Category Archives: Offerings

posted by Teresa

Jan 10, 2012 @ 7:00am

5 Trends for Nonprofits = 1 Big Challenge

“Greater emphasis on strategy, organizational alignment and process design will be applicable to all nonprofits, large or small. Essentially, being more sophisticated and savvy when it comes to supporter engagement won’t be just a ‘nice to have’ — it will be a necessity.”

This from Vinay Bhagat, founder and chief strategy officer for Convio, as commentary to support their predictions of Key Trends for the Nonprofit Sector in 2012. A quick look at these five indicates the significant challenges organizations are up against:

  1. Online and New Media Channels Will Continue To Extend Their Influence
  2. Peer-to-Peer Engagement Will Play An Expanded Role
  3. Donor Fatigue Will Be More Pronounced
  4. Supporters Want To Control Their Experience
  5. Integrated Marketing Will Rise To New Heights

So what’s at the bottom of all this? Is there one thing nonprofits can call on to help address these complex marketing issues?

Yes. It’s called strategy.

After a couple of years basking in the glow of social media tactics, nonprofits must accept the consequences of all the “free and easy” noise that has resulted in a highly crowded nonprofit marketplace. One in which the consumers who have been bombarded with so many cause-related digital messages may be considering a way out (see points 3 and 4).

On the other hand, nonprofits that design and deploy well orchestrated, multi-channel  marketing initiatives — with highly focused objectives, clearly defined audiences, and a razor-sharp message —  will not only prevent “donor fatigue” but also attract and engage record levels of supporters (see points 1, 2 and 5).

But it’s neither free nor easy. Planning integrated, multi-channel marketing programs is hard, and it demands a tremendous amount of focus, self-discipline and attention to detail. Start now with an assessment of current marketing efforts, give yourself an honest grade, and commit to a marketing program in 2012 that is built  on an integrated, strategic platform that takes into consideration these five consumer predictions. Then stand back and watch the magic.

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posted by Apprentices

Dec 13, 2011 @ 10:33am

Publicité & Graphisme

“A poster, unlike a painting, is not and is not meant to be, a work easily distinguished by its manner—a unique specimen conceived to satisfy the demanding tastes of a single more or less enlightened art lover. It is meant to be a mass-produced object existing in thousands of copies like a fountain pen or automobile. Like them, it is designed to answer certain strictly material needs. It must have a commercial function.”

-AM. Cassandre, translated by Michael Taylor

AM Cassandre, "Dubonnet" - 1932

In a few days I will be traveling to Paris for a vacation and I wanted to familiarize myself with the history of French design, but I found no books or blogs on its history. This is, perhaps, due to France’s overwhelming amount of cultural history in painting, cinema, food, and fashion. Though French design seems to play a smaller role in France’s cultural history when compared to so many other facets of artistic expression, it’s advertising (publicité) and typographic (graphisme) legacies are by no means insignificant to a broad popular culture. (1) Below you will find an assortment of beautiful French posters that represent a rich cultural history of French graphic design.

 

Toulouse-Lautrec, "La Chaine Simpson" 1890's

Roland Ansieau, "Berger" 1935

Raymond Savignac, "Autorail Paris" 1937

Ramond Savignac, "Cigarettes Collie" 1952

Bernard Villemot, "Orangina" 1953

 

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posted by Kevin

Dec 07, 2011 @ 7:30am

The New Art of Conversation

I’m in planning mode for several clients now, and McKinsey’s much discussed “customer decision journey” is dominating my thoughts. This theory holds that consumers hold a portfolio of brands, evaluate other brands constantly based on peer influencers and decide periodically which brands to add, discard or replace.

The customer decision journey replaces the old purchase funnel, rightfully acknowledging that spouses, children and friends influence our decisions more than advertising, public relations or social media.

It is worth acknowledging that consumers have denied the influence of advertising on their decisions since the beginning of market research. Nevertheless, Gallop’s poll paints a clear picture.

Peer influence and referral have never been more influential than before.

This dynamic is made all the more powerful by technology’s ability to offer everyone a voice, a megaphone and an audience. So what’s a marketer to do?

Start a conversation. Be bold and give consumers something to discuss.

Amidst all the noise about cyber Monday, Patagonia did just that.

There has been disagreement in marketing circles about Patagonia’s strategy. Some have questioned whether or not the approach was sanctimonious.

I love that the company has taken a stand against excess consumerism. Even better is the fact the company started a conversation about Patagonia. No doubt people are consuming less. So why not increase loyalty from current customers and attract new ones with likeminded values?

