Posts Tagged ‘Flint Communications’

Catch up with our Client Services Veep

By Elizabeth Hansen, May 18, 2012

There’s never a dull moment or a repetitive day for Jodi Duncan, Vice President of Client Services in our Fargo office. And that’s just the way she likes it.

“I spend a good portion of my day problem-solving with clients and with employees. I love the variety in my job, which includes writing strategy and proposals, visiting with clients, analyzing data and making recommendations, plus working on different internal management and planning projects,” Jodi explains.

The best part? “I have a rock-solid team that I swear has dedicated themselves to trying to make me look good!”

Jodi admits: “I am addicted to work. I love it and I think about it all the time. I have the perfect job for me, since there’s always something going on, always some crazy deadline and lots of excitement.”

Lights, camera, backstage

Away from office, the excitement continues. Jodi and her husband have two very involved teenage daughters. One is active in high school theatre and music; the other is a track and cross-country runner. Away from the theatre, track, cross-country courses and school, the girls and their friends hang out at their preferred venue: Jodi’s home. She says with a smile: “We have teenagers at our house all the time!”

Jodi's daughter, McKenzie, as Tracy Turnblad, center stage in Hairspray.

Jodi's daughter, McKenzie, as Tracy Turnblad, center stage in Hairspray.

“Theatre is a whole new world for me and I love every second of it! Parent involvement and support is critical to the arts and it’s thrilling to watch our daughter and her friends grow as artists and performers,” Jodi says.  “We believe that all kids need to be involved in something. It helps them stay out of trouble and teaches them valuable life lessons. Too many parents leave the participation to others.  They miss out on some incredible experiences with their children.”

Jodi's daughter, Allison (in the Team Ian t-shirt), on the go.

Jodi's daughter, Allison (in the Team Ian t-shirt), on the go.

Speaking of experiences with kids, Jodi does run with their other daughter. Jodi recalls: “The first race I ran with her, after about half a mile, I said ‘you go ahead.’ She finished the race about 15 minutes before I did!”

Jodi and Allison, ready for a race.

Jodi and Allison, ready for a race.

Lace ‘em up (at 5:08 a.m.)

To add focus to her days, Jodi’s personal activity is running. “Running helps me clear my mind,” she says. “I run almost every morning at 5:08 a.m. It keeps me stress-free, and my family and co-workers notice if I skip a run. They’ll say: ‘Apparently you need to go for a run,’ which is a good indication that I’m acting crabby or stressed.”

Leg warmers to running shoes

“I run with one of my friends,” Jodi says. “We actually taught aerobics together for more than 20 years. Then, she talked me into running a half marathon. She loves to race, and I love to train, so we are a pretty good team. For our first half marathon, the weather was horrible, cold and windy, and we suffered through it together and were elated when we finished. It was such a rush. Since then, we’ve run many races. Last year, during a half marathon, we got separated at about 10 miles, met up when we finished and were pretty much non-emotional,” Jodi says with her wry smile.

“It’s easy to get complacent. You need to keep things interesting and push yourself to new levels.” Well put, veep. Well put.

Connect with Jodi on LinkedIn

Additional Questions

What’s your dream job? This

Which job would you not want to have? Working outside in extreme hot or extreme cold.

What was your first job? Cooking hotdogs at my dad’s car auctions

What did it teach you? That I HATE boiled hotdogs

What is one thing you’d be willing to practice for an hour a day? Golf. I’m really bad at it.

What’s the best advice you ever got? Don’t cry at work. My dad went to great lengths to teach me this lesson!

What sound do you love? Kids loud voices in the middle of the night in our family room. I have a great appreciation for knowing where my teenagers are.

What scent do you love? Citrus

How Alerus uses Google AdWords to connect small businesses with resources

By Christy Schauer, May 15, 2012

Alerus SBC logoAlerus Small Business Connect (SBC) is a website created by the Midwest-based financial services company Alerus Financial. With information ranging from finance and customer service to technology and human resources, it’s a one-stop-shop where small business owners can find valuable information to run their businesses.

Flint Communications worked with Alerus to create the site in January 2010, but we recently decided it needed a little TLC to garner some more attention within the webosphere.

Enter, Google AdWords.

Finally, preaching to the choir is a good thing.

According to search engine marketing company WordStream, 97 percent of Google’s revenue comes from advertising. Check out this interesting infographic WordStream created to show where Google is making its money:

Googlel AdWords infographic

So why do so many businesses invest in online advertising through Google AdWords? Because it’s an effective way to reach an audience by tapping into people who are already interested in you.

