Baldwin Creative & Co.

How to get your marketing dollars approved

jbrinegar — Fri, 31 Dec 2010 15:57:25 +0000

(This article was contributed by Judy Brinegar, a partner at Baldwin Creative & Co.)

Ever wonder what your finance folks are thinking when you submit your marketing budget request? If they’re true finance people, the answer is easy: They’re wondering what value the company will gain by approving already limited resources for things like a new website, brochure or social media campaign.

As a former CFO, who has been responsible for justifying all kinds of budgets to upper management, I can assure you that you must be able to demonstrate a return on investment (ROI) for any money you’d like allocated. I know marketing folks hate the dreaded “ROI” term and acknowledge that marketing tends to be the first thing cut from the budget. But that’s precisely why it’s more critical than ever to justify your budget request.

So, when you submit your marketing plan and budget requests, make sure you have provided plenty of detail with regard to what positive outcomes can be expected. Will your plan boost sales, build loyalty, switch customers from a competing product/service, or increase market share? By how much? How will that impact revenue? And what are the implications of not spending?

Don’t assume that the financing folks will understand your grand vision – or the importance of budget approval – unless you tell them. At Baldwin Creative & Co., we certainly understand the importance of marketing. But we also know how to build a case for budget validation and approval. With 2011 just around the corner, let us know if you need help building your own case for budget approval.

Creative excellence and general do-good-edness – Day 730

Steve Baldwin — Thu, 23 Dec 2010 01:49:54 +0000

It’s hard to believe, but 2010 is coming to a close. That means Baldwin Creative is coming out of its terrific twos and is about to begin its third year of creative excellence and general do-good-edness. Happy Birthday to us!

But it also means that Christmas has arrived – Happy Birthday, Jesus! – and the New Year is upon us. So now is the perfect time to say thanks to our clients, vendors, followers and friends. It has been a fantastic year of growth for us and we hope for you too. We wish everyone a very Merry Christmas, a Happy New Year and look forward to working with you in 2011!!

P.S. Baldwin Creative & Co. will be closed on December 24th and December 31st. If you experience a marketing emergency on either of those days, you’re not spending enough time with your family!

Seven Steps For A Perfect Fold

Steve Baldwin — Sat, 18 Dec 2010 20:51:57 +0000

Baldwin Creative & Co. recently designed a bi-fold brochure for a client who was highly concerned about the piece’s final appearance because of the fold. Their worry was valid for a number of reasons but chief among them was the potential for cracking along the fold, which would allow the white paper to show through what was a very dark background.

How did we handle the potential problem? By carefully considering the following factors. If your next brochure, mailer or booklet will have a fold, be sure you consider them as well.

Paper Type: Certain papers fold better than others. Be sure to ask your paper supplier or printer for their recommendations before your start printing.

Paper Grain: During the manufacturing process, the pulp fibers that eventually become paper tend to align in a manner that creates a singular direction of the grain. Folding against that grain allows a greater chance for unsightly cracking. Your printer should print so that your folds will occur with the grain.

Double Hit: If your fold will occur over a solid area of color (particularly a dark color), it may be a good idea to print that color twice – or double hit it. Doing so will increase the ink’s penetration and opacity and potentially mask any cracking.

Score: Scoring your printed piece before folding is your printer’s best chance at minimizing fold problems. A score is simply an indented line right where the fold will occur and is pressed into the paper after printing, but before folding. Be aware that scoring widths and depths vary depending on your type of paper.

Varnish: A varnish is a clear coating that is printed over the colors of your design. Acting almost like the clear coat on your car’s paint finish, varnish adds a layer of protection to your print piece. It strengthens the paper it sits on and increases odds of a flawless fold. Be aware that varnishes come in gloss, satin and matte and could effect the colors they sit on top of.

Hand Fold: Last, but certainly not least, is hand folding your printed pieces instead of machine folding them. Depending on your print quantity, this may or may not be economically feasible. However, a slow, deliberate folding process will create less imperfections than a high-speed folding machine that lacks the ability to feel the limitations of your paper and make adjustments on the fly.

Press Check: Standing at the end of the press as your printed pieces are coming out is your best chance to catch problems before it’s too late. Hand trim and test the sample sheets before the entire print run is complete to verify the folds will look as planned.

So how did our bi-fold turn out? Well, perfect of course. We used all seven steps to ensure a printed piece our client could be proud of.

Baldwin Creative identifies keys to success for new marketing business

Steve Baldwin — Sat, 11 Dec 2010 16:33:51 +0000

Needless to say, all of us here at Baldwin Creative & Co. were surprised when we won the rookie business of the year award from the Dayton Business Journal in November. We had some heavy duty competition and really did not expect to win. We would like to give a sincere thanks to of our customers and supporters – we are so honored!

It’s been a couple weeks since we won and we have had time to reflect on the award and try to identify why we won. We also try to continuously identify best practices for our company. Baldwin Creative & Co. has a goal of helping our clients with their marketing and branding needs at an unbeatable value.

