Author: Geile/Leon

To keep your brand relevant, don’t blow it up. Get Dynamic Branding!

Geile/Leon Marketing Communications

To keep your brand relevant, don’t blow it up. Get Dynamic Branding!

B2B

The world is changing more quickly than ever. And so are consumers. With that in mind, do you know if your brand is still relevant? We’ve been working on a strategy to help brands be dynamic, so they can shift with behavior changes and stay aligned with consumer sentiment.

We’re pretty excited about it. It’s the culmination of what we’ve done successfully for over 30 years in creating new brands, refreshing brands and helping them adapt.

You might be going through a merger, gaining new leadership with a new vision, entering into a new market segment, experiencing a market shift in attitude towards your product, or simply just having an outdated brand visual identity, logo, or message. There are countless ways a brand can lose relevancy, and sometimes it happens so gradually that you don’t even notice.

As they say, the only constant is change.

That doesn’t necessarily mean it’s time to blow everything up and start over. Your brand may still have a lot of equity. A recent DENTSU survey found that the top concerns for CMOs are understanding consumer shifts and behavior changes, as well as staying aligned with ever-changing consumer sentiment. Our dynamic branding process helps brands remain relevant in a world where change is constant.

It’s something we preach AND we put into practice. We proudly point to our new website as an example of not throwing the proverbial baby out with the bathwater. Our brand needed to reflect how both we and our marketplace have evolved over the past few years. So we surveyed the landscape of our industry, took some time to assess our own brand’s relevance, and worked to align it with who we’ve become and how we serve our clients.  This refreshed branding is being reflected in our newly launched website, social media efforts, and public relations.

But like anything, there’s no one-size-fits-all solution. That’s what dynamic branding is all about. We get to learn about brands, get to know them, gain a deep understanding of their market and find a unique solution to regain brand relevance.

If any of this resonates with you (and in 2022, it would be surprising if it didn’t), then we would encourage you to get in touch to schedule a quick, 15-minute call to assess your brand’s relevancy. It’s easy and pretty enlightening.  We also have a quick self-assessment survey available on our GL homepage that helps identify why your brand may need a refresh. Lastly, check out our video series all about dynamic branding – you can start your viewing here:

 

 

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Construction + Tool Brand Portfolio

Geile/Leon Marketing Communications

Construction + Tool Brand Portfolio

General

We like to consider ourselves a design-build marketing agency

Having worked in the construction industry and other related trades over the last 20+ years, we were exposed to a term in the industry called “design-build”.  A design-build construction firm provides the architectural design, engineering, and construction on a project… a one-stop-shop in theory.   From initial planning and design through finished construction, a design-build firm assumes responsibility for all phases of the construction process.   

I like to think of our marketing communications agency as a design-build marketing firm. We handle projects from the initial brand/communication planning phase through design/concept and finally campaign implementation /execution.    So if you want to see how we’ve helped bring our design-build marketing approach to the construction and tool category, check out our newly released portfolio of work!

GL_ConstructionTool_PortfolioDownload
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WE’RE HIRING: Bookkeeper/Business Manager Position

Geile/Leon Marketing Communications

WE’RE HIRING: Bookkeeper/Business Manager Position

General

Geile/Leon is seeking a Bookkeeper/Business Manager to join their team. If you’re enthusiastic, fun, energetic and love to work in a team-oriented, high energy, client-focused environment, this might be for you.

Company Overview

Yes, it’s pronounced Guyel-Leeon. But, we aren’t French. We’re Midwestern. We’re a lean pack of professionals. We aren’t about talk. We’re all about results. We work hard to make sure everything we do means something. Every project, every interaction and every relationship. We’re a close-knit agency that resembles a family more than business. We like to do great work and have fun doing it. And our clients feed off that energy – and appreciate it, too!

