Tag Archives: marketing agency

GPS MARKETING: A SIMPLIFIED APPROACH TO CREATING A MARKETING PLAN YOU WILL USE – NOT LOSE

“If you don’t know where you’re going, you’ll end up someplace else”: A powerful statement by Major League Baseball legend Yogi Berra, and one that holds true when creating a marketing plan. Oftentimes, creating a well-thought-out plan is a daunting task, and the end result is a massive document laden with lofty goals that might not accurately address who you are as a company, where your strengths and weaknesses lie, where you want to go and perhaps most importantly, how you are going to get there.

Built from years of industry experience, our team developed GPS Marketing: A Simplified Approach to Creating a Marketing Plan. This is a powerful tool that helps turn any small or large business’ ideas and visions into an easy-to-use, actionable marketing plan. Ideaworks president & CEO, Donna Hansbury, delivered a presentation on GPS Marketing to catering and event professionals at the annual Catersource Conference & Tradeshow, held in Las Vegas, NV, in February.

Upwards of 75 catering and event business owners packed the Emperor’s Ballroom at Caesar’s Palace for Donna’s 8 a.m. GPS Marketing presentation at Catersource, where director of marketing communications Chelsey Tupper and marketing manager Alyssa Zekoski greeted attendees and handed out takeaway marketing plan workbooks. The crowd was a diverse one: seasoned event professionals with years of experience looking to refine their existing marketing efforts; eager young caterers looking to develop an actionable plan on a shoestring budget; and long-time Ideaworks clients there to support our team.

The GPS Marketing presentation and takeaway workbook is broken into five key areas, including:

  • True North: Where a business must conduct an honest assessment of where it is in terms of its market, customers and competition. The section includes sample questions business professionals should ask themselves, a simple grid to conduct a S.W.O.T. (strengths, weaknesses, opportunities and threats) analysis and more.
  • Route: Where business professionals want to go in order to grow their companies and increase profitability. Professionals are asked to take this step after they have determined who they are as a company. The Route section propels individuals to establish S.M.A.R.T. (specific, measurable, attainable/achievable, relevant and timely) goals using a template that separates what they want to achieve, how they measure their success, what actions are taken to achieve the goal and the timeframe needed to complete it.
  • Navigation: Where a business determines how to get where they are going through the use of strategies (the “map view”) and tactics (“the turn-by-turn” perspective). Strategies are determined by setting a reasonable expectation for producing a desired outcome, e.g. “Communicate with clients at least 12 times per year to engage them and encourage new business referrals.” Tactics are the specific actions you take, e.g. “Email a monthly newsletter to clients featuring blog articles. Include links to the blog, social media sites and upcoming events.”
  • System Display: Where a business determines what they want to say and where, i.e. the messaging and mediums. The section includes mediums for consideration, like loyalty programs, e-mail marketing, public relations efforts and QR codes. Tips are also provided so businesses can craft appropriate messages for their target audience that add value to their lives.
  • Expense Report: Where a business develops its all-important budget. This is where professionals must determine what they can afford to do without putting their company’s financial health in jeopardy. A marketing budget calculator is included for use.

Upon concluding her presentation, Donna answered a number of questions and received excellent feedback from attendees on the Catersource app. One young event professional even noted that Donna’s presentation was one of the best she’s ever attended at a conference of this kind, and said that the GPS Marketing booklet was the best takeaway she’s ever gotten from a presenter.

Donna left her audience with a valuable piece of advice echoing Benjamin Franklin: “If you fail to plan, you are planning to fail.” This is a powerful statement that professionals in all industries should take with them as they grow their craft and chart their own course in the business world.

Click here to view the GPS Marketing presentation.
Click here to download your GPS Marketing workbook.

VIVA LAS VEGAS: IDEAWORKS ATTENDS CATERSOURCE 2018

Las Vegas, NV: Arguably, it is one of the most vibrant resort cities in the United States, characterized by its flashing lights, world-renowned food and a lively, distinct culture all its own. This past February, our president & CEO, Donna Hansbury, director of marketing communications, Chelsey Tupper, and marketing communications manager, Alyssa Zekoski, traveled to this spirited city to attend Catersource, a premier conference and tradeshow for catering and event professionals. The team celebrated much success while on the trip, and found that their Catersource 2018 experience was much like the city of Las Vegas itself – bringing with it bright business opportunities; the chance to try unique cuisine from the industry’s best; and the opportunity to better understand the unique culture of the catering and special events industry so we can make our new catering marketing platform, gemworx, even more relevant to event professionals’ needs.

