Archive for category Branding

Is it App Worthy?

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To create an app or not to create an app… that is the question. And we are asked it often. An app can be an effective way to engage with audiences, provide unique value and become part of a consumer’s everyday lifestyle in a meaningful way. Yet an app is no simple undertaking and there are several things to consider before making the commitment. You’ll know the time is right when…

  • First and foremost, you have the budget available for app strategy, design, development and maintenance. There is a significant investment that goes into developing a good app and creating one correctly. Quality app creation can be very expensive, and there’s nothing worse than launching an app that crashes or is too difficult to use.


  • You have a unique, innovative idea. The market is over-saturated with copies of existing apps, and in the app world, the issue of copyright doesn’t exist. It is important that you begin with a unique concept, and execute it thoughtfully, in the best way possible for the user. The necessary insight can be gained through focus groups, beta testing and QA time to ensure that the platform is developed with the end user in mind.


  • Your idea offers a new or different experience to a user. Can a user have this experience on a mobile device or tablet using another app? Does your app offer new value to the user that does not exist within any other existing platform? An app occupies extremely valuable real estate on the most personal device that we own. Therefore, in order to have a spot on that coveted home screen, there must be unique motivation to download.


  • You have strong mobile visitor-ship and understand your audiences’ mobile trends. If you are an established brand with a mobile responsive or reactive website already in place, Google analytics will provide valuable insight into the behavior of your mobile audience. This includes what device they come from, what pages they visit most and how long they engage with the mobile site. This data can reveal how an app could enhance the user experience and uncover the most effective and efficient next step for an app strategy. If a mobile website component isn’t already in place and the mobile behavior is unclear, establishing a mobile website presence is the first step to defining the mobile user experience.


  • You have a defined monetization strategy. This strategy shouldn’t completely rely on dollars coming in from the user market. According to Neomobile, only 59% of apps reach the break-even point (percentage continues to decrease day by day). 68% of the apps present in the market generate less than $5,500 of total revenues, while only 12% generate revenues over $55,000. Consider dynamic and unique advertising formats, in-app pay-per-action, data selling or coupon/share rewarding. Explore opportunities within your app’s business model and expand your range of monetization methods. This will help attract all players to the stadium.


  • You’ve thought through your brand and its market positioning. Is your app an extended functionality or value piece for an existing company, product or service? If not, you need to define and develop a powerful brand identity for the app that resonates with your target user audiences. This strategy should position you for optimal success during the key launch period, but should also be able to sustain your marketing strategies on an on-going basis.


  • You have an appropriate marketing budget or have a strategy in place to procure investment funding. Garnering visibility for your app takes forethought, investment and strategic planning. The concept of “going viral” with organic downloads perpetuates the idea of the mythical magic bullet. There isn’t one. Plan ahead.


  • You have, or will have, a core team in place for ongoing brand management and app maintenance. If your app is based on the integration of APIs (application programming interface) (which it likely is) – managing them can be challenging. Since APIs from Google, Facebook and Twitter are constantly changing, they need to be updated to keep the app working. If your app does not generate revenue that covers this work, this may be something to consider. Are you willing to invest in the app post-launch, if it is not yet generating results? Ensuring that strong leadership is in place, as well as a team to drive sales if your app is based upon an advertising sales strategy, are also critical components to keep in mind.


  • You are ready and willing to capitalize on all market opportunities. Do you plan to develop for tablet, Android and Windows? It is typically easier to achieve good rankings at acceptable costs on these platforms, where developing only for iOS may leave you drowning in an ocean of competition.


There are several circumstances in which an app can be a viable tool within your marketing arsenal or a new business endeavor, and when it is, apps can become extremely successful and make a major impact on your audience. Apps that provide real value and a powerful brand experience have the potential to become an everyday source for entertainment, utility and information. And those that break through and make the home screen receive thousands of brand impressions daily, becoming a badge of honor that reflects the individual cpmpany’s identity.


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Why Advertise Healthcare?

