My potential clients are located in the Leeds and West Yorkshire area. As a city, Leeds is thriving, with a considerable financial sector and large student population. The 2001 census indicates Leeds population to be 715,404 (Leeds.gov.uk).
I believe it is economically viable to work as a freelancer in the Leeds and West Yorkshire area, as it is an area of economic growth. The strong financial district feeds to smaller businesses that have the budget and need to expand and employ graphic designers to increase their profitability. I have decided to base myself in England, rather than abroad as it is suggested by analysis from NESTA that the UK creative industries will grow by 4 percent between 2009 and 2013. This is double the rate of the rest of the economy. Furthermore, it expected the sector will comprise of 180,000 creative businesses, estimated to contribute £85 billion to the economy. (ukinvest.gov.uk) However, I wouldn’t turn away overseas work as long as it is economically viable.
My product is aimed at modern small to medium sized businesses and charities, with my practice suitable for print or web. For this reason I believe my potential clients will search for freelance graphic designer’s on the Internet. It is therefore key I centre my promotion around a well designed, navigable and content rich website. This will be the base for my clients to find me, look into my work and my principles. It is important key words clients use will produce my website in the top search results, such as Google. To broaden my promotion I will also list myself through business directories, such as the Yellow Pages and Yell.com. My research shows many freelance graphic designers list themselves on here and direct potential clients to their personal website. I found it easier to search for graphic designers on yell.com than Google, as this produced web designers for the top results. Another way to reach and reassure potential clients is to become a member of the Chartered Society of Designers.
Leeds has a significant art scene, with various art galleries, specialist degrees and international events contained within the city. The arts are supported, particularly young talent – a case in point is the collective Nous Vous who are relatively recent graduates and were commissioned towards the end of 2009 to produce all the promotional material for the city-wide Light Night event. Having lived in Leeds for the duration of my degree I also feel I would be able to produce work which wouldn’t cause any offence to the audience and I understand cultural sensitivities.
The 2001 census indicates there are 365,149 25-64 year olds living in Leeds. With this large number of working-age people combined with the art scene in Leeds I believe there to be a need and acceptance of my business.
To remain competitive with other freelance graphic designers it is essential I employ up-to-date, relevant technology and also keep abreast of technological advances in my field, by research, such as regularly reading technology supplements in The Guardian, for example. One issue is technology compatability. I need to use new software, such as the latest Adobe Creative Suite to match the needs of my client. Technology can be used to benefit interaction, such as conference calls through Skype to clients, when travel is unfeasible or costly. This saves time, money and is better for the environment when ideas can be discussed in a more personal way than email with ideas shared and mock-ups sent.
My potential clients are working in charities or businesses in Leeds, and therefore likely to be middle class, from a variety of backgrounds. They will be design aware, with a social conscience and looking to increase their profitability and profile. They will wish to communicate better with their audience so as to strengthen relationships and build customer loyalty. I am within the ‘self actualisers’ group – ‘focused on people and relationships, individualistic and creative, enthusiastically exploring change, 'in a framework of non-prescriptive consideration for others'’ (Businessballs.com) This refers to Maslow’s Heirarchy of Needs, and it is important I am aware of my clients needs to tailor and deliver my service to them.
Bibliography
Leeds 2001 Census http://www.leeds.gov.uk/Council_and_democracy/Statistics_and_census_information/Census_of_Leeds_2001.aspx
UK Invest figures
http://www.ukinvest.gov.uk/Creative-industries/en-GB-list.html?nav
Chartered Society of Designers
Nous Vous
Business Balls
http://www.businessballs.com/demographicsclassifications.htm
UKTI
http://www.ukinvest.gov.uk/UKTI-publications/4046337/en-GB.html
(not referenced, but helped inform this task)
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