PIXEL FARM STRATEGIST SHARES RESULTS

Elliot Robia, Market Strategist from Pixel Farm of Minneapolis wanted to demonstrate how social media really should work using two dramatic examples side by side. Pixel Farm is a Minneapolis studio that creates digital experiences for major brands and ad agencies and connects them to their customers in novel and unexpected ways. Prior to joining Pixel Farm, Elliot was the Director of Business Development at visual/audio production company, Fischer Edit. He’s held marketing positions at healthcare tech company Zipnosis (where he oversaw the firm’s digital marketing and web analytics) and the education non-profit, DreamBox, Inc. Elliot is a Co-Producer of the Z-Fest Film Festival and a Programming Coordinator for the Minnesota Chapter of the American Marketing Association.

Elliot compared social media challenges for the Film Festival with another comparable project for a start-up technology company. Both had promising starts with robust facebook audiences, muliple “likes” and positive signs of social media presence. But the film festival took more care in reaching out to their fans with a video contest, posts and activity that generated participation and conversations.

The metrics Elliot shared with those attending the AMA Remarkable Leadership Conference on 2-22-2013 was all the evidence he needed to declare. Engagement is really far more important than being obsessed with simply building numbers early in the process of a social media campaign.

Even though the film festival started with a smaller initial target, the engagement led to discussion and many more “people talking about” numbers of engaged followers. Measuring results is important but it is also important to understand the metrics of which you truly hope to watch as a barometer of success. 

GO MIZZOU.

Andrew Grinch, Associate AD, University of Missouri Athletic Department shared highlights of rebranding the Mizzou Tigers as they enter the Southeastern Conference last year.The Southeastern Conference (SEC) on Sunday morning November 6th announced Mizzou as its 14th member, effective in the 2012-13 season. 

"The Presidents and Chancellors of the Southeastern Conference welcomed the University of Missouri to the SEC saying the "The University of Missouri is a prestigious academic institution with a strong athletic tradition and a culture similar to our current institutions," and "The Southeastern Conference is a highly successful, stable, premier athletic conference that offers exciting opportunities for the University of Missouri," offered chancellor Brady Deaton in the SEC statement, adding, "The SEC will provide our student-athletes with top flight competition and unparalleled visibility. We came to this decision after careful consideration of the long term best interests of our university. We believe the Southeastern Conference is an outstanding home for the Mizzou Tigers, and we take great pride in our association with this distinguished league."

Andrew Grinch was charged with launching a 90 day campaign to get the news out. The solution was a strategy that involved two distinct target audiences. Excite & Invite. Excite Missouri Tiger fans who already followed the team with a theme “A New Era Begins.” Invite new fans they would encounter with the move to the new conference with a gracious and respectful tone. Invite with the theme “Mizzou is proud to be SEC.”

The campaign included traditional media, like strategically placed outdoor billboards and print advertising augmented with paid internet advertising video that dramatizes the love of sport and competition of University of Missouri athletes.

The American Marketing Association approved this definition of Marketing in 2007: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. I think Andrew and his team at Mizzou demonstrated that pretty effectively in the presentation of his SEC campaign. Remarkable Leadership in Marketing.

MERCY in Joplin

At the 52^nd Annual Marketing Conference (2-22-2013) by the American Marketing Association, St. Louis chapter, Barb Meyer, Vice President Marketing and Communications and Nancy Schnoebelen, Director of Advancement Communications for Mercy Healthcare shared some details of the unique challenges of crisis communications after a catastrophe.

An EF5 tornado struck Joplin, Missouri in the late afternoon of Sunday, May 22, 2011. It reached a maximum width ¾ of a  mile during its path through the southern part of the city. It rapidly intensified and tracked eastward across the city, and then continued eastward across Interstate 44 into rural portions of Jasper and Newton County. More than160 people were killed  and over 1,100 were injured. It was the deadliest tornado in America since 1947.

Mercy had a hospital located in the center of this path of this devastation. Barb Meyer and Nancy Schoenbelen shared highlights of Mercy’s response, communications challenges, and remarkable acts of kindness and charitable contributions in the wake of that event. The good news is that they are looking forward to a brand new hospital opening in 2014 and Mercy workers in Missouri, Kansas, Arkansas and Oklahoma have a stronger bond as a result of working together through that crisis.

Thank you Barb and Nancy for sharing that story of remarkable leadership!

