Creative Blog.
Marketing planning & budget is critical to any business
Developing a sound marketing strategy and budget are vital to the business. Consider the 23 primary components of marketing and what that might cost to implement. But first, a simple review of the top 5 marketing questions: What is it that you are marketing? Why are you? How will you do it? To whom precisely? and what’s a reasonable budget?
Marketing planning & budget is critical to any business.
Whether you have a small startup lemonade-stand business, or a large enterprise corporation, developing a sound marketing strategy and budget are vital to the business. Why? First let’s define marketing and why that matters.
What is marketing?
Most people know generally what marketing is, but knowing what it means today (2021) is important because while the fundamentals have always been there over the years, the methods, vehicles, tools, and customers have changed dramatically. The simplest way I generally define marketing is: “Delivering a specific business, product or service to the marketplace—why, how, and to whom.” So it can be a golf ball, or a plan to inhabit mars, they each have a very specific target customer base, a “why” and a “how.” And just knowing the basics behind each of these helps build a sound plan. And that includes a plan for what you invest in that marketing plan.
Budget planning
A part of the marketing game plan includes a budget plan. This simply defines how much emphasis—both time and monetary—you think you might want to invest in marketing your product, service, or business. And this is important. You will definitely need to actively market. Send the word out, spread the news, and continually engage your ever-changing customers. If you don’t, literally, your business sits idle. Nobody comes to you, you need to invite them and regularly engage them. Treat them as your true friends. Nurture your customers. And this requires driving vehicles to do so, like websites, social media, email, mail, etc… as well as building a sound brand—quality graphic design.
It’s important to develop a budget that coincides with what you will employ, how, and when— and at what level. Having a very basic plan goes hand-in-hand with how much “oomph” you put in to your marketing. Think about how hard it is to reach your audience let alone find them with all the competition and distraction. So investing a little will get you a little, and investing a lot will get you more. Why? More exposure. The more eyes and ears you have on it the better—however, a major caveat to that though is how well it’s being done/implemented! You can spend a fortune on a sloppy ad campaign, and if it doesn’t attract your customer, they don’t engage. And that can be a waste of time and money. So review the primary components of marketing below and determine the ideal pieces that may be right for you— and break up a rough cost on what you can afford initially, and in the future. Then really work hard at putting the marketing plan to work.
So consider some of the primary parts of marketing a business, they all will have a certain affect on your business and each have a specific time and cost:
23 Primary components of marketing:
Branding and design
Advertising in print
Website design and production
Website edits
News
Blogs
SEO
Print material (brochures, mailers, handouts, business cards)
Collateral branded material (letterhead, powerpoint)
Email marketing
Podcasting
Radio ads
Social media advertising
Google advertising
Discounts and coupons
Social media posting (and to which ones)
Special content: White papers, case studies, infographics, video, animations
Video commercials (YouTube, etc…) about your business
Events
Person-to-person
Referral programs (listing on others websites, etc…)
Third-party affiliations
Public relations, press releases, etc…
So based on these primary marketing components, it’s helpful to develop a rough idea on not only which ones are most important (although they all are), but how much cost you might assign to them. For example, basic website design and development (maybe $5K, and then another $2K over 6 months to update, implement SEO, add news posts, etc…), regular social media posting—figure hopefully at LEAST 1 per week (although 1 per day is the best minimum. I suggest 5-10 per day to be effective)— maybe $100-$200 per week to have someone develop them, graphically create them, and then engage (post them). Those alone would roughly be about $10K for the first 6 months, and then post launch, maybe $5K second half of the year— so about $20K annually for just those basics.
It may seem like a lot, but running a good business requires good marketing. And the idea behind marketing remember is growing, building, expanding, and increasing business—customer reach, sales, and everything around your business. The investment is meant to exponentially add income and exposure. So you can see how and why ‘what you invest’ in the marketing aspect is so critical.
Let’s break down the primary marketing factors:
What. You need to know specifically and accurately—precisely what it is you are developing, preparing, or presenting to the marketplace. What is it? What’s its name? Think of it as a version of the elevator pitch or mission statement, which really ties together all 4 main points here. What, why, how, and whom. But the “what it is” portion needs to be very simple, very clear, and HOPEFULLY very compelling. By that, I mean that it was well thought out, solves a real problem, serves a goo and meaningful purpose, was market tested, or at the very least is something a niche audience wants and needs. Otherwise, you are not going to fare very well.
Why. What is the reason you are in business? Whatever and however you market yourself all hinges on that important factor. Why the why? Because knowing why you are doing what you are doing drives and fuels the entire mission. “I want to improve peoples lives by providing truly natural food products” will be marketed differently than “We want to sell good lumber that lasts longer.” Every mission or “why” has a certain flavor— a “DNA” embedded in that brand—thus mission.
