Impact Issue 2 by 530media

WHAT’S YOUR LOGO REALLY SAYING?

DON’T DISMISS PRINT

MARKETING YOUR NONPROFIT

LET YOUR HORSES RUN

I M P A C T ISSUE 2 | 2018

Ideas to Elevate Your Marketing

IN THIS ISSUE This is the second issue of IMPACT developed around NEXT-LEVEL marketing. We just had a lot more to tell you! You see, new ideas come to us every day from our progressive clients, talented creative staff and the business world in general. These ideas might make you more successful in your business, bring you a greater ROI or gain you more recognition as a leader in your particular industry. We begin with an enlightening feature by Darcy Maulsby about the value of integrated print communication in this digital age. More than just stating the case for print, Darcy emphasizes how critical it is for all your communication mediums— print, video, web, digital, etc.—to work together to promote your message. You’ll want to read Burke Perry’s inspiring story of Helping Kids Round First. This nonprofit began with caring volunteers from the Sioux Falls area taking used baseball equipment to children in Nicaragua, and has grown into a dynamic force for sustainable agriculture, education, healthcare and women’s empowerment in an impoverished country where baseball is king. Two local guest journalists make valuable contributions to this issue of IMPACT. Even if your business does not fall into the category of nonprofit, chances are you’re associated with one through your community or church. For sure, you’ll want to read what Rod Arnold has to say about marketing a nonprofit. Local journalist, Thea Miller Ryan, has written a colorful profile on Sioux Falls artist and businessman, Steve Bormes, and how he turned his creative passion into a successful local business—Rug & Relic at 8th & Railroad Center. As you’ll discover, this issue is packed full of articles that will educate, help, inspire, entertain, and more. You’ll start thinking “NEXT-LEVEL” for your business and clamor for more ideas. Enjoy!

IMPACT magazine is published by VistaComm, a Sioux Falls-based marketing firm that helps businesses communicate better and grow faster. Our objective with each issue is to inspire and inform you with a collection of effective business and marketing tactics that can make you better at what you do. From case studies and current best practices to personal profiles and marketing How-Tos, we give you the tools to maximize your message and grow your business. Names, images and testimonials are used only when permission is granted. For more information, visit: www.VistaComm.com Please provide address change to: VistaComm 1401 North C Avenue Sioux Falls, SD 57104 605.977.2100 All content within IMPACT is subject to copyrights owned by VistaComm. Any reproduction of all or part of any document found in IMPACT is prohibited, unless VistaComm or the copyright owner of the material has expressly granted its prior written consent to reproduce, transmit or republish the material. All other rights reserved.

PHOTO: Darcy Maulsby

ON THE COVER: Wild Wings is a sculpture of an eagle in flight landing on a perch. Composed of steel, wood and aluminum by artist Heather Wall, the work is part of the 2018 SculptureWalk® Sioux Falls, sits on the corner of 10th and Phillips and is sponsored by VistaComm.

IMPACT AGRI-INSIGHTS ISSUE 2ISSUE 2018 2 2017

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CONTENTS

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10 4 7 8 10

14 INTEGRATED MARKETING = EFFICIENCY Make everything work together —and don’t dismiss print! DOES YOUR COMPANY NEED A CHECK-UP? Get good feedback to help run your company WHAT’S YOUR LOGO REALLY SAYING? A study of your most valuable marketing asset OPTIMIZE YOUR FACEBOOK ADVERTISING Use website traffic data to effectively advertise

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12 14 16 18

SIOUX FALLS BOOMS A photo essay BASEBALL, FARMING AND NICARAGUA The work of Helping Kids Round First CASE STUDY: DENTON COMBS Website redesign brings valuable results 3 SECRET INGREDIENTS OF IRRESISTIBLE NONPROFITS Why some nonprofits are wildly successful

ART TELLS 20 OUTSIDER STORIES Sioux Falls artist Steve Bormes defies definition

UNDERSTANDING YOUR MILLENNIALS Molding and building tomorrow’s workforce

LET YOUR HORSES RUN A hard-working sales force will WIN for you!

