Brand Communications – Page 3

April 9, 2012

CNN.
(8-17-2011).

You’ve carefully crafted your message and now you’re ready to spread the word. Now what?

Unfortunately, the ‘now what’ can be a purgatory for many companies, nonprofit organizations, and public figures’ messages. After identifying what you want to communicate it’s time to figure out how to do so. This is where one of the most vital services a public relations advisor offers comes into play. Media training can greatly add to the effectiveness of a PR campaign and is a must-know for any spokesperson or representative interacting with the media. So what is media training and how can it help you?

Media training often consists of a classroom training session where participants learn strategies to help them successfully communicate during on or off-camera interviews with reporters. There are few people who are completely comfortable being interviewed, which is why it’s so important to prepare yourself or your spokesperson to feel relaxed in a Q&A setting. Media training will teach you how to get your message across to your audience, will provide you with the confidence to answer unexpected questions, and can help you to keep an interview on-track so that your goals for the news segment or radio show are met.

March 27, 2012

in Blog, Brand Communications, Social PR News

by George Rafeedie

My Industry Is Not On Social Media

The next time someone tells you, “My industry isn’t on social media,” pause and kindly say:

“The last time someone told me that, I walked out of the room. But I like you guys, so I want to help you see the light.”

Sadly, the last time I had this opportunity, I chickened out.

Actually, the last time I had this opportunity, I should have walked out!

If I hear one more person say, “I’m not on Twitter because I don’t care what you had for breakfast,” I may throw my breakfast up onto my iPad. Or maybe even that person’s Blackberry. (Yes, a little dig.)

We’ve overused the term social media. To our detriment, business leaders of organizations both big and small, have actually listened to the social media hype. But they are still not getting it.

I believe the term “social media” and an even older term “new media” should be banished from our vocabulary. In today’s world, it’s all about content. Content, and good brand stories, aren’t only king, but they are the center of our universe.

“If companies want to engage, learn, share and grow, then they need to develop and share their stories and at least test out all channels of communications – from traditional channels to innovative channels maturing every day.”

Yes, social media channels have content that not all people care about. Like what I had for breakfast and where I “checked in.” But so do traditional channels like TV, print and radio. We learn to block out what we don’t want to hear and consume what is valuable to our lives.

I thought we came a long way over the last few years with the explosion of new communications channels, but some are stuck and will never get out of the mentality that they don’t need to develop and share their story for success. And that’s a shame, because those organizations have great stories to tell and audiences willing to listen. And buy.

December 20, 2011

in Blog, Brand Communications, Social PR News, Tell Your Story News

by George Rafeedie

We Love Holiday Letters!

We wish we received more holiday letters. Who wouldn’t? We love them. That’s why we put our own letter together highlighting how far we’ve come in the past year.Back in December 2010, we first incorporated Tell Your Story Brand Communications Inc. with a purpose to “make things happen for people so they can be happier and more successful.”

Too lofty of a purpose for a tiny, little agency? We don’t think so.

We’ve been inspired by “purpose-driven branding” thinking from Eduardo Conrado at rel=”nofollow”Motorola Solutions and Roy Spence, author of It’s Not What You Sell, It’s What You Stand For. We saw them both speak in May at the National Business Marketing Association Conference in Chicago. If you ever get the chance, hear them speak.

We believe that thinking about your own personal purpose and the purpose of your business leads to inspiring work that really helps people grow professionally and personally. And we’ve put that thinking to action for several clients this year.

For Daymarck, a medical coding company in the home care industry, we help them communicate how they want to improve healthcare in this country by enhancing home care – one medical code at a time. We attended two of their trade shows in July in San Diego and in October in Vegas. We are an integral part of their team spreading the word and helping them grow.

For transportation company OnRamp Transportation Services and its service company Equinox, we developed emotionally-relevant communications (visual and verbal) communicating how they exist to help independent, hard-working truckers succeed in the rough world of driving a truck. We traveled with them to Dallas in August (Great American Trucking Show), to Ohio in July and to Indianapolis in September helping them share their story to the industry.

For drywall and plaster installer, Trinity Drywall, we hit on a key attribute they posses that is valued above all else by their customer, the general contractor. We helped them emotionally talk about how they help contractors “push the job” by eliminating “obstacles” that are ever-present on a job site. We traveled to their location in Fort Worth in February to meet with executives and nail down their messaging to the marketplace.

