advertising agency, Being Found on Google, community involvement, Consulting, digital marketing agency, diverse experience, Enjoying What You Do, Google Ads, Google Nonprofit Ad Grant, making time for things you value, marketing consultant, mission statement, Nonprofit Marketing & Communications, organic SEO, paid search, Search Engine Optimization, search terms, SEO, warriors, fighters, doing good, giving back, paying it forward

Nine Years And Counting And How We’re Paying It Forward!

Our Boston Digital Marketing and SEO Services Company’s History

When we hung our shingle for our Boston digital marketing agency 9 years ago, via the launch of this website (April 2014), we had no idea what lay ahead of us. I say “we” because at the time I launched this firm, I knew I’d be able to call on a couple of family members to help me if needed, particularly my wonderful sister-in-law, Sharon, who served as both a cheerleader and a “tasker.” Sadly, our family lost Sharon a number of years ago to cancer, but I strongly believe she continues to cheer me on and has caused many good things to happen on the work front for Results Communications & Research.

I won’t repeat what I’ve shared on other pages or blog posts on our site, but if you want to learn more about my and my digital marketing firm’s journey or the diverse nature of the clients we’ve had the great privilege to serve, check these pages and posts out!

Google Nonprofit Ad Grants

As I call out in this previous blog post about which type of marketing agency or consulting firm to hire, no marketing agency or PR firm can be all things to all people, or be good at all things! So, as our agency has evolved over the years, our team has put many of our energies and learning time into becoming the best possible SEO experts for our clients — helping them be found on Google and in other search engines for high-volume, relevant search terms, via both paid search (Google Ads) tactics and organic search tactics. We’re proud of the very favorable reputation we’ve developed in the Greater Boston area (and beyond) related to the aforementioned, but we’re particularly proud that we have helped numerous nonprofit/cause/charitable organizations apply for and obtain Google Nonprofit Ad Grants and/or optimize such a Grant that they obtained for themselves.

Google Nonprofit Ad Grants are very generous “Google search” online advertising grants that support nonprofits appearing at the top of Google search results for relevant search terms — also known as keywords — used by their target audiences. Ultimately, such advertising creates greater awareness of the organization and their services, and eventually, greater support of and advocacy for the organization’s mission.

You can learn more about Google Nonprofit Ad Grants in this blog post about growing your nonprofit with a Google Nonprofit Ad Grant, and if you reach out, I’m glad to share the slide deck (which includes a recent success story) from a webinar I gave on the benefits of, and how to successfully employ, your Google Nonprofit Ad Grant dollars. You can also watch a quick video I created a while back about Google Nonprofit Ad Grants.

Commemorating Our 9 Years In Business

As our 9th anniversary approached, I gave great thought to how we could celebrate it in a meaningful way. We’re all about giving back and paying it forward, anyhow, but we wanted to do something to express our gratitude to all who have helped us along the way in our business-building journey!

I really wish we could extend the following opportunity to all nonprofits that inquire about it, but one of our many blessings related to being in business for nine years is that we have an extremely full plate and have for a number of years now. Again, we want to thank all our marketing collaborators and our clients for that — so many of you have been great about making referrals and/or sub-contracting work.

So, here’s the opportunity:

If you are a U.S. nonprofit wanting & needing help applying for a Google Nonprofit Ad Grant, e-mail me, by April 30, 2023, to express your need and desire for help with the Google Nonprofit Ad Grant application process at gail.moraski@allintheresults.com and put “May Google Nonprofit Ad Grant Drawing” in the subject line. In May, I’ll randomly select two names from the list of entries we receive and we’ll work with your organization on a pro bono (complimentary/free) basis to help you apply for — and hopefully obtain — a Google Nonprofit Ad Grant. Keep in mind that if your organization is not certified as a 501(c)(3) organization or you are a government agency or health care provider (think hospital, physician, etc.) or an educational organization like a college or university, you will NOT qualify for a Google Nonprofit Ad Grant.

