Is Print Marketing Dead?
Is Print Marketing Dead?
By far, the most common refrain I hear when discussing marketing opportunities is, “print is dead, right?”. It’s a controversial statement at least, and a complete misunderstanding at worst.
Obviously, the world of print has been turned upside down since the digital revolution. There have been sharp reductions in advertising revenues at most newspapers and magazines – and some did not survive. In the meantime, 70% of people are still more likely to remember a brand that they see in print. That is partly because of print’s lasting history and its reputation as a trustworthy medium. From classic production pieces like postcards, and brochures, to non-traditional pieces like window clings and point-of-sale signage, there is still something wonderfully viable about a product you can touch.
Does that mean you should be asking, “Print or Digital?” Well, that question overlooks an important aspect of print marketing – its symbiotic relationship to a company’s digital reach. Research shows that more than 60% of online searches are prompted by print media campaigns. Successful companies are using age-old marketing techniques like Direct Mail, Magazine Ads and billboards to drive their online traffic. The 1–2 punch of a well-crafted print/digital marketing campaign can deliver increased traffic and the results you’re looking for. So, the answer to the question is; Print AND Digital. There will always be a need for print. There will always be a place in marketing for producing physical pieces that enhance a robust digital marketing plan. The difference today is that marketers have an opportunity to use print as part of a larger, focused strategy that includes social media marketing and SEM.
There are countless opportunities to engage an audience with print. It’s literally everywhere you look. From signage on the roadways to the mail you receive at home, it touches our subconscious on a daily basis. As a production manager, I get the opportunity to visit various print shops from time to time and I can assure you, they are busy. Like many others in the industry, when people ask me, “Is print dead?”, I reply, “No, it’s just changing.”
Print isn't going anywhere. Let us help you with your marketing materials!
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Process Makes Perfect
Process Makes Perfect
Imagine for a second that you’re learning to ride a bike for the very first time. You’ve taken the training wheels off. You’ve got your mom, dad, whomever, holding onto the seat to make sure you’ve got your balance. And the next thing you know, they let go and you’re going on your own. Each pump of your legs propels you further and further away. Until you lose your balance and you fall down, that is. Sure it probably hurts for a second, and you may scrape your knee, but all-in-all, you’re okay. You don’t let one tumble keep you from getting back on the bike to try again, so you get back on and eventually, you’re pedaling all on your own, with no help and (more importantly) no wipeouts. It took practice, a lot of patience, and the determination to keep trying even though you’ve failed, but you did it.
With that mindset, take a look at the team you work alongside every day. Are you working as a cohesive unit or is there one person really running the show and the rest blindly following? If you and your team are struggling to communicate, or if your workflow seems to be bottle-necking at certain points throughout your projects, it may be time to re-evaluate your processes. Changing steps that are already in place (and may have been for years), and learning something new is a lot like learning how to ride a bike. You’ll need a lot of support, a lot of practice, and you may have to put up with a few bumps and bruises along the way.
And if you think your organization is running like a well-oiled machine, break out of your “if it ain’t broke, don’t fix it!” mindset and take a look at three soft skills you need to master through when working on perfecting your team’s processes.
Communication --
This isn’t going to be a one-man show, ya’ll! Start by gathering different members of your team together and have a serious conversation with them about what the main steps are going to be to get your project from point A to point B. Getting your teammates involved in the discussion eliminates the possibility of leaving a step out and helps give everyone a more in-depth understanding of a person’s role. Research shows that we can spend as much as 80% of our time communicating, so you better make the most of that 80%. Spending that quality time talking with different members of your team across different departments early on can make or break the success of your blossoming game plan!
Plus, having quality communication with your group means that everyone is always in the loop about what is going on. No “I just heard it through the grapevine” here!
Compromise --
My mom always told me when I was little “the world doesn’t revolve around you, you know…” The same sentiment holds true when you’re working within your team (remember that whole ‘there’s no I in team’ thing?). Whether modifying your processes requires changing to a new software or rearranging job titles, new things always seem SO scary. Naturally, we want to stick with what we know and what we’re comfortable with. The reality is, what works best for you may not be in the best interest of somebody else, but in order for your team to work as efficiently as possible, it’s important to meet somewhere in the middle. Meeting in the middle not only ensures that everyone is happy, but can also provide the best solution to a potential problem.
Accountability --
For a new process to work, you have to put it into practice. Sure, you can set up an array of “tests”, but nothing will equate to working on a real project in the real world. Be prepared: It’s not going to work perfectly the first day, and that’s okay. The more you work through it, the more you’ll be able to analyze where the shortfalls lie. But to do this, you have to hold your team accountable for following the steps you all worked so hard to put into place. Of course, different people are going to complete tasks differently, but if they completely ignore your newly established process, all of your efforts have been for naught. Even more importantly, you run the risk of steps getting missed, information getting lost, or mistakes.
