creativity https://mkpteam.com/ en Superbowl Advertising: Which Brands Will Emerge as Champions? https://mkpteam.com/blog/superbowl-advertising-which-brands-will-emerge-champions <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_entity_view' --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_2col_stacked' --> <!-- FILE NAME SUGGESTIONS: * ds-2col-stacked--node--283.html.twig * ds-2col-stacked--node-blog-post-rss.html.twig * ds-2col-stacked--node-blog-post.html.twig * ds-2col-stacked--node-rss.html.twig * ds-2col-stacked--node.html.twig x ds-2col-stacked.html.twig x ds-2col-stacked.html.twig --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <div data-history-node-id="283" class="node node--type-blog-post node--view-mode-rss ds-2col-stacked clearfix"> <div class="group-header"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'links__node' --> <!-- FILE NAME SUGGESTIONS: * links--node.html.twig x links--inline.html.twig * links--node.html.twig * links.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-display-title--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-display-title.html.twig * field--default--field-display-title--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-display-title.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-display-title--blog-post.html.twig * field--node--field-display-title.html.twig * field--node--blog-post.html.twig * field--field-display-title.html.twig * field--string.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-display-title field--type-string field--label-hidden field__item"><h2><a href="/blog/superbowl-advertising-which-brands-will-emerge-champions" hreflang="en">Superbowl Advertising: Which Brands Will Emerge as Champions?</a></h2> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-publish-date--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-publish-date.html.twig * field--default--field-blog-publish-date--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-publish-date.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-publish-date--blog-post.html.twig * field--node--field-blog-publish-date.html.twig * field--node--blog-post.html.twig * field--field-blog-publish-date.html.twig * field--datetime.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-publish-date field--type-datetime field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'time' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> <time datetime="2024-02-08T12:00:00Z" class="datetime">Thursday, February 8, 2024</time> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-left"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-main-image--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-main-image.html.twig * field--default--field-blog-main-image--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-main-image.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-main-image--blog-post.html.twig * field--node--field-blog-main-image.html.twig * field--node--blog-post.html.twig * field--field-blog-main-image.html.twig * field--image.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-main-image field--type-image field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image_formatter' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'image' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <img srcset="/sites/default/files/styles/max_325x325/public/2024-02/MKP_Superbowl2024_SocialPost3_1197x547.jpg?itok=Hr4vmULD 325w, /sites/default/files/styles/max_650x650/public/2024-02/MKP_Superbowl2024_SocialPost3_1197x547.jpg?itok=AExLXTR- 650w, /sites/default/files/styles/max_1300x1300/public/2024-02/MKP_Superbowl2024_SocialPost3_1197x547.jpg?itok=NjJVTfNE 1300w, /sites/default/files/styles/max_2600x2600/public/2024-02/MKP_Superbowl2024_SocialPost3_1197x547.jpg?itok=UrgX_KHH 2600w" sizes="(min-width: 1290px) 1290px, 100vw" src="/sites/default/files/styles/max_325x325/public/2024-02/MKP_Superbowl2024_SocialPost3_1197x547.jpg?itok=Hr4vmULD" alt="Image of football helmet covered in logos on grass field" typeof="foaf:Image" /> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--body--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--body.html.twig * field--default--body--blog-post.html.twig * field--default--blog-post.html.twig * field--default--body.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--body--blog-post.html.twig * field--node--body.html.twig * field--node--blog-post.html.twig * field--body.html.twig x field--text-with-summary.html.twig * field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><em><span><span><span>By Terry Cole, </span></span></span>Chief Content Officer</em></p> <p>Big names, big money, big audience, high stakes – these are all true about Superbowl LVIII set to take place in Las Vegas on Sunday, February 11 when the defending champion Kansas City Chiefs take on the San Francisco 49ers. They also are true about the Superbowl commercials, which for some, are even more interesting and important than the game itself.  Isn’t it ironic that for 364 days of the year, consumers generally prefer to skip the commercials and pay extra for streaming services to avoid having to sit through them, yet, on Superbowl Sunday, it’s the commercials that have many glued to their screens?</p> <p><span><span><span>As a football fan, I look forward to watching the game on Sunday (although I’d look forward to it even more if my team were participating). As a marketer, I also look forward to seeing this year’s Superbowl commercials. Which ads will be exceptionally creative? Laugh-out-loud funny? Thought-provoking? Shocking? Will any of this year’s ads emerge as game changers for a brand?</span></span></span></p> <p><span><span><span>For established brands seeking added visibility and top-of-mind awareness, or up and coming brands who want to build awareness and interest in their product or service among a large, diverse audience, a Superbowl commercial may be an effective strategy. From an advertiser’s perspective, the Superbowl presents a once-a-year opportunity to reach a large, captive audience. This year’s ads can be expected to touch more than 100 million viewers on game day. In addition, they will reach an expanded digital audience who will view the commercials online and share opinions about them on social media. Plus, many ads will enjoy plenty of pre-game “buzz,” fueled by teaser ads to whet our appetite. Several brands have released commercials for their commercials (!!) to help ensure viewers tune in to see the full versions on Sunday.  </span></span></span></p> <p><span><span><span>Some familiar brands such as Budweiser, Doritos, Pringle’s and e*Trade are repeat advertisers on the Superbowl stage. Other lesser-known brands will make the investment for the first time this year. Who knows, one of these brands may make a big impact like streaming service Tubi did last year with its “fake-out” ad that caused millions of Americans to scramble for the remote thinking someone had changed the channel. There’s no doubt that the potential reach and opportunity that comes from a Superbowl commercial is extraordinary. </span></span></span></p> <p><span><span><span>The audience is big, but so is the price tag. This year’s advertisers are paying about $7 million for 30 seconds on air (on top of the hefty cost of ad production). The combination of the large opportunity and the steep price tag means the stakes are high for brands who advertise during the Superbowl. Advertisers can be expected to pull out all the stops to stand out from a crowded field and create a lasting impression, employing big-name celebrities, inspirational stories, dramatic special effects and more. </span></span></span></p> <p><span><span><span>So, in the post-game analysis, which ads – and, most importantly, which advertisers – will viewers remember? Which ones will actually drive more business, increased revenue and enhanced brand affinity for the advertiser?</span></span></span></p> <p><span><span><span>We know that one team – either Kansas City or San Francisco – will be crowned the champions of Superbowl LVIII. We don’t know yet which brands will be the champions off the field, and we look forward to finding out. I’ll be ready for that Monday morning conversation. Will you?</span></span></span></p> <p><em>MKP communications inc. is a New-York based marketing communications agency specializing in merger/change communications for the financial services industry.</em></p></div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> </div> <div class="group-right"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-category--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-category.html.twig * field--default--field-blog-category--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-category.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-category--blog-post.html.twig * field--node--field-blog-category.html.twig * field--node--blog-post.html.twig * field--field-blog-category.html.twig * field--entity-reference.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-category field--type-entity-reference field--label-above"> <div class="field__label">Blog Category</div> <div class='field__items'> <div class="field__item"><a href="/taxonomy/term/22" hreflang="en">brand</a></div> <div class="field__item"><a href="/taxonomy/term/33" hreflang="en">creativity</a></div> <div class="field__item"><a href="/taxonomy/term/40" hreflang="en">current events</a></div> <div class="field__item"><a href="/taxonomy/term/26" hreflang="en">fun</a></div> <div class="field__item"><a href="/taxonomy/term/27" hreflang="en">marketing</a></div> </div> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-footer"> </div> </div> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> Thu, 08 Feb 2024 14:32:13 +0000 max 283 at https://mkpteam.com Go Find Your Gecko! https://mkpteam.com/blog/go-find-your-gecko <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_entity_view' --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_2col_stacked' --> <!-- FILE NAME SUGGESTIONS: * ds-2col-stacked--node--262.html.twig * ds-2col-stacked--node-blog-post-rss.html.twig * ds-2col-stacked--node-blog-post.html.twig * ds-2col-stacked--node-rss.html.twig * ds-2col-stacked--node.html.twig x ds-2col-stacked.html.twig x ds-2col-stacked.html.twig --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <div data-history-node-id="262" class="node node--type-blog-post node--view-mode-rss ds-2col-stacked clearfix"> <div class="group-header"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'links__node' --> <!-- FILE NAME SUGGESTIONS: * links--node.html.twig x links--inline.html.twig * links--node.html.twig * links.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-display-title--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-display-title.html.twig * field--default--field-display-title--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-display-title.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-display-title--blog-post.html.twig * field--node--field-display-title.html.twig * field--node--blog-post.html.twig * field--field-display-title.html.twig * field--string.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-display-title field--type-string field--label-hidden field__item"><h2><a href="/blog/go-find-your-gecko" hreflang="en">Go Find Your Gecko!</a></h2> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-publish-date--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-publish-date.html.twig * field--default--field-blog-publish-date--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-publish-date.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-publish-date--blog-post.html.twig * field--node--field-blog-publish-date.html.twig * field--node--blog-post.html.twig * field--field-blog-publish-date.html.twig * field--datetime.