The Lancaster YWCA held its annual Race Against Racism on Saturday, April 30. It’s the 18th year for the race and our 18th year supporting the event, with its focus on eliminating racism and empowering women. We have been involved in the race since the beginning, designing the logo, brochures, posters, banners and signage.
We were pleased and proud to have TCG represented this year by Tim Rehman, husband of our go-to person Julie Rehman (we call her The Glue, cause she holds the agency together). Tim placed 21st overall and 1st in his age bracket, running the 5K with a time of 19:04. The rain held off and it was a great day and a terrific event.
We love being a partner with the YWCA for this really important race!
We don’t know whether Carolyn Voorhees has a sixth sense or not, but we greatly appreciated her kind words at the time she said them. And then they came true!
Carolyn, who is a registered nurse and holds a master’s of science in nursing, was director of the Practical Nursing Program for our client, Lancaster County Career & Technology Center, at the time we worked with the school on a special video designed to recruit male students to a career in nursing. The lively 4-minute video featured interviews with current male nursing students and recent grads working in the field. A consortium of five career and technology schools funded the video. You can read more about the production in this earlier blog post.
Back to Carolyn’s prediction…The Men in Nursing video did, indeed, garner an honor! It earned a Silver award in the 31st Annual Educational Advertising Awards, sponsored by the Higher Education Marketing Report. The national competition judges educational programs and campaigns against the best in the country.
Earning an award for the video is great, but what’s most gratifying is that it has been so well received by the schools using it. One nursing program director said her current male students decided to use the video to do presentations in local high schools and the community to get the word out about nursing in an entertaining way. Now that’s rewarding!
You can check out the video for yourself right here: Men in Nursing
It would follow that till evolved as an abbreviation of until. However, till is actually the older word, being about eight hundred years old in comparison with until’s mere four hundred years. Until came into being as a compound of till, which originally meant to—and still does in Scotland—and the Old Norse word und, which means up to. Since till is the etymological forefather of until, it makes sense that it would be the best choice for a shortened version of until.
Over many years in this business, we’ve come to recognize something that many of our clients have in common—a fear of white space. Or maybe it’s not so much fear as it is an uncontrollable urge to fill up all available space in their ad, billboard, brochure, e-blast, banner ad, etc. Perhaps it has something to do with a feeling that, since they are paying for the space, some content should occupy it.
It’s not just our clients, though. Many people have the same fear or urge. While we understand it, we vow to never stop fighting for the cause of white space in everything we do.
You see, in design, white space has purpose. Not only does it draw the eye, but it also relieves the eye from relentless clutter. White space gives balance and harmony to layouts. Imagine if you tried to read a printed page with no space between words or lines of copy. Furthermore, very smart people have researched this and found that white space improves the readability and comprehension of printed material.
So, trust us on this. White space is a good thing. And here’s a really good example of white space at work.
1. When was the last time you updated your marketing material? If it’s been more than two years since you last updated, it’s time to at least evaluate your material to assess whether or not it is still working for you.
2. Do you know whether your marketing material is still working for you? Ask your sales people. Ask your customers. You can ask the senior executives in your company, but know that while these smart folks have insight and perspective, you really need the views of staff on the front lines of your business.
3. Does your marketing material make you look modern & contemporary? Of course you want to maintain your unique identity and there can be great value in holding on to components of your company’s legacy. But you also want your customers and prospects to feel they are dealing with a company that’s current, innovative and forward-thinking.
4. Has some major aspect of your business changed? Did you introduce a new product or refine your market niche? Your marketing material may be due for a change as well.
5. Do you look good across all the media you use? Your logo and design style may look great on your printed brochure, business card and website, but what about on an electronic billboard or in an online banner ad? How does your brand hold up on social media, which is an entirely different viewing environment? Now may be a good time to update your logo, typefaces, color palette and other design components of your corporate identity to ensure that you stand out and are consistently identifiable wherever you are in the public realm.
If you answered yes to one or more of these questions, it’s time to consider an update. We can help!
- Tells your target audience about the features and attributes of your product.
- Is most effective when your product has unique features that make it different from or better than your competition.
- May not be enough to help you stand out because consumers are constantly presented with similar products that have marginal differences.
- Defines your product more by its benefits than its functional attributes.
- Is sometimes viewed as a “luxury” type of advertising that does not deliver immediate benefits or measurable results.
- Is a showcase for the emotional and psychological qualities that surround your product and affect a consumer’s decision to buy. Remember, the buy decision is not always a rational one based on an analysis of competing product features.
The key is to use each type of advertising in conjunction with the other to maximize results. Target’s retail campaign around the holidays is a nice example where both types of advertising blended in an impressive way. Three kids go on a journey to relight a huge Christmas tree, and their mission is sprinkled with some toys that come to life to help. The campaign captures the magic of the season at the same time as it soft-sells a few products available on Target’s shelves and website.
A strategy we’ve used successfully for one of our clients, Lancaster County Career & Technology Center (CTC), started off as an image campaign, to help brand them and raise awareness of the school as an affordable, flexible option for higher education. As CTC needs to promote specific upcoming programs or new specialized degrees, we keep the same branding look and overall message points, incorporating the specifics of the current need. Check out examples of their marketing material here.
In worlds where color is a big deal—like ours—there’s been a bit of a buzz about the fact that the Pantone Color Institute® named two colors of the year for 2016. The colors are Rose Quartz and Serenity, which at first glance suggest pastel pink and baby blue. Here’s some of what Pantone had to say about the color selections:
Consumers seek mindfulness and well-being as an antidote to modern day stresses, welcoming colors that psychologically fulfill our yearning for reassurance and security. Joined together, Rose Quartz and Serenity demonstrate an inherent balance between a warmer embracing rose tone and the cooler tranquil blue, reflecting connection and wellness as well as a soothing sense of order and peace.
As always, you can expect the color(s) of the year to pop up all over the place…in fashion, furniture, beauty, industrial design, interior decorating, etc.