« Older Entries
Newer Entries »

Nodak Mutual proves nobody knows a North Dakotan like a North Dakotan

By Kimberly* Wold Janke, November 1, 2011

They’re not just insurance agents; they’re friends and neighbors to residents of North Dakota. Nodak Mutual Insurance is a regionally based company that has been proudly serving the state’s residents for more than 60 years. With a keen understanding of insurance and individual needs in North Dakota, they’re known as ‘agents with answers.’

Objective

Our team at Flint Communications in Fargo set out to help create and build awareness for Nodak Mutual Insurance, targeting both current and potential customers. The goal was to establish their reputation as insurance experts that care about people, the community and individual insurance needs.

Strategy

The key to their strategy centered on the notion that local people deserve to be treated better, suggesting Nodak Mutual understands the way North Dakotans like to be treated, because agents are local and accessible. The strategy was supported by their service-first philosophy and focus on providing competitive rates and quality plans for their customers.

Solution

To set themselves apart from large national insurance companies, Nodak Mutual had to prove they weren’t afraid to talk North Dakotan. Their agents walk the same streets, talk the same way and understand the rhythm and heartbeat of the prairie. Bo might know everything, but Nodak Mutual knows North Dakota. Their agents also know insurance, and especially, what kind of coverage locals need.

The team at Flint Communications produced two brand awareness TV spots with a new concept, “In the know.” This idea was inspired by the Insurance IQ concept and tied in the Nodak Mutual tagline, ‘Agents with Answers.’

This insightful concept was executed by posing fun and compelling questions about the state to agents. No matter how deeply embedded in the state’s fabric the question was, a Nodak Mutual agent always had an answer, and not just any answer, the North Dakotan answer.

Brand Promise

Nodak Mutual Insurance continues to carry their reputation as ‘Agents with Answers.’ Working with customers throughout North Dakota, they not only give answers but also ask the right questions to demonstrate their support and interest in lives of fellow citizens. To find out just how much they know about insurance, visit their website or Facebook page.

Posted in Flint Communications, Flint Direct, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: , , , , ,

Flint’s DMA-certified specialist discusses why direct mail is alive and well in the digital age

By Kaia Watkins, October 28, 2011

[Background: Kaia Watkins is the direct mail specialist for Flint Direct in our Fargo office. She has been a designer at Flint Communications since 2006, specializing in direct marketing creative in 2011. In her new position, Kaia provides strategic and creative planning as well as direct marketing campaign development.

Recently, Kaia earned her certificate as a DMA Certified Marketing Professional (DCMP). The DCMP program certifies that marketing professionals have reached a high level of expertise in the core aspects of direct marketing. The DMA is recognized throughout the marketing community as the definitive source for information about marketing research, regulatory issues and best practices.

To obtain her certificate, Kaia completed a series of online courses and passed a diagnostic test. Congratulations, Kaia, on your impressive achievement!]

Kaia Watkins, Flint Direct

Just a few years ago, direct mail was king.

The stack of snail mail we came home to every day was proof. Then the economy tanked, budgets were cut, and everyone jumped on the digital marketing bandwagon. Many thought this marketing channel would never rebound to what it once was, but today we’re seeing a trend back to the ‘old faithful’ of advertising.

It’s not often that old-school methods are favored over the shiny and new. So why is direct mail working so well in this online world?

