Stevens 470 News

Stevens 470 Coffee Hour, November 18: effectively using e-mail marketing

Thu, 04 Nov 2010 07:46:00 -0500

November 18, 2009 | 8:30 - 10:00am

Join us for this complimentary session at our studio.

E-mail marketing is one of the most powerful marketing tools available today and is less costly than many other types of direct marketing activity. Direct e-mail can be designed to increase sales, drive traffic to your website, or send customers to your retail store. It is also highly effective for building customer loyalty. E-mail marketing will generate an immediate response - usually occurring within the first 48 hours after the e-mail is broadcast.

Join us in a discussion on best practices for using e-mail. Leave the coffee hour understanding e-mail marketing strategies, with ideas for utilizing a variety of e-mail formats to reach your chosen audience, and knowing how to implement an e-mail plan.

Stevens 470 Coffee Hours are informal discussions on current marketing communication and web development topics. Join us for coffee, a light breakfast, information, ideas and the opportunity to ask questions.

Registration is limited to 10, so register early. Register now >>

We are proud to be a sponsor of the film George: Wrestling with Resistance

Tue, 03 Nov 2009 07:45:00 -0500

Please join us for the
premier screening of the film
George: Wrestling with Resistance.

Thursday, November 12^th
at the Basketball Hall of Fame
in Springfield, MA

George: Wrestling with Resistance parallels the tough sport of wrestling with the adversities facing youth in Springfield's inner city. The film follows George Hargrove's wrestling season during his freshman year at Springfield Technical Community College. He travels from Springfield to Niagara Falls to Minnesota for the National Wrestling Championship.

This film provides a positive media message for a community that is seldom shown in a positive light. Tim O'Donnell, the filmmaker, also a teacher at Central High School, witnesses the stark difference in the kids he sees every day and the stories seen in the news. He hopes this film will expose the community to the potential of our inner city youth.

http://www.georgewrestling.com

Arts Pioneer Valley Website

Wed, 28 Oct 2009 07:45:00 -0500

The Greater Springfield Convention & Visitors Bureau (GSCVB) has launched a new website dedicated to the arts community in the Pioneer Valley. A central feature for ArtsPioneerValley.com is a rich cultural calendar filled with arts events taking place in Hampden, Hampshire and Franklin counties. Developed to become the "go to" source for all cultural happenings in the three-county region, ArtsPioneerValley.com is accessible to anyone involved in the arts. There is no membership necessary; simply log onto the website and submit events through an online form. The goal is to gather all of the wonderful exhibits, events and performances and place them in one easy-to-use place for visitors and locals alike.

Stevens 470 worked with the GSCVB to design and build the new ArtsPioneerValley.com website. We developed the interactive tools to allow people to post their own events which are submitted for approval and then made live. The postings are formatted so that events are automatically removed from the website on the last day of the event. The website was designed to be automated and user-friendly for both the public and GSCVB. We look forward to the website growing as the community posts their events.

Be sure to visit and post your arts related events for free at ArtsPioneerValley.com.

Stevens 470 Coffee Hour, October 21: social media in the marketing mix

Tue, 06 Oct 2009 07:46:00 -0500

October 21, 2009 | 8:30 - 10:00am

Join us for this complimentary session at our studio.

Social media creates "community" through online conversations. Social media marketing utilizes social networks, online communities, blogs, reviews, and other collaborative internet media for marketing, sales, public relations and customer service. Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr and YouTube.

Given all the marketing channels available to you, what is the best way to utilize social media to meet your business objectives? We will discuss how to best implement social media marketing for your specific audience, how to get started, and what resources might be needed.

Stevens 470 Coffee Hours are informal discussions on current marketing communication and web development topics. Join us for coffee, a light breakfast, information, ideas and the opportunity to ask questions.

Registration is limited to 10, so register early. Register now >>

Stevens 470 Coffee Hour, September 23: how to clearly express your benefit statement to clients and prospects

Mon, 31 Aug 2009 07:46:00 -0500

September 23, 2009 | 8:30 - 10:00am

Join us for this complimentary session at our studio.

It’s challenging to take a step back from your business and see what your clients see. What sets your business apart? It’s not as simple as saying that you offer the best product or commodity; you need to clearly define the benefits your clients will receive when they choose your business. The power of a benefit statement is in pinpointing the unique value your business has to offer, to elevate yourself above the competition.

