October 15th, 2014 | Posted by Christine Manfrede
Founded in 1985, Breast Cancer Awareness Month is arguably the most successful cause marketing campaign of all time. Neatly falling between back-to-school season and Halloween, the month formerly known as October has indeed become “Pinktober.” From the top of the Chase and every NFL uniform, to your yogurt lid, there’s pink on everything, everywhere.
According to the 2012 Cone Communications Breast Cancer Trend Tracker, 92% of Americans believe breast cancer is a critical cause that companies should support, but only 26% feel that businesses have actually had a significant positive impact on the issue. Despite this, with 86% of consumers reporting a positive impression of a brand that supports the breast cancer cause, the “pink halo effect” is often enough to prompt purchase or response.
And although 74% of Americans say they are more likely to purchase a breast cancer-related product or service over others during October, they are becoming increasingly desensitized and skeptical.
In an inundated marketplace, consumers are requiring proof of commitment and impact to the breast cancer cause. If corporations really want to support survivors and raise awareness, they need to do a better job of communicating how consumer purchases are advancing the issue. My hope is that they are transparent and demonstrate genuine commitment—ideally more than donations and beyond the month of October. We need to go beyond awareness. True progress requires more than pink ribbons for 31 days—it requires action all year around.
Categories → Brand Engagement, Healthcare
September 24th, 2014 | Posted by Susan Weissman
Research done by the Conference Board demonstrates there is a “relatively strong correlation between a measure of brand strength and a measure of sustainability.” The correlation is consistent across companies, industries, regions and enterprise values. The most important drivers of the correlation are how well a company treats its employees and its environmental policies.
Let’s take a step back a minute. A brand is what you stand for — it’s the essence of who you are as a company. And the most powerful thing any company can do to build their brand is engage their employees fully in understanding the brand, living the brand and being brand advocates.
Now, combine that with a general trend in our world right now — consumers have become more aware of corporate social responsibility and sustainability performance. It matters to us. So it’s a winning combination – be a company with strong social performance and your employees will be more committed to your company and your brand. Who better to proudly talk about your brand than your employees? I would certainly pay more attention to an employee who has the inside track on the company — wouldn’t you?
Categories → Branding, Trends & Research
September 15th, 2014 | Posted by Scott Leisler
The past year we’ve been collaborating with Mark Andy to launch one of their newest innovations – the Mark Andy Digital Series. The Digital Series offers breakthrough opportunities for printers in the packaging and labeling industry.
Our ongoing role includes message strategy, advertising, video, digital, print collateral and trade show.
Early industry feedback has been incredibly positive and the attendees at Label Expo 2014 filled the booth’s Digital Series demo area beyond capacity. It truly was a sight to see.
To check out the Digital Series highlight reel, click here.
Categories → Brand Engagement, Branding, Client Work
July 10th, 2014 | Posted by Dovetail
Dovetail, a branding, marketing and digital media agency, is looking for a full-time copywriter who can collaborate with our team of art directors, designers and account managers to produce compelling and persuasive work.
10 things you need to know about the position:
- Being versatile is huge at Dovetail. We’re a smaller agency but do certain big things amazingly well. So one day you could be asked to help write scripts for a TV spot and the next day you could be crafting copy for a website, creating concepts for a brochure or storyboarding a presentation.
- Must love learning — and sharing what you learn with the team. Maybe it’s an idea for Dovetail or it could be a trend to help build a client’s brand. Presenting new ideas and following through is what keeps us moving forward.
- You need to bring value and energy to brainstorming sessions. We condone caffeine in all forms, so if you need an espresso or Red Bull (or three) to bring it, join the club. Prep work is just as important, so bring that, too.
- Thinking strategically is just as important as being creative. If the work gets off strategy, you’ll need to have a really good reason or be able to quickly hit Command+Z and get back on track.
- R-E-S-P-E-C-T for grammar, language, usage and proofing your work is a must. You know the devil is in the details and know how to use the right trigger words and emotions to write persuasive copy. Channel Don Draper or Peggy Olson (although, skipping their level of drama would be appreciated).
