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Celebrating 30 years of creative advertising: #15 Click on Careers

Maila Kue's picture

In 2002, our client, Click On Careers, needed to target a younger audience – individuals who just graduated or had been a few years out of high school. Brogan knew exactly how to effectively reach this demographic. Use humor. And we did just that.

During this time, the Southeastern Detroit Region had a shortage of workers in “technical” jobs – occupations that required training beyond high school, but not necessarily a four-year college degree. And while there had been attempts to solve the problem, there wasn’t a system that provided an easy way for individuals to find both training and technical career opportunities. Click On Careers responded to this dilemma by initiating a website (ClickOnCareers.com) where individuals could visit to get all the information they needed to explore careers, get training, and get a job.

Click On Careers hired Brogan to help launch their campaign and you can bet we were ecstatic for the opportunity to get creative – and get funny. Focus group research helped us better understand the target audience, which ultimately inspired us to establish the program’s name, logo, and clever tagline, “Training and Jobs You’ll Click With.”

We also developed integrated campaign materials that featured witty and humorous copy. This included brochures, posters, coasters, radio, and TV – one of which received a gold Caddy award. But in all seriousness, the launch was a success. All of this earned our client an average of 3,000 visitors a month and 1,000 registrants a month. Now that’s something that’ll get you smiling.

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The weekly recap - August 25, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How to Use Facebook for Targeted Content Promotion
One of the ways you can give your content a nudge in the right direction and get more people looking at it: Facebook advertising.

News Feed FYI: Click-baiting
Here are some improvements to News Feed to help people find the posts and links from publishers that are most interesting and relevant.

What Brands Need to Know About Back-to-School Shopping Habits
Get your slice of the annual educational spending spree.

Twitter Offers Analytics Dashboard for All
Now everyone can see how far their tweets travel.

5 Ways You Can Influence Consumer Purchasing Decisions: New Research
Are you wondering whether social media has any real impact on consumer purchasing decisions? 

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8 Apps to Make Social Media Management Easier: #7: TextonPS.

Kaitlynn Knopp's picture

Are you a social media manager looking to create a quick (but good-looking) graphic for one of your social channels? Luckily, there are lots of apps to help. Like Tweegram, TextonPS is a free app that helps you create great graphics in moments. However, while Tweegram puts your texts on the app’s pre-loaded backgrounds, TextonPS allows you to put text on your own photos.

Once you select a picture to put text on, you can type in your copy. You’re able to change the copy’s placement, the font, color, type size and alignment. It’s yours to experiment with until you have exactly what you want—an image accompanied by text that your fans and followers will love.

When will you start using TextonPS to make social media management easier?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

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The weekly recap - August 18, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Celebrating 30 years of creative advertising: #14 Joe Ricci Automotive.
What kind of image comes to mind when you think of car dealers?

Red Bull, Jaguar Among the First Advertisers on SoundCloud
Red Bull and Jaguar will be among the first five advertisers on SoundCloud, the six-year-old audio platform that began running ads on Thursday as a way to compensate artists and labels.

How to Become the Best Blogger in Your Niche
Back in 2012, Max Nisen wrote, “Content marketing is one of the biggest new trends.”

How to Combine Text and Visual Content for Better Social Engagement
Do you keep text and image updates separate?

Instagram Gives Brands Instant Access to Ad Campaign Data
Brands are about to get a lot more help with their Instagram campaigns.

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8 Apps to Make Social Media Management Easier: #6: Tweegram.

Kaitlynn Knopp's picture

If you’re a social media manager who’s not privileged enough to work alongside an art director or graphic designer, creating custom visuals to share on your social media channels may be a bit of a struggle. Luckily, there are plenty of free apps that will create great graphics in moments—one of which is Tweegram.

Once you open Tweegram, you’ll be prompted to type in copy. Whether you want to share a quote, holiday greeting, fact or call to action, type it in and click “Next.” Then, you’ll be able to choose from dozens of free backgrounds that will go behind your copy—each one with a different font and type size.

When you’re satisfied with your creation, click “Share,” and do just that. Share it on your Facebook or Twitter pages or even send it in an email. The choice is yours.

How will you use Tweegram to make social media management easier?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

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Celebrating 30 years of creative advertising: #14 Joe Ricci Automotive.