How. What’s the game plan in HOW you will implement your mission/strategy? This ‘how’ will include things like on what medium (online, email, social apps, etc…), how often, and what kind of content or means will you employ. For example, developing an online platform making it easy for our customers to purchase and engage quickly, vs maybe printing different mailers across the country to reach different markets and teasing the concept to build interest—web later. So think about how you plan to implement your game plan.
To whom. This one is important. You need to know who you are marketing to. It helps develop the right messaging and exactly how you will present information to those specific set of eyes and ears. 8-10 year olds will respond differently than 60-80 year old women. Men interested in home improvement will respond differently than mothers with children on the autism spectrum, etc. By knowing “who” you are communicating with them specifically. What they say and read “speaks to them.” Makes them WANT to react and thus ultimately “convert,” becoming a long-term, nurtured customer that raves about you and helps spread the word.
Cost. Try and develop what you think might be a comfortable cost associated with marketing your business, product, or service. Think annually, semi-annually, or monthly. At the very least, develop an initial short term goal of coming up with a few good marketing drivers like pieces of content (case study, infographic, blog article), social media posts, and website updates. But don’t skimp or dabble! While you sit and contemplate, other businesses are getting really aggressive— they are investing a lot more to really grow and increase profitability. So think generally in terms of whether it’s $1000 per month, $5K per month, or $10K per month. Then have a conversation with a creative team that can work with you to develop a marketing plan especially built for you. Every business is different.
Simple review of the top 5 marketing questions:
What is it that you are marketing?
Why are you?
How will you do it?
To whom precisely?
What’s a reasonable budget?
The bottom line
Developing a sound marketing strategy and budget are vital to the business. Consider the 23 primary components of marketing and what that might cost to implement. But first, a simple review of the top 5 marketing questions: What is it that you are marketing? Why are you? How will you do it? To whom precisely? and what’s a reasonable budget?
Work with a professional consultant that you can trust to guide you on the right path. Like a financial advisor, fitness coach, or outdoor adventure guide, they will help you develop a sound strategy that will get you the successful outcome you seek.
About Todd: I am a lifetime creative professional dedicated to helping other businesses and individuals achieve their best—their Zen.
I’m Todd Mitchell. Lifetime artist, entrepreneur, and 30-year creative professional. I develop creative ideas and solutions that help inspire the best in people, products and businesses. My mission is helping others achieve their absolute best. Personally and professionally.
Mitchell Creative Group is a micro-virtual creative agency outside of Boston, serving small businesses with professional creative services: Branding and identity, marketing and advertising, web and print, video and new media. Small businesses need high-level creative support— quickly, and at a fair, flexible price. And that’s what I provide.
https://www.mitchellcreativegroup.com
todd@mitchellcreativegroup.com
(508) 494-8182
Huddled Masses Website Development. How great people inspire great work.
Developing the Huddled Masses website was both fun and challenging. They had a few variations of older site desigs, and variety of brand segments that we needed to bring together into a modern and practical presentation that really represented their CEO Kristie and the team, as well as make it “fun” for their clients to engage as well. The “game pieces” theme fit into their basically helping their clients find and fit that “missing piece.”
Huddled Masses Website Development. How great people inspire great work.
Developing the Huddled Masses website was both fun and challenging. They had a few variations of older site desigs, and variety of brand segments that we needed to bring together into a modern and practical presentation that really represented their CEO Kristie and the team, as well as make it “fun” for their clients to engage as well. The “game pieces” theme fit into their basically helping their clients find and fit that “missing piece.”
Working with some of the best PR talents (Laura Goldberg @https://www.lbgpr.com, and Susanna Hinds) made the project high caliber, high energy, and top shelf professional.
The team at Huddled Masses are wonderful to work with, and as performance marketers, absolutely the terrific. Great people, that all inspire teamwork and great work.
Meet Huddled Masses
Performance marketing solutions that drive real ROI.
Digital advertising campaigns can sometimes feel precarious. One element or piece out of place and everything collapses.
Huddled Masses has a track record in helping clients find that critical piece of the digital advertising puzzle to pull it all together. Oftentimes it’s a piece that they didn’t even know was missing.
Kristie MacDonald, CEO—brings more than 15 years of entertainment marketing and research experience to her leadership role at Huddled Masses.
Direct Digital Holdings Branding and Website Development—The Value of a Great Team
Having any design project start off with a fun, exciting, and enjoyable kickoff call is always a great sign. Mark Walker their CEO, and their PR firm (Laura Goldberg @https://www.lbgpr.com) are incredible.
Direct Digital Holdings Branding and Website Development
Having any design project start off with a fun, exciting, and enjoyable kickoff call is always a great sign. Mark Walker their CEO, and their PR firm (Laura Goldberg @https://www.lbgpr.com) are incredible. An engaging and driven conversation led to what became a very cool project. They know what they like and want, yet allowed the creative process to unfold. Developing the site included branding. A logo and site that captured an energetic “forward moving, colorful, and exciting vibe that makes it engaging, interesting, and simple. Responsive mobility was a must here also.