The Holy Redeemer Fish Fry

My friend Dave Cox is a very talented business owner, graphic artist, dedicated husband and devoted father. So when his parish needs a volunteer, he is eager to help out. A few years ago Dave stepped up (with his usual high level of enthusiasm) to run a fundraiser for the school. A fish fry during the Lenten season was going to be the big idea. They had a unique drive-through location where they would be able to serve fish sandwiches and French fries with commercial efficiency almost like a quick-service restaurant franchise. They had several planning meetings. Of course, the volunteers became friends. They are parents and parishioners with a lot in common.

They made trips to buy the fish, fries, tartar sauce, ketchup and soft drinks. He told me about buying paper products (plates, bags, napkins) and scheduling volunteers in shifts over the fundraising weekend. Naturally Dave designed a poster and flyers to promote the event as well. The whole production was a group effort and, all told, added up to hundreds of man hours.

Dave shared this story with me for a reason. You see the net proceeds of all this effort was about $250.00. And that was with free labor and eye-popping promotional materials. The concept made sense seasonally. The community supported the event. It’s just that contribution margin ended up being pretty modest (They were fortunate to finish in the black). Dave has no regrets but admits that had he known of this likely outcome at the onset of the rally to pull it off, he would happily just written a check for $250.00.

You see, in spite of “the best laid plans…” careful calculations and an eager army of workers, you can still fall short of your ambitions. To me, this is a cautionary tale of business in general – and marketing in particular. I’m sure the school will gladly accept the big check for $250.00 while the Holy Redeemer Fish Fry volunteers return to their daily lives of car pools, soccer practice, church and school activities.

Life goes on. Hey what about a car wash next year? A bake sale? A 

golf tournament?

P.S. My nephew JV shared a story from another part of the Midwest. He is in Columbus, Ohio and an active member of the Knights of Columbus at his church. He has business acumen and could not fully appreciate the Fish Fry at his parish. He sees now that the activities of a volunteer army can sometimes get in the way of enhancing profitability.  Ironic that fundraising efforts are as much about making sure fundraisers feel good about their efforts as delivering a big bottom line. 

Beware, Millenial on Board!

Recently, I attended a regional retreat in Chicago. Chapter leaders from the American Marketing Association met to review best practices and share ideas about advancing the profession, connect with others and generally learning from each other. It was during a lunch break that I met Emily. She is an account manager from and advertising firm in Iowa. The Iowa chapter researched travel options and decided to try the MegaBus. The cost per person was just $39 and has a convenient and a routine departure from Des Moines at 8:00 a.m. The trip was advertised to be a civilized 6 hour 20 minutes. So Emily was among the four Iowa chapter leaders who travelled from Des Moines to Chicago via MegaBus. Emily’s account of the trip had me laughing almost from the start. Her story started with the planning and preparation for their chapter trip and meeting up at the bus terminal in Des Moines. She and her chapter colleagues were underwhelmed by the experience. The bus was too hot and crowded. Emily responded as many Millenials would, by tweeting, “OMG, this is a bus trip from hell. It’s hot. Every seat is filled – no room to stretch. 6 hours and 20 minutes to Chicago.” A few hours into the trip, Emily wondered how fast they were moving. So again in step with how a Millenial might respond, she downloaded an App. The App allowed her to determine the bus was only traveling between 49-52 miles an hour. She tweeted again, “I can’t believe this. I will NOT recommend MegaBus to anyone…Ever!” Emily and her colleagues arrived in Chicago, albeit behind schedule, and as they thought about the adventure, they joked and shared amusement and a little bit of dread about the return trip. Generational differences present particularly as the digital age changes how we communicate and how we respond to the world around us. Emily’s story is a good illustration. MegaBus, on the face of things, offered a reasonable value ($39 for a trip of 350 miles). However, they might need to look after a few details related to customer satisfaction. Emily belongs to a generation born after 1982. If you are running a bus line and expect to transport Millenials, you better be ready for immediate and brutally honest customer reactions. The reality is something to think about. How will you plan your marketing in the face of instant communication and feedback?

Thank You ADDY Judges!

The American Advertising Federation (AAF), the nation’s oldest national advertising trade association, and the only association representing all facets of the advertising industry. The AAF has 15 districts located in and representing a different region of the nation. The AAF operates a host of programs and initiatives including the ADDY Awards. It starts with local advertising clubs like ours in St. Louis. 

