Griffin Communications Group

Commercial Spaceflight Federation Forms Partnership with Nationally Recognized Aerospace Communications Firm

Melissa — Thu, 27 Oct 2011 21:02:29 +0000

Griffin Communications Group joins CSF as partner and Associate Member

Officials with the Commercial Spaceflight Federation (CSF) today announced the Federation has partnered with Griffin Communications Group to help increase awareness of the benefits and importance of commercial spaceflight among the public, media, government and other stakeholders. As part of the partnership, Griffin Communications Group has joined the CSF as an Associate Member.

Griffin Communications Group firm will provide ongoing expertise to put “best practice” communications tools and processes in place to better serve the mission of the Federation and its members.

CSF Executive Director John Gedmark said, “Griffin Communications Group is well-known throughout the commercial spaceflight industry for its deep understanding of this sector. We look forward to our partnership with this organization as the industry continues to advance.”

“We consider ourselves stakeholders in this industry as much as service providers,” said Jeff Carr, Griffin Communications Group’s Vice President, Aerospace Communications. “We share a strong desire to help advance the state of the space industry. We believe that lending our talents and experience in strategic communications and marketing to industry leaders who are shaping the marketplace is the best way for us to contribute.”

About the Commercial Spaceflight Federation
The mission of the Commercial Spaceflight Federation (CSF) is to promote the development of commercial human spaceflight, pursue ever-higher levels of safety, and share best practices and expertise throughout the industry. The CSF’s member companies – which include commercial spaceflight developers, operators, spaceports, suppliers and service providers – are creating thousands of high-tech jobs nationwide, working to preserve American leadership in aerospace through technology innovation, and inspiring young people to pursue careers in science and engineering.

Melissa Wren rejoins Griffin Communications Group

Melissa — Wed, 26 Oct 2011 21:51:34 +0000

Gwen Griffin, president and CEO of Griffin Communications Group, today announced Melissa Hodges Wren rejoined the agency as its Marketing and Business Development Manager.

A marketing professional with eight years experience, Wren will play an active role in Griffin’s marketing and business development functions. She will work closely with the agency’s vice president of marketing & business development, as well as provide oversight of corporate administrative functions.

Prior to accepting the new position with Griffin, Wren worked with the Texas A&M University System as coordinator for Industry Alliances in the Office of Technology Commercialization assisting in their marketing and business development efforts.

“With Melissa’s recent position at Texas A&M, she brings new experience and fresh ideas to our agency,” said Griffin. “It is great to have her back in Bay Area Houston and as a valuable member of our team.”

Sean Wilson joins Griffin Communications Group as senior account executive

Melissa — Wed, 26 Oct 2011 21:47:36 +0000

Griffin Communications Group (Griffin) today announced Sean Wilson has joined the agency as a senior account executive. With Griffin’s transition to a strategic communications agency with a primary focus on aerospace, Wilson’s 17 years in the aerospace industry bring great value to the Griffin team.

Wilson will provide significant media relations and communications support to the firm’s key aerospace accounts, including clients such as the Coalition for Space Exploration, L3 Communications, Lockheed Martin and Virgin Galactic.

Wilson has spent nine years of her career as a communications professional within the aerospace industry. Prior to joining Griffin, she worked as communications manager for Easterly, where she managed internal and external communications for the Boeing/Space Exploration division account. Other aerospace communications experience includes: public relations specialist for the NASA-Johnson Space Center, communications analyst for Futron Corporation and professional specialist at Barrios Technology. Before moving into the field of marketing communications, Wilson served in the U.S. Air Force as a satellite systems operator.

“Sean reinforces our pedigree as a top-flight aerospace communications agency and provides quality bench strength for our growing practice,” said Jeff Carr, vice president-aerospace communications forGriffin. “Her knowledge of the space industry, combined with her outstanding communications skills, translates to instant impact for our clients.”

Griffin Communications Group to lead day-to-day operations for the Conrad Foundation

Griffin Communication Group — Thu, 15 Sep 2011 20:51:30 +0000

Griffin Communications Group recently signed a long-term agreement with The Conrad Foundation to provide collaborative leadership and day-to-day operational support for the not-for-profit organization. The Conrad Foundation combines education, innovation and entrepreneurship to fundamentally change the way science, technology, engineering and math (STEM) are taught in schools across America.

Griffin will oversee strategic planning and collaboration, communications planning (including tactical development) and overall management and operational support of the Foundation. In addition, Griffin will provide logistical and event planning support to the Spirit of Innovation Awards (SoIA), the Foundation’s flagship program.

“We’ve grown rapidly in the past four years, and more and more entities want to partner with us,” said Nancy Conrad, who founded the organization to honor the legacy of her late husband, Apollo 12 astronaut and entrepreneur, Charles “Pete” Conrad. “Now is the perfect time to take the necessary steps to sharpen our current systems and processes to ensure solid and continued growth. Gwen Griffin has served on our Board of Directors since the beginning and her staff has provided significant support. The overall team’s expertise will help us chart a course to reach many more students in the years to come.”

