What’s the difference between hi-res design files, medium, and low-res? Check out the video above to hear more about these different types of files, learn how to use them, and see some examples. 

Resolution refers to the number of pixels in an image. More pixels means higher resolution, which means a crisper image and a larger file size. And the opposite is also true.

How do you know when to use which resolution? Let’s break down the three main sizes of design files and when to use which ones. 

Low Resolution 

This is great for getting feedback on overall design and for sending back and forth during the design process. It’s a smaller file size, so great for email or communication, but not great for printing.

Medium Resolution

The file size here is smaller than a high-resolution image, so it can be good for sending back and forth during a design process, especially if you want it a little crisper or sharper than a low-resolution image. It’s also a great option for really big images that are viewed from far away, such as a billboard; you won’t be able to see the pixels because your perspective will be so far off, so you don’t need the highest resolution. 

High Resolution

This image has the highest number of pixels and it’s ideal for sending to print, many digital ads, photography and images on websites, and so forth. These are the final design files you use for client-facing ads. These are the largest files, but are also the best quality images. 

Whether we’re starting the initial phases or finalizing a design project, the size we use makes a difference, not only for everyone’s inbox, but also for the end goal of the project itself. 

You can learn more about our entire process for working with clients here. 

Following the pandemic and subsequent Great Resignation, prospective employees want more in their careers than just fair compensation. Company culture, the norms, people, and values behind your brand, is quickly hiking up their priority list. Why is it influential? When a highly sought-after candidate has comparable offers from multiple firms, company culture is the clincher.

Expectations, workplace benefits, leadership style, and other factors drive productivity, performance, employee satisfaction, and turnover—in both directions. Whether calibrated or misaligned, culture ultimately affects your firm’s clientele, balance sheet, growth, and longevity. Here are three ways your firm can market its company culture to recruit and retain qualified professionals who enrich your organization.

#1 Define and Create an Authentic Culture

Company culture is more than a snazzy HR poster in your breakroom. It is ever-present and intrinsic to your firm. Only your firm can define what your culture means to you—and apply it  to the people you hire, how you support one another professionally and personally, and what measures success. 

Don’t have an accurate pulse on your culture? Engage your team. What better way to define values and standards and improve morale than to invite your employees to help establish them? Clarity is your firm’s accountability and is crucial, especially since new hires can easily sniff out disorganization and mistrust. Here are three employee engagement strategies to get started:

• Conduct an eNPS survey.
  • You may be familiar with a Net Promoter Score (NPS) survey measuring customer satisfaction. An eNPS assesses your employees based on a single question. The survey cannot provide a complete picture of your employees’ experience but is an effective and simple way to capture a baseline to compare progress in subsequent years.
• Hold group and one-on-one meetings.
  • Share a pre-meeting agenda outlining the purpose, prompts, and questions you’ll cover, such as “What is your favorite part about working here?” and “How do you think we can improve?” Ensure the meeting is a collaborative, open forum that remains on track and allows each team member to express their views.
  • Schedule ongoing meetings to gauge employee satisfaction, share company updates, and gain employee buy-in about the firm’s vision and direction.
• Establish core values.
  • As a team or among a key group of leaders, drill down into what makes your firm and culture unique. For example, one of Uber’s core values is “Diversity makes us stronger.” Document and share the values with your team and explain expectations for how you will demonstrate and uphold them.
  • Keep cultural norms top of mind by integrating core values into your processes, communications, and meetings. A simple exercise is to conclude discussions with how the team sees them in action and areas that need work.

#2 Share Your Culture Online

Prospective talent is scrolling your social media and website to gauge cultural fit. Leverage these platforms to showcase what makes your firm unique and attractive. Here are four ways to promote your culture online:

• Weave it into your social media marketing strategy. Your social feeds are highly effective in highlighting cultural aspects that make your firm a desirable place to work. Regularly integrating the following types of cultural posts in your social calendar demonstrates your firm’s ethos and commitment to longevity and team engagement:
  • New hires and work anniversaries
  • Peeks into a day-in-the-life or behind-the-scenes of your firm
  • “Best Places to Work"-esque awards
  • Team outings like happy hours and holiday gatherings
  • Community involvement, including volunteering and giving back together
• Make your team page human. Don’t be afraid to add flair to your “Meet the Team” page. This part of your website is a chance for your employees to shine and reflect the fun, diversity of skills and people, and other characteristics your culture embodies. Consider the following approaches:
  • Headshots that are less stuffy and show each team member’s distinct character
  • Personal anecdotes, including fun facts or life mottos
  • Quotes or videos that share the employee’s favorite part of working with your firm
• Liven up your job descriptions and profiles. Legal and role specifics are essential to setting up potential hires for success. However, job descriptions and company profiles on sites like LinkedIn and Indeed are other opportunities to use your company culture to win over prospects. Here’s how you can help them stand out:
  • Produce a branded welcome video introducing your firm, team, and quirks.
  • Avoid overused, outdated jargon and language, crafting job descriptions and company profiles with conversational, relatable messaging.
  • Include a range of photos full of personality that capture happy, valued, and real employees.
  • Outline benefits that resonate with the type of applicants you wish to attract, incentives such as flexible or remote hours, career path opportunities, paid parental leave, wellness perks, “take your dog to work” days, and more— anything that makes your firm enticing.
• Develop a New Hire Toolkit. A new member guide is handy for sales teams and staff out in the community to consistently represent your brand. The kit can include promotional materials, such as:
  • Social media post templates that employees can share on their networks, e.g., “I'm thrilled to share that I've joined the (@FIRMNAME) team, where (FIRM TAGLINE).”
  • Style-approved social media profile pictures, banners, email signatures, and logos
  • Branded polos and other items your team can sport to raise firm visibility