We Can’t Wait!

We can’t wait to see what’s down the road for our Boston SEO company! If we continue to be as blessed as we have been, it means we’ll have the great fortune to continue to meet exceptional business owners, entrepreneurs, nonprofit organizations, and marketers and to collaborate with them to make great things happen on many fronts!

Learn More About Our Google Nonprofit Ad Grant Services And Nonprofit Clients Whose Google Ad Grants We’ve Managed

See who we’ve helped and how we’ve helped nonprofit clients obtain and/or manage their Google Ad Grant.

Learn More About Our One-Time and Ongoing SEO Services And How We Might Help You

To schedule a no-obligation, complimentary discussion of your organization’s SEO opportunities and challenges, and how to get found on Google, e-mail us today at gail.moraski@allintheresults.com, use our calendar app to choose a convenient day or time to chat, or complete our contact form, to set up a no-obligation, complimentary SEO discussion. 

community involvement, good will creation, Importance of taking break, internships and volunteering, keeping a balance, Making Connections, making time for things you value, mission statement, Passion, walking, warriors, fighters, doing good, giving back, paying it forward

Why I’m A Jimmy Fund Walk Walker and Team Captain

The following blog post is dedicated to my friend, Susan Clawson, who lost her hard-fought battle with stomach cancer earlier this month. Susan was an incredible woman. Despite her own battles with both thyroid and stomach cancer, she helped raise both awareness of cancer and funds for research through her Relay For Life leadership roles — roles to which she brought great passion & energy. I know I and other friends are committed to keeping her cancer-awareness and research-funds-generation goals alive!

This morning, I met with my lovely contact at The Jimmy Fund. Such a caring and kind individual and so passionate about her role in helping Jimmy Fund Walk teams generate funds for cancer research. We talked about a number of things — fundraising ideas for my “Mission Possible” walking team, and how I could share with local reporters both my reasons for walking, as well as a cute story about how I met a good friend and current cancer patient thru the walk — all to create awareness for the walk and it’s important mission. We also chatted about my own cancer journey and how treatment for abdominal sarcoma has had a lasting impact on my health, as well as my unending desire to provide ongoing support to friends and family who are battling cancer, so they never feel alone or forgotten during their cancer journey.

I also shared with my Jimmy Fund contact a “fun fact” I hadn’t thought about in a while. How Dana Farber Cancer Institute (DFCI) — the organization that receives and employs the funds generated thru the Jimmy Fund Walk to conduct innovative, life-saving research — was one of the very first places I worked when I moved to Boston after graduating from UCONN. Back then, the beautiful, state-of-the-art Yawkey Center owned and run by DFCI did not exist. I worked out of the Dana Building, which is still used today. As a temporary employee in DFCI’s HR Department, each morning as I came to work, I walked by a children’s play area set up in the back of the lobby. While seeing kids battling cancer made me teary-eyed, it also gave great meaning to working at DFCI — to help these kids and others win their cancer battles.

Little did I know — and I’m tearing up as I write this — that 23 years later, I’d be a patient myself and receiving care in the exact same building!

This October, I’ll walk in the Jimmy Fund Walk — so happy it is in-person again this year — for the fifth year!

It’s been another very busy year for me on both the work and personal fronts, but when summer rolls around, I know I need to make the time to start fundraising more for my Jimmy Fund Walk team, “Mission Possible.”

Why I Know and Have Supported So Many Other “Cancer Warriors”

There’s just not enough “real estate” on my Jimmy Fund walk page to explain why I continue to walk and raise funds for the Jimmy Fund, so that’s why I’ve taken to my blog to share my countless reasons. Friends and family have pointed out to me that, compared to the average person, I seem to have a disproportionate/very large number of loved ones who have battled or lost their battles with cancer. I won’t argue that, and there’s a reason for it — once you’ve been a “cancer warrior” yourself, friends and family members who are diagnosed with cancer tend to reach out to you for advice regarding how to physically and emotionally handle a cancer diagnosis and treatment.