If you haven’t tried it yet, I have to tell you, Google AdWords is quite sleek. Basically, you create ads and choose keywords, meaning words or phrases that relate to your business. Then, when people type one of your keywords into the Google search bar, your ad might appear next to the search results.

Connecting users to Alerus Small Business Connect.

The Alerus Financial SBC campaign has multiple ads targeting different aspects of owning a small business, such as customer retention, customer service, financial, human resources, legal, marketing and social media.

The ads appear based on keywords users query and are linked to topic-specific pages within the Alerus SBC site.

For example, if you search funding a small business, the ad below may come up.

Financial keyword graphic

The keyword the user searched for appears inside the bracket. If you click on it, you’ll be taken to this page within SBC’s site with specific financial resources to get your small business off the ground.

If you type in other keywords we’ve identified, such as ideas for a small business, customer service tips or human resources article, these ads could appear:

three keywords graphic

Results

The campaigns have been returning a consistent flow of site visitors each month. So far, the Customer Service ad group has generated the most traffic, resulting in 1,161 clicks.

We’re keeping an eye on the campaign to make sure we’re still getting results, and we’ll tweak it as needed to make sure our keywords are sending the right people to the right pages of the site.

In the meantime, Alerus continues to connect people with the tools and resources they need to create and maintain thriving small businesses.

Does your business use Google Adwords to connect your customers? Share your experiences in the comments section below.

Reporting a banner year: Alerus Financial annual report

By Sarah Olsgaard, April 24, 2012

Communications are more targeted than ever, yet annual reports remain a valuable tool for broad, diverse audiences: investors, potential investors, prospects, customers, employees and competitors.

For the fourth year, our Fargo office of Flint Communications helped create the Alerus Financial annual report.

For the fourth year, our Fargo office of Flint Communications helped create the Alerus Financial annual report.

How do you summarize the year and document required financials yet convey business objectives, corporate issues and industry activities?

Part of the key is a focused theme.

The theme for the 2011 Alerus Financial annual report, “A Banner Year” reflects the organization’s achievements in a strong year. We helped clarify the messages, managed the tight timelines for production and provided layout and design for the piece.

A few more images of the Alerus Financial annual report with its succinct copy in a clean, readable design:

page 2

page 1

Part of the Alerus Financial annual report: succinct copy, clean, readable design.

page 10

This was a great team effort, and we’re proud of Alerus Financial’s report on its banner year. Bring on 2012!

That headline would be good in a book: Peek inside one of our copywriter’s musings

By Elizabeth Hansen, April 20, 2012

Where do clever phrases or compelling headlines start? Some are born as novel dialogue or action from the hand—and creative mind—of Junior Copywriter LaRissa Nelson, based in our Fargo office.

“The fiction writing I do at home is separate from the ad writing I do at work, but they both influence each other in some ways. For instance, sometimes I’ll think of a clever phrase or a new way to say something when I write fiction and realize that it would sound great in the right advertisement,” LaRissa explains.

Those ads may include elements for print and online promotions, blog posts, email messages and social media content. Her keen eye for details also makes her a great proofreader.

Curiosity between the lines
Like many others in the Flint Group, LaRissa’s curiosity leads her to fresh ideas. Some of her latest curiosity hinges on traveling. As she says: “I love traveling because I’m passionate about exploring and experiencing new places and cultures. Travel very much affects my writing, too.

“My first experience of traveling to another country was two years ago. I went on a month-long study abroad seminar around the world with eight other college students and two professors. I had never been on an airplane before—I pretty much had never been outside of the tri-state area before—but traveling abroad was something I wanted to experience while I was in college and had the opportunity right in front of me. It was the best thing I’ve ever done—it changed the way I think and perceive things, and it instilled in me the desire to keep exploring,” LaRissa says.

LaRissa and classmates get a fresh view, snorkeling in the Great Barrier Reef.

LaRissa and classmates get a fresh view, snorkeling in the Great Barrier Reef.

Inspiration, mate
One of LaRissa’s most memorable adventures (so far) was in Cairns, Australia. “We took a boat out to the Great Barrier Reef and snorkeled there. I’ve always loved the ocean, but that was my first time swimming in it. The moment when I plunged my face into the water and saw the towers of colorful coral and all of the life beneath the surface is still one of my favorite memories,” she recalls.

