Ideaworks Marketing | Dazzle Issue 4

Ideaworks2

Happy holidays! We’re excited to present Ideaworks Marketing’s latest issue of Dazzle, our award-winning agency magazine. We sincerely hope that you find this issue to be intriguing, informative and inspiring, as we have worked hard to feature relevant marketing topics that will be of interest to you while also sharing some behind-the-scenes looks at our team’s recent endeavors. A few articles in this issue include:

“7 Tips for Stronger Client Relationships” (pg. 5)
“Researching Trends, Delivering Solutions,” a look at our newest initiative for our charity of choice, Blue Chip Farm Animal Refuge in Dallas, PA (pg. 6)
“The Dialogue Age of Marketing,” the issue’s feature story (pg. 10)
A “what’s happening” look at our team members in “Life @ 197” (pg. 17)

ISSUE 4

The Dialogue Age Of Marketing


4 5 6

EDITOR’S LETTER

FROM CHELSEY TUPPER

DIRECTOR OF MARKETING

COMMUNICATIONS

5 FOOD TRENDS

TO TRY IN 2018

7 TIPS FOR

STRONGER CLIENT

RELATIONSHIPS

COPYWRITING

& THE HOLIDAY

SEASON: A SPIRITED

JUXTAPOSITION

RESEARCHING

TRENDS TO DELIVER

SOLUTIONS

8 9 10

THE DIALOGUE AGE

OF MARKETING

FEATURE ARTICLE

14 16 18

THE 411

ON VIDEO

MARKETING

REMAINING UPBEAT,

INSPIRED & COMMITTED

TO EXCELLENCE

LIFE @ 197

A BEHIND-THE-SCENES LOOK

AT OUR TEAM

contents

19

WHY A CHRISTMAS

STORY IS MY

FAVORITE MOVIE!

A NO-NONSENSE COLUMN BY OUR

OWNER AND CCO, PETER STEVE

2 DAZZLE: ISSUE FOUR


EDITORIAL

Editor-in-Chief: Chelsey Tupper

Contributing Editor: Alyssa Zekoski

Art Director: Rachael Baratta

Contributing Art Director: Gabby Creazzo

CONTACT US

Call Us: 570-609-5650

Email Us: info@ideaworks.marketing

Visit Our Website: ideaworks.marketing

FOLLOW US

@IdeaworksAgency

facebook.com/IdeaworksMarketing

@ideaworksmarketing

Ideaworks Marketing

DAZZLE: ISSUE FOUR 3


EDITOR’S LETTER

CHELSEY TUPPER, DIRECTOR OF MARKETING COMMUNICATIONS

THE VALUE OF

MAKING YOURSELF

VALUABLE

TAKE A FEW SECONDS

and think of an item or

experience you value. What

popped into your head? Why?

Do you value this particular thing

because it was given to you

by someone you love? Do you

value this memory/experience

because it played a huge role

in shaping who you are today?

It probably wasn’t too difficult

to think of one or even several

items or experiences you value.

As humans, we seem to place

a value on everything, whether

it’s positive or negative, and

perhaps we do this consciously

or subconsciously. In the same

way that we place a value on

possessions or experiences,

we also do this when it comes

to colleagues and professional

relationships.

Years ago, marketing and

advertising agencies enjoyed a

special kind of monopoly that

has since disappeared thanks

to the advent of the internet.

Agencies didn’t have to concern

themselves with competition

from websites offering less

expensive prices for graphic

design or “marketing” services.

However, now, we do, and with

that comes the need to make

ourselves even more valuable

to clients than ever before. Let’s

face it, if clients don’t find value

in the services we provide, the

relationship is over.

You might be thinking, “Well,

of course I am much more

valuable than some website,”

but are you really? Do you stay

up-to-date with current trends,

which change as rapidly as

the weather? Do you read any

marketing article you can get

your hands on – even if it isn’t

necessarily the area in which you

specialize? Most importantly,

do you take the time to research,

read and learn all you can

about your clients’ businesses/

industries? If you answered “yes”

to each of these questions, then

kudos, you’re right on track. If

you answered, “no,” then it’s time

to change.

While it’s important to stay

updated on all things marketing

so you can suggest the best

strategies and tactics to clients,

nothing is more valuable than

when you approach a client

with a trends report or an article

discussing a pertinent topic in

his or her repective industry. This

not only shows you have your

client’s best interest at heart and

want to see him or her succeed,

but it also places a value on your

relationship with said client – a

value that is invaluable in this day

and age. Any agency is going to

welcome new clients on board

and sell, sell, sell its marketing

services, but those agencies

that take the time to know and

study their clients’ businesses and

industries are the ones who will

easily differentiate themselves

amongst the competition.