Join us for an informal discussion on:
   • evaluating your goals and objectives
   • defining your audience
   • creating customer benefits
   • determining support points
   • expressing your benefit statement

Registration is limited to 10, so register early. Register now >>

Strathmore® Announces Illustration Contest

Tue, 25 Aug 2009 07:46:00 -0500

Stevens 470 worked with Strathmore to create a unique look for their new illustration contest. We developed the theme and overall design for the contest materials, and coordinated with Strathmore to finalize the contest entry details. Stevens 470 handled promotion of the contest to retailers and consumers, which included posters and signage, ads, emails and programming the Strathmore website for online submissions. For the final piece of the contest, Stevens 470 will develop an online gallery which will allow visitors to vote for the winners.

The contest "How do you see green?" invites artists to submit their original artwork representing the theme of “green” and “environment” using dry media and Strathmore paper. The winners will see their artwork featured on special edition Strathmore Premium Recycled pads!

Stevens 470 Coffee Hour, August 19: Using Online Video

Wed, 29 Jul 2009 07:46:00 -0500

August 19, 2009 | 8:30 - 10:00am

Join us for this complimentary session at our studio.

Video has taken over the internet! All types of businesses, from corporate and service-based to entertainment, are using video on their websites to capture attention and tell a story. Join us for an informal presentation and discussion about the many ways you can use video to bring people to your website. We will discuss video concepts, general guidelines for web video, how to plan your video, how to prepare for a shoot and how to work with a videographer.

Stevens 470 Coffee Hours are informal discussions on current marketing communication and web development topics. Join us for coffee, a light breakfast, information, ideas and the opportunity to ask questions.

Registration is limited to 10, so register early. Register now >>

The Arbors Assisted Living Residential Communities

Tue, 14 Jul 2009 07:46:00 -0500

Stevens 470 works closely with The Arbors Assisted Living Communities to develop and manage their corporate identity and collateral material. Recent ads and postcards were developed to promote awareness of their assisted living facilities and all the amenities available. The latest campaign highlights the independent and active side of living at The Arbors.

In addition to their advertising material, we also redesigned the The Arbors website to include a content management system (CMS) for easy updating. Each Arbors location is now able to make website changes as well as post events and news. Along with the new website, Stevens 470 also produced an informational video tour of The Arbors. The video highlights The Arbors private apartments, community space and social activities. To the view The Arbors Assisted Living website and watch the video go to www.arborsassistedliving.com.

The Arbors Assisted Living Communities offer seniors a full array of personal care and household services in the privacy of their own apartments. The elegant surroundings and their commitment to the finest care, combine to make The Arbors a community that caters to the independent spirit. The Arbors continue to expand; their latest assisted living facility has recently opened in Stoughton, Massachusetts.

Stevens 470 E-mail Marketing

Tue, 02 Jun 2009 10:11:00 -0500

“E-mail marketing is a powerful marketing tool that is less costly than many other types of direct marketing activity.”

Direct e-mail can be designed to increase sales, drive traffic to your website, or send customers to your retail store. It is also highly effective for building customer loyalty. E-mail marketing will generate an immediate response – usually occurring within the first 48 hours after the e-mail is broadcast.

Stevens 470 E-mail Marketing

Stevens 470 can provide you with a powerful e-mail campaign. Based on your business objectives, we will develop e-mail content and a custom design. Because regularly scheduled e-mails are more effective than randomly sent messages, we will recommend an effective broadcast schedule.

List Management

Stevens 470 will setup your e-mail list management account. This account will house your e-mail lists in a secure database and will manage e-mail opt-ins and opt-outs. Stevens 470 can help you add an e-mail signup form to your website to help build your e-mail list. You can send updated e-mail lists at any time to keep your list current.

Custom E-mail Design Stevens 470 will design an e-mail campaign to effectively meet your marketing objectives. Each design is custom developed to reflect your brand and present your message.

E-mail Development and Testing

Once the design is approved, your e-mail will be coded and written in an effective e-mail framework. Because each e-mail client and internet browser handles html differently, Stevens 470 will create your e-mails to display correctly in all of the most popular systems. We test every e-mail through six internet browsers and seven e-mail clients to ensure your campaign will be consistent across all platforms.

E-mail Broadcast

Stevens 470 will broadcast your e-mail at the time of day and date chosen. This can be scheduled ahead of time to include weekends.

E-mail Statistics

Statistics about your e-mail campaign are collected a week after the e-mail has been sent. A report will be generated and sent to you. Statistics collected include the number of e-mail opens, the number of clicks through to your website, what pages were clicked to, and many more.

