Walking Billboards 

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Walking Billboards: The advertising strategy I fall for every time.

An Editorial Case Study on Stanley Cups from the Perspective of a Young Advertiser
By: Andy Ayup

In a world that’s constantly begging for our attention, we have become masters of ignorance. We pay no mind to the billboards screaming “Look at ME!”– we swipe past the “Great Deals NOW!” on social media, and quickly forget the advertisements we read on the sides of buses to pass the time at a red light. For some reason, even though we are constantly bombarded by messages with a call to action, our phone line seems to be disconnected. An article made by Red Crow Marketing shares the results collected from clinical tests. The findings show that we are exposed to a range from 4,000 to 10,000 advertisements on a daily basis. Yet, I can’t even recall two, off the top of my head, that I’ve seen today. Can you? Our society is constantly changing: trends are always going in and out of style, technology gets more and more complicated… but advertising strategies seem to remain the same. Or at least that’s what I thought. 

If we are so accustomed to tuning out the different messages we face from ads every day, how do we know when we’ve been successfully influenced? What advertisements actually work on their target audience? I tried to think back on the last time an advertisement urged me to buy into a product or service. I couldn’t think of anything.

The Stanley.

I remember when everyone was investing into the Stanley, a reusable cup that was made to keep drinks at their desired temperature for long periods of time. Probably like the one already in your kitchen cupboard. Except for one major variable; the one in your kitchen cupboard isn’t a Stanley, and for some reason, if you didn’t have one, you had to go out and buy one. All of a sudden, purchasing a Stanley felt like being part of a sorority we were all desperate to pledge. People were no longer buying a reusable cup that kept their drinks cold, they were buying the status. They were in with the trends, and they knew what was cool. But what exactly caused this tidal wave of consumers, all buying into this product? When did we decide this cup was a token of someone’s social position? Where were the signs on the sides of buses, or the unskippable one-minute clips playing before a YouTube video?

Thought behind the tumbler.

According to CNBC, Stanley’s revenue jumped from $74 million in 2019 to $750 million in 2023– a spike that seemingly came out of nowhere. CNBC has attributed this jump to their use of exclusivity through their multiple “Limited Time Only” collaborations with other brands like Target, Starbucks, and even pop singer Olivia Rodrigo. The article also gives us a look inside the mind of one of (what I like to call) the “Stanley Sisters.” A girl who had been rushing to get her hands on as many of these cups as she could, and was proud to show them off. She claims Stanleys are more than just a product, they are part of her personality. And she’s not the only one who feels this way. It was reported that each limited edition color released by the brand sells out in minutes. If you weren’t quick enough to complete your online checkout in time, you’ll find the cups being resold on ebay for hundreds of dollars, on the same day as the tumbler’s release. Where is this level of excitement coming from? Where are we seeing the push to let us know to buy now while we could? Account executive, Megan Fredette shares her thoughts, saying “the brand’s accelerated growth can be largely credited to a group of online influencers and creators who saw the product’s potential.” No billboards, no YouTube ads, and no posters glued to the side of a bus. People were being told to buy this product on the accounts they willingly followed.

Stans for Stanley, everywhere.

Today, it is hard to leave the house and go a full day without seeing someone sporting one of these steel tumblers. Ask someone why they bought that cup in particular, priced well above the usual “off-brand” version of its kind, and you have set them off on a long speech detailing all of the great features and benefits the product has to offer.

You have just turned your co-worker into a salesman, and you’re listening to their pitch. If they don’t convince you right away, you’ll have ample opportunity to buy a cup, induced by the encouragement of your sister, best friend, or husband. Is this advertising in today’s world? Are we the walking billboards of the 21st century?

As I see it… we are walking billboards.