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-publish-date field--type-datetime field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'time' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> <time datetime="2022-09-19T12:00:00Z" class="datetime">Monday, September 19, 2022</time> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-left"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-main-image--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-main-image.html.twig * field--default--field-blog-main-image--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-main-image.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-main-image--blog-post.html.twig * field--node--field-blog-main-image.html.twig * field--node--blog-post.html.twig * field--field-blog-main-image.html.twig * field--image.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-main-image field--type-image field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image_formatter' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'image' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <img srcset="/sites/default/files/styles/max_325x325/public/2022-09/BlogBanner_Gecko_1200x630.jpg?itok=LNTXtNG7 325w, /sites/default/files/styles/max_650x650/public/2022-09/BlogBanner_Gecko_1200x630.jpg?itok=Tx-fJYrk 650w, /sites/default/files/styles/max_1300x1300/public/2022-09/BlogBanner_Gecko_1200x630.jpg?itok=w5f9B483 1200w" sizes="(min-width: 1290px) 1290px, 100vw" src="/sites/default/files/styles/max_325x325/public/2022-09/BlogBanner_Gecko_1200x630.jpg?itok=LNTXtNG7" alt="Image of gecko with sign that says FREE ATMS and the words, Go Find Your Gecko!" typeof="foaf:Image" /> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--body--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--body.html.twig * field--default--body--blog-post.html.twig * field--default--blog-post.html.twig * field--default--body.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--body--blog-post.html.twig * field--node--body.html.twig * field--node--blog-post.html.twig * field--body.html.twig x field--text-with-summary.html.twig * field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><em>By Jeff Keller, Creative Director</em></p> <p><span><span><span><span><span>A few weekends back, I was tooling around town, doing some errands and listening to a podcast from Planet Money on NPR called </span></span><a href="https://www.npr.org/transcripts/1102496094"><span><span>The Gecko Effect</span></span></a><span><span>. It was all about the marketing transformation a little lizard initiated in the insurance industry back in the ‘90s. It caught my attention because insurance has a lot in common with banking. Both are industries that tend to have highly regulated, relatively undifferentiated product sets. (Life insurance policies are largely alike, and let’s face it, so are checking accounts!) </span></span></span></span></span></p> <p><span><span><span><span><span>Back in the day, insurance companies were airing very dry and sober commercials about the “what ifs” in life. People counted themselves lucky to be in good hands with Allstate. Then one day, a gecko stepped to the mike and made one of the most influential </span></span><a href="https://www.youtube.com/watch?v=9LwASBkp0vo"><span><span>commercials</span></span></a><span><span> in TV history, giving rise to an advertising tsunami that brought us the Aflac duck, Flo from Progressive, Mayhem from Allstate, Jake from State Farm, Limu Emu from Liberty Mutual, and Geico’s additional can-you-top-this entry, the <a href="https://www.youtube.com/watch?v=7LtjzQaFZ3k">Hump Day Camel</a> (a personal favorite!)</span></span></span></span></span></p> <p><span><span><span><span><span>In other words, insurance marketing took a serious left turn and bank marketing didn’t. Curious, isn’t it? Clearly, the Geico gecko was a major differentiator in a “me-too” industry: cute and memorable instead of stodgy and forgettable. So why hasn’t a bank come up with a spokesperson (or spokescritter) that’s similarly unconventional and effective?</span></span></span></span></span></p> <p><span><span><span><span><span>Then I got to thinking about other industries that, like banking and insurance, face the same challenge of working with products that are difficult to differentiate from the competition. And I wondered: What ideas have these companies used to rise above the pack in their industry? Is there something bank marketers can learn from these parallel efforts?</span></span></span></span></span></p> <p><span><span><span><span><span>Take gasoline companies. Gas is gas, right? Apart from price, there isn’t much to separate them. Yet, for decades, Sunoco has distinguished itself from the competition by offering five grades of gasoline instead of the normal three, and has earned a loyal following among car aficionados as a result. Could there be a parallel route in rethinking certain banking products or services to find an unserved niche? </span></span></span></span></span></p> <p><span><span><span><span><span>And consider the strategy of BP, a global oil corporation that boldly and somewhat quixotically rebranded itself as a green company, winning loyalists in the process. In what ways could your bank become an unexpectedly different kind of bank that would appeal to the passions and principles of certain customer segments? </span></span></span></span></span></p> <p><span><span><span><span><span>From another “me too” industry, it might be helpful to take a lesson from National Car Rental’s “take any car in the aisle and go” campaign. Their strategy was to remove a key pain point from the rental car process: those endless, painfully slo-oooooow lines you have to endure in order to get your car. What are the parallels in banking? Is it the 20 minutes of repeated jingles we listen to before we get to speak with a human being? Or the chat programs that ask us question after question, each one less helpful than the last? What pain points could you remove to help make your bank different?</span></span></span></span></span></p> <p><span><span><span><span><span>And let’s not forget everyone’s favorite “me too” industry, the airlines and their omnipresent mileage rewards programs. Sure, these programs are arcane and probably unfair, but what’s brilliant about offering miles is that it gives customers a constant incentive to keep building miles with their airline. Banks, on the other hand, tend to set minimum balance levels to qualify for enhanced services for their deposit customers, and then do nothing more except punish those customers with fees when they fail to maintain that balance. To me, that’s too much stick and not enough carrot. Is there a way to turn that paradigm on its head and incent customers continually for preferred behaviors, just like rewards programs do?</span></span></span></span></span></p> <p><span><span>There are many other companies out there with marketing challenges that parallel yours, and they are following many diverse paths to differentiate themselves to their customers. Take a close look at what they’re doing and see what might work for you. Somewhere along one of those pathways, you may just find your gecko!</span></span></p> <p><em>MKP communications inc. is a New York City-based communications company specializing in financial services marketing and merger/change communication.</em></p></div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> </div> <div class="group-right"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-category--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-category.html.twig * field--default--field-blog-category--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-category.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-category--blog-post.html.twig * field--node--field-blog-category.html.twig * field--node--blog-post.html.twig * field--field-blog-category.html.twig * field--entity-reference.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-category field--type-entity-reference field--label-above"> <div class="field__label">Blog Category</div> <div class='field__items'> <div class="field__item"><a href="/taxonomy/term/26" hreflang="en">fun</a></div> <div class="field__item"><a href="/taxonomy/term/27" hreflang="en">marketing</a></div> <div class="field__item"><a href="/taxonomy/term/33" hreflang="en">creativity</a></div> </div> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-footer"> </div> </div> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> Mon, 19 Sep 2022 14:44:21 +0000 max 262 at https://mkpteam.com Confessions of an MKP Creative Director | MKP communications inc. https://mkpteam.com/blog/confessions-mkp-creative-director-mkp-communications-inc <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_entity_view' --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_2col_stacked' --> <!-- FILE NAME SUGGESTIONS: * ds-2col-stacked--node--234.html.twig * ds-2col-stacked--node-blog-post-rss.html.twig * ds-2col-stacked--node-blog-post.html.twig * ds-2col-stacked--node-rss.html.twig * ds-2col-stacked--node.html.twig x ds-2col-stacked.html.twig x ds-2col-stacked.html.twig --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <div data-history-node-id="234" class="node node--type-blog-post node--view-mode-rss ds-2col-stacked clearfix"> <div class="group-header"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'links__node' --> <!-- FILE NAME SUGGESTIONS: * links--node.html.twig x links--inline.html.twig * links--node.html.twig * links.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-display-title--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-display-title.html.twig * field--default--field-display-title--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-display-title.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-display-title--blog-post.html.twig * field--node--field-display-title.html.twig * field--node--blog-post.html.twig * field--field-display-title.html.twig * field--string.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-display-title field--type-string field--label-hidden field__item"><h2><a href="/blog/confessions-mkp-creative-director-mkp-communications-inc" hreflang="en">Confessions of an MKP Creative Director | MKP communications inc.</a></h2> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-publish-date--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-publish-date.html.twig * field--default--field-blog-publish-date--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-publish-date.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-publish-date--blog-post.html.twig * field--node--field-blog-publish-date.html.twig * field--node--blog-post.html.twig * field--field-blog-publish-date.html.twig * field--datetime.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-publish-date field--type-datetime field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'time' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> <time datetime="2022-04-26T12:00:00Z" class="datetime">Tuesday, April 26, 2022</time> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-left"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-main-image--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-main-image.html.twig * field--default--field-blog-main-image--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-main-image.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-main-image--blog-post.html.twig * field--node--field-blog-main-image.html.twig * field--node--blog-post.html.twig * field--field-blog-main-image.html.twig * field--image.