HIGHRETURN Volume 29 Issue 01
Inside This Issue
Fresh Work That Works
THE
KANSAS CITY
RENAISSANCE
Seizing KC’s Success
TROZZOLO.COM
Table
SEIZING Needles And Mountains
Of Contents Client Highlights Knowing Your Audience Client Case Study
OPPORTUNITY IN
KC’S RENAISSANCE BY A NGELO TROZZOLO
How to Create a Brand Renaissance
When you’re both honest and fearless, it can take some by surprise. We like it that way. It knocks down walls and opens up communication free of buzzwords and kabuki. When that happens, conversations become easier. The work gets better. And people (both our clients and ourselves) end up happier. Sure, maybe our candor isn’t for everyone. But after more than 28 years of questioning convention, we’ve discovered a universal truth: You don’t stand out by blending in.
COPYRIGHT 2017 TROZZOLO.COM 816.842.8111
Kansas City is one of the best cities in the country, and it’s only getting better. Innovation, creativity and a celebrated history combine to make it a hub of activity. There’s always something cool happening just miles from where you live. I’ve lost count of the random, friendly conversations I’ve Those aren’t my words. They’re had with strangers from Business Insider, Triphackr, Post and the New York here. It’s a great city Huffington Times. And they’re just a tiny sample of the national buzz Kansas City has receiving. that truly seems to be been If you live here, you can feel it. It’s palpable in neighborhoods, the arts coming into its own. scene, sports, food venues, festivals
and amenities. I could go on – investment, innovation, policy, philanthropy, real estate and entrepreneurship. Everywhere you look, things are thriving like never before. Kansas City is on a winning streak. And we should absolutely revel in it. Soak it up, brag about it and celebrate it. Then, we should put our heads down and get back to the hard work that got us here. It’s human nature to coast when things get comfortable. Resist the temptation. If you need any motivation just look back to the ‘80s all the way through the beginning of the 2000s – when KC rested on its laurels after all the great progress made in the ‘70s. Let’s not repeat that mistake. Successful companies and cities keep their foot on the gas. Always. The alternative is losing to that other business or that other city. The good news is, you can leverage KC’s winning streak right now. Here are three ways to take advantage of the current Kansas City Renaissance.
Embrace the Support > Few communities compare with how we support each other here, especially when it comes to small businesses and startups. The KC Chamber, as just one example, hosts the nation’s No. 1 annual small biz celebration. Who knew, right? Take advantage of these opportunities and our unique, supportive brand of business culture. Get involved in industry groups. Attend any of the many networking meetups and events constantly taking place. Get free advice, secure funding and more from entrepreneurial leaders and think tanks. Get out there, connect and tell your story. You’ll be amazed at the support you’ll find. While you’re at it, don’t overlook our tech. KC’s technological infrastructure is superior to that of most cities twice our size. Dial in to that and use it to your competitive advantage.
Cheer Your Competition > Because Kansas City is doing so well, it’s likely your competitors are too. So when they are doing well, how do you react? Your instinct may be to feel bitter or angry. I’d suggest a high-five instead. Think about it. When your competitors thrive, indirectly, so do you. The ripple effect raises your industry. It moves everything forward. This also includes attracting, hiring and training talent that, in turn, become potential resources for you. See what I’m getting at? Competitor success raises the bar, and when the bar’s higher, everyone wins. Kansas City included. Who wouldn’t cheer for that?
Take It Personal > I met a couple who moved here from southern California and started a business. No ties to KC, just moved
here. Once settled, they got tremendous support from the business community – the kind that was never available to them in California. Beyond that business support, they just fell in love with the town. And here’s the remarkable part: They’ve since persuaded several California friends to move here as well. So now there’s this tight network of SoCal transplants all falling in love with KC. The point of this couple’s story is that everyone knows everyone here. It’s not six degrees of separation. It’s one. That’s not new, but what is new is how amplified and important relationships become the more KC thrives. Success for your friends, your family and your neighbor’s nephew’s cousin’s boss means more opportunities for you. Having met the couple from California means I’m connected to their network, too. It’s something I don’t take lightly. Your reputation is everything here. You can’t afford to screw up – because of the one-degree thing. So take it personal. Introduce yourself to people. If they’re KC folks, you can pretty much guarantee the connection will be real. And you never know where it might lead.
