Greater Grand Forks CVB uses social media to meet and greet area visitors

By Linda Muus, December 6, 2011

Where you travel and what you do depends a lot on what you know. And what you know greatly hinges on your ability to find information.

But for a tourism bureau, it’s more than simply providing information, or even providing the right information; it’s providing information in the format and medium people want. GGF CVB logo

No one understands this better than the Greater Grand Forks Convention & Visitors Bureau, an organization dedicated to creating and sustaining interest in the Greater Grand Forks area.

The Greater Grand Forks CVB knows the best way to fulfill its mission is to meet and greet travelers where they are most comfortable getting information, whether in a brochure, through a phone call, on a website or (drum roll please…) via social media.

Enter, Flint Social Media Gurus

That’s why the Greater Grand Forks CVB partnered with Flint—to seize the untapped power of social media to tell visitors about all there is to do in the Greater Grand Forks area.

Our team took the reins, providing social media strategy and training to guide the Greater Grand Forks CVB staff in establishing a blog, Facebook page, Twitter feed and other targeted social media outposts.

GGF CVB Facebook

We also helped them understand best practices for managing and updating social media outlets, responding to comments, and encouraging reviews and online interactions.

With these social media tactics in place, the Greater Grand Forks CVB had Flint redesign its website to incorporate its blog and Facebook posts on the homepage.

GGF CVB website homepage

The organization now uses its learned social media skills to provide frequently updated and relevant information, reviews and real-time advice to new and returning visitors of the Greater Grand Forks area.

“Simply Grand” Results

The result has been an ever-growing fan base of visitors, potential visitors, locals and community businesses connected by a common purpose of exchanging information about the best spots to shop, dine, play and stay. And for the Greater Grand Forks CVB, these results are, of course, “simply grand.”

Flint specialist Kaia Watkins passionately volunteers with SOND

By Angie Laxdal, December 2, 2011

About a month ago, we put the spotlight on Kaia, Flint’s DMA-certified direct marketing creative specialist. But we only talked about her professional life.

There’s a whole ‘nother side of Kaia that we’re excited to share with you today.

SOND

In her “free” time, Kaia is deeply vested in Special Olympics North Dakota (SOND).

How Kaia got involved

Kaia explains, “Six years ago a colleague attended the Special Olympics Summer Games and noticed there wasn’t any media coverage of the event. We reached out to SOND and offered to help and the rest, as they say, is history.”

In 2007, she started as chair of the Public Relations Committee for State Summer Games.

Since, she has assisted with the group’s marketing and public relations for the World’s Largest Truck Convoy and the send-off of the ND delegation to the national games, where she gathered close to 100 fans to cheer on athletes as they loaded the bus. Kaia and the Flint Group work to capture the media’s attention for these events, creating a larger awareness and visibility of SOND.

Kaia was honored for her ongoing dedication to the mission of Special Olympics at the SOND State Awards Banquet in early November, where she was recognized with the Outstanding State Volunteer Award!

Seeing the world differently

“Helping with Special Olympics lets you see the world differently,” explains Kaia. “The athletes have such an honest and genuine enthusiasm for life. Preparing for the events can be a lot of work, but watching the special athletes compete like any other typical athlete makes it all worth it.”

SOND

“There’s one athlete who competes in track and field every year, and he always comes in dead last in his event,” Kaia describes. “But every year he has the biggest smile you’ll ever see as he makes his way toward the finish line. The crowd cheers louder for him than for anyone out there, and when he finally crosses that line, his friends, family and competitors go absolutely nuts! It’s an amazing sight and by far my favorite event every year.”

Get to know a Flintster: Q + A with Kaia

What’s your dream job?
Product tester for Apple, Inc.

Which job would you not want to have?
Product tester for Microsoft.

What was your first job?
Sales associate at OfficeMax.

