Inspired Youth are a not-for-profit organization specializing in using arts, film and multimedia as a tool to engage a wide range of young people in positive and creative projects. They have a simple mission: to inspire, challenge, educate, engage and empower young people, helping them aspire to more.

About Chance

The Chance project has been funded by the Arts Council. Focusing on choices, chances and positive/ negative risks, Chance will offer young people a way of exploring the choices they make and the consequences of risky decisions.

In the course of the project chance will tackle a range of social issues:

• Abusive Relationships
• Homelessness
• Young Carers
• Counselling
• Social Exclusion

Meeting the Bright Sparks

The Chance project is driven by the people at the heart of the issues.

Part of Ownbeat's role in developing the web portal is collaborating with the Bright Sparks: a group of 15 young people from diverse backgrounds who have worked with Inspired Youth to deliver a range of social campaigns over the last 5 years.

The Bright Sparks act as an advisory board to Inspired Youth but are also creative artists in their own right - having developed films, print and multimedia campaigns that bring a hard hitting first-person perspective to social issues.

We met with them @ The Phoenix Centre for a morning workshop. The aim of the day: to get inspiration for the branding of Chance and the web portal. And to eat chocolate. Lots and lots of chocolate.

Sparks of Inspiration

The two hour workshop covered:

• Website Likes and Pet Hates
• Inspirational Brands
• Usability
• Navigation
• Style and Personality
• Interactivity
• Brand Values
• What makes good web content?

At the end of the two hours we were bouncing off the ceiling from a chocolate overdose, and our sparks of inspiration soon developed into some clear ideas about how to brand the Chance project.

For Ownbeat, a group consultation with a teenage audience was a whole new experience.

A two hour discussion about website functionality isn't how most teenagers choose to spend their saturday mornings, and we were slightly worried that the Bright Sparks would die of boredom. As it turned out, the group had a lively, fun discussion that gave us a clear idea of the way ahead.

We learnt so much from the Bright Sparks and hope we can do the project proud, although it may be some months before we can face Rocky Road nibbles again...

Would you Take a Chance? Watch this Space!

A whole host of people turned up to enjoy wine, nibbles and to hear about the new intake. Amongst the audience were staff from the university, creative businesses and local employers. Each Phoenix Centre business gave a short presentation and showed off their portfolios.

Ownbeat saw it as a chance to unveil our new video, which looked rather nifty on the big screen:

We also had a bit of fun with our banner ad for the night, kindly paid for by The Phoenix Centre.

Rather than emblazoning our 2 metre high canvas with a traditional logo and company slogan, we took a different tact:

Save the Bunny?

Brian Dangerous was a bunny in jeopardy. An innocent stunt rabbit, caught in the wrong place at the wrong time.

On the way to his weekly sky dive, he found himself rabbitnapped - taken far, far away from his warren, to a place called 'The Phoenix Centre'.

Before he could gnaw a cunning escape route, his was head roughly tied to the block of a guillotine. A blade dangled above his exposed neck. What had he, an innocent rabbit, done to deserve such barbaric cruelty?

Above the guillotine blade was a ransom note.

'Take our leaflet or the bunny gets it'

For a few terrible hours, Brian's life hung in the balance. But to his great relief, people took the leaflet, lots of people. In fact, he became the talking point of the room.

The leaflet, handed out by Ownbeat Staff, was designed to intrigue. It featured the Ownbeat logo, a rabbit shaped QR code, and very little else.

People used ipads and smartphones to scan the code,  which linked them through to a specially designed micro site.

At the micro site, visitors were thanked for their efforts in saving Brian's life, and asked to enter their email address for a reward. Once the site had enough hits - Brian was saved!

The brave heroes who saved the bunny were given a free social media customisation courtesy of Ownbeat Creatives.

What's the Point?

Save the Bunny was silly. Very silly. But it demonstrated a serious point.

Most company marketing follows the crowd, working within a set of strict conventions. Often, the only innovation is trying to do slicker, glossier adverts than your competitors.

We wanted to prove that sometimes it pays to throw the rule book out the window.

Immersive Experiences make Money!

The campaign showed the effectiveness of multi channel marketing - blending a mix of tradition and digital media to produce a seamless whole:

• Banner Advertising
• Print marketing
• QR Codes
• Social media marketing
• PR
• Digital micro site
• Email newsletters.

