Archive for category Advertising
When launching an integrated campaign, your website content should be aligned with the messages that your marketing and advertising strategies are communicating. This can be achieved through a main website when campaigns are brand awareness-focused, yet certain promotions – due to focus or size – may require a more unique web experience. Campaign-specific websites can achieve this, and have many benefits for both users and the brands themselves.
- USER EXPERIENCE: A campaign-specific site is tailored to a defined target audience, providing visitors with exactly what they are searching for and educating audiences on the unique message, event or product offering at hand. The design and functionality pinpoints the brand and message essence, allowing for clear communication that evokes an emotional reaction. There are no issues of irrelevant content or clutter, and urgency is established with a specific and direct call to action.
- CONVERSION: A well-thought out, campaign-specific website strategy moves a visitor to DO SOMETHING: sign up, donate, get involved, schedule an appointment, call, etc… When all of the other elements of a main website are removed and the call to action is focused throughout the design and content, the campaign message has a straight-shot to powerful results.
- TRACKING: When a campaign-specific website is implemented as part of an integrated campaign, all media vehicles and creative components drive traffic to a unique destination. All data captured – whether visitors, submissions, conversions, etc.. – can be linked back to the tactics implemented. This provides valuable insight into what does or does not work, allowing for a more strategic analysis and evaluation of results.
- SEO: While all brand, product, service and event information should exist on a company’s main website, a campaign-specific site creates the opportunity for unique, keyword-rich content that can be read and indexed by search engines. Links within the campaign-specific site to the main website also assist with link building, which is an SEO tactic that can increase rankings while improving the quality of traffic.
The implementation of campaign-specific websites can benefit almost any company or organization. Recently, Orange Label client UC San Diego took their donor-focused campaign strategy to the web for maximum impact. The Future of Care site targets donors interested in furthering the cutting-edge health care advancements taking place at UC San Diego. The campaign-specific site captures their interest through educational videos and visual representations of the Jacobs Medical Center, the cornerstone of the university’s fundraising efforts to grow the medical research complexes of UC San Diego. View the campaign’s website at www.futureofcare.com.
To learn how your marketing strategy can benefit from a unique web experience, contact Orange Label today.
Outdoor Advertising exposes consumers to marketing messages in their every day environment. Whether through freeway billboards, bus shelters, mall banners or stadium signage, Outdoor provides the opportunity to reach a locally targeted audience. This medium has several advantages when included as a component of an integrated advertising campaign.
Benefits of Outdoor Advertising
- Larger than life appeal: Outdoor works best using visually compelling images combined with simple, bold statements.
- Geographically targeted: By selecting specific products or venues, Outdoor reaches a large, local audience. There is also opportunity to tie in messaging with the venue, to ensure that the copy is relevant and connects with the prospect’s mindset.
- High frequency: Most Outdoor campaigns run a minimum of 4 weeks, and often a minimum of 12 weeks. Although each set of eyes may only view the message for 2-4 seconds at a time, the length of the campaign ensures that impressions are high and builds memory units with your core audience.
Outdoor Advertising in Action
Understanding the power of Outdoor, Chapman University is launching signage at Fashion Island shopping center in Newport Beach, CA as part of an integrated marketing and advertising campaign to build brand awareness within their local community. The Outdoor strategy includes wallscapes and ad panels and will be visible at the shopping center through the 2012 holiday season, providing exposure to an affluent audience during the heaviest traffic time of year.
The designs leverage existing branding elements from print and online media that have been running for several months to maintain consistency across campaign platforms. However, to tie in with the holiday shoppers’ mindset and elicit an emotional response from the Fashion Island audience, the signage incorporates the message of the “gift” of education.
To learn how Outdoor Advertising can positively impact your integrated marketing campaigns, contact Orange Label today.
Orange Label Art + Advertising is comprised of an integrated team of THRIVING BRAND LEADERS. Each and every team member embodies specific expertise in the advertising world, in conjunction with the ability to comprehensively understand the goals and objectives of each client. This month, we are highlighting our endlessly creative and energetic Integrated Advertising Coordinator, Brianna Donath, as a Thriving Brand Leader.
An Orange County native, Brianna received a dual degree in Advertising and Public Relations with a minor in English at Chapman University’s Dodge College of Film and Media Arts. During her time at Chapman, Brianna worked on marketing projects, strategic media plans and ad campaigns, and was a part of the university’s nationally ranked public relations competition team.
After graduating and acquiring a background in retail sales and client management at Metropark Clothing and through various internships, Brianna joined OLAA’s integrated account service team armed with experience in campaign strategy, messaging, media planning and event production. She utilizes this background and her impressive skill set on a daily basis for a variety of Orange Label clients, including Chapman University, Seattle Talent and Ageless Alliance. Both her clients and her co-workers admire her focus and dedication, positive personality, unexpected sense of humor and ability to consume massive amounts of chocolate.
Brianna is excited by the challenge of creating advertising solutions using a combination of both strategic research and creative thinking. The mystery solving component of uncovering the best way to blend these two ways of thinking is what ignites the core of Brianna’s passion for advertising, and she hopes to continue to develop that passion through her work with the OLAA team.
