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.

Marketing in the Blink of an Eye

It’s the two-second rule. In the first few seconds of looking at a billboard, web banner or magazine ad, most consumers have already formed an opinion. Malcolm Gladwell explores this phenomenon in his best-selling book Blink. He calls this the “decisive glance.” Cops do it, art dealers do it and so do you. Today, it seems, marketing is more like speed-dating than going steady. Consumers are moving at a breakneck speed. They are juggling smart phones, steering wheels and piping-hot cappuccinos. Our TV sets have remote controls and DVR. You have to be ready to grab the viewer in exactly an instant. At Agency Creative, we know how to make brands stand out. We make sure that your message is translated into a quick, powerful impression that customers can consume in a quick slurp or a full-throated gobble. It’s what we do. And we would like to do it for you. This second. Contact us at info@agencycreative.com.

Understand the Gen Y Audience

There is a buzzing “Buzz Word” in the workplace; Gen Y. Companies want to know who they are, what’s so special about them, and how they market to them?

Who is Gen Y?
Generation Y are also known as Millennial or Echo Boomers. Their birthdates range from late 70s to early 90s and there are over 75 million living in the US. Raised by Baby Boomers, they were brought up to believe they can do anything and be anything they want.

Everything about Gen Y has been shaped by opportunity and destruction. Technology has given them the greatest opportunity for advancement, while every year their lives are shaped by a worldly disaster. From the Gulf War, Columbine Shooting, 9-11, Tsunami, Hurricane Katrina to Desert Storm in Afghanistan, Gen Y has been affected. Yet, they are striving to be the most optimistic and creative generation.

What is so special about Gen Y?
Gen Y is the fastest growing segment in the workforce today. They have high expectations not only of themselves, but of their co-workers and boss. They are hard workers, but a generation of multi-taskers, who can be working on a project, talking on the phone, updating their Twitter, Blog and their Facebook all at the same time.

Gen Y lives by a work-life balance, which isn’t just a trend, but their mantra. They aren’t looking for just a JOB, they are looking for JOY. It’s important to them to have joy while on the job. More than half of Gen Y workers prefer a job with volunteer opportunities, according to the Deloitte Survey. A place of work that donates, has a significant cause, or has a volunteer program is more likely to have Gen Y happiness than no Gen Y at all.

How do I market to Gen Y?
The Gen Y community has grown up learning, “Don’t trust advertisers.” Less than half get their information and news from television or radio – both traditional media forms of advertising. Most of the Gen Y community gets their information and news from one another. They text, IM, watch YouTube of each other, Twitter and they Google everything. They speak to each other about their likes and dislikes then blog about it at the end of the day.

There are 6 major rules to consider when marketing to Gen Y.
1. Create a good quality product
2. Provide it at a good value
3. Have fast service
4. Allow them to have an “experience”
5. Make sure it’s hip
6. Most importantly, be authentic

Authenticity is the most important rule when marketing to the Gen Y community. To earn their respect and get them talking to their friends about your product or brand, you have to be authentic. They know real when they see it.

A couple of important things to remember when learning about Gen Y and how to market to them is: listen, hang out, experience their life on their terms and most importantly respect them. They are the most transparent generation to date and Social Networking is the key to successful marketing with Gen Y.

Facebook and Twitter are two of the most popular social networking sites to immediately get connected to the Gen Y audience. Check out Agency Creative’s Facebook and Twitter to begin your connection:

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

The Twittering/Facebooking of America

I'm paid to be clever. That's how I feed my family. So why squander my wit on Twitter? Why give up the groceries for free on Facebook? I do it to stay connected with old friends. So a guy I haven't seen in five years--who now lives in Ohio--can tell me I made him laugh. But the pressure is incredible. Artie Megibben is... what? I can't just say, "I'm ordering a coffee at Starbucks." After all, I'm a Creative Director. I have to say something cute. Right? And so I do. But I don't get a nickel for it--just friends who I make smile.

Of course, there are other reasons some one might send a tweet or update a Facebook wall. It can actually improve the organic rankings of your company's Web site. How awesome is that? I know! You see, we have special knowledge of cool stuff like that at Agency Creative. We are into Search Engine Optimization (SEO), and Web 2.0. We know how to raise your rankings with Google and Yahoo. We know how to sneak hardworking keywords into your Web content and how to streamline your nav menu to make it more intuitive. It's sort of secret Ninja knowledge that we would love to share with you face-to-face. Or Facebook-to-Facebook. Whatever works for you. Now, excuse me while I think of something clever to tweet.