Meet Direct Digital Holdings
Direct Digital Holdings brings state-of-the-art supply-side and demand-side advertising platforms together under one umbrella company.
They deliver significant ROI for middle market advertisers.
They give advertisers of all sizes unparalleled reach within general market and multicultural media properties.
CEO and founder, Mark Walker brings nearly 20 years of experience in private equity, building relationships, and revenue generating operations for Fortune 500 corporations as well as start-ups.
https://directdigitalholdings.com
The Art of Animation
In commercial design specifically, although imagination can take us anywhere, there are three primary types of animation that can be created to present content or data in an engaging, active manner— or to promote an idea, service, company, or product.
Some ideas, guides, and thoughts on animating content
By todd@mitchellcreativegroup.com
I grew up inspired by animation masters like Disney and Looney Tunes. We all marveled at the screens as characters, scenery, and storylines blended with sound, music tracks, and voice into emotional experiences that kept us coming back for more. It literally brought imagination to life. And it continues today.
Commercially, it’s not much different. Bringing stories to life helps elicit emotion. It sells products, brings awareness to situations, events, and worldly affairs. It builds community, teams, and excitement. Animation is an art that brings imagination and creativity to life— through the senses.
As technology has advanced over the years, we are able to create animations much easier, and much quicker than we were ever able to. Powerful computers, robust software, and well tuned designers can create amazing animated material—faster, better, and less expensive than old-day “cell animation” with huge teams hand-drawing animations—then, about 24 drawings per second of animation.
There are still companies today that do that— and do quite well, and create a unique niche in the industry. Claymation, stop-motion, and many other nifty techniques can be used to deliver a real unique personality to an animation.
This animation created for QuickPivot involved a small key team to develop a fun project outcome and what turned out to be a very successful campaign. https://www.youtube.com/watch?v=0J0qhHnemd8&feature=youtu.be
There are many types of animation modern technology allows
Modern tech, also allows creative folks to multi-purpose material, and bring animation into the realm of recycled-content possibilities. For example, turning a static infographic into an animated version of it. Using the parts and pieces of the illustration and adding motion, effects, sounds, and music to it literally peels it off the static page and into motion. An exciting, engaging, and different format that can be used on multiple platforms—and now, you end up with 2 formats simultaneously.
In commercial design specifically, although imagination can take us anywhere, there are three primary types of animation that can be created to present content or data in an engaging, active manner— or to promote an idea, service, company, or product:
The three primary types of commercial animation:
1. Standard motion graphics. Here, we take any content, and simply add motion to it. It can literally be as simple as an animated Powerpoint document, or text and graphics with motion added in sequence, with or without effects or sound— on more upscale software like Adobe After Effects, Final Cut Pro, or even Apple’s Motion or iMovie.
2. Up-leveled animations and motion graphics. Here, content is put together and created with animation in mind. For example, an infographic is created— text and graphics. They then are “animated,” or put into motion, so as to walk the reader through the storyline, with sounds, music tracks, and captions to help create an emotional, engaging story.
3. High end animation. This varies quite a bit. This range can be a custom-built animation on a designer’s desktop computer— with graphics, text, voice talent, and music— on up through something Pixar might produce as a major motion picture. Nonetheless, either one can net a beautiful, exciting, emotional, and highly engaging product. These higher ended projects take more time, planning, creativity, and imagination to develop— but for the right reasons, are well worth it.
The cost to create animations
Before the cost is established when creating an animation, it’s important to think about the “goal” of the animation. Roughly, WHY are you creating it? Is it for fun, personal use— or is it to bring awareness to an idea, set up information, service, or product? Are you looking for new and exciting engagement content for your audience? Or maybe you’re on a mission to be the next Academy Award winner… the “why” and the goal helps you start off the right foot.
The cost in developing an animation can also vary—depending on four key factors: The importance of the project (simple stuff, or for something real important), the budget of the project (little to invest, or have more to invest), the size of the project (how big it is), and it’s value (what are you getting from it). And each of these factors impact the outcome. For example, big company, big budget, real important information, and a huge audience with engaging content— vs. simple data to a small audience will each warrant a different strategy. So step one is determining the four key factors.
The four key factors to developing an animation
1. Importance. How important is the project? (not very, moderate, extremely)
2. Investment. What would an ideal ballpark budget range/investment be possibly? (under $1000, $5000, $10,000, $100,000, etc…)
3. Size. What size project do you envision? (simple and small, average, or major production— how long is it?)
4. Value. What is it’s value? (a lot of people will see it, not many people will see it, or millions around the world?)
So cost-wise, animations will vary depending on the four key factors above. Expect anywhere from around $1000 upwards of $10,000 plus— and with major motion pictures, documentaries, etc… upwards of $millions! Yes, a wide range of cost, but that’s the importance of pre-planning the project to know clearly what the goals are.
For basic to moderate animations, such as animating an infographic or even a slightly more advanced animation with voice talent, sounds, music tracks, and effects, expect an average range of $2500—$10K.
