Dazzle Issue 6

Ideaworks2

ISSUE 6

A Look at the

Award-Winning

Ideaworks Calendar pg. 5

WELCOME ABOARD:

Meet Our Newest

Team Members pg. 8

Soccer Thinking for

Marketing Success

By Guest Author

Peter Loge pg. 10

Are You In, Out or

Somewhere In

Between?

The Difference

Between

Inbound &

Outbound

Marketing

pg. 14


4 5 8

EDITOR’S LETTER

BY CHELSEY TUPPER

DIRECTOR OF OPERATIONS

& CLIENT DEVELOPMENT

10

SOCCER THINKING FOR

MARKETING SUCCESS

FEATURE ARTICLE BY GUEST

AUTHOR PETER LOGE

A LOOK AT THE

AWARD-WINNING

2019 IDEAWORKS

CALENDAR

ARE YOU IN, OUT

OR SOMEWHERE

IN BETWEEN?

THE DIFFERENCE BETWEEN

INBOUND & OUTBOUND MARKETING

WELCOME ABOARD:

MEET OUR NEWEST

TEAM MEMBERS,

PETE FROEHLICH &

KELSEY VAN HORN

14 19

8 TRENDS

TAKING THE FOOD &

BEVERAGE SCENE

BY STORM

EDITORIAL TEAM

Editor-in-Chief: Chelsey Tupper

Contributing Editor: Alyssa Ellsworth

Art Director: Allison Simenkiewicz

CONTACT US

Call: 570-609-5650

Email: info@ideaworks.marketing

Website: ideaworks.marketing

21 22

LIFE @ 197

A LOOK AT WHAT’S NEW

WITH OUR TEAM

A SPECIAL THANK YOU TO

SOME VERY STRONG WOMEN

BY PETER STEVE

OWNER & CCO

FOLLOW US

@IdeaworksAgency

facebook.com/IdeaworksMarketing

@ideaworksmarketing

Ideaworks Marketing

contents

2 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 3


EDITOR’S LETTER

CHELSEY TUPPER, DIRECTOR OF OPERATIONS & CLIENT DEVELOPMENT

At Ideaworks, our

A look at the Award-Winning

2019 Ideaworks calendar

ANNUAL CALENDAR PROJECT

is one that our team takes great pride in

and anticipates each year.

Lately, I’ve been hearing

and reading a lot about

storytelling. The topic is

everywhere — from industry

publications and webinars to

client projects. Much of what

I’ve come to discern about the

art of storytelling is that it is

essential to success — for both

individuals and businesses. This

is because stories help us to

better conceptualize the world

and make sense of the things

around us. Therefore, when an

individual or organization maps

out the story they want to tell,

it can serve as a road map to

help achieve established goals.

Since this might be a slightly

different perspective on

storytelling — and not

what most are traditionally

familiar with — consider this:

when you create a story that

communicates who you are

as a person or business entity,

it illustrates your truth to your

audience. This is important

because your truth is what sets

the foundation for who you

are or what you are striving to

become. As such, your truth

continuously guides you in the

direction you need to go to

achieve success.

At a content marketing

workshop my colleague

and I attended in December

and also during a business

development session I recently

participated in, both presenters

discussed the importance of

organizations establishing

their truths. When a company

knows its truth, it shapes its

story. For example, say your

marketing agency’s truth

is that it always provides

clients with high-level work

that is fresh and creatively

innovative. To manifest that

truth, your team will do all it

can for each project so the

agency story remains accurate.

This is then the story you

weave throughout various

communication channels to

retain and earn the trust of

clients and prospects.

Another example is the

rise of content marketing.

Industry professionals have

embraced content marketing

because it allows brands

to tell their stories over

and over through different

mechanisms that share a

common goal: to connect

with consumers, tailoring the

language to resonate with

them and thereby creating

a more trusting relationship.

Whether it’s a blog post, white

paper or testimonial, the

underlying purpose of each is

to communicate elements of

the brand’s story so consumers

can decide if they’d like to

associate with that particular

entity. That’s why establishing

your truth and crafting a story

around that truth is so critical

to success.

Storytelling works the same

way on a personal level. Think

about those aspects of yourself

that you’d like to improve

upon or enhance. Ask yourself:

Who do I want to become as

a person? What are the things

that matter most to me? What

do I stand for? Discovering the

answers to these questions will

help define your truth.

Once established, your truth will

give you a clearer picture of what

you need to do to “write” a story

you will be proud to tell in the

future. Your truth can also guide

you in how to project yourself to

those with whom you interact.

While most think of storytelling

as merely vocalizing a story, it’s

much more than that. To tell a

truly great story, you must look

at its elements and ensure that

there is an underlying truth

that will benefit the listener or

reader — something that makes

your story memorable. Even

though it’s mid-April, it isn’t

too late to consider what you

would like your story to be for

2019 — whether professionally

or personally. Think about your

truth and create your story

accordingly. Then, the next time

you’re speaking with a business

prospect or interacting with a

personal contact, you’re prepared

to connect with them on a much

more meaningful level.

As such, we begin brainstorming clever ideas well before the

holiday season is upon us. Our imaginations are always put to the

test to top the previous year’s concept, and we don’t settle on an

approach until we are confident that it will surely impress. For this

year’s calendar, we thought it would be fun — and fitting — to

showcase our 12 favorite 2019 logo trends in action by designing a

logo for each trend. This approach not only allowed us to showcase

our creative talent, but to also serve as an educational tool for

fellow marketing professionals.

