Monthly Archives: Marketing Strategy
A lined sheet of paper that reads public relations and ON Advertising PR agency

What is a PR Agency and How Can It Boost Your Business?

As a full-service agency, one area we see a lot of confusion over is what exactly is public relations. A PR agency is very similar to an ad agency in the sense that they share the same goals. However, the biggest difference between the two is how they achieve those goals. When it comes to public relations, it’s all about getting eyes and ears on a person or business via editorial coverage. 

As one of the top marketing agencies in Phoenix, we have experience in many areas of the industry. Public relations is just one of those areas, and we have a knowledgeable team with innovative ideas to get your name in the public’s eye. Learn how PR can play a critical role in your marketing efforts and what ON Advertising can do to help.

What Does a PR Agency Do?

Public relations can be defined in several ways. It can anticipate, analyze, and interpret public opinion and attitudes that might impact an organization. PR can influence or change public policies and manage resources needed to sway the opinion of a target community. Additionally, PR professionals research, evaluate, and implement programs of action and communication to inform the public daily. 

The overall goal of public relations is to obtain editorial coverage. At ON Advertising, we achieve this by developing and distributing numerous press releases, writing several pitches, and blogging nonstop for our clients. Moreover, we perform a considerable amount of research for clients to fine-tune their messaging to grab audience attention. 

At the end of every month, we compile a media coverage report to determine the success of our public relations activity. This allows us to determine what areas we need to focus on and gives us valuable information on publications that run our press releases. Additionally, we’re able to track the publication’s reach and ad cost, giving us an idea of the potential amount of people who will see the editorial. 

The Benefits of Partnering with a PR Agency

Reduce business costs by hiring a public relations agency. According to Home Business Magazine, businesses need to use different tactics to bring in new clients in today’s competitive business world. While entrepreneurs can achieve this themselves, this is a PR agency’s bread and butter. They have years of experience in strategizing, developing, and implementing campaigns to get results within budget. 

Reaching out to publications and broadcast companies can be a difficult task. Fortunately, when you partner with an experienced PR agency you not only benefit from their knowledge but also their connections. They’ll have a range of contacts from media outlets and community leaders to help grow your brand efficiently. 

To attract new clients, investors, and talented employees, you need a good reputation. PR teams have a knack for polishing your business’s image and increasing awareness of your brand. As a result, their efforts will generate new leads that will help your business thrive.

Another benefit to hiring a PR agency is its ability to open a lot of time for you and your employees. Instead of having to take time out of your day to develop uncertain strategies, write press releases, and research publications, you can hire somebody else to do the heavy lifting. PR teams are experts in these areas and more, giving you more time to focus on the other parts of your business.

ON Advertising Knows How To Get Eyes On Your Brand

Public relations is a vital part of a strong marketing campaign and it should not be forgotten. When you partner with ON Advertising you can expect a strong campaign that incorporates our range of services. From strategy to creative and PR, we use our knowledge and expertise to obtain positive results. We’re not just the PR agency of choice, we’re the marketing partner of choice. Contact us today to learn more about our range of services and how we can enhance your business today.

A laptop with marketing analytics sitting on top of the keyboard

Why Are Analytics Important in a Marketing Strategy?

Sometimes a gut feeling will drive an entrepreneur to take a chance.  While others may just throw a dart and hope for the best.  But to truly make confident decisions, business owners should rely on several tools available through analytics. Analytics has helped millions of businesses obtain data to plan, adjust, and implement effective marketing strategies. But what is marketing analytics, and why are they necessary for most digital marketing strategies? As one of the top advertising agencies in Phoenix, Arizona, we’ve got you covered below. 

What is Marketing Analytics?

Simply put, if you don’t know what isn’t working in a strategy, how are you going to fix it? Marketing analytics provides businesses with that information. A market analysis is a practice of measuring and analyzing performance data to maximize the efficiency of one’s marketing efforts. Furthermore, it allows businesses to improve their return on investment. This information can help guide professionals on what areas they need to work on to improve their strategy.

Metrics to Consider in One’s Analytics

With so many tools available, there are a lot of analytic software platforms you can use to gain valuable insight. In today’s digital world, we believe these are a few metrics to build an effective marketing strategy:

  • Organic search traffic
  • Top landing pages
  • Keywords
  • Traffic source

With this data, marketers and business owners can evaluate what their best course of action is. They can use this information to optimize their website’s Search Engine Optimization (SEO), plug-in keywords for Google Ads, learn who their audience is and where they are coming from, and build content relating to their keywords and landing pages. 