EMAIL 24 RETHINKING MARKETING It’s stronger than ever

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INTEGRATION by Darcy Maulsby VistaComm Staff Journalist

INTEGRATION = EFFICIENCY

How Integrated Marketing Can Grow Your Business

Which of these describes you? A. I know marketing is important, but it’s just not my strong suit. I think what we’re doing already is okay. B. A better marketing campaign could be good for business, but a company our size doesn’t have the budget for that. C. I know there are lots of ways we could market our company, but all these tools are overwhelming. D. All of the above. If you see yourself in any (or all) of these scenarios, you’re not alone. Effective marketing and communication strategies are tricky today, especially when you consider the sheer volume of messages vying for people’s attention. The average consumer is exposed to up to 10,000 brand messages a day, according to the American Marketing Association. Yikes! Millions of these messages are delivered via social media, where the sheer volume of content posted daily is staggering. Every 60 seconds, 3.3 million posts are added to Facebook alone, according to Smart Insights.

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72%

The majority of consumers (72%) prefer integrated marketing campaigns, according to the annual Consumer Insights Survey.

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VistaComm’s writers and designers always hit the mark in meeting our objective to showcase our expertise while maintaining the feel of a mid-size company that cares about not only its customers, but its employees and suppliers, as well.” GARY LARSON | President Electronic Systems, Inc. | Sioux Falls, South Dakota

Social media is just one part of the story, though. Remember the days when the Big 3 TV broadcasters (ABC, CBS and NBC) ruled the airwaves? Today, the number of television channels available to the average TV household has exploded to 205.9, according to Nielsen data shared on MediaPost.com in 2016. Don’t forget all the emails, magazines, newspapers, newsletters, radio broadcasts, podcasts, online videos and more that are competing for your attention.

What does IMC look like? VistaComm client Mid-Iowa Cooperative shares a consistent message inspired by its mission of “good land, good people, good advice” through these marketing/communication channels: • Facebook page to provide timely updates. • Professional YouTube video to help people experience the Mid-Iowa story from the farmers and employees who know it best. • Quarterly print newsletter.

In today’s over-saturated marketing environment, finding effective ways to build your brand can be daunting. The quality of your content, as well as your marketing strategy, matters more than ever. Where do you start?

BUT ISN’T PRINT DEAD?

UNDERSTANDING INTEGRATED MARKETING COMMUNICATIONS

Science is revealing that ink on paper creates a deeper impression in the human brain than something nonphysical, like a digital message. A recent article in Target Marketing explains this phenomenon of “your brain on print.” According to a study from the Center for Experimental Consumer Psychology at Bangor University in Wales, the physical nature of print elicits an emotional connection in people.

If you want to cut through the clutter and reach your target audience, it’s time to consider integrated marketing communications (IMC). IMC is not merely doing more kinds of marketing. IMC offers a coordinated, cost-effective strategy to help you focus on your key message and share it in a consistent, compelling way through a strategic mix of marketing/ communication channels. That mix may include video, digital (social media, blog posts, e-books, e-newsletters), advertising, print (newsletters, magazines, brochures, direct-mail campaigns), trade show promotions, press releases and other tools. Integrating this cohesive strategy across various communication channels doesn’t just streamline your marketing; it helps you meet your customers and prospects right where they are. That’s one reason the majority of consumers (72%) prefer integrated marketing campaigns, according to the annual Consumer Insights Survey.

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If anyone tells you print isn’t part of effective IMC, don’t believe it.

Using functional magnetic resonance imaging (MRI), researchers found that content delivered in paper form is more stimulating than content delivered in virtual or digital form. Apparently, our brains perceive printed items (like newsletters) as more genuine—and engaging.

