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2 Reasons the #MissingType Campaign Makes Social Cause Marketing Work

by Christina Steder, Trivera VP, Client Strategylogo_2015.jpg

Perhaps you've noticed Google's logo is missing some Os. Toronto too. Qantas is missing their As. All around the world, from news team anchors, to street signs, to movie and TV stars, people and companies are removing the letters A, B, and O from their names.

The #MissingType campaign is the brainchild of NHS Blood and Transplant and London-based PR agency Engine Group. The campaign aims to raise awareness of the need for blood donations. The hashtag has been posted nearly 10 million times, and has attracted influential followers such as the Mayo Clinic. This is the second year in a row the campaign has run.

Exposure like this is something many nonprofits only dream of. This particular campaign spans 21 countries including the United States, Australia, Canada, Ireland, Singapore, and South Africa. So why is this campaign so successful when others are not?

First, it's relatively easy and it benefits the corporate partners. Sure, it takes planning for a company to cover up the appropriate letters on the sign outside their buildings or to create a modified version of their logo for online use, but it's not terribly difficult. The effort is worth it to the corporations because it can bring the corporate partner a lot of exposure for their involvement. I know this sounds cold-hearted, but the fact is that sponsorship is a MARKETING decision, not necessarily a community relations decision.

Second, this was not a low-budget, grassroots campaign. The agency behind the campaign, Engine Group, is a global company with offices in four countries. They probably spent months researching and planning the campaign. All those hours aren't free. The campaign is supported by videos and television ads, once again - not free. MHP Communications, one of the 10 largest PR firms in the UK, is handling a massive media outreach campaign. They're working with influencers. They have huge corporate partners. Even if NHS Blood is getting nonprofit discounts, all that work costs money.

Not all nonprofits can afford to market at this level. But some can and it's important to remember that even nonprofits have to spend money to get money. There is a balance between good stewardship of dollars and looking like you know what to do with the donations. There is a reason that large nonprofits can get millions of dollars in donations. They look like they know what to do with the money. Do you?

About Christina Steder

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With 15+ years of experience in consumer product, professional service, and nonprofit marketing as well as brand strategy and client service, Christina provides strategic direction for our clients - linking their ongoing online and content marketing needs to business goals and ROI. 

 

3 Reasons Email Marketing Is Not Dead.

by Christina Steder, Trivera VP of Client Strategy

AdobeStock_25774384.jpgIn the ever-changing world of digital marketing, the list of tactics that are available to reach your target audience is continuously growing. With so many new, interesting, and buzz-worthy options, it can be tempting to declare "older" techniques, such as email marketing, dead. Don't. Email marketing is very much alive and well, and it's something you should probably be using. Here's why:

  • Email marketing is mobile marketing. According to the Pew Research Center, 88 percent of smartphone users read email on their phones. In fact, email is a more widely-used smartphone feature than social networking, watching video, or using maps and navigation. Make sure your email marketing is optimized for mobile and think of it as a mobile marketing strategy. It sounds a lot more cutting-edge now, doesn't it?
     
  • Email marketing can be highly targeted. Today's consumers expect a personalized online experience. Email can deliver this, if you have a quality database and the ability to segment your audience.
     
  • Email marketing can increase online sales. Using email remarketing, online retailers can send personalized messages to website visitors with abandoned shopping carts. Retailers can also use email to nurture potential customers who are still in the information gathering stage or follow up on purchases.

Although we all get A LOT of email, we do notice the ones that matter. Email allows marketers to easily test messages and segment your audiences to deliver the information your customers need, when they need it. And that makes email marketing very much alive.

 

About Christina Steder

christina01.jpg

With 15+ years of experience in consumer product, professional service, and nonprofit marketing as well as brand strategy and client service, Christina provides strategic direction for our clients - linking their ongoing online and content marketing needs to business goals and ROI. 

Is Your Brand Going for the Gold?

