceptual and thematic approaches include using symbolism, metaphor and allegory, incorporating pluralism and non-linear storytelling, utilizing automatism and freeform painting and employing costuming, props and theatrical settings. Developing works both in multiples and in a series is also included. In addition, special sections on creative exploration detail the playful act of experimentation, utilizing alternative tools, materials and techniques. By delving into the myriad applications of mixed-media painting, the creative process is reignited, opening up a gateway for artistic works to grow and flourish.

To assist artists in venturing out on their own creative path with a unique voice and vision, topics on nurturing the creative spirit within, developing personal content through journalism, embracing a multidisciplinary mindset and creating message-driven art provide insight into the development of an artistic personality. The book closes with a chapter on creative self-promotion, revealing the latest marketing and presentation strategies for the working artist. There is an ever-expanding interest in exploring unconventional processes and approaches to establish aesthetic distinction in the marketplace. For artists that are looking to push their work to a new level, this book will be a valuable resource and an ongoing source for creative inspiration.



Art Revolution
We are currently in the midst of an artistic revolution. No other time has seen such innovation in the way art can be intellectualized, produced and presented into the culture. Artists are breaking from conventional approaches, reexamining the fundamental methodology in which they work. They are becoming much more forward-thinking, almost entrepreneurial, venturing out with a content-driven approach to discover new pathways for their work to flourish and prosper. The traditionally accepted roles of art and the artist are being reinterpreted, reinvented and redefined to embrace a new paradigm, opening the door to a more progressive social consciousness.

Art Revolution is at the forefront in exploring alternative, innovative ways of conceptualizing and creating art that is on the cutting-edge. Throughout the highly visual book, insightful and thought-provoking profiles of leading artists and illustrators accompany stellar, multi-media work. The book also provides insight into the historical influences behind contemporary thinking and approaches, investigating the origins of alternative, unconventional picture making throughout the decades. In addition, exciting splash spreads featuring demonstrations and behind-the-scene looks at groundbreaking artists at work help shed light on signature processes and techniques. There is a rich amalgam of media available to creatives today, offering a wide range of possibilities for exploration and experimentation. Art Revolution reveals how alternative, mixed media aesthetics is uniting the disciplines of two-dimensional, three-dimensional, digital and new media art in inventive combinations. For those wanting to venture outside the norm, the book includes a directory of the manufacturers and suppliers used by the featured artists so that sources for materials, access to health and safety procedures and additional information on unconventional techniques and approaches are easily accessible. For artists that are looking for an edge, wanting to push their work further, this book is a valuable asset and ongoing source for inspiration.

Tuesday, June 27, 2017

Building Communities through Content

Today, there so are many avenues to promote your work online to a diverse, international audience. There are pros and cons to this abundance of media. I have found that there are only a small handful of creatives that utilize what is out there effectively. The majority of artists either get consumed by it or ban themselves from utilizing it at all. 

If you have lots of extra time on our hands and want to play with social media for fun, that's fine. But, for most professional artists who are running a business, time is a very valuable resource. So, it is important to know how to utilize the media in the most effective way.

Your goal, first and foremost, is the create GREAT CONTENT. You can do all kinds of things to get people to your site. If you don't retain those prospects, you have gained nothing and have lost a lot of time and effort. You need to change your focus. Use the media to promote a project that has a way to either make a sale, retain a prospect for future sales or both. Ultimately You are BUILDING  COMMUNITY.  This community building ideology is also important/valuable when pitching projects to publishers, film, merchanding etc.  If you establish a strong community/fan base, you have something marketers want to be a part of.


Website: Determine what your site will provide for prospective markets and communities.


Create the site to be engaging enough to sustain an ongoing interest from your target audience.

Design the interactivity to be easy to access from a multitude of devices.

Think ahead and allow the design to be flexible for adding, updating and changing as time goes on.

Use a Statcounter or Google Analytics to track pages and visitors. Use Google Alerts to track content mentions on other sites.



