Today the High Point Convention & Visitors Bureau announced that Woodbine was selected as its new marketing partner. We, in turn, are announcing that we couldn’t be happier!

Woodbine will be charged with developing a new brand identity and marketing campaign to relaunch High Point as a preferred destination for meeting planners and tourists alike. Following the initial rebranding work, the agency will provide ongoing marketing support as the non-profit HPCVB’s agency of record.

Woodbine was selected after a competitive pitch process in which 20 agencies from across the Southeast submitted proposals.

“The Woodbine team clearly understands our mission, and our challenges, and has some fresh ideas about how to get High Point into the consideration set for meetings, conferences, trade shows, sports, and other destination events,” said Tim Mabe, HPCVB President & CEO. “We believe the chemistry with the team, along with their experience and creative insights, will make them a great fit for us long term.”

High Point has a great track record of experience in hosting large, complex events. Over 75,000 people descend on High Point twice a year for the Furniture Market, making it the site of one of the largest trade shows in the world. The city also boasts a convenient geographic location, a host of tourist attractions and a rich history. It’s an easy city to navigate, and it has all the amenities for a multi-day visit or meeting, including lodging and ample restaurant choices. High Point has a great story to tell and feels that now is the time to start telling it.

The brand revitalization process for the HPCVB will include research and competitive analysis, branding and identity work, website development, and the creation of digital and traditional collateral. Paid media, social and public relations elements also will be part of the plan.

“There are misperceptions about High Point that need to be overcome and we’re looking forward to working with the CVB to bridge the gap between perception and reality,” said Peter Mitchell, Woodbine President & CEO. “Meeting planners and tourists alike should take a new look at the city and all that it has to offer.”

The creative strategy for the launch was simple: help consumers see that North State Communication‘s new ultra-fast internet service is super fast. Seriously super fast. Like cheetah-with-a-rocket-on-his-back super fast. The result, a Best in Class Award from the Broadband Multimedia Marketing Association.

Big thanks to North State for their partnership in making this launch, a part of their overall brand revitalization effort, a success. Be sure to check out the work, and here’s their release announcing the news:

NORTH STATE COMMUNICATIONS’ ULTRA FAST INTERNET CAMPAIGN WINS TOP NATIONAL AWARD

Broadband Multimedia Marketing Association Selects “Plex Blitz” as Winner of Best in Class Award

HIGH POINT, NC, May 10, 2012 – North State Communications announced today that is was awarded the top award for marketing excellence by the Broadband Media Marketing Association (BMMA) for its 2011 Plex “Blitz” campaign.

The campaign was created to showcase North State’s new ultra-fast residential Internet speed, Plex Blitz. Plex Blitz offers blistering speeds up to 80 Mbps uploads and 30 Mbps downloads, making it the fastest residential Internet service in the Triad. The service was created to address the explosion of rich media content on the Internet, which has created a demand for faster speeds among mainstream Americans.

“Plex Blitz is an exciting product designed for Internet enthusiasts,” said Royster Tucker, III, North State Communications’ COO. “In addition to Blitz’s ultra-fast speeds, what’s fascinating is that the Internet enthusiasts are now you and me – everyone who goes online. Anyone who wants to enjoy their time on the Internet more appreciates faster upload and download speeds,” he said. “So we were happy to continue our tradition of bringing the fastest speeds to our community and wanted imagery that demonstrated the thrill of enjoying that unbridled speed while having a little fun at the same time. We think this campaign captures those qualities, and we’re honored to be acknowledged by the BMMA.”

The campaign features Plex “Blitz”, a cheetah with a rocket tied to his back, and the headline “Nope. Blitz is faster”. The ads review many of the things you can faster online with the service.  In addition to print ads and outdoor boards showcasing “Blitz”, the campaign included radio spots, direct mail and fulfillment packaging.

“In a category loaded with information, technical jargon and claims, the power of a simple, inviting visual image is what delivers the most impact in North State’s message,” said Peter Mitchell, president & CEO of Woodbine, the advertising agency and creative force behind the cheetah ads and logo.

