Ideaworks Marketing | Dazzle Issue 4

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.