Dazzle Issue 6


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


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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