#3 Be Consistent (Yet Open)

A thriving company culture is consistent at every touchpoint. Firms are responsible for preserving and representing their established culture, systems, and standards. For example, team members and clients should have similar experiences online, over the phone, and in person. Without order and consistency, alignment and trust may crumble. 

When a firm grows, continuity becomes the cornerstone of investing in its people and long-term success. Employees value consistency and stability, knowing they can rely on standards to solve problems, advance in their careers, and communicate and gain feedback from leaders. As a result, employees have the peace of mind to perform better, which reflects in client service and loyalty. 

It is equally important to ensure your culture is flexible enough to accommodate new perspectives and innovations. Prospective hires seek broad-minded workplaces that value team members’ opinions, concerns, and changing needs.

You may have already established a positive and supportive workplace culture. But top-tier talent will only notice your firm on their job hunt if you promote it strategically and intentionally. Now is the time to use these tips to showcase your unique culture and get applicants and clients excited to partner with you.

To have a successful working relationship, we need to put a roadmap in place. After the items below are completed, we can craft a custom marketing strategy to help you grow and scale your business. 

What do you need to prepare internally to best support us if we are to partner? We’re glad you asked! Here is a checklist of information we will need from you to get started.

Goal Setting

• What are your company’s vision, mission and values?
• What are your 1-, 3- and 5-year goals? What are your long-term goals (think 10+ years)? These are goals for your company and not just marketing goals. We don’t need hyper details, but we need just enough to help us understand major priorities and focus. 

Audience

• What is your current and ideal target market?
• What core problem do you solve for ideal clients?

Marketing Strategy

• What have you done in the past for marketing? What has worked and what has not? 
• Who are your primary competitors?
• What is your primary competitive advantage?

Communication (please share name and contact information)

• Who is our day-to-day contact?
• Who is your administrative coordinator? This person will help with printing, event prep and other more administrative items.
• Who manages operations and has access to email list management?

Onboarding

• We will send you a checklist of files, logins and more we will need to get started
• We will get you onboarded with our project management tool, Asana
• What you can expect from us:some text
  • Discovery call (1.5 hours)
  • Follow-up meeting from the discovery call to go over the game plan (1 hour)
  • Weekly check-in meetings
  • Regular communications and project updates via Asana

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Once you are clear on your unique selling proposition (USP), it's time for you to focus on your target market, otherwise known as your “persona.” Your persona is absolutely key, because it is going to help you to attract your ideal prospects.

To start, think back over the years about your best clients. Who are they? What did they sound like? How did they talk? How did you sell them on the deal? What channels do they use to communicate—e.g., over the phone, via email, or on social media? What do they read or listen to? What zip codes do they work and live in? 

Get really specific, as all these insights will help your marketing team with the positioning and at-large strategic game plan. 

The good news is you can ideally have more than one target market. It’s best to have one overarching target market and several sub-targets underneath it. 

Be careful to not get carried away. If you try to target everyone under the sun, your resources will be diluted. It’s only the Morgan Stanleys and Gallaghers of the world that are able to deploy an enormous amount of resources and ad dollars to target everyone. As a mid-sized company, you’ll get the most use of your resources if you zero in on your target and serve up personalized content and campaigns that reach them. 

Why is this important?

By identifying not only the prospects you want to be your clients, but also those who respond best to your campaigns and digital marketing efforts, you’ll be able to identify your true “perfect client.” This will help you target the most relevant and most responsive clients in future ads and marketing. 

Clarity around your target market is key to help ensure the resources you spend on marketing (and sales) are targeted and help reach your ideal prospects. Doing this will help you save time, energy, and money, thereby improving click through rate (CTRs), return on investment (ROI), client runover, and cost per click (CPC) on your campaigns and marketing tactics. Homing in on your perfect client will be more efficient and effective for your business and will likely lead to attracting more long-term, happy clients.

Want to learn more about effective digital marketing techniques? Visit our blog.