Joel Spencer Design

About the business

Joel Spencer Design [JSD] is a Sydney based multi-disciplinary agency providing web, print and environmental graphic design. Established 5 years ago, its clients are across a range of industries including retail, architecture, services and local & state government.

Challenge

JSD was a small business looking to grow and expand. Before meeting with Amalgam, they had no set marketing plan in place and did not have the necessary marketing skills within their organization. “I was working and playing several roles including creative director, bookkeeper, business development manager, production manager, marketer, networker and administrator. I had no time for myself nor the time to really take the business in the direction I wanted. I didn’t even have time to think about how I wanted to achieve that,” says Creative Director Joel Spencer. Having built the business through word of mouth and referrals to this point, JSD now saw an opportunity to utilise marketing and technology to facilitate growth, but wasn’t sure where to start.

“I had no time for myself nor the time to really take the business in the direction I wanted. I didn’t even have time to think about how I wanted to achieve that”

Approach

Amalgam first sat down with JSD to understand more about the business, budget, resources, what channels were in place and the client base of the business. By understanding JSD’s client based on revenue, industry and size of business and reviewing what was already in place, JSD and Amalgam had factual analysis to make some informed decisions by.

Amalgam developed a marketing action list, which was a high-level brain dump of all current and potential ideas that fell into the marketing space, giving JSD a single document to help prioritise immediate, mid-term and long-term actions. “This was a great way to get all of the ideas and thoughts I had in the back of my mind on to paper. It increased my enthusiasm for wanting to develop these ideas and put them into action,” says Joel.

Having understood JSDs’ business, Amalgam identified that there were a number of channels in place that were not optimised or integrated. For example, the e-newsletter was being sent out sporadically, and Social Media channels such as Twitter and the JSD blog were updated infrequently. Amalgam introduced JSD to an easy but effective way to make the most of these important marketing channels. Joel says “The communication calendar is a simple way to not only to remind me to write updates, but also acts as a guide for ideas of what to write and in what style. For example, for my business, I understood the blog is written in a casual way demonstrating my design knowledge and inspiration.” By putting in place this simple calendar, JSD was able to put in place consistent and regular communications to its audience and therefore begin to utilise the tools more effectively.

Through the initial client analysis, Amalgam identified a particular industry where JSD had a strong portfolio of client experience. JSD was then able to carry out its first direct mail campaign to a targeted list of 300 names. A series of 3 postcards were sent out, followed by a final letter/portfolio pack to a sub-group mailed in a hand written envelope for a personal touch. Joel is more than happy with the results, “Not only did we get a new client and revenue which more than paid for the campaign itself, but other positive responses for future opportunities have been identified.”

Amalgam has become an extension of JSD. A place where Joel and the business can go for ongoing marketing mentoring, guidance, and specific tactical assistance in areas such as communications and proposals. “It gives me confidence to know that we have all of that knowledge at hand,” Joel says about the relationship.

Results

The simple direct mail campaign has paid for itself, returning $15,000 in projects, and several door-opening opportunities for conversations.

The consistency with communications has ensured the network regularly hears from JSD, and assists JSD in planning communications prior.

Through the development of a mentoring relationship, the Creative Director of JSD, Joel Spencer had gained greater confidence and skills when it comes to marketing.
“I have a much clearer understanding of the marketing process and now know that it doesn’t have to be complicated. I regularly pass on my knowledge to my clients which has secured additional work for JSD.” Joel

JSD and Amalgam has also been able to recognise opportunities for development of services that are complementary to one another.

“I have a much clearer understanding of the marketing process and now know that it doesn’t have to be complicated. I regularly pass on my knowledge to my clients which has secured additional work for JSD.”

Tips

Don’t overlook some of the elements of marketing that you may already have in place.

If you have a website, customers, and an email address – you’re on the way.
“Amalgam identified the low cost options for JSD to help improve the organisation. We have better and improved information on the business, can see how it has grown and can establish new goals which are manageable for a SME owner.” Joel

Ensure that any consultant or advisor takes the time to really understand your budget, resources and internal knowledge to provide relevant, achievable advice.

‘We sat down at the start and identified what my budget, time, and resources were, and have been able to work within that throughout the process.” Joel

Be prepared to try something new for your business such as a targeted direct mail campaign or social media technology and make sure you measure the results. You will learn something out of it.