Below is a list of marketing materials you can design for your client. Each piece of marketing material is in one of four categories. These four categories combine the four levels of the marketing funnel with the four phases of a typical small business launch. Each of the twelve marketing materials are specific to each level/stage (some overlap).
The Four Levels/Stages are
- Marketing Funnel – Level 1: Awareness
(Business Launch – Phase 1: Pre-Planning) - Marketing Funnel – Level 2: Consideration
(Business Launch – Phase 2: Launch) - Marketing Funnel – Level 3: Conversion
(Business Launch – Phase 3: Grand Opening) - Marketing Funnel – Level 4: Loyalty & Advocacy
(Business Launch – Phase 4: Daily & Ongoing)
Remember, our goal is to design marketing materials that
- Informs our customers about the benefits of our products or services and how they fit into their lifestyles
(Also addressing customer pain points) - Move customers through the marketing funnel and the phases of a business opening
- Solve business problems for our clients
1. Marketing Funnel – Level 1: Awareness
Top of Funnel: Customers are discovering the business exists
(Business Launch – Phase 1: Pre-Planning)
Goal: Introduce the brand, create curiosity, and establish credibility before customers ever purchase.
Designer Marketing Pieces
- Logo System (primary, secondary, icon)
Creates a recognizable visual identity so customers can quickly remember and identify the business wherever they encounter it. - Brand Style Guide
Establishes consistent colors, typography, and photography so all marketing materials look cohesive and professional from the beginning. - Illustrated Icon Set
Helps customers quickly understand products or services visually while reinforcing a recognizable visual style across digital and print platforms. - Social Media Profile Graphics
Ensures profile images, banners, and highlights visually communicate what the business does and look polished to first-time visitors. - Pre-Launch Teaser Social Graphics
Builds curiosity and anticipation before opening by hinting at what’s coming and encouraging people to follow for updates. - Window “Coming Soon” Signage
Alerts passing foot traffic that a new business is opening soon and encourages locals to become early followers. - Branded Packaging Concepts
Signals quality and professionalism before customers even try the product, helping position the brand as trustworthy and intentional. - Introductory Website Landing Page
Gives curious visitors a simple place to learn what the business offers, when it launches, and how to stay informed. - Press Kit / Media Sheet
Helps local bloggers, journalists, and influencers easily understand the brand story and share it with their audiences. - Founders Story Graphic
Humanizes the brand by sharing the motivation or mission behind the business, helping audiences emotionally connect. - Introductory Brand Video
Quickly communicates the product, personality, and value of the brand to new audiences encountering the business for the first time. - Branded Email Signup Graphic
Encourages visitors to subscribe for updates, solving the business pain point of building an early audience.
2. Marketing Funnel – Level 2: Consideration
Middle of Funnel: Customers are deciding if the business is worth trying
(Business Launch – Phase 2: Launch)
Goal: Reduce uncertainty, explain the offering clearly, and show proof that the business is legitimate and appealing.
Designer Marketing Pieces
- Menu or Product Catalog Design
Helps customers quickly understand available products or services and pricing so they can decide whether to visit or purchase. - Website Homepage Design
Gives customers a clear overview of the business, answering common questions about products, hours, location, and value. - Social Media Content Templates
Makes it easy to regularly share products or updates while maintaining a consistent visual identity customers begin to recognize. - Customer Testimonial Graphics
Builds trust by showing real people enjoying the product or service, reducing hesitation for new potential customers. - Product Photography System
Professional photos clearly show quality and detail, helping customers imagine the experience before they buy. - Short Product Demonstration Videos
Shows how the product works or what the service experience feels like, helping customers visualize themselves using it. - Email Newsletter Template
Allows the business to share updates, promotions, and product highlights with interested customers who are not ready to purchase yet. - Comparison Infographic
Explains how the business differs from competitors, helping customers understand why this option might be better. - Educational Blog Graphics
Supports helpful articles that answer customer questions and build trust by positioning the business as knowledgeable. - Website FAQ Design
Reduces friction by answering common concerns about pricing, policies, or ordering before customers need to ask. - Introductory Promotional Ads
Reminds potential customers who already know the brand that it exists and invites them to take the next step. - Storefront or Exterior Signage
Helps new visitors confidently locate the business and reassures them they are in the right place.
3. Marketing Funnel – Level 3: Conversion
Lower Funnel: Customers are ready to try the business
(Business Launch – Phase 3: Grand Opening)
Goal: Create urgency, excitement, and reasons for customers to make their first purchase now.
Designer Marketing Pieces
- Grand Opening Event Poster
Promotes a limited-time event that motivates people to visit soon rather than waiting or forgetting about the business. - Promotional Social Ads
Highlights specific deals or offers designed to turn curiosity into the first purchase. - Trade Show Booth Banner or Header
Attracts attention in crowded event spaces and clearly communicates what the business offers to passing visitors. - Sampling Station Signage
Encourages people to try the product immediately, solving the pain point of convincing customers to take a risk. - Email Launch Announcement
Notifies subscribers that the business is officially open and invites them to visit during the early excitement period. - Limited-Time Offer Graphics
Creates urgency by promoting short promotions that encourage immediate action rather than delayed decisions. - In-Store Promotional Displays
Highlights new or featured products while customers browse, helping guide them toward purchase decisions. - Influencer Collaboration Graphics
Uses trusted personalities to introduce the product to their audiences and provide social validation. - Digital Event Countdown Graphics
Builds excitement before a launch event by reminding audiences that the opportunity is approaching quickly. - Local Event Sponsorship Graphics
Associates the business with community activities, increasing visibility and goodwill among potential customers. - QR Code Promotional Posters
Makes it easy for customers to instantly access a special offer or product page using their phones. - Product Trial Coupon Design
Reduces the risk of trying something new by offering a small incentive for first-time buyers.
4. Marketing Funnel – Level 4: Loyalty & Advocacy
Bottom of Funnel: Customers return, recommend, and become loyal
(Business Launch – Phase 4: Daily & Ongoing)
Goal: Turn first-time buyers into repeat customers and enthusiastic brand advocates.
Designer Marketing Pieces
- Loyalty Program Card or App Graphic
Rewards repeat purchases and gives customers a clear incentive to keep choosing the same business. - Seasonal Campaign Visual System
Refreshes the brand periodically with seasonal promotions that encourage customers to return regularly. - Email Marketing Templates
Keeps the business connected with existing customers by sharing updates, promotions, and reminders to return. - Catering or Bulk Order Sales Materials (Lookbook, PDF/PowerPoint sales presentations, brochures, Tradeshow booth design, specific website portals or sections).
Encourages larger purchases by clearly explaining options for events, groups, or special occasions. - In-Store Upsell Signage
Suggests complementary items during checkout, helping customers discover additional products while increasing the business’s average order value. - Gift Card Design
Encourages customers to introduce friends and family to the brand while increasing upfront revenue. - Branded Merchandise (shirts, mugs, totes)
Turns customers into walking advertisements while strengthening emotional connection with the brand. - Experiential Store Wall for Selfies
Creates a visually engaging photo moment that encourages visitors to share images online and promote the business organically. - Customer Appreciation Event Graphics
Celebrates loyal customers and reinforces the relationship between the brand and its community. - Referral Program Graphics
Encourages satisfied customers to recommend the business to friends by offering small incentives. - User-Generated Content Campaign Graphics
Invites customers to share their experiences online, helping the business gain authentic promotion from real people. - Holiday or Special Occasion Ordering Guides
Helps repeat customers plan ahead for busy seasons, increasing large purchases during peak demand periods.