LaRissa’s inspiring view of a rainbow over the coast of Cairns, Australia

LaRissa’s inspiring view of a rainbow over the coast of Cairns, Australia

Road trips, ‘writing dates’
“On weeknights, I generally like to relax with a book, some yoga or a marathon of one of my favorite TV shows,” LaRissa says. ”I also like ‘writing dates’ with my boyfriend at area coffee shops. My favorite weekends are spent with a few friends on random road trips. It’s never anything fancy or too far away, but it’s refreshing to get away for a day or two.

“I’ve always loved creative writing. English was my favorite subject in school and English writing was my college major. I started writing stories when I was in 1st or 2nd grade. I’d write and illustrate stories, usually about animals, on notebook paper in my free time and give them to my teachers or parents. My teachers and parents both encouraged me to continue writing, so I did,” she explains. (Thanks, teachers and parents!)

Writers write
“I try to write creatively at home at least a few times a week to keep churning out new things. I’m also involved in a writing group that meets twice a month. We read and critique each other’s writing, which helps motivate me to keep writing in my free time,” LaRissa says.

“My favorite place in the world is New Zealand, and I really want to go back there. I do enjoy traveling within the United States and going on local road trips throughout the year, especially during the summer,” LaRissa says.

Sunrise over New Zealand, which looks like a beautiful setting for a chapter or two.

Sunrise over New Zealand, which looks like a beautiful setting for a chapter or two.

Look for LaRissa’s book
At some point, LaRissa would like to write and publish a novel. We guarantee she’s getting great character ideas while on our team. If you have plot ideas, a clever adjective, a place LaRissa ought to visit—or would like to add her to your network, connect with LaRissa on LinkedIn [http://www.linkedin.com/pub/larissa-nelson/39/64a/332].

Get to know a Flintster: Q + A with LaRissa!
What’s your dream job? Since I love writing and traveling, being a travel writer seems logical.

Which job would you not want to have? When I was in college, I scraped smelly, week-old food gunk out of gigantic pans in the basement of a dining hall. I would never choose to do that again.

What was your first job? Babysitting and teaching piano lessons

What did it teach you? Babysitting taught me why I should wait to have children. Teaching piano lessons showed me that I could learn as much from the kids as they learned from me.

What is one thing you’d be willing to practice for an hour a day? Piano: I took lessons for 11 years and I don’t play often enough.

What’s the best advice you ever got? It’s pretty general, but if there’s something you really want to do, go for it. I believe in the idea that you’re more likely to regret the things you don’t do in life rather than the things you do.

What sound do you love? The ocean

What scent do you love? Rain: I always open my windows on rainy days.

Reedzy’s drawings and doings make a big difference

By Elizabeth Hansen, April 6, 2012

“I draw, then color. Draw some more, then color. Ask if anyone needs help, give them help. Then move on and ask someone else.”

That’s not a youngster describing his typical weekday. That’s from someone truly young at heart: Flint Group Art Director and Illustrator Jeff Reed. Based in our Fargo office, “JR” or “Reedzy” focuses his time in and out of the office on making a difference wherever he can. As he says: “When people ask me what I do for a living I just tell them, ‘they pay me to color.’”

“My aim is to leave smiles in those who may think they have little to smile about,” Jeff says with his own signature, contagious smile.

Sometimes, those are smiles from clients, whose materials are enhanced by Jeff’s illustrations and art direction.

Poster Jeff illustrated for Bobcat's 50th Anniversary

Poster that Jeff illustrated for Bobcat's 50th Anniversary

"Woody," from Jeff's pens for our friends (and clients) at WoodMaster

"Woody," a spokes-woodchuck, created by Jeff for our friends (and clients) at WoodMaster

Art/illustration commemorating legendary coach Sonny Gulsvig

Art/illustration commemorating legendary coach Sonny Gulsvig

HOPEful kids

Other times, those are smiles from kids with disabilities or dealing with cancer, who Jeff helps through is extensive volunteering for the Cullen Children’s Foundation and HOPE Inc.

Through the Flint Group, Jeff works with Cullen Children’s Foundation, also known as Cully’s Kids, which is led by Moorhead, Minn., native and NHL player Matt Cullen and his wife, Bridget. Jeff explains: “Cully’s Kids is dedicated to helping kids and their families who are dealing with cancer and life threatening illnesses. When Matt and Bridget started their foundation, they turned to Flint for help, and it made sense for me to also donate some of my own time and talents beyond the work for the foundation. Through Cully’s Kids, I found out about HOPE Inc. and their needs. From that, I knew I wanted to expand my community involvement with HOPE and that there was more I could offer.”