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-main-image field--type-image field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image_formatter' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'image' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <img srcset="/sites/default/files/styles/max_325x325/public/2022-04/Branding_Dating_1200x630_01.jpg?itok=oOMgqiyS 325w, /sites/default/files/styles/max_650x650/public/2022-04/Branding_Dating_1200x630_01.jpg?itok=USF98u_B 650w, /sites/default/files/styles/max_1300x1300/public/2022-04/Branding_Dating_1200x630_01.jpg?itok=jtJfNbY2 1200w" sizes="(min-width: 1290px) 1290px, 100vw" src="/sites/default/files/styles/max_325x325/public/2022-04/Branding_Dating_1200x630_01.jpg?itok=oOMgqiyS" alt="Purple image with the words &quot;Confessions of an MKP creative director&quot;" typeof="foaf:Image" /> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--body--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--body.html.twig * field--default--body--blog-post.html.twig * field--default--blog-post.html.twig * field--default--body.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--body--blog-post.html.twig * field--node--body.html.twig * field--node--blog-post.html.twig * field--body.html.twig x field--text-with-summary.html.twig * field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><em>By Jeff Keller, Creative Director</em></p> <p><strong><span><span><span><em><span>“What are you going to wear?” I ask my design partner Nick as soon as </span></em></span></span></span><span><span><span><em><span>I hear about the meeting.</span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“Black,” says Nick. “I always wear black.”</span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“I was thinking about a jacket and tie,” I say nervously. </span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“Too formal. Go with a vest. You’re a vest guy.”</span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“What about pants?”</span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“What about ‘em?”</span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“You wearing them?”</span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“Well,” says Nick, “it’s a Zoom meeting.”</span></em></span></span></span></strong></p> <p><span><span><span><span>#     #     #</span></span></span></span></p> <p><span><span><span><span>At MKP, brand meetings with a client are some of the most intriguing, most anticipated meetings on our calendar. Whether it’s a brand introduction from a new client or a brand update from an existing one, these meetings are <em>different</em>. The agendas are more open-ended, the focus more aspirational. We spend our time talking about <em>feelings</em> and <em>moods</em> instead of the usual bottom-line topics. Strange to say, it brings back all kinds of memories from my youthful dating days, with agency and client filling the roles of two very earnest but awkward teens trying to find ways to connect with each other. So, I thought it would be fun to dust off a few of the old dating rules I learned through painful trial and error over the years, to demonstrate some of the odd similarities the two experiences share.</span></span></span></span></p> <p><span><span><span><strong><em>Rule #1: Don’t talk about yourself too much.</em></strong></span></span></span></p> <p><span><span><span><span>Nothing’s worse than being on a date with someone who drones on about himself – or an agency that spends more time talking than listening. At MKP, we always bring the focus back to <em>your</em> company’s brand – where it’s been, where it’s heading, what you love about it and what you want to change.  An agency that spends too much time talking about past clients is like a date who’s fixated on past relationships. Get over it! Focus on the relationship you’re beginning. This is the one that’s important.</span></span></span></span></p> <p><span><span><span><span><strong><em>Rule #2: Establish your do’s and don’ts.</em></strong></span></span></span></span></p> <p><span><span><span><span>Do you like sushi or not? Scary movies or not? Roller coasters or not? In relationships, answers to certain questions tend to be black and white. Same for most corporate brands. Some are pro-tagline, others avoid them like the plague.  Some love warm, people-focused photography, others demand abstractions, or icons, or no photography at all. One of our most important tasks in exploring brand is to make sure we understand which boundaries are flexible and which aren’t, so we don’t get slapped in the face at the end of a bruising roller coaster ride, metaphorically speaking.</span></span></span></span></p> <p><span><span><span><strong><em><span>Rule #3: Be ready for the good times and the bad.</span></em></strong></span></span></span></p> <p><span><span><span><span>When your dinner reservation gets lost or the beach weather turns stormy, how do the two of you react? Sometimes you learn more about each other when something goes wrong than when everything goes right. The same is true of brands. As merger/change communications specialists, we frequently need to convey the kinds of messages not everyone wants to hear. And a brand expression that stands up for impacted customers, in word and in deed, is one of the hallmarks of a brand standard that been clearly thought out and articulated for all audiences. We’ll make sure it’s part of your brand agenda if it isn’t there already. </span></span></span></span></p> <p><span><span><span><strong><em><span>Rule #4: Find a way to grow together.</span></em></strong></span></span></span></p> <p><span><span><span><span>In good relationships, both people grow to become better than they were separately. Same with your company and your agency. For many clients, the brand is a fully defined, static sets of standards and guidelines, and we’re there to learn the rules. But every agency has something to add, particularly in graphic domains like direct mail, where graphic guidelines are frequently less fully defined than they are in other forms of print. If you can go into your brand meeting with the attitude that both participants have something unique to add, it opens the door to fresh perspectives -- and through this creative give-and-take process, you’ll find that your brand could benefit considerably.</span></span></span></span></p> <p><span><span><span><em><span>#     #     #</span></em></span></span></span></p> <p><strong><span><span><span><em><span>“So Nick, what did you think of the meeting? This could work! </span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span> I really think this could work!”</span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“It was just one meeting,” says Nick. “Don’t go head over heels again, OK? </span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“Let’s see if they call us back.”</span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“Well, you know where I’ll be…”</span></em></span></span></span></strong></p> <p><strong><span><span><span><em><span>“I know, I know, waiting for the phone to ring!”</span></em></span></span></span></strong></p> <p><em>MKP communications inc. is a New York City-based communications company specializing in financial services marketing and merger/change communication.</em></p></div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> </div> <div class="group-right"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-category--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-category.html.twig * field--default--field-blog-category--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-category.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-category--blog-post.html.twig * field--node--field-blog-category.html.twig * field--node--blog-post.html.twig * field--field-blog-category.html.twig * field--entity-reference.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-category field--type-entity-reference field--label-above"> <div class="field__label">Blog Category</div> <div class='field__items'> <div class="field__item"><a href="/taxonomy/term/26" hreflang="en">fun</a></div> <div class="field__item"><a href="/taxonomy/term/33" hreflang="en">creativity</a></div> <div class="field__item"><a href="/taxonomy/term/27" hreflang="en">marketing</a></div> <div class="field__item"><a href="/taxonomy/term/22" hreflang="en">brand</a></div> <div class="field__item"><a href="/taxonomy/term/50" hreflang="en">world of work</a></div> </div> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-footer"> </div> </div> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> Tue, 26 Apr 2022 17:47:37 +0000 max 234 at https://mkpteam.com Bank Merger Communications: Getting to “Approved,” Piece by Piece https://mkpteam.com/blog/bank-merger-communications-getting-approved-piece-piece <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_entity_view' --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_2col_stacked' --> <!-- FILE NAME SUGGESTIONS: * ds-2col-stacked--node--176.html.twig * ds-2col-stacked--node-blog-post-rss.html.twig * ds-2col-stacked--node-blog-post.html.twig * ds-2col-stacked--node-rss.html.twig * ds-2col-stacked--node.html.twig x ds-2col-stacked.html.twig x ds-2col-stacked.html.twig --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <div data-history-node-id="176" class="node node--type-blog-post node--view-mode-rss ds-2col-stacked clearfix"> <div class="group-header"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'links__node' --> <!-- FILE NAME SUGGESTIONS: * links--node.html.twig x links--inline.html.twig * links--node.html.twig * links.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-display-title--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-display-title.html.twig * field--default--field-display-title--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-display-title.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-display-title--blog-post.html.twig * field--node--field-display-title.html.twig * field--node--blog-post.html.twig * field--field-display-title.html.twig * field--string.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-display-title field--type-string field--label-hidden field__item"><h2><a href="/blog/bank-merger-communications-getting-approved-piece-piece" hreflang="en">Bank Merger Communications: Getting to “Approved,” Piece by Piece</a></h2> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-publish-date--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-publish-date.html.twig * field--default--field-blog-publish-date--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-publish-date.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-publish-date--blog-post.html.twig * field--node--field-blog-publish-date.html.twig * field--node--blog-post.html.twig * field--field-blog-publish-date.html.twig * field--datetime.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-publish-date field--type-datetime field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'time' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> <time datetime="2020-08-17T12:00:00Z" class="datetime">Monday, August 17, 2020</time> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-left"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-main-image--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-main-image.html.twig * field--default--field-blog-main-image--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-main-image.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-main-image--blog-post.html.twig * field--node--field-blog-main-image.html.twig * field--node--blog-post.html.twig * field--field-blog-main-image.html.twig * field--image.