As we find ourselves in the throes of March Madness aftermath and are beginning the season of America’s favorite pastime, we are surrounded by a plethora of sport options. Don’t worry, we aren’t going to ask you to fight for your favorite teams – that’s what fantasy is for. At OLAA, we want to talk about what really matters during spring sports – SNACKS. So before you reach for that salty snack of choice, tell us what you think – Hot Dog VS Popcorn. Go!

At Orange Label, we strive to cultivate a creative team comprised of individuals with multiple talents and passions, and when a single team member brings a variety of creative perspectives to the table, that’s music to our clients’ ears. That’s why OLAA Designer, Micah Panzich, is the highlight of this month’s CREATIVE CORNER. Micah designs more than just visual art. From creating custom music beds at Orange Label to rocking out on stage with his band Paperplanes, Micah takes an artistic perspective in everything he does and applies it to his music, his style, and in all of his visual designs.

• What types of sounds or music inspires you?

I like the natural sound of a perfect acoustic stringed instrument, or a group of vocalists harmonizing. One of my favorite sounding instruments is the pedal steel guitar. As far as music inspiration, I like anything real. I connect with the “three chords and the truth” mentality of old country music, the attitude of outlaw country, the hot pick-n’ of bluegrass, the twist and turns of Rock-n-Roll and Tropicalia and the screaming sounds of Nels Cline on a Jazzmaster.

• Describe your band’s unique musical sound.

‘Paperplanes’ – is pretty much a rock band with hints of country. Some would say Alt-Country or Americana. There are 3 songwriters in the band, and we all have similar taste and grew up on similar music. I recently started playing keyboards with a new band called Champanties. The OC Weekly described the music as “revved-up, off-the-map rock ‘n’ roll ‘n’ fuzz ‘n’ soul”. That is a pretty good description.  The music I record by myself is all over the place.

• What do you love the most about writing and playing music?

With writing, I love the first few minutes a song starts to develop. It’s like seeing a new color or meeting a new friend. I usually don’t know what the song is about until it is finished, so that is always an interesting process. Riding the wave of a new song is pretty cool, seeing where it takes you.

My favorite thing about playing music is what happens when there are other people playing with you. The energy that is created with a band is a rush. Hearing the combination of amps playing together, and the overtones created by the different instruments. When you are playing live with a group of people, you are very much “in the moment”. That can be therapeutic.

At the end of the day, it’s about being with the people, and sharing a moment in time with them. Music is just a portion of that time.

• What’s your favorite thing about design or advertising?

Similar to music, I enjoy when there is a connection made. I enjoy looking at good design as much as I enjoy looking at a beautiful building or a great painting. I like when the design is easy to understand, and communicates the idea clearly. I like when an advertisement makes you think, or changes your perception of something. As a career, I enjoy the challenges of the advertising world. It is constantly changing and evolving, and that keeps things fresh, and it feels like I learn something new every day.

For a taste of Micah’s musical talents, check out his band Paperplanes or listen to Orange Label’s Music Bed, written and produced by yours truly!

“…we really are the stewards of a brand now. It truly is not our brand any longer it’s all of our customers’ and their loyalty to us.” – Liz Parker

In last month’s Thriving Brand Leader Spotlight on 830AM KLAA’s Business Experience Show, Rochelle Reiter hosted Tulsa Rib Company co-owner Liz Parker.

Liz and her husband Steve have owned and operated the Orange-based restaurant for 32 years, which has been voted Best Barbeque year after year. Recently, Tulsa Rib was named as one of Orange County Register’s 13 restaurants to watch in 2013.

During the show, Liz shared on-air what it takes to thrive in the restaurant business for 32 years. Below are some of the episode’s highlights. To listen to the full segment, download the Orange Label Art + Advertising podcast on iTunes.

Q: What sets Tulsa Rib Company apart from other BBQ restaurants?
Liz: Everyone seems to think they can do barbeque really well, but one of the first avenues we started with was to think in terms of where people would enjoy eating. When you walk into our restaurant it is truly an extension of your home. And then we worked into the ribs, and we made sure that they were home comfort food. One of the other things we knew is that we are Southern California ribs. We’re not Southern ribs. We’re not Kansas City Ribs. We make very local, California-style ribs, which meant we had to buy the best meat and slow cook it, so you literally don’t need a knife. And most important, the sauce is a little sweeter.

Q: What is most memorable about the Tulsa Rib Company brand?
Liz: The people that work with us, our customers and the delicious food. But one thing that our customers say over and over again is that it’s the quality of the meat, the way we cook it and how they’re treated when they come in.

Q: As a thriving small business in Orange County, what was the most difficult challenge you’ve faced?
Liz: My husband opened the business with two other partners and one left to go back East. The other was his partner for 25 years and unexpectedly passed away at 50 years old. That ended up taking us in a direction as a husband and wife and as a business. To maintain the integrity of the business was to keep it open and make sure that the family he left behind was still intact.

Q: As advertising opportunities have evolved, what have you had to do to stay relevant and thrive?
Liz: Thirty two years ago, customers found us by newspaper reviews, direct mail or word of mouth. Then we advertised in newspapers and TV cable, which was very inexpensive at the time. My background is very much in understanding market demographics, but we had to go get help. Ten years ago, we interviewed three different groups and Orange Label stood out hands and feet.

Q: It sounds like you believe in the importance of relying on the expertise of others?
Liz: That is absolutely correct. We know we make fabulous ribs and if you have a party of up to 10,000 people we’re your company. We also know who our customer is, but how do you find them, keep them and keep evolving? That’s where strategic partners are key.

Q: Tulsa Rib Company has a new location. What led you to make the decision to move?
Liz: We were in the same location for 32 years and the center has been evolving and changing. We began to look elsewhere, but we knew you had to take a target and you couldn’t move far. We had to stay in Orange, and almost in walking distance. That was a hard situation, but a stand-alone restaurant around the corner opened up. The challenge was to take this big building and make sure it was small, comfortable, homey, just like our place had been.

Q: What are some of the benefits of the new location?
Liz: We started with the original location 32 years ago because it had space for catering. Then we had to evolve as the business evolved. Our to-go customers have grown dramatically. And in the old restaurant you had to go to the front to an office area and walk all the way through the dining room. Now it’s front and center. We also extended our booth seating because most of our customers will wait longer for booths. The parking lot is all our own and we can take reservations for larger parties. The banquet room holds up to 40 guests.

Q: What have your loyal customers said about your move?
Liz: At first they were a little bit nervous. They wanted to make sure we weren’t going to change. But we kept them involved. We took photographs, showed them the layout and they were so excited. They liked that our booths were moving, our mojo and menus weren’t changing. When they walk in they’ll be greeted by the same staff, many of who have been there for 32 years.

Q: Part of your branding is the overall experience at Tulsa Rib Company…
Liz: Once you brand yourself and then become known as a certain kind of restaurant with a certain feel, you in a way lose ownership of the brand it goes to your customers. Every time we make any sort of change we really have to run it up the flagpole. Our CEO’s are all of our customers. We moved our cornbread originally from squares to muffins and we’re now moving them back. It sounds silly, but it was very important when we heard our customers who said the recipe changed. It was just the presentation, but we really are the stewards of a brand now. It truly is not our brand any longer it’s all of our customers’ and their loyalty to us.

Q: In this soft economy a lot of businesses resorted to offering steep discounts and coupons, but that can really impact your brand in the long run…
Liz: It was a very difficult decision, but we did not want to cheapen our brand. We didn’t want people to believe they could get high quality food for cheap. It was a very, very difficult couple of years, but we had our strategic partner Orange Label help us make it through.

Q: What do you say when people talk to you about starting their own restaurant?
Liz: We say don’t! You have to be really dedicated. Our best advice is to go work in a restaurant, the type of restaurant you really want to open. Make sure you know what you’re getting yourself into. And whatever money you think you need, triple that.

Tulsa Rib Company is located at 220 East Katella Avenue in Orange. For more information about the location or for menus, catering information and Tulsa Rib’s birthday club, visit www.tulsarib.com.

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.

Lately, OLAA has been experiencing a light-hearted, yet puzzling dilemma. When it comes to fonts, what the Helvetica should one choose – Serif or Sans Serif? Whether you’re typing an email full of memes or a cover letter to a prospect, everyone is different- and so are their tastes in script. We were hoping you could assist us in solving the issue at hand by participating in this month’s OLAA FAV. So help us vote. Which do you prefer: Serif Fonts VS. Sans Serif Fonts. Go.

Orange Label Art + Advertising’s Wes Phillips Honored at the 3rd Annual Vistage Leadership Awards for his Agency’s Impact on Generating Awareness of Elder Abuse and Neglect

NEWPORT BEACH, California (February 14, 2013)—Wes Phillips, CEO and co-owner of Orange County-based advertising and marketing firm, Orange Label Art + Advertising, is the winner of Vistage International’s 2012 Member Leadership Award for IMPACT, one of the CEO peer advisory organization’s six cultural imperatives.  Phillips was selected out of 16,000 Vistage members from 15 different countries for his inspiring leadership and Orange Label’s impactful work with the development of Ageless Alliance, a social justice movement charged with eliminating elder abuse and neglect in our society. The award was announced at the Think Big Vistage 2013 International Conference in Dallas on January 25, 2013.

“A thriving community is dependent upon valuing everyone’s contribution, so eliminating elder abuse, whether physical, emotional or financial, is imperative,” Phillips shared following the announcement. “I am humbled by this recognition and I am honored by the commitment and devotion of the entire Orange Label team to help launch this social justice movement.”