The award was presented to North State Communications at the BMMA’s Annual Meeting in Las Vegas on March 19^th.  “Each year the BMMA recognizes teams and companies that demonstrate innovation or excellence in marketing broadband services,’’ said Ellis Hill, President of ResearchFirst, Inc., the BMMA’s operational firm. “This year’s selection committee was unanimous: the Blitz campaign demonstrated the best in class for broadband marketing by illustrating a fresh enthusiasm for the broadband experience.”

Plex Blitz is available in limited areas of High Point and Thomasville. To see if Blitz is available in their area, residents may call 336-886-PLEX.

About North State Communications One of the nation’s top 15 largest communications companies, North State Communications (NSC) provides the preeminent Internet, voice, wireless, data and advanced television services to businesses and consumers in the Piedmont Triad region of North Carolina. NSC’s Plex Advanced TV and Broadband Internet services are backed by the area’s most advanced fiber optic network. The company’s unique blend of superior technology and service delivery has made it one of the fastest growing telecommunications and home entertainment providers in the region. For more information visit: http://www.northstate.net.

About the BMMA The Broadband Multimedia Marketing Association brings together broadband marketing professionals from the Telco and vendor communities to share best practices, to learn about industry trends and services, and to increase positive awareness and usage of broadband communications. Formed in 2003, its charter is to advance the adoption and use of Telco broadband services in all market segments including consumer, business, and government.  www.bmma.us

There are many around the office, I’m sure, who have heard the geeky squealings of Rob and myself—two people with a mutual fervor for horror, sci-fi and fantasy films, comic books, graphic novels and console-agnostic gaming—and dismissed our conversations as simple nerdtastic zeal. But were they to listen in, they might discover those conversations can forge interesting paths. For example, we were both struck by how the complex and endlessly creative marketing efforts for 20th Century Fox’s upcoming film, Prometheus, actually teach a valuable lesson about revitalizing brands and the creation of an engaging customer experience.

Really, Vanessa? “Squealings?” If that’s what our daily digressions have come to sound like, then I really do pity our coworkers.

Don’t worry, Rob, your voice doesn’t get that high.

Whew. But in the case of Prometheus, there really is something to be excited about. I’ve seen viral marketing campaigns precede a movie release in the past, but not like this. A TED Talk from the future; a retail-esque website showcasing the android and other initiatives from the film’s fictional corporation—you don’t have to be a science fiction fan to be drawn-in by the marketing here.

Yes—the studio has taken minor details and supporting characters to flesh out a fully interactive world. The most special aspect of these branded experiences is they don’t subtract from the primary product. They complement the world suggested by the film, extending its influence far beyond the two hours a customer will spend in an actual theater. The question is, though, what would any of this would mean to a smaller brand with a more modest product?

Hmmm…If the experience is genuine, then it doesn’t matter if the brand is smaller or the product more modest. Because I’m still being engaged in a targeted and compelling way. It doesn’t take a big budget to do that; it takes an understanding of who you’re talking to. Seems to me, the Prometheus case study is a lesson in knowing your audience.

Let’s break it down further. Say you have an all-natural dog food company, and you want customers to purchase your products, but you don’t want their experience to begin and end with that one purchase. What is your approach?

I’d want to share the story of said dog food before my target is in the pet food aisle, reaching for the brand they already buy. Here’s a for-instance: Imagine being at a vegan/vegetarian restaurant—the type of place that serves food as natural as my dog food—and seeing a menu item just for dogs that’s made from my product. Suddenly my brand is associated with my target’s lifestyle. It’s not an ad; it’s a connection.

You could also try rethinking the motivations of your customers. Many of them are first-time buyers because they’ve just brought home a new dog. How can you help them to make an informed decision about their pet’s diet and overall health? Give them a way to connect with other dog owners for support and advice. Don’t just publish a list—create a digital space where they can establish friendships and conversations, and encourage those conversations to continue offline.

I like it. It acknowledges a certain level of trust in your audience: that they’ll connect the dots.

Between your brand and their positive emotional experience.

Exactly.

The moral here is that while the marketing effort behind Prometheus is extraordinary, it’s also based on a simple concept—creating a positive, branded experience. The trick is to stop focusing on your product or marketing message. Start looking at the experiences you encounter as a consumer every day to unearth a treasure trove of ideas that could help to breathe new life into your brand, and its relationship with its customers.

And who doesn’t love treasure troves?

Crazy people. …And, well, maybe androids.