Donna, Chelsey and Alyssa stayed at Caesar’s Palace, where a number of Catersource events were held, including educational sessions and a presentation from our own Donna Hansbury. Several months ago, Donna was asked to join other distinguished professionals and present at Catersource for the third time, which she enthusiastically accepted. In her presentation, entitled GPS Marketing: A Simplified Approach to Creating a Marketing Plan You Will Use, Not Lose, Donna discussed simplified steps attendees could take to make the process of creating a marketing plan less daunting and more streamlined.

The GPS presentation was incredibly well-received, so much so that one of the conference attendees said it was one of the best she’s ever attended, and that the workbook handout was the greatest takeaway she ever received from a conference.

The team exhibited at the Catersource Tradeshow on Tuesday, February 20th and Wednesday, February 21st, unveiling our new catering product, gemworx, to tradeshow attendees. Gemworx is a powerful marketing platform built specifically for caterers of any size. Among other benefits, the platform:

  • Saves caterers time and money marketing their business
  • Provides subscribers access to cutting-edge marketing collateral without the expense
  • Offers the ability to customize selected catering and event resources with one’s individual brand identity
  • Lets caterers/event professionals easily personalize materials to meet their customers’ needs
  • Allows for easy differentiation of one’s business with professionally-designed materials like brochures, postcards, business cards, social media post examples and best practices, blog ideas, etc.
  • Provides the ability to generate additional revenue with items caterers’ customers need, like printed menus, invitations, save-the-date cards, table numbers, place cards, item identifiers, etc.

Many attendees spoke with Donna, Chelsey and Alyssa about gemworx and scheduled demonstrations to learn more about what it can do for them. They also shared valuable feedback with the team that we are using to enhance our gemworx offerings. Gemworx will officially launch in April.

The team tasted several delicious dishes that were freshly prepared on the tradeshow floor, including grilled pepper salmon, chilled kale-broccoli salad with fruit, crispy chicken hors oeuvres and more. Chef Marcus Samuelsson, head chef of Red Rooster in Harlem, NY, and a featured judge on Food Network’s Chopped, was also in attendance, and Alyssa had the opportunity to meet with him, tasting some of the cuisine he prepared alongside U.S. Foods.

“It was such an incredible experience to attend Catersource for the third time in my career,” said Donna. “On top of being a presenter, it was fascinating to unveil gemworx on a national level to some of the most distinguished caterers and special events professionals in the industry.” Chelsey had this to say about the experience, “I have always wanted to attend Catersource, and it was such a great experience being able to represent Ideaworks and introduce gemworx. I loved networking with some of the industry’s bests. I truly feel like Ideaworks will reap a huge benefit from attending the Catersource Conference and Tradeshow.” Alyssa added, “Not only did Chelsey and I get to watch Donna deliver an inspiring presentation to catering and event professionals, but we were also able to speak with those individuals one-on-one at the gemworx booth, which will help us tailor our new product to their specific business needs.”

In all, the trip was a wonderful opportunity for Ideaworks to share our marketing expertise with industry professionals and make a new mark on the events industry by unveiling a product that will streamline caterers’ marketing efforts. We look forward to all that is to come for gemworx in the years ahead!

POP! The next issue of Dazzle has arrived.

We’re excited to present Ideaworks Marketing’s latest issue of Dazzle, our award-winning agency magazine. We sincerely hope that you find this issue to be intriguing, informative and inspiring, as we have worked hard to feature relevant marketing topics that will be of interest to you while also sharing some of our recent endeavors. A few articles in this issue include:

  • “7 Tips for Stronger Client Relationships,” a recap of a presentation our director of marketing communications did for a group of local college students (pg. 5)
  • “Researching Trends, Delivering Solutions,” a look at our newest initiative for our charity of choice, Blue Chip Farm Animal Refuge in Dallas, PA (pg. 6)
  • “The Dialogue Age of Marketing,” this issue’s feature story (pg. 10)
  • “Life @ 197,” a light-hearted look at what’s new with our team (pg. 18)

Please click here to read the issue, and don’t hesitate to reach out to us if you have any questions or feedback for our team. Further, you can email chelseyt@ideaworks.marketing if you would like to request copies of the presentations or materials that are mentioned.

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.”