Recent e-mails created by Stevens 470:

view our portfolio>>

Manage Your Own Website with a Content Management System

Wed, 06 May 2009 09:57:00 -0500

Today, more than ever, you must keep your website content relevant and up-to-date. Returning website visitors are looking for fresh information, new products and the latest news about your company. At Stevens 470 we create database driven websites that give our clients the ability to manage their own website and easily update the content.

Build a strong website presence.

Stevens 470 works closely with you to evaluate your current website needs and objectives, including a review of your marketing plans and the role of your website. We then develop a website outline, navigational plan and content wireframes. This will ensure that your information is presented in an engaging and intuitive way for your website visitors. Custom designs are then created to reflect your company brand and messaging.Your website is then built within a powerful Content Management System (CMS). Once your website is complete and made live, you can proceed to edit text, images and pages through an easy to use back-end interface similar to a standard word processing program.

Use a CMS to easily update your website and lower management costs.

The benefits of a CMS are extensive, but the ease of updating your website’s content is one of the strongest features. Stevens 470 provides hands-on-training with every new website to make it easy for you to get started. Your CMS website will allow you to:

update your website with easy to use editing tools
streamline content creation and cut down on maintenance costs
immediately post up-to-date content on your website
create new pages or delete old pages with the push of a button
add or remove images
create and manage the roles for users updating your website

A content management system can reduce your operating expenses but it may not be your total solution. Stevens 470 will continue to provide you with technical expertise and quality service whenever needed.

The following are examples of recent CMS websites created by Stevens 470:

see more in our portfolio >>

Website Review

Give us a call if you would like to review your current website and discuss how a dynamic CMS website can benefit your company.
413.568.2660

“as green as it gets” brings gold to Hadley Printing!

Thu, 30 Apr 2009 07:00:00 -0500

Thank you Hadley Printing for giving us the opportunity to work on such a great project! This promotional mailer, “as green as it gets”, was awarded a Gold Addy at the 2009 Addy® Awards competition. Stevens 470 custom designed the promotional package to inform Hadley Printing’s clients of their FSC certification and to emphasize their continued commitment to the environment.

For more than 100 years Hadley Printing has provided high quality printing to a wide range of clients throughout the Northeast. Their continued commitment to quality, service and technology gives their customers a great print job every time!

The Addy Awards, hosted by the Advertising Club of Western Massachusetts (ACWM), are the advertising industry’s largest and most representative competition, recognizing and rewarding creative excellence. The ACWM represents marketing and communications professionals in western Massachusetts and northern Connecticut.

To read more about the “as green as it gets” project:
www.stevens470.com/news-full/items/as-green-as-it-gets.html

Hadley Printing
www.hadleyprinting.com

ACWM
www.adclubwm.org

New Website Launched for Peerless® Handcuff Company

Mon, 23 Mar 2009 01:52:00 -0500

Peerless chose Stevens 470 to redesign and rebuild their website. We worked closely with Peerless to create a new design that worked well online, while keeping their established brand image.

The new website is built on a powerful Content Management System (CMS) that allows Peerless to update their website through an easy-to-use text editor feature. They can update pages, create content and manage their own images.

Hogan Communications Billboard

Mon, 16 Mar 2009 02:28:00 -0500

From cabling and phone systems to VoIP and wireless networking, Hogan Communications has been providing state-of-the art communication services for over 20 years. Sean and Andy Hogan are well known for the care and expertise they provide to their customers. With an experienced team of professionals to support clients both large and small, Hogan Communications provides benefits and services few can match. Their communications specialists are dedicated to equipping businesses with the latest technology – developing systems to increase productivity and guaranteeing the stability of client operations.

Stevens 470 recently worked with Hogan Communications to develop a marketing campaign that acknowledged Sean and Andy’s commitment to area businesses and to the communities they serve. The campaign includes a billboard that conveys Hogan Communications’ ability to supply all your business technology needs, with personal service and attention to detail. In order to portray that personal connection, Sean and Andy were coaxed into a professional photoshoot with photographer David Stansbury. David was quickly able to make Sean and Andy comfortable in front of the camera, enabling us to capture a variety of portraits. The new billboard - now visible along I-91 in Springfield - has generated lots of positive feedback.

Visit Hogan Communications at: www.teamhogan.com
Visit David Stansbury Photography at: www.davidstansburyphotography.com

Web Seminar: Creating and Maintaining a Successful Website

Tue, 03 Mar 2009 02:16:00 -0500

March 3, 2009 | 7:30 - 9:30 am
Westfield State College
(Scanlon Hall Living Room) directions

Presented by
Tina Stevens & Justin Friend of Stevens 470

Sponsored by
The Greater Westfield Chamber of Commerce

$20.00 per person
includes coffee, tea, juice and muffins

Is your website holding up to the challenge!