Have you wondered what those little black and white boxes are on ads these days? Quick Response codes, more commonly known as QR codes, are barcodes that consumers scan with their smartphone to immediately direct them to a web page or a carefully targeted landing page. By leveraging advancements in technology and the popularity of smartphones, QR codes are bridging the gap between offline and online advertising.
QR Code Tips
To be an effective tool, the QR code destination must be compatible for mobile viewing. A common issue today is that companies jump on the QR code band-wagon without understanding the true dynamics of mobile marketing. The QR code must be a convenient and appealing method for users to get more information. There also needs to be a clearly defined incentive to scan the QR code. QR codes should never be used as a stand-alone tool as its purpose within a mobile marketing strategy is to connect the online and offline mediums, provide additional information and incite immediate consumer engagement.
QR Codes in Action
OLAA client St. Francis Medical Center launched a three-month integrated advertising campaign in late June. The campaign promotes the hospital’s Family Life Center and brands the “Sweet Beginnings” experience that St. Francis offers to new mothers and their babies. Mobile marketing is a key component of the advertising strategy. The campaign includes a QR code as part of the call to action which leads to a mobile website that introduces “moms on the go” to “Sweet Beginnings” with a unique online experience that differs from the hospital’s main website. The mobile site creates an additional benefit to the user by offering a new and convenient means of accessing information. The mobile site also offers moms the option of viewing in English or Spanish.
The mobile site is promoted via a QR code, which can be found on mall banners and print ads. Traffic is also driven to the mobile site through radio and text campaigns. A mobile strategy utilizing a QR code was implemented for this campaign due to the relevancy with the target audience of young mothers. The incentive to use the QR code is clearly defined with a label of “For Moms on the Go,” which reinforces that the destination is optimized for mobile and relays that the site provides key information for expecting moms.
The QR code is synced with Google analytics, which allows for tracking and quantitative results, such as the number of scans the QR code has received. As the campaign moves forward, St. Francis is receiving a positive response and is making a powerful impact on Sweet Beginnings patients.
Want to see how these little boxes can make a big impact on your business? Contact Orange Label today.
When searching for a product or service, Google is often the first place a consumer goes to find what they need. And if your website doesn’t appear in the top results, then your business is missing major opportunities to connect with customers and prospects online. The top ranking listing on Google receives 3 times the average click-through-rate (CTR) as the second listing, and listings on the entire first page of Google receive 4 times the CTR as listings on page 2.
So how do you increase the likelihood of a top ranking presence on Google? The answer is search engine optimization (SEO). SEO is the implementation of enhancements to a website’s code, content and inbound links to improve non-paid search engine rankings for targeted keywords extending beyond your company’s name. Over time through a long-term strategy, SEO can drastically grow the amount of consumer traffic and improve the quality of traffic – increasing the number of qualified online leads. In addition, an SEO strategy works 24 hours a day to help a company remain competitive in their marketplace and increase brand awareness.
SEO can be implemented at varying levels, depending on the objectives of the strategy and the keywords targeted. The more general the keyword, the more difficult rankings will be to achieve. You will also want to review your website to ensure that your site content is optimized (front-end and back-end) to ensure that your site is being read/reviewed by “spiders” accurately. Google spiders continue to get smarter as Google is constantly changing algorithms and evolving search functionality, in efforts of making sure no one is “gaming the system.” To stay up with all of Google latest trends and best-practices, many vendors are becoming Google Certified, a certification that entails training and sharing information that Google makes available for programmers and advertisers.
At Orange Label, we have maintained an aggressive SEO campaign for our own website for more than 5 years and the results have been incredible. Both our website and landing pages rank in the top two organic search positions for at least 7 major keyword phrases (including “orange county branding” , “Southern California radio advertising”, “Orange County advertising” and “Southern California Advertising”) The result has been and continues to be a steady stream of qualified new business leads.
Are the right audiences finding you online? Contact Orange Label today.
When developing an integrated marketing and advertising strategy, a targeted media mix is important in reaching a company’s key demographics. But if the creative messaging doesn’t resonate with customers and prospects, the biggest and best media buy won’t incite action or impact sales.
A View from the Field™, or informal market research, produces qualitative data about how your brand is perceived in the marketplace. Interviewing customers and prospects and asking questions about your brand values, products and/or services reveals what is or isn’t working, consumer behaviors and hidden benefits about your products and/or services that were previously unknown.
With real time responses and authentic language, commonly used words or phrases describing the benefits are identified and can be used to creatively position the emotional selling message. The result is a powerful creative execution with imagery and messaging that reaches the right people and motivates them to take action, such that sales increase, profits grow and market share is gained. This feedback also provides insights into areas of your business or organization that can be managed before it’s too late (such as resources or budget), or provides opportunity to enhance or evolve a product/service to increase its competitive edge.
Want to learn how a View from the Field™ can increase your bottom line? Contact Orange Label today.
