Elevate Your Marketing Approach

It’s been a while since we’ve presented. With everything going on – ‘the virus’ (as my daughter likes to say), working from home and adjusting to business challenged by a paused economy, we’ve put a hold on Marketing Training. To be honest with you, I’m just amazed to hear about some environmental happenings – jellyfish swimming in the Grand canal for example, just astonishing. Perhaps all this social distancing and staying at home will amount to noticeable improvements in our current climate. That’s something that actually matters today. I have a theory on how COVID-19 relates to AI, but that’s my vision, for now, have to figure out how to break it down first before I go off as I do, you know the gist. For now, here’s a presentation on elevating your marketing approach. Enjoy!

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Startup Development

Hi everyone!

I just wanted to break down the steps that were involved in developing a digital marketing startup agency. Now, I don’t have a formal background in business or marketing, so it’s taken me awhile to put all this information together. One thing I know about being a mostly abstract thinker is that, following a logical progression based on reasoning and detail is a lot easier than gathering data that is specific to a certain cause and effect. So, this is my attempt at quantifying and qualifying the work I did at VanWhistle Media. Note: I am no longer affiliated with the company. The reason why I left was that my creative vision did not align with the founder’s business style. The owner is always in charge – #winknudge! Jeremiads aside, I am now identifying with the title Creative Director because my work crosses over the walls of artistry into a very consummate dedication toward design and strategy.

If you have any feedback, I am all ears. Please reach out!

Duration: 6-month contract

Goal: To establish company through brand development and product awareness.

Outcome: Sizing market, understanding market potential and organizational design.

Milestones: 

  1. Startup Development (stages / discovery, strategy, implementation, mid-measurement *wider release required)
    • Concept & Research
    • Commitment & Traction
    • Software application – Pipedrive, Qwilr, Pomodoro, Canva, Basecamp, Ahrefs
  2. Sales & Marketing (stages / discovery, *heavy strategy, implementation, mid-measurement)
    • Working directly with company CEO
    • Development & Launch
    • Sales strategies and marketing approach – solution selling (action), insight selling (aim), prospecting methods and scripts, Letter of Engagement, Value-Based Price Sheets, Mom & Pop Store Spring Promo, Door to Door Mapping)
  3. Creative & Technical Writing (stages / discovery, strategy, implementation, early measurement *wider release and further market research required)
    • Strategic Development (responsible, transparent & accurate)
    • All creative and copy across multiple platforms
    • Campaign Creation – #ourlocalcrew (awareness/brand image), #targetaudience (definition), #thursdaytheory (attraction)
  4. Brand Development (stages / discovery, strategy, implementation *establishing workflow, process & guidelines)
    • Promote brand
    • Promote products/solutions
    • Buyer Persona and Market Research – Brand Concept Kit, VWM Complete Branding Package)
  5. Solution Development (stages / discovery, *heavy strategy, implementation, early measurement)
    • Website Revamp/Rebuild/Build (The Hub Concept)
    • 1st Meeting Form, Digital Marketing Plan, Value-Based Price Sheets
    • Media Kit, Digital Presence Business Model, Step by Step SEO Guide
  6. Content Creation (stages / discovery, strategy, early implementation)
    • Simpler & Larger, Passion & Efficiency, Seller & Buyer
    • The Hub Concept, Digital Collaboration
    • Digital Presence, Make Change Happen
  7. Art Direction (stages / discovery, strategy, implementation)
    • Communication style – branding, project documents
    • Design style – marketing & sales collateral, Media Kit, logos
    • Contract and proposal templates (100% original design and content)
  8. Project Management (stages / discovery, implementation, early measurement)
    • Coordination & Scope
    • Bottom-Up & Kanban
    • To promote and encourage incremental, logical change without triggering fear of change itself

#brand Campaign

Hey all!

Do we all love Grinch green? The original green colouring of the Grinch was inspired by a rental car. This reminds us that inspiration can strike from anything, that’s how easy it is to come up with new and innovative ideas. Just look, see & apply!

Started a new project focused on communicating some mainstay ideas relating to my business entity Blox. Communications. My aim is to further develop my use of transparent, accurate and responsible language. Hope you like this content, let me know what you think!