Rio2016OlympicLogo.jpgby Serene Mireles, Web Design/Front End Development Specialist

I'm very excited for the Rio 2016 Olympic and Paralympic Games (despite some of the controversy). I love to see countries and cultures come together; the camaraderie, dedication, and the amazing athletes and their accomplishments. As a designer, one of my favorite things about the Olympics is the branding and graphics. It excites me as much as watching the Games! We all know that a brand is more than a logo (at least I hope everyone knows that). Branding is all-encompassing; branding is emotional and perceptive. It's what people think of and how they feel when they hear your name; it's the color palette, the graphics, how everything comes together. When I think of the Olympics, I think of world-class athletes; people who have dedicated their lives to their sport; hard work and pride. How is that represented visually? Good branding is so seamless that people don't even notice. It's about representing the values and essence of the organization, product or service.

The Olympics' branding is strategic and the organization has set the bar high. Every Olympic games requires its own identity and look, while still representing the organization's core essence and values.

The Rio 2016 logo was designed by Brazil's Tátil Design, and the Olympic font was created by Dalton Maag, a British typeface firm. The bold, vibrant designs of the 2016 Olympics represent the diversity of Rio-the atmosphere, the energy, the people, the mountains, the beaches, and the city. The organic forms in the graphics express motion and performance. The designs can be seen in the logo, venues, products, uniforms, signage and displays. The Olympic motto is Citius, Altius, Fortius, which is Latin for "Faster, Higher, Stronger." The motto was meant to inspire athletes to keep pushing themselves, to break records, and to accomplish their dreams. I think the motto can also be applied to designers and marketers to inspire them to push the envelope and think of new ideas that haven't been done before. I give the Rio 2016 Olympic and Paralympic Games a Gold medal for branding.

How is your brand doing? If your brand isn't winning, it might be time to rethink your strategy and go for the gold.
 

About Serene Mireles

serene01.jpgSerene Mireles is one of Team Trivera's Web design/Front End Development specialists. In her role, Serene uses her 18 years of digital design experience to build websites focused on user journeys to create ROI for our clients. Serene was the first developer in the world to be certified for Concrete5 version 7. 

Note: Although we're confident that nobody actually thinks Trivera is affiliated with the Olympics in any way other than watching the competition from the comfort of our homes and wishing we could achieve even 10 percent of what the athletes do, Rio 2016 Guidelines require us to inform you that Trivera is in no way affiliated with the Rio 2016 Games or the Olympic and Paralympic movements. Go USA!

A Shout-out to Trivera Client MMSD During Water Quality Month

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August is water quality month. Here at Trivera, we're observing the month by kicking off a new project for one of our newest clients, the Milwaukee Metropolitan Sewerage District. We've actually been working with MMSD since earlier this year, migrating all their web properties from an expensive proprietary Content Management System to Concrete5. We're well into the migration of milorganite.com, and are just now beginning to migrate the remaining MMSD brands: mmsd.com, Huntgreen, Basement Connection and Fresh Coast 740.

At Trivera, we start every client engagement with a brand discovery process. During MMSD's brand discovery, we learned some really interesting things about them and their commitment to the environment.
Did you know that MMSD:

  • Is responsible for water reclamation and flood management for about 1.1 million people
  • Serves 28 communities in the Greater Milwaukee area
  • Allows licensed hunters to use MMSD land during hunting season
  • Has been recycling nutrient-rich microbes from the city's water reclamation process into Milorganite, a natural fertilizer, since 1926
  • Is committed to meeting a goal of having a net 100 percent of its energy supplied from renewable resources 

Trivera's efforts are focused on making MMSD's digital marketing efforts both more successful and more efficient. Greater results for less money means MMSD can continue to be great stewards of our natural resources while also making them more efficient with their financial resources.

Trivera is honored to be partners with this high profile agency, working to support their efforts to improve the quality of our water. You can learn more about MMSD and milorganite in this video: 

6 Ways That Neglecting Your Website is Killing Your Brand

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By Tom Snyder, President and CEO of Trivera

Over our 20 years in business, we have seen most of our customers fall into one of two categories. The first is the type that make their web presence a focus of a digital Marketing Stratgey, constantly updating, supporting, measuring, analyzing, improving and investing in it. The other type are the ones who contracted us to build their site, and despite our recommendations that digital marketing needs to be an ongoing process, and not just an event, still treated their launch like a drive-by.  The very vehicle that was supposed to help their business flourish in the growing digital economy now stands as a testimony to four, nine and even thirteen year old technology.  What may have been state of the art brand re-reinforcement at one time, is now the brand killing equivalent of a dilapidated building in a bad neighborhood.