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-main-image field--type-image field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image_formatter' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'image' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <img srcset="/sites/default/files/styles/max_325x325/public/2020-08/MKP%20Site_Puzzle_0813a.jpg?itok=F95R29vd 325w, /sites/default/files/styles/max_650x650/public/2020-08/MKP%20Site_Puzzle_0813a.jpg?itok=rHZjEreb 650w, /sites/default/files/styles/max_1300x1300/public/2020-08/MKP%20Site_Puzzle_0813a.jpg?itok=hHDmth9S 988w" sizes="(min-width: 1290px) 1290px, 100vw" src="/sites/default/files/styles/max_325x325/public/2020-08/MKP%20Site_Puzzle_0813a.jpg?itok=F95R29vd" alt="Puzzle pieces with text: &quot;Bank merger communications: getting to &#039;approved&#039; piece by piece&quot;" typeof="foaf:Image" /> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--body--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--body.html.twig * field--default--body--blog-post.html.twig * field--default--blog-post.html.twig * field--default--body.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--body--blog-post.html.twig * field--node--body.html.twig * field--node--blog-post.html.twig * field--body.html.twig x field--text-with-summary.html.twig * field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><em>By Laura DeLaCruz, Director of Project Management and Business Development</em></p> <p><span><span><span><span>In a bank merger, customer impacts are not fully understood at the beginning of a communications project, and business decisions are made (and changed) multiple times throughout the process. So how does one get to a finished product when all the information is not clearly defined?</span></span></span></span></p> <p><span><span><span><span>While the end result is a communications package that clearly explains change information, including an attractive brochure filled with details about the customer’s accounts and services and new opportunities for them, the start-up is often a daunting task. </span></span></span></span></p> <p><span><span><span><span>In situations like these, it’s helpful to compare the project start up to  putting together a 1,000 piece puzzle: You open the box and marvel at the chaos inside—different shapes, colors, and upside down pieces—where do you start?  The answer is “somewhere, anywhere.” </span></span></span></span></p> <p><span><span><span><span>With a puzzle, it helps to break the job down into manageable chunks:</span></span></span></span></p> <ol> <li><span><span><span><span>Remove all the edge pieces from the box and shut the box—for now let’s just focus on the outline.</span></span></span></span></li> <li><span><span><span><span>Carefully piece together the border—try a trial-and-error approach until you find the right fit.</span></span></span></span></li> <li><span><span><span><span>Once the border is complete, go back to the cover image and find a section you want to work on—maybe choose a section that is easily identifiable by color—and then find and remove those pieces from the box. Then close the box again. </span></span></span></span></li> <li><span><span><span><span>Work little by little on sections, while keeping an eye on the box cover to monitor your overall progress.</span></span></span></span></li> <li><span><span><span><span>Eventually, you’ll find you’re gaining some momentum. You’ll begin to be able to spot pieces in the box and know exactly where they belong.</span></span></span></span></li> <li><span><span><span><span>Before you know it, the puzzle is done!</span></span></span></span></li> </ol> <p><span><span><span><span>Following this analogy for complex change communications projects:</span></span></span></span></p> <ul> <li><span><span><span><span>Create an outline of topics that need to be covered</span></span></span></span> <ul> <li><span><span><span><span>What, exactly, are the impacts to the client?</span></span></span></span></li> <li><span><span><span><span>Will there be a temporary interruption in services?</span></span></span></span></li> <li><span><span><span><span>What actions does the client need to take?</span></span></span></span></li> <li><span><span><span><span>How are different audiences impacted differently?</span></span></span></span></li> </ul> </li> <li><span><span><span><span>Fill in what you know</span></span></span></span> <ul> <li><span><span><span><span>If details are not provided or unavailable, count on MKP’s deep experience to fill the gaps.</span></span></span></span></li> <li><span><span><span><span>Put a stake in the ground! Rely on a previous project with similar customer impacts.</span></span></span></span></li> </ul> </li> <li><span><span><span><span>Keep track of all loose ends</span></span></span></span> <ul> <li><span><span><span><span>Mark copy that needs to be provided or confirmed in a different color until it can be verified</span></span></span></span></li> <li><span><span><span><span>Encourage conversations among colleagues and different business lines to home in on the open issues</span></span></span></span></li> </ul> </li> <li><span><span><span><span>Chip away a little at time</span></span></span></span> <ul> <li><span><span><span><span>Use each subsequent round of review as an opportunity to fill in the blanks, confirm facts, and fully flesh out the information</span></span></span></span></li> <li><span><span><span><span>Just keep writing and editing until you have the final approval!</span></span></span></span></li> </ul> </li> </ul> <p><span><span><span><span>So, trust the process. It’s not always easy, but if you go into the assignment knowing that the first draft may be incomplete, you’ll be better equipped to deal with the uncertainty along the way. And, when you put that final piece in place and deliver the final product, you can feel proud and confident that you have created a work of art, one that answers questions, guides customers to a perfect understanding, and sets their expectations to embrace the changes that await them.</span></span></span></span></p> <p><em>MKP communications inc. is a New York City-based communications company that delivers spot-on strategy, smart, fresh creative, and flawless execution, exclusively for financial services clients.</em></p></div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> </div> <div class="group-right"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-category--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-category.html.twig * field--default--field-blog-category--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-category.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-category--blog-post.html.twig * field--node--field-blog-category.html.twig * field--node--blog-post.html.twig * field--field-blog-category.html.twig * field--entity-reference.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-category field--type-entity-reference field--label-above"> <div class="field__label">Blog Category</div> <div class='field__items'> <div class="field__item"><a href="/taxonomy/term/38" hreflang="en">merger communications</a></div> <div class="field__item"><a href="/taxonomy/term/33" hreflang="en">creativity</a></div> <div class="field__item"><a href="/taxonomy/term/42" hreflang="en">content development</a></div> </div> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-footer"> </div> </div> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> Mon, 17 Aug 2020 19:13:13 +0000 max 176 at https://mkpteam.com What is Creativity?: Generating ideas https://mkpteam.com/blog/what-creativity-generating-ideas <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_entity_view' --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_2col_stacked' --> <!-- FILE NAME SUGGESTIONS: * ds-2col-stacked--node--170.html.twig * ds-2col-stacked--node-blog-post-rss.html.twig * ds-2col-stacked--node-blog-post.html.twig * ds-2col-stacked--node-rss.html.twig * ds-2col-stacked--node.html.twig x ds-2col-stacked.html.twig x ds-2col-stacked.html.twig --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <div data-history-node-id="170" class="node node--type-blog-post node--view-mode-rss ds-2col-stacked clearfix"> <div class="group-header"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'links__node' --> <!-- FILE NAME SUGGESTIONS: * links--node.html.twig x links--inline.html.twig * links--node.html.twig * links.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-display-title--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-display-title.html.twig * field--default--field-display-title--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-display-title.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-display-title--blog-post.html.twig * field--node--field-display-title.html.twig * field--node--blog-post.html.twig * field--field-display-title.html.twig * field--string.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-display-title field--type-string field--label-hidden field__item"><h2><a href="/blog/what-creativity-generating-ideas" hreflang="en">What is Creativity?: Generating ideas</a></h2> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-publish-date--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-publish-date.html.twig * field--default--field-blog-publish-date--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-publish-date.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-publish-date--blog-post.html.twig * field--node--field-blog-publish-date.html.twig * field--node--blog-post.html.twig * field--field-blog-publish-date.html.twig * field--datetime.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-publish-date field--type-datetime field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'time' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> <time datetime="2020-05-05T12:00:00Z" class="datetime">Tuesday, May 5, 2020</time> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-left"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-main-image--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-main-image.html.twig * field--default--field-blog-main-image--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-main-image.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-main-image--blog-post.html.twig * field--node--field-blog-main-image.html.twig * field--node--blog-post.html.twig * field--field-blog-main-image.html.twig * field--image.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-main-image field--type-image field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image_formatter' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'image' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <img srcset="/sites/default/files/styles/max_325x325/public/2020-05/Creativity_Banner_0505.png?itok=MhyQYJf8 325w, /sites/default/files/styles/max_650x650/public/2020-05/Creativity_Banner_0505.png?itok=7dTiqrzb 650w, /sites/default/files/styles/max_1300x1300/public/2020-05/Creativity_Banner_0505.png?itok=brriJMCW 988w" sizes="(min-width: 1290px) 1290px, 100vw" src="/sites/default/files/styles/max_325x325/public/2020-05/Creativity_Banner_0505.png?itok=MhyQYJf8" alt="Grey box with the word &quot;creativity&quot; in four different fonts" typeof="foaf:Image" /> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--body--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--body.html.twig * field--default--body--blog-post.html.twig * field--default--blog-post.html.twig * field--default--body.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--body--blog-post.html.twig * field--node--body.html.twig * field--node--blog-post.html.twig * field--body.html.twig x field--text-with-summary.html.twig * field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><span><span><span><span><span>It’s a funny thing being a creative marketing and communications agency: our clients hire us for our ideas. As fun as it is to be creative, it can be a lot of pressure to know that the bills only get paid when the ideas are good. After all, creativity flows most freely when the livin’ is easy! So, how do we keep the creative juices flowing despite the challenge of having to be creative on demand?