To ensure smooth operations, the Foundation relocated its headquarters from San Francisco to Houston. Jen Fotherby, Executive Director of the SoIA, has co-located with the Griffin team in its Bay Area Houston headquarters office.

“When Pete commanded Apollo 12, Gwen’s dad Gerry was his lead flight director in Mission Control at the NASA-Johnson Space Center (JSC),” Conrad said. “Three decades later, I now have Gwen as my lead flight director and our Mission Control now located just a few miles from JSC. The past and the future have melded”

Need a summer internship? Griffin offers an excellent internship program.

Griffin Communication Group — Wed, 04 May 2011 20:00:22 +0000

We offer real-world experience to young professionals and college students. Typically, our internships last for one school semester, with hours ranging from 20-40 per week. We seek interns who have a bachelor’s degree in communications or journalism or who are in their final 1-2 years of undergraduate studies in any of these fields. Interested candidates should send a cover letter, resume and three writing samples (a press release, media advisory and newsletter/feature article) to Carrie Taylor at carrie@griffincg.com.

Why fit in?

Griffin Communication Group — Tue, 01 Feb 2011 20:06:15 +0000

Griffin Communications Group is a full-service marketing communications firm. Since 1997, our strategic campaigns and outreach programs have continually delivered measurable, powerful results for our valued clients.

And the winner is…

Brooke Crawford — Tue, 01 Feb 2011 18:44:43 +0000

It’s awards season in Hollywood right now. And you know what that means? A lot of completely boring, unmemorable acceptance speeches from artists who “can’t believe they actually won.”

Yeah, right!

I understand that an artist might not believe he or she has a shot at winning. But, with only 3-5 other nominees (on average), the artist still stands at least a 20% chance of grabbing the coveted prize.

Too often, artists will take the stage and babble incessantly about how they didn’t think they would win, they don’t know who to thank and other nonsense. Here’s classic example: Catherine Zeta-Jones’ acceptance speech at the Tony’s last year.

I could care less. Whether or not you are the dark horse, it’s worth the 15 minutes to think of a few points that you would want to mention, and more importantly, that a huge global audience will embrace.

Here are some acceptance speeches that have caught my eye over the years:

Katie Finneran of Promises, Promises at the 2010 Tony Awards
Chris Colfer of Glee at the 2011 Golden Globe Awards
Tom Hanks in Philadelphia at the 66^th Academy Awards in 1994

All of these speeches have a few things in common:

They give thanks to only a few people.
They use the award as an opportunity to reflect on the project as a whole and what they learned.
They speak from the heart. The viewing audience has a chance to really connect.

So, what does all of this have to do with marketing, and specifically, copywriting? It’s an opportunity to reinforce some key tips:

Prepare – Did you spend your 15 minutes creating a basic outline of your piece before you started writing?
Go for brevity – Does your copy hit home in as few words as possible? Have someone else review it to ensure objectivity.
Insert passion – Put yourself in your audience’s shoes. Does the copy pull them in, make them care or spur them to action? If not, start tweaking.

Here’s raising a glass to your award-winning copy!

Aerospace communications pro Jessica Rye joins Griffin Communications Group

Griffin Communication Group — Mon, 29 Nov 2010 16:13:08 +0000

HOUSTON –Griffin Communications Group (Griffin) today announced that Jessica Rye, APR has joined the agency’s national aerospace practice as a senior account manager. The 15-year marketing and PR strategist brings more than a decade of aerospace communications experience to the firm.

Operating out of Griffin’s Central Florida office, Rye will manage and/or take an active role in several of the agency’s most noted aerospace accounts, including Blue Origin, the Coalition for Space Exploration, Lockheed Martin and Swedish Space Corporation. She will be a key player in developing new business opportunities for the agency in the Florida market.

“Jessica is going to further strengthen our outstanding aerospace communications team,” says Jeff Carr, Griffin’s vice president of aerospace communications. “She possesses the powerful combination our clients demand – an excellent cadre of communications skills and strategic thinking, coupled with in-depth knowledge of the aerospace industry.”

Prior to joining Griffin, Rye served as senior manager of regional communications for ATK Aerospace Systems at the Kennedy Space Center in Florida. Here, she developed, executed and managed comprehensive communications and community relations strategies for the company’s Florida, Huntsville, Ala. and Houston divisions. Other aerospace experience includes senior-ranking communications, public affairs specialist and spokesperson positions with United Launch Alliance, the NASA-Kennedy Space Center and United Space Alliance.

A public relations graduate from Florida State University, Rye received the Kolcum Communications Award from the National Space Club Florida Committee and was nominated in 2010 for the prestigious RNASA Stellar Award. She is also a former state president of the 1,500-member Florida Public Relations Association.