What did it teach you?
A job is what you make of it. Retail isn’t fun, but keep a positive attitude and work hard and you’ll have a blast. Everyone should have to work at least one retail job in his or her life.

What is one thing you’d be willing to practice for an hour a day?
Any musical instrument.

What’s the best advice you ever got?
If you work hard, things will come easy.

What sound do you love?
The silence when you go outside on a calm winter night.

What scent do you love?
Freshly cut grass.

Interested in seeing the world differently with Kaia and the SOND athletes? Become a volunteer.

For tweets about marketing and Kaia’s unique perspective on life, follow @kaiaw on Twitter.

West Acres discovers the power of basic crowdsourcing

By Sarah Olsgaard, November 29, 2011

Chalkboards are all the rage these days, right?

Back in July, when West Acres food court had a vacant space to fill, the Flint team suggested something interactive, a place where customers could freely voice their suggestions. A chalkboard barricade graphic did the trick!

West Acres food court

The artwork asked people what restaurant they’d like to see in the space. When it went live on July 12, it filled up in less than two hours. After recording the suggestions, West Acres staff erased the chalkboard nightly, allowing people to start over the next day.

The first day it was up, West Acres also reached out to its Facebook fans, crowdsourcing the same question. Over 100 responses appeared (and most with multiple restaurant requests).

West Acres Facebook crowdsourcing

Traditional media also tuned in—specifically, Mike McFeely of KFGO AM thought it would make a fun radio topic. He interviewed West Acres on his show and asked callers to phone in their suggestions.

The people spoke: just last week Qdoba Mexican Grill opened in the West Acres food court. The nearly 80,000 Black Friday shoppers had the opportunity to enjoy lunch (err… breakfast?) at the new food court restaurant, chosen specifically by shoppers.

West Acres announces Qdoba opening on Facebook

We all know word of mouth is powerful. Sometimes people just need a little nudge to talk—and sometimes it’s as simple as a food court chalkboard.

Switching email content helps ND Switch enlist educators

By Andrea Morrow, November 22, 2011

Tiny changes can make big differences.

In a campaign to distribute free lesson kits to North Dakota educators, changing a few areas of an email significantly increased responses.

The Flint Group client, ND Switch, is built on the premise that small changes create a big impact. An energy efficiency program sponsored by the North Dakota Department of Commerce, ND Switch is a statewide effort to enlighten residents about small actions that make a major difference when it comes to saving energy.

This part of ND Switch encourages state educators to teach students about energy efficient behaviors. The audience for this phase of the campaign was the 603 administrators, superintendents and principals at N.D. elementary and middle schools.

The offer

Here was the deal: Educators could reserve a FREE ‘Comparing Light Bulbs’ lesson kit (complete with all materials), and pick up the kit at ND Switch’s booth at the N.D. Educators Association (NDEA) conference. (We mailed the kit to people who didn’t attend the conference, but they had to reserve one online.) The kit included a box complete with:

  • A compact florescent light bulb
  • A florescent light bulb
  • Thermometer
  • Detailed lesson plan
  • National teaching/education standards met
  • Key chains and light switch cover stickers for each student (up to 40 per kit)
  • Recycled blue tote bag

ND Switch wanted to drive traffic to its NDEA booth, and position itself as a partner in energy efficiency education to state educators.

The plan

We planned to use email, direct mail and Facebook ads, targeted to those interested in teaching and education. The call to action was to visit a landing page and reserve their free lesson kit. The landing page allowed us to gather a little extra information, such as number of students in the classroom and whether or not the educator was planning to attend the conference. (As it turned out, only four were attending, and the majority of kits were mailed.) The Facebook ads were cancelled due to high demand for the lesson kits.

First, we sent an email to our target audience. Five lesson kits were reserved. Response rate: 0.829%. Next, we sent this direct mail postcard:

ND Switch postcard front

ND Switch postcard back

Six more lesson kits were reserved. Response rate: 1%. That’s about the industry average for direct mail.