In combination, these different channels created an immersive marketing experience. We turned a humble banner add into a talking point and devised strategies to keep the conversation going after the event had ended.

Thanks to save-the-bunny, our email list has grown by 75 names, several of whom have approached Ownbeat about paid work. More importantly, we raised the profile of the Ownbeat brand and helped convert people to the power of creative marketing.

Do More than Stand Out

What we learnt from the campaign:

It pays to stand out, yes.

And challenging convention can bring great rewards.

But... all that comes to nothing if people are left asking 'why?'

Creative marketing campaigns are best known for their drama, but in marketing, as in other (more important) matters, it's what you do with it that counts. Even outrageous 'guerilla marketing' tactics can be a smart way to gauge customer opinion, expand your social networks, or persuade people to buy your product.

Are you doing enough to turn your customer's heads?

Till next time,

Jen

We're now proud to be based in The Phoenix Centre- a business hub on Lord Mayor's Walk - only 5 mins walk from York City Centre.

The Phoenix Centre is a contemporary office space which acts as a development hub for creative and digital business in York.

We're thrilled to finally be here, and to be making strong connections with our fellow residents.  We are just a stones throw away from some of York's most creative businesses  - which will offer some fantastic opportunities for collaboration.

As a digital marketing agency, we're always looking for new ways to shout about your business. Suddenly we're surrounded by film production companies, games developers, photographers, journalists and social campaigners.

We can now can easily work with other creative businesses to co-ordinate marketing campaigns across traditional, as well as digital media. Creative marketing just got more....creative!

Facilities @ The Phoenix Centre

• Private meeting rooms
• 1-1 consultancy space
• Coffee lounge for informal chats
• Workshop rooms and conference facilities
• Full Catering for events
• 5 minutes from York city centre
• Nearby car parking and public transport links

What does Ownbeat's big move mean for our customers?

In addition to all the swish facilities and brand new coffee machine, there will be loads of ways that our clients can benefit from our residency @ The Phoenix Centre. With the new creative space available to us, Ownbeat HQ will be busier than ever.

We're planning a series of workshops and seminars for people interested in digital and guerilla marketing. Our workshops will be more engaging than ever: enhanced by data projectors, interactive whiteboards and plasma screens galore.

Most of all, we want The Phoenix Centre to be a fun and relaxed space that our clients look forward to visiting. We hope our new place will make you feel comfortable, inspired and able to get your creative juices flowing.

Why not pop down, and let us show you round?

Till next time,

Jen

Writer’s block used to be a problem that only plagued professional wordsmiths and wannabe teenage novelists.

Then came the internet, and suddenly, everyone’s words mattered. Online writing has the power to make or break a business: ‘Content is king’, as they say.

In most companies, the arduous task of updating the website with fresh content has fallen not to copywriters but to regular workers - IT teams, marketing managers and admin staff. People with no training in how to write for the internet. Most are simply being left in a room and told to get on with it.

Help! I can’t think what to Tweet!

Ownbeat Creatives have seen a dramatic increase in calls for help from frazzled employees: ‘What can I write in the company blog?’ ‘I have literally no clue what to tweet today.’ ‘Why can’t I make myself write 300 words?’

The curse of writer’s block has hit the social media generation.

People are getting bunged up, and it’s stressing them out.

Luckily, there’s a cure:

How to Overcome Writer’s Block

Writer’s block can be beaten. You just need to find a method that’s right for you, and follow that. Here’s a few tips:

1. Don’t Know what to write?

• Capture your Ideas - Most people don’t constantly generate ideas, but will experience the occasional period when their brain is full of them. Take full advantage of this time – write all your ideas in a book – you’ll be thankful next time you draw a blank.

• Milk a good idea – If you hit on a good idea, don’t just use it once, but come at it from different angles. Turn it into a blog, a series of tweets, a Linkedin update. Don’t forget that Social Media has a short memory – you can always revisit the good ideas you had months ago.

• Boost your Input - When it comes to writing, what goes in, comes out. If you can’t think of what to tweet, do stuff. Go to a conference. Network, ask questions and listen to people. Watch a film or read – the website ‘StumbleUpon' is great for generating new ideas.

2. Paralyzed by what people will think?

• Write with one person in mind – if you try to please all your followers, you’ll seize up.

