We’re most proud when our work helps our clients grow. Earning a little hardware for our clients in awards competitions always makes us smile, too.
Most recently, Flint Group client campaigns won American Advertising Federation (AAF) ADDY® Awards at the AAF District 8 awards competition, held in Minneapolis. To earn the right to compete at the District level, the campaigns earlier won Gold Awards at the AAF of North Dakota annual competition.
The ADDY Awards are the world’s largest advertising competition, recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world. The Flint Group has participated in ADDY’s for decades, and we do appreciate the recognition of our creativity from our industry peers.
Chalk up a Gold winner
West Acres regional shopping center won a Gold Award in the Interactive Media category for its chalkboard barricade graphic. Last summer, West Acres food court had a vacant space to fill. To get visitors’ suggestions quite literally, we helped create a series of crowdsourcing tactics centered on a chalkboard in the food court area.
Just one day of visitors' ideas for a new restaurant in West Acres.
The artwork asked people what restaurant they’d like to see in the space. It went live and filled up in less than two hours. After recording the suggestions, West Acres staff members erased the chalkboard each night, leaving people a clean slate for fresh ideas the next day.
West Acres also reached out to its Facebook fans, crowdsourcing the same question. The winner: Qdoba Mexican Grill, which opened in time for Black Friday shoppers!
Get off the grid and win Silver
WoodMaster won a Silver Award in the Interactive Media category for online banner ads promoting the company’s latest energy efficient furnaces. Here are screen grabs of the flash ads in order of how they appear:
The headlines relate to independence, since people who heat their homes with WoodMaster furnaces, are free of oil shortages, nuclear meltdowns, power outages and just about everything else that makes front page news. We tagged the WoodMaster logo with UnPlug, because it further conveys that sense of independence.
Ads link to the re-designed WoodMaster website and its gritty, outdoorsy and independent look and feel:
WoodMaster's website home page
Both campaigns now move on to compete at the National AAF ADDY’s competition, set for June 5 in Austin, Texas. Good luck, ya’ll!
Communications are more targeted than ever, yet annual reports remain a valuable tool for broad, diverse audiences: investors, potential investors, prospects, customers, employees and competitors.
For the fourth year, our Fargo office of Flint Communications helped create the Alerus Financial annual report.
How do you summarize the year and document required financials yet convey business objectives, corporate issues and industry activities?
Part of the key is a focused theme.
The theme for the 2011 Alerus Financial annual report, “A Banner Year” reflects the organization’s achievements in a strong year. We helped clarify the messages, managed the tight timelines for production and provided layout and design for the piece.
A few more images of the Alerus Financial annual report with its succinct copy in a clean, readable design:
This was a great team effort, and we’re proud of Alerus Financial’s report on its banner year. Bring on 2012!
Where do clever phrases or compelling headlines start? Some are born as novel dialogue or action from the hand—and creative mind—of Junior Copywriter LaRissa Nelson, based in our Fargo office.
“The fiction writing I do at home is separate from the ad writing I do at work, but they both influence each other in some ways. For instance, sometimes I’ll think of a clever phrase or a new way to say something when I write fiction and realize that it would sound great in the right advertisement,” LaRissa explains.
Those ads may include elements for print and online promotions, blog posts, email messages and social media content. Her keen eye for details also makes her a great proofreader.
Curiosity between the lines
Like many others in the Flint Group, LaRissa’s curiosity leads her to fresh ideas. Some of her latest curiosity hinges on traveling. As she says: “I love traveling because I’m passionate about exploring and experiencing new places and cultures. Travel very much affects my writing, too.
“My first experience of traveling to another country was two years ago. I went on a month-long study abroad seminar around the world with eight other college students and two professors. I had never been on an airplane before—I pretty much had never been outside of the tri-state area before—but traveling abroad was something I wanted to experience while I was in college and had the opportunity right in front of me. It was the best thing I’ve ever done—it changed the way I think and perceive things, and it instilled in me the desire to keep exploring,” LaRissa says.
LaRissa and classmates get a fresh view, snorkeling in the Great Barrier Reef.
Inspiration, mate
One of LaRissa’s most memorable adventures (so far) was in Cairns, Australia. “We took a boat out to the Great Barrier Reef and snorkeled there. I’ve always loved the ocean, but that was my first time swimming in it. The moment when I plunged my face into the water and saw the towers of colorful coral and all of the life beneath the surface is still one of my favorite memories,” she recalls.
LaRissa’s inspiring view of a rainbow over the coast of Cairns, Australia
Road trips, ‘writing dates’
“On weeknights, I generally like to relax with a book, some yoga or a marathon of one of my favorite TV shows,” LaRissa says. ”I also like ‘writing dates’ with my boyfriend at area coffee shops. My favorite weekends are spent with a few friends on random road trips. It’s never anything fancy or too far away, but it’s refreshing to get away for a day or two.
“I’ve always loved creative writing. English was my favorite subject in school and English writing was my college major. I started writing stories when I was in 1st or 2nd grade. I’d write and illustrate stories, usually about animals, on notebook paper in my free time and give them to my teachers or parents. My teachers and parents both encouraged me to continue writing, so I did,” she explains. (Thanks, teachers and parents!)
Writers write
“I try to write creatively at home at least a few times a week to keep churning out new things. I’m also involved in a writing group that meets twice a month. We read and critique each other’s writing, which helps motivate me to keep writing in my free time,” LaRissa says.
“My favorite place in the world is New Zealand, and I really want to go back there. I do enjoy traveling within the United States and going on local road trips throughout the year, especially during the summer,” LaRissa says.
Sunrise over New Zealand, which looks like a beautiful setting for a chapter or two.
Look for LaRissa’s book
At some point, LaRissa would like to write and publish a novel. We guarantee she’s getting great character ideas while on our team. If you have plot ideas, a clever adjective, a place LaRissa ought to visit—or would like to add her to your network, connect with LaRissa on LinkedIn [http://www.linkedin.com/pub/larissa-nelson/39/64a/332].
Get to know a Flintster: Q + A with LaRissa! What’s your dream job? Since I love writing and traveling, being a travel writer seems logical.
Which job would you not want to have? When I was in college, I scraped smelly, week-old food gunk out of gigantic pans in the basement of a dining hall. I would never choose to do that again.
What was your first job? Babysitting and teaching piano lessons
What did it teach you? Babysitting taught me why I should wait to have children. Teaching piano lessons showed me that I could learn as much from the kids as they learned from me.
What is one thing you’d be willing to practice for an hour a day? Piano: I took lessons for 11 years and I don’t play often enough.
What’s the best advice you ever got? It’s pretty general, but if there’s something you really want to do, go for it. I believe in the idea that you’re more likely to regret the things you don’t do in life rather than the things you do.
What sound do you love? The ocean
What scent do you love? Rain: I always open my windows on rainy days.
Yet if travelers understand the NDDOT employees’ work, they are more patient, which leads to safer driving. Flint Group Media Relations Specialist Melissa Reichert, based in our Fargo office, works closely with local media representatives to earn positive news coverage for the NDDOT.
Don’t crowd the plows
The ultimate goal is to show the positive side of the NDDOT. During the winter, a key tactic is to promote safety around snowplows. Melissa coordinated with Valley News Live television to feature the NDDOT on reporter John Trierweiler’s “John’s Jobs” segment. The piece highlighted new snowplow technology, de-icing mechanisms on bridges and the composition of the salt mixture that plows distribute.
The segment, John’s Jobs: DOT worker for the day, was taped earlier in the week and aired during the Valley Today morning news broadcast with some live broadcasts from one of the NDDOT locations. Melissa was on-site to prepare the NDDOT team and help everything go smoothly.
Our client, Kevin Gorder, Assistant District Engineer, and his team did a fantastic job sharing all the key educational points with John throughout the taping and live broadcasts.
In the summer spotlight
Next up, we are working with the NDDOT on a similar segment to explain summer road construction, to continue informing residents—and hopefully minimizing frustration and enhancing safety.
“I draw, then color. Draw some more, then color. Ask if anyone needs help, give them help. Then move on and ask someone else.”
That’s not a youngster describing his typical weekday. That’s from someone truly young at heart: Flint Group Art Director and Illustrator Jeff Reed. Based in our Fargo office, “JR” or “Reedzy” focuses his time in and out of the office on making a difference wherever he can. As he says: “When people ask me what I do for a living I just tell them, ‘they pay me to color.’”
“My aim is to leave smiles in those who may think they have little to smile about,” Jeff says with his own signature, contagious smile.
Sometimes, those are smiles from clients, whose materials are enhanced by Jeff’s illustrations and art direction.
Poster that Jeff illustrated for Bobcat's 50th Anniversary
"Woody," a spokes-woodchuck, created by Jeff for our friends (and clients) at WoodMaster
Other times, those are smiles from kids with disabilities or dealing with cancer, who Jeff helps through is extensive volunteering for the Cullen Children’s Foundation and HOPE Inc.
Through the Flint Group, Jeff works with Cullen Children’s Foundation, also known as Cully’s Kids, which is led by Moorhead, Minn., native and NHL player Matt Cullen and his wife, Bridget. Jeff explains: “Cully’s Kids is dedicated to helping kids and their families who are dealing with cancer and life threatening illnesses. When Matt and Bridget started their foundation, they turned to Flint for help, and it made sense for me to also donate some of my own time and talents beyond the work for the foundation. Through Cully’s Kids, I found out about HOPE Inc. and their needs. From that, I knew I wanted to expand my community involvement with HOPE and that there was more I could offer.”
Jeff, right, with Zoe, one of the lucky HOPE kids
“Helping people is the right thing to do. I feel very fortunate, I thank the Lord every day and I’m proud to share my time with people who need a little help and support in areas I can positively give,” Jeff says.
“Each winter, HOPE organizes and runs sled hockey events at area arenas. It’s always fun, and the kids and parents really appreciate the ice time for the kids,” Jeff explains. “Spring brings HOPE wheelchair soccer. There are always new kids and new families. HOPE’s leaders, Bill and Adair Grommesh, tell the kids there isn’t anything they won’t work to set up for them, and that’s inspiring to volunteers like me.”
The luckiest dog in the world
In your next life, hope you return as a dog at Jeff’s house. Chance is one spoiled pup, with frequent walks and loads of attention from Jeff and his family, which includes his wife and their son, Mason.
Sit, Chance. Sit.
Ah, a boy and his dog: Chance and Mason
Besides long walks with Chance, Jeff spends winter evenings cheering on the Minnesota Wild; spring, summer and fall, you can find him on the golf course.
“Plus, I always have a home project going on, whether it’s designing, redesigning, painting or cleaning the garage,” Jeff says. “I also love spending time with my family, preferably outside.”
Illustrations are worth 1,000+ words
Jeff also creates portraits for family and friends. “For example, a few years back I completed an illustration of a family member’s father, who passed away. He was a great man who I respected very much. I was so proud to give that illustration to her and her mother and see their reaction. I know they will appreciate the illustration and all the memories it brings back,” Jeff says.
What’s your dream job? I am living it. If I weren’t here, I’d love to work for the 49er organization or play professional golf, but it just so happens that my golf game isn’t good enough for the pro ranks. Or even the amateur ranks.
Which job would you not want to have? Midwest Honey Wagon operator, a.k.a. sewer sucker
What was your first job? Dishwasher
What did it teach you? When you are the low man on the totem pole, you get the jobs no one else wants to do.
What is one thing you’d be willing to practice for an hour a day? Golf, kite flying, ice skating, drawing…oh, you said one? Sorry.
What’s the best advice you ever got? The more you love your work, the less it seems like work — My father and mentor
What sound do you love? Young children laughing and a well-hit golf ball
What scent do you love? Tevo (my wife’s perfume), wood fire, fresh air
Many organizations face misperceptions—not many are brave enough to use research to validate the perceptions and test creative messages that take those images head-on.
NDUS community colleges provide job-readiness programs that train students for careers in high demand fields, and offer an affordable, easy-to-transfer entry point for students pursuing four-year degrees. That’s not what NDUS target audiences thought. They typically perceived NDUS community colleges as lower-quality programs leading to fewer, lower-paying opportunities for graduates.
What do people think? Ask them.
Based on insight and information gained from the client input session and ancillary research, the Flint Group developed a series of key messages and creative concepts that addressed the targeted audiences’ misperceptions about higher education alternatives.
Focusing in
We then conducted qualitative research with each of NDUS’s three target audiences – high school students, parents of high school students, and adult learners. Through an online bulletin board forum, we gathered additional information on specific ads. Forums like this combine the interactive advantages of focus groups with the efficiencies, response validity and convenience of online interviewing technology. These forums allowed participants to share information, ideas and opinions in a private forum where they could mark up the actual ads to make specific suggestions. A trained moderator was present to guide the participants as needed.
Some of the creative that we tested:
This research helped the Flint Group gain valuable insights into the target audiences’ perceptions about higher education alternatives and more importantly, the type of messaging and creative concepts that would challenge their assumptions and entice them to look closer at community colleges.
By the end of the exercise, factors that were initially perceived as negative had been de-bunked for a majority of the participants, who now cited ability to transfer credits, career guidance and avoiding dead-end jobs as among NDUS community colleges’ biggest benefits.
Some of the online ads:
These online ads were targeted by area of study.
The three screens that roll through in this online ad.
The four screens that roll through in this online ad.
See the ND Community Colleges television commercials:
Perception now = reality
Other factors that were not part of the initial messaging, such as the number of community colleges in the state and a $1,500 scholarship for new high school graduates, were cited as generally unknown but important benefits and incorporated into the final advertisements, including these print ads:
Research and testing creative allowed us to fine-tune messages—and add benefits important to audiences—to create elements that will resonate with prospective ND Community College students and their families. And now, perception is more like reality, which is a good thing.
Last year, Americans sent more than 107 trillion emails. Only the timely, relevant messages even got opened.
Flint Group clients reach more customers and prospects thanks to Digital Marketing Strategist Eric Piela, who is based in our Fargo office. He manages our Engage automated marketing and related interactive programs.
And it’s not just those results that sing.
Besides being a true father and husband, Eric’s passion is music: Making music. Listening to music. As he explains, “I’m not sure there is anything more powerful and provoking than music.”
Ask anyone within earshot of Eric’s office, and you’ll hear that music is a constant,” Eric says: “Music is a catalyst for inspiration some days and therapy for those days that just don’t seem to end. I believe music is about expressing emotions, beliefs and stories through instruments and lyrics. You can make parallels to composing a successful marketing campaign: instruments optional.”
A rare moment (Eric’s not singing, humming or laughing—and all his renditions contagious)
Our resident rock star
His most infamous musical endeavor (so far) was participating in the Fargo Star local singing contest.
“I submitted a video of me singing a capella or ‘Aca-Piela (a nickname of mine in high school). The public voted on the posted contest videos, and the top-10 ranked entries performed live at an area restaurant/bar. I survived the cut.
“While most contestants sang slow country ballads, I took a different approach and performed a club favorite, ‘Yeah’ by Usher. The pulsing bass, junior high dance moves and attempt at R&B vocals must have done the trick – the votes were tallied and I was crowned the 2008 Fargo Star,” Eric says.
Watch Eric’s Usher performance:
Making messages come alive
Eric’s workdays are filled with campaign strategy meetings as well as executing email campaigns for clients. As he explains, “While I’m filling others’ inboxes with relevant and timely messages, I also manage my own inbox, often putting out client fires as they come up. Saving lives, one email at a time.”
Trading protein shakes for Pinot Noir
Until a few months ago, Eric’s weeknight evenings included workouts at the YMCA followed by protein shakes and TV dinners while watching sitcoms with his wife, Jill. Then, they were blessed with a baby boy, Elliot. “Now, it’s bottle feedings, fishing for those first few smiles, tubby times and lullabies, followed by a sizable glass of red wine,” Eric says. “Pinot Noir or bust!”
Do, Re, Mi... Eric with wife Jill and their little Elliott. Think he doesn't get the best lullabies?!
“The greatest of games”
Weekends, Eric and Jill really focus on family time. “In addition, there’s obligatory house cleaning and errand running,” he says. “I’m a movie buff so we usually snare a rental at Redbox. In the summer, we head to Minnesota lake country and I try to squeeze in a round of golf. Golf is the greatest of games.”
Growing up Glee (or not)
“As for my music prowess, it’s a one-two punch of nature and nurture,” Eric says. “My older brother and I were born with the ability to carry a tune. Perhaps more importantly, music was a thread stitched in the fabric of my upbringing. I sang while my grandpa played the accordion. We had Willie Nelson Taco Nights: my dad made tacos while I wailed with Willie Nelson records. I was also involved in piano recitals, international music camps and high school swing choirs. Mine were not nearly as sexy as Glee portrays!”
