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Pinstripe Brands Florida Nature Preserve Cemetery

funeral cemetery marketingIn May 2014, we were invited to visit a 40-acre parcel of what was formerly part of the J.B. Starkey Ranch to hear about an idea.

After attending a workshop at a national land conservation conference years earlier, Laura Starkey had an idea to develop a business model that would allow her to conserve natural lands while sharing the beauty of laura_and_frank_starkeyFlorida’s woods with residents and visitors – the same woods she grew up in and is dedicated to preserving. Heartwood Preserve would be a nature preserve and conservation cemetery – only the second in the state – to provide ‘green’ burial options.

Natural, or ‘green,’ burial is a safe and environmentally friendly practice that allows the body to return to the soil naturally by using biodegradable materials, and avoiding vaults and toxic embalming fluids. Conservation burial takes this practice a step further by burying in a nature preserve rather than a conventional cemetery, and utilizing a portion of the burial fee to help permanently protect the natural environment.

More than two years after that first walk in the woods, Heartwood Preserve is a reality.

The Pinstripe Marketing team had the pleasure of working with Laura to design the brand and create marketing tools that tell the story of natural burial and illustrate the beauty of the preserve she fought to protect.

The brand is, of course, inspired by nature. A hand-drawn pine cone referencing the thousands that drop from the long-leaf pines throughout the preserve serves as the iconic mark. The stationery package was printed on natural, FSC Certified, Green Seal certified, 30% recycled paper (minimum). The colors and texture throughout all marketing pieces are earthy and exude the beauty of Heartwood Preserve.

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The web site is a source of information about natural burial and for the Florida nature preserve as an asset for the community, available for enjoying the flora and fauna. It’s also the platform to show off the beauty of the preserve. The home page video, shot by nature documentary videographer, Jennifer Brown, draws the visitor in with stunning visuals of the pine trees, palmettos, flowers, and animals who call the preserve home. The photo gallery highlights the environment and events hosted at the preserve. The site, including font selections and simple navigation, was designed with a senior audience in mind.

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The brochure also features a brief introduction to the preserve and photography by Andrea Ragan. As a stand-alone piece for prospective families or as part of a comprehensive package for funeral directors, the brochure provides information about conservation burial and what loved ones can expect by selecting Heartwood Preserve as a final resting place.

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With all the elements for a great story, the Pinstripe public relations team is anxious to begin pitching the media about this beautiful new conservation cemetery and the Florida families who make arrangements to be buried among the long-leaf pines and palmettos.

For more information about Heartwood Preserve, visit the web site or stop by for a peaceful walk in the woods.

Contact a Pinstripe project manager to start developing your brand and marketing materials.

Building a Reputation Through Volunteering

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“Oh! I know Ginger!” My team often hears that phrase while talking with people at events around Tampa Bay. When the topic of work comes up and they mention Pinstripe Marketing, they frequently get that response. Years ago, after hearing dozens of those exclamations, our former creative director joked, “Geez, we should have buttons!” A project manager agreed and they decided to arm themselves with a response of their own at the next event. It caught on. Although silly, people would actually wear the buttons, causing others to say “I know Ginger; where’s my button?” or “Who is Ginger? I want a button.”

building reputation through volunteering

I am what many would consider “a habitual joiner.” Perhaps suffering from a severe case of FOMO, I wanted to be involved in everything – professional associations, business organizations, non-profit boards – wherever I could surround myself with people (typical ENFP) and give back to my industry and community. By being involved and serving on boards, I had the opportunity to illustrate my work ethic, organization, communication and marketing skills, and (hopefully) that I was friendly and easy to work with.

Through the relationships I’ve built volunteering, I have met some of my very best friends, business colleagues, and, most importantly for my business, clients. In fact, I can directly trace a significant portion of the agency’s annual revenue to connections made from my volunteer work.

Just recently, we landed a new client in a fast-growing segment of the GPS technology industry. When I asked the vice president of operations how they initially heard about us, he said, “I sent a query out to my circle of trusted associates and your name came back twice.” Similarly, when meeting with a local law firm that week, I asked the same question. The marketing director said, “I asked a group of legal administrators and you were recommended seven times!”

While most professional services firms attribute more than 70% of their business to referrals, I know our involvement in the community is responsible for even more. How do I know? Because we have rarely proactively pursued a client.

However, now is the time to leverage that reputation and implement a business development campaign to strategically target new clients. We’re looking forward to growing the business and building relationships with new clients who will ultimately make new referrals.