Past and Present Analytics

As mentioned above, analytics can provide data on what has happened in the past and what is happening now. This information allows you to examine what is and what is not working. Furthermore, it can provide valuable insights into an increase or decrease in sales, who and where the audience is, and how they found your business. 

Analytics Can Help Predict What Will Happen

According to GutCheck, the most important element of analytics software is its ability to help predict what will happen during the execution of a marketing strategy. With this information, one can examine key elements to predict their strategy’s future, such as consumer behavior, website engagement, and gain leads from similar users who have converted. This information helps you make educated decisions to enhance your business.

Analytics to Marketing Strategy with ON Advertising

As you’ve seen, analytics play a large role in a business’s digital marketing strategy. It provides business owners with key information about your marketing efforts and what you can do to make them stronger. However, many businesses and entrepreneurs aren’t experienced in setting up, tracking, and analyzing what these metrics mean and what their next move should be. That is where ON Advertising comes in.

For more than 25 years, we have been the go-to for effective marketing strategies. ON works closely with every client to ensure their needs are met on-time and on-budget. Our creative team of professionals is capable of analyzing data and incorporating it into a plan of action. Contact us today and learn how we can help your business.

A title picture that says marketing strategy

Digital Marketing vs Traditional Marketing Strategy: Which One is Better?

For the last decade, the debate between traditional and digital marketing strategy has been a question on many marketing professionals’ minds. On the one hand, technology is evolving, and consumers continue to be engaged online. But, on the other hand, some audiences are more impacted by traditional marketing methods. Both have their advantages and can build brand awareness of your company and product. As one of the top advertising agencies in Arizona, we have first-hand experience in both methods. Learn why each method is important below. 

Investing in a Digital Marketing

This form of marketing is, as you’d expect, entirely digital. It’s a strategy that involves anything online, such as social media, online ads, email marketing, Pay-Per-Click advertising, and website optimization. As consumers become more reliant on digital, there are more opportunities open for marketing. 

Some form of digital marketing is essential for businesses today. It’s become routine for consumers to research and buy products online. For example, when someone is interested in trying a new Italian restaurant, they will typically Google: “Italian restaurants near me.” In doing so, you’ll see ads of Italian eateries and strategically ranked websites

Digital marketing allows for a truly personalized marketing experience by targeting specific audiences in cost-effective, measurable ways. By partnering with a digital agency, you can expect a marketing strategy that will resonate with your target market for a fraction of the cost of a traditional campaign. 

Investing in a Traditional Marketing Strategy

Traditional marketing refers to any type of marketing that isn’t digital. It consists of a range of mediums including, television, print, radio, direct mail, and billboards. It’s one of the oldest forms of marketing, making it one of the most researched. Traditional may seem antiquated in the fast moving digital age, but it doesn’t mean it’s not effective.

People still rely on traditional media for information. According to 99 Designs, the experience of an impactful TV commercial or a clever array of words on an ad in a magazine has a lasting effect on a person’s memory. The familiarity of traditional methods of promotion makes it much easier for many consumers to understand. Studies have shown that hard copy marketing is easier for audiences to process and recall. 

Furthermore, by implementing a traditional marketing strategy your message has a great chance of reaching local consumers. Mediums such as radio and television make it easy to communicate your message on time. While digital strategies may be able to get your message across globally, traditional advertising can resonate locally. 

Which Marketing Strategy Should You Use

When it comes to choosing a superior marketing strategy, we believe there is no right answer. Both methods provide many benefits that businesses can use to reach their target audience. A great marketing campaign should find the right balance between traditional and digital. TV commercials and print ads are often repurposed for social media and online ads to help consumers recall the message. By combining both methods into one strategy, the campaign has a greater chance of success.

Benefit From Our Marketing Strategy Expertise

For over 25 years, innovation and creativity have been the core of ON Advertising’s marketing strategies. Whether you’re a B2B or B2C company, we work closely with each client to ensure their brand and message reaches the right audience at the right time. Contact us today and let us know what you are looking for in your marketing strategy. 

