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What Can A Strategic Marketing Effort Do?

LCCTC Statistics Blog ArtWe are now in our third year of working with Lancaster County Career & Technology Center (LCCTC), helping them to market programs and build enrollment. They are a great client—for many reasons—but one of the best things about LCCTC is that they understand the benefits of a strategic marketing campaign that is targeted, consistent across all media, with messages that are succinct and clear. That’s been our approach each year, whether it’s for bus posters that travel their market, a TV spot that hones in on what matters most to their students, an eye-catching billboard, pull-up banners that stop traffic at the mall or a redesign of their online catalog.

How do we know that what we’re doing for them works? Well, first of all, we’re very good at what we do and we’ve been doing it quite successfully for 25 years. But also, here’s what Kirk Schlotzhauer, Program Director, Post Secondary Education at LCCTC, shared with us recently:

“Since the development and implementation of a comprehensive Branding & Marketing Campaign, Higher Education/Adult Education enrollments have grown almost 400% and profits have increased over 1000% over the last 3-year period.”

Now those are some pretty awesome numbers!

inspired by Bob

bob

Bob the crossing guard may possibly be the most wonderful crossing guard in Lancaster, maybe even the universe. He is always at his intersection at the main street leading into East Petersburg Elementary School, in East Petersburg. He is there well before his shift begins, and after too, I am certain, if needed.

Bob not only crosses all the kids safely with a big smile and a wave, but also directs all the traffic…the buses, cars, bikers that all pass through that busy intersection. He goes above and beyond, with a smile. Every day. And it’s always a little bit of a letdown when the school year ends and he won’t be there again until fall. Thank you, Bob.

Here’s the point: We want to be like Bob. We strive to go above and beyond what our clients need, every single day. With a smile. We’d love to know how you think we’re doing. And if you have any suggestions of how we can be more like Bob, please let us know.

What A Site!

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We just redesigned our website. If you’re a return visitor to our site and reader of this blog, you probably noticed that things look different. If this is your first time here…welcome!

Why the new design? It was time. We had recently updated the colors of our branding and were inspired to make changes to our website that reflect the new us! We did a lot of research to decide on a format that looked fresh and was more user friendly for us and for you.

“You should keep your website fresh in the eyes of your audience,” says Kim Smith, our art director. “Reconsider your site design at least once a year and try to pretend you are visiting for the first time. Does the site look dated or tired? Does it reflect your current advertising and marketing so you have consistency across all your material? Does it create an overall impression of quality and professionalism?”

Many companies find they have loaded their website with more information than anyone will read. A site makeover gives you the chance to cut content to the most interesting and useful essentials. It’s a hard but necessary task. As is true in most advertising and marketing, less is more.

If you choose to give your website a completely new look, as we did, you still want a design that reflects your company’s image and maintains your corporate identity. As an alternative, you can update the look of your site by changing out a few visuals or redoing your home page. (If you need help, we know lots of creative ways to refresh your online presence without breaking the bank.)

We hope you’ll take the time to look around our new site and let us know what you think!

gain insight

0195-077-TCG-Insight-p1“Insight” is available digitally or through traditional mail. Email Margie Seagers at mseagers@tcgad.com and let her know that you’d love to be on our mailing list!

Check out our latest newsletter here.

making connections

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We recently went on a field trip to The H&H Group, a new vendor we have worked with on a couple of projects. We paid a visit for several reasons. First, it’s fun to put faces to the names of people we do business with—this is a people business, after all. Learning about all of the capabilities of our vendors can spark ideas for different ways to get things done for our clients. With The H&H Group, knowing the ins and outs of their technology helps us to make the best decisions about how to handle the printing and production of a job. And last—but definitely not least—getting out of the office and seeing new things and meeting new people is always a good way to boost our creativity.

So, thank you to The H&H Group! We appreciate you opening your doors and welcoming us in.

whatever!!

WHATEVER-250x250Once again the good folks at Marist College Institute of Public Opinion have polled Americans about word usage and found that ‘whatever’ has been named the most annoying word—once again!

This particular word has been dubbed the most annoying in casual conversation for six years in a row in the Marist Poll. More people are finding it irksome – 43 percent – compared to 38 percent in 2013 and 32 percent in 2012.

Here are a few more tidbits from the Marist Poll:

  • Americans younger than 30 are the least likely to be perturbed by hearing ‘whatever.’
  • ‘Selfie’ earned the dubious distinction of being the most overused word in 2014.
  • 27 percent of those polled say ‘hashtag is the most worn-out word.

Find out more about annoying words and dubious distinctions at the Marist Poll website.

meet marsala

marsala-cropIf your mind goes immediately to wine, we understand. Ours did when we heard that Marsala is the color of the year for 2015, so named by the Pantone Color Institute®.

In fact, the wine Marsala inspired the choice of this warm reddish-brown color, according to Leatrice Eiseman, the Institute’s executive director.

“Much like the fortified wine that gives Marsala its name,” she says, “this tasteful hue embodies the satisfying richness of a fulfilling meal, while its grounding red-brown roots emanate a sophisticated, natural earthiness.”

Wow! As always, the color of the year pops up in everything from table linens to tote bags to toaster ovens. Notes Eiseman, “This hearty, yet stylish tone is universally appealing and translates easily to fashion, beauty, industrial design, home furnishings and interiors.”

Our art director and resident color expert, Kim Smith, embraces this year’s choice. She says, “Marsala is rich and sophisticated and is sure to play well with other colors! I am excited to give it a try, pairing it with colors such as a pale grey blue, a bright green or a warm taupe. Fun!”

how much does that cost?

Question-depends
Clients ask us this question often and our initial answer is usually the same: It depends. It’s a truthful answer that leads us to the next step, which is a discussion with the client about budget and goals.

Quite simply, cost is relative to what we need to do to achieve desired results. We don’t use a cookie-cutter approach to develop creative or establish costs. We always start with a plan accompanied by our best estimate.

We take pride in being able to work with budgets of all sizes, to squeeze the most out of the dollars our clients entrust to us. We plan and spend as if those dollars were our own.

Big ideas don’t have to cost big bucks. See what we mean by clicking on Creative at the top of this page.

hot off the presses!

TCG-Insight-Newsletter-Fall-2014
“Insight” is available digitally or through traditional mail. Email Margie Seagers at mseagers@tcgad.com and let her know that you’d love to be on our mailing list!
Check out our latest newsletter here.

generous and fun!

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The town we call home is East Petersburg, Pa., in the heart of Lancaster County. On September 13, East Pete (as we like to call it), celebrated East Pete Day with a variety of events: a kid’s fun run, a 5K Walk/Run, all kinds of food—even a Chili Cook-Off—rides, dancing, games and fireworks!

As part of this wonderful community, we were pleased to donate our expertise and design the logo and all event materials. Several of the TCG staff participated in the “Totally 80s” themed 5K. We worked closely with the race organizer, Kristen Troop, who had this to say after the event was over and she could catch her breath:

“Working with the TCG crew on this year’s Totally 80’s East Pete 5K/Kids Fun Run was — in a word — FUN! Thank you for the opportunity to work with your professional, creative team of enthusiastic people. This year’s event tripled participation from 2013. I learned a great deal from your involvement and support throughout the process of marketing the 5K. Your generosity is appreciated!”

Likewise, we loved working with Kristin, whose own business, Wee Care Day School, was a race sponsor. It takes many hands to pull off an event like East Pete Day and we made some new friends in town. It was terrific to see so many people who live and work in the community show their support. Can’t wait until next year!