Maybe the general public has officially become today’s world-class advertising executives, telling us to buy this and buy that– and we, as consumers, actually do it. It’s as if advertisers have hired regular people, to sell the product for them, and they don’t even realize it. Testimonials seem to be much more powerful than the thousands of messages we are exposed to each day. It seems that the closer you are, or want to be, to the person endorsing the product, the more effective their testimonial. It’s hard to nd a popular social media influencer that isn’t endorsing a brand. It can be even harder for an audience to know if an influencer really likes the product they are promoting, or rather the check they’ll deposit from the video they post. They need to trust the person recommending the product, or at least want to be just like them. If the influencers of a brand’s choosing can convince enough people to buy something, the consumers, in turn, somehow manage to take on the roles of their favorite online personalities, and suddenly feel the need to spread the word of the “amazing new product everyone should try!” Except, they’re doing this, for free. This video shows a sign on a Target display, telling people they can’t buy more than two Stanleys per guest. The cup is no longer a one-time purchase for yourself, but a hot commodity that needs to be taken advantage of and shared with the people in your lives. You see your peers buying into this trend and you want to participate. It all starts with a company paying someone to post about their cup, and it ends with someone else deciding that, yes, my sister’s new cup is super cute, and it’s the same kind my friend has. By then, they want that tumbler. They don’t want to buy it because they saw an ad for it, but because everyone who’s anyone to them has it. And it’s so cute. And they’re collaborating with their favorite artist. And it’s only going to be there for a limited time.

Somehow, the stressed-induced shopping spree seems to work for this company. And for those who don’t jump on board, for whatever the reason may be, they are destined to spend every day defending their decision. Whether you don’t like the cup, or the price, or the overly-excited attitude many suddenly share for the product, people who don’t buy a Stanley appear to have suddenly declared themselves against the movement. They have become the rebels, the protestors, telling us they don’t need the product, that they’re not interested in buying it.  You ask yourself: Why isn’t this advertisement working on them? Don’t they want the cup too? Don’t they want the lifestyle attributed to the Stanley? If the enemy has really done a good job, we may even begin to question why we bought the product in the rst place. Is this Stanley cup really worth it?

The cup may or may not be worth it, but for some reason, something you might never have considered buying before, has become something you need to get your hands on. Maybe you bought one in your favorite color. Maybe you camped outside Target. Perhaps you pushed through the crowds, and finally got one before it sold out. The cup may or may not be worth it, but the advertising behind it is priceless. 

The Stanley cup is one example of a popular, fast-moving trend. I look around at my friends and family and find things I didn’t know I wanted until they introduced me to them. Everyday they’re selling a product, and I fall for it. They are the billboards my eyes are glued to, the ads I remember, and the one-minute clips I never skip.

The Challenges of Working from Home

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The Challenges of Working from Home

As Seen Through the Eyes of a Former Remote Worker

September 2024 | The effects of remote work on DEI
By: Dawson Tran

What comes to mind when you think about working at home? Working in your pajamas. Scrolling through social media. Having your pet in your lap. Sounds like the best time ever, right? While working remote is definitely on the rise, it does raise some questions on how certain things can be changed or implemented compared to working onsite. A recent study revealed that one in five workers are currently working remotely. By the year 2025, an estimated 32.6 million Americans will be working remotely. Obviously, this is a very significant proportion of Americans who are working in this kind of format compared to those working onsite or even in a hybrid work setting.

However, with the rise of remote work, it is natural to encounter both advantages and disadvantages. A topic that has been brought to many people’s concern is the implementation of Diversity, Equity and Inclusion and how its impact varies between those who work onsite and those who work virtually. Obviously, DEI is a very important aspect of any environment. Its position in the workplace is to promote and encourage a respectful and supportive environment. With the ever-changing landscape of the workplace and DEI environment, it is something a lot of people are still trying very hard to navigate.

Ways that Remote Work can Impact DEI

  • Visibility: Compared to those who work in a regular office, people who virtually work from home can and may have reduced visibility in a community. In remote work, it can be a lot harder for managers and peers to really appreciate the work that an employee is doing. With not being able to see the people that you are working with like a regular 9-5 onsite office job would allow you to, it is quite understandable as to why some remote employees may not feel as seen compared to their peers who may work onsite.
  • Atmosphere: I think everybody can agree that the atmosphere and environment of one’s setting can really make an impact on the way people think. It can also really make an impact on one’s work and productivity. When I think of the environment or the atmosphere of an onsite office job, I think of people collaborating with one another, even if it is in their own little cubicle. When it comes to the atmosphere of someone who is doing remote work, it may seem a little isolating having to not truly be around someone all day. Although some workers may thrive in this kind of environment, the feeling of isolation is something that a lot of people would be able to connect with if put into that kind of setting. 
  • Interactions: Increased remote work leads to less interactions and workplace engagement. Less interactions leads to less of a sense of community. A lot of the time, when it comes to remote work, it tends to be just one person completing tasks for an assignment single handedly, as opposed to being able to work with others. This lack of interaction plays a very significant role in the feeling of isolation that a lot of people who work virtually can understand. 

