Successful companies plan and budget marketing activities with a blueprint for the year. Creative marketing plans use information, materials, images, graphics, and calendars that work for you. There's no one size fits all. I work with clients to develop a custom plan based on business goals. A plan that you will want to use and implement. Each plan is custom and includes: positioning and target audience, marketing objectives and marketing strategies, key messages, Make it Happen! tactics, calendar, budget and tracking/evaluation.
Whether you want to approach a gallery, submit your work for publication or share with a potential client; an artist toolkit is a foundation piece that you will use again and again. What to include? It will vary for each artist and can easily be updated. Here are content examples: business card, business letter, artist bio, hangtag, price sheet, fact sheet, color sheet "mini-brochure", press samples, follow-up postcard. Learn more about working with Joan to develop the materials for your artist toolkit!
Joan has developed a five step approach to a successful marketing program. The approach – FOCUS – provides clients with a marketing process that is cost-efficient, time-efficient, effective and fun to implement. The five steps:
We've heard it many times – content is king! Where do you start when developing content for your social media platforms? An editorial calendar is a great tool and no longer only for publications and media. There are many different formats that can help guide your content development for the year. I work with clients to develop an editorial calendar and to generate ideas and copy for their marketing platforms. This includes copy writing for the web, marketing materials and writing blog posts.
Public relations is an effective and economical tool for business. Media outlets are looking for news and compelling stories about business – your business.
Press Release Writing and Distribution
This is a foundation piece for business. When you have news – let your customers and potential customers know. Make sure it is news – a new product, a new hire, an event, an award – and not sales oriented. I'll do the interviewing, the writing, and the distribution. This saves you time to work on your craft and business. Your release can also find a home right on your website in addition to media outlets. I'll also provide a press release template for easy update in the future.
Media Kit Development
Photographers, artisans and creative businesses can benefit from a professional media kit that's ready to go. There are so many uses for a media kit and the contents can be assembled based on need. Sample contents include a press release, company fact sheet, company background sheet, bio sheets, sample work images, and other custom pieces. Media kit elements can also be used in the press area of your website.
Digital Public Relations
Digital public relations is a growing area and can certainly benefit your business. Like traditional public relations what you develop and share will be based on your business strategy and goals. Now businesses have the opportunity to share releases, media information, articles and more via their website and other social media tools. Have digital public relations materials developed and ready to help grow your business.
Joan will deliver an inspiring and professional presentation or custom seminar. Her topics include: the FOCUS approach - 5 steps to an actionable marketing program, the intersection of art and business, how to visually present your business, how to use public relations and digital PR, content development, finding time for marketing. The presentations deliver case studies and examples of economical and practical marketing tools. Joan welcomes custom seminars and will design a creative marketing presentation that will resonate with your business.
For consulting in public relations and broader marketing strategies, I have worked extensively with Joan VanOrman, in Brevard. We created a comprehensive marketing plan for my architectural photography, and Joan has been instrumental in promoting my fine art photography through her PR work. Joan has a rich and very longstanding background in large corporate marketing communications, and she is as energetic and enthusiastic as anyone with whom I have ever worked!Jeff Miller, Photographer, Owner of Mountain Lens
I didn't know I wanted to know about marketing. I've had success with juried gallery shows and have more interest in displaying than selling my work. Joan highlighted other opportunities and then clearly displayed the exact techniques to package the presentations for best chances of success. Marketing doesn't just mean 'selling' and her practical suggestions are as essential as post-processing if you want to share your workKathy Voltz, attendee Marketing Tools & Inspiration, WNC Foto Fest
I entered Joan VanOrman's marketing workshop knowing nothing about promoting myself and my business (watercolor paintings). I could paint all day long, but didn't have a clue how to market these paintings. She gave me ideas and covered areas I would never have thought of! And just in case you couldn't process it all, she gave you printed materials to take home with you. I left with many sources and ideas. I will be forever grateful to her! Thanks Joan!Sharyn Fogel
I've worked with Joan for several years on both business and non-profit projects. Recently I asked if she would develop a marketing plan for the Transylvania County Hunger Coalition. Joan jumped in, met with key contacts, and developed a comprehensive, professional, and action oriented marketing plan for us. Her ideas are creative and her suggestions are practical and cost-effective. She met our timeline and we couldn't be more pleased with the plan.Mary Scott Christfield, Transylvania County Hunger Coalition
I am so glad that I sought out Joan's expertise. She listened well and assessed quickly what I needed most to advance my artistic goals. Beyond her assessment, she implemented those ideas and created a package of marketing information I could use again and again. I love what she created uniquely for me!Bonnie Cooper, Fine Art Photography