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The Changing Face of Facebook
Every generation has its cultural voice. Like ´60s music for baby–boomers, Facebook would be considered the voice of our time. It only takes looking to the recent Egyptian revolution to galvanize Facebook's status as an important tool of change. In fact, Wael Ghonim, a leading activist in the uprising, specifically stated, "If there was no social networks, it would have never been sparked… this revolution started on Facebook."
The global power of Facebook makes the social media tool increasingly relevant to the business world. It is a nerve center for all walks of life. There is no set demographic or geography, but there is a shared connectedness and fierce loyalty to Facebook. One user described it as having "the need to be there. For work, for personal reasons, to connect with someone there that they couldn't connect with elsewhere."
It seems, then, that Facebook provides a captive audience for any business, but for small businesses in particular. There is instant access to millions of daily visitors at a relatively low cost of entry to push a message or brand forward. These are huge benefits for fledging businesses budgeting start–up capital or struggling to gain presence. Could Facebook also be a tool of change for the corporate landscape?
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Marketing Agencies are a Great Example of Collaboration
Keeping a watchful eye on our clients' best interests is a day–to–day charge in agency work. We operate from a base that sits firmly on strategically solid ground. It sets the tone and direction for all creative execution. It also helps ensure we stay the course as fiscal stewards. That's why we have budgets.
When we do it all really well—the creative is on target, the project is on budget and on time, and the work delivers to the goals and objectives that served as strategic guideposts. Whew!
Heavy lifting aside, what more could we, or should we, do? How about playing the matchmaker card and bringing a couple of clients together?
It's not a blind date, but more of a mutually beneficial encounter. Just a little cross–selling on behalf of two interested parties. Client A has a need that could be filled by Client B, so let's get them acquainted.
Kaytee Products Inc., Chilton, Wis., had a new line of natural foods for pet birds and small animals. Our package design team created a brand positioning with a crunchy–granola feel that was also very eco–friendly. It all had to be reflected visually, as well as in the packaging materials. We needed to make sure the packaging would resonate with consumers and work in the retail outlet.
Great Northern Corporation, Appleton, Wis., has been a longstanding Directions client for over 16 years. Coming off the development of fresh marketing collateral for its StrataGraph consumer packaging operation, we thought a platonic get together was in order.
In the end, our package design for Kaytee captured the earthy, organic look you get with kraft paperboard, but didn't have to sacrifice on the print quality. Graphics for pet birds, like parrots, and small animals, like gerbils, needed to look bright and vibrant.
With rich animal photography juxtaposed against a backdrop of environmental foliage, all on a palette of visually textured fiberboard, it was a snapshot of vitality from a healthy relationship. Sort of a value–added collaboration.
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Impersonating Isn't Everything, It's the Only Thing
One of Directions' long–time clients fired up its annual sales meeting this February in Appleton, Wis., with a Green Bay Packers theme.
Winning. Excellence. Pride. Integrity. Perseverance. Tradition. What a great message for salespeople! And who better to symbolize those attributes and help motivate the sales team than legendary Packers coach, Vince Lombardi.
After kicking off the two–day conference with a short video presentation on the real Vince Lombardi, we turned up the lights and had our agency version of Vince (Creative Director, Chip Ryan) take over the room. Wearing Lombardi's trademark hat, coat and glasses—and sporting a Lombardi–like gap in his front teeth, courtesy of his wife's eyeliner—Ryan delivered a rousing motivational chalk–talk to the sales team about what it takes to be a winner. It was truly a championship performance.
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Employee Spotlight: John Giesfeldt, Public Relations Senior Manager
John Giesfeldt, Public Relations Senior Manager, sees his role as pivotal in creating awareness and demand for clients´ products and services. "Public relations is part of the marketing mix that can directly influence decision makers," he explains.
With dual degrees in radio/TV/film and religion with a business minor, plus another degree in public relations/journalism—and years of practicing in the field, including ten here at Directions—John has the education and experience needed to influence decision makers. However, it's his instinct that guides him in consistently doing stellar work for Directions´ clients.