Personal Insights

As someone who has worked both as an onsite and remote employee, I can understand as to why some people might prefer one option over the other. Personally for me, when it comes to just DEI principles and practices as a whole, I generally prefer working onsite than working from home. Obviously, everybody’s situations and experiences are going to be different with remote work, but I really just did not enjoy it. The main reason for this is because of the sense of community. To be quite honest, when I was working from home, I felt very isolated. I had the occasional manager or peer I would talk to once a day for about ten minutes, but then I would spend the remainder of the day working silently without any other human interaction. In my head, this did not feel quite normal to me. Obviously, this is something that I just had to adjust to. At some point, it just felt like I was on autopilot. I was getting the work done. I was doing a good job. I just didn’t feel like I was doing a good job.

After having completed the contract for this remote job and then transitioning into my new job, which was completely onsite, I noticed a very stark difference in my mood and the way I felt. By going back to seeing people face to face again, five days out of the week, I was able to enjoy that human interaction that I needed. Like I said before, this is different for everybody, as some others may thrive in remote work. But, for me, after having worked at both, I just really preferred onsite work.

I also do believe that this discussion and topic is something that should be open to people who aren’t even adults yet. In recent years, we have seen a recent rise in remote education. As someone who is taking online classes currently, I do believe that not enough DEI principles or practices are discussed, so that is something that definitely needs some work.

What can we do? What are our next steps?

  • Foster Team Building: Even in remote work settings, team building can still be an efficient way of creating a community. Organizations can create virtual team building exercises where it will allow all members to participate. Not only will this help create a better sense of community, but it can also be very engaging and fun for those who are participating!
  • Encourage Feedback from the Community: In any work environment, it is always important to invite feedback from your employees. Whether that be in a remote setting or an onsite setting, feedback should always be welcomed. Feedback allows us to see what is working in the work environment and what needs to be changed.
  • Provide/ Implement DEI Training: In the workplace, DEI Training can help a lot. Not only can it be beneficial for someone who works onsite, but it can be very beneficial to those who are also working remotely. The main reason for this is to be able to go over the clear and detailed guidelines that are needed to implement and foster an inclusive and supportive remote work environment.
  • Acknowledge Discrimination/ Bias that can Occur: There needs to be clear guidelines or ways where employees can address incidents of bias or discrimination accordingly and in an efficient way. Organizations need to create clear channels and programs for this type of procedure, especially for remote workers, since it may be harder for them to reach out.

The rise of remote work is happening so quickly and it’s not gonna stop anytime soon. And frankly, it doesn’t need to be stopped. With this rise, however, we need to adjust accordingly to make sure those who are working remotely still feel a sense of community and belonging. As they should be.

I Am Not My Hair

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I Am Not My Hair

…And Certainly Not The Discrimination That Comes With It 

August 2024

Hair Discrimination in Professional Settings, the CROWN Act, and Implications for Advertising

By: Jaya Wilson and Haniff Murray 

What is it, the braids? Well yes, it just might be. Some people may think that hair is trivial or that it is just a function of biology meant to keep us warm and cushion our craniums, but there are huge social and political implications behind the strands of hardened protein flowing from our scalps.

Whether it be braids, a buzzcut, or balding, hair is our natural accessory. It is an extension of how we carry ourselves and is reflective of our culture and personality. It could also potentially represent the mood we woke up in on a particular day or even the week we’ve been having. The way we wear our hair is relative to our freedom, and when policed, it can cause emotional distress.

Historically, American culture has championed Eurocentric hair textures and styles of hair as more acceptable than those of Black people and other people of color; this discriminatory sentiment leaks into academic, career, and life opportunities for people with hair outside of “the standard.”  This narrative fuels academic and workplace discrimination for traditionally Black hairstyles, like when Daryl George, a Black high school student, was suspended for over a month due to the length of his locs, or when Chastity Jones had her job offer with Catastrophe Management Solutions rescinded after refusing to cut her locs.

