A Behind-the-Scenes Look at Creating CMBell’s New Visual Brand

As we’ve been preparing for our 20th year, we’ve spent a great deal of time visioning and provisioning our company for the future. This has been exciting work, and you can see some of the results of this work here.

Communications has never been more important to businesses and organizations, and as we look at trends and needs among our clients, we’re convinced that our new mission statement precisely describes the space we’ll occupy: Creating signature communications that drive purpose and grow business.

As an outgrowth of that, we’ve updated our visual brand, and in this entry, we’ll take you behind the scenes on some of the work that led up to this.

Colors

Our final color palette is a nuanced mix of traditional and modern:

  • Navy and gold perfectly represent the classic and timeless attributes of our firm.
  • Orange adds a modern vibe—migrating from the deep burgundy of our previous logo into a more fiery, passionate version of red.

Font

Our art director selected several fonts that represented the right mix of modern and traditional. In the end, we selected Optima because it has the dignity, sophistication, and clarity we were looking for. The addition of the dots between the C. the M. and the B harken to our first logo and were added back to help those unfamiliar with our name to say it.

We chose Raleway as our body font because of its clean versatility. It also expresses our belief that simplicity must be a central part of any communication.

Tagline

Our signage and business package pair our tagline “Signature Communications” with the short version of our name, "CMBell"—dropping "Company” for the sake of keeping it as simple as possible.
 
Behind each of these was a great deal of research, exploration and internal discussion. Our entire team was involved in the process of reviewing, moving us closer to the final product with each of their insights.

Our Story

This is just one of the things happening as we celebrate year 20 of our journey. If you haven’t read our 20-year story or sauntered through 20 Things We've Learned from 20 Years of Business, We invite you to visit our blog and get some inspiration for your own journey.

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How the “Customer Is Always Right” Mindset Can Destroy Employee Engagement

When Vineet Nayar joined HCL Technologies as the CEO, he vowed to transform it into a company where employees were first—and customers were second.
 
Nayar believed that if he could inspire his people to pursue a vision which they owned and which still aligned with the company’s, magic would happen. And his experiment proved him right.
 
On this premise, he set to work to make it one of the fastest-growing and most profitable global IT services as well as one of the 20 most influential companies in the world.

But it required challenging the conventional wisdom that the customer is always right.
 
While at some level, this commonly heard business maxim speaks truth, in application it can lead to deadly results for employee engagement if we don't talk about where the line drawn on customer behavior.

As Alexander Kjerulf, author of Happy Hour is 9 to 5, tells it, Southwest drew a line with a frequent flyer who consistently complained about things that were simply part of their business model—like no assigned seats, no first class, no in-flight meals, and the casual atmosphere.

Wearied by her repeated tirades, Southwest's customer relations people eventually sent her comments on to then-CEO Herb Kelleher, who replied: "Dear Mrs. X, We will miss you. Love, Herb."
 
“Believing the customer is always right is a subconscious way of favoring the customer over the employee which can lead to resentment among employees. … Put employees first and they will be happy at work," says Kjerulf.
 
It is not too low of a bar to expect civility of both employees and customers, and yet most of us have witnessed the lack of it too many times in the workplace. As is often the case, the challenge is in the execution. It can feel a lot like refereeing siblings in a "he started it, she started it" squabble. But, as leaders, we're called to adjudicate these situations to determine whether an employee's behavior wrongly incited a frustrated customer, or whether a customer is being unreasonable, rude, or insulting.
 
To preserve a workplace with high engagement, a business must live its values—not just talk about them. This could mean walking away from some clients if their behavior does not allow the company to live up to its values of treating its own people with respect. Tolerating rude, insulting, or abusive behavior by customers drains the energy of employees and lowers morale. It effectively tells the employee that they do not deserve better treatment from others.
 
It's important to think about where popular ideas like "the customer is always right" reach their limits. Intuitively, we know that treating people well and providing a work environment that isn't hostile can help them flourish. This kind of environment unleashes loyalty, creativity, and the desire to take better care of the customers. In the end, respecting and retaining top employees not only impacts engagement, but ensures that your customers have the very best people attending to them.