E-commerce aspects for direct purchases can use Paypal or credit cards using secure access like Verisign.

Affliate programs are also a way to make money through your site. 

Dick Blick Affliate
CJ Affliate 
Link Connector

Partnering with Etsy, Fine Art America, Zazzle, Cafe Press and other such vendors can make purchasing and even order fulfillment easier.











Blog: Set-up and monetize a blog through Blogger or Wordpress. Your blog can be linked to your social media so that each time your blog is updated, it is shared through your various sites. Be a contributor to large community sites with a targeted audience in your market. 





If you are a published artist/author, you can set-up an Amazon Author Page. Blog links, embedded video and other content can be displayed on this page. You can also set-up an Amazon Bookstore directly on your site.






YouTube: Develop your own channel and monetize your videos. Promote your products and other content using video that can be easily created using imovie or moviemaker.

Periscope Live videos to an audience. 

Facebook Livestream

Videos are great promotional initiatives to place on all your social media! 




Use social media to distribute your promotional initiative. Facebook can show links with icons and direct video access.  Join all the appropriate groups and post your links, video, etc. to these groups. This will distribute your news out to the masses.

Twitter can be linked to Facebook, so that each time you post to FB you are tweeting. Adding appropriate #s to you FB posts will further distribute your message.

Linked-in also has groups to join where you can post promotional content to. 

Behance and Instagram are also great ways to share content.











Monday, June 26, 2017

Visual Documentary/Video Presentation

Using Imovie , Windows Movie Maker or other video software, you can create a documentary style clip, video portfolio, a step-by-step demonstartion of your work and a combination there of.  Adding music, which should be royalty free or self-generated, along with animated graphics will enhance the viewing experience. 

There are a few things that you should consider when developing your video:

1. INTENT: What do you intend your video to do for you? 
Will you be promoting a particular project or body of work, selling prints or other merchandise, introducing a new book project, promoting an upcoming lecture or workshop, etc? Have a focus for the video along with a landing page link for the audience to follow through with. 

2. DESIGN: Design your video to specifically address your intention and target a particular audience.
Don't make your video an all encompassing catch-all for everything and everyone. Be specific and and your returns on your investment will be greater. 

3. SEQUENCE: Structure your video in a way that tells your story.
Utilize story boarding techniques to create impact. Start by doing quick sketches and notations on potential directions in which to take your video. Put all of your imagery and video clips in a folder in the appropriate order to assist in importing them into iMovie.

4. SOUND: Select the soundtrack that will enhance BUT not overpower your video.
I have created custom tracks for all of my videos. If that is not a skill set you have or want to acquire, I suggest you explore royalty free music options. Voice-overs are also a great way to enhance your video.

Talking About Your Work Podcast with Caroline Goyder
5. PRODUCTION: For detailed instructions on how to create a video in Imovie and Movie Maker click on the appropriate link.  Design your movie to function in high-resolution to be seen on a full screen or projected onto a large wall in a theatre-like presentation. BUT your video should also be able to be seen clearly on a mobile device.

Slide Format Set-up:
1. In Photoshop, select NEW under FILE. 
2. Preset to HDTV 1920w x 1080h pixel format. This will give you the right size in which to create your slides for imovie.



Once I have approved your video, you can post a high definition version on YouTube and other social media outlets!

Here are some videos that have been created in my class: 

Tereze Strautmane


Christine Kornacki

Christine Kornacki, Children's Book Writer and Illustrator from Christine Kornacki on Vimeo.

Clara Hartman


Interview of Clara Hartman


Debra Ferguson


Michael Nunez



Christopher S. Phillips



Kelsey Phillips



Leslie M. Ward



Meg Auchenbach


Victoria Wright

Kvita Horbaliuk


Lisa Gurzo




Vince Bonavoglia



Monique Maloney




Jess Meoni

Daniel Swartz


David Deal

Thomas M Notrangelo

Tomlynn Biondo

Andrea Smith 



Chris Piascik