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Copywriting & The Holiday Season: A Spirited Juxtaposition

What do contemporary copywriting and the holiday season have in common? On the surface, the two are certainly unrelated. The former is a precise type of writing. Stringing together emotionally-charged words and phrases to appeal to your target audience. When done with care, it is a beautiful craft indeed. The latter, of course, is a time of year. A lively period between Thanksgiving and New Year’s Day during which individuals crowd around dinner tables with their loved ones, make memories, and celebrate another year passed and a new one on the horizon. Cue twinkling lights, distinct aromas, and pomp and circumstance.

Juxtaposing the two, however, reveals that copywriting and the beloved holiday season do relate; in fact, they do so much more than one might think! The next time you put your fingers to the keys or a pen to paper, consider these copywriting tips and their holiday-themed equivalents:

  1. Forge Connections! Think of this as a holiday gathering
    Great writing is about making connections – seeing two separate entities as one and running with each of them until they meet at one distinct point. Great writing comes from understanding a precise moment in time and the emotions that are associated. Think of this as your holiday gathering. Separate personalities meeting in one room? Surely. Emotions expressed? Absolutely. One special moment that connects everyone in an instant? There’s the sweet spot. When you’re writing copy, find that special moment, and equate your words and phrases to a holiday gathering – a beautiful blend of differences meeting under one roof.
  2. Eliminate Excess! Think of this as your “Giving Tuesday”
    Modern readers have incredibly short attention spans; Generation Z (Gen Z)’s is a mere eight seconds. To appeal to the masses, you’ll need to scale back that lengthy copy. HubSpot’s marketing blog suggests turning your 50-word homepage copy into a 25-word sentence, then parring it down even more to just 15. Next time you’re reading over something you’ve written, ask yourself: Is this word necessary? What is this line adding to my sentence? Think of this process as your Giving Tuesday, a global celebration of giving that takes place annually on the Tuesday after Thanksgiving. On that day, people shy away from excess and gluttony, and focus on giving back to others in need. When writing, ask yourself if you really need those extra words and sentences, or if you can forego them altogether to strengthen your copy.
  3. Storytell! Think of this as dinner table conversation
    Today, people do not want to be sold anything. They want to see what your brand is about and feel a human connection to your ideals. Perhaps above all, they want to be communicated with through story; it’s the easiest way for our brains to process complex information. As you write, draw inspiration from those holiday moments shared around the dinner table. What makes those moments so special? It’s the stories, past and present, that we share with one another. Share those special moments with your target audience through your copy, and you’ve got your magic moment.

Source:
https://blog.hubspot.com/marketing/good-copywriting-practices-list

Welcoming Chris Konnick to our team!

We are pleased to welcome Chris Konnick to the Ideaworks team as our new administrative assistant! Chris came onboard in November and has 26 years of experience working in project accounting and administrative support. When not at work, Chris loves to cook; she especially enjoys making Polish favorites like pierogis and kielbasi. She and her husband also recently celebrated their 28th wedding anniversary!

The next issue of Dazzle is hot off the press!

We are THRILLED to bring you the next issue of Dazzle, our award-winning agency magazine! Here’s what you’ll find within its pages:

  • An editor’s letter from Chelsey Tupper, director of marketing communications
  • An in-depth look at Gen Z: the generation that you need to pay attention to
  • How we are delivering on our agency’s commitment to social good
  • How selecting a “charity of choice” makes good business sense, and how it has helped us form a great bond with Blue Chip Farm Animal Refuge, a local no-kill animal shelter
  • Tips for choosing the right marketing mix for your business
  • “Checking out the ‘Real World’ at Ideaworks,” an article from guest writer Rachel Urbanowicz, mass communication professor at Misericordia University
  • Life @ 197, spotlighting the Ideaworks team and recent happenings
  • A recap of our winnings from the AAF Northeast Pennsylvania’s ADDY awards
  • An article on storytelling from the desk of Peter Steve, owner & CCO

Please click here to read. Feel free to email Dazzle’s editor-in-chief, Chelsey Tupper, at chelseyt@ideaworks.marketing or art director, Allison Simenkiewicz, at allisons@ideaworks.marketing to share with them which articles and features you find most compelling! Enjoy!