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Why should a hospital or medical group spend resources on marketing and advertising?

When a person is encountered with a health-related injury or situation, either for themselves or a loved one, he or she immediately thinks of finding the right facility for treatment. Whether it’s past experience, insurance, location, reputation or ambulance-directed, there are many reasons why a particular facility may come to mind and which hospital or care site is visited. Top of mind awareness is extremely important in these moments and advertising and marketing is a key component in maintaining brand presence.

“A common misperception is that people will choose a hospital based on facilities approved by their insurance; however, average and higher-income individuals have the ability to choose where they receive treatment. At the end of the day, there is still a choice,” states Michelle Regrut, OLAA Integrated Advertising Coordinator.

Advertising has a way of forming reputation over time. “It’s being able to define yourself in a competitive landscape,” community, it showcases the strengths, the quality of service and the distinguishing characteristics it has over competitors. Advertising creates enticing public opinions and at times, judgments; however, “people like to see that a name is out there, the brand is out there. Advertising is one way to be ahead of someone’s thought process, should they have the ability to choose where they are being treated,” states Alyse Stranberg, OLAA Lead Strategist. says Mary Ellen, OLAA Integrated Advertising Coordinator. When a hospital takes the initiative to advertise in its

Hospital advertising is also important for community education, as healthcare organizations have an inherent responsibility to support health and wellness of the community they serve. “Healthcare organizations can look beyond their one facility to capture the attention of the community and give the right frame of mind when it comes to what healthcare truly is,” states Alyse.  This is achieved through education, which often includes events, classes, collateral materials and mass marketed awareness messages – all of which are functions of marketing and advertising.

When hospitals are present through marketing and advertising, they maintain a positive brand image, are top of mind in the community and benefit the local economy. They provide hundreds of jobs and deliver care that allows individuals to stay focused on their families, their careers, their hobbies and other important aspects of their everyday lives. Hospitals can become local symbols and their reputation reflects on the city, the neighborhood and the people.

Hospitals can maximize their impact on the community through external communications such as public relations, physician relations, marketing and advertising. With a commitment to an ongoing strategic advertising plan, Hospitals can provide education and valuable information so that when someone is in need of a healthcare facility, they are informed and can make a choice that suits their personal needs.


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Direct Mail and its Relevancy in the Digital World

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Before the days of technology and tweeting, the mailman was the key communication source for marketers. Times have clearly changed, and you might be wondering why a direct mail strategy is still relevant in today’s world of marketing and advertising. With faster, inexpensive ways of communicating with internal and external audiences, who in their right mind would spend the time, money and the resources on “snail mail” just to have them “organized into the trash?”

Despite the increasing shift in using digital media for communication, sharing of ideas and spreading awareness, many target audiences are still in-sync with the good ole fashioned paper mail. So what does this mean for you?

With a direct mail strategy, you are able to segment your mailing recipients into very specific categories depending on the audience’s demographic,  including age, household income, lifestyle habits, health concerns and of course, location.  Expert lists and databases are available to refine your search of potential customers even further.

Digital media continues to evolve and has made it easy for businesses to target potential customers online. However, some consumers have adapted by applying filters to their emails to avoid spam or any unwanted email, by utilizing private browsing sessions with disabled cookies. Direct mail is a way to reach these individuals and improve the odds of making an impression. This is also true for those that are not up to date on the latest technologies or choose not to even use email and social media. Direct mail can be a key vehicle to connect with these individuals, with direct response and brand awareness messages. Even with younger generations who are undoubtedly in tune with the digital world, a relevant and thoughtful direct mail piece can make an impact.

In addition to tailoring the recipients of a direct mail strategy, the pieces themselves can and should be developed with the audience and objectives in mind. Personalized messages, creative mail pieces, unexpected paper and printing methods, unique shapes and customized letters go a long way in the eye of the consumer. Direct mail is undoubtedly a more costly tactic when taking account postage and paper costs, so it is extremely beneficial to use focused, personalized bait and cast a line rather than a giant fishing net and hope for a big return.