WINNER OF THREE

2019 ADDY AWARDS:

Judge’s Choice

People’s Choice

Gold

Therefore, I leave you with the following question: What is your story?

4 DAZZLE: ISSUE SIX


Neo-Vintage

Our Inspiration

> November 30th marks Small Business

Saturday, so we’re paying homage to this

cherished “mom and pop shop” all month!

Linear Fades &

Color Transitions

Our Inspiration

We like to think of Vintage Rose Floral Boutique as a

> Since Saturday, May 11th marks “National Eat What You Want Day,”

community staple. A beloved floral shop characterized Depicting the spiral groove of a classic record while fading

it’s fitting to feature a gastropub – where unique personalities

by its delicate nature and Bohemian flair. A small into the rich, golden hues indicative of the 1970s – that’s

come together under one roof. Sipping, savoring and enjoying

business with a deep-rooted tradition of excellence. our way of leveraging perfect shapes and divided space.

unforgettable experiences.

The result? A logo with undeniable “throwback” flair for this

classic record company.

> Sunday, February 10th marks the 61st Annual Grammy Awards. As

such, we’re featuring Throwback Records, the perfect brand to echo

a time-honored music industry tradition.

Colorful Monoline

Our Inspiration

Using colorful monoline on the fox’s profile denotes the

cheeky, sleek and modern feeling of this new-age pub,

while the orange circle behind his head symbolizes a

classic copper penny.

Tumbled

Our Inspiration

Managing one’s investments is all

about trust. The tumbled design

of this logo started with the letter

“M”; then, we smoothed it down

and connected its edges to

showcase trust and connectivity

with a chain link look.

Grid-Based

Our Inspiration

The weeping willow: Known for its curved boughs,

sweeping size and delicate sways. Featuring

overlapping circles was our nod to the delicate

curvature of amphitheater seating, the sheer size of the

crowds who flood these venues and the perfection of

an evening spent swaying to music under the stars.

> Monday, April 15th marks Tax Day in the > Friday, June 21st marks Music Day, so we‘re paying homage to the

United States – the perfect month to amphitheater this month.

pay homage to a reliable group that’s

committed to one’s financial health.

Duotones & Gradients

Our Inspiration

Tsunamis – they’re caused by immense underwater

changes. They’re bold. Relentless. The perfect

representation for a start-up software company that’s

about to cause some serious market disruption – in a

good way.

Featuring a duotone design in this logo represents the

company’s ability to change with the fluxes of the tech

world and blend seamlessly into any busy lifestyle.

> National Technology Day is Sunday, January 6th – making this

month the ideal time to spotlight a software start-up company

that embraces change and innovation.

Black & White

Circle/Hipster

Our Inspiration

We set out to give Bar 197 a modern

speakeasy look, inspired by mixologists who

craft each martini or cocktail they create

with care. The rounded hipster design was

the perfect way to show that Bar 197 isn’t

your “pint of beer” pit stop – it’s a place where

customers are enveloped in a unique culture

apart from the mainstream. Cue a most

unforgettable experience.

> Saturday, December 7th is World Bartender Day, hence

why we’re featuring Bar 197 this month. Cheers!

This year’s calendar,

Creative Fun: A Year of Inspiring

Logo Trends, features one trend per

month and a corresponding logo.

We also provided a brief explanation about each

trend and shared our inspiration behind the design.

Not to mention, the cards sit atop a beautiful

bamboo stand, which can act as a cell phone

holder at the end of the year!

As for the packaging, the calendar and cell phone holder were placed inside a brightly

colored box and rested atop teal paper shred. Our team wanted to ensure that the

finishing touches were just as eye-catching and exciting as the calendar itself.

The hard work and dedication our team put into our calendar certainly paid off as it

not only received a Gold and the People’s Choice Award at this year’s ADDYs, but also

a Judge’s Choice. Our team would like to send a huge “thank you” to ADDY judge Kim

Dow, owner of Sass Creative Studios, Frederick, MD, for selecting our calendar as her

Judge’s Choice.

“The Ideaworks calendar was one of the entries in which I read every single

component. I thought it was intelligently done. The concept was great, the idea

was great, and I would love to get this in the mail. I loved how Ideaworks featured a

logo trend each month and had a sample to go along with it. Then, they took it one

step further and tied the logo into a holiday that occurs in that particular month. I

thought everything really worked together, and then the packaging was a lot of fun

as well.” - Kim Dow, ADDY judge & owner of Sass Creative Studios

If you’d like an Ideaworks calendar, please email chelseyt@ideaworks.marketing.

We’re happy to send one your way, as it is our hope that it will inspire you to let

creativity rule throughout the remainder of the year.

6 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 7


Welcome Aboard:

Meet Our Newest

Team Members

Pete Froehlich & Kelsey Van Horn

3

P:

K:

Is there anything in particular that motivates you to excel professionally?

I remember one of my doctoral advisers repeating the mantra, “Don’t get it right; get it written!” He was not suggesting

we do shoddy research or writing but was instead reformulating Voltaire’s insight that “The best is the enemy of the good.”