Plus, you get to know other cancer patients who are on the same treatment schedule as you, or through virtual cancer support groups and discussion boards. And, a sad actuality of serving on the Braintree Relay For Life Committee for a few years was that I made friends with people who are involved with cancer fundraising because they are “cancer warriors” themselves.

All of the above explains why I have so many names listed next to my number one and number two reasons for why I walk in the Jimmy Fund walk below.

And, lastly, as a cancer patient or cancer survivor, you know what it’s like to feel so darn lonely and out-of-step with the rest of the world. As I shared with my Jimmy Fund liaison this morning, when you are battling cancer, it’s particularly hard to see the world keep spinning and everyone going about their day-to-day/everyday lives when what was previously your normal routine/life has been put “on hold,” — either temporarily or forever.

Reasons Why I Walk In The Jimmy Fund Walk

  1. IN MEMORY of family members and friends I’ve lost to a variety of forms of cancer, including lung, bladder, prostate, breast, stomach, brain and pancreatic cancer: Sue M., Felice E., and Karen T. (my college friends), Susan C., Enid L., and Patty W. (Braintree Relay For Life Committee friends), Jeff P. and Scott R. (high school friends), O.V. S. (my dad), George E. (my grandfather), Hazel S. (my grandmother), and Sharon C. (my sister-in-law), Beth M. and Jen L. (fellow sarcoma patients), Bruce M., Trece M., and Nancy K. (fellow cancer patients I met along my journey), John S. (a close neighbor’s son), Marion H. (work friend.) And, there are many others from cancer support groups I lost along the way.
  2. IN HONOR of family members and friends who have won their cancer battles or who are still fighting, including leiomyosarcoma, neuroendocrine tumor (NET), and prostate cancer, breast cancer, and thyroid cancer: Barbara and Maria S. (my sisters), Jean C., Jeanne M., Francine F., Carolyn Q., Barbara J., Chris M., and Archie S. (life-long/close friends of me and my husband), Pat E. and Dee C. (women who walk with my team), and of course, yours truly.
  3. TO REMIND others that “cancer never takes a holiday” and that, if anything, the number of individuals battling cancer is on the rise vs. on the decline, and that there is not one person among us whose life hasn’t been, or won’t be impacted by cancer in some way, even if it’s thru a loved one’s diagnosis vs. a personal diagnosis.
  4. TO RAISE VERY MUCH-NEEDED FUNDS for cancer research, especially for rare cancers, since no one treatment is likely ever going to be capable of treating each & every form of cancer. And in keeping with the aforementioned, to feel that I’m helping friends & family who are still battling cancer or, who might again battle cancer, due to metastasis or recurrence. Fundraising is a way for me to put my anger and sadness about cancer into something positive and to not feel like the deaths of those who passed from incredibly hard battles with cancer were in vain, and to remind those fallen “cancer warriors” that they will never be forgotten.

How You Can Honor Or Remember The “Cancer Warriors” In Your Life

The above is pretty simple. Donate to my “Mission Possible” team or support another Jimmy Fund walker. Or, join my team by visiting the Jimmy Fund Walk site and registering to be a member of “Mission Possible.”

And, visit this page of my site if you need help and courage to “keep fighting.” E-mail me at gail.moraski@allintheresults.com if there are fighting people, words, or songs I should be adding to this page. Plus, let me know if there is anyone you want me to honor or think of as I walk on October 2 this year!

Thanks for any support you end up giving my team and those who battle cancer!