• Keep perspective – don’t mistakenly think that writing for the internet means that ‘millions of people’ will read your tweets and blog. Most company blogs will have fewer than a hundred readers. Don’t confuse the overall size of the internet with the size of your audience.

3. Plagued by Procrastination?

• Establish a routine – Most people have a time of day when they find it easiest to write. Try a few different slots to figure out what’s best for you – then set aside a regular time in your diary.

• Write against the clock - A company blog isn’t a work of art. Set an alarm for 45 minutes and get your head down – with some kind of reward if it’s done before the bell goes. The time challenge can add some excitement, and will help you get past the all-important ‘blank page’ barrier.

Writing is no longer a sacred art form reserved for those with genius – it is something that everyone can do. Try to cultivate good writing habits and let go of your hang ups. You will reap the rewards and your audience will thank you.

Till Next Time,

But sometimes you have to spend money.

You need a new company website, for example. The old one was built in 2003 and is attracting complaints.

So, with a sigh, you begin to shop around for a good deal.

Surfing around, some web designers look slick and professional. They tick all your boxes: they’re friendly and approachable, with an impressive portfolio and client list.

There’s only one problem. Their prices are worryingly absent. You suspect that’s because they’d make you splutter.

You soon come across another company. You don’t recognise their clients and their portfolio is underwhelming. But they’re offering an entire website for £199. A custom website: with 5 unique pages, a bespoke logo, and technical support. These are difficult times and that’s a fantastic deal, almost too good to be true.

You’re right: £199 Websites are too good to be true. Ownbeat Creatives are often hired to mop up the wreckage left by £199 designers and we see some tragic cases.

Why are £199 Websites a Bad idea?

1) £199 websites look terrible

They are rushed, littered with mistakes and use little (if any) market research. This can shatter the confidence that customers have in your business.

2) You’ll be a website wallflower

Latest figures from Netcraft show there are over 300 million websites on the internet. A £199 website is a sure-fire way to get lost in the crowd. For all their talk of customisation, few £199 companies do more than tweak a template shared by 5000
other websites.

3) £199 Website Developers don't care about your business

By charging such low prices, £199 web developers need hundreds of clients on their books to make a profit. Unless you are the CEO of Nike, the people who design your site won't have heard of your company.

In fact, many are based overseas and might not ever have heard of your city - you will just be a number on their database. That impersonal approach will translate into a soulless, thoughtless website that doesn't represent your business.

4) Your website will bleed you dry

‘Technical support’ from a £199 web developer is code for sales. If you have a virus or need to update, they’ll happily help – for a price that will make you splutter.

A Website is an investment, not an expense.

Quality web developers don’t often display price lists. We have hundreds of features to choose from,
and want to find the right combination that will help your business flourish.

£199 barely buys a decent suit. Even in a recession, to get a powerful marketing tool from the bargain bin is nothing but a false economy.

So we're bouncy bouncy excited to announce the launch of our most recent project...

Sara Danesin Medio is a York resident who hit the headlines as a MasterChef finalist. She impressed the judges with her outstanding skill and her vision for contemporary Italian cuisine. After the final, the judges advised her to 'go out and make the most of your talent'.

The media whirlwind meant there was little time for Sara to develop a web presence. Ownbeat Creatives were hired to develop her website - with clear instructions: make it sophisticated, elegant, and most of all, make it snappy! In less than a month, we transformed Sara's temporary holding page from this:

Into a fully developed website:

Visit Sara Danesin Medio's Website

Ownbeat Creatives pride ourselves on the ability to combine a tight deadline with high standards. Sara Danesin Medio's website put our skills to the test!

If you need an website creating urgently, why settle for a botch job? You shall go to the ball!

Ownbeat's priority clients get the red carpet treatment and we can deliver a sophisticated, powerful website in weeks.

Till next time,

Jen

This week, Jen's been super excited. Not only has she finally worked out how to use the Ownbeat coffee peculator, but she's written her first post for the Social Penguin - a leading blog about all things social media.

The Social Penguin was shortlisted for the Social Media Examiner's top 10 social media blogs of 2010.

It provides a fun, useful commentary about the latest developments in social media, with a focus on their real life application.

Unlocking the potential of social networks is something that Ownbeat Creatives are passionate about. It's great to join forces with other industry professionals who are committed to the same thing.