My experience includes 15 years of local St. Louis Addy and one District ADDY (Not to mention three years prior involvement in ADDY competitions in Raleigh and Miami). My specialty: I secure the judges, and in the process I never tire of the experience of this annual confluence of advertising creativity. The judges are always a blend of geography, specialty and seniority. All have enthusiasm and a love of the game.   

This year is no different in that regard. Our judges are from Nashville, Tulsa, Pittsburgh and NYC: they are Sharon, Jeff, Pat, Rietje (pronounced re-cha/rhymes with glad to meet-cha).  Sharon is a take charge personality (in Nashville she is well known as a creative leader). She is the sort of person you want around in a crisis. (Case in point; while her husband screams in panic during a 7.3 Earthquake, Sharon calmly thinks through the aftershocks as their vacation bungalow in Honduras shakes on its shabby foundation.) Jeff is a Tri-Athlete and a former Navy Aviator who once aspired to be an astronaut (his extended household includes a wife and five children), Pat has the ad biz in his blood and has traveled widely in pursuit of his career. Rietje is a passionate and precise designer. Matt is unable to join us as he deals with the occupational hazard of working overtime on a new business pitch.

Reviewing hundreds of finished products of work submitted by agencies and marketers the judges take the time study design, copy, art direction and concept as it is translated to everything from posters and digital executions to television commercials. The experience almost always results in a bonding between these diverse and talented professionals. I feel fortunate to be the equivalent of the “bug on the wall” eavesdropping on this deliberation each year as the judging weekend unfolds toward a consensus on what deserves the spotlight.

Congratulations to all the winners over the years. I truly believe this kind of award program depends on the quality and credibility of the judges. We want it to mean something. Thanks to the judges. You are all-stars. You have contributed in a meaningful way to the legacy creativity and great work. You are a reminder that the art and craft, even in a commercial pursuit, adds value and is worthy of recognition.    

