Agency Creative helps Tyler Technologies, Inc. unveil integrated branding initiative

Tyler Technologies came to us with a problem. They are the nation’s leading software provider exclusively serving the public sector, but name and brand awareness for Tyler was low. Tyler had grown through a series of strategic acquisitions, but customers were more familiar with the product names than the name of the parent company. That’s when Agency Creative was called to action. We conducted quantitative research with Tyler’s customers and prospects. We flew around the country and sat down with the key players of Tyler’s various divisions. Then, in a few months time, our partnership resulted in a new mark, full-blown brand architecture and integrated campaign that has help put Tyler out in front, without overshadowing the equity of their acquired entities. The new brand was initially previewed last month in Denver at the 2009 Courts Technology Conference with a 40’x40’ exhibit featuring multiple creative elements developed by Agency Creative. In addition to eye-catching booth graphics, the display featured the company’s new positioning line “Empowering people who serve the public” and a three-minute video developed by the agency. “Agency Creative has provided tremendous counsel, creative strength, insights and patience throughout this process,” said Tyler’s Vice President of Marketing Samantha Crosby. “Their partnership and focus on Tyler as a valued client were essential to the success of our new brand.”

Is Social Media Marketing Right For My Business?

When radio stations first went on the air, people were introduced to a new media for their entertainment, such as movies, magazines, television and the Internet. It did not take long for companies to realize the potential of what is now called “traditional media marketing” to generate brand exposure. For at least half of the past decade, people have been using social networking sites and reading blogs for entertainment. Recently, companies started realizing the unique potential of advertising in social media. In fact, not too long ago, “social media marketing” became a coined phrase according to Google Trends. In 2009, the phrase’s popularity has already grown 4 times faster than it did all of last year. There is something different about social media marketing though; communicating through social media is extremely cost-efficient and the process involves far fewer steps than other forms of advertising. Both a commercial on television and a blog written by your company have the potential to reach audiences globally at the same time.

At the speed that social media marketing is becoming a social norm for companies, in the near future, it will be common for most companies to be involved in some sort of social media. Today, if a company is operating without an e-mail address or a Web site, they seem out of touch. Soon we can expect the same for companies who choose not to participate in social media.

There are many pros and cons to social media. The following is a list of pros and cons to help your company determine if social media is right for you.

The pros

• Social media marketing helps improve the relevancy and organic search engine results of your company’s brand.
  
• Your company can reach target audiences that traditional marketing cannot.
  
• Social media marketing has become one of the simplest ways to humanize your company, while at the same time generating brand loyalty.
  
• Creates customer interaction, making it easier to tailor your products and services to your customers by listening to their needs and concerns.
  
• Offers another way to learn more about your target audience and gain new target audience prospects.
  
• Social media marketing is extremely cost-efficient (even when outsourced to a marketing agency) when compared to traditional media marketing.
  
• Adds transparency to your company, offering consumers an open perspective of your business (very important to Generation Y which is being called the “most transparent generation to date.” You can read more in our Gen Y article).
  

The Cons

• Social Media Marketing demands commitment; once you have an audience, it is up to you to cultivate them and keep them interested.
  
• With the aspect of transparency, anything you publish is open to the public.
  
• Without the ability to repress reader’s comments you are open for potential scrutiny.
  
• ROI is delayed most of the time. Social media is viral, but it still takes time. This is something that should be thought of as a long term marketing effort when deciding if your company should engage in social media.
  

With all of that being said, simply publishing a Facebook Fan Page and posting a few random tweets about your company isn’t going to get your company the viral exposure for which you’d hope. Before beginning your social media marketing campaign, you need to formulate a plan, choose your target audience, decide what each social network will address and set your goals.

One of your goals should be to spread knowledge about your company and your industry, the kind of knowledge that your followers will feel inclined to spread to their friends.

For examples of social media efforts you can view Agency Creative’s social media links below:

http://www.facebook.com/AgencyCreative
http://www.twitter.com/AgencyCreative

Related Article:
Understand the Gen Y Audience

Targeting Consumers with Content Marketing

In today’s busy world, Internet-savvy consumers are on the hunt for relevant content at fast speeds. Most consumers begin their online search for your products and services long before they ever know anything about your company. So how do you make your company stand out online? Content. It’s time to become a content marketing expert.

Content marketing is the art of understanding what “content” the consumer wants or needs to know. When you impart that information to the consumer, you instantly become the consumer’s friend. You begin to form a relationship with them. You become a trusted resource that they will, in turn, pass on to their friends and colleagues.

So you understand it is important for your business to have relevant content, now what? It’s time to develop a content marketing plan. First, make a commitment. Understand that great, high-quality content takes time, effort and expertise. Second, think about your target audience and the type of consumer you are seeking. Third, determine the wants and needs of the consumer. And fourth, put your plan into motion by creating a content marketing schedule. Set your plan for at least six months out of when and where content will be generated and posted. You may want to consider hiring a media and marketing strategist to create a strategic content marketing schedule. Sound like a plan?

Creating a content marketing plan can be challenging, but Agency Creative can help you define and create a strategic content marketing plan for your company. Check back in a few weeks for my newest blog on content marketing tips.

Give your Web site a Face-lift

Sure, any Web site can benefit from a little tinkering. A total makeover might not hurt, right? But many companies could literally use a “face” lift. Recent studies in eye tracking show that people spend more time with Web sites that feature a human face. It is basic human nature. Someone walks into your office, you look them in the eye. You instantly assess their mood and respond accordingly. If the person looks ticked, you get your back up. If they are smiling, you smile back. One way or another, you immediately connect. Well, it turns out, this basic human instinct is something we carry into surfing the Web. In fact, eye-tracking studies indicate that when we look at a Web page we look right away for whatever human face is on the page. The second thing we notice? Whatever the face is turned toward. Humanity in a Web site isn’t just eye candy. It actually makes the site more effective. This is just one more way you can increase Web usability and make your site stickier.

Above is a site and branding campaign we developed for our client Allied Affiliated Funding.