Caleb Hutchings » Advertising http://calebhutchings.com Adventures with the curious. Fri, 26 Jun 2015 02:09:55 +0000 en-US hourly 1 http://wordpress.org/?v=3.5.1 How to Rock a SCVNGR Trek for Your Business http://calebhutchings.com/how-to-rock-a-scvngr-trek-for-your-business/ http://calebhutchings.com/how-to-rock-a-scvngr-trek-for-your-business/#comments Fri, 15 Feb 2013 21:22:30 +0000 CalebHutchings http://calebhutchings.com/?p=332 In the summer of 2010, The Ad Club was anticipating their 10th Anniversary of the Hatch Awards, the largest creative awards celebration in New England.  To promote the fall event and meet the renowned judges, we partnered with the SCVNGR team to create a trek leading to the “Meet the Judges” pre-event location.   I was charged with designing the locations, clues, and general operation of the trek.  Following these key guidelines, it was a huge success.

 

1

Pick Unique Locations:

This seems like a no-brainer, yet investing the extra time to incorporate interesting places into your trek makes a tremendous impression. For this trek, we were fortunate to have a combination of Beacon Hill, the Waterfront, and Faneuil Hall.  This is an obvious playground of easily recognizable tourist locations, but the trick was to dig beyond the conspicuous monuments and find something new even to locals.  I tend to walk everywhere in Boston, so I started with an upper hand.  Further exploration resulted in clues/challenges placed on the Monopoly board in the giftshop of the Union Oyster house, a giant nautical compass at the end of a pier on the waterfront, and the entrance of a hidden, cozy bar frequented by most young statehouse employees.

2

Create Fun Challenges

We’re getting the two most obvious details out of the way first, but there are some tips to be learned.  First, use spaces creatively.  Not all challenges have to solve a riddle.  As a way to break participants out of their shell, we used the tall stairway in Government Center to imitate Rocky Balboa’s famous stair climb.  Some challenges involved visiting the Aquarium for a clue, so not only did you win points but you saw seals and penguins!  Finally, there were a few challenges that were multi-dimensional; you had to make it to a specific location, stand in a certain direction, and solve a riddle with clues in the city’s skyline in front of you.  These activities not only brought you to some locations that locals don’t even frequent, but they revealed new facts to even the most seasoned Bostonian.

3

Make Bright T-shirts:

You can complete a SCVNGR trek in any attire, but forcing everyone to look like you’re on a children’s field trip provides necessary advantages.  The first is the energy it creates.  Standing in Faneuil Hall, you could witness a sea of fluorescent t-shirts canvassing the area.  This drove competition between teams, as they could witness other competitors completing challenges.  Second, it demonstrates the scale of the event.  All tourists were quite aware something was happening, because they could distinguish our attendees from the crowd.  The excitement from our group was contagious to the rest of the public, and many stopped us to ask what the event was.  Finally, the most obvious, it’s a great opportunity for sponsorship.  The Creative Group came on board, and reaped a lot of visibility from this event while enabling all of the previous benefits of these shirts.

Creative Group T-Shirts

 

4

Get Pedicab Involved:

As you can see from the map in the first point, the locations of these clues do have some outliers.  This incorporates some strategy into the mix, to determine what challenges are worth more, and which path is more advantageous.  To add another variable to the equation, we brought Pedicab into the mix.  This was a concept of mine, as many of the Pedicab cyclists were personal friends. They were thrilled to participate, and facilitated much of the enthusiasm with their personalities and prompt transport from clue to clue.  To avoid people from abusing the privilege, we limited participants to a maximum of three clues/trips with the Pedicab. 

 

5

Make Interactive Props:

When you have familiar locations or traditions, they lend themselves as a great opportunity to incorporate something unique for your trek.  The greatest example of this in our SCVNGR trek, was our use of Dick’s Last Resort.  You can’t go to Faneuil Hall without seeing a mob of Freshman girls with ridiculous, tall paper hats on their head.  Thus, we were going to suffer our participants with the same fate.  I persuaded the manager to give me two paper hats, and keep them at the host’s stand.  Before the event, I had two talented interns mark them up with relevant slander and logos of our sponsors (always wielding new ways of visibility for sponsors).  The challenge was to go to Dick’s, ask for the hats, and take a picture in them.  This proved to be a great way to incorporate a popular tourist activity, but make it unique for our group.