About Griffin Communications Group

Griffin Communications Group (Griffin) is a full-service communications firm that specializes in strategic communications programs for its global clients. The agency’s team of professionals integrates a blend of branding, strategic planning, public affairs, advertising, design, public relations, crisis communications and online marketing to generate powerful results. Founded in 1997, the firm is headquartered in Houston and also operates an office in Central Florida. For more information, visit www.GriffinCG.com or call (321) 773-3841.

# # #

MEDIA CONTACT:

Julie Arnold, Social Media Manager

Griffin Communications Group

(321) 773-3841 or Julie@GriffinCG.com

Just Branded

Molly — Mon, 22 Nov 2010 21:19:36 +0000

I am Griffin’s most recently married team member. While in the process of planning my wedding, at work, Griffin was re-branding a number of clients. Comically, I realized changing your corporate identity is a lot like getting married. See chart below.

Getting Married	Changing your Corporate Identity
Thinking about getting married. Deciding you are ready to make a big life change	Thinking about revamping your corporate identity (initially your logo)
Getting Engaged	Making the commitment to re-brand
Setting a date	Hiring the right firm (uh-hum … Griffin)
Planning … from dress to guests. Trust me, there are many details. But, don’t worry, your friends and family will be there to help more than you imagined!	Planning … from discovery to design. The right agency will be there every step of the way. Providing you the knowledge, statistical data, and re-branding know how.
There will most likely be a moment where you look back at the single life you had. You remember the life you are planning to put behind you and you find yourself saying, "remember when". We coin these night’s “bachelor” and “bachelorette” parties. (Sometimes, weddings get called off here…luckily I fall in the below statement.) Ultimately your love for your fiancé will get you through the process, no problem.	There will most likely be a moment where you look back at the original business logo. The one on your stationery and embroidered shirts, the one you are emotionally attached too. You will analyze your brand equity, your place in the market, and the need for change. (Sometimes, re-branding ends here, and companies decide not to change) Ultimately your firm will help guide you through this questioning process, keep your end goals on the table and your project on track.
The Big Day	The Brand Roll Out

With the right partner (your future spouse/the right agency) this process should be fun and exciting every step of the way! Hopefully in the end, both a strong marriage and strong corporate identity will continue to grow and evolve as years pass. I wouldn’t wish an ugly divorce like The Gap on anyone!

“Think Outside the Circle”

Griffin Communication Group — Mon, 22 Nov 2010 16:43:34 +0000

The Coalition for Space Exploration recently released a video public service announcement kicking off its new outreach campaign called Think Outside the Circle. This video PSA emphasizes the pervasive impact of space exploration on our lives in America. The Coalition team worked with Five-O Productions of Malibu, CA to develop this outstanding tribute to our Nation’s space program.

Please take a moment to watch the video and pass it along to your friends, colleagues and family…if you are interested in finding out more about the many benefits derived from space exploration, visit the Coalition’s website at www.spacecoalition.com .

Griffin celebrates in the joy of a valued partner and friend.

Heather Hungate — Tue, 16 Nov 2010 21:45:39 +0000

A long-time partner and friend of Griffin Communications Group is celebrating a new addition to their family today. Jim and Jane Sweeney (owners of Minuteman Press-Clear Lake), are gushing with pride over the birth of their first granddaughter, Makenzie Jane Ott. We are thrilled for them and truly wish “Big Jim” and Jane all the best as they enter the new adventure of being grandparents!

Oh, Brother, where art thou?

Carrie Taylor — Mon, 01 Nov 2010 14:59:27 +0000

According to the Council of Graduate Schools, in 2009, for the first time, women received more doctorate degrees than men. Nationwide, at both the undergraduate and graduate level, male enrollment presents a challenge to college recruiters.

While I am proud of my bright-minded, high-achieving sisters, I am concerned about the long-term effects on our society if men continue to lag in the pursuit of higher education. While there are many factors that contribute to the decline in male attendance, such as socioeconomic conditions and ethnicity, there are things we can do as strategic marketers to improve the appeal of attending college to males.

Recently, we’ve had several higher education organizations ask us to help improve their appeal to the young male aged 17 – 32. We conducted a review of their messaging, their outreach materials and the mechanism for reaching these young men to see where they could make improvements, or complete changes, in approach.

We found that these organizations tended to favor images, testimonials and outreach providers that skewed to the female persuasion. While ladies are lovely, the absence of men in the recruitment materials did not help potential students envision themselves attending the intuitions.

To remedy the situation, we updated the messaging to appeal to males by focusing on career opportunities, hands-on application of knowledge and the short- and long-term benefits of attending college. We also recommended updated photography that reflected the institution’s desired demographic diversity. Then, we selected sponsorships and advertising outreach that catered to men.

