Whether you are a fan of Avatar or not, it demonstrates one of the many technological leaps of the last decade.  Lets look at some others and reflect on how these have evolved the world of marketing communication in Pittsburgh.

DEFINITION of avatar:

A graphic identity you either select from a group of choices or create on your own to represent yourself to the other party in a chat, instant messaging or multiplayer gaming session—from PCMag.com

WEBSITES:  old news, but always evolving

Strrretching the definition, a website is a kind of marketing avatar for a business, acting as its salesman and showroom. While a website is not the company—except for ones that exist only on the web like Amazon.com—the site is out there 24/7,  representing it, acting on its behalf world wide.

One site we completed this year for a remodeling contractor allows visitors to flip through a portfolio of projects—from kitchens to outdoor living spaces.  And an interactive quiz asks homeowners 10 basic questions about where they are in the planning process—and rates the answers in terms of  “readiness”—much like an initial meeting would do.

Since websites compete with each other for attention—and with other traditional and interactive media—the gaming metaphor applies too:  it’s about winning the marketing battle for customer eyeballs and dollars. Not too much of a strrrretch of the analogy.

CONTENT MANAGEMENT SYSTEMS:  do it yourself

Allowing you to easily manage your “avatar” without the help and expense of a webmaster, CMSs are becoming more popular with businesses. Part of the decade’s technology revolution is about making technology more user friendly.

Three of the six websites we worked on this year offer the versatility of managing and updating a website easily—on Joomla or WordPress platforms—giving the owner much more control of the site from day to day or hour to hour.  Combining CMS with Google Analytics, which reports on the activity on your site in great detail, businesses can now fine tune their marketing messages and offers as often as necessary based on actual consumer behavior.

Easing off on the avatar analogy, many other technological innovations have come on quickly and are widely used by millions, even hundreds of millions, of users.

NOTE: In the Old Days you had to tantalize the mass media gatekeepers to tell your latest story; it’s still a good idea.  Nothing like a good story in the mass media.  But now you can tell the world without their help, using your website, blogs, social media and YouTube, to mention a few.  Self publish.

BLOGS & SOCIAL MEDIA:  talk with your customers

A blog or social media platform creates the opportunity for dialog between the business and the customer, enabling a kind of conversation, if set up to allow comments. So, if you like or hate this blog post, you can respond right here and now.  And I can respond back very specifically, not generically.

A recent report by Advertising Age announces there is “no more Joe Consumer… the average American has been replaced by a complex, multidimensional society that defies simplistic labeling.”  Social media, along with rich variety of other Internet options, now enable niche marketing like never before, down to the individual, not just her demographic group.

Fans, Friends and Followers on Facebook and Twitter, for example, mean that you are communicating directly to people  interested in you and/or your business.  These new options—available since 2005 and 2006—take a little time to get working for your business, but not necessarily money.  And they can pay off big time in terms of reaching the people who really do want to hear about you.  There are hundreds of examples of social media marketing having a huge impact on the success of a business.  I’ve got dozens of these stories bookmarked.

TIP:  Use Key Words or Tags in your posts that people will search with.

BTW, the Google search engine discovered this blog within 1 hour of posting.

YOUTUBE:  instant fame and quick success

On a kind of opposite end of today’s high tech spectrum is an example I discovered at a holiday party.  A kind of shy, average neighbor is into “hooping,” a mini revival of the hoola hoop phenomenon for exercise and sporting purposes.  On a laptop at the party I saw for the first time his very primitive video… and was astonished to hear that it had been viewed 4,097 times and got a 4.5 rating out of 5 by reviewers. And check out the comments too: “You rock!.”  This is an amazing example of how the world of marketing has moved from the mass, one-size-fits-all approach to very finely defined niche markets with very special interests.

A much better example is the amazing success of Susan Boyle on Britain’s Got Talent through YouTube.  Her first appearance alone has had more than 80 million viewings.  This has lead to the release and success of her new album. Clearly YouTube, launched in 2005, can reach huge audiences and even give you some indication of the size of that audience.

SMART PHONES:  the web any time any where

The word Crackberry is now officially in the dictionary.  And pretty much everyone knows what iPhone, iPod and iTouch are. This portability revolution—which also includes compact net books and ebook readers—means your message can reach people instantaneously on the road. With tens of thousands of “apps” available, including Twitter and Facebook feeds, your promotions can reach many customers right now on the road, not two hours from now.

It’s a brave new technology world.

Take the leap  if you haven’t already.

A little scary at first, it offers powerful, new and user friendly tools.

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MORE TECH REVOLUTION INFO

For more info about the decade’s technological advances here are two articles in the pre-New Years Sunday edition of the Pittsburgh Post Gazette:

Decade’s technical developments have virtual impact on culture

TechMan: In the tech world, this decade was one to remember

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Importantly all of these have installed analytics to reveal traffic patterns and all have some form of search engine optimization because it isn’t necessarily true that “if you build it they will come.”

Costs for these new builds or refinements ranged from $1,000 to $12,000, depending on the degree of complexity. On the biggest of the projects, four bids came in with a wide range of costs—from a $3,700 to a $15,000 for the programming only—for the same website specifications.  Shopping and researching pays off in this marketplace, not only for price but also for reputation, reliability and experience.

MASTER REMODELERS

In 2008 RS&A rebranded this upscale contractor in ads and with a new identity package, including to place him in the elite group of contractors with tomorrow’s solutions for home energy efficiency. The 9 year old website has been replaced with a new one featuring a Joomla content management system that allows his staff to update the site on their own. It also features an interactive portfolio of project photos and an innovative interactive quiz for visitors.  A special challenge was working over distance with a freelance developer in Atlanta.

PARK HOUSE

We completed this simple, fun and colorful site in early January.  Built on a simple WordPress content management system, the owner learned the system in two lessons and is now in full control.  It also features Google Analytics and lots of enticing photos.  Check it out at ParkHousePgh.com.

BONUS:  The new site has a strong tie in with Social Media, particularly to announce musical Events.  Facebook and email are integrated with a simple Events blog.

In one step the owner:  1) creates a blog announcement, 2) posts on his Facebook page and 3) sends an email to his list. A real time saver.

DEUTSCHTOWN

For several months a committee of volunteers working with a paid web developer and funded by Pennsylvania Elm Streets honed this new web site to promote the community. Randy developed the web architecture, tone and much of the writing and imagery. More about the committee process in an earlier blog.

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FIRE RELIEF FUNDRAISING

While the new Deutschtown site was being built, tragedy struck the neighborhood in early January:   a fire destroyed an apartment building leaving nearly 20 people homeless. Many of the volunteers who were building the Deutschtown site rallied to create a multifaceted fundraising campaign, including a temporary website with PayPal contribution options. More than $5,000 came in to help the homeless neighbors. More about this effort in an earlier blog.

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PITTSBURGH WATER LIMO

In a quick turn around before the Pittsburgh Pirate season opened in April, the owners wanted new branding and a revamped website to better market their various river shuttle services. In a matter of a few weeks the revamped website more clearly spelled out the offerings, although it still needs some additional work. New Google analytics now tell the client what promotions are working best.

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RANDY STROTHMAN & ASSOCIATES

Our website had become outdated after two years and it was time to put a fresh face on it, sharpen the messaging, and streamline the content with some major editing. The result is a cleaner and more contemporary home page, simpler menus, improved search function, links to social media and two blogs.

From the beginning in 2007 it has been housed on a WordPress content management system, allowing us at no cost to quickly and easily make additions or changes. But we still keep a WordPress guru or two a phone call away.

THE CONFLICT

The story began in 2003 when a big Northeast electric grid blackout wreaked havoc from the Midwest to New England.  Fast forward six years to May 2009 when Duquesne Light (DL), now an Australian owned utility, announced that it needs to quickly build a large “Crossover Station” in Allegheny Commons park.  Part of a cooling system for underground multi-megavolt power lines, the station is intended to mitigate the likelihood of another blackout.

Acknowledging that there is a need for a solution to this technological challenge—and that the Feds require a strengthening of the grid— the surrounding communities say “There must be a better solution.”  Many say it in terms that are less civil in response to DL’s proposal for an above ground 28’ x 9’ x 9’ structure in the heart of the park, only yards from the weekly Farmers Market, the annual Pumpkin Fest and restored homes across Cedar Avenue.

It’s also in the section of the park that is about to be restored with a $2,000,000+ investment. (photo shows location ——>)

THE PUSH BACK BEGINS

After a summer of negotiations— during which the Station proposed by DL grew in volume by 2000% —in September the Allegheny Commons Initiative and several community leaders decided it was critical to hear the voice the community. Collaborating with their two City Council representatives, they scheduled a Town Hall meeting for September 28^th.  DL had already launched its public relations campaign for the project earlier in the month and one of the community leaders had already launched her own counter campaign by speaking at several neighborhood meetings.

In preparation for the meeting, the experienced, yet volunteer leadership group built an outreach platform under the banner of “A SHOCKING addition to our park?  Town Meeting Sept. 28”:

• press releases went out to dozens of media
• email invitations went to hundreds of residents and other stakeholders
• a PowerPoint presentation was created
• a panel of experts was assembled to speak
• a full size mockup of the Station was built ———>

TOWN MEETING

The result was impressive. Approximately 200 people representing 11 Northside neighborhoods showed up. There was consensus that the current DL strategy was inappropriate for a wide variety of reasons. Three City Council representatives spoke out in support of a better solution for the Station. They and other city officials pledged to pursue political and legal avenues for a better solution. DL did not attend.

EXTENSIVE MEDIA COVERAGE

That night KDKA, WPXI and WDUQ broadcast stories about the meeting and the issues. Starting the next day and continuing for a week, more stories appeared in the press, including in the Post-Gazette, Tribune Review, Northside Chronicle and even on financial websites like iStockAnalyst.com.  Perhaps the most supportive and compelling were two from the Post-Gazette:

• an editorial endorsement of the community position under the title of “Power Grab”
• an article by Ruth Ann Dailey:  “Can citizen power prevail in Allegheny Commons?”

CALLS TO ACTION:  an email followup

Following the meeting, numerous local and regional organizations were solicited for letters of support for the community position.  In a followup email to hundreds of Northside stakeholders four calls to action were offered (exact text follows):

WHAT YOU CAN DO #1: email or call your elected officials

Even a dozen emails or calls can make a huge difference in building our officials’ case for support. While most of them already support this cause, telling them what concerns you gives them more leverage:  Aesthetics/blight?  Preservation? Safety? The precedent? Economic impact? Other? Perhaps use “Stop Duquesne Light” as subject of your email. Simply click on the live links below and send your message or call NOW:

• Councilwoman Darlene Harris
• Councilwoman Tonya Payne, 412-255-0738
• Mayor Ravenstahl, 412-255-2687
• Representative Jake Wheatley, 412-471-7760
• Representative Don Walko, 412-321-5523
• Senator Jim Ferlo, 412-621-3006

WHAT YOU CAN DO #2:  circulate a petition

Attached is a petition you can have signed by neighbors and other stakeholders.  Please return this to Alida Baker at the Allegheny Commons Initiative by October 19th.  She will forward them to various elected officials and other influencers.

WHAT YOU CAN DO #3:  send a donation

Since this issue arose in May, more than $7,000 has already been committed by local organizations in seeking a different solution, money that was not budgeted for by these organizations.  Please make checks out to Northside Leadership Conference and send to:  Alida Baker, ACI, 4 Allegheny Center, Suite 601, 15212

THE STORY IS NOT FINISHED

As of October 20^th negotiations are still underway for a “better solution.”  And stakeholders in the community and their allies in organizations and government continue to push back. There are rumors of new and better options being put on the table.  Stay tuned.

1/29/10 Update: Read the Post-Gazette article “Doing the Electric Slide” and Randy Strothman’s comment there.

1/30/10 Update:  Read the Post-Gazette article “Yep, They Want the Garage“.  It appears DL has made a choice which is not necessarily a win-win.

Randy,

a member of the community team

Phase 1 of the site will be streamlined for budgetary reasons. It will feature About Us, a portfolio of projects, as well as 4 key components of his service: Design, Construction, Craftsmanship and Sustainability.  It will also feature a blog about new products, energy audits, sustainability and homeowner tips.

Randy is developing the content and design with art director Robert Sands, who created an innovative icon system for the four Key Messages of the client. Site construction is being subcontracted to a developer in Atlanta, GA.   In addition, the SBDC at Pitt’s Katz School of Business is providing SEO support to the project.

Part of a campaign to launch in October

Synchronized with the launch of the website will be several new efforts, all including the new branding and icon system with a modern, clean look:

• A new rebranded ad in three magazines

• A postcard mailing to their warm market

• New signage for their vehicles ———>

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Won three awards in 2008 and went Green

In the summer of 2008, Regis McQuaide earned his Certified Building Analyst credential and the company is now “certified to deliver whole-house energy savings to improve comfort while reducing home energy use.”  [press release PDF] Even before that McQuaide has begun to apply his “home performance” knowledge to projects.  [read  PopCity article]

This includes one that won two awards in 2008:  from the Post-Gazette and Master Builders Association.   It’s also featured in a story in the Post-Gazette, a result of persistent media relations efforts.

This repurposing of a century-old church for 80+ year old Mrs. Hulley has made her senior years more comfortable… and brought mother and daughter together again on adjacent properties.  It is a major transformation of the structure to a cozy, affordable home for an adventuresome senior citizen.

Much of it an open space design plan, this renovation features:

• all living on a single floor
• a new picture window in the living room
• a wheel chair accessible entry and deck
• many accessibility features in kitchen and bath
• breakfast table next to island for eating/additional counter space
• inexpensive, durable white appliances
• colors reflecting her previous Victorian-style home

This renovation blends modern with traditional and “aging in place” accessibility features.  The result is a warm, open and imaginative new home for a senior citizen, showcasing her numerous antiques and spotlighting her art collection (with recessed lighting).

Plus a “lite green” treatment for energy efficiency

• high efficiency furnace/AC
• ceiling fans to reduce heating and cooling costs
• high performance low-e glazing
• ceilings lowered to 12’ for insulation (and scale).

In early March Randy had completed a Marketing Snapshot for Pittsburgh Water Limo. This new promotional effort is a direct result of the planning and recommendations included in the Snapshot.

The new season opened with a bang! As a result of media relations efforts, two stories appeared for the opening of the season: in PopCityMedia and the Pittsburgh Post-Gazette. This drove traffic to the improved and rebranded website (interim site) and resulted in numerous new bookings. A second effort in early July, increased website visitors by 600%!

This low cost and concise analysis-with-recommendations has been very well received by the 19 businesses that have participated. (customer reviews PDF)

In 2009 the Strip District will provide 4 Snapshots to its businesses; the first two were Pittsburgh Water Limo and the Right By Nature natural foods grocery.

First, RS&A provided Master Remodelers some important marketing and rebranding foundations: a Marketing Snapsot, a brand audit, a search engine audit and a geo-coded map of customers [PDF]. The team then moved on to produce:

• A fresh identity and logo (compare old and new)
• Advertising featuring the new look and “Green” capabilities
• New collateral with new branding
• A new trade show booth with large screen PowerPoint
• Press release to announce the “new directions”
• Press release to announce winning 3 awards in late 2008

The new trade show booth, with a Register-to-Win contest, generated 49 new leads at the Pittsburgh Design Fair. Media relations produced an online green story in February and significantly increased website traffic.

In 2005 he had assembled a team to conduct a feasibility study for the project. Finally, in 2009, after years of negotiations, the public market hall is moving ahead, including the possibility that a portion will open in the Fall.

The efforts generated $5,000 for the victims, 500% more than originally predicted. While hundreds of individuals contributed, large gifts from a local church and another nonprofit made up more than half the total. The funds were delivered directly to the families affected. This campaign is about neighbors helping neighbors, a strong virtue of this Pittsburgh community.

• a 2008 marketing plan and budget
• a 3-part direct mail series for Q1 & Q2
• a multi-piece new sales kit

Three direct mail pieces went to the wealthiest Top 5% of households in Baltimore, Washington DC and Pittsburgh.

In August 2008, the team launched a media relations effort in Pittsburgh, Baltimore and DC. Using a custom media list of 75 contacts including Real Estate, Homes, Lifestyle and Vacation writers and editors, press releases [PDF] and kits were customized for each market.

In the 3rd quarter of 2008, five fractional interests in the vacation homes sold, doubling the sales from the previous two years.