Phillips’ team at Orange Label partnered with UC Irvine’s Center of Excellence on Elder Abuse and Neglect in early 2012 to develop a messaging strategy that would resonate with the community and increase awareness of elder abuse. After conducting primary research with older adults, caregivers and industry experts, Orange Label developed a campaign theme and brand identity that elevated the cause to a social justice movement. The Ageless Alliance: United Against Elder Abuse was fully expressed through powerful core messaging and an integrated campaign strategy consisting of a website, videos, broadcast PSA’s, event collateral, an email blast template, promotional items and social media outreach leveraging Facebook, Twitter and YouTube.

Dwight Frindt, Wes’ Vistage Chair of 19 years, nominated Wes for the Impact Leadership Award.   “Wes’ declaration for Orange Label to create thriving brand leadership and his stand to empower others allowed his team to seize an opportunity to make a difference in society. His ongoing commitment for the shared vision of Orange Label and dedication to develop others is part of who he is as a leader.”

As a result of Phillips’ leadership of the Orange Label team and the pioneering efforts of the experts at UC Irvine’s Center of Excellence, Ageless Alliance was invited to officially launch at a White House symposium on June 14, 2012. On June 15, 2012, President Obama signed a proclamation officially declaring the date World Elder Abuse Awareness Day. The movement has since garnered additional local and national recognition, hundreds of online signups and pledges from community leaders, law enforcement and politicians to stop elder abuse.

According to Dr. Laura Mosqueda, Professor and Chair of the Department of Family Medicine and Director of the Program in Geriatrics at UC Irvine, “Elder abuse touches millions of Americans and launching the Ageless Alliance is a very important part of mobilizing people across the country to become aware and involved in preventing it.   Orange Label Art + Advertising played an integral role in launching the movement and we are very appreciative of their support and expertise.”

To learn more about Phillips’ recognition for IMPACT and work with the Ageless Alliance view the video above, aired at the Think Big Vistage 2013 International Conference. Or, contact Orange Label Art + Advertising.

About Orange Label Art + Advertising
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. The agency principals are Wes Phillips, Rochelle Reiter and Debbie Nagel. Key differentiators for the company include its ‘Orange Exploration™’ approach to fact-finding, powerful ‘View from the Field™’ research technique and ‘The Juice’, different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.orangelabeladvertising.com.

 
About Vistage
Founded in 1957, Vistage International, Inc., headquartered in San Diego, California, is the world’s leading CEO peer advisory membership organization, serving more than 16,000 CEOs and senior level executives in 15 countries. Vistage members participate in monthly Chair-led peer advisory group meetings, receive one-to-one coaching, learn from expert speakers, and interact among an international network of business leaders from a broad range of industries.

The year of 2012 exemplified our vision of Thriving Brand Leadership, with impressive growth in the personal and professional lives of our team members, the solidification of powerful industry relationships and the ever expanding dominance of our clients’ brands in their marketplaces.

Now, a look back at key events from 2012 that have accelerated momentum for success in 2013.

Serving the community of San Jose, California, Orange Label client O’Connor Hospital is located in a saturated market where patients have access to several health care options. Yet year after year, for more than 120 years, O’Connor continues to be the leading choice for service lines ranging from emergency care and women’s health, to orthopedics and wound care.

Their THRIVING BRAND LEADERSHIP is validated by national recognitions from the Joint Commission and U.S. News & World Report, and demonstrated by the overwhelmingly positive feedback that O’Connor staff and medical teams receive from patients and their family members.

Delivering compassionate, quality health care and creating positive patient experiences are the key drivers of the O’Connor Hospital team. This month O’Connor launched an integrated advertising campaign to communicate this message to the San Jose community. The campaign includes a media mix of bus signage, billboards, mall banners and radio advertising, present through the holidays and into the beginning of the new year. All platforms leverage a single, consistent and relatable message – “O’Connor is My Hospital” – executed in a bold way.

The outdoor components display this headline on personalized, attention-grabbing designs that incorporate illustrations, bright colors and unique fonts that represent the various demographics that access the hospital for their health care needs. Live for just a few weeks, the campaign has already captured the attention of the community. A post on Facebook sharing the campaign components and creative even resulted in several unsolicited comments and feedback validating that O’Connor truly is San Jose’s hospital of choice.

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.

With autumn finally here, the air is slowly getting colder, and the treats are quickly getting tastier. But what’s your favorite fall delight? Join the discussion! Pumpkin Pie VS Pumpkin Spice Lattes

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.

What works?
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.

With the London Olympics now over, which American pastime is your sports obsession? Join the discussion! Football VS Baseball

With summer blockbusters and superheroes on the mind, who would you want to be rescued by? Join the discussion! Batman VS Spiderman

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.

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.

It’s summertime and for many people that means, sunny weekends by the pool, lighting up the grill and a much needed vacation.  However, for the ardent wave or swell enthusiast the season may be marked by summer doldrums due to overcrowded beaches.  Not all is lost fellow ocean dwellers; we all know that with persistence and “local smarts” open beaches and swell abound to satisfy all of our H2O cravings.

 
The same can be said about today’s ever evolving and competitive marketplace where companies can be easily lost in the crowd with no “market swell” in sight.  To stay afloat, a comprehensive web strategy has become essential in keeping prospects and customers engaged and your company relevant.

 
Orange Label client and thriving brand leader, Coordinated Business Systems recently launched its own mobile website as part of their integrated marketing strategy.  By utilizing a mobile platform, Coordinated empowers its prospects and clients through a streamlined design, focused content, mobile forms, click-to-call phone numbers and informative video.  By expanding their digital capability Coordinated not only offers a powerful mobile experience, they differentiate themselves as a savvy industry leader.

 
And finally, speaking of “swell” responses, earlier this year at the ImageSource Magazine 2012 Perfect Image Awards, Coordinated Business Systems was presented the award for Outstanding Use of Website Technology.  The newly launched mobile site synergistically aligns with Coordinated’s award winning main site, yet is specifically designed to leverage the abbreviated needs of smart phone web surfers.  Orange Label was honored to have designed and programmed both.

To view Coordinated Business Systems’ full or mobile website, visit www.coordinated.com from your device of choice.

The countdown is on for our nation’s independence day and we can’t wait to celebrate. What’s your favorite 4th of July festivity? Tell us! Fireworks VS BBQ

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 multi-talented accountant, Scott Rollins, as a Thriving Brand Leader.

Scott graduated from UCSB with a B.A. in Business Economics with an emphasis in Accounting. After graduation, he went to work as the Accountant for an Orthopedic Medical Corporation. A desire to have more personal interaction at work, as well as relocate to Southern California, led him to explore new career opportunities. He found a great fit at Orange Label as accounting suits his outgoing personality, while still allowing him to utilize his strengths and skills in productivity and finance.

As an accountant at Orange Label, Scott exceeds his responsibilities on a daily basis in keeping the agency on track as a Thriving Brand Leader in the advertising industry. By bringing a high level of strategic thinking to the table, Scott is able to foresee challenges and find ways to creatively solve them using his diverse skill set. Whether it’s running production meetings, fixing IT issues, or running the numbers, Scott ensures that Orange Label is a well oiled-machine, capable of achieving every goal we set for our clients and ourselves.

Scott is inspired by seeing the direct impact that advertising can have in bringing a company a new level of success. In his limited free time as the proud father of a new baby girl, Scott loves going on road trips, watching sports and being outdoors.

Who doesn’t love action-packed, dramatic, end-of-the-world / apocalyptic movies? We definitely do! But if you were faced with a real-life epic battle, who would you rather go up against? Join the Discussion! Robots VS Aliens

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 it’s reaching midday and you’re craving a (not so healthy) snack, do you reach for a decadent dessert or something salty? Tell us! Cupcake VS Chips

This month, we recognize the Center of Excellence on Elder Abuse and Neglect at UCI as a THRIVING BRAND LEADER for the positive impact that they are making on society. Founded in 2001, the Center of Excellence is committed to eliminating abuse of the elderly and is a first-of-its-kind program that strives for a world in which every individual can age with dignity, respect and happiness.

 
Elder abuse and neglect is an issue that is not often spoken about, but is prevalent throughout the nation. As many as 11% of older adults are victims of elder abuse and this number increases to 50% for those with dementia. Elder abuse manifests in many forms, including financial abuse, neglect or self-neglect, physical abuse, sexual abuse and psychological abuse, and occurs in both homes and facilities.

 
Based in Orange County, California, the Center of Excellence on Elder Abuse and Neglect provides medical, forensic and victim services to local abused, neglected and exploited older adults. The center is also serves the state of California and the nation as the National Center of Elder Abuse, and is charged with raising awareness of this issue to identify, prevent and ultimately eliminate elder abuse.

 
We are honored that the Center of Excellence has asked us to partner with them and participate in the strategic planning and development of a grassroots campaign to raise awareness locally and nationwide. To learn how you can make a difference or for more information about the Center of Excellence on Elder Abuse and Neglect, visit www.centeronelderabuse.org.

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.

Both coffee and tea have extremely loyal drinkers. But which do you reach for in the morning? TELL US! Coffee VS Tea?

When developing the visual elements of a distinctive brand, the initial stages of the creative process are crucial. The members of the OLAA Art Department understand this importance, and practice the skill and knowledge needed to bring a brand to life, to instill the longevity, vibrancy and presence that it needs to stand out among its competitors.  To help express that knowledge, Cade Garrett, Art Director, and Sheri Audette, Graphic Designer, demonstrate their Thriving Brand Leadership by sharing how they approach the branding process.

Be Aware. Cade believes that the most important first step is to simply take it all in. “I think it takes a lot of awareness, insight and background. Knowing what’s out there, what’s been done, what’s being done and what hasn’t been done is important to keep things fresh. To really bring something to life it can’t be sprung from a dead idea, it has to be something new.” 

Be Open.  For Sheri, the biggest ‘do’ is also the biggest ‘don’t.’ “In general, do consider everything. Don’t limit yourself.  Consider all the possibilities of what the visual elements for which your brand will be used. Consider every possibility that your name, logo mark and brand can be a part of.” 