When developing the visual elements of a distinctive brand, the initial stages of the creative process are crucial. The members of the OLAA Art Department understand this importance, and practice the skill and knowledge needed to bring a brand to life, to instill the longevity, vibrancy and presence that it needs to stand out among its competitors. To help express that knowledge, Cade Garrett, Art Director, and Sheri Audette, Graphic Designer, demonstrate their Thriving Brand Leadership by sharing how they approach the branding process.
Be Aware. Cade believes that the most important first step is to simply take it all in. “I think it takes a lot of awareness, insight and background. Knowing what’s out there, what’s been done, what’s being done and what hasn’t been done is important to keep things fresh. To really bring something to life it can’t be sprung from a dead idea, it has to be something new.”
Be Open. For Sheri, the biggest ‘do’ is also the biggest ‘don’t.’ “In general, do consider everything. Don’t limit yourself. Consider all the possibilities of what the visual elements for which your brand will be used. Consider every possibility that your name, logo mark and brand can be a part of.”
Be Purposeful. Cade: “A brand should be strong enough to have an impact to the point that it moves the consumer. It’s not just about public awareness; it’s about creating a need or a want within a consumer.”
Be Consistent. Both Cade and Sheri believe that working from a mindset of consistency from the start is pivotal to connecting all of the visual elements. Cade: “The most important thing is consistency. In terms of a brand, whether the brand is a good brand or not depends on whether consistency is something that looks great and has a great message.” Sheri: “Consistency builds association. It strengthens a memory and connection that creates trust in consumers.”
When recruitment efforts are needed to build your team, whether for one position or several, there are many job boards and posting opportunities available. But how do you know which resources will attract the right talent? And how do you know whether your recruiting efforts will make an impact in the market? An integrated approach ensures that your recruiting activities are targeted, reach the top candidates across multiple platforms and result in qualified new employees.
Understanding the value of an integrated advertising strategy, Seton Medical Center recently launched a 3-month integrated recruiting campaign to expand their highly skilled nursing team. The focal point of the campaign is a minisite that clearly communicates the advantages of joining Seton’s nursing team. The site includes a message from the Chief Nursing Executive, quotes from real Seton nurses, information about benefits, and most importantly, the mission and values under which the team operates. Potential candidates that visit the site are able to connect with the Seton nursing community and see how their contributions at Seton make a difference, for patients and for the hospital as a whole. For those that are interested in applying, the site directs them to the careers page on the main Seton website where the individual starts the application process.
Traffic is driven to Seton’s nursing minisite through several media vehicles including local and out of market radio schedules, targeted PPC campaigns, behavioral and geo-targeted ads on Facebook and Linkedin, banner advertising on highly visited industry-specific websites and through direct mail. By leveraging a consistent message across multiple media platforms, Seton is clearly relaying what their nursing team stands for and is making a powerful impact on potential candidates. A larger audience is also reached, ensuring that the right talent applies and is selected. In addition, the RN recruitment campaign builds on the hospital’s existing brand presence, showing all constituencies that the hospital is growing and building an amazing medical team.
Want to learn how an integrated approach can maximize your recruiting activities? Contact Orange Label today.
A powerful brand helps a company to distinguish themselves from the competition and when proactively managed, the brand should naturally evolve as the organization evolves. However, when faced with competitive pressures from another brand gaining more market share, if the target demographics’ perceptions have changed or when significant internal changes have occurred, it may be time to consider refreshing your brand identity.
At Orange Label, we underwent a rebranding process five years ago. Our company was founded in 1972 as Hunter Barth Advertising and after 35 successful years of service, we changed our name to Orange Label Art + Advertising. Why? To be viewed in the marketplace as a valuable and relevant resource versus just another advertising agency. We connected our forward-oriented vision of powerfully helping companies become THRIVING BRAND LEADERS with the identifying characteristics and qualities of Orange County—specifically lifestyle, vitality and innovation.
The change of our identity informed our logo, positioning and marketing materials as well as our internal operations. The make-up of our team has evolved, our services are more comprehensive and how we deliver those services is more powerful. The result is that we have expanded to a more diverse client base and profits have improved. But most importantly, our clients are more successful.
Want to learn how a refreshed brand can improve your bottom line? Contact Orange Label today.
Orange Label Art + Advertising is committed to the success of our clients. We believe that it is our purpose to empower our clients such that they lead their marketplace and experience a growing demand for their product or service. To us, this defines a THRIVING BRAND LEADER…
Orange Label client, Saint Louise Regional Hospital is dedicated to delivering quality, compassionate health care to South Santa Clara County, now and in the future. With this commitment to the local community, Saint Louise Regional Hospital truly embodies their positioning statement – Your Neighbor for Life. To communicate their mission and build brand awareness, Saint Louise recently launched an integrated advertising campaign.
The Saint Louise “Neighbor for Life” campaign includes a media mix of radio, print and online, and focuses on 6 key service lines over an 8 month marketing calendar. Promoted over a 4 week period, each service line features a physician or staff member of the Saint Louise team, representing both the individual and high level commitment to the local community.
“Saint Louise Regional Hospital’s ‘Neighbor for Life’ campaign furthers their commitment to growing with the community. Their dedication to advanced, quality care is combined with a passion for serving members of their community, and demonstrates their role as a THRIVING BRAND LEADER.”
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