“Kansas City is on a winning streak.”
HIGHLIGHTS Client
GEHA
MU Health
> As the second-largest national health and dental plan serving federal employees, GEHA wanted to make a splash for Open Season, the annual opportunity for plan review. As a longtime partner of GEHA, we were excited to help. First was a complete overhaul of GEHA’s brand identity that gave them a fresh new logo and updated their graphics, all while retaining the brand equity they’d built over the past 80 years. Then, we developed a fully integrated campaign reminding the audience that the “Switch Is On.” Through online, out-of-home, email and more – including an entire Washington, D.C., subway station takeover – GEHA delivered a strong, undeniable presence during their most important time of year.
> Now in phase two of the ‘YES’ campaign we launched last year, MU Health wanted to further humanize its brand, yet still evoke the passion that made the original such a success. To do that, we used a ‘cinemagraph’ technique for TV using still photos with motion that captured the raw and powerful emotion the spirit of YES delivers for patients. We also developed an all-new microsite, outdoor, digital and print that match the look, feel and tone of the campaign.
Kansas Speedway > Kansas Speedway needed a new way to engage with the hardcore NASCAR fan. Our solution was simple – speak their language. For this audience, that meant speaking through car numbers, which represent their passion for the sport and its drivers. Using a tease-and-reveal approach, we developed outdoor boards that symbolized all the paint-trading action of race day in a simple, attention-getting way. The campaign extended beyond billboards into a fully integrated campaign centered around driver numbers and reminding die-hard fans to see their favorite sport as it’s meant to be seen – live.
PHASE 1
United Heating, Cooling & Plumbing > With extreme summers and winters around here, there’s no shortage of heating and cooling companies to choose from. So when United Heating, Cooling & Plumbing told us they wanted to stand out, we knew we’d have to do something different. Starting with a strategic focus on digital strategies to drive leads, we directed users to an all-new website that features clean, modern design and a simple, intuitive user experience, both rarities in that category. From there, we ran outdoor executions that communicated entirely in emojis, further proving that even in an overcrowded category, the right work can still be plenty refreshing.
PHASE 2
Web traffic up 73% year over year
47 74 72 82
Client Highlights, Continued
Kansas City Aviation Department
Find your space.
> Whether you’re jet-setting or puddle-jumping, there are a number of parking options for travelers to choose from when flying out of KCI. But how do you raise awareness of that when competition for parking is suddenly as packed as the security gate during Thanksgiving? That was the challenge KCAD gave us. Our answer? We took something usually associated with headaches and made it fun, easy and approachable. The integrated campaign quickly proved that when you park at KCI, you really can spread your wings.
Intel
YOUR AUDIENCE ISN’T A TARGET,
THEY’RE YOUR NEIGHBOR B Y JO S H B R E W S T E R
For brands, it’s not enough to talk to your audience anymore. You have to talk with them. And one of the best ways to do that is by demonstrating a genuine commitment to the community. By doing so, you build relationships predicated on trust and loyalty, two things even more powerful than a good selling proposition. Here are a few tips on fostering good community engagement:
1.
2.
A massive Chiefs flag allowed people to add their signatures to show their support for RMHC-KC, while reminding them to donate by purchasing a smaller version for themselves. In the end, over $277,000 was raised, exceeding the goal.
> Making an impact in the community goes beyond just looking at demographics. For example, we recently conducted a community outreach event for an initiative between Ronald McDonald House Charities of Kansas City and the Kansas City Chiefs. Looking at audience trends, we discovered that our audience – especially millennials – value having a personal connection to the causes they support. Thus, we rolled out a massive tour with stops at local McDonald’s locations, both allowing people to donate and giving them a sense of involvement. Knowing that people in our community have a strong sense of family, the key message of helping children resonated with far more relevancy than it may have elsewhere. By finding insights like those, you can make your own efforts more qualitative, forming the kind of conversation with your audience that you’d have, well, with your neighbor.