Be Purposeful. Cade: “A brand should be strong enough to have an impact to the point that it moves the consumer. It’s not just about public awareness; it’s about creating a need or a want within a consumer.”

Be Consistent. Both Cade and Sheri believe that working from a mindset of consistency from the start is pivotal to connecting all of the visual elements.  Cade: “The most important thing is consistency. In terms of a brand, whether the brand is a good brand or not depends on whether consistency is something that looks great and has a great message.” Sheri: “Consistency builds association. It strengthens a memory and connection that creates trust in consumers.”

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.

Do you love the fast pace and bright lights of city life? Or do you prefer a quiet neighborhood with room to roam? Tell us! City VS Suburb?

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.

A powerful brand helps a company to distinguish themselves from the competition and when proactively managed, the brand should naturally evolve as the organization evolves. However, when faced with competitive pressures from another brand gaining more market share, if the target demographics’ perceptions have changed or when significant internal changes have occurred, it may be time to consider refreshing your brand identity.

 
At Orange Label, we underwent a rebranding process five years ago. Our company was founded in 1972 as Hunter Barth Advertising and after 35 successful years of service, we changed our name to Orange Label Art + Advertising. Why? To be viewed in the marketplace as a valuable and relevant resource versus just another advertising agency. We connected our forward-oriented vision of powerfully helping companies become THRIVING BRAND LEADERS with the identifying characteristics and qualities of Orange County—specifically lifestyle, vitality and innovation.

 
The change of our identity informed our logo, positioning and marketing materials as well as our internal operations. The make-up of our team has evolved, our services are more comprehensive and how we deliver those services is more powerful. The result is that we have expanded to a more diverse client base and profits have improved. But most importantly, our clients are more successful.

Want to learn how a refreshed brand can improve your bottom line? Contact Orange Label today.

January is snowboard and ski season, but in Orange County it’s surf season all year long! Which do you prefer… surf or ski?

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.

Thriving Brand Leaders Spotlight:
Colleen Haberman, OLAA Integrated Advertising Special Projects

If you had asked Colleen when she was 10, “what do you want to be when you grow up,” advertising would not have been on her top ten list.  However, as chance would have it, on a bet, she took her first advertising job as a copywriter and the rest of the story remains history.   In 1985, following 10 years of commuting on freeways, she looked for something closer to home and found it at Orange Label (then known as Hunter Barth, Inc.).

Since that time, she has held positions on both the client and creative sides.  Somewhere between those two, Colleen found a niche which involved Special Projects that required skills from both, such as manufacturer co-op programs, TV/ video scripting/ production, signage creation/installation and vehicle wraps.   As a Thriving Brand Leader, she has always worked towards creating positive, successful outcomes for our clients as well as the agency.

When not doing her thing at Orange Label, she’s either rocking to the sounds of the 60’s or she and hubby are spending fun time with the family dog, Sweetie Bear.  Yes, she is a dog person but aside from that, a true Orange Label team player!

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.

Exceptional Service Leads to Recognition as One of Top 100 Dealers
in the United States

SEATTLE, WA (Dec. 1, 2011) — Copiers Northwest has been selected to receive the Pros Elite 100 award designation on Thursday, December 1, 2011. “The award is given to the top 100 independent office technology organizations in the United States based on their servicing ability”, according to Steve Rolla, senior partner at Pros Elite Group and founder of the award program.

“Achieving Pros Elite 100 status is the pinnacle of an independent office technology company’s achievement, and clearly identifies them as providing the finest customer service in their area,” said Rolla.

Copiers Northwest submitted itself to a year-long assessment of its service in order to qualify for the award, and simultaneously underwent various training programs to increase performance to meet elite status standards. The receipt of this national recognition celebrates Copiers Northwest for its culture of exceptional customer service and its dedication to demonstrating excellence in the document imaging industry.

“Copiers Northwest maintains an active commitment to assessing and elevating our practices to ensure we are delivering the best possible service to our customers,” said Gregg Petrie, president of Copiers Northwest. “The Pros Elite 100 award is indicative of the additional processes we’ve implemented to enhance our service standards, as well as the unwavering commitment of Copiers Northwest to ensure we provide the best possible experience for our customers. It’s gratifying to see our extra efforts are reflected in this achievement.”

Copiers Northwest is to receive the award at the Pros Elite 100 ceremony at their Seattle Corporate Headquarters on Thursday evening to celebrate the award and the company’s commitment to providing the highest degree of service to its customers.

ABOUT COPIERS NORTHWEST:

Copiers Northwest has helped businesses and organizations manage change, streamline workflow and control document related expenses by providing superior quality multi-function copier, printer and software solutions for over 25 years. Based in the Washington state, Copiers Northwest operates as a premier, nationally-recognized dealership representing the world’s leading manufacturers of document output and document management technology. Using innovative programs, creative solutions and local people, Copiers Northwest succeeds in ensuring that customers establish and maintain business roles in their industries. Copiers Northwest truly provides customers with new ideas and customized solutions that increase their overall success and profitability.

ABOUT THE PROS ELITE 100 AWARD:

The Pros Elite 100 Award represents the top 100 independent office technology organizations in the United States based on their servicing ability. The rigorous standards of the Pros Elite Group certification is comprised of a thorough third party assessment of service operations, advanced training for service management and customer relations skills, and a commitment to ongoing performance measurement. Companies acknowledged by this designation undergo a year-long process of service training and assessment along with additional extensive efforts to be recognized as providing the highest level of customer service in their industry.

Do you love your iPhone? Or are you more impressed by what Droid does? Everyone has their SMART phone of choice. Tell us… what’s yours?

Orange Label client, Recovery Now TV, is dedicated to helping those seeking recovery from addiction to drugs and alcohol. With a digital-focus in effort to reach those who need help from any location, Recovery Now TV launched a mobile website earlier this year that encompasses treatment center information, ways to instantaneously connect with support staff, inspiring videos sharing stories of triumph over addiction and more.

Recovery Now TV’s mobile website was recently awarded a Platinum Award, the highest distinction in the 2011 MarCom Awards. This recognition honors excellence in marketing and communications and confirms their position as the leader in the digital realm of their industry. To Orange Label, the acknowledgement demonstrates THRIVING BRAND LEADERSHIP.

Want more? Contact Orange Label today to learn how you can thrive.

Are you or your customers always “on the go”? Mobile websites provide a valuable opportunity to reach users who are actively seeking out your company and information from any location. Have you launched a mobile-friendly site? If not, you are missing an opportunity to connect with your customers in a powerful way.

Why Mobile?

• Did you know that 60% of mobile phones are SMART phones? This number continues to grow, and its users perform 25% of ALL online searches. Even more, 1 in 3 mobile searches are local, meaning prospects are actively seeking companies near them for a variety of product and service needs.

 
• A customer-focused mobile website creates a competitive advantage when selling products or service. The medium allows for a simplified design with focused content, so that users get what they are looking for in a streamlined manner. The ability to contact customer service directly with mobile forms, place online orders and click-to-call phone numbers also add to the user experience.

 
• A mobile website creates opportunity to run Mobile Advertising Campaigns. Google Adwords and Facebook Advertising provide cost effective PPC models that specifically target mobile or tablet devices. Most advertisers don’t realize that the PPC ads that they see on their phones are in fact different than what they see on their desktop computer…completely different competitive field as well as a different PPC bidding range.

Want more? Contact Orange Label today for more tips and tactics to enhance your mobile presence.

NEWPORT BEACH, California (November 7, 2011)—Orange Label Art + Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, has recently grown their account service team to support its expanding client base.  Orange Label welcomes Brianna Donath, Integrated Advertising Coordinator.

Brianna earned her degree in Advertising and Public Relations, with a minor in English at Chapman University’s Dodge College of Film and Media Arts.  Driven by her interest in the advertising and marketing industry, Brianna filled her time at Chapman with marketing projects, strategic media plans, ad campaigns, and was a part of the school’s nationally ranked public relations competition team. After acquiring a background in retail sales and client management, various internships and an ample seasoning of campaign work, Brianna joined the OLAA team armed with a plethora of different experiences spanning across the arenas of advertising, media, public relations and event production. Brianna is motivated by the concept of creating advertising solutions using a combination of both strategic research and creative thinking.

 
“We are very fortunate to have such an inspired and driven individual join our account team. We are confident that Brianna’s proactive work ethic will be greatly beneficial to our clients and the growth of our agency,” stated Alyse Vultee, Integrated Advertising Supervisor.

Since announcing the new Orange Label Art + Advertising (OLAA) brand in March of 2007, Orange Label has experienced remarkable growth in the Orange County advertising community.  This growth has resulted in the acquisition of several new clients and new extensions of client activity, including brand launches, ample ad campaigns and an increase in online, digital and mobile initiatives. Recent account acquisitions include Seattle Talent, Saint Louise Regional Hospital, St. Vincent Medical Center and project work for Chapman University.

Orange Label Art + Advertising, formerly Hunter Barth 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. The agency principals are Wes Phillips and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.orangelabeladvertising.com.

11.01.2011 |  Rochelle Reiter and Wes Phillips, Agency Principals, Orange Label Art + Advertising. Article originally featured in the November issue of Smart Business, Orange County.

There’s an old saying that nothing can happen until a sale is made. Certainly sales is not the only area of business that needs to be addressed while working toward building profits, but because of the urgency of today’s economic times, sales are top of mind for CEOs everywhere.

“If you’re trying to make an immediate impact in your company and build momentum toward growth, sales is a perfect place to begin,” says Wes Phillips, Orange Label Art + Advertising.

Smart Business asked Phillips and Rochelle Reiter, agency principals at Orange Label Art + Advertising, to clarify who is responsible for what when a company’s sales are on the line, and how those roles can best prepare their organization for success.

What are the CEO’s responsibilities in regard to sales?

