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.”

- Michelle Torr,  Junior Integrated Advertising Executive

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.

Thriving Brand Leaders Spotlight:  Sheri Audette,  OLAA Graphic Designer

Sheri Audette grew up in the frozen tundra, Alaska. Finding her passion for design at a young age in painting, fashion and interior design from her mother—design was without a doubt the direction she would pursue. Sheri attended the Art Institute of Seattle, studying Visual Communications with a focus in Advertising + Graphic Design. Today she deeply involves herself in latest technology and design, staying well-versed in trends, style and the accelerated motion of subcultures.

 Over the course of Sheri’s’ design career she has excelled in a variety of disciplines, including brand identity, brand strategy, print and web design, for an array of industries. Her work has been recognized by publications and industry organizations nationwide. Sheri loves the problem-solving aspect of design. Being able to understand and visualize what makes great design—as much as the heart + soul behind it.

 Outside of work you can find Sheri juggling her many passions of collecting fonts, cooking, painting, exploring new places, dumpster diving for old wood and playing at the dog beach with her daughter and their Australian Shepherd, Marley.

“Everything we see, touch, hear, smell & taste is designed.

Design rules the world—bad design destroys it.”

Facebook Advertising is a hot topic and a tactic that is on the radar of many businesses, large and small. With 750 million members, and 225 million in the U.S. alone, it is undeniable that there is a large audience to reach. It may be true that there are plenty of fish in the figurative Facebook “Sea”, but the question is, are Facebook Ads right for you?

For those of you who may be unfamiliar, let us give you the lay-of-the-land. Facebook Ads appear in the middle-to-lower portion of the right-hand column of user-pages throughout Facebook’s network. Ads are eligible to appear on several types of pages including Apps, Photos, Groups, Walls, Profiles, Friends and the Homepage (News Feed). Static in nature, uniform in structure and centrally located, Facebook Ads are relatively neat and boast an organized layout. The Facebook Ad template contains up to six components, which are specified by the advertiser, including ad headline, text, image, page “likes” and destination link.

There is a high level of attraction to the Facebook Ad model, and for good reason. With its straight-forward and user-friendly set-up, a campaign could be created in seconds (make sure you have your Facebook business page established first). Besides the easy setup, the real attention-grabber is the ability to target ads by location, age, interest, etc., ensuring you are reaching your target demographic and captivating your audiences in a unique online environment. Your next question, is it expensive? Ads can either be based on a PPC (pay-per-click) model, meaning that you only pay when your ad is clicked by a user OR on a CPM (cost-per-thousand) model, meaning that you pay for per thousand impressions. Regardless, you set your budget at the onset of the campaign and you have the ability to modify or shut off the campaign whenever you’d like. Lastly, Facebook ads offer comprehensive analytics to assist in tracking and measuring the effectives of your campaign through data on the number of clicks and connections, frequency, reach, bid price and total spend.      

Common campaign objectives can include the following:

-  Build Brand Awareness: Reach an extensive audience and target your key demographic

-  Drive Sales: Offer discounts, deals or giveaways to stimulate sales activity

-  Expand Fan Base: Encourage users to “like” your page by offering benefits for engaging

If you are looking to increase your exposure through a targeted, measureable and cost-effective strategy, we encourage you to consider a Facebook Ad campaign for your business. From our experience, we have seen the response to be well worth the investment…

1. With a campaign goal of increasing its Facebook fan base, Orange Label client Greenwell Farms nearly doubled their new “Likes” in the first two weeks of running their campaign with a modest daily budget.
2. Orange Label client, Recovery Now TV had an objective of increasing their website traffic through their Facebook Ad campaign. After running a brief Facebook ad campaign, the client decided to pause the campaign and found that their normally consistent website traffic dropped off by 18%. This was largely due to the decrease in traffic from Facebook.