San Diego Magazine is one of our favorite local publications! From learning about other awesome local companies to the best place to grab a beer, we're thrilled with the work that they continue to do!

We were lucky enough to have the opportunity to chat with Jim Fitzpatrick, the CEO and Publisher of San Diego Magazine! Jim was kind enough to answer a few questions about the history and growth of magazine. Here's the latest:

Tell us a bit about your background. How did you become the publisher of San Diego Magazine? 
I was previously the publisher of Entrepreneur magazine in Irvine, California. After eight years there, I began looking for an opportunity to own a magazine. A mutual friend of the founders of San Diego Magazine (SDM) and myself introduced us. SDM was struggling and they needed to sell. In 1994 we put together a deal and I acquired the magazine.

How did you grow San Diego Magazine into a multi-media marketing company?
What's your formula for success? The first steps were to redesign the magazine and provide content that had a broad appeal to San Diegans. The only product we had at the time was SDM so I began looking for additional revenue streams. We began creating events which offered relationship marketing opportunities for our advertisers and we developed the custom publishing division producing magazines for other organizations. Also, we were one of the first media companies in SD to have a website. I sold the magazine in 2005, managed it for the new owners for three years, and retired in 2008. In 2010 I reacquired the magazine. At this time digital media had grown dramatically. We redesigned the website, offered digital magazine subscriptions, developed four e-newsletters, and created a social media department. We created new events and today, do twelve events per year. We reignited the custom publishing division and today, produce seven other publications as well as designing and building websites. The formula for success is marketing 101, find a need and fill it, and hire good people.

What are some of the biggest challenges you've faced in growing San Diego Magazine?
What advice would you give to yourself 10 or 15 years ago? Today’s challenge is to make people aware that all print is not dead. Subscriptions to the print SD magazine have grown 30%. My best advice to myself 10 or 15 years ago would have been to find the very best people and let them do their job.

What recommendations do you have for young professionals getting into journalism and marketing? 
Journalism – do it for the love of the trade. Marketing – Build on the basics of fulfilling a need and have a thorough understanding of all of the tools available today.

What's your favorite San Diego spot?
There are too many to name just one.

Anything else you'd like to add? 
We are all very fortunate to be in San Diego, not only because of the world’s best climate but also because of the many opportunities offered by our now diverse economy. When I first acquired SDM the local economy was defense industry and real estate based. Today we have a diverse economy and are one of the major innovation markets in the world. We recently launched a new magazine, HATCH, a magazine about the innovation born in San Diego.

Since we featured Hammond's Gourmet Ice Cream on our blog last, they have opened TWO brand new stores in the San Diego area! We're so excited to share their growth with our readers!

Trang Hammond, co-owner of Hammond's Ice Cream, joins us to share about the role marketing has played in the ice cream empire success.

A photo posted by Hammond's Gourmet Ice Cream (@hammondsicecream) on Mar 13, 2016 at 8:43am PDT

What do you attribute your success to? I contribute our success to a great, high quality product and a very dedicated and supportive co-owner (my husband, Ryan Hammond). Ryan was the one that came up with the Ice Cream Flights idea (Hammond’s Flights), which has also greatly contributed to our success.

What type of marketing do you find most successful for your company? Local ads as well as social media has helped us get the word out. Customers love to instagram our ice cream flights and since Day 1 it has taken off. How do you use this to stay in front of your customers? We post specials and new flavors on Instagram and Facebook frequently so customers that follow us will have first dibs at any specials. It’s a way we stay connected to our loyal customers. (Our Note: Follow them on Instagram or Facebook to get the latest updates + flavors -- yum!!)

What makes Hammond’s Gourmet Ice Cream different from the other local competitors? We are the only hard scoop ice cream shop that sells gourmet ice cream is 18% butterfat. To give you an idea what that means, most store-bought ice cream is 10% butterfat, super premium ice cream like Haagen-Daaz and Ben and Jerry’s is around 14% and ours is 18%. We also don’t add air in the mixing process so the result is a very dense, rich and flavorful experience.  Our flavors constantly rotate and we are always working with the head chef to create new amazing flavors. We also put a lot of thought into the atmosphere and décor for our shops. When designing the shops I made it a point that no one shop looked the same, yet when our customer walks into each shop they know it’s a Hammond’s Ice Cream shop they are in. That attention to detail also carries over to our customer service and presentation of the ice cream that is served, especially our Flights. We know that our customers come in to eat great ice cream, but when they order a flight they want to enjoy something that looks cute and “postable” so we make sure the presentation is on point. I believe these are the reasons we stand out from our local competitors. In your opinion, why is it important for businesses to differentiate themselves? If you don’t differentiate yourself, what is to stop someone from just choosing an ice cream shop that is conveniently closer to them than traveling a ways to enjoy it at your establishment.

