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  • Creativity: The force behind a successful agency.

    Just Do It. This world-renowned slogan was conceived by Dan Wieden in 1988 at a creative meeting with the athletic company “Nike”, and served as a pivotal breakthrough for Wieden’s career. In the twenty years since its conception, Wieden has become the co-owner of Wieden+Kennedy, one of the largest independently owned Advertising agencies in the world. Based out of Portland, Oregon, Wieden+Kennedy (W+K) is consistently recognized throughout the marketing world for its creative and memorable ad campaigns, which include those for “Old Spice”, “Microsoft”, “Coca-Cola”, and of course, “Nike”. W+K has gained awards and recognition from publications such as AdWeek, AdAge, and Creativity for being the most prominent and influential agency in the industry.

    If you are interested in working on a creative team for Advertising or Marketing, W+K might be the place to live out your dream job.

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    W+K prides itself on their creativity and the unconventional methods that alternative agencies lack. Not only is W+K well-known throughout the industry for conducting noteworthy campaigns, they are also known for the unique offices that serve as the home front for this creativity. The W+K offices have an unconventional style of interior design that makes it a great space for the young and creative employees to well . . . create! This quote from Weiden himself is representative of just how significant creativity is to W+K:

    “Our most valuable assets as individuals and agencies and society is our ability to lead a creative life and a life that can not only adapt to change but that can influence change.”

    wieden office

    The IFC series, Portlandia, satirizes the hip atmosphere of W+K in one of their episodes. For a light-hearted take on the company’s image, check out the clip below!

     

    These offices have housed some of the most recognized campaigns seen today. “The Man Your Man Could Smell Like” was developed by W+K in 2010 as a campaign for Old Spice, a Male grooming company whose target audience is clearly men. The campaign, which houses the tagline “Smell like a Man, Man” was an immense viral success and has gained exposure on YouTube from over forty million people. The Ad received an Emmy award for Outstanding Commercial in 2010 and won the prestigious Grand Prix at the Cannes Lion International Advertising festival.

     

     

    The employees at W+K do not limit their creativity to their Advertising campaigns: In recurrent blogs on the W+K website, each employee expresses ideas and advice for their readership. These blogs offer updates, insights, and “behind the scenes” glimpses into what exactly the creative process entails at W+K. This approach generates a more personal relationship between the consumers and the agency, as opposed to larger agencies that place more emphasis on monetary gain and less on the interconnection with their viewers. By giving the consumer an inside look to the company and its creative process, W+K has gained a loyal following of Advertising enthusiasts who seek inspiration from their successful campaigns. To learn from the experts themselves, click here.

     

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    W+K is an ideal employer for creative thinkers who seek a collaborative, open-minded work environment that yields positive relationships with both clients and consumers. As Portlandia jokingly suggests, the culture of W+K is for those who consistently convey an excitement for new and innovative ideas. In light of his success, Dan Wieden has advised all creative teams in the industry to not be afraid to fail. What do you all think? Is W+K the right place for you? Is this Advertising agency to eccentric and unconventional? Enlighten us with your thoughts!

    -Jami Rogers

  • So You Want To Be A Media Planner?

    Everyday a city dweller is exposed to 5,000 advertisements. With this many advertisements it is amazing that we actually remember some of them. Part of the remembrance is due to the work of media planners.

    Media planning is the science of message dissemination. It specifically “refers to the process of selecting media time and space to disseminate advertising messages”. In order to find out more about this division and the work they do our blog group reached out to Zimmerman Advertising Assistant Media Planner Mariel Oweida.

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    Oweida, a May 2013 graduate of the UNCW Cameron School of Business, began working for Zimmerman Advertising in December of 2013. She referred to media planning as,

    “…finding appropriate media platforms for a client’s brand/product to use by determining the best combination of media to achieve the client’s marketing objective; media could include print, TV, radio, digital, OOH (out of home advertising- billboards, bus wraps, etc.)”