For DuPage Medical Group, a Chicago area physician’s group, who is looking to attract the best and brightest doctors from across the country to practice there, we developed an independent-minded and pointed advertisement appealing to the traits and wants/needs of this target audience. Didn’t have to travel far for that one.

For ifbyphone, a short cab ride away from our downtown Chicago offices, we conducted a social media audit in November and gave recommendations on how they can spread the word of their technology and point-of-view through various traditional PR and social media channels more effectively.

And in the pipeline for 2012 (cross your fingers for us) is a well-known career site and service, a major office equipment provider, a Chicago-based novelty candy company and many more.

As we continue our story into 2012 and beyond, we’ll always try to stay true to our purpose of making things happen so we can all be happier and more successful. If you are ready for a tiny little agency with a big purpose, give us a ring.

Please have a very Merry Christmas and wonderful Holiday Season and New Year.

The Tell Your Story Team

P.S. Enjoy this video of holiday lights taken in a suburb of Chicago in Wilmette, IL. As George’s son states, “It’s amazing!”

December 9, 2011

in Blog, Brand Communications, Social PR News, Business Marketing Association

by George Rafeedie

Purpose

Onramp Ad Campaign A quick thought on purpose during the holidays.As we celebrate the holiday season,we often reflect back on the year and develop plans for the future. We think about what we have accomplished with our lives both from a personal and professional perspective. Often we think of our own purpose in life and how we may be able to find true meaning for what we do every day. This holiday season, we hope you take time to reflect upon your purpose and if what you are doing both professionally and personally is helping you achieve your goals.

Now back to marketing.

Thinking about purpose for ourselves and our clients has been something Tell Your Story has been doing every day this year, and are looking to expand that even more in 2012. Getting to an organization’s core purpose makes marketing communications more compelling to our target audiences. Our purpose, if articulated correctly, can make a connection with our audience that is powerful, compelling and successful.

In June we had the privilege of attending the Business Marketing Association’s annual conference where Roy Spence, best-selling author of “It’s Not What You Sell, It’s What You Stand For” and co-founder & chairman of ad agency GSD&M spoke about purpose-based marketing, a philosophy we embrace here at Tell Your Story.

Today, there’s a 5th “P” in marketing aside from product, price, placement and promotion – purpose. This is more than just your mission statement, which is how you’ll actually fulfill your purpose. Roy defined the 5th “P” by saying it’s a, “Definitive statement about the difference you want to make in the world.”

As we develop stories for our clients, we have applied Roy’s philosophy to our client work. As an example, when we were approached by OnRamp Transportation Services, a full-service transportation resource that offers both equipment and business services to independent truckers and transportation carriers, we discovered that their customers wanted to be independent, but did not want to go into the world of independent trucking alone. By identifying the problem facing potential users of OnRamp’s services, we were able to develop a clear and concise purpose to guide their communications strategy.

Purpose: Everything OnRamp does is to help you be more independent, successful and fulfilled within the transportation industry.

So how are we working to achieve OnRamp’s purpose? In order to launch the company into the marketplace, we created brand awareness and worked to increase leads among independent truckers and small to mid-size carriers through the use of a full integrated campaign with a huge dose of Social PR. Our priorities were to introduce OnRamp to influential trucking and transportation media, develop long-term relationships with key media members and increase general awareness using social media. Results:

142 articles in transportation trade, local and national media (both online and print)
These articles equiate to 2,058,847 impressions and advertizing equivalency of $343,915
360+ visits to OnRamp websites from Social PR efforts
1,700+ acts of social media engagement to date (comments, re-tweets, etc.)
172,000+ social media impressions to date
19 YouTube videos with over 1,500 views to date

Onramp Transportation Services
In Roy’s book he goes as far as to say, “When the ashes clear from the economic Armageddon, the only organization left standing will be the ones that actually stand for something. Without a purpose that improves peoples’ lives, and contributes to the greater good, organizations will struggle.”

To learn more about OnRamp Transportation Services click here or follow them on Facebook & Twitter.

November 15, 2011

in Blog, Brand Communications, Social PR News, Business Marketing Association

by George Rafeedie

Six Types of Networkers Everyone’s Met

Note: We originally developed a list of “types of networkers” in 2009 and were inspired to refresh and republish. It served as a great conversation starter at a recent Business Marketing Association Chicago event, and we think it can help people improve who they are as a networker.

