Our 4-Step Data & Digital Process

1) Identify the Target Audience.      Whenever we start on a digital communication project—whether we’re working with an organization’s online fundraising push, a business’s campaign to sell its services, or a candidate who wants to increase name recognition among voters—we always need to decide who we want to target and how to do that best. There are a few ways we cultivate the perfect list for our clients:   List Matching - If a client already has an offline list they want to target, such as union members or the people on their email list, we can match those same people online to communicate digitally. While some digital firms only match 40% of client lists, our proprietary match processes enable us to find...

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How We Helped: Say Yes to Sterling Heights!

The Sterling Heights Parks and Recreation Millage was on the ballot in November of 2016 because the community did not have a permanent, dedicated funding source to maintain and improve recreational amenities. The grassroots campaign committee, Say Yes to Sterling Heights, asked us to help raise awareness and persuade voters to vote yes for a brighter future. We employed a number of tactics to ensure voters understood the value of parks and recreation in their community and the important choice they had on Election Day.   Our first step was to create a vibrant brand to symbolize fun and opportunity for all in the community. The campaign’s new logo featured popular recreational activities, like biking, and echoed areas of future development,...

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Friday Favorites: Bookstores, Beaches, and Breweries

Today, we're talking about our favorite local places to visit. Read on for some great suggestions for a quick Michigan getaway!     Erin, Communications Associate   So my favorite place in Michigan is Literati Bookstore. As many of my coworkers know, it is a wonderful indie bookstore with the most amazing atmosphere. Every area from the coffee shop upstairs to the nonfiction section in the basement is cozy and packed full of books. They have so many excellent staff recommendations written on cards hanging off the shelves, and there is always something new to discover. I'm always so happy to see the green brick exterior and the typewriter logo on the window. Schuler's Books in Lansing is a close second, because they have the...

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5 Strategies for Marketing Higher Education

Marketing for higher education is unique — educational marketers often use the same tools as corporate brands and organizations, but in very different ways. Here are some of our top tips to ensure that you are effectively reaching prospective students in effective ways:   1) Search engine optimization.      Select keywords or phrases that prospective students are likely to use to find content related to your institution or program and optimize your site content around them, but use them sparingly to create informative content around those keywords. Optimizing many of the other elements on your site will help search engines understand what your content is about. Optimization can be tricky and hard to do well, so hiring a professional who knows what they are doing...

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How to create a brand identity that works

As designers will tell you, there’s no “one size fits all” solution for creating the perfect brand identity, but there are certainly strategies that can help things run more smoothly. For one, it’s important to establish clear lines of communication upfront with the client so that they feel like they’re a part of the process too (because they most definitely are!). We think it's essential to understand each client’s individual needs and goals in order to design effectively for them! Also, this open line of communication will help to eliminate potential misunderstandings that could inhibit the design process later on.     The process for creating a visual identity varies depending upon the type of client. More specifically, when we’re working with political clients,...

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3 Effective Ad Variations You Should Try

One of our favorite things about working in digital marketing is being able to test and play around with new tools so we can later use them to help our clients reach their diverse goals!   We’ve recently had opportunities to get creative with different types of ads. Here are three of our favorite and most effective ad variations that we think you should try, too:   1) FACEBOOK CANVAS ADS     Although we’ve created Facebook canvas ads before, we didn’t get a chance to fully utilize all their available features or really analyze them until a few months ago. We learned that they’re not only cool to explore, but they’re also fun to make and an extremely effective way to engage with your audience! (For...

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