The first draft of a piece of writing is hardest to compose anyway, but more so if you expect perfection. Once a draft is

complete, your professionalism takes over and leads through revision and editing to an excellent final product. That base

assumption, that the final result depends on dedication to hard work and the highest standards, governs every aspect of

my professional and personal life.

In my profession, technology, trends and styles are always changing. As such, it makes it easy to keep pushing myself

and engaging with the design world. The ability to continue learning and bettering my skill set allows me the incentive I

need to excel as a graphic designer.

1

P:

K:

Hi, I’m PETE FROEHLICH, MA, Ph.D.!

I joined the Ideaworks team in February as the director of marketing

communication. I am responsible for research on markets and trends,

brainstorming, and copywriting, editing and proofreading collateral.

What intrigued you about

Ideaworks that led you to apply

for your position?

When I began looking to transition out of academia,

I found that the skills and experiences I developed

in my 25 years of teaching were uniquely suited to

marcom. As an agency with a broad portfolio of

clients and projects, Ideaworks offers me a chance to

continue a lifelong passion for learning.

Back in 2016, I interned at Ideaworks, chiseling a

special place in my heart for the agency. I admired

that Ideaworks is a member of the Women’s Business

Enterprise National Council (WBENC) and that the

team remains small-scale and local but has continually

obtained national-level projects.

Hi, I’m Kelsey Van Horn!

I came on-board in December as a senior graphic designer. I am

responsible for bringing creative design solutions to the table to help

further our marketing strategies for our clients. My tasks vary daily —

sometimes I am brainstorming for a new brand identity, which might

include finding inspiration, sketching and researching. Other days, I

am creating layouts, ads or social media campaigns, working closely

with our copy editors and my fellow designers.

2 6

P:

K:

WHAT IS ONE OF YOUR PROFESSIONAL

PRIORITIES, AND WHAT IMPACT DO YOU

HOPE TO MAKE IN YOUR ROLE?

As an English professor, I helped students discover

who they are, what they believe and how their

identities and values fit into larger contexts of

communities and cultures. Marcom allows me to do

the same thing for businesses as they seek to build

relationships with clients and customers.

I prioritize making the team around me and the clients

we serve proud of the work we deliver. In doing so,

I hope to bring lots of creative energy backed by a

positive strength. I aim to deliver fresh, innovative

work that inspires others around me and makes us all

try our very best.

4

P:

K:

P:

K:

What are you most looking forward to

as an Ideaworks team member?

Collaborating with passionate colleagues. Academia can

be a solitary world, especially in the humanities where

you can get lost in research and writing for hours (or days

or weeks or . . . you get the picture). When you emphasize

collaboration, each step of the creative process from

brainstorming to content creation to editing and

proofing makes space for discovery and improvement.

As I stated previously, I am a lifelong learner, and I look

forward to growing in my new position. I like reading

the research our copywriters do, mainly because

Ideaworks manages many projects dealing with food and

sustainability – topics that greatly interest me. I always

enjoy learning a new technique or Adobe® trick (shout

out to Allison, a fellow Ideaworks graphic designer and

our video extraordinaire, who can answer any question I

have). Furthermore, I enjoy learning about new people.

Everyone you meet is unique and can bring something

to your life and influence you in many ways. I look

forward to learning more about my Ideaworks co-workers

and working with them on future projects.

What is one of your favorite projects

you’ve worked on so far?

My very first project was to research 2019 food trends.

My work will help our client target their offerings, but

also help their clients make timely decisions about menu

offerings to maximize their guests’ dining experience.

Best of all, I now know that when I enjoy a cranberry

cayenne lemonade, as I did at dinner the other night, I

am fully on trend!

I had a lot of fun working with Alyssa, our senior manager

of marketing communication, on the launch of a

university e-commerce program. We created imagery

for the launch to use on sales collateral. Then, Alyssa and

I had the opportunity to develop several social media

posts and videos based on the look I initially created. We

were able to create a really fun, modern vibe using bright

colors and trendy visuals.

5

7

P:

K:

P:

K:

What do you like to do in your

spare time? Do you have any

particular hobbies?

I’m an avid genealogist. I love tracing my family history to

create a connection with people and places in American

and world history. I’ve recently discovered that my twice

great-grandfather’s brother, Jacob Rueffer, moved to

Luzerne County and operated the Old Fell House Tavern

in Wilkes-Barre, the site of the first successful fireplace

heated with anthracite coal.

I am an avid hiker and rock climber. I try to get in some

time outdoors every weekend, and I rock climb indoors

throughout the week with my fiancé. When I’m not

participating in those activities, I am usually playing or

snuggling with my goofy, loveable American Bully, Bear.

share a fun fact about yourself.

I have a tattoo that is inspired by my family history

research. My great-great-grandfather, Peter Rueffer,

came to the United States at age five. As a teenager, he

joined the Erie Railroad, which ran close by the family

farm in Sullivan County, NY. He worked as a brakeman

and later a fireman — he kept the coal fire burning to

power the steam engine — before ending his career as

a hostler, or mechanic. Peter was one of 11 men who

met in a room above a store in Port Jervis, NY, to sign a

pact promising to cover funeral expenses should any of

them die performing their very dangerous work. That

group became the Brotherhood of Locomotive Firemen

and Engineers, one of the largest unions in the country.

His son, Gus, also worked on the Erie; he left high

school to run messages in the company headquarters

in Jersey City, NJ, and worked his way up to Assistant

Vice President for Transportation. My tattoo is an Erie

locomotive like those Peter serviced.