I understand that we’re all busy, and over the last several years, I have become more selective about where I spend my time. It’s important to identify what organizations will provide what you’re seeking – more knowledge, more connections, or more passion for a cause. Getting involved and serving in trade associations or volunteer organizations is an excellent way to build a network, particularly for introverts who may cringe at the thought of attending a big networking event or non-profit fundraiser. The idea of “working a room” is unappealing to most, but getting to know a small group of like-minded individuals working toward a common mission creates bonds that last.

I wrote this article because we have been planning for 2017 and analyzing many aspects of our business. This year especially, my involvement in the community has really paid off. So whether you are making resolutions or just looking to approach business development from a different perspective, hopefully this is a good reminder. We always recommend to our clients to stay heavily involved in trade associations and the community – for many reasons. Best of luck capturing more of an audience for your business in the new year!

Oh, and let me know if you want a button. 🙂

 

Below are some resources for getting involved and building your own reputation.

Find a Trade Association

Networking for Introverts

Fundamentals of Serving on a Board

 

What Makes a Business Card ‘Cool?’

cool business card design If you’re someone whose work puts in you in contact with new people on a regular basis, you probably have a substantial supply of business cards. Doubtlessly, you also have a nice collection of business cards from the professionals you meet. Perhaps you’ve encountered one or two that caused you to pause and examine it more closely, thinking “Wow, that’s a cool card!”

It’s an accomplishment when something as common as a business card can hold anyone’s attention for more than a split second. But their purpose is to tell recipients something about the person handing it out. Bright colors, gilded printing, or odd shapes that don’t inform others about what makes you (or the business you represent) worth knowing, is the equivalent of an engine backfiring amidst the usual background noise. Folks notice briefly; then go their merry ways.

A quick Google search for ‘cool business card designs’ will quickly turn up many, many examples of some that aren’t so easily forgotten. For instance, we ran across this list at boredpanda.com. Included are a fitness trainer’s card in the form of an overweight man. A perforation lets you instantly remove his pot belly. Another from a yoga instructor shows a young woman contorting herself. Fingers inserted through holes in this card, creates the illusion her touching the top of her head with the bottom of her feet. A card from a divorce lawyer is perforated to split right down the middle. (The attorney’s contact information is on both sides.)

These examples are very clever, but more importantly, they help reinforce the value of the purveyors’ services. That they get the message across in a unique and entertaining way, also suggests that this is not just another cookie-cutter operation. (Of course, a nifty business card may have been the only innovative thing any of these businesses have ever done, but “so what?” as long as they produce sales leads.)

Now words of caution: clever or ‘cool’ business cards may not be right for your business. Or rather, any unusual element about your business card should match your brand image. Humor isn’t automatically the right tone for every kind of business. Additionally, some companies prefer to stress seriousness and authoritativeness over wit and frivolity. This isn’t to say that sober professions can’t have distinctive business cards. However, a funeral home with a card that lets you lift a casket cover to reveal information, isn’t something you want to give grieving clients.

And no matter how breathtaking the design, a business card must always be functional. First, there’s a reason most cards are sized and shaped as they are. Often when we receive a business card, our shirt or blazer pockets, wallets, or pocketbooks are about the only places that we can easily save them. Otherwise, we’d either have to carry them or look for a trash can. The design must also accommodate the person’s name, contact information, a company name and probably a business tagline or statement about the kind of services or products being offered. Finally, business cards should also complement existing branding in terms of color choices, fonts or use of imagery. That’s a lot of design boxes to check!

Is it worth the effort to attempt a cool business card? Well, it’s probably not a ‘must have’ for your marketing materials. Don’t be pressured, and don’t force anything. Have your attractive, functional and brand-consistent business cards, but keep an open mind. Then, when great idea comes to you—or from an employee, friend or family member—go for it!

Check out some of our other articles about design and business development.

The Physics of Marketing

marketing tactics hero headerPeople may tell you that marketing is “more art than science.” And at first blush, this assertion seems valid. Consider the stimulating imagery and compelling prose that accompanies a typical advertising campaign. However, when it comes to attracting and keeping customers, we should take instruction from Sir Isaac Newton’s Laws of Motion.

The first of these important principles states that “an object at rest stays at rest, and an object in motion stays in motion with the same speed and in the same direction unless acted upon by an unbalanced force.” Or to apply this concept to a sales perspective, people who are not your customers won’t become your customers, and people who are your customers will continue being your customers—unless something happens to them.

Okay, hold the ‘’d’uh.” There’s a reason it’s called the First Law of Motion, or the Law of Inertia. And sometimes, when dealing with a critically important matter (and this is!) it’s best to focus on the basics.

Consider people who are ‘at rest’ as your customers. Newton says you have the physics with you … they want to stay where they are. But what are the “unbalanced forces” that can act upon customers that will cause them to alter their states? This could include a new competitor offering similar goods at lower prices, or one that has a more convenient location or hours. Other things that could get a once happily inert customer moving away from you might be dissatisfaction with a purchase, or an unpleasant encounter with an employee who was having a bad day.