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How You Can Use Internal Communication to Build Employee Engagement

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It’s no secret that employees who buy into your company’s mission and vision will make you more successful.

In fact, Gallup says that the most engaged teams will have four times the odds of success compared with teams with low engagement.

So it’s surprising to learn that seven out of 10 employees are not engaged at work. And the cost is real:

  • Lower productivity
  • Poorer quality
  • More safety incidents
  • Higher absenteeism and turnover
  • Poorer customer satisfaction
  • Higher employee health care costs

Today’s Employees Are Overfed—Yet Starved

While several factors impact engagement, communication’s central role can’t be overlooked.

It’s not that employees lack communication—more information than ever is clamoring for their attention. It’s that they are often starved for the right kind of communication at work.

They hear a lot about problems to solve, regulations to meet, targets to reach, and customer concerns. But they hear too little about things that ignite their passion and help them connect their work to their purpose.

Think of communication as nourishment for the soul. Employees need a balanced diet that includes messages that inspire. They need to understand the “Why?” behind what they are asked to do. This includes:

  • Vision: What the destination is, and how you’ll get there
  • Mission: Why their work matters
  • Values: The principles that drive behavior
  • Strategy: How their work connects to a broader vision
  • Stories: How their work impacts customers and co-workers
  • Their role: What’s expected of them

Strategic, intentional communication with your inner circle can change the future of your company. It can help build employee support for your most pressing business goals, revitalize your culture, and spread to your customers in the form of better service and products.

Winning at Business Starts With Your Employees

It’s nearly impossible to win customers if you have not first won the hearts and minds of your own employees.

This is why internal communication is gaining more and more attention and resources. It can:

  • Connect employees to their purpose
  • Inspire them with a mission that brings meaning to their work
  • Give them a better understanding of how their work fits into the company’s strategy
  • Help them understand and support decisions that are made
  • Help them deal with change
  • Build a robust and healthy culture

10 Ways to Up Your Internal Communication Game

So how do leaders get their teams to embrace their vision? To share the same dreams? To move in sync with each other toward a common goal?

  1. Make a strategic communication plan that identifies your key messages, how often and when they’ll be delivered, and the target audience for each. It doesn’t have to be complicated—just clear and executable.
  2. Create a compelling picture of the destination before outlining how you’ll get there. Weave a story around the vision that invites others to step into it, inspires the mind, and ignites curiosity. Once employees know the destination, you can show them the plan to get there.
  3. Make it personal. How will the vision impact employees? What exactly should they do differently? What is their role in success? Why is it important? Use specific examples and stories that draw them in.
  4. Use language employees understand. Corporate-speak weighs down a message, so if you struggle with this, have an outsider review what you plan to say before you deliver it.
  5. Use the media they’re using. While email is still the most used channel for internal communication, video is gaining ground as appetites for this medium soar. A mix of media is best, so don’t rule out in-person forums, print pieces, apps, and intranets. And, of course, all of your digital communication needs to be mobile-friendly.
  6. Engage the senses. Visually rich messages inundate today’s employee—so a slow-moving, text-heavy presentation won’t be the most compelling way to deliver your important messages. Great visuals are now essential to get and keep your listeners’ attention. And, of course, the motion, music, and sound that video offers makes your message even more engaging.
  7. Understand their world. Cognitive overload is real. Employees get too much information—but not enough inspiration. Connecting your ideas to their sense of purpose is the best way to inspire them.
  8. Keep it short. Employees like their information in short, snackable, yet content-rich formats that they can ingest quickly.
  9. Repeat your essential messages. Yes, over and over and over. By the time you’re weary of saying it, it will just be gaining traction.
  10. Listen. Communication is a two-way street. Give employees more than one way to submit questions and ideas, then use that to drive content.