     Media planning begins with a Media Action Request (MAR) and ends with a media buy. Although the media planning division doesn’t actually negotiate the buying, they do work closely with buyers and account executives to make sure the plan is well executed.

    Media planning is fast paced. Owieda explains she was surprised at the quick turn around. Having concentrated in marketing as an undergraduate, media planning was a new career path for her. Usually you need specific degree for advertising or experience from another ad agency but, she says, ad agencies look for candidates that are willing to learn and grow with the company.

    Specifically, Zimmerman Advertising is a full-service agency that focuses on building national retail brands. Over the past 30 years it has become 14th largest advertising agency in the world and they currently bring in revenue of $100 million a year.

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    Recently they moved their headquarters to Ft. Lauderdale, FL. Their brand new office is beautifully constructed to promote a more casual, creative, and collaborative environment. Although this brand new building seems friendly and relaxed, it is full of hardworking individuals who go above and beyond to help clients meet their advertising objectives. In a previous interview with Elizabeth Harrington, Oweida described her typical workday as untypical. “You should never expect to go in at 8 a.m. or leave at 5 p.m. [You] almost always end up going in early and leaving later- that extra dedication is unpaid.”

    Zimmerman photo of building

    During her day Oweida works on budgeting clients money, conducting market research, and media placement. Already she has worked on accounts for Ashley Furniture, Boston Market and AC Moore. “The most challenging part of being an assistant media planner is paying attention to detail, executing the plan we provide, and dealing with clients,” Oweida says. “As a media planner it is your job to let clients know why they are spending their money the way you are telling them. It is important to keep up with research from Nielsen ratings, to demographics, income, and even how long people have owned homes. They all help you plan the media and explain the why to the clients.”

    So as soon to be graduates we asked for the inside scoop on what to do if you want a career as a media planner. She said work on knowing Excel and basic Excel math, but most importantly have great communication skills. She also told us to be up to date on the newest and important trends in the field, which as of right now are social and digital media.

    We would like to thank Ms. Oweida for taking the time to speak with us. If you have any questions or advice about media planning comment below!

    – Caroline Robinson, Elizabeth Harrington , Savannah Valade

  • B2B Advertising: Locals helping locals

    All the vitamin D Wilmington tends to get seems to be spreading the love around our small yet expanding city. From the beach to the downtown bridge and everywhere in-between, locals are reaching out in any way to help their fellow locals. More specifically, the businesses in Wilmington seem to be reaching out to other businesses in any way they can.

    The idea for this post first came to me while sitting at my job at a local apartment complex here in Wilmington. A rep for Planet Fitness came in and spoke to me about the possibility of placing ads for PF in our move-in packets, and in return we could put brochures of our business in their local branch. Our new residents get a discount when they present a coupon to Planet Fitness and in return, Colonial Parke receives credibility for having sustainable relationships with the neighboring businesses as well as exposure to outside consumers at their facility.This type of deal is beneficial to both and very commonly used.

    Another example of this concept is Encore Restaurant Week  which recently showcased dozens of the top rated restaurants in Wilmington. Encore, a magazine and newspaper publication, takes on the task of compiling a list every year to advertise the cuisines of Wilmington, those of which run daily specials to draw in new and returning customers. The rules are simple: There are no passes to buy, no coupons to carry and no cards to punch! Simply attend the participating restaurant of your choice, request the Encore Restaurant Week menu and enjoy. Throughout the newspaper, ads for the participating restaurants are shown promoting their current specials, happy hours, and daily deals. In this type of situation, Encore is receiving a considerable more amount of exposure as well as the restaurants featured.

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    On their Facebook page, Encore even posts links and snippets of info about local charities that support the food industry of Wilmington such as Half United, in which for every unique and hand crafted piece of jewelry purchased “HALF UNITED will give HALF of all profits to feed children in need”. The support of these businesses are crucial in a smaller city like Wilmington and needed in order to thrive. If your neighboring businesses don’t have your back, it’s hard to succeed.