This type of discrimination has become more noticeable and more unmistakable over the past few years and has pushed people to organize and create protections for protective hairstyles and hair by-and-large. On July 3, 2019, the California legislature signed the CROWN Act into law. The CROWN Act celebrates the diversity and beauty of Black hair. It is crucial to ending hair discrimination, ensuring everyone can wear their hair with pride, free from bias and prejudice.

What is Hair Discrimination?

Hair discrimination impacts all people, but especially Black women and girls who wear hairstyles like locs, braids, twists, afros, and other natural hairstyles in schools and workplaces with unfair rules or policies. These policies are typically based on subjective/biased beliefs about what “professional” or “neat” hairstyles look like, often based on Eurocentric standards of beauty for hair textures, styles, and lengths (ex. straight hair). Hair discrimination can occur from the workplace to academia. In workplaces, hair discrimination happens when Black employees are judged, punished, or even fired for how they wear their hair to work. A 2023 study found that black women’s hair is 2.5 times more likely to be perceived as unprofessional, and 54% of them are more likely to feel like they have to wear their hair straight to a job interview in order to be successful.  Black women with natural hairstyles are also less likely to land job interviews in the first place because of their hairstyles. Hair discrimination also impacts students in a variety of ways. Some examples include students receiving detentions and suspensions for violating school dress codes which prohibit wearing hair in braids with extensions or other natural hairstyles, student-athletes who are unable to participate in sports unless they cut or change their hair, and displays that show images of Black children, including Black girls with braids, and label those hairstyles as “inappropriate.” 

Statistics 

According to the ADL

  • By age twelve, 86% of Black teenagers started experiencing discrimination based on their hair. 
  • 81% of Black children in majority-white schools say they sometimes wish their hair was straight. 
  • A previous study by Dove (in 2019) found that Black women were 1.5 times more likely to be sent home or know of a Black woman sent home from the workplace because of her hair. 
  • 80% of Black women are more likely to change their hair from its natural state to “fit in” at their place of work.

What is the Crown Act?

The CROWN Act is a law that forbids discrimination based on hair texture and hairstyles, with CROWN standing for: “Create a Respectful and Open Workplace for Natural Hair.” The CROWN Act has been passed in 23 states, including California and New York. In Florida, lawmakers have repeatedly tried to pass legislation to protect natural hair from discrimination. After attempting May 2023, their efforts to pass failed in the judiciary committee.

How does this Affect Advertising?

We advertise to market or sell a product, service, or experience. Advertising has come a long way from its humble origins and today we see dynamic campaigns featuring beautiful cinematography, complex animations, and trained actors all around us. Agencies and art directors should be very intentional and aware of how they represent different cultures on the big screen. As we stray away from the days where ethnic representation was far and few in between, let us make an effort as people and business professionals to portray different types of cultural hairstyles in our work.

It does not have to be the highlight of the advertisement. We do not have to emphasize that we are representing different ethnic styles in a way that may read inauthentic. It can be subtle! Simply having the representation there in an intentional and tasteful way is enough. The average viewer may overlook these efforts, but for the child with long locs that is told he cannot be a professional and wear his cultural hairstyle, seeing someone who looks like him in an advertisement could affirm his confidence. This also means agencies should hire employees who reflect these hairstyles and cultures to create culturally competent media. 

 

So, What’s Next?

There continues to be an ongoing push to pass the CROWN Act in multiple regions of the country. Here’s how you can help: 

⇒Push for reform.

No one should have to face natural hair discrimination. Workplaces and institutions should review their appearance policies and remove references to specifically prohibited ethnic hairstyles – talk to managers or unite with colleagues to push for this.

⇒Be an ally.

Whether in schools, social groups, or jobs, be prepared to call out discrimination when you see it. Allyship also means standing in solidarity with those who are affected by discrimination. 

⇒Be inclusive.

When making advertising campaigns, consider the portrayal of different ethnic and cultural hairstyles. Large audiences are unlikely to be ethnically homogenous, so the representation we show to them should reflect that.

You can find more information about the CROWN Act at: https://www.thecrownact.com/

Think Outside the Box

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Think Outside the Box

Tuesday, August 25, 2020

As creatures of habit, it’s easy to fall into routine and it’s harder to break away from the ‘norm’. It’s often suggested to change your daily routine every so often – take a different route to work, try somewhere new for lunch. The same should apply to your advertising and marketing efforts. 