 

6

Invite Relevant Media to Participate:

PR benefits all events (well, nearly).  Since our event was to promote the Hatch Awards, we certainly wanted to scale that message as much as possible.  BostInno registered and proved to be solid competitors throughout the entire trek.  Their promotion afterwards not only highlighted the approaching award ceremony, but put the spotlight on the SCVNGR team!

 

7

Thank Your Partners:

This is a common principle that should never be missed.  We were quick to thank all of our corporate sponsors, but also wanted to do something unique for the Pedicab crew.  These guys were a core addition to the event, and many guests forgot to tip their cyclists amidst all the excitement.  Luckily I knew most of them personally, so I could attest to a common favorite of the team: Narragansett.  I called in a favor with some friends connected to Gansett’s Boston account.  Along with a gratuity, I dropped off 3 complimentary cases of the Rhode Island courage as a thank you.  They had a fun night.

]]> http://calebhutchings.com/how-to-rock-a-scvngr-trek-for-your-business/feed/ 0 10 Free Productivity Tools to Hack Your Day http://calebhutchings.com/10-free-tools-to-hack-your-day-productivity/ http://calebhutchings.com/10-free-tools-to-hack-your-day-productivity/#comments Fri, 08 Feb 2013 23:03:46 +0000 CalebHutchings http://calebhutchings.com/?p=350 We could all use more time in our day.  While we’re all limited to 24 hours, there are plenty of tools to squeeze the most out of our time.  These 10 tools are some of my favorite for a variety of applications.  Hopefully they can serve you just as well!

 

Evernote

  •  Evernote – The perfect browser application to capture all things digital and access them from any device.  Official Description: From saving thoughts and ideas to preserving experiences to working efficiently with others, Evernote’s collection of apps make it easy to stay organized and productive.

    Sparrow

  •  Sparrow – Acquired by Google, this is a fantastic email application.  Superior user experience sets this one apart from the rest.

    Rescuetime

  •  RescueTime – Tracks all activity on your computer, and provides you reports on where your time is spent and what sites you frequent.  OD:A personal-analytics service that shows you how you spend your time & provides tools to help you be more productive.

    8tracks

  • 8tracks.com – 8tracks is the attractive sibling of Pandora.  Users create mixes based on moods, genres, or specific artists.  I’ve found way better music through 8tracks than ever through Pandora.  Try it for yourself.

    awesome screenshot

  •  Awesome Screenshot – This Chrome extension is the greatest tool I’ve discovered to capture selections or  entire screenshots of webpages.

    Boomerang

  •  Boomerang for Gmail – Boomerang is a great application to schedule emails, follow-up, and reminders.

    buffer-app

  •  Buffer – Another Chrome extension that enables you to socially share the webpage you’re reading.  You’re able to schedule or post instantly.

    page ruler logo

  •  Page Ruler – The third Chrome extension of the list, I use this one all the time.  Page Ruler measures the dimensions of any spacing or images on a webpage.  A fabulous tool for web development.

    tweetdeck logo

  •   Tweetdeck – While Hootsuite is the quite popular alternative, I’m quite partial to Tweetdeck.  The Twitter application updates in realtime, and enables users to search and schedule updates.

    WiseStamp

  •   WiseStamp – Emails signatures aren’t necessary a thrilling thing, but clean design can make a great impression.  WiseStamp offers a lot of creative freedom for customizing your signature.

