Throw Back Thursday – Elements

Here’s A Thought :: Taking Control of Your Website Process {Part 1}

Philip Smith — Thu, 09 Jul 2015 14:00:20 +0000

I have a question for you. When is the last time you redesigned your website? Do you recall how your website project went? I’m going to take a gamble here and guess that it could have gone more smoothly.

That’s a safe bet, since more website projects seem to fall into the “could have been better” category.

And because of this, Elements has spent quite a bit of time this past year figuring out how to make our website processes easy for you, our clients, and more streamlined for us, the design agency. We examined, pulled apart, discussed, and interviewed our clients on our past process. Taking what we learned and discovered, we created a streamlined way to work collaboratively on website projects. A better way. We then tested our theories, tweaked it some more, and eventually landed on a solid, proven website design and development process that works beautifully for everyone.

We invested all this effort because it was worth it – we realized that website projects can succeed or fail depending on the process an agency uses. We needed to get this right.

Designing or building a website no small feat. It is a complicated and time consuming endeavor. And while I cannot dive into every detail of our streamlined plan, I can give you the thirty-thousand foot superhero view.

Below I have outlined the highlights of how our process is organized and describe the steps along the way. It is in no way complete. But, if you are planning your company’s website project, having our tried and true outlined process before you begin can give you superpowers – or at the very least, make you super organized and prepared. Cape and tights optional.

Step One: Planning & Organizing Your Team
We begin with identifying the business objectives and how we can best accomplish those objectives as a team. We need to identify and answer a lot of questions such as defining our audience, determining what our content will be, who will responsible for which moving parts and assigning tasks.

This step may take one to two weeks pending the availability of our team to meet altogether.

Step Two: Building A Foundation
Here is where we make our decisions about how our website will function. At the conclusion of this step, we have an exact blueprint. No design decisions are made during this phase. We work on the site architecture and establish page content and organization, decide upon your calls-to-action, metadata should be determined and a plan for your third-party integrations needs to be agreed upon. This document then becomes the backbone of your project so ensure that everything that is to be included in your website is included in the foundation document.

This stage will take some time to create and pull everything together. Give yourself a few weeks for this step which may overlap with Step One. We do not, however, move onto Step Three until Steps One and Two are completed.

Step Three: The Design
Just as the Step 2 focused on the information and site architecture, this step will establish how we will translate all of that visually into what the user will see and experience. We begin, as we do with most of our creative projects, by creating a moodboard which will determine the design direction of the site. Moodboards visually gather our thoughts on the look and feel of the design – colors, typography, images, etc. Once we have consensus on the design direction, we begin to layout the templates or page structures of the site.

This step can take anywhere from two to four weeks, depending on the size and complexity of the site.

Step Four: The Content
This is one of the most important steps in a website process and often the step that can hold up the process. Once the website architecture has been completed, and you know what your navigation will look like, its time to get your content in order. Actually, this can and should be started as early as you can, although most Clients find it helpful to see the architecture of the website so they know what content they need to provide. It’s time to write that “About Us” copy, update the staff bios, write those product descriptions and get your content ready to go. It’s also the time to think about images. Will you be using stock? Do you plan on having a photo shoot to use your own images? While it’s possible to put in placeholder images during the design, its important to think about the imagery you currently have, as well as the images you will need, when moving through these first initial steps. Of course, content can be edited and images can be swapped, but we recommend going into the design phase knowing the content you need, and planning on having a majority of the finalized content ready to be placed once a design direction has been decided upon.

We’re saving the best for last. We have the three final steps of our process coming in our blog post next week – stay tuned!

~Amy

The post Here’s A Thought :: Taking Control of Your Website Process {Part 1} appeared first on Elements.

Throwback Thursday :: #tbt Amy Shares and Strategizes with Explo Students

Philip Smith — Thu, 17 Jul 2014 17:57:50 +0000

This week’s #TBT is a throwback to almost exactly a year ago when Amy spoke at Yale’s Explo, a 3-week summer program for exceptional young students who are open-minded, bright, and most of all – open to new experiences.

We love that kind of thinking, and Amy is honored to have been invited back this year to share a successful case study with the students and conduct an exercise where they will use their creative ideas to develop a mini-marketing plan. Amy will speak to Explo’s students next Wednesday, July 16th.

We love the philosophy of the Explo program, and we’re happy to support it however we can.

“This is your time: to explore, to try, to maybe succeed, and to try again. A summer at Explo will expand your realm of thinking, of trying, of doing — and foster a renewed love and passion for learning. At Explo, we teach because we love it. And if lives and choices made by Explo alums are any indication, it shows — and it sticks.”

Read on to hear about last year’s event and stay tuned for a recap of this year’s workshop.

{Article and pictures via Explo}

Explo Marketing: Branding Ice Cream – July 2013

As Amy Graver tells it, Mario walked into her office with nothing more than a Tupperware container of ice cream and an idea. And on that day, she tells Explo Marketing students, a new business took its first steps.