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Updating Brand Strategy

Hi everyone!

Brand strategy is my passion. What are you passionate about?

I compiled these images, which are re-designs (content has also been revised) of the original images in my post Brand Strategy and from the Recent Works – Direct Mail Proposal project I did in October. What do you think of the new design? It was inspired by mid-century modern graphic design. I did a whole series of work based on some images from a book titled, Mid-Century Modern Graphic Design by Theo Inglis. I will put together a #bloxbooks post about it soon. In the meantime, enjoy the work below. I am open to a discussion anytime, reach out!

Brand Strategy 1

Brand Strategy 2

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Brand Strategy 4

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Brand Strategy 9

Brand Strategy

Hi gang!

I was excited about creating these designs. The work was produced using Canva and took about 30 hours (including printing and assembling) to complete. I left out the personal part of my proposal, but I hope you can derive a positive sentiment from the style + tone I chose to go after!

This portion of the proposal defines a brand strategy in three parts – the social media aspect (WHAT), art direction aspect (HOW) and digital specialty aspect (WHY). At best, these aspects are shared and applied to a project equanimously in order create a sweet spot, ‘the magic’ or WHERE and WHEN true potential can emerge.

This whole concept is derived from Simon Sinek’s Golden Circle Theory which purports that great organizations create their foundation by addressing WHY they exist, HOW they go about their mission, and then finally, WHAT they do.

In my model, social media is used as a product or service we sell, however this can be changed to web development, SEO, email marketing etc.

The HOW is the people who are involved in the project. It is what sets us apart from the competition. It is what makes us unique and indispensable.

Lastly, WHY is the ultimate outcome. Very few organizations know WHY they do what they do. Why is not about making money. That’s a result. Why is a purpose, cause or belief. It’s the very reason your organization exists.

In synergy, any set of core values can be realized. In my model, I value belief, faith, trust and love. As a brand strategist, my ultimate outcome paints a beautiful picture for both the seller and buyer. The PICTURE is the agency differentiating itself from competitors. WHERE and WHEN this occurs impacts results – profitability, scalability and customer experience.

Have a look at this brief slideshow and let me know what you think –

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Remember, there is always room for further or greater interpretation. This is the sweetness of advertising. Branding is the #1 method we can use to portray our message, whether that message be creative, technical or both, a brand is responsible for defining who we are and what we do!

Talk soon!

Supporting Businesses Using Social Media Strategy – A Quick 5 Step Review

My work strategies always begin with my mission statement (or simple variations of it) – Simpler is Larger.

In other words, we must create work that is easy to understand, so that businesses can afford more time and apply more effort toward ‘larger’ things. 

Read this quick review on supporting businesses using social media strategy.

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When choosing clients, consider engaging with businesses that are focused on change or influence. Clients should be dedicated toward defining or refining their digital marketing plan.

  • An example of change could be increasing purchases of an item that has just entered the market and the business’ product list.
  • An example of influence could be supporting a new real estate development that gives back to Indigenous groups.

2

We should launch campaigns that matter to the community and foster promotions that persuade target audiences of the relative merits of a product, service, brand or issue”. Think objective and the answers to it. Will the audience (buyer) believe in what they see? Does it make sense? Does it make the business more approachable? Will the work and project parameters make us (seller) happy and productive?

  • An example of a campaign would be to recognize employees within a large organization. This matters because each employee plays a specific part in helping the company succeed. The employees represent community, because they live where they work and work where they live. Think local (global further down the line), sustainable, viable and profitable.
  • An example of a promotion would be to develop quick, one-minute videos showing customers a range of products and how they could be used at home. Imagine a household cleaning products line or sleek and modern furniture for the bedroom, then promote the best-selling features of the products in an environment where buyers dwell. Think top of mind, clear, fast and evergreen.
  • At the end of the campaign/promotion cycle, offer an appealing call to action like, “Our products are made with environmentally friendly, cruelty-free ingredients! Click here to see PROOF and we’ll send you a FREE antibacterial cloth!” Or, offer a discount on stale inventory like, “Receive a FREE eco-friendly table lamp with any purchase of a nightstand!” Think longevity, adaptability, convenience and action.

