Author: Geile/Leon

The Mary Culver Home for the Visually Impaired

Geile/Leon Marketing Communications

The Mary Culver Home for the Visually Impaired

#GLSTL25

Founded in 1866 by philanthropist Mary Culver, The Mary Culver Home for the Visually Impaired (known as the Blind Girls Home in Kirkwood) is a not-for-profit, non-denominational Christian organization. The Blind Girls Home was originally on Page Ave and was developed to help young blind women after they graduated from the Missouri School for the Blind. The facility moved from the City of St. Louis to 211 West Washington Ave in Kirkwood in 1966.

It was initially developed to provide care for young blind girls and women, but as cures for eye diseases lessened the rates of blindness, it has now become a full time nursing home for 25 elderly women who are visually impaired.

It was very easy for this to be my organization of choice. The Blind Girls Home is located around the corner from where I grew up in Kirkwood. My brothers and my friends all played football and baseball in the big field behind the home. A couple of Christmases, my mom baked some cookies for the residents, and we delivered them on Christmas Eve. It’s not a charity that needs a lot of money, but they would really appreciate volunteers to do outside and inside handyman work.

I thought it would be a nice gesture to give them some Ted Drewes to celebrate the 4th of July, so I will make that delivery this Friday.

For more information and how to lend a hand to perform repairs and maintenance work inside and out (particularly yard work on the grounds), please contact Colleen Hill at 314.966.6034.

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St. Louis PrideFest

Geile/Leon Marketing Communications

St. Louis PrideFest

#GLSTL25

If you’ve never attended St. Louis’ annual PrideFest, you may not be familiar with the organization that makes this celebration happen. Pride St. Louis is celebrating its own milestone anniversary in 2014—June 28-29 will mark the 35th anniversary of PrideFest in St. Louis.

Pride St. Louis, Inc. grew from the St. Louis Lesbian & Gay Pride Celebration Committee, which was formed in 1979-1980. Since the first celebration in April of 1980, Pride St. Louis has been working to foster an environment of inclusiveness and acceptance in the St. Louis area. It’s a 501(c)(3) organization, and is run entirely by volunteers.

The mission of Pride St. Louis, Inc. is, “To foster an understanding of and equality for the LGBT community in the general population by raising awareness through educational programs and events ultimately leading up to the annual PrideFest in St. Louis.” This festival is held during the last weekend in June to cap off LGBT Pride Month. It’s a beautiful, colorful celebration of diversity that welcomes everyone in the community. Additionally, Pride St. Louis also manages a scholarship program for LGBT students.

Many areas of St. Louis City have hosted PrideFest over the last 30 years, but in 2013 the festival made a historic move to downtown St. Louis. Mayor Francis Slay welcomed the festival by saying that “Downtown was built by St. Louisans who liked a great parade. Over the years, we have celebrated heroes, champions, victories, and holidays on downtown’s wide streets and plazas. With the public buildings, including the magnificent new Peabody Opera House and Central Library, as backdrops, the pictures are going to be dramatic. I am very pleased to welcome Pride St. Louis and our parade to the city’s best parade route.”

This brings me to what I love most about St. Louis’ PrideFest… the parade! I’ve had the pleasure of participating in the parade for the last seven years, and I don’t plan to stop now. I consider St. Louis’ Pride Parade to be the most festive parade all year, and I wouldn’t miss it. Weather is not a factor—you can’t rain on this parade!

None of the Pride festivities would be possible without the dedicated volunteers who help make these events happen. Pride St. Louis also hosts several events during the year to raise funds in support of the festival and scholarship program, and these events require volunteers as well. Each year, over 300 volunteers are needed. It’s easy to sign up, and there’s still time to get involved with the 2014 PrideFest! Simply visit the Pride St. Louis website and fill out the volunteer interest form. Questions about volunteering may be directed to Wolf Smith, the Director of Volunteers, at [email protected].

I’m celebrating G/L STL 25 by volunteering at PrideFest on 2.5 days in June, and I hope to see you there!

