Let It Be

By Rob Kessler Time to find the right recruiting solutions Six years seems like a generation ago. Time flies when you deal with a pandemic. In 2015, the number of applicants per job opening was about 59. In 2019, that number fell to only 30. Obviously a strong economy and falling unemployment numbers made seeking Read more...

Why Anyone Hearts Anything

by Rebecca Kappel, Strategy Director Falling in love. For your sake, I hope you’ve done it … at least once. The obsession, the singular focus on that one person, that “I have to have them” feeling. It’s like nothing else. It drives your decisions (good ones and bad ones) and dominates your motivations. This one Read more...

We’re All Just Personas

by Rebecca Kappel, Strategy Director Developing user personas is an effective way to understand your audience and provides a framework for your brand message. “Knowing our customer and communicating with them in their language, in the places they go in an appropriate way … everything else is tactics.” — Peter Bell, Product Marketing Senior Director, Read more...

Using annual enrollment to strengthen your brand

By Rob Kessler, Partner/Operations Director Each year around this time, there are a few things people dread … weather getting colder, days getting shorter, the Lions out of playoff contention (that’s a personal one) and having to figure out health care plans. Large and small organizations alike spend countless hours analyzing costs and options each Read more...

Three Basic Principles of Property Branding

By Rebecca Kappel, Strategy Director Creating a Community Creating a property brand is creating a community. For the end user, it will be more than a product or service — it will be what they experience each time they enter and leave their home. For the business owner next door, it will be more than a Read more…

Five Qualities of Higher Level Higher Ed Communications

By Rebecca Kappel, Strategy Director Making it work in a changing communications landscape. I am a marketer, but I am also an end-user. My professional inbox is flooded daily with B2B communications. My personal inbox is overloaded with B2C communications, and for the last year or so, it’s been inundated by higher ed marketing. As Read more…

Why ‘why’ is the most important question

By Rob Kessler, Partner/Operations Director “It’s good to be curious about many things.” – Fred Rogers Anyone who has kids or has been around kids knows the inevitable question … why? Why is the sky blue? Why is water wet? Why can’t Purdue make it to the Final Four (maybe that’s just asked at my Read more…

Creating Successful Social Media Videos

By Rebecca Kappel, Strategy Director Attention span… 3… 2… 1… Gone. Imagine you’re in a pitch meeting and you have just a brief few seconds to sell your idea. Sounds dramatic, right? But when it comes to advertisements and videos on social media, it’s reality. Since the development of platforms like Snapchat, TikTok and Instagram story, Read more…

Living Your Employer Brand Values

By Rob Kessler, Partner/Operations Employer brand during crisis: What you do now matters Here we are, halfway through 2020.It’s halftime.We’ll skip the marching band and focus on regrouping, so we can finish this crazy year strong. One area that you should look closely at is your employer brand. Everything you say and do when it Read more...

Build Your Brand Affinity

By Paul Boston, Partner/Creative Director Community Banks and Credit Unions Prove What Matters Most Now is the time to leverage your strengths. Bankers are expected to offer security, value, access, accountability, smiles and responsiveness all year long — in the background. When you think about it, they enjoy the same level of appreciation my water Read more...