3

The next step is establishing or fine-tuning the objectives for presentation. We need to understand the business’ identity (more to do with the company itself) and image (more to do with their brand) to develop an effective expression of their work.

  • Some examples of identity aspects would be things like catch phrases (trendy sayings), slogans (company mottos), keywords (descriptions), tone (for example academic or casual), values, a mission statement and a vision. Identity aspects can be imbued in the work and are most likely to be effective in a post’s caption or ad copy.
  • Some examples of image aspects would be things like branded colour scheme (best to stick to one or two), a logo (optional), a tag (optional), branded typeface (best to stick to one or two) and style (for example, sleek and modern). Image aspects can change, it’s important to be flexible.

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Next, true potential will be revealed via design elements, bringing everything together for the audience to capture. The best design elements to consider would be things like source (where is the content coming from – stock imagery or work from an artist), medium (what forms do they want to use – photography, graphic design, text-based, video etc.), composition (how will images be composed), pattern (what pattern will the posts follow) and grid utilization (applying creativity to posting layouts).

4

The main goal of a social media strategy is to achieve balance + harmony with the work itself and to find the ‘sweet spot’/the magic for HOW the work is done. You will know your goal has been met when 1 – both the Seller & Buyer are satisfied with the results; 2 – an efficient workflow has been put into place; and 3 – you have a good idea of HOW to put everything together for publishing. And with the right timing/scheduling and succinctly, yet artfully composed caption/copy, clients’ social media platforms will sing! Think always compete with the best.

5

Remember, if our work is easily understood and done, then the client’s business can consider a greater capacity (which in turn opens up new avenues for us!). Have metrics set up to evaluate the work. If businesses are wondering HOW to put together the required metadata (aspects and elements) / to successfully scale relevant data (the large scale attributes like brand image and company identity) / which in turn impacts the fluency and efficacy of their overarching campaigns and promotions / we can provide a concept kit in a simple and easy to read format.

If you’re enjoying this new listicle style I’ve been using lately, please let me know. I would be happy to produce more work this way.

Cool guys, have an amazing day!

5 Ways Social Media is Changing the Way We Communicate

Hey everyone! 

Let’s jump right into it. 

We all know things are different. We rarely use our phones to place calls anymore. Progressively, we are relying on different social media platforms to reach out – to friends, family, co-workers and customers. We can interact with more people at once. No need to place a phone call (unless you want to close a deal); we can send a snap using Snapchat, add tags to Instagram Stories or relay continuous messages via applications like Facebook Messenger. And think, we are doing this while doing the same thing with others. All at once. In synergy, together. Thing are really changing!

The following listicle written for Jelly Marketing, touches on this new ‘permanent impermanence’ or our ability to communicate in infinite ways via digital platforms, a.k.a. social media. Social media is here to stay. Read on to find out HOW social media maximizes communicative potential!

1 Creating New Sets of Social Skills

One of the most amazing ways communication has changed via social media, is in its integration of new sets of social skills or groups of attributes more focused on visual communication. The people we are interacting with are more inclined to be engaged, because they are constantly absorbing positive social imagery – videos, gifs, stickers, emojis and even colourful applications in the form of digital writing instruments like pencils and paintbrushes. Communication has become fun! It’s almost as if this function of elements has paved a way for our social skills to light up a space. Try using Canva to bring light to your brand, for example. In this space, our feelings and emotions are heightened, so as a result we are more likely to engage in this new way, time and time again. In our current adaptive environment, this may contribute toward new forms of success.

New York Behavioral Health emphasizes this idea stating –

“Our ability to process emotional cues is associated with personal, social and academic success (Knapp & Hall, 2010).”

2 Leading with Identity

Social media has provided us with ways to express ourselves, something that is more difficult to do in a short face-to-face encounter or during a mobile phone call. We can use all the different platforms to form our image & identity, then we can choose the ways we want to share this information with others. And the greatest thing about social media is that again, it is a 2-way communication channel, so we can interact with other individuals who have similar interests or attributes. This may increase our levels of self-image or esteem. Of course, there are many discussions that would argue against this, but the point of the matter is – it’s your identity and YOU can choose. We can start to pick apart our best features and develop them further using social media aspects like, a profile picture or Facebook cover photo. Even curating a group of boards showcasing who you are and what you like on Pinterest can help develop your identity!

