Archive for category Media
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: 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 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
WIIFM of the Month: 4 Reasons Why Radio Advertising Is Effective
Posted by Web Admin in Media, Radio Commercials on September 29th, 2011
When used correctly, radio can be one of the most effective advertising vehicles available. Why you ask? Sit back, relax and let us explain how radio can be used to produce powerful results for your company.
“Theater of the Mind”- One of the top attributes of radio is its ability to produce what is commonly referred to as the “Theater of the Mind.” Let us explain… One of the most interesting things about sound is just how much it can convey. Sound can evoke emotions and images in the listeners’ minds. For advertisers, this means that the listeners’ mind can take a well-produced radio commercial and create a favorable image suited to their individual taste.
Radio is Intrusive- We understand that the word “intrusive” may seem harsh, but don’t let it scare you. You want your advertising to “intrude” into peoples’ lives in order to be noticed. Due to the nature of its portability, radio is considered one of the most intrusive mediums. Radio can influence listeners while they are living their busy lives. Radio is also a form of entertainment, meaning that the majority of listeners are not only choosing to listen to radio, but are also “actively” listening and are therefore engaged.
Targeted- Radio presents the ability to target audiences based on geographic, demographic and psychographic listener characteristics. Made possible by Arbitron Inc., an international media research firm that measures the network and local market radio audiences, advertisers can obtain qualitative and quantitative information regarding listeners. This data allows advertisers to effectively reach the listeners that will benefit from their message. Oh and don’t worry, they aren’t enlisting spies, this information is freely given.
Direct Response Medium- Direct response advertising is the communication of a message that elicits action. Contrary to branding ads which serve to drive market awareness, direct response ads provide a specific call-to-action, typically in the form of either a phone number or URL. Results of the commercial can be tracked in terms of calls, orders, customers, leads, sales, revenue and profits generated from the airing of those ads.
Is Facebook Advertising Right For You?
Posted by Web Admin in Advertising, Media, Online, Social Networking on August 31st, 2011
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…
- 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.
- 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.
Business Events That Make a Splash!
Posted by Web Admin in Events, Marketing Strategy, Media, Newsletter, Social Networking on August 12th, 2011
The kids may be starting to go back to school, but summer isn’t over quite yet! And when thinking about summer, fun activities such as picnics, parties, beach bonfires and BBQs come to mind. Imagine if you could bring the sizzle of summer to your events, while conducting engaging and productive interactions that produce real results… Whether you are looking to host an internal meeting, presentation, conference, seminar or sales event, we have some ideas for events, big or small, that will make a splash!
Be Creative With a Theme
Depending on your audience and event objectives, there is an opportunity to generate excitement, while providing meaningful content, through use of a creative theme. For your next event consider a theme that will excite your guests and in turn command a positive turnout. For example, if hosting an open house event consider a “Treasure Hunt” theme and offer exciting “booty” (prizes).
Location, Location, Location!
This rule doesn’t only apply to real estate. When planning an out-of-office event, be creative in choosing the location and/or venue. It doesn’t have to be too far outside the box to be unexpected. For example, instead of taking your most valuable customers to dinner, consider treating them to an “Appreciation Event” that consists of a day at the horse races, or organize a sunset harbor cruise.
What’s In It For Me?
When hosting an event of any kind, it is important to consider what we call the “what’s in it for me?” factor. Most individuals will hesitate to attend or participate in an event unless they perceive that they will gain something from the interaction, whether it is tangible or intangible such as knowledge gained, skills acquired or prizes and gifts that will be offered. We recommend identifying the benefits and incentives that your event will provide and communicate this in your messaging.
Spreading the Word
There are several ways to promote your event and depending on the size, some are more effective than others. One traditional method of informing potential guests is through invitations and flyers, which are cost-effective and targeted. If your event is scalable and you are looking to extend a broad reach, consider a radio, print or digital campaign. Regardless of event size, social media is a way to reach those who are interested in hearing what you have to say. For large events, consider creating your own event Facebook page. For smaller events, use social media as a way to connect with those you wish to target. Remember, when promoting your next event, it is critical to be compelling and to highlight the benefits of participating.
Mobile Gets Results for Recovery Now
Posted by Rochelle Reiter in Branding, Marketing Strategy, Media, Mobile, News, Search Engine Marketing, Videos on July 15th, 2011
As consumers are increasingly relying on their smartphones to seek out information, having a presence on the mobile web has become an important element in a comprehensive web strategy. Orange Label client, Recovery Now TV strives to be the leader in their industry in the digital realm and as a response to this shift, recently launched an integrated mobile campaign.