Social good: A longstanding commitment at Ideaworks

Earlier this month, our Direcmcontor of Marketing Communications, Chelsey Tupper, attended the 2017 MCON conference, held at the Newseum in Washington, D.C. This annual conference sparked her interest, as it is designed for individuals who are dedicated to social good and societal change, and who want to hear from some of the most notable thought leaders on cause-related marketing and activists who feel passionately about their work. Much of what was discussed included ways to attract more millennials to show support and interest in a particular cause by using creative branding strategies and other well-thought-out marketing tactics that resonate well with this generation.

During the conference, Chelsey heard from a number of accomplished speakers who drove home a vital point: through its work, a business must personify its very roots and reasons for doing – put plainly, each day, employees should reflect their company’s core beliefs. In addition to the #GivingTuesday Townhall, during which she learned aideaworks3bout assimilating charitable efforts in your business practices annually, this central message from MCON resonated for Chelsey, who would return home to continue breathing life into Ideaworks’ own philanthropic initiatives with the entire team – a practice that Ideaworks has been committed to for over 20 years, as one of our foundational values is service to others.

This dedication is shown by our unwavering commitment to local organizations like Blue Chip Farms Animal Refuge. Blue Chip Farms, located in Dallas, PA, is a non-profit, no-kill animal shelter that provides care, comfort and a loving home to every animal that is brought to its safe haven, regardless of health impairments or age. Being animal lovers, Ideaworks’ owners Peter and Judy Steve elected Blue Chip as our charity of choice in 2015. Since then, we have gone on to provide a wide range of marketingstpatricks support to Blue Chip at no cost, helping its team spearhead some of its most valuable initiatives like Adopt-A-Kennel, Legacy of Love and the newest sponsorship program, Kitty Condos. Working with Blue Chip continues to be one of our company highlights, but this has not been a solitary effort. We continue to reflect upon our core beliefs and participate in various cause-related initiatives.

In March and April of this year, our team participated in the Back Mountain Chamber’s Spring Food Drive, donating non-perishable items to the Back Mountain Food Bank. Giving back to the community and providing healthy, nutrient-rich meals to families is an effort we are committed to in our work, as some of our largest clients are proponents of healthy living, clean environments and optimal quality of life.

This month, Ideaworks was fully committed to raising awareness for various causes and helping individuals in the process. We “went purple” for Alzheimer’s and oPurpleDayther dementias, being that June is National Alzheimer’s and Brain Awareness Month. Our team enthusiastically involved themselves in this project by changing our email signatures from black to purple text, the recognized color of the Alzheimer’s Association, and including a call to action to “#ENDALZ” in the sign off. We also scheduled a day to wear purple and heightened awareness for this worthy cause on social media.

Also in June, we had the opportunity to team up with the Greater Wilkes-Barre Association for the Blind. We hosted a high school student in the Association’s Transition Assistance Program, who expressed an inteRainaandRachaelrest in becoming a graphic designer and photographer in the future. She learned a lot while job shadowing our creative designers and also enjoyed lunch with our team where she was able to hear more about what differentiates us as an agency. We are proud of this young girl and know she will continue to grow in her craft in the years to come.

At Ideaworks, we firmly believe that day in and day out, you should be communicating what your business is truly about, and acting as a spokesperson for those values that your company holds dear. While raising awareness during National Alzheimer’s and Brain Awareness Month, choosing Blue Chip Farms as our “charity of choice” and partaking in other local initiatives have been excellent opportunities for us to get involved, they will certainly not be the last. As put by Christina Tosi (award-winning owner of Milk Bar Bakery with locations in New York, Washington, D.C., Las Vegas and Toronto), who offered insights to her MCON audience, “It’s easy to support things when you believe in them.”