"You know in your gut when content is good. When it performs for our client, and our work is recognized for that success, that's probably the most rewarding part of my job."
Creating the content is part of the equation. Selling it is another. "We're always pitching to editors for media space. Getting that placement is crucial for our clients´ success, but getting it can be challenging," John notes. "That's where the solid relationships our PR department has with its network of editors is key. We've established our credibility with them by being responsive and relevant, but ultimately, it’s all in service to our clients."
John was instrumental in getting Directions involved with writing 'Market Watch,' a weekly business column for The Appleton Post Crescent. "Our entire department contributes to this project. We're in the newspaper's rotation, so we submit a column every seventh week giving our take on any topical business issue."
Away from the office, John enjoys restoring old bicycles. "I've always tinkered with bikes. To me, it's all about the mechanics. Having a cool, old fat–tired bike that creaks and squeaks is just no fun to ride."
His dream bike? "Truth be told, a '68 Triumph motorcycle," John laughs. Leave it to a Public Relations Senior Manager to put a new spin on things.
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Directions Wins Silver at the 2011 ADDY® Awards
Directions was recently recognized by the AAF–Fox River Ad Club for outstanding work in advertising industry self–promotion. The agency earned a Silver ADDY® Award for its Holiday Caption Contest interactive campaign at the 2011 ADDY® Awards competition, held March 17th at the EAA Eagle Hangar in Oshkosh, Wis.
"The contest offered a unique twist on your standard holiday greeting," said Aaron Graff, art director at Directions. "Not only did it bring levity to the season, it also was designed to be eco–friendly–being entirely online."
The Directions interactive Holiday Caption Contest invited clients, friends and family to vie for prizes and wall space in the virtual "Gallery of Clever Captions." Participants chose one of three custom characters—Glitch, the abominable snowman; Tweak, the elf; or Sketch, the reindeer—placed them in unique background scenes, and supplied a witty caption that appeared on–screen in a comic strip–style talk bubble. Contestants then posted their work in the gallery for judging, review and sharing. View the winning entries here.
Graff provided insight into how Directions’ three winter friends came to life. "Nate Eid, our technical illustrator, hand–sculpted Glitch, Tweak and Sketch. We digitally painted each character, then captured them through photography in a variety of scenes we set up—at a library, a bar, a football stadium, and on the dashboard of a classic car."
The ADDY® Awards, an annual gala, honors creative excellence in advertising throughout Northeastern Wisconsin, the second largest market in the state. For a complete listing of 2011 ADDY® Award winners, visit www.aaffoxriver.org.
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SOUPer Bowl for a Super Cause
We celebrated the Green Bay Packers' Super Bowl bid with a "SOUPer Bowl" of our own, benefitting individuals and families in the greater Fox Cities area in need of assistance.
Directions' employees were divided into four competing teams—Matthews, Jennings, Driver and Rodgers—and given a list of non–perishable food items and health and beauty aids requested by local pantries. The challenge to each team was to bring in as many items as possible to fill, or even overflow, their designated donation box. When the final whistle blew and contributions were tallied, "Team Rodgers" was crowned champion, with their generosity scoring them a catered luncheon. Reaching out to others, though, made everyone who participated feel like a winner.
The "SOUPer Bowl" brought in a collection of more than 750 items, which were donated to St. Joseph Food Program, Inc., located in Menasha. Additionally, the agency contributed $350 in proceeds from the "Directions Family Cookbook" sale to help the pantry purchase milk, meat, fresh fruits and vegetables as needed.
Events were capped off with a "SOUPer Bowl" lunch on the Friday before the Packers' Super Bowl appearance. Employees—festooned in green-and-gold swag—brought in a variety of homemade soups and fresh breads.
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Project Pillow is No Sleeper
We recently launched Project Pillow, our latest fully integrated self–promotional campaign that deals with branding, and more specifically, issues faced by brand managers at consumer product goods companies.
Project Pillow is another example of how we have earned our reputation as a solutions–driven and responsive strategic partner. The insight and unique "brand therapy" highlighted throughout the campaign is based on our listening to our clients and delivering results that perform in our clients' markets.
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