Archive for category Marketing Strategy
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.
Facebook presence is important in today’s advanced, information-seeking society. However, simply signing up for an account does not lead to the immediate growth of engaged followers or a spike in sales. This free space must be powerfully utilized to enhance the image of your brand on the web, and get results. Facebook brings endless opportunities to increase brand awareness and communicate your message on a more personable level, but only if used properly. Here’s how:
Keep your posts relevant and engaging. Facebook allows you to directly communicate with your customers. Use this to your advantage and uncover information about your customers and their preferences through interactive content. Utilize Facebook analytics to see what your followers are responding to and tailor future messages. Not all posts need to be directly branded, as Facebook is meant to be conversational.
Don’t bombard your audience with posts. Facebook is a great tool to promote new products, offer special deals, and to just keep your brand top of mind. However, be aware of the frequency and significance of your posts. Recurring and irrelevant posts can seem intrusive and lead your users to look past your message, or worse “unlike” your page.
Implement useful Facebook applications. Applications appear at the top of your Facebook page, directly beneath the cover photo. There are a multitude of available Facebook applications to enhance your company page. To start off, integrate all of your social media accounts by offering direct links. Other great add-ons include store locators, product catalogs, user contests, online deals and coupons.
Each of these Facebook Fundamentals will improve your company page, yet these tools perform best when thoughtfully integrated as part of a strategic marketing plan. To enhance your business with a results-oriented social media strategy, 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.
Day after day our inboxes are overloaded with emails. Few are opened while most find their fate in our trash or spam folders. Frustration with email brings into question the effectiveness and reliability of email campaigns. However, with proper visuals, text and a targeted and clean email list, email campaigns have proven to be a highly valuable marketing tool.
To prevent your message from being deleted or marked as spam, include a relevant subject line and a recognized sender name. This will determine whether or not the reader will open the email. Tricking the reader into opening the email by providing a misleading subject line devalues the credibility and trust in the sender. Once it has been opened, the email should offer appealing visuals and straightforward text that provides consistent branding, a clear message and an actionable call-to-action.
What’s in it for you?
For starters, email campaigns are economical and environmental. It is more cost effective than direct mail because it eliminates paper and mailing costs. Email campaigns also provide timely quantitative results that direct mail does not. Email reports that many servers now offer allow you to track who opened the message and what was clicked on. This provides instantaneous feedback which can be helpful for future email campaigns.
To see how the right email campaign will impact your business, contact Orange Label today.
We live in a fast-paced , information driven, and evolving world. The same can be said about the current business environment; it is fierce, aggressive and competitive. Change is necessary and the sand in the hourglass is shrinking. How does a business thrive in such a demanding environment? This might sound a bit daunting to some business leaders; in fact my perpetual pessimistic nature gets the best of me sometimes. The truth is the marketplace today, though competitive, provides businesses with a multitude of opportunities. However, to tap into these opportunities, a business leader has to be willing to evolve.
Applied Imaging, Michigan’s premier independently owned and operated provider of document imaging and managed information technology services, is a THRIVING BRAND LEADER and a great example of how a business successfully evolves and leverages opportunities.
“We got to about $9 million in sales and we stalled there,” John Lowery, President of Applied Imaging explains. “We were growing a little bit, but not like we wanted to.”
Applied Imaging needed to quickly change their business model. So, they invested internally with extensive management training, worked with expert business consultants to implement crucial and forward-thinking strategies, and reached out to their current and potential customers through a strong integrated advertising campaign. Applied also made strategic acquisitions and committed themselves to give back to the community that had supported them since the beginning.
“We went out and looked for expertise in our industry and implemented those strategies we learned,” Lowery said. “It’s available to a lot of companies, but you have to take it and do something with it.”
These vital changes to their business model propelled Applied into a vibrant, growing and forward-thinking corporation that recently achieved $26 million in revenue. The business world took notice, fast. This year, John Lowery was named the 2012 Michigan Small Business Person of the Year by the U.S. Small Business Administration for Applied’s commitment to innovative marketing, growth and community leadership.
The marketplace is a demanding obstacle course, plaguing business leaders unwilling to meet the challenge. However, as Applied Imaging has demonstrated, companies can successfully maneuver through barriers by leading with a long-term vision, building a strong internal team, leveraging the power of outside resources and implementing smart integrated marketing campaigns. The bottom line – - Applied Imaging is a THRIVING BRAND LEADER in the fast lane.
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.
Did you know that more than 70% of web users watch online video every week? And that 75% of smartphone owners watch video on their phone, with 26% watching videos on their phone every day? This level of engagement proves that video is not only attracting audiences, but is also sought out as a key platform for receiving information.
Many brands understand these facts and are taking advantage of this opportunity to visually and verbally share their message. Whether a nonprofit organization, B2C company or a B2B service provider, the benefits of online video are powerful.
- Storytelling: Videos provide a creative outlet to share your brand’s story in a personal and compelling manner. Simple or complex stories can be shared concisely, making it simple for audiences to connect to a brand and become engaged.
- Education: Related to storytelling, the video platform lends itself to demonstrating how a product works or explaining the benefits of a service.
- Website Performance: Videos act as an interactive component of a website that keeps visitors on pages longer, which enhances lead conversion. In addition to users, videos also positively impact SEO as search engines include video listings in search results. The more listings, the higher the traffic and as a result, a greater number of leads.
- Increased Reach: Whether posted on a company’s website or through social media channels, users can share an online video with their own network. When sharing gains traction, a video has the potential to become viral and reach a greater audience than ever anticipated.
Orange Label client, Center of Excellence on Elder Abuse and Neglect at University of California, Irvine, understood the power of video and used this as a vehicle to launch “Ageless Alliance,” a social justice movement to eliminate elder abuse in our society. With the assistance of the OLAA team, Ageless Alliance produced two 3-minute videos and three PSA’s.
After previewing one of the videos that portrayed the impact of the elder abuse epidemic, the U.S. Administration on Aging asked UC Irvine to launch Ageless Alliance nationally and share the movement’s videos at the White House symposium recognizing World Elder Abuse Awareness Day on June 14, 2012. Since then, the videos have been shared across the nation and the movement has received hundreds of new members online. To view the Ageless Alliance videos, visit www.agelessalliance.org.
To learn how your message and website performance can benefit by video, 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 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.
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