In terms of advertising as a whole, it is important to evolve with the role of digital technology as well as understand traditional strategies like direct mail, broadcast, print and outdoor. A well-rounded integrated marketing campaign covers all of your bases, implementing tactics that are relevant and impact your key audiences and maintaining consistency with each to truly break through and elicit response.


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The “Art of Branding”

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Nike, Adidas, Puma. These are all brands that could come into mind when thinking of athletic goods and active lifestyles. But what distinguishes these sports-focused brands? What images come to mind when thinking about them? Do you know what they stand for? Guy Kawasaki, former chief evangelist of Apple, states In the real world, you don’t have infinite resources; you don’t have a perfect product; and you don’t sell to a growing market without competition. You’re also not omnipotent, so you cannot enforce what people think your brand represents. Under these assumptions, most companies need all the help they can get with branding.”

See what Kawasaki, an icon in the advertising industry, has to say here:

OLAA brand developers Sheri Audette, Alyse Stranberg and Micah Panzich agree, and share their viewpoints on Kawasaki’s art of branding:

A mistake a company can make in the branding process is having more than one message in one brand campaign. When it comes to creating a branding statement, make it simple and to the point rather than try to reach multiple markets with different messages.  Sheri Audette, Art Director, Integrated Advertising states, “Less is more when it comes to branding a company statement. Trying to fit everything in one piece/campaign is misguiding and creates confusion in your audience.”

Examine the bounce back. Alyse Stranberg, OLAA Lead Strategist, Integrated Advertising states, “This is critical. What you may believe to be clear and direct, can easily be missed or misunderstood. And because your audience is often made up of a variety of consumers, it’s always a good reminder to ask those around you who relate to the target demographic. This can be a small sampling (you don’t want too many chefs in the kitchen), and the findings can be hugely beneficial. It’s important to step back and look at a message newly, as a potential consumer. Re-review the goals and objectives of the campaign’s message, and then ask yourself, ‘what’s the brand, what’s the call to action, what’s the differentiator, the WHY.’”

Strive for humanness. “This may be something used in marketing, but can also be seen in things as simple as song writing. Take it from the Beatles. Song titles like, I Feel Fine, All MY Loving, From ME To YOU, Drive MY Car, Can’t Buy ME Love, Hide YOUR Love Away, Please Please ME, She Loves YOU, I ME MINE, I Want YOU, I’LL Be Back, Etc… They figured out from the start that the audience really connected with a song when the lyrics became personable. This no doubt led them to some great success, even when the Stones were actually a better band,” states Micah Panzich, OLAA Graphic Designer, Integrated Advertising.

Consumers want to be targeted as an individual, not as an entire market.  A crucial component of developing a personal connection with your target market is creating a personal experience for each consumer. When developing your brand, always envision the consumer’s personal ownership of the product or service and how that will translate into a relationship to a brand as a whole.  For example “My Nikes, My Adidas, My Pumas.”

Although the art of branding is a continually evolving component of marketing, using these fundamentals has proved to be helpful when working with our OLAA clients when developing brands.


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WIIFM: Tapping Into Your Audience

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When was the last time you stopped to ask your customers and prospects…


…what do you want? 
…what do you need?
…how do you get it?
…how does it make you feel?

Whether developing a new product or launching a new integrated advertising campaign, tapping into your audience’s preferences and behavior will ensure a robust ROI – for both short and long-term. Research arms you and your fellow decision makers with qualitative and quantitative data, uncovering areas of misalignment and opportunities for improvement. Close attention and response to your audience also builds loyalty – when customers are heard they feel valued and that value leads to a strengthened emotional brand connection.

Companies both big and small benefit from asking their customers and prospects fundamental questions, and there are many ways to discover the answers.

Striving to tap into its audience for the next big chip idea, Lays asked 15 countries around the world (excluding the United States) what potato chip flavor they would create though a digital contest campaign, “Do Us a Flavor.”

