Creative Campaign: A Little's A Lot

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A lot of careful planning goes into an advertising campaign. Agencies need to come up with a campaign that sends the right message, reaches the target audience and encourages them to take action. The strategy behind campaigns is especially critical with non-profit organizations that rely on donations to provide their services. Agencies must skillfully craft clear, effective and engaging messages that drive donations.

Recently we worked with Fulfill, a non-profit we rebranded in 2017, which was previously known as The Food Bank of Monmouth and Ocean Counties. We created the “A Little’s A Lot” campaign, which focuses on encouraging people to donate to Fulfill. The goal was to let donors know that any donation they give will actually make a difference in fighting hunger, so we developed an ad campaign that represents how Fulfill is able to do a lot with a little.  

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With the objective of increasing donations for Fulfill’s fight against hunger, we created a striking campaign concept to catch the eye of our target donors – the residents of Monmouth and Ocean Counties. Our research showed that it was important to donors that their donations stayed local. Therefore, we specifically used the phrase “we can do a lot for our neighbors” to show people that their donations will support residents in their communities.

The campaign is designed to attract new and younger donors by letting them know that small donations can have a big impact on the community. References to the fact that $1 “feeds a child for a day” and $30 “feeds a family for a week” emphasize how much Fulfill can do for the community, even with a “little” donation. Then, once they donate for the first time, these new donors can continue a life-long relationship with Fulfill and continue to make a difference in their community.

The most attention-grabbing aspect of this campaign is the carrot and its large shadow. The carrot presents consistent imagery across all platforms of the Fulfill brand, and the shadow reflects Fullfill’s ability to make a difference with any size donation. The carrot is also a recurring element in Fulfill communications. It is used in icons that represent their different services, and it is Fulfill’s favicon (the icon in the corner of a website tab). The orange also ties in to one of the primary colors in the Fulfill color palette. The carrot, along with other fruits and vegetables, embodies the fact that Fulfill provides nutritious meals to those in need.

The “A Little’s A Lot” campaign focuses on one objective: getting more donations for Fulfill. We crafted a campaign with the single message of encouraging people to do what they can to help fight hunger. Whether the campaign is on billboards, email, print ads or Facebook ads, potential donors will know that no matter the amount, their donation to Fulfill will make a big difference right in their own community.

Working in New York City

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BrandTuitive is proud to be a branding agency based in New York City, a booming place full of life and constantly thriving on the millions of people that walk its streets every day. New York is a tough city with a steep learning curve for a newcomer, however the skills you acquire can take you far in your professional career. The city has all of the necessary attributes to turn young professionals into their best selves!

Social aspect

Within a one-block radius, you could find companies from hundreds of different industries. Being so close to other businesses, you are bound to meet other professionals working in a completely different field. You are constantly making new connections and meeting new people which allows you to develop your communication and interpersonal skills. The most exciting part of working in the city is the social aspect that goes along with it. Working alongside peers opens up the opportunity to make lasting friendships. In a city with so many exciting activities to do, there are many ways to bond with coworkers after the workday or on weekends. You could go to one of the city’s many museums, shows, shops, bars or restaurants.

Learning to navigate

Navigating the city can be daunting at first; however with time and practice, it becomes second nature. Figuring out the grid system and the subway lines helps to develop problem solving skills and allows you to make the most efficient decisions for getting where you need to be. Being able to travel where you need to go on your own will build a sense of independence which is an extremely important attribute to have in your professional career.

Trying new things

There are so many options when it comes to deciding where to grab lunch or coffee, where to shop or where to visit. When working in a small town, one would usually head to the same place to grab lunch. However, with working in the city comes a plethora of food options that allows you to expand your horizons and add variety to your life. By switching up where you go every day, it avoids the possibility of becoming stuck in a rut and sticking to your usual routine which is proven to increase productivity and work performance.

Diversity

In the city, one will meet people from all walks of life. This is extremely important since it exposes a person to unique views and allows them to learn all about different cultures and beliefs. It gives people more perspective and teaches them to be more open to ideas that differ from their own. When working in a professional setting where you would need to work with a team, you must be able to listen to others and be open to the idea that what you think may not always be the best and most accurate answer.

Whether you’re working at a branding agency, accounting firm or a restaurant, these skills are sure to get you far.