When pressed to consider an update, a new focus, or additional inbound marketing efforts, the typical response is "we just don't have the money."  While that might seem like a justifiable and economical approach, it's short sighted. Your neglect is actually costing you money.

Here's why:

1.) Not regularly updating your website's content causes it to drop in ranking in search engines. Lower ranking means less traffic, resulting in fewer sales.

2.) Not executing a sound inbound marketing plan reduces the number of potential visitors who even know your site exists. That means less traffic, resulting in fewer sales.

3.) Not having an organic search engine optimization plan puts you behind all of your competitors who do. That not only means less traffic and fewer sales for you, but also more traffic and more sales for them.

4.) Not keeping up with the current best practices for navigation and visitor expectations for functionality reduces the number of site visitors who become customers. That means traffic is coming, but leaving without buying, resulting in fewer sales.

5.) Not keeping your Content Management System and operating environment up to date leaves it vulnerable to hacks and hijacks, causing things to not work in your site that you may not even be aware of. Sometimes it means your site is offline entirely. That means traffic is coming, getting frustrated because your site doesn't work properly...or at all...resulting in fewer sales (and maybe even thinking you've gone out of business).

6.) Not having a responsive site built around user journeys  loses the growing number of customers who use smartphones and tablets as their preferred web device. That means less traffic and more visitor frustration, both of which result in fewer leads/sales/conversions.

I've said before...ad naseum...that your brand is not your logo, it's the promise of an experience, and everything you do either reinforces or erodes that brand. And a crappy old website erodes your brand just as badly as letting your building get run down, not being able to provide the product or service your customer expects or making them put up with a  poor salesman or CSR.

With your website, you're either moving ahead or you're falling behind. Thinking that doing nothing keeps you where you are is a delusion.  The time to begin getting serious is long past, but before you start executing a hodgepodge of tactical efforts, the better plan for long term success is to take a strategic approach. 

Trivera Has an Opening for a Web Designer/Front End Developer

Trivera is looking for a passionate, experienced Web Designer/Front End Developer that can design compelling websites and user interfaces based on the right composite of client direction and current best practices for navigation, design and UX. Concrete5 and Magento are our preferred platforms, but Joomla!, Drupal and/or Wordpress experience will suffice. 

See the rest of the details here.


Three Things You Absolutely Need to Know About Mobile

by Tom Snyder, Founder and CEO

Every day, I read articles about the trends and tricks other marketers are using to achieve success with their digital efforts, and post links to the best half dozen blogs and articles on Twitter. By now, smart marketers know enough to take a strategic approach to their efforts, focus on creating user journeys that result in conversion, and make sure their website is optimized for the right keywords. However, because it’s only become important recently, there are a lot of misconceptions about mobile marketing. Here are three you absolutely need to know:

1.) Your lack of mobile traffic to your website is BECAUSE of your non-mobile-friendly website, not proof that you don’t need to have one.

I’m constantly amazed by how many marketers tell me they have no need for a mobile friendly website because they don’t get many mobile visitors! There’s a reason for this. Did you know that Google removes non-responsive sites out of its results when people search on a mobile device? I recently showed a client an identical search on both a desktop and mobile device. Their site was on page one for the desktop search and totally disappeared from the same search done on a mobile device. Companies that have responsive, search optimized sites are now getting 60 - 70% of their traffic from mobile devices, achieving lower bounce rates, garnering higher mobile conversion rates, and getting even better rank for non-mobile searches. A mobile/responsive website should be your highest priority right now.
 
2.) B2B marketers need mobile too. 

A common misconception among many B2B marketers is that there aren't enough members of their target audience using mobile devices as part of their job to demonstrate meaningful ROI. However, research shows 49 percent of B2B researchers who use their mobile devices for research do so while at workWith mobile use for B2B purchase research jumping 91% in the past two years, I can’t believe you’re flushing leads and sales by not providing a solid UX for the purchasers who choose to do business with you on mobile devices.

3.) While you DO need mobile UX, you probably DON’T need an app. 