We count these changes as a success. From Spring 2009 to Spring 2010, University of Houston-Clear Lake had an 8.4% increase in their male student body, and a 7.7% increase in Hispanic enrollment (a secondary enrollment goal). For College of the Mainland, in Fall 2009, the college reached 105% of its enrollment goal, including 4.5% increase in male enrollment and an 8% enrollment increase among ethnic students.

Working in tandem with school advisers and recruiters, as marketers, we can help improve that institution’s chances of engaging young men in the pursuit of higher education.

Everyone has something to say

Stacy Sarault — Fri, 15 Oct 2010 17:25:14 +0000

It’s my week to blog for Griffin Communications Group, and I was struggling with a topic. In the world of social media, it seems that everyone has something to say. So, how is it that I’m struggling? For me personally, juggling work, home, toddler and preparing for baby #2 on the way (not a long list, but somehow I’m just not getting too much more on there), I tend to focus on quality versus quantity these days.

But, this philosophy holds true for me professionally too. I’m a firm believer in “think before you speak.” The strategist in me is constantly validating content to make sure it makes sense based on goals and passes the “so what” factor.

I was doing some copywriting for a client today. A client we have struggled with in identifying key messages or selling points. If you can’t tell me why I should want to buy your product or service, then we have some issues to tackle.

It can often be a simple exercise of open dialogue and asking a series of questions to extract these key messages. You know why your product or service is desirable. You just have trouble articulating it.

What does your customer want/need and how do you meet that need? How do you meet that need differently or better than your competition? Do you know what your competition is saying? What are your strengths, weakness, opportunities, threats? Yes, you have to identify the negatives too so you can be prepared to address them.

Deciphering what you want to say so that it makes an impact and isn’t just noise (like when someone tells you where they are or what they’re eating) requires some thinking and planning. But, everyone has something important to say. It’s just how you choose to use your voice.

Stacy Sarault

If a picture is worth 1,000 words… then a video is worth 10,000!

Julie Arnold — Thu, 30 Sep 2010 21:07:29 +0000

One of the hottest trends in marketing today is using online videos as an integral part of your marketing and communications outreach. Videos offer brands a platform to visually tell a story, support brand messaging and connect with clients, prospects and customers. Video vignettes or ‘webisodes’ provide additional information on brands and engage the viewer with the brand. Dr. Michiu Kaku says it best when he said “The video revolution is a landmark in the evolution of our species.” We are moving towards a visual environment, where soon, all of our communications will be web based. People will become used to interacting with their favorite brands online and videos offer brands a direct messaging platform to their target audiences.

Most major brands are incorporating online video as a substantial aspect of their new marketing campaigns. Consumer companies began incorporating video marketing into their campaigns a few years ago, and some of the biggest brands are represented online. Here are here are a few noteworthy examples:

Disney: last week Disney launched a new user-generated content campaign “Let the Memories Begin.” This campaign launch included print, television, online and in social media. Disney is asking the public to submit photos and videos of their personal vacation memories. These photos and videos will then be used for marketing and advertising purposes, as well as projected nightly at Disney theme parks. The online video supporting the campaign launch has more than 53,000 views, has been embedded in numerous blog sites and the number of view is growing daily. Each time a person views the video, they are interacting with the Disney brand from the comfort of their home and watching Disney’s unobstructed messaging.

Toyota: the carmaker has taken online video marketing to new heights with their “Swagger Wagon” webisodes. Toyota currently has 12 different webisodes available on YouTube, as well as offers the public a chance to ask questions and interact with the Sienna parents. The videos are creative and use comedy to entice the public to view and share the videos. The debut video alone has more than 6 million views.

Business to Business marketers are also embracing video. Video can be a powerful vehicle to share expertise with a large group of potential customers as well as current clients. They allow clients and potential customers to gather information about your product, provide an excellent resource to develop online thought leadership and maximize online brand awareness of goods and services. Here are a few examples of B2B companies who have embraced video as part of their marketing outreach:

Cisco: Cisco is a leader in interactive media and social networking and uses video components in all of their marketing campaigns. They recently launched a campaign to support the incorporation of video and human networking entitled “Together.” This campaign promotes the use of videos in helping us interact and visualize our world. Video allows us to share and exchange information. As a B2B company Cisco does an excellent job at connecting the dots for consumers as well by using video to make the end users aware of the technology behind the technology.

Aflac: the famous insurance company has embraced social media and video marketing and incorporates the Aflac duck in all of their video marketing campaigns. Aflac has an outstanding interactive presence and offers consumers and businesses many ways to dialogue, connect and share online and via social media. Aflac Video

These are just a few of the thousands of examples of video marketing….do you have any other examples of outstanding video marketing that you would like to share?