Any possession, experience,

relationship or service that you

regard as being valuable is

actually invaluable, i.e. you still

wouldn’t give up said item even

if offered millions of dollars.

As a marketing professional,

this is how you need to be

viewed by clients because you

must become an incredibly

valuable asset to them in order

to establish those invaluable

relationships that are key to your

business success.

4 DAZZLE: ISSUE FOUR


7TIPS written by:

CHELSEY

TUPPER

FOR STRONGER

CLIENT RELATIONSHIPS

IN SEPTEMBER, our director of marketing

communications, Chelsey Tupper, had the privilege of

speaking to a public relations class taught by Rachel

Urbanowicz at Misericordia University in Dallas, PA,

which is located about 15 minutes from Ideaworks.

Rachel used to work at our agency and was a guest

author in the last issue of Dazzle. It was Rachel who

invited Chelsey to speak to her class, and Chelsey

eagerly accepted.

For the topic, Chelsey suggested ways to communicate

with clients/consumers that foster stronger relationships.

Since this is usually not taught in college, and is more

or less learned as a career progresses, she thought this

would be an insightful topic to speak on. Rachel agreed,

and the rest is history.

The presentation went extremely well and received

positive feedback from the students, so much so that

Rachel has already asked Chelsey to speak again

next year.

Though Chelsey compiled her presentation for a college

audience, the tips she shared are relevant for seasoned

professionals. Check out Chelsey’s seven tips for stronger

client/consumer relationships below!

1

IT’S BUSINESS;

IT’S NOT PERSONAL:

A client doesn’t like a

piece of work you spent

hours or days developing?

That’s ok. Gather feedback,

make revisions and move

forward.

13

2

KEEP GENERATIONAL

DIFFERENCES IN MIND:

Baby Boomers (1946-1961),

Gen X (1961-1981),

Millennials (1982-early 2000s)

& Gen Z (1995/1995-mid 2000s)

3

KNOW YOUR CLIENT’S BUSINESS:

Read, read, read & read some more. This will make

you a valuable and trusted resource to your client.

7

THE CLIENT/CONSUMER IS KEY, SO

UNDERSTAND WHAT THEY NEED

Induce pleasure, reduce pain & always ask yourself,

“what’s the ultimate purpose?”

4

ETIQUETTE STILL MATTERS:

Be polite and use manners on email, the

phone and conference calls – even when

you don’t feel like it.

5

LOOSE THE BATTLE,

BUT WIN THE WAR:

In business, the most important thing

is a funnel of work/sales. That’s why

the war matters more than the battle.

6

BE DESCRIPTIVE — NOT DEFENSIVE:

Show your value to your client/consumer by being

solution-oriented.

DAZZLE: ISSUE FOUR 5


RESEARCHING

TRENDS,

DELIVERING

SOLUTIONS:

How we became inspired to

launch the newest initiative

for our charity of choice.

written by: Alyssa Zekoski, Markering Communications Manager

Researching current trends that impact

our clients’ businesses is a practice woven

into the Ideaworks fabric. To echo this issue’s

Editor’s Letter, how else would an agency

remain competitive in the marketplace? Over

the summer, Cordie Braun, kennel manager

at our charity of choice, Blue Chip Farm

Animal Refuge, located in Dallas, PA, reached

out to our marketing communications

manager, Alyssa Zekoski, and voiced an

interest in exploring new avenues for growth;

Cordie wanted to penetrate a new sector,

releasing a new initiative for Blue Chip that

was far different than anything done before.

Accepting the challenge with confidence, we

began to do our homework; and as the old

adage goes, the rest is history!

FOREGO THE OLD-FASHIONED FAVORS –

SUPPORT OUR FURRY FRIENDS ON YOUR SPECIAL DAY!

Making the selfless choice to be an I Do, Blue couple means you' l help suppor the

deserving animals who call our no-ki l shelter home. Couples have the freedom to

selec the customized donation package that best suits their needs and budget.

I Do, Blue packages include:

BLUE FOR TWO PACKAGE

$500 donation

Couple receives:

Two customized bricks –

One for the couple to keep, and one that

wi l be added to Blue Chip’s Legacy of

Love commemorative wa l on-site.

Each brick a lows for 15 characters

and 3 lines to engrave a forever

message, such as:

“THE

[LAST NAME]s

Married [YEAR]”

An electronic file with customized

table tents for the reception space

An 11x17 customized easel to

incorporate into your venue’s décor

Personalized thank you card inserts to

remind guests of your generous donation

BLUE CHIP’S

WEDDED BLISS PACKAGE:

$300 donation

Couple receives:

An electronic file with customized

table tents for the reception space

An 11x17 customized easel to

incorporate into venue décor

Personalized thank you card inserts to

remind guests of your generous donation

SOMETHING BLUE CHIP PACKAGE:

$150 donation

Couple receives:

An electronic file with customized table

tents for the reception space

An 11x17 customized easel to incorporate

into venue décor

Giving back is the new way to say thanks.