It’s Time to Resource Internal Communication

While 70% of senior leaders value internal communication, only 49% of companies have a written internal communication plan, according to Gatehouse’s State of the Sector 2016 survey on internal communication and employee engagement, which surveyed more than 300 organizations in 70 countries.

Even fewer—27% of those surveyed—have a dedicated budget. This will likely change with the growing concern leaders have about low employee engagement.

If You’re in Health Care, Know This

The unprecedented rate of change and uncertainty in health care leaves employees looking for clarity about what’s most important. Yet even in times of change, engagement is possible.

“Nearly eight in 10 employees are engaged when workers strongly agree there is open communication, opportunities to provide input, a clear connection between current changes and the company’s future, and management support for changes that affect their work group. When employees disagree, a mere 1% are engaged,” according to Gallup.

Gallup says that clear communication and a well-articulated mission and purpose that’s consistent with the culture are two of the strategies top-performing health care organizations handle better than their peers.

Need Help?

Wondering how to put together an internal communication plan, develop your essential message points, or craft a creative narrative that speaks to employees?

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20 Memorable Moments from 20 Years of Business

As we celebrate our 20th year in business, we've had a chance to reflect on some of our memorable moments along the way. We share our story for this reason: We hope it will inspire you on your own journey.

1. Ready, Set, Go

I guess you could say that Michael and I opted to live life backwards. Family, friends, and community have always been more important to us than following a prescribed career path. It seemed to make more sense to first decide what kind of life we wanted, and then look for ways to make a living—rather than the other way around. And so we began this journey early on, with a move back to our beloved home town in eastern Washington. With limited options for work in my field here and a growing desire to do work that allowed me more flexibility and time with our then-young sons, I decided to give freelancing a try. When former colleagues started calling me, I began to see a future for this—even though it was still in its infant stages.

2. Let's Call Our Company CMBell

I'd like to say that when we began we had clearly defined business goals. But really, I was entirely pragmatic in those early days. I needed to take whatever work came my way. My North Star was my belief that communication tools and strategies could be used more powerfully to change the course of businesses. But exactly what that would look like, I didn't know.

And that's how CMBell came about. Michael had done consulting and the business name was registered with the state, so that's where our name came from. It left the door open for us to take the business where it needed to go without committing to any one kind of service.

Over the years we've spun a narrative about what it means. CMB can stand for Communications, Marketing, and Branding. It's also the initials of my husband and sons—the people who mean the very most to me in life. But the truth is, it's my husband's moniker—because it started with him.

3. The Power of Believing and a Word of Encouragement

On more than one occasion, good friends and family shored me up with courage, believing in me on those days I wasn't at all sure this idea would work. I specifically remember one day getting a call from my good friend, Beth, now a health care CEO, at a time when I was dispirited. She said to me then: "This could be the best thing that ever happened to you in your career." And she was right. She was one of several who taught me the power of believing in another person and the value of an encouraging word—two ideas that fuel my life today.

4. Take the Step

My husband ponied up the cash to do some promotion in those early days. It seemed so extravagant, but he’s always understood the value of investing in the business. His steady calm through all the ups and downs of business, as well as his I’m-an-engineer-and-I-can-do-anything attitude, has been the bedrock for our business.

5. First Logo

We hired a freelancer to bring to life our idea for a logo. It was a simple black-and-white treatment, but it began our official visual brand journey. Although we weren't even sure what kinds of services would become our primary offerings, we were ready to hit the road and find out.

6. First Hire

Darla took a chance on our little company when it was barely more than an idea. In those days, she toted her work in a portable bin, which she hauled between our home and hers. Her organization, attention to detail, initiative, and commitment to service have been a central force in our growth and success.

7. We Launch a Design Department

We have always believed that good design is essential to communication. Initially this meant hiring freelance talent, but soon our design services had outgrown that model and we hired our first in-house designer. Today, our belief that superior design is essential to any kind of communications is stronger than ever, and our top-drawer design team reflects that commitment.

8. Our First Building

We soon outgrew our home office and embarked on the hunt to find a new location. After purchasing an old building on the main street of our little college town, we went to work remodeling it. It was exciting to have a real office where we could now work together—and have space to grow.