Pull the plug?

We had 100 kits prepared, and we’d all counted on stronger responses. To our client’s credit, they didn’t pull the plug. They allowed us to change these three items on the email:

  1. First email subject line: An Easy Way to Teach Students about Energy Usage
    Second email subject line: Complimentary Lesson Kits Still Available
  2. New lead-in copy on email: Complimentary lesson kit for the first 100 who respond!
  3. Move the ‘Reserve your lesson kit’ button closer to the top of the second email

Results increase by 20x

Lesson kits reserved: 94! Response rate: 16%.

We now had 105 lesson kits reserved. Because of continued demand through landing page visits, we changed the message to: “We’re sorry, but all 100 lesson kits have been reserved.”

Lessons learned

ND Switch teaches that small changes yield big results. We’re proud they approved small tweaks to generate nearly 20 times more response in a second email. It also shed additional light on email subject line and actual email content. Obviously, “complimentary” is a powerful word. (It’s also another word for ‘free,’ which is a loaded word and sometimes marked as spam when used in email subject lines.) And, creating a sense of urgency with “first 100 who respond” also boosted our response.

ix more lesson kits were reserved. Response rate: 1%. That’s about the industry average for direct mail.

Pull the plug?

We had 100 kits prepared, and we’d all counted on stronger responses. To our client’s credit, they didn’t pull the plug. They allowed us to change these three items on the email:

1. First email subject line: An Easy Way to Teach Students about Energy Usage

Second email subject line: Complimentary Lesson Kits Still Available

2. New lead-in copy on email: Complimentary lesson kit for the first 100 who

respond!

3. Move the ‘Reserve your lesson kit’ button closer to the top of the second email

Results increase by 20x

Lesson kits reserved: 94! Response rate: 16%

We now had 105 lesson kits reserved. Because of continued demand through landing page visits, we changed the message to: “We’re sorry, but all 100 lesson kits have been reserved.”

Lessons learned

ND Switch teaches that small changes yield big results. We’re proud they approved small tweaks to generate nearly 20 times more response in a second email. It also shed additional light on email subject line and actual email content. Obviously, “complimentary” is a powerful word. (It’s also another word for ‘free,’ which is a loaded word and sometimes caught in spam when used in email subject lines.) And, creating a sense of urgency with “first 100 who respond” also boosted our response.

Enthusiasm: a key ingredient in advertising and in life

By Angie Laxdal, November 18, 2011

President of HatlingFlint, Bill Hatling lives and breathes enthusiasm. Both professionally and personally, Bill wears many hats, and he does it with gusto.

Bill Hatling, HatlingFlint

In our St. Cloud office, Bill is a certified brand strategist, but he does everything from managing accounts to finding new business to washing the dishes (it is a small office, after all!). Outside of work, Bill’s zest for life continues. Two nights a week, he teaches upperclassmen at St. Could State University about the ins and outs of advertising and integrated brand promotion. He’s also an avid windsurfer, enjoying the thrill of cruising across the lake at 40 miles per hour. But, if Bill had to choose his biggest passion of all, it would be music, hands down.

The Receders' drummer, Bill Hatling

Since age eight, music has played a significant role in Bill’s life. Like many kids, he started with piano lessons, but eventually turned his focus to drums. During high school and college, Bill played in several jazz bands and, while at St. Cloud State, toured Europe with the University Jazz Band. He also played in a number of variety bands during that time, both country and western, but soon discovered that rock and roll was his preferred style.

“I’m the kind of drummer who likes to play with enthusiasm,” Bill explains. “I was given the nickname ‘Crash Bang’ by a former bass player because I play loudly. I have mellowed a bit over the years.”

The Receders, Bill Hatling (second from left)

Bill’s current band, The Receders, has been together for almost 15 years. Widely known throughout St. Cloud as a favorite dance band, The Receders play a combo of originals and cover tunes, and even created an original CD in 2008 (with hopes to record an encore release soon).