  1. Personalization. We know more about our customers today than ever before, and thanks to continued innovation in digital printing, we can talk to each customer on an individual level. Make your customer feel special by adding their name throughout the piece, include a photo of a product they’ve previously purchased, or include a coupon that’s custom-tailored for them.
  2. Multi-Channel Communication. Gone are the days of only having an 800 number or reply card as your response mechanism. Now customers can call, click, like, text, tweet or scan. Your campaign should never end with direct mail. Use the power of offline to continue the conversation online.
  3. Flooded Inboxes, Empty Mailboxes. The shift to online marketing has changed how we read emails. Due to the sheer volume of emails received on a daily basis, we’ve become somewhat desensitized. But when it comes to snail mail, our mailboxes aren’t nearly as full as they used to be. Your customers are more likely to notice one of a handful of direct mail pieces over one of a hundred emails.
  4. Improved Mail Services. Barcodes aren’t just for sorting mail anymore. The Intelligent Mail Barcode (IMB) from USPS allows us to track when mail pieces are entered into the mail stream all the way down to when they are out for final delivery. Armed with this information, marketers can follow the direct mail piece with a strategically timed second message, such as a phone call or email.
  5. The Sense of Touch. The sensation of touching a direct mail piece has more impact than you’d think. It’s easy to dismiss an email or ignore an online ad without really thinking about it. Direct mail is a different story. You have to physically make the effort to pick it up, and then comes decision time: read it or toss it. By then your customer has already scanned at least one side of your mailing—a partial victory in itself! Use the sense of touch to catapult your piece above the rest by using a specialty paper stock or oversized format.

So don’t count it out just yet—give direct mail a try on your next campaign and you may be pleasantly surprised by your results.

Posted in Flint Communications, Flint Direct, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: , , , , , , , , , , , ,

Research leads to successful product launch for BCBSND

By Kimberly* Wold Janke, October 25, 2011

It’s no secret that health insurance can be costly. For young people, or anyone living on a tight budget, this can be a challenge. Foregoing health insurance is a scary option, leaving the uninsured left to wonder how they’d financially cope with a medical catastrophe.

Because of this very real problem that young, healthy, uninsured North Dakotans are facing, Blue Cross Blue Shield of North Dakota responded by developing an inexpensive health insurance plan: AffordaBlue.

What the research showed

Through in-depth focus groups of males and females ages 26-39, Flint Communications discovered consumers’ reasons for not purchasing health insurance.

Research showed cost was the primary reason for focus group participants not having health insurance.

The research also revealed low awareness of the lower cost options available but seldom purchased.

How research influenced communication strategy

Blue Cross Blue Shield of North Dakota took this research into consideration and responded to our target audience of 18- to 29-year-olds. The simple-yet-direct message:

BCBSND AffordaBlue Ad

To reach this demographic, BCBSND used a two-pronged marketing communications approach, including a mobile text campaign and online promotion.

For the mobile text campaign, traditional media including newspaper print ads, radio spots, signage at the Fargodome and shopping malls, and bus wraps encouraged potential customers to send a text to get a quote. After sending a text, they received a reply directing them to a mobile landing page, which asked them to fill in their information to get a quote or contact an agent. Prospects’ email addresses were also collected at this time.

AffordaBlue Bus Wrap

For the online promotion, banner ads geotargeting North Dakotans and a Google AdWord campaign drove prospective customers to get a quote on the AffordaBlue product page.

Did it work?

Yes! The marketing communications tactics worked exceptionally well. Our key metrics greatly outperformed industry averages:

Key Metrics

Research often leads to the truth, which leads to smarter communications strategies, which leads to successful campaigns. Would you agree or disagree with this causal pattern? How has research helped your marketing efforts succeed?

For the online promotion, banner ads geotargeting North Dakotans and a Google AdWord campaign drove prospective customers to get a quote on the AffordaBlue product page.

Did it work?

Yes! The marketing communications tactics worked exceptionally well. Our key metrics greatly outperformed industry averages. [a1]

[a1]Do we want to provide more insight into the specific results? Or leave it vague, so we don’t give away too much to competitors, etc. Please do include key metrics.

Posted in Flint Communications, Flint Direct, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: , , , , , , , , , ,

HatlingFlint art director paints and sells chalkboard horses on Etsy

By Angie Laxdal, October 21, 2011

Josh Hoffman is art director in our HatlingFlint office in St. Cloud.

He also paints and sells chalkboard horse doodle pads on his Etsy shop, Houndstooth Design.

