Category Archives: Brighton Journalist Works

Marketing to the clients you want

16 Sunday Dec 2012

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Last week The Basement was graced with an array of creatives who wanted to learn more about successful marketing strategies. ‘Marketing to the clients you want’ was a free workshop hosted by Brighton & Hove Chamber of Commerce as part of the Ride the Wave programme offering support for creative industries.

As a student journalist I was highly intrigued by this event. If I decide to go into freelance journalism at some point, ‘marketing’ myself would be paramount, so I thought I could get a few tips and meet some people along the way. Before the presentation I had a chat with freelance web copywriter and web editor Helen Keevy.

When asked why she came to the event, Helen said: “The subject appealed to me because I’ve got to the point where I need to move on to the next stage and target my marketing a bit better. I feel I’m doing a bit of a scattergram approach at the moment so I’m hoping it’s going to refine my marketing strategy and make it a bit more focused.”

The presentation was lead by Adrian Swinscoe, a marketing consultant and coach in business and team performance. His light-hearted and humorous speech was punctuated with anecdotes and analogies, allowing us to easily digest his advice.

Adrian highlighted that marketing is in a changing context. Broadcast marketing used to be the norm but now we live in a world where people skip TV adverts, unsubscribe to spam and throw away post. Google is the new high street, internet advertising is through the roof and customers have a greater choice to make informed decisions.

That is why it is so important to gain your customers’ trust as this drives transactions. It’s less about forcing people to buy and more about building a relationship with the client to gain their trust before they buy.  This way, repeat business and referrals are more likely as happy customers will spread the word.

Adrian said that we need to respond to the changing media landscape with content marketing. This means putting information on websites which helps you get found and is useful to people. It is a matter of getting the balance between standing out (being interesting) and offering something of value to the customer (being interested). Trust comes from the latter, so we need to do more things to earn people’s confidence.

When it comes to marketing there are three Ms: market, message and medium. Many businesses do this the wrong way and start with the medium by buying flyers etc, but first you need to find out specifically who your audience is and what you offer.

Adrian demonstrated the Ms with some example websites and blogs, one of which proved that it doesn’t matter how good your work is as long as you can market effectively and satisfy the client.

Richard Wolfstrome, an information graphic designer at the event, ran us through his own portfolio website but most of his work comes from networking, referrals and collaborative working.

Richard said: “When I go to network meetings I try and find that one person I want to work with, and if I find one contact at every meeting that’s really useful. Building relationships is a huge part of what I do”

“What’s beginning to happen is clients will phone me up and ask me to work on a project which is great because I’m not going out looking for that work – they know who I am and they’re coming to me.”

Then we all had a go at filling out our one page marketing plan which got us to think about who are clients are exactly, what problems we solve for them, what makes us unique, what proof we provide and our marketing tactics.

In Adrian’s conclusion he emphasised that when using SEO you shouldn’t assume the language you use to describe your work is the same as the language your potential clients use. Using ‘Stat Counter’ can reveal the specific search terms people use so that you can refine your tags on your blog or website.

After the event, Lucy Davidson, an illustrator said: “I learnt that I need to narrow down my skills and not try and do too many things at once.”

Amy Brown, a fellow illustrator, said: “The speaker was really lively and informative whilst being quite informal. I think I already knew a lot of it but it was just really nice to hear someone say it all in one go and really confirm the key points that I need to be practicing.”

I learnt that you don’t need to have too many different marketing components, just do one thing and more of it, whether it’s regular blogging or networking. Even if you’re swamped in a job, make the time to go to networking events, as you may meet that one person that could help you go further.

Blog post written for Brighton & Hove Chamber of Commerce: http://www.businessinbrighton.org.uk/blog/marketing-clients-you-want

Stanley Donwood exhibition: ‘Occupational Hazard’

18 Sunday Nov 2012

Posted by in Arts, Brighton Journalist Works, Visual Arts

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Exhibition poster (ink-d.co.uk)

Intriguingly sinister yet irresistibly stunning are words that come to mind as you experience the Stanley Donwood exhibition at Ink_d Gallery, Brighton.

The enigmatic artist, well known for creating Radiohead’s album and poster art, won a Grammy for ‘Best Boxed or Special Limited Edition Package’ for his direction on Radiohead’s ‘In Rainbows’ album.

Thousands of people have already seen the exhibition since it opened on November 2 and curator of the gallery, Dan Hipkin said: “Characters like Stanley will always attract people to the space. He is an example of where two intense worlds collide – art and music.”