]]> http://calebhutchings.com/10-free-tools-to-hack-your-day-productivity/feed/ 1 Rebranding a 90 Year-old Organization http://calebhutchings.com/rebranding-a-90-year-old-organization/ http://calebhutchings.com/rebranding-a-90-year-old-organization/#comments Wed, 06 Feb 2013 19:22:00 +0000 CalebHutchings http://calebhutchings.com/?p=312 In the fall of 2011, the Back Bay Association was looking to transform its brand.  A dated website, fragmented communication channels, and the absence of an articulate value proposition was inhibiting the neighborhood association from conveying the benefit it offers the Back Bay.  I joined the BBA that October with the mission of rebranding this 90 year-old organization, and with the help of the first ever Intelligent.ly course with renowned brand artisan Mike Troiano, we nailed it.

In “How to Tell Your Brand’s Story Effectively”, Mike Troiano offers a detailed framework to articulate your message into something consumable and actionable for your target.  Through case studies, collaborative workshops, and his extensive personal experience, he guides students through a scientific approach to crafting this language.  The three key takeaways from this course are the structures for your “Golden Circle”, Message Model (this helps you craft your positioning statement), and your “One Simple Thing” (OST).

And if “Message Model” conjured this image to mind, you should probably take the course:

Gob Business Model

 

I

Strategy

Very early into my exploration of the BBA’s goals, it became quite clear what the paramount obstacle was: Brand Recognition.  Membership growth was the key metric of perceived success, yet the majority of businesses in the Back Bay had no idea the BBA exists.  While the association’s support of the Hynes Convention Center, execution of the Boylston Street Improvement Project, and work facilitating the new Liberty Mutual building stood testament to its value, it was clear we weren’t effectively communicating these wins.  To drive this awareness and further our mission of representing the neighborhood, we identified four key goals of our strategy:

  • Clearly communicate the value of the BBA.
  • Represent the visual brand of the neighborhood.
  • Become THE curator of information and news for Back Bay.
  • Be THE resource for businesses, and act as liaison with city.

 

II

Branding

At the foundation of everything was our positioning language.  This was the crucial piece that would dictate everything from our website design, calls-to-action, and sales material.  It was clear that even though the association was approaching its 90th anniversary, a clear concise value proposition hadn’t been universally adopted.  Some stakeholders would even default to calling it, “Like a chamber of commerce for the Back Bay.”  Diving deep in the qualities represented in the brand and applying the structures set in Mike’s Intelligent.ly course, we defined the “One Simple Thing” that communicates the core value of the BBA.

 

COMPANY DESCRIPTION BEFORE:

The Back Bay Association, established in 1923, is Back Bay’s largest and most prestigious organization representing local businesses, retail merchants, restaurants, hotels, property owners, major corporations, schools, and churches.  The BBA is the advocate for the Back Bay business community.  The primary focus for the BBA and its 400 members is to ensure the continued commercial strength of the area and to initiate programs that improve, promote, and protect the quality of life in Back Bay.

“ONE SIMPLE THING” AFTER:

The Back Bay Association champions the economic vitality of Boston’s most dynamic neighborhood.

 

“OST” Broken Down:

  • Back Bay Association – Simply our brand
  • Champions –  Evokes the most positive image of advocacy, conveying that our work is to the benefit of the neighborhood.  Also embodies all the various actions we fulfill in one word.
  • Economic Vitality – We’re a business association.  Our focus on the big picture of economic growth distinguishes us from other neighborhood associations.
  • Boston’s… neighborhood – The framework of our target.  We’re a hyperlocal association, so we only target businesses within this segment.
  • Most Dynamic – The distinction from all other Boston neighborhoods.  Back Bay is the commercial heart of Boston with its shopping centers.  Additionally, its unique heritage and prominent cultural centers create an incredibly dynamic residential environment.

 

Logo Before / After:

To reflect the organizational change and evolution of this brand, it was crucial that the BBA redesign its logo.  Using our personality traits defined in our message model, we crafted a logo that was positive, inviting, and used colors representing responsible development and forward-thinking. 

 

III

Web Development

The website was the largest obstacle standing in the way of executing the tactics to accomplish our strategy.  To start, the BBA actually had TWO websites; one intended to cater to visitors, and the other to represent the association to local businesses.  The site catered to the association didn’t use a CMS platform, making every small edit cost hundreds of dollars for an external web developer to update.  This made the website essentially static, prevented the BBA from publishing content, didn’t allow online event registration for an event-rich organization, and the dated coding actually began shutting down the website server.