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Shorter, sweeter, stronger: “Spring cleaning” your marketing approach

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When the ground begins to thaw, greenery returns to the landscape and the sun’s rays feel just a little bit stronger on our skin, we know that spring has finally sprung. Along with the many simple pleasures to enjoy during springtime, people make the most of the beautiful weather by doing some (often much-needed) spring cleaning. This month, we’ve juxtaposed swoon-worthy weather and the art of the marketing approach. While businesses – like ours! – pride themselves on innovation, bold concepts and unabashed creativity, they also shouldn’t fear simplicity when “simple” is needed.

We spring clean to weed out what no longer suits us while hanging onto the essentials – the pieces we can’t live without; similarly, your marketing approach can be rethought, reworked and refined to better suit your business at any time. To “spring clean” your marketing style this year, consider staying short and sweet, especially if you’re interested in strengthening your online presence.

What is meant by “keeping it short” is exactly what it sounds like – cutting back your content! According to the Bloomberg View and Sparks & Honey, a New York-based marketing agency, Gen Z (young people age 19 and under) has a (remarkably short) eight-second attention span! With an annual buying power of well over $40 billion and an incredible influence over what their parents purchase, it’s imperative to ask yourself how you’re marketing toward this generation.

The key to enticing consumers is to keep your content short and striking. Gen Z – along with virtually every other generation – is incredibly visual. To echo some marketing basics: if it doesn’t look appealing, it isn’t going to sell. To keep your content visually appealing and shortened, consider letting your images take center stage as opposed to your copy. Allison Outdoor Advertising Inc.’s “10-Commandments of Billboard Design” suggests using seven words or less when creating a billboard and letting images do most of the talking. This rule doesn’t just pertain to billboards, but the design of marketing collateral in general. With a strong image and only a few words, your brand more than likely will resonate much better with target audiences.

While seven seems to be the magic number for billboards and other collateral, consider applying a similar shortening strategy on your social media, because billboards certainly aren’t the only places to keep your content condensed. Evidenced in research by Wistia and published on HubSpot’s Marketing Blog, your average video length should be right around the two-minute mark. With the rise in visual marketing and the stronghold that video giants like YouTube have on consumers, you’ll want to remember this number the next time you post a video for your business. Additionally, Instagram captions should be kept under 125 characters, and even the 140-character limit in a tweet is a bit too steep. Remember these figures for social media success, and don’t be under the false pretense that more copy will automatically result in more sales!

Now that we’ve discussed the benefits of keeping it short, let’s move onto to the sweet side of things! When it comes to marketing and “keeping it sweet,” it doesn’t necessarily mean plastering photos of puppies or kitties across your pages; although, people do have undeniable sweet spots for our furry friends. Today, consumers want to see authentic, genuine, “no filter” snapshots of your business’ daily functioning, or as Arnie Kuenn calls them in his article entitled, “Visual Content Marketing on 3 Major Networks: Ideas and Inspiration,” “backstage” looks. Think about giving consumers a short look at how a product is made, an authentic peek at your office culture, a glimpse at some of your philanthropy or just a few smiling shots of your employees. As Kuenn notes in relation to visual content marketing, posting photos of your staff or a peek at your daily processes “[humanizes] your brand.” It’s important to think about the types of photos you’ve been posting or using in your brochures, videos, sell sheets, etc. If you haven’t given employee faces or some of your projects a little limelight, it’s certainly not too late, because you do want to show consumers that your business has heart. Breaking away from stock photos for your visual components, as Buddy Scalera notes in his article, “Say No to Stock Photography and Create Authentic Images,” and going genuine is perhaps just what your business needs when you’re spring cleaning your marketing approach.

Implementing what Forbes calls “nostalgia marketing” is also a great way to keep it sweet. According to Forbes, using nostalgia in your marketing technique works best with Millennials, because this group in particular longs to fondly recall their childhood memories; it’s why “90s-style” choker necklaces and Pokémon GO were all the rage last summer. Peppering some nostalgia into your approach will appeal to the consumer on an emotional level without overdoing it.