See The Receders in action:

(If you like what you hear, become a fan on Facebook.)

The band, composed of four busy professionals, performs about once a month. One of their larger gigs was in August 2011, when they played to a crowd of roughly 5,000 at Summertime by George, an outdoor concert festival in downtown St. Cloud.

Bill is proudly passing on his love for music to his kids. Son Max is a drummer too, playing occasionally in a rock band. Daughter Hannah has already informed the family that “she will be famous doing something with music,” as she plays piano, drums and sings.

Describing his musical side as the “artist in him getting out,” Bill loves the creative opportunity to express himself. Plus, pounding the drums is a huge stress reliever—perfect for the president of HatlingFlint.

What’s your favorite way to relieve built-up stress from work or life in general?

Pedigree Technologies’ new website simplifies complex messages

By Kimberly* Wold Janke, November 15, 2011

Technology is great. And can be confusing.

In most industries, technology advances have improved production and efficiencies. For instance, tracking implements’ usage allows farmers and ranchers to keep equipment in peak condition and minimize downtime. Or, fuel delivery companies with real-time inventory views can better manage supplies, demands and delivery schedules.

The key: technologies that are understandable, not overwhelming or confusing.

Pedigree Technologies provides tracking and management of equipment and other assets in one easy-to-use Web view. They market software as a service that allows users to track and monitor just about anything with real-time data and reporting anytime, anywhere. Customers can set up alerts via email, text or in-cab messaging when action is needed, whether it’s service, repair, replacement or replenishment.

The company needed to make its complex messages and products more understandable for customers and prospects.

Pedigree Technologies homepage screengrab

Flint Communications and Flint Interactive provided strategy, architecture, copywriting, design and development for Pedigree Technologies’ new website, which went ‘live’ in August.

Balancing complexity, simplicity

From the start, we worked to achieve balance. Pedigree Technologies serves a wide variety of industries, from agriculture and construction to oil fields, telecommunications and utilities. Yet, their solutions connect and automate people in a user-focused manner.

We wanted the users’ experiences on the website to reflect professionalism yet simplicity—so they would understand that’s how Pedigree Technologies’ software and services are to use, too.

We wanted people to easily move throughout the website to get information specific to their needs, so we built navigation based on applications as well as industries.

We also built in links to other pages within the site, because all technologies are so intertwined. We used iconic images to guide users. For instance, a photo of a combine in action subtly encourages farmers to click through to that section.

The site includes actual software descriptions, positioned as solutions for specific industries. Also on the site are case studies, quotes from customers and a “request a demo” button on each page, along with prominent contact information.

Social media hub

The site is also home to the Pedigree Technologies blog. The company uses its social media presence on Facebook, Twitter and LinkedIn to promote relevant blog posts, new products, software updates and other news, driving people to the new website for more information.

Delore Zimmerman: Dr., CEO and now African Development Chief

By Angie Laxdal, November 11, 2011

We don’t call him the most interesting man in the world for nothing.

He started as Delore Zimmerman.

In 1986, upon graduation from Penn State University, he became Dr. Delore Zimmerman, PhD.

In 1994, Delore added three more letters to his repertoire: CEO. That’s when he co-formed Praxis Strategy Group, a partner of the Flint Group.

Then he did it again in 2010, co-forming Praxis Africa.

And just last month, Delore added another impressive title to the roster: Nai Awuah Kotoko, development chief.

Delore Zimmerman, development chief

On October 10, 2011, Delore was installed as development chief of the central region in Ghana, Africa, by Nai Kwao Otuo V. This honor means Delore will be responsible for accelerating progress and development throughout the Awutu-Mankessim region.

Delore’s chieftaincy plans

As chief, Delore will plan for and work on behalf of the central region of Ghana to promote economic and community development, including agriculture, manufacturing/processing and commercial activities, education, healthcare and social welfare.