The basic steps to creating an animation
Once you determine the general goal, or consider factors to developing the animation there are a few basic steps in getting started. Following these steps help you organize and ensure a successful final product. It also helps save time and cost, as well as help you fine tune it and craft it along the way to avoid costly and timely changes later on.
WARNING: Before you begin, consider the “team.” Who will be involved. Who will review, who will approve, provide funding for, etc… and ALWAYS work with a solid, experienced creative person on the team. Experience, talent, and high caliber creativity has a huge effect on the outcome. And having that creative expertise along the way helps keep it on the right track. Think of it as if Steven Spielberg or any other famous, successful director were producing or directing it… you’d want his/her input all along the way. Team up with a good creative professional.
This example illustrates the importance of “theme” to create an interesting and engaging concept behind content. https://youtu.be/Czi860QTImE
Here are the basic steps to consider in creating an animation, this is AFTER going through the four key factors to developing an animation:
1. Theme. What is it about? What’s the basic story line and idea. The “main pitch.”
2. Style. What flavor, type, or feel does it have? Fun and lighthearted, dark and spooky, animated cartoon characters, or a lot of video footage? Describe the style of it, and provide examples of what you might like here. Will there be voice talent, what kind of music? Describe it as best yo can here.
3. Rough storyboard. Storyboard the project. A rough walkthrough of the animation, describing scene by scene of what’s happening. Team can review and discuss the general flow and idea to hash out the best outcome.
4. Initial creative. Develop or sketch the basic artwork for the project to help the team envision and hash out the “look” of the artwork. There are many styles, and types of artwork that can be created so it’s imperative to work that out up front and make adjustments before final content is created.
5. Develop final content. Storyboards, script, screenplay… Write the actual script for the voice over, develop actual scene artwork. Add descriptions on each scene to walk through what’s happening.
6. Get team sign off. Important to not have any costly and timely surprises later. Make sure everyone that needs to be on board, signs off and agrees on what’s to be done.
7. Development. Full gear creation here. Assign assets, get the voice talent hired and recording, artwork gathered and created, music and sound research, getting those assets in hand… work efficiently at getting done. Done promptly, but done well.
8. Review and fine tune. Team or client review to make any adjustments or fine tuned changes. There shoudn’t be many here, but expect a few to tweak it and get it accurate. Fine tune it and finalize!
9. Publish and promote. Get it out there! Upload to YouTube, Vimeo, or otherwise. Be sure to incorporate meta data, descriptions, and other SEO-related criteria to help make it more visible. Promote it on website, by direct email, and on all social media channels. This step is critical so it reaches its original objective—being viewed! Promote, promote, share— and promote!
Here are some samples of our animation work:
Quick pivot example 1
https://youtu.be/brK7sKNhaog
The US Market Is Ready for Contactless Payments
https://youtu.be/xQVyrKStV9U
SAP - Use Technology to Chart a Better Course for Your Business
https://youtu.be/Czi860QTImE
Data Dynamics. Manage Your Data
https://youtu.be/b9_vdXrl6XA
Adobe Digital Transformation
https://youtu.be/fCxNyMXiPaY
Quickwin 2 segmentation
https://youtu.be/0J0qhHnemd8
The Secret Sauce for Accelerating Indirect Sales
This example is from a presentation…
https://youtu.be/X2KeCwz3ATU
AAP seasons greetings
https://youtu.be/0QDMm2uYTcY
Simple, practical, and inspired creative solutions. Free consulting. Free advice. Free first project for qualifiers. Creative strategies and solutions—made easy.
Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.
© Copyright Todd Mitchell, Mitchell Creative Group, LLC
Creative pricing— what will it cost?
When it comes to pricing creative projects it helps to keep three primary things in mind: Value (worth), caliber (oomph level!), and investment (what can or should be spent). And while there is a wide range for each of these, the ideal cost is what’s most appropriate for that project. No matter what, think of it as a range—from basic and simple, to advanced and higher level.
When it comes to pricing creative projects it helps to keep three primary things in mind: Value (worth), caliber (oomph level!), and investment (what can or should be spent). And while there is a wide range for each of these, the ideal cost is what’s most appropriate for that project. No matter what, think of it as a range—from basic and simple, to advanced and higher level.
The “value”— is what it’s really worth. Think of gold vs. a sheet of paper. And when it comes to your project, is it valued high like gold or as a simple piece of paper. Is your project high profile, important, to get high exposure, and have a big impact on the audience? Or is it a simple, one-off, very basic project with little exposure?
The “caliber” is the “oomph level”—meaning how much oomph you want it to have. Putting more work into it affects the outcome. If you spend more time on designing it, using certain fonts, images, colors, etc… you will have more quality there. If you spend more time on the animation or website you will get more impact.