This spring, keep it short and sweet if you want to do some thorough spring cleaning on your marketing approach; in doing so, you’ll appeal to wider groups of consumers, freshen up your social media and create some much-needed sunshine to drive sales!

Sources:

  1. https://www.slideshare.net/sparksandhoney/generation-z-final-june-17/6-They_love_to_shop_especially
  2. https://www.slideshare.net/sparksandhoney/generation-z-final-june-17/4-They_inuence_household_purchases484747369656055523229ToysApparelThe_weeks
  3. https://www.forbes.com/sites/laurenfriedman/2016/08/02/why-nostalgia-marketing-works-so-well-with-millennials-and-how-your-brand-can-benefit/#7e2c88fb3636
  4. http://contentmarketinginstitute.com/2014/04/visual-content-major-networks-inspiration/
  5. http://contentmarketinginstitute.com/2015/06/create-authentic-images/
  6. https://www.bloomberg.com/view/articles/2014-06-18/nailing-generation-z
  7. https://blog.hubspot.com/marketing/character-count-guide#sm.000c5do7l1c90e4kxmc2mnjf7scjg
  8. http://www.allisonoutdoor.com/wp-content/uploads/Billboard_Design_Tips.pdf

A note from the new Marketing Communications Manager!

headshot (2)It is with much excitement that I am introducing myself as the newest member of the creative team at Ideaworks Marketing! Being an individual who loves to write and story tell, I am passionate about communication and the role that words play in our understanding of people, businesses and – more broadly – our world.

I graduated summa cum laude from Misericordia University in December 2015 and hold a bachelor’s degree in English, as well as my Pennsylvania Instructional I teaching certificate in English/Language Arts grades 7-12. I have past work experience as a web content editor and substitute teacher. In my spare time, I love to travel, experiment in the kitchen, and spend time with my family, friends and fiancé!

I will be working with our Director of Marketing Communications, Chelsey Tupper, to develop content for the agency. Ready to bring my experience and passion for communication as the new Marketing Communications Manager, I am most excited to take a personalized, detail-oriented approach to working with our clients!

Introducing the 2017 Ideaworks Calendar!

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We’re excited to show off the 2017 Ideaworks calendar! Each year, we brainstorm a new calendar concept to make sure it’s fun and interactive. Our team then works diligently to bring the concept to life. Once produced, the calendars are given to clients, business associates, and friends of Ideaworks, and they are always a hit!

For 2017, our calendar celebrates the unexpected by paying homage to the quirky holidays that tend to get overlooked but make life a lot more interesting. This year’s calendar design is a true representation of the culture and chemistry here at Ideaworks. We’re forward thinking; not afraid to suggest bold, new ideas to clients; and we work hard (and play hard too). Speaking of playing, the vibrant colors and dynamic images throughout the calendar also serve as a gateway to a wonderful augmented reality experience using the Layar App. Each month has something new and fun in store, and if that’s not enough, the back of each card is a puzzle piece.

Let us know if you’d like to receive a 2017 Ideaworks calendar, and we’ll be sure to get one to you. From all of us at Ideaworks, we wish you and yours a new year full of many happy surprises. Remember to make the most of each day, and of course, celebrate the unexpected!

Blue Chip Animal Farm to host Legacy of Love memory wall unveiling

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Blue Chip Animal Farm invites the northeast Pennsylvania community to take part in its Legacy of Love memory wall unveiling on Saturday, November 5 at 1 p.m. at Blue Chip Animal Farm in Dallas, PA. The event will celebrate the installation of the organization’s Legacy of Love memory wall constructed entirely of commemorative bricks purchased by Blue Chip supporters.

Bricks purchased not only contribute to the ongoing construction of the memory wall but also help to offset operating costs at Blue Chip. Bricks can be purchased online at www.bcfanimalrefuge.org in addition to at the event. “We hope to create a wall of 600 memories at Blue Chip Farm, and to build a space of love and remembrance for all of the animals and animal lovers that have passed away. Those who purchase a brick are doing a service in memory of their loved ones because 100% of the funds will go to support the ongoing cost of operation of Blue Chip Animal Farm,” says Cordie Braun, director of Blue Chip.