Young Eric at the mic, with his dad and grandpa on accordion.
Life is a musical
“I don’t have delusions of grandeur about my music prowess, but I still love to sing whenever I can,” Eric says. “Formally, I sing as part of worship team at Hope Lutheran church. Likewise, I’ve been the wedding singer for many friends, family members and strangers. Informally, life’s a musical. Much to my wife’s chagrin, the shower, office holiday parties and the frozen food section at Hornbacher’s grocery store are everyday stages for me. I guess I don’t have a filter, mostly I don’t even realize I’m singing. My friends call it a musical Tourette’s syndrome.”
Eric’s playlist
“I listen to Sinatra when it’s time to cook,” Eric says. “I listen to CCR when it’s time to camp. I listen to Zach Brown Band when it’s time to chill. I listen to Jay-Z when there’s time to kill. I listen to Mozart when it’s time to think. And listen to Black Eyed Peas when it’s time to drink!’
Which job would you not want to have? A diaper genie
What was your first job? Bus boy at a local Chinese restaurant
What did it teach you? Sometimes in life you just have to clean up someone else’s mess. Oh, that and apparently getting paid cash from the till each night isn’t a common business practice.
What is one thing you’d be willing to practice for an hour a day? Break-dancing; When I was 8 years old, I learned to “moon walk” by watching a Michael Jackson’s “Billie Jean” VHS video over and over again.
What’s the best advice you ever got? “Dance like no one is watching. Sing like no one is listening. Love like you’ve never been hurt and live like it’s heaven on Earth.” – Mark Twain
What sound do you love? A golf ball dropping in the hole
What scent do you love? A campfire; can’t help but reminisce of childhood camping trips
Not everyone can get a grandfather fist-pumping to Motley Crue. Or make photos of construction equipment truly come alive. Graphic Designer Jeremy Albright does both.
Knowing precisely when to play YMCA at a wedding reception is an art form.
Meet DJ “J”
Based in our Fargo office, Jeremy brings his balance of creativity and attention to detail to our clients—and high energy to his fortunate colleagues. Weekends, he DJ’s wedding and other special events through his own DJ service.
During the week, Jeremy’s energy focuses on handling design for national print advertisements, predominantly for our client, Bobcat. “I help out at photo shoots, color correct images, prepare digital files for publications and take care of other design and production details,” he says. His responsibilities require intense concentration and organizational skills with demanding details. And he has to make things like skid-steer loaders look absolutely gorgeous, yet rugged.
Away from the office, Jeremy owns and operates his own DJ service, MixVibes DJ Service and Lighting DJ. “It all started when I DJ’d at a local bar on Lake Eunice for a Fourth of July party a few year ago. All it took was being the DJ for that one party and I was hooked,” Jeremy says. “Last year, I DJ’d 36 wedding receptions.”
Word up
“I pride myself on working very hard to make sure that everyone at my events has a good time and the music and lighting are the very best possible,” Jeremy says. We asked around, and Fargo area wedding planners, venue representatives and newly married couples recommend Jeremy as one of the top Fargo wedding DJs.
Just push play
“I was DJing a wedding reception and this gentleman kept requesting Dr. Feelgood by Motley Crue. I pushed it off all night and he kept asking me to play this song for him. I was waiting for the best time to play it. Well I was down to the last song of the night and I had not played it yet. So I asked everyone to come to the dance floor and then asked the gentleman to stand in the middle of the circle of people. Once I pushed play, everybody got into it. I even had a grandpa doing fist pumps. To this day, people at that reception still talk about that song at the end of the night with grandpa doing fist pumps,” Jeremy explains.
Supporting the oil companies
Jeremy and his wife have two school-age kids, so he’s also a chauffeur. “On a typical weeknight, I pick up the kids from their after school program, then run them to swimming lessons, church, cub scouts and dance lessons. We seem to support the oil company.
Jeremy with his wife and their two busy kids.
“On weekends, we head down to the lakes where we have a park model camper set up on my wife’s grandfather’s land on Middle Cormorant Lake. We all really cherish spending quality family time together there,” Jeremy says.
Energy to share
Jeremy also donates his time and talents to two non-profit organizations each year. For the past four years, he has shared his services with Pedaling for Possibilities and the Special Olympics.