- Some of our work involves complex communication challenges, requiring research and digging to get up to speed on the category. From time to time, you may interview clients and stakeholders to get the information we need to find the elusive insight we can put to work.
- We need someone who has what it takes to produce work in a fast-paced environment. We don’t like fire drills either, but if you can’t deal with them occasionally, you’re in the wrong business.
- It seems like a no-brainer, but meeting deadlines is an absolute must. We have internal deadlines and client deadlines. Both are #1 on the important scale. We trust you’ll manage your time efficiently — and that you’ll ask for help when you need it.
- You’ll need to be a proactive self-starter with a positive attitude. Working at a small agency means owning your work — and being responsible enough to get it done without someone looking over your shoulder.
- Dedication to your craft and to our work together is essential. We like having fun and it’s more rewarding when we are all committed to doing our best work together. “Only the Dedicated” need apply.
10 things you may want to know about Dovetail (and can’t find on Google):
- We’ve been in business for over 30 years and started trading under the name Dovetail in 2010 as a result of a merger between advertising agency Maring Weissman and branding and digital media agency Big Wheel.
- Our clients often fall into B2B and B2C categories like healthcare, manufacturing, finance, destination, biotech, construction and technology. An interest in (or professional knowledge of) these categories would be extremely helpful.
- The clients we work with are happy to know that we understand business, sales, strategy, KPI’s and how to measure success. We’re often analytical in our approach since the industries we serve tend to have a lot of complicated details to communicate.
- We are channel agnostic when it comes to media. That means we have to know how to execute work in a lot of different mediums — from traditional advertising (as it evolves) to digital and tomorrow’s new media. There’s never a dull moment when it comes to staying one step ahead.
- We’ve been described as “caring too much” about the work we do for our clients. We’ll want you to “care too much” as well. We can’t help it — it’s in our DNA — and it should be in yours, too.
- We’re not big fans of the big ego. The best idea should win, no matter its origin — as long as it’s on strategy and can be executed.
- Solving the puzzle with a million tiny pieces and making sense of it all — that’s what we do.
- We lend our expertise to a couple of not-for-profit projects a year and we like to help people when we can.
- BENEFITS: we got ‘em. Health insurance, dental, 401k, paid holidays and more (like a ton of free coffee).
- The best work comes from a happy, positive place where people click. Chemistry is of the utmost importance.
- Bachelor’s degree in journalism, English, public relations or related field
- 2–4 years professional experience
- Excellent writing, verbal and presentation skills
- Ability/experience writing for both B2B and B2C
- Strong research skills
- Understand or be willing to learn content marketing and related strategies
- Communicate professionally with Dovetail team members and clients
- Microsoft Office proficiency
- Social Media experience a plus
Next Steps to Be Considered for the Position:
- Send us your resume and a cover letter telling us why you’d be a great fit at Dovetail
- Send us a link to your online portfolio or a PDF of writing samples
- Tell us where your best ideas originate
- Answer: If you could choose one product or brand to do work for, what would it be and why?
Please email resume and samples to: firstname.lastname@example.org and include “Copywriter Position” in the subject line. For more information on Dovetail, please visit dovetail-stl.com.
Dovetail celebrates business in the heart of St. Louis’ historic Central West End neighborhood.
Categories → Job Openings
June 4th, 2014 | Posted by Susan Weissman
Alexis Madrigal did a great piece on NPR yesterday about the conference call — what’s working and what’s not. What is curious to me is to figure out how to communicate with different people as our technology constantly changes.
The conference call is really sort of low tech, but Alexis points out how often things go wrong:
• Ooops, got the wrong dial in number
• The pin number was too long to remember
• Is so and so on the line?
• Someone hasn’t muted their line and we can hear your (dog, baby, coffee grinder, tapping on the keys working on a different project)…
On the other hand, there are so many tools to help us get the job done better and faster. What about Slack? Google Hangouts?
Alexis concludes that in some ways, the conference call is the common denominator for intergenerational communication. While the young prefer texting and the older prefer face-to-face contact, the conference call offers something all colleagues agree has merit. Take a listen.
Categories → Design & Culture, Trends & Research