Interview Tips

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Landing the interview for any job is a thrilling experience. However, the interview itself can be more stressful than exciting. Getting a new job can unlock countless opportunities, but the first step is nailing the interview. BrandTuitive is here to help take some of the stress out of the process and offer some tips to help you put your best foot forward.

Tip #1: Do your research

This tip can be especially important when interviewing at a branding and marketing agency. Before the interview, take some time to understand the company. For agencies like BrandTuitive, it can be extremely helpful to look at their portfolio. Take a look at the company’s website, learn about their culture and find out who you will be speaking with. All these small things can provide vital insight and help you be prepared when it is time for the interview. For example, at BrandTuitive, our core values are very important to us and we want to hire qualified people who embrace them as much as we do. Researching our agency is time well spent when applying for a position here.

Tip #2: Be present

It can be hard to focus on everything being said during an interview. A common mistake interviewees make is thinking too much about their own answers and not really listening to what is being said. It is important to ask questions based on the conversation and listen to what the interviewer tells you not only about the job, but about themselves as well. This is a great way to make the interviewer feel heard and to learn about the business. It’s important to remember to be engaged with your interviewer and keep the conversation going instead of just waiting for the next question.

Tip #3: Practice

It may feel strange to practice for a conversation, yet it can make a big difference in the outcome of an interview. Practicing on your own or with a friend can help you be more confident in the flow of the discussion and eliminate unnecessary filler words. A bit of practice can make you feel confident in yourself, which can shine through to the interviewer. Before you go in for the real thing, have a friend ask you some sample questions and get comfortable with your personal ‘elevator pitch.’ This tip will help you spend less time stumbling and stammering and more time making a great first impression.

Tip #4: Be confident

It can be challenging to project confidence in a stressful situation like a job interview. There are several small steps you can take to feel and appear more confident. The first minor change you can make is body language. Many people hunch their shoulders, lean forward or cross their arms when they get nervous. These stances make you seem smaller and more intimidated; instead try opening your body up, sit up straight and keep your chin up. These small changes will make you appear more in control of the situation. Another simple change you can make is how you speak. Don’t make your voice small and tense. This only projects your nerves to your interviewer. Instead, take a deep breath and speak clearly and with authority about the subject.

For more insight on how body language can affect confidence, check out this TedTalk by social psychologist, Amy Cuddy.

Tip #5: Always follow up

This is where many people have difficulty. Once you walk out of the office, the interview is not over. It is important to make sure your resume does not get lost in a pile of other applicants. Get noticed even after you leave the office by sending a follow-up email or letter to the people who interviewed you. Thank them for their time and be sure to tailor each message to best represent the conversation you had. These follow-ups can be brief and only need to mention one or two key topics from your discussion. By sending a follow-up, you refresh the interviewer on not only your application but also your conversation. It also emphasizes your appreciation for their time. A short follow-up letter can elevate the whole interview and make you more memorable.

We know that going in for an interview can be nerve wracking, but it doesn’t have to be. These tips can help you nail the interview and land your dream job.

Grammar Matters: It's vs. Its

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As a branding and marketing agency, we know that proper grammar is crucial; although it can sometimes be tricky. Often, it’s the simple things that can be the most difficult.  A very common grammar mistake that we have noticed is made over and over involves a very tiny word: “its.” While it may not seem like a big deal, misusing an apostrophe can drastically change the meaning of a sentence.

ISSUE: When to use it’s vs. its

Even though many people are confused by how to distinguish between these two little words, there is actually a very simple rule to follow.

When using a contraction for it is or it has, it’s important to remember to use the apostrophe. In this instance, the apostrophe implies the combination of two words. When the word it becomes possessive, there is no need for the apostrophe. In these cases, “its” implies ownership by one noun over another.

EXAMPLES:

To put this rule into practice, take the following sentence as an example: “It’s important that you remember this rule.” In this case, “it’s” is a contraction for “it is” and allows the sentence to clearly convey its meaning. This differs from sentences like, “The dog lost its bone.” In this situation, “its”, is implying the ownership of the dog over the bone.