Houndstooth Design - Chalkboard Horse

Josh started collecting model horses at age five. Fast forward 20+ years to a purchase on eBay. He explains, “I got one that was horribly scratched up and didn’t want to give it to the neighbor kid, so I sanded it down to the normal plastic and primed it. A friend mentioned I should paint it with chalkboard paint. I thought it was a dumb idea.”

Sanded model horse
But Josh tried it anyway and realized it was not a dumb idea at all. He bought a handful more horse bodies, painted them and started an Etsy shop to sell them.

“I didn’t have any sales for a couple of weeks and all of a sudden they were all sold.”

Josh quickly found more and has been building his brand since.

Why horses?

Even though he never had horses growing up, Josh admits, “I love everything about horses—the shape, the spirit, the Wild West, the medieval times. Yes, I am a 12-year-old girl.”

Ever since he can remember, Josh has wanted a real horse. These models took the place.

“After I received my first plastic horse for Christmas, I was hooked on the different colors and shapes they came in. That’s when I started collecting them and have since.”

The hunt.

The hunting and gathering process of finding these horses appeals to Josh. After finding the horses on eBay or in thrift shops, he stores all the models in bins until he’s ready to repurpose them. “I’m constantly buying more—I don’t like to see my stock drop. It keeps me busy and gives me that extra spending money.”

Currently, Josh has about 250 horses and other animals that need to be painted before the snow flies.

Houndstooth Design - Chalkboard Horse

Building his brand.

Josh understands branding, and it shows.

He has created a unique product which appeals to a very niche audience. His chalkboard horses have been used in eclectic wedding décor and adored by equestrian fans. Houndstooth Design has even been featured in magazines such as Weddings Unveiled and Equestrian.

A blank slate.

“While I’m painting horses, I can clear my mind and think about anything and everything I want.” Josh often finds himself thinking about design problems at work and coming up with solutions while he paints. He jokes, “I should probably bill clients for these hours.”

Get to know a Flintster: Q + A with Josh

What’s your dream job?
To own a vintage modern shop, with a coffee shop and little bakery inside. I have also wanted to own a dog bakery. And to be the head of visuals for GAP or Anthropologie.

Which job would you not want to have?
That list is a mile long. I don’t want to do anything that makes me uncomfortable and/or dirty. My dad and brother are plumbers. I can tell you I never once even thought about that profession. I also wouldn’t want a job that doesn’t challenge me.

What was your first job?
I worked at a pet store.

What did it teach you?
I learned how to manage customers and daily responsibilities that go with the job. I learned that I never wanted a pet snake, rodent or tarantula. It taught me that I wanted to eventually be my own boss and own my own company. I also learned how to multitask and that gave me a good work ethic. But I think I learned that from my parents.

What is one thing you’d be willing to practice for an hour a day?
Yoga.

What’s the best advice you ever got?
Never give up and life is short.

What sound do you love?
I love a lot of sounds, but the one that I would pick would be the sound of walking over wet leaves in the autumn.

What scent do you love?
Scents really do it for me. I cannot pick just one. Fresh cut grass, firewood, fresh air, a cow or horse barn, the smell of dirt, the forest after a rainfall, the smell of autumn, cookies, all the scents of Christmas, 3M (my mom works there and when she would get home at night, she would tuck me in and I could smell tape on her… I still try to get a whiff of her hair).

Ps. The holidays are coming up! Remember to check out Houndstooth Design on Facebook or Etsy.

Posted in Flint Communications, Flint Direct, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: , , , , , , ,

Changing perspective ramps up Nathaniel’s creativity

By Angie Laxdal, October 14, 2011

“To me, BMX is just another form of art.”

That’s how Nathaniel Navratil, designer and art director in our Fargo office, describes his biggest passion.