Clients don’t want the same old, they’ll get bored and move onto another agency that knows all about the latest and greatest. While shoving the newest thing in their face everyday isn’t it either, it’s important to find a middle ground that’s impressive and innovative, but not overbearing.

 

First things first, Get Inspired.

Take a look at some really great ads that make you sit there and admire them. Listen to music that pumps you up. The key here is to come up with something unique that will excite the client as much as it excites you. Put yourself in their position and think about what they’re trying to accomplish, or what they’d like to see. Forget a stock image for a print magazine – what about an image you fold to make an origami bird that comes out looking like your ad? Nothing is impossible… not yet. 

 

Once you’ve come up with that big idea, Be Realistic.

Right now you’re envisioning your ad on NASA’s new rocket ship – you’ll get the eyes on television for added value! But, we might have to come down to Earth just a bit. Contradicting to nothing being impossible, huh? Welcome to the world of advertising! Think about everything that might become an issue: budget, cost, and if we didn’t mention, budget. It might be a bit expensive to launch your ad on NASA’s rocket ship, but it shouldn’t stop you from executing your big idea. Think smaller scale now – if people will be viewing the launch on TV, create an ad that says “wish this was on the Rocket” to play on humor, create a commercial that plays minutes before, tying in the rocket launch. Pretend your idea is a fitted sheet – it might take a couple tries, but once you mess around, it’ll fit the bed.

 

Read the Room around you.

Ensure you know your audience well enough before you get too carried away. It’s important to accomplish what your client is looking for, and it’s more important to exceed their expectations – but don’t scare them off by thinking too big, or risking too much. Not everyone is an adventure seeker that enjoys the thrill of roller coasters. Even if they do enjoy roller coasters, match their excitement, but be mindful there’s a chance it could fail. People do get stuck on rides, it happens all the time. Having a back up plan or solutions to any potential challenges that may lie ahead will make all the difference. Be mindful you’re pitching someone something that will cost them money. Most people want to be sure it’s worth investing before they spend a dime.

 

Say it Out-loud to your co-workers.

Sometimes things just sound better in our heads. Running through an idea with your team can do one of two things: 

Help you realize it’s a great idea

OR

Help you realize it’s a terrible idea 

It’s important to get the opinion of the account manager – they understand the client and their needs very well, and sometimes can even add onto your idea, knowing exactly what the client will love. At the end of the day, show your client you care about them and enforce that you constantly think of innovative ways to help their business. It’ll go far, and they’ll appreciate it more than thinking you’re just a crazy adventure seeker who doesn’t consider cost.

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Ariana Duran Membership Team Lead 2020 – 2021 LinkedIn

Ad 2 Orlando Blog

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Avoiding Communication Pitfalls With Clients

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Avoiding Communication Pitfalls With Clients

Tuesday, August 11, 2020

It’s two days before deadline and the client is frantically calling. “This isn’t what we wanted at all! We wanted more energy in the ad!” Suddenly, the muscles in your shoulders tense under stress. You call up the point of contact, who says that the client didn’t provide much direction in the first place but when they showed them draft designs, they picked the one that eventually became the final design that you’re looking at. So, what went wrong? 

If you think this is only happening to you, think again. Communication is the number one barrier between delivering what your client needs and understanding what the client wants. In a world clocked correctly by IDEO Executive Chair Tim Brown where “everyone is a designer,” your client can come to the table with an idea in their minds that they can’t readily explain. 

That’s why it’s important for us to be able to translate. It’s not enough to be a fantastic, creative mind in the ad world—you need to be able to translate the client’s wants into their needs while making it all their idea in the process. Here’s some tips to help you get to the “yes” portion of the project with a client.

Identify the Client’s Needs

 This is where you always start. Clients oftentimes come to you with an idea already in their mind of what they want to do. Because everyone is surrounded by a world of advertisements, clients tend to build off of ads that either they found receptive or that they thought were particularly clever. Before you put the cart before the horse, you need to identify the Five Ws for the purpose of the ad and the Four Ps to determine the range and scope of the ad. Hone in on needs, messaging, and audience and a clearer picture will form on what your client wants.