Ideaworks has taken on Blue Chip as its charity of choice, which means we provide the non-profit with complimentary marketing services. Specifically for the Legacy of Love memory wall, Ideaworks  created the marketing materials and webpage, along with coordinating and executing the public relations effort for the unveiling event. Ideaworks also did the Legacy of Love billboard design, which can be seen in Luzerne and Lackawanna counties. Lamar Advertising was very generous to donate the billboard space. We hope you’ll come out and support this wonderful organization on November 5 and/or purchase a brick to memorialize a pet or pet lover in your life.

Ideaworks collaborates with hopeful Food Network star

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A few years ago, our team collaborated on a cookbook design project with Remmi Smith, youth ambassador chef for Sodexo North America, an international Fortune 500 company. At the time of the project, Chef Remmi was just 12 years old. Now at age 16, Remmi will compete in the teen tournament on the popular Food Network show, Chopped. Her episode is set to air on Tuesday, September 6 at 10 p.m.

Ideaworks created the concept for the cookbook and spearheaded all aspects of the project, which resulted in a unique cookbook for kids entitled, Global Cooking for Kids, featuring Chef Remmi Smith: Your Passport to Fun & Flavor. From cooking Remmi’s recipes to food styling to food photography to compiling and designing the book to distribution, the Ideaworks team oversaw the effort from start to finish. Even though the cookbook was made for kids, its recipes can be enjoyed by people of all ages.

All featured recipes were created by Chef Remmi and include a variety of flavors from places like Antarctica, Australia, Italy, Lebanon, Morocco, Peru and Puerto Rico.

“Having met Chef Remmi through Ideaworks’ partnership with Sodexo gave us the idea to create her own cookbook for kids,” said Donna Hansbury, president of Ideaworks. “I’ve never known a young girl who has such a passion for cooking. Remmi’s recipes are innovative and flavorful; it’s crazy to think that at her young age she created these tasty international combinations, but it just shows her knack for being in the kitchen. Remmi’s clever cooking techniques will serve her well on Chopped and make her tough competition. She’s going to do great, and we can’t wait to cheer on Chef Remmi!”

We’re excited to welcome three new hires!

With our client work increasing and demands escalating, we recently added three employees to our creative team. We are so happy to have McKenzie, Chelsey and Allison with us. Please take a moment to meet the newest members of Ideaworks Marketing:                                                

McKenzie SuttonMcKenzie Sutton: McKenzie Sutton serves as the agency’s marketing communication director responsible for overseeing content development on all projects. McKenzie’s previous roles include marketing coordinator for Sodexo Campus Services at King’s College, assistant project coordinator for Children’s Miracle Network at Geisinger Janet Weis Children’s Hospital in Danville and director of marketing at Capstone Wealth Management Group in Clarks Green. McKenzie graduated cum laude from King’s College in 2008 with a Bachelor of Arts in mass communications and English writing.

ChelsChelsey Tupperey Tupper: Chelsey Tupper joined the Ideaworks team as the agency’s director of client and public relations. Chelsey is responsible for potential client outreach and leading the public relations effort for the agency. In addition, she manages client accounts and provides marketing communication assistance. Chelsey has previous experience in agency services and held positions at Borton-Lawson, Pride Mobility Products and New Era Eye Care. Chelsey graduated magna cum laude from Flagler College, located in St. Augustine, FL in 2008 with a Bachelor of Arts in communication/public relations.

Allison SimenkiewiczAllison Simenkiewicz: Allison Simenkiewicz was hired as a graphic designer and is always looking for creative ways to incorporate the latest design trends into her work. Allison graduated cum laude from Wilkes University in 2016 with a Bachelor of Arts in integrative media. She completed internships at CornellCookson, Inc. and the Petroleum Service Company. Even though Allison is fresh out of college, she has already received a silver award from the American Advertising Federation (AAF) for a poster campaign she designed. The award was presented earlier this year.