An article by Mark Frits for EMedia Professional (1997) discussing a fax survey taken of 100 different multimedia production specialists determined, “the creative time spent by designers and project managers, as the most expensive factor of production.” Therefore, if a business has already developed a detailed creative concept, storyboard, schematics, or other documentation of what needs to be done, it can reduce the total cost of producing multimedia by utilizing a small design firm or freelancer. Costs are cut because the time and skill spent on one creative is replaced by an in-house team. Of course, to ensure success, only those small businesses who believe they possess strong creative assets (with professional advertising or marketing expertise) should attempt this approach.

Remember, if you do ask your designer or design firm to handle the creative, that the route of working directly with a designer (rather than a firm with a creative team) may cut costs and also quality. Firms with full time creative professionals that are not involved in day to day design are often able to craft unique storyboards that describe and explain products, services, or company mission in memorable ways. Freelancers are a poor choice for strong creative since they often work alone and have limited means to brainstorm and perfect concepts with other creative professionals – a principal differentiating factor and benefit of working with a firm.

If you do select a firm for your creative and production, make sure that the creative team understands the message you need to convey. Is a creative firm with a great portfolio and appealing style really able to promote effectively your product and/or service? Only client testimonials, references, case studies with solid results, or market research can tell you this. Even when obtaining the creative from a top line firm, if you do your homework, you can still keep costs down. Prepare as much information about your target audience, goals, customers, products and services as possible. Develop a few rough concepts of your own, in-house, to help orient the creative team. Finally, discuss these endeavors with your chosen firm up front and negotiate a reduction in fees if you both agree that the information you provide is helpful.

A second way to cut cots is to ask for fixed price development. This direction can mean losing some flexibility in the design of your site. However, the tradeoff can be worthwhile if you are able to exert self-discipline. For that reason, when choosing fixed price development, be limited with revisions, as you only get a few as part of a fixed price. Avoid common mistakes such as being unsure of what design direction you desire or being unsure of your marketing message. Carefully consider each deliverable in order to provide all your comments in as few phases as possible – take a couple of days, at least, to do this.