Brainstorm with the Client

This is the part where those communication skills need to be dusted off. I find the greatest success with client satisfaction is when you bring them in on an initial brainstorm for ad ideas. This is where they’ll pitch their idea, allowing you to ask all the questions you need to get clarification for their vision. It’s also here where you can steer the conversation into ad territory that you know will work for your client. This may be difficult if the client is dead set on a specific idea. It’s important to keep the conversation focused on positives, such as the things that you felt were good with their idea. Then take those positives and incorporate them into your pitch. In this way, it makes it seem like it was their idea all along.

Get a Second Opinion

One of the best parts of working in a team full of creatives is that you have the opportunity to get plenty of professional feedback. Sit down with a co-worker or confidant and tell them about the pitch. Share draft concepts that the client likes. Sometimes, you need a second pair of eyes to point out something obvious or asking questions that you yourself didn’t ask during the brainstorm. Catch any mistakes here so you can correct them before you go too deep in the project.

Check in with the Client

Be wary of “Looks good!” emails from the client. What you may hear is, “Great, please proceed with making this the main focus of the ad.” But what the client may have meant was, “Good start, can’t wait to see your other ideas.” The communication process is where messages get lost in translation. Think of it like a telegram: the sender encodes a message, but did you decode it correctly? The only way to know for sure is to respond and receive feedback. When you do, be clear about what you are asking for. Ask for clarification. Be sure that you are both on the same page.

Dot the ‘i’s and cross the ‘t’s

So, it’s two days before deadline and you’re ready to send the final proof to the client. Did you do all of the glaringly obvious things that you think you already did? Spellcheck? Had a normal look at it for a genuine audience reaction? One of the most common things I joke about with my ad team was to make sure that you check for hidden swastikas. You’d be surprised how often people don’t do the bare minimum before sending the final version to a client. Be sure to pass the ad around the team one last time to see if anyone can pick out anything that jumps out at them.

Pat yourself on the back

So, you not only delivered on what your client wanted but also what they needed, and they couldn’t be happier. Congratulations to you on knocking it out of the park! Be sure to build off your successes and use them as your building blocks for future client satisfaction. Be sure to learn from any mistakes you made along the way, too. Remember, clients may come to you for similar reasons, but every one of them is different and will require a different approach to translating their needs and wants. Be thorough, be concise, and everything should turn out nice.

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David F. Renna
Communication Team Lead
2020 – 2021
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Ad 2 Orlando Blog

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Non-Traditional Ways to Get a Job: Part 2

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How Using This Sweet Trick Landed Me A Job

By Michael Ortiz de Villate (September 26, 2017)

A Resume in Your Belly

If you haven’t already heard of this guy, you’re about to start praising him for this ingenious idea. He’s known worldwide as the “Donut Guy,” but his real name is Lukas Yla, and he’s a Lithuanian marketing professional. While new to San Francisco, Lukas set out on a quest to get his foot in the door of every ad agency he wanted to work for—literally.

Some may call his strategy brilliant, others may call it desperate. Lukas pretended to be a courier for delivery company Postmates, showing up at his favorite companies armed with a box of pastries from downtown favorite Mr. Holmes Bakehouse. Inside the box? His resume with the headline, “Most resumes end up in trash. Mine—in your belly.” The outcome of his efforts? 10 interviews.

Cover Letters and Cookies

Reading Lukas’ story inspired me to do something similar. I wasn’t going to pretend to be a Postmates delivery courier, but I was going to make my resume and cover letter more savory. Seeing a recent opening for an ad agency I’d applied to several times, I wrote a new cover letter and re-formatted my resume. I printed both out and proceeded to the nearest Publix where I was delighted to find BOGO cookies. Then, I grabbed chocolate chip cookies for the recipient of my application, and heath bar cookies for myself. In case things didn’t go as planned, I figured I could eat my weight in cookies.

Dressed business casual, hair slicked, and heart-pounding, I drove over to my possibly-future workplace. I blasted “Sorry not Sorry” by Demi Lovato to build up my confidence, and it worked. But, once I got to the building and proceeded up to the third floor, I felt my confidence slipping. I walked up to the receptionist, dropped my resume and cover letter with the cookies, then walked out. Within a week, I received an email from the Account Manager thanking me for the cookies and asking for an interview. After that, things quickly proceeded, and I’m now a Social Media Coordinator at Evok Advertising.

