Trending from G/L: How the #NeverAgain Movement is Working Like an Agency

Meg Strange
Senior Account Executive

Trending from G/L: How the #NeverAgain Movement is Working Like an Agency

Over the past year and a half, buzz words in media and marketing have revolved around one thing: “social.” Social media, social commentary, social movements… we like to talk about things. And given the number of momentous events that have transpired over that period of time – the good, the bad, the beautiful and the ugly – we’ve had plenty to talk about.

Brands and media outlets can draw criticism when they get involved with the discussion surrounding some of these heavy, sensitive topics. Whether it’s being ill-informed, or being accused of exploiting controversial subjects for personal gain, we’ve all seen PR disasters happen on social media. But when brands and media outlets really listen to what’s going on in the world, they can provide a megaphone to individuals who, up until this point, may have felt voiceless – an incredible success not only for the brands and media outlets, but for our community as a whole. Often, this megaphone manifests itself as social media.

The tragedy that occurred at Marjory Stoneman Douglas High School in Parkland, Florida stunned and saddened people all over the world. But somewhere in that tragedy, a group of teenagers found enough strength and determination to take charge of one of the most vexing and controversial debates in the United States. And they’re using social media to make it happen.

This movement, aptly titled #NeverAgain, has played an integral role in organizing possibly the largest single-day protest in the history of our nation’s capital, has core leadership that has amassed over 2 million followers on Twitter and has changed the gun conversation in America… and it’s made up of two dozen young adults ranging in age from 17 – 20 operating out of a Florida strip mall. Welcome to the 21st century.

According to an article by Vanity Fair, the atmosphere in the #NeverAgain headquarters is akin to the vibe of the Saturday Night Live writers’ room. It’s a social media think tank where a group of animated and highly driven high school (and some college) students gather to strategize the content, tone, messages and tactics that will continue the movement’s momentum that has amassed in the past few weeks.

The group is made up of individuals from a variety of backgrounds and talents, all collaborating to cultivate engaging and easily shareable social content that will continue to captivate and earn support from our country and, possibly, the world. They vet creative ideas, develop memes, write and shoot short-form video, draft event speeches and more. They constantly consider their key audiences and the best ways to attract and engage them. They brainstorm, concept, debate and create.

Wait a tick…that kind of sounds like…an agency. As I read this article, I was amazed at the knowledge, skills and level of thinking these kids seem to possess. The conversations they’re having, the questions they’re asking, the work they’re doing and the energy they’re creating is comparable to what professionals across our industry have spent years developing and perfecting. This group of adolescents is operating a content studio, PR firm, social media agency and non-profit organization all at once and all while still in school! As industry professionals, we are often quick to criticize the notion that anyone can become a designer, content creator, strategist—but these kids are challenging the status quo and proving that, with enough tenacity and grit, they can achieve anything.

So, is it just plain luck that they’ve formed the perfect team to carry this movement? Or, is their competence in capturing our attention just the reality of a generation who has been reared in the digital age? Or, is it simply a group of passionate young people who realize they have the power and the resources to create real change? Either way, whether or not you agree with their message or this movement, I believe we can all agree that what they are doing is equal parts impressive and inspirational.

Top-5 Focus Points For Marketing Higher Education To Generation ‘Z’

Geile/Leon Marketing Communications

Top-5 Focus Points For Marketing Higher Education To Generation ‘Z’

Now that the Gen Z generation is coming of age, let’s take look at some interesting facts that could help you better attract them to your campus.

1 – They Are Confused!

45% of Gen-Zers find the process of deciding where to go to college confusing, according to a recent Ologie study.

What makes this an interesting statistic is that Gen Z-ers thoroughly research products and offerings before making a decision. They are notoriously skeptical and will often fact check claims from brands and friends alike. It’s evidence that universities truly need to be able to walk the walk when they talk the talk, because if they don’t, Gen Z-ers will know about it. The main takeaway? Be transparent, unique and authentic in your messaging. It makes your University more trusted, and helps to distinguish it from the clutter of universities all confusingly saying the same thing.