After we published this post, we received the following coverage about our Jimmy Fund Walk team. Go team “Mission Possible!” https://www.patriotledger.com/story/lifestyle/2022/10/05/braintree-cancer-survivor-steps-up-jimmy-fund-walk/8177164001/

Acceptance of Circumstances, community involvement, Enjoying What You Do, fundraising/development, Importance of taking break, keeping a balance, warriors, fighters, doing good, giving back, paying it forward

Why I’ve Always Walked Part III: Brattleboro VT (150 miles) or Bust

While on the neighborhood walk I just completed I gave great thought to how, and when, I developed my great love of walking, it wasn’t the first time I noodled this. In fact, I captured this in the first of my blog posts about “Why I’ve Always Walked.” I think it all goes back to the candy store trek I mentioned in that previous post and the fact that homes were pretty spread out living in what-was-then-quite-rural Burlington, CT. As a child if you wanted to play with neighbors without having to ask your parents to give you a ride, you were going to walk a bit to get to their homes. And, if you wanted your “smarties,” you were going to have to walk an estimated 1.75 miles to get them — what felt like a very long distance when you’re age 9 or under.

As some of my readers know, since the beginning of the pandemic I’ve been supporting a family member who’s been struggling. In recent months, I’ve become more and more of a caregiver. This means I need to stick close-to-home, manage the stress of seeing a loved one deal with illness, and play a big role in making sure both of our daily needs are met and that we both enjoy the best possible quality of life. Walking has been a lifesaver as far as helping me keep my stress level down goes, but it also provides for an activity and goal in life that’s just about me — something a caregiver really needs.

Walking the Brooklyn Bridge In 2016

Why Brattleboro and 150 Miles?

As I also shared in the aforementioned first walking blog post, I’m a sucker for a good “cause walk” — something I consider a win-win. This spring, I signed up to walk The Kerry Fund’s “Walk Around The World.” I had set a goal to walk 50 miles during the month of May, but I came in about 8 miles under, I believe, because of the personal challenges mentioned above. But, I extended the timeframe and deadline for my goal and made it into a longer and larger one. To walk 150 miles between May 1 and Labor Day. I’m not someone who tracks day-to-day steps. Just true walks I go on whether they be around the neighborhood, to grab something at Dunkin Donuts (a beloved destination walk), or a walk at a park or on a trail.

Work and personal demands got in the way of me finalizing this post, so that the day I wrote the initial paragraph and the day I’m writing this paragraph, are several weeks apart. But, I’m pleased to say I’ve walked 120 of my 150 miles, many of them on Boston’s South Shore. That 150 miles equates to walking the distance from my home to Brattleboro, VT — a spot I love to visit. So, even if I can only visit there in my mind when I achieve my 150 miles, I’ll have to have a smoked turkey sandwich and pretend I’m at The Top of the Hill Grill.

I’m finishing up this post and publishing it on Saturday, August 7. To support my Jimmy Fund Walk team, I’m holding a drawing for anyone who makes a donation to my team and correctly guesses how many miles I will have walked by Labor Day. Will it be 150? Will it be way more? E-mail, text, or direct message me and let me know your guess after you make your donation. Whoever’s guess is the closest to the # of miles I walk before September 6 will win a $50 gift card to Legal Seafood. If there’s a tie, each winner will receive a $25 gift card. http://danafarber.jimmyfund.org/site/TR?px=1010193&pg=personal&fr_id=1660

Thanks to those who support the Mission Possible Team and those who support me or join me related to my joy of walking. Walk on, and always reach out if you want to do a walk ‘n talk in my neck of the woods!

P.S. If you enjoy walking and missed Part II of my walking blog post series, take a stroll thru it!

Acceptance of Circumstances, community involvement, Enjoying What You Do, Importance of taking break, keeping a balance, Making Connections, making time for things you value, Objectives Setting, relationship building, warriors, fighters, doing good, giving back, paying it forward

A Life Constant: Why I’ve Always Walked

Walking has always played a huge role in my life. During my early childhood years, when I lived in a very rural area, my five siblings and I walked everywhere — a long, uphill trek to a small candy store, in the many wooded areas of the very country-ish-at-the-time town of Burlington, Connecticut, and around and near two different ponds for swimming to which we had access.