What is your favorite platform for social media to use for Hammond’s Gourmet Ice Cream? Instagram, because it provides almost instantaneous engagement as well as long lasting advertisement. What type of posts do you engage in? We are very simple when it comes to our posts. We like to showcase our product by either using photos we have taken or reposting a nice photo taken by a customer (and giving them credit, of course). Sometimes we will post events we participate in or new flavors we have. Our most recent post is about our Point Loma Grand Opening. 

What’s the one piece of advice you can give to other small business owners?
Every time I give a talk about my success in a small business setting, I pretty much sum it up to three things: 1) Prioritize: Not everything can be #1 in your life. I have learned to set priorities. My priority is my family, and then my business. I have been lucky to be able to share a business with my husband who shares the same priorities as myself. Sometimes priorities can shift but overall I think you need to know your priority before you get started otherwise it will be too much to handle. 2) Sacrifice: In my experience in order to succeed I had to give something up. Since my family was a priority it was pretty much my social life and my general appearance (Haha).  But things that were important to me before took a  back seat.  I think this sounds obvious to a lot of people but turns out to be a rude awakening when they open their business. It truly takes up so much time and you have to be ready for that. 3) Consistency: Overall, your priorities need to stay consistent as well as how you brand and market your business. Customers need to be able to know that everytime they go to your shop, it is the same customer service, the same quality product and the same atmosphere as before. Consistency is not easy to attain if you don’t put the time and effort into it, but it is so important. It is the foundation to a successful lasting business.

A photo posted by Hammond's Gourmet Ice Cream (@hammondsicecream) on Jan 16, 2016 at 5:16pm PST

We're so thrilled to have a local ice creamery like Hammond's to share San Diego with! Be sure to check out one of their three locations and try a flight, too! You can find them at:

North Park: 3077 University Avenue, San Diego, CA 92104
Pacific Beach: 1418 Garnet Ave, San Diego, CA 92109
Newest Location: Point Loma: 3740 Sports Arena Blvd, Suite 6,  San Diego, CA 92110

Being deep in our own Marketing universe, we can admit that printed collateral isn't completely dead. We're still designing different marketing pieces for our clients and constantly seeing new printed pieces out by our friends! This brings us to today's topic of printer recommendations!! Here's a couple that top our list that we love using or we've heard great things about. Let us know in the comments below if you have any other awesome printers to add.

San Diego Printers
L&L Printers
SOS printing
Neyenesch (Insider Tip: The contact is Gary Young. Click here to email him now!)
Any Budget Printing & Mailing
Pressnet Express
PB Printing
Coastal Ink and Toner
Printstar

Online Printers
Uprinting
Overnight Prints
PsPrint

We'd love to hear who your favorite is! Let us know in the comments below!

Before

We are so excited to launch the TurningPoint Executive Search website! We've spent the last few months strategizing and talking with TurningPoint about their vision for the company. We have totally transformed the look/feel of their website and custom coded Bullhorn, a third-party platform. TurningPoint now has a beautiful, responsive website that helps their audience better navigate the page. To give you an idea of the transformation, take a look at the before. The before the website was built on plugins and wasn't modernized for digital marketing best practices. We've taken care of our friends by adding a custom look!

We are thrilled to share the newly redesigned site with you! Stay tuned for more details on how we helped TurningPoint achieve their new site.

Our Marketing Director, Mandy Fisher, contributed her latest article to Advisor Perspectives!

It is tough for advisors to be heard and it takes more than a platform to rise above the noise. With 90% of businesses marketing online today, the solution is to use data-driven marketing to break-through the crowd. Click here to read the entire article.

We admire the work non-profits do and we know other companies love it as well. We've spent some time compiling a list of list of awesome tools that provide non-profit discounts or pricing. If you work for a non-profit, we highly suggest you take up these offers!

Social Media Management
Buffer - All Buffer plans are 50% off for nonprofits.
Hootsuite - They offer registered nonprofit organizations a 50% discount on Hootsuite Pro.

E-Newsletters
Mailchimp - Extend a 15-percent discount for Nonprofits
Campaign Monitor - An easy way to fundraise and connect with their contributors. They offer a 15% discount to non-profits.

Other Tools
Google Tools - As a member of Google for Nonprofits, you'll have access to premium Google products that are free for organizations like yours. Check out the link -- there are TONS of benefits!
Facebook Resources for Non-Profits - Check out this page for tons of Facebook for Nonprofits tips to help your cause and build your community.
Sales + CRM - They offer Nonprofits $8 per user/mo (vs $12).
Google Ad Grants - Google Ad Grants makes it easy to launch effective campaigns, with advertising solutions designed for nonprofits of all shapes and sizes.