So with over 6 million fans on Facebook, Lay’s created a Facebook app that would allow the consumer to create their own flavor. With this app you could use the “Flavorizer” feature which searches your timeline and suggests flavors and cuisine styles based on restaurants you have attended recently. For instance, if you went to a French restaurant this month, the flavorizer might suggest bouillabaisse; if you’ve indicated that you like steakhouses, the tool might suggest a meat-oriented flavor. Lays has also worked with Facebook to create a modified version of the Like button called the “I’d Eat that” Button.

Winning flavors included: Spicy Crab (produced in Thailand), and Classic Caesar Salad (Produced in Australia). After a huge success overseas, Lays decided to finally bring the “Do Us a Flavor” contest campaign to the United States. Contestants and participants would be able to vote for the flavor they thought was best and the creator of the winning flavor could win $1,000,000 or 1% of the net sales of the chip, whichever is higher.

Through the use of social media, Lays has done a phenomenal job tapping into its audience to reveal the next big chip idea. Allowing their audience to freely express their preference in food, whether it was BBQ Baby Back Ribs that come right of the bone or Filet Mignon seasoned to perfection, they were able to emotionally connect the audience with the Lays brand. By inviting the audience to share their opinions through an online platform, they were able to increase the size and engagement of a large social media fan base by involving them in the decision making process.

Customers are more engaged in providing feedback when they feel like they are a part of a brand and their opinions count. The Lays example shows a great way to gather data AND engage audiences. When was the last time you deepened your knowledge of your audience in a fun way?


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Creative Corner: Wes Phillips, Agency Principal

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“Choosing to refuse to acknowledge obstacles reveals them for what they are – self-doubt. With this perspective, I have learned I can just move forward and as a result I’ve experienced amazing things.”

Creativity can occur in many ways. For Wes Phillips, Agency Principal of Orange Label, creativity translates to vision and choices that allow him and those around him to move towards a thriving quality of life. Wes’s focus is fueled by nature, which provides him with perspective that channels into every facet of his life. This outlook also drives Orange Label’s vision of Thriving Brand Leadership, and supports the success of our clients, our team and our agency. Meet Wes.

What is the history behind the message and vision of Thriving Brand Leaders?

It developed over many years through the contributions of many people. I appreciate it is because it ties in with what my personal vision is which is “Thriving Quality of Life.”

What do the words mean to you, today?

The word “thrive,” has the connotation of vibrancy, something that’s alive. Human beings feel alive when they are aware. With awareness we have the opportunity to choose. Advertising, allows people to recognize they have choices.  For our clients, we create messages that allow people to recognize not only do they have a choice, they can actually choose our client’s product or service.

What does Thriving Brand Leadership mean to you…

…for Orange Label Art + Advertising?
We work with clients and companies and people that desire to make a difference and lead in some way, shape or form.

…in your role as CEO and an owner of Orange Label?
It provides me focus every day. There are moments in time when I get enmeshed in details and when I have the presence of mind to say “am I working on the right thing?” or “am I bringing value?” I always use “Thriving Brand Leaders” as the touchstone to get grounded and to see the more important things to work on for the benefit of our clients and our team.

…as a person and for your personal brand outside of the office?
It helps me recognize that I am most alive when I’m aware of what’s going on and I’m aware of what I’m working on. Thriving brand leaders and thriving quality of life are ways to keep me grounded, focused, and at the end of the day, alive.

When you are faced with challenges, what keeps you motivated and focused to allow you to stay on the path of Thriving Brand Leadership?

The difference that leadership can make for our clients and for our team members, and fundamentally the difference that it can make in the communities that I’m a part of.

Can you give me an example of a time when you’ve been faced with a challenge and when you were able to see that opportunity and move forward?