Science is revealing that ink on paper creates a deeper impression in the human brain than something nonphysical, like a digital message. (continued on next page)

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(continued from previous page)

But don’t take our word for it. Here’s what Gary Larson, president of Electronic Systems, Inc. in Sioux Falls, South Dakota, says: “Our print newsletter, produced by VistaComm, is a product that—after more than 14 years—continues to work for us. VistaComm’s writers and designers always hit the mark in meeting our objective to showcase our expertise while maintaining the feel of a mid-size company that cares about not only its customers, but its employees and suppliers, as well.” But that’s not all. “It’s interesting, we’re in a high-tech business, but we really believe in the importance of print communication,” Larson added. “Our customers can easily ignore or delete electronic communication, but they read a good print newsletter—cover-to-cover. We continue to

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get positive comments from our customers on receiving a printed newsletter.”

PUT IMC TO WORK FOR YOU Electronic Systems, Inc. highlights how a strategic mix of marketing tools, including print, can add tremendous value for customers. Conveying a consistent, targeted message through IMC, helps build trust, which increases loyalty, which leads to sales.

Resources: • 4th Annual Consumer Insights Survey, E-tailing Group, 2011. • American Marketing Association, Joshua Saxon, IE School of Human Sciences & Technology, 2017. • Smart Insights, Robert Allen, 2017. • Mediapost.com, MediaPost Communications, (Nielsen Data) 2016. • Center for Experimental Consumer Psychology, Bangor University, Wales, 2009.

Want to see how IMC can work for you? VistaComm’s team can help you assess your current marketing activities, define your target audience, develop a strategy and integrate your marketing channels to generate more traffic, leads and sales. Call David, Laurie or Maria today at 605.977.2100 and realize your full integrated marketing potential.

MARKETING TAKEAWAY: An integrated campaign’s effectiveness is generated through repetition and consistency of message across all marketing channels. 6

IMPACT ISSUE 2 2018

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FEEDBACK by Dave Aeilts VistaComm Senior Journalist

HEALTHY ORGANIZATIONS ACTUALLY

SOLICIT INPUT.

Is it time your company had a health check-up?

Not long ago, many company managers, directors and board members would actually duck customer or employee input. Everybody breathed a sigh of relief if the final gavel fell at a quarterly or annual meeting and no one rose to make a comment—especially a complaint. “No news is good news,” was the consensus. “We’re safe until the next meeting.” It’s not that way anymore. I ought to know. I’ve been employed as a member relations director for a local cooperative and I’ve worked in the field of corporate communications for more than 40 years. Businesses all over are consolidating at a record pace. The healthy companies usually come out on top. These are the ones that regularly take an organizational check of their customers and/or members—and their employees. They ASK for comments and USE the information they get. VistaComm is privileged to have several of these companies as clients. One client, the CEO of an agronomy and energy business, regularly solicits customer input at the end of his newsletter article. “My door is always open,” he states. This client not only maintains an open-door policy, but the company proactively solicits customer input every 3-4 years. Their surveys ask telling questions like, “What do we do well?” and tough questions like, “What could we do better?” The company sticks its neck out by giving its patrons a voice and promising our “management will use the results of our survey to guide our decisions.” For the past 12 years, they’ve been asking for this kind of input to help direct VISTACOMM.COM

the future course of the company. Not surprisingly, this medium-sized company has flourished among the giants, even in a tough economy, as it listened to its patrons’ advice to provide them exceptional service and innovation. This company also regularly solicits input (also in the form of a survey) from its employees. Because VistaComm manages the survey assuring complete anonymity, they have been able to get 100% participation from their employees. What about you? Could your company or organization use a health check?

FIND OUT HOW VistaComm’s services can help you gather the information you need to put your company “back in the pink.” • Teasers, news articles and cover letters promoting your surveys • Design and administration of both print and electronic surveys • Third-party follow-up to assure maximum participation • Tabulation and cross correlation of results in an easy-to-use format ISSUE 2 2018 IMPACT

BRANDING by Eric Raasch VistaComm Creative Director

WHAT’S YOUR LOGO REALLY SAYING? MORE THAN YOU MIGHT REALIZE.