A relationship with Fluent Concepts led to the solution of all of our digital aspirations.  We essential merged both sites by incorporating a call-to-action on our homepage to direct visitors or businesses to respective content.  Created on a WordPress CMS, the BBA can now edit and publish all content internally at no cost.  With the Membee software application members can now register for events online, pay membership dues via the website, and update their member listings/information remotely.  Furthermore, the imagery of the site now conveys the vibrant color, architectural heritage, and social fabric of Boston’s most dynamic neighborhood.

 

BBA Website

 

Homepage Before / After:

The respective homepages for Visitors and Businesses have specific calls-to-action to direct traffic throughout the site.  They also now feature a sponsor scroll, calendar, social channels, and newsletter signup to aid in developing our communication channels.

Back Bay Information Before / After: 

Making our website THE resource for visitors looking for information on the neighborhood was one of our most important goals.  After scouring our website, tourists still didn’t have a comfortable understanding of the neighborhood.  I would constantly receive calls from Arizona, New York, and Nevada asking for accommodation recommendations and attractions.  One visitor even asked me if it was a safe neighborhood, due to the low price of her hotel booking.  If the website didn’t convey it was one of the most affluent, beautiful neighborhoods in Boston, we certainly had room for improvement.

The redesign included vibrant images of public spaces, brownstones, and lifestyle centers to craft a visual representation of the Back Bay.  Detailed information, calls-to-action, and featured attractions improved this valuable resource.  Visitors can now explore accommodations, landmarks, and cultural events with ease.

Events Before / After: 

While our events are one of the core member benefits, they weren’t detailed on our website.  The new site offered descriptions for each type of event, and an image of our most recent with Senator John Kerry.

Our Work Before / After:

Communicating our value was our most imperative objective.  Under our work section we clearly articulated what projects we facilitate, included powerful images, and featured the influential committees on which we serve.

 

IV

Social Media / Newsletter / Campaigns

The BBA actually had two identical Facebook pages as well, one being a Brand page and the other a Place.  The aggregation of fans was slow, with only a handful per week.  After owning and merging both pages, I added a vibrant cover photo, uploaded photo albums from events, and followed member pages, effectively creating a newsfeed of relevant content.  I used Facebook as the page itself to comment on members’ updates, share content, and engage relevant users.  These tactics resulted in a 60% growth to 8,500 fans, and a peak of 27,000 weekly impressions.  A similar strategy grew our Twitter followers by 57%.

To achieve our goal of becoming the content curator for the Back Bay, we also turned to our newsletter.  The transfer to Mailchimp saved costs, improved analytics, and consistently removed obsolete email addresses from our list.  I created a Google Alerts feed for Back Bay and all of our 400+ members.  This enabled the most content rich newsletter for the Back Bay, which was recognized by board members, local media, and members alike.

Facebook Before / After: 

Back Bay Theme Week Campaign: 

Since the BBA, and the majority of its members, has no ad spend, I began exploring innovative ways to attain the same promotion.  It was at this time I connected with my good friend Chris Rohland of Boston.com, and we executed the first hyperlocal themed Boston Deals week.  The concept was to include 10 members of the BBA that represented a variety of the culture, cuisine, and experiences the Back Bay has to offer.  It was channel to help brand the Back Bay as a whole, offer incredible print/digital/social promotion to members that couldn’t afford it otherwise, and add a benefit of membership by driving sales to participating members.  The results were fantastic with some merchants like Beacon Massage booking 150 appointments, and the French Cultural Center growing its young professional network by nearly 50 members.

V

Summary

Before you launch your startup or rebrand an organization, it’s crucial to define these positioning statements.  Not only does it enable you to communicate your brand to consumers, but it clearly defines a unified blueprint for the values to which all stakeholders should adhere.  The structure provided by the OST, Message Model, and Golden Circle should serve as a solid foundation for moving forward any entrepreneurial plan.

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