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ALIVE St. Louis

Geile/Leon Marketing Communications

ALIVE St. Louis

#GLSTL25

Apart from the occasional spanking for talking in church or that one time I set fire to the Kleenexes in my Mom’s bathroom wastebasket, I have been a stranger to domestic violence. Yet, it is a reality for many adults and children in our community, across all ethnicities and socio-economic strata.

To provide respite from domestic violence and abuse, there is a local organization called ALIVE (Alternatives to Living in Violent Environments). They offer counseling, emergency sanctuary and other critical services to adults and children who have been impacted by domestic abuse. ALIVE’s vision is to end domestic abuse, restoring safety and peace one family at a time.

ALIVE was founded in 1983 by two Washington University graduate students who recognized the lack of services for domestic violence victims. Their awareness of the critical need for safe shelter for women and children victimized by domestic violence inspired them to fill this existing need. ALIVE began in two rooms of a church with two volunteer co-directors and six safe home providers. Four weekly support groups were held. ALIVE was incorporated in 1983 and has flourished into a full service domestic violence agency. Today’s Nights of Safety program continues to provide temporary emergency shelter when all domestic violence shelters beds are full. ALIVE’s additional services include: 24 hour crisis hot line, emergency transportation, individual and group counseling for adults, a children’s treatment program addressing children who witness violence, court advocacy and community education.

All services are provided by professional staff and highly trained volunteers. Anyone who would like to help can volunteer in the following areas:

• Staff the crisis line

• Care for children while parents receive counseling

• Perform clerical duties in one of ALIVE’s offices

• Assist with various special projects

• Serve on the Board of Directors or a special committee

• Join in outreach efforts through the Speaker’s Bureau

Donations can take the form of:

• Nonperishable food for the women and children

• Paper plates, bowls, plastic forks spoons and knives, paper towels, napkins

• Funds to support ALIVE’s emergency transportation are always needed

• Used cell phones (to be recycled, refurbished and sent to 3rd world countries.)

(ALIVE also receives a reimbursement per each donated phone)

To learn how you can become a volunteer and be on call to answer the crisis calls, contact Maggie Menefee – [email protected]  or call: 314-993-7080 x 108

All volunteers must complete 40 hours of training. Domestic abuse occurs every day; the hot line is answered 24/7 – 365 days each year. There are no holidays for domestic violence needs.

I, myself, have committed to performing 25 tasks for ALIVE, mostly related to their upcoming Golf Tournament and Dinner Auction to be held at the Norman K. Probstein Golf Course in Forest Park on June 26. For a fee of $150, golfers will receive lunch, 18 holes of golf, buffet dinner and open bar, plus the opportunity to participate in a silent and regular auction. To register and learn more about this charity event, visit www.alivestl.org.

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Got big data? Now what?

Geile/Leon Marketing Communications

Got big data? Now what?

Integrated Marketing

Big data is a term we hear from several clients. And to that, of course, I say, yes! – an established understanding of the need to collect data on potential leads. But collecting the data isn’t necessarily the challenge. How can we apply insight to the visitor data in order to tailor content and create conversions? Here are just a few tips to get you organized.

Keep Researching

Ideally you will have already established your ideal buyer persona. But if you have not, start piecing together the pain points of these individuals, their routines, online behaviors – even down to the timing they may engage online. From this comes a better idea of who is tapping into your resources and just how you can cater to them.

Segmentation

As prospective leads come in, consistently segment based on engagement, as well as the parameters above. Is there is a pattern in the kind of content that piques their interest? Are they reading blogs and white papers on branding? Inbound marketing? Are they liking Facebook posts pertaining to similar content? Start creating segments based on the information gathered.

Persona Tailored Content

As your leads are segmented, you’re able to tailor the content you’re delivering in order to maximize your lead conversion. Whether you’re sending a simple plain-text email including a relevant white paper, posting a blog chock full of long-tailed keywords or posting to Twitter at a time when engagement is up – you’re increasing the chances of delivering relevant content to leads for the most optimal outcome.