Why Choose us

  • Flexible schedule. We work from home on Wednesdays.
  • The safety of our employees is at the heart of everything we do. We are heavily invested in measures aimed at keeping employees healthy during COVID-19.
  • We’re fun and we like hanging out together (when we can). Our yearly Fun Calendar has everything from potlucks to parties. Every month there’s something to look forward to. And we enjoy our summer Fun Fridays where we leave the office early and enjoy all things St. Louis.
  • Our culture is amazing. You’ll love working here as we treat everyone with respect. 83% of our employees have been here 5 years or more!
  • We enjoy a great work/life balance. We understand that there’s a time to work and a time to take some time off and enjoy life.
  • Our benefits are awesome. Here are just a few:
    • PTO days that increase the longer you’re here & you get your birthday off
    • Medical/dental/401k and more
    • Tuition reimbursement opportunities

Who We’re Looking For?

We’re looking for someone that will roll up their sleeves and make things happen. Our Business Manager will take on ownership and management of all aspects of the accounting function at the agency. They will work with agency leadership to help guide the financial health and performance of the business, providing reports, insights, and perspectives to aid in decision-making. In addition, they will help administer HR functions related to onboarding, documentation, timesheet oversight and PTO tracking. We’re looking for an experienced accounting and financial professional who enjoys working in a close-knit environment, solving problems, contributing to the success of a business, and having a little fun along the way!

A Couple Requirements

  • Bachelor’s Degree in Accounting, Finance and/or Business Administration or equivalent degree.
  • Agency experience is a plus

Job Responsibilities

Accounting/Bookkeeping:

  • Management and execution of all accounting functions- AR/AP, invoicing, payments, reconciliations, month-end, year-end, etc.
  • Records all entries and generates monthly financial reports through agency financial software Workamajig.
  • Administers payroll in third party system
  • Administers 401(k) and makes scheduled deposits
  • Issues payment for vendor/supplier invoices, company credit cards, etc.
  • Maintains all digital and hard copy agency accounting files.
  • Generates and issues invoices to clients.
  • Provides partners with financial information when required.
  • Makes bank deposits and reconciles bank statements.
  • Processes estimated tax payments and tax filings as needed.
  • Works closely with accounting firm on year-end and other tax-related matters.
  • Produces monthly summary reports of aged accounts receivable and contacts clients’ accounts payable when overdue.
  • Issues, manages, and reconciles company credit cards.
  • Reviews and authorizes all capital asset purchases.

HR Responsibilities:

  • Maintains employee records including PTO tracking and other information affecting wages, deductions, vacations, etc.
  • Assist with onboarding new employees, ensuring proper documentation is administered.
  • Maintains benefits programs and provides employees with necessary claim forms and assistance when needed.
  • Work with partners annually to update Employee Handbook.

Time Requirement

Full-time, possibly 3-4 days/week

Salary Range

Commensurate to experience level and number of days worked

How to Apply

Please email your resume to Tim Leon, President, [email protected]

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Geile/Leon Announces New Member of Ownership Team

Geile/Leon Marketing Communications

Geile/Leon Announces New Member of Ownership Team

General

St. Louis (Feb. 15, 2022) – Geile/Leon Marketing Communications is pleased to announce that long-time team member Randy Micheletti is now a shareholder of the company and has an ownership stake in the business.

(From Left to Right): Dave Geile, Randy Micheletti, Tim Leon

Micheletti, who joined the St. Louis agency in 2014 is Vice President, Director of Brand Strategy. This move helps Geile/Leon cultivate a new generation of leadership ensuring the legacy and future of the agency, said Tim Leon, president and brand strategist.

“Over 32 years, we’ve built a great business and reputation. We can attribute much of this success to our people,” Leon said. “We want to recognize Randy for his hard work and commitment and are excited to have him as part of our management team helping us execute our business plan and achieve our growth goals.”

Dave Geile, owner and creative director, added: “Randy has proven himself to be a true dedicated partner. Much of our growth and client satisfaction levels can be attributed directly to Randy. We are proud to have him as part of the ownership team.”