Jen's first blog post for the Social Penguin is about helping older web users to embrace their inner tweet. This is something that Ownbeat Creatives know a thing or two about. Our popular 'social networking for business' workshops are designed to help our older clients to use (and enjoy) social media.

We've learnt a few important insights along the way!

To find out more about Ownbeat's social media training in York and beyond, sign up to our newsletter for details of our upcoming workshops.

Till next time,

Kie

On the surface, it’s a clever tactic. These websites publish a short design brief, then ask designers to post an entry (usually a logo) for the client to consider.

From hundreds of entries, only the winning designer is paid a stingy $99 dollars.

Crowdsourcing websites are a sad affair, rows of logos eagerly wagging their tails like puppies in a pet rescue centre. What happened to creative integrity?

The Logo is the Tip of the Iceberg

Advocates of crowdsourcing (usually the owners of these mega-sites) say it has democratised design, increased choice and lowered costs for clients.

Even our own government has fallen for this spin. StartUp Britain, a website built to bolster the UK economy has received heavy criticism for including 99Designs - a US-based crowdsourcing site- in their list of ‘the web’s best business resources’.

I’m no economist, but doesn’t undermining our national design industry by recommending a US crowdsourcing site seem counter-productive to UK growth?

By reducing the design process to ‘pick the prettiest picture’, UK startups will lose out on the real economic advantages of working with a design team.

Here at Ownbeat we thrive on healthy competition: winning contracts for graphic design in York and beyond. But the growth of crowdsourcing is a real threat to our industry. Quality designers need to pull together. We need to make some noise about the benefits of hiring professionals, rather than opting for bargain basement design.

So why not crowdsourcing?

As a community, we need to be firmly anti-crowdsourcing, without falling into the ‘design snob’ stereotype.

Given that communication skills are the basis of our trade, you’d think that this would be easy. Yet some design commentators have responded to the design-spec swindle by ranting and raving - without really explaining why it is such a bad thing.

I share their frustration, and it makes me angry to see such blatant exploitation. If nothing else, design spec is a complete waste of creative energy for all but the lucky winner. But if we’re going to convince people to invest in quality, we have to argue our points calmly, and with lucidity.

Fight Back!

The grassroots is where the fight back is spreading like wildfire. Fantastic designers like David Airey and the No!Spec campaign have a simple message: design is more than skin deep. By urging designers to keep their integrity and build meaningful, lasting relationships with their clients they can retain the professional and moral high ground.

Here at Ownbeat, our designs are more than an end product, they’re a service. A finished logo has been developed through a process of consultation and careful research. The absence of this intelligent design is what makes crowdsourcing an inferior system.

Graphic Designers in York and Beyond - Take the Pledge!

99 Problems but Design ain't one

Clients at Ownbeat get the red carpet treatment.

We understand each unique business and their core values. Ownbeat dedicate entire team meetings to a single design, undertake market research and have heart-to-hearts with company directors about their future business strategy.

Most importantly, we work in a consultative way - going through multiple drafts until we nail the perfect design.

How can a pretty graphic produced for $100 dollars possibly have the same impact?

Food for thought,

Until next time,

Kie

**Iceberg analogy and graphic shamelessly stolen from David Airey.

Some cafes and shops were all hustle and bustle: whirlwinds of foreign accents and money changing hands. Others sat empty, with bored shop assistants re-arranging the displays to keep warm.

What was the magic formula that won the hearts of tourists? And why were so many businesses  getting it wrong?

In Praise of Tourists

Tourists are among the most lucrative customers that will walk through your doors. Partly because of economic factors, but also due to their psychology:

• Tourists are looking to have a good time. They want special memories,  mementos,  luxuries - a trip to remember!

• Tourists are under time pressure and are prone to impulse buys.

• Tourists don’t have local knowledge, so are unlikely to shop around for price comparisons.

If you own a business in a tourist town and you’re not actively marketing to tourists, you could be losing a fortune.  Almost any retail business can sell to tourists - it’s just a matter of following the rules of niche marketing.

Rule #1 - To Sell to Tourists...Think like a Tourist

To prove my point, let’s take an unlikely tourist destination: a pet supplies store. What could tourists want with cat biscuits and sawdust? It’s not exactly glamorous.

But how many of those tourists have pets pining away in kennels? How many are soppy enough to take them a present home? I know I am!