To engage with a mobile audience, Orange Label launched Recovery Now TV’s optimized mobile website this month that detects when users are visiting from any smart phone. This enhanced website includes key features such as treatment-related videos, an informational blog, links to treatment centers and contact information with a click-to-call phone number, in a streamlined design that is easy to navigate from a small screen. A cost-effective mobile PPC campaign was launched in conjunction with the site, to drive activity and generate leads.
The inclusion of a mobile campaign has already proven to be a valuable addition to Recovery Now TV’s digital strategy (created by Orange Label Art + Advertising), as the launch has already resulted in facility admissions.
Celebrity Spokesperson Creates Talk and Brand Awareness for Coordinated Business Systems
Posted by Web Admin in Branding, Media, Newsletter, Radio Commercials on May 27th, 2011
Ron Gardenhire for Coordinated Business Systems
Incorporating a celebrity spokesperson in an advertising campaign is a powerful way to engage with your audience. When using a celebrity spokesperson it is important to position them in ways that will get attention. Coordinated Business Systems has featured Ron Gardenhire, the Minnesota Twins manager in their radio commercials going on 5 years. In 2010 and continuing in 2011 Ron and the President of Coordinated, Jim Oricchio have been highlighted in humor-oriented messages. The outcomes of have been:
1. More “talk” in the marketplace about Coordinated
2. Greater Brand Awareness for Coordinated
3. Faster recognition of the “Solutions” offered by Coordinated
Click the links below to listen to the Coordinated Business Systems Radio Commercials featuring Ron Gardenhire:
Document Management Radio Commercial
ProActive Managed IT Services Radio Commercial
To learn more about Orange Label’s radio advertising services, contact us today.
Leveraging Longevity: 75th Anniversary Sweepstakes
Posted by Rochelle Reiter in Branding, Media, News, Newsletter on April 25th, 2011
We recently posted about using milestones to leverage an Integrated Advertising Campaign and featured Starbucks’ new logo in celebration of their 40th Anniversary as a prime example. As a follow up to that post, we are featuring an example of an execution strategy for the business-to-business category.
Orange Label client, Martin Whalen Office Solutions celebrates its 75th anniversary in 2011 and they are using it as a cornerstone for their marketing activity. Using this milestone anniversary as an opportunity to leverage Martin Whalen’s longevity, and position Martin Whalen as a leader in Office Technology, Orange Label developed an Integrated Advertising Platform that includes result-driven campaigns supported by a year-long calendar of events, promotions, advertising and PR.
To kick-off the campaign, Martin Whalen recently launched its 75 Year Anniversary Office Technology Upgrade Sweepstakes. Promoted through radio advertising, customized landing pages and salesmarketing handouts, the sweepstakes features Chicago Cubs and White Sox ticket giveaways. In addition, three grand prize winners will each be presented with a $7,500 office technology upgrade for their business.
Benefits of this promotional strategy include the opportunity to:
- Reach a focused and relevant target demographic
- Generate qualified leads
- Increase brand exposure
- Support local businesses
- Position Martin Whalen as a thriving brand leader
Using Company Milestones to Launch Integrated Marketing Campaigns
Posted by Rochelle Reiter in Branding, Media, News, Uncategorized on April 20th, 2011
This year marked Starbuck’s 40th Anniversary, and like some companies, they’ve used the milestone as an opportunity to bring new life to their brand. This milestone marks the fourth refresh of the Starbuck’s brand in the past 40 years. One consistent element that has remained is the Siren, a mythological figure who represents the romance and creativity that inspired the founders of Starbucks 40 years ago. While the jury is still out about the new logo, one thing rings true, they’ve created a real “buzz” around their identity. To read more about the refreshed new logo and brand, visit www.starbucks.com/preview.
When the opportunity presents itself, Orange Label Art + Advertising will leverage client’s milestones to launch integrated campaigns much like Starbucks did with their refreshed logo strategy. Integrated campaigns leverage several different media vehicles to deliver the marketing message. When consumers are reached multiple ways, such as with traditional and digital forms of media, the marketing messages and brand are reinforced. Whether it’s through a refreshed logo, sweepstakes promotion, open house or media campaign theme, leveraging company milestones is a great way for a brand to stay top of mind with current customers, prospects and their community.
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