“One of our objectives is to create mutually beneficial relationships between Awutu-Mankessim and North America—identifying market opportunities for North American agricultural products, machinery and equipment in Ghana, and for Ghanaian products in North America,” explains Delore. “Through our in-country representation services, we plan to establish two-way relationships and exchanges beyond agriculture, in education, healthcare and other areas.”

Delore and Tony

What does Nai Awuah Kotoko mean?

Chief Otuo, whom Delore reports to, and other chiefs in the Awutu traditional area chose Delore’s stool name: Nai Awuah Kotoko. Its literal translation is “to bend low and fight,” a technique mastered by the Asante. The overall meaning of his name, however, is “when/where he goes a thousand more will come”—fitting for someone leading the way in international agriculture and economic development.

Model Farm

As part of the chieftaincy, Delore had the opportunity to purchase 100 acres of land in the Awutu-Mankessim region. This land will be used for a model farm, a place to test new agricultural practices and crops. It will serve as a platform for North American companies to explore options in renewable energy, agriculture equipment and sanitation.

“It’ll be an interesting challenge,” says Delore. “There, you can do very little and improve the lives of many. People are living in mud huts near my land. It’s not downtown Grand Forks.”

Flint partner Praxis Strategy Group works with leaders, entrepreneurs and innovators to turn ideas into opportunities and channel energy into action. Read more about Dr., CEO and development chief Delore in his professional bio or connect with him on LinkedIn.

FM CVB helps member businesses claim their social spaces

By Libby Hall, November 8, 2011

The Fargo-Moorhead Convention and Visitors Bureau (FM CVB) is a social-savvy organization that promotes Fargo-Moorhead to the world. Are you tweeting a question about the best restaurant options in town? FMCVB is listening, and can point you to its dining page. Want your photo taken with the real woodchipper from the movie Fargo? Stop by the CVB – then see yoWoodchipper in Fargour picture on the woodchipper’s Facebook page.

So it’s only natural for the FM CVB to help their member businesses use social media to its fullest potential. We know that travelers of all kinds rely on social sites like Yelp, TripAdvisor, Foursquare or Google Places when they’re visiting a new place. So FM CVB and Flint worked together to create a workshop where member businesses – specifically hotels and attractions – could learn to harness the power of these social spaces.

FM CVB logoAttendees were able to claim their business’ listings on each of these spaces. But more importantly, they learned why these spaces matter. They learned best practices for managing and updating their listings, responding to customer comments, and encouraging reviews from their customers. And they all left with a renewed energy for connecting in real-time with their customers.

View the first portion of the workshop presentation here:

Have you claimed your business’ listings on popular social spaces? Why or why not?

Travel makes Libby Hall’s world bigger and smaller

By Angie Laxdal, November 4, 2011

It only makes sense that Flint’s digital strategist loves to travel. Libby Hall explains, “Traveling makes your world both bigger and smaller. No matter where you live—Fargo, Minneapolis, New York, London—it’s important to get out and see how other people live.”

Funny that social media works the same way—connecting people and culture, while making the world bigger and smaller. As digital strategist, Libby spends her workdays (and nights) helping clients connect with their customers through new media: social media, paid online media, mobile and text. “I work on strategies and measurements for clients’ social media plans. I learn about new and emerging social tools. I write content calendars and guide community managers on how and when to respond to comments. Generally, I’m just a big nerd.”

Sights from Libby's trip to Europe

How Libby caught the travel bug

Libby’s family traveled often when she was younger. “My mom loves to travel, so she and my dad took me on several road trips in elementary school. On separate occasions, we went to northern California, southern California, Texas and Florida.”

In college, she went to England twice with a friend whose dad, stepmom and step-siblings lived there. And she’s been planning her next trip ever since.