2 – Text Message Them?

It’s no secret that Gen Z-ers are increasingly engaged with mobile devices – and advertisers are constantly finding new ways to reach their target through mobile advertising. But there’s a line, particularly when it comes to university outreach:  only 22% of Gen Z-ers consider text messaging an appropriate way to communicate with them. It’s best for universities to stick with alternative method of mobile communication, from Snapchat to mobile display ads and more.

3 – Ok, Let’s Snapchat!

Speaking of Snapchat, social media is continuing to rise in importance. According to marketingcharts.com, 47% of teens call Snapchat their favorite platform. But, don’t go putting all your eggs in one basket. Nearly 6 in 10 still say that Instagram is a better way to reach them, and a majority said that good old fashioned email is more viable than Snapchat to reach them. Consider Snapchat a good platform for brand awareness, but less important in your enrollment push.

4 – I Want Results…

Gen Z-ers, true to their skeptical nature, are more conscientious than any other generation about the “return on investment” when it comes to their degree. They appreciate the importance of a degree – 71% say that college is either very important or absolutely necessary – but they have witnessed the financial hardships of previous generations burdened by big student loan debts. They seek a good value from their education: only 11% are interested in a prestigious institution! This could quickly lead to a rise in Technical School enrollment, and even bring about a change in the role of community colleges. There’s a new opportunity for community colleges to more prominently assume the role of a starter school – giving students college credit for a good value before they finish their bachelor degrees at a four-year institution. In fact, 39% of Gen Z-ers are interested in exploring options outside the traditional four-year, on-campus college experience.

5 – …Especially If I’m Paying!

In-line with what we know about the importance of value is the importance of flexibility. 32% of Gen Z-ers say the financial burden of college will fall entirely on them, with 65% of them expecting to work full or part-time during their education. Financial aid can make a big difference, but so can offering a flexible schedule and curriculum that makes an education fit into their already-busy lives. Communicate with potential students your willingness to bend and adapt to make their education work. It makes a big difference!

So what’s the take-away?

Gen Z-ers are pragmatic, somewhat risk-averse people who respond to transparency in marketing and results in education. They are often well researched before you even make first contact. Your messaging should focus on the tangible benefits of your education – where will graduates be heading and at what cost. Be honest. The right students will find you.

Geile/Leon Marketing Communications is a brand-driven marketing agency based in St. Louis, Missouri that specializes in higher education marketing. If you’re looking to update your university’s branding or enrollment outreach, let’s chat.

Data sources:

https://ologie.com/gen-z/#

https://www.marketingcharts.com/demographics-and-audiences-80744

 

 

Industry Spotlight: Equine Web Design

Randy Micheletti
VP, Director of Brand Strategy

Industry Spotlight: Equine Web Design

With approximately 9.2 million horses in the U.S. coinciding with approximately 2 million horse owners, the equine care market size has grown to a substantial $900+ million dollar business. That’s nothing to shake a stick at.

The good news is there are many opportunities to communicate with consumers about your equine products; the hurdle though, is that the category is extremely crowded. As a brand, it’s more important than ever to stand out. One way to do that is through your website. It’s vital that equine brands keep up with technology to converse with their consumers…but how can your site stand out from others? Here are a few tips to follow that will ensure your site stands out:

Consistency

I’m sure your brand has created a corporate identity. It’s crucial that you use that guide to ensure your brand and message are communicated consistently online and offline. Continuity within your site is also important – actually, it’s a major factor in conversion. When a consumer moves throughout your site each page must deliver a consistent design and message.

Aesthetically pleasing

Part of being aesthetically pleasing is keeping the overall design as clean and simple as possible. White space is a big part of that. It will allow your visitors to focus on what’s important and help get your key messages across.