Rob Doerzbacher is a copywriter and co-anchor of the agency’s gaming team with Vanessa Boynton, Woodbine’s digital engagement manager.

Why aren’t people buying your product?

They either don’t know, or don’t care.

The average person can be exposed to 5,000 ads a day. Out of those, consumers become attached to one or two that have a personal relevance to them, whether they’re about a new type of cat food or a lower interest rate on their credit card, and don’t pay attention to much else. How does a brand revitalization strategy fight against the limited attention span of today’s already multitasking population? How do you break through and conquer obliviousness, or even worse, apathy?

Let’s take banking as an example. Here’s your fun fact for the day: people are more likely to get divorced than change bank accounts. The amount of time they’ve spent cultivating their complex and nuanced relationship with their local branch makes it even more daunting to change than their personal relationships, and one can bet that advertisements attempting to lure them to greener financial pastures will fail to have an effect. Once the need does arrive, however, will you be ready to grab, and keep, their attention? Regardless of your product, how can you figure out if you’re poised to make an impact?

Step One: Make sure you have a clear understanding of A) your product’s life cycle, and B) the interests, motivations and media preferences that drive your customers’ purchasing decisions. If you don’t understand the relationship between your product and your customer, or your customer and your messaging, ask. Do the research. Invite feedback. Learn.

Step Two: Take a hard look at your awareness level. Do your prospective customers know who you are? Are you remaining competitive with other brands? If you’re simply not reaching far or wide enough, evaluate your promotional strategy and make adjustments to improve its effectiveness.

Step Three: Stop focusing entirely on your product details and figure out what business you’re really in. Mattress brands don’t sell mattresses—they sell health and comfort. Chocolatiers don’t sell confections—they sell romance and rewards. Financial institutions don’t sell checking accounts—they sell trust, stability and hope for the future. Take the time to determine your product’s real, emotional appeal to your customers.

Each of these should bring you closer to understanding your brand’s impact and whether your challenge is a lack of knowledge or a lack of interest. But is that all there is to it? How have you combated obliviousness or apathy?

Our intern Ally Landuyt contributed to this post.

Instant gratification is running amok. Why does easy access demand an immediate response? This notion is more understandable in a business setting—where the weight of a company’s money and time is constantly pressing—but it doesn’t end at the office door. I, rarely witnessed in the wild without my iTether, have been ridiculed by friends for not responding within minutes to casual, generalized salutations. There was no topic they wished to discuss, no statement they wished to make, no question they wished to pose, and yet I was saddled with their demand for an immediate, even superficial response.

Technology – Emotion = Efficiency
The other day a friend of mine was lamenting the lack of photos in the iPhone’s iMessage app. “I used to have photos of people’s faces on my Droid…” he said. “Now I just have names. Names don’t mean anything to me. They don’t get me emotionally involved. I want to see who I’m texting.”

That’s a powerful statement. The idea that communicative technology is trading true connection for efficiency is one that has been circling with a wider and wider arc over the past couple of years. My friend’s comments brought to mind the discussions led by Sherry Turkle, noted psychologist, author of Alone Together and Director of MIT’s Initiative on Technology and Self. Sherry has been arguing for some time that our limited ability to actually converse with and relate to one another is becoming crippling, to the point that we’re feeding the endless cycle by relying on technology to fulfill us emotionally, because no one else will.

Efficiency + Relentlessness = Irrelevance
So this is where we’ve landed. A world where any contact is acceptable, as long as it happens right now. We’re at the beck and call of…everyone. And we demand just as much meaningless attention from our brands as we do from our colleagues, friends and families. Is it really any wonder that the companies behind our favorite products scramble, bumble and fumble as they attempt to adjust to the constant changes in personal technology, promotional mediums and ethical marketing? We want it bigger. We want it faster. We want it yesterday, regardless of its actual usefulness.

I’ll be the last person to suggest that we do away with our brain ports (see job description), but I’ll also be one of the first to say that we all need a chance to unplug. For brands, that means refusing to pander to communicative trends for the sake of immediacy alone, and instead maintaining a focus on delivering the best product, the best solution, the best message, no matter how long it takes. For individuals, that means taking a few hours a day (a DAY) to stop looking at the world through a touchscreen and connect with the people in front of you—face to face, eye to eye, voice to voice. For Pete’s sake, give someone a hug already.