Building an app is an expensive mistake if a fully responsive website will accomplish your goals. Research shows that a majority of mobile users only use a tiny handful of apps. Unless you are Facebook, chances are your app won’t be one of them. Most of the content and functionality people require (plus SEO ranking authority) can be accomplished with a robust mobile-optimized website. Unless all the functionality you're considering for your mobile users requires an app, please, don’t even consider spending money on one.

Bob Dylan said, "You don’t need a weatherman to know which way the wind blows." And you shouldn’t need me to tell you that the winds of success are strongly blowing in a mobile direction.  There’s still time in 2016 to get your mobile marketing on the right track.  Don’t make me have to tell you again next year.

3 Major League SEO Strategies to Ensure Your Blog Hits It Outta the Park Everytime!

homerun_opt.jpgby Katie Fleming, Search Engine Specialist

I find myself watching an abundance of baseball lately. Little league has become my life. I'm also doing a great deal of search engine optimization - sometimes at little league. (DON'T tell my kids!) What I've come to realize is that these seemingly very different aspects of my life are actually more similar than I had ever imagined. Baseball - and search engine optimization - are games we play and they have become, in their own respect, "America's Favorite Pastime."

Analyzing the similarities between these pastimes is easy: There are basic rules to be followed in order to succeed in the game and each game has an umpire to determine fair play.

In Search Engine Optimization, the umpire's name is usually "Google." If you're a new player, you're typically stuck on the bench or in the "Google Sandbox" until you've proven you're capable of holding your own on the field. Once you've figured it out, they bring in a new pitcher who throws you a curve ball. In SEO, this would be Google changing its algorithm again.

The most heartbreaking reality is when you're playing well, winning, and your competitor hits a grand slam causing your team to lose despite your best efforts. That indicates it's time to revisit your strategy. In baseball, and in Search Engine Optimization, a good coach is the difference between winning consistently and a losing streak that might ruin your season, or cost you your audience. Here are some major league coaching tips that will have you swinging for the fences every time your blog is at bat...and help keep you and your team in the "W" column!

1. Fresh and original content is key! Sometimes you need a fresh arm or a DH to ensure a win. The same is true of SEO and blogging. Don't copy/plagiarize other's content. Make it your own and make it fresh and new. This might seem obvious, but session IDs, URL parameters, and printer friendly pages can all create duplicate content. Make sure your meta tags are different too.

2. Use long-tail keywords. Long-tailed keywords are great for blogs. They can bring valuable traffic to your site with little competition. Do your research and pick one niche topic. You want to be specific and ensure your audience fills the stands. Do not keyword stuff your blog.

3. Finally, monitor your blog. Every good team manager keeps stats on their team. You need to do this as well. Check Google Analytics to get to know your fan base. Where and how are they finding you? Track their interests and behavior and set up conversion tracking. Beware of "spam traffic." They will always have a 00:00:00 average session duration. You can filter those spoilers out of your Google analytics traffic and block them with your .htaccess code. Nobody wants a hater in the stands next to them!

Finally, remember it takes a team effort to create a winning season. We're always here for you and ready to help you get to the Big League, so let us know if you need a new head coach, base coach or even a relief pitcher for your SEO and we'll suit up for YOUR team! Play Ball!

image licensed by adobe stock

About Katie Fleming

katie01.jpgKatie Fleming is one of Team Trivera's SEO/SEM/DIgital Advertising Specialists.  In her role, Katie  has a proven record of success in managing our clients’ successful SEO and PPC campaigns by achieving measurable results  and driving ROI.

Trivera has an Opening For Digital Project Manager

Are you a rockstar digital project manager in search of your next opportunity? We have an immediate opening.  

Project-Manager-Job-Description1.jpgTrivera is seeking a highly organized and experienced Digital Project Manager. This person must have a proven track record of managing a development team, as well as possessing excellent communications skills, a high level of organization and attention to detail.