It started out just as she said: the Tupperware, the ice cream, the dream. But in a market where artisanal ice creams jockey for place next to the big guns (Haagen Dazs, Ben & Jerry’s) on store shelves — and where indie ice cream companies such as Batch and Van Leeuwen are already holding their own — how would Mario’s ever have a chance of standing out?

Arriving prepared with samples to taste, Amy Graver — the Principal and Creative Director of Elements, an acclaimed Greater New Haven graphic design and marketing communications firm — tells Explo Marketing students how she and her colleagues helped Mario launch his product, from concept to design to full-fledged — and successful — company.

“Mario walked in a year and a half ago,” Graver says, “right off the street. His wife had given him an ice cream machine, and he just started playing around. But he also loved tea. So when he came in and told us ‘I want to open an ice cream company,’ he arrived with his concept (tea-flavored ice cream) and name, Tea•rrific!, already formed.”

What followed, she says, is the kind of work and research every good design and marketing professional must complete in order to generate the best look, feel, brand, and campaign for their chosen product. It entails figuring out where in the market such a product would fit (artisanal and all-natural, locally-sourced ingredients), what the price point would be (from $6-$8 a pint), who the audience would be (gourmet yet accessible), and how to sell it.

“We knew that if we could get people to taste the ice cream,” she says, “they were going to love it.”

Within 18 months, they managed to take the ice cream company from nascent concept to successful — and desired — brand, with plans for expansion beyond its current production and distribution routes. And all of it without once running a print ad or commercial. Instead, they relied on word of mouth, social media, and in-store tastings, which proved a giant hit and a boon to the growing brand.

A hand goes up, and a student asks, “How do you know what would be the right move for this brand? I mean, it sounds like you were able to kind of corner the market in some aspects — like with the flavors and the local ingredients — but how were you able to do that and make it such a desired product?”

“That’s a great question,” Amy says. “And honestly, it’s a tough thing to do, because what works for one brand won’t necessarily work for another.”

For Tea•rrific, the tastings were key — since tea-flavored ice cream might not be the first thing you think to grab off a store’s freezer shelf. As was the product design, which had to straddle the line between appealing to foodies while still remaining approachable to everyone else.

And for the students, tasting a few of the ice cream’s flavors — London Mist, Masala Chai, Chamomile, Ginger Matcha, and Chunky London Mist — made them full-fledged converts as well.

“I think the chamomile is the best thing I’ve ever tasted, ever,” another student says. “I could live on that.”

{Article and pictures via Explo}

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Throw Back Thursday :: #TBT Summer Marketing

Philip Smith — Thu, 03 Jul 2014 09:00:27 +0000

This #TBT post I wrote in the summer of 2013:

While most companies take it easy on their marketing efforts over the summer and many of us are in vacation-mode, here at Elements, we tend to use this time to get some of our own larger communication projects ramped up.

And although it may be difficult for some organizations to get projects completed during the summer months because of time-off, here are a few reasons to consider giving it a try:

Availability: Many of your trusted vendors {Elements included!} are much more available in the summer slowdown than the rest of the year. It’s a great time to get some projects off your list before the rush in the fall when everyone else is calling. Take advantage of our ability to quickly turnaround your requests and be more flexible with scheduling.
Review: Hard to believe, but by next month, half our year will already be behind us. It’s an excellent time to sit down and assess your marketing efforts for the year while it’s a little quieter. By the way, we’re available for a free marketing assessment consultation with you to review your marketing objectives, make any suggestions and help answer any questions to keep you on target for reaching your goals this year.
Photography: One of those oft neglected tasks is updating Elements’ photography – both of our projects completed and our professional headshots. The summer is an ideal time to do both. First, as stated above, the photographer is more likely available. Second, why not take advantage of the slowdown to organize a photo shoot? And third, why not get your head shot retaken when you have a natural, healthy glow or images of your company when everything is in bloom, green and sunny?
Stand Out: If you were to send out marketing communication during the summer, chances are, you’d stand apart from the crowd. Take advantage of the fact that your competition is at the beach and consider a summer marketing effort.
Get Ahead: Even if a full-fledged marketing effort in the summer doesn’t make sense for your particular business, you could still work on getting a leg up by stockpiling other efforts – such as getting some blog posts written and put in the queue, get your corporate e-newsletter started, comb through and update your website content, and so forth. You will be that much further ahead heading into the busy fall.
Catch-Up: When the phones aren’t ringing as frequently and you find you are actually able to focus, take this opportunity to catch-up and get ahead with work. This is the time of the year I actually see that there is, in fact, a bottom to my “IN” box.
Back to School: Since your clients are taking time off, you should as well. But why take more than just a vacation (although that’s a must). Instead, why not take time to enroll in a class? It could be something useful – such as brushing up your skills in a particular area. Or perhaps a course that will advance your skills in a new, related area – for example, I’m attending the Yale/AIGA intensive course “Business Perspectives for Creative Leaders” this July. Maybe it is something simply for fun that allows you to get creative or innovative – such as a pottery class or tennis lessons. You never know – it may just lead to something much, much bigger.