</span></span></span></span></span></p> <p><span><span><span><span><span>First and foremost, we have </span></span></span><a href="https://mkpteam.com/blog/brainstorming-great-creative-mkps-secret-sauce"><span><span>a proven formula for successful brainstorming</span></span></a><span><span><span>. By carefully following our proprietary techniques and guidelines, we’ve been able to produce creative ideas even when we’re “under the gun.”</span></span></span></span></span></p> <p><span><span><span><span><span>But generating creative ideas starts well before a brainstorming session and it continues well after. True and sustained creativity is a question of culture and a collective state of mind. And no, it cannot just be “turned on.”</span></span></span></span></span><span><span> </span></span></p> <p><span><span><span><span><span>At MKP, we take great pride in being an open-minded team and having fun. And we actually enjoy working together! In between tasks related to our serious work, our Employee Engagement group hosts stimulating activities like Show and Tell, Surprise of the Month, Team Lunches, and Whiskey Wednesdays tastings after business hours. A relaxed environment where employees can be themselves means that when it comes time to work—and more importantly—to think, we all feel comfortable, charged, and ready to innovate.</span></span></span></span></span></p> <p><span><span><span><span><span>Fostering creativity is also a function of confidence, experience, and know-how. For 25 years, we’ve been honing our abilities within our sweet spot of financial services marketing and communications. We know what works, and what doesn’t, and we have a visceral understanding of what resonates with customers and what they need to know. We bring a track record of achievement with us to the table every time we take on a new project. It provides the fuel we need to continue to formulate ideas and discover new possibilities.</span></span></span></span></span></p> <p><span><span><span><span><span>Another requisite element when it comes to building a culture of creativity is curiosity. Finding ways to instill in your employees a love of learning and a desire for professional development and growth can be challenging, but it is imperative to creating a lasting culture of collaborative, creative thinking. When colleagues have opportunities to pursue their work-related passions and healthy ways to challenge one another and share knowledge, the results can be astounding—and not only in terms of building a creative culture, but also for your bottom line. If you’re in a creative business like ours, yes, ideas themselves are valuable, but so is employee longevity: whatever industry you’re in, happy employees don’t jump ship.</span></span></span></span></span></p> <p><span><span><span><span><span>Lastly, creativity is risky business! It’s nearly impossible for a team that dwells exclusively in its “safe zone” to emerge with original ideas. Ask “what if…,” push the envelope, and consciously try something you’ve never tried before. Not all your ideas will be winners, but, sometimes, with great risks come great rewards.</span></span></span></span></span></p> <p><span><span><span><span><span>Creativity is squishy and amorphous. It’s hard to define and harder to generate. Still, take a page from our playbook. Brainstorm effectively, have fun, provoke collaboration, engender curiosity, prioritize learning, and take risks! Your team will have creative results to show for it.</span></span></span></span></span></p> <p><em>MKP communications inc. is a New York City-based communications company that delivers spot-on strategy, smart, fresh creative, and flawless execution, exclusively for financial services clients.</em></p></div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> </div> <div class="group-right"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-category--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-category.html.twig * field--default--field-blog-category--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-category.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-category--blog-post.html.twig * field--node--field-blog-category.html.twig * field--node--blog-post.html.twig * field--field-blog-category.html.twig * field--entity-reference.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-category field--type-entity-reference field--label-above"> <div class="field__label">Blog Category</div> <div class='field__items'> <div class="field__item"><a href="/taxonomy/term/33" hreflang="en">creativity</a></div> <div class="field__item"><a href="/taxonomy/term/27" hreflang="en">marketing</a></div> <div class="field__item"><a href="/taxonomy/term/32" hreflang="en">innovation</a></div> <div class="field__item"><a href="/taxonomy/term/26" hreflang="en">fun</a></div> <div class="field__item"><a href="/taxonomy/term/30" hreflang="en">team building</a></div> <div class="field__item"><a href="/taxonomy/term/29" hreflang="en">employee engagement</a></div> <div class="field__item"><a href="/taxonomy/term/39" hreflang="en">customer communications</a></div> </div> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-footer"> </div> </div> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> Tue, 05 May 2020 17:03:18 +0000 max 170 at https://mkpteam.com The Blog on Blogs https://mkpteam.com/blog/blog-blogs <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_entity_view' --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_2col_stacked' --> <!-- FILE NAME SUGGESTIONS: * ds-2col-stacked--node--168.html.twig * ds-2col-stacked--node-blog-post-rss.html.twig * ds-2col-stacked--node-blog-post.html.twig * ds-2col-stacked--node-rss.html.twig * ds-2col-stacked--node.html.twig x ds-2col-stacked.html.twig x ds-2col-stacked.html.twig --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <div data-history-node-id="168" class="node node--type-blog-post node--view-mode-rss ds-2col-stacked clearfix"> <div class="group-header"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'links__node' --> <!-- FILE NAME SUGGESTIONS: * links--node.html.twig x links--inline.html.twig * links--node.html.twig * links.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-display-title--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-display-title.html.twig * field--default--field-display-title--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-display-title.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-display-title--blog-post.html.twig * field--node--field-display-title.html.twig * field--node--blog-post.html.twig * field--field-display-title.html.twig * field--string.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-display-title field--type-string field--label-hidden field__item"><h2><a href="/blog/blog-blogs" hreflang="en">The Blog on Blogs</a></h2> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-publish-date--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-publish-date.html.twig * field--default--field-blog-publish-date--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-publish-date.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-publish-date--blog-post.html.twig * field--node--field-blog-publish-date.html.twig * field--node--blog-post.html.twig * field--field-blog-publish-date.html.twig * field--datetime.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-publish-date field--type-datetime field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'time' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> <time datetime="2020-04-07T12:00:00Z" class="datetime">Tuesday, April 7, 2020</time> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-left"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-main-image--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-main-image.html.twig * field--default--field-blog-main-image--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-main-image.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-main-image--blog-post.html.twig * field--node--field-blog-main-image.html.twig * field--node--blog-post.html.twig * field--field-blog-main-image.html.twig * field--image.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-main-image field--type-image field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image_formatter' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'image' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <img srcset="/sites/default/files/styles/max_325x325/public/2020-04/MKP%20Site_BLOG_B.jpg?itok=udD8xWq- 325w, /sites/default/files/styles/max_650x650/public/2020-04/MKP%20Site_BLOG_B.jpg?itok=w-D-0tNg 650w, /sites/default/files/styles/max_1300x1300/public/2020-04/MKP%20Site_BLOG_B.jpg?itok=C8EIN45W 988w" sizes="(min-width: 1290px) 1290px, 100vw" src="/sites/default/files/styles/max_325x325/public/2020-04/MKP%20Site_BLOG_B.jpg?itok=udD8xWq-" alt="Rooster with chat bubble that says &quot;blog&quot; talking to other rooster" typeof="foaf:Image" /> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--body--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--body.html.twig * field--default--body--blog-post.html.twig * field--default--blog-post.html.twig * field--default--body.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--body--blog-post.html.twig * field--node--body.html.twig * field--node--blog-post.html.twig * field--body.html.twig x field--text-with-summary.html.twig * field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><span><span><span><span>Occasionally, our clients will ask for our take on blogging, and whether it’s worth the investment of time (or money, if they have to pay a copywriter). Our answer is an emphatic YES! Here are the top three reasons why blogging is worth the effort:</span></span></span></span></p> <ol> <li><span><span><span><span>Blogging can help you <strong>build your brand</strong></span></span></span></span></li> <li><span><span><span><span>It will improve your <strong>search engine optimization (SEO)</strong></span></span></span></span></li> <li><span><span><span><span>It’s an opportunity to selectively <strong>target your audiences</strong> and <strong>have a conversation</strong> with them  </span></span></span></span></li> </ol> <p><span><span><em><span><span>Build Your Brand</span></span></em></span></span></p> <p><span><span><span><span>Like it or not, banking products are parity products. That is to say, the bank accounts at your bank are, more than likely, functionally equivalent to your competitors’ accounts. Sure you might have a flashy name, some interesting features, or a valuable incentive or bonus, but, given the nature of banking products, it can be hard to stand out from the crowd.</span></span></span></span></p> <p><span><span><span><span>Enter: your blog. Look at it as a dedicated space for your marketing team to develop and refine your unique voice. If a key hallmark of your brand is empowering financial independence, then why not launch a blog series on just that topic? You can even invite different members of your team or outside experts to contribute to building a diversity of opinions.</span></span></span></span></p> <p><span><span><span><span>What’s more, align your blogging with your marketing objectives and campaigns. For instance, if you’re launching a campaign promoting your home loans, be sure to build in a blog (or several) related to the campaign. </span></span></span></span></p> <p><span><span><em><span><span>Increase Your SEO</span></span></em></span></span></p> <p><span><span><span><span>It’s no secret that blogs go a long way towards increasing your SEO. This is especially true when you blog frequently enough to keep your blog up to date. Fresh content is key to beating out the competition in terms of organic search.