Jeff, right, with Zoe, one of the lucky HOPE kids

Jeff, right, with Zoe, one of the lucky HOPE kids

“Helping people is the right thing to do. I feel very fortunate, I thank the Lord every day and I’m proud to share my time with people who need a little help and support in areas I can positively give,” Jeff says.

“Each winter, HOPE organizes and runs sled hockey events at area arenas. It’s always fun, and the kids and parents really appreciate the ice time for the kids,” Jeff explains. “Spring brings HOPE wheelchair soccer. There are always new kids and new families. HOPE’s leaders, Bill and Adair Grommesh, tell the kids there isn’t anything they won’t work to set up for them, and that’s inspiring to volunteers like me.”

The luckiest dog in the world

In your next life, hope you return as a dog at Jeff’s house. Chance is one spoiled pup, with frequent walks and loads of attention from Jeff and his family, which includes his wife and their son, Mason.

Sit, Chance. Sit.

Sit, Chance. Sit.

Ah, a boy and his dog: Chance and Mason

Ah, a boy and his dog: Chance and Mason

Besides long walks with Chance, Jeff spends winter evenings cheering on the Minnesota Wild; spring, summer and fall, you can find him on the golf course.

“Plus, I always have a home project going on, whether it’s designing, redesigning, painting or cleaning the garage,” Jeff says. “I also love spending time with my family, preferably outside.”

Illustrations are worth 1,000+ words

Jeff also creates portraits for family and friends. “For example, a few years back I  completed an illustration of a family member’s father, who passed away. He was a great man who I respected very much. I was so proud to give that illustration to her and her mother and see their reaction. I know they will appreciate the illustration and all the memories it brings back,” Jeff says.

JR's self-portrait

JR's self-portrait

See more of Reedzy’s illustrations at his website.

Get to know a Flintster: Q + A with Jeff!

What’s your dream job? I am living it. If I weren’t here,  I’d love to work for the 49er organization or play professional golf, but it just so happens that my golf game isn’t good enough for the pro ranks. Or even the amateur ranks.

Which job would you not want to have? Midwest Honey Wagon operator, a.k.a. sewer sucker

What was your first job? Dishwasher

What did it teach you? When you are the low man on the totem pole, you get the jobs no one else wants to do.

What is one thing you’d be willing to practice for an hour a day? Golf, kite flying, ice skating, drawing…oh, you said one? Sorry.

What’s the best advice you ever got? The more you love your work, the less it seems like work — My father and mentor

What sound do you love? Young children laughing and a well-hit golf ball

What scent do you love? Tevo (my wife’s perfume), wood fire, fresh air

Research, testing creative puts NDUS Community Colleges on target

By Mary Batcheller, March 27, 2012

Many organizations face misperceptions—not many are brave enough to use research to validate the perceptions and test creative messages that take those images head-on.

North Dakota University System (NDUS) community colleges did—and shifted prospects’ perceptions.

NDUS community colleges provide job-readiness programs that train students for careers in high demand fields, and offer an affordable, easy-to-transfer entry point for students pursuing four-year degrees. That’s not what NDUS target audiences thought. They typically perceived NDUS community colleges as lower-quality programs leading to fewer, lower-paying opportunities for graduates.

What do people think? Ask them.

Based on insight and information gained from the client input session and ancillary research, the Flint Group developed a series of key messages and creative concepts that addressed the targeted audiences’ misperceptions about higher education alternatives.

Focusing in

We then conducted qualitative research with each of NDUS’s three target audiences – high school students, parents of high school students, and adult learners. Through an online bulletin board forum, we gathered additional information on specific ads. Forums like this combine the interactive advantages of focus groups with the efficiencies, response validity and convenience of online interviewing technology. These forums allowed participants to share information, ideas and opinions in a private forum where they could mark up the actual ads to make specific suggestions. A trained moderator was present to guide the participants as needed.

Some of the creative that we tested:

ad 1

ad 2

ad 3

ad 4

This research helped the Flint Group gain valuable insights into the target audiences’ perceptions about higher education alternatives and more importantly, the type of messaging and creative concepts that would challenge their assumptions and entice them to look closer at community colleges.

By the end of the exercise, factors that were initially perceived as negative had been de-bunked for a majority of the participants, who now cited ability to transfer credits, career guidance and avoiding dead-end jobs as among NDUS community colleges’ biggest benefits.