    What do you guys think is the best part about having B2B relationships? Also, if any of you participated in Encore Restaurant Week drop a comment and let us know your experience!

     

    -Crystan Weaver

  • Wilmington Appreciates Advertising: Local Marketing

    In the Wilmington community, local advertising agencies offer their services to all of the town’s local businesses. Our small beach town is filled with local companies that are in need of advertising agencies that are familiar with the area and the target audience. Fortunately Wilmington is the home to several advertising agencies that are willing to go the extra mile to provide effective services for our small businesses in the area.

    Colonial Marketing Group is one of Wilmington’s own award-winning advertising agencies. Colonial Marketing provides TV, print and radio advertising for 72 local businesses in Wilmington. Founded and based in our town of Wilmington, this firm aims to develop the relationship between the brand and the consumer for each of their clients. The strategy of their agency can be explained in three words: consult, create and connect. They will first form a close bond with their client so that they will gain a good understanding of the business. Then they will dive into the creative process to convey the company’s brand effectively to the target audience. Colonial Marketing will finish of their process by combining their marketing knowledge and qualitative data to ensure effective advertisements will be executed to reach the target audience. Before a company chooses to work with Colonial Marketing, they have the opportunity to see the firm’s previous work for other businesses. The agency is especially eager to help businesses that like themselves, are Wilmington based.

    One advertising agency that has been a huge local success is Ford Design Group. This agency has developed into being one of the most utilized ad agencies in Wilmington, North Carolina and their work can be found all throughout the city. Ford Design is a multi-faceted advertising agency that offers a wide range of branding, marketing services, print media, logo design, SEO services, and website design. Ford Design Groups goal is to always exceed their clients’ expectations. Their philosophy proudly states, “We’re only as good as our last project.

    “BRAND. MARKET. IMPACT!”.

    “Isn’t it interesting how definitions of words have evolved over the years? Each of these words can either be a noun or a verb, and stand on their own totally unrelated to one another. But, for our team at Ford Design Group, they are all equally important to perform best used in conjunction with one another”. -Greg Ford

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    Greg Ford, founder of Ford Design Group, began running this agency from his own bedroom as a one-man business in 1992. He graduated with a Communication Studies degree from East Carolina University in 1987. Over the past twenty-two years, Greg Ford has turned his one man firm into a talented team of expert programmers, designers, copywriters, photographers and many more to add to the success of this local business. Ford Design Group has customers throughout the southeast and across the country! Their clientele are very diverse, from small business owners to large corporations.

    In the city of Wilmington, Ford Design Group has worked with clients from The Blockade Runner, Hibachi Bistro, Wilmington Development Group, YoSake Downtown Sushi Lounge, to K38 Baja Grill. They have designed logos, print ads, and websites for all of these companies and many more.

    FDG_Port_LOGO_br1Ford Design Group

    A company that focuses on quality keeps clients happy, and Ford Design Group has done just that. Below are some testimonials from some of Ford Design Groups satisfied clients.

    “Greg and his group have been very creative in supplying the designs we need. From web site design to t-shirts, they can do it all.”

    -Blockade Runner Resort

    “Greg Ford and his team coached us through the whole process including developing a new logo for our 50-year-old company. They were technically excellent, creative and very customer focused. They listened to what we told them about our industry and developed a customized approach; no “cookie cutter” components. I would use them again!”

    -John S. Clark Co.,LLC

    “Eyecare Center’s corporate identity dated back to the late 1970’s and it looked it.  Ford Design Group took our company into the new millennium with an entire new identity makeover.  Their professionalism, talent and attention to detail were a perfect fit for our company.”

    -Eyecare Center

    With a plethora of local advertising firms in the port city, small businesses in Wilmington have the chance to work directly with companies that are concerned with their success. Not only do they have the chance to meet in person to be able to communicate their wants/expectations effectively, they also have the benefit of assisting fellow local businesses. These advertising firms depend on the support from local businesses, just as the small companies depend on Wilmington’s firms to market their content. What other benefits do you think small, local advertising firms experience? Do you think the recent economic recession affected their business?