The “investment” is what it sounds like—how much you “should” invest. I emphasize that because mistake number 1 is that people think its about what they WANT to spend. If you want to spend $50 on a logo, you will get a lousy $50 logo. Whereas if you SHOULD invest in a real solid brand— spending the time, working a high caliber, and investing value behind it, the outcome will be tremendously different. And it’s not to say you should always spend more— in fact the opposite. Some projects SHOULD be a low cost. Some projects warrant simple, low cost solutions.
So consider these three pieces when pricing your creative projects. It will help you figure out the ideal and appropriate amount to spend.
Here are a few worksheets to help visualize the cost curves on certain projects.
Marketing ones creative Self
In addition to having talent and abilities, or drive and passion in the creative space, is marketing ones creative Self. If you do it for fun, sharing it to inspire others or letting your creative Self shine outward is a good idea.
In addition to having talent and abilities, or drive and passion in the creative space, is marketing ones creative Self. If you do it for fun, sharing it to inspire others or letting your creative Self shine outward is a good idea. The flower expresses its “Self” by nature— and so should you. And it’s not bragging or boasting—it’s being, expressing, and sharing. You know how you are drawn to others, impressed by works of art, or enamored by all the things in the world? By allowing your expression of creativity you align with and play and important part of that as well.
So how? Connect with or create a network. Social media is a great place to start. But friends, colleagues, associates, clubs, art shows, and other ways to get your “stuff” put there… Start with creating or sharing on social media though.
Professionally—you MUST market your Self. Your level of success, outcome and results are directly related to how much effort you put in to your marketing. And there are many, MANY ways of doing that today.
Start with social media. Create or work hard at using it regularly. Expand a useful, strategic, and meaningful list of contacts. People that will either help, support, help grow, or contribute to your growth, sales, and success. Create raving, exciting fans that want to be a part of your network. Create awesome, useful, meaningful content that they MUST have. Show your stuff, advertise and market your wares—regularly and consistently.
For beginners only…
Other ways to market your creative Self might be using social media advertising campaigns—connecting to qualified leads. People that need your services. You can also leverage modern day online clubs, such as Fivr (https://www.fiverr.com/start_selling), or InDeed (http://www.indeed.com)— two popular freelance sites that you can grow and expand your design business. There are downfalls there however, you share your money with their fees— and become reliant on their platforms instead of your own— which I personally think is best. But, starting out, sure— grab some freelance work on those sites. Work it, expand it, grow it. At least try these things and see what works… And there are others. Etsy is a great DIY site for master crafters and designers alike. Amazon, Google, and other big players have stores and sites that allow you to sell your wares as well. Even Craigs List (http://www.craigslist.org) has leads if you search or advertise your stuff on their help wanted section.
The bottom line?
You need to get your name out there. Advertise your stuff. Talk about it, develop strategic, aggressive, and meaningful game plans to get your name out there, advertise your business, services, or abilities. And remember you get out what you put in. BIG (well thought out, meaningful, and truly passionate) effort means big results. LITTLE and meaningless effort will equate to absolutely nothing. It’s that simple.
If you want more advice, or help developing a game plan, or how to get massive results in your business, get a hold of me. Email todd@mitchellcreativegroup.com, or call me at (508) 494-8182.
Simple, practical, and inspired creative. Free creative coaching. Free first project for qualifiers. The best creative solution.
Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.
© Copyright Todd Mitchell, Mitchell Creative Group, LLC
eDocuments. The chameleon of design.
There’s no creative law that says “thou shall only create content the way it’s always been.” In the creative space, tapping into imagination and creativity means allowing exciting, fresh, and invigorating ideas to flow through and out. And that goes for everything— and in this case, ebooks and infographics.
I wanted to re-post a prior blog here by popular demand! To show you how one bit of content—one document can be conformed into MANY different types of eDocuments…
There’s no creative law that says “thou shall only create content the way it’s always been.” In the creative space, tapping into imagination and creativity means allowing exciting, fresh, and invigorating ideas to flow through and out. And that goes for everything— and in this case, ebooks and infographics.
An ebook (electronic book) is an on-screen document that can be as creatively intense— full of great content, awesome artwork, and exciting interactivity— or as simple as plain old text. An infographic is a ‘graphical representation’ of data or content, and can also be exciting, well-designed and fun, or as simple as can be. The goal should be to make the content easy to digest, fun to engage, and ultimately help throw your customers down the beautiful funnel directly to you!
The best part of imagination, at least for me, is that you can create anything. That is, after all, what creation is— right? And when it comes to ANY deliverable or creative project, there’s no reason to stick to the ‘norm.’ Imagine—create.
For ebooks, and infographics I make it a must that I always think creatively—making it sing, energize, and behave in a way that makes it super compelling and easy to understand. Fonts, color, graphics, layout, design, and then the myriad of options that allow us to add interactivity. We can create ePubs, embed video, other content, add pop-ups of data, sound, and much more!
