Summer. Seems like a distant memory. But back in the sunshine season, did you spot our campaign for Son of Steak?
There’s loads to do in Nottingham during the summer and Steakation (yep, that one’s ours) drew visitors to the city – and the restaurant – for a day out. By showing proof that they’d made the most of any city centre attraction, all lucky, hungry Steakationers landed 20% off food between 12 and 6pm, boosting trade at these quieter hours.
After coming up with the initial Steakation concept, we designed an identity and created marketing material including flyers and social posts. We also made a cow, which we took to Nottingham Beach for the day to promote the new campaign and spread the word. Known as Eddy Bull, he’s now a permanent restaurant fixture.
Read more about our Son of Steak here, or take a look at our work for their social media channels. We’ll leave you with Eddy.
Following a string of somewhat controversial ads, our new “Fresh Thoughts” campaign brings together humor and wit in an otherwise not-so-funny seafood sphere. This new campaign targets seafood enthusiasts that are willing to chuckle for a change.
Seafood is known to be one of the greatest brain foods, and the new ads that ask if “squid sign their name in ink” or if “jellyfish [would] taste good with peanut butter” give suburbanites something to think about on the T.
Before you start making a public relations plan for your organization, decide who you want to impact with the plan. Not just your customers, but who those customers are and what will ring true for them. It’s not just about getting good publicity for an effective PR plan. It’s about getting the publicity that matters to your target audience. Keeping that in mind …
Know the Objective
Are you reaching out to the media, trying to bring in new contacts for your business, building your internal team? What is the purpose of this particular campaign or part of a campaign? If you want to enhance your brand image with the public and specifically those who are your audience, how will you do that?
You might choose to host an event to launch a product with influencers, or alternatively, you might give several of what you want to sell to organizations that can use them in charitable ways. Hand mixers could be used in an event where local chefs demonstrate desserts. Or they could be given to local soup kitchens and homeless shelters to build the neighborhoods.
Either approach could garner great press. It is up to you to decide which will do the most good in connecting with consumers.
Develop Goals and an Action Plan
Once you’ve decided the approach you want to take, then it is time to set goals and actions. Decide who is responsible and what is needed. Set a budget and then verify that all of the goals and actions are in keeping with the objectives set in the beginning. Sometimes, in the planning process, you can get sidetracked by a great idea, and it might not actually do anything to help the stated purpose of the plan.
You also need to decide how that plan will reach those people you want to impact. What will your message be and how will you connect it to consumers, media, or others? Will you want to create a special hashtag for the event or a logo that can be easily used with all media releases?
What’s the Schedule?
Some campaigns may be connected to multiple days or events, so setting a schedule that shows everything that needs to be accomplished and a due date is important. Whenever you can turn more than one to do item into one trip or effort, it will help, so see how you can streamline the plan. But build in ways to verify everything is done in a timely manner and well in advance of when something will be needed.
How Will You Get the Word Out?
You will probably use a number of different tactics and vehicles to get information to your target audience and the media. Some of these might include articles on social media, press releases, press conferences, customer testimonials, media tours, interviews with press, radio, television, or otherwise, speaking engagements, and seminars. You might also sponsor a related event or participate in some way.
All of these are great tools but don’t feel you need to use them all. Start with a couple, maybe three or four, and see what impact that makes. You can always add some more in later, but keeping it to a couple means you won’t get overwhelmed, and neither will people you are getting the message to.
A sabbatical doesn’t have to involve traveling to a far-flung location.
Here at Buffer, we believe in constant experimentation and self-improvement. You might know this if you’ve followed along with our experiments in self-management or making regular changes to our vacation policy to try and find the best fit. This time, we’re experimenting with teammates taking a learning sabbatical.
‘I think a special mention should go to Bill Slawski who does a great job of analysing SEO related patents (who I might owe joint writing credit for this article). I did not want to send people directly to the patent application site, and Bill deserves the link(s) I think. Follow Bill on Twitter here […]
Fifty years after its founding, Rolling Stone magazine just put itself up for sale.But while it’s clearly the end of an era for the venerable music publication, it’s not its first identity crisis. Just look at what it went through in the mid-1980s.
At that time, the brand still had a large and engaged audience of readers, but ad buyers tended to dismiss them as dope-smoking hippies who weren’t a valuable target for ads. The publication disputed that, beginning in 1985, with a series of print ads from Fallon themed “Perception vs. Reality.” The idea was to generate more advertising revenue by using visual metaphors to show who the typical Rolling Stone reader actually was—not who he was thought to be.
One ad features a man with long, flowing locks standing naked (he’s even got a tattoo on his left butt cheek) on the “Perception” side of the ad. The “Reality” side shows a wealthy-looking, well-dressed man.