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The good news is that it might take more than one incident or changing circumstance to drive a customer away—thanks to Newton’s Second Law of Motion. This says, “Acceleration is produced when a force acts on a mass. The greater the mass (of the object being accelerated) the greater the amount of force needed (to accelerate the object).” The ‘mass’ in this case, is the thing that holds your customer in place with your business. For lack of a better term, let’s call it “Good Will.” Just as it takes a lot more force to move a boulder than a pebble, it will take more force to overcome years of accumulated good will than a superficial business-client relationship.

Of course, you shouldn’t rely on your accumulated goodwill to withstand all challenges ad infinitum—it’s like a checking account—you must make deposits occasionally. Plus, as the saying goes, “business is business.” There’s a definite “what have you done for me, lately?” mindset among consumers that demands staying on your toes at all times. You should react to the whatever is trying to move the mass of your customers elsewhere.

This brings us to Newton’s Third Law of Motion: “For every action there is an equal and opposite re-action.”

The standard demonstration of this theory is a rocket being propelled by a stream of ignited fuel exploding out in the opposite direction. It’s not exactly like this in marketing. Here, it might be better to substitute the word “opposite” with “counter” when describing the response to any marketing initiative. Also—unlike the rocket—the reactions may take many forms.

When someone advertises (exerts force) to move the mass of your customers away from you and toward their business, you’ll probably push back with your own advertising, or perhaps some kind of incentive promotion. But let’s say that you do nothing. Physics will require that something still has to give. For instance, your competitor would have to jettison some other marketing idea to direct his or her resources toward your existing customers.

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In other words, there will be consequences for every marketing decision. Your goal is to figure out how to direct any counter reaction so that it helps your business take off, rather than causing something to catastrophically blow up.

Check some of our other articles for more marketing and creative ideas.

Proposals – Advice from the Selection Committee

proposal-tips-website-heroRecently, Pinstripe Marketing attended a webinar hosted by the Society of Marketing Professionals (SMPS) Tampa Bay called “Secrets of the Selection Process,” by Gary Coover. The course was designed to enlighten us about creating a proposal as well as presenting the proposal to the selection committee, and we came away with a few great tips that we thought we would share.

  • Ask yourself if it’s a good fit for you. If it’s not, why waste the time and money?
  • Make it about the client, their problems, their pain points. It’s NOT about you, so be brief and to the point when you’re talking about your company.
  • Dress similarly to your audience. I.e. if you’re in Texas, do your research, they may be wearing cowboy boots and a hat. Don’t be inauthentic and go overboard so you look like you’re in a costume, but in this case, you could wear a western style shirt to the meeting instead of suit and tie. If you’re in Hawaii, don’t be afraid to don a Hawaiian shirt in lieu of your starched shirt if that’s the client’s style. Be subtle and respectful, but show that you are aware of their culture and are willing to assimilate.
  • Include only the most relevant information, don’t stuff the proposal full of useless information – long, hefty proposals work against you.
  • The RFP doesn’t tell the whole story, so make sure to get ahead of it. If the RFP is the first time you’ve seen or heard anything about the project, it may be too late.
  • Know everything about the project and the client.
  • Call the number on the RFP to ask questions – if you don’t have any, think harder.
  • Make the information in your proposal jump off the page. The committee has a lot of proposals to review and they don’t want to spend weeks or even days in the process, so they will be skimming and cutting frequently. If the info and graphics in your proposal stand out, you have a better chance of making it to the final cut.
  • Go above and beyond – if you really want the project and you know you stand a chance, go the extra mile and make a mockup or rendering for the specific project. Show them how you would solve their problem.
  • Bring your doers – the client doesn’t want to just see the president and vice president of the company. They want to meet the team that will be doing the work. Bring any willing team members and key players to the meeting to show your team’s solidarity. However, no more than five people should be in the room, and you don’t want your team to outnumber the selection committee, so do your homework.
  • Simplify it!
  • Bring extras, backups, anticipate all problems, check everything three times
  • Rehearse, rehearse, rehearse! Preferably in front of a committee of your own to get feedback and critique.
  • If you don’t get the work, request a debriefing so you know where you can improve next time.

Many of these tips seem obvious, but cannot be repeated enough times. Others are not so obvious and may provide you with the small, unique edge you need to win against a close competitor. Remember that the selection committee members are people too and use the power of empathy to imagine their job of reading through potentially hundreds of proposals (which, let’s face it, can be rather dull), and decide which company is best for the project. That’s a tough job, so go easy on them. Think about what you would like to see if you were in their position.

Check out some of our other articles for more tips on relationship building and business development.

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