THANK YOU JUDGES 2013 - Sharon Harms – Buntin (Nashville); Jeff DeGarmo – Cubic (Tulsa); Rietje Becker – Sterling Brands (NYC); Pat Harris – Engauge (Pittsburgh); 2012 - Sharon Hinmon – Wyse (Cleveland); Hal Collins – Acrobat Ant (Tulsa); John Walsh – Leggett & Platt (Carthage, MO); Susan Cook – The Cook Consultancy (Ft. Worth); 2011 - Lisa Sanger – (Cincinnati); Jodi Greene - Barefoot Proximity (Cincinnati); Patrick Scullin (ATL); Matt Rand (Dallas); 2010 -Keith Harmeyer – Smart Stoming (NYC); April Koenig – Creatives on Call (Cincinnati); David Marks – The Collaborative (KC); 9^th District Addys 2009 - Don Sedei CD/Partner– Calise & Sedei (Dallas); Glen Fellman ACD – McKinney (Durham, NC); David Korchin – Sr. CD – Ogilvy (NY); 2009 - Colleen Fahey - Star Farm Productions (Chicago); Wade Alger - Martin Agency (Richmond); Steve Lageson - Wyse (Cleveland); 2008 - Gordon Robertson – Group CD, MARC USA (Pittsburgh); George Tenne – Creative Consultant 10e (Chicago); Julia Hoffman – Interactive Art Director, Crispin Porter Bogusky (Boulder); 2007 - Nancy Rice - College of Art & Design (Minneapolis); Rick Boyko – Virginia Commonwealth University AdCenter (Richmond); John Pattison – CD HSR Business to Business (Cincinnati); Kevin Endres – ECD J&A Partners (Brentwood, TN); Christine Taylor – Designer – Hallmark (KC); 2006 - Tim Ryan, Freelance CD/AD – (Bloomfield Hills, MI); Bill West, Creative Director and Senior Partner - French, West & Vaughn (Raleigh); Jessica Englund, Freelancer - recently Art Director Liggett-Stashower Advertising (Cleveland); Mike Fetrow, Creative Director - Colle+McVoy (Minneapolis); 2005 - Carolyn Rayner, VP, KWCC, Inc. (Dallas/Houston); Jenn Sedlecky, Writer, Wyse (Cleveland); Steve Mapp, Sr. AD, Goodby Silverstein & Partners (SF); Rahmin Eslami, Sr. Designer, Landor (Cincinnati); Rudy Banny, Chief Creative Officer, Neiman Group (Harrisburg, PA); 2004 - Steven Rank, Associate CD, Siegel & Gale (NYC); Tracey Turner, Executive Director of The Creative Group (LA); Rob Simpson, Creative Director, GJP Advertising (Cincinnati); Dave Clemans, Associate CD, The Martin Agency (Richmond); Bill Wright, CD, Crispin Porter + Bogusky (Miami); 2003 - Marty Orzio, former ECD and partner Merkley Newman Harty in New York City moved to BBDO (Chicago); Chuck Meehan, Associate CD at David & Goliath (LA); Margie Koyak, Sr. Copywriter at Caldwell Van Riper/MARC (Indianapolis); Anne Simmons, VP of Strategic Services at Willoughby Design Group (Kansas City); Jim P. White, Chief Creative Officer at Doe-Anderson (Louisville); Amy Sunderman, Sr. Designer, Landor Associates (Cincinnati); 2002 -Gary Backaus, Creative Director, Archer>Malmo (Memphis, TN); John Bacon, Designer/Art Director, Sullivan Higdon & Sink (KC); Silvia Albertelli/Masek, Wyse Design (Cleveland); Rich Tlapek, VP Group Creative Director, GSD&M, (Austin); Nancy Rice, Worldwide Creative Director, The Miami Ad School (Minneapolis); 2001 - Mark Eimer, Designer/Art Director, Muller & Company (KC); Michael Landon, Designer, Maximum Design div. of Square One Adv, (Dallas); Gary Schoenike, Creative Director, The Solis Group (Denver); Bill Daniel, Washington Daniel (Chicago); Donn Ditzhazy, Creative Director, RMD Advertising (Columbus); 2000 - Christine Beougher, Sr Designer, Barnhardt/CMI, (Denver); Michael Hart, Copywriter, Carmichael Lynch moved to Fallon McElligott (Minneapolis); Rob Burnham, Creative Director, Kuester Group (Minneapolis); Louis Moses, AD/Partner, Moses Anshell (Phoenix); Tom Schultz, Publicis & Riney (Chicago); 1999 - Nancy Johnson, Owner, MarketForce (Raleigh); Jason Strong, Designer, Duffy Design, (Minneapolis); Terry Slaughter, Creative Director, Slaughter Hanson (Birmingham); Lynn Lilly, Liggett Stashower (Cleveland); Mike Jones Kelly, Creative Circus (Atlanta); 1998 - Doug Trapp Sr. AD, Martin Williams (Minneapolis); Bill Wright, writer, Crispin Porter Bogusky (Miami); Randy DeMuesy, VP/ACD, Meldrum & Fewsmith (Cleveland); Ron Huey, Partner, Huey Popprocki,(Atlanta); Tom Lunt, VP/CD, Leo Burnett (Chicago); Sonia Gretemen, Principal/CD, The Gretemen Group (Wichita)

Selecting an Architect

The American Institute of Architects (AIA) offers some helpful guidance on selecting a professional architect. Selecting the right architect could be vital to the success of your building program whether you are building a home or designing a commercial building. AIA is a good place to start because it is the leading professional membership association for licensed architects, emerging professionals, and allied partners. It has been since 1857. Today AIA has about 300 state and local chapters and serves as the voice of the architecture profession.

Architecture firms come in a variety of sizes and types. The average firm is made up of 9 or 10 people. Many firms are smaller. Of course, there are also very large firms with staffs of 100 or more. Some firms specialize in one or more project or facility types. Some firms include structural, mechanical, and/or electrical engineering expertise in-house. Disciplines, such as planning, urban design, landscape architecture, interior design might be a firm’s focus. Architecture firms bring their own combination of skills, expertise, interests, and values. All good architects will listen carefully and translate ideas into a viable construction project. So naturally it is important to look for a good listener in your search to find a good architect.

Architects help define the projects in terms that provide meaningful guidance for design. They do site studies, help secure planning/zoning approvals, help work out financing and a variety of other services. As you review alternatives among architects you should ask to see projects the firm has designed. You may want to see projects that are similar to yours or that have addressed issues such as siting, functional complexity, or design aspiration. Confidence in the architect is paramount. Seek also an appropriate balance among design ability, technical competence, professional service, and cost. Once you've selected the best firm, enter into detailed negotiations regarding services and compensation. The AIA Contract Documents-the industry standard-offer an excellent starting point.