University of Wisconsin–Madison

Television

Building on the success of its older sibling, this latest spot expands on the University of Wisconsin’s unique role in discovering ideas that transform the world. Premiering during the 2012 Rose Bowl game, it affirms that despite challenging times the Wisconsin Idea and Badger nation are alive and well.

Google+ is Worth a Look, Maybe More

Groans were heard around the globe as another social media platform emerged. Another place to create content? Another place to engage? Are there enough hours in the day?

You bet. Especially when it’s Google+.

Google+ Pages for Business launched November 7 and with it, a social network that goes beyond just social. Google+ layers in tie-ins to search, advertising and more dynamic communications channels like “hangouts” that give it the potential to weave itself into the very fabric of the web.

The Google+ audience is currently rooted in a tech and marketing crowd. Brands may question the importance of engaging its users if that isn’t who their target audience is. However, because of Google+’s strong tie to search, a presence within it goes well beyond user engagement.

The bottom line: Brands whose success relies heavily upon search need to have a Google+ presence and +1 content to remain competitive in organic search.

With this brief background, short-term recommendations include:

• Create a Google+ Page for your business or at least claim it. This allows you to position your company or organization for potential future growth in this space at the right level of engagement for your brand – at the right time in the Google+ evolution.
• If search is key to the success of your business, create a more robust level of content within the platform.
• Create content unique to the platform. This isn’t Facebook, and it isn’t Twitter. Content can be topically consistent across the platforms, but should be written uniquely for the space.
• Allow your content to be shared. With this new platform, add +1 buttons wherever “Like,” “Recommend” and “Tweet” buttons live.

Are there limitations to Google+? Absolutely. However, we do know that Google is committed to it and will continue to evolve its offerings.

Want to see more? Check out what we’ve been up to with Culver’s and its Google+ page.

Marketers Beware:                                                 Transitioning to a Permission Economy

As we continue our transformation from marketer-managed monologues to greater and greater consumer-controlled conversations, we must recognize we are only shepherds of the passion brands under our care. It is a great responsibility to work on a passion brand, those that consumers care for so much that they have come to form their own expectations of what defines it. You have an advantage as a marketer with an involved core of enthusiasts who are willing to express their opinions and defend the brand against most detractors.  But be aware, you are held responsible for decisions those enthusiasts feel are inconsistent with the brand, and they will let you know it.

Coca-Cola is the latest company to feel the sting from this kind of consumer backlash with their latest holiday can. Coca-Cola has created limited-edition holiday cans for years, but this year’s can violated brand expectations by delivering regular coke in a (gasp) white and silver can. Coke (the most popular soda brand) comes in a red can—silver is reserved for Diet Coke (the #2 soda). It’s not an unattractive design, bringing back the polar bears from past holiday efforts, but Coca-Cola and Diet Coke loyalists are not giving their permission to this break in packaging convention. It will be interesting to watch as Coca-Cola marketing executives position their original intent as red cans replace white ones on retailers shelves and in restaurants. (Meanwhile, look for good deals on the white cans that have already been shipped.)

Coke cans are not a unique example of a company misreading which changes consumers would allow in the marketing mix of some of their favorite brands. Within the last year, Netflix tried to alter their product offering only to have to reverse course, and the GAP tried to update the logo of their popular retail stores only to revert to the old logo, just with a new color. Marketers now share the most popular brands with the consumers who love them; they have to be more open to including those same consumers in some of their decision making.  So remember, when marketing a passion brand, stay in stride with your target and understand what they will or won’t allow.

Danger, Will Robinson!

“Can you grab a water for me?”

“We’re going to start looking for an SUV.”

“I really need a new smartphone.”

Anything in particular stand out to you in those quotes? How about the fact that forms are taking precedence over brands? Marketers, consider it a warning sign of iffy brand health if your target thinks in terms of form first, brand second.

Litmus Test:

How would your brand rank if you augmented your awareness measures with brand versus form measures?

• Example:   When thinking about your next purchase of popcorn, please rank your top three considerations/desires in order of importance.
• Microwavable
• Kernels that are popped in oil
• Extra butter
• Orville Redenbacher
• No or Low salt
• Act II
• Flavored, such as caramel, cheddar or nacho
• Low fat
• Branded, not store brand or generic

I know how I’d answer this question:
1. Microwavable  2. Extra butter   3. Branded

Orville and Act II, you don’t make the list. They should worry.

Should you?

Hiebing Expands Digital, PR and Creative Departments with Four New Hires

Hiebing, an integrated marketing and brand development firm, is pleased to add Jill Addy, Phil Wocken, Stephanie McKenzie and Mariah Haberman to its growing team.

