March 2007
Introducing Brand News
I am pleased to introduce you to JDG Communications' new monthly electronic newsletter, "Brand News."
In each issue, we will focus on a specific integrated branding communications issue or strategy, including a brief how-to article and a case study of a client's program. Our goal in this effort is to share information with you that might help your organization achieve its mission.
In this first issue, we will focus on creating awareness of and driving visitors to websites. As many website owners have found, building it is not good enough. They still need to find a way to get people to their site.
I hope you find "Brand News" helpful. Please let me know if you have any comments, questions, or topics you would like us to address. JDG Communications is prepared to help build your brand with our advertising, design and marketing services.
Sincerely,
Len Johnson, President and CEO
Brand Awareness for Websites
In
today's global electronic business-environment, the strategy of "Build
a website and they will visit" is a sure loser. There are too many
competing websites, too many people with too much to say and offer. It is
tantamount to building a brick and mortar store, doing no advertising, and
hoping that someone sees it as they drive by. Simply put, a passive
promotional approach is doomed for failure.
JDG Communications has helped a number of clients launch and re-launch their websites. These clients have achieved unprecedented results in terms of awareness and visits. The key is developing an integrated brand communications strategy that utilizes both traditional and nontraditional marketing communications options, including public relations, advertising, and new internet marketing tactics such as podcasts. Through this integrated approach, website operators are able to reach prospective users through a variety of touch points with messages that are tailored specifically for them.
Below you will find a case study of JDG's work to create awareness for Business.gov, a website launched by the U.S. Small Business Administration and 21 partnering agencies.
Business.gov's 100 Million Buzz
The business compliance world buzzed when Business.gov, a new one-stop federal compliance website, was launched by the SBA and 21 partnering agencies.
As the SBA's marketing communications partner, JDG created an integrated brand campaign that used both traditional and nontraditional marketing strategies and tactics. JDG helped SBA tout the site through some of the latest internet marketing tactics, including Web chats, podcasts, blogs and Wikipedia definitions. In addition, JDG organized a launch event, created print and online advertising, conducted media relations and performed partner relations. Radio and print news releases, a white paper, pre-written articles and a press kit were also developed.
As a result of an event at the National Press Club highlighting the site's high tech search and favorable business owners' reactions, the news media filed positive reviews. Business.gov reached more than 100 million Americans, appearing in more than 2,000 broadcast and print outlets nationwide including MSNBC, The Wall Street Journal, Forbes, American City Business Journals, Voice of America and The Wall Street Journal This Morning. Business and government publications saw the site as a "championing" effort and "a major step toward reducing the regulatory burden on small businesses by creating a searchable website." Business blogs raved and the website topped almost 11,000 visits per day. The Office of Management and Budget (OMB) recognized Business.gov as one of the most successful e-government initiatives. The site will continue to refresh with feedback deemed useful by business owners.
Click here to see the complete SBA case study.
JDG Communications Expands Staff and Capabilities
JDG
has expanded its expertise and services to deliver on its brand Promise,
"Strategic Marketing By Design for Exceptional Results." In the last year,
JDG added 50 years of senior level experience in Bob Derby, vice president
of marketing communications strategy, and Dennis Smith, director of
marketing communications.
We also created a Media Department to meet the requirements of our contract to serve as GSA's agency of record. Sara Leiman came on board as JDG's vice president of media services, providing more than 20 years of media planning, negotiating and buying experience for national advertising accounts. Sara will supervise the media requirements of all JDG clients. Leila Rao joined the GSA account service team and Audra Jefferson joined JDG as our traffic production manager to help with ad placements and tracking.
David Street stepped into the creative director role bringing 25 years of agency and client-side experience developing brands for corporate, government and non-profit clients. Caitlin Martin moved from Pittsburgh to join the account service team and cut her teeth on the national launch campaign for the SBA's Business.gov website.
Dennis and Caitlin also handle public relations services for our clients.
JDG Offers Free Confidential Needs Analysis
JDG Communications is offering your organization a free Integrated Brand Communications Confidential Needs Analysis. JDG staff will come to your office and conduct a one-to two-hour discovery meeting. Based on the information gathered at this meeting, JDG Communications the will create a Confidential Needs Analysis that outlines our recommendations. Our staff will return to your office to present our findings and recommendations.