Strategic business and marketing planning - design management and USP development integrated into a small design consultancy

设计公司Studio View专门从事企业形象和品牌塑造企业文献、教育招股说明书、产品文献、文具、标牌和网站设计。该公司使用知识催化剂计划，与林肯大学合作，将其工作多样化，进入新媒体和创意设计。它值得特别关注，因为它的商业目标--支持新的、高质量的设计并成为全国竞争对手--对于一个如此小而专业的创意行业来说是不同寻常的，需要学术专业知识的好处。为了实现新的目标，Studio View聘请了一位刚从林肯大学毕业的学生，在保罗·米德尔顿、菲尔·伊斯特伍德和迈克尔·普尔的监督下，开发和管理一份新的商业计划。作为回报，该公司提供了对该行业的宝贵见解。这位毕业生将新的设计技术融入到Studio View的工作中，成功地将其与竞争对手区分开来，并瞄准了林肯以外的新客户群。这位毕业生将创造性的学术知识应用于商业环境，他们在新设计方面的独特专业知识帮助公司从竞争对手中脱颖而出。这位毕业生必须应用营销和战略规划的实用知识来接触新的受众，因此公司更接近他们成为地区性和新兴的全国性竞争对手的目标，并使他们的工作组合显著多样化。

The design company Studio View specialises in corporate identity and branding corporate literature, educational prospectuses, product literature, stationery, signage and website design. The company used the Knowledge Catalyst scheme, in conjunction with the University of Lincoln, to diversify its work into new media and creative design. It was worthy of special attention as its business aims - to champion new, high-quality design and become a national competitor - were unusual for such a small and specialist creative industry and required the benefit of academic expertise. To achieve its new goals Studio View employed a recent graduate from Lincoln University to develop and manage a new business plan under the supervision of Paul Middleton, Phil Eastwood and Michael Pool. In return the company have provided valuable insights into the industry. The graduate incorporated new design techniques into Studio View's work to successfully distinguish it from its competitors and to target a new client base, outside of Lincoln. The graduate applied creative academic knowledge to a commercial context, and their unique expertise in new design helped to differentiate the company from its competitors. The graduate had to apply a working knowledge of marketing and strategic planning in order to reach new audiences and as a result the company is closer to their goal of becoming a regional and burgeoning national competitor, and have significantly diversified their portfolio of work.