Roughstock Roundup: March/April 2008

Yep, it's that time (well, past that time). Discover the joys of juicy news tidbits offered up in the March/April edition of the Roughstock Roundup: Check it out:

• Note! Studio Hours in May
• Recent Work: Evnine and Associates' New Logo
• Marketing Tips: How a Marketing Plan Builds Your Business
• Recent Blog! Posts That Might Ring Your Bell
• Who Won Made to Stick?
• Quick Shots

Read the Roundup!

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Roughstock Roundup: February 2008

In this month's issue:

• Help Me Out and Win a Book!
• Recently Published: How to Find Green Vendors
• Quick Shots

Read Feb's Roundup.

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Roughstock Roundup: January 2008

We've moved to a new archive format this month so you can view the Roundup in all it's emailed glory. In this month's issue:

• Studio News: New Phone Number
• Recession-Proof Marketing
• Quick Shots

Read the whole shebang.

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Roughstock Roundup: November/December 2007

Howdy Folks!

I'm going to cut to the chase, and I hope you'll forgive any seeming unseemliness as a result: getting into a car crash really messed with my sense of direction. I thought I had Roughstock all figured out and on track, and then BLAMO—everything's thrown off the rails.

But as it turns out, all that forced time off, pontificating and recuperating, and the resulting catch-up I've been doing since then, has been, well, good for me. And for the studio...

In This Issue:
How to Get Online Coverage
Roughstock Earns San Francisco Green Business Status
Quick Shots


How to Get Online Coverage
Although I certainly haven't been putting energy into my marketing efforts over the last few months, I've nevertheless seen a spike in coverage and friendly mentions of Roughstock throughout the online world.

Popular industry magazine Graphic Design USA featured yours truly in the inaugural issue of their Green Design newsletter; Roughstock was written up in the Scoops section of Create Magazine (thanks for the heads-up, Cal!); marketing guru Seth Godin linked to a recent Blog! entry; I was just turned onto the fact that my Sustainable Studio column is listed on 101 Things Designers Can Do to Save the Earth; and ridiculously popular Freelance Switch recommended my article, Killing Off Five Design Myths.

I mean, not to brag or anything. But in all seriousness, this begs the question: how the hell did I get so much attention? The answer is actually pretty simple; I gave people what they were already looking for. Most of those mentions were the direct result of a three-step process:

1. I created meaningful, quality content.
2. I specifically identified people who would be interested in the particular content I had to offer.
3. I let them know what I wanted, and why, without wasting their time.

There's no magic to it; it's just a very simple plan. But it works. And better still, once the ball gets rolling, others join in the fun without me having to directly target them.

You can read more about this in my Blog! entry The Power of the Personal.



Roughstock Earns San Francisco Green Business Status

After months of adjustments, inspections and...waiting...Roughstock has finally been certified by the city of San Francisco as an official Green Business!

Working with various city agencies throughout the certification process, I focused on reducing energy and water consumption, minimizing Roughstock's waste stream, and adopting purchasing policies that reflect environmentally preferable standards.

This certification marks an important shift for both myself and Roughstock; I really want this studio to serve as an agent for change within both San Francisco and the larger business and design worlds. This includes working directly with environmentally and socially conscious companies, as well as operating as sustainably as we can and helping our clients integrate these practices wherever prossible.

Download Roughstock's official environmental statement PDF.


Quick Shots
[To get the Quick Shots, you'll need to subscribe to the Roundup. I know, I know, kind of stingy—but they're fun and popular so give it a shot why dontcha. Don't worry, it's free and anti-spam.]


Finally, I'd like to welcome those of you who've just subscribed! I'm
always open to comments, questions and even complaints. All you have to do is drop me a line.

Best,
Jess Sand
Principal

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Roughstock Roundup: August/September '07

August brought me a crazy car crash, lovely weather, and some serious introspection (amazing what being sandwiched between two SUVs will do for you). I've certainly learned a thing or two about squeezing lemonade out of one enormous lemon.

But although the crash has taken up an enormous amount of my time, I have plenty of better news, too! So this month's Roundup will be an August/September issue to keep from cluttering your inbox.

Now let's get squeezin'...

