Archive for April, 2013

Reading with Bridget Launch

Monday, April 29th, 2013

After 21 years teaching Montessori, Bridget wanted to begin something that focused on one of her main passions, reading.  She believes we do not need to wait until a student struggles before implementing instruction that can be specified for the child’s needs.  Because of this, Bridget started Reading with Bridget, a tutoring program that puts tools in a child’s toolbox and works to support success in a number of areas including:

  • phonemic awareness instruction,
  • phonics instruction,
  • fluency instruction,
  • vocabulary instruction
  • and comprehension, which is the ultimate goal of reading

Bridget came to FiG in need of an identity for her program that was appealing to both students and parents alike.

How FiG Helped:

FiG started by creating a logo that was eye catching for students that was also sophisticated for parents.  We then created cohesive collateral pieces including:

  • business card
  • letterhead and envelope
  • and invoice template

The last piece of the brand identity puzzle for Bridget was a place for her tutoring program to be found – a website!  FiG continued the brands look and feel throughout the website, creating a place to find and reach Bridget.

FiG is very excited to launch the site and brand!  Check it out at and let us know what you think!

If your company needs an identity or a refresh, contact FiG today!

Imagining Retail Advertising

Friday, April 26th, 2013

The shop-till-you-drop folks of this world are dancing in the streets over their ever changing world of fun:  retail shopping. The shop-if-I-have-to folks, have encouraged retail establishments to take “mail-order” to a new level. People who will avoid shopping at all costs now have a myriad of ways to shop and even save in private as retail marketing continues to find new niches of shoppers to delight and entice. In 2013, retail is projected to continue evolving in several directions. The question is, will your business evolve with it?

As a business owner, in today’s world of the connected consumer, are you a “hire someone to do social media” owner or do you encourage social media by enabling the staff you have? At your business establishment, is mobile the way for customers to call and find out how late you are open? Or does mobile mean customer engagement with your service team, easy product information availability, reviews, testimonials, deals and more? What does a mobile shopping force mean to your sales? Nothing at all or is it yet another valuable touch point with your customers?  As we move forward into a new paradigm of purchasing power, those digital touch points may come to mean quite a bit.

Forbes recently named the three most important retail trends for the coming year:

  1. Mobile – this will be the year that mobile becomes imbedded into the lives of consumers – more mobile payments will be made, more people will check on a product they see in a store before buying it, many will visit a product in the store and then buy it online where they can get the best price (show rooming), apps will continue to present deals and steals, apps will also allow you to research online and then find the product locally.
  2. Integration:  Emerging technology of the direct-to-consumer E-commerce model recently being discussed as the “Next Big Thing” . Haute couture and luxury brands continue to move online, Facebook becomes a place to delight your customers, Pinterest drives sales with images, the shift from offline commerce to eCommerce to integrated commerce has begun  “If you haven’t already noticed, consumers today are both online and offline, and sometimes both–online while shopping offline.  Online they are sharing, friend validating, researching, learning and developing a point of view. Offline there is touching, brand comparing and brand associating. All of this drives the brand of the future. Finding the formula to leverage that online/offline dynamic is critical.”
  3. More and More Social… Traffic from Pinterest has doubled in the last year while Facebook saw its share decline to just 90% (from 95% in 2011). “  but this is not slowing down the integration of social media into the brand experience  – cross channel retail has morphed into a multichannel shopping experience and is now becoming integrated channel shopping as marketers expand their reach and add to their arsenal of consumer touch points.

Lets not re-imagine retail, lets imagine the future of retail and how it can become more personal, less work, and more fun:

  • Pay portals – the cash register of the future come to you (this technology has been available in Apple stores for several years), retailers learn to close the sale where ever it takes place. When the transaction itself is mobile, how can your brick and mortar transition to continue delighting, enticing, and retaining customers?
  • A store where no buying takes place – showroom and gallery only! (Delight yourself at a Tesla Showroom then purchase online!)
  • Create the experience, not the transaction – grocery stores push a personalized tactic, coupons tailored to your buying history, people in Korea shop for groceries by scanning product QR codes with their cell phones while they wait for the subway, many grocery store chains now have online ordering and delivery.
  • Social media offers unlimited creative opportunity for introducing products and influencing purchase power – think Country Outfitter,  and Country Outfitter on Facebook.  How many new customers have they achieved with their luscious inventory images, weekly handbag and boot giveaways on Facebook and coupons direct to your personal email?