When giving your processes a facelift, you’re not going to get it right the first time. Remember our bike example from the beginning?
As you make strides in a new direction, remember that your team is going to have your back. But sometimes you’re going to fall, and there are times when it’s going to hurt. Regardless, you have to be just as resilient now as you were at six learning how to ride your bike–keep getting back up and keep trying. Every failure you encounter will come with a change to the process, and with every tweak, you’re propelling yourself towards a seamless workflow. It just takes a whole lot of practice and determination, and a little bit of discomfort that comes from breaking out of your comfort zone. Now go get ‘em!!
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How To Follow A Brand Guide
How To Follow A Brand Guide
Your institution has decided to rebrand. Yee Hawwww! You know what that means: new culture, new look and an all new mindset. Whether you have merged with another institution, or are just looking to give yourself a facelift, there are dozens of choices to make. You’ve likely spent hours researching firms and collecting RFPs (request for proposals) to help you through the arduous process of coming up with a new name, a new logo; ultimately, a new YOU! Not to mention the thousands of dollars invested into this project. While each of those steps in the process are vital to a successful rebrand, I’m not going to talk about the process of building the brand. Instead, I’m going to talk more about what happens after the process wraps up.
Virtually all reputable marketing firms will finish your branding project by presenting your organization with a “Brand Guide” to follow. You may ask yourself: “what do I do with this slickly designed (and slightly overwhelming) piece?” Well, first of all, it is recommended that you assign someone — or a team of someones — to fully understand what they are holding. Countless hours and dozens of conversations have gone into developing just the right message, visuals, brand voice and feel to help you reach your target audience. The guide is the culmination of all that work; don’t let it be for nought. The concept of a brand guide in and of itself though is quite simple. Brand guidelines are a set of rules that dictate how all elements of a brand should be applied. Designers will present you with a detailed outline of your brand’s preferred colors, fonts, logos, photo styles, layouts and so on, and how each are to be used. They will also provide several different electronic versions and file formats of your logo and any brand graphics used. A representative from the firm or agency that did your rebrand should work with you to explain the implementation and importance of adhering to each of these elements. Make sure you distribute copies of your guide internally with your institution. Also, provide a PDF version of your brand guide to any outside firm or vendor you choose to hire before they start work on a project and be sure that they have a clear understanding of the look and feel of the existing brand.
As designers and marketers, we understand that all of your collateral work may not come through our agency. Just sit back and think about the true scale of a rebrand. You’re potentially going to need large amounts of print work, branch merchandising, in-branch and out-of-home signage in addition to a strong online presence, just to name a few elements. It’s normal for you to use an assortment of different vendors to create all the items and complete all the tasks you have on your list. Some of the work may even be completed in house, and that’s okay! Sticking true to your brand guide and holding those who take part in creating your collateral accountable allows for any pieces created by vendors to look the same visually as well as have a cohesive message.
As a designer who has worked in the Credit Union industry for over 15 years, it blows my mind when I walk into my local credit union — which is quite large with multiple branches, might I add– and see a sea of car loan promotion posters plastered all over the branch using six different fonts, with starbursts and neon colors. The pieces are prominent but were clearly not well thought out and don’t represent the brand. Eeeeeek. This is a perfect example of why you need an in-house representative to oversee and train anyone who will be responsible for putting any messaging in front of your public.
A Brand Guide can be created even if you aren’t going through a rebrand. If you have a strong existing brand but worry that different teams or vendors are making their own special “tweaks” to fonts or colors, develop and distribute your guide to clearly and cohesively provide approved standards. Now as the name implies, these are just “guidelines” these are not immutable rules. Each designer will have his or her own interpretation of how to follow it and the guide will not have every conceivable layout. Also, when special promotions and campaigns need to be developed, keep in mind this is a tool. We don’t want this guide to stifle creativity, we just want the brand to be recognizable and consistent across all channels and mediums.
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Change Is A Good Thing
Change Is A Good Thing
Oh, change. A word that can create a multitude of emotions just by speaking its name. A word that may scare you, excite you, or make you question every decision you have ever made. No matter where you stand and what experiences you’ve had in the past, there is no doubt that change is necessary.
In a world where visual and digital presence is the key to success, change is of the utmost importance. For the financial industry in particular, this way of thinking has fallen a little short. However, to make sure that you are reaching the correct audiences and creating the best user experience for your members, you need to take the following steps:
- Create your brand.
The key to a successful, visual presence is the ability to showcase who you are. A brand is just as important as your company’s underlying mission and will continue to evolve overtime. - Update your website.
If you’ve had the same website since 1990, it’s time for a revamp. Not only are you not reaching the right visitors but your site is probably being overlooked. A new website – when done properly – can be a gamechanger. - Make it mobile first.