I spent half of 2018 backpacking 2,200 miles along

the Appalachian Trail. Completing an adventure like

that assured me I could do anything I put my mind to,

especially if I take it step by step.

8 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 9


FEATURE ARTICLE

SOCCER THINKING

FOR MARKETING SUCCESS

WRITTEN BY GUEST AUTHOR PETER LOGE

Organizational success requires a system in which marketing is a

strategic component, and marketing itself is a system whose parts are

always working in service of each other and the larger organizational

goals. Organizations are systems of systems. They are groups of

people across departments working to advance the organization’s

goal. Companies and groups that organize themselves in ways that

maximize combined efforts tend to be the ones that succeed. One

way to understand how these systems of systems work together is to

think about soccer.

"Not a single day

goes by in my

work life as an

entrepreneur that

I don’t use skills

I learned playing

soccer."

Daniel Neal, CEO & Founder,

Kajeet Inc. Former player,

University of Rochester

in Soccer Thinking for

Management Success:

Lessons for Organizations

from the World’s Game

Soccer teams are systems which everyone works for, and with,

everyone else to achieve a shared goal. Everyone follows and leads,

everyone looks for ways to help everyone else take advantage of

opportunities and mitigate threats, and everyone shares clear and

actionable information. Soccer teams are not 11 marbles rattling

around a tin can in search of a tune – soccer teams are people

moving together, always supporting and being supported by each

other, in the service of a larger goal.

One way to think about this is in terms of total football. Developed

by the legendary player and coach Johan Cruyff, in total football the

goalkeeper starts the attack and attackers are the first line of defense.

Defenders look for opportunities to go forward – and when they do,

midfielders fall back to cover the gaps. Every player has a job and

every player is expected to step into other roles as needed. In total

football, everyone needs to always be aware of all of the threats and

opportunities, and move to minimize those threats and maximize

opportunities, even if that means doing something a bit out of their

comfort zone. This is the core of soccer thinking – and it is central to

organizational success in our modern world.

Marketing provides one of the best examples of the benefits of

soccer thinking for success. There are two parts to this: marketing as

part of a larger organizational soccer system, and marketing itself as a

soccer system.

10 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 11


Marketers connect ideas and products to people, and

connect people to ideas and products.

We make sense of our world in ways that make sense to

us. We are, in the words of rhetorical scholar Walter Fisher,

homo narrans. We are storytellers, telling ourselves and the

world stories that make sense of our world

and our place in it. Marketers are sensemakers

in a world in which sense-making

is how we get through the day. As such,

marketers are central to what organizations

and companies do. This means marketing

should be part of strategic decision making.

Marketing professionals help organizations

see what customers want or need, how

customers view products, services,

or ideas in the context of their lives.

Marketing professionals can see threats

and opportunities that those focused on

finance, sales, or research and development

might miss. They see expansion plans and

the need to hire new staff as ways to tell

a story of an organization worth being a

part of – recruitment as marketing, and

marketing as recruitment. They see financial

reports as opportunities to tell a positive

story about a company, and see the risks

in letting someone else tell that story

instead. Marketing professionals provide

the connective conceptual tissue within

companies and organizations, and between

companies and organizations and their

consumers and clients.

Similarly, marketing professionals know that all marketing

ought to be integrated and strategic. Integrated marketing

means individual tactics working together to make the

sum of the communication parts greater than its whole.

Being strategic means having a plan to bring those tactics

together to achieve a shared goal.

The best marketers know that every action creates

opportunities for more actions. A favorable story in a trade

publication becomes a series of social media posts, which

can be used to pitch talks, podcasts, or think pieces, which

themselves can be used in print collateral and online, all

of which makes it easier

to pitch the next story.

These become part of

“...a group of

professionals who

get the little things

right and who work

hard for each other

will succeed more

often than not.”

presentations to investors

or funders, which

increases revenue which

helps tell a success story.

A positive public view of a

company or organization

makes it easier to hire and

keep top talent, which in

turn makes success more

likely. Strategic marketing,

like soccer, moves

vertically and horizontally

through space and time.

For this approach to

work, everyone on the

marketing team needs

to see themselves as part

of the marketing system,

and see that marketing

system as part of an

organizational whole. The

social media team needs

to follow industry news

looking for news hooks. The public relations team needs

to flag the social media team about upcoming stories or

events. Print and digital traction create more opportunities

for writers and pitchers. All of whom need to be talking

to print, design, and web team members about pending

opportunities. And all of which needs to connect to (and

from) all of the other parts of the organization.

D.C. United head coach

and former player on the

US Olympic and World

Cup team Ben Olsen in his

foreword to Soccer Thinking

for Management Success.

“You want to build a

culture in which everyone

fights for each other.”

Danny Karbassiyoon, co-founder

and product lead SWOL/Fury90,

the first American to score for the

legendary English team Arsenal in

Soccer Thinking for Management

Success.

In a world that is always networked

and always networking, and at a

time when it feels harder and harder

to make sense of our world, soccer

provides a way to think about

marketing, success, and ourselves.

ABOUT THE AUTHOR

Peter Loge is an Associate Professor and interim Assistant

Director in the School of Media and Public Affairs at The

George Washington University, the founding director of

the Project on Ethics in Political Communication, a writer,

and a strategic communication consultant.

