Archive for category Integrated Campaign
WIIFM: The Power of a Campaign-Specific Website
Posted by Web Admin in Advertising, Design, Integrated Campaign, Marketing Strategy, Newsletter, Online, Search Engine Marketing on April 11th, 2013
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.
WIIFM of the Month: The Visual Power of Outdoor Advertising
Posted by Web Admin in Advertising, Branding, Integrated Campaign, Marketing Strategy, Newsletter on October 29th, 2012
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.
WIIFM of the Month- QR Codes: Little Box. Big Impact.
Posted by Web Admin in Advertising, Branding, Integrated Campaign, Marketing Strategy, Media, Mobile, Newsletter, Online on July 23rd, 2012
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.
WIIFM of the Month: How a View from the Field™ Maximizes Your Marketing
Posted by Web Admin in Advertising, Integrated Campaign, Marketing Strategy, Newsletter, OLAA Process on April 26th, 2012
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.
WIIFM of the Month: Using an Integrated Strategy to Attract the Right Talent
Posted by Michelle Torr in Advertising, Integrated Campaign, Marketing Strategy, Media, Newsletter, Online, Radio Commercials on March 23rd, 2012
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.
Thriving Brand Leader Spotlight: Seattle Talent
Posted by Web Admin in Branding, Design, Integrated Campaign, Mobile, Newsletter, Online, Thriving Brand Leaders on February 28th, 2012
Orange Label Art + Advertising is committed to our clients’ success. 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. This month, we recognize Orange Label client Seattle Talent as a THRIVING BRAND LEADER.
Seattle Talent is a premier management, development and placement facility committed to attracting and fostering young, inspiring talent in the acting, modeling and singing industries. By maintaining relationships with top agencies and scouts, Seattle Talent elevates their young stars to the highest level of opportunity in each talent category. Being a thriving brand leader in the fast-paced, highly competitive entertainment industry would be a challenge for any brand, but for Seattle Talent, it’s been an opportunity to be recognized as a top acting and modeling school in the Northwest.
Seattle Talent has combined the power of a brand refresh with the impact of an integrated mobile advertising campaign to achieve thriving brand leadership. By implementing a rebranding strategy that encompassed a sophisticated logo, modern color scheme and font treatments that reflect a high level of reputation, Seattle Talent has positioned themselves as a distinguished leader in their industry.
Using the momentum and excitement created around a new brand identity, Seattle Talent also launched an integrated digital advertising strategy. This includes a consumer-focused mobile site, direct response-driven landing pages and a comprehensive PPC campaign. Since the launch of their mobile site and digital campaign, Seattle Talent has experienced dual success with increased lead generation as well as the elevation of their brand to a level that matches their distinguished reputation as a thriving brand leader.
Want more? Contact Orange Label today to learn how your brand can thrive.
WIIFM of the Month
Posted by Web Admin in Branding, Design, Integrated Campaign, Marketing Strategy on January 13th, 2012
Wrap it Up, Get Noticed on the Road
Vehicle wraps are a powerful addition to an integrated marketing strategy that allow companies to mobilize their brand identity throughout their local community.
Headquartered in Burnsville, MN, Orange Label client Coordinated Business Systems saw the value in this unique opportunity to reinforce their strategic branding efforts, and ended the year by extending their corporate “brand look” to their new Ford Focus sales and service fleet. As you can see, the vehicle wraps leverage fun, eye catching graphics that drive visual attention while continuing to reinforce Coordinated as the market place leader in office technology solutions.
Recognized for their “team” approach to technology and customer service, the NASCAR style graphic approach was a great fit for them. The robust 100% coverage design layers in a combination of existing brand elements that also appear throughout their integrated advertising plan such as their downtown Minneapolis Skyway ads, print ads, brochures, stadium ribbons and boards, website and landing pages, as well as their radio ads. The impact of “driving” the brand out into the community is an exciting and fun way of getting attention and creates lasting memory units. This strong visual presence is win-win for the company, employees, community, customers and prospects.
To launch the new look, fifteen employees were presented the first of these hot, new exciting cars prior to year-end. And to add excitement to the unveiling, the roll-out was televised by the local NBC affiliate which featured Coordinated President, Jim Oricchio, situated high above the company parking lot, mega-phone in hand, shouting; “Gentleman, start your engines.” As the engines engaged and the race flags waived, the newly wrapped cars sped out into the community.
Want to learn how you can make a powerful impact with branded vehicle wraps? Contact Orange Label today.
Thriving Brand Leaders Spotlight: Saint Louise Regional Hospital
Posted by Web Admin in Advertising, Integrated Campaign, Marketing Strategy, Media, Online, Thriving Brand Leaders on September 29th, 2011
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
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