Colors and images

This is extremely important, especially with horse owners. The use of warm and inviting colors resonates well with horse owners and it can complement the tone of the copy. The use of imagery is vital in this category. Horse owners love to see photography of horses. Showing a variety of different horses is effective as it broadens your opportunity to reach many horse owners. One thing to keep in mind – as you select an image, be sure it’s relevant and adds value to the message you’re communicating.

Relevant content

Equine sites have to be populated with relevant, keyword-rich content. You might ask, how do I determine if my content is relevant? Well according to Angie Schottmuller of Interactive Artisan, using the “Triangle of Relevance” can help. The triangle strategy incorporates three angles – business interest, user interest and time significance to maximize relevance and content, creating user action.

These are just a few helpers to get you started. One last thing to think about equine web design: always consider who you’re talking to and talk to them in an authentic voice. Horse owners appreciate honesty and a straight forward messaging that helps them understand what is best for their horse(s). Keeping this in mind will keep your brand top of mind with consumers and help solidify the conversion.

Download our Digital Marketing Audit to learn more about successful internet marketing.

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We have experience with equine; we know the brands, consumers and the products. Let’s talk about what your equine brand is doing to grow through digital marketing and your equine web design. Fill out this form with your information and we will reach out to you!

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Trending from G/L: Engagement is key to Instagram’s new algorithm

Melissa Ross
Digital Content Producer

Trending from G/L: Engagement is key to Instagram’s new algorithm

Back in March of 2016, the world flipped upside down when Instagram put an algorithm in place to change how our content was delivered to us. Previously, posts were shown in chronological order, but with the new algorithm, content became prioritized based on the likelihood that you would engage with it.

Since then, Instagram has been continuously tweaking the algorithm, especially after they found that about 70% of posts were being missed due to an increasingly massive amount of content. Their goal was and still is to bring increased likes and comments to posts, but a lot of brands started seeing a decrease in activity – which bring us to today.

Though Instagram doesn’t publicly release exactly how the algorithm works, they have released key influencing factors on how content is delivered to the end user.  These factors include: how much engagement you’re getting on posts, how long your content is viewed, the time when you post, the type of content, who searches for you and how often, and if your posts are shared via direct messages.

Putting it in layman’s terms

All of these factors revolve around engagement. Engagement = more engagement – it’s a continuous cycle. Once a user engages with a brand, it is more likely that that user will be fed the brand’s other content too.

If you’re not at the point of getting engagement on your brand, then you’re negatively impacted by this algorithm. But we’re here to help with that. Of course, better content will help immensely (don’t know how to take your content to the next level? Let’s talk.), but so will a couple of additional key focuses. AdWeek lists 5 ways of ensuring that your posts are hitting these engagement marks.

  1. Schedule posts for optimal times: When your engagement happens is important. According to studies, photos that receive immediate likes shortly after posting perform better in the long-run.
  2. Call-to-action before the line break: Later, an Instagram marketing platform, suggests that the caption to the photo is almost as important as the photo itself. Be sure you’re prompting both your followers and new visitors to take further action from the get-go.
  3. Hashtags are important: According to Adweek, posts with at least a single hashtag average 12.6% increase in engagement. But don’t go overboard!
  4. Use the newest features: Take advantage of Stories, videos, carousels, Boomerangs, etc. Distribute your content creatively to gain more interest.
  5. Utilize paid advertising: With a successful paid ad strategy, you will be able to build a targeted audience that will ultimately build better engagement.

Don’t go at Instagram marketing alone. Our team can help build your brand a strategy for optimal results. Give us a call.

Trending from G/L: “Black Mirror” Episode Comes To Life

Ben Schwab
Creative Director

Trending from G/L: “Black Mirror” Episode Comes To Life

Fans of the popular Netflix series “Back Mirror” are no strangers to its delightfully dark, prescient perspective on the human condition, our cultural relationship with technology, and how those things will often come to odds with one another. One episode in particular, Nosedive, imagines a world where people can rate each other from one to five stars based on every interaction they have. However, unlike gaining or losing followers over social media, this social credit system directly impacts an individual’s socioeconomic status.