Libby’s many travel adventures

Between taking one or two big trips a year and many other weekend getaways, traveling is Libby’s passion. She also travels for work about once a month, and while that’s not always the most glamorous experience, Libby enjoys seeing a new city, going for a run in its parks and eating in its restaurants.

“A group of friends and I traveled to Europe this fall, and we’ve made a goal to do an international trip every other year,” explains Libby. “For 2013, we’re thinking about South America, along the Amazon River.”

Libby (left) and college friends explored Amsterdam this fall.

Libby (left) and college friends explored Amsterdam this fall.

Every trip has a story

Libby’s most recent adventure, shown throughout these photos, was to Amsterdam, Berlin, Munich and Dubrovnik.

Old Town Dubrovnik

Old Town Dubrovnik

“I can’t get over how gorgeous Dubrovnik was. There were two guys and six women on the trip, and the guys cooked the most fantastic meals for us with food from the local markets. The last night we were there, they made a three-course dinner for us in the outdoor kitchen of the apartment we rented, which overlooked the sea. We ate steak, pasta and langoustines and just enjoyed the beauty surrounding us.”

Now this. This is the view Libby’s referring to. Stunning!

Now this. This is the view Libby’s referring to. Stunning!

Libby continues, “The guys also bought some wine and schnapps, but everything was in Croatian so they had to guess at what it was. The schnapps ended up tasting like pepper and bees… I don’t know how else to describe it!”

Just to be clear, not all the alcohol was bad overseas, as demonstrated here at Oktoberfest in Munich!

Just to be clear, not all the alcohol was bad overseas, as demonstrated here at Oktoberfest in Munich!

Where social media and travel overlap

When traveling, Libby takes note of how other people use social media across the world. “In larger cities, especially, it’s fascinating to see the role that location-based social media is playing right now.”

Libby, a self-proclaimed foursquare/Yelp junkie in new cities, also pays attention to how businesses promote their social media presence in other places—from billboards in Times Square to Facebook URLs stamped on bike helmets in the middle of rural Germany.

“Oh, another story—in Berlin, there’s a guy who does karaoke in a park that used to be part of the Berlin Wall. He puts photos of all the participants and the crowd on his Facebook page. There are literally thousands of people who come and watch every Sunday. It’s a great way to keep the excitement going during the week.” That’s a lesson Libby can bring back to clients.

Travel pushes you outside your comfort zone

Diving into social media can be intimidating. Travel works the same way. “You find that there are so many other beliefs and viewpoints and lifestyles and routines in the world, and you get a little bit uncomfortable. You learn to value other perspectives. And you realize that your way is not always right.”

So, what’s next on Libby’s travel agenda?

Libby and her mom are planning a quick weekend trip to New York soon. She and her husband also have tentative plans to hike the Grand Canyon with friends this winter. We can’t wait to hear what social media (and other adventures) she encounters along the way.

Sights from Libby's European adventure

Get to know a Flintster: Q + A with Libby

What’s your dream job?
Owning a little restaurant with my husband on a beach somewhere. Travel blogger. More realistically, managing communication for a non-profit cause or organization I believe in.

Which job would you not want to have?
Daycare provider.

What was your first job?
Telemarketer. I was 15.

What did it teach you?
The first summer I worked there, we had great company culture and did a lot of team-building activities like office Olympics, potluck lunch on Saturdays and community volunteering. The second summer, the company was under new management. One by one, all the fun activities disappeared and it turned into an environment where people hated coming to work. It taught me the importance of team morale and keeping people happy.

What is one thing you’d be willing to practice for an hour a day?
Piano. I play but I should practice more.

What’s the best advice you ever got?
Never cry at work.

What sound do you love?
The roar of the crowd at Target Field after a great play.

What scent do you love?
Fresh ingredients when my husband Jameson is teaching me to cook something: fresh garlic, cilantro, tomatoes. Summer vegetables in general.

What do you love most about traveling? And, if you could plan the trip of a lifetime, where would you go? Leave your answer in the comments!