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Animal House Fund Cat Shelter

Geile/Leon Marketing Communications

Animal House Fund Cat Shelter

#GLSTL25

A friend had been after me to visit his cat shelter for months. I finally took time on a Saturday in 2013 after my golf game to go to the shelter. I invited a friend to join me for the visit. She is the doting provider to two cats, and I am the proud parent of two dogs. I think both of us were unprepared for the impact that the Animal House Fund Cat Shelter would have on us. I, in particular, wanted to get a bed and move in.

cat-image

Located at 2151 59th Street on the Hill, the Animal House is a haven for felines young, old, little or big and in every color imaginable. The shelter is the most enticing environment I have ever been in. Maybe because there are no dogs, only cats, it is incredibly peaceful. Don’t get me wrong I love dogs, but I also love cats, I just don’t live with any.

The majority of the cats live in open, airy 10’ x 10’ rooms designed to challenge their need for exploration and interaction with each other. It also allows them to pile up lovingly to sleep or to groom one another.

The shelter was born as a consequence of the Mayor of St. Louis closing the city-run animal control facility, which had become overcrowded and antiquated. Animal House is a no-kill shelter, so some of the 4-legged residents have been at the shelter since it came into existence in 2010. At any one time, there could be 250 cats living there.

I stopped by the shelter one day recently to visit the seven litters of kitties — each more adorable than the other. Wonderfully, all but one of the litters had their mothers, which makes their life so much better.  The orphans were being bottle fed by staff every two hours! I actually got to help out. It is much harder than you can imagine.

The shelter has an outstanding track record when it comes to caring for abandoned kittens, like those orphaned babies rescued from the claws of a hawk, who were nursed back to health and later adopted. And some kittens that were rescued on the coldest day in January 2014 by a Good Samaritan are today happy, healthy and thriving.

As with all 501(c)3 groups, the Animal House is always desperate for funding, volunteers, staff and resources. There is not enough money to hire additional staff to assist with volunteer coordination or fund development. There aren’t enough volunteers or staff to produce fundraising events, do public relations or produce newsletters.

And while it’s a daily struggle for the Animal House to make ends meet, I can absolutely say that the one thing that they never struggle to do is provide loving care and attention for every animal in their care every day of the year.

I love to visit there. I love to take friends there. I just love to sit in one of the cages and see who will come up to love me.

It is a wonderful place that I wanted everyone to know about.  Feel free to call me to get your own personal tour, maybe volunteer or send them some money. They accept donations of cat beds and toys, bleach and cleaning supplies.

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13,728 Pounds for the St. Louis Area Foodbank

Geile/Leon Marketing Communications

13,728 Pounds for the St. Louis Area Foodbank

#GLSTL25

That sounds like quite a bit of food, yes? Last Friday, when we packed those 13,728 pounds and ultimately provided 11,207 meals for the hungry, it certainly seemed like a lot. But when the St. Louis Area Foodbank distributes more than 25 million pounds of food annually, it pales in comparison. Does that number surprise you as much as it did to the team at G/L? It should.

Since the organization began in 1975, the St. Louis Area Foodbank has seen significant growth. As a member of United Way of Greater St. Louis and Feeding America, they serve more than 500 partner agencies and over 25 counties in the St. Louis Metro East region. In 2006, they moved into their Bridgeton facility, complete with a 94,000 square foot warehouse. More than 90% of donations are spent on food distribution, primarily to pantries. Fuel costs for food distribution continue to roll well into the $200,000s.

While these figures are indeed alarming, their mission statement holds true and remains quite simple: feed hungry people by distributing food through our partner agencies and educate the public about the nature of and solutions to the problems of hunger. Over time, they have implemented multiple programs such as Mobile Markets, Food Fairs and the Commodity Supplement Food Program (CSFP).

photo 2Coverage and support of this magnitude is achieved by a selfless staff of just over than 30 and more than 15,000 individuals that volunteer each year. The need continues to exist and whether you’re a group of 2 or 20, there are ways to help.

For more information visit their website, Facebook or Twitter to keep up with their achievements and how to lend a hand.

 

 

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Content Marketing? What Content?

Geile/Leon Marketing Communications

Content Marketing? What Content?

Branding

One of the topics that I am engaged in on a regular basis with my clients is “content.” What is it, how do we develop it and most importantly where do we put it once it’s created? This last question may be the easiest as I see content as “news” so it goes anyplace (almost) that a good old-fashioned story goes. And everyone needs content, whether you’re a giant global manufacturer or a local non-profit.

