A Look at the
Ideaworks Calendar pg. 5
Meet Our Newest
Team Members pg. 8
Soccer Thinking for
By Guest Author
Peter Loge pg. 10
Are You In, Out or
4 5 8
BY CHELSEY TUPPER
DIRECTOR OF OPERATIONS
& CLIENT DEVELOPMENT
SOCCER THINKING FOR
FEATURE ARTICLE BY GUEST
AUTHOR PETER LOGE
A LOOK AT THE
ARE YOU IN, OUT
THE DIFFERENCE BETWEEN
INBOUND & OUTBOUND MARKETING
MEET OUR NEWEST
PETE FROEHLICH &
KELSEY VAN HORN
TAKING THE FOOD &
Editor-in-Chief: Chelsey Tupper
Contributing Editor: Alyssa Ellsworth
Art Director: Allison Simenkiewicz
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
2 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 3
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
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
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
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:
Therefore, I leave you with the following question: What is your story?
4 DAZZLE: ISSUE SIX
> November 30th marks Small Business
Saturday, so we’re paying homage to this
cherished “mom and pop shop” all month!
Linear Fades &
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.
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.
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.
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.
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
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
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
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
> 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
“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 firstname.lastname@example.org.
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
Meet Our Newest
Pete Froehlich & Kelsey Van Horn
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.
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.
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.
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.
What do you like to do in your
spare time? Do you have any
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
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
I don’t use skills
I learned playing
Daniel Neal, CEO & Founder,
Kajeet Inc. Former player,
University of Rochester
in Soccer Thinking for
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
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
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
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
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?
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
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 |
| blog.rebrandly.com/inbound-marketing-or-outbound-marketing | blog.
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.
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
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
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
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).
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
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
& 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
exquisite food and
on this great honor!
manager of new
this past year, as
did big brother
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
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.
dog, suffered a back
injury earlier this
year, but Chris is
happy to report that
he recovered nicely!
director of marketing
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?”
20 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 21
THANK YOU TO
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.
president & CEO,
introduces Peter as
this year’s Silver Medal
Patty Pugh, VP of
accepts one of our
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
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
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
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
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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.
Chelsey Tupper - ext. 310