9. The Beginning of Long-Standing Client Relationships

In 1999, we got the contract to help Key Technology, a local manufacturing firm with an international presence, with their annual report. We have just finished designing the 18th annual report for them. What a privilege to work with such a group of hardworking innovators and to see their story unfold over time.

One of the things we most prize today is the long-term relationships we have with so many of our clients like Key Technology. We never take their loyalty for granted.

10. We Move into the Colorado Market

Another important partner to us in those founding years was our good friend John, then-president of a hospital near Boulder. He called on us to help support his marketing and communication work and eventually that led to working with many other clients in Colorado, where we're still helping businesses grow today.

11. Campaign Wins

Our first major campaign was for a hospital's orthopedic program—which had an immediate impact on their bottom line and their physician loyalty. Our most recent successful campaign is an OB campaign that reversed declining market share and contributed more than $600,000 to the bottom line. We now have a highly refined proprietary campaign package of digital and traditional marketing that consistently brings impressive results for clients. There is nothing more exciting than seeing a worthy company grow and knowing that effective communications played a role in it.

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12. Second Visual Brand

We were growing into more than a consultancy, and ready to update our visual brand. Our art director paired a classic symbol with our company name to give us a fresh, new look—and launched our blog at the same time.

13. Struggle

Business was going strong and then one of our biggest clients hired new leadership, who brought their own agency relationships to the account. We were heavily dependent on a few clients, and had not spent sufficient time cultivating other clients because we were so busy. We tightened our belts and recruited new clients, grateful for our no-debt operational policy, which allowed us to preserve our talent without layoffs during slow times.

14. Video Expansion

Several years ago it became clear that video and mobile would play an essential role in communications in the future. We made the strategic decision to expand our capabilities in this area and within a short time our schedules were full and we were shooting videos throughout the West Coast.

15. Sons Join

We didn’t see this coming, but when both of our sons asked if there might be a place for them in our business, we were both surprised and delighted. In 2015, this came to fruition, and they are now a central part of our vision and creative team—bringing their energy and their own personalities and skills to the company. Christian serves as an account manager, and Miles-Erik is a video editor and writer. Some of our recent successes are directly linked to their ideas.

16. CMBell 2.0

One of the things we love about running a small business is the speed of decision-making. We are always reading the landscape and adapting our business to where the clients' needs are. In 2016, we went through a rebranding process where we refined our mission, vision, and values and charted a course for the years ahead. Our focus today is on helping companies that promote human flourishing. This is expressed more specifically in our new mission statement: Creating signature communications that drive purpose and grow business. 

17. 2016 Visual Brand

With greater clarity about our future, we rolled out our new visual brand as its expression. Once again, our art director studied our core ideas and developed a logo that fit our new direction—one that would focus on top-tier business communications and internal communications, with video as a strong core competency. The classic, timeless look fits our love of building things that last.

18. Stepping Up Our Internal Communication Services

While we've worked in internal communication throughout our history, we've increased our capabilities in this area as we see more demand for communication that wins the hearts and minds of employees. Leaders are looking for ways to build culture, to inspire their people, and to help them work together towards common goals.

This is an area in which many companies are just starting to invest, and with real success. We're just completing one of our largest internal communication projects with a health system in which the internal e-letters outperformed the industry average by four times (up to 10x in one case), and 9 out of 10 leaders say that as a result of the communication project, they better understand the why behind their work, the key strategies, and the value of working together.

19. Technology

Someone once asked me what my best business decision was. I answered "marry an engineer." Engineers are wildly versatile, and in my case, my husband has turned out to play an essential role in many things, including the building out of a technology backbone for our firm. In our early days, we could not have afforded someone with his pedigree and expertise, so his contribution was an unexpected bonus.

20. Hire the Best

One of the best things about running your own business is that you get to hand-pick the people you work with every day. We cannot overstate the value we place on this.