Loge has served in senior positions for Senator Edward

Kennedy, for three members of the U.S. House of

Representatives, and in the Obama administration.

Peter has led and advised a range of campaigns and

organizations, put the first Member of Congress on the

internet, lobbied for “America’s Funniest Home Videos,”

served as a Senior Policy Advisor for health care in the U.S.

House during the debate over the Affordable Care Act,

and was a Chief of Staff in the House of Representatives

during the Clinton impeachment proceedings. His eclectic

career also includes having a solo-show of his sculpture in a

Washington, D.C. gallery and appearing as a political satirist

on National Public Radio (NPR accused Saturday Night

Live of stealing one of his ideas). His book Soccer Thinking

for Management Success: Lessons for Organizations from

the World’s Game debuted as the #1 sports industry new

release on Amazon in the summer of 2018. His edited

volume, Political Communication: Theory and Practices,

is due out from Rowman & Littlefield in early 2020. In

early, 2019 Peter launched the Project on Ethics in Political

Communication to promote the study, teaching, and

practice of ethics in political communication.

Loge is a graduate of Emerson College and holds

graduate degrees from Syracuse University and Arizona

State University. He is a recipient of the Walter Littlefield

Distinguished Speaker and Rhetoric and Communication

Award from Emerson College and is an Associate Fellow of

Timothy Dwight College at Yale University.

Sources: https://c-suitenetwork.com/bookclub/book-store/peter-loge/ https://www.rollcall.com/news/hoh/former-staffer-says-soccer-can-teachmanagement

(Thomas McKinless/CQ Roll Call) https://thehill.com/blogs/congress-blog/politics/421389-the-logistics-of-changing-the-world

DAZZLE: ISSUE SIX 12 DAZZLE: ISSUE SIX 13


Are You In, Out or

Somewhere

in Between?

As you adjust and refine your marketing mix this year, you’ll want to consider which efforts

you currently use and reflect on their successes and shortcomings. Outbound marketing

has undoubtedly received its fair share of criticism as of late, being called a “blanketed”

approach with generalized messaging. On the other hand, inbound marketing has grown

in popularity amongst more and more content creators due to its highly personalized

approach. But does that make one or the other the “right one” for your business?

Not necessarily.

The trade show: It’s a classic meet and greet, “getyour-business-out-there”

event that traditional

marketers and those who’ve been around the

business block a time or two know quite well. Cue

the bold pop-up banners and steam-pressed table

linens, enticing giveaways and booth activities.

Years ago, trade shows were one of the best ways

to network with prospective customers and see

what your industry rivals were doing, even if that

meant channeling your inner sleuth to capture

some collateral from the competing booths

around the ballroom. Trade shows were (and still

are) about getting in front of a broad audience to

tell your story, qualify your prospects and grow

your business – whether the prospect was “all in”

for your elevator pitch or looking for the nearest

exit.

Think of such shows as traditional marketing

efforts, or what is now referred to as outbound

marketing. This type of marketing involves raising

brand awareness and marketing a particular

product or service through general media

advertising – much like what a business would

do at an industry trade show or tabling event in

the 1990s. Other examples of outbound include

print advertisements, television and radio ads,

billboards, cold calling and the like.

In addition to outbound marketing, there is

inbound marketing (also known as content

marketing), which was coined by HubSpot in

2005. This style of marketing was born out of

the growth of the internet and search engine

optimization (SEO), emergence of Google

Analytics, and consumers’ increasing use of

smartphones, tablets and other devices. To better

understand inbound marketing, consider the

following: You’re perusing a drugstore or specialty

shop to purchase a greeting card for someone.

Each holiday, celebration or situation has specific

cards with messages tailored to that observance.

Then, the messages are further personalized

for everyone from your mother to your pastor.

Similarly, inbound marketing involves drawing

prospective customers in with targeted messaging

and timely, relevant and seemingly personalized

content, much like the greeting card, which is only

meaningful and relevant to the recipient.

In all, inbound marketing stems from

understanding the buyer journey – or the steps

involved in making a purchase. These include

awareness, consideration, decision and loyalty.

Content is then crafted around that buyer’s

journey and can include blogs, whitepapers,

podcasts and targeted social media.

14 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 15


Conversely, if your target audience

needs to do thorough research

before making a purchasing decision,

e.g. new brick ovens for a pizza shop

franchise, he or she might benefit

from inbound marketing efforts in

which you educate and engage him

or her subtly in every stage of the

buyer journey, eventually turning to

your business to make a purchase

and form a loyalty to your brand.

Ultimately, deciding which marketing strategy to use comes down to

understanding your buyer, business offer and big goals. Why? Because

there’s a difference between how you go about marketing certain products

compared to others. Doing a little research on who your buyers are and what

their purchasing decisions look like will help shape your marketing efforts.

For example, consider classic billboards along the highway that tell drivers

how far a fast food franchise is from that particular location.

This content isn’t very tailored, but the outbound marketing

effort works well because the busy traveler likely isn’t embarking

on a full-fledged buyer journey before pulling off the nearest exit.

Put simply, this individual is hungry, and he or she isn’t going to

be as selective when determining what to eat.

While there is no clear-cut answer as to which

marketing strategy to use since every business is

different, you might consider adopting a healthy mix

of the two to add vigor to your marketing efforts.