You know that feeling. When something or someone comes along, and you realize that your life just changed forever?
Residents of Grand Forks and East Grand Forks are right at the brink of this moment as the new Choice Health & Fitness prepares to open in Fall 2012.
Corporate membership solicitations are underway, along with many communications, marketing, public relations, social media and other endeavors set to start soon.
Cover of a new brochure promoting Choice Health & Fitness
Imagining happiness
This new venture actually began in 2007 with the Imagine campaign. As Brandy Chaffee, Public Relations and Marketing Manager at Choice Health & Fitness, says: “Back then, a group of Grand Forks citizens started raising funds to build a new health and wellness center and renovate the existing Family YMCA. We were inspired by their vision and generosity. A key step was when Choice Financial invested with naming rights to the new center, followed by additional naming and other support from Altru Health System.”
Beyond treadmills and swim lessons
Choice Health & Fitness brings together the community’s established health and wellness leaders and their combined expertise. Their efforts will form a powerful hub of health and wellness, housed in a new state-of-the-art center with enhanced equipment, spaces, programming and services.
We helped Brandy and her team formulate the brand strategy, and we focused not on the actual equipment and facility, but the affect on peoples’ lives. After all, healthier living builds heart, drive and confidence. The new Choice Health & Fitness harnesses this power, every day, in thousands of ways individualized to each member.
Along the way, Choice Health & Fitness will provide the staff members, programs, services and events for members to reach their next best level—and beyond. And that will transform an entire community.
Get ready to get sweaty
We also helped Brandy and her team develop an initial marketing plan for corporate membership, as well as materials and elements for the various user audiences. We created new logotypes for the children’s programming, “Everything Kids,” which will be held in its own themed space inside Choice Health & Fitness.
Appealing to diverse audiences has been an inspiring challenge, too. For instance, we concepted, wrote and designed a series of banners and posters to highlight the benefits for specific potential members, including:
Poster for serious athletes
Poster for kids and families
Online and socializing
We’re also working on phase 2 of design and development for their website, which was initially built by another firm.
Visit Choice Health & Fitness at www.ChoiceHF.com
Thanks to Brandy, who serves as president of the North Dakota Recreation & Park Association, two Flint Group associates are also sharing timely advice, information and guidance in a presentation and participation at the Association’s Midwest Conference, scheduled in Grand Forks this spring. Chris will focus on public relations; Libby on social media.
Unique partnership
Brandy emphasizes that there’s nothing quite like this partnership within the United States. “The collaboration between Choice Health & Fitness and Altru Family YMCA will provide two facilities for one low cost. Members benefit from shared programs and services,” Brandy explains. “In fact, there are others in the national fitness center industry keeping a close eye on the progress of our unique partnership.”
So, can a new building change your life? It’s your Choice.
The first reports of Osama bin Laden’s death? Twitter.
Some shared the news unknowingly, like an IT consultant:
@sohathReallyVirtual
Helicopter hovering above Abottabad at 1AM (is a rare event).
Other tweeters were in the know, such as Donald Rumsfeld’s former Chief of Staff:
@keithurbahn
So I’m told by a reputable person they have killed Osama Bin Laden. Hot damn.
Intentional or not, these tweets show the power of this social media platform.
Amidst the bin Laden events, the Flint Group Writers were spending a month focused on Twitter, specifically looking to intricately understand the medium and harness its power for our clients and their goals. We found ways to share and enhance our personal and professional interests, from Macs to fringe music to games-in-progress sports action. We see Twitter as a good place to interact with other marketing communications professionals, including media outlets. We understand how Twitter can allow organizations to provide more attentive customer service. Several writers now turn to Twitter first for news, from local happenings in rural areas to major international developments that may affect our clients. Many writers now follow and interact with professionals who will boost Flint’s service to clients. A few are just looking to vent about their favorite sports teams. And all of us are on the prowl for opportunities in and around Twitter that will benefit our clients.
Do you tweet? Personally and/or professionally? What are your Twitter experiences? We always like to from you.
The professionals at Flint Interactive are always hungry for new marketing trends, techniques or hot topics that we can share with friends and clients. Watch for a regular stream of insightful information – or join in the conversation.
@sohath ReallyVirtual