So what do you think? Shall we start right now? Yes, on the count of three. One…two…th

You may have heard that Facebook decided to celebrate the day for taking chances, ignoring risks and leaping head-first into new opportunities by announcing that brand pages will now have the option to switch their visual format to Timeline, a somewhat-controversial-though-widely-accepted layout that allows you to chronicle your life (even your pre-Facebook life) with greater efficiency. The notion that this efficiency is now capable of revitalizing the digital lives of brands is one that, well… Ok fine, I’ll say it: fills us with girlish glee.

Cue geeky squeal.
In addition to its dual-column, chronological organization of information, Timeline is notable for making images the heroes of its interface—a formidable trend you may remember us discussing rather recently. These elements offer brands some new opportunities to reinvent their personalities and make an outstanding impact amid a sea of competing entities, including:

The cover photo — Your page is no longer relegated to making a first impression with a cropped profile pic. The cover photo creates a dramatic visual punch that sets a mood for your page, and it can be changed as often as you like, opening up the door to flex your creative muscle and show off the places, products, promotions and people behind your brand.

Tab organization — Formerly the property of the “side bar”, page tabs are now organized on the top of the Wall. They incorporate larger, more demonstrative images and can be organized according to what you want your brand’s fans to notice first. Custom tabs (and timely, promotional tabs, especially) can now be placed where they’ll grab the most attention.

Starring posts — Wall posts used to fill a single column of finite width. The Timeline layout now fills two columns that place your posts according to their time of origin, and gives extra weight to those posts that feature photos, videos or links. You, however, can decide what content should headline your Wall, regardless of chronology. “Starring” posts places them at the top of the Wall and at the full width of both columns, once again providing you with the chance to feature timely and/or relevant content for as long as you deem necessary.

Setting milestones — Our lives didn’t begin with the launch of Facebook, and its no different for your brand. Timeline is meant to showcase your brand’s entire life, which means that you can populate its Timeline with photos, events and important developments from its full history. When did you launch your brand? When did you reach your first goal? When did you relaunch? What has your team looked forward to, together? Setting milestones on your Timeline gives you a chance to celebrate crucial moments for your brand, much as you’d celebrate the crucial moments of your personal life.

But wait…
You’ll say. “That’s a lot to take in, and Facebook isn’t going anywhere. I’ll get to it some other time.”

BUT NOTHING. Don’t shy away, and don’t put it off. New opportunities to be creative and impactful are presented every minute, but an entire day for considering the possibilities only comes once every four years. Today you shun “but waits” and embrace “what ifs”. Today you buy a ticket for the rollercoaster. Today, you put on your lucky underpants, feed the cat, pick out a parachute, tuck your brand lovingly under one arm, and…take a leap.

And don’t forget your Kool-Aid. I obviously remembered mine.

Ever been to a Denny’s at 2:00 a.m? Yes you have don’t lie.

You might not remember the debauchery that preceded your need to order recuperative food stuff at questionable hours, but you might remember executing your fine gastronomic decision-making with the simplest of gestures: pointing lazily at a photo.

No, it isn’t the most elegant example of our visually-fixated culture, but it is a demonstrative one. Also, it’s funny. I heard you chortle.

Our species speaks in pictures.
We have the profound ability to express ourselves, literally and figuratively, through visual means. We have used this ability to its greatest capacity throughout our known history, and as you’re well aware, today is no exception. The ubiquity of image-capturing technology enables us to build a collection of meaningful visuals, and then project those visuals outward as an expression of our individual identities.

Flickr. Instagram. Lightbox. Path. Photobucket. Picasa. Pinterest. Pinterest wannabes. Facebook, which hosts billions upon billions of user photos and constantly updates their interface to accomodate more impactful imagery. Blogging platforms, like Tumblr and Posterous, which are designed to be driven by visual content. Could one argue that the photo upload is mightier than the pen?

One could. What’s your point?
With such ample evidence to our communicative preferences, brands simply have no excuse for not exploring their own visual identity. No one here will ever attempt to discredit the power of the written word, but continuing to focus on words alone is a sure-fire way to wither the relevance of your product, your mission, and even your message.