Laurie Hix's picture

What kind of image comes to mind when you think of car dealers? Exactly, not a good one. But Joe Ricci is a very different kind of car dealer. He is known for being a good guy and his customers raved about him. So when it came to branding his three dealerships (which each sold different brand cars) we made Joe the brand with the idea “He’s a good Joe.” Using customer testimonials and Joe as a humble spokesperson, the television, radio, print and point of sale played up this differentiator, which stood out like a yellow Corvette in a lot of gray minivans amidst the cutthroat competition of car dealerships. Under the Good Joe campaign, the Joe Ricci Automotive Group saw a 25% sales increase, a 500% increase to their 1-800 number, and the PR campaign drove more buzz with earned exposure in newspapers on the radio. The campaign was a good jumping off point to leverage all the good deeds Joe did in the community.

Even though it had a very modest budget, the “Good Joe” campaign is a great example of how a big brand idea can deliver the goods for clients. It’s the kind of creative, result-driven advertising we are proud to consistently deliver to our clients in southeastern Michigan. To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The Netflix Effect: What the rise of video streaming sites means for marketing.

Liza Pryor's picture

Is Netflix killing cable? This may be a little overdramatic, but the fact remains that more and more viewers are shifting away from traditional cable programming and toward internet video streaming instead.

Video streaming services like Hulu, iTunes and Netflix are soaring in popularity. These sites allow for far more choice and personalization with regards to programming than traditional cable. Thousands of episodes of hundreds of shows are available at the click of a mouse. Gone are the days of checking the TV guide to determine when a favorite show will be available for viewing, gone are the days of waiting a week for another episode.

Well, maybe not gone. But fading, certainly.

Currently, Netflix has over 35 million subscribers – about 5 million more than Comcast. Additionally, 55% of Netflix users say they’re watching less cable television as a result of their subscription. Many vaguely hysterical articles claim that Netflix will be the death of cable—that it’s only a matter of time before online streaming replaces cable TV entirely.

Netflix is not a free service, but for the low, low price of $8.99 a month, users can have hundreds of TV shows at their disposal, completely free of advertisements. That’s right—Netflix does not have ads. Even Hulu, which does sell ad space alongside its programming, doesn’t come close to matching the amount of space available for ads that traditional television provides. Netflix chief product officer Neil Hunt says marketers will “need to find a different place to advertise.” This shortage of available ad space as a result of the changing face of television is casually referred to as The Netflix Effect. Strategies like product placement and social media use are becoming increasingly popular as opportunities to place TV ads continue to dwindle.

Do you think Netflix will be the nail in cable’s coffin? Should marketers be on the lookout for new ways to get their message across, or will TV commercials remain a tried and true advertising format?

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The weekly recap - August 11, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

61% of Consumers Prefer Companies With Custom Online Content
Content marketing is what consumers are looking for, both B2B and B2C, from your Company.

Tumblr takes social media marketing to a new level.
Utilize Tumblr to enhance your brand’s social media engagement.

Celebrating 30 years of creative advertising: #13 Travel Michigan.
We took the mitten to the next level with our “Shapes Campaign” for the Michigan Travel Bureau.

Facebook Post Frequency: How to Find Out What Works
Use your own data to find out what post frequency will work best for you.

Data-Backed Tips for Crafting the Perfect Facebook Post [Infographic]
Craft the perfect Facebook post to encourage your fans to interact with your page.

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8 Apps to Make Social Media Management Easier: #5: Tweet A Day.

Kaitlynn Knopp's picture

How many social media managers out there have ever been stumped? You’re looking for something interesting, timely and relevant to share with your followers, but you keep coming up empty-handed. In these far and few between situations, turn to Tweet A Day, a free app.

Once you sign into Tweet A Day with your Twitter information, the app will review your previous Tweets and hashtags and search for content that matches your brand and voice. It will find a link and draft three tweets based on the content of that link. Then, you have a few options. You can select one of them to Tweet right away, select one to schedule for later or ask the app to search for new ideas. Before posting or scheduling a Tweet, you always have the ability to edit the copy they generated for you—making it your own.

Will you use Tweet A Day to make social media management easier?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

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Celebrating 30 years of creative advertising: #13 Travel Michigan.

