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Posts published by “Steve Salloway”

Steven Salloway

Steve is a seasoned Brand Strategist and serves a strategic advisory role for many existing agency accounts at Davis Advertising, located in Worcester, MA. From market research, to brand positioning and account planning, he’s recently completed naming projects for Cornerstone Bank and Coastal Heritage Bank, brand positioning projects for Service Credit Union, the Yesway Convenience Store chain and the Wayback Burgers franchise.

Over the past 13 years at Davis Advertising, he was the Account Supervisor on the Charter Communications account – a Fortune 500 company, and has worked on a wide array of brands from the higher education, franchising, business-to-business, telecommunications, healthcare, financial and retail categories.

Having worked at RDW Group and Donovan Group Integrated Marketing, he has an extensive background in marketing, branding, advertising, public relations, and media. While there he managed such notable accounts as Fallon Community Health Plan, UMass Memorial Healthcare, HealthAlliance, HarborONE Bank (formerly Brockton Credit Union/HarborONE Credit Union), Markem, Stratus Computer and Simplex Manufacturing.

Steve holds a Bachelor's Degree with Individual Concentration in Advertising/PR from the University of Massachusetts at Amherst.

Case Study – Empowerment

Here is a campaign that I am especially proud of. As part of an overall effort to stem a rapid decline in enrollments at Cape Cod Community College, through discovery, we found that that a major obstacle CCCC was facing was a poor reputation among high school graduates. Most community colleges are viewed as a fallback, last resort or “plan B” choice. One of the objectives of our ad campaign was to reposition CCCC as a first choice (plan A) option for those who are seeking a quality education at a great price. In fact, current and prospective students should be proud to choose CCCC as it is was often a very wise choice.

 

Of course, the Cape is shaped like an elbow, and one unique behavior I observed is that people would lift an arm (similar to “making a muscle” action) to represent the Cape and then point to a spot on their arm that would correspond with a location on the Cape when describing where that location was. I had my creative department use that as a visual way to demonstrate a sense of empowerment that students were making a positive and powerful decision to go to CCCC and start their future. I also instructed them to feature a silhouette of the Cape acting as the shadow of the arm in order to help seat the idea that the bent arm was in fact a representation of a map of the Cape. We developed the slogan – “Powerful futures start here” to support the message and serve to prompt the elbow visual with a student pointing to where CCCC would be located on the Cape.

 

What a terrific self-empowerment message and one that was completely unique to residents of the Cape. We carried the campaign through al tactics including radio, web site and online video. We created an “anthemic” video with various students making muscles and pointing as they energetically walk through campus. Even the President of CCCC got into the act and made the gesture.

 

 

Results

The campaign was a great success, helping to galvanize a real sense of pride that was missing from the campus and helped invigorate not only students (boosting retention), but also faculty, administrators, alumni and the local communities. Over the course of the next few years, enrollment did indeed turn around. So all in all, a great experience with CCCC.

Steven Salloway

Steve is a seasoned Brand Strategist and serves a strategic advisory role for many existing agency accounts at Davis Advertising, located in Worcester, MA. From market research, to brand positioning and account planning, he’s recently completed naming projects for Cornerstone Bank and Coastal Heritage Bank, brand positioning projects for Service Credit Union, the Yesway Convenience Store chain and the Wayback Burgers franchise.

Over the past 13 years at Davis Advertising, he was the Account Supervisor on the Charter Communications account – a Fortune 500 company, and has worked on a wide array of brands from the higher education, franchising, business-to-business, telecommunications, healthcare, financial and retail categories.

Having worked at RDW Group and Donovan Group Integrated Marketing, he has an extensive background in marketing, branding, advertising, public relations, and media. While there he managed such notable accounts as Fallon Community Health Plan, UMass Memorial Healthcare, HealthAlliance, HarborONE Bank (formerly Brockton Credit Union/HarborONE Credit Union), Markem, Stratus Computer and Simplex Manufacturing.

Steve holds a Bachelor’s Degree with Individual Concentration in Advertising/PR from the University of Massachusetts at Amherst.