So another great way to be creative is to pioneer and explore multiple options, which include ‘blending deliverables.’ In this case, introducing ebooks to infographics. And in many ways they really are the same. With an ebook, it’s content—usually longer text… but usually has some graphics throughout. With an infographic, its content—but more artistic, visually and graphically represented, and not so text heavy. So why not merge the two?
Check out the samples below. And remember, the options are almost infinite with creativity. And with the variety of unlimited design potential, art, and imagination—matched with technology… Anything is possible.
In the following examples, I started with an ebook— actually, an “InfoBrief” which is a variety of ebook—some text, some graphics. I created this InfoBrief for IDC originally with only that project in mind, and then using that as a model— converted it into several options to show you what “can” be done with any content. And illustrate the hybrid merging of ebook documents and infographics. How they can really work very nicely together.
InfoBrief
This example here below is of the original InfoBrief (ebook).
View InfoBrief, online as an “ePub” (electronic online view):
This ePub option allows more interactivity, embedding, social sharing, analytics, pdf download option, animation, and more… Same original InfoBrief, just in ePub format.
https://indd.adobe.com/view/18874d9b-7c72-4c19-8516-32e81d9abd40
Mobile Doc
The same InfoBrief, converted and created as a “mobile document.” A version that can be downloaded and viewed nicely on a mobile device.
View Mobile Doc as a pdf on browser (ideal to view on a mobile device):
Direct download Mobile Doc as an “ePub”— viewed on device ePub viewer (ideal to view on a mobile device):
InfoDoc (or eDoc)—
A much more graphical representation of an ebook or InfoBrief. Treating pages with more graphical “oomph”—color, art, layout. AND blending in the infographic components. I took pages of content and created “infographics” on a page, rather than flowing all the text.
The InfoDoc (or eDoc) is a hybrid ebook/infographic. Filling the gap between the two. As shown particularly on page 7— it combines prior ebook pages of content and merges that content into an info-graphical page…
Download and view “pdf” on your device:
Filling the eBook - InfoGraphic “gap”
Download and view “ePub” on your device:
Filling the eBook - InfoGraphic “gap”
Simple, practical, and inspired creative. Free creative coaching. Free first project for qualifiers. The best creative solution. 3.2.1. Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.
© Copyright Todd Mitchell, Mitchell Creative Group, LLC
eBook vs. InfoGraphics— filling the “gap”
There’s no creative law that says “thou shall only create content the way it’s always been.” In the creative space, tapping into imagination and creativity means allowing exciting, fresh, and invigorating ideas to flow through and out. And that goes for everything— and in this case, ebooks and infographics.
There’s no creative law that says “thou shall only create content the way it’s always been.” In the creative space, tapping into imagination and creativity means allowing exciting, fresh, and invigorating ideas to flow through and out. And that goes for everything— and in this case, ebooks and infographics.
An ebook (electronic book) is an on-screen document that can be as creatively intense— full of great content, awesome artwork, and exciting interactivity— or as simple as plain old text. An infographic is a ‘graphical representation’ of data or content, and can also be exciting, well-designed and fun, or as simple as can be. The goal should be to make the content easy to digest, fun to engage, and ultimately help throw your customers down the beautiful funnel directly to you!
The best part of imagination, at least for me, is that you can create anything. That is, after all, what creation is— right? And when it comes to ANY deliverable or creative project, there’s no reason to stick to the ‘norm.’ Imagine—create.
For ebooks, and infographics I make it a must that I always think creatively—making it sing, energize, and behave in a way that makes it super compelling and easy to understand. Fonts, color, graphics, layout, design, and then the myriad of options that allow us to add interactivity. We can create ePubs, embed video, other content, add pop-ups of data, sound, and much more!
So another great way to be creative is to pioneer and explore multiple options, which include ‘blending deliverables.’ In this case, introducing ebooks to infographics. And in many ways they really are the same. With an ebook, it’s content—usually longer text… but usually has some graphics throughout. With an infographic, its content—but more artistic, visually and graphically represented, and not so text heavy. So why not merge the two?
Check out the samples below. And remember, the options are almost infinite with creativity. And with the variety of unlimited design potential, art, and imagination—matched with technology… Anything is possible.
In the following examples, I started with an ebook— actually, an “InfoBrief” which is a variety of ebook—some text, some graphics. I created this InfoBrief for IDC originally with only that project in mind, and then using that as a model— converted it into several options to show you what “can” be done with any content. And illustrate the hybrid merging of ebook documents and infographics. How they can really work very nicely together.
InfoBrief
This example here below is of the original InfoBrief (ebook).
View InfoBrief, online as an “ePub” (electronic online view):
This ePub option allows more interactivity, embedding, social sharing, analytics, pdf download option, animation, and more… Same original InfoBrief, just in ePub format.
https://indd.adobe.com/view/18874d9b-7c72-4c19-8516-32e81d9abd40
Mobile Doc
The same InfoBrief, converted and created as a “mobile document.” A version that can be downloaded and viewed nicely on a mobile device.