For example, if you’re used to developing outbound

pieces, start thinking about inbound. First, you’ll want

to clearly define your buyer and plot their journey

from awareness to loyalty. Ask yourself: Who is this

person? What are his or her pain points? What are his

or her purchasing habits like? Who is this individual as

a person – not just a buyer? Consider the individual’s

demographics and any other pertinent information

based on what you know.

Next, choose a topic that your buyer would likely be

researching and need to think deeply about before

purchasing, keeping in mind that awareness is also key

and can begin with those generalized outbound efforts.

Begin developing content for each stage in that buyer’s

journey, aiming toward eventual purchase of the

product. Echoing the brick oven example, a business

such as this might start curating a series of blogs or

develop an e-book that exposes the benefits of specific

brick oven cooking methods. Getting prospective

buyers to download the e-book or return to the blog

will help that business move the prospect down the

sales funnel, hopefully converting that individual into a

loyal customer and promoter.

16 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 17


Sources: linkedin.com/pulse/what-inbound-marketing-outbound-katty-sandra |

weidert.com/whole_brain_marketing_blog/inbound-marketing-vs-outbound-marketing

| blog.rebrandly.com/inbound-marketing-or-outbound-marketing | blog.

hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx?__hstc=235956766.24f55869af5c4766ec7b9da6

9e780ef0.1546029991106.1546029991106.1546029991106.1&__hssc=235956766.

1.1546029991107&__hsfp=806667876#sm.001spg7xfwfmd3y114i1zw6at8avc

8

Trends

Taking the Food &

Beverage Scene by Storm

Staying abreast of current trends within the markets our clients serve is crucial to the success of our agency. Since our inception,

our team has made this a priority. As a result of this commitment, we better serve our clients by appropriately strategizing the right

solutions to the challenges they face (not only in the present but also for the future), along with proposing ideas that help them think

differently about their marketing goals and efforts. As such, the relationships we form with our clients are stronger and much more

valuable because they trust that our team will lead them in the right direction.

One area in which we do extensive research is food and beverage. Each year, we study the top trends predicted to impact the industry

and present our findings to a few of our clients who then use them to educate their operators or account teams. Since food and

beverage is a part of each of our lives, we thought it would be fun to compile our favorite 2019 trends and showcase them here. We

hope you enjoy, and don’t hesitate to let us know which of the following trend(s) you find to be most interesting or impactful.

If you’re all-in for inbound but one of your goals is

general brand awareness or quick lead generation, it

might be time to experiment with some outbound efforts.

While not as targeted, billboards, print ads and the like could establish

better brand recognition and meet your objectives in a way you didn’t

consider, especially if it is a new product or service offering that people

aren’t necessarily hard-pressed to make an informed decision about

before purchasing, e.g. fast food off the nearest highway exit.

To echo this issue’s Editor’s Letter, think about your company’s brand story

and the ways in which you plan to use it to engage your target audience.

Don’t feel you need to, figuratively speaking, pack up your trade show

materials just yet or forego all traditional advertising methods for the

latest and greatest content creation strategies. Know that it’s okay – and

often a smart marketing move – to be “in[bound]”, “out[bound]” and

somewhere in between. The most important point to keep in mind isn’t

really so complicated at all: Go back to the basics and understand what

you are marketing, to whom and your end goal. The rest will fall into place

and help your marketing efforts not only generate success this year but in

the years ahead as well.

Meatless Goes

Mainstream

Gone are the days when vegetarians

and vegans searched menus in the

hope of finding selections that fit their

eating preference. As the plant-based

eating movement becomes increasingly

mainstream, look for more meatless

options to be fully integrated across

sectors. “Consumers,” says Hudson Riehle,

Senior Vice President of research for

the National Restaurant Association,

“especially Millennials and Gen Z, are

much more knowledgeable about food

and want to eat as healthfully as they can.

Many have adopted vegetarian and vegan

diets.” According to Nielsen research for

the Plant-Based Foods Association and

the Good Food Institute, sales of plantbased

food in the United States rose by

8.1% in 2017, topping $3.1 billion, and the

numbers continue to climb!

Product options for meat stand-ins are

becoming easier to find, including bean,

mushroom or tofu-based “hamburgers.”

These consumers are also more open to

new flavors and textures, creating a whole

new of plant-based cuisine in the form of

grain combinations or exotic vegetable

bowls.

Must-Try Global Flavors

Diners continue the trend of expanding their culinary horizons, with old

standby favorites like Mexican seeing continued growth and other ethnic

foods, like Indian reaching the mainstream. A major grocery retailer recently

identified flavors from the Pacific Rim (encompassing Asia, Oceania and the

western coasts of North and South America) as popular now, with jackfruit

serving as a meat alternative, ultra-sweet monk fruit taking the place of refined

sugars and vibrantly colored tropical fruits headlining healthy bowls and

smoothies.

Also beginning to trend are dishes from the Levantine nations of Lebanon,

Syria and Turkey. These have appeared on the menus of trendy restaurants

across the United States. Look for sauces like zhug (a spicy hot sauce made

with garlic and coriander), toum (a paste of garlic, olive oil and salt), and

pomegranate molasses, as well as unfamiliar ingredients

like urfa biber (a dried chili pepper with a smoky,

raisin-like taste), lavash (a soft, unleavened flat

bread) and schmaltz (rendered goose fat)

to appear in innovative applications.