“For a new generation of Rolling Stone readers, expressing your individuality does not mean wearing your birthday suit to a rock festival. During the past 12 months, Rolling Stone readers purchased more than 80 million items of apparel, setting the trends and shaping the buying patterns for the most influential consumers in America. Your media buy looks conspicuously naked if you’re not exposing yourself in the pages of Rolling Stone,” the ad reads.
The ads were a huge hit for the brand. In their book 2006 book Juicing the Orange, Pat Fallon and Fred Senn said Rolling Stone’s print ad revenue increased 47 percent in the first year alone.
The campaign is a classic, and was one of three favorites chosen by The Martin Agency’s chief creative officer, Joe Alexander, who sat down with Adweek recently for our “Best Ads Ever” series. “It was such a simple idea,” he said. “My favorite thing about the campaign is that they did maybe 50 of them, and every one of them was really incredibly executed and surprising.”
Another favorite for Alexander comes from advertising darling Volkswagen. Doyle Dane Bernbach created Alexander’s favorite spot, “Snow Plow,” in 1964. It’s all about how the man who drives a snow plow is able to get to that snow plow early in the morning.
The spot is black-and-white with very little voiceover, but the beautiful construction and direction of the spot makes it a favorite for Alexander. “One of the reasons I love advertising is that when it’s at its best, it’s a piece of art, in a way. It’s a persuasive piece of art,” he said.
His final favorite, “Subservient Chicken,” came from CP+B and Barbarian Group in 2004 for Burger King. Alexander said he admired how the campaign was able to take a “staid business” like “set media plans and blow it up and saying, ‘What’s the best way to communicate this out to the world?’” outside of TV, print or radio. For CP+B, that was the internet.
The Martin Agency has appointed a new chief strategy officer from within its own ranks, promoting Michael Chapman to the role.
Chapman, who will also get the executive vice president title, had served as senior vice president, managing director, strategic planning for the agency since 2014. He replaces Earl Cox, who recently retired after 31 years with the agency and two decades in the chief strategy officer role.
“Earl is a friend and mentor who has always believed in the importance of business, data and creativity coming together,” Chapman said in a statement. “I adopted that mindset from him and work to bring that thinking to every opportunity.”
Chapman joined The Martin Agency as a strategic planner on the UPS account in 2000 and also worked with Yoplait. After leaving for a two year stint as a senior planner at McCann London in 2005, he returned to the agency as senior vice president, group planning director in 2007 and led strategy for brands including Cruzan Rum, Norwegian Cruise Line and Fuze before being promoted to managing director, strategic planning in 2014.
“Michael has been groomed for this executive leadership role his entire career,” Martin Agency CEO Matt Williams said in a statement. “He’s an extraordinary coach, a great partner to our clients, and he’s not shy about lending his opinion, even if it’s contrary to conventional wisdom. There’s nobody better to lead our strategic capability in these changing and exciting times.”
Back in 1969, a Richmond, Virginia-based advertising agency called Martin and Woltz created an ad campaign for the Virginia State Travel Service (now the Virginia Tourism Corporation) that would go on to become one of the most recognized tourism slogans of all time, and what Advertising Age called one of the most iconic ad campaigns in the past 50 years. “Virginia is for lovers.”
It’s a tagline that evokes the exact opposite emotions of seeing the images from Charlottesville over the weekend, and the president’s reaction since. And outside The Martin Agency (formerly Martin and Woltz), agency creatives put a new twist on the classic tagline, adding #standforlove and swapping it on social media with “Virginia is for everyone.”
What started as a sign outside the agency’s front door has been picked up by the Virginia Tourism Corporation on Instagram, aiming to promote a more positive image of the state as soon as possible.
“We know that Charlottesville and the state of Virginia are places we know and love, and we know they’re diverse, inclusive, and welcoming,” says The Martin Agency CEO Matt Williams. “We also know the violence we saw last weekend isn’t what that city or the state is about. ‘Virginia is for lovers’ has always been true, and it’s never been a more relevant message to send.”
The agency, particularly known for its work for long-time client Geico, and this year’s award-winning “The World’s Biggest Asshole” PSA for Donate Life, boasts a diverse group of 400 employees, most from out of state. Williams sent out a companywide memo to remind and reassure them that the terrible events happening just 70 miles away did not represent Virginia.
“We’ve got a 52-year history in Virginia, and we love this state,” says Williams. “When things like this weekend happen, it shakes everyone, and it was important for our people to know that we understand they’re affected by these things, and that we stand with them. We stand with being inclusive and diverse, and it was important they hear that from me.”
Asked if he thinks the events in Charlottesville will affect the Virginia brand, Williams says he hopes that despite all the global coverage, better voices will prevail.
“When something terrible like this happens, one of the reactions is often people who may have otherwise remained quiet about their own convictions around inclusivity and diversity find their voice,” says Williams. “We’ve seen it happen and it’s inspiring. This is not okay. This kind of violence is unacceptable. And these voices are getting louder denouncing it.”