    –Hannah Turner, Emily Foulke, Briana McWhirter

  • Local Businesses and UNCW Events: A Mutually Beneficial Relationship

    Our university loves to see students engaged in official UNCW planned events. Throughout the year, numerous events and activities are promoted on campus to motivate and involve students, with the hopes that everyone who participates will not only have fun, but also grow individually. UNCW clubs and organizations often turn to the community to help sponsor these events.  These UNCW events actually offer strong potential benefits for local businesses by providing strategic opportunities for them promote themselves to target audiences. In addition they also convey an image that is supportive of the local community.

    Two events in the COM department were partially funded by local businesses this year, and are great examples of how and why businesses might utilize UNCW events for exposure to key publics.CSD2014_000

    The first example is this year’s 2014 COM department “Avoid a Fashion Scandal” Dress for Success Fashion Show. This year, UNCW was lent clothing attire from Belk, Men’s Warehouse, and White House Black Market. At the fashion show, each business had the opportunity to showcase their brands to a target audience in a way that a traditional print or television advertisement might not. Not only is this slightly more memorable, but it offers the opportunity to reach a specific target audience for a much lower cost than alternative media-outlets. This sort of publicity is extremely beneficial for local businesses for a few reasons. Aside from the obvious benefit of lower-cost, their target audience on-campus at UNCW can be reached in a more personable way. Lastly, the business will be remembered as being socially responsible and supportive of the local university. Therefore, this forms a mutually beneficial relationship; the university gains sponsorship and funding for events while businesses have a new way to engage their brand with the UNCW community. Along with the support of the attire showcased in the fashion show, an additional 20 businesses around Wilmington sponsored the event with door prizes and therefore had their names associated with supporting the UNCW community.transparent

    Click Here to see a full list of sponsors   //   Click Here to see IMCHawks coverage of the show

    Rock for a Cure is an annual breast cancer benefit event held by the COM department in October at the Reel Café in downtown Wilmington. The event has raised more than $27,000 to assist local women with mammography screenings and care bags who are undergoing cancer treatments. While this is a nonprofit event, there are many business opportunities that make this an attractive event for sponsors and donors. Last year over 20 sponsors contributed to Rock for a Cure, and despite the non-profit nature of the event, businesses walked away with unique exposure and recognition. This has become a proven tactic to reach on-campus students and staff at UNCW. By associating their brands with UNCW related events, and an event that is held for the benefit of the community, their businesses take on a personal and local image which is appreciated throughout the Wilmington community. Local businesses therefore differentiate themselves from competitors and effectively utilize their smaller budgets on socially beneficial events.

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    Click here to learn more about Rock for a Cure

    Public relations can be defined as the management of a relationship between an organization and its publics. Both Dress For Success and Rock For A Cure are great examples of how organizations are able to reach their key publics, with success, and also exhibit a socially responsible brand. Although local businesses have more budget constraints than larger corporations, their support throughout the community is acknowledged and appreciated. This offers a more intimate connection with the local community, which larger corporations struggle to communicate. Small and local businesses, which target audiences are the local community, should look at these examples as efficient ways to gain exposure while also conveying a positive image of their brand.

    – Jami Rogers and Greg Rothman

  • Wilmington: Just Brand It

    Beginning last summer, the City of Wilmington along with New Hanover County and the surrounding beach towns have attempted to develop a brand for Wilmington. Various groups within the community might have different perspectives on what this southeastern North Carolina town is all about, but officials involved believe there must be a common theme amongst the groups. They also have mentioned that the goal is not to “re-brand.” They have clearly stated that it is a first time effort to create an effective message of what Wilmington is to outsiders.

    Beth Schrader, strategy and policy manager for the county believes that branding the town gives you an initiative you can sell. Once there is an established brand, outsiders will know what exactly sets Wilmington apart from other southern historic towns.