> In Kansas City, we take care of our own. But as the city has grown, so too has the number of charities to support. Which is why it’s more critical than ever to carve out a well-defined purpose. In that same RMHC-KC example, our purpose was simple – use the galvanizing effects of Chiefs fandom to encourage people to root for a team we all cheer for: children in need. Using an oversized Chiefs flag as a source for inspiration served as a mobile reminder of the purpose of RMHC-KC. And because that purpose aligned with our audience’s own purpose and values, it connected in a personal way, helping our efforts stand out in an increasingly crowded field. So the next time you’re considering a community outreach event, take an objective look at how clear your purpose is. Doing so will increase the likelihood that it will make an impact once you’re in front of your audience.
> Companies are quickly learning that to attract top talent, your perks can’t stop at a pingpong table or the occasional free lunch. In fact, more and more employees expect their company to support their desire for social responsibility and activism in causes that are important to them. At Trozzolo, we’ve found that empowering our employees comes with a host of benefits. For one, it shows that our interest in our employees goes beyond the bottom line, creating a happier, more productive workforce. It also allows us to support a wide variety of causes, since each employee likely has a personal reason for supporting that cause. And finally, it raises awareness of the Trozzolo brand organically, improving the company’s reputation as an agency that cares about doing good – something that is also good for business.
3.
Case Study
TEACHING COLLEGE
CAMPUSES TO TALK TouchNet
> TouchNet Information Systems, Inc. serves
the higher education market with commerce management software that helps campuses streamline transactions and run their businesses more efficiently.
Research confirmed that college payment processes and financial systems are mired in an old-fashioned labyrinth of confusion and complexity. Silos between departments and buildings are commonplace. Clearly there was a business and marketing problem to be solved. For TouchNet’s part, they nailed the business problem with a suite of services that integrates campus commerce – 360U, a full-spectrum solution for robust campus business. But what does it actually mean to speak the language of business? It means processing payments, disbursing refunds, validating IDs, collecting receivables and more. Without missing a beat. Our fully integrated campaign told the story in an unexpected way. Through engaging college-style banter, we brought 360U to life and helped TouchNet get campuses talking. From product positioning and naming to print and online advertising, as well as interactive trade show exhibits and media relations, the 360U campaign positioned TouchNet as a leader. Which is exactly what it is. Since hiring us in 2005, TouchNet has gone from serving around 2 million students to about 7 million, roughly a third of all U.S. enrolled college students. Talk about impressive.
Intel
HOW TO CREATE A BRAND
RENAISSANCE B Y PA S Q U A L E T R O Z Z OLO
The Kansas City renaissance has been no happy accident. There’s been strategy involved. Planning. Investments made and, last but certainly not least, a healthy amount of roll-up-your-sleeves hard work. With that in mind, here are some ways you can apply those same principles to your brand:
Pay Attention to Perception > Back in the early 2000s, the Domino’s Pizza brand was synonymous with cheap, low-quality ingredients and poor customer service. Then came their ‘Oh, yes we did’ campaign in 2009, in which they not only acknowledged that perception, they shined a light on it in one of the most boldly transparent marketing campaigns of the last 25 years. Along with a complete rebrand and promise to improve, that attention to audience perception has helped Domino’s achieve the fastest growth rate among the top 10 quick-service restaurants just last year*. Proof that a good set of ears truly can change people’s tastes. *Source: Bloomberg Magazine
Get an Outside Perspective > It may seem counterintuitive but in business, ignorance truly can be bliss. Especially when it comes to thinking creatively. Sociologist David Stark of Columbia University recently conducted
a study in which he found the most innovative teams comprised people with diverse skill sets and backgrounds. At Trozzolo, hiring talent from nontraditional backgrounds has been a staple for years. Not only do they give us an objective look at our own brand, but their lack of preconceived notions, their ability to avoid ‘groupthink’ and their fresh perspective help give our clients the kind of breakthrough thinking necessary for growth.
Hone Your Brand Strategy > In an age when people are exposed to more messages than ever before, having a well-defined brand is essential. But your brand isn’t just the message you put out. It’s what your company stands for. It’s the set of values that inform the decisions you make. And it’s what drives your purpose as a company. Which is why it’s crucial to constantly analyze your brand’s standing both among your audience and within your company walls. And, to develop a strategy that gives understanding and consistency to the core principles of your brand. Otherwise, you risk it becoming fragmented, convoluted and, ultimately, forgettable.