In addition to our four family members, the CMBell team now includes Jessica, our art director; Käri, our senior visual artist and animator; Marcus, our client accounts specialist; Darla, our director of client services; Grant, who leads our video production team; Austin, videographer and video editor; and Elliott, videographer and digital communications specialist.

All of these extraordinary people are not only accomplished professionals, but they are like family to us. We couldn't be more excited about building a future with this remarkable team.

—DeLona

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20 Things We've Learned from 20 Years of Business

This year our company celebrates its 20th year in business. We could never have imagined what was possible when we started this enterprise in our beautiful little hometown in southeastern Washington in 1997.

We've learned many lessons about business in these 20 years and, in the spirit of this milestone, are sharing some insights that we've gathered along the way.

  1. Communication can absolutely grow your business. We've seen a strong campaign reverse declining market shares, claim market leadership for a service line, and grow a new service in a matter of months.
  2. To engage employees, communicate what the future will look like once you achieve your goals. Humans consistently outperform expectations when they believe it’s possible and important to do so.
  3. Communication that connects employees to their purpose and mission is like nourishment for an organization. Leaders who invest in this reap big rewards.
  4. Spend money on exceptional pictures. We live in a visually sophisticated world where the absence of these can actually hurt your brand.
  5. If selling is your goal, make sales your metric. Monitoring views, shares, and social media interaction is good, but in the end, it's most important to watch your sales data.
  6. Mobile and video are exploding. Be there, but don’t abandon other media options that still work.
  7. Insist on a campaign microsite if you're doing a focused campaign. Your abandonment rate (the rate at which people come to your site from your ad's call to action, then leave quickly) will plummet—and results will soar.
  8. The leader’s job is to vision and provision. Make it possible for your people to do great work by creating a clear vision—then removing obstacles, resourcing, and encouraging.
  9. There’s no substitute for people who care about their work.
  10. Hard work and attention to detail are more important than brilliance.
  11. Say "no" to "no." There will be times you think it can't be done. There will be people who think you are crazy to try. Do it anyway.
  12. Don't let the closed door stop you. It's very possible that just beyond is an open door to something better.
  13. Better project management produces better creative results.
  14. Strive for truth-telling. Employees who tell you what you should hear—and not what you want to hear—engage in the highest form of loyalty.
  15. Excellence only happens when you pay attention to the work at every step.
  16. We curate our lives and shape our brand by the people we choose to live and work with. Being particular pays.
  17. People make decisions first based on emotion, and then on facts. Never assume a good argument will take you further than a good story.
  18. To find a good story, you have to be curious and willing to dig deeper than others might.
  19. Creative work happens where the human soul is tended.
  20. The best thing leaders can do is work on themselves. Become the better you, and your employees will become the better them.
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8 Kinds of Videos Your Viewers Will Love in 2017

Getting heard is getting harder. But creating good content continues to be a winning strategy for building strong brands.

Whether you want to build culture, increase employee engagement, or win customers, video outperforms all other media in getting viewed and remembered and should be part of your 2017 brand content strategy.

But don't get caught thinking only of traditional, high-cost video productions. Videos now come in all kinds of styles and price points—some less than you've paid for a traditional print ad. Here are eight popular types to consider:

1. The Mood Video

Pros: Evokes a feeling about your brand through the artful use of visuals and music without narration. This style is less about persuasion and more about connecting you emotionally to the brand. These work well as the hero video for your website's home page. 

2. Illustrated Animation

Pros: Brings your message to life with custom illustrations in almost any style—from casual and fun to sophisticated and stunning. Helps you avoid that moment when you realize that your competitor is using the same stock images that you are.

3. Whiteboard Explainer Video

Pros: Great tool to add humor and fun to a topic that might be complex or less than exciting. Can be produced quickly without the need for images or footage. These are ideal for explaining a process or an idea.

4. Interview

Pros: This unscripted style can make a leader's message more personal or bring to life a customer testimonial. Affordable to produce.

5. Microdocumentary

Pros: Lends the credibility of real people doing real life. And who doesn't love a story?