It’s about to be that time of year again when we in the business world reexamine our (now digital) Rolodexes and start thinking about the connections we’ve made over the past year. For some of us that means embarking on an office scavenger hunt to gather up the dozens of business cards we’ve collected over the last 12 months. For others it means finally getting around to connecting with our coworkers on LinkedIn.

We are also going into the holiday portion of the networking season where good cheer and business cards are exchanged liberally. Networking, my friends, both online and face-to-face, is as important as ever.

It’s an undeniable fact that if there is one key to success in the professional environment of the 21st century, it’s networking. So what kind of networker are you? At Tell Your Story we’ve come up with a short list of the different types of networkers we’ve encountered over the years.

The “Feel Good” Networker –
You’re fulfilled both professionally and personally by networking. You love the art of networking and everything about it, but you’d rather describe yourself as a people person than a networker. There’s no place you won’t start a conversation with someone new. In fact, you met your most recent client during a layover in Albuquerque. Your friends no longer bother introducing you at parties – they assume everyone already knows you – and your iPhone takes hours to backup the number of contacts in your address book. You love helping others through networking and making connections that make sense. You’re good at it, and it has helped you and others be more successful.

The “I Have to Network” Networker –
You’re on the hunt for something, whether it be a new job, new business or a new hire, and you’ve decided to turn to networking. You dust off that stack of business cards you bought a few months back and realize you should have opened the package a lot sooner – hind-sight is always 20/20. You spend the next few days, weeks, or months networking like crazy until that new job is secured, then you shove those business cards back into black hole that is your desk drawer and await the next time you need them.

The “I Hate Networking” Networker –
You know who you are. Whenever you see a networking article on your Google Reader feed you sigh deeply. You get it, networking is important, but you’re holding out for the study that proves it’s just a fad. Besides, you can’t figure out where these people find the time to go to after work events and be active in professional organizations without sacrificing a personal life. You show up only to the events you’re obligated to attend and quickly make an exit when the opportunity presents itself. At the end of the day you pack up and head home and that’s the way you like it.

The “Uncomfortable” Networker
You’ve read books, attended seminars and even resorted to infomercial kits about networking. However, there’s a big gap between theory and practice and no matter how much time and money you invest, you just can’t seem to get comfortable doing it. Instead of making that first step you wait for someone to approach you. Many times you’ve found solace in clinging to the “I Hate Networking” Networker while nervously sipping your club soda and checking your watch – and at the end of the night you realize you forgot to ask for his/her card.

The “Obnoxious” Networker –
You go into every interaction with an agenda to make contacts and you’re always armed with business cards. Sometimes you get an inkling that the person you approached doesn’t want to hear your elevator speech, but you keep going. Your friends and coworkers roll their eyes at your tactics, but you know they work – you have successfully established an extensive database of contacts. This holiday season you’re slipping a networking book into the office grab bag and you don’t care who thinks that’s obnoxious.

The “You Should Go Network” Networker –
You’re a distant cousin of the “Feel Good” and “Obnoxious” Networkers. You love networking and have seen its benefits influence your own life. Now you want everyone you know to follow your lead. You instantly shoot emails to your friends and coworkers about networking opportunities and in the past you’ve had to fight off the urge to create a LinkedIn account for your spouse. Some people may call you pushy, but you know that you’re just giving good advice – even if it’s unwanted. “I Hate Networking” knows you’re right, and they probably hate you for it.

Here are some additional types of networkers we’ve heard from you in the past:

The “Job Hunter” Networker – Signs up for volunteer committees, then disappears once employed. Contributed by Cindy Droog @cindydroog.
The “Connector” Networker – Taking a page out of Malcolm Gladwell’s “The Tipping Point,” the connector builds bridges by offering up their contacts as resources to others. Contributed by Dick Strassburger @strass.
The “Networking Makes Me Feel Dirty” Networker – Feels as if networking is a dirty art perfected by politicians and copied by business professionals for their own gain. Contributed by Karrie Sullivan @shecanmarketing.

What are your thoughts about the category you fit into and what other types of networkers have you found out there?

October 7, 2011

in Blog, Brand Communications, Social PR News, Business Marketing Association

by George Rafeedie

Tell Your Story Joins Daymarck in Las Vegas

This past week we packed our bags and headed west to support our client Daymarck at the 2011 National Association for Home Care & Hospice (NAHC) 30th Annual Meeting and Exposition in Las Vegas. The exposition, which took place from October 1st through the 5th, is the nation’s largest trade association representing the interests of home care professionals.