Jill Addy comes to Hiebing with 15 years of experience and a reputation for successfully leading multifaceted, integrated, high-profile campaigns, keeping them on time, on budget and true to brand. Addy is an excellent fit for Hiebing’s target-centric focus. This approach, coupled with her fascination with staying abreast with the digital landscape and desire to fully understand clients’ products and markets, will serve her well as she takes on her role as digital project manager. Prior to joining Hiebing, Addy spent several years at Boston-based advertising agencies, Hill Holliday and Arnold Worldwide, working on clients such as Carnival Cruise Lines, Liberty Mutual Insurance, Ocean Spray, Safeco Insurance, Talbots and Radio Shack.

Phil Wocken (@pwocken) joins Hiebing as a public relations and social media senior account executive. Wocken was previously the director of emerging media at an integrated marketing agency in Minneapolis, where he led award-winning campaigns for clients big and small.

“Phil’s social media and digital marketing chops will enrich our team’s capabilities and strengthen our creative ideas, thorough implementation and ROI for our clients,” said Dana Arnold, director of public relations and social media for Hiebing. “His enthusiasm and passion for social media and digital marketing is contagious!”

Stephanie McKenzie joins Hiebing as a studio artist, bringing design ideas that are both unexpected and relevant to the consumer and providing web- and print-related support, including email blasts and digital asset management. McKenzie previously held the position of production artist at CPM Marketing and was an interactive design intern at Hiebing.

Mariah Haberman (@MariahHaberman) contributes to various accounts in the public relations and social media department at Hiebing. As account coordinator, she provides ground support in the development and execution of target-focused public relations and social media plans. Haberman was formerly a PR and marketing assistant for a Chicago firm that specializes in public relations for clients in the entertainment and performing arts industries.

About Hiebing

Founded in 1981, Hiebing is an integrated marketing and brand development firm with annual capitalized billings of more than $50 million. The firm’s clients include Culver’s, Schneider National, Famous Footwear, Dean Health System and American Family Insurance. In 2010, Advertising Age magazine named Hiebing one of the Best Places to Work in Marketing and Media. For more information, visit www.hiebing.com, follow Hiebing on Twitter @Hiebing or connect on Facebook at www.facebook.com/hiebing.

Culver’s – Television

True Blue Value

While other restaurants try to compete on price, Craig Culver is out there treating his guests to a little something called “True Blue Value.” Here’s a look at just why they do things the way they do at Culver’s.

Culver’s – Television – True Blue Value

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UW Colleges

Outdoor

The University of Wisconsin Colleges are the 13 UW campuses that specialize in general education and foundation curriculum. Tuition is modest. Classes are small and taught by top, tenured UW professors. And students are guaranteed transfer to four-year UW campuses to pursue a bachelor’s degree.

With the “Start Ahead” campaign, we embraced these facts, helping upwardly hopeful pragmatists put to rest excuses about why they can’t
get the education they want—and motivating them to see how easily they can.

The campaign has been embraced across the 13 campuses and is hitting the mark externally as enrollment is up by 19% since the start of
the year.

10,957.5 days (including leap days) with one purpose: working together to inspire brand devotion.

2011 marks the 30^th Anniversary of Hiebing. We didn’t get here alone. It’s been our great fortune to join together with outstanding clients to connect their brands with the hearts and souls of their target markets.

To celebrate in style, we asked our clients, fellow Hiebingites and friends to mingle and explore the newly expanded (and yes, Hiebing client) Chazen Museum. Nearly 300 of you obliged—finding your own unique piece of art composed from your name, sampling tasty hors d’oeuvres and partaking of a “yes, and” cocktail or two (recipe available upon request).

Reflecting back on three decades, we recognize how much our clients energize and inspire us. Whether it’s creating a completely unique and resonant brand positioning or discovering—and sometimes even inventing—new touchpoints for reaching consumers, it’s our clients who make it all possible.

We cannot say thank you enough for the trust you place in us each and every day. And we look ahead to doing even greater things together in the years to come.

See what The Wisconsin State Journal had to say about the event.

Neocate

Digital

Parents with young children who suffer from food allergies or GI complications are often at the end of their ropes. In a heartbeat, we needed to show Neocate’s compassion and expertise in a content-rich website that gives parents real hope. And to help get Neocate in the hands of those who urgently need it, we needed a robust e-commerce site that would make shopping easy and build repeat business quickly. In just three months after launch, orders increased by 11% and the conversion rate soared to over 30%. Neocate.com.