BroadBased Communications: Marketing, Public Relations, Graphic Design

BroadBased CEO Jan Korb was one of two keynote speakers for North Florida Chapter of the Association for Corporate Growth (ACG) on June 17. Her presentation, “How Are Your Smartest Competitors Using Technology?” was delivered to approximately 50 members and guests and provided specific examples as to how venture capitalists, business brokers and wealth advisors are using social media to grow their reputations and businesses.

Matt Laffey, chapter president, remarked that the content was perfectly tailored for this audience. “I think the content was the most valuable we’ve delivered this year,” said Laffey.

The North Florida Chapter of the Association for Corporate Growth is in its twelfth year and is the premier association for professionals involved in middle market corporate growth, corporate development, and mergers and acquisitions. ACG brings together North Florida’s top business leaders, providing an opportunity to meet and network, exchange information and opportunities, share strategies for building businesses and attend insightful and relevant programs.

Korb is available to speak on a variety of topics, and the ACG presentation can be viewed on her LinkedIn page.

Posted in BroadBased, Corporate Communications, Public/Media Relations, Social Media Planning

BroadBased Digital to Focus on Web, Application and Social Media Strategies, Implementation

Tonisha Landry-Gaines, Digital Media Strategist

BroadBased Communications, one of Jacksonville, Florida’s leading marketing and public relations firms, has announced it has expanded with the opening of BroadBased Digital. BroadBased Digital develops and implements web, application (app) and social media strategies and tactics.

“We are responding to the market and trends in our industry,” said Jan Korb, BroadBased founder and CEO. “In a truly integrated environment, we are able to offer our clients the most creative, effective and innovative traditional and non-traditional marketing and PR campaigns.”

Tonisha Landry-Gaines has joined the firm to serve as the division’s digital media strategist. Landry-Gaines focuses on digital strategies for mobile application development, website development and social media strategy.

Landry-Gaines has seven years of experience crafting and executing marketing outreach plans for non-profit organizations using events and both traditional and online media as methods of communication. Tonisha also serves as the director of social media for the First Coast Chapter of IABC (International Association of Business Communicators). She is a native of Panama City, Fla., and holds a B.S. in business economics from Florida A&M University and a certificate in instructional design systems.

BroadBased Digital was born out of client and market need for an organized, strategic, research-based approach to website development, social media, online marketing and mobile application development. The division works alongside the marketing and communications experts at BroadBased, including designers, marketers and public relations pros, to complement client campaigns and drive content for digital programs.

Posted in BroadBased, Corporate Communications, Social Media Planning, Web/Interactive Development

Over the years, we’ve seen many of our clients turn away from the elaborate, full-color, magazine-style annual report toward simpler, shorter print treatments. And many companies across the U.S. (as many as 75 to 85 percent by some estimates) have gone on-line with their annual reports, regardless of the size or breadth of their print version.

“What used to be a standard-bearer in the industry — the full-sized, glossy annual report — is no more for many companies,” said BroadBased CEO Jan Korb. “Our clients tell us that cost considerations and the movement toward more environmentally friendly communications have been influences. Many clients, even before this recent recession, had cut back to color ‘wraps’ around their 10-Ks. Although there will always be a need for a print version to some degree, the emphasis is on-line.”

The growing trend is toward more interactive components and “moving parts” in the on-line version of the annual report, Korb explains. “Video, either including the entire report or used to highlight management, products or special initiatives, is a trend that is catching on fast.”

Another feature to consider for your investor relations communications is a searchable, page-flippable, printable and web-linkable product to post to your Web site or corporate blog. These types of documents can easily be referenced from your print, email or on-line communications and greatly enhance your user experience. And they save you printing and mailing costs as well.

Whatever direction you take for your annual report this year, consider incorporating some of the new trends. Email jkorb@bbased.com to talk about non-traditional options.

Posted in Brand Development, BroadBased, Capabilities, Corporate Communications, Web/Interactive Development

A new brochure for client Mac Papers is now available and highlights the benefits of their Mac Papers Envelope Converters (MPEC) division. MPEC delivers cost-saving solutions for customers who need printed envelopes — either standard or custom designed — in bulk quantities. You might not know it, but MPEC, in business since 1967, manufactures and prints up to 15 million envelopes every day!

For information on your own custom envelope program, contact Marketing Director David Bowers at david.bowers@macpapers.com.

Posted in Brand Development, BroadBased, Capabilities, Corporate Communications

BroadBased owner Jan Korb turned up a surprising result when studying the company’s first quarter business mix.

“We have several in-house services that we track including public relations, marketing planning and print and online development,” says Korb. “While it certainly takes more than one quarter for a trend to take shape, we are very surprised to see that development of print materials is well ahead of the volume forecasted. This comes after five years of steady decline in print development. That’s pretty stunning to me.”

What does this mean? Is it an anomaly? Is it a return to simpler times, simpler media? Have clients spent the last several years building an online presence and simply run out of printed collateral?

Where our clients spend their marketing dollars is important to us as we plan staffing and equipment according to our forecasts. It’s essential that we provide the service mix that meets or exceeds our client requirements, so we’re keeping a close eye on where this trend may be going.