We spent the week speaking with home health care professionals from across the country about the challenges they face in their industry and how Daymarck can help. Founded in 2007, by Nick Dobrzelecki, Daymarck is a remote medical coding company that aims to make the coding process as pain-free as possible for home health agencies. In a nutshell, Daymarck takes care of the coding and paperwork so that home health care workers can focus on what really matters – patient care. Intrigued? Watch the video we created for Daymarck for more information on how it all works.

In addition to attending, Tell Your Story’s efforts for the NAHC Conference included:

Creating Daymarck’s booth and all marketing collateral in-booth
Conducting media relations, meeting with industry reporters to secure Daymarck coverage in the news
Tweeting, Facebooking, and blogging before, after and during the show, including capturing photos and videos from the show floor
Developing press releases about Daymarck news
Creating a survey on an industry hot topic which resulted in hundreds of responses
Developing promotions and giveaways to drive traffic and engagement
Sending e-blasts about NAHC activities and Daymarck news
Creating a direct mail piece driving traffic to the booth
Supporting sales efforts with message development for sales team, follow up strategy and overall direction

This is just some of the latest work we’ve done for Daymarck. We’ve helped grow this startup over the past 2.5 years during which we developed and executed a full integrated marketing communications plan to build their brand in the home care industry, drive leads and support sales. We are true partners in their effort to improve the home health industry one code at a time.

Want to see more of our work on behalf of Daymarck? Follow Daymarck on Twitter and Facebook.

August 29, 2011

in Blog, Brand Communications, Business Marketing Association

by George Rafeedie

Bose: Making Trucking Safer

Chicago Marketing Professional Professional Business Communication

Wow.That is all I can say about the Bose presence at the Great American Trucking Show in Dallas this week. Bose at a trucking show? Why would they have a big, expensive booth at a show catered to professional truck drivers? Oh, I get it. Sound technology, cool speakers, “pimped out” trucks with a bass boomin’ cab.

No. Nope. None of the above.

If you know anything about Bose, you know that it’s an engineer-driven company. Its history began at the Massachusetts Institute of Technology (MIT) and Bose’s core technology is based on the study of vibration. The study of vibration and how it relates to sound (and enjoying music and watching movies and sports on TV) has propelled it into one of the most respected companies and brands in the world.

So what’s the connection with truckers? If you’ve ever driven in a Class 8 truck, semi, or any vehicle made for hauling freight, you know that it isn’t the most comfortable ride due to many factors, including the constant vibrations. Vibrations are caused constantly throughout the truck, cab, drivers’ seat and, as Bose has found, the entire body of the driver!

We all know that truck drivers don’t have the healthiest of occupations. Sitting for long periods of time, bending and lifting heavy objects, stress, fatigue, the inability to eat properly maintained meals. Add constant vibrations to their bodies, and inner organs, and you can see why truck drivers are at more risk than average Americans for a number of health problems.

To help alleviate the issue of constant vibration, Bose has entered into the truck market with a revolutionary new seat for truck drivers. With a price tag of about $6,000 fully installed, drivers can experience an incredible reduction in overall vibration for a more comfortable, healthier, and life-prolonging ride.

To illustrate that point in their booth at the Great American Trucking Show, Bose constructed an elaborate presence complete with vibration stations, driving demonstrations, health statistics and many other proof points to show drivers that vibrations within a truck are harming drivers long-term.

For instance, one station cleverly demonstrated how the vibrations impact your vision. First, you watched a video of an intersection with changes happening, such as a light turning red or a pedestrian appearing. Next, you watched the same video as if you were in the seat of a truck, getting bumped around. It was amazing to see the difference. On the second video, you missed nearly all of the changes that were clear if you were riding smoothly. It was a genius way to demonstrate how the Bose product could prevent an accident.

Bravo to Bose. Examples like this are one of the reasons we love business-to-business marketing. Yes, Bose has been in the business of marketing to other businesses and professionals for some time, but who would have thought that they would market their vibration technologies to truckers. And better yet, this technology helps prolong the lives of hard-working men and women who help keep this country moving.

For more info on Bose’s heavy-duty drive system for truckers, visit http://www.bose.com/controller?url=/bose_ride_system/index.jsp .

Telling Your Story: The Importance of Media Training

Telling Your Story: The Importance of Media Training

Bose: Making Trucking Safer

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