Since the solution is so simple, it can be easily overlooked. However, a simple misplaced apostrophe can make a big impact on the meaning of a sentence. For example, if the apostrophe were added to our second example, the meaning would change to “The dog lost it has bone.” By including the unnecessary apostrophe, the sentence no longer makes sense and cannot convey its message. 

QUICK TIP: Replace “it’s” in your sentence with “it is” or “it has.” If the sentence doesn’t make sense, then be sure to use its.

At BrandTuitive, we value attention to detail in all aspects of our work no matter how big or small. We hold all of our projects to high standards which means we focus on every word, even if it’s just “its.”

Interning at BrandTuitive: Everything You Need to Know

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At BrandTuitive, we strive to foster unprecedented growth and development in people. We are very excited to post a blog written by Emma, one of our interns, where she discusses what she has learned during her time here and how it has helped her as a young professional. Read on to learn firsthand how valuable an internship can really be. 

From proofreading and copywriting to brainstorming strategy with the team, there are many daily tasks to accomplish at BrandTuitive. At a multifaceted organization that is constantly in a state of motion and excitement, a new project can land on our desk with a pressing deadline at any moment. The team gears up and goes into fast-track mode, collaborating and getting all hands on deck regardless of position. This means interns play a key role in making sure everything runs smoothly and that work gets done.

Teamwork and Attention to Detail

To be a successful intern at a company like BrandTuitive, being able to work in a team is vital. The projects we receive require a great amount of focus and strategic thinking. Effectively collaborating and exchanging ideas is crucial in an agency setting, especially since getting multiple perspectives can significantly improve our work. Communication between everyone must be seamless to ensure nothing slips through the cracks and everything gets done. Since we often work on several projects a day, it is also imperative that we pay strong attention to detail. Working in the branding and marketing industry, a close eye is necessary to create perfect copy: whether it be a question of bolding, italics, spelling or grammar. Even the smallest discrepancies, like an extra space after a period in tiny legal copy, never go unnoticed here.

Other Responsibilities

Interning at BrandTuitive means we have duties far beyond fetching coffee and making copies. We are given a wide range of tasks and projects to work on and are expected to take full responsibility for them. These tasks include participating in strategy sessions for brand development and brainstorming ideas for projects with the team. As interns, these meetings are opportunities for us to develop our strategic thinking and not be afraid to speak our minds or voice our opinions. Using our creativity is also important, not only while brainstorming, but also for writing smart and effective copy. We are tasked with regularly communicating with graphic designers on our team, briefing them on client expectations and any changes necessary for projects to be approved. Our work is not limited to marketing tasks; there are several occasions where we help make decisions for the internal workings of the agency itself. From selecting new office equipment to figuring out strategies for organization, these decisions often involve cost and benefit analysis of different options and presenting them to managers or the president of the company.

What I Have Learned

During my time at BrandTuitive, I have been exposed to experiences that I will take with me for the rest of my career. When I first started working at the agency, I was given the opportunity to attend a networking event with the president. Although I was nervous to go, I said yes because I knew it would be valuable networking practice for me. At the event, I had the chance to introduce myself to many professionals and to discuss the type of work I do as an intern. This experience helped me immensely with my confidence in communicating professionally and made me realize that more practice will only make me stronger. I also learned a lot about the importance of LinkedIn and making connections with those I meet regardless of their position. From my internship, I have also learned that if something does not go to plan, there is always an alternative solution; and it is better to have different options in case. Not only have I been exposed to different general marketing terms during my time at BrandTuitive, but I have also been given the gift of countless lessons and strategies that are relevant in any professional career.

Tips

  • Have a system of organization where everything is in one place. Whether it is a planner with a list section or an excel sheet, having a system will help keep your priorities in check.
  • Write down any responsibility given to you to make sure it isn’t forgotten and is properly prioritized.
  • Don’t be afraid to ask questions— whether it is confirming a deadline or if you are unsure about something. Everyone is always very open and willing to help! 
  • Communication is key. Make sure to speak with everyone involved in a decision so there are no misunderstandings. If there is a skill you want to improve on, tell someone! This will open up opportunities to help your development.   
  • Try to think outside the box and don’t be afraid to share ideas and opinions.
  • Always say yes to any new networking opportunities.
  • Take note of any feedback given in meetings, as it is all very helpful for areas where improvement is needed.
  • Always have a back-up plan.
  • Have fun!