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Cushman & Wakefield’s Byron Moger comments on student housing trends

luxurydorms_newsluxurydormsCushman & Wakefield’s Byron Moger is the firm’s expert in student housing projects, so when University of South Florida announced plans for an upscale, mixed-use housing village, he was the perfect person to comment on the project and growing trend in dorm living.

Universities nationwide are building luxury dorms that compete directly with higher cost, off-campus housing with amenities found at resorts and spas.

“Clearly universities are competing for students, and they can’t really compete on price,” said Moger. “They can compete based on the quality of services they offer to students.”

The Pinstripe PR team connected him with Anastasia Dawson, a staff writer at the Tampa Tribune, to discuss the trends and what we can expect over the next several years as campus life continues to evolve in this Sunday cover story.

Additional student housing stories featuring Byron Moger:

Tampa Tribune: New dorms – Florida universities building plusher digs to lure students

CIRE Magazine: Student Housing Stats – Demographic and economic trends point to continued growth in this nice sector

Housing Industry Forum: Amenity-laden student housing market growing fast

 

Storytelling: The Dark and Stormy Night of Content Marketing

Tampa Bay content marketing, blog writing, newsletters, articles, copywriting

The content world we’ve created is a keyword-saturated mess of Google juice that is lacking a human connection – the thread that makes our stories honest and memorable. We talk about storytelling all the time – encouraging and helping our clients to be authentic and personal. But I know we also fall short.

One of the breakout sessions I attended at Inbound 2015 was Shawn Pfunder’sLive to Tell the Tale: Leveraging Story to Define Your Brand and Craft Marketing Strategy.” His presentation is an excellent reminder that in a sea of terrible content, good storytelling is exceptionally engaging, informative, and compelling.

And he used Wonder Woman to help prove his point. Bonus.

Shawn reminded us that there are tried and true story plots that can also be used in advertising, blogs, articles, testimonials, bios, press releases, pitches, presentations, pitches … anything!

Quest,
Adventure,
Pursuit,
Rescue,
Escape,
Revenge,
The Riddle,
Rivalry,
Underdog,
Temptation,
Metamorphosis,
Transformation,
Maturation,
Love,
Forbidden Love,
Sacrifice,
Discovery,
Wretched Excess,
Ascension,
Descension

Within each of these, we can ask ourselves: Who is the hero? (Hint: The client!) What is the normal life? Why change? What will be different? What’s next? What’s the overall story?

So much of the information we consume is from a sales and marketing perspective, focused solely on what will drive traffic to the web site or likes and shares on social media. Case studies and testimonials focus on the company instead of the client. We’re guilty too.

As a result, we’re getting back to basics and committing to focusing on telling a story.

For more information, I searched for articles from the masters of storytelling and discovered these three TED Talks compiled by Convince & Convert.

Here are Shawn’s slides from his presentation.

 

I’ve already purchased the books he recommended:

20 Master Plots and How to Build Them by Ronald B. Tobias

The Storytelling Animal: How Stories Make Us Human by Jonathan Gottschall 

The Elements of Eloquence: Secret of the Perfect Turn of Phrase by Mark Forsythe

 

Here are a few more resources:

Entrepreneur: Storytelling Could Bring Your Brand to Life and Strengthen Your Marketing Impact

Fast Company: Why Our Brains Crave Storytelling in Marketing

And who doesn’t love Kevin Spacey?

Tampa Bay public relations

 

 

 

 

 

 

 

 

 

 

 

Ginger Reichl is the president and chief strategist for Pinstripe Marketing.

5 Easy Steps to Curate Content for Your Blog

contentking_news“Content is king.” This is the buzz phrase we’ve all heard for years. Content creation for blogs, newsletters and social media has become essential for business success – helping professionals illustrate knowledge, competency, and thought leadership. The questions facing many companies include what to write about and where to find the time. The content team at Pinstripe Marketing has learned that there are a few shortcuts to content creation that will improve search engine optimization and show clients and prospects that you are keeping up-to-date with the latest in your industry. This abbreviated version of content creation is “content curation.”

Creating original content can take several hours and a lot of research, in addition to good writing skills. This is one of the primary challenges of content creation – not everyone is blessed with excellent writing skills and hours to write, but we are all expected to generate content to feed to our audience.

Content curation is the answer.

  • Make a list of the top publications in your industry and subscribe to receive their emails.
  • Scan the headlines for stories relevant to your business and set them aside for in-depth reading.
  • While reading each article, make note of a quote or two that will spark interest.
  • Jot down an observation about the article, create a short summary, and relate it to your business; personalize the article to your company.
  • Find a photo from any of the inexpensive stock photo websites to include on your blog. Imagery is important because it captures people’s attention, so don’t skip this step.

Once you have these four pieces (article link, quotes, your observations, photo), you have a complete blog post. Use your observation or the quote as the opening paragraph, add the photo, then encourage the reader to follow a link to finish reading the article. You can take it a step further and include links to other resources for more information on the topic. Make sure all of the information you curate is of the highest quality, from a reputable source, and doesn’t send your audience to a competitor.

Creating blog posts like this is a great way to circulate content from your favorite publications, give credit to the original author, and make some friends. If you link to another company’s website, not only are you acknowledging their expertise, you are improving their search engine optimization. Perhaps in the future they will return the favor.

For more information on content and blogging, check out the following resources:

 HootSuite: Beginners Guide to Content Curation

Content Curation – 5 Ways to Succeed Eventually

HubSpot: The Ultimate List of Free Content Creation Tools & Resources

Tampa Bay public relations

Printed brochures in the digital age

Tampa Bay advertising agency creating brochures

If you have personal contact with clients and prospects, your marketing arsenal isn’t complete without a printed brochure. As a reinforcement to a face-to-face meeting, this collateral can be as important as your online presence.

Brochures appeal to our tactile senses. You can touch them, you can write on them, you can put them in a drawer and refer back to them. They’re a strategic leave-behind and give you an excellent reason to follow up with a client, increasing the opportunity for vital touch points. When well-written and graphically pleasing, brochures also have the power to leave a positive and lasting impression. Sure, they can be tossed. But they can’t be deleted or lost in a spam filter.

As good-looking web sites have become widely available to companies of all sizes, printed materials can often be a differentiator to illustrate quality, competency or longevity. Consider a pocket folder from your law firm with beautiful paper, interesting cuts, folds and embossed treatments; a customized portfolio from an architect you’re considering to redesign your office that includes great photography; or the brochure for that new luxury car you have your eye on. These pieces feel good in the hand and separate those companies from those who do not (or cannot) invest in superior communications.

As long as live interaction remains relevant, so too will printed deliverables. Like business cards, brochures represent a personal and professional touch that technology can never replace.

Print Magazine: 10 Award-Winning Leaflets, Pamphlets and Brochures

How Magazine: 5 Brochure Designs You’ll Love

GDUSA: 2015 Inhouse Design: Brochures & Collateral

Tampa Bay public relations

Ginger’s interview with the American Advertising Federation – Tampa Bay

Ginger Reichl interview with the American Advertising Federation - Tampa Bay
Ginger Reichl has been a member of the American Advertising Federation for more than 23 years – from the Ad Club and National Student Advertising Competition at Florida State to president of Ad 2 Tampa Bay and a variety of chair positions with the 4th District and local AAF chapter.

In this interview with AAF Tampa Bay, she provides insight into Pinstripe’s humble beginnings, our favorite project, the best of what St. Petersburg has to offer, and a bit of advice to professionals joining the industry.

See the full interview on the American Advertising Federation – Tampa Bay web site.

If you’re interested in learning more about the organization and becoming a member, we’d love to have you!

 

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