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Message Makers: From brand-building to intelligent campaigns, creatives speak initiatives & tendencies
What’s in a tagline, a emblem design or billboard marketing campaign? Numerous brainstorming, in all probability a couple of dangerous concepts and possibly even some late nights. However in the end, all of that inventive work ends in slick slogans, eye-catching graphics and memorable messaging.
For corporations and non-profits that interact an outdoor promoting company to craft a public id, develop a strategic advertising and marketing plan or design a social media presence, these may be {dollars} very nicely spent.
The TCBN checked in with the leaders of 4 Traverse Metropolis companies providing advertising and marketing steerage, promoting experience and communication technique to a spread of shoppers in dimension, attain and trade. Check out what they’re as much as, and see examples of their work from the final 12 months under.
BRAND TONIC
Jennifer Lake, proprietor
High three companies: Model growth (messaging and visuals); id design and growth (emblem, naming, id supplies); nonprofit marketing campaign inventive (theme, communication supplies)
Regional shoppers: The Botanic Gardens at Historic Barns Park, Charlevoix County Neighborhood Basis, Copper Aesthetics, Grand Traverse Regional Neighborhood Basis, Grand Traverse Bay YMCA, Hemming& Wealth Administration, Interlochen Middle for the Arts, King Orchards, Northwest Michigan Well being Providers Inc., Outdated City Playhouse, Rotary Charities, The Youngsters’s Home & Compass Junior Excessive, The Watershed Middle Grand Traverse Bay
2022 spotlight initiatives: We had been thrilled to companion with Outdated City Playhouse final 12 months to revamp their model messaging and id. With a 60-plus-year legacy, OTP was able to refresh their model to seize the power and constructive impression on the neighborhood.
Providing all kinds of alternatives for leisure, training, private enrichment and social connections, OTP is really on the nook of artwork and tradition — a spot the place neighborhood comes collectively. By means of considerate messaging and new visible designs, we guided OTP via levels of brand name growth, emblem design, season supplies and an annual report back to showcase how neighborhood theater impacts not solely the forged, crew and viewers members, however contributes to the vibrancy of all the neighborhood. Utilizing a mosaic of colours and icons, OTP’s new model represents a spot the place all are welcome, and each function is significant to creating enriching experiences.
We additionally had the chance to model the brand new faculty in downtown Traverse Metropolis, Compass Montessori Junior Excessive. In a singular and engaged course of, we created workshops with the scholars over 12 weeks to develop model messaging, naming choices, colour palettes and emblem concepts. With the enter from workers, mother and father, college students and alumni, we formed the id and model for the junior excessive. Having the ability to information the scholars via the method was rewarding and offered useful perception to the top consequence.
New in 2023: We’re seeing tendencies in response to the previous three years of pandemic isolation. There’s a robust want for human connection and for audiences to see themselves in model communications. We see this significantly within the nonprofit realm. Annual reviews and model messages are already beginning to evolve round engagement and welcoming folks in.
It’s now not nearly what the group does, however how one can interact with it, and why that’s vital to the higher neighborhood. Organizations are extra intentional with their communications, and we like to see this connectedness.
FLIGHT PATH CREATIVE
Aaron Swanker, co-founder/inventive director; Dan Smith, co-founder/account director
High three companies: Progressive campaigns and branded content material; social and content material advertising and marketing; media and content material distribution
Regional shoppers: Shepler’s Mackinac Island Ferry, Vapur (reusable water bottle), Michigan Broadband Providers, Neumann Regulation, Michigan Nursery and Panorama Affiliation
2022 spotlight venture: The Michigan Nursery and Panorama Affiliation (MNLA) is a inexperienced trade commerce affiliation with members in a variety of Michigan inexperienced trade companies, together with a number of in northern Michigan.
The MNLA helps its members on legislative points, training, certifications and advertising and marketing. The MNLA engaged Flight Path Artistic to deal with advertising and marketing and recruiting wants for its members. By means of knowledge, social listening, search analytics and different metrics, we developed branded content material campaigns to construct consciousness and deal with the staffing points. The media and content material distribution drives site visitors to a marketing campaign web site the place guests can be taught extra concerning the trade and straight apply for open positions the members put up themselves.
New in 2023: We are going to proceed to see development in omni-channel advertising and marketing and know-how. Manufacturers will interact prospects via a number of, built-in digital and bodily touchpoints, bodily areas, web sites, social media, apps, and so forth.
GRAND BAY PROMOTIONS
Susan Wilcox Olson, proprietor, co-founder and president
High three companies: Public relations; media promotions; advertising and marketing companies
Regional shoppers: TVC-Cherry Capital Airport, Nationwide Cherry Pageant, GT Pie Co., Mawby Wines, Fustini’s Oils & Vinegars, Novello Well being, Iron Fish Distillery, Treetops Resort, Gaylord Tourism Bureau, Nice Lakes Winter Trails Council, Go to Keweenaw, a number of Mackinac Island companies, together with The Unique Murdick’s Fudge, Doud’s Market, Sip ‘n Sail, Cottage Inn/Mackinac Home, Wawashkamo Golf Membership
2022 spotlight venture: We’re significantly happy with our ongoing work with TVC CEO Kevin Klein securing and sustaining market presence in every vacation spot. By means of this initiative, we make the most of conventional and digital advertising and marketing, public relations, media promotions and social media outreach. After greater than a decade of onerous work and in-market and airline visits, we have now grown TVC’s nonstop service from three locations to 17-plus. The expansion in nonstop companies to and from high locations has proven to be an vital driver of financial well being for the northern Michigan area. Working in tandem with TC Tourism, our different regional CVBs and Pure Michigan has been an vital a part of this initiative.
New in 2023: We’re seeing extra advertising and marketing cooperation throughout northern Michigan – bringing companions collectively to make higher impression in vital U.S. markets in addition to inside our area. For instance, TC Tourism, Uncover Northern Michigan (regional CVBs coming collectively) and America’s Summer season Golf Capital (greater than 25 premier golf programs and CVBs working collectively.)
PB&J MARKETING
Karl Bastian, companion and artistic director
High three companies: Strategic planning; inventive companies; digital and social advertising and marketing
Regional shoppers: 4Front Credit score Union, Besser Inc., Century 21 Northland, Father Fred Basis, Grand Traverse Distillery, Northern Constructing Provide, Stromberg Carlson, United Means of Northwest Michigan
2022 venture spotlight: COVID vaccination marketing campaign, Alamo Space Council of Governments (Texas). The shopper needed to create a constructive and informative public consciousness marketing campaign to advertise COVID-19 vaccinations for populations inside its 13-county regional footprint.
PB&J was engaged to assist develop a multi-channel neighborhood outreach marketing campaign that was distinctive and performed on Texas delight and well-known Texas ‘Tall Tales.’ We developed radio commercials together with ideas and messaging for video, print, digital and social media functions. The marketing campaign succeeded in elevating consciousness of the necessity for vaccinations in addition to growing the precise variety of folks vaccinated inside the focused service space. The marketing campaign gained a number of inventive awards, together with better of present on the San Antonio American Promoting Awards.
New for 2023: The pandemic has reworked how and the place folks conduct their careers. New communication instruments have created thrilling alternatives for promoting corporations and professionals to collaborate with out boundaries. In consequence, PB&J is rising its relationships with shoppers and companions in new and various markets, whereas nonetheless serving a powerful shopper base right here in northern Michigan.
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