In the past, PR sometimes focused on pushing client information out to media that was focused on the client’s position, accomplishments, etc. We used press releases filled with messages about new products, new executives, anniversaries and awards. All great news, but does the audience really care about that?

Is this client-focused content more exciting to us than it is to our audience?

Now that everyone sees the importance of providing “solution oriented” content, we have to think about problems from the customer’s perspective, and whether what we’re pitching will really help the customer solve their problem. Content that is focused on solutions answer questions and provide options that customers NEED.

The media really hasn’t change all that much, just the outlets where your story appears. And, there is more space for pictures and video! More action. More engagement. But in my experience you have to pitch the value of a story (and its critical elements) and provide the media with what it needs to get the story covered.

One of the most impressive videos I recently ran across is the “Cat Ultimate Challenge” – posted on Twitter by Caterpillar. I happen to love what heavy equipment can do and find it a symphony of motion to watch. I am always amazed at how a skilled operator can make a 12-hundred ton machine perform. Caterpillar makes very impressive equipment and this “game” was recorded using 12 “go-pro” cameras to demonstrate the equipment’s versatility.  This Jenga game between some of the most massive pieces of equipment is fun to watch and makes for great content.

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Trade Shows: Hard On the Feet, Good for Business

Geile/Leon Marketing Communications

Trade Shows: Hard On the Feet, Good for Business

Media

Sixty-nine percent of contractors recently surveyed said they learn about new products at trends by attending trade shows.

A few months ago, Geile/Leon conducted this survey among home improvement/remodeling professionals, the results of which were published in our white paper, A Special Report For Home Improvement Product Manufacturers: The Big Payoff Awaits Those Who Invest In Their Contractors’ Businesses.  

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Our research concluded that manufacturers—at least those in the home improvement/remodeling sector — who invest time and resources in their customers’ (professional contractors) businesses through marketing assistance, can reap major benefits.

The survey of hundreds of home improvement professionals revealed several interesting trends. One noteworthy nugget came from the responses to our question, “How do you learn about new products or tools?”

That 69% response to the question was a bit of a surprise. After all, we are still doing business in a stagnant economy, and because of that you might think many companies could justify cutting trade show expenses.

Apparently not.

According to the Center for Exhibition Research, trade show attendance is growing and is expected to continue to do so through 2015.

Make no mistake: exhibiting at trade shows can be expensive. Staffing a booth is hard work, and walking the show floor is hard on your feet and back.

But from a strictly cost-benefit perspective, investing in a trade show booth still delivers benefits. Think about this: trade shows are the only marketing medium where people actually pay to come see you. And these face-to-face interactions offer tremendous opportunities to build relationships with customers and vendors, and to generate leads.  Trade shows are also a great place for PR folks like me to interact with industry media, eager to write about what’s new in the industry.

I can personally attest to the popularity of trade shows for both exhibitors and attendees.  In January, I attended the AHR Expo in New York City on behalf of a client. This show is billed as the World’s Largest HVACR (Heating, Ventilation, Air Conditioning and Refrigeration) Marketplace.

But three hours before the expo floor was to open on day one, it began to snow — and snow hard. In fact, nearly a foot of snow fell that day, as temperatures plummeted and winds gusted to 40 mph. Again, this is Manhattan we’re talking about — the heart of the nation’s most populous city.

But despite the snow, wind, cold and general inconvenience of it all, more than 43,000 visitors and 18,000 exhibitor personnel flocked to the Javits Convention Center. This was the highest registered attendance in the history of the exposition.

Getting to the convention center was a challenge, and leaving was an even greater one.

But it didn’t matter to those who came to do business, and that includes the industry writers and editors who covered the show, several of whom I persuaded to come by our client’s booth for a peak at a new product, and a brief interview with the marketing staff.

Despite the weather, everyone who exhibited or attended this trade show realized the positive ROI from being there. This is WHY they made the effort and investment.

To learn more about how we can help you maximize ROI from trade shows, just give us a shout.