View Mobile Doc as a pdf on browser (ideal to view on a mobile device):
Direct download Mobile Doc as an “ePub”— viewed on device ePub viewer (ideal to view on a mobile device):
InfoDoc (or eDoc)—
A much more graphical representation of an ebook or InfoBrief. Treating pages with more graphical “oomph”—color, art, layout. AND blending in the infographic components. I took pages of content and created “infographics” on a page, rather than flowing all the text.
The InfoDoc (or eDoc) is a hybrid ebook/infographic. Filling the gap between the two. As shown particularly on page 7— it combines prior ebook pages of content and merges that content into an info-graphical page…
Download and view “pdf” on your device:
Filling the eBook - InfoGraphic “gap”
Download and view “ePub” on your device:
Filling the eBook - InfoGraphic “gap”
Simple, practical, and inspired creative. Free creative coaching. Free first project for qualifiers. The best creative solution. 3.2.1. Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.
© Copyright Todd Mitchell, Mitchell Creative Group, LLC
Ebooks, part 1
eBooks (Electronic Books) are a great modern communication platform to create articles, publications, manuals, guidebooks - and more. What's best (and defines modern) is that they are created for online use and can be created in a variety of ways, making them useful on a variety of online platforms.
eBooks (Electronic Books) are a great modern communication platform to create articles, publications, manuals, guidebooks - and more. What's best (and defines modern) is that they are created for online use and can be created in a variety of ways, making them useful on a variety of online platforms.
Web browsers (like Explorer, Safari, Firefox, and Chrome), tablet computers (ipad, etc...), and handheld devices (cell phones - iphones, Blackberry, etc...) can all provide the visual platform for ebooks - not to mention the currently popular "e-readers" like the Nook® and many others.
Like most things, while most anyone with any computer know-how can create some kind of ebook, if created professionally - that is, by someone with good technical and creative know-how - can help you create some really cool ebooks that not only look dazzling but will be functional, easy and fun to use, and help you accomplish whatever goal your ebook(s) have.
For example; creating a professional design, adding relative and attractive artwork, clean and colorful layout, advertising, functionality OF that advertising (making sure the ads clicked work!), proper click throughs (links that direct to the right location), the correct type of ebook, and many other creative/technical aspects that will absolutely affect the success or failure of any ebook.
Important!
The common misconception of eBooks are that they are printed magazines or books, made into online pdfs. While that can be true for some (these can be created), they are not true eBooks.
Ebooks that are created as/for eBooks specifically have some unique criteria to render them effective in both design and functionality. For example;
Ebook text (per page)
Ebook text (per page) is less per page than printed material. To be truly “viewable” online, the text must be a certain size, and typically 4-6 point sizes larger than traditional print publications. Typical ebooks might contain about 300 words per page, as opposed to 500-600 words on a printed publication.
Single pages versus “spreads”
Creating an eBook is typically experienced page by page. You read a page, you turn a page, etc... So where the turn page buttons are, how the design is laid out, etc... are important factors. Creating “spreads” is a matter of design/layout that should be determined initially. The layout is far different than single page since components will line up differently (where images line up on the spread, where articles start/stop, etc...).
Print vs. Online
Simply, online requires a resolution (quality read in “dots per inch”) of only 72 DPI. Print, typically 300 DPI. So whether print or online, each image and all elements must be created individually at that specific resolution. Otherwise, online versions with too high a resolution will be a HUGE file size taking forever to download, as well as a printable piece (professional quality) having too low res of images will print really fuzzy/grainy... Typically, about 120DPI is recommended for eBooks, so if printed locally (laser printed) they actually come out rather nicely and also look and act well online.
Essentially, there are 6 primary (popular) types of ebooks: PDF, Website, Flash-based, Custom Programmable, Application-based (App), and Device-Specific.
Types of ebooks
Essentially, there are 6 primary (popular) types of ebooks: PDF, Website, Flash-based, Custom Programmable, Application-based (App), and Device-Specific. Each of them unique and carry their own set of strengths and weaknesses. Most of them also have similarities. I think the strengths clearly outweigh the weaknesses.
PDF ebook
From my perspective, the best option. PDF (portable document format) is a computer programmable language that has been around for a very long time. It's a relatively stable format that's widely used and/or accepted on most all online accessible devices. They can be read/viewed online, and can also be distributed as a file to other devices (emailed, etc...). In addition, they are easy to print out - therefore making a great online/print combination. With this option you can create a really robust print-like, professional e-magazine - or a very simple, fluid, mostly text-based document as a matter of design, each having its own strengths. If you’re looking for a really cool design that looks like a news stand magazine - or a cool, simple well-designed piece that’s mostly stable, and easily read on most devices, this is a strong option.
Strengths:
1. Easily read on most devices.
2. Easily distributed (emailed, etc...).
3. Easy to download.
4. Can provide sharp, crisp graphics.
5. Can have interactive abilities (hyperlinks, buttons, page turning, linked contents page to other pages, forms, and more...).
