Leap of Faith: Top City Creative

Photos by Emma Highfill, Rose Wheat Photography

MISSION

Jon DeMeo, owner of Top City Creative, believes that generosity starts today. Growing up, he saw his parents giving to others, always willing to offer a hand up to those in need. Their example inspired his commitment to nonprofit organizations and small businesses. DeMeo wanted to do more to help nonprofits achieve their missions, so he went into business on his own. For DeMeo, the work is part of a personal mission to do good for others.

“Our faith drives everything that we do,” DeMeo said. “My wife, Elaine, and I want to live our beliefs, and we want to model generosity for our kids.”

Top City Creative assists small businesses and nonprofits by providing high quality marketing that includes graphic design, branding and video production. DeMeo says that Top City Creative forms relationships, becoming a part of the team that is working to accomplish the organization’s mission. Each project is personal, and Top City Creative crafts custom solutions that fit the needs of the organization.

DeMeo’s background is in communications and design, and he
has always worked in the nonprofit realm. He points to his work with Trash Mountain Project, based in Topeka, as the starting place for his dream of owning his own business that would help nonprofits reach their goals.

“Trash Mountain Project has been a catalyst for my career aspirations,” DeMeo said, “and I had the opportunity to help grow the organization from its very early stages. I worked for them for four and a half years and still continue to contract with them.”

Just prior to starting Top City Creative, DeMeo worked full time in communications for Topeka Public Schools, focused on design and social media marketing. He enjoyed the work and learned a great deal, but he felt a career transition approaching.

FREEDOM

“My wife and I were looking for something in our lives that would give us more family and financial freedom,” DeMeo said. “We knew that it was time for a transition and that could have gone in a number of directions. I’d been freelancing in design and video work for years to supplement my income because that was my passion, but as a parent to young children, it’s harder to work in the evening. I could only put in so many hours.”

DeMeo decided to start small by setting up the business. Then, after a discussion with his wife, he sent out a bid for a job, with the understanding that if he got that contract, it would require him to quit his full time job. He got the contract. He admits that in some ways, it wasn’t an ideal time to make the leap.

“I am married, and we have a 2-and-half- year-old and a 6-year-old,” DeMeo said. “Not really the best time to risk and give up guaranteed salary and benefits.”

INSPIRATION

Again, he took inspiration from his parents. He had seen his father in action as a successful entrepreneur when he was growing up, and he admired his mother’s drive and passion and the work that she put in to care for her family.

“I saw that it can work, but that it won’t always be easy,” DeMeo said. “And I didn’t want to look back and wish that I had tried.”

DeMeo also gives great credit to his wife, saying that without her, Top City Creative would not exist.

“Elaine was instrumental in the launch,” he said. “Honestly, without her support, I would never have gone for it.”

DeMeo calls starting his own business a calculated risk. He had nearly a decade of experience in freelancing design and video and a strong background in nonprofit and communications work to build on. In addition to the transferable skills that he gained from this experience, he also developed a keen insight into how donors respond to marketing and communication that crosses over to small businesses.

“Top City Creative has the ability to be nimble and flexible,” DeMeo said, “which makes us a good fit. We strive to be creative, fun and efficient throughout the process. Our goal is to be collaborative and we like to have a lot of fun with the client. Storytelling and marketing are exciting, so we naturally bring energy and excitement to every project we work on.”

Of course, even with his background and experience, he was taking a leap of faith by starting his own business, especially financially.

“When starting Top City Creative, we didn’t have any sort of infusion of capital or money to bank roll equipment purchases,” DeMeo said. “We learned as we went along, and we are developing the business from the ground up. It has been daunting at times, scary and unknown.”

FORECASTING

DeMeo says that the biggest challenge has been forecasting.

“I’ve never done this before,” DeMeo said, “and when you start the business at zero, knowing how much we need to bring in, how much to pay for taxes, how much to pay yourself and how much to save is tough. We have worked with a great local accountant to assist with some aspects of this, but just forecasting in general has been difficult.”

Another challenge is honoring his mission to help others, while also turning down projects when the company is working at capacity.

“I can’t crush myself now if I want to be in this for the long-term,” DeMeo said. “I look for ways to compromise and work with organizations if at all possible, but I’ve had to learn to say no sometimes, too.”

BALANCE

As he plans for the future, DeMeo is determined to stay true to his core mission of helping nonprofits and small businesses to reach their goals, but he wants to “grow small,” with a healthy and sustainable business.

It is important to DeMeo that he be hands-on with the projects that Top City Creative takes on rather than becoming a manager to a larger staff. He would like to hire one more full-time person, though, to create a bit more breathing room and allow the company to take on more projects. It’s a tricky balance.

Despite the challenges, DeMeo already feels that the risk has been worth it. He’s proud of the work that Top City Creative has done, with a list of clients that just keeps growing. “Being a part of building something special with so many amazing supporters has been amazing,” DeMeo said. “The Topeka community has been critical to our success and we are so unbelievably thankful for each and every person that has worked with us, referred us and encouraged us.”

COVID-19 UPDATE

How has the Covid-19 shutdown impacted your work?
JON: Client communication. We are hands on, onsite, but now everything has gone to virtual meet-ups. Unfortunately, we had to cancel a few video shoots due to the social distancing orders.

Has the current shutdown interfered with your projections or goals for 2020?
JON: I think it is too early to tell exactly. Here is what I do know. We aren’t slowing down and will continue to work hard for our small business and nonprofit clients. Immediately I committed to not “taking a break” but to implement new strategies, continue to communicate with clients and even share resources and funding opportunities for small businesses.