The CEO has a responsibility to 1) drive profit and build value as it relates to the sales function – to ensure the right team is in place and supply support so there can be strong sales at higher margins; 2) ensure that the existing customer base is immune to the activities of competitors; 3) put systems in place for managing ongoing sales to the existing base; and 4) create a selling environment that combats commodity selling.

The first and fourth areas are the places where CEOs can make a difference right now.

How can a CEO evaluate and maximize the sales team’s activities?

The quickest way is to go on a sales call and let the salesperson do all the talking. Listen to what they are saying not only from a content standpoint, but also in terms of delivery. Is he or she confident? How are objections addressed? Spend a full day or week in the field to get a sense of what is going on in the market and what the reps are doing and how it’s resonating, and then go back and retool or refine the script. You may even identify things about the product itself that need improvement.

When you return to the office, consider what is ‘working’ in the field. Define what ‘working’ means, and then create SMART (specific, measurable, attainable, realistic and timely) goals with and for the team. Put the goals in place and measure them on an ongoing basis. Even if the salespeople are engaged, there may be a gap between what they are achieving and what the objectives are. So be sure the goals are clear and that you’ve communicated them to the entire team.

How can the CEO ensure that the sales team is equipped with the most effective tools and materials?

The first step is to ask them what they need. It might be more traditional tools such as brochures or one-page fliers. Or it might be digital tools, such as e-newsletters — anything that can promote constant contact with customers and prospects. They might need a better database to draw from and for following up with prospect. Maybe they need to be better backed with a solid brand identity, better sales support, or advertising and marketing.

When asked what they need, salespeople will almost always say ‘lower prices.’ That is to be expected, but it’s rarely the thing to be managed first. Keep the focus on what you can do to keep leads warm and how you can equip the team to make contact last longer.

What is the role of the VP of sales or head of the sales department?

It’s up to the CEO to give accountability standards to the VP of sales, who is then responsible for developing the tactics. This person collaborates with salespeople and monitors their activity; identifies and addresses any performance gaps; ensures that salespeople are matched up with the appropriate accounts; ensures the efficiency of the farming cycle and works to improve it; works to increase the number of leads within the existing budget and the number of conversions; identifies purchase and buying trends in the market; and consistently interviews for new salespeople to ensure that the pipeline of talent is never empty.

The VP of sales is also responsible for training, recognition, and keeping the team motivated and productive. He or she should create an environment that is encouraging and that defines and rewards success.

What is the best way to shift the culture toward cultivating sales or new business?

Share new business with the entire team. Celebrate successes. Recognize areas for improvement. Hold brainstorming sessions across departments and ask for ideas to generate sales. Develop incentive programs — not just for salespeople, but for all employees. Make sure the team is generating new sales from the existing base and that your customers know everything you offer. Look at the systems in place in every department and identify ways to streamline them so they don’t get in the way of making sales.

Make it easy to buy from you. The net result will be happier, more loyal customers and your salespeople will have more time to sell.

In the spirit of October, we’d like to hear from you:  Which do you prefer… Vampire or Werewolf?  

 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… 

Thriving Brand Leaders Spotlight:

Alyse Vultee, OLAA Integrated Advertising Supervisor

While studying at Cal Poly, San Luis Obispo, Alyse followed her passion for creativity and majored in Graphic Communication. Little did she know how relevant and meaningful her comprehensive “Learn by Doing” studies of advertising, business, design and print management would play into her role at Orange Label. As an Integrated Advertising Supervisor and Thriving Brand Leader, Alyse ensures that each client’s brand and strategic messaging is present and consistent in all advertising and marketing efforts… in a meaningful and result-oriented manner. With a wide-range of responsibilities, each and every day is different, and it is this multi-facetted and diverse activity that keeps Alyse motivated and excited.

Outside of the daily duties, what Alyse loves most about advertising and branding, is that it’s anywhere and everywhere. Not only is this inspiring, it is also extremely motivating and reminds Alyse to think “outside the box.”

“Your imagination is your preview of life’s coming attractions.” ~ Albert Einstein

You don’t have to be dressed in scary costumes to frighten your customers. Your sales marketing practices may be doing it for you!  Find out if you’re sending your customers running the opposite direction…

Is there a ghost on the end of your customer service line? When your customers call are they able to quickly reach the intended contact or are they faced with continuous ringing, a ghost on the other end of the line? If using an advanced phone system, is it user-friendly or a maze of automated options? The bottom line is, if it’s difficult for your customers to reach you, it may be the death of your relationship. Make it easy on them and eliminate the hassle.

Trick or Treat – How does your customer feel after opening the door? Do your customers consider it a treat to work with you? Or, are they feeling duped by your product or service? Not sure? How about asking them. One of the most effective methods of determining how your customers view their experience with your company, product or service is to request their opinion first hand. You may be spooked by the feedback you gain, but remember to listen and make adjustments accordingly. 

Is your call-to-action as sweet as a pillowcase of Halloween candy? Is your call-to-action sweet enough to entice your customers and initiate action? Your advertising and marketing message must be compelling and relevant or it may go unnoticed. How will you know whether your message is sweet enough? Tracking the response of all initiatives will determine the effectiveness of your message. If the response is lacking, it is important to revisit the message and adjust it to ensure that it is relevant and resonates with customers.

Are your marketing materials covered in cobwebs? When was the last time you refreshed your marketing materials? Has it been so long that they’re gathering cobwebs? To be considered relevant by your customers, its best to look the part. It’s important that your sales team is equipped with the proper tools, digital and collateral,  to aid in the sales process. Often times sales tools lack the TLC they deserve; however, it is important to remember that they play an important role in your sales marketing efforts. 

It is a causality dilemma that has prevailed for centuries and has perplexed even the brightest minds. The question remains, which came first the chicken or the egg? We challenge you to share your thoughts on our Facebook page!

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

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.  

We love fries. It’s hard not to. We were recently faced with the following question: Which do you like better, regular french fries or sweet potato fries?

Here at Orange Label the vote was close, but by majority rule we determined a winner.  We challenge you to ask the question to yourself.

Let us know what you think here on our blog or on our Facebook page. We can’t wait to hear your fav!

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.

Thriving Brand Leaders Spotlight:  Sheri Audette,  OLAA Graphic Designer

Sheri Audette grew up in the frozen tundra, Alaska. Finding her passion for design at a young age in painting, fashion and interior design from her mother—design was without a doubt the direction she would pursue. Sheri attended the Art Institute of Seattle, studying Visual Communications with a focus in Advertising + Graphic Design. Today she deeply involves herself in latest technology and design, staying well-versed in trends, style and the accelerated motion of subcultures.

 Over the course of Sheri’s’ design career she has excelled in a variety of disciplines, including brand identity, brand strategy, print and web design, for an array of industries. Her work has been recognized by publications and industry organizations nationwide. Sheri loves the problem-solving aspect of design. Being able to understand and visualize what makes great design—as much as the heart + soul behind it.

 Outside of work you can find Sheri juggling her many passions of collecting fonts, cooking, painting, exploring new places, dumpster diving for old wood and playing at the dog beach with her daughter and their Australian Shepherd, Marley.

“Everything we see, touch, hear, smell & taste is designed.

Design rules the world—bad design destroys it.”

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…

1. 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.
2. 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.

Orange Label Art + Advertising has recently grown their integrated advertising creative team to support recent account acquisitions.  In addition to its already eclectic talent pool, Orange Label welcomes Sheri Audette, Graphic Designer.

 Sheri Audette, graduate of the Art Institute of Seattle, where she studied Visual Communications with a focus in Advertising and Graphic Design, has joined Orange Label’s creative department. With previous agency and freelance design experience, Sheri is well-versed in a variety of disciplines including brand identity, brand strategy, print design and web design for an array of industries—her work has been recognized by publications & industry organizations, nationwide. Sheri brings a diverse perspective to the team and thrives in the problem-solving aspect of design—being able to understand and visualize what makes great design—as much as the heart and soul behind it.

“We are thrilled to have added our newest member Sheri Audette to the OLAA team. As a Senior Graphic Designer, Sheri has exceptional design sense and is skilled in everything from typography to illustration. Sheri has an eye for timeless art and is constantly looking at the right stuff. Well seasoned in advertising and marketing, Sheri brings a wealth of experience and resourcefulness to the Orange Label team,” stated Cade Garrett, Art Director.

 Since announcing the new Orange Label Art + Advertising (OLAA) brand in March of 2007, Orange Label has experienced remarkable growth in the Orange County advertising community.  This growth has resulted in the addition of several new clients and new extensions of client activity, including several re-brand launches, ample ad campaigns and an increase in digital initiatives.

There is no denying that the economy has placed a damper on the budgets of individuals and business alike. Yet, it is perhaps more important than ever to keep up on educating employees, clients, prospects and partners. With continuously advancing technology and decreasing degree of difficulty and cost, webinars provide a powerful tool for conducting presentations of all sorts.

Webinars provide the following:

• Cost-effective option for a meeting or presentation
• Powerful tool for presenting informative content
• Availability of turn-key resources that make it simple to conduct a webinar
• Ability to easily tailor content for your audience
• Less commitment for attendee than in-person event
• Broader reach than in-person events
• Positions company as industry leader
• Offers features such as slide show presentations, streaming video, VoIP, text and chat (for live question and answering), polls and surveys, screen sharing and meeting recording (to document meetings)

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.

It is the mission of Orange Label to empower our clients such that they become THRIVING BRAND LEADERS. As part of this philosophy, we believe that our job is to help our clients become successful, resulting in powerful and growing demand for their product or service. One sign of a THRIVING BRAND LEADER is recognition by the outside world and we want to congratulate two of our clients that recently received recognitions of high honor in their industry.