The much anticipated display of Donwood’s work follows from a successful exhibition of rare prints back in 2009. This time, his exhibition, named ‘Occupational Hazard’, features currently available work alongside rare and sold out editions such as ‘Twisted Woods’.

‘Hungry Bear’ (nme.com)

As you walk into ‘Occupational Hazard’, the meaning of this title begins to sink in. You are faced with a glass panel in the floor revealing an underground studio and wedged precariously underneath the glass are the exhibition posters.

At £10 it is the cheapest item on sale, and a piece of art in its own right. Combining elements of Donwood’s signature works it features the insane ‘Hungry Bear’ symbol used in various Radiohead albums, in front of the trees from his ‘Twisted Woods’ series.

‘Terrordome’ (thomthomthom.com)

These tree silhouettes, combined with the merging rainbow colours, a significant theme in Donwood’s work, are reminiscent of ink blot tests, while the overall layout is based on Stanley’s latest Radiohead tour poster ‘Terrordome’.

At the other end of the spectrum, the most expensive piece is a £10,000 painting of a simple blue inhaler in front of a contrastive orange background. Superimposed are the words ‘Everybody’s happy nowadays.’

Dan said, “There is a dark, airy feel to it – a reflection of a sinister undercurrent.”

Donwood used the words ‘mild peril’ to describe the exhibition’s contents. This seemed to be in the form of a demonic goat’s head mounted on the wall with multi-coloured paints dripping down its face.

Dan said of the mounted head: “It’s a buddy of Stanley’s – it usually hangs in his own studio, so he was reluctant to give it to us.”

A very striking piece is ‘Occupied Fortune’ which included an elaborately decorated background and in a circular cut-out were the words: “If a man has an apartment stacked to the ceiling with newspapers we call him crazy. If a woman has a trailer house full of cats we call her nuts.

“But when people pathologically hoard so much cash that they impoverish the entire nation, we put them on the cover of Fortune magazine and pretend they are role models.”

This clearly reflects Donwood’s desire to fuse personal and political emotions with modesty and humour.

To see a £355 Glastonbury poster and an exclusive new series of signed giclée prints of album artwork which have never been printed, visit ‘Occupational Hazard’ at Ink_d, Brighton, which runs until December 2.

Euan Ferguson: How to make a lasting impression

09 Tuesday Oct 2012

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“Being a sub-editor can only make you a better writer” said Euan Ferguson of Time Out magazine today at Brighton Journalist Works.

Euan, who is now deputy sub-editor for the London magazine, told us about how he got his position at Time Out as well as giving us some tips on how to stand out on work experience.

The former Journalist Works student, said “Taking the fast-track course was one of the best things I’ve ever done.”

He said the hands-on experience is viewed very highly in the industry, and it shows employers that you’re willing to make a commitment in terms of time and money.

Euan had a complete career change when he decided to go into journalism. He came to Brighton from Edinburgh and didn’t know anyone – which he said was a bonus as he wasn’t distracted by people constantly calling him to go to the pub!

He arranged a lot of work experience for after the course, including Time Out where he had a month’s placement. Here he worked quite closely to the chief sub-editor so would ask him for help as much as possible.

His hassling seemed to pay off though as he was offered a freelance position which eventually lead into a job at the magazine. Over the last three years he has worked his way up to his current position as deputy sub-editor.

Euan said that to be a good sub-editor you need to be:

1) Meticulous – spotting the smallest of spelling and grammar mistakes

2) Creative – being able to turn something dull into something polished and exciting

He said that sub-editing is an excellent extra skill to have, as it gives you a better grasp of tone and style, and will make you a better writer.

Euan told us 10 ways to make work experience memorable, for us and for those we’re working with:

1) Get to know the publication inside out – know the regular sections, writers,   features, staff and style.

2) Arrive with ideas – even if they’re not used, your enthusiasm will be noted.

3) Make the tea! – break the ice and talk to the people around you, getting the balance right.

4) Act like one of the team – arrive early, work late, attend meetings and go for drinks – ask people how they got to where they are.

5) Every placement is useful – be open minded and apply to as many places as you can.

6) Ask for feedback –  compare the copy you submitted to the printed version and ask the pros what they think while you can.

7) Carry out every task with enthusiasm and precision – whether it’s fact checking or interviewing Beyonce, treat them equally.

8) Treat it like an extended job interview – if editors remember you, it gives you a huge advantage over other candidates.

9) Remember you’re there to learn, not to impress – overconfidence is more unattractive than overcaution – ask questions and don’t take on more work than you can do well.

10) Try to extend it – before you finish, ask it there’s any chance of coming back or lending a hand in a different department – if you’ve shown your worth you might be welcomed back.