The lesson here is not to produce an endless stream of meaningless photos that capture fleeting attention. Instead, we urge you to shift your entire mindset around how your brand projects itself, especially if it has begun to feel the pangs of a weakened bond with its audience.

Focus on sharing, not just aesthetic.
The design of your product, physical environment, website or messaging doesn’t end with choosing the right layout, colors or words. How will your audience use their personal technology to share your brand with their peers? If they are active in social, photo-sharing spaces, don’t allow high-quality photography to become a goal for next year’s budget. You could be missing a critical opportunity to be their first resource for enjoyable, shareable content.

Identity is made up of personal and public perception.
Only half of your brand consists of elements that you can design and control. It is more important than ever to cultivate the rest of your brand experience through the photos, videos and comments of your audience. Creating an active branded presence in visual-heavy, sharing-focused social networks that collects your audience’s content as much as your own will position your brand to become more culturally relevant and emotionally engaging.

We use images to tell the world who we are, what we want, and what inspires us to act. It should be no different for brands as they fight to build unique voices and personalities in the social realm. I’ll leave you here to ponder this, and will otherwise brace myself for vengeful verbal slapping from raging copywriters. Somebody get the camera ready…

My favorite president brand is Ronald Reagan. I was not a fan while he was in office, and am not sure how much I am now because there are still some things he did that I didn’t agree with, but as far as a legacy that millions of people still hold in the highest regard, Reagan is hard to beat. Every president is remembered for this and that, but Reagan gets “The Eighties” in his library. The fall of communism, the rise of fajitas, bands like Yaz, U2 and Run-D.M.C., parachute pants, “Thriller.” It all happened on Ronnie’s watch. It happened because of unprecedented prosperity. Whether you did well under trickle-down economics or got swallowed by its tide, Reagan’s impact was enormous. You can make the case for the strength of any presidential brand over another, but this is how I see it and I’m sticking to my guns because I’m American, it’s President’s Day, and Obama, for now, still says I can.

(While my role is in marketing, I remain a journalist at heart and therefore retain the right to be politically nebulous.)

Today I woke up in a Valentine’s Day mood. Hallmark holiday or not, I’m into it. It’s a chance to embrace the people you care most deeply about and tell them how much they mean to you. If you’re single and don’t have a special someone, that’s OK. Love is all around you.

When we approach any rebranding assignment, we always start with our proprietary Brand Fingerprint exercise. Most agencies have their own process of drilling down to the core essence of a brand, and I’m not here solely to praise ours, although it really does work, but one thing that has become crystal clear over the years is this: the more passion that comes out of those in the session, both from agency and client participants, the stronger the creative and marketing is on the other side. Because it’s all about love. It’s all about how deeply that brand manager, or that CEO, or even that intern they brought along to broaden her horizons, gets into the process and how deeply passionate they are about their brand.

Just keep this in mind tonight as you’re preparing your family feast, or especially if it’s simply a dinner for one. You are not alone. Love is right in front of you. When you tip back that Pepsi or sip on that Naked Grape pinot, you’re connecting with people who have poured their hearts & souls into creating a great brand. By only a handful of degrees of separation, you are part of the process. You are part of the brand. And, therefore, you are loved.

The Techweek Conference is a veritable new kid on the block in the world of technology tradeshows, but in 2011, it successfully connected hundreds of startups and established companies with government officials and international technology leaders. This year, the show represents a convening of great thinkers from both technology and media realms, and with your help, Woodbine could be chosen to join the lineup of speakers and advisers that will be sharing insights and experiences in Chicago this June.

Your vote counts.
Two of our team members—director of digital strategy Robby Berthume and digital engagement manager Vanessa Boynton—have submitted topics for consideration by the Techweek staff and attendees. Until Thursday of this week, the general community is welcome to visit the full list of proposed sessions and cast favor for topics they feel should be presented.

We highly recommend checking out the entire proposed lineup, but in the meantime, we appreciate the assistance you can lend Robby and Vanessa by a) visiting sessioncast.techweek.com, b) signing in with your Facebook account, c) clicking the cheerful green arrow to the left of each of their summaries, and d) sharing their summaries with your peers by Liking, Tweeting or posting to LinkedIn.

Thank you for taking the time to support us. Rest assured that we will return from Techweek armed with the knowledge of industry giants, having stood among them and imparted a little wisdom of our own.