 Orange Label client Greenwell Farms, a gourmet coffee producer located in Hawaii, was recently announced as the first place winner for their 100% Kona Coffee in the “Kona Division” during the Hawaii Coffee Association’s 2011 cupping contest! It is clear to see that Greenwell’s commitment to “proudly offering Kona Coffee to discerning gourmet coffee drinkers around the world” is not going unnoticed! For more information about Greenwell Farm’s award winning coffee, click here. To read more about the 2011 cupping contest, click here.

 The second congrats goes to Orange Label client, Daughters of Charity Health System, for being recognized by U.S. News and World Report Best Hospital Rankings for two Los Angeles hospitals! This ranking recognizes the stand that the Daughters of Charity Health System has made for providing the utmost quality of compassionate health care through its people and practices. To read more about the U.S. News and World Report Hospital Rankings, click here.

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.

The award-winning Copiers Northwest website was launched earlier this year and has been producing real results for their team. Gregg Petrie, President of Copiers Northwest said, “We’ve received great feedback from the marketplace about our new website. Orange Label did a fantastic job developing our strategic messaging of key initiatives. The personalization of our programs through the use of video is helping us connect to our customers, reinforce our brand message and drive sales.” Copiers Northwest and Orange Label were recently honored for the website homepage design with a Platinum Hermes Award, the highest achievement that recognizes companies for creative excellence.   

At Orange Label, we believe that exploring, comprehending and aligning on short-term and long-term goals is the first step to establishing and developing a successful marketing strategy. This insight is gained through addressing eight points that comprise an exploration process that we call the Orange Exploration™.

We invite you to use this as an opportunity to determine if your team is aligned at the “big picture” level. We invite you to address each point below and share your responses with your Leadership Team. Then, let us know how this process worked for you here on our blog or on our Facebook page. By sharing, you will be entered into a drawing to win a $25 American Express gift card!

The Orange Exploration™ Challenge:  Write your insights on the following areas…

- The Core Business Objectives
- The Key Marketing Objectives
- Marketing Limitations/Problems
- Salient Historical Contextual Facts
- Each Constituency to be Impacted
- Market Research Findings
- Business Sensitivities
- Competitive Landscape

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

SmartPrint Radio Commercial

ProActive Managed IT Services Radio Commercial

To learn more about Orange Label’s radio advertising services, contact us today.

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 

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.

O’Connor Hospital’s New Advertising Campaign:  “My O’Connor Story”

It is Orange Label’s observation that, “your customers are often your best copy writers.” Authentic and candid customer comments can be one of the most relatable sources for messages you can communicate to your target market. Orange Label clients throughout the years have leveraged their own customers into powerful and integrated advertising campaigns – sharing engaging messages of success and customer benefits.

For this reason, we are excited to announce the launch of a new advertising campaign for client, O’Connor Hospital – located in San Jose, CA. The advertising campaign: “My O’Connor Story”, features real people and real stories. The campaign consists of service-line specific stories with real patient experiences. Each five week campaign will be supported by an integrated mix of local print, radio and online. In addition, O’Connor Hospital will be launching a campaign specific landing page that will show case all of the O’Connor stories. Visitors to the page will be able to browse through the featured stories and view the print ad creative for each.

“My O’Connor Story” adds a unique “realness” to O’Connor Hospital’s advertising that powerfully connects to the hospital’s positioning, It’s the Way We Care. The first story to kick-off the campaign promotes O’Connor Hospital’s Wound Care Clinic – sharing a local resident’s heart-warming story of overcoming her struggles with a diabetic wound and how the Wound Care team was able to heal her wound. With the power of the patient’s words, the story highlights the real patient benefit with O’Connor Care and tells the story of why the patient states, “I have my freedom back.”   (See link to image of “My O’Connor Wound Care Story” at the bottom of the post)

“It was so inspiring to meet the O’Connor Hospital patients and listen to their stories of how O’Connor Care made a difference in their lives. The stories that will be shared this year through the “My O’Connor Story” campaign are touching, motivating and attention-grabbing… I am excited to see how these stories will encourage others to make O’Connor Hospital part of their “story” of health and healing,” said, Integrated Advertising Supervisor.

My O’Connor Wound Care Story

Orange Label is honored to be recognized for its advertising excellence in the service industry in the Eighth Annual Service Industry Advertising Awards (SIAA Awards).

In the recent awards, OLAA received a Silver award for the corporate brochure it developed for Calmont Wire & Cable, a Silver award for Seton Medical Center’s Physician Referral radio advertising campaign and a Merit award for O’Connor Hospital’s newspaper advertising series.

We are honored to be recognized for our marketing expertise in the service industry and to be acknowledged for strategies we have implemented for our clients!

Orange Label has launched a mobile website for Recovery Now TV that supports full mobile video compatibility. With this technology enhancement, Recovery Now TV users can share stories concerning drug and alcohol recovery from not only any location, but also any mobile device that supports video!

 HTML5 is the newest and most up-to-date version of HTML, which is the language behind every webpage. The integration of HTML5 code marks a significant development in standardizing video playback amongst different platforms.

 The Recovery Now TV television show called “RECOVERY NOW” can be accessed directly by visiting www.recoverynowtv.com. Those seeking to watch Recovery Now TV’s powerful and inspirational programming can now do so either from a computer or on any mobile device that supports video.

Do you know if your site is mobile ready?

As a follow up to our trivia question earlier this week, we wanted to share this L.A. Times article about the historical events which inspired our identification with the marketing heritage of Orange County, Calif., in which citrus growers utilized crate labels as artistic marketing tools and as promotion of area-specific advertising messages.

Click here to learn more about Orange County’s advertising history.

In honor of the 4 year anniversary of our name change, we challenge you to a slice of OLAA Trivia…

Do you know what in California’s advertising history helped inspire our agency’s name change in March, 2007, to Orange Label Art + Advertising?

Any ideas? Let’s hear them!… Also, make sure to stay tuned for hints!

Orange Label was happy to have high school senior, John Dunn shadowing us this week!

John is Gordie Dunn’s son (Gordie Dunn of Calmont Wire & Cable, an Orange Label client). It was great to have John here and to show him what the OLAA Team is all about! Hope we sparked an advertising interest

And… a special thanks to John for sending yummy Thank You Cupcakes from Sprinkles!

Applied Imaging Thrives with New Services

In today’s rapidly changing economy where budgets often get pinched and industries demand change, finding a business that can adapt to those changes, has the capacity to expand, and still provide superior service to their customers is uncommon. Applied Imaging, Orange Label client since 2005, has had the opportunity to thrive during this tough economy as well as offer new services that enhance their superior product offerings.

Applied Imaging is an Office Technology dealer that provides Managed Print Services and Document Management located in Grand Rapids Michigan. Early in 2011, Applied Imaging will be officially launching the addition of a Managed IT Services division. In addition to their new services, Applied will also be expanding from the Western Michigan region into Detroit by the end of 2011. Their growth will be accompanied by the addition of a new and dynamic website, a landing page strategy, print marketing sales materials and a aggressive radio campaign. Orange Label Art + Advertising has strategically helped create all of the marketing initiatives to ensure the marketing messages are powerfully integrated.

Real Results

The Power of an Integrated and Consistent Promotional Strategy

Greenwell Farms is a family-owned business (located on Kona, Hawaii) that has been growing, processing and roasting some of the finest 100% Kona Coffee since the late 1800’s. With their long heritage in quality and tradition, it is no surprise that Greenwell Farms is known as the experts of Kona Coffee! In 2010, Orange Label Art + Advertising – a Orange County Advertising Agency, refreshed the Greenwell Farms brand identity, while also implementing a new Social Media Strategy. The new organic brand and new presence on a variety of social sites, successfully increased customer engagement throughout 2010! In addition, Greenwell Farms experienced the true power of an integrated and consistent promotional strategy, with a significant increase in annual sales and overall brand awareness.

2010 Summary of Key Performance Indicators & Learning:

• 29% Increase in Overall Site Traffic
• 17% Increase in Store Traffic
• 20% Increase in Site Referrals

FOR IMMEDIATE RELEASE

CONTACT: Rochelle Reiter, (949) 631-9900
rreiter@orangelabeladvertising.com

ORANGE LABEL ART + ADVERTISING GROWS WITH NEW TALENT
Orange County, Calif. Advertising Agency, Orange Label Art + Advertising, Staffs Up for New Account Activity

NEWPORT BEACH, California (January 6, 2011)—Orange Label Art + Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, has recently grown their integrated advertising team to support the thriving agency and manage recent account acquisitions.  In addition to Orange Label’s already eclectic talent pool, OLAA has added two dynamic individuals: Scott Rollins and Michelle Strand.

Scott Rollins, a graduate of UCSB with a B.A. in Business Economics, has  joined Orange Label’s finance division with previous experience as the accountant for an orthopedic medical corporation. Scott brings a strong personality and a diverse skill set to the OLAA team. Michelle Strand has joined the firm’s Integrated Advertising Service team to support Orange Label’s growing client base. Previously with the marketing department for Prudential California Realty, Michelle is a cum laude graduate from the University of Arizona with a specialization in copywriting, public relations and online marketing.

Michelle Strand and Scott Rollins

“We are very fortunate to have attracted such great talent. People and creative ideas are our product and when combined with extraordinary execution, we can fulfill our mission of generating market leadership for our clients,” said Rochelle Reiter, Vice President and Co-Owner.

Since announcing the new Orange Label Art + Advertising (OLAA) brand in March of 2007, OLAA has experienced remarkable growth in the Orange County advertising community.  This growth has resulted in the addition of several new clients and new forms of client activity, including several re-branding launches and an increase in the use of digital campaigns.

ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth 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. The agency principals are Wes Phillips and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

# # #

FOR IMMEDIATE RELEASE
CONTACT: Rochelle Reiter, (949) 631-9900
rreiter@orangelabeladvertising.com

LOCAL AD AGENCY WINS 2010 MARCOM AWARDS
Orange Label Art + Advertising awarded top honors for digital efforts by the  Association of Marketing and Communications Professionals

NEWPORT BEACH, California (November 15, 2010)—Orange Label Art + Advertising (OLAA), a full-service agency and one of Orange County’s longest-standing privately held advertising agencies, has been awarded several  prestigious digital awards from MarCom – The Association of Marketing and Communications Professionals.

Orange Label Art + Advertising received a Gold award for the overall design and development of the Calmont Wire & Cable website, which launched in June, 2010. In addition, Orange Label received the Gold award for Coordinated Business Systems’ Website Homepage design, which will be launching this month (November, 2010). “We are excited to be recognized for our website strategies for several of our clients this year. Websites are the faces of a companies today, and when executed effectively, they can perform as your best salesperson, 24/7.” Said Wes Phillips, CEO.

Orange Label’s strategy and design for the Greenwell Farms Blog was also recognized this year, receiving a Platinum award. Greenwell Farms is known for their authentic 100% Kona Coffee. With the large following that Greenwell has, the 2010 launch of an integrated digital platform, allows Greenwell to stay top-of-mind with their customers – driving sales and increasing brand awareness. The integrated platform consists of a blog, Social Media (facebook, twitter, Flickr and YouTube) and regular email promotions. “The enhanced online presence that Greenwell has established this year has opened a new and creative way of communicating with their customers world-wide on an ongoing basis.” Said Account Lead, Alyse Vultee, Integrated Account Supervisor.

For their creative work with Seattle, Washington based company, Copiers Northwest, Orange Label received the gold award for one of a series of 9 online Videos. The series of web videos that Orange Label assisted in scripting, directing, producing and editing, will be included as engaging and interactive online video content on the new Copiers Northwest website (which is currently in development).
Orange Label was proud to receive several digital recognitions from MarCom’s 2010 Awards as well as additional acknowledgements for logo design, brochure design and direct marketing email design. To view a full list of Orange Label’s MarCom acknowledgements, please visit: http://www.marcomawards.com/.

ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth 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. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit OrangeLabelAdvertising.com.

ABOUT MARCOM AWARDS
MarCom Awards (started in 1995), is an international competition for marketing and communication professionals involved in the concept, writing and design of marketing and communication programs and print, visual and audio materials. The international organization consists of several thousand marketing, communication, advertising, public relations, media production and free-lance professionals. The Association oversees awards and recognition programs, provides judges and sets standards for excellence. The competition has grown to perhaps the largest of its kind in the world. A look at the winners shows a range in size from individual communicators to media conglomerates and Fortune 50 companies. The competition is so well thought of in the industry that national public relations organizations, local ad clubs, and local business communicator chapters are entrants. To learn more about MarCom, please visit: http://www.marcomawards.com/.

# # #

FOR IMMEDIATE RELEASE
CONTACT: Rochelle Reiter, (949) 631-9900  rreiter@OrangeLabelAdvertising.com

ORANGE LABEL ART +ADVERTISING TAKES ON BRAND AFFINITY TECHNOLOGIES’ netBAT ONLINE AD CAMPAIGN
Brand Affinity Technologies launch of netBAT in August 2010, excites consumers, publishers and advertisers with a new online editorial content experience. Orange Label provides creative and strategic collaboration in launching consumer focused online ad campaigns.

NEWPORT BEACH, California (September 30, 2010)—Orange Label Art + Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, announces the launch of new online ad campaigns for Brand Affinity Technologies newest product, netBAT. Having worked with BAT since 2007, assisting with branding, design, advertising, search engine marketing and media planning, Orange Label was excited to work with BAT on netBAT’s online ad campaigns.

The netBAT platform provides users with a new interactive online editorial experience. netBAT “activates” online editorial photos of celebrities and athletes with apps that pull content from Twitter, Google, YouTube and other web content – ALL without making users leave the site. To experience netBAT, visit www.netBAT.com or visit one of the leading news or lifestyle sites, such as: Fox Sports, the New York Daily News, the San Francisco Chronicle – and look for the netBAT Logo on the editorial photos.

With the launch of netBAT in August, Orange Label has developed three multi-level online ad campaigns to run within the netBAT platform. “Our challenge was to create a message and design that would not only engage users, but also educate them real-time, since the ads are running within the netBAT window.” said Orange Label’s Integrated Account Supervisor, Alyse Vultee. Each of the ad campaigns were designed to build marketplace awareness for netBAT through creative “how-to” messaging, such as: We Bring The Apps To You. “Orange Label developed unique creative strategies for netBAT’s online ad campaigns, while delivering the quick turnaround we needed.” said Brand Affinity Technologies VP of Marketing, Allie Savarino Kline.

ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth 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. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit Orange Label Art + Advertising.com

ABOUT BRAND AFFINITY TECHNOLOGIES (BAT)
Founded in 2007, BAT unlocks the marketing power of celebrity through research, endorsements, and interactive experiences. BAT’s research engine provides daily analysis of more than 38,000 celebrities and athletes. Advertisers use this analysis on BAT‘s Endorsement Platform to identify, license, and activate the most effective talent for their campaigns. Currently available endorsement talent includes more than 3,600 athletes and celebrities. BAT also leverages its research engine to engage consumers directly through netBAT (www.netbat.com), which transforms celebrity content into interactive app experiences on leading websites. Learn more about BAT, visit www.brandaffinity.net Or to learn more about netBAT, visit www.netBAT.com.

#  #  #

Orange Label recently launched Greenwell Farms Social Media presence. It included a revamped Blog, Facebook page, Twitter and YouTube. Please be sure to go check it out.

Dont forget to purchase $75 or more of some 100% Kona Coffee this month to get free shipping!

Great Ideas
Office Technology & Search Engine Marketing | S.E.M – Landing Pages

Search Engine Marketing and Landing Pages for your website can generate business, increase web presence and deliver measurable results. Simply put, they are a unique page or separate URL to your website that is found through search engines such as Google, Yahoo and Bing. Based on your industry, keywords trigger your Landing Page to appear in organic search results.

Whats the Point? Landing Pages trigger a specific call to action with limited “exit” points. Unlike traditional corporate website designs, Landing Pages don’t have endless menu navigation or intense page depth; delivering a message, educating the visitor and requesting their information in a call to action is a great way to capture leads for your business.

Orange Label designed two Landing Pages for Applied Imaging of Grand Rapids, Michigan. The opportunity for Applied Imaging was to generate business for Managed Print Services and Document Management. The official launch of the pages will take place early in April.

Click Here to see a Sample

Orange Label employees, Rochelle Reiter, Debbie Nagel, Kimberly Amoroso and Colleen Haberman, and their families participated in Disney Give A’s Day promotion this week.  Orange Label teamed up with the Orange County Rescue Mission to provide hygiene kits for homeless families.  Not only did we give back to those that are in need in our own backyard but it also opened up conversations with our kids, neighbors and even strangers about families being homeless and the need for basic items that we take for granted every day.

Lucas Business Systems and Astro Business Technologies, a California Central Valley Xerox Global Imaging Systems Group enlisted Orange Label Art + Advertising to create a brochure that would not only have great creative, but also generate real results! Additionally its a road-map for sales people to tell an intricate Lucas / Astro / Xerox story. Working with their Director of Training & Development and Director of Managed Print Services, Orange Label orchestrated a compelling message that differentiates from the competition. Each step, including their initial work-flow assessment, branded Managed Print Services program, Green Initiatives and Follow-up Service Guarantees is synergistic with how the sales people are trained.

Real Results
Tulsa Rib Company Loyal Patron Club

Tulsa Rib Company, a leading, family-owned restaurant located in Tustin, CA, known for their legendary ribs, famous Tulsa  Potatoes, tasty barbecue and friendly people, has been working with Orange Label for the past several years.  It has been a goal, through the duration of the relationship between Tulsa and Orange Label, to create and implement effective marketing tactics, which generate real results.

Tulsa was looking for a way to say thank you to their many loyal Tulsa-goers, so Orange Label assisted in developing the Tulsa Loyal Patrons Club – an offer that rewards frequent customers by offering $10 towards the next Tulsa meal, for every $100 spent in the restaurant. To kick-start the promotion, the campaign was featured in ads running in OC publications and supported by in-restaurant promotion. The club proved to be a hit. Loyal Patrons were grateful for the rewards and the number of customers in the club has grown dramatically. It is safe to say there are even more loyal Tulsa-lovers now!

“Our Loyal Patron Program has increased traffic into the restaurant and increased guest check totals!”

- Liz Parker, Co-Owner of Tulsa Rib Company.

If you enjoyed this article and would like to join our monthly newsletter, please sign up on the right hand side of the page.

With the Superbowl right around the corner, its hard not to reflect on all the great advertising. Even if you are not a Football fan, most still participate in this pseudo-national holiday to view the most interesting and creative Ads of the year. Everyone gets an opportunity to see what the industry players are up to as well as the one-hit-wonders.

I thought this would be a great opportunity for everyone to post their favorite ads (not just limited to the Superbowl). Please share with us your favorite ads of all time! Copy and Paste the Youtube “Embed” Code into your post. We are looking forward to your responses!

Please share with us your favorite ads of all time! Copy and Paste the Youtube “Embed” Code into your post. We are looking forward to your responses!

Just when you thought that you finally understood the term “web 2.0”, people are now talking about “web 3.0”. Other than just trying to confuse you more, the idea behind web 3.0 doesn’t take you away from the ever so outdated 2.0 level.

As the technology grows and web 3.0 develops more into a form, we will start to see more web intelligence by semantic search queries and more relevant search data returned to us based on our history of searches. Browsers and search engines will be more understanding of what our tastes are and ultimately become more accurate. Returning personalized search results, not random data.