Purge the Plastic!

Sustainability continues to drive demand for reusable

or biodegradable alternatives to single-use plastics.

As cities move to ban plastic straws and Styrofoam

food containers, “ecologically conscious consumerism”

is moving beyond the domain of niche producers

to the mainstream, and companies are seeing gains

through providing sustainable alternatives. One large

supermarket chain now encourages customers to BYOVB

(bring your own vegetable bag), while producers are

bringing to market compostable food wraps made from

beeswax and waxed-canvas as well as silicone bags

for sandwiches and snacks. With the commitment to

a plastic-free world spanning generations from baby

boomers to Gen Z, consumer demand will continue to

drive the development of new, earth-friendly products.

Entegra promotes ecological sustainability through many

supplier programs available to our Program Participants,

from biodegradable takeout containers to stylish planetfriendly

tableware to straw-free drink lids.

18 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 19


Focus on Functional Foods

We are used to saying “food is fuel,” but in today’s world, consumers bring a much more nuanced

understanding of the effects of their food choices on overall health, wellness and self-image. Increasingly,

informed diners will seek out particular foods to perform specific functions, whether for nutrition, illness

prevention, mood improvement, or beauty enhancement. One popular example of this trend is the stillgrowing

popularity of fermented foods, which promote digestive health and may improve mood and reduce

anxiety. Fermented is now moving beyond traditional foods like tofu and kimchi into new offerings like

kombucha cocktail mixers, miso dressings, kefir breakfast items and even frozen treats.

@ L IF E 197

Desserts are Heating Up

Dessert trends are leaving behind the sugar bombs of

yesteryear. A new assortment of desserts trending today

highlights spicy and globally influenced flavors with

added attributes like dairy-free, gluten-free, vegan, and

portability. A touch of heat in sweets is a mainstay of

many global cuisines. Look to such products as Mexico’s

Guajillo chili chocolate and Chamoy sauce or to North

African harissa sauce (made with jalapenos). These foods

incorporate sweet and sour flavors with spice infusions.

“Millennials grew up eating Flamin’ Hot Cheetos,” quips

Trend Insights Manager Melina Romero, explaining the

generation’s preference for heat; she predicts

that spicy will merge with fermentation

to produce the next trend in the

dessert category.

Beets Can’t Be Beat

It’s Crunch Time!

Tea Gets Trendy

Not since the Boston Tea Party in 1773 has

there been so much excitement over tea!

Americans are not new to the beverage, but

it is now beginning to garner the reverence

that coffee has long enjoyed. With its many

varieties, applications, and health benefits, tea

is being showcased with craft tea blending,

nitro tea on tap and even tea-based cocktails.

The introduction of nitrogenated coffee into

the market led almost immediately to the same

application in tea. The nitrogen produces a

resemblance to stout, with cascading bubbles,

a thick head and a creamy mouthfeel. Another

emerging trend is the enjoyment of cheese tea,

an import from Taiwan that features a topping

of melted cream or cottage cheese blended

with whipping cream, milk, and salt on black,

green or floral tea.

Several trends come together to make seeds and nuts among the most popular foods right now: they are

plant-based, portable, snack-friendly and packed with functional health benefits. Seeds are no longer a

throwaway part of the plant. Their crunch adds a delicious texture to salads and even soft cheeses. They

are being roasted, tossed in soup and mixed with chocolate. Healthy omega-3 oils and protein also move

seeds into the functional foods trend, fitting nicely with the dietary needs of vegans and people with nut

allergies and sensitivities.

Nuts are becoming more than a bar snack, as the popular keto and paleo diets send munchers looking

for high protein, healthy fat and low carb choices. Look for macadamia, pecans and Brazil nuts to appear

more frequently on this year’s menus.

Voted one of the top five nutrition trends by the National Restaurant Association, beets are

taking root, especially with Millennial and Gen Z consumers. They have functionality and

versatility that has long been neglected in the dining scene until now. Producer Love Beets

credits this superfood with improving liver function, reducing “bad” cholesterol, moderating

depression, strengthening bones, reducing fatigue and improving exercise stamina and

prenatal health. It’s no wonder, then, that this veggie is popping up in a broad cross section

of menus and as a component in trending recipes from bowls to plant-based burgers and

overnight oats to desserts. For instance, beet juice can be enjoyed by itself or blended with

other flavors and spices, and it adds an earthy touch to smoothies.

Kelsey Van Horn, senior

graphic designer, got engaged to

her high school sweetheart, John

Novack, on September 29th at

the summit of Mount Katahdin,

the terminus of the Appalachian

Trail, which the couple recently

hiked together (2,190.9 miles

total, 14 states, 5.5 months).

Congratulations, Kelsey!

Patty Pugh, VP of

operations and design,

thoroughly enjoys being

part of the Booster Club

for her daughter’s field

hockey team. One of the

Club’s fundraisers was

the annual Pink Out game

in October, in which a

portion of the proceeds

were donated to That

Special Woman (a local

charity that helps women

who are undergoing cancer

treatment). Each year, the

Club sells Pink Out t-shirts

and purchases special

game uniforms for the team.

Pictured, is a great action shot

of Patty’s daughter, Jordan,

during the 2018 Pink Out

game.