Man in a lab coat is carefully looking at a jar that contains cannabis concentrates

Client Spotlight: Procan Labs

Say hello to our latest client: Procan Labs! Started in 2017, they’re now California’s leader in purified cannabis concentrates. Procan Labs extracts the highest quality full-spectrum crude oil and distillate; their mission is to keep the California cannabis supply chain stabilized and reliable with the clean, compliant oil, distillate, and Terpenes required, all while elevating the quality of life for people across California. 

We’re honored to have started an incredible partnership with them in 2019 and look forward to working alongside them in 2020. Here’s a little bit more about the difference you’ll see when working with Procan Labs.

Who They Are

It’s no surprise the cannabis industry is booming, and Procan Labs is a key player in the current field. But, what sets them apart from the rest? The Procan Promise. They take an authentic, honest, and transparent approach to their business and their customers. Their cold-pressing process ensures impurities or harmful residual solvents in their oil, distillate, or Terpenes are removed, therefore you can feel confident that their products are pure, natural, and versatile.

What They Do

Procan Labs can do it all. No really, they can! In their Concord, CA laboratory, they produce a wide array of products for various needs. Using a cold-pressed extraction method at sub-zero temperatures, they’re able to produce any end product you need:

  • Terpenes: Procan Labs believes you should be able to smell and taste the difference in your end product, and their process ensures you do. The entire plant and biomass run through cold-pressed extraction methods to bring you true cannabis-derived Terpenes.
  • Distillate: The processes at Procan Labs also include multiple passes of molecular distillation, with an end result of high potency distillate. They make sure each fraction is clean and pure with the specifications needed to manufacture your consumer products.
  • Full Spectrum Crude: The unique processes don’t stop there because Procan Labs also delivers a full spectrum crude rich in terpenes. How do they do it? During post-process closed-loop decarboxylation, which controls the loss of light volatiles normally associated with ethanol extraction.

Procan Labs produces products ranging from tinctures and salves to balms and vape cartridges. Most importantly, they do what they say they will: promise transparency, availability, and integrity in every communication and transaction.

How We Help

Though our partnership is in its beginning stages, ON Advertising has already created some pretty incredible things with Procan Labs. As with all our clients, our 30-60-90 day plans create the guide for executing the marketing and advertising elements, and it was no different for Procan Labs.

In the first month, we worked on brand development, logo design, and social media development. In month two, we created their website design, as well as began the process of creating three videos that will live on the site. And finally, in month three, we launched the new Procan Labs website! Stay tuned to see what we come up with next for this client, you won’t want to miss it.

Innovation and big creative ideas are at ON Advertising’s core. Our analytical approach, combined with our outstanding creative team, guarantees our clients receive a focused, well-conceived plan that meets all of their marketing and advertising needs. Contact us to learn more about our services and about how we can help you grow your business.

A close up of a stethoscope and plastic heart

Client Spotlight, Valley Schools

This week we are highlighting our client Valley Schools. Valley Schools has been a leader in insurance administration, vendor contracting, and consulting services for over thirty years. As a nonprofit corporation, the number one priority at Valley Schools is advising and providing their members with a best-in-class service at the most competitive rates possible.

It is a busy time of year for Valley Schools as it is open enrollment season, which means the many school districts they represent are in full swing for plan renewals. ON Advertising has been helping Valley Schools with multiple projects for this busy time of year, some of them include new designs for their member’s benefit books, creative design for multiple pop-up banners for upcoming conferences, video production, and voice-over recordings for enrollment plan booklets. Check out a recent video we created for Valley Schools here.

Many of our clients have multiple projects going on, especially if they have busy seasons. So how does ON make sure everything stays streamlined when there are multiple projects in the air?

It’s all about organization.

You would be surprised, but many advertising agencies do not leverage Traffic Managers to help workflow through various departments. This is a vital resource for Account Executives and Senior Account Executives as it ensures important items do not fall through the cracks. At ON Advertising, our Account Services team has Traffic Manager in place and builds out comprehensive quarterly plans called 30-60-90s for each client. These plans cover the action items for each client so everyone knows what deliverables to expect and their respective due dates.

Having consistent meetings with our clients is also extremely valuable. This achieves two essential goals: 1) It keeps all stakeholders informed about ongoing tactics. 2) It strengthens relationships and builds trust. Our agency is committed to being a partner to our clients, not just another vendor.