You have a website, but is it doing everything you want? Your website is often the first impression a person has of your company and needs to be the best representation of your business. How often have you checked out a product or service online before going further? We will go over today's web standards, talk about the features that make a good website and review methods for driving traffic to your website.

We'll start by helping you decide what your website can do for your business and then writing down the results you want in order to consider it a successful marketing tool. Every business is different, so what you can expect from your website may be unique to your company.

Here are the main topics we will discuss.

Website Design and Function

your site design and your brand
importance of site navigation
quality of content and images
ensuring all interactive site functions are easy to use

Pushing and Pulling Web Traffic

inviting people to your website
driving people to your website
search engine optimization (SEO)
purchasing Google AdWords

Tracking Website Activity

using Google Analytics (it's free)
the most important numbers to look at
what can I learn from them
things you can do to improve

New Web Technologies (Web 2.0)

blogs
surveys
webinars
mobile

Seminar Presenters
Tina Stevens is the Principal and Creative Director of Stevens 470 and the Director of the Multichannel Marketing Institute. She holds an MA in Advertising Design from Syracuse University and has extensive experience in strategic marketing and design. Tina works closely with clients to fully explore their business possibilities and then strategically plan and oversee the execution of their multichannel marketing program.

Justin Friend is the Senior Web Developer at Stevens 470. He holds a BA in Computer Graphics from Springfield College. Justin has extensive knowledge of today's web standards, is a proponent of content management systems and understands how important your website is to your business success.

A Real Swing Shift: Changing Values Require a Change in Marketing Strategies

Thu, 19 Feb 2009 10:47:00 -0500

The following article was published in the February 16, 2009 issue of BussinessWest.

The stock market has crashed, retirement savings have shrunk, and the cost of goods continues to rise. While these are very tangible changes, perhaps the biggest change impacting our business is the current shift in consumer values. Since good marketing requires us to fully appreciate the values of our audience (customers and prospects), we need to understand the effect of those values on consumer response to the products/services we offer.

The most noticeable shift in values can be seen among the big group of baby boomers (ages 49-66). Boomers control the majority of money spent in our current economy, with women influencing over 85% of those buying decisions. Many boomers have been industriously working, paying their bills and saving for their retirement. They have had opportunities to work hard and see the results. In our consumer based society they have acquired more than their parents and provided more for their children than they ever had as kids. Many boomers have been wondering, is this it? Was that the point. With the stock market crash this question has been exacerbated by an immediate decline in their wealth.

Gen X'ers (ages 28-48) value their personal time and desire activities they can share with their family, friends and children. They have seen several recessions but today's financial and social changes are the most dramatic. Now at child-rearing age they are looking for security in a time of great uncertainty. Their needs and values are focused on a tangible return on their time, effort and dollars.

The Millennials (ages 9-27) are still socially emerging and have been diligently reared by their boomer parents, who have done their best to provide them with everything. While they have grown up in a brand conscious world they may be adverse to brand and advertising hype. Millennials are exploring possibilities at a time when the traditional opportunities are shrinking - although new possibilities will emerge.

The current recession has made all of these consumers very serious in their quest for monetary value. But they are also looking for value from the resources that they expend. If they are going to “spend” their time, their attention, their emotional and physical energy, they want to be sure they will receive a return (tangible, spiritual or experiental) on their investment. Consumers are looking for greater meaning from their relationships – their work and business relationships, the non-profits they support, their neighborhoods and their communities. Note that in today's internet-based world, some of those important relationships and communities may be online.

When it comes to marketing products and services, every business needs to be listening and looking for how this shift in values is changing the needs and wants of their customers. Now is the time to review your marketing plans and advertising initiatives. Here are several steps you can take to maximize your marketing efforts.

1. Take a fresh look at your current customers.
You should know who you do business with and how those customers think. You need to evaluate how changes in their lives are going to change their need for your product or service. Will they be needing more, less, or none of your products and services? Don't make assumptions, take the time to talk with your customers and ask them questions about how things are going for them. What are their current worries and desires? They will appreciate your listening and a proactive approach allows you to develop solutions and products that will meet their needs. It is always easier to sell to a current customer, so be sure to explore all possibilities to serve them.