An Approach to Naming/ Bank Example

Developing a new bank name can be challenging. Sometimes internal stakeholders have biases or emotional attachments to certain names with no research or rationale to justify their preferences. Often, office politics and egos rear their ugly heads in generating and deciding on naming options. To make matters worse, there are agencies out there that have no validated naming process in place and thus they develop names in a vacuum.

At the agency where I work, we take a different approach. We have developed our own naming process that has proved to be effective, robust and successful. It is a process based on market research, taking the time to thoroughly understand all constituents, communities and the competitive landscape. It is a successful process that can be repeated and adapted to suit any individual situation. The real advantage of this approach is that it not only saves money but also saves time. We hit the ground running and develop the new brand vision, promise and positioning based on values. We then immediately incorporate those values into our development of the new brand identity.

As an example of our process in action, we were recently approached by two banks shortly before they were to merge into a larger entity. Our charge was to name and brand the institution. Of particular concern was that one of the banks had recently gone through a name change itself, and so it was reluctant to change its name again so quickly. We needed to determine the efficacy of keeping one bank’s name or developing an entirely new brand altogether.

Our first course of action was to interview stakeholders from both banks, so as to truly understand each one’s heritage, corporate culture and values. We then visited the communities within their collective footprint, and conducted focus groups of both customers and noncustomers who lived within the combined footprint of the new banking entity. We assessed their current feelings about the area and tested their brand awareness of banks within that area. Our process included an evaluation of the features and characteristics that make that area unique, identifying any nuances and specific needs of the communities’ residents.

We also tested various “brand stories” that represented potential brand positions for the new bank, to determine those attributes that resonated most strongly with respondents. Each brand story focused on a different aspect of how a local bank can benefit its customers and make an impact on the communities it serves. Ultimately, it was the highest-ranked brand story that we used to vet the final list of names. All proposed names were evaluated solely on how they related to the brand story.

After that, gaining consensus was relatively easy. Essentially, we had changed the conversation from whether or not we should keep one bank’s name after the merger, to determining an appropriate name that relates directly to a clearly articulated shared vision of the future for the new bank. Thus we were to eliminate any premerger biases and emotional attachments to any particular name(s).

Steven Salloway

Steve is a seasoned Brand Strategist and serves a strategic advisory role for many existing agency accounts at Davis Advertising, located in Worcester, MA. From market research, to brand positioning and account planning, he’s recently completed naming projects for Cornerstone Bank and Coastal Heritage Bank, brand positioning projects for Service Credit Union, the Yesway Convenience Store chain and the Wayback Burgers franchise.

Over the past 13 years at Davis Advertising, he was the Account Supervisor on the Charter Communications account – a Fortune 500 company, and has worked on a wide array of brands from the higher education, franchising, business-to-business, telecommunications, healthcare, financial and retail categories.

Having worked at RDW Group and Donovan Group Integrated Marketing, he has an extensive background in marketing, branding, advertising, public relations, and media. While there he managed such notable accounts as Fallon Community Health Plan, UMass Memorial Healthcare, HealthAlliance, HarborONE Bank (formerly Brockton Credit Union/HarborONE Credit Union), Markem, Stratus Computer and Simplex Manufacturing.

Steve holds a Bachelor’s Degree with Individual Concentration in Advertising/PR from the University of Massachusetts at Amherst.

All The Kings Horse’s…

Today, marketing has become so complex and fragmented that clients have shifted from seeking “one-stop- shops” (integrated agencies ) of the past, to now demanding specialized agencies which take responsibility for producing individual marketing tactics. Clients rightly feel that no single integrated agency can be great in all phases of marketing – it is just impossible. You would think that clients must now take on the task of synchronizing the individual contributions of each of their agencies in order to build cohesive messages and indeed a consistent brand – but, you would be wrong. The prospective customer is the one who will find various marketing messages as they travel along their individual purchase journeys. It is the prospective customer who provides the context/story to the equation and who will put the pieces back together again – in a way that makes sense to themselves. Who owns the brand? As always, it is the customer.