Learn how you can make a difference in

the lives of deserving animals on your special

day by visiting www.bcfanimalrefuge.org

or emailing bcfanimalrefuge@gmail.com.

*Couples may inquire about customized package

options by emailing bcfanimalrefuge@gmail.com.

“We knew that we had to unveil something

memorable,” says Alyssa, “but that, of course,

was the easy part. We began to research

trends in philanthropy, looking for unique

fundraisers and creative ways that individuals

are giving back to nonprofits this year.” What

we found helped to lay the groundwork for

Ideaworks’ latest major initiative: I Do, Blue.

6 DAZZLE: ISSUE FOUR


“We noticed that couples are choosing to give back

on their wedding day more so than ever before.

Whether it’s making a donation in the couples’ name

Our graphic designer, Allison Simenkiewicz, designed

all pieces for the initiative, from those aforementioned

to Facebook art, a tabletop banner so Blue Chip could

“While creating these pieces, I kept in mind that the designs needed to conform to any wedding theme. The

lace is formal and delicate like a traditional wedding gown; further, there’s a surprise included: a dog subtly

incorporated into it! Inspired by the age-old saying “Something old, something new, something borrowed,

something blue,” it was fun to create theI Do, Blue designs for such aworthy cause!” — Allison Simenkiewicz

in place of giving a bridal shower gift, holding a

food or clothing drive at their wedding reception or

foregoing their wedding favors to donate to a charity

on their special day, couples want to mirror the

same love they feel on their wedding day by ‘paying

it forward’.”

At a routine planning meeting with Cordie, our team

pitched the idea and Cordie was instantly sold. Then

came the strategizing, name ideation (the chosen

name being I Do, Blue), planning and design meetings

and hours spent working together to breathe life into

the initiative at no cost to Blue Chip.

I Do, Blue is comprised of three leveled packages

(“Blue for Two,” “Blue Chip’s Wedded Bliss” and

“Something Blue Chip”), and couples can select

the one that best suits their interests and budget.

Each package includes Ideaworks-created materials,

such as an 11”x17” customized easel that the couple

can display at their reception and a digital file of

customized table tents for the couple to place in front

of guests’ plates to remind them of the donation made.

Personalized thank you cards are also a component

of several packages, and the Blue for Two package

includes two customized bricks – one for the couple

to keep, and one that will be displayed on Blue Chip

Farm’s Legacy of Love wall on-site.

present at bridal expos and

a form for interested couples

to fill out.

It came time to officially launch

I Do, Blue in September at the

Northeast Pennsylvania Bridal

Show, held at the Radisson Lackawanna

Station Hotel in Scranton, PA. Alyssa attended the

show with one of Blue Chip’s volunteers, Carol, where

they spoke to many interested brides, grooms and

their families about I Do, Blue.

“Many people said that they did not expect to see

Blue Chip Farm at a bridal expo, and really, that’s

exactly what we wanted. That is one of the hallmarks

of great marketing today – adding that little bit

of shock value that tilts peoples’ perspectives just

enough to move them,” commented Alyssa.

Since its launch, many couples have expressed an

interest in becoming I Do, Blue couples, and the

initiative has received attention from the media. We

couldn’t be happier with the output, and this has all

been done for our incredibly-deserving charity of

choice, which makes I Do, Blue even more special.

For more information on I Do, Blue,

visit www.bcfanimalrefuge.org/idoblue.

DAZZLE: ISSUE FOUR 7


5

FOOD

TRENDS

TO TRY

IN 2018

The start of a new year always brings with it

new trends, and as a marketing agency, one

of the things we pride ourselves in is detailed

research so we can share the valuable findings

with clients. As such, due to the industries that

some of our clients are in, we’ve been busy

researching 2018 food trends, and they are too

delicious not to share! Perhaps your New Year’s

resolution can be to give each one of these a try!

1

2

8 DAZZLE: ISSUE FOUR

LOCAL SOURCING

TO REIGN SUPREME

This was a 2017 food trend that is projected to stick

around in 2018. As a whole, homegrown options are

becoming increasingly popular as the demand for these

items continues to rise. In fact, most consumers have

come to expect that they will be served fresh, locallysourced

fare whenever possible, such as honey, sweet

corn, tomatoes and sustainable seafood.

DINER’S TIP:

If this is a trend that is important to you, make sure to take

the time to carefully read menus and labels to ensure the

foods you are ordering or purchasing are locally-sourced/

considered sustainable. Not sure? Don’t hesitate to ask!

OUTRAGEOUS ICE CREAMS

Frozen novelties are all the rage, and these tasty

ice cream treats are taking a much different form

than the traditional two-scoop cone!