David Court  of McKinsey and Company talks of the consumer decision journey (or CDJ) as the “iterative and circular process shoppers go through today when selecting brands, products, and services”. In essence, the CDJ has four phases: consideration, evaluation, purchase, and post-purchase.

If you can creatively influence Mr. Court’s four phases of the CDJ, then you will evolve with retail advertising and learn to enjoy imagining retail as a consumer driven process instead of trying to re-imagine the old rules of retail. When you are ready for expert help in creating your message, give FiG a call.

A Fight for Real Beauty

Wednesday, April 24th, 2013

Dove has been in the lead for women’s cleansing products from the start when they created the Dove Beauty Bar in 1957.  They are positioned as  being rooted in and committed to listening to women while building self-esteem and inspiring them to reach their potential.  They do this by producing products that deliver improvement to skin and hair. This commitment has evolved into much more than product marketing. In 2004, Dove launched their Campaign for Real Beauty, aimed at starting a global conversation around the need for a wider definition of beauty.  They based the campaign on a global study that reported, at the time, only 2% of women around the world considered themselves beautiful.

Since the campaigns launch, Dove’s branding strategy has included marketing campaigns around real beauty and they have worked to change the way women view themselves, aiming to get away from the stereotypes created by the media. Last week their newest campaign launched and was eye opening.

Dove hired an experienced, FBI trained, forensic artist to interview and draw seven women.  He drew the women in two ways – how they described themselves and how a stranger described them – and the two drawings were drastically different for each woman.

This sort of ‘experiment’ shows just how distorted women’s self images can be. Seeing how the women react to the two sketches of themselves and how different the stranger’s see them is extraordinary.  It is incredibly empowering and immediately makes one think again about how they view themselves. Some argue that this is old news, that everyone is aware of society’s unrealistic view of beauty,  but yet for these women, it is not old news.  You can see shorter, individual videos of the women here.

It is refreshing to see an effort towards break the mold because it is not something that is widely addressed.  Besides Dove,  other efforts have been made in Spain and Europe, particularly in the fashion industry and marketing. Spain banned too thin models from their runways in 2006, followed by laws against displaying images of extreme thinness in France in 2008.  Today, the percentage of women who consider themselves beautiful is up to 4%, which means there is a long way to go before society’s unrealistic expectations are broken.

The campaign has been so popular that it didn’t take long for a spoof to be made from man’s point of view.  Apparently, they do not have the same self esteem issues, in fact it is quite the opposite…

Looking for a creative way to get your message across to your audience? Contact FiG – a full service creative agency in Denver, Colorado, to find out how we can help you.

New Client: Environmental Logistics

Tuesday, April 23rd, 2013

FiG is pleased to announce our new relationship with Environmental Logistics!

Environmental Logistics

The Client (Environmental Logistics):

Environmental Logistics has been designing, building and maintaining erosion control, perimeter control and revegetation solutions since 1998 for government entities, mining, oil and gas corporations, as well as commercial developers.  Their services additionally expand into maintenance.  They have a “do it right the first time” mentality with 100% compliance and solutions for every situation.

The Project:

Environmental Logistics recently launched a new website and came to FiG in need of Search Engine Optimization and social media marketing assistance.  FiG will perform an initial keyword research report followed by recommendations, implementations and management of SEO for the next year.

We will also be putting together a social media marketing strategy, setting goals over the next 12 months.  It is important that Environmental Logistics is not only speaking to, but reaching their target audience, and FiG is here to make sure that happens.

If you need assistance with your SEO or Social Media, do not hesitate to call FiG to learn more about how we can help you!