Moms Agree: 24/7 Pediatric Care Centers are Great!

Sometimes the best creative ideas come from the most-obvious source — your customers! When brainstorming for a new direct mail campaign for 24/7 Pediatric Care Centers, BroadBased took to the practice’s Facebook page to query moms on just what it is that they love about 24/7 Pediatric.

With locations in Jacksonville and Jacksonville Beach, 24/7 Pediatric is the only practice of it kind in the nation, offering 24-hour care for registered patients.

What we heard sparked the idea for a fun campaign featuring real moms. “I can get a real person on the phone when my child is sick 24/7,” said Hope T. “I’m no longer afraid of late night emergencies,” said Sherena T.

Our favorite answer to why moms love 24/7 Pediatric Care Centers was one that we couldn’t put on a card, but we thought you’d like it as much as we did: “Because my kids always spike a fever, have an asthma attack or can’t stop vomiting between 11 p.m. and 2 a.m. for some reason.” We can’t say that one is coming to a billboard near you, but the rest of the campaign is.

And it’s not just good looking. The campaign performs. The series drew a significant number of new patients with the first mailing.

A BroadBased shout out to Designer Nikki Haywood for the fun creative! Print is not dead.

Girls of Summer

If you stop by the BroadBased office this summer, chances are good that you will meet Kayla Little and Anastasia Mann. Kayla is an intern for the second straight summer and is a 2014 graduate of Paxon School for Advanced Studies. She begins her studies at Florida International University this fall. Kayla will be lending a hand and shadowing in a variety of areas.

Anastasia, a 2013 summer intern, returns as a 2014 graduate of the University of Florida with a Bachelor of Science in business marketing with a minor in retailing. Anastasia is on the hunt for a full-time position in Jacksonville and is working with us part-time on marketing and social media projects.

We love the energy these smart young Broads bring to the office and look forward to introducing you!

Ad Spending Continues Shift to the Net


The Internet is the nation’s second-leading ad medium behind TV, says ZenithOptimedia. And while the share of U.S. ad spending for TV, outdoor and radio has remained relatively consistent since 2012, Internet spending is predicted to continue to eat away at margins for newspapers and magazines. In 2014, ZenithOptimedia expects the Internet to account for nearly one-fourth (24.6%) of U.S. ad spending, while increasing even more — to 30.7% — in 2016.

This comes as no surprise to us at BroadBased, as we have seen a big shift to digital over the past two years. Nearly all of our clients have at least dipped a toe in the digital advertising waters and enjoyed increased lead generation as a result. But there’s a caveat: With SO many online advertising options and providers, finding the right partner for your needs has become a complex challenge. Give BroadBased CEO Jan Hirabayashi a call to talk about your lead-generation goals, and we’ll get you on track to the most effective solution for your business.

Web Traffic Sleuthing Generates More Leads


BroadBased’s tools for visitor identification, lead scoring, automated marketing tasks – and much more – can help your sales team identify and nurture leads that come from your website.

So you’ve got your digital campaign up and running and you’re delivering plenty of new traffic to your website. But are you squeezing full value from your investment? Let’s assume you’ve set up the campaign the right way, with digital advertising driving traffic to a custom landing page where you track campaign results. And maybe you’ve included a conversion tactic to encourage visitors to part with their personal information. But what about the traffic that doesn’t convert on the landing page and continues on to your website anyway? Who are they? BroadBased offers automated marketing solutions that integrate very well in the B2B realm.

When the code is attached to your website, BroadBased’s marketing automation software can often identify the specific company domains of visitors who have shown an interest in your products and services. Once leads are generated, you can handle them in a variety of ways, including converting them to a prospect, adding them to a lead-nurturing campaign, or setting up triggers to auto-generate emails. Broadbased can even set up triggers to notify your sales team of the lead so they can follow up with a good old-fashioned sales call.

To really put your website to work for you and kick lead generation into a higher gear, call BroadBased CEO Jan Hirabayashi to talk about tactics.


The Life of Lead feature shows how prospects got to your website and how often they returned to interact with it. This is an excellent tool for calculating tactic-specific ROI.


The Social Life of Chicken


At BroadBased, digital marketing strategist Despina Pappas provides community management services for the social media pages of several clients, ranging from non-profits to retailers and corporations. But one of the newest Facebook launches that has her hungering for more belongs to Church’s Chicken of Jacksonville. “I get sooooo hungry every time I work on that page,” says Pappas. “People just love chicken. The page had more than 150 likes before we even started promoting it!”

Longtime friends and clients will remember Harrison Hardaway, Jr., the owner of Church’s Chicken of Jacksonville. Harrison was a BroadBased designer from 2000-2009, leaving the company to open one of the busiest franchises in the nation and become a person we affectionately call “the chicken king of North Florida.”

Hardaway, who is opening a second location in 2014, says, “I’m looking to BroadBased to increase foot traffic and caterings. Now that we have the Facebook page off the ground, we’re planning a wide variety of promotions that are easy to use and share on social media.”