2. Liberally explore potential new customers.
Now that change is moving through our society, what other target groups might your product serve? The stockmarket crash has changed the investment and retirement plans of many people. Rising unemployment is changing the livelihoods of many families. Low interest rates are expanding the home buying possibilities as banks are getting tougher on who they will finance. At the same time, there is an increasing interest in environmentalism, locally grown food, and sustainability. These changes, and so many more, are moving people into different income brackets and lifestyles. Should you be talking to new audiences?

3. Critically evaluate your products and services.
Take a hard look at what your company produces. Is it relevant in today's marketplace? Is it about the needs of your customer, or is it about what you are able to produce. Just because the dollar is tight, you cannot offer less to your customer, you need to be thinking about offering more. Are your products or services the very best they can be? How do they compare to your competition including all the competitors your customers and prospects can easily find on the internet?

4. Strategically retool if necessary.
Now that you have done some self-analysis, decide on what changes you can make. Remember the concept of “find a need and fill it” which could hold some great ideas for improving, updating, or revamping your product or service. Be sure to include everything needed for a great customer experience around that product. While a customer may “need” a new computer system, they “want” expert advice, good pricing, experienced technicians and great follow through to go with it. In today's difficult market poor products will die off quickly and weak services will be replaced by better vendors. Do everything you can to be the best in your field.

5. Demonstrate that you care.
These recessionary times call for more substance and less fluff as people are looking for meaning from their relationship with you. Consumers are demonstrating their desire to have a positive impact on the world. Take a look at how you can align your business with a good cause (one that truly has meaning for you).

Over 83% of consumers are willing to change consumption habits to make tomorrow's world a better place*
Only 25% of people find contentment from the shopping experience*
63% of consumers think brands spend too much on marketing/advertising and should put more into a good cause*
Consumers want to be engaged more than ever before and social purpose works across many demographics: boomers, millennials, children and especially women.

*Source: Edelman GP global study 2008

6. Have a real value proposition!
One of the hardest aspects of developing a marketing message is effectively presenting your value to your customers and prospects. Your messaging needs to be more than the attributes of what you do or make. It needs to speak to how your customers' needs are met, how it resolves a worry they have, how it makes them healthier, or how it makes them feel better, smarter, happier. Here is where you really need to understand how your customer thinks. Only through that understanding can you reach into their hearts and minds to know what keeps them up at night or gets them going in the morning. Points to consider:

Your value proposition will grow from the needs you are meeting.
It will define why someone should buy from you instead of a competitor. “Lowest price,” “best selection” and “great service” are not value propositions. They can be provided by your competitor and are not unique to your business.
Often, the simpler the value proposition the clearer your intentions will be, both internally and externally.
Your value proposition is about what you “do” and who you “are” - it is not about what you “say” or what you “want”. Google is the number one search engine because it is the most chosen search engine over other options, not because Google says so.

7. Create powerful messaging that grabs attention.
Again, this message is not “what you do” but “what is in it for the customer”. Today's consumers are very smart shoppers, too smart for clever advertising and shallow promises. They have the internet at their fingertips to shop and compare pricing, quality, attributes, and selection. Consumers are sceptical, but at the same time, they find great value in companies that ring true and deliver on their promises. Whenever possible, create true stories around your product to illustrate how your product/service has met the needs of real people - state the problem, demonstrate your solution and show the results. Be personal in your messageing and show that you care about the customer.

8. Explore old and new media channels.
The channels for marketing communication have grown as technology has expanded. Different age demographics use the channels differently and you should be aware of how your customers want to be reached. Boomers like to visit stores and look at products but will use the internet for price comparisons and product details. They actually prefer to order online and have products delivered to them. Gen X tends to use the internet to check out what is available and then go shopping, prefering to bring their items home with them. That is just one example of differences in shopping behavior. It is very important to offer many channels for your customers and prospects. People of all ages expect a wealth of information and shopping opportunities online. As your customer base evolves stay aware of their channel preferences and offer them the options they desire.

9. Say please and thank you.
Given all that is happening in the world, we know that people are stressed, worried, and stretched a little thin. Customer courtesy and great service will go a long way in creating loyalty to your company.

If you are running your business for the long haul, now is the time to take a hard look at your business and the changes you may need to explore and implement. While there is stress created by change, there will also be many interesting and exciting possibilities coming from shifts in lifestyle, needs and values. Use all of your experience and wisdom to take advantage of new opportunities.

Tina Stevens is the Principal and Creative Director of Stevens 470 Marketing and Creative. She is also the Director of the Multichannel Marketing Institute. She can be reached at 413.568.2660 or tina@stevens470.com.