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posted by Julie

Dec 01, 2011 @ 5:14pm

We’re still sticking together.

The concept of community was very different in the 1950’s. It was a physical place where a group of people lived. It probably had sidewalks and a few white picket fences. But the most important feature was the cluster of people who interacted with each other to form this place.

Many of today’s most successful communities are nowhere to be found, per say. Their address starts with www but their sense of community is as strong and solid as a 1950’s ranch home.

It’s been an interesting evolution to experience. The shift from push to pull is a welcome change for most. Our world is more open. There are more people, more ideas and more opportunities than ever before. Especially when it comes to communities and audiences.

Love bacon? Handmade gifts? Restoring BMW’s? Knitting? Knitting clothes? Knitting clothes for dogs?

It’s interesting we now have so many more spaces to join with other likeminded people. We have professional and social sets we can select and sort at will. And always on our own terms.

The community concept hasn’t gone anywhere. Even better, it will continue to grow and evolve.

In short, the world is becoming more niche, and responsive brands have to embrace this. Differentiating, often to the exclusion of some, is paramount to relevance in today’s highly defined online communities.

 

 

 

 

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posted by Cathy

Nov 09, 2011 @ 4:00pm

A Good Night’s Sleep

This is quite a special day for me. After a great morning meeting with our spectacular Greenville-based client, Goodwill Industries of the Upstate/Midlands SC, I am spending the afternoon/evening enjoying one of my favorite locales on earth: Main Street Greenville, SC. What’s more, my daughter—a college student I no longer see often enough—is driving from Clemson University to meet me for the night. We shall stroll the West End, windowshop, eat a fabulous dinner somewhere along the way (Who can say where? There are so many remarkable options along this famed route.), then enjoy Gavin DeGraw and David Cook at The Peace Center.

Later, perhaps after coffee and dessert, we’ll make our way back to the Poinsett Hotel, where we’ll talk late into the night about all the goings-on in her life, which has no doubtedly changed significantly since she made the transition from high school student to college girl this fall.

When I planned this outing, I recognized what a Life Moment it would be for me, and hopefully, for her. I intentionally chose this historic hotel, and sitting here in the room, waiting for her to arrive, it feels just right. The bellman was courteous and helpful, check-in was a breeze, and the room is Exactly What I Wanted.

doesn't it make you want to slip in and curl up?

Even the ride up the elevator was worthy of note. A sweet lady who had been working in the lobby rode up with me and offered this perspective:

Wait ’til you feel that bed. It is heaven.

Here’s what I find interesting. How many centuries did it take before the hotel industry realized a comfortable bed is a vital part of their offering?

Today there is a comfortable bed war going on between many national chains. Not only that—many, including Hampton Inn,  now sell their own branded linens, pillows and comforters. The Westin has gone so far as to brand theirs the Westin Heavenly Experience and describes 10 layers of pure comfort, 1 extraordinary sleep experience.

I think a hotel branding the bed, and the sleep experience, is a smart, smart move. And I’ll let you know if their promise holds true—assuming my Eliza and I don’t stay up all night talking.

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posted by Kevin

Nov 02, 2011 @ 4:42pm

Persist or Advance

Occupy Wall Street is proving to be the definition of persistence. Meanwhile, the European debt crisis continues one week after the next. In a better world, crises would at least be short, especially such severe ones. The congressional stalemate continues despite national frustration. I can’t imagine anything worse than being on a “Super Committee.” A regular committee is painful enough.

Meanwhile, Coca-Cola does something beautiful. They turn their cans white for the World Wildlife Fund . This profound gesture reminds me why I love the business of branding. Amidst all the chaos, Coke’s Arctic Home campaign feels like a refuge. A company doing something good, just because it is a good hearted company.

Coke’s white can inspired our marketing strategy for our client Moe’s Southwest Grill. Moe’s is incredibly supportive of schools and children’s charities, and we’re working on ways to further deepen their support at a neighborhood level.

Moe’s reminds me that we have to continually raise the bar. They are constantly tweaking their menu. They were the first retailer in town with Coke’s incredible new Freestyle machine. Better training, improvements to the prep line, and monitoring measuring customer feedback all followed a discussion about marketing strategy.

As the economy continues to strain business, brands easily fall into a mentality of persistence spawned by risk avoidance. I would argue that today’s challenging business climate demands constant improvement and innovation. I invite you to share a Coke with a colleague and start exploring how you might change things for the better.

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posted by Julie

Oct 26, 2011 @ 12:47pm

A marketing lesson from my dentist.