About Geile/Leon Marketing Communications Geile/Leon is a brand-driven strategic marketing communications firm that helps clients solve their biggest brand challenges. The company offers a full range of services including brand development, advertising, design, public relations, video content, digital and social media. The company has a staff of 14, serving clients that include Lincoln Electric, Metro Imaging, Grant’s Farm, Hussmann Corporation, Washington University and the Archdiocese of St. Louis.

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Higher Education Branding

Geile/Leon Marketing Communications

Higher Education Branding

General

An article published late last year by Forbes Young Agency Council highlighted top challenges marketers need to be prepared to solve in 2022 and beyond.  Within the list of challenges, one in particular resonated with us as it relates to what our branding firm is always working on for our clients. And that is bringing  “consistency of creative content and branding across all platforms.”  

This may seem like a no-brainer, but the challenge most institutions for higher education face is having to work across multiple communication platforms and multiple audiences (online students, undergrad students, adult learners, etc.). It’s imperative to have a brand message/theme/identity that can translate across the board, and defining your content strategy and identity comes from defining your brand positioning and understanding the value it delivers to your target audience.

Here’s a look at some of the campaigns we’ve done in this category that may inspire you and your brand!

GL_HigherEd_Portfolio_10.14.21_LoResDownload
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Geile/Leon Becomes Grant’s Farm Marketing Partner

Geile/Leon Marketing Communications

Geile/Leon Becomes Grant’s Farm Marketing Partner

General

St. Louis (Aug. 25, 2021 ) – Geile/Leon (G/L) Marketing Communications is proud to announce that it has been retained by Grant’s Farm to provide the iconic St. Louis destination marketing, public relations and advertising services. 

The 281-acre Grant’s Farm has been home for the Busch family for 118 years, and in the last 67 years, has welcomed more than 30 million guests of all ages. A legendary St. Louis institution, it is home to more than 100 types of animals, including some of the world-famous Clydesdales. It is owned by five Busch family members who will also assume management and operations from Anheuser Busch on November 1. 

From left to right: Grant’s Farm ownership Group Peter Busch, Trudy Busch Valentine, Andrew
Busch, Robert Hermann, Jr. (not pictured: Beatrice Busch von Gontard)

“Grant’s Farm is a one-of-a-kind treasure that has provided lifetime memories for my family and is truly an iconic brand,” said Geile/Leon President and Chief Strategy Officer Tim Leon. “We are thrilled to be named their marketing communications firm, and a valued partner in their marketing and branding efforts.”

About Geile/Leon Marketing Communications 

Geile/Leon is a brand-driven strategic marketing communications firm that helps clients solve their biggest brand challenges. The company offers a full range of services including brand development, advertising, design, public relations, video content, digital and social media. The company has a staff of 14, serving clients that include Lincoln Electric, Metro Imaging, Grant’s Farm, Hussmann Corporation, Washington University and the Archdiocese of St. Louis.

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Social Media Video Reference Guide

Geile/Leon Marketing Communications

Social Media Video Reference Guide

General

Content is king, and the content that is proving to be royally valuable for brands is video.

Studies have shown that 81% of consumers have been convinced to purchase by video. Not only is video way more engaging, but it has greater recall than any other media form. However, effective results go beyond simply creating a video. You need to know the specifics for each platform. That’s where we come in. 

We’ve gathered some useful information and insights for a handful of social media channels for your reference.

If you need help creating a powerful social media video strategy, let’s chat. We have an in-house production team and social media strategist to help you achieve your goals at any level of the funnel.

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Freezing the summer melt in higher education

Geile/Leon Marketing Communications

Freezing the summer melt in higher education

Advertising

We know you’re tired of hearing about it – that irritating and frustrating phenomenon when prospective college students lose their motivation to attend college and “melt” away during the summer after their senior year. Every year, an estimated 10-40% of high school students don’t make it to campus in the fall. 