Some of the online ads:

These online ads were targeted by area of study.

These online ads were targeted by area of study.

The three screens that roll through in this online ad.

The three screens that roll through in this online ad.

The four screens that roll through in this online ad.

The four screens that roll through in this online ad.

See the ND Community Colleges television commercials:

Perception now = reality

Other factors that were not part of the initial messaging, such as the number of community colleges in the state and a $1,500 scholarship for new high school graduates, were cited as generally unknown but important benefits and incorporated into the final advertisements, including these print ads:

ad 5

ad 6

Research and testing creative allowed us to fine-tune messages—and add benefits important to audiences—to create elements that will resonate with prospective ND Community College students and their families. And now, perception is more like reality, which is a good thing.

Ready to truly reach customers? Get Eric engaged.

By Elizabeth Hansen, March 23, 2012

Last year, Americans sent more than 107 trillion emails. Only the timely, relevant messages even got opened.

Flint Group clients reach more customers and prospects thanks to Digital Marketing Strategist Eric Piela, who is based in our Fargo office. He manages our Engage automated marketing and related interactive programs.

And it’s not just those results that sing.

Besides being a true father and husband, Eric’s passion is music: Making music. Listening to music. As he explains, “I’m not sure there is anything more powerful and provoking than music.”

Ask anyone within earshot of Eric’s office, and you’ll hear that music is a constant,” Eric says: “Music is a catalyst for inspiration some days and therapy for those days that just don’t seem to end. I believe music is about expressing emotions, beliefs and stories through instruments and lyrics. You can make parallels to composing a successful marketing campaign: instruments optional.”

A rare moment (Eric’s not singing, humming or laughing—and all his renditions contagious)

A rare moment (Eric’s not singing, humming or laughing—and all his renditions contagious)

Our resident rock star

His most infamous musical endeavor (so far) was participating in the Fargo Star local singing contest.

2008 Fargo Star Eric Piela performance

“I submitted a video of me singing a capella or ‘Aca-Piela (a nickname of mine in high school). The public voted on the posted contest videos, and the top-10 ranked entries performed live at an area restaurant/bar. I survived the cut.

“While most contestants sang slow country ballads, I took a different approach and performed a club favorite, ‘Yeah’ by Usher.  The pulsing bass, junior high dance moves and attempt at R&B vocals must have done the trick – the votes were tallied and I was crowned the 2008 Fargo Star,” Eric says.

Watch Eric’s Usher performance:

Making messages come alive

Eric’s workdays are filled with campaign strategy meetings as well as executing email campaigns for clients. As he explains, “While I’m filling others’ inboxes with relevant and timely messages, I also manage my own inbox, often putting out client fires as they come up. Saving lives, one email at a time.”

Trading protein shakes for Pinot Noir

Until a few months ago, Eric’s weeknight evenings included workouts at the YMCA followed by protein shakes and TV dinners while watching sitcoms with his wife, Jill. Then, they were blessed with a baby boy, Elliot. “Now, it’s bottle feedings, fishing for those first few smiles, tubby times and lullabies, followed by a sizable glass of red wine,” Eric says. “Pinot Noir or bust!”

Do, Re, Mi... Eric with wife Jill and their little Elliott. Think he doesn't get the best lullabies?!

Do, Re, Mi... Eric with wife Jill and their little Elliott. Think he doesn't get the best lullabies?!

“The greatest of games”

Weekends, Eric and Jill really focus on family time. “In addition, there’s obligatory house cleaning and errand running,” he says. “I’m a movie buff so we usually snare a rental at Redbox. In the summer, we head to Minnesota lake country and I try to squeeze in a round of golf. Golf is the greatest of games.”

Growing up Glee (or not)

“As for my music prowess, it’s a one-two punch of nature and nurture,” Eric says. “My older brother and I were born with the ability to carry a tune. Perhaps more importantly, music was a thread stitched in the fabric of my upbringing. I sang while my grandpa played the accordion. We had Willie Nelson Taco Nights: my dad made tacos while I wailed with Willie Nelson records. I was also involved in piano recitals, international music camps and high school swing choirs. Mine were not nearly as sexy as Glee portrays!”

Young Eric at the mic, with his dad and grandpa on accordion.

Young Eric at the mic, with his dad and grandpa on accordion.