Moving with my family at age 9 to a less rural part of Connecticut (Bristol) didn’t put a damper on my interest in and ability to walk great distances. Just the opposite. My twin, Audrey, and I had sizable walks to school, particularly related to our junior high school, which was a forty-minute walk from our home. As part of that long daily walk, we’d stop by the houses of friends along the way, so that they could join us on the “walking bus” to school. And on the way home from junior high and even elementary school, we’d take routes home that made the trip longer, but that afforded us the opportunity to purchase favorite snacks. In addition, I regularly walked to Bristol’s downtown area to shop, take advantage of the city’s great library, and accomplish other errands.

A Few Of The Many Benefits Of Walking

As you would expect, during college days at UCONN, I continued to walk a great deal. UCONN has a very large campus, so often class location required walking long distances, but UCONN also has a beautiful pond area for walking, known as Mirror Lake — an area to which I was often pulled. I attended the Universite of Rouen in France my senior year and logged a crazy large number of shoe- and sneaker-leather miles abroad, partly due to the fact that the home of the family with which I lived was a significant distance from the Universite, and partly due to the fact that I had the opportunity to spend blocks of time in Paris and other beautiful parts of Europe. Walking is such a great way to get to know a new city or area.

Fast forward to my first apartment post-graduation in Quincy MA (where I didn’t own a car) and to my 15 years of living in Brookline MA (where most of the time I didn’t own a car). I ran many of my errands on foot, but also regularly enjoyed non-errand-related amblings all over Quincy, Brookline and Boston. I often walked numerous stops past the closest MBTA (subway) stop to my employer/job or my home, just to get my mileage and my time in nature to clear my head in.

When I was a child and in my early 20’s, reasons for walking probably tipped more to it being the means to end — a way to get to where I needed and/or to run an errand. As I got older, walking began to take on a different role in my life for the following opportunities it afforded:

2019 Jimmy Fund Walk With Lifetime Friends

Particularly during our pandemic, many of my days have been “two-walk” days, and there’s even been some “three-walk” ones — either because of the need to emotionally manage daily work and personal demands and/or the tough news we’re constantly bombarded with. Or, to have the chance to visit and spend time with friends and family. Of course, walking looks a little bit different these days because of needs to social distance and wear masks.

Since our dating days, my husband, Jay, and I have always enjoyed nature and vacation walks together, but up until recently, I’ve been the primary “neighborhood” walker in the family, but now’s he’s joining me, or walking by himself, having recognized some of the benefits of walking that I’ve shared above.

Let’s Keep This Boston Walking Blog An Active One

This only scrapes the surface of why I am and have always been so passionate about walking. If you search the “Ponderings”/blog section of our Boston Digital Marketing Company’s website using the category selection tool at the bottom of the main blog page, you’ll see we regularly write about walking. We’d love to hear why you walk, so please do share and keep revisiting our blog for new walking posts! Or, please suggest a walking topic or ask if you can be a guest blogger on your favorite walking topic.

In the meantime, walk on!

community involvement, COVID-19 marketing, good will creation, keeping up with trends, lead generation, Making Connections, Memorability, Networking, pandemic marketing, Post-COVID-19 Marketing, post-pandemic marketing, promotional items, sales, traditional marketing

Five Promotional Products for Challenging Times

The promotional product world looks very different now than it did in early March. It’s not all gloom and doom, but the way we interact with each other and stay in touch with our prospects and clients has certainly changed. Despite challenging times, you still need to promote your products and services, get in front of your target audience and generate new business.

So, what’s trending lately in the promo world to help companies stay top of mind? Let’s look at some new ideas and all-time favorites.  

Pens

Pens have been my all-time favorite product because they appeal to almost every audience. With the focus on everything being fresh, clean, and sanitized, a new pen is a coveted item. Antimicrobial pens are popular because they help fight off germs – plus, many come individually wrapped in cellophane to avoid any contamination.