Dr. Uğur Gündüz is an Associate Professor at Istanbul University for the Faculty of Communication and he wrote a research article published in 2017 for the Mediterranean Journal of Social Sciences on The Effect of Social Media on Identity Construction (www.degruyter.com).

Here is an excerpt relating to my idea of leading with identity –

Social media enables identity expression, exploration, and experimentation; something natural for the human experience. It is the agencies in real life, which provide a source of names for different sectors, that inspire the internet communities and the interactions they make within themselves.

3 Adaptive Learning

The ways that we communicate via social media are vast. It is not only a means to communicate with other people in new and creative ways or for establishing a specific digital identity. It is a structural tool that can be used to learn, teach and educate ourselves and others by employing incentive and authoritative techniques. Take for example, Instagram. Today’s Social Media Coordinators put together detailed strategies while skillfully composing content + format. We are learning to use the left side of our brain by applying grids, patterns, permutations and combinations. On the other end of things, we are training the right side of our brain by developing context and adding visuality to the mix.

The future of Generation Z will rely on social media to communicate findings and research relating to topics that are impacting the world. A couple of examples are the state of the science behind climate change or evaluating mental health based on technological consumption. According to a recent study, more and more teachers and professors are incorporating social media into their classrooms to engage students and support their educational development, whether online or in person (Ashford University).

4 Critical Mass

In marketing, critical mass is the idea that one, small movement in the form of an idea or expression can expand the sheer power and capacity of digital media. This can work in two ways, one – it helps users become aware of today’s most pertinent topics, current events, trends and critical intelligence that affect the way we communicate and do work. We don’t need to rely on a newspaper, we can obtain various points of view on the same topic from several different sources. Then, we can cross-postulate for our own purposes or to share with others across platforms like a blog or company e-newsletter. We can even use the least amount of words to create sustainable influence and significant reach (Twitter). Sharing information has never been so easy! We need to take advantage of critical mass in that sense. The second way is – contributing toward HOW businesses communicate. This impacts brand awareness, brand loyalty and even methods for prospecting and retaining clients. Sellers and buyers can flaunt their understanding of today’s fluctuating market (not just stocks and bonds stuff) without having to depend on outside sources, if they are connected to social media. It’s a two way street and we’re giving each other high fives!

Merriam-Webster points out that, “Once these elements reach the size that enables a company to operate efficiently, it is said that a company has reached its critical mass. Critical mass is the point at which a company becomes profitable.”

In this case, the elements are social platforms which provide new hubs of information that can make or break a company’s profitability. Social media has truly become a vital and crucial form of business development. Businesses cannot thrive without it. We communicate and work with it. Period.

Check out this article for more information – Social Media: The World’s Newest Source of Profit

5 Communicating Your Vision

In an era prior to social media, how did we figure out or map our goals? Probably with a vision board, a thought bubble written down on paper or by simply sitting down, daydreaming about what we could accomplish. This has changed so much today. Now, we can objectify our goals and visions using platforms like LinkedIn. Here, you have ample space in the About section to describe your ideas. It becomes a part of your LinkedIn profile, so other people, including employers, can see what you’re all about. But what’s even better is, you can use this section to produce timely updates relating to your journey. Others are watching and they can see the progression.

Instagram alone has become an indispensable tool for business owners. Through thoughtful curation and strategy, businesses can be portrayed in a respectable light that touches on what they offer, how they care about their customers, and in other words, what they do best. Think – campaigns that reflect a company’s core values, promotional posts that keep customers interested in products and services or spotlights on employees and company best practices, so customers can really know what they’re putting their money toward.

The hope for today is that we may collaboratively succeed using our most innovative tools (social media) and techniques (social media strategy), to communicate with others from all facets of life.

Jelly Marketing is an award-winning Digital Marketing & PR firm providing digital ads, social media, SEO, & public relations services to brands in Vancouver and the Fraser Valley. Their case studies explore various client objectives and the innovative + mainstream ways we can produce results by catering toward communicating vision. Have a look!

That’s it for today and remember everyone, always think of PRAC and are you living it today – Popularity, Relevance, Authority & Credibility.

The power is in us to incite wonder and change!

Talk soon!