Meet Graphic Designer Jon Wiley

2015-11-25

The name’s Jon Wiley and I’m the newest member here at The C-3 Group. I am ecstatic to begin my journey as the Graphic & Web Designer.

I am a 2009 graduate of the School of Advertising Art (SAA), with 7 years of graphic design experience. I have created various print pieces for multiple Minor League Baseball Teams such as the Dayton Dragons, Frisco RoughRiders, Scranton Wilkes-Barre RailRiders, Oklahoma City Dodgers and Winston-Salem Dash. I have also created Motion Graphics for clients such as Pepsi, Kroger, The Berry Company, Ford, Chevrolet, McDonalds and many other national brands.

Outside of work, the general public labels me nerd, dork and geek. I say, “They’re absolutely correct!” From video games & table top games, to graphic novels (comic books) and movies, I love it all. Don’t believe me? Then join me at Epic Loot in Centerville on Tuesday nights at 6pm for weekly game night!

Other than that, I adore spending time with my wonderful fiancé Abigail and our Miniature Poodle, Mozzy.

 

 

Building Relationships is About Giving, Not Taking

“Our greatest joy and our greatest pain comes in our relationships with others.” Stephen R. Covey

According to business authors, Emmett C. Murphy and Mark A. Murphy, acquiring a new customer can cost five times as much as retaining an existing customer. Every step of the process—identifying prospects, earning their trust through a convincing sales pitch, and executing the sale—can lead to huge expenses. With that in mind, relationship marketing is a critical component for businesses. It is all about recognizing the value of a long-term customer.

Relationship marketing focuses on forming long-lasting business relationships with customers that are mutually beneficial and profitable. It ensures customer satisfaction and a high level of customer retention, rather than focusing solely on sales transactions. The more satisfied and loyal your customers are, the more likely they will be to refer your brand.

Have you ever heard that you learn more about a person at the end of a relationship than at the beginning? The same applies to your customers. Successful relationships are about honest-to-goodness caring and empathy in regard to customer needs.

The following are a few simple tips to help you get started on a more relational approach:

  • Be personal. Go out of your way to show customers that you care about them and their business.
  • Throw out the “bag of tricks.” Sincerely listen and be there in a helpful way.
  • Emotionally connect with customers through open, honest lines of communication.
  • Invite feedback and then act on that feedback, integrating it into your product or service.
  • Offer a referral program and/or customer loyalty incentives.
  • Be active and available to customers and prospects via social channels.
  • Provide exceptional customer service.
  • Show appreciation. Take the time to sincerely thank your customers and let them know you value them.

By making the shift from traditional marketing to relationship marketing, you’ll be well on your way to attracting and retaining customers that don’t just like your brand, but love it. Even if the end of that relationship does come, you will part on great terms and often times still have a strong advocate for your brand!

Say no to the “No!”

“On the spot”, “off the cuff”, “wing it”, “don’t think, just do!”

These are all phrases that an actor as heard a million times over when it comes to performing improvisational theatre. “Improv,” as it is often referred to, is the genre of theatre where most or all of the action that is being created is performed at the moment or “on the spot.” It requires creativity, execution and freedom to successfully engage.

The creativity aspect goes without saying. It is a chance for the actor to explore any and all possibilities—sort of a brainstorming session done with the body and voice—and once something works the actor keeps it and executes the goals of how to showcase the idea that was formed. However, it is the freedom that has to take precedence. Freedom of the body, freedom of the mind and freedom from pride (one must be willing to step out of his/her comfort zone). This is what makes improv acting a joy to not only perform but to watch as well.

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How is this all relative to advertising? Well, both the advertising world and the theatre world have the exact same aforementioned requirements. In the competitive arena of advertising and marketing, creativity is one of the key factors that separate many marketing agencies from their counterparts. The more creative license an advertising company takes, more times than not, the end result works in favor of the company. There is often “on the spot” or “off the cuff” approaches to executing a marketing strategy or campaign through the brainstorming process. The team members throw out ideas and those that resonate with the team and work for the project sticks, and in comes the execution of the goals.

So how does freedom play a role? There is no creativity without a free-flowing thought. With advertising, as with improv, one must break free from any mental or creative confines, blocks or negative viewpoints. With improvisational acting, one of the rules that must be adhered to is negating the “No”. Anything goes but the “No”. The actor is not allowed to say or think “No” and the same goes for the advertiser. When the word or thought “No” enters into the creative space, the environment becomes tainted and freedom cannot thrive in a tainted environment.

It’s amazing how worlds so seemingly different can have such identical commonalities. Perhaps these elements are apropos to all different types of careers and talents. It’s interesting to imagine that a Fortune 500 company specializing in pharmaceutical sales could have the same type of principles as a company specializing in artistic movement; but the one thing that is evident in all things is the positive outlook. Without the foresight and freedom to move forward, everything is left by the wayside.

So, as it relates to improv and advertising, being creative and most importantly—being free and open in creativity—will allow for pristine execution. Say no to the “No!

Keep That Brand Neat and Tidy

using brand guidelines
One of the biggest thrills I get as a designer is seeing our team’s work out in the real world—whether it be a simple brochure or complex website, it’s just plain cool to see people interact with the materials that we create for our clients.

So what happens when a company gets sloppy and starts using questionable fonts or unusual color palettes? Well as a designer, I can tell you that we cry a bit on the inside and hold a support group on the second Tuesday of every month.

That might not be totally true, but it is true that we really care (sometimes irrationally) how companies extend their marketing efforts from their core brand. As an agency we feel it is our duty to help our clients put their best marketing foot forward—and this often means returning our focus to the core brand identity.

Insert the brand standards manual. You know that pretty little guide that says to use Pantone 532C and 10pt Avenir Light among other designer mumbo-jumbo? Well it’s very easy for these guidelines to get lost in the shuffle of actually running a business, but with a little bit of time and attention these standards can really help strengthen your brand.

At a minimum, here is a short list of standards to keep that brand neat and tidy:

Logo
This is the face of your brand, treat it like such. Ensure that proper scale, padding and coloring is adhered to no matter the application.

Type
This is often the easiest standard to lose control over. Double-check internal materials and other marketing pieces to be sure that everything uses proper fonts and styling.

Color
Ensure that the proper color palette is applied uniformly for both print and digital mediums.

You may not have a 200-page brand bible like Nike or Coca-Cola, but that doesn’t mean that your business can’t maintain a consistent appearance. Just take some time to evaluate your marketing efforts to ensure that your brand is ringing true to the core identity that has helped make you awesome in the first place.

C-3 Cares 2015 Recipient Announced!

In 2013, we launched C-3 Cares, which seeks to provide pro bono marketing services for deserving charitable non-profits in the Miami Valley. We’re excited to announce that this year the nonprofit we have selected to work with is Rebuilding Together Dayton! Rebuilding Together is the nation’s leading nonprofit working to preserve affordable homeownership and revitalize communities.

Rebuilding Together Dayton, formerly known as Christmas in April, provides home rehabilitation at no cost for low-income Dayton area homeowners, particularly the elderly and disabled, so they may live in warmth, safety and independence. They also provide urgently needed safety updates, such as wheelchair ramps, grab bars, and hand-rails by skilled trades-people and work with volunteer groups throughout the year to complete small projects.

We are thrilled we can offer our support to Rebuilding Together Dayton and the tremendous work they do in our community!

Applications for C-3 Cares will be accepted during the fourth quarter of each year and the selected organization will be chosen and notified in January of the following year. Find out more about C-3 Cares.

 

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