Seven years ago, I recognized that the advertising industry was going through a transition. And, it became clear that to remain relevant and have value, that our agency needed to evolve. That’s when we rebranded the agency and started a transformation of our team.  And after seven years when I look back, and it was a moment in time when I made that choice and that’s where Thriving Brand Leaders came to life. And that’s what led to Orange Label Art and Advertising. From 2007 to 2014, during a very difficult time for almost everyone in the United States, our agency has continued to thrive.

How do you help OLAA team members achieve Thriving Brand Leadership and a Thriving Quality of Life for themselves?

My intention is to help team members recognize that they are actually up to something big in life and Orange Label can be a strategy to help them fulfill what they’re up to. And so I intend to create space for individual team members to have that conversation. Ideally, what the team members are up to and what Orange Label is up to are aligned. It’s very powerful because as our company thrives, more importantly, the individual is able to thrive in a way that’s fulfilling to them.

Being outdoors is a part of your personal brand. What is it about being in the presence of nature that contributes to your thriving quality of life?

It’s not just being around nature. Backpacking is having several days doing the fundamental things of life, which is basically getting from one morning to the next morning. Life is simplified and I actually feel alive. I become more present to my surroundings. That’s what I find interesting about being on backpacking trips. It’s just being alive, in the moment. And, on the trail, your choices are move forward or quit. At work, the choices are move forward, or quit. In relationships, the choices are move forward, or quit. I’m way more alive when I choose to go forward. So backpacking and nature are actually training for me to live and move forward in the other 99 percent of my life.

When going out into the outdoors, what are some of the challenges you face when you’ve been trying to reach your destination, your goal?

When it is raining, cold and windy, I think of  quitting. Go back. And get that condo in Hawaii. It crosses my mind every time.

What has helped motivate you to not quit?

It’s the difference between seeing what’s in front of me as an obstacle versus seeing what’s in front of me as just another thing that life has presented. I see that as similar in work, in relationships, and in the outdoors. If I view whatever is presented as an obstacle, it becomes hard mentally and physically. It becomes something that maybe I want to walk away from. If I view it as just another thing that happens in life, then what I usually realize is that, what looked like an obstacle, was really self doubt. And then when it’s viewed as just self doubt, then I am aware that I can choose and move forward. In moving forward, I have experienced some amazing things. I can also look back on times when I chose not to move forward, and those amazing things were left for somebody else to experience.

What outdoor physical challenge do you want to accomplish?

I would really like to hike the John Muir Trail; from the north to the south. All in one trip.

“What I’ve come to recognize in life is that there’s always more to be revealed. And standing in that realm, a world of abundance is a place of wonderment and possibility. And what I find is that when human beings step there, instead of holding back because of fear, amazing things happen. And I’ve been privileged to work with clients and team members that behave that way on a consistent basis.”

-          Wes Phillips


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OCBJ Awards – Excellence in Entrepreneurship

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Orange Label Nominated among Top Orange County Businesses

Founded in 1978, The Orange County Business Journal brings news and information on Orange County’s companies, industries, and businesspeople. Understanding the importance of community and recognition, Orange County Business Journal hosts major award programs such as CFO of The Year, Excellence in Entrepreneurship, Women in Business Awards, General Counsel Awards and the Family Owned Business Awards to highlight individuals and organizations whose accomplishments have benefited the Orange County business community.

OCBJ’s latest awards celebration was the 13th Annual Excellence in Entrepreneurship Awards. Orange Label Art + Advertising’s principals Wes Phillips, Rochelle Reiter and Debbie Nagel were each individually nominated. The executive team and several staff members attended the OCBJ Luncheon and awards ceremony, along with hundreds of local business owners and employees, to recognize extraordinary local entrepreneurs who have launched businesses and ventures that have contributed to the growth and sustainability of Orange County’s economy.

Keynote speaker Ryan Steelberg, CEO of Brand Affinity Technologies, a former client of OLAA, kicked off the event by sharing his experiences in entrepreneurship beginning with his first business opportunity in college, when alongside his brother he co-founded AdForce, which was later acquired by CMGI. He then spoke about his 3 key points of entrepreneurial success: passion, surrounding yourself with the right people, and using data to make important decisions. This was followed by the presentations of the 5 award-winning entrepreneurs. From a journey of immigration and living the American dream to reimagining success beyond money, power and fame, the 5 award winners shared their heartfelt journeys that lead them to who they are today. The stories shared during the ceremony proved to be inspiring and moving to the Orange County business community.