Chicken, biscuits, mashed potatoes and mac ‘n cheese. What’s not to “like” about that?

Is Your Website Mobile Friendly, Compatible or Optimized? (And why you should care)


BroadBased offers a series of mobile solutions that won’t break the bank including this site created for . Visit the URL from both your mobile device and desktop/laptop computer to see how the presentation differs.

Many companies — perhaps yours is among them — have invested significant time and resources for a new website in the past five years. And many of those new websites, although up-to-date at the time, were built in HTML (count ours among them) and predated content management systems. So where are we headed with this? Not far, unfortunately. The explosion in mobile device technology in recent years has given smart phone and tablet users the ability to easily browse Web pages on the go. But websites that weren’t built to be displayed on the smaller screens are being left behind on the desktop.

The good news is that the problem is definitely fixable, and we have some affordable solutions we can suggest for you. But first, you’ll need to understand the difference between the terms “mobile compatible” and “mobile optimized.”

Mobile compatible — sometimes called mobile friendly — websites work acceptably well on mobile devices but were designed for desktop users. They were intended to be viewed on a large screen and navigated with a mouse. On a mobile device, they load more slowly and the text is tiny. If you haven’t optimized your website, it’s compatible by default.

A mobile optimized website, on the other hand, is designed to display and perform well on smart phones and tablets. Created for small screens first, it focuses on efficient navigation, often contains fewer features than the full desktop version, and presents more succinct copy. The mobile optimized site doesn’t replace the desktop version, but rather complements the full-featured site.

So how can you provide a mobile component to your desktop website without starting over?

If you understand the importance of having a truly mobile presence but are not ready to build a completely optimized site, BroadBased offers a series of solutions that won’t break the bank. Making the right choice for you requires consideration of your budget, the existing website format, and the amount of content you want to feature on your mobile site. If you would like to discuss what steps can be taken for your website, email Jan Korb Hirabayashi to get the conversation started.

It’s OK to Print (No, really!)


This augmented reality print ad by Audi is the first printed ad with built-in navigation. Viewers are encouraged to download the app and view the ad through it to experience sound and animation.

While technology can add serious complexity to marketing activities (see the news items above and below) it’s nice to know that some things have stayed relatively simple — like putting ink on paper.

OK, it doesn’t have to be just ink on paper. Paper marketing materials can be sexy, too. Graham Riley, marketing director for Jacksonville-based Mac Papers says, “Technology is leaving its digital fingerprints on printed sales and marketing materials with the integration of QR (Quick Response) Codes and Augmented Reality (AR). If you haven’t seen AR yet, it uses the camera sensors on smart phones and tablets to combine reality (think of photos coming to life) with virtual overlays for a more dynamic interactive user experience.” (AR is still in its infancy but give BroadBased a call if you would like to see a sample.) And, interestingly, Ricoh has recently developed Clickable Paper, which enables consumers to receive online content by pointing a smart phone at any printed media.

In spite of what you may have heard about print being dead, that is just not the case. In addition to being an enormous industry, print is also green and drives commerce. Consider:

– Print is one of the largest industries in the world, eclipsing even auto-manufacturing. (

– 85% of consumers sort through and read selected pieces of mail every day. (Mail Print)

– Direct mail brings in 78% of donations for non-profits. (

– 40% of consumers say that they have tried a new business after receiving direct mail. (Mail Print)

– 73% of consumers prefer to receive mail — compared to 18% for email — with new product announcements or offers from companies they do business with. (International Communications Research survey)

– The paper industry plants three times more trees than it cuts. Forestry is the most sustainable of all new energy and materials industries. (

So when planning your 2014 marketing budget, don’t put all your eggs (or budget) in one digital basket. Be sure to round out your integrated marketing strategies with good ol’ dependable and results-generating ink-on-paper.

Google Hummingbird – How the Change Affects You

google_hummingbird-580x334Google recently changed its search algorithm to a version called Hummingbird (a name that’s intended to symbolize precision and speed). If you’re the type of person who monitors your SERPs (search engine results pages) closely, you may have seen some changes in your ranking. Websites that are heavy on content should have fared the best.

Should you be greatly concerned? Probably not. A comprehensive FAQ on Search Engine Land explains Hummingbird in greater detail, but here are a few of the high points:

– “Conversational search” is one of the biggest examples Google cited as the type of new search activity that Hummingbird helps. (Example: “Who’s the most-helpful marketing design company in Jacksonville?”)

– Google says there’s nothing new or different that search engine optimizers or publishers need to do in response to Hummingbird. The importance of high-quality content remains the same.

– The change was made in August but was announced in late September.

– If you think you lost traffic, Google says that could be due to some other part of its algorithm that it is constantly tweaking. There’s no way to know.

Such is the fun of Google and SEO — part art, part science. They don’t reveal all the rules (and they’re constantly changing them anyway) but honest SEO practitioners are trained in proven tactics that deliver solid SERPs. To view a small selection of tactics that can help or hurt your search engine results, view Search Engine Land’s Periodic Table of SEO Success Factors.