How would this work? Intelligent data can be gathered from traditional web 2.0 applications, user generated content and other information sharing sources to feed a 3.0 pipeline. Having the technology to understand your decisions and actions might help you make your decisions. HowStuffWorks.com demonstrated the following example:

“Instead of multiple searches, you might type a complex sentence or two in your Web 3.0 browser, and the Web will do the rest. In our example, you could type “I want to see a funny movie and then eat at a good Mexican restaurant. What are my options?” The Web 3.0 browser will analyze your response, search the Internet for all possible answers, and then organize the results for you.”

Below are some  slideshows that do a great job describing how these concepts work. Check them out!

Taking it to the next level…
Could your business or lifestyle use 3.0? What advances do you see happening in how the Advertising and Marketing world operate?

Is your 2010 Marketing Plan in place yet? If not, here are 10 questions for you to answer with your team to get you started!

I. THE CORE BUSINESS OBJECTIVE:

II. THE KEY MARKETING OBJECTIVE:

III. MARKETING LIMITATIONS/PROBLEMS:

 IV. SALIENT HISTORICAL CONTEXTUAL FACTS:

 V. SPECIFY EACH CONSTITUENCY TO BE IMPACTED:

 VI. MARKET RESEARCH FINDINGS:

 VII. CLIENT SENSITIVITIES:

VIII. THE COMPETITIVE LANDSCAPE:

IX. WHAT’S PUZZLING:

X. WHAT’S “THE POINT”:

Have fun with these and Happy New Year!

Want to Boost Your SEO? Try a Press Release…

The attached link from Chris Crum shows the results and impact that a Press Release can have for your companies search online.

http://www.webpronews.com/topnews/2009/12/19/how-press-releases-can-be-great-for-search

San Jose, CA based O’Connor Hospital is celebrating their 120th Anniversary. To promote this milestone, a unique logo was developed and it has become the focal point of an aggressive local print and mall banner campaign. The logo was also used to recognize the 120 years at The Spirit of O’Connor Gala in October to raise funds for O’Connor’s Imaging Services department.

The strategy of promoting O’Connor Hospital’s 120th Anniversary has generated strong market pressure and further enhanced the core identity of “It’s The Way We Care”.

Click Here for Samples

Great Ideas:
Industry Edge; Fairhaven’s 2010 Interactive Web Platform

Approaching it’s 100th Anniversary, Fairhaven Memorial Park and Mortuary has created a legacy of helping families in Orange County make decisions in a difficult time. It’s with that reputation that Fairhaven continues to reach out to help the community with understanding, sympathy and educational tools to help people in sudden or prepared situations.

In 2010, Orange Label will launch a new web platform for Fairhaven’s existing website that will simplify the process and strengthen users’ understanding of funeral and mortuary planning online. Since the primary constituency is older and not web savvy, the platform will guide pre-planning or at-need users through a interactive counselor-simulated video and step-by-step educational and decision making process. The primary goal of the platform will allow people to make decisions in a organized manner. It will also allow for an understanding of what to expect before meeting with a Fairhaven counselor to finalize decisions.

People often ask me, “How can Twitter help my business” or “I dont understand how people can leverage twitter for my business”.

I came across these two articles last week to show people how other companies are using the 140 character social platform.

The following links were included in our monthly newsletter – If you would like to receive our newsletter please sign up on our blog (www.olaablog.com) or on our Facebook page (www.facebook.com/orangelabeladvertising)

Twitter 360 App Gives Tweets Some Augmented Reality Love | Technomix | Fast Company:

http://www.fastcompany.com/blog/kit-eaton/technomix/twitter-360-app-gives-tweets-get-some-augmented-reality-love?1261010505

@Mommy: Get Me Twoddler so I Can Twitter You at Work #babytweetstoo | Technomix | Fast Company:

http://www.fastcompany.com/blog/kit-eaton/technomix/mommy-get-me-twoddler-so-i-can-twitter-you-work-babytweetstoo?1261010511

What is your product or service? If you had a unlimited budget how would you leverage Titter for your business?

Last Thursday I had the pleasure of being invited by California State University, Fullerton Professor Carolyn Coal to help assist her advanced COMM 415T class with editing a student commercial for the award winning retail toy product “Grow-A-Head TM“.
Grow-A-Head TM was arranged by Prof. Coal this semester for a student project. They are a specialty retail product that grows grass on the head of pre-designed knit characters placed in a desktop size vase; just add water. You can stylize designs based on your characters appearance. Their product line includes Original, Holiday, Halloween, Bugs, Friends, Sports, Marine Life, and Wildlife characters; all included with personalized greetings for fun gifts and toys.

Prof. Coal separates her class into two groups, “Agency and Production”. Throughout the semester, students in the “agency” will create a 60 second TV commercial that fits what the client asked for – in this case Grow-A-Head TM, based on an initial fact finding meeting. They will then pitch multiple strategies and storyboards back to the client in a presentation.

After client approval, the agency works with the other half of the class – the “production company”, to develop story boards, concepts and strategy. Students then arrange a cast, location and necessary gear to film the commercial on a weekend (8-12 hour shoot).

My participation took place in the last step – editing. The “production company” worked diligently to log and capture the footage from the shoot and start making edits based on storyboards submitted from the “agency”. I guided the student’s creative decision making with edits, music selection and answered technical questions. I was impressed by their ability to push the limits of the technology they were using, especially since they are advertising students, not film majors. Most of them have little to no experience editing on Mac Computers. They were becoming self taught experts on Final Cut Pro with a little help from me!

This class is great because of the hands-on creative experience and real world Client-Agency-Production relationship. I was impressed by the exceptional ambition that this group of students have. This is no small rinky-dinky class project; they are meeting the expectations of a real client. I feel they over delivered.

These skills are important in that they fulfill the vision of what Prof. Coal is teaching; showing students how vendors, clients and agencies work synergistically and effectively to produce an end result. Although not all students become film editors, this real world environment provides the opportunity for them to learn the lingo and bring their creative concepts full circle in a mock Agency setting.

Grow-A-Head TM will benefit from this student project by having the opportunity to meet great students, experience fresh creative ideas and receive quality work from advertising students. I hope more students from CSUF have the opportunity to enroll in this class and receive this kind of experience through the Communications Department.

Orange Label Art + Advertising will continue to visit CSUF in the future. Employees Kimberly Amoroso, Meagan Guerra, and I are graduates of the school. Orange Label’s Principals are also graduates of CSUF. Rochelle Reiter, Vice President, is a MBA graduate, Wes Phillips, CEO, holds a BA and President Ian Crockett who is also a part time professor at the school holds a BA. We recognize the importance of meeting advertising students and helping them understand the industry, answering their questions and most importantly helping them jumpstart their careers.

FOR IMMEDIATE RELEASE
CONTACT: Rochelle Reiter (949) 631-9900
rreiter@OrangeLabelAdvertising.com

ORANGE LABEL ART + ADVERTISING ANNOUNCES NEW CLIENT, CALMONT WIRE AND CABLE, INC.
Agency to Re-vitalize Calmont’s Brand for 2010 to Grow Business

NEWPORT BEACH, California (December 8, 2009)—Orange Label Art + Advertising, one of Orange County, Calif.’s longest-standing privately held advertising agencies, announced today that Santa-Ana based Calmont Wire and Cable, Inc., who engineers custom wire and cable solutions for a broad range of industries, has retained Orange Label Art + Advertising as their Agency of Record in order to re-launch the Calmont brand. Orange Label Art + Advertising credits Calmont’s selection to its specific branding process, including the ability to capture the “essence” of a company’s brand through creative research and design.
The opportunity in 2010 is to reignite the Calmont Wire and Cable brand such that it supports a sustainable new business strategy, produces a steady stream of qualified leads and achieves meaningful revenue and net profit growth.   “We are revamping our brand image to be consistent with what we deliver to our customers,” said Bobbe Monteleone, President of Calmont.
Calmont Wire and Cable, Inc., founded in 1958, designs and manufactures wire and custom cable for medical, aerospace, military, robotics, computers, telecommunications and other precision applications requiring custom design. One of its early successes was developing extrusion technology to produce the first Hula Hoops for Wham-O. Currently, Calmont specializes in ultra-flexible and ultra-miniature wire and cable.
The Orange Label team created the positioning statement: Discover. Design. Deliver.  to accurately portray the innovative and unique culture at Calmont Wire and Cable, Inc. Over the next few months, the new Calmont Wire and Cable brand will be unveiled as well as collateral and support materials. “We are excited to be working with such a talented group of people that really cares about the product they deliver and how it is delivered and used in the world,” said Rochelle Reiter, VP and Co-Owner of Orange Label Art + Advertising.

ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth 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. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

ABOUT CALMONT WIRE & CABLE, INC.:
Since 1958, Calmont Wire and Cable, Inc.’s mission has remained the same—to design and manufacture innovative technical solutions for critical applications requiring unparalleled performance. Calmont is known for supplying innovative solutions for a wide range of industries and applications (medical, aerospace, military, instrumentation and robotics). At Calmont, under the direction of Founder, Bill Chilcote, the first prototypes of a multi-lumen catheter were developed. Today, the multi-lumen catheter has become commonplace in operating rooms throughout the world. Calmont’s cables are used extensively in the medical market for ultrasound, electrode, defibrillator, EKG, dialysis, handheld instrument, catheter, implant and other applications. Their cables are specified and used by some of the largest medical manufacturers in the world. For more information, visit www.Calmont.com.

#  #  #

Do you have a Company Facebook or Brand presence on Facebook?

According to iMedia Connection, there are 7 things brands need to know regarding Facebook changes happening now.

Let us know what you think about these changes. Do you think Facebook has changed for the better or worse?