    UNCW business and marketing students and professors have played a huge role in this process. They have aided in research and surveys, which has been an exciting opportunity for them to engage in applied learning.

    Recently, the Brand Identity Leadership Team met to continue the mission of branding the Wilmington area. Newer ideas include Wilmington being a place to “discover” as well as the idea to market Wilmington as a “hidden treasure.”

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    Tom Porter, chairman of the marketing department at the UNCW Cameron School of Business, presents rough ideas for the mission to brand Wilmington. (Photo from PortCityDaily.com)

    The idea of attempting to brand an entire town might seem strange at first glance. But according to CEOs for Cities article, “Branding Your City,” cities have always been brands. When you think of our globalized world, every place has to compete with every other place for attention, which creates the need for a brand identity. Cities need to set themselves apart from other cities in order to attract the world to that city. Branding is a tool cities can use to define themselves, which is necessary to have a long-lasting impact. The brand will influence and shape the world’s perception of a town.

    Branding a city is an important and commonly used tool, but the question that remains is does Wilmington already have a brand? Will the initiative be able to successfully brand something that has already existed for so long?

    What is the Wilmington brand to you? Comment and let us know!

    – Rachel Gracy

  • How to Pitch to the Who’s Who of Wilmington Media

    So maybe you aren’t an advertising or public relations expert, but you do need to get your local business’s name and message out to the media. Pitching to the media isn’t as easy as submitting a release and expecting it to show up in publications. Despite being aimed at mass audiences, media outlets still have targeted content. It’s important to keep in mind a variety of factors when deciding which outlets you want to pitch to and how to execute those pitches.

    The first and most important factor is understanding the audience. If you know your audience this will “help you choose the media that will deliver your sales message most effectively”.

    In “How to Pitch 6 Things You Must Know” Jeff Haden explains that understanding the media’s readership and demographics ensure that your advertisement and business match. Outlets often provide a page that covers information such as the demographics and psychographics of their readers or subscribers – average age, most predominant gender, and what their interests are. Below is an example from Wilma Magazine’s website.

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    Once you have decided on the outlet you want to make sure your pitch has the seven values of newsworthiness such as, timeliness, impact and proximity. You can read more about these here.

    The hardest step in a pitch is actually finding the right person to pitch to. So below are some tips from Carrie Morgan and some suggested Wilmington area outlets to pitch to.

    Local Broadcast: WECT 6 Wilmington, WWAY 3 ABC, CBS 10 Wilm, News 14 Carolina, The Cape Fear CW 3.2.

    • Start with emailing the news desk.
    • Look for an online staff directory.
    • Call and ask questions.
    • Pitch the producer for that specific show.
    • Watch the news.

    Local Newspapers: Star News, Lumina News

    • Look for specific beat reporters.
    • Don’t pitch to the editor in chief.
    • Get familiar with the staff directory.
    • Read their job descriptions.

    Local Magazines: Encore, Salt, Men, Ink., Wrightsville Beach Magazine, Wilmington Magazine, Focus on the Coast, The Greater Wilmington Business Journal, Wilma.

    • Always pitch to the editor.
    • Obtain a staff directory.
    • Don’t reach out to the publisher.
    • Identify regular columnists.

    Local Radio: Coast 97.3, Z 107.5, Sunny 104.5, WWQQ 101.3, 94.5 Hawk, 93.7 & 106.3 The Dude

    Noticing a theme? Be familiar with who the writers are and what they write about. Don’t auto generate your pitch; personalize according to readership, reporter, and relevance. Furthermore, make it easy for those you are pitching to. Don’t add extra fluff, make sure the who, what, when, where, and why of the pitch are all clearly identifiable.

    Knowing how to pitch your business or brand is a valuable asset. Do you have any tips on pitching to the media? Share them with us in a comment below!

    –Caroline Robinson, Elizabeth Harrington, Savannah Valade