Key responsibilities include, but are not limited to:

• Managing our internal website development team
• Determining priorities for both scheduled and unscheduled tasks
• Managing website development projects from conception through completion
• Keeping projects on time, within scope and on budget
• Manage project related internal communications as well as some client communications
• Work with business development team to review quotes, statements of work and annual contracts
• Prepare documents for client kickoff
• Set up projects in Teamwork (similar to Basecamp but better)
• Manage internal pipeline for scheduling current and future projects
• Manage calendar for multiple team members as it relates to scheduling and reminders for events
• Setting up Google Analytics accounts
• CMS editing as needed for simple client requests

To meet the minimum requirements of this role, you must:

• Be experienced in people and process management
• Have proficiencies in Teamwork (or Basecamp) and Gantt Charting
• Possess exceptional written and verbal communications skills
• Be able to schedule and run effective project/client meetings 
• Be highly organized and extremely detail oriented
• Be capable of multi-tasking efficiency and managing multiple projects simultaneously
• Be cognizant of the fact that the client's satisfaction, expectations and success are the most important elements that are being managed
• Have a sense of humor

To be a rockstar in this role, you will also have:

• A complimentary technical skill set to what Trivera does. Options includes experience with UX, SEO/PPC, analytics, Front End Development and/or Back End PHP programming.
• Experience working with open source Content Management Systems (CMS) ie: Concrete5, Magento, Joomla, Drupal, etc.

Trivera’s focus is on custom website design and development but also includes:

• ecommerce application development
• Content management systems
• Intranet and extranet
• Responsive web development
• Search engine optimization (SEO)
• Pay-per-click (PPC) advertising
• Digital media and marketing

This is a full-time position in our office located in one of the coolest Historic buildings in Waukesha County, in Menomonee Falls, WI.

Benefits: Trivera offers a competitive salary, flexible start and end times, paid time off, paid holidays, a welcoming and casual culture, complimentary beverages, a collaborative working environment, weekly Friday happy hours and an option for summer hour work weeks. We encourage a healthy work / life balance in our team members.

To be considered for this position, send your resume, in confidence to empinq@trivera.com 

Trivera Offering Internship Opportunity

IMG_0221.jpgTrivera is offering a paid internship for the 2016 - 2017 school year.

You'll gain real-world experience by participating in every facet of client work, from onboarding meetings and strategic planning to content creation and entry for websites, social media plans and executions, digital advertising, SEO, and more. If you're looking to be involved, gain hands-on experience, and the opportunity to participate in real projects for real clients instead of hiding out in a cubicle, this is the place for you. You'll receive close mentorship and supervision while also having the opportunity to work independently and contribute ideas. This position reports directly to the VP of Client Strategy and integrates with the sales, web development, and project management team members.

Description:

This is a paid 10 - 15 hour/week position with a flexible schedule.

What you'll do:

  • Write web content, case studies, email campaigns and blog posts
  • Assist with social media community management
  • Develop content calendars
  • Participate in the development and presentation of client plans
  • Participate in creative brainstorm meetings
  • Enter content in websites during build-outs
  • Conduct market and consumer research 
  • Prepare reports
  • Attend meetings and take notes as needed

What you'll learn:

  • The onboarding, research, and strategic planning process
  • How to develop brands and communications plans
  • How to uncover marketing opportunities and present your ideas to the client
  • SEO/PPC basics
  • How to create budget estimates and present them to clients
  • Effective client communication
  • Daily project management

Qualifications

  • Enrollment in a college degree program (Juniors or Seniors preferred) in Marketing, Advertising, PR, Communications, or a related field 
  • Strong written and oral communications skills
  • Critical eye for detail
  • Self-motivated and organized with the ability to juggle multiple projects
  • A positive attitude with the ability to meet new challenges and solve problems
  • Professional appearance
  • Knowledge of social media for business or website development preferred 

Compensation & Benefits

  • Work in a fun environment with flexible hours 
  • 10 - 15 hours/week
  • $10.00/hr
  • We are happy to work with you to help obtain academic credit

Company profile

Trivera is one of Milwaukee's oldest and most respected digital marketing firms. We started as a website design shop back when most people didn't even understand how the internet worked. Now we work with some of Milwaukee's largest and most well-known brands in the travel and tourism, hospitality and entertainment, and healthcare industries. Our team provides strategic digital marketing roadmaps for clients that integrate best practices in branding, content generation, social media, SEO, PPC, and digital display advertising. We're a group of experienced and enthusiastic marketers who work had to generate meaningful results for clients - and we have a lot of fun doing it!

Interested? Contact Christina.Steder@trivera.com.