Golf

Personalized golf balls are a crowd pleaser and they’re a cinch to customize. Just add your charity or business’ logo, message or photo, and voilà, you’ve got a unique and memorable giveaway. Some may even become collector’s items! Since golf is one of the few team sports that’s ‘open for business,’ many golf events are still on. Yet another reason customized golf ball remains a top choice!

Water Bottles

If you’re like me, you probably want to drink more water, but always forget to pack your water bottle.  Problem solved! Give your prospects and clients branded water bottles that they can’t forget! Water bottles are a health-focused promo gift that your target market can use every day – and the benefit is that your name is always front and center. Want a few ideas? Check out my client’s favorite water bottles.

Mugs

Do you start the day with a cup of joe or look forward to an afternoon tea? If that’s a yes, you know it’s not just part of your daily routine, it’s a time you really love. Chances are you have a handful of favorite mugs; some you’ve owned for years. Branded mugs make a reasonably priced and useful giveaway, and they come in a variety of shapes, sizes, and materials. Add mugs to your marketing budget for a promotional item that lasts year after year.

Hand Sanitizer

With everyone going back into the workplace, hand sanitizers are a necessity.  If you thought customized hand sanitizers were a popular handout before COVID-19, they’re now one of my best sellers. Hand washing is serious business, so much in fact that the CDC has an entire section on keeping your hands clean. There’s even a “Life is Better with Clean Hands Campaign”. Piggyback on that for great PR and to do your part to keep America safe.

Why Promotional Products Now: The Benefits Of Using Promotional Products

Business is coming back and the same problems you solved before the pandemic, you’re still solving now. Don’t stop marketing. Let your clients and prospects know you’re well and alive and open for business. Promotional products that are reasonably priced and customized for your business, let the world know – “I’m here. How can I help you?”

Rachel Leone is president of Leone Marketing Solutions, a women-owned promotional product and apparel firm. She helps big brands and small brands stand out, get noticed, and generate leads through her promotional products and services. Thousands of new products are launched every day, and one of them may be just right for you, click here to browse her website. For more information or a complimentary brainstorming session contact her at 781.740.3171 or rachel@leonemarketing.com.

Acceptance of Circumstances, community involvement, keeping up with trends, LinkedIn, Making Connections, Making Connections and Introductions, making time for things you value, Networking, relationship building, sales, staying current, target audiences, warriors, fighters, doing good, giving back, paying it forward

How to Pivot Your Business Toward Relationship-Building in the Time of COVID-19

By Guest Blogger, Bethany Clarke

Running a business these days is no joke. The global pandemic has put many small businesses into a tailspin. No one’s seen anything like this before and everyone’s talking about “pivoting,” but what does that actually mean? What does a pivot look like for you? 

You’re great at running and marketing your business. You’ve got the branding, social media, and your new client funnel down to a science. You’re turning a profit and you can’t believe how far you’ve come since the first days of starting out, but this COVID-19 deal is uncharted territory.

You’re not alone. Sales for many businesses have dropped this month due to the distraction provided by the pandemic, but particularly, due to its associated social distancing practices. Yes, the latter are a matter of national health, but man, are they a pain for conducting in-person sales activities. And, our current world scenario has made all forms of sales and outreach activities far more difficult and far less effective, whether they be in-person, phone, or e-communications ones. That’s why we recommend that your pivot be one that includes relationship building.

Generating Leads And Sales Thru Relationship Building & Networking

What’s the deal with relationships? They will be what sustains you through this crisis and after it is over. By reaching out to potential clients now, you can be certain that you’ll be one of the first people they come to once the crisis has receded. You can establish yourself as a credible, helpful and friendly resource in your field, and even a “thought leader.”