Nathaniel on Fargo BMX skate ramp

BMX, or bicycle motocross, refers to “the sport of racing 20-inch bicycles on dirt-bike-style tracks, performing stunts on everyday street obstacles or even specifically designed ramps/skateparks.” (Wikipedia).

“Except for the danger part, it’s no different than dancing or gymnastics in my mind,” explains Nathaniel. “There is a lot of style that goes into how a person rides or does his or her tricks.”

How it all began

Nathaniel grew up jumping curbs. Going fast and trying to get his bike up in the air were always on his mind. Then, in about 1995, his best friend got the movie “RAD” as a birthday gift.

According to Nathaniel, “It’s a super cheesy 80s movie about a kid trying to go pro. To a 12-year-old, it was the coolest thing ever made. I remember watching it in slow motion, pausing it and then running outside to try do what I just saw.”

Ever since, he’s been a BMXer.

Nathaniel riding BMX

As he gets older, Nathaniel’s not as excited about learning the biggest or most difficult tricks. Instead, his favorite moments riding include getting up early on Saturday mornings and heading to the skatepark before anyone is even there. “I’m just cruising around with the whole place to myself, watching the sun come up over the dike.”

Nathaniel tries to ride as often as he can, but realistically, he gets out there two to three times a week. For him, it’s a stress reliever, an escape. It also fits into his active life.

“A year or two ago I kind of had an epiphany of sorts,” says Nathaniel. “Without proper nutrition, you are not going to stay healthy. Even though we are taught that throughout grade school, it fades around the time a person heads off to college and starts getting into that ‘cheap’ food mentality.” BMXing fits right into his health and fitness-focused lifestyle.

How one passion fuels another

An expression of his creativity, riding goes hand-in-hand with designing. “You see the world in a different light. Some might look at a building’s architecture as beautiful or interesting, where I think, ‘I could ride my bike on that wall or do a flip off that sculpture.’” Nathaniel concludes, “Obviously I won’t be able to ride BMX forever, but I hope I can retain a unique perspective of looking at things.”

Get to know a Flintster: Q + A with Nathaniel

What’s your dream job?
Honestly, a stay-at-home dad.

Which job would you not want to have?
Accountant.

How do you spark creativity?
It can come from anywhere, at any time.

What was your first job?
Real tax-paying job, believe it or not, was a lifeguard at the local pool when I was 15. I ate so much candy from concessions it wasn’t even funny. I also gave a whole bunch of old ladies chemical burn on their butts by forgetting to rinse off the toilet cleaner.

What did it teach you?
Being a lifeguard at the local swimming pool sucks.

What is one thing you’d be willing to practice for an hour a day?
Cooking.

Role model?
Too many to list, but a few are C.S. Lewis, Ron Paul and Adam Kokesh.

What’s the best advice you ever got?
Never let money stop you from doing the things you want to do.

What sound do you love?
A crackling fire.

What scent do you love?
Pipe tobacco.

Posted in Flint Communications, Flint Direct, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: , , , , , ,

maurices connects with communities, reaches out to real models

By Jessica Stauber, October 11, 2011

Starting in 1931 as a women’s fashion shop in Duluth, Minn., maurices has grown to nearly 800 stores in 44 states across the country. WestmorelandFlint, our Duluth office, has had the honor of working with this leading small-town fashion store since 2005.

The goal: Earlier this year, maurices wanted to recognize the amazing women and small towns that are at the heart of our country.

The solution: maurices decided to conduct a nationwide search for fresh-faced girls of any age (over 18) and any size (maurices sells clothing in sizes 1-24), who embody what maurices is all about: fashion, fun and giving back. The maurices Main Street Model Search was born.

The model selection process: The contest launched in March, starting with a call for applicants and followed by a public voting period to narrow down the pool to 50. Next, maurices selected 20 and flew those girls to Minneapolis for a casting call. By May, 12 girls were chosen to model maurices clothing for three different seasons: Fall 2011, Holiday 2011 and Spring 2012.