What’s particularly hot in the world of all things cool?

Bubble waffle cones, rolled ice cream, and fat-free, no sugar

added, low-calorie and preservative-free options.

DINER’S TIP:

Don’t wait until summer to give this trend a try! Find a

local ice cream shop that might offer these exciting new

options. Your sweet tooth will surely thank you!

3

4

5

SNACKING & SMALL PLATES

Lifestyles are increasingly busier, making snacking more

popular than ever; in fact, over 90% of people claim they

snack each day because the line between a snack and a meal is

becoming blurred! Small plates are also gaining serious traction.

What are the buzzwords when it comes to snacking in 2018? Size

and healthiness, thanks to millennials and Gen Z who are driving

several of the trends we’re seeing these days. Fresh, energizing

options, like vegetables and nuts, that help refuel throughout the

day reign in popularity, along with small plates with big flavor!

DINER’S TIP:

Ordering small plates when out for lunch or dinner is an excellent way

to try a few different dishes on the menu without getting too full.

PLANT-BASED FOODS TO GROW IN POPULARITY

Veggies take center stage – or plate! Meat is being

swapped out for plants in dishes, as many people are

finding new ways to get that necessary protein.

Plant-based ingredients that are particularly popular right now

include cauliflower, nuts, foraged mushrooms, and spiralized

vegetables like squash, beets and zucchini.

DINER’S TIP:

If you happen to be a steak or chicken die-hard, don’t be too quick to

snub this trend. Give it a try; we think you’ll be pleasantly surprised.

TWISTING THOSE COMFORTING CLASSICS

Chefs are getting more creative in their kitchens and

putting unique twists on classic dishes, which has

captivated consumers.

Whether it’s using an unlikely pastry and artisan cheese to build a

burger or adding smoked meat atop the traditional grilled cheese,

prepare for flair!

DINER’S TIP:

The crazier the concoctions the better, so don’t be shy and order up!

http://www.food-management.com/menu-trends/20-great-locally-sourced-menu-items/ http://www.baumwhiteman.com/

BLOGREPORTASIANDESSERTS.pdf http://www.idfa.org/news-views/media-kits/ice-cream/what’s-hot-in-ice-cream http://

www.foodengineeringmag.com/articles/96842-consumer-demand-increases-for-healthy-snacks https://www.forbes.com/

sites/jefffromm/2017/02/08/what-brands-need-to-know-about-modern-millennial-snack-culture/#72062d7c1885 https://

www.hartman-group.com/hartbeat/690/snacking-the-great-change-agent-disrupting-food-culture- http://fesmag.com/

news/15111-small-plates-and-sharable-menu-items-grow-in-popularity http://www.food-management.com/food-beverage/

whole-foods-are-forging-way-plant-forward-meals http://www.meetings-conventions.com/News/Hotels-and-Resorts/Benchmark-Hospitality-Reveals-Top-10-Food-Trends-of-the-Year/?cid=eltrMtgNews&eid=peters@ideaworksfoodmarketing.com

http://

www.food-management.com/menu-trends/menu-trends-11-ground-beef-dishes-osu-test-spiralized-veggies/gallery?slide=3


Copwriting & The Holiday Season:

A Spirited Juxtaposition

Written by: Alyssa Zekoski

What do contemporary copywriting and the holiday season have in common? On

the surface, the two are certainly unrelated. The former is a precise type of writing.

Stringing together emotionally-charged words and phrases to appeal to your

target audience. When done with care, it is a beautiful craft indeed. The latter, of

course, is a time of year. A lively period between Thanksgiving and New Year’s Day

during which individuals crowd around dinner tables with their loved ones, make

memories, and celebrate another year passed and a new one on the horizon. Cue

twinkling lights, distinct aromas, and pomp and circumstance.

Juxtaposing the two, however, reveals that copywriting and the beloved holiday

season do relate; in fact, they do so much more than one might think! The

next time you put your fingers to the keys or a pen to paper, consider these

copywriting tips and their holiday-themed equivalents:

2

3

FORGE CONNECTIONS!

THINK OF THIS AS A

HOLIDAY GATHERING

Great writing is about making

connections – seeing two separate

entities as one and running with

each of them until they meet at

one distinct point. Great writing

comes from understanding a

precise moment in time and the

emotions that are associated. Think

of this as your holiday gathering.

Separate personalities meeting

in one room? Surely. Emotions

expressed? Absolutely. One special

moment that connects everyone in

an instant? There’s the sweet spot.

When you’re writing copy, find

that special moment, and equate

your words and phrases to a

holiday gathering – a beautiful

blend of differences meeting

under one roof.

ELIMINATE EXCESS!