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The Experience Approach

Geile/Leon Marketing Communications

The Experience Approach

Advertising

An ad grabs your attention, tells a story and truly makes a mark…in the ad industry, you respond with kudos to its creator and share it with your coworkers. You also have the strong possibility of reading an article about the ad’s accolades at some point in the year. But, while industry cred is always welcomed, an ad is ultimately created to impact the consumer world, leading to unforced conversations and meaningful responses. But, how do campaigns go from good to great? What makes these ideas different? The delivery.

The overall objective of advertising is generally consistent over time – increase awareness, encourage a response, generate leads, etc. But what has changed is the way messaging is delivered and how the objective is achieved. The “integrated campaign” has evolved, and you’re no longer reaching the right consumer and getting the best response with a traditional print/TV/direct mail approach. As we all know, consumers (whether B-to-B or B-to-C) have different consumption patterns these days. The way people experience a brand differs across target audiences and they are particular in how they choose to engage. This creates the challenge to segment your audience and map out the best delivery at the best time in the best place (per target), which is the key to implementing a successful campaign.

Where is your audience?

The only thing more important than knowing who your target audience is knowing the BEST place(s) to find them. Notice I said the best (and that place is plural). There’s not a “go to” medium these days and the one-platform approach is dead. In 2013, time spent using digital media overtook time watching TV. So, think about the objective, think about what you want your target to do, imagine the journey and how you get them from point A to B.

How are you expecting the audience to respond?

Different responses call for different placement. Do you want your target to click? Do you want your target to visit a site? Call a number? Tweet a hashtag? Share with friends? These actions call for different executions. Make sure your call to action lines up with your media placement.

Is your creative one size fits all?

If your answer is “yes” then you’re heading down the wrong path. Take your big idea and shape executions to fit the channel. A TV ad doesn’t necessarily translate to digital, and you may not be hitting the same audience. These days, two-thirds of people are surfing the web on their computer or talking/texting on their phone while watching TV. How can you take advantage of this pattern of consumption?

Does the message align with the experience?

When the consumer decides to respond, are they given what they’re promised? Does each touch point work with the creative you presented and the brand essence you want conveyed? In order to implement a successful campaign it’s important that the end user experiences the brand as they imagined. Otherwise, you risk losing them completely because you’ve over-promised and under-delivered.

How does the idea extend beyond initial consumption?

You came up with an impactful digital ad, but how can you carry on the conversation and encourage brand interaction on other mediums? The more consumers are reminded of your brand’s presence, the more apt they’ll be to interact.

Media is evolving, consumers are more outspoken than ever and advertisers play an important role in dissecting their targets and delivering the right message. Be successful by capitalizing on each brand interaction and delivering relevant, cross-channel, shareable, hard-hitting, memorable and measurable experiences.

Check out some of the most successful /our favorite campaigns of 2013:

“Small World Machines” – Coca Cola

#SFBatKid – Make-A-Wish Foundation

“Epic Split” – Volvo Trucks

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Maintaining Your Marketing Plan

Geile/Leon Marketing Communications

Maintaining Your Marketing Plan

Integrated Marketing

Before we know it, the first quarter of 2014 will be behind us. Hopefully the annual marketing plan that was so carefully developed is being implemented, and so far, proving successful. Although, there’s one valuable aspect to remember – plans aren’t set in stone. While some initiatives prove to be as successful as you anticipated, there are others that may need enhancing along the way. Here are a few suggestions to ensure you find continued success throughout the year:

Monitor, then Modify: If you’re not measuring performance, you won’t have a clear understanding of what’s working. Set objectives and individualized metrics for each effort in order to measure effectiveness. With consistent evaluation, you’re able to make necessary tweaks along the way, and you’re not stuck reacting to what you ‘could’ve done’ differently.

Evolve: Sure, objectives and goals are imperative, but within loose parameters. Allowing your plan to continue developing throughout the year decreases the likelihood of missed opportunities. Industries change, customers foster new needs and wants, and the tactics to engage with them is ever changing.

Stay Focused on the Mission: Don’t lose sight of your end goals, which are likely increased awareness, relationship building and an uptick in sales and profitability. Keep in mind the overall mission of your product, service – even your identity – and strive to maintain just that.

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