After much thought we think the keys to winning the award were :

Commitment to people = client trust
Quality product and service = Able to grow in down econom
Controlled costs + zero debt = Value for clients

What do you think? We would love your feedback on how we are doing as a company. Are we providing expertise as marketing and branding experts?

What Have We Learned So Far About Social Media?

Steve Baldwin — Mon, 06 Dec 2010 23:53:04 +0000

You may remember Baldwin Creative & Co. set out on a quest recently to establish our own social media test bed. So here we are, a few months into our experiment, and I have a few noteworthy observations:

1. Getting started takes time. When we began this process, we spent a good deal of time developing our strategy and establishing timelines. We felt good about the direction and were excited to get started. And with the plans in place, I personally had the notion that we would just sort of push a “Start” button and off we’d go into social media bliss. However, we quickly learned that planning and implementation are two different things. Building pages, finding followers and ironing out technical glitches became time-consuming distractions that took energy away from building content. Which brings me to number two.

2. Keeping content fresh and relevant is hard work. I think you’ll agree that Facebook updates and Tweets about businesses “heading out for lunch” or declaring we should “Do what we love and love what we do,” tend to clutter the blogosphere and challenge everyone’s productivity. That’s why we’ve worked hard to focus on only sharing information that is noteworthy and timely. It’s not easy but for the sake of our followers, it’s necessary. Originally planned as an almost passive task, we’ve come to realize quality content development really does require someone with sufficient time dedicated to the role.

3. Social media utilization is a journey, not a destination. Okay, maybe this is a no-brainer. But as we’ve moved along – sometimes in fits and starts – it has become quite evident that we need to remain as flexible in our ongoing approach as this new media demands. Our early planning was good, but we’ve had to adjust on the fly as obstacles popped up. The challenges were good learning opportunities, and we can now say, “Been there, done that!” But we also discovered venturing into the social media realm happens with baby steps and that success is measured in months and years, not days. As this medium continues to grow and evolve, we understand that constant learning and adapting should not just be expected, it should be embraced.

What about you? What have you learned about this still very-new channel?

Baldwin Creative finds early success

Steve Baldwin — Sun, 28 Nov 2010 20:11:41 +0000

Baldwin Creative finds early success (contributed by the Dayton Business Journal)

Owning a business is stressful, but for Steve Baldwin, it’s also incredibly freeing. Baldwin had logged years working on staff at various agencies in Dayton, last as creative director of Turner Effect, a marketing agency in downtown Dayton. When Turner Effect owner Lori Turner approached him about buying the creative side of the firm, Baldwin knew it was his chance to finally go out on his own.

Baldwin Creative & Company was born. “It’s been really liberating,” Baldwin said. “I get to do what I enjoy doing.” Baldwin had tossed around the idea of starting a company for years with colleague Judy Brinegar. She, too, had spent her career working for others, managing financials and business strategy in a variety of industries. When the opportunity came along, she was one of his first calls. She helped with the financials and is now a co-owner of the upstart design and marketing firm.“It’s nice when you put in an 80-hour week that you are doing it for yourself,” Brinegar said.

Launched in 2009 with about $300,000 in sales from the book of business bought from Turner Effect, Baldwin Creative & Company expects to close 2010 with just under $500,000 in sales.

However, operating a design and marketing company can come with peril. During a tough economy, companies often reduce these services. And the Dayton-area marketing and advertising industry has taken a beating recently, Baldwin said. Smaller firms have replaced the larger firms that once dominated. Just this week, Columbus-based Fahlgren Inc. acquired Sabatino/Day, which was once the largest advertising agency in Dayton.

However, this doesn’t mean spending has dried up. In fact, some areas have been booming. Online display ads — such as those consumers see on Web sites — increased 22 percent during the third quarter of 2010, compared to the previous year, according to Virginia-based comScore Inc., which handles digital marketing intelligence. “Just one year ago we were still in the midst of an advertising recession, but several growth drivers have contributed to sustained improvements over the past few quarters,” said Jeff Hackett, comScore senior vice president.

For Baldwin Creative, strong communication with the current clients has been key, as are Baldwin’s relationships with those clients. The company didn’t lose any clients in the changeover, he said. The firm has three employees and a roster of freelancers who specialize in areas such as graphic design, social media and copy writing.

They focus on market research, strategic messaging, graphic design and creative development with print, electronic media and social media. “For us it’s important to be able to offer an array of marketing vehicles,” Baldwin said. Baldwin positions the company as more than just an order taker. He wants to bring clients the best possible marketing plan for their unique needs — and sometimes that can even be for a lower cost than their original idea. As a small firm, he’s betting on value as a way to build long-term business. That especially helps with landing work in larger cities, such as Phoenix. One client there has now grown into five accounts. They also have clients in Washington D.C., Chicago, New Jersey and Florida.

The ability to offer lower rates than competitors in metropolitan areas is helping gain business in these larger cities.
“There’s value to being in Dayton,” he said. Many of Baldwin Creative’s clients are in health care and education, such as Delta Education, the firm that owns Miami Jacobs Career College, University of Dayton School of Law, Wright State University and Kettering Medical Center. Both industries have similar structures, which make it easy for the firm to gain an expertise in those fields. And they have one other more important factor in common: they both tend to be recession proof. Baldwin also has clients in a variety of other industries, such as technology and commercial construction.

Moving forward, Baldwin Creative is focusing on slow and steady growth, expecting to add about one employee a year. He’ll rely on his freelancers — which Baldwin calls strategic partners — which allow him to ramp up and down as business ebbs and flows.
“We’re small, but we feel mighty,” he said.

Contributed by the Dayton Business Journal – by Tracy Staley
Tracy Staley is a contributor to the Dayton Business Journal.

How old is dirt?

Steve Baldwin — Mon, 22 Nov 2010 10:19:51 +0000

The founder of Baldwin Creative & Co., Steve Baldwin, may or may not have turned forty years old this week. While definitive confirmation remains elusive, rumors of his old age abound in all corners of the social strata. Indeed, recent observers have noticed a hunched posture, substantial creaking in his gait and a hairline that is surrendering to the cool autumn air. Others however, note that he remains as sharp as a tack. “Despite his obvious physical frailties, he continues to add to a great body of work as evidenced by his continuing awards and accolades,” said one casual observer.

When pressed about his exact age, Mr. Baldwin darted the inquiry with comments such as, “This interweb thing is a fad, just like Hula Hoops and pet rocks,” and “Back in my day we walked our messages to the mail box!” So while Mr. Baldwin’s exact age remains unknown, a couple of things are clear. Although his commitment to smart marketing remains intact, he is definitely older than dirt.

Baldwin Creative looking to win award

Steve Baldwin — Thu, 11 Nov 2010 00:31:57 +0000

One Week and Counting…

The DBJ Business of the Year Awards is one week away and your favorite marketing group is on pins and needles hoping to win Rookie Business of the Year. We’ve got some pretty tough competition in Boost Rewards and Teradata Corporation.

Now that DBJ has interviewed us and taken our pictures, we feel like stars waiting on Oscar night. But truth be told, it’s just nice to be recognized at any level for what we do best: providing our clients with the best value and customer service they can receive. They’re the stars in our mind.

The DBJ will be hosting the gala event on Thursday, November 18th at the Schuster Center. For more information on attending the event you can go to http://www2.bizjournals.com/dayton/event/7411.

And the award goes too … stay tuned!

Pervasive Branding – Marketing is everywhere at Disney

Steve Baldwin — Wed, 03 Nov 2010 23:41:16 +0000

Don’t step on the mouse!

(Steve Baldwin of Baldwin Creative analyzes how pervasive marketing is for the big brands)

My wife and I took a few days out of our hectic schedule recently to visit the Mouse. That’s Mickey Mouse to be more specific. This was probably our ninth or tenth visit to the Disney World Resort in Orlando and the third without children in tow. For those of you who have never been, it is one of the most enjoyable and entertaining (albeit tiring) distractions you’ll ever experience.

But to the trained eye, it’s also one of the most branded experiences you’ll ever have. I call it pervasive branding and when it’s done well, I like it. At Disney World you literally cannot turn your head without seeing a Disney logo or spotting a character icon. But the beauty of this brand saturation is that it’s so well integrated it goes virtually unnoticed – hitting you almost subconsciously. And it’s integration is on a scale so large and so seamless it’s hard to believe. Just look at these images to see if you can find Disney’s icon character hidden in the carpet, asphalt and paintings, to demonstrate just a few.

To give you an idea of just how pervasive these Mickeys are, there’s even a book out called Hidden Mickeys (available here) which is your field guide for spotting these little gems during every waking moment. That’s right, spotting Disney’s brand is now a game! I call that marketing done right.

Can you think of any other pervasive brands out there? Perhaps Coca-Cola with their red color, white ribbon and bottle shape? Maybe Nike with their trademark swoosh on every shoe, shirt and ball? Who else?

Get your shoes shined! Get your hair done!

Steve Baldwin — Mon, 04 Oct 2010 15:28:14 +0000

The Dayton Business Journal recently announced their picks for this year’s Business of the Year Awards. And in case you missed the news, your favorite marketing company is one of the few finalists selected from the largest pool of nominations ever! That’s right, Baldwin Creative & Co. is up for a Business of the Year award!

Selections were made based on business achievement, outshining competitors, and, if you read between the lines, general awesomeness. Winners for each category (including non-profits, manufacturers, and minority businesses) will be announced at a gala event on November 18^th at the Schuster Center.

Congratulations go out to each of the other finalists, especially Boost Rewards and Teradata Corp., our fellow nominees in the category of Young and Start-Up Companies. And if we may be so bold (it is our blog after all), a hearty congratulation goes to us! We’re taking a brief pause to pat ourselves on the back.

[BRIEF PAUSE]

There. Now back to work!

Read more here.