The reward: Starting in June, the maurices team began flying to each of the girls’ hometowns, conducting a full-on photo shoot and presenting a check for $7,500 to each winning model’s charity of choice. These hometown visits will continue through January 2012. The models’ photos are currently being used for large in-store graphics, direct mail, online marketing and on maurices.com. Winners also received $1,500 in maurices clothing and a Flip video camera to capture their path to becoming a maurices model.

In addition, maurices surprised all of the models with an extra modeling opportunity. They all flew to Minneapolis for a special holiday photo shoot!

maurices Holiday Photo Shoot

maurices Holiday Photo Shoot

The gals: Who better to explain the contest than the models themselves? Watch four Main Street Models talk about their experiences, as well as why they chose their charity:

The Flint Group’s involvement: WestmorelandFlint collaborated with the maurices creative team to design and develop the contest site, where all prospective models submitted applications and the voting took place. Our team worked closely with maurices on all phases of the project and managed the media outreach. This truly was a team effort—that is forever changing the lives of the 12 winners.

To learn more about maurices and the Main Street Models, find them on Facebook or YouTube.

Posted in Flint Communications, Flint Direct, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: , , , , , , , , ,

Warner & Company celebrates 100 successful years

By Sarah Olsgaard, October 4, 2011

Growing older is a big deal in business.

As you’ve probably heard, Flint Communications had 65 candles on its birthday cake this year, but client Warner & Company Insurance of Fargo one-upped (or 35-upped?) us by turning 100 this month.

Flint's creative department designed this banner to share Warner & Company's 100 years in business with the community of Fargo.

Flint's creative department designed this banner to share Warner & Company's 100 years in business with the community of Fargo.

Business birthdays in the triple digits call for a grand ‘ole party! And that’s exactly what Warner & Company did on August 10, 2011. In fact, they took it to the streets:

In August, Warner & Company celebrated 100 years in business, complete with food, entertainment and dancing in the middle of Broadway (in front of the company headquarters in downtown Fargo).

In August, Warner & Company celebrated 100 years in business, complete with food, entertainment and dancing in the middle of Broadway (in front of the company headquarters in downtown Fargo).

Working together for the past 20 years, it seemed only natural that Flint helped Warner & Company plan and promote their 100-year milestone. Our team of designers created save-the-dates and invitations, while our media relations professionals helped generate local publicity. You can read more about Warner’s impressive history and promising future in this Forum article, or in the October issue of Prairie Business Magazine.

Sister-brother duo, Denise Magness and Brian Hayer, are carrying on the company's tradition of family ownership.

Sister-brother duo, Denise Magness and Brian Hayer are carrying on the company's tradition of family ownership.

From one old company to another: Congratulations, Warner & Company. We wish you 100 more successful years!

Posted in Flint Communications, Flint Direct, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: , , , , , , , ,

Meet Ericka: ButterCup Factory manager, cupcake dreamer and junior copywriter

By Angie Laxdal, September 30, 2011
Ericka poses with her creative concoction: a butterscotch cupcake with salty caramel frosting.

Ericka poses with her creative concoction: a butterscotch cupcake with salty caramel frosting.

Passionate. Driven. And just plain happy.

All these words describe Ericka Olin, account coordinator and junior copywriter, to a tee. She spends her days in our Duluth office, coordinating accounts and smithing words. But on nights and weekends, Ericka adores baking cupcakes. That’s how she unwinds, keeps her creative juices going and spoils her officemates.

“It’s always been a dream of mine,” explains Ericka, “to open my own cupcake bakeshop.” When Ericka and her husband tied the knot in Colorado last summer, they served gourmet cupcakes at their wedding. The three women who started Happy Cakes Bakeshop in Denver are Ericka’s inspiration. “Because cupcakes do just that—they make people happy!”

Word lover Ericka adoringly refers to her kitchen as “the ButterCup Factory.” There, she’s decided to bake a new kind of epicure cupcake every weekend. And the best part? She’s bringing a new sample to the WestmorelandFlint office every week.

