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Category Archives: Marketing

Print is Alive! And doing well

Posted by on August 29, 2016

Whether it’s an engaging annual report that tells a compelling story, a tent card that welcomes new employees after an acquisition or a bulky direct mail piece that generates a 17 percent response rate—we consistently produce a variety of print materials for our clients. So, I wasn’t completely surprised when I attended an IABC professional…

Tools We Love: 4 Trello Features That Simplify My Life, and Maybe Yours Too

Posted by on July 29, 2016

It sounds like an exaggeration, but au contraire: Trello has changed my life. The productivity tool has helped our team rethink the way we manage projects, and we’ve used its basic (free) version for everything from content writing to thought leadership and media relations. You could say we’re fans, and not just because it satisfies…

Creative Brief Tips: 5 Common Mistakes and How to Fix Them

Posted by on February 19, 2016

As an account person, creative briefs are the bane of my existence. A necessary evil. Yes, they’re the foundation for creative projects. And yes, they’re used to help clients agree on common goals for the project. But while a creative brief helps projects run smoothly, that doesn’t mean they’re always easy to put together. Translating…

Marketing Transformation: The Art of Maintaining Customer Engagement in the Midst of Chaos

Posted by on September 23, 2015

When NEC Corporation of America‘s revenue began to decline a couple of years ago, the company’s executives knew it was time for a change. Struggling with low brand awareness and a need to differentiate themselves from their competitors, NEC started where most companies should – at the brand level. The result: their Orchestrating a Brighter World campaign. But before…

3 Marketing Lessons I’ve Learned from Chipotle

Posted by on September 18, 2015

I have a confession: On average, I eat at Chipotle 10 times each week. I’ll often buy two—sometimes three—burritos at once in an effort to be as efficient as possible since I know they’ll all be gobbled up within a day. While the habit developed after I realized my ingredients of choice (brown rice, black…

Storyselling: Why Storytelling Isn’t Enough for Effective Communication

Posted by on July 20, 2015

Five techniques you can learn and apply today By Dione Martin I’ve been hearing – and talking – a lot about storytelling lately. One of my colleagues is taking a “Story” course at SMU. I was meeting with a client recently and was explaining the approach we’ll take for telling their story on their new…