During my interview, the VP of Client Service complimented me for my brilliant cookie idea. The only downfall was that, for a while, I was known as “The Cookie Guy”.

How Businesses React to Hurricanes

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How Businesses Reacted to Hurricane Irma

By Eileen Roundtree (September 21, 2017)

It’s hard to believe that a week has already passed since Hurricane Irma left a path of destruction through the Florida peninsula. In the days and weeks leading up to Irma’s landfall in the United States, nearly every TV station brought us stories of local companies reacting. For some, this was a great public relations move, offering the opportunity to build goodwill and customer loyalty. For others, it was unwelcome exposure for some egregious decisions. Let’s explore the lessons learned in the aftermath.

The Good

  • When the cone of uncertainty began to show a direct path toward Florida, citizens took action. Residents in coastal cities and low-lying areas evacuated to nearby states. JetBlue stepped in to lessen the cost of evacuation with $99 nonstop flights. Though the flights went quickly, they were a great method to build brand loyalty and show compassion.
  • Trying to get in contact with family and friends after a hurricane is unpredictable at best. Cell phone carriers, including AT&T, Verizon, Sprint and T-Mobile, waived overage charges for those affected by the storm.  This decision did not go unnoticed by customers.
  • In the same vein, Comcast opened free access to more than 137,000 XFinity Wi-Fi hotspots. This decision allowed first responders and residents to communicate despite downed power lines and cell towers.
  • Orlando’s Rosen Hotels & Resorts welcomed South Florida evacuees with waived pet fees and distress rates as low as $59 per night. The company also made the cancellation process easy: they provided a peace-of-mind policy for guests who cancel their reservation or seek refunds when a named storm is in effect.

The Bad

Of course, there were some companies that missed the mark on decision-making leading up to and following Hurricane Irma.

  • We’ve all seen companies take advantage of customers needs by price gouging. As stores ran out of water, consumers turned to Amazon sellers to order their cases, where they were greeted with $25 price tags.
  • Flights out of Florida were at a premium as Hurricane Irma barreled toward the state. Many evacuees struggled to find affordable airfares. In fact, a Delta flight from Miami to Phoenix, which typically ran for $547, was being sold for $3,200!
  • Perhaps the most outrageous company decision came from Autoline, a used car dealership in Hallandale Beach, FL near Miami. The company chose to park 47 cars in a parking garage in reserved residents spots. The news spread like wildfire on social media, igniting response from residents who felt the dealership took advantage during the natural disaster. Autoline’s owner is now facing $12,000 in fines and 60 days in jail for using public property for private business.

The Lesson

Hurricane Irma affected so many in Florida and beyond. While many companies chose to show an element of humanity that helped build their reputation, others acted in their own best interest. My hope is that other companies learn from the fallout Autoline has faced — after all, companies that treat customers with care and compassion will reap the reward in the long run.

Share Your Thoughts!

Have an example to contribute to this story? Share it on social media!  #ad2orlando

The Struggle Is Real: Part I

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Hispanic Heritage Month: Put Your Batteries In

For Hispanic Heritage Month, Put Your Batteries In

By Karina Ross (September 15, 2017)

Central Florida ranks 2nd in the nation for population growth of Spanish speakers. As such, Hispanic Heritage Month is a great way for us to connect and celebrate the different cultures represented throughout Orlando.

But, who says the opportunity should be limited to a month? Forty percent of Central Florida’s population is of Hispanic ethnicity, and the community saw a 23% growth in Spanish speakers between 2010 and 2015.

Do you have a plan to target or engage this growing demographic? Here are a few tips to help you reach out to Spanish speaking audiences all year round.

Translation isn’t enough.

A popular phrase in Spanish is “ponte las pilas.” The literal translation to this is “put your batteries in.” But colloquially, it really means something more like “get ready to work hard” or “put some more effort in”. This is just one example of a time when running copy through Google Translate isn’t in your best interest.

The clever copy your writers took so long to come up with might lose its meaning when translated to Spanish. The same can be said with puns or jokes. It’s important to translate the overall message rather than doing it word-for-word. Once translated, if the message doesn’t resonate with a Hispanic audience, it is time to rework and rethink your approach for your audience.