“I was humbled to be surrounded by so many individuals with the ability, energy and motivation to bring their dreams into reality. To me, entrepreneurship is doing what I love and finding my path while building a team to achieve larger objectives than what we can do individually.”

-Wes Phillips, Principal of Orange Label Art + Advertising

“Captivated by the energy, excitement, and talent in the Orange County business community, I was  inspired by the stories shared at the event . I believe that this was a phenomenal networking and learning experience. Whether or not we are nominated for next year’s award, I am looking forward to attending next year’s award ceremony.”

-Rochelle Reiter, Principal of Orange Label Art + Advertising

“In awe by the drive and passion for innovation and success that was captured in one room, it was refreshing to be reminded that we live in such an amazing community that thrives to make a positive difference through the products or services they provide. Honored to be nominated for the 13th Annual Excellence in Entrepreneurship Award, I am looking forward to next year’s award ceremony.”

-Debbie Nagel, Principal of Orange Label Art + Advertising

Thank you to the Orange County Business Journal for bringing our business community together. Orange Label is honored and humbled to have been nominated for the 13th Annual Excellence in Entrepreneurship Award. Our family was inspired by the energy, motivation, drive and passion that you highlighted in our community and we are looking forward to the next OCBJ award ceremony in 2015.


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The Power of Word of Mouth

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Leveraging Authentic Language for Branding and Marketing Strategies

OLAA’s integrated advertising team is always keeping up to date with and brainstorming new, innovative and relevant ways to create buzz amongst consumers. Yet, the oldest form of advertising, word of mouth (WOM) communication is still the most powerful tool for influencing brands. This week, we came across an article that describes just how powerful “word of mouth” communication is, and how this ties in with digital marketing. Check it out:

From our perspective, brands can have a brand promise, but how does a guarantee truly work to their advantage? How does this help a brand stand out amongst the competition? The key to success is maintaining consistency. What your customers actually experience with the product, customer service and what your brand stands for should match what is shared in advertising and marketing messages and brand images. That’s what makes a promise deliverable and believable. And when that promise is delivered upon, customers develop trust and loyalty. This is what gets people talking in natural, every day conversations.

From what we’ve seen, heard and read, word of mouth mentions are far more powerful, and occur most often, when consumers are interacting with others offline. “Americans engage in many conversations about brands every day and more than two-thirds of those conversations involve a recommendation to buy, consider or avoid the brand.”

Yet even with the majority of recommendations occurring in person, WOM isn’t only spread through face-to-face testimonials. Today consumers use sites such as Yelp or Trip Advisor to share their experiences and to assist in their own decision making process. The feedback from previous customers is a major determinant in the decision making process for a potential customer. WOM provides a sense of authenticity that future customers trust.

Positive reviews and customer referrals support differentiation and advertising messages. Unfortunately, rule of thumb is that an unsatisfied customer will spread the word of their negative experience to twice as many people as a satisfied customer. Delivery of a brand promise, consistency in brand messaging and appropriate encouragement of positive sharing can help sway this in a brand’s favor.

Social media is another outlet for digital WOM to occur. Yet, if fans aren’t engaging with a brand through sharing and commenting, the outlet becomes one-sided with marketing messages only coming from the brand source. This transforms a digital engagement tool to a traditional advertising medium, and the benefits of social WOM can be lost.

Word of mouth tactics are implemented into OLAA clients’ brand development and marketing strategies. For example, OLAA client, Hawaii Forest & Trail differentiates itself in the market by delivering professional nature adventures that transform visitors and locals through sights, stories, knowledge and experiences. The guides are natural experts of the Big Island’s terrain and are genuinely passionate about what they do. The personnel respect that their customers are on vacation and make it a constant priority to take care of them.