Whether you manage a brand, represent a non-profit, are planning a startup or already own a business, your logo is one of the most valuable assets you have. An effective logo instantly connects your audience to your brand, serving as a visual shorthand for who you are and what you represent. Which is why it’s more important than ever to make sure your logo sends the right message and is a positive, accurate reflection of your brand promise. To determine if your logo is assisting or impeding your mission and message, ask yourself the following six questions.

Color increases brand recognition by up to 80%.

University of Loyola, Maryland, study; Why Color Matters, COLORCOM; Jill Morton (2005). www.colorcom.com/why_color.html.

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IS MY LOGO SENDING THE RIGHT MESSAGE?

WILL MY LOGO “HOLD UP” OVER TIME?

Let’s say, for example, you’ve identified your target audience as married males over 40 who are passionate about the outdoors and live in central Canada. Visual cues incorporated in your logo treatment—including font selection, color palette, shape, subject matter and more—can either attract that audience or repel it. Prospects should feel as if the logo is appealing directly to them. It should also be an accurate reflection of your brand and what you stand for. If those two aren’t both true, there is a disconnect and you might need to reconsider your positioning, your audience or your logo.

Unless you’re Coca-Cola® and have a century of company history under your belt, your logo shouldn’t evoke the era in which it was created. Today’s oh-so-hot design trend might work just fine for your current ad campaign, which is meant to run for a year, or even a quarter. But your logo must transcend the trend and not tie you to a particular time period. That cool style you loved in 2002 might scream “retro” to today’s consumer. A better, more versatile logo appears timeless and stands the test for multiple decades.

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It also saves you money by not periodically requiring costly updates of websites, printed materials, signage, apparel, etc.

DOES MY LOGO BLEND IN, OR STAND OUT?

IS MY LOGO UNIQUE TO ME?

Unless you have an unlimited advertising budget (hello, GEICO®) and can continually put your brand in front of millions of consumers every day, your logo needs to be distinctive if you want your audience to recognize and remember it. An unusual shape, a custom font or a memorable combination of colors can help save you from the sea of sameness.

While imitation may be the sincerest form of flattery, it can be a death sentence for your image. If your logo reminds people of another brand—especially a direct competitor—it may be more of a liability than an asset. Worse, you could be helping to build their business, not just your own. Conduct a visual audit of logos in your industry, to ensure you are distinctly positioned against the rest of the field. And don’t limit the study to your current market. Think bigger.

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IS MY LOGO TRYING TOO HARD?

AM I USING MY LOGO CONSISTENTLY?

It’s true that your logo should encapsulate the essence of your business and its promise. But that doesn’t mean it needs to tell the whole story. It can’t, and it shouldn’t. Marketing offers myriad ways to communicate your story and develop your brand position. That’s not the logo’s job. Rather, when your logo consistently appears in conjunction with your brand messaging and imagery, over time it will take on that meaning—even when appearing alone. Which is how even the simplest of logos can eventually mean so much to a company’s audience.

One of the most common mistakes in branding is inconsistent logo usage. It will take much longer for your logo to build brand equity if it looks different from one application or venue to the next. What may seem like a harmless “tweak” to make your logo look better on, say, a pen, a sweater or a banner, can cause real and measurable damage to your brand. Inconsistent treatment of your logo not only makes it harder for your audience to recognize you, it makes you look unprofessional. So, avoid or eliminate superfluous alternate treatments of your logo, and whenever possible, use the standard version.

If you have concerns about your logo and how it’s being handled, our team would be happy to help you optimize your current logo or develop a whole new identity. Just contact VistaComm today for a free consultation—605.977.2100. ISSUE 2 2018 IMPACT

ANALYTICS by David Vanden Hull VistaComm Director of Sales and Inbound Marketing

FACEBOOK PIXEL

101

With more than 1.4 billion daily users, Facebook continues to play a key role in marketing. Many marketers are using Facebook, but not to its full potential. If you have a website, the Facebook pixel could make a huge difference for you.