Lockheed Martin

Griffin Communication Group — Mon, 20 Sep 2010 01:36:40 +0000

According to client feedback, Griffin far exceeded expectations on each project. Lockheed Martin continues to challenge the Griffin team with more critical projects, as it continues its push for industry leadership and customer satisfaction.

United Space Alliance (USA)

Griffin Communication Group — Mon, 20 Sep 2010 01:07:33 +0000

USA’s robust interactive presence grows daily. With strong analytical tools with which to monitor the social landscape, the company can now stay abreast of and engaged in discussions that affect USA and its outstanding brand image. More and more USA employees are engaging in the online, company-wide dialogue everyday. USA’s Facebook and Twitter following is increasing, and with the launch of the online newsroom, we expect these numbers to increase even more.

Variety is the spice of life

Deanna Wilke — Thu, 26 Aug 2010 20:37:43 +0000

When I step back and take a look at some of the tactics my clients are currently employing, it’s truly a powerful array. Right now, I’m helping execute:

Celebrity PSAs for an advocacy group
Print, electronic and iPad app versions of a corporate magazine
A handful of e-Newsletters
Billboard advertising
Video series (we’re scripting and filming)
A couple of new websites
White paper planning and drafting
And, of course, your typical media outreach and assistance with event planning

That’s quite a to-do list! Interestingly, it could be viewed as a list of ingredients that require careful selection and just the right mix to serve up something that will make someone stop and take notice.

We work with clients every day to concoct the perfect recipe to share their brand and message with stakeholders. There isn’t one sure thing that will resonate with your internal and external audiences – it requires a blend of elements working together. This unique combination ensures you reach your target audience where they seek out and find information.

The one ingredient that stays the same no matter what blend you use are your key messages. That’s why it is so important to develop a strong set of key messages that can be tailored to the audience you want to reach and customized for each distribution method.

It’s important to keep your communications approach fresh. Try new things. Variety is the spice of life, and can ensure you add some zest to your communications strategy and plan.

~ Deanna Wilke

The value of an internship…from an intern!

Griffin Communication Group — Wed, 04 Aug 2010 14:26:00 +0000

Internships are a fantastic way to get much-needed help within your company, while giving excellent learning opportunities to eager college students. At Griffin Communications Group, we hire interns regularly. And unlike the internships of long ago, these college students and recent graduates aren’t fetching coffee or making copies. We’re committed to giving them a chance to roll up their sleeves and learn the ins and outs of agency life first hand by working with us on client projects.

This past summer, our interns included John Schumacher and Nancy Lopez. John is a graduate from Valparaiso University with a degree in public and corporate communications with minors in business, public relations and environmental science. Nancy is a senior at the University of Oklahoma majoring in advertising with a minor in Spanish.

We asked John and Nancy to give us their thoughts on the value of spending a summer working at an internship. Here’s what they had to say:

John: Looking back at my college experience, I’d have to say the most important part of my adult development were my summer internship opportunities. I didn’t realize it then, but these internships allowed me to get invaluable insight into careers I might one day take on as my own. Nowhere else can a student, or really anyone, pick up a job for three months and try it out to see if it fits. Internships are chances for students to see what they like and don’t like about a certain career and an opportunity for employers to see what attracts young talent.

For employers, interns are a chance to get an idea of what the next generation is looking for when choosing a job. Is there a real sense of accomplishment at the office? Does the intern feel part of the team? Is the work a challenge and not just an average task? Is the company doing its job of keeping up and following technological trends that will be able to be explored and expanded for the company? Interns can shed light on new ideas, technologies and other processes that might help to simplify or improve company tasks.

Nancy: While interns may only seem like a legal version of cheap labor, it would be foolish to not tap into the fresh perspectives they can offer. Although generations past have caught stride with the social media explosion, Millennials invented it… and know the tips and tricks. Since most communication is done online, young professionals have the advantage of feeling more than comfortable with technology and social media. In fact, they probably can’t recall a time when they didn’t surf the web. Reaching coveted demographics like the 18-24-year-olds may seem as easy as changing their Facebook status. In a way, it seems a little bit like cheating.

But, it doesn’t stop with technology and social media. Interns may also know the ins and outs of the latest the buzz-worthy fads or trends happening outside of the cyber world. Got a brainstorm session? Make sure you bring your neighborhood-friendly-intern. With a fresh take on things, interns can offer up invigorating ideas or add value to team meetings. Much like a breath of fresh air, interns offer great insight into projects, internal procedures and beyond.

As an intern myself, I can’t guarantee everything that comes out of our mouths will be golden nuggets of wisdom. Often times, mistakes and cases of “lost in translation” happen as we grow and learn in the workplace. However, answering questions and working with interns is a painless and approachable learning curve with benefits that outweigh the negatives. In a way, interns should be considered long-term investments. An employer may feel that they are losing a key component to their team at the end of an internship. It is then that an intern program has succeeded. Bravo to you and the latest addition to your team.