Bonnie Folster's picture

You know you’re from Michigan when you hold up your hands (remember the Upper Peninsula too) and point to where you live.  Everybody gets it. I’m sure people are envious when I’m talking to someone from a state like Indiana that isn’t so graphically accessible. We took it further. We noticed you could find a leaf that looked like Michigan. Or an artist’s palette. Or a bunch of grapes.  Our clients at the Michigan Travel Bureau (as Travel Michigan was called then) saw the potential and fun of it. The “Shapes Campaign” became a great poster/print series with very long legs that helped describe all the fun activities and events you could do on a visit to, uh right, Michigan. It was almost as much fun to work on as it was to be on a beach or sailing or skiing or…

We managed to generate “way beyond expectations” numbers of phone calls and a great ROI for a very modest budget. And phone calls meant visits. And visits meant applause (clap, clap, clap). Hands and thumbs up from the travel industry.

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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Tumblr takes social media marketing to a new level.

Liza Pryor's picture

 In the last decade, social media has grown from a casual pastime to a cornerstone of effective modern marketing. Any savvy marketer today knows that a brand’s engagement with social media can be a make-or-break component of their strategy and success. Facebook, Twitter, even Pinterest and Instagram have become advertising staples for even the most traditional of brands. However, one social media site that remains underutilized is Tumblr.

Tumblr is referred to as a microblogging website; essentially, the new form of blogging for those with short attention spans. Posts typically take the format of short bursts of text or visual content that can be liked and shared with other users. Even more so than other social media sites, Tumblr targets Gen Z and Millennials— 55% of the site’s users are under 34 years old.

 

As a social media site, Tumblr tends to fly under the radar. Despite its overwhelming popularity (Tumblr recently broke into the top 10 most trafficked sites in the US), Tumblr has yet to establish itself as the household name that Facebook and Twitter have become; it can be easy for marketers to overlook. However, Tumblr offers many advantages over the traditionally employed social media sites and can therefore be a vital resource for any modern advertising agency.

Unlike Facebook or Twitter, Tumblr is designed with the intention of sharing content posted originally by other users. So, Tumblr is much more likely to promote sharing of brand content, allowing that content to reach a much larger audience. Additionally, Tumblr’s higher post frequency means that brands have the freedom to post more content on a daily basis without fear of overwhelming or annoying users.

Tumblr is also much more visually focused than Twitter or Facebook and therefore has more opportunities for creative blog customization. Tumblr users can choose from a wide range of customizable themes, and there’s even an option to use HTML code to design the entire page from scratch.

This is good news for brands; a Tumblr blog can represent the unique feeling and look that they want to portray better than a Facebook or Twitter page.

Tumblr also has a highly effective tag-based search function that is very popular among users. Type any word into the search bar and all posts tagged with that keyword will appear for a user to browse through.

 So, by using relevant keywords to tag brand content, it’s easy for that content to be discovered and shared by people who are interested in it, regardless of whether or not they follow the brand’s page.

The most important thing about effectively using Tumblr for marketing is posting aesthetically appealing content that users are interested in sharing, regardless of whether or not they’re invested in the promotion of the brand. Tumblr also allows for more direct interaction between a brand and its fans, which serves the dual purpose of humanizing the brand and making the consumers feel involved and important to the brand’s success.

 For some examples of the possibilities that Tumblr offers, take a look at Consumer Packaged Goodness, a blog dedicated to spotlighting what’s working and why in different Tumblr ad campaigns. For a more comprehensive list of all the brands currently using Tumblr for marketing, take a look at this page (Denny’s, Taco Bell, and General Electric are some standouts). Which brands’ tumblrs do you like the best?

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8 Apps to Make Social Media Management Easier: #4: Wi-Fi Finder.

Kaitlynn Knopp's picture

How many times have you been managing social media on-the-go when suddenly, you lose your Wi-Fi signal? Instead of weaving in and out of stores or restaurants searching for a signal, download Wi-Fi Finder, a free app that generates a list of available Wi-Fi connections based on your current location. It will tell you which ones are free to connect to, which ones cost money and it will give you the location’s address. Tapping on a location will give you more information, like the Internet provider and directions to the establishment. You can’t go wrong with this app.

Are you looking forward to using Wi-Fi Finder to make social media management easier?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

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