Life is a musical

“I don’t have delusions of grandeur about my music prowess, but I still love to sing whenever I can,” Eric says. “Formally, I sing as part of worship team at Hope Lutheran church. Likewise, I’ve been the wedding singer for many friends, family members and strangers. Informally, life’s a musical. Much to my wife’s chagrin, the shower, office holiday parties and the frozen food section at Hornbacher’s grocery store are everyday stages for me. I guess I don’t have a filter, mostly I don’t even realize I’m singing. My friends call it a musical Tourette’s syndrome.”

Eric’s playlist

I listen to Sinatra when it’s time to cook,” Eric says. “I listen to CCR when it’s time to camp. I listen to Zach Brown Band when it’s time to chill. I listen to Jay-Z when there’s time to kill. I listen to Mozart when it’s time to think.  And listen to Black Eyed Peas when it’s time to drink!’

Follow and connect with Eric:

Twitter

LinkedIn

Get to know a Flintster: Q + A with Eric!

What’s your dream job? Ryan Seacrest’s job

Which job would you not want to have? A diaper genie

What was your first job? Bus boy at a local Chinese restaurant

What did it teach you? Sometimes in life you just have to clean up someone else’s mess. Oh, that and apparently getting paid cash from the till each night isn’t a common business practice.

What is one thing you’d be willing to practice for an hour a day? Break-dancing; When I was 8 years old, I learned to “moon walk” by watching a Michael Jackson’s “Billie Jean” VHS video over and over again.

What’s the best advice you ever got? “Dance like no one is watching. Sing like no one is listening. Love like you’ve never been hurt and live like it’s heaven on Earth.”  – Mark Twain

What sound do you love? A golf ball dropping in the hole

What scent do you love? A campfire; can’t help but reminisce of childhood camping trips

Is your business using Facebook? Here’s why you should be.

By Libby Hall, March 20, 2012

In Nielsen’s State of the Media: 2011 Consumer Usage Report, I learned that 29% of all pages a person views online are Facebook pages. With so many people spending so much time on this social media outlet, companies are turning to Facebook as a valuable tool for both gaining new customers and engaging loyal ones.

At Flint Group, we’ve been working with many of our clients to harness the power of Facebook, from traditional ads to interactive contests and check-in deals. We’d like to share some highlights from the last few months.

SunButter Facebook ads

SunButter is a sunflower seed spread—a great nut-free alternative to peanut butter. Flint Communications has been working with SunButter to create Facebook ads since 2009, and we’ve seen great success with a recent campaign featuring multiple ads geared toward specific audiences.

Our goal was to help SunButter increase its fan base and spread awareness of its products to moms, school administrators, those with nut allergies, and people who eat special diets where SunButter fits in, such as gluten-free or paleo. Here’s a sample of the creative work:SunButter Facebook Ads

Some of the ads link to the “like” tab of SunButter’s Facebook page, while others go directly to the SunButter products page, the SunButter schools page, a Facebook landing page about paleo eating or the SunButter blog.

The ads were displayed about 1.7  million times from January 23 to February 12. During this period, 2,900 people clicked on one of the ads, and SunButter gained more than 1,700 likes—that’s almost a 30 percent increase in less than a month! (They’re trying not to let it go to their heads.)

The Facebook ads have allowed SunButter to interact with customers and prospects, sharing recipes, nutritional information and other product news. SunButter is quick to admit the Facebook conversations and customer input have provided valuable insights and helped steer the company’s operations and other communications.

maurices Facebook contest

maurices is a long-time WestmorelandFlint client. The young women’s fashion retailer came to us on a Monday morning, asking if we could help them launch a contest on the maurices Facebook page. “Sure, sounds fun,” we thought. Then came the caveat—it had to launch that Thursday, as in 3 days from the time we first heard of the project. How’s that for a wake-up call on Monday morning?

Up for the challenge, our social media team got to work, setting up the contest using Wildfire, a social media marketing platform that specializes in user-friendly promotion techniques.

The contest was part of maurices Hometown Sound, a band search for the best up-and-coming artist in the country. maurices partnered with Evanescence, its newest Hometown Sound partner artist, to give away a weekend filled with maurices shopping and VIP access to the band’s hometown concert in Little Rock, Ark. We named the contest maurices + Evanescence rock ‘n shop weekend.

The contest instructions were simple: users were required to “like” maurices and then tell us and show us what maurices outfit they would wear to an Evanescence concert. maurices announced the contest on their Facebook page on January 12.maurices Facebook contest announcement

Our digital strategists also generated Facebook and Twitter posts for the band to post on the Evanescence Facebook page, encouraging their fans to “like” maurices and enter the contest.maurices Facebook contest announcement 2

In the five days the promotion ran, maurices received more than 1,200 entries and gained more than 8,700 fans.