Aside from the overall message, there are cultural differences among different communities. In Florida, we’d say “soda” instead of “pop”, or “sub” instead of “hero”. Similarly, different Spanish-speaking countries use different words.

To help recreate an appropriate campaign for Spanish speakers, try running it by other Spanish speakers in your office, or consulting with agencies that specialize in Hispanic marketing. Testing ads and messages will give you the chance to craft a cohesive campaign and get insight into a different market.

Now what?

You’ve got an awesome campaign, all in Spanish, with appropriate cultural references. Great! But, if a primarily Spanish speaker calls into your office, will there be someone on the line to speak with them? Often, companies create wonderful campaigns, but there’s a disconnect once the customer is ready for the next step. To lead a successful campaign, you’ve got to have more than a campaign – you have to have the follow-through. Continuous effort and commitment is needed when marketing to the Hispanic community.

With Florida being the 3rd most Hispanic-populated state, it’s easier than ever to embrace and celebrate Hispanic heritage. Chambers of Commerce, festivals and the growing diverse population in Orlando all offer us rich opportunities to expand how we think through advertising strategies.

Running an ad through Google translate may be a good start, but to reach a Hispanic audience, you have to be ready to “put your batteries in!”

Hurricane Prep Checklist: Agency Edition

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By Karina Ross (September 7, 2017)

While Central Floridians are preparing for the storm at home, it’s easy to become distracted and not prepare for the hurricane at work. To help alleviate some Irma pandemonium, here is a Hurricane Prep Checklist – Agency Edition.

Communicate with Clients

Those outside of the cone of uncertainty may be experiencing a different kind of uncertainty. Project statuses and due dates might be moved around with a natural disaster and it’s important to communicate with clients and alert them on any possible delays. Safety concerns for you and your team and a loss of electricity might delay project timelines. While your world is revolving around Irma, a client out of state may still be focused on the projects on their radar.

Back Up Files

Keep an eye on the clouds in the sky and your files in the cloud. Make sure to backup all your important documents, emails and the like, especially if you might not be able to go into the office and need to work remotely.

Stay Connected

Make sure your team has a way to communicate. Whether it’s sending panicked gifs over Slack or having a copy of everyone’s emergency contact info, it’s a good idea to stay in communication. Knowing where your team is and who to contact if a work emergency occurs outside of, you know, the Irma emergency, is important.

Stock Up

Water may be scarce, but that secret bottle of liquid courage stashed away in your office’s desk drawer is still there. Don’t forget to bring it home with you.

Above all else, stay safe, Orlando!

Non-Traditional Ways to Get a Job: Part I

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How a Wallet Could Land You Your First Job

How a Wallet Could Land You Your First Job

By Michael Ortiz de Villate (August 30, 2017)

To work in creative, you need the wow-factor, that one thing that will help you stand out from other qualified candidates. You could be the most talented graphic designer in your school or region, but someone else could have one teeny-weeny advantage.

To avoid the challenges most graduates had to land their first jobs, Tuesday Poliak came up with an ingenious way to land herself a callback from every creative director she aspired to work for. Tuesday Poliak is currently executive vice president and chief creative officer of Wunderman D.C., a leading global digital agency. Poliak Graduated from the Art Center College of Design in Pasadena, Calif., in 1994, a time where digital portfolios were non-existent. It was a heavy price to pay to print out a portfolio, which meant most could only print one or two to send out to an agency. Poliak found a way around that and was able to print her portfolio not just once but eleven times at a low cost.

Poliak got every creative director to pursue her by shrinking all of her work down to the size of a wallet. In fact, Poliak created 11 unique wallets that looked like they belonged to each of the creative directors they were assigned to. Inside, she created a realistic version of their driver’s licenses and placed examples of her work inside the photo sleeves. Where bills would normally go, she put larger ads. In the back was a phone card with her contact information, alongside her resume (made to look like an American Express card) and her school ID (to show them her educational background).

The trickiest part for Poliak was getting past reception in order to drop off the wallet — to literally drop it off somewhere random in the office. Poliak would leave it lying around for an employee to find and deliver to the creative director.

After all was said and done, Poliak successfully got a call from every creative director she reached out to and accepted her job with TBWA/Chiat/Day Venice as an art director. We’d call that a job well done.

Tell Us What You Think!

What do you think about Poliak’s method of acquiring a creative role? Tell us on social media! Â