So while I look forward to getting away for a couple days with my family for some much needed R&R, I’m equally excited at the prospect of making an impact in our company’s marketing, getting a head start AND learning something new.

So, sharpen that bouquet of pencils.Here’s to a productive, enlightening AND relaxing summer ahead!

~Amy

image: {pencils}

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Throwback Thursday :: Melissa’s Visit

Philip Smith — Thu, 10 Apr 2014 09:00:14 +0000

Last summer, Melissa came to visit us before giving birth to her beautiful baby girl, Hallie. I keep asking when I can meet Princess Hal, but it will probably be after she gets her drivers license and drives her bad self over here herself. (Hint, hint to your Mom, Hallie!). Uh-hum. Anyway, from left to right, we have Melissa Coleman – looking beautiful right at her due date, Allyson, Amy and Tracy. We miss you Melissa – and can’t wait to finally meet Miss Hallie! Have a great #TBT

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Throwback Thursday #TBT ::

Philip Smith — Thu, 03 Apr 2014 13:24:20 +0000

Our #TBT images are from a party Elements threw at 116 Crown, a swanky cocktail bar and lounge in New Haven, in March of . Picture below left to right are Chelsea May, Tracie Valentino and Amy Graver.

Our crazy-talented friend and photographer Aaron Kotowski was there along with good friend and fellow designer Fred Caserta:

Good memories. Good times.

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Noted :: #TBT (Throw Back Thursday)

Philip Smith — Thu, 07 Nov 2013 11:45:47 +0000

It’s difficult to know when #TBT (aka “Throw Back Thursday”) began. But, regardless of when – here is my own personal throwback this Thursday. Me and my Dad – best friends – circa 1972. I remember his scratchy blue and black wool plaid shirt and my itchy ‘holiday’ dress as if it was yesterday. Dad was taking a break from trying to capture my brother and I in a pose where we weren’t fighting for our family holiday card. I miss my Dad everyday. This picture makes me smile. Sitting on my Dad’s lap was my ‘happy place’ growing up.

And while we are flashing back, here is a great book I read and reviewed on our site this past February. I hope you read make some time to read and enjoy “Rework” – it’s a quick read – and very worth it. I may just read it again!

~Amy

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Throwback Thursday :: Seven Marketing Lessons from a Lemonade Stand

Philip Smith — Thu, 15 Aug 2013 05:00:57 +0000

Its #tbt and today, we’re bringing you one of our favorite posts from August 2012.

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August is fading fast, but summer isn’t over yet. There are still some hot, sunny days left to rally the kids and set-up a refreshing lemonade stand.

If you never compared your business marketing to a lemonade stand before, don’t worry. I’ve done it for you …

One :: Location Is Everything.

Be flexible and be prepared to change locations if yours is not working. Most retailers get this. But what about those of us in the service business? Your location should feel and look just right.

Lesson :: It is all part of your customer’s experience – if the location and atmosphere aren’t right, the customer will feel that same way about your establishment, too.

Two :: Mix It Up

It’s a good idea to have several ways to market your stand. From storefront graphics to signpost fliers, and from Instagram to Foursquare, using a variety of mediums to get your message out there is smart.

Lesson :: Integrate your marketing plan!

Three :: Don’t extend further than you can reach.

Start small. Only extend your line if it makes sense. This may seem obvious, but how many times have you witnessed a company who excelled at a product or service only to introduce something else that made absolutely no sense whatsoever? So when my daughter wanted to sell pink lemonade and seashells she collected from our beach, we settled on pairing the lemonade offering with cookies instead. Don’t confuse your loyal customers.

Lesson :: It’s better to do one thing really well than to drain your resources and dilute your message.

Four :: Engage Your Customer.

I love the bow tie and smile on this kid. Hire the right people and put them at your front door. Who wouldn’t want to a glass of lemonade from this cute go-getter?

Lesson :: Attitude, personality and presentation go a long way to making the sale.

Five :: Creativity Counts.

Dress up that lemonade stand. Use some colored chalk and a striped awning. Sweep the sidewalk, pick the most visible corner of the block and make it the best lemonade stand ever. We used fruit slices frozen into the ice cubes and stripped straws for added pizazz. It was a huge hit.

Lesson :: Be unique. Stand out. Pay attention to details.

Six :: If it ain’t broke, don’t fix it.

Once you’ve hit upon what is working, please, don’t change it. Stick to what works. If you are using Country Time lemonade mix and having great success, don’t switch to Crystal Light. Same is true with your marketing. Take the time to find out what is working and review the analytics.

Lesson :: Know what works and take the time gather data and track your results.

Seven :: Always add value.

If someone refers a friend, give them a free cookie. If a neighbor buys three cups of lemonade, give them a fourth one for free. Look for the added value in every transaction. Give the customer more than what they expect and they will certainly be back for more – and they’ll bring along their friends, too.

Lesson :: Find ways to add value to every customer.

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