Investing in a display with:

• Postcards of cute animals
• Novelty pet souvenirs
• Luxury food treats

could be a hugely profitable sideline - or niche market - for a pet supplies store. What would a tourist value in your business?  A little creative thinking could reveal some profitable ideas.

Rule #2 Show Tourists That you Care

You don’t just have to think like a tourist - you have to actively welcome them. Friendly sales staff only play a tiny part. The best way to gain trust is through your non verbal signals: 

• A welcome sign for tourists and new visitors
• Eye-catching displays which appeal to tourists
• Clear and simple labeling
• Accepting Euros or Dollars
• Offering gift wrapping or shipping services

Rule #3 Tell the World you Love Tourists

A reputation as a tourist friendly business can mean a steady flow of
new customers. If your marketing declares your love of tourists - they will come. Don’t rely on word of mouth - there are many beautiful ways to express your feelings:

• Messages on your website
• A magazine feature about your services for tourists
• Fliers in hotels, train stations and tourist information
• Advertisements in guide books and tourist publications

Beyond Tourism

A niche market  - or, a market within a market - could be any targeted customer group.

Niche markets can be hugely profitable. If you want to expand your business, then thinking about possible sidelines and niche markets is often more cost effective than launching a new store or company.

Ownbeat Creatives are experts in helping companies to develop niche business opportunities. We can help you by:

• Identifying possible niches for your business
• Building dedicated websites for your specialist niche market
• Branding and Marketing
• Promoting your new niche business to your target audience

In these difficult economic times, don’t let valuable customers slip through the net. Unleash the power of the niche!

Till next time,

Jen

Image: Tom Curtis / FreeDigitalPhotos.net

Some days it seems like everyone I meet is a copywriter. But step outside of the web development bubble and my job title is met with confusion.

A Copywhat?

At a friend's wedding last year, I got chatting to a stranger by the buffet, mainly as an excuse to be near a huge plate of profiteroles.

“So, what do you do?” He slurred.

“I’m a copywriter.”

“A copywhat?” He slurred louder.  In fairness, Lady in Red was at full volume and I had a mouthful of choux pastry. I tried again.

“A copywriter”

“Oh. Right.” He thoughtfully chewed on a bit of quiche.

“Is that to do with piracy?”

“Piracy?”

“You know, stopping music downloads.”

(the penny drops) “Oh, no. It’s not a copy-righter, but a copy-writer. I write the text for adverts."

“Oh, I get it now. Why didn’t you just say so...?”

I have had many versions of this conversation over the years, but my job title is often responsible for bewilderment at social gatherings. At Ownbeat, we like to avoid confusion and make everything simple for our clients. That goes for our job titles, too.

So let's nail this thing....

What is a copywriter?

A copywriter is someone who writes text to promote your:

• Product
• Brand
• Viewpoint (e.g.political or religious)
• Organisation
• Country or location
• Piece of creative work

Copywriters shouldn’t be mistaken for journalists. We don’t care about being neutral -  we are hired to showcase your product or service in the best possible light.

What are the Benefits of working with a copywriter? 

Most businesses wouldn't dream of designing their own logo, or trying to create their company film using a camcorder. These are specialist jobs that should be left to the experts.  By contrast, writing is an everyday activity. Many people forget that writing to a professional standard takes years of training.

To save money, some companies choose to write their own words for their publicity, even if they're not confident or skilled writers. They spend hundreds of pounds on graphic design and reason that people will 'get the gist' of the text.  Their mail-shot ends up looking great, but is littered with errors and confusing jargon. What does this say to their customers?

Hiring a copywriter will give you:

• Accurate spelling and grammar
• Clear, easy to read text
• Words that are entertaining and fun to read
• Professional marketing skills
• An expert in consumer psychology - who knows the right words to boost your sales.

Three Popular reasons for hiring an Ownbeat Copywriter

Ownbeat copywriters can help with all types of marketing -  from local mailshots right up to national ad campaigns. If you are developing some publicity, but...

1. Are not a confident writer.
2. Have a tight deadline
3. Understand that skillful words can boost business

...then you should think about investing in some high quality content.

Glossy design creates a great impression, but it's your message that will win you business. Words can inform, entertain, engage, persuade and charm your customers. They turn that first impression into a final sale and keep people coming back for more.

The pen is mightier than the airbrush. Why scrimp on the most powerful weapon in your armoury?

Till next time,

Jen

Head of Content Development

Ownbeat Creatives