WHAT IS THE FACEBOOK PIXEL? It’s an analytics tool that measures the effectiveness of your advertising by helping you understand the actions people take when visiting your website. You can use pixel data to: • Make sure your ads are viewed by the right people. • Build your advertising audiences. • Unlock additional Facebook advertising tools.

HOW DOES IT WORK? You have access to thousands of data points on potential customers with Facebook and can target your ads to just the right audience based on who they follow, what they “like” and much more. But, if you pair this action with your website, you can also target your ads based on specific actions users are taking on your site. Think of it this way. You determine your target audience in Facebook and start sending ads to them. An ad catches someone’s attention, they click through to your site, browse your inventory page, then leave. Would you send the same ad to them again? Of course not! The Facebook Pixel allows you to then send them a different ad—dynamic retargeting. This keeps your visitors more engaged in your brand.

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Let’s say a customer selects a specific product detail or adds an item to an online shopping cart but doesn’t check out. You could then deliver a Facebook ad showcasing the item or service they viewed—further enticing them to buy it. This visitor would then be grouped with others who took the same action on your site—a Facebook Custom Audience. Now, you can segment your visitors and deliver dynamic ads to the most relevant audience. By segmenting and creating custom audiences, you can begin building marketing workflows.

PEOPLE ON YOUR WEBSITE Your customer data

CUSTOM AUDIENCES Targeted with combination of website and Facebook

PEOPLE ON FACEBOOK Facebook data

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Marketing made measurable

VistaComm grows your business with data-driven strategies that prove your marketing is working.

THE BUYER’S JOURNEY

We can measure your success and you can measure ours!

Marketing workflows start by understanding the journey a user takes to becoming a customer. Once you have defined this, you can use the Facebook pixel to automate your marketing based on customer website activity and their buying cycle. Say, for instance, you sell an item that needs a 90-day refill. You can automatically send him ads after 70-80 days reminding him to refill. There are multiple steps you can add along the way, and each custom audience will have a different ad experience based on where they fall in the buyer’s journey.

70%

Website visitors who are retargeted with display ads are 70% more likely to convert on your website.

What we do: • • • • •

Social media marketing Google Ads Remarketing Search engine optimization Conversion optimization

Actually, there isn’t enough room to list all the digital marketing services we provide.

Source: https://blog.wishpond.com/post/97225536354/infographic-7-incredible-retargeting-ad-stats

WHY SHOULD I CARE? By using the Facebook pixel and creating custom audiences, you are better able to track results—connect ads to revenue for e-commerce sites and leads for sales-driven sites. This data helps you make better decisions about your advertising and ensures you get the maximum return on your marketing dollars.

Call today to set up a FREE consultation to learn exactly what VistaComm can do for you.

FOR MORE INFO Ready to get started? Check out my blog post at www.vistacomm.com/howto-setup-your-facebook-pixel/. If you still find yourself in need of assistance, contact our experienced digital marketing team at 605.977.2100. VISTACOMM.COM

ISSUE 2 2018 IMPACT

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GROWTH

BOOMTOWN

PHOTO: Darcy Maulsby

Sioux Falls continues to grow at an unprecedented rate, with new construction underway in every quadrant. Projects representing retail, office, housing, medical, civic and arts & entertainment are in various stages of completion. Through July, 2018 building permits have totalled $449 million, and are on pace to eclipse the previous year’s total for the eighth year in a row. Here are five projects that will have a major impact on the local economy.

The arts have played a pivotal role in the development of the vibrant and growing Sioux Falls downtown business, retail and entertainment environment. Created by artist Dale Lamphere, the

Arc of Dreams™ will be an artistic exclamation point. The stainless steel sculpture will span the Big Sioux River at a maximum height of 70 feet. Installation is scheduled for October, 2018.