He then gave us a few tips on feature writing. Euan said: “Everyone’s got something they’re interested in, so write about what you know.

“The feature has to have a hook – it needs to be current. If not, be creative with the angle – even if it’s just an anniversary of an event.”

He said that you could even take past stories and put your own angle on it by interviewing someone different to get a getting a different perspective.

Overall an engaging and insightful talk and by the end I knew I wanted to get a work placement at Time Out, for sub-editing, editorial or both if possible!

Brighton Journalist Works: Weeks 4 and 5

07 Sunday Oct 2012

Posted by in Brighton Journalist Works, Reflections

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Is it just me or are the weeks going faster and faster? These past two weeks have been a blur of events and article writing.

Reporting

Last Tuesday we went to the ‘Biba and Beyond: Barbara Hulanicki’ exhibition at Brighton Museum and Art Gallery and I wrote a review of it for my portfolio. My impression was that Biba was like the Abercrombie and Fitch of its day – the clothes were aimed at the young slender frame, and the stores were dimly lit with loud, thumping music. Only difference was that Biba didn’t cost an arm and a leg!

On Thursday we took a trip to the Magistrates’ Court! It was so bizarre being in the same room as potential criminals. It did seem to drag on a bit though – the magistrates liked to leave the room at lot to have a private chat and have a cup of coffee. We came back and wrote up the story – another one for the portfolio!

Shorthand

Teeline is getting very tricky indeed! We know how to join up most of the letters, including ‘f’ which is horrific, and we’re now learning shorthand prefixes and suffixes.

So many f words!

There’s so many little outlines to remember, and some are quite similar. I feel like my brain is becoming saturated with information. We’ve also been doing some unseen dictation and speed building to get us used to the exam format. If it wasn’t for Roxanne’s enthusiasm and Marie’s hilarious passages in the textbook, I don’t know how I would get through! Here’s a classic example from Marie involving youths causing havoc:

‘Vandalism in the town’

Events

As I’m thinking of doing my PA feature about drugs and alcohol in Brighton and whether the recovery services are working, I’ve been going to a lot of drug and alcohol related events. Last week I went to a talk from a doctor about the effects of alcohol, with an account from someone who had recovered from alcohol addiction.

Another night I went to a Brighton Chamber of Commence debate about whether the night time economy is affecting the Brighton Brand. Beforehand I spoke to some of the panelists and people from various companies in Brighton. The debate itself was very lively and I got a lot of insight into people’s opinions on alcohol as well as hen and stag parties in Brighton.

Last weekend I went along to the UK Recovery Walk which I reported on and got my first article on The Argus online! The atmosphere was amazing as I walked from Hove Lawns to Preston Park with thousands of people who had recovered from drug and alcohol addiction. I spoke to MP Caroline Lucas, the organisers, people from recovery services, and many people who had recovered. A truly inspirational day.

Okay, so this has nothing to do with my PA feature, but on the same day as the recovery walk I hopped on a train to London to see Michael McIntyre at the O2! I don’t think I’ve cried so much from laughter. He was absolutely hilarious, and as camp and posh as ever. So I decided to write another review to go in my portfolio – 4 articles in one week!

Guest Speakers

On Monday we met the famous blogger, Fleet Street Fox. She told us about her journey to Fleet Street and the painful truth about being a journalist. After thoroughly terrifying us she mentioned the benefits of journalism – you get front row seats to some of the best events, you know about things before anyone else, and you have the best stories to tell in the pub!

On Thursday we had another visit from Jon Jenkins. This time he told us how to source and write features as well as sell them on a freelance basis. Apparently freelancers can make between £5,000 and £30,000 a year part-time! He got us to do a bit of travel writing, as it’s the easiest to sell, so I wrote about Dubai and he said my intro was very good! We then wrote hypothetical interview questions for Jools Holland to write a celebrity feature (the second easiest kind to sell). He really inspired me to give freelancing a go.

So overall an extremely busy two weeks. Now I’ve got a few articles under my belt I really need to start thinking about my feature and PA feature. Oh and revising Media Law and PA…

Recovery community marches through Brighton

07 Sunday Oct 2012

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Published on The Argus online 

Sunshine welcomed the thousands of people who turned out from across the country to march through Brighton and celebrate recovery.

Those who had recovered from addiction walked with their friends and families from Hove Lawns to Preston Park for the fourth UK Recovery Walk on Saturday, September 29.

A committee of former addicts who met through the recovery process spent a year organising the walk.

Organiser Pete Davies and Coun Geoffrey Bowden

Speaking before the walk project manager Pete Davies said: “By all of you bringing the message that recovery is real, and happens to real people, you will enable us to build a legacy of empowerment.