Steven Salloway

Steve is a seasoned Brand Strategist and serves a strategic advisory role for many existing agency accounts at Davis Advertising, located in Worcester, MA. From market research, to brand positioning and account planning, he’s recently completed naming projects for Cornerstone Bank and Coastal Heritage Bank, brand positioning projects for Service Credit Union, the Yesway Convenience Store chain and the Wayback Burgers franchise.

Over the past 13 years at Davis Advertising, he was the Account Supervisor on the Charter Communications account – a Fortune 500 company, and has worked on a wide array of brands from the higher education, franchising, business-to-business, telecommunications, healthcare, financial and retail categories.

Having worked at RDW Group and Donovan Group Integrated Marketing, he has an extensive background in marketing, branding, advertising, public relations, and media. While there he managed such notable accounts as Fallon Community Health Plan, UMass Memorial Healthcare, HealthAlliance, HarborONE Bank (formerly Brockton Credit Union/HarborONE Credit Union), Markem, Stratus Computer and Simplex Manufacturing.

Steve holds a Bachelor’s Degree with Individual Concentration in Advertising/PR from the University of Massachusetts at Amherst.

A Golden Age Of Marketing

As I assist my agency to migrate from a traditional one-stop-shop over to a viable digital player, I felt it important to commit to paper my take on what is at the heart of digital marketing, what we are trying to achieve with it and how it differs from our “traditional” marketing approach. Traditional marketing was always suppose to start with the target customer, digital appears to start with “data” – however, they are the same thing. Mind you, what follows is by no means new, the ideas have been around for years, but now the technology has developed so far that it is almost getting out of the way of implementation AND most importantly, our clients are finally now asking for this. So, once and for all, I sum up digital marketing like this…

All “digital” is data, and all data is people, so any digital marketing plan should be truly customer centric – which means we must base our marketing strategies, tactics/messaging around understanding our client’s customers as well as around understanding the unique consumer journeys they take when making their purchase decisions. Tactics should affect consumer behavior around certain points along their journeys ad our marketing goals should really be designed to fill gaps along the journey, encourage next steps through it and ultimately make sales (or attain other business goals) by being relevant and engaging. This is accomplished by seeding the purchase path with valuable, personalized content that is enriching, valuable to consumers, and “on-brand”.

Why is this important? Well, for the first time, we have incredible tools at our disposal to truly understand who our client’s customers are. By simply adding a bit of computer code onto our client’s websites, we can identify the actual target segments who are actively interested in learning more or buying their products and services. From this information we can build buyer persona profiles of their customers which we would then use to determine the context of our messages, understand their buyer journeys as well as design appropriate strategies and tactics to reach them. This ability is really a marketer’s dream come true. Once we know who we are trying to reach, we can build lists of actual site visitors, create “look-a-like” lists of potential customers who share their characteristics and even use this information to build custom lists of potential customers. Then we can reach them via targeted emails, ads across Google’s Ad Network of sites and even while they are on Facebook. Best of all, with every interaction these targets have with our client’s web site, landing pages and Facebook pages, we learn more and can modify our messages accordingly – increasing their relevancy and effectiveness.

This is truly a golden age of marketing.

Steven Salloway

Steve is a seasoned Brand Strategist and serves a strategic advisory role for many existing agency accounts at Davis Advertising, located in Worcester, MA. From market research, to brand positioning and account planning, he’s recently completed naming projects for Cornerstone Bank and Coastal Heritage Bank, brand positioning projects for Service Credit Union, the Yesway Convenience Store chain and the Wayback Burgers franchise.

Over the past 13 years at Davis Advertising, he was the Account Supervisor on the Charter Communications account – a Fortune 500 company, and has worked on a wide array of brands from the higher education, franchising, business-to-business, telecommunications, healthcare, financial and retail categories.

Having worked at RDW Group and Donovan Group Integrated Marketing, he has an extensive background in marketing, branding, advertising, public relations, and media. While there he managed such notable accounts as Fallon Community Health Plan, UMass Memorial Healthcare, HealthAlliance, HarborONE Bank (formerly Brockton Credit Union/HarborONE Credit Union), Markem, Stratus Computer and Simplex Manufacturing.

Steve holds a Bachelor’s Degree with Individual Concentration in Advertising/PR from the University of Massachusetts at Amherst.

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