</span></span></span></span></p> <p><span><span><span><span>A few basic ground rules: categorize your blogs by topic and be sure to weave in plenty of keywords that you want associated with your brand. Additionally, don’t forget to include a healthy portion of internal links (i.e. links within your blog that link to other pages on your website). An added “plus” of having an informative and useful blog is that others may link to your website. Robust linking is one thing that Google, in particular, looks at when ranking websites.</span></span></span></span></p> <p><span><span><span><span>Lastly, interactive, engaging, and longform blogs are proven to increase visitors’ time on page, which, in turn, increases SEO scoring. So, don’t hesitate to include videos, images, infographics and really do a deep-dive (according to </span></span><a href="https://backlinko.com/search-engine-ranking"><span><span>one study</span></span></a><span><span>, the average word count of a Google first page result is 1,890 words. Yet </span></span><a href="https://databox.com/improve-average-time-on-page"><span><span>another</span></span></a><span><span> claims that blogs with greater than three visuals yields three times the average time on page).</span></span></span></span></p> <p><span><span><em><span><span>Target Audiences and Have a Conversation</span></span></em></span></span></p> <p><span><span><span><span>Speaking of “deep dives,” another excellent opportunity that blogging presents is the chance to really segment your content by target audience. Perhaps even within the realm of consumer banking, you have several different “personas” you’re targeting: say, a college-educated millennial audience and a recently retired baby boomer audience. Your blog is the ideal place to provide a unique perspective to both audiences and to start a conversation with current and prospective customers. The simple act of writing the blogs, categorizing them by topic, and lacing them with keywords will provide visitors the means to self-select the content that appeals to them. Moreover, elsewhere on your website, like on related product pages. you can cross-link or tout your blog content. Having thought-provoking, educational, or supportive material deepens your credibility and can shorten the sales cycle.</span></span></span></span></p> <p><span><span><span><span>Even if opening up commenting directly on your blog is not an option, you can always share your content on social media. Inviting your customers and followers into a conversation and engaging with them directly is a tried and true way of strengthening customer relationships and building trust.</span></span></span></span></p> <p><span><span><span><span>So, what are you waiting for? Ready, set, blog!</span></span></span></span></p> <p><em>MKP communications inc. is a New York City-based communications company that delivers spot-on strategy, smart, fresh creative, and flawless execution, exclusively for financial services clients.</em></p></div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> </div> <div class="group-right"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-category--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-category.html.twig * field--default--field-blog-category--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-category.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-category--blog-post.html.twig * field--node--field-blog-category.html.twig * field--node--blog-post.html.twig * field--field-blog-category.html.twig * field--entity-reference.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-category field--type-entity-reference field--label-above"> <div class="field__label">Blog Category</div> <div class='field__items'> <div class="field__item"><a href="/taxonomy/term/22" hreflang="en">brand</a></div> <div class="field__item"><a href="/taxonomy/term/27" hreflang="en">marketing</a></div> <div class="field__item"><a href="/taxonomy/term/37" hreflang="en">digital transformation</a></div> <div class="field__item"><a href="/taxonomy/term/36" hreflang="en">banking industry</a></div> <div class="field__item"><a href="/taxonomy/term/33" hreflang="en">creativity</a></div> </div> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-footer"> </div> </div> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> Tue, 07 Apr 2020 15:06:21 +0000 max 168 at https://mkpteam.com Creativity: it’s more than copy and design! https://mkpteam.com/blog/creativity-its-more-copy-and-design <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_entity_view' --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_2col_stacked' --> <!-- FILE NAME SUGGESTIONS: * ds-2col-stacked--node--166.html.twig * ds-2col-stacked--node-blog-post-rss.html.twig * ds-2col-stacked--node-blog-post.html.twig * ds-2col-stacked--node-rss.html.twig * ds-2col-stacked--node.html.twig x ds-2col-stacked.html.twig x ds-2col-stacked.html.twig --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <div data-history-node-id="166" class="node node--type-blog-post node--view-mode-rss ds-2col-stacked clearfix"> <div class="group-header"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'links__node' --> <!-- FILE NAME SUGGESTIONS: * links--node.html.twig x links--inline.html.twig * links--node.html.twig * links.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-display-title--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-display-title.html.twig * field--default--field-display-title--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-display-title.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-display-title--blog-post.html.twig * field--node--field-display-title.html.twig * field--node--blog-post.html.twig * field--field-display-title.html.twig * field--string.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-display-title field--type-string field--label-hidden field__item"><h2><a href="/blog/creativity-its-more-copy-and-design" hreflang="en">Creativity: it’s more than copy and design!</a></h2> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-publish-date--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-publish-date.html.twig * field--default--field-blog-publish-date--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-publish-date.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-publish-date--blog-post.html.twig * field--node--field-blog-publish-date.html.twig * field--node--blog-post.html.twig * field--field-blog-publish-date.html.twig * field--datetime.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-publish-date field--type-datetime field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'time' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> <time datetime="2020-03-18T12:00:00Z" class="datetime">Wednesday, March 18, 2020</time> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-left"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-main-image--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-main-image.html.twig * field--default--field-blog-main-image--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-main-image.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-main-image--blog-post.html.twig * field--node--field-blog-main-image.html.twig * field--node--blog-post.html.twig * field--field-blog-main-image.html.twig * field--image.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-main-image field--type-image field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image_formatter' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'image' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <img srcset="/sites/default/files/styles/max_325x325/public/2020-03/creativity1.jpg?itok=lSkWajgI 325w, /sites/default/files/styles/max_650x650/public/2020-03/creativity1.jpg?itok=h2oJ_467 650w, /sites/default/files/styles/max_1300x1300/public/2020-03/creativity1.jpg?itok=nPOVCAf5 1300w, /sites/default/files/styles/max_2600x2600/public/2020-03/creativity1.jpg?itok=PARVn5qJ 2023w" sizes="(min-width: 1290px) 1290px, 100vw" src="/sites/default/files/styles/max_325x325/public/2020-03/creativity1.jpg?itok=lSkWajgI" alt="Person with blue head and brain with letter R on it overlapping person with read head and brain with letter L on it" typeof="foaf:Image" /> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--body--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--body.html.twig * field--default--body--blog-post.html.twig * field--default--blog-post.html.twig * field--default--body.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--body--blog-post.html.twig * field--node--body.html.twig * field--node--blog-post.html.twig * field--body.html.twig x field--text-with-summary.html.twig * field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><em>By Pamela Reich, Director of Communications Strategy</em></p> <p><span><span><span>At MKP, perhaps the most obvious manifestation of our creativity as a marketing communications company is our end product, whether it’s a letter, brochure, banner, ad or campaign. Yes, we pride ourselves on the ability of our writers and designers to develop creative that is strategically on target, brand sensitive and impactful. Taking a deeper look, however, we find that creativity guides and inspires everything we do. </span></span></span></p> <p><span><span><strong><span>Generating ideas</span></strong></span></span></p> <p><span><span><span>Whether it’s a client challenge, finding better ways to present our capabilities or engaging our employees with fun activities, every member of the MKP team is valued for the ideas we contribute. Our “no bad ideas” brainstorming approach helps to motivate creativity, as does our open office space, which supports and fosters our culture of collaboration, teamwork and communication. Being open-minded to new ideas helps us all grow. And curiosity is a key to creativity.</span></span></span></p> <p><span><span><strong><span>Resolving issues</span></strong></span></span></p> <p><span><span><span>In our daily work, as in our non-work lives, we are all faced with challenges to overcome, from frustrating delays in getting client feedback and stringent project budget constraints to unexpected pipes bursting at home. Creative problem-solving covers the gamut from serious obstacles to the more mundane, everyday choices we make. There’s always more than one solution, and we need to be creative to identify and make smart choices. Infusing a creative spirit is critical to effective issue resolution.</span></span></span></p> <p><span><span><strong><span>Managing priorities</span></strong></span></span></p> <p><span><span><span>Running a project, like running a household, or even your life, requires smart thinking to establish priorities. Meeting deadlines across multiple projects requires a lot of juggling. And that’s where creativity comes into play. How can we tap into all available resources? Who can we ask for help? How can we streamline our efforts to keep things moving smoothly? Resourcefulness means applying creative thinking to set priorities, and more importantly, to stay on track.  </span></span></span></p> <p><span><span><strong><span>Thinking outside the box </span></strong></span></span></p> <p><span><span><span>Ideas come from unexpected sources, unexpected observations. Sometimes, we must think differently, unconventionally, and from a new perspective. Never should we be constrained by the way we’ve always done it before. Confront obstacles with innovative solutions. This is what inspired, visionary thinking is all about. It’s a creative approach that frees us from artificial boundaries and enhances all we do.