This kind of personal customer service results in positive feedback and translates online when customers use social media sites to share their experience with friends and family. Pictures and tagging locations increase the number of referrals of family and friends when customers enjoy their stay. At Hawaii Forest & Trail, the customer is buying an experience, making memories, and sharing their time with a company who cares.

This sentiment was not only shared with us from the Hawaii Forest & Trail staff. It was reiterated to us from their customers, who OLAA spoke with as part of the View From the Field™ and Orange Label Process™. OLAA is leveraging true WOM, authentic language as part of the rebranding process, to ensure that the brand message and image are aligned with the company’s vision and the customers’ perceptions. This consistency, as mentioned earlier, is what establishes and sustains trust amongst customers and increases WOM communication – both online and offline.

WOM communication plays a major role in supporting a company’s advertising message. Tell us your thoughts on “word of mouth” and how it has worked for you.


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Orange County Ad Agency Joins Coalition To End Hunger in OC

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Orange Label Art +Advertising Supports Waste Not OC with Strategic Consultation and Brand Development

NEWPORT BEACH, California (March 13, 2014) — One in eight people in Orange County, California experience hunger on a regular basis. Of these 400,000 individuals, one in five are children. Public programs currently recover food to distribute to vulnerable people, yet most local food banks have an insufficient supply of food. The Waste Not OC Coalition is bridging the gap between public and private organizations to reduce hunger, and solid waste, by facilitating the donation of wholesome surplus food. Orange Label Art + Advertising is proud to be among the impactful group’s members, supporting the cause’s brand development and launch of Waste Not OC’s first program – the Anaheim Food Recovery Pilot.

Comprised of food banks, food distributors, health care agency employees and volunteers, Waste Not OC’s primary goals are to Waste Not OC Logo Design by Orange Labelincrease the amount of wholesome food recovered from food facilities, increase awareness of community resources to address food insecurity and increase recognition of organizations working to reduce hunger. This is achieved through food recovery from grocers and restaurants, food distribution to pantries, and training and education with potential food donors. Orange Label partnered with Waste Not OC in November of 2013, providing marketing and creative services to assist with cause awareness and brand recognition. Orange Label designed the cause’s logo, along with marketing collateral that were publicly unveiled at the Anaheim Food Recovery Pilot launch event on February 23, 2014.

“The logo created by Orange Label for Waste Not OC Coalition has greatly benefited our efforts,” shared  Dr. Eric Handler, OCHCA County Health Officer and founder of Waste Not OC.  “Many people have provided positive comments regarding the logo and it provides a focal point for our pilot campaign and to end hunger in Orange County.”OLAA Agency Principal, Rochelle Reiter, with Orange County Public Health Officer and campaign visionary, Dr. Eric Handler

The Anaheim Pilot is a city-wide effort focused on identifying sources of recoverable food and educating potential donors to safely redirect food to those in need. Over 1,500 food facilities have been identified in Anaheim, but only a fraction are aware of the community’s need for recovered food. With the support of local businesses, the City of Anaheim, and the Health Care Agency, Waste Not OC is working hard to end hunger in the community. The launch event was held at the Naples Restaurant in Downtown Disney. In attendance were city officials, food banks, food distributors, Health Care Agency employees, volunteers, restaurant owners, chefs and culinary professionals from large organizations – all with the intention of ending hunger in Orange County.

Waste Not OC Partner Seal Design by Orange LabelIn addition to the Coalition’s primary logo, Orange Label developed a window seal for the Pilot program that participating Waste Not OC restaurants and donors can display. As one of Orange County’s longest standing, privately held advertising agencies, the local marketing firm is invested in the community and was thrilled to be able to contribute to the campaign’s success.