Most popular print product developed in the first quarter:

• Handbooks for recruiting and retention of employees
• Corporate magazines
• Capabilities brochures
• Direct mail

The Printers’ Perspective

Jon Cummins, CEO and President at Paramount Performance Marketing, said diversity is definitely the key to surviving in this economy. “Commercial printing, while down approximately 8%, is still one of the largest and most important manufacturing businesses in the U.S. ($98 billion in total sales). We are being strategically optimistic. While the current economic conditions are certainly challenging, it is the best time to redefine ourselves.”

Ami Caswell of Hartley Press reports that business has indeed suffered since the economy tanked late in 2008. But although some regular publications have been pulled to the Web, the company is holding steady, and its diversified business base is yielding some distinctly bright spots. Of note:

• Direct mail is definitely on an upswing. For example, although expected to go away just a few years ago, it turns out print catalogues continue to remain strong.
• Health care industry is investing heavily in print.
• Stimulus money is starting to trigger printing projects – proposals, informational brochures in businesses like transportation, public infrastructure.

We’ll continue to watch what may be a developing trend and report our findings to you. We can only conclude that using all appropriate media as part of an integrated, strategic marketing communications plan is the way to go for our clients.

Posted in Brand Development, BroadBased, Capabilities, Corporate Communications

Created by BroadBased for Mac Papers, Developing an Environmental Paper Procurement Policy is an informative guide on how businesses of all sizes can join the worldwide effort to sustain and protect the environment through the use of certified paper.

The United States has recently banned the import, sale or trade of all illegally harvested wood and forest products. The legislation applies the same principles to wood and forest products as are maintained against import of live tropical species, elephant ivory and tiger skins.

Environmentally certified paper encompasses both recycled paper and virgin pulp harvested from certified forests, with many types of paper to choose from. “With so many options available, using a certified paper doesn’t have to cost any more than using a non-certified paper,” said David Bowers, Marketing Director for Mac Papers. “Copier paper, letterhead, brochures, catalogs and direct mail can all be printed on environmentally certified paper. You just have to request it.”

BroadBased, with the help of Mac Papers, has begun the steps toward developing our own internal environmental paper policy. To find out how your business can participate in a certified paper procurement program, see www.macpapers.com/advantagegreen.

Posted in BroadBased, Capabilities, Corporate Communications

Continuing a rich tradition of publication design, BroadBased recently assisted Florida Coastal School of Law with the design and launch of Coastal Law Magazine.

The magazine, which replaces the Coastal Currents newsletter, showcases feature articles written by faculty on timely themes, with departments highlighting alumni and faculty news and achievements. “Our students, faculty, staff, and alumni couldn’t be happier with the final product,” said Margaret Dees, Director of Institutional Advancement at Coastal School and a driving force behind the new product.

In an age where printed newsletters and magazines are dwindling, the magazine shows that they can still play an important role in an organization’s mix of marketing media for customers, employees and – in this case – school publications. Said Brooks Terry, Marketing Director at Coastal Law, “We really enjoyed collaborating with BroadBased on our new magazine. The exchange of fresh ideas and information – not to mention all of the hard work on all of our parts – made it the success it is.”

Posted in Brand Development, BroadBased, Capabilities, Corporate Communications

For the upcoming trade show season – in addition to sprucing up your display – don’t forget to pre-promote the show to your target market. Try one or more of the following tips.

• Advertising in trade journals and in the advance show program
• Adding the name of the show and your booth number to all your pre-show marketing
• Issuing press releases announcing new products and services, key people attending the show and special show promotions
• Mailing out cards redeemable for a gift in the exhibit
• Putting stickers promoting the show on all company correspondence, including all outgoing mail and faxes

Posted in BroadBased, Capabilities, Corporate Communications

Going beyond the conventional to generate results.

BroadBased designs Fleet Graphics that create a unique look for your RV, van, truck, train, plane or SUV. We recently coordinated the installation of a new custom look for the Stenner Pump Company’s mobile training unit, and we can put your look on wheels too.

BroadBased designs trade show graphics and displays of all sizes — from small stands to large custom solutions. The displays are perfect for promoting products or services without breaking your marketing budget. They are great for point-of-purchase, lobbies, tradeshows, or other locations that need a splash of information.

The BroadBased Purchasing Fairies have been very busy! Let us provide you competitive pricing on unique products to promote your business including shirts, hats, bags, stickers, buttons, mousepads, gum, soda, notepads and anything else you – or we – can dream up.

BroadBased creates GIF animations (example on Brunswick News website) to draw attention to your product or service through banner advertising, web sites, emails, presentations or digital postcards.

We also produce Flash and PowerPoint movies and provide scriptwriting and voiceover services. Call Carolyn at BroadBased to find out how she can make your business more animated!

Click here to see a Flash Movie (then click on “Tour Our Facility”).

Giving Your Biz Some Fizz!

If you haven’t received your customized BroadBased Jones Soda yet, please stop by our office for a cold one!

Posted in BroadBased, Capabilities, Corporate Communications, Web/Interactive Development