“On this day we demand our place, our right to belong without prejudice and to celebrate our uncommon achievements.”

Brighton and Hove City Council have supported the project from the beginning. Economic development and culture committee chair Coun Geoffrey Bowden, has worked closely with the organisers for several months.

Coun Geoffrey Bowden, said: “If this walk gives hope to a single person to know that there is a way out of this downward spiral, then I’d say that’s job done.”

People from as far as Wales and Durham walked through the streets of Brighton chanting “recovery is real” to the upbeat tunes of a steel drum band.

The procession was punctuated with banners representing the various recovery organisations.Many of those who have recovered had the help of recovery services in Brighton.

Volunteer John Brennan said: “I’m just over 34 months clean thanks to Brighton Housing Trust and I’m volunteering today to carry the message that there is a way out.”

The recovery process has even inspired some to volunteer in order to help others with addiction.

Natalie Mexter, from Brighton Oasis project said: “With the help of Oasis I’ve been clean from drugs for nine months now.

It’s absolutely amazing. “I volunteer there myself now and I want to become a recovery mentor to help other people.”

Some people have completely turned their lives around on their journeys to recovery.

Chris Panikkou, from East Sussex Recovery Alliance, said: “It’s been such a leap forwards. I have my family back and some friends back.

“I have a new support network of people in recovery that I can speak to anytime. I love life today.”

At Preston Park everyone enjoyed music and entertainment at a recovery festival showcasing the talents and achievements of people reclaiming their lives through creative endeavours.

People wrote their words of thanks and inspiration on two recovery trees in the centre of the field.

MP Caroline Lucas said: “I think that with every step that we’ve taken, we’ve sent out a message to say that recovery is possible, recovery is hopeful, and inspiration is here.”

Caroline Lucas, Geoffrey Bowden and Andy Winter

Stalls surrounded the park where people could learn more about the services available.

Andy Winter, chief executive of Brighton Housing Trust, runs the largest drug and alcohol treatment services in the city.

He said: “The recovery walk is an absolutely inspired idea for a city that is so awash with alcohol and drug problems.

“To get so many people together who are celebrating recovery is something to be welcomed, admired and respected.”

Biba and Beyond: Barbara Hulanicki

28 Friday Sep 2012

Posted by in Brighton Journalist Works, Fashion, Lifestyle

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When I received a Biba purse for my birthday, I knew nothing about the brand and was confused as to why something sounding like ‘Bieber’ was so classy.

I recently visited the ‘Biba and Beyond’ exhibition at Brighton Museum where I was immersed in the world of the highly successful woman behind the brand.

Barbara Hulanicki’s iconic Biba store and label was a symbol of swinging 60s high street fashion, known for being stylish yet inexpensive. Half a century on and the brand is still thriving after its relaunch by House of Fraiser in 2009.

With walls adorned with original sketches, photos, and quotes from Barbara and those close to her, the exhibition took me on a vibrant and inspirational journey through her exciting career.

Polish-born Barbara Hulanicki spent her early life in Brighton and studied fashion illustration at Brighton Art College in the 50s.

At just 18 years old, Barbara won a prestigious fashion design competition in the Evening Standard, allowing her to see her design made up by a top couturier.

This pivotal achievement propelled her into her position as a fashion illustrator in London contributing to The Times and Vogue.

Together Hulanicki and her husband Stephan Fitz-Simon set up Biba’s postal boutique which had its first triumph in 1964 when they advertised a pink gingham dress in the Daily Mirror and received 17,000 orders.

Within 10 years they transformed the label from a tiny boutique to a seven-storey department store. I was instantly reminded of the Abercrombie & Fitch store when learning about ‘Big Biba’.

The clothes were simple, aimed at the young and suited slender frames, whilst the the stores had dark interiors and loud, thumping music. The only difference was that you didn’t need to shift too many pennies to purchase Biba!

Hulanicki recently returned to fashion design by creating capsule collections for Topshop, with the likes of Fearne Cotton and Alexa Chung sporting her unique designs.

Hulanicki’s career came full circle when she signed with George at Asda to produce affordable fashion once again.

The exhibition also explores Barbara’s current interior design business, designing hotels in Jamaica and the Bahamas, as well as art nouveau style wallpaper for Habitat and Graham & Brown.

It was a truly interactive exhibition with Biba outfits to try on, Biba dolls to dress up and you could even have a go at sketching your own Biba designs.

If you’re a fashion lover this exhibition is a must-see. Biba and Beyond: Barbara Hulanicki is on at the Brighton Museum and Art Gallery until April 14 2013.