</span></span></span></p> <p><span><span><strong><span>In summary</span></strong></span></span></p> <p><span><span><span>Creativity is about more than artistic talent. Life itself requires daily acts of ingenuity and novel workarounds. When you start with keen observations and confidence in your abilities, you can leverage your energy to explore and harness your smart ideas, putting them into action. That’s creativity at its finest.</span></span></span></p> <p><em>MKP communications inc. is a New York City-based communications company that delivers spot-on strategy, smart, fresh creative, and flawless execution, exclusively for financial services clients.</em></p></div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> </div> <div class="group-right"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-category--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-category.html.twig * field--default--field-blog-category--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-category.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-category--blog-post.html.twig * field--node--field-blog-category.html.twig * field--node--blog-post.html.twig * field--field-blog-category.html.twig * field--entity-reference.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-category field--type-entity-reference field--label-above"> <div class="field__label">Blog Category</div> <div class='field__items'> <div class="field__item"><a href="/taxonomy/term/33" hreflang="en">creativity</a></div> <div class="field__item"><a href="/taxonomy/term/26" hreflang="en">fun</a></div> <div class="field__item"><a href="/taxonomy/term/32" hreflang="en">innovation</a></div> <div class="field__item"><a href="/taxonomy/term/27" hreflang="en">marketing</a></div> </div> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-footer"> </div> </div> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> Wed, 18 Mar 2020 17:27:01 +0000 max 166 at https://mkpteam.com Brainstorming Great Creative: MKP’s Secret Sauce https://mkpteam.com/blog/brainstorming-great-creative-mkps-secret-sauce <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_entity_view' --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_2col_stacked' --> <!-- FILE NAME SUGGESTIONS: * ds-2col-stacked--node--164.html.twig * ds-2col-stacked--node-blog-post-rss.html.twig * ds-2col-stacked--node-blog-post.html.twig * ds-2col-stacked--node-rss.html.twig * ds-2col-stacked--node.html.twig x ds-2col-stacked.html.twig x ds-2col-stacked.html.twig --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <div data-history-node-id="164" class="node node--type-blog-post node--view-mode-rss ds-2col-stacked clearfix"> <div class="group-header"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'links__node' --> <!-- FILE NAME SUGGESTIONS: * links--node.html.twig x links--inline.html.twig * links--node.html.twig * links.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-display-title--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-display-title.html.twig * field--default--field-display-title--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-display-title.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-display-title--blog-post.html.twig * field--node--field-display-title.html.twig * field--node--blog-post.html.twig * field--field-display-title.html.twig * field--string.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-display-title field--type-string field--label-hidden field__item"><h2><a href="/blog/brainstorming-great-creative-mkps-secret-sauce" hreflang="en">Brainstorming Great Creative: MKP’s Secret Sauce</a></h2> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-publish-date--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-publish-date.html.twig * field--default--field-blog-publish-date--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-publish-date.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-publish-date--blog-post.html.twig * field--node--field-blog-publish-date.html.twig * field--node--blog-post.html.twig * field--field-blog-publish-date.html.twig * field--datetime.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-publish-date field--type-datetime field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'time' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> <time datetime="2020-03-03T12:00:00Z" class="datetime">Tuesday, March 3, 2020</time> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-left"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-main-image--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-main-image.html.twig * field--default--field-blog-main-image--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-main-image.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-main-image--blog-post.html.twig * field--node--field-blog-main-image.html.twig * field--node--blog-post.html.twig * field--field-blog-main-image.html.twig * field--image.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-main-image field--type-image field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image_formatter' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'responsive_image' --> <!-- BEGIN OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'image' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <img srcset="/sites/default/files/styles/max_325x325/public/2020-03/image001_0.png?itok=Snyi4Jxg 325w, /sites/default/files/styles/max_650x650/public/2020-03/image001_0.png?itok=NI3GT1uT 650w, /sites/default/files/styles/max_1300x1300/public/2020-03/image001_0.png?itok=Y8q7zu6b 988w" sizes="(min-width: 1290px) 1290px, 100vw" src="/sites/default/files/styles/max_325x325/public/2020-03/image001_0.png?itok=Snyi4Jxg" alt="Sillouhette of person&#039;s head with cloud and lightning bolt to indicate brainstorming" typeof="foaf:Image" /> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image.html.twig' --> <!-- END OUTPUT from 'core/modules/responsive_image/templates/responsive-image-formatter.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--body--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--body.html.twig * field--default--body--blog-post.html.twig * field--default--blog-post.html.twig * field--default--body.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--body--blog-post.html.twig * field--node--body.html.twig * field--node--blog-post.html.twig * field--body.html.twig x field--text-with-summary.html.twig * field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><span><span><span><span>Here at MKP, brainstorming is a big part of what we do. And over the years, we’ve developed a few important techniques and guidelines that have helped us tremendously. Try a few of these the next time you gather a group to kick around ideas. We’re confident they’ll help you too, no matter what project your next brainstorming session may be for!</span></span></span></span></p> <p><span><span><span><strong><span>1. Take “No Bad Ideas” to the next level.</span></strong></span></span></span></p> <p><span><span><span><span>I’m sure you’ve heard the familiar old saying at the start of a brainstorming session, “There are no bad ideas here.” That’s a fine sentiment, but in practice it really doesn’t buy you much when a real clunker is suggested, except a bunch of people rolling their eyes and muttering, “No bad ideas, I guess!” </span></span></span></span></p> <p><span><span><span><span>Instead, take a page out of the Improv playbook and try building on promising kernels from all the ideas that are thrown at you. There’s a great training game for improv artists called “Yes, and…” It’s a game where participants are required to build on whatever the last person said, challenging each other to keep building a group-improvised story through a series of unexpected twists and turns. Take the same approach in your brainstorm and look for ways to move ideas forward, no matter how improbable they may seem at first. It will take you down some strange little alleyways sometimes, but that’s where many of the most innovative thoughts are usually hiding!</span></span></span></span></p> <p><span><span><span><strong><span>2. Write down everything</span></strong></span></span></span></p> <p><span><span><span><span>When we brainstorm, our project manager on the assignment usually takes the role of scribe, writing down every idea that’s aired. And we mean <em>everything!</em> We do this for good reason.  I can’t tell you how many times we’ve finished a brainstorming session very excited about our progress, only to review the notes the next morning and scratch our heads, saying, “But what happened to all those GOOD ideas?”  Frequently, it’s because summarized notes didn’t capture what really excited us. Writing down everything often helps to catch the essence of the various notions or feelings that caught our interest. Even more importantly, it gives us more material to try and move forward. And even if you don’t find much of value in all the extra notes you’re reviewing, it usually makes for hilarious reading the next day!</span></span></span></span></p> <p><span><span><span><strong><span>3. Take the blinkers off</span></strong></span></span></span></p> <p><span><span><span><span>As a communications company we often think in terms of headlines and copy flow, but that can be a trap when it comes to brainstorming. Like a horse with blinkers on, we find ourselves plodding down the same narrow roads of “bankspeak.” It’s when we step back and consider other routes that the real breakthroughs happen. What’s the emotional side of our offer? Can we use some kind of a fun analogy to convey the key benefit to customers? Is humor appropriate? Or whimsy? Or unexpected photography?  Or speech balloons? Or doodles and graffiti?  What about <span>talking dogs? </span>When you take your eyes off the immediate goal – in our case, a catchy headline – and start following the tangents instead, that’s when the headlines start falling naturally into place.</span></span></span></span></p> <p><span><span><span><strong><span><span>4. Keep on paddling</span></span></strong></span></span></span></p> <p><span><span><span><span>There’s another old saw about brainstorming: “First idea, best idea.” It ain’t necessarily so!</span></span></span></span></p> <p><span><span><span><span>Instead, think of a brainstorming session like you’re all paddling together down a river. Some parts are quick and exciting, with lots of action, and some parts are slow and meandering. Don’t mistake a meandering patch of your journey for running out of ideas. If everybody falls silent for a while, embrace the silence. When nobody’s talking, that means everybody’s thinking (we hope) -- and that’s a good thing! </span></span></span></span></p> <p><span><span><span><span>Sometimes the best ideas pop up in the final minutes of a brainstorming session, as people are shutting down their laptops and checking their emails. Someone suggests an idea half in jest, someone else pounces on it, and all of a sudden that river current starts building again. So always push forward a little more, beyond what appears to be a natural stopping point. In brainstorming, just like life, you never know what kinds of exciting things are right around the next bend. </span></span></span></span></p> <p><span><span><span><span>We hope this helps. And best of luck on your next brainstorming journey!</span></span></span></span></p> <p><em>MKP communications inc. is a New York City-based communications company that delivers spot-on strategy, smart, fresh creative and flawless execution, exclusively for financial services clients.</em><span><span><span> </span></span></span></p></div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> </div> <div class="group-right"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-category--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-category.html.twig * field--default--field-blog-category--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-category.