Duluth International Airport Facebook contest

You know the song, “Make new friends but keep the old?” Well, the same goes for Facebook friends. It’s easy to get caught up in getting more fans and lose sight of the ones we already have.

When the Duluth International Airport came to WestmorelandFlint for help in advertising new travel routes, we helped create a Facebook contest to spark engagement with their existing fan base.

The contest theme was “Choose your own adventure,” where entrants chose a destination (Florida or Arizona) and then showed and told us what they would do in that destination if they won the tickets.Duluth Airport Facebook contest

The contest ran from January 9 to February 10, during which time we received over 400 submissions—representing nearly 20 percent of he airport’s Facebook fan base. Three winners won tickets on Allegiant to the destination of their choice.

The contest not only announced the new routes in an interactive way, it also engaged the airport’s fans and gave them a reason to stay connected with the airport’s Facebook page.

West Acres Black Friday check-in deal

According to Nielsen’s State of the Media: 2011 Consumer Usage Report, 37 percent of social media users access social media from their mobile phone. Another Nielsen Report revealed that Facebook is the second most popular website visited by smartphone users (second only to Google).

With so many people using their mobile phone to access social media, and Facebook in particular, Flint Communications partnered with West Acres to help the Fargo, N.D., shopping center attract customers at midnight on Black Friday.

The promotion premise was simple: shoppers were invited to use Facebook check-in deals to check in to West Acres starting at 11:30 p.m. on November 24, 2011. The first 100 people to check in on their smartphone would receive a $20 mall card.

We advertised the promotion with signage in West Acres, a newspaper insert, an announcement on West Acres website, and Facebook updates. Here’s a look at the insert that appeared in Fargo’s newspaper, The Forum, on Thanksgiving Day.

West Acres Facebook check-in deal newspaper ad

The 100 mall cards were claimed in just 3 minutes! Check out the scene below.

West Acres Facebook check in deal people in line

The Facebook check-in deal gave mall shoppers incentive to start their Black Friday shopping at West Acres, rather than a competitor. The shopping center broke their record of Black Friday shoppers by about 4,000, topping out around 80,000.

Merchants were thrilled with the around 7 percent increase in mall traffic, and they were also pleased that West Acres was experimenting with and investing in new technology, like Facebook check-in deals, to support their tenants. In sum, Black Friday 2011 at West Acres consisted of both happy shoppers, and happy merchants.

Facebook for business: What about you?

What about your business? What questions do you have about using Facebook to generate awareness, sales, or loyalty? Ask me in the comments!

Do you know what your direct mail marketing is doing for you? BCBSND does.

By Andrea Morrow, March 13, 2012

I read a report from the Direct Marketing Association that said that each dollar your company spends on direct marketing yields, on average, a return on investment of $11.73. Nondirect marketing, on the other hand, gives you an average ROI of $5.23.

After learning that so much rides on direct marketing, I was excited when our clients at Blue Cross Blue Shield of North Dakota (BCBSND) asked Flint Group to take a closer look at theirs.

The lowdownBCBSND logo

BCBSND, a long-time Flint client, is a nonprofit mutual insurance company that has been serving individuals and families for more than 65 years. Today, it is the largest healthcare coverage provider in North Dakota, insuring more than 350,000 North Dakota residents and more than 75,000 nonresidents.

BCBSND had been sending direct mail to its senior audience for quite some time, but they had never tested its effectiveness. That’s where we came in.

Goals

BCBSND’s business goal was to increase the number of seniors enrolled in Medicare supplement insurance plans. Their direct mail marketing efforts were designed to generate leads for agents.

Our goal was to gather measureable data to help our friends at BCBSND track and increase current response rates from their direct mail campaign.

The process

The Flint team, guided by Kaia Watkins, direct mail specialist for Flint Direct in our Fargo office, created a direct mail series designed to test the performance of the client’s current direct mail advertising.

The campaign consisted of a four-part mailer series sent to seniors at one-month intervals leading up to their 65th birthdays (when they are eligible for Medicare). For example, a senior born in January would receive one mailer each month for four months starting in September.

Each month, Flint received a new list of about 500 seniors. We then randomly split the list 50/50, mailing half the people the test series and the other half the control.

