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Hiring Help: Working with designers, printers, agencies and more

Whether you need to design a flyer, want to produce a TV advert or want a photographer to bring your campaign to life, it’s likely you’re going to need to work with an outside agency, a specialist or consultant.

Your media strategy and the tone of your recruitment campaign needs to dictate who you choose to work with. Do you need a designer who produces cutting edge work which would appeal to a younger audience or someone who specialises in clear information design for people who may have sight problems?

Pro-bono work

It’s worth approaching creative agencies you admire and asking for their help. Some charities find pro-bono relationships difficult. It can be hard to make requests or ask for changes when an agency has offered their time and skills for free.

  • Try using the Media Trust’s matching service which can help introduce you to media professionals you might like to work with.
  • Media Trust also run an annual PR bursary scheme for charities with one of the world’s largest PR and advertising agencies Weber Shandwick. Contact the Media Trust for more details of how to apply for the scheme.
  • Volunteer Films is another annual competition run by Media Trust which smaller charities can apply for. See the film WRVS had made for them by BBC Wales.

For inspiration and information about creative agencies have a look at these campaign archives and galleries:

Creating a brief

Whether you're approaching a research company, a photographer, a printer or any other supplier, your brief needs to explain:

  • What you want to produce. For example, an A5 flyer or a 60 second radio advert.
  • Where you want to use the material and how you’ll distribute it.
  • Who you’re hoping to reach and what you want to inspire them to do.
  • The look and feel you want. For example, emotive and powerful or light-hearted and fun. It can help to provide references to other campaigns or materials you’d like to emulate.
  • Any copy or specifications you have. For example, if an advert has to be printed in black and white or if a poster must include your charity’s logo in a certain format.
  • The kind of budget you have to work with on the project.
  • What your deadline is.

Have a look at the Designer's Network guide to creating briefs.

You can also see the brief Contact the Elderly used to commission a piece of research.

Choosing who to work with

  • Find out who created the campaigns and publicity materials you most admire.
  • Ask colleagues for recommendations.
  • Ask other charities which suppliers they like working with on the askCHARITY Messageboard (an online community of charity communicators).
  • Have a look at the consultants and companies recommended on Volresource.org.uk.

Choose an agency or consultant who:

  • You like and you think will work well with your organisation.
  • Is enthusiastic about what you’re trying to achieve.
  • Has experience in producing materials for the target audience you want to reach.
  • Has the capacity to deliver the work within agreed timescales and budget.

Make sure to get several quotes from suppliers; rates can vary hugely with some agencies and companies offering reduced rates for charities.

Contracts

Make sure you end up with full ownership of the final artwork/ materials so that you can use them again in the future without incurring extra costs.

It’s always best to get your own legal advice to make sure any contract with a supplier suits your needs, but for more informal relationships there are a few basic templates available online:

Printers

If you’re doing a large amount of printing then you’re likely to need to use lithographic printers. You may even want to think about employing a Print Production Manager to help you out; which means they take on the liability for any costly printing mistakes made.

For smaller print jobs, you’ll probably need to find a digital printer. Lots have been recommended by charities on the askCHARITY Messageboard.

Common mistakes to watch out for in print work:

  • Make sure you have permission to use any photos or images.
  • Make sure you have permissions to use any copy included in the material. The Intellectual Property Office has more info on copyright laws.
  • Check proofs very, very carefully before signing them off. Look for mistakes. Look again and then get someone else to look for you. Printers don’t check the copy for you.

Photographers

Avoid the obvious. All too often charities commission a photographer to come and take a traditional picture of their Chief Executive opening a new office. A photographer will follow your brief closely. The more creative your brief is the more impact your photos will have.

Third Avenue produces a free useful guide to commissioning photographers. There's also a searchable directory on British Institute of Professional Photographers' website.

If you can’t afford a photographer here are some free photo libraries available online:

These are some photo libraries you have to pay for:

Graphic Designers

A graphic designer puts together images and text to communicate your message – in print, digital media, packaging, branding or signage.

An illustrator however is a graphic artist who enhances text by providing a visual representation that brings the content to life.

The Designers' Network has an online directory of designers and illustrators.

Copywriters

If you can’t face writing the material yourself then you may need to commission a copywriter. Some copywriters specialise in advertising, some in websites and online content, some in direct marketing. Find a copywriter whose style matches your brief.

Freelance UK has a directory of copywriters. 

Advertising, PR and marketing agencies

For more info on purchasing advertising space see the article, The A to Z of advertising. 

See how the National Blood Service has worked with the agency Delaney Lund Knox Warren to establish their campaign.

Production companies

If you’ve got a TV programme idea or want to produce a TV advert then you’ll need to approach an Independent Production Company.

  • Have a look at the BBC’s commissioning guide.
  • The best directory of UK production companies can be found in the book, Media Directory 2007: The Essential Handbook (Guardian Books).
  • Have a look at adwatch to get inspiration from their archive of TV adverts.
  • To produce your own short film, ask for production company recommendations from other charities on the askCHARITY Messageboard.

Podcasting

If used in the right way, audio can be a powerful way to inspire potential volunteers.

Web designers

Training courses

There are many companies and consultants who offer training. Here are just a few that you may be interested in:

 

Read the next article in this section.... Guerilla marketing and stunts