6. Can be edited (minor corrections only) directly with easy-to-use Adobe Acrobat software.
7. Allow you to use unlimited design. Fonts, colors, graphics, etc... Not limited as is on Web pages.
8. Easy to print.
9. Scaleable. Can be made into a variety of sizes, structures and designs. Single page, spreads, tall, wide, etc...
Text can be "grabbed," or copied with Adobe Acrobat software to other programs easily AND/OR can be password protected (read-only) so you can potentially also NOT allow that function if you want that layer of security.
Weaknesses:
1. While they can be edited with Adobe Acrobat software, moderate/major edits need to be done on the original software that created the pdf. Those costs would need to be estimated through that process.
2. Larger files create larger file sizes, which can be slower to download. There are definitely ways to avoid this issue (see below), but for longer/larger pdfs, can create a download/bandwidth issue.
Some Average Costs:
The cost will typically depend upon the size of the eBook, how much graphical work is applied, and the amount of follow up or edits are required. Average costs are as follows (but can range as appropriate):
Design consultation (design cover, TOC, and inside page): $500-$1200+
Production of ebook (delivered)
Up to 50 pages: $100 per page
50 to 100 pages: $125 per page (larger projects require more technical time and/or elements)
Graphics: $50 per chart, $100 per stock image, custom illustrations quoted separately (larger, more detailed graphics)
Hosting ebook: $350+/-
Additional edits (beyond 3 rounds of edits or post launch): $100 per hour
Basic landing web page for ebook, if applicable (text provided by client): $500+/-
Website-based ebook
Simply put, this type of ebook will look, act, and feel like a true website. Remember essentially, websites can be created in an infinite array of designs, so creating an ebook type of website (html-based) is a matter of setting the "website" up to look, act, and feel like an ebook. You can create a design that mimics most any size or style publication, loaded with buttons, graphics, and other components that make it a true publication-type website. Click a page, or button to turn the page, and it proceeds to that specific page...
Strengths:
Simple html website structure.
Relatively easy to edit (text is easy to work with, graphics can be easy to work with. Subject to typical website changes/edits.
Moderately flexible in design, similar to any website design process.
Can be viewed easily on most all web browsers (computer or handheld/laptop devices).
Size is only limited to practicality. In other words, as long or as large as you feel works well in design/concept.
Weaknesses:
Limited to the constraints of any website, since effectively - it is a website.
Graphically, can be limited whereas a print-type of publication has more design-ability features - web does have limitations.
Some Average Costs:
The cost will typically depend upon the size of the eBook, how much graphical work is applied, and the amount of follow up or edits are required. Average costs are as follows (but can range as appropriate):
Design consultation (design home page, turn page, design): $500-$1200+
Production of ebook (delivered): $1200-$5K+
Per story or article (on its own single long page): $450
Per individual page (article on multi pages): $125 per web page
Graphics: $50 per chart, $100 per stock image, custom illustrations quoted separately (fancy extensive work)
Hosting ebook: $350+/-
Additional edits (past 3 rounds or post launch): $50 - $150 per hour depending on the edit type.
Device Specific ebooks
The device-specific (D.S.) eBook is solely for a particular brand or device. For example, the Amazon Kindle® eBook reader uses a proprietary format “AZW.” Most of these (D.S.) eReaders follow the same protocol and while they can be created, they are best done through those proprietary software programs and systems - rendering them available through those specific devices. Not the ideal custom created eBook, but an option if it were part of your strategy. See http://en.wikipedia.org/wiki/Comparison_of_e-book_formats for more information.
Strengths: Good on each device only
Weaknesses: Good on each device only! Not very customizable in layout or design, commonly very expensive and complex to get the right help in being able to create the ebook.
Some Average Costs: Information not available.
Recommendations
When creating these ebooks, the following suggestions are recommended:
PDF Type Ebook
You first have to determine whether you want a robust, graphically enhanced publication, or a simpler text-based publication. These (and other) decisions will affect the audience experience as well as the time frame and cost associated with creating these. A good art director or creative manager will be able to consult with you to make the best determination.
For a booklet with more graphic elements, keep shorter in length. 30-40 pages max.
For longer books (more than 40 pages), minimize graphics, keep design simple. There may be more text but you need to decide what “kind” of ebook you are creating. Some prefer reading text with no distracting graphics - others prefer more graphics...
Each page should contain about 300 words max depending on design, and whether you add graphics or not.
Worksheet
What type of ebook do you want to create?
How long will it be?
Graphical, or more text?
Cost range? What do you expect to pay to create?
Hosting. Where will it reside for download?
What time frame to create or make available?
Will you have advertising? How much/how many?
Is it one book, chapter book, or how many articles?
Will you have the text ready and edited, or need that created?
Graphics available ready-to-use, or need creating?
Will it have a cover? Cover image?
Is it part of a series, or one-off?
What is your strategy for creating this eBook? Why are you creating it?