Getting creative

The test and control pieces had the same purpose—to get seniors to contact BCBSND for more information and, eventually, enroll in a Medicare supplement plan. The difference was in the messaging and design.

Here’s an example of a direct mailer in the control (existing) series:BCBSNF Control

The test series incorporated a fresh approach that featured BCBSND’s new “Bolder Shade of Blue” brand. People were invited to receive a free pedometer and Medicare supplement guide by responding via phone, returning the business reply card, or filling out a form on the BCBSND website.

BCBSND Direct Mail 1

BCBSND Direct Mail 2

BCBSND Direct Mail 3

Results

With measurable results, Flint was able to see exactly how BCBSND’s current direct mail marketing was working and make informed recommendations to improve the company’s response rates.BCBSND results graph

In sum, the test series generated a greater response rate and a lower cost per lead. The control series generated more hot leads (i.e., people who call to speak directly to an agent) and closed sales.

Based on this information, Flint recommended that BCBSND use the test series and add marketing components to improve the percentage of hot leads and closed sales. We’re getting people to respond; now, we need to get them to enroll.

This first test was so valuable that our team is creating further testing to help BCBSND get more hot leads. For a company asking its customers to be bold, BCBSND is certainly leading by example with its direct mail marketing.

How does your company measure its direct mail marketing ROI? Tell us in the comments section below.

Our own Dr. Feelgood

By Elizabeth Hansen, March 9, 2012

Not everyone can get a grandfather fist-pumping to Motley Crue. Or make photos of construction equipment truly come alive. Graphic Designer Jeremy Albright does both.

Knowing when to play YMCA at wedding receptions is an art from.

Knowing precisely when to play YMCA at a wedding reception is an art form.

Meet DJ “J”

Based in our Fargo office, Jeremy brings his balance of creativity and attention to detail to our clients—and high energy to his fortunate colleagues. Weekends, he DJ’s wedding and other special events through his own DJ service.

During the week, Jeremy’s energy focuses on handling design for national print advertisements, predominantly for our client, Bobcat. “I help out at photo shoots, color correct images, prepare digital files for publications and take care of other design and production details,” he says. His responsibilities require intense concentration and organizational skills with demanding details. And he has to make things like skid-steer loaders look absolutely gorgeous, yet rugged.

Away from the office, Jeremy owns and operates his own DJ service, MixVibes DJ Service and Lighting DJ. “It all started when I DJ’d at a local bar on Lake Eunice for a Fourth of July party a few year ago. All it took was being the DJ for that one party and I was hooked,” Jeremy says. “Last year, I DJ’d 36 wedding receptions.”

weddings_08

Word up

“I pride myself on working very hard to make sure that everyone at my events has a good time and the music and lighting are the very best possible,” Jeremy says. We asked around, and Fargo area wedding planners, venue representatives and newly married couples recommend Jeremy as one of the top Fargo wedding DJs.

Just push play

“I was DJing a wedding reception and this gentleman kept requesting Dr. Feelgood by Motley Crue. I pushed it off all night and he kept asking me to play this song for him. I was waiting for the best time to play it. Well I was down to the last song of the night and I had not played it yet. So I asked everyone to come to the dance floor and then asked the gentleman to stand in the middle of the circle of people. Once I pushed play, everybody got into it. I even had a grandpa doing fist pumps. To this day, people at that reception still talk about that song at the end of the night with grandpa doing fist pumps,” Jeremy explains.

Supporting the oil companies

Jeremy and his wife have two school-age kids, so he’s also a chauffeur. “On a typical weeknight, I pick up the kids from their after school program, then run them to swimming lessons, church, cub scouts and dance lessons. We seem to support the oil company.

Jeremy with his wife and their two busy kids.

Jeremy with his wife and their two busy kids.

“On weekends, we head down to the lakes where we have a park model camper set up on my wife’s grandfather’s land on Middle Cormorant Lake. We all really cherish spending quality family time together there,” Jeremy says.

Energy to share

Jeremy also donates his time and talents to two non-profit organizations each year. For the past four years, he has shared his services with Pedaling for Possibilities and the Special Olympics.

More from Dr. Feelgood

Visit MixVibes DJ Service and Lighting’s website or Facebook page:

Get to know a Flintster: Q + A with Jeremy

What’s your dream job? That always changes. Today, it’s a rock star.

What is one thing you’d be willing to practice for an hour a day? An instrument, preferably the drums.

What’s the best advice you ever got? The best judge of a character is a person doing the right thing when nobody is watching.

What scent do you love? Good home cooking!