What Interns Are Thinking

I’m expected to know how to write press releases, media pitches, do cold calling and more – While some interns will have had some experience, you must be prepared to answer questions in the beginning stages of their employment.
I won’t get paid so I should just wait tables for the summer – In a tough job economy, it’s important to stress to interns the value and benefits of creating strong relationships throughout the company. Even after an internship has ended, these relationships can create new employment opportunities.
Once I have a college degree, I’ll get a job and internships will not have mattered – Experience brings about application of concepts that aren’t necessarily available in the classroom, which speaks volumes to employers. These lessons are invaluable and provide a great opportunity to sharpen skill sets that can be used in the future.
People at the office will be scary, mean and fire me the first time I do something wrong – It’s important to stress the value of asking questions. To maximize efficiency, interns should feel comfortable discussing tasks or concerns. An open-door policy is essential, but interns should also be encouraged to find answers themselves.

A big thanks to John and Nancy for a great summer of hard work!

Facebook, Farmville and your brand.

Julie Arnold — Thu, 29 Jul 2010 21:46:21 +0000

Every day more companies are developing their profiles in social media. With more than 500 million users on Facebook alone the growth of social media is staggering. Social media offers users thousands of way to interact, from applications to suggesting pages and friends to friends, etc… the opportunities are almost endless.

As the social media manager for the agency, I pay particular attention to how brands and businesses interact in social media, both to learn from their successes and from their failures. One of the primary lessons learned in Marketing 101 is about brand equity—each time your brand is represented you are either adding to your brand equity or subtracting from your brand equity. This same branding philosophy needs to be followed when developing your brand’s social media presence.

For some reason, many companies do not adhere to this brand equity strategy when building their presence in social media. Many companies assign ‘anyone with an interest’ to implement their brand’s social media presence. Naturally, many companies feel that this is a good fit —an interested person with knowledge of social media—perfect.

This is not a good idea. Would you put ‘anyone with an interest’ at the helm of your company’s brand strategy or marketing plan? Probably not— so why would you decide to let ‘anyone with an interest’ interact and represent your brand on a daily basis? Once you have developed a presence for your company or brand in social media you are interacting with customers and potential customers on a personal basis and the person who is managing your presence is adding or subtracting from your brand equity.

Let me share a couple of examples with you:

Farmville: An unnamed city, close to where I live has developed a Facebook page; we will call the city Surf Beach for the sake of this example. Surf Beach has built a presence in Facebook and has close to 3,000 friends. Surf Beach (or the person managing this account) loves Farmville. Every day there are numerous posts about Surf Beach earning ribbons or finding lost pigs…. I struggle to find any sort of branded connection for Surf Beach in Farmville. I am sure Surf Beach has quite the farm, but how does their Farmville status contribute to relationship management with Surf Beach residents or attract potential tourists to Surf Beach?
Excessive use of referrals in Facebook: Another company in our vicinity grossly overuses the “recommend to a friend” or e-mail features in Facebook. I receive 4-5 “suggestions” daily from this company. They have many advertiser relationships, so I understand that they are trying to build referral traffic to their advertisers via Facebook. However, they tend to go overboard and they are spamming all of their followers continually. After repeated “recommendations” people tend to lose interest and ignore subsequent messages. The only reason I continue to remain a “friend” is to monitor their marketing techniques.

Both of these examples negatively affect the brand equity of the companies/city in social media and provides examples of ‘anyone with an interest’ representing a brand online.

Is your brand being represented by ‘anyone with an interest?’ If so, and you would like to understand the right way to develop your brand in social media, let us know, we can turn your ‘anyone with an interest’ into a strong brand advocate.

Dare to say something

Brooke Crawford — Fri, 23 Jul 2010 17:58:18 +0000

Seth Godin had a recent blog that struck a chord with me. In my 17 years as a PR and marketing professional, I have lost count of the number of clients who insist on adding “puff quotes” to their written materials. You know them … the quotes that say absolutely nothing. Here’s a great example that Seth cited:

“The firm will remain competitive in the constantly changing market for defense legal services by creating and implementing innovative and effective methods of providing cost-effective, quality representation and services for our clients.”

What? It sounds sophisticated, but honestly, what is the company really trying to say? This is a perfect example of a company wanting to have a quote in a press release so media will have something to print. But, here’s some insight…media see through these puff quotes, and more often than not, cut them from the final piece that makes it to print or online.

In all honesty, you would be better writing nothing. Just stick to the facts and eliminate the quote … unless you are willing to go out on a limb. Let’s look at the above example. Upon reading it, the main thing I want to know is, “What innovative and effective methods of providing cost-effective, quality representation are you willing to provide?” If you’re not willing to tell me that, then don’t tease me.