Social Credit System IRL

This may sound like an over-exaggerated interpretation of our personal investment/obsession with social image and acceptance, but it carries an added weight after discovering that this concept may not exist purely within the realm of science fiction. In fact, a form of this big brother monitoring is already rolling out in China.

First announced in 2014, China has begun testing what is essentially a social credit system. This system is currently handled through local councils and non-disclosed tech platforms, and exists to reward those who exhibit anything deemed as positive behavior and punish negative behavior. Individuals would carry a score based upon their observed behaviors and this number can dictate how a person is treated in everyday interactions.

The potential repercussions of these social punishments include such things as denied purchase of plane tickets or hotel rooms, having your Internet access throttled, denied opportunities for better jobs, and even the possibility of open public shaming when labeled as a “Bad Citizen.” While on the positive end individuals can expect perks for high scores such as increased boosting on dating apps, reduced energy bills and better interest rates from banks.

Marketing Takeaways

While we may cringe at the notion of a social credit system applied to human beings, the concept really isn’t all that foreign to brands, PR professionals, marketing professionals and the like. Everything that a brand does, says, tweets and hashtags has an affect, from minuscule to massive, on their overall perception. A run of bad press can destroy a brand’s good standing with consumers, just like a series of positive press can improve a brand’s standing. Say the right things, and a brand’s social credit can earn more loyalty, improved partnerships, etc. But say the wrong things, and face a long, uphill climb to regaining the trust of your audience.

In today’s digital world of screenshots and databases, it’s essential to carefully maintain a consistent message, personality and presence in the market. Just like a product recall can have long-lasting affects on consumer trust, screenshots of deleted tweets can spread like wildfire and have the same long-lasting affects on a brand’s reputation. That’s why it’s important to regularly affirm both, internally and externally, what your brand stands for and how that is communicated.

Looking to evaluate your brand and improve its “social score?” We know a few people who can help with that.

Trending from G/L: Marketing to Millennials

Meg Strange
Senior Account Executive

Trending from G/L: Marketing to Millennials

About a month ago, I turned 30. We Millennials like to think that we age about 1.6 times faster than other generations, so 30 is actually about 50 in Millennial years. As soon as I neared the dreaded 3-0, I was inundated with messages reminding me that I’m getting old. I mean it. Facebook trolled me for months leading up to my birthday with listicles like “30 Things You HAVE to do With Your Finances Before You Turn 30 or You’ll Never Retire. Ever.” and, “30 Places You HAVE to Visit Before you Die (aka Turn 30 Because Your Life is Pretty Much Over.)” It was pretty dire.

The world’s largest and most sought out generation is growing up (much to our dismay) and brands are eager to figure out how to continue engaging us as we ditch our avocado toasts and 6-hour brunches for cars and (possibly) houses.

Progressive is one such brand attempting to tap into this emerging component of the Millennial psyche. In an effort to advance their reputation as a home insurer, Progressive has introduced their “Parentamorphosis” campaign in which they spotlight the harsh reality that, at some point, we will become our parents. And while Progressive can’t stop that from happening, they can make sure that our resistance doesn’t happen in the form of a bad home and auto insurance policy. According to AdAge, Progressive conducted more than a year of research and sought the help of a behavioral psychologist to come up with a concept that would have broad appeal. A spokesperson for the brand said the campaign has been their most successful effort without their iconic spokeswoman, Flo.

One of the campaign ads, a TV spot titled “Group Session”, recently caught my eye… socks with sandals? Grilling everyone in the family about the “massive” utility bill? Refusing to throw away electronic devices you haven’t used in 10 years? There was my dad, and thus followed my ad recall. Bravo, Progressive. This Millennial is paying attention.

Check out the ad here:

https://www.youtube.com/watch?v=XMaIFg-gMIk

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