Last month, Peter Steve, owner & chief creative

officer, was presented with the prestigious Silver

Medal Award by the Northeast Pennsylvania

Chapter of the American Advertising Federation

(AAF). The Silver Medal Award is given

annually to an individual who has made a

significant difference in the areas of advertising,

communication and marketing.

On a recent trip to San

Diego, CA, Donna

Hansbury, president

& CEO, was overjoyed

to spend time with her

niece, Lori Kerzetski.

While in town, Lori and

Donna dined at one of the

best restaurants in the

city, Born and Raised.

They had a wonderful

time enjoying the

incredible ambiance,

exquisite food and

delicious cocktails.

Congratulations, Peter,

on this great honor!

Kelly Alansky,

manager of new

initiatives, enjoyed

celebrating her

daughter Eden’s

first Christmas

this past year, as

did big brother

Porter!

Alyssa Ellsworth,

senior manager of marketing

communication, and her

husband, Alex, are enjoying

newly married life at their

home in West Wyoming,

PA. They especially love

spending time with their

sweet kitty, Tito, whose

silly, loving personality

charms everyone who

meets him!

Last August, Chelsey Tupper,

director of operations

& client development,

adopted a second kitty

and named her Squeaks

because of the funny

noises she makes.

Squeaks joins Chelsey’s

other cat, Ella. The two

girls are completely

crazy and rambunctious,

but there are times when

they love each other and

are best friends. Pictured

from left to right are

Squeaks and Ella.

Chasie, our

administrative

assistant Chris

Konnick’s beloved

dog, suffered a back

injury earlier this

year, but Chris is

happy to report that

he recovered nicely!

Pete Froehlich,

director of marketing

communication, his

wife, Maggie, and

their children, Aidan

and Frances, recently

adopted Ashly from

NEPA Pet Fund &

Rescue. She celebrated

her first Christmas with

the family, and while

Ashly loved her new

chewy toys, she wasn’t

quite sure about the

kids’ addition to her

wardrobe. “Why you

gotta elf me like that?”

she wondered.

20 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 21


A SPECIAL

THANK YOU TO

SOME VERY

STRONG

WOMEN

PETER STEVE, OWNER & CCO

From my early days in marketing, fresh out of college, I

reported to and enjoyed the guidance, mentorship and

encouragement of female role models. I like to think that

back then those talented ladies saw something in the rougharound-the-edges

kid that I was and had a hunch that I might

make something of myself. Thank you, Estella Killian, Helen

Gattuso, Carol Howell and Gerry Erhlich, for shaping my early

career and showing me the tricks of the trade – many of

which I still use today.

Transitioning from the corporate world to starting a new

venture called Ideaworks Marketing, once again, I was indeed

fortunate to have talented, passionate and dedicated women

standing side-by-side with me as we grew the business

together. Through good days and bad, I never felt I was alone

because of these special people. Patty, thank you for being

one of the most creative individuals I know and for taking a

chance with me over 20 years ago when starting a marketing

agency seemed like the logical path to follow.

And to Donna, you’re far more than the president and CEO

of our company. You are the partner I never had in business,

especially during those times when my “partner on paper”

was everything but that. You are uniquely talented in so many

ways and are “one of the smartest people” I know. The future of

Ideaworks is bright with you at the helm.

Donna Hansbury,

president & CEO,

introduces Peter as

this year’s Silver Medal

recipient.

Patty Pugh, VP of

operations, gladly

accepts one of our

ADDY awards.

Recently, I was presented the

Northeast Pennsylvania Chapter

of the American Advertising

Federation’s Silver Medal Award in

recognition of my accomplishments

and achievements in the areas

of advertising, marketing and

communication.

Peter proudly accepts his Silver Medal Award.

Finally, I owe so much to the two most important women

in my life – my mom, Loretta, and my wife, Judy. Like most

mothers, my mom taught me so much, including the humility

to know that it’s not all about me. I miss her every day as she

died much too young. However, when my mother passed, my

lovely wife Judy entered my world and has been my rock and

my soul mate for more than 34 years. I cannot think of going

through life without her.

From the bottom of my heart, thank you, ladies, for

making me who I am. I hope I never disappoint you!

Peter and his

wife Judy, owner,

enjoy the evening’s

festivities.

Recognition by your peers is one of the highest honors

a person can experience in his or her career.

As I reflected on the significance of this Award, I couldn’t

help but think about the countless people who helped

me throughout my career. Many of these individuals are

slowly fading in my memory as I struggle to recall days

gone by, while others continue to play an important

role every day in defining who I am and what I represent

in our ever-changing world.

Another thing that struck me is that in this day and

age of the Me Too movement and the much-deserved

assent of women to leadership roles in business, politics

and life in general, how truly fortunate I have been

to be surrounded by strong, purpose-driven women

throughout my personal and professional life.

The Ideaworks team is all smiles as we pose with our ADDY Awards.

DAZZLE: ISSUE SIX 23


DID YOU KNOW?

WE HAVE IN-HOUSE

VIDEO CAPABILITIES!

At Ideaworks Marketing, our team

of video editing and content

development experts uses

state-of-the-art production software,

technologies & processes to create

engaging video content that meets a

wide range of client needs.

From B2B instructional & process

videos to dynamic & inspiring

consumer-facing commercials,

our creative talent knows no bounds.

In need of a video partner?

Give us a call. We’d love to help

bring your vision to life.

570.609.5650

Chelsey Tupper - ext. 310

ideaworks.marketing

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