In This Issue:

• Lesson Learned: Pay Attention Behind the Wheel
• Lesson Learned #2: My Clients Rock
• Roughstock To Be Featured In Big Book of Design Ideas 3
• Articles Are Now Available for Your Reading Pleasure
• Quick Shots

Lesson Learned: Pay Attention Behind the Wheel
Genius, huh? But sometimes, simple truths are worth far more than the effort it takes to acknowledge them.

(Besides, if I catch someone looking the other way while running a red light, totaling my car and almost killing me again, I'm taking off my "nice" face.)


Lesson Learned #2: My Clients Rock
No, this isn't an easy way of sucking up (I'm much more subtle than that). I have been blown away by the understanding and patience of my clients (people who have placed their trust in me), while I pause to recover and ease my way back into normal work habits.
My online readers, too, have gone out of their way to send thoughts and well wishes to a person most have never even met. It’s a really amazing feeling.

So thank you, very sincerely, thank you.

The other lesson in this isn't just that my clients and readers are wonderful people, but that business relationships are human relationships. They thrive on compassion, honesty and integrity.


Roughstock To Be Featured In The Big Book of Design Ideas 3
Roughstock's design work for Vista Clara Films will be featured in David E. Carter's Big Book of Design Ideas 3.

Carter is known for his design books featuring carefully selected graphic design from some of the most talented firms across the country. We're honored to be among such talented company.

Roughstock designed the identity, DVD packaging and various marketing materials for Vista Clara's eye-opening documentary, Crude Impact. Our logo, business cards and DVD packaging will be featured in the book, to be printed in Spring of 2008. It's my hope that the added exposure will bring some more eyeballs to such an important film.

Articles Are Now Available for Your Reading Pleasure
As promised, I've added a new section to the roughstockstudios.com library. You can now browse a variety of reference articles aimed at answering your questions about a variety of subjects.

The latest addition, Killing Off Five Design Myths, should help anyone thinking about hiring a graphic designer or already working with one.

The section is young, of course, but I'll be adding new additions as frequently as possible. If you have topics you'd like to see explored, or burning questions you're dying to have answered (about design, marketing, branding, writing, cooking, whatever), by all means email me.

[Quick Shots: To get the Quick Shots, you'll need to subscribe to the Roundup. Don't worry, it's free and anti-spam.]

For all of you who have been asking about my health, I am hanging in there and working my way back to 100%. In the meantime, stay safe and enjoy yourself!

Best,
Jess Sand
Principal

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Roughstock Roundup: July 2007

Howdy Folks!

Of course I'm getting July's Roundup in just under the wire, but you know me—I like to live on the edge.

I'll spare the intro chatter this time, so...onto the Roundup!

In This Issue:
The Green Marketing Mistake
Blog! Lives
So Much for a Greener Apple
Quick Shots


The Green Marketing Mistake
I’ve had a lot of inquiries of late from folks interested in green marketing. The problem is that many of them don’t quite understand what that phrase really means. It doesn’t help that everyone from green advocates to eco-naysayers to the media all seem to mean different things when they talk about green marketing. Let’s clear a few things up, shall we?

Green Marketing Does Not Mean “Marketing to Greenies”
Many businesses incorrectly use the term green marketing to refer to conventional marketing practices aimed at those interested in environmental issues. The problem with this definition is that it often sounds like the marketer is somehow the green one in the equation, which is typically untrue. We don’t call marketing targeted to the LGBT community gay marketing, do we? The reason is obvious enough: the implication is that the descriptor applies to the marketer and not the audience.

Green Marketing is a Methodology
Marketing is a multi-step, multi-faceted process that may even incorporate multiple media channels. The very nature of such a process requires a cold hard look at how we take each step along the way.

Environmental decisions should be made early on at the concepting stage of a given campaign and should continue through the entire design workflow, culminating in a finished campaign that truly addresses its own environmental impact. This can be done by asking specific questions, conducting research and making clear decisions.

Green Marketing Should Go Beyond the Obvious
Choosing recycled paper for printed pieces has become de rigueur for many companies. But if that recycled paper just gets tossed in the trash without being read, what good has it done? We’ve still consumed valuable resources during the making, shipping and disposal of that paper.

It’s important to go beyond the obvious by asking questions like does it make more sense to take this campaign online? Do we need to print this many pieces, or can we narrow our target audience to make the campaign more effective overall? Let’s not accept the typical approach to marketing, because doing so often results in excess energy consumption, waste and pollution.

