Jacksonville University Turns 80 — On Beautiful Paper

jacksonville-university-paperWhen Jacksonville University asked us recently to create a keepsake anniversary brochure, we were excited to take on the project — for more reasons than one.

In this era when printed projects are often disregarded in favor of digital solutions, we continue to believe that printed pieces are still a highly effective solution to achieve certain objectives.

The Jacksonville University project gave us an opportunity to prove that point, and at the same time to demonstrate how we could push the limits of paper, ink and our imagination while staying within budget.

The result: a 28-page book that features a specialty “matchbook” style embossed and foil-stamped cover, three paper changes, five inks and two varnishes. It’s a piece befitting the significance of the milestone and the appreciation the university has for its supporters and graduates.

“We knew we wanted a very special keepsake to commemorate our 80th year,” said Brooks Terry, Senior Director of Integrated Marketing and Communications at Jacksonville University. “We selected BroadBased as a design partner because of their experience in creating specialty pieces like this. They did not disappoint. ”

Tickled by the Bounce

According to KISSmetrics, an average website has a bounce rate of about 40.5%.

We recently heard a CEO ask the company tech guy: “What in the heck is a bounce rate?” This question brings a smile to our face and a tear to our eye, because it shows that the C-suite is looking at website analytics. Really looking.

Bounce rate is a reporting metric used in Web analytics to track the number of single-page visitors to a website. These are the visitors who reach your site directly or through an ad, social media post or other referrer, but then leave without clicking deeper into the site. Either they found what they needed on that first page — or not — and decided to move on without exploring further.

According to this KISSmetrics infographic, an average website has a bounce rate of about 40.5% with self service or FAQ sites scoring the lowest and simple landing pages scoring the highest.

So why should you or your CEO care? Because bounce rate can be a good indicator of how your website and individual pages within the site are performing. A high bounce rate might, for example, be telling you that your landing page content needs work to be more relevant to visitors or to entice them to learn more.

Understanding the mechanics of bounce can also be useful. Visitors bounce off of a site in several ways, including:

  • Clicking on a link that takes them to a different website;
  • Leaving the page by typing in a new Web address;
  • Closing an open window or tab, either mistakenly or on purpose; or
  • Backing out to where they came from by hitting the back button.

The way visitors leave your site is relevant because it might help you design a more effective site. For example, before sending visitors down another rabbit hole via embedded links, make sure that any page on another site opens in a new window.

The fact that bounce seems to be getting more attention in the C-suite is a sign that people beyond marketers and Web designers have a growing appreciation of an effective Web presence. And that’s the kind of bounce we like to see.

First Impressions: The Branding of Rayonier Advanced Materials

Creating a corporate identity is always a big deal, but perhaps never more so than when a company is introducing itself for the first time. As Will Rogers said, “You never get a second chance to make a first impression.”

To make its first impression, Jacksonville-based Rayonier Advanced Materials turned to BroadBased Communications to lead its branding effort. Rayonier (NYSE: RYN) announced in January 2014 that it would create the new business by separating its Performance Fibers division from its Forest Resources and Real Estate businesses.

The project began with the development and approval of a comprehensive creative brief and was followed by an initial round of logo solutions presented in black and white. Color strategy was then pursued for the winning logo selection and brand standards developed. The final brand is currently being applied to corporate papers, sales and marketing materials and signage.

A Fresh Look for Gainesville’s Digestive Disease Associates

When you work in marketing, you gain knowledge about a wide variety of industries. Case in point: developing a new website for Gainesville-based Digestive Disease Associates. The project resulted in a brush-up on physiology for the entire BroadBased staff. From designing to proofing this 100-page website, we all got a chance to satisfy our appetite for anatomy. (Sorry, but we couldn’t resist.)

While at first glance the topic may not seem to lend itself to creativity, the resulting website features custom illustrations by Russ Wilson and an interactive graphic that educates users on conditions for a variety of internal organs. The friendly, inviting presentation of the site helps put visitors at ease as they learn more about a serious subject.

Kudos to DDA for embracing the idea that important topics can be presented with creativity.

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?