Donation/Fundraising Platforms
PayPal - Discounted rates for registered 501(c)(3)s.
Google Wallet - After initial setup, Google Wallet will allow donors to easily repeat donations in a few clicks.
Razoo - Crowdfund for nonprofits
CrowRise - Raise money for any cause that inspires you.

By Tarek Albaba, Founder of Surreal SD

Whether you are a start up or established company, chances are you have toyed with the idea of creating a video to promote your business. Why not, right? It’s fun, interactive and everyone seems to be doing it.

Video production has rapidly evolved over the last 10 years. The reasons are quite simple: cameras have become far less expensive and accessible, quality has dramatically improved and there are countless options for distribution.

Lets dive into that last one for a moment. Think about all the ways you can share a video these days - email, text, Facebook, Youtube, Vimeo, Snapchat, Instagram, host on your website, Linkedin, Twitter, I can go on and on. Before the social media and internet boom, the only way you could get your video out to the world was through local and cable television. For films and documentaries you of course have the theaters and festival outlets, but the point is, your options were limited. Nowadays, people are cutting their cable and subscribing to Netflix, Amazon Prime, Hulu Plus, and other video streaming companies. A simple video or quirky commercial can go viral on youtube generating millions of views over a short period of time.

This is hands down the most exciting time ever for video production. Currently, there are over 4 billion videos viewed on youtube daily and about 3 billion daily views on facebook.

Could creating a video be a good investment? YES, absolutely, but at what cost?

Budget ranges…

The scale of video production costs will vary depending on your specific project needs. A video production company or independent filmmaker should be able to assess your project needs by asking some basic, preliminary questions. No project is exactly the same, so they need to roll up their sleeves and do their homework! “What a minute, can’t I just do it myself?”

DIY

Quality and accessibility to high resolution cameras are already in the palm of your hands. Cell phones like the IPhone 6S and the Samsung Galaxy S6 Edge shoot in 4k! You can buy a GoPro Hero4 which also shoots in 4k for less than $400. If you have a decent concept and have the time to develop your idea, go out there and shoot it! Keep it simple, know your audience, watch a tutorial or two and off you go. There is no scarcity of resources available to you online. You can even edit for free using Imovie, DaVinci Resolve or GoPro Studio software. For $20 a month you can get Adobe Premiere CC, which is a more professional platform.

Ok so what is the down side to DIY? Just because you have some of the tools needed doesn't make you the next Scorsese or Spielberg. In addition to actually framing a decent shot, it is extremely hard to get clean audio without a professional mic and/or audio recording device. You have to use available or natural lighting which more times than not, will give the image a dull, flat look. These are just a few issues you may encounter, the biggest question you have to ask yourself is, how will this video reflect my brand? If it looks and feels amateur in any way, what does that say about your business?

$1000 - $3000 range

So you realize that DIY is easier said than done, and the potential is limited. If you have a relatively simple concept, you can hire a videographer or small production company to help produce your video. There are hundreds if not thousands of talented videographers out there in your community who would love to work with you. Someone with a great eye can really make your video pop with a decent camera and fancy editing tricks. With this budget range, you will likely be working with a “one man band” scenario or very small team. Experience level will be limited, so be patient and ready to help with every aspect of the video process. Equipment will be minimal and there will not be much time for development. Animation and graphics can get pricey so I wouldn’t expect anything too complex, if any. Keep it simple, basic and clean should be your motto. It will be hard to hire a professional actor within this range as they usually start between $500-$1000 per day which does not include agent or casting director fees. You can always utilize Craig’s list or other platforms to find inspiring actors that may be able to come out for free or at a significantly lower cost. If you have a tight deadline, this might not be the best option for you.

$5,000 - $15,000

You want to step it up and hire some pros to make your vision a reality. With this budget range, you now can expect some help with development which is, by far the most important part. Ask any filmmaker, it starts with good material! Pre-production (before you shoot) typically takes 1-4 weeks, so use that time wisely. Think it all through and get your shooting schedule dialed in. You will likely be working with a small to midsize experienced crew with professional gear. Principle photography will be limited to 1-2 full days, post-production will be another 1-4 weeks. You can expect some stylized text, simple motion graphics and/or 3D animation. If your script requires talent, you have the option of hiring a pro. Nowadays, you can conduct auditions via Skype or FaceTime to find the right person for your project.

$20,000 - $60,000

This is a sweet spot for many mid to large size companies. With this budget range, there are opportunities to create multiple videos under one campaign or go for a more conceptual approach that will make your video look and feel like a million bucks! There will be more time for each stage of the video production process. Crew/team size would increase, equipment package will become more refined and you have the ability now to shoot on high-end cameras such as the: Red Dragon, Sony F5 or F55, Arri Alexa or the Amira. Cinema lenses make a world of difference, your director of photography will be able to select a specific set that will greatly effect the overall look. Post-production becomes much more extensive with various designers, colorists and animators working together to create that polished video you signed up for!