THINK OF THIS AS YOUR

“GIVING TUESDAY”

Modern readers have incredibly

short attention spans; Generation Z

(Gen Z)’s is a mere eight seconds.

To appeal to the masses, you’ll need

to scale back that lengthy copy.

HubSpot’s marketing blog suggests

turning your 50-word homepage

copy into a 25-word sentence,

then parring it down even more

to just 15.

Next time you’re reading over

something you’ve written, ask

yourself: Is this word necessary?

What is this line adding to my

sentence? Think of this process

as your Giving Tuesday, a global

celebration of giving that takes

place annually on the Tuesday after

Thanksgiving. On that day, people

shy away from excess and gluttony,

and focus on giving back to others

in need. When writing, ask yourself

if you really need those extra words

and sentences, or if you can forego

them altogether to strengthen

your copy.

STORYTELL!

THINK OF THIS AS DINNER

TABLE CONVERSATION

Today, people do not want to be

sold anything. They want to see

what your brand is about and feel

a human connection to your ideals.

Perhaps above all, they want to be

communicated with through story;

it’s the easiest way for our brains to

process complex information.

As you write, draw inspiration from

those holiday moments shared

around the dinner table. What

makes those moments so special?

It’s the stories, past and present,

that we share with one another.

Share those special moments with

your target audience through

your copy, and you’ve got your

magic moment.

Source: https://blog.hubspot.com/

marketing/good-copywriting-practices-list

DAZZLE: ISSUE FOUR 9


Dialogue age feature

The Dialogue Age

of Marketing

written by: CHELSEY TUPPER

Imagine being out to dinner with a friend and he or she

doesn’t let you get a word in all evening. The conversation

strictly revolves around this person. Have you ever been in a

situation like this? It’s not much fun, is it? You probably won’t

make future plans, or if you do, the next dinner won’t be in the

near future. Conversely, think about a time in which you went

to dinner with a friend and the back-and-forth conversation

made the night extremely enjoyable. Then, before leaving,

plans were made to get together again in the next couple

weeks. The differentiating factor here is the conversation,

which changed the outcome for the exact same scenario.

While a bit more complex than the dinner example, this is

what’s taking place right now in the world of marketing;

the simple act of conversation has changed the face of

this industry like never before. Instead of being talked at,

consumers now prefer to be talked to.

10 DAZZLE: ISSUE FOUR


Dialogue age feature

From the 1940s with the rise of TV to the 1990s with the onset

of integrated marketing communication, you had a 50-year

span in which the brand voice was talking at the audience

via different media and different approaches. However,

around the year 2000, digital started to creep in, but was still

being used by agencies as just another channel to speak

at the consumers they were trying to serve, using tactics

like brochures on websites or ads on the internet. Between

2004 and 2006, the social powerhouses started to show up

– platforms like Facebook, Twitter and YouTube. The dawn of

social media sparked the Social Age, and the traditional way

marketing was done began to take on a new shape that kept

growing. As a result, the marketing discipline has now moved

past the Social Age into the age of today: the Dialogue Age.

Thanks to technological advancements, this is the reality of

the world we live in. Instead of just marketing to consumers,

DAZZLE: ISSUE FOUR 11


it is vital to understand them and help them

live better lives. Digital marketing has given a

power to the consumer that they’ve never had

before. Therefore, even though most marketers

are accustomed to the traditional method of

talking at vs. talking with, it’s imperative to

understand that it no longer works. The way

marketers must market is now different. Being

in the Dialogue Age, marketing must now

involve listening and talking, also known as

two-way communication. It’s the only way to

stay current and keep business flowing.

An excellent example of a brand that’s

embracing the Dialogue Age is Apple (surprise,

surprise). Take a minute to think about the ads

Apple creates, whether they’re for the iPhone,

iPad or Watch. Not one merely touts all the

benefits of the product or states an innovative

quality not found with competitors’. Instead,

the ads show how an Apple product makes

life more fun, enjoyable or easier. The brand

connects to consumers in such a way

that gets them to think, “Life is better with

an iPhone.”

While there are certainly several others, this

example demonstrates how brands enjoy

success with two-way communication. By

listening and responding to consumers, instead

of just touting their products and stating why

they are the best, brands are forming more

meaningful relationships with their audiences,

who, in turn, can start trusting that brands

genuinely care about them enough to bring

forth solutions that improve quality of life.

At this point, you might be thinking to yourself,

“What are the best steps to take or concepts to grasp

in order to become a successful marketer in the

Dialogue Age?” That’s a very good question, which is

why we’ve compiled the list on the next page.

12


PLEASE KEEP IN MIND that this is not an exhaustive list nor is it in any

particular order, but rather the points we feel are most important:

As a Dialogue Age

marketer, the best

question to keep asking

yourself is, “How do I

understand my prospects

and shape an appealing

product story that best

meets their needs?”