“After hearing Dr. Eric Handler speak at a local event, Orange Label team members were moved to get involved in the cause. Attending the Waste Not OC Coalition meetings has been a real eye-opener as to what is going on in our community in regard to hunger. We are fortunate to be able to lend our brand expertise to the Waste Not OC vision,” commented Rochelle Reiter, Agency Principal of Orange Label Art + Advertising.

To learn more about Waste Not OC Coalition and the Anaheim Food Recovery Pilot Program, visit For more information about Orange Label Art + Advertising, visit


Orange Label Art + Advertising is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties, including B2B, Healthcare, Education and Retail. Key clients include Chapman University, Friar Tux Shops, Greenwell Farms and Daughters of Charity Health System. The agency principals are Wes Phillips, Rochelle Reiter and Debbie Nagel. Key Orange Label differentiators include its ‘Orange Exploration™’ fact-finding approach, powerful ‘View from the Field™’ research technique and ‘The Juice,’ a different-and-better client branding method. For more information about Orange Label Art + Advertising, visit

Waste Not OC is a public-private partnership to reduce hunger and solid waste by facilitating the donation of wholesome surplus food.  The coalition includes food banks, food distributors, health care agency employees, and volunteers. We achieve 501(c)(3) status through our fiscal sponsor Food Finders. For more information about Waste Not OC Coalition, visit


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Thriving Brand Leader Spotlight

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Thriving Brand Leader Spotlight: O'Connor Hospital and Saint Louise Regional HospitalO’Connor Hospital + Saint Louise Regional Hospital

A thriving brand leader understands how to emotionally relate to their audience. They make decisions by thoroughly understanding their desires, and meticulously addressing their needs to establish that essential emotional connection between the brand and the audience.

O’ Connor Hospital and Saint Louise Regional Hospital, Daughters of Charity Health System’s Santa Clara County full service hospitals, embody this concept perfectly. Their mission is to deliver health care that is attentive to the emotions of their patients, as well as their spiritual needs and physical health. This mission is a key focus of their brand, demonstrated through the With Every integrated advertising campaign theme supporting both entities’ medical marketing objectives. Here’s how:

First, we explore how people choose their health care providers. There are tangible factors such as a referral from a primary or specialty care physician, location and distance from their work and home, and insurance policies. These factors vary from person to person, and it can become challenging to pinpoint one imperative reason. Secondly, and most importantly, there’s the intangible factor: emotion. When one walks into the hospital for any reason – from needing a minor procedure to open-heart surgery, or even just visiting a family member or friend – it is an emotional experience as much as it is a physical one. Essentially, this intangible factor impacts countless circumstances.

Then, as an example, let’s visualize the life of a young and aspiring profIntegrated Marketing Campaignessional dancer. There are three weeks remaining until the dance company makes its first debut at the largest performing arts center in the world, New York City’s Lincoln Center. After countless hours of late night practicing for the big performance, any injury or strain can become devastating. Two weeks before the premiere performance, the dancer has an accident. While practicing her turns, she had strained her knee. Though she was in a lot of pain, what devastated her most was the thought that the countless hours that had been invested into this performance and career had gone to waste. Determined to recover before the debut, she visits various orthopedic doctors in hopes of finding a treatment option that address both her concerns and her medical condition.

Everyone has their own story, but through the differences, we are all human and our emotional health plays a crucial role in our everyday lives – just as our physical health. So, it is essential for health care providers to display how well they can understand patients’ unique circumstances from each perspective, every step of the way.

O’ Connor Hospital and Saint Louise Regional Hospital’s integrated medical marketing message With Every connects brands founded in quality, comprehensive health care with the audience in a way that establishes that essential emotional connection from the first impression. For our young and aspiring dancer, O’ Connor Hospital and Saint Louise Regional Hospital are there With Every twist, turn and performance. The hospital understands her story, her injury, and will be there to provide the treatment that gets her where she wants to be – dancing. O’Connor Hospital and Saint Louise Regional Hospital are committed to this in all aspects of their brand – from health care delivery to all aspects of communication to medical marketing campaigns. This is one of the components that make them a Thriving Brand Leader.


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