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Finding Clients
Creating Community
By Maria Piscopo

Your Creative Community

Building your creative community turns out to be one of the most important aspects of being a creative professional. This is not any kind of hard-sell promotion. It is the development of professional connections and relationships on a personal level. An oxymoron? No!

These connections fall outside traditional and direct marketing tactics like portfolio presentations, mailings and advertising but do support your marketing indirectly.  Most of the professionals interviewed for this column did not look for self-promotion as the primary benefit of creating community yet it does happen. In addition, personal growth and development are achieved for the “lone ranger” creative when reaching out and making these connections. First we asked, what communities do you belong to and how did you select them?   Debbie Vyskocil, www.dlvinc.com, found networking within her local area with C3, “Chicago Creative Coalition (C3) is a small, intimate organization where the other members are happy to help each other.  I have been a member for over ten years and joined when the organization was Women In Design and wanted to network with graphic designers.”

Justin Carroll, www.hcassociates.com, belongs to the local AIGA chapter, “ I have briefly belonged to other organizations in my career, but I think AIGA is the only organization that is broad-based and established enough to make any meaningful difference to designers, in both the long- and short-term. I was a member years ago and let it drop because it didn’t seem relevant. I joined again because I like the direction the national leadership is taking in establishing relevance and taking the initiative to demonstrate the value of design to the business world. Also, my local chapter started several core business-oriented programs, which are really on target.”

Sheree Clark, www.saylesdesign.com, has belonged to quite a number of professional groups with separate purposes and each community has served her differently, “I have been a member of the Advertising Professional of Des Moines since 1985 and initially joined because I had come into the communications field from another line of work; I really didn’t know much about the business and it seemed like a good way to learn.  Later, as I rose to assume leadership responsibilities, I found my “rank” gave me credibility with others in the profession.  People began to recognize my name and I started getting recommended for assignments, speaking and judging engagements.  I also belong to the Des Moines Rotary.  A more “general” business organization, Rotary is based on community service, business fellowship and reciprocity.  I can trace new business to my contacts in Rotary, and I have made many valuable friendships, too.  Then there is a women’s organization called P.E.O. that is a Philanthropic Educational Organization providing educational assistance to women.  I have stayed involved because I like the women in my chapter and I believe in the mission of the group.  By coincidence, P.E.O.’s headquarters is in Des Moines, and the group recently hired my firm to do a corporate identity overhaul.  I am sure that my intimate knowledge of the mission and workings of the group gave us an edge in being selected for the project. “

 Since most creative professionals find that direct promotional benefits are a secondary goal when they network, why bother? Anita Kunz, www.anitakunz.com, “I joined to learn more about my industry. And I served on the board of ICON for two years - not to benefit myself but to share experiences, particularly with young artists so they don't have to learn mistakes the hard way as I did. Frankly there were no self promotion benefits at all, nor did I expect there to be.” So, you need to take the time for community for many reasons: to get inside-industry information, learn from other’s mistakes, share industry experiences, find like-minded professionals, make new friends, get professional credentials, increase industry integrity, learn and practice “people” skills, develop self-esteem, renew creative juices or to make a difference.

Community can be found in local chapters of national organizations. Justin Carroll, “I’ve experienced a revitalization in my attitude about my business – Hamagami/Carroll has been around for 17 years and I was starting to become complacent. Because I’m part of a majority of the events, networking just sort of happens as an organic extension of my participation. We’ve also literally been referred for projects from other AIGA members as well, and I made a great connection with a web design/programming resource. Primarily, though, the benefit comes from the “buzz” of always being involved in something design-related that’s outside the boundaries of what my company does on a daily basis. In terms of self-promotion, the same. It’s not like some bullshit Chamber of Commerce “networking mixer,” but more of a place where you expect to be around some vitality that may happen to have a more direct benefit.”

Community can also be found on a broader national scale. Cathleen Toelke, www.illustrators.net/toelke, “The Illustration Conference doesn't have members, only a Board and attendees.  I was invited to serve on the Board of Directors of the 2001 Illustration Conference by its Founding Board and we continued to address startling changes in the industry's business makeup, discussed solutions, and also provided tech information, creative ideas, and some new market options. Working on it facilitated my own thinking in these areas, and since the Conference is attended by a large number of participants, it can work positively to benefit everyone.  A real spirit was discovered in the first Conference, in bringing 500 geographically scattered illustrators together on a mission. The Conference has gradually changed into a largely promotional/creative affair. While that approach may offer a different kind of benefit, I hope any future Conferences will get back to focusing on the larger community. The Conference/IPA were founded by some amazing illustrators, and the same goes for those I meet at Society events.  And for a while, at least, I think my involvement and contribution made a difference. ”

Sure, there are also direct promotion benefits to community. T. J. Hine www.hinephoto.com, “C3 - Chicago Creative Coalition – is an emerging networking group made up of not just photographers, but of all communication arts. I personally got a job from a board member and have continued to work for the company six years later. The portfolio page on the C3 website is free and it has directed potential clients to my site. Our programs are a chance to pass out business cards; we also set up networking programs to do this.”

Community is not a passive activity; it is an investment of your time, energy and attention. It requires movement, involvement and passion.   Deborah Vyskocil, “When I started my business I remember reading that you should join three types of organizations: one of your peers, one of potential clients, and one for general business practices. I also learned right away that getting involved was the only way to reap the benefits of the organizations.   The Chicago Creative Coalition has brought clients to me along with having great sources, now friends that I can bounce ideas off of and get answers to general questions that still pop up. Many of the friendships that I cultivated over time have been in the printing or paper industries.  The networking, bartering, and referrals have been invaluable. The Advertising Photographers of America was where I networked with colleagues to keep up on changes in the industry, business practices, business referrals, networking with crew, and for general support of my business. It was the most invaluable resource when I was building my business. The Network of Women Entrepreneurs consisted of women who supported me as a business woman.  Small Business referrals, my financial planner, one of my attorneys, and my first business accountant came from this group along with my Master Mind group growing from here.”

Who is your community? Where is your community? How do you connect with other people? Take the time – do it now – to build and create your creative community.

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