These aren’t earth-shattering insights, but they are often overlooked by marketers trying to tap into the green market or reduce their own environmental impact. If we all just stopped for a second and thought a little more carefully about the decisions we make every day, we might discover that green marketing isn’t so complicated after all.

What do you think about green marketing? Have you tried it? Thought about it? Take this quick five-question survey to let me know.


Blog Lives!
Yes, everyone and their brother has a blog. Hell, I had two until last month. But clearly, the internet isn't doing enough to inform us all of all the incredibly insightful insights we really need to run our businesses, live our lives and love our neighbors, so I figure it's time I step up to the plate and provide you with the (somewhat) daily insight you need.

So, yeah I've started another blog. Only this one's a Blog!, which means it's exciting and relevant and important. Seriously. Right now she's a bit unwieldy and not particularly pretty, but she'll be getting a full-blown makover come the fall, just like the rest of the site. Keep an eye out, folks!

So Much for a Greener Apple
In keeping with the notion that it's entirely possible to incorporate green practices into your marketing process without hurting your bottom line, let's take a quick look at a really good example of how not to do things. I recently wrote about the hypocrisy demonstrated by Steve Jobs and the entire Apple team upon release of the iPhone:

"After a rather lengthy and well-publicized attempt at demonstrating Apple's environmental policies, the computer giant goes and releases the iPhone all bundled up in superfluous packaging. This is a perfect example of not walking the talk...it's screamingly obvious to me that Apple's graphic design team suffers from overdesigneritis."

[Read the dissection at Small Failures]


Quick Shots
Dictionary of Sustainable Management | Brought to us by the Presidio School of Management, this expanding dictionary covers the vast terminology of sustainable business.

Michelangelo Antonioni | If you haven't seen Blow-Up, rent it now. Then rent 1981's Blow Out with John Travolta (really, it's pretty great).

Columbia GP3 | I've been enjoying my vinyl collection a lot lately, but in order to play records in my office, I have to rely on my trusty GP3 portable. Don't know if you can buy it stateside anymore, though. Lucky me!

That does it for this month, folks. Just remember that I love questions, comments, complaints and everything in between. Feel free to email me with yours.

Best,
Jess Sand
Principal

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Roughstock Round-Up: June 2007

Welcome to yet another redesign of the Roundup, in which I finally decide to leave it alone. The new look simplifies things quite a bit, making it easier to read overall (and if it doesn't, please tell me). It also happens to give a hint of what you'll find with the upcoming relaunch of www.roughstockstudios.com, which will sport both a brand new look and a brand new library of resource materials to help you reach bigger and better audiences. As a Roundup subscriber, you'll get the first peak at the new site when it's ready.

Now on to this month's Roundup!


Does Britain Have a Fourth of July?
If—even for a split second—you thought the above question was referring to the Independence Day holiday celebrated by barbeque-loving Americans nationwide, you just experienced one of the most damaging habits perpetuated by organizations of all sizes and stripes. The answer is, of course, that Britain does have a fourth of July; it falls right after the third of July and right before the fifth of July.

This trick question is a testament to how ingrained our assumptions are; we are naturally inclined to assess any given question, proposal, situation or problem according to our own sense of reality instead of the reality of those affected by said question, proposal, etc. We do this for a simple reason: we don’t necessarily know where our audience is coming from. Rather than make the effort to find out, which often takes time and sometimes money, we go with our own assumptions. And these assumptions are all too often wrong.

Take Coke: back in the early ‘80s, Coke was struggling to maintain market share. In an effort to reclaim the soda market, Coca-Cola decided to launch a new product—New Coke—while discontinuing their old and tired regular Coke. They conducted blind taste tests and New Coke handily won every time. Thinking they had a sure-fire winner on their hands, they launched the new product, complete with expensive ad campaign, and then watched New Coke rapidly crash and burn.

How, if their taste tests showed New Coke was a winner, did Coca-Cola get it so wrong? This juggernaut of a brand simply assumed that because soda drinkers liked the taste of New Coke better, that they would buy it. But they failed to ask other important questions, like what else do consumers value, other than taste, when buying cola? Coke failed to go beyond its own assumption that taste was the most important thing and the result was product failure.

This is why Roughstock spends the early stages of any project doing hours of research and asking lots of questions. I can’t stress enough the value of due diligence before launching an ad campaign, or a new product, or hosting a big event. Ask yourself, what does my audience really want? What do they value? What am I not seeing? What worked and didn’t work in the past, and why? Is there a chance that my own assumptions are wrong? Delve into your audience’s perspective—flat out ask them—and you'll see a far greater rate of success than if you just assume.


Green Design Dialogues
I was recently invited to participate in Green Design Dialogues, an online round table focusing on the growing role of sustainability in the graphic design industry. This hour-plus conversation resulted in a striking realization: as green issues quickly become part of everyday life for the majority of Americans, there are still huge gaps of knowledge that need to filled and us designers must be ready to guide our clients through this process.

As a result, Roughstock's upcoming resource library will be stocked with helpful articles and worksheets for those who would like to learn and do more.

Joining the conversation were fellow designers Megan Prusynski, Dani Nordin, Eric Karjaluoto, design professor Eric Benson and Bryn Mooth, editor of HOW Design magazine. You can read Megan's coverage of the Dialogues on Green Options: Dialogues 1 | Dialogues 2 | Dialogues 3


Substantial Profits, Sustainably
Are you one of the many folks who assume that greening up your business would be nothing but a drain on the bottom line? Well, now that we know where making assumptions will get us, perhaps it's time to discover the truth (and make more money to boot).
Check out my latest installment of The Sustainable Studio, in which I'll walk you through the many ways to earn Substantial Profits, Sustainably. This is the first article in a multi-part series for the Business of Design Online, and it applies to anyone who works in an office (not just designers).


Quick Shots
Beer vs. Wine | If you think your preference is best, think again! I recently tackled this age-old debate on Bar Stories.

Fourth of July! | More than you ever knew about the holiday, including various celebrations around the country.

Subculture, Inc. | NY Times columnist Rob Walker's collection of blog entries, Q&As and columns about people "finding ways to make a living from creative enterprises."


That wraps it up for this month, folks. Thanks for tuning in and be sure to look for next month's Roundup, when I'll be staging a completely gratuitous, self-serving contest to gather the most complaints about Roughstock Studios. Yes, you read that right. You'll just have to wait to find out why on earth I'd want to do something like that.

In the meantime, have a wonderful and safe Fourth of July!

Best,
Jess Sand
Principal

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Roughstock Roundup: May 2007

I'm happy to report some pretty significant undertakings in May, not least of which included getting another year older. In addition to the news you'll read about below, I've begun overhauling Roughstock's approach to how we do things around here. What does this mean for our clients? Among other details, it means a more streamlined project intake process and a developing library of business and industry-related resources.

Now on to May's news...

Jess Is Now Certifiably...Green

Many of you already know I'm certifiable, but now I've got the paper to prove it—a fancy certificate in Sustainable Business Management from Cal State. One of Roughstock's core principles is to operate as sustainably as possible, which requires a deeper level of understanding about these issues than are often found in the mainstream discourse.

Of course, real change requires more than just recycled paper and compact fluorescent light bulbs. The entire business paradigm must shift if we're going to seriously address issues like energy dependence, climate change and long term sustainability. This certification is just another small step towards a long term goal. With over 17 million small businesses in the U.S., just think of the momentum we'll create if we each take these incremental steps!

Learn more about Roughstock's commitment to sustainability


The Road to Marketing Hell

There is a whole lot of solid marketing advice out there these days (I'm thinking of blogs by folks like Neil Tortorella and Seth Godin, among others). But like too much of any good thing, it can often lead to unintended consequences when misused, or simply misunderstood.

Take, for example, a particular editor's recent email campaign. This editor has riled some feathers among writers who take issue with the email she sent, in which she addresses a generic "you" and offers her consulting services in a particularly casual, friendly way. On the surface, this editor has made a very smart move: she's sent a relevant email specifically targeted to writers, a very appropriate market for her services.

But this targeted email was both unsolicited and addessed to a long list of "undisclosed recipients," which means only one thing: spam. The result is a group of angry writers who are now calling her out on the very public internet. This email, well intentioned though it may have been, exemplifies a fundamental rule of marketing: consider the net effect of your decisions. If you take an action, will it have unintended consequences? Will others interpret your actions the same way you do?

In other words, think before you do.


Search for Common Ground: Fundraiser Invitation

What happens when you bring together 12-year old soldiers, a handful of rebel warlords, and a group of African politicians? If Search For Common Ground is successful, we just might end up with a nonviolent resolution to one of the world's most horrific crises.

SFCG, an international nonprofit, approached Roughstock for help with their upcoming Child Soldiers Initiative fundraiser. Because of a limited budget, they intended to promote this important event, featuring Senator Roméo Dallaire (played by Nick Nolte in Hotel Rwanda), with a plain old black and white card formatted in Word.

Instead, Roughstock worked within their limited budget to produce a two-color, letterpress-style invitation that lends the elegance and import needed for soliciting funds from high-level donors (or, as the client put it, "so very classy!").

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Finally, I'd like to give a quick thanks to HOW Design magazine, who recently featured Roughstock and Small Failures in their newsletter and blog.

As always, feel free to get in touch if you have questions or comments!

Best,
Jess Sand
Principal

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Roughstock Roundup: April 2007

April's Roundup may be a day late but it sure isn't short on content. We've had such an action-packed month that we can't even pack it into one newsletter. In fact, the newsletter itself is one of the reasons we're late getting it out - as you can see, we've switched to a new service (secure and purdy!), that will eventually give us more control over the look and functionality of this baby (but we've had some design hiccups in the process). So look for some exciting announcements coming up in May! In the meantime, I'd like to share some pretty exciting projects and useful tips with you...


Take My Money, Please!

It sounds like a bad Henny Youngman joke, but making it difficult for your customers to pay you isn't funny. For the customer, believe it or not, it's downright frustrating. I had an experience recently that brought this point home to me and left me shaking my head (and keeping my wallet closed). As the author of two blogs, Small Failures and Bar Stories, I need to track my visitor statistics so I know if I'm being read or not (thankfully, I am). I use a wonderful free service called StatCounter for this. Several months ago I tried to upgrade my account to their paid service (I didn't actually need the added value service, but I wanted to support them). Clicking the "Upgrade" link on their website didn't work. I dutifully clicked on every link possible to get me to the page where I fill in my credit card information, but the page just wouldn't load. What did I do? You guessed it - I gave up. No money for StatCounter from a willing customer!

Jump ahead to a couple of weeks ago and repeat the entire process. Only this time, when the links still refused to work, I contacted them. I got a quick response from tech support, who reported that they were aware of the problem and very kindly (smiley faces and all) suggested a solution: I could use a different browser or pay annually (instead of the monthly payments I wanted to make). So instead of fixing the problem they were already aware of, they put the onus on the customer to make it right. The upshot? I'm now in no hurry to upgrade my account.

Now, loyal customer that I am, I still wholeheartedly recommend StatCounter—they offer a great service and they're very friendly folks (even going so far as to offer their service for free). But unfortunately for them, they managed to leave money on the table by making me jump through too many hoops. How about you? Where can you make it easier for your customers to give you money? Maybe it's as simple as streamlining your ordering process, fixing a technical issue, or simply listening to your customers' complaints (not that you get any complaints). But in the end, your customers will thank and so will your cash flow.


The Sustainable Studio Launches

One of Roughstock's core values is to help foster sustainability as best we can, which is why I am particularly proud to announce that the Business of Design Online (BoDo) has just launched my new column, "The Sustainable Studio." The monthly column is written for design professionals, and explores both the underpinnings and the practicalities of sustainability as it pertains to their offices, their work, their clients and their communities. The column will be a rhetoric free zone, intended to bring my fellow designers into this essential discussion.


Client Focus: Vista Clara Films

Keeping within the theme of sustainability, I'd like to extend a huge congratulations to Jay Wood, whose film Crude Impact explores our global dependence on oil and the ramifications (and potential solutions) that lie ahead for all of us.

Roughstock created the logo, DVD packaging and marketing materials for the documentary, which has been making waves and winning awards almost everywhere it's screened. If you thought An Inconvenient Truth was good, you'll be blown away by the depth and storytelling of Crude Impact.



Roughstock Gets Some Creative Latitude

Roughstock is now a proud member of Creative Latitude, a worldwide community that unites various creative disciplines for collective promotion, education and ethical business practice. We're happy to be among such very good company.

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Although there's plenty more to share, I'll have to save it until next month (okay, the end of this month!). As always, I love feedback, opinions, questions and comments; so feel free to get in touch anytime!

Best,
Jess Sand
Principal

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Roughstock Round-Up: March 2007

Howdy!
Maybe it’s because springtime is peaking around the corner, but I can't help noticing that this month's issue of the Round-Up is awfully green.

Eat Well When You’re Away From Home
I’m excited to announce the completion of a particularly exciting project for Roughstock: training materials for Omni Hotels’ Art of Breakfast initiative. Omni has taken a public step towards sustainability by offering a breakfast menu that features organic foods, humanely raised pork and cage free eggs. Not only is it refreshing for me to be able to work with corporate clients who recognize the role they play when it comes to environmental issues, it makes me all warm and fuzzy inside when I hear trainees saying things like “I learned a lot about organic food that I was completely unaware of,” and “It makes me proud to work for a company that is environmentally conscious.” Thanks to Omni and WineQuest for this opportunity!

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Recently Published
Thanks to my work with Omni, I had travel on the brain when Green Options asked me to contribute to their blog. GO is an online resource guide for folks interested in greening up their lives; check out my article on traveling green to discover some great resources for your next trip.

Meet TED
Every year, thousands of wide-minded movers and shakers congregate in Monterey, CA to discuss the impressive things that can be done in the fields of technology, entertainment and design (TED). For the second year running, the man of my dreams (aka The Captain) was the lead audio engineer on the main stage, mic’ing the likes of Kareem Abdul Jabbar, Michael Pollan and Bill Clinton. While you may not be able to experience TED firsthand, you can watch TED Talks from years past. I recommend Sir Ken Robinson's talk on creativity.

Some Quick Thanks
Firstly, thanks to Bill Shribman of WGBH for bringing us a new online program for kids: Meet the Greens. It's well done and very necessary; if you happen to live with a tween, turn 'em on to this one. I'd also like to thank Eric Benson and Re-Nourish for featuring both Roughstock Studios and my Small Failures blog on their site.

Best,
Jess Sand

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Roughstock Round-Up: February 2007

Check Us Out Online!
It's been some time coming, but I've finally got the first incarnation of Roughstock's website live and kicking. My goal is for www.roughstockstudios.com to be a living site, with updated content and a rotating portfolio of work. By it's nature, the look and functionality will evolve over time and to that end, I'd love your feedback. If there's anything in particular you'd like to see—or avoid—please let me know!

Recently Published...
One of my favorite cocktails, both to make and to drink, is the Manhattan. It is perhaps one of the classiest cocktails I know of—when done right, that is. Unfortunately, not too many bartenders appreciate this whiskey drink the way I do. For a little pontification about this potable, check out my recent essay published on author Kevin Erskine's blog, DrinkShoot.

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An Anecdote About Generosity
I find myself reading a lot of blogs these days: blogs about booze, blogs about business, blogs about blogging. Recently I stumbled across a business blog by journalist Tom Ehrenfeld, author of The Startup Garden. Since everyone and their brother writes a blog nowadays (written as I hang my head sheepishly), I was pleasantly surprised to discover that Tom’s content was really very good (if not, by his own admission, updated frequently). And so I emailed him to tell him as much—no big deal, just a short “keep up the good work” kind of note that us writers are often starved for, and a mention that I was going to purchase his book. What I got back was a really warm thank you note, and a request for my mailing address. A few days ago, I received a free copy of The Startup Garden, signed by the author.

This is the kind of unsolicited gesture that makes people take notice. And it occurred to me that you just don’t see it very much. I’m not talking about simply giving away free stuff; I’m talking about the kind of meaningful “I would genuinely like to see you thrive and here’s what I can do to help you achieve that” message that builds loyalty. It doesn’t take a lot of effort—in Tom’s case, a trip to the post office—and it can take many forms. Whether it’s advice, a product, or some other form of support, a sincere gesture of generosity can extend beyond your wildest imagination. In Tom’s case, it’s a nice bottle of wine currently en route to him, as well as a loyal reader. Thanks, Tom!

And thanks to you, for supporting Roughstock.

Best,
Jess Sand

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