“I’m excited to experiment and see where this adventure takes me,” explains Ericka, “though I’m kind of thinking the whole undertaking may only serve to satisfy my voracious sweet tooth and maybe make me some new friends in the office. But who knows—maybe it’ll take off and I can someday open my very own cupcake store!”

Get to know a Flintster: Q + A with Ericka

What’s your dream job?

Ericka's Dr. Pepper Cherry Chocolate Cupcakes

Ericka's Dr. Pepper Cherry Chocolate Cupcakes

Though not necessarily my career goal, I have always wanted to open up my own cupcake shop where I sell homemade gourmet cupcakes and make people’s days just a bit brighter.

Which job would you not want to have?

I don’t think I would want to work at Target, because I don’t really like wearing red. Also, it would kind of ruin my guilty pleasure of roaming Target on Saturday afternoons.

What was your first job?

I was a nanny for two summers (going into my junior and senior years of high school). Though I don’t even know if you can really call it a “job”—I basically just relived my own childhood and played all day long! I remember one day I really wanted to have a lemonade stand, so I persuaded the kids it would be the most awesome thing they’d ever done. They were so kind to “humor me” with my callow cravings.

What did it teach you?
Nannying taught me that you’re never too old to don your overalls and eat mac ‘n cheese with your fingers—in other words, it’s okay to stay young at heart and even act on your infantile impulses.

What is one thing you’d be willing to practice for an hour a day?

I would absolutely be willing to practice tongue-tying a cherry for a day—it’s a lifelong goal.

What’s the best advice you ever got?

“Eat your broccoli.” –My mother

What sound do you love?

I really like the sound of crickets on a summer evening.

What scent do you love?

VANILLA! Actually I love vanilla anything—smell, taste… I’m sure if vanilla had a texture or sound I’d love that too! My favorite beverage is a 16 oz. nonfat extra hot chai with—of course—vanilla syrup. I absolutely love vanilla tootsie rolls, and my secret Santa at work this past year was amazing and gave me a whole 1 lb. bag (though they didn’t last for long!). Don’t tell anyone, but I always add double the vanilla that a recipe calls for—I honestly don’t think you can really ever have enough vanilla.

Posted in Flint Communications, Flint Direct, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: , , , , , ,

Email marketing: speaking to students directly and personally

By Linda Muus, September 27, 2011

In early 2010, the University of Minnesota, Crookston, approached us. Their goal? To get potential students’ attention by reaching them in new ways.

How do students communicate? Would they want a phone call? Forget it. Fax? No way. How about a letter in the mail? Trash it. How could we break through the clutter?

Email was our solution, but not just any “canned” email. We wanted to make it personalized—custom to their specific career interests and college concerns.

How it worked

We used the Engage email marketing platform to create campaign messages that were highly personalized. Gleaned from online form submissions, email content empathized with each individual’s pre-college excitement and anxiety and encouraged students to visit campus. Simply put, if prospects visit, they apply.

Here's a sample personalized email from a UMC admissions counselor.

Here's a sample personalized email from a UMC admissions counselor.

Beyond the direct, personalized emails, we used landing pages, surveys and a t-shirt incentive as part of the data collection process. Later, communications came from admissions counselors representing prospective students’ geography and current students studying in their field.

Listen as Eric Piela, Flint’s digital marketing specialist, explains the email campaign in full detail:

Here’s the real ROI

For fall 2010, there were 493 new students enrolled at the U of M, Crookston (a 12 percent increase in enrollment from 2009), and 250 of them were influenced by the Engage email marketing campaign—that’s 51 percent!

Teens can be tricky to reach, but we spoke to them in a way they understood and appreciated. How have you adjusted your message or delivery to connect with your target audience?

Posted in Flint Communications, Flint Direct, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: , , , , , , , , ,

« Older Entries
Newer Entries »