An anchor tenant of Foundation Park, the massive Win Chill cold storage warehouse opened in May, 2018, and work is already underway on an addition. The 205,000-square-foot facility can

chill and hold food items at temperatures as low as -20° F. Win Chill employs 60 full-time and 15 part-time workers at the facility, potentially generating more than $900,000 in annual tax revenue.

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With 330 one- and two-bedroom units, Graystone Heights is one of the largest apartment projects in Sioux Falls and symbolizes the ongoing demand for quality housing options in the city. Developed

by RMB Associates, Graystone, located on 57th Street just west of Highway 11, is the first apartment complex in the state to offer instant access to broadband with up to one gigabyte speeds.

Fans of the Fleet Farm chain cheered the announcement of the company’s entry into the Sioux Falls market. Located in the Sanford Sports Complex development at Benson and I-29, the

store will offer 185,000 square feet of retail space, a lumber yard and gas station. It wll also feature an experimental, more modern design — a departure from Fleet Farm’s traditional store look.

Described as the largest building project in Sioux Falls history with Avenue. Phase one, a surgical hospital and medical office building, a pricetag of $174 million, the Avera on Louise Health Campus is is pictured here. The project, slated to open in 2020, will employ located on 82 acres at the intersection of 69th Street and Louise more than 600 construction workers over the next two years.

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CHARITY by Burke Perry VistaComm Senior Journalist

PHOTO: Jay Fishback

OPENING DOORS WITH BASEBALL Throughout America’s heartland, two institutions have stood the test of time—farming and baseball. That’s not to diminish the popularity of the games that gave rise to classic stories like “Friday Night Lights” or “Hoosiers.” But those pursuits generally end for small-town residents once players head off to college or start careers. Baseball players, however, play on with town teams, eventually graduating to softball. It is an enduring pastime that parallels the seasons of crop and livestock production. As important as baseball is to rural American culture, that importance is magnified many times over in the Central American country of Nicaragua. There, baseball is more than a pastime. It’s a source of hope and, for some, a pathway to survival. South Dakotan Craig Severtson lives at the intersection of those three worlds—baseball, farming and Nicaragua. He grew up in a baseball family, ultimately playing for Augustana University in Sioux Falls*. Today, he and his sons raise crops and feed cattle on their farm on the outskirts of Flandreau. These days, most of Craig’s time and energy is focused on securing resources and making connections for Helping Kids Round First (HKRF), a nonprofit he established to help create ongoing, sustainable change among the poorest of the poor in Nicaragua. *On June 2, 2018, the Augustana University Men’s Baseball Team was crowned NCAA-Division II National Champions. From the very beginning, this organization has proudly supported Helping Kids Round First.

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IT STARTED WITH BASEBALL Starting a nonprofit was not on the agenda when Craig began traveling to Nicaragua in the early 2000s. “Nicaragua is a baseball-crazy country,” he states. “As compared to many Latin American countries where soccer is king, baseball is king in Nicaragua. I had heard about a medical mission taking baseball equipment with them to Nicaragua, and I wanted to go. But they traveled during calving season, and that didn’t work for me. So, I had to do something on my own.”

“We are using baseball as a starting point to help families, and eventually communities, change their lives.” Craig had developed a passion for the Nicaraguan people when he journeyed to and through the country in the 1980s. With his family raised, and the farming/ranching operation in the hands of his sons and hired man, he started making annual trips to Nicaragua in 2009.

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PHOTO: Jay Fishback

Craig tells another story that drives home just how important—and scarce—baseball gear is to the teams they work with in Nicaragua.

Throughout Nicaragua, hundreds of teams and thousands of kids and players have received gear from HKRF: • 18,000 baseballs and softballs • 3,200 gloves • 3,300 bats • 400 sets of catcher’s gear • 1,800 batting helmets • 8,000 uniforms and t-shirts • 1,200 pairs of spikes and tennis shoes

“We were having supper with Nixon Munoz, a 16-year-old young man and Johnny Alvarez, his pitching coach,” he recalls. “We help supply Johnny with equipