January, 2019

 

4 ways we hold ourselves to a higher standard
(so you don’t have to)

2 min read


Around here, we encourage strong attention to details. We work efficiently, yet carefully, making sure our work meets the expectations of our high standard.

We review and re-review. Then we’ll probably review again. It’s not because we’re crazy, but because we care about doing it right. We sweat the small stuff because it matters to us.

Find out 4 ways we ensure high-quality work for our clients:

1. Understand the brand

The quality of the work we do is directly influenced by how much we care. With clients, that care manifests itself in long-term client partnerships, which, in turn, lead to a level of brand knowledge that few agencies achieve. The happy result of these solid, productive partnerships is a proactive focus on propelling our clients forward. We know these brands inside and out. We study their industries. We stalk their competitors. We are curious and driven. We become advocates for them. We care.

2. Develop original concepts

Technology has revolutionized how we design, how we create, and even how we ideate. Graphic design was once created only by hand, and results weren’t instantaneous. (Catch a glimpse in this video.)

Whether it involves group collaboration or sketches, our process allows us to generate solutions specific to client needs. We still put pen to paper to scribble a web of thoughts or quickly illustrate concepts. This workflow also lets us share ideas with our clients, so we don’t prematurely finesse a design that might miss the mark.

3. Perfect typography

Refining typography takes a little longer, but we take good typography seriously. Most people don’t understand the difference between an en dash and an em dash. Heck, people often use a hyphen when a specific dash is appropriate. (If you are one of these people, check out our typography infographic.)

We custom-kern type, fix typos, and point out inconsistencies to our clients. We believe these finishing touches not only strengthen a brand but also increase legibility and reduce visual obstacles for readers. Plus, it just looks better.

4. Pay attention to production

Our files are clean. When we send final art to the printer, we optimize files, remove extraneous elements, and anticipate problem areas. When we code on the web, we organize information and delete inactive snippets. With only a little additional time, these cleanups eliminate confusion and allow outside users to navigate files intuitively. In fact, it saves time on the back end when there’s no filtering through unnecessary pieces.

We keep our programs up-to-date to ensure we have the latest advancements. (Learn more about our experience with our creative software.)

Since 1994, TCD has promised to answer business challenges with strategic, creative solutions. To this day, we continue to offer clients the highest quality partnerships and the highest quality results. If you need a full-service strategic design company to help you achieve your goals, send us a note. We love solving problems.


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Posted on: January 29th, 2019 by Laura Uber

 

Ask the right questions to unearth authentic pain points

4 min read


Anyone in our industry will tell you marketers are all about solving problems. And a problem can’t be solved without understanding, truly understanding, the root of an issue, what caused it, how it impacts a key audience, and the circumstances that made it a problem in the first place.

There are no real shortcuts to marketing solutions that work. At The Creative Department, we don’t actually feel we’ve gotten to the core of a client’s issues until we can honestly say, “We feel your pain.” Since our success depends on the success of our clients, it’s incumbent upon us to dig in until we get to the real issues, and to work together with them to map out actionable solutions. The same is true of marketers working with an internal communications team, creative folks gathering input for a project, or agency staff getting to know a brand and its issues for the first time.

Teamwork makes the dream work

At the risk of sounding like a private investigator interrogating a witness, it’s smart to ask as many questions as it takes to help you get a grip on a marketing problem. Don’t assume you know. Don’t think it’s probably the same as it was last year. Don’t hesitate to ask for evidence you might be able to find elsewhere. Just don’t. At the outset of a large project or an annual planning session, schedule a face-to-face meeting, and ask away. Chances are, the team will appreciate both your curiosity and your preparation. More often than not, questions lead people to think about issues from different perspectives, resulting in new insights.

Preparation. preparation. preparation.

Before the questions start, make sure you’re properly prepared.

  • Know the situation. Are you up-to-date on what’s been happening in the marketplace? Are you familiar with the plight of key competitors?
  • Assemble the players. Do you have the right people in the room? Are key stakeholders represented? Do you know who will make the final decision? Who is empowered to take action when action is prescribed?
  • Gather your assets. Have you asked the appropriate people to provide research, trend analyses, or internal documentation that will help illustrate specific problems? Do you have an agenda?
  • Don’t forget the preamble. Be ready to give a brief intro summarizing key points as you know them, as well as the purpose for the meeting. Emphasize that the ultimate solution will emerge from the work you do now. Encourage everyone to dig in and open up.

Then, let the questioning begin. Of course, this shouldn’t be an accusatory cross-examination. We’re all working to solve the same problems. The goal — for everyone — is to get the most complete information possible in order to formulate effective solutions. Here are some sample questions to get you started:

What’s changed since the last time we met?

Questions about industry, economy, competitors, customers, key personnel, new product or service offerings, etc.

Is there a new audience we should explore?

Has the target changed? Are there new perspectives or challenges we should consider? What’s hurting? What’s helping?

Let’s talk about measurable goals for this project (or year, or plan, or whatever).

What’s feasible? What’s a reach? How do we measure success? What’s keeping you from meeting those goals? What baseline information do we have to get started?

When things go wrong (in the sales funnel, for instance), what causes that?

Where, in the customer journey, do you typically lose a customer? Why? What tools or insights are missing? Put some numbers to the churn. Show me what it looks like.

What solutions have you tried?

What’s working? What’s not? Why?

What concerns you?

What is your boss worried about? What keeps you up at night? Where could we fail? How can we succeed?

Have we explored alternatives?

There’s more than one way to skin a cat. Even if some solutions are awful, put them on the table. Sort through them and land on the BEST idea.

What sort of constraints do we have?

Start with deadlines, budgets, and personnel; then work to understand what is driving those decisions. A lack of resources, itself, can be a pain point.

No pain, no gain

At the end of an intense question-and-answer period, you should have some idea where to focus your collective resources and energy and what it will take to deliver a powerful solution. Without pain points, it would be impossible to produce ideas that are truly built to solve problems. The same holds true for the creative process: without doing the critical work upfront, any marketing project is doomed to underperform for lack of accurate and actionable information. Don’t fall into the trap of rushing to solve problems based on what you think you know or what you hope to be true.

Ask.
Listen.
Think.
Solve.

Need our help identifying and solving those pesky pain points? Give us a call or email us today.


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Posted on: January 15th, 2019 by Angela Michka

 

3 min read

A new year instigates moments of introspection — a look back at the passing year and a designated fresh start.

Let’s call out a few new and different projects we accomplished with our clients in 2018:

  • An in-depth branding guide for a top 50 consumer research firm housed invaluable resources to support brand consistency and important company communications.
  • Kansas City’s annual state of entrepreneurship report showcased a vibrant ecosystem and connected us with our community.
  • A marketing strategy helped an engineering and manufacturing company achieve its business goals and generate exponential revenue, thanks to a collaborative partnership.

As we reflect on 2018, our highlights include 6 lessons we learned along the way, followed by 6 goals we’d like to implement in 2019.

6 lessons learned in 2018

1. Offer our expertise as full-service consultants.

We’re not just designers executing projects; we are here to help clients develop effective business strategies.

2. Always work to be more efficient.

We’ve created tools, including social sharing content grids and proposal and presentation templates, to enable our clients and streamline our work as a team. We constantly evaluate how we operate and the tools we provide so we can all be more efficient.

3. Record our processes to improve productivity.

We’ve prioritized our process documentation, taking time to establish and annotate our processes. This helps us jump right into recurring or related projects, without wondering, How did we do that last time?

4. Leave room for creativity without reinventing the wheel.

Lessons 2 and 3 help us channel our energies into generating new ideas and strategies. We can rely on our already-generated resources and maintain brand consistency.

5. Meet face-to-face, with our clients and with our team.

While this isn’t a new lesson, it’s an ever-present reminder. Customer service builds a stronger network and better client partnerships.

6. Motivate and empower brands that are stuck or complacent.

Businesses, large and small, can miss opportunities to grow if they are set in their ways. When an engineering and manufacturing firm trusted our marketing communications solutions this year, a measurable impact in sales was felt almost immediately.

6 goals for 2019

1. Always work to be more efficient.

Sound familiar? Well, we don’t consider this a one-and-done solution. We will keep improving our processes to serve clients better.

2. Enhance our client and prospect communications plans.

Now this doesn’t mean we’re going to bombard everyone we know 24/7. We just believe additional communication helps manage expectations (and deadlines) and builds transparency within a partnership. This goal also includes sharing insights, experiences, and success stories we gain.

3. Expand our team.

We are a small but mighty team. We have a strong wheelhouse of talent, plus a network of trusted and talented external resources that increase our manpower. We’re looking to expand our in-house team to more effectively serve our clients.

4. Prepare for emerging marketing trends.

We’ve delved more into animation and hope to support clients even more with video, an ever-growing content marketing tool.

5. Elevate our event and app development offerings.

We are ready to build on our extensive portfolio of event branding work, from concepting and themes to staging and swag. We also plan to extend our app development offerings to build on our solid platform of digital publishing and corporate communications to help our clients reach their more active and mobile customers.

6. Enrich Kansas City and our team through new community involvement activities.

We’ve been working for nonprofits and various causes in the city for almost 20 years. We pledge to be more intentional in our efforts and enlist the interests and talents of our staff to make more of an impact in 2019.

Looking forward to 2019 with you!

Interested in how we can help your business this year? Give us a call or email us today.


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Posted on: January 4th, 2019 by Laura Uber

The Creative Department is a proud sustaining member of AIGA.

We follow AIGA's Standards of Professional Practice and adhere to its principles of integrity that demonstrate respect for the profession, for colleagues, clients, audiences or consumers, and society as a whole. We utilize AIGA's Basic Terms & Conditions and Intellectual Property Provisions to maintain the professional practices of the design industry.