Technology is great, but it

will only provide results if

you use it to understand

and get closer to your

consumer

Having a brochure

on a website does

not make a brand a

“digital” brand

Marketing hasn’t

changed because

of technology – it’s

changed because of

the evolution and

growth of digital

?

Profiling helps ensure

brands remain current and

know their customers; it also

helps when trying to figure

out the consumer’s motive

or the “why” behind

a particular action

Understanding the

“why” results in strong

relationships WITH

the audience

People make purchasing

decisions based on

emotion – not logic, which

is why shoving facts and

figures at an audience

doesn’t entice them to buy

When considering the

“4 Ps of Marketing,” the

most important is “People”;

this is because brands need

to be customer-centric in

the Dialogue Age

Brands that do not

provide two-way

communication will

become irrelevant since

the Dialogue Age is

putting the interpersonal

factor back into business

Consumers must be at

the center of all a brand

does, which can be done

by defining objectives and

informational needs, then

collecting and analyzing the

data; as a result, evidencedbased

decisions can then be

made on how to best reach

the target audience

Customer profiling is an

excellent way to form

relationships and establish

the customer-centric

model with the ultimate

goal of creating the right

dialogue that will build

brand engagement and

foster brand loyalty

Success in the Dialogue Age

all depends on knowing the

customer’s core

Most brands think they have

to be everywhere in order to

be successful; however, this

is a misconception because

if a brand tries to be

everywhere, it isn’t relevant

It all boils down

to trust in the

Dialogue Age!

SOURCE: “Mastering Digital Strategy” online course presented by Kevin Adema

DAZZLE: ISSUE FOUR 13


411

The

on video

marketing

written by: CHELSEY TUPPER

Video marketing is hot and getting hotter. You’ve probably heard it a million times over, but

you’re about to hear it a million and one times: If you’re not using video as a marketing tactic,

then you’re behind! The rise in popularity of video marketing happened so quickly that now

it seems consumers are inundated with video, but when you think about it, the use of video

isn’t really that surprising. Tugging on the emotional heartstrings of your target audience

is one of the best ways to convince them to buy, and video does an excellent job with this

when compared to print ads because of its very nature. Through video, it’s much easier to

ignite emotion within consumers, which is of utmost importance when trying to establish a

relationship with them.

At Ideaworks, we’ve been busy with a variety of video projects for basically all of our clients.

Each project varies a bit, from technical process videos to feel-good values videos, and we’re

also trying to incorporate more video work on our own blog and social media pages. Our

content team works alongside one of our designers who specializes in video editing to produce

quality productions that look great and achieve their targeted objectives.

It will be interesting to see how video marketing continues to grow and develop as we enter

2018, but one thing is certain – it surely isn’t going away. If anything, it’s gaining momentum

and becoming even more creative and interactive that ever before.

14 DAZZLE: ISSUE FOUR


The following infographic highlights the 10 THINGS

you need to know about video marketing and why

you need to start using it NOW!

Video boosts conversions

and sales: When product

videos are included on

websites, they can help boost

sales conversions by 80%.

Video shows great ROI:

Even though video production

is not the easiest nor cheapest

task, it pays off big time. In

fact, studies show that 76%

of businesses agree video

provides an excellent ROI.

The quality of the video

doesn’t matter as much

as its content:

The latest research shows

consumers are mostly put off

by videos that don’t explain

the product or service clearly

enough. Low quality and poor

design don’t matter nearly

as much, but don’t discount

design entirely. If you need

some assistance with your

design efforts, please give

us a call!

Using the term “video” in an

email subject line boosts open

rates by 19%, increases click-through rates

by 65% and reduces unsubscribes by 26%.

Ninety-three percent of marketers use

video for online marketing, sales and

communication.

Video creates trust:

The whole concept of content marketing

is based on trust and creating long-term

relationships. People do not want to be sold

to; instead, they crave interesting and useful

information.

Google loves video:

A vast amount of research suggests that

videos increase the time spent by visitors on

websites. Thus, longer exposure builds trust

and sends the signal to search engines that

there is good content on said site. Actually,

according to Moovly, businesses with

embedded videos on their websites are 53

times more likely show up first on Google.

Thirty-three percent of tablet

owners watch about an hour

of video on their devices every

day, and 28% of smartphone

users watch a video on their

devices at least once a day.

Seventy-eight percent of

people watch videos online

every week, and 55% of people

watch videos online every day.

Fifty-nine percent of senior

executives agree that if both

text and video are available

on the same topic on the same

page, they prefer to watch

the video.

