With true partnerships, anything is possible

Over a year ago our firm identified a need in the marketplace for organizations to be able to produce cost-effective commercial-like videos that could be used to tell a story in a fun, creative, thought-provoking and, sometimes, tear-jerking way. As a result, Imagine Marketing launched Imagine Shorts, a service creating highly targeted branded entertainment videos to help clients reach their targeted audience in a creative new way.

By partnering with talented video production teams (many who have been involved with our firm for years) we are able to provide the highest quality product that is created with marketing strategy in mind. Fast forward to today. Despite the downturn in the economy and smaller marketing budgets, we are finding that developing videos for clients is more in-demand than ever before, especially with the strong upswing of social media and branded entertainment marketing.

DESERT COMMUNITY BANK:
I have had the opportunity to work with a few of my clients on developing shorts to assist in reaching their marketing goals. One of these projects was the Desert Community Bank, “Money Under the Mattress” shorts. We met with the bank last November, and they explained that they were searching for a way to differentiate themselves from other banks in the valley, especially during the uncertain times in the banking industry. They wanted to communicate the bank’s commitment to customer service and security. After a creative meeting with our team, we developed the idea that would eventually grow into a three-video campaign starring Desert Community Bank president, Jim Howard, as a miniature version of himself who resides under a couple’s mattress. The short have been distributed virally through e-mail, social media tools like Facebook and YouTube and are also on the bank’s Web site. The videos have also been the subject of a few news articles.

NEVADA STATE COLLEGE: Another project that we are proud of is the testimonial shorts created for Nevada State College. The college is in the process of redesigning its entire Web site and wanted to supplement the site with student, alumni and faculty profiles that would tell the story and share the spirit of the school. When we initially met with the college, they showed us samples from other schools. The sample videos came from well established institutions that have beautiful campuses and programs that have been around for decades. Because Nevada State College is a young school, focusing on campus shots presented a huge challenge. As we began interviewing subjects for the video, it became clear that what we lacked in scenery we made up in people. The stories students, alumni and faculty shared with us were not only inspiring and interesting, they were relatable on many different levels. By utilizing the creative vision of our team, as well as our video production team, we were able to create testimonials that truly speak to the heart of the college. These videos will be an integral part of the college’s recruiting strategy in the next year as we find ways to take the existing footage and repurpose them for advertising, recruitment and presentation needs.

The most important lesson I have learned through the process of these two projects is that when we are able to partner with clients and really understand what they need, and they are willing to trust our strategic thinking and creativity, anything is possible.

I enjoy the process of creating shorts for clients from beginning to end and am looking forward to many more projects in the near future.

Megan Lane is an Account Executive with Imagine Marketing.
Contact Megan at mlane@imnv.com

Goal setting: does it have its place? I think so.

Ah, goal setting. What a helpful, glorious idea – even if it doesn’t always seem like it.

I’ve been a goal setter all my life. For the past several years, when the mood strikes me, I sit down about once a year and begin listing my goals. (Last year I discovered, when looking at the dates of all my previous lists, that I always do this in September. Something about fall coming inspires me I guess.)

Sometimes creating these lists is exciting. I begin looking forward to all the things I’m going to do in the upcoming year or two. But sometimes, it can be frustrating – especially when certain goals make an appearance each year, reminding me that another year has passed without completing a goal I’ve already had for so many years.

One of those reoccurring goals has been: “Earn my second degree black belt.” In fact, it’s been on the list since I earned my first degree black belt six years ago.

Each year, as I again write “Earn my second degree black belt” I feel a little pang of regret. By now I should be testing for my fourth degree – not my second! And so it goes.

The same can begin to happen in our jobs, businesses or organizations. We begin our journey full of goals, plans, dreams and ideas.

Increase ROI
o Determine what’s working and what isn’t. Do more of what’s working and less of what isn’t.
o Establish a marketing plan
o Create a more efficient billing system
o Attend more networking events
o Reach out to more potential clients
o Invest more money into myself and my team
o Join a new professional organization

Sound familiar?

But as the dust settles and we get into a rhythm, it’s easy to let those goals slide, especially if things are going “OK.” Suddenly having some down time looks a lot more appealing than adding more things to your plate – or your company’s plate.

However, how long is “OK” going to cut it for you and your team? What happens if the economy takes a further plunge – like we’ve all recently witnessed? A lot of companies that were doing “OK” are now out of business.

At the beginning of this year, for some happy reason, I decided I didn’t want to face another September of “shoulda, woulda, coulda” and started in on actually checking things off my list.