Below is a copy of what iMedia Connection posted. You can view the link by clicking here

1. Email is now a supported channel
Facebook has long hidden user emails, but soon Facebook will provide developers access to a user’s verified email address. For brands that are serious about engaging in an ongoing dialogue with their fans, email becomes a powerful communication method. Email will allow brands to better reconnect with users who have interacted with them on Facebook. This becomes important given that…

2. Status updates are no longer guaranteed
Previously users’ streams included everything their friends and pages (including brand pages) published. Now the news feed has returned to a default view showing select highlights that Facebook’s algorithm thinks are most relevant to the user, which may or may not contain your brand’s message. There’s still a live feed view, but it’s no longer default, so only brand posts that fans interact with will appear in most users’ streams.

3. Other communication channels are consolidating
Many brands rely on application-to-user and user-to-user notifications to reconnect with users, and this communication channel is disappearing. That means in order to remarket to users to let them know about new product launches, sales, events, or promotions, you’ll need to acquire users’ email addresses or send popular posts (per above).

4. Application canvas pages gain more control
The Facebook header is being removed from application canvas pages, giving brands that engage users via applications more real estate on the page and a more customized and branded look and feel. Users will still have the option of returning to Facebook near the top of the page, but for brands that were hesitant to build on Facebook until more branding was possible, now is the time to reconsider.

5. Profile boxes are disappearing
It’s been a long time since profile boxes provided much value to brands, as most users don’t spend very much time on that part of friends’ pages. But that hasn’t stopped many brands from creating applications to establish a presence on users’ profiles. Within a few months, tabs will be the only way to integrate into the profile, so brands should be thinking now about creating an engaging communication strategy that best leverages email and status updates.

6. Enhanced Facebook share
For many brands and publishers, the value in marketing through Facebook is leveraging word of mouth. In fact, Facebook users share 2 billion pieces of content every week. The new Facebook share button includes a counter displaying the number of times that piece of content has been shared and is a valuable tool for any brand with a large existing audience on its site. This is a relief for content owners who struggle with replicating a presence inside of Facebook; instead, expect Facebook to offer more ways for your site to become more social.

7. Every webpage becomes a fan page
Facebook has long been about connecting people with each other, and it’s expanding the graph from people to objects in what it’s calling the Open Graph. Soon users will be able to fan not only your brand but a specific page, product, celebrity, movie, or SKU. These pages will also show up in users’ profiles and in search results, and that page will be able to publish stories to the stream of its fans. This shifts social brand interactions from Facebook tabs to brand websites in a powerful way for brands and publishers. While currently farthest out in Facebook’s announcement roadmap, the Open Graph has the greatest implications and opportunities for brands and publishers.

Expect 2010 to be a real breakout year for social marketing. For two-and-a-half years we’ve seen brands build strong followings inside of Facebook, but with these changes rolling out early next year, expect smart brands to better engage their best customers through their own channels by leveraging the power of personal relationships via Facebook’s platform.

Kevin Barenblat is co-founder and CEO of Context Optional.

On Twitter? Follow iMedia Connection at @iMediaTweet.

Newport Pacific, a company that manages over 70 manufactured home communities across the United States, selected Orange Label to quickly increase occupancy at their Austin, Texas property during August and September 2009. The agency credits landing the account to its direct response expertise in generating qualified leads and their ability to accurately target niche audiences. The high frequency radio campaign targeted the Hispanic community with the theme, “Live In Your Own Home, NOW”. The results hit home. The property surpassed the occupancy goals midway through the radio campaign and Newport Pacific considers the campaign a grand slam!

Donnellon McCarthy
Orange Label Art + Advertising built its foundation on long-term client relations. However, even by these standards, the 25 year relationship with Donnellon McCarthy, a Cincinnati-based office technology dealership, is remarkable and extremely newsworthy in the advertising industry. Even though they are b2b, we’ve used business-to-consumer advertising strategies with morning drive radio as the backbone of a strategy that has also included marketing materials from corporate brochures to delivering truck and vehicles wraps.

During the twenty-five year relationship, Donnellon McCarthy has remained independent in spite of two very significant roll-ups in the copier/office technology industry. They have passed the baton from one generation to the next, transitioned from selling analog to digital technology, experienced significant organic growth and expanded geographically to have a marketing area that includes Ohio, Kentucky and Indiana.

Named one of the fast-growing companies by the Orange County Business Journal

NEWPORT BEACH, California (October 27, 2009)—Orange Label Art + Advertising (OLAA), a full service agency and one of Orange County’s longest-standing privately held advertising agencies, was recently named as one of  Orange County’s “Fast-Growing Privately held Companies”, by the Orange County Business Journal for the second year in a row.

The third annual “Fast- Growing” list ranks 100 businesses by revenue growth from June 2007 through June 2009. Orange Label Art + Advertising experienced 15% growth over a 2 year period and ranked number 90th on the list.

“We are pleased with the Business Journal’s recognition, especially considering the ongoing economic challenges with which all companies have to contend” said Wes Phillips, CEO of Orange Label Art + Advertising.  “Our success is directly related to the commitment of our talented team members, the confidence our clients have in our creativity and the measurable results that are generated.”

The Orange County Business Journal honored those companies that made the list with an awards ceremony held in on October 15th at the Irvine Hyatt Regency.  Several Orange Label Art + Advertising team members attended, including Wes Philips, CEO, Ian Crockett, President and Rochelle Reiter, Vice President.
ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth 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. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

# # #

LERETA, LLC Retains Agency to Re-launch their Brand After Ownership Change

NEWPORT BEACH, California (October 20, 2009)—Orange Label Art + Advertising, one of Orange County, Calif.’s longest-standing privately held advertising agencies, announced today that LERETA, a national leader of tax and flood services, has retained Orange Label Art + Advertising to re-launch their brand and be the agency of record. Orange Label credits the win to their ability to rapidly define a compelling brand message, quickly launch the messaging strategy and produce measurable and powerful response from the marketplace.

LERETA, LLC was an Orange Label client until LERETA was purchased by Land America Financial Group in 2003. In September 2009, the company was purchased by an investment group that includes former executives of LERETA. “For decades, the team at LERETA has built a solid reputation based on quality and extraordinary service, and I am excited to be rejoining them,” says Jim Thornton, returning as president of LERETA. “The shared values of the management team and their commitment to the real estate services industry, combined with their new financial strength will provide LERETA with the stability and resources necessary to continue providing superior service, while focusing on innovative and strategic growth initiatives.”

Orange Label helped re-launch LERETA’s brand identity to its employees, customers, vendors and the media. Tactics included a new logo design, media outreach campaign, customer and vendor correspondence, print ad and event launch support. Orange Label CEO, Wes Phillips said, “Together, Orange Label and LERETA did great work from 1997 to 2003.  Now, the Orange Label team is excited to again be working with such a powerful group of business leaders.”

ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth 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. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

ABOUT LERETA, LLC
LERETA, LLC continues in the tradition of LERETA Corp. Founded in 1986, LERETA Corp. has been a major force in the tax and flood service industries since its inception. The company provides a full suite of real estate tax services for residential and commercial loans, including automated online research and certification, tax bill processing, a suite of delinquent tax services, and customized tax outsourcing service programs.  The company also provides real time flood zone determination services.  For more information, visit www.lereta.com.

#  #  #

At the Vistage Economic Summit recently, Economist Alan Beaulieu, president of the Institute for Trend Research in New Hampshire cited several tips for business owners as the economy comes out of the recession, one being “Ramp up on Marketing and Advertising.” Read all the tips below!

Tips for business owners

Economist Alan Beaulieu says business owners should take action as the economy comes out of recession:
• The beginning of 2010 will be a golden time to expand: equipment and real estate will be inexpensive, interest rates low.
• Borrow as much money as possible because future interest rates will rise.
• Hire the exceptional talent that will be available through 2010.
• Cease activities that don’t create profit; eliminate unprofitable products.
• Ramp up marketing and advertising.
• Look for ways to sell in western Canada, Brazil and Australia. These countries are positioned for strong future growth. Russia and China are not positioned for growth.
• Define and tout your competitive advantage.
• Lead with optimism. Be the chief cheerleader.

List cited from The Orange County Register, October 2, 2009

Color Theory. There is a reason logos are designed with a color scheme in mind. Color says a great deal about your brand. Here is a quick overview of what some colors represent:

RED: associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.

ORANGE: represents enthusiasm, energy, joy, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.

BROWN: suggests stability and denotes masculine qualities.

YELLOW: is the color of sunshine. It’s associated with joy, happiness, intellect, and energy. It evokes pleasant and cheerful feelings.

GREEN: symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money. Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance.

BLUE:  is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is linked to conciousness and intellect.

PURPLE: is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic.

WHITE:  is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation.

BLACK:  is associated with power, elegance, formality, death, evil, strength, authority and mystery.

Are you sending the appropriate message with color? What color is YOUR brand?

Yes…they added a iPhone App. You should try it out!

http://www.chipotle.com/#/flash/order_iPhone-app

Now that football season is back, I started thinking about the Superbowl and advertising. So for any of you that would like to reflect on the past seasons commercials, I posted a link to Advertising Age’s list of the 2009 Superbowl advertisements:

http://adage.com/article?article_id=134136

Enjoy!

Brand is behavior. It is not just what you do, but what you do and how people react, or as learned in the OC Ad Federation Event: How to Create and Market My Personal Brand, it is the “emotional aftertaste.” There is a vast difference in what you claim and how you fulfill the expectations you set. I guess at the end of the day, it is not the perception you have of your self that matters, but the perceptions others have of you. Remember to be consistent and keep it real!

Featured Event: OLAA Members will Attend:

I am proud to announce that another one of our clients has already exceeded their sales goal as a result of our radio campaign we produced for them. We targeted the hispanic community in Austin, Texas and used our “direct response” formula in driving leads with copy and media strategy. The goal was to increase occupancy in their modular home parks, specifically getting down to 20 openings (from 60) by mid September. It is only September 1st and they are down to 16 openings! Great work!