How To Make The Pivot Toward Relationship Building And Networking

  1. Establish connections online by devoting a half hour to posting and being present on your social media each day. That’s enough time to reply to comments on your posts or to comment on others’ posts. Always make an effort to do this, especially on Facebook and Instagram since that’s part of the algorithm that drives your posts to the top of people’s feeds. 
  1. Direct message followers who are your dream clients. Now’s the time to reach out and say “hello” and offer to help or provide information they might find particularly beneficial at this point in time. Most people have more free time lately and are craving connections. If you’re making a practice of extending your olive branch now in a very genuine/authentic and heart-felt way, you’ll be remembered by people for helping make this hard time a little easier for them.
  1. Reach out to people who operate in fields adjacent to yours and who serve the same vertical (target audiences) you’d like to do work for. For instance, if you’re a copywriter, you could connect with someone who does graphic design. In the future, when you meet a client who needs a website re-done, you can provide your client with the copy they need, and then refer them to your colleague who will design their fancy new logo or design their new website. If you help nonprofits with marketing, but there are other firms that don’t compete with you that offer bookkeeping services for nonprofits, then why not try to be referral sources for each other? These referrals can go both ways. People in your identical spaces could be competitors but what if you shifted that perspective? What if you turned them into collaborators or work referral sources? Developing a “referral circle” is an excellent way to broaden and strengthen your network and increase your customer base.

Aside from all the business benefits that come along with establishing and maintaining relationships, having these positive, collaborative, helpful relationships just feels really good right now. In this time of isolation, it’s human and healthy to crave connection with others. Making the pivot toward relationship building in your business will not only make your business stronger, but it may help make you healthier and happier as well.

community involvement, fundraising/development, good will creation, keeping up with trends, making time for things you value, marketing consultant, social media, staying current, Target Marketing

Harnessing the Power of Social Media to Do Good

Every marketing blogger probably already has or plans to blog about the success of the ALS ice bucket challenge, but I’d be remiss as a marketeer who understands both the perils and benefits of social media, if I didn’t post about the great example of using social media for good that the ice bucket challenge represents.

Social media is no longer a new or innovative form of promotion. It has been around for quite some time now and, almost undoubtedly, is here to stay — for better or for worse. Since both organizations and individuals have very little control over what is said about them on various social media sites, particularly Twitter and Facebook — and even YouTube because of the ability to comment on videos — it’s a wonderful day for an organization when social media users use these channels to support good activities and altruistic behavior.

I imagine there will be lots of copy cats now — particularly, non-profit organizations who could really use a large influx of funds to support necessary research for their cause, or just to carry out their social service activities. I certainly won’t blame or criticize any organization with health-related or other social service missions for trying to launch an equally effective campaign. However, I do believe the organization in-question will need to still come up with a theme and activity that differs a fair amount from ALS’.

First of all, it wouldn’t seem fair or right to steal ALS’ thunder or divert funds away from them using tactics they employed so effectively and on a large scale. Secondly, if the majority of large non-profits decide to implement similar campaigns, I believe there is going to be a limit to the return on investment. Perhaps, I’m wrong, and I welcome your thoughts, but each and every individual and organization only has so many $$ they are willing and able to contribute annually, so regardless of the effectiveness of such campaigns, both the dollars and newness/fun factor that encourages people to participate are going to run out. So, those implementing such campaigns are going to need to come up with something very different and engaging to both grab the attention and donations of their target audiences.

I have to close with thanks, prayers, blessings, and good thoughts for both Pete Frates and his dear friend, Corey Griffin, who was so instrumental in launching the campaign. As most of you may know, Corey recently lost his own life to a scuba diving accident. My heart and thanks goes out to both of their families too — for all the pain and suffering they’ve endured or will endure and all the good they’ve done through their support of and work related to the ALS campaign.