They’ve applied, been accepted by, and have actually made a deposit to a college or university, but they fail to follow through. What a phenomenon!

What causes them not to act?

Throughout the summer, too many students overlook emails or letters in the mail from universities requiring action on the student’s part – whether it be to complete their application, fill out financial aid information, submit health forms, finish class registration or sign up for orientation. This enrollment drop-off is informally referred to as “summer melt,” and it results in the university removing a student from their records.

For the incoming class of 2021, summer melt interventions are needed immediately. New data shows that 2020 low-income high school enrollment numbers were down 13 times from last year and high-minority high schools saw enrollment numbers drop more than tenfold.

But don’t “sweat” it. There’s something that you can do about it. Here are five ways you can help prevent summer melt and provide support to the low-income students that are affected the most.

#1 – Stay in touch.

Just because a student is accepted and confirms the offer, it doesn’t mean the recruitment process should end. Use social media like Facebook Live, Snapchat or Instagram campaigns to congratulate students, help them through the enrollment process, and allow them to ask any questions. You could also email them about things going on around campus, clubs they might be interested in, or resources available on campus. Also, videos are a great tool to personally welcome students to campus. Effective videos provide students with tips on what to bring when they arrive, show them around campus and much more. Weekly reminders to check their email or send in appropriate health records or financial aid documents can give those students that push to get things done and out of the way. There are available texting programs that make it easy and less time-consuming for counselors to implement this type of communications.

#2 – Simplify the process.

Have you ever looked at the process from the student’s eyes? Assess your enrollment and onboarding process and get a good perspective of what a student has to go through to finalize their enrollment. If you feel overwhelmed or confused, I guarantee your students are too.

#3 – Create a community of support.

This generation of incoming students value peer opinion over most other influencers. Creating an organic support system for incoming students will help remove barriers by allowing incoming students the opportunity to talk to each other and ask questions to others going through the same process. This will help decrease the stress of the entire process—especially for first-generation students.

At home, parents have been advised to meet with the graduating student for 20 minutes each week to discuss plans for college. The education department believes these meetings should continue in the summertime, and should focus on reviewing mail or forms the college has sent to the student.

#4 – Partner with government-funded programs.

Several programs across the country, like Gear Up Iowa, are working to increase the number of minority and low-income students that enter and succeed in their higher education journey. These programs are like “supporting families” that help plan, prepare and pay for postsecondary education.

#5 – Early college awareness groups.

These awareness programs can be really helpful in helping high school graduates with their enrollment. Many high school seniors rely on counselors to help them prepare. But one in five high schools in the country have no counselors. And the ones that do say they spend just 22 minutes with a student over their 4 years of high school. Some lower-income or first-generation students can have major issues navigating the enrollment process, and not having a counselor will cause the process to become overwhelming. 

At Geile/Leon, we understand Summer Melt and what it means to both the admissions and enrollment departments. A university client recently came to us wanting to help solve their summer melt problems. They needed support to help reach those accepted prospects and encourage them to complete the enrollment process. G/L developed a direct digital/social campaign to support the “final push” and create a sense of urgency in all materials. 

Through Geile/Leon’s five-step marketing approach, 25% of those targeted students completed their enrollment process. Assuming each of those students attend the university for four years, this will equate to over $5 million dollars in tuition. If you’re experiencing summer melt frustrations, give us a call. We can help.

References: National College Attainment Network Blog – “Stopping Summer Melt Starts in the Spring”, April 5, 2021
Comevo Blog – “How to Prevent Summer Melt”
Encoura Student Survey – “Enrolling Gen Z: What the Prospective Student Survey™ Tells Us About Pivoting to Serve the Next Generation”

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G/L Content Studios Production Protocol Playbook

Geile/Leon Marketing Communications

G/L Content Studios Production Protocol Playbook

G/L Approach

One of the reasons we continue to do great online video work despite the pandemic is because we’ve put into place safety protocols to keep our production crew and our clients safe.

