DEC 18, 2008
President & CEO
Clients frequently ask us to update, redesign or create a logo from scratch for their business or organization. Almost invariably, the job will involve lengthy discussion of the "meaning" of graphic elements, color combinations and even typeface.
But recently a situation came up that served as a reminder that in some cases, a logo just needs to say what's important about an organization without relying on subliminal messages or symbolic images.
President Bush came to Greensboro to visit Youth Focus, a local nonprofit that provides support services for at-risk and troubled young people. The purpose of the President's trip was to call attention to the success of a federally funded Youth Focus program that mentors kids who have a parent in prison.
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DEC 12, 2008
Client Services Manager/Public Relations
There is one key issue that public relations practitioners can help CEOs and company presidents keep in mind when charged with communicating about layoffs, cost-reductions or a downsized workforce: there are consequences for the actions that are being communicated and individual lives are being impacted.
During those times, it's extremely hard to think beyond the bottom line. However, in public relations, it's crucial that we remember we're supposed to be building and maintaining relationships. While business leaders spend their time worrying about shareholders and investors, they sometimes forget about the bigger picture that involves the employees who make the screws turn and the customers whose support keeps the lights turned on.
Businesses need to make a concerted effort to develop strategies aimed at building the proverbial goodwill bank. Create human, customer and community relations programs built on honest and open communications and designed to illustrate your concern as a business for the welfare of those who work for you and those who support your business.
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NOV 6, 2008
Client Services Manager/Public Relations
As a public relations practitioner, earning the accreditation in public relations (APR) is a commitment that demonstrates a willingness to serve the profession to the utmost competency. Earning the APR, for me, is like striving to become a Gold Glove outfielder. It's an opportunity to refine my skills and expertise and grow as a professional.
I’m nearing the completion of the process for obtaining my accreditation and have a newfound respect for the professionals who wear the APR badge. The process is a comprehensive study of the practice that certifies my knowledge and abilities in performing as a public relations professional. Having the letters APR behind my name does not mean that I’m the best at what I do, and it cannot replace any amount of practical experience, but it does signify that I've been judged by a group of my peers and a national governing organization (PRSA) to have a firm grasp on the profession. It means that I understand the role that public relations performs in the day to day communications between organizations and their publics.
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OCT 9, 2008
Managing Partner
When I entered the media business, it was a generally accepted advertising principle that an effective media campaign would generate, at a minimum, 50% reach among the target audience, with an average frequency of three times. Well, that was back when there were three major television networks and local radio stations could boast double-digit shares. Since then, there have been many changes, and we can no longer count on a single medium to provide the reach we believe is necessary to effectively move our target audience to action.
Of course, the biggest change, and the one most written about, is the onset of consumer interaction with the internet and online advertising (and therefore, less time spent with traditional media). But, if we think it’s hard to deliver a sizeable audience on TV due to the sheer number of channels from which to choose (and whether our audience is a cable or satellite subscriber), then the number of websites staggers the mind–the fragmentation seems endless, so how can we expect to reach a sizeable portion of our audience anywhere? Or do we even want to?
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SEP 18, 2008
President & CEO
Congratulations to New Xperience Entertainment owners Tamika and Kenneth Bain! Last week was the culmination of almost a year’s preparation for the U.S. launch of Mobile Cinema Park, a product created in Israel for educators and their students. They recognized the value of Cinema Park’s multimedia educational programs (which have been popular in Korea, Poland, Mexico and other countries for years,) and are making them available to US schools, museums and other edutainment venues. And hats off to the Bouvier Kelly team whose skills in branding, art, copy, web design and PR became an integral part of the NXE team. Of the myriad projects that any agency undertakes, none is more demanding or more fun than a product launch. From the audience research to brand development, market segmentation–even the budget constraints–makes introductions exhilarating for the adrenalin junkie in all of us. K-12 students and their teachers will be the ultimate benefactors of Tamika and Kenneth’s entrepreneurial gusto. And we are proud to be part of it!
Visit www.mobilecinemapark.com!
SEP 4, 2008
Vice President/Public Relations
I thought I knew how important a well-planned, superbly orchestrated PR event can be in strategic brand positioning.