$60,000 - $100,000+

I won’t spend a whole lot of time in this section, as this budget range pertains to commercial or documentary work. Let your imagination run wild, you are now in a different realm of production. The door has swung wide open, you can now explore options with: special effects, talented actors, extras, elaborate set design, various locations, multiple shoot days, picture vehicles and much more.

You get what you pay for

We get it, everyone is on a tight budget. The last thing you want to happen is to pay out a few thousand dollars for a video that you are not happy with. (This happens all the time!) If you are going to allocate some marketing dollars towards video production, do your research and get a recommendation from a colleague or friend. See what their experience was like. Find comparable videos online, share them with the production company. Be clear on what your expectations are. Most importantly, have some fun! It is a challenging, tedious process but if you take the proper steps and work with a company that understands the fundamental needs of your project, you should have a blast throughout the process. You want to be proud of your video so you can share it with the world.

Our President, Lauren Hong, wrote a feature article for Dentistry Today about designing mobile websites and converting new patients.

Click here to read the full article.

If you're looking to buy some high-quality promotional marketing materials, we have your go-to spots from all around the nation! We've teamed up with our friends on our favorite Facebook group, Marketing Link Up, to bring you some awesome choices that provide custom promotional pieces from paper products to office products to apparel. Take your pick and enjoy!

• Brilliant Marketing Ideas 
• Brown & Bigelow
• Boundless Network
• Casa Del Mar
• Complete Office
• Custom Logos Inc.
• Eagle Print Dynamics
• Galison 
• Gouda, Inc. 
• MarkIt Promotions
• Promoventures
• San Diego Business Supply

Have a favorite that we left off our list? Leave a comment below and we'll be sure to share it with our friends!

By Sherin Tebbi

At Out & About, we love getting out and about San Diego as much as we can. We’ve made it our local duty to find some of the hidden gem coffee shops to spend some time at; whether it be to grab a cup of joe or spend endless hours working with our computers -- here are a few of our (current) favorites:

Young Hickory - North Park

Young Hickory is the perfect mix of local coffee, food and bar. If we had the time, we’d probably spend the entire day here. The atmosphere is super chill, open, and electrically charged with outlets and WiFi. It’s easy to work at with minimal distractions and some awesome company. With fun grub names like “The Snob” and “The Chimp,” we highly recommend spending some time at Young Hickory the next time you’re around North Park. Bonus: Try the espresso + beer to get the best of both worlds!

Turquoise Cellars - Pacific Beach

Turquoise is a hidden gem that can be found in north Pacific Beach. It defines itself as a, “Relaxed coffee shop with light fare by day, intimate wine bar with refined small plates by night.” We love spending time at Turquoise because it captures the true San Diego vibes. It’s a few blocks from the beach and has huge open windows to let the air in. Time flies when you’re working here and it’s a hit amongst the locals. Get there early to snag a spot by an outlet if you’re planning on working! Bonus: A huge wine collection to try at night!

UPDATE Sept. 2017: Turquoise has closed! (sad face)

Le Parfait Paris- Downtown

Another coffee shop with cocktails and wines, Le Parfait Paris is a fairly newer spot in Downtown but it captures the beauty of coffee and San Diego perfectly. It was voted San Diego Magazine’s Best Bakery for 2015 -- and let us vouch, they aren’t lying! Grab a coffee and a sweet treat here and you won’t be disappointed! Bonus: They offer speedy wifi with many outlets!

Holsem - North Park

Holsem (wholesome, get it?), is another awesome (and newish) coffee shop in the North Park neighborhood of San Diego. The coffee at Holsem is carefully and craftfully brewed to perfection. Their brand cultivates pure ingredients with no preservatives, colors or additives. Their unique coffee concoctions make us itching to go back all the time. Bonus: Must try the nutella coffee drink!!!

A photo posted by Out & About Communications (@outaboutcomm) on Jan 18, 2016 at 1:16pm PST

Better Buzzed - Encinitas

A San Diego favorite! Better Buzzed has gained quite the reputation around San Diego and it quickly has captured many hearts. This location, specifically, is by far the favorite in our books. It is absolutely adorable with an awesome staff and even more delicious drinks. They have wifi to be able to work at, however, we recommend just going to enjoy the atmosphere and coffee! Be careful, it gets busy! Bonus: You can get all of their yummy drinks with half the sweetener to avoid any extra sugar highs.

Did we miss somewhere? Share your favorite San Diego coffee shop in the comments below.