Now that I am an adult, I have been to a few dental offices. Some I have dreaded. Others I didn’t mind. I have patiently waited hours past my appointment time in an uncomfortable chair reading a two-month-old golf magazine. Then there was the time my dentist quit without sending any sort of letter or announcement to warn me about the stranger who was to be my new dentist.

But that’s all history now. I have the best dentist ever.

I came to the practice by a referral from my husband. Actually, not really a referral. It was more out of frustrated disgust. Unbeknownst to me, my dentist of many years had “retired” and sold his practice to a new dentist. When I learned this, I was in the chair. I didn’t leave in a huff. I let the nice new dentist clean my teeth then decided to find another new dentist who was a little closer to home.

My husband suggested I go to his dentist, Dr. Thomas Pitts. Initially, I hesitated since the office was all the way in St. Andrews. Yes, all the way. I live in the city. A drive on the Interstate defeated my whole closer to home qualification. So naturally I made my next appointment with them.

Ten years later, I am positively head over heels for this practice for so many reasons.

They are nice. Everyone who works there treats every patient with full courtesy. Do not confuse this with catering to customers’ whims and complaints. They treat you respectfully and they ask the same of you.

Snowflakes. Each year starting around December 1, they leave white paper, scissors and tape in the waiting area. They want you to make a cut-up folded paper snowflake (a la Kindergarten) and tape it to the window. They don’t mind if you leave the paper bits on the floor either. There’s only one downside to this, which is the next reason I love them.

I never wait more than five minutes. During December no wait is a bit of a bummer. There’s only time to make one snowflake. They have nice, comfortable furniture and all kinds of up-to-date magazines. If you ever had to wait, this would be a great place to do it. You never will though. Not here.

Halloween. Last year I was actually there on Halloween and everyone had on a costume. Even Dr. Pitts. My teeth were checked by a pretty creepy looking vampire.  How often can you say that?

They care about their patients. They know and remember me, my children, my life. They have called me to let me know they could see me earlier because of a cancellation. Their goal is not to simply meet patients’ expectations; they truly want to exceed them. While that good to great stuff is lip service for some organizations, this one lives and breathes it effortlessly.

The staff. Dr. Pitts is a very nice guy. He’s got a wry sense of humor and he’s a great dentist. He shakes your hand at every visit. The office staff and hygenists are all very nice and good at what they do. From what I can see, Dr. Pitts is equally kind to his employees. They appear to be valued, respected, included and empowered. Obviously, there’s not much turnover.

When I was in the other day, I asked them how they get most of their new patients. I really wasn’t surprised when they said they don’t advertise. All of their new patients — 100% — come via patient referrals. When you treat patients that well, you don’t need to advertise.They get a key part of marketing so many businesses never grasp.

How you treat people is the biggest message of all.

 

 

 

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posted by Apprentices

Oct 25, 2011 @ 5:28pm

Chess

I’m on the job hunt.

The Riggs apprenticeship program has given me the chance to learn a new craft while actively putting it into practice—a rare opportunity in the world of coffee-fetching internship programs—but the apprenticeship format’s finest attribute is this: it ends. The urgency of a finite deadline lends an invaluable immediacy to any undertaking. The late Steve Jobs paid tribute to this principle in the Stanford commencement speech that has littered the airwaves in the wake of his passing. A deadline forces decisions and, although it seems counterintuitive, often yields the best work. I hear time’s winged chariots hurrying near, so how have I spent my free time lately? Trolling job boards? Fine-tuning my resume? No… I’ve been playing chess!

Last night I found myself scrambling against an opponent stronger than I am accustomed to, but I forced myself to remain committed to one of the fundamental principles of the game—make the best possible move every time—rather than pursuing the abstract end goal of checkmate. Grand Masters are capable of envisioning a final scenario for victory once they’ve sensed the texture of a game in its first few moves. My tender wits can’t think that far in advance, so I did everything I could to stick to the few simple principles I’ve learned.

I made a few blunders and lost some valuable material (non-pawn pieces) due to oversight, but, making every move with as much thought and preparation as possible, I finally got myself into some advantageous scenarios. I skewered a rook, the endgame’s most powerful piece, absent the queen. Then I wheeled my knight into position. All of a sudden, I looked at the board on my turn and found myself a single space away from leveling checkmate on the opposing king. I had by no means followed a pre-determined strategy to arrange for the conditions of checkmate, I simply looked up and the winning scenario was before me, a move away. Dumb luck, one might say, but I’d care to argue. By making each move carefully and thinking through the ramifications of every possibility, I put myself into circumstances conducive to victory, even without concentrating solely on the goal of checkmate.