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Our Public Library Campaign Comes from the Heart

Geile/Leon Marketing Communications

Our Public Library Campaign Comes from the Heart

Advertising

It’s an exciting time for St. Louis and for G/L. Our advertisement for the Saint Louis Public Library is airing on all the local broadcast television networks. And the “Overdue? Get a do-over.” messaging is on billboards, busses and signage. We are really excited to see the results of the campaign. Of course, we want every client’s campaign to be successful, but this one really hits close to home.

For those of us in working in a creative capacity, it should be no surprise that our public libraries played a big part in our lives growing up. And it’s not only reading, video or learning opportunities. Not just the boundless possibilities to develop your creativity, imagination and critical thinking, all of which are essential to our day-to-day work here at G/L.

As we look forward to seeing how the SLPL going fine free entices our neighbors to use the local library (in fact, many of us signed up for library cards in the course of this work), we reflected on how the library shaped our future.

Anne-Marie, The Leader of the Readers

I’ve just always really liked to read. We didn’t have much money growing up, so my family didn’t have cable TV or video games. 

I do remember that one of the first adult novels I read as a kid was All Creatures Great and Small by James Herriot. I was probably in the first grade I think. 

When ebooks started getting popular, I honestly didn’t think I’d like them at all…but now I can’t imagine going back to paper books. That’s what I love about being able to check out ebooks from the library. As a compulsive reader, it just wouldn’t be feasible for me to purchase all the books that I read. The library helps me feed my habit instantly— as soon as I finish one, I can check out and download another. Plus, I can read anywhere without carrying around a physical book.

I read about 55 books last year and about 75 the year before. According to my Kindle app, I’ve read for 575 days in a row. Not exactly sure what happened on July 30, 2018, but it doesn’t actually look like the data goes back any further than that. So it’s probably just when they started tracking it.

Ben Schwab, Senior Art Director and Videographer for G/L Content Studios

I do have a soft spot for memories of my mom bringing myself and my younger brothers to the Festus Public Library as kids.

I must have checked out Old Yeller half a dozen times… and not specifically for the movie itself, although I did run through it numerous times, but because it was one of those early VHS tapes that had a behind the scenes feature on it that explained how the film was cut and how the foley artists created the sounds in the film. Which is my earliest memory of realizing that movies are a thing that is created by people with an idea in their heads… making decisions/deceptions to tell a story. It’s something constructed. 

That is probably the earliest spark I can recall experiencing for my interest in the work I do now. Not specifically video, but creation of things in such a way as to service story telling. It made me want to make things. 

Grace Cohen, Junior Art Director

I remember going to the library in elementary school to check out books for my class projects. I loved searching the isles of books for the perfect resource to match my research project needs, but would always get sidetracked by the picture books and the various comfy places to cuddle up with my finds. No matter how rainy or dreary the weather was outside, the library was like a bright oasis. 

Shawn Maher, Copywriter

As a child, my mom would always take my sister and me to the library at least once a week. The librarians would always make jokes about how many books we would check out (usually a few large grocery bags full of them) but we would always plow through them all. I would stay up late during the summer break reading every night and always carry a book with me wherever I went. It should be no surprise that the two children would become writers, with my sister’s first book coming out in May.

I fell in love with the written word and how it the slightest inflection, word choice and turn of phrase could have such a great impact on a reader. How storytelling is not so much about what you say, but what you don’t say and let the reader figure out for themselves.

Were it not for the library, I wouldn’t have felt as free to explore any book that caught my eye and would not discovered many styles of writing or subject matter. I wouldn’t have gained the thirst for discovering new subjects and finding new things to learn. And that is an essential part of being a copywriter: learning about new industries, new clients, new brands and volumes of new information.

The library is a great place to inspire creativity and lifelong learning. We are excited to help bring new generations into this invaluable public resource. If you don’t have library card, go get one! And if you do, then stop in and see what’s new at the library!

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