We’ve all heard it a million times, but if you aren’t putting your best foot forward on mobile devices, you’re missing out on a big opportunity. Make sure that this is a priority and you’ll see an uptick in traffic and visitor satisfaction!
In conclusion, when it comes to a successful digital presence, change is a good thing. No matter the effort, how big or small, you will be helping your members and also your business! Take the next step, and everyone will surely thank you!
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Columbine Federal Credit Union
Columbine Federal Credit Union
About
Launch Date | June 29, 2018
Columbine Federal Credit Union understands their website is an invaluable tool for attracting new members and keeping current ones engaged and informed. With this in mind, we worked to make their new uncommn site eye-catching, easy to navigate and a true representation of their community. By utilizing brand colors in unique ways, adding stunning video and photography and implementing strong design elements, we were able to create a a memorable user experience for all visitors.
Special Features
- Stunning video on the homepage captivates the user.
- The use of circular design elements gives a smooth and comfortable feeling to the site.
- Mountain shaped imagery gives special attention to the state of Colorado, where the credit union is located.
- By adding quick call to actions throughout the site, a user can find what they are looking for even more easily.
Website Insight: Campfire Edition
Website Insight: Campfire Edition
You may be completely comfortable making changes to your institution’s website, logging in and making edits without a moment of stress or second guessing. Or the thought may send a shiver of fear down your spine. Whether you are making changes yourself or sending edits to your web developer in-house or off-site, there are some factors that are universal.
Thanks to a recent Saturday spent at WordCamp 2019, a global WordPress conference made accessible through small local events held around the globe, here are four takeaways to share with your website team, whether you utilize the WordPress platform or not.
- Your website doesn’t need a 100% rating on Google PageSpeed Insights. Yep, you heard right. Focus on quality hosting, optimization of images and compression of JS and CSS. Those three things alone can bump up your site speed and improve your user’s experience.
- The right questions are vital. “What would our members/customers say are the best things about working with us?”, “How would you describe our company to a friend?”, and “Who is our ideal member?”. The more specific you are with your answers and the more personal details you can give, the clearer the picture will become of how you should be represented online. If you handle your website internally, ask these questions of your team. If you use a third-party developer, make sure they understand your answers to these questions.
- Copy is key. Content-based web design is a great idea for both web developers and marketers. Not only will it help members understand your brand, it will help them navigate your site more efficiently. Quality content = a successful website.
- And last but certainly not least, make sure your site is designed for a purpose. You want visitors to easily find what they need, whether it is accessing their account or opening a new one. More than just a digital brochure, your site should function as an online branch, allowing for functionality through eye-catching design. A website should be a well oiled machine that should function for its users. If the design process is lost, the functionality could be as well.
In conclusion, a site that looks pretty but doesn’t function well isn’t successful. The same is true for a site that has full functionality but isn’t visually interesting enough to keep visitors’ attention. The balance of speed, copy, design and functionality can be a difficult one to achieve but is key in acquiring traffic and achieving conversions.
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Your Marketing Co
Your Marketing Co
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50
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50
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Dollar Dog Kids Club
Dollar Dog Kids Club
About
Launch Date | March 15, 2019
Everyone’s favorite cash-conscious canine has been a beloved character in the credit union community for almost two decades. And his website, while cute, had frankly seen better days. With the new DollarDogKidsClub.com launch, we were able to give the program and its participants a fresh new look with animations, responsive design, and easy access to marketing materials. Designed for members and the credit unions that serve them, we finally answered the question — YES! You can teach an old dog new tricks!
Special Features
- Membership registration and permissions allow specific content controls for different users.
- A special client section provides access to marketing materials, a forum to interact with other program participants and a ticketing system for submitting photos, events and more!
- The paw cursor is an extra fun touch that keeps the site fun for Dollar Dog Kids Club members.
Acclaim Federal Credit Union
Acclaim Federal Credit Union
Research
Project
Step One
10
Research
105
Hours
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Hidden River Credit Union
Hidden River Credit Union
About
Launch Date | January 30, 2019
Hidden River Federal Credit Union in Pennsylvania knows that visitors want a clean, friendly, easy-to-navigate site. Working with the lead developer on the project, a plan was developed to highlight the most important information and details. From joining to rates to applying for a loan, the site was built from the ground up with the member experience as the guiding principle of the design. The end result is a site that flows smoothly and uses a mixture of compelling imagery, iconography and text to guide the visitor to the information they’re there for.
Special Features
- The rates quick reference guide on the homepage utilizes icons to showcase featured products and services.
- ¿Hablas español? Est-ce que tu parles français? The language translation tool on the site allow visitors to select from English, Spanish or French and translates all selectable text on the site.
- Eye-catching notification bars are easily changed to feature a special promotional rate, an event like the annual meeting or a holiday closing reminder.