SOURCES:

https://blog.hubspot.com/marketing/2017-year-of-video-marketing

https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/ DAZZLE: ISSUE FOUR 15


emaining

UPBEAT,

INSPIRED &

COMMITTED

TO EXCELLENCE

16 DAZZLE: ISSUE FOUR


It’s no secret that

TEAM BUILDING EXERCISES

can be incredibly positive,

boosting morale and productivity within the office. Over the

past few months, our team has grown and evolved, making it

even more important for us to partake in activities and tasks –

both small and large-scale – that bring us closer together and

help us remain upbeat, inspired and committed to excellence

each day. As we reflect on recent efforts, we are proud to say

that they were, indeed, the kind of constructive, motivating

activities that a business hopes to enjoy!

In late July, Peter Steve, our owner and CCO, and Donna

Hansbury, president & CEO, generously decided to plan an

employee outing that was far different than the traditional

company picnic: a spa day for the team! We started the day

with relaxing treatments and lunch, followed by a delicious

dinner together at a local restaurant. At dinner, we played

games to get to know each other even better (complete

with raffle prizes!) and shared lots of laughs. Together outside

of work, we were able to unwind amidst a busy summer

at the agency.

on Economic Opportunity (CEO)’s Harry & Jeanette Weinberg

Northeast Regional Food Bank. We collected dozens of canned and

dry goods, hygiene products and baby items that were distributed

to local families in need. From coordinating the donations and

packing the car to delivering the goods and meeting with

members of the CEO, this experience was one that drew us closer

together while helping neighboring communities in the process.

In August, we also began brainstorming new ways to keep

engagement levels high on social media; we didn’t have to

look far to come up with a great idea. We receive so many

compliments on our beautiful office, and oftentimes,

we tend to take for granted how inspiring our

workspace can be. Thus, we decided to

begin a Motivation Monday series

on Facebook, Instagram, Twitter

and LinkedIn, where we draw

attention to a particularly

inspiring spot within our

office each week. So far, we

have featured motivational

quotes that hang on our

agency walls, a shot of our

conference room, a look at

our beautiful building from the

outside and in-the-moment photos

of our team members collaborating, all

of which help to showcase how we source

creative inspiration every day.

For September, we took part in Hunger Action Month,

working as a team to collect donations for the Commission

Boss’ Day takes place in October, and this year, we decided to hold

a special celebration for Peter and Donna to show our appreciation

for them. Being that Donna was leaving for Italy just three days

later, we put together an Italian-themed lunch for our two amazing

bosses. From the antipasto to the homemade dips and the laughs

and stories shared in our office kitchen, this memorable day was

one of the best.

October also marks Breast Cancer Awareness Month, and our

agency used that time to recognize the brave women who battle

this disease, including some of our own friends and family. Jordan,

daughter of our vice president of creative and operations, Patty

Pugh, and her field hockey team sold t-shirts to benefit That Special

Woman, a local women’s healthcare boutique. Spectators wore

the shirts during the girls’ annual Pink Game, and Ideaworks kindly

purchased a shirt for each of our team members. We sported them

together and held our own a miniature “Pink Out” at the office.

It is with a great amount of enthusiasm that we are able to look

back at the past few months and see our team growing together.

We are committed to making the culture at Ideaworks as engaging

as possible, and we are always grateful to have a wonderful team

that is committed to discovering, dazzling, and delivering day

in and day out.

DAZZLE: ISSUE FOUR 17


LIFE@ @ 197

Alyssa Zekoski and her

young cousins recently

made raviolis from scratch

for their grandfather’s 80th

birthday. The whole family

got together for a “Pasta

Sunday” to celebrate!

Brian Leonard, senior graphic

designer, and his girlfriend,

Alicia, recently traveled to

Philadelphia where they saw

Aaron Lewis (for the third time

this year) at the Tower Theater.

It was an excellent show, and

he highly recommends seeing

A.L. in concert!

Chelsey Tupper and her

husband Brian recently

adopted a kitten that was

11 weeks old when they

brought her home. They

chose the name Ella after

Ella Fitzgerald since Brian

is a huge fan. Ella has a lot

of energy and loves to play;

she follows Chelsey and

Brian around their house

wherever they go. She has

already brought much joy

to the couple, and they just

love her to pieces!

In November, Chelsey Tupper and

Brian Leonard traveled to Los Angeles,

CA, for a client meeting. Even though

it was a business trip, they managed

to fit in some sightseeing in Hollywood

and Beverly Hills, along with a delicious

lunch while sitting beach-side in Malibu!

This fall, Kelly

Alansky, graphic

designer, took her

son Porter to Knoebels

Amusement Resort in

Elysburg, PA, for one of

its Hallo-Fun Weekends;

this was his first time

at an amusement park!

Porter had a blast going on

the rides with his cousin

Alysse. His favorite was the

Pirate Ship!

Donna Hansbury

crossed an item off

her bucket list in

October when she

traveled to Milan,

Italy, for a client

meeting! Once the

meeting concluded,

Donna and her fiancé

Eddie enjoyed a week

of sightseeing in

Venice, Rome and St.