As you write future press materials and want to include a quote, here are some questions to consider:

So what? Why is this news important? How does it make a difference in the grand scheme of things – on your industry? On the marketplace? On your community? Etc. Think big picture. Make the reader care; grab his/her attention.
How does the news you are announcing specifically impact your company? What’s going to change? What’s going to improve? (Note the word “specifically.”).

If you can give an honest answer that truly adds “meat” to the release, then go for it. But, if it just talks in circles, follow one of my mother’s cardinal rules – “When in doubt, do without.” At the very least, take a first stab at a quote, sit on it for a day and then pull it back out 24 hours later to take a fresh look. Often, a simple passage of time will help you massage a quote and give it more “oomph.”

I look forward to reading your compelling quotes in the future.

Cheers,
Brooke Crawford, Senior Editor

Griffin secures new aerospace accounts

Griffin Communication Group — Wed, 21 Jul 2010 15:49:38 +0000

Griffin Communications Group’s (Griffin) national aerospace practice continues a supersonic orbit of success. We are proud to welcome two new clients to our aerospace division – Fisher Space Pen Company and Lockheed Martin.

In summer 2009, we partnered with Fisher Space Pen Company to promote its infamous zero-gravity writing pen in concert with the 40th anniversary of Apollo 11, the first lunar landing. The effort was such a success that President and CEO Cary Fisher reached out to us again to address their long-term market development and positioning needs. Through the end of 2011, we will work to help boost aerospace industry awareness and sales of the Fisher Space Pen – which has been used by dozens of astronauts in space over the last several decades. Our tasks include media relations, events and sales initiatives.

“The Fisher Space Pen has been a part of the American space program since the days of Apollo,” said our Vice President-Aerospace Communications Jeff Carr. “To be a part of their team at such a pivotal time in the history of the space program is truly a great honor for us.”

On the creative front, we just completed a dynamic project for Lockheed Martin’s Energy Solutions Center. Part of a high-tech meeting and demonstration facility in Arlington, Va., the ERC showcases Lockheed Martin’s diverse offerings in the energy, environment and climate industries.

We had the honor of developing a new visual strategy for the Center to identify focus areas, create greater ambiance and enhance traffic flow. Plus, we managed production and supervised installation of all added components.

“Working with a visionary client like Lockheed Martin, which virtually engineers the future, was a great opportunity and challenge for us … and we were more than up to it,” Carr added.

Fisher Space Pen Company and Lockheed Martin are part of our growing aerospace practice. Other new aerospace clients are on the horizon. Stay tuned to our blog to learn more.

Change…It’s Constant

Gwen Griffin — Wed, 14 Jul 2010 19:32:05 +0000

In our recent staff retreat, our business coach Alicia Marie Fruin with People Biz, Inc. reminded each of us that change is constant. At work, at home, within each of us, change is in continuous motion. As Alicia said this, it really sunk in. It’s just so simple and true.

As the leader of a company, I sometimes catch myself thinking it sure would be great if this client would just settle into the process we’ve created to work together; that staff changes and employees personal issues would also just calm down for a period of time and so on. I realized that life isn’t going to cooperate that way.

As I sat there and digested the “change is constant” concept, I actually felt a sense of relief. It took the burden off of me trying to figure out how to keep everything moving along smoothly. At times, it feels pretty simple, and other times, issues pop up left and right. It’s just part of life- whether at work or in my personal life.

Over the past month, I’ve keep this in the back of my mind as challenges have been placed in front of me. I go back to a phrase we use at Griffin – “take a step back.” I acknowledge that change is occurring and it’s okay. It certainly can turn my well-planned schedule for the day upside down, but that’s okay, too. I simply need to relax, stay flexible and have faith that it’s all part of a process called “life.” When I respond in this way, it all stays simple and easy.

There are thousands of books, blogs and studies on the subject of change. While many have good tips for dealing with change in the workplace, the one thing that helps me most is staying focused on the big picture. What’s the big picture for your company, your career, your personal life?

We have a clear vision for growth at Griffin. When I focus on that vision and continue to drive toward it, the day-to-day change just happens. Does that make some of the change easy? Of course not, but I also immediately realize that it’s not life or death. It’s just…change.

Steve Singleton’s “Coping with Change: Develop Your Personal Strategy” blog post talks about the “new normalcy” which I thought was worth sharing:

“Ultimately, we may discover that the current state of flux is permanent. After the events of September 11, Vice President Richard Cheney said we should accept the many resultant changes in daily life as permanent rather than temporary. ‘Think of them,’ he recommended, ‘as the new normalcy.’

You should take the same approach to the changes happening at your workplace. These are not temporary adjustments until things get ‘back to normal.’ They are probably the ‘new normalcy’ of your life as a company. The sooner you can accept that these changes are permanent, the better you can cope with them all–and enjoy their positive results.”

I’ve also noticed that a lot of the fodder about change in the workplace focuses on the negative. Call me an optimist, but I’ve learned over the past few decades that often change can be a great thing. It opens doors for new opportunities and experiences, fresh ideas, expanded networks and much more.