I am adding Pete and Corey to my Keep Up the Fight page right now as I can’t think of anyone more deserving.

brand promise, community involvement, differentiation, marketing consultant, Memorability, Passion, public relations

Something Not to Forget When Executing Marketing Tactics — Memorability

An organization that knows how to create memorability related to both its brand and its marketing activities is going to give itself an immediate leg up against its competitors. You’ve all probably heard the expression that “there’s no such thing as bad publicity” because it creates brand awareness, which then may prompt sales or revenue growth. I’m not so sure I agree that it’s a good idea to create memorability through strictly negative associations or activities, but I do believe is that if you can create something memorable that’s positive about your brand and/or in your advertising, your organization is likely to benefit from a brand awareness perspective, at a minimum.

A couple of well-known and simple ways of creating memorability related to both your advertising and your brand are with a jingle, a mascot, or both.  I was reminded of this at last week’s Braintree Relay for Life event, sponsored by Frito Lay, and attended by their furry tiger mascot, “Chester Cheetah”, who is highly associated with Frito Lay’s Cheetos snacks.  He was one of the major attractions at the event for children of all ages, including me!

 

 

Gail with Frito 2

My last employer, BMC HealthNet Plan, has employed a mascot for years, “Sunny” (a big sun character who wears big black sunglasses) , to create good will and brand awareness.  Sunny has attended literally thousands of community events and children and adults alike flock to him.

As far as jingles go, we all must admit that there are certain ones that we find appealing and that just stick with us. We find ourselves humming or singing them in the shower or in the car or they run through our heads while we lie in bed at night — and I don’t mean songs recorded by artists that are used as advertising background music — I mean jingles that were created to be used repeatedly in conjunction with a brand’s advertising for many years, or just for a particular marketing campaign of a brand.  Here’s one of my favorites.

In addition to mascots and jingles that can be associated with a brand for years and years and continue to contribute to the brand’s success, another means of creating brand or marketing campaign memorability is through messaging and visuals/creative that evoke emotion.  And, it’s actually a good thing if a brand or its marketing tugs at your heartstrings a bit, as long as there is an accompanying positive message.  For example, an advertising campaign can focus on a personal challenge or societal problem, but then offer an inspirational solution or show non-stoppable people rising above that challenge or helping those less-fortunate.

So remember,  mascots, jingles, and emotional messages/creative that show something positive rising out of tough circumstances, can all create memorability for a brand or the particular products, programs, or services it promotes.  Despite the fact that lately it would appear that human beings just want to hide behind their hand-held devices and not interact with others, songs, likable and cute creatures, and emotional, but inspiring messages, all provide individuals with an opportunity to connect.  And, that’s probably even more valued now by consumers than it ever was.

 

community involvement, good will creation, making time for things you value, marketing consultant

Walking the Talk

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Friday is usually the day when I create and publish a new blog post.  As you would expect, Fridays tend to be a bit calmer than other weekdays and posting here is always a great way to wrap up the week.  Keep in mind that ideas are always buzzing around in my brain for days or weeks before I actually post on a topic.

Today’s post will be brief because Results Communications will be shutting down early to make good on a promise that I made to myself and to others when I decided to launch my consulting firm — to be a firm with great heart that is committed to giving back to the community and one that supports research related to chronic and/or serious illness such as cancer, multiple sclerosis, and Alzheimers — three illnesses that have plagued family members and friends.

A small “Results” team will be walking in today’s Braintree Relay for Life event that supports the American Cancer Society.  I feel blessed to be well enough to walk in the survivors event-kick-off lap. Last year at this time, I was newly home from the hospital after my second major surgery in two months due to implications from past cancer treatment.  Because of poor weather, the Relay shut down early, but my husband and I went and walked one or two laps of the Braintree high school track because I told myself it was something I had to do for myself and other cancer patients I’ve met during my almost eight-year journey — sadly, some are no longer with us.  And, this just makes the walking more important — to honor and remember them.

gail in backyardivestrong

 (In Recovery Mode, 2013, wearing my “Live Strong” t-shirt)

Whatever the causes are that are most important to you, I encourage you to make the time to support them. As I always say, “make sure your life reflects what’s important to you” by “walking the talk”.