Create Brand Advocates From Within > The most successful companies know marketing can only do so much. Which is why they foster cultures and initiatives that create brand ambassadors from the very employees who work there. Google, of course, is the poster brand for this, giving its people a long list of perks including free day care, encouraging them to explore personal interests, and creating an atmosphere that feels less like work and more like a playground for innovation. There’s a reason the Google campus was the inspiration for a movie, after all. And focusing on the human element of the company has allowed Google to be known as much for its people as for its technology. That’s a lesson brands of any size can learn from.
47 74 72 82
Highlights
WE’VE BEEN BUSY Recent Agency Awards
11 6
SILVER AAF-KC ADDYs for excellence in advertising creativity.
2
GOLD Healthcare Advertising Aster Awards
GOLD PRISMs from the Greater Kansas City chapter of the PRSA for outstanding public relations.
3 SILVER PRISMs
1 14
SILVER Healthcare Advertising Aster Awards
Annual Healthcare Advertising Awards
> COO/CFO RACHEL LUPARDUS was named to the KANSAS CITY
BUSINESS JOURNAL’S 2016 WOMEN WHO MEAN BUSINESS. (August 2016)
> TOM HEAPES was honored as the distinguished
ROGER YARRINGTON PR PRO OF THE YEAR. (September 2016)
Silver Anvil Award > The PRSA Silver Anvil Award is the most coveted award in public
relations, and Trozzolo recently nabbed its own at the 2016 PRSA Award Ceremony in New York City. This prestigious award, recognition for accomplishment in reputation and brand management for longtime client TouchNet, was presented by a team of national judges who select the best work out of thousands of entries based on research, strategy, execution and evaluation. Trozzolo was the only Kansas City agency to receive the honor.
It’s a Community Thing Giving back isn’t just something we like to say we do. It’s who we are. And it means
that on any given day at least one of us is actively involved in the local community. For the 22nd
consecutive year, we provided pro bono
services to what has
become KC’s largest
fundraising event, the
HELPED RAISED N $2 MILLIO
JDRF Dream Gala. Our work this year helped
raise a record $2 million
to fight Type 1 diabetes. Whether it’s volunteering at local diaper bank Happy Bottoms or ordering Uber puppies for the office
on Valentine’s Day to benefit Great Plains SPCA,
we’re constantly looking for opportunities to make a difference doing what we love.
For the past two years
we’ve participated in Pull a Plane – a Ronald McDonald House Charities benefit
where our team rallies to
pull a 300,000-pound jumbo jet on the KCI tarmac.
March Madness Spirit Days at the office helped raise funds for Leukemia & Lymphoma Society.
And our sustaining drive to match donations for
community radio station The Bridge continued for a second straight year. We could go on. Because our volunteering never stops.
IN OTHER NEWS 9 3
1 8
7 4
10 6 5
Happy 1. We celebrated our first anniversary with Kuhn & Wittenborn, a partnership between like cultures and a strategic, creative focus.
2
New Hires We’ve been busy gathering top-shelf new talent from all over. Our team, skills and community are all better for it.
Jenny Stasi and her family welcomed Peyton Elizabeth on April 29, 2017.
1 2 3 4 5
Scott Anderson Production Designer Judy Le Public Relations Strategist Sarah Chan Account Supervisor Stacey Hodges Prairie Dog|TCG Account Supervisor Elsa Becker Prairie Dog|TCG Account Manager
6 7 8 9 10
Caty Neis Senior Project Manager Amber Nagle Senior Digital Strategist Rick Gorman Copywriter Benjamin Caruba Senior Art Director Jeanine Lane Client Relations Coordinator
In Good Company Say hello to our most recent clients we’re proud to call partners.
Judy Le giddily announced her engagement to Brady Pyle.
Advertising Professional of the Year > Executive Chairman and Founder Pasquale Trozzolo was named AAF-KC’s 2017 Journey Awards Silver Medal Winner March 30. The award is given to the area’s most “highly respected, tenured advertising leader and visionary.” Pasquale was nominated by past winners of the award, making it that much more an honor.