Moritz in Switzerland.

What’s better than one Marilyn

Monroe? Ten of them, of course

– larger than life and vibrant

as can be! Rachael Baratta,

graphic designer, recently

attended opening night at the

“15 Minutes: From Image to

Icon” exhibit in Wilkes-Barre,

PA. The exhibit featured

some of Andy Warhol’s

most iconic works.

Gabby Creazzo, graphic designer, recently traveled to New

York City to sightsee.While walking around the city, she

decided to venture to the top of the Empire State Building

and see the beautiful views and take some photos, all while

fighting the urge to recreate her favorite romantic comedies.

We are pleased to welcome Chris Konnick to

the Ideaworks team as our new administrative

assistant! Chris came onboard in November and

has 26 years of experience working in project

accounting and administrative support. When not

at work, Chris loves to cook; she especially enjoys

making Polish favorites like pierogis and kielbalsi.

She and her husband also recently celebrated their

28th wedding anniversary!

18 DAZZLE: ISSUE FOUR


IT IS WHAT IT IS

PETER STEVE, OWNER & CCO

WHY

IS MY FAVORITE HOLIDAY MOVIE!

WE’RE QUICKLY

APPROACHING THAT

TIME OF YEAR

when things take on a festive feel and

the trials and tribulations of day-today

business seem less daunting than

usual. While the season itself can be an

added stress, it seems that for most us,

the anticipated joy of the approaching

holidays makes it all worthwhile, if not at

least tolerable.

While the holidays can be a difficult time

for some, for most of us, the holidays give

us each our own special feeling, often

based on a memory of a past event or

time-honored tradition that defines this

time of year. For me, the holidays remind

me of a slower time where things were

simpler. Where snow for the big day was

never in question and the only thing

standing between me and a full-out

celebration was the last day of school

before holiday break.

I guess that’s why in my adult years, the

movie “A Christmas Story” has taken on

a special meaning, representing the

things I remember from my past, and

still admittedly long for every year. Oh, I

understand the entire flick is pure fiction;

heck, the house used in the movie isn’t

even in Indiana, it’s in Cleveland! And

that’s only one of many oddities and

errors discovered by fans through the

years. But for what it isn’t, this movie has

become a true holiday tradition for my

entire family and many other families, too.

My two sons began watching it

when they were barely old enough

to understand what it was all about,

and they still are watching it to this

day, well into their 20s. Playing over

and over again, on that continuous

24-hour schedule, this movie serves as

the official start of the holiday season for

my entire family.

But beyond this, “A Christmas Story” gives

us all a reason to slow down and enjoy

spending time together. While the cell

phones still buzz and the text messages

still fly, even on Christmas Day, for some

strange reason we all seem to fall into

an enjoyable coma when this movie

is playing, immersing ourselves in the

exploits of Ralphie and his family.

The purpose of this message isn’t to

convince you to watch “A Christmas

Story” this year. That would be selfish

on my part. But, it is to encourage you

to find A Christmas Story of your very

own, whatever it may be. Whether it

be a movie, a book, a song or a prayer,

regardless of your religious or personal

beliefs, find that one thing that will help

you slow down, brings you together with

the ones you love and gives this time of

year some special meaning – even if only

for a moment in time.

Happy holidays and may 2018 bring you

good health, much happiness and many

joyful memories.

DAZZLE: ISSUE FOUR 19


IDEAWORKS

TO SHINE AT

CATERSOURCE

2018!

THIS COMING FEBRUARY,

members of our Ideaworks team

will be attending the 2018

CaterSource Conference and

Tradeshow in Las Vegas, NV.

CaterSource is one of the largest

catering and event conferences

in the United States where the

greatest hospitality minds gather to

discuss trends, industry happenings

and more in a fun and motivating

environment. Complete with

networking activities, continuing

education classes, top-notch

speakers and inspiring programs,

CaterSource is a one-of-a-kind

industry conference.

Ideaworks’ president, DONNA

HANSBURY, will be a guest speaker

at the conference and will entertain

and inform attendees on the art of

storytelling and how it can be used

to make an emotional connection

with consumers. Donna is also a

featured guest blogger for the

CaterSource event.

For the first time ever, Ideaworks

will be exhibiting at the

CaterSource Tradeshow. Our

marketing communications

director, Chelsey Tupper, and

marketing manager, Alyssa

Zekoski, will be at the booth to

unveil a NEW catering product

developed by our team exclusively

for the catering market.

Watch for more details coming soon!

To learn more about the

CaterSource Conference, please

visit catersource.com. For more

details on Ideaworks and our

Conference involvement, please

contact Donna Hansbury at

donnah@ideaworks.marketing.

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