Giddy with victory and uncharacteristically optimistic, I began to draw parallels between what had just transpired on the chessboard and the institution of the Great American Job Hunt. If my sole focus is simply to get a job, I will overlook the tiny preparations and possibilities that present themselves only when I commit to the simple goal of putting myself in the best possible position to get hired: arranging informational interviews via every possible avenue, fine-tuning my personal brand message, narrowing down the attributes of the position I’d like to end up in. Maybe if I can focus on those small things, thinking through every move, I just might look up soon to the surprise of an interviewer shaking my hand and offering me a job… only I guess I shouldn’t be surprised at all.

– Pete Anderson

Editor’s note from Cathy: Pete Anderson may well be the only 20-something writer in America today with a professed love of long format copy writing. That in itself makes him a rare commodity; brands cannot live by pithy headlines alone. But do let us mention he also has some serious talent. Read more about Pete at about.me/pfa.

 

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posted by Apprentices

Oct 18, 2011 @ 4:09pm

Tearing Down Walls

Last month, I had the privilege of participating in my first CreateAthon, a 24-hour marathon of sorts where creatives come together and do promotional work on a pro bono basis for nonprofits in need. We began early in the morning with bright spirits, copious amounts of coffee, and enough energy and excitement to tear down the walls of the WECO and rebuild it again seven times over. And if I didn’t know any better, I’d say that’s exactly what we did.

I met with my team and dove into the work for my nonprofit organization MIRCI, the Mental Illness Recovery Center, Inc. They were going to have a fundraiser in the coming year and the main attraction would be an art auction of refurbished windows that were decorated by local artists. After considering many names for the event, we went with 52 Windows, despite the fact that we had no idea exactly how many windows there would be. Though the number was random, the name had the serious attitude of an art exhibit while being curious enough to grab a person’s attention. I created a variety of different logos but in the end went with the first one I made.

Somewhere between the tenth cup of coffee and the fifteenth, I must have drifted into a caffeine-dazed coma because before I knew it, the sun was down and I was sitting at the briefing table with over 30 amazingly talented people as they listened to my botched attempt at describing the work that lay before me on a measly 8.5 x 11 sheet of paper. That’s when I really saw what I’d been staring at for the past twelve hours—and I didn’t like it.

I cowered away with the night ahead of me, uncertain that I could pull it all together and wishing I could start over. Then it hit me (in a creepy Yoda voice of course): exactly what you must do, that is. I scanned over my sketchbook, saw a forgotten idea from earlier in the day, and immediately began scrapping what I had and going in a new direction. The walls were falling down around me and the hours left were enough to count on one hand, but I somehow managed to finish the required work in the allotted time.

In the morning, the clients—one of whom was my next door neighbor— loved the work and were thrilled that we had chosen to use the number 52 since their event would be held on MIRCI’s 52nd Anniversary. I just nodded my head and smiled, no longer surprised at what CreateAthon can do.

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posted by Teresa

Sep 28, 2011 @ 11:00am

CreateAthon 2011 Work: A Look at Literacy

We all have the opportunity to learn, and the inability to read only affects a few people in the community. It’s really not my issue.

Overcoming this all-too pervasive insight formed the basis of the brand strategy we developed for Kershaw County Literacy Association during CreateAthon. With a staggering 23% illiteracy rate in this area, KCLA needed to bring the issue to the attention of community leaders in a way that would allow them to understand the truth, consequences and imperatives for action behind illiteracy.

So we set about the time-driven task of creating a brand platform for KCLA that could help the organization speak to the impact of illiteracy in very clear and certain terms. Punctuated by a rallying cry targeting community leaders in local business, civic and faith-based organizations.

An important objective was to align KCLA with the strategic work being done in the Midlands through Literacy 2030. Our work is designed to connect KCLA to this regional initiative, while giving them the opportunity to tell their story in a way that is indigenous to Kershaw County.

After 24+ sleep-deprived hours, we joyfully presented a new identity, brand handbook, and presentation targeting community leaders to Paula Scarborough, chairman of the KCLA board.  While we felt great about the work our team presented, it was the first tear down her cheek that put a night’s worth of madness into perspective and reminded us of the Great CreateAthon Promise:

Good will come of this.

completed brand handbook

KCLA CreateAthon team: Allison Caldwell, Teresa Coles, Kelly Davis, George Fulton, Michael Powelson, Peyton Rowe.

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