6. Text Animation

Pros: This is a fast, affordable way to bring simple messages to life using motion graphics and music. Great tool for adding impact to websites, digital ads, and e-letters. In its simplest form, this can make you look smart even if you don't have the time or the budget to get great photos. And it can be embellished with photos or illustrations.

7. Storytelling Hybrid

Pros: Nothing reveals the heart of your organization like a story. These can be built with interviews, narration, b-roll, still images, illustrations, and on-screen text using fresh production techniques and arresting music, but the key is often a good interview. This versatile style is the must-have piece in any company's video portfolio and works well for web, special events, fundraising galas, e-letter marketing, and digital marketing. 

8. Presentations

Pros: Put your old-school PowerPoint presentation on steroids by reinterpreting it as a video rich with visuals, music, and narration. Good for selling an idea, strategy or vision to employees, customers, and shareholders.

Wondering how video can help your brand get noticed? Let's talk.

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14 Ways to Help Your Internal Communication Emails Get Read

Email is still the primary way to communicate with employees internally—but it can be challenging to reach those whose inboxes are full or who don't have desk jobs.

That's why it's important to use every available tool to get your strategic internal emails read. Here are 14 tips for creating an email that gets opened and read:

  1. Use a third-party tool. It would be nearly impossible to create the essential features that these tools now offer, from sophisticated designs to insightful analytics, automated features that help you manage and grow your lists, and mobile optimization. We use Campaign Monitor, but there are others to choose from, as well.
  2. Use great design. A reader makes a split-second decision about whether to engage with your email based on how it looks. Good design will absolutely increase your readership.
  3. Curate content with care.  Make sure that your distribution lists and topics are right for each other. 
  4. Avoid corporate-speak and overly sanitized messages that don't feel authentic. Use simple, clear words that your audience is used to.
  5. Use arresting photos. The human brain can take in the information in a photo instantly—but that same information could take pages of text to convey. Look for a great (not good) stock image that doesn't look like a stock image, or invest in a custom shot by a professional. Generally speaking, use more pictures than text if you want to increase readership.
  6. Include a video. It can increase your open rates by 19% and your click rate by more than 50%. An estimated 64% of users are more likely to buy a product online after viewing a video.
  7. Keep your text short. Constant Contact says that 20 lines of text and three or fewer images result in optimal email campaign click rates. In our experience with A/B testing, shorter copy pulled better by 11 percentage points.
  8. Draw the reader in with a subject line that invites curiosity and makes a promise your reader cares about.
  9. Create a call to action that's clear and compelling. Visual buttons elicit more clicks than text links.
  10. Send it from someone meaningful that the recipient knows and would like to hear from.
  11. Do A/B testing. Change just one variable at a time, so you know which one made the difference. Try sending it with different subject lines, short vs. longer versions of your content, or using different images. You can also try sending it on different days and at different times.
  12. Review your analytics and incorporate what you learn into your next e-letter. The average open rate for internal communication e-letters is 66%—and the click rate is 10%. In healthcare, it's lower: the average open rate is 39% and the click rate is 6%.
  13. Don't spam. Cognitive overload is real. Delivering relevant, timely messages in the right dosage shows respect for your audience and can help keep your emails from getting ignored.
  14. Invite feedback. Include an Ask-Me-Anything link and see what you can learn.

Want to see what the best are doing? Campaign Monitor provides some inspiration with the most effective email campaigns of 2016.

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Keen on Green: Pantone Announces 2017 Color of the Year

It’s official. The 2017 color of the year is green, according to Pantone, the color experts who have been surveying world trends for decades to determine which color best captures the global moods of the day.
 
Pantone describes this year’s color, officially called Greenery, as a “zesty yellow-green shade that evokes the first days of spring.”
 
Green has long served in fluid roles ranging from calming neutral to vibrant virtuoso—and it pairs beautifully with many other colors.
 
It may reflect a desire for balance in a modern world, appealing to the human yearning to experience the beauty of nature. It also suggests vitality, rejuvenation, and growth—all attributes humans are drawn to quite likely because they suggest hope.
 