So, the next time you face change, I encourage you to take a step back and accept that change is constant. Though you may not see it in the beginning, it can lead to great new things in the bigger picture for you.

Gwen Griffin, President/CEO

Making lemonade out of lemons

Stacy Sarault — Thu, 01 Jul 2010 20:57:43 +0000

Imagine this – you’re two weeks out from an event and the vendor you’ve been working with bails on you. What do you do? A. cry, B. cancel the event (which in this case wasn’t an option – it was not my event, but a client’s), C. work your tail off to make lemonade out of the lemons that were just thrown at you

With no time for tears, C was my only option. Here are some tips and lessons learned from my experience.

When you’re pressed for time and need a vendor you can trust, get referrals. Reach out to anyone and everyone you can think of who may have a contact you could use. In my case, I needed an exhibit company in the D.C. area, so we contacted a former colleague in that area, an existing client in D.C. who just finished constructing a new trade show exhibit and other trusted vendors to see what contacts they may have in the area.
Get multiple quotes. I was burned putting all my eggs into one basket the first go round. Yes, it’s time consuming to call multiple vendors and tough to let down the losing bidders, but at least you have options.
Take charge. Be prepared to drive your vendors and tell them exactly what you need and want. We had limited time to go back and forth sharing ideas. So, I outlined exactly what I was envisioning from a visual and content perspective, and the vendor – Capitol Exhibit Services – nailed it with a quality, cost-effective design solution.
Set milestone deadlines and be a dog on a bone to get the timely information you need.
Ask for help. Tap into people’s strengths, but keep the team at a manageable size.

The event was a huge success thanks to Capitol Exhibit and Sunset Hills Foliage, who did a fantastic job on the plantscaping. And, of course, my team at Griffin – we pulled off another amazing feat! Thanks!

Stacy Sarault

From paste-up to iPad app – publications have come a long way

Deanna Wilke — Tue, 29 Jun 2010 14:18:28 +0000

Who out there remembers using X-ACTO knives to cut out newspaper pieces and parts, heating up the old wax machine, running the pieces through the machine to coat the backside with wax and sticking them to gigantic broadsheet pages in order to create the next day’s newspaper? How about those nifty blue marker pens that allowed you to write on these pieces without it appearing on the printed page? Man, that was cool. When we switched to digital pagination, we touted it to everyone – we were definitely up-and-coming.

Now, we have the iPad and corresponding apps for publications. Whoa. Quite an upgrade from paste-up! If you haven’t experienced the full capability of what is possible for publications, check out Wired magazine’s trailer for their iPad app. For the average user, you’ll think it’s cool that all kinds of multimedia platforms are merging into one. For someone who remembers archives stuck together with wax, you’ll be absolutely stunned.

I don’t think I have ever been so excited about the realm of possibility for publications as I am right now. The sheer magnitude of what this means for a reader’s experience is inspiring. The unprecedented nature, the possibility that this reveals is staggering.

So, how do we apply this to ensure it works for clients? It all goes back to target audience. No matter the sophistication of a publication, it must speak to its audience. Bells and whistles abound in this new arena. But, recognizing what enhances versus detracts from a piece will be imperative. Bottom line is you want to engage the audience and keep their attention. You want them to be compelled to interact with a piece and turn, or slide, to the next page. The Hans Christian Andersen trailerprovides great examples of enhancing a publication to suit its audience. Features depicted in this piece show how engaging this can be for both children and adults.

This uncharted territory is especially fun. Bringing stories to life has always been a challenge with the written word and print publications. While websites add a great interactive element to publications, iPad apps allow the user to interface in a whole new dimension. Uncovering the possibilities and implementing them for clients will truly bring to reality what’s been historically left to the imagination of the reader.

Social Media is changing business.

Julie Arnold — Mon, 21 Jun 2010 21:46:22 +0000

Vital Statistics for B2B Marketers

Still need convincing that B2B companies are integrating social media? ‘Vital Statistics for B2B Marketers,’ developed by the Earnest Agency (and inspired by the Social Media Revolution), this video makes a strong case….Enjoy!

Hubspot increases “Grader” applications

Hubspot, an online leader in inbound and outbound marketing has increased their ‘Grader’ applications. You may be familiar with Hubspot via their “Website Grader” application that grades Web sites based on SEO, blog, social media platforms, etc…Now, Hubspot offers new tools such as:

http://twitter.grader.com/
http://facebook.grader.com/
http://blog.grader.com/
And don’t forget the tried and true http://pressrelease.grader.com/

These ‘Graders’ offer real-time intelligence that will help you discuss a client’s goals, capabilities, etc. If you are ever meeting with a client to discuss current or potential business, these tools offer you insight into your client’s processes and can help you make intelligent comments on their existing tools and techniques.