Skydiving (been on the list since high school) - Check
Go to El Salvador with church (same) - Check
Earn my second degree black belt (six years) - In the process of being a Check

Although the last item is not a “check” yet, I did complete my pre-test for it last week with the hopes of testing for the belt (finally) in October. Regardless of whether I pass the October test, I know my preparation for the pre-test – and the test itself – has significantly increased my skill and also inspired me to begin eating better and get into better shape so I can actually make it through the test.

So as I look at my list this month, I don’t feel that usual pang of regret. Instead I’m wondering, “What new goals should I establish?” And I’ve gotta tell you, that feels good.

Do you have goals for yourself or your business that have been on your list a little too long? If so, what time is better than the present to begin moving forward on accomplishing some of the goals?

Carpe diem!

Melissa Rothermel serves as the Director of Media Relations for Imagine Marketing.
Contact Melissa at mailto:mrothermel@imnv.com.

Recycle your PR

Making the most of what you’ve got is always important. This is especially true these days.

If you are creating new releases to promote your company to media, here are a few quick tips that will help not only extend the life of your PR efforts but help you grab a little extra attention while you’re at it.

Post releases to your Web site: If you haven’t already, add a “news” section to your site and regularly post fresh articles to it. Not only will this enhance your site’s search engine optimization rankings, but it gives visitors a reason to come back to your site on a regular basis.

Hyperlink your e-mail signatures: Most of us already include our primary company Web site address in our e-mail signature. It’s time to beef it up. If you’re regularly updating your site with newsworthy content, regularly update your e-mail signature to include a headline, of sorts, that hyperlinks directly that article on your Web site.

Create news release one-sheets or order reprints of published pieces: Having media publish a glowing story about your company is like hitting a marketing gold mine. Take that story and share it with your other contacts who may not have seen it in the paper or on TV. Include copies of the piece within your sales kits and proposals. Post a link to it on your Web site and hyperlink your e-mail signature to it. If your story wasn’t published, create a news release one-sheet with your logo on it and continue to use in the same fashion for your sales kits, etc.

Post article/TV spots to your social networking sites: Your social networking sites are the perfect venue to post PR successes. Engage your community of contacts by posting your PR successes and news releases online. You’ll be pleased to see their response.

Turning a news release and successful PR opportunities into a multiple use piece for your company is easy to do if you’re willing to venture into new marketing territory.

Amber Stidham is the Director of Strategic Planning for Imagine Marketing.
Contact Amber at astidham@imnv.com

Bring value to yourself now, in the future by building relationships

Since the dawn of what we’ve come to call the “New Economy” in 2008, not a week goes by that I don’t get at least one resume crossing my desk. These are from people formerly employed by ad agencies, marketing firms, graphic design houses, public relations companies, media outlets, print shops and related fields. Most are local, although some come from as far away as the east coast. Many of these folks occupied high-level positions at their respective firms. I’ve interviewed more than a few, although “interviewed” isn’t exactly the right word. I let them know up front that we’re not hiring at the moment, but things could change at any time. So “meet and greet” is probably more like it.

Here’s what I’ve learned. Some of them are impressive individuals. In better times, we’d be talking seriously. (Of course, in better times, they probably wouldn’t be looking for work.) Most, if not all, have a tremendous amount of industry-specific knowledge. The graphic designers, for example, all have nice portfolios. One woman I spoke with knew more about print production than anyone I’ve ever met. A few former media reps have engaging personalities and appear to be highly motivated. All good things.

But. Only a handful have what we as a company really need. And that’s access to prospective upper echelon clients. Now, I don’t mean to say that any new Imagine team member needs to come with a stable of ready-to-roll clients in tow. But it would be helpful if they were a couple degrees of separation away from a few movers and shakers.

Instead, I’ve discovered that most of them sat in an office or cubicle and performed their jobs admirably. No more, no less. It never occurred to them that part of the value they bring to an organization is in the relationships they’ve built and developed over the years. The print production woman I referred to earlier never actually met any of her clients. It’s a shame.

So here’s my two cents worth of unsolicited advice: If you’re still gainfully employed (and, as a friend of mine likes to say, “If you’re working, you’re winning”), make it a habit to get out more. Tag along with the account reps. Schedule a lunch or coffee or drinks after work with a client or prospect. Check out a networking opportunity. Turn yourself into a resource. It’s not too late. Until it is.

Brian Rouff is the Managing Partner of Imagine Marketing.
Contact Brian at brouff@imnv.com.