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-category--blog-post.html.twig * field--node--field-blog-category.html.twig * field--node--blog-post.html.twig * field--field-blog-category.html.twig * field--entity-reference.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-category field--type-entity-reference field--label-above"> <div class="field__label">Blog Category</div> <div class='field__items'> <div class="field__item"><a href="/taxonomy/term/26" hreflang="en">fun</a></div> <div class="field__item"><a href="/taxonomy/term/33" hreflang="en">creativity</a></div> <div class="field__item"><a href="/taxonomy/term/27" hreflang="en">marketing</a></div> </div> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-footer"> </div> </div> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> Mon, 02 Mar 2020 21:53:13 +0000 max 164 at https://mkpteam.com Time to Amp Up Your Branches! https://mkpteam.com/blog/time-amp-your-branches <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_entity_view' --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'ds_2col_stacked' --> <!-- FILE NAME SUGGESTIONS: * ds-2col-stacked--node--163.html.twig * ds-2col-stacked--node-blog-post-rss.html.twig * ds-2col-stacked--node-blog-post.html.twig * ds-2col-stacked--node-rss.html.twig * ds-2col-stacked--node.html.twig x ds-2col-stacked.html.twig x ds-2col-stacked.html.twig --> <!-- BEGIN OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <div data-history-node-id="163" class="node node--type-blog-post node--view-mode-rss ds-2col-stacked clearfix"> <div class="group-header"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'links__node' --> <!-- FILE NAME SUGGESTIONS: * links--node.html.twig x links--inline.html.twig * links--node.html.twig * links.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/navigation/links--inline.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-display-title--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-display-title.html.twig * field--default--field-display-title--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-display-title.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-display-title--blog-post.html.twig * field--node--field-display-title.html.twig * field--node--blog-post.html.twig * field--field-display-title.html.twig * field--string.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-display-title field--type-string field--label-hidden field__item"><h2><a href="/blog/time-amp-your-branches" hreflang="en">Time to Amp Up Your Branches!</a></h2> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-publish-date--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-publish-date.html.twig * field--default--field-blog-publish-date--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-publish-date.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-publish-date--blog-post.html.twig * field--node--field-blog-publish-date.html.twig * field--node--blog-post.html.twig * field--field-blog-publish-date.html.twig * field--datetime.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-publish-date field--type-datetime field--label-hidden field__item"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'time' --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> <time datetime="2020-02-18T12:00:00Z" class="datetime">Tuesday, February 18, 2020</time> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/time.html.twig' --> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-left"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--body--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--body.html.twig * field--default--body--blog-post.html.twig * field--default--blog-post.html.twig * field--default--body.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--body--blog-post.html.twig * field--node--body.html.twig * field--node--blog-post.html.twig * field--body.html.twig x field--text-with-summary.html.twig * field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> <div class="clearfix text-formatted field field--name-body field--type-text-with-summary field--label-hidden field__item"><p><em><span><span>By Laura DeLaCruz, </span></span>Director of Project Management and Business Development</em></p> <p><span><span><span>I began my financial career working in the local branches of a major Boston-based bank, and when I compare those times with the world of branch banking today, one thing becomes crystal-clear – things have changed, big time! Today’s consumers are able to handle more and more of their basic finances remotely, without regular branch visits. So branches have become far less transaction-oriented than they were in my day. And it’s impacting everything from staffing models to the layout of branch interiors and much more.</span></span></span></p> <p><span><span><span>But one thing remains the same: local branches still provide a level of service that consumers simply cannot get through online banking or mobile apps. They allow you to engage customers directly, to build and cement  relationships. They’re your best chance to build loyalty by offering customers and prospects more than what they were expecting when they walk through your doors. </span></span></span></p> <p><span><span><em><span>So isn’t it time your branches started doing something to make visits more interesting and memorable for your customers?  Isn’t it time to amp things up?</span></em></span></span></p> <p><span><span><strong><span>Start with unexpected in-branch creative</span></strong> </span></span></p> <ul> <li><span><span><span><span>Shatter the perception that banking has to be stuffy or monotonous. Use bright colors, humor and bold images to capture people’s attention.</span></span></span></span></li> <li><span><span><span><span>Ensure that your messaging has the same vitality, and infuse your words with the personality and humanity of your brand. </span></span></span></span></li> <li><span><span><span><span>Encourage an emotional response from your target audience. After all, the people you are trying to reach are human beings, so make a connection by speaking to their interests, their needs and who they are as people.</span></span></span></span></li> <li><span><span><span><span>Find ways to be <strong><em>intrusive </em></strong>(in a good way!) both inside and outside the branch. Create stand-up posters and other dimensional displays that demand attention, and then put them in spots where people can’t help but notice them.</span></span></span></span></li> <li><span><span><span><span>Surprise them at the door or at the teller line with an unexpected gift. </span></span></span></span></li> <li><span><span><span><span>Ask yourself this question: at dinner time, will your customers remember visiting your branch today? If not, it’s time to turn up that dial! </span></span></span></span></li> </ul> <p><span><span><strong><span>Involve the staff</span></strong></span></span></p> <p><span><span><span>Adding some pizzazz and excitement at the point of sale energizes not just visitors, but the branch team as well<span>. As a former branch manager, I can tell you that my staff was always looking for opportunities to engage with customers in a way that didn’t feel like they were being too pushy or hard-sell. A great promotion that involves the employees is an easy, organic way to get the ball rolling.</span></span></span></span></p> <ul> <li><span><span><span><span>Create badges or stickers with a few words that invite a conversation. Sometimes all you need is an ice-breaker to make people feel comfortable talking.</span></span></span></span></li> <li><span><span><span><span>Use themed tie-ins to transform the branch into a fun environment: Depending on the creative approach, you can engage employees to:</span></span></span></span> <ul> <li><span><span><span><span>wear team jerseys and baseball caps </span></span></span></span></li> <li><span><span><span><span>wear aprons and chef hats to tie in with food theme </span></span></span></span></li> <li><span><span><span><span>serve foods shown in campaign imagery</span></span></span></span></li> <li><span><span><span><span>hand out “movie star” sunglasses, freshly popped popcorn and theater candy </span></span></span></span></li> </ul> </li> <li><span><span><span><span>Create sweepstakes and giveaways that place the focus on staff interaction to qualify – customers are entered automatically when they have a chat about mortgage financing, or retirement planning, or other major life goals. (Keep in mind that you need to provide a way for people to write-in to enter the drawing.)</span></span></span></span></li> </ul> <p><span><span><strong><span>Tie in the community</span></strong></span></span></p> <p><span><span><span>Adding some excitement to your branch can also serve to build your community roots and promote your brand. Have you got a girls' soccer league that’s raising money for a traveling team?  Support them at your local branch!  Or work with a local animal shelter to connect rescue dogs and cats with loving owners. Support the annual Girl Scout Cookie Drive.  The possibilities are endless!</span></span></span></p> <p><span><span><span>You can also tie in the prizes of your giveaways with local establishments: a dinner for two at a beloved local restaurant or a gift certificate to a local store are prizes that not only entice entrants but help show your support of local merchants.</span></span></span></p> <p><span><span><span>Remember, branches aren’t just for transactions anymore – and that’s a good thing! So find ways to give your visitors a fresh, memorable, exciting experience every time they enter. Make the branch a fun place to stop by, and you’ll be rewarded with more traffic, more sales, more staff involvement… and a more loyal customer base as well.</span></span></span></p> <p><em>MKP communications inc. is a New York City-based communications company that delivers spot-on strategy, smart, fresh creative, and flawless execution, exclusively for financial services clients.</em></p></div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field--text-with-summary.html.twig' --> </div> <div class="group-right"> <!-- THEME DEBUG --> <!-- THEME HOOK: 'field' --> <!-- FILE NAME SUGGESTIONS: * field--default--node--field-blog-category--blog-post.html.twig * field--default--node--blog-post.html.twig * field--default--node--field-blog-category.html.twig * field--default--field-blog-category--blog-post.html.twig * field--default--blog-post.html.twig * field--default--field-blog-category.html.twig * field--default.html.twig * field--theme-ds-field-default.html.twig * field--node--field-blog-category--blog-post.html.twig * field--node--field-blog-category.html.twig * field--node--blog-post.html.twig * field--field-blog-category.html.twig * field--entity-reference.html.twig x field.html.twig --> <!-- BEGIN OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> <div class="field field--name-field-blog-category field--type-entity-reference field--label-above"> <div class="field__label">Blog Category</div> <div class='field__items'> <div class="field__item"><a href="/taxonomy/term/31" hreflang="en">branch banking</a></div> <div class="field__item"><a href="/taxonomy/term/32" hreflang="en">innovation</a></div> <div class="field__item"><a href="/taxonomy/term/33" hreflang="en">creativity</a></div> <div class="field__item"><a href="/taxonomy/term/34" hreflang="en">future of banking</a></div> </div> </div> <!-- END OUTPUT from 'themes/bootstrap_barrio/templates/field/field.html.twig' --> </div> <div class="group-footer"> </div> </div> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-2col-stacked.html.twig' --> <!-- END OUTPUT from 'modules/contrib/ds/templates/ds-entity-view.html.twig' --> Thu, 13 Feb 2020 18:03:08 +0000 max 163 at https://mkpteam.com