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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.
Between jaw dropping door busters, never ending sales and the holidays just around the corner, shopping is definitely on our minds. But what’s your favorite way to snatch up the season’s top gifts and treats? Join the discussion! In-store VS Online.
An Agency Principal and CEO of Orange Label, Wes Phillips joined the Agency in 1983. Over the first seven years he learned every aspect of the business, and in 1990 was named CEO.
Wes’ vision is “Thriving Quality of Life,” which he demonstrates by fostering leadership and passion within Orange Label and its clients. Both groups benefit from Wes’ stand and as a result are Thriving Brand Leaders. Recognized for his commitment to leadership, Wes is invited to conduct seminars /workshops throughout America and was awarded the President’s Award by the Mihaylo College of Business at California State University, Fullerton, where he graduated in 1976.
Recently, Wes earned nominations in Vistage International’s 2012 Member Leadership Awards. The annual awards honor the inspiring business and community achievements of Vistage members who best exemplify the organization’s values and its six cultural imperatives: Collaboration, Courage, Impact, Innovation, Judgment, and Passion. A member of Vistage since 1990, Wes is being acknowledged for Impact and Passion.
These traits, and his commitment to foster leadership, courage and personal growth within the Orange Label team, inspire OLAA members to embrace “Thriving Quality of Life” and share this vision with the community.
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.
Orange Label Art + Advertising is comprised of an integrated team of THRIVING BRAND LEADERS. Each and every team member embodies specific expertise in the advertising world, in conjunction with the ability to comprehensively understand the goals and objectives of each client. This month, we are highlighting our endlessly creative and energetic Integrated Advertising Coordinator, Brianna Donath, as a Thriving Brand Leader.
An Orange County native, Brianna received a dual degree in Advertising and Public Relations with a minor in English at Chapman University’s Dodge College of Film and Media Arts. During her time at Chapman, Brianna worked on marketing projects, strategic media plans and ad campaigns, and was a part of the university’s nationally ranked public relations competition team.
After graduating and acquiring a background in retail sales and client management at Metropark Clothing and through various internships, Brianna joined OLAA’s integrated account service team armed with experience in campaign strategy, messaging, media planning and event production. She utilizes this background and her impressive skill set on a daily basis for a variety of Orange Label clients, including Chapman University, Seattle Talent and Ageless Alliance. Both her clients and her co-workers admire her focus and dedication, positive personality, unexpected sense of humor and ability to consume massive amounts of chocolate.
Brianna is excited by the challenge of creating advertising solutions using a combination of both strategic research and creative thinking. The mystery solving component of uncovering the best way to blend these two ways of thinking is what ignites the core of Brianna’s passion for advertising, and she hopes to continue to develop that passion through her work with the OLAA team.
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.
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