When we choose colors for a creative project, we use color theory to evoke certain brand attributes that fit our client’s visual strategy. Green has often been our choice when we want to evoke healing, calm, peace, growth, vitality, and freshness. As the most restful color for the human eye, its pervasiveness in nature makes it a color with broad acceptance across demographics. And as is always the case, the shades of green evoke different nuances.

Here are two examples of how we used greens to convey freshness in Key Technology’s annual report. As an international manufacturer of innovative food processing equipment, they make it possible for companies to deliver fresher food products.
 
Expect to see more of this color in fashion, products, and graphic design in the year ahead.
 
We like their choice this year, but what do you think? Is this a color you’d be happy to see more of?

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Campaign Microsites Are a Must-Have to Increase Your Ad Results

We developed this campaign microsite for an urgent care opening. Within the first few months, visits exceeded projections by 400 patients per month.

We developed this campaign microsite for an urgent care opening. Within the first few months, visits exceeded projections by 400 patients per month.

Campaign-based microsites are websites with a custom URL that generally live outside of your corporate site and are created for one reason: to support a brand campaign.
 
They’re more effective at converting leads to sales for several reasons:

  1. The campaign promise is immediately obvious. Send users to your company website and you’re likely to lose them. Why? Because it’s too hard for them to find what the campaign promised. Even a few seconds looking for the item advertised will result in abandonment.
  2. Microsites often have far more design options than most corporate sites—which means they can often be more visually arresting. And good visuals help sell.
  3. Analytics for the campaign are easily viewed by agency and client, allowing the agency to make continual updates that improve SEO. This is faster, more efficient and effective than having a go-between.
  4. There’s just one call to action—and it’s the one that supports your ad campaign.

Don’t let your ad campaigns fall on deaf ears. Insist on a campaign microsite for any significant advertising campaign.

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How Internal Communication Can Prevent Physician Burnout

Engaging physicians is vital—and an area of internal communication that is too often neglected. While health care professionals have a strong impulse to help others, daily work can sometimes make it easy to forget this. That's when engagement slumps, burnout happens and the drive for excellent quality and service wanes.
 
The antidote? Stories. Not just any stories, but stories that show how a peer is keeping the impulse to serve awake. Stories that remind people of their purpose at work.
 
Watch and see for yourself. Were you different at the end of this remarkable story?

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Nike Steps Beyond “Just Do It”

Not anyone can pull off a successful multi-million-dollar marketing campaign, but having access to the biggest names in sports is a good place to start.

Over the years, Nike, Inc. has used many of the world’s top athletes in their campaigns, but for the Olympics, they altered their strategy. For the 2016 games in Rio, Nike released their “Unlimited” campaign—which was executed to perfection.

Their first video, “Unlimited Future,” pans to a room filled with babies in cribs sporting nametags like: Neymar Jr, Serena Williams, LeBron James, Mo Farah and Zhou Qi. Actor Bobby Cannavale walks in and begins a Rocky-esque speech about how life isn’t fair, you don’t get to choose the circumstances in which you’re born into, but how you can determine your future—a future of greatness.

The stage and thesis are set for the campaign, and the message is broad. The campaign features one athlete per video with themes like:

  • Champions weren't born champions. They were born babies.
  • Life isn’t about finding your limits. It’s about realizing you have none.
  • Youth has no age limit.
  • Limits are only limits if you let them be.

These cleverly play off everyone’s motivation for greatness and desire to succeed. It’s uplifting, inspiring, and energizing. While this message that could be delivered by Adidas or Under Armour and be received just the same, it was Nike that did it.

The Unlimited series of films inspires viewers to push beyond the limits of what the world says they can do—a move that parallels what Nike is doing themselves by evolving beyond their “Just Do It” tagline.

Nike tells us that greatness is something everyone is capable of, and whether we believe them is beside the point, because either way they’ve created a tether between greatness and their own brand.

Image Source: YouTube

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