A successful marketing campaign is more than just a great portfolio and presentation. While those are certainly key pieces, each part of the process–from the first phone call to the follow-up thank you note–reflects you and your personal “brand.” It’s important that you take the time to develop a strong strategy in advance so potential employers have a consistent experience from start to finish.

Define your strategy.
Treat your personal marketing strategy like any other design problem. You are the client, and you have a problem that needs solved (i.e. you want a job). You have a goal or outcome to work towards, and you have a specific set of criteria and guidelines to consider. Take time to map out the process, points of contact, and any deliverables you’ll need along the way. Not only will you be prepared as a result, but you’ll have more control over the experience from beginning to end.

The right approach.
These days, networking is a critical part of most marketing strategies. Many design firms don’t advertise employment opportunities, so instead of limiting your search to companies with open positions, focus your energy on the opportunity to make connections and gain valuable feedback instead. Doing so demonstrates that you’re being proactive and removes the pressure of finding or being offered a job. And, your preparedness may open up more opportunities for feedback, referrals, and even a second meeting.

Finally, the bigger picture.
As mentioned above, it’s important to make sure that each individual piece of your personal marketing campaign is intentional, consistent, and has a clear purpose. Take the time to develop your strategy. Consider the voice and tone of your materials, the design and visuals, the different outlets for connecting with potential employers, and a plan for organizing and managing your connections and the experiences they have. Make sure everything works together seamlessly and intentionally. While it may seem like a potentially unnecessary amount of time and effort in the beginning, being prepared when an opportunity presents itself will make it well worth the effort.

Remember, marketing yourself is so much more than your portfolio and getting a meeting. When you approach the process with a solid plan, you create a strong, secure foundation to move forward on. And, more importantly, you may just find that it’s the extra nudge you need to set yourself apart from the competition. That alone is invaluable.

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In case you missed the first two articles in the “Marketing You” series or you simply need a refresher, learn more about “Designing Your Personal Portfolio” and “Putting Your Best Self Forward.”

It’s graduation time, and design students all over the country are putting their college days behind them. After countless hours logged in the studio, late nights, and a heck-of-a-lot of time spent preparing portfolios, the time has come to hit the pavement in search of that first design job. Or, perhaps you’re a seasoned pro in search of change. Whatever your circumstances, having a strong portfolio is just one piece of the puzzle. Before you step into your first meeting, take some time to prepare.

Rehearse, rework, and rehearse some more.
So, your portfolio is shiny and complete, and you’ve scheduled your first meeting! You’re all set, right? Perhaps, but more than likely, you need to do some prep on the presentation. When presenting your portfolio, be prepared to take the reins in the conversation. Assume that you’ll be in charge of talking through your work, and be prepared for a reviewer that might have little to say until you’re finished. It’s better to be over-prepared, and practice is key. Invest time in rehearsing your presentation, and you will begin to recognize areas that flow smoothly as well as others that could use some work. You might also come across a few projects that aren’t as strong as others. Practicing ahead of time allows you the opportunity to act on problems and weaknesses in advance.

A well-rounded package.
A designer’s portfolio is a key piece of the “marketing you” process, but it’s just that… one piece. In reality, your portfolio is part of a much bigger package. Design is a collaborative process, and your personality and the impression you make will also play a part in whether you’re considered a good fit for any company. Forming a good connection is key–if you’re nervous, uncomfortable, or unprepared, you may not be putting your best self forward, and you might not develop a good personal connection. Researching the company in advance, as well as rehearsing and familiarizing yourself with your presentation will allow you to focus on the person sitting across the table from you.

Work in progress.
In design, feedback and critiques are a vital part of the design process, and it’s no different when it comes to your portfolio and presentation. At this stage, it’s easy to think of your portfolio as a finished, final package, but more likely than not, your reviewer will have feedback on your work, presentation, or both. This part of the process can be frustrating and confusing as the feedback may vary with each presentation, and you will need to form a strategy for interpreting and acting on the comments you receive. After each meeting, take some time to sort through and analyze the feedback. You probably won’t act on everything, but there might be some really valuable suggestions that you can implement. Remain flexible and, most importantly, realize that your portfolio and presentation will always be a work in progress.
What’s next?
While it might seem like the process is nearly complete, it’s really just beginning. What have you done or will you do to remain top-of-mind? Be sure to discuss next steps before you leave any meeting, and always have a strategy for follow-up. And, regardless of the outcome, treat every experience as an opportunity for referrals or future work. By keeping doors open, you open yourself up for unexpected opportunities.

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Recognizing that your portfolio and presentation are only two pieces of your personal marketing strategy is key. To learn more about the bigger picture, keep an eye out for our next article in the “Marketing You” series.

In case you missed it or simply need a refresher, click here to read the first article in the series titled “Marketing You: Designing Your Personal Portfolio.”

Spring has become synonymous with the end of a school year for our local design students, and soon, fresh design careers will be sprouting all around us. If you’re a student, you know that spring is a pivotal time for final projects, portfolios, and countless reviews–all in anticipation of landing your first design job. But regardless of whether you’re marketing yourself for the first time or you’d like a change in your career, we can all benefit from a fresh perspective on how to go about it. And, while there are a lot of pieces to the puzzle, your portfolio is a key part of the process and a great place to start.

Solve a problem.
We are often asked for feedback on what type of portfolio is best. Is it a book or a set of boards? Does it show photos of work or the actual work itself? Should it be large or small? These are tough questions to answer, because, when it comes down to it, there’s no right or wrong answer. Your portfolio solves a problem unique to you, and you must challenge yourself to think of your portfolio as you would any design problem. Consider the client (you) and the content (your work). Consider the purpose, and your audience. Think through every piece–the structure, the voice, and the feeling you want to evoke when you present it. Overall, a portfolio is more than just a means of showing your work, and there’s no universal “right” solution.

Diversity.
The work that you include in your portfolio should reflect your current goals. What type of position are you looking for? Where do you want to work, and what type of design do you prefer? If you’re entering the design world for the first time, your primary goal is likely built around gaining experience, and you might not be as selective in what you’re looking for as someone who’s been in the industry for a while. Regardless, keep these questions in mind when selecting the content for your portfolio. If you’re looking for your first design job, you will likely find success if you demonstrate your skills as a well-rounded, diverse designer. Select pieces that show your ability with different types of projects, styles, and problems. By planning your ideal portfolio, you can begin to recognize and address gaps or needs before you begin scheduling meetings.

No excuses.
It might seem obvious, but only include work that you’re one hundred percent happy with. Excuses are unacceptable when you have complete control over the work you include in your portfolio. If you’re not satisfied with the outcome of a project, you won’t be able to sell it to your potential employer. Rather than risk making excuses in a review or meeting, take the time now to weed out or rework any pieces that aren’t up to your standards. You’re only as good as the weakest project in your portfolio, so only include your very best!

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So, what’s next? Soon, you’ll have a complete and polished portfolio, and you’ll be ready to hit the pavement scheduling meetings and reviews. For tips and insights on presenting your work in front of other design professionals, keep an eye out for our next article in the Marketing You series.