But after watching the 2008 Olympic Games in Beijing, I now realize that the way China orchestrated the Games to articulate their national brand is the new standard for the use of events in strategic marketing. From the jaw-dropping theatrics of the opening ceremony, to the meticulous management of the logistics and infrastructure, to the seemingly genuine friendliness of the people of Beijing, the Olympic event (at least for those of us experiencing it via television and the Internet) was a perfectly packaged showcase of Chinese competence, capability, creative ingenuity and intriguing culture. Not a bad brand profile for a nation pinning the future of its 1.3 billion people on its ability to position itself as the product sourcing solution for the world.
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AUG 28, 2008
Client Services Manager/CRM Specialist
Sitting quietly, enjoying a cup of gourmet coffee in the computer café, you glance over and see a young mom shopping in the retail store looking for a good book to read while her daughter colors in the children's play area. There's an older gentleman comfortably scrunched down in the oversized leather chair reading The Wall Street Journal (nodding off occasionally) and a group of friends playing Wii on the big screen TV. No, you're not at the mall or at Barnes & Noble. Would you believe you’re at your local bank?
With the changing landscape of the financial industry, many banks are testing unconventional methods to differentiate themselves and create a more positive customer experience. The toughest competition for banks today isn't the other banks down the street, but actually all the dynamic, engaging experiences consumers have with the Internet, electronics and innovative retailers. Banks that understand this evolution will have a powerful advantage when it comes to wooing customers and winning mindshare. If they get it right, they will strengthen their brands, build customer loyalty and directly drive top-line revenue growth.
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AUG 21, 2008
Copywriter
We’ve all heard this before: “Let’s get there early, so we can catch the previews.” I hate missing the beginning of a movie as much as anyone else, but catching all seven of the previews often leaves me exhausted before the movie even starts. The last thing I need before seeing a superhero movie is seeing five other superhero movies. They may only be three minutes in length, but they seem to cram in every explosion, joke and one-liner from the entire film. Often after watching a trailer I feel like I already know the characters and their story so well that I don’t need to pay eight bucks and spend two hours to get all that same information again in long form.
It makes sense that a preview is structured the same way a movie is: hook, exposition, climax and resolution. But doesn’t it seem like this formula is maybe too easy? Wouldn’t it be exciting if trailers were more like teasers—where you see just enough to make you want more? I’m sure that previews show as much as they do because that’s what audiences expect, and because it sells tickets. I, for one, am tired of all this handholding.
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AUG 20, 2008
Client Services Manager/Public Relations
With the Olympics winding down and network television still in full rerun
mode, I found myself surfing Netflix to schedule my next batch of evening
entertainment. Interestingly, I found a notice on the Netflix website (since
removed) apologizing for a technology snafu that prevented the company from mailing DVDs to roughly eight million subscribers last week. I also found
this article:
http://bits.blogs.nytimes.com/2008/08/15/lessons-from-netflixs-fail-week
in the NY Times, referencing Netflix's corporate reaction and the positive response from its customers.
It's true, you cannot beat good customer service these days, and from a
public relations standpoint, honesty is – and always will be – the best
policy. Netflix reacted in the right way, admitting the mistake, apologizing
and offering a discount to its customers. But Netflix customers were also
quick to offer the company a free pass. Why? Netflix views good customer
service as an extension of its brand. The lesson here is that solid,
proactive brand management aids successful reputation management in crisis situations. Yes Netflix lost money, but here’s an example where even though the bottom line suffered, the brand reputation remained largely unscathed. That's worth far more than the $6 million the company paid out in
retribution to its customers.
AUG 15, 2008
Public Relations Coordinator
We here at Bouvier Kelly have decided to take part in the ultimate team
building exercise. No, not a ropes course. And not one of those "trust
me, I'll catch you" workshops. No, we're harkening back to a simpler
time; we're taking on kickball.
The Greensboro Parks and Recreation's Kickball League, to be exact
(what, you thought we were going to take on a group of middle
schoolers?). What better way to reaffirm teamwork than through that
playground game of old. How else to re-energize kicking off great ideas
than by kicking that big red ball.
So if you see a group of huffing and puffing adults on a field near you,
take a moment to give us a shout out. Then call 9-1-1, because we're
pretty sure someone will need it.
As a bonus, how about helping us name our new kickball team? Just leave
your suggestion in the comments. (Sadly, for some reason no one liked my
Bouvier Kelly Mules. As in, kick like a...)
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