These are just some of our agency differentiators. For more information on things your agency should be doing for you, give this a quick read.

At the end of the day, our primary mission is to ensure success and ROI for our clients. We love working with organizations like Valley Schools. If you’re interested in our wide range of full-service offerings, look no further than our services page.

Hines Chandler Viridian Sign glowing during sundown

Welcome to Chandler Viridian

Have you driven by Chandler mall recently? Did you notice a few new buildings occupying a once vacant lot with a half-finished building? In fact, the development company, Hines, has recently completed its $160 million project of building class A office space, a luxurious hotel, and an upscale apartment complex on that 8,900 square foot lot. And guess what? We had the pleasure of working with the executives at Hines to create the main logo and grand opening videos! The new development is called Chandler Viridian, and we are excited to see everything come to life.

Who is Hines

Hines is a privately owned development company that works in 24 different countries around the world. Chandler Viridian was just one of many projects that they are working on. Their portfolio consists of $116.4 billion under management and is growing at a rapid pace.

The Project

Three different videos in only 2 weeks. There were many obstacles that we had to work around while filming these videos and shooting photos to make everything look perfect. One of the most difficult aspects of shooting this development was dealing with the construction still taking place on the buildings. Working around the construction workers and manipulating the shots to make it seem like the building was finished was not an easy task. We did a lot of touching up at the end, including removing equipment, fixing dead trees, and more.

Shoot Day

Another challenge we faced was the limited amount of time we had. We only had 2 weeks to complete the entire production and only 2 days to shoot the entire 8,900 square foot land with all its features. The first day we shot was before the grand opening ceremony. We brought in various models to pose in “lifestyle” shots, giving the audience a taste of what it would feel like to live and work at Chandler Viridian. We even captured drone footage of the land to show a birds-eye view!

The next shoot was at the grand opening ceremony, showcasing all the executives and the first-ever Hines hot air balloon. This was a historic day for us and Hines, as we saw this development come to fruition.

Final Videos

With a short amount of time, multiple obstacles and a lot of hard work, everything came together! Click here to see the final video.

Logo

One of our owners, Eric Garcia, created the logo for Chandler Viridian. As pictured here, the logo is plastered on every sign all around the building, giving the new area a unique brand and contemporary feel. Having the elegant logo all over the development ties the hotel, the office, the apartment complex, and all of the restaurants together.

With the talent of our creative staff and the hard-working accounts team, we were able to produce a great video for the Chandler Viridian development. To learn more about how we can help you with your next project, contact us. Check out our portfolio page to see more creative projects we have accomplished.

Sketch of various styles of the letter R

Update Your Logo

Whether its fashion, technology, or graphic design, styles are constantly changing. Logos for a company or brand are no different, it needs to stay current with the latest trends in the industry. Has your brand ever updated their logo? If not, we suggest looking into a logo refresh to stay up-to-date with competitors.

Logos are considered one of the signatures of a brand because they give a visual representation of who the brand is and what they encompass. Unfortunately, the lifespan of logos are getting smaller and smaller; styles are changing at a faster speed than ever before, forcing businesses to update their brand more often than not.  

Why make a change?

There are many reasons brands change their logos. Sometimes it’s internal factors causing a need for change including a shift in strategy, a merger, or an acquisition. However, external factors also have a big influence on altering a logo. Examples of this usually include style trends and graphic design progression.

When to make the change?

Having a marketing team to evaluate when it’s time to modify a logo and look at all variables is the best practice. When we work with clients to asses a need for a new logo, some of the questions we ask are:

  • Is the logo too old and outdated?
  • Is it too complex?
  • Is it identifiable or not?
  • Is the business changing as a whole?

Taking a closer look and thoughtfully evaluating the brand is the best method to determine the need for a new logo.

How can ON Advertising help?

As you may have seen in a recent blog, in 2018 we changed our logo to rejuvenate our brand, giving ourselves a fresh and modernized look. As an agency, we have grown so much since we have updated our logo, giving us a competitive edge. Our highly-skilled creative team has designed many logos for our clients, check out some of our original logos here. Whether you are starting a new brand, want to give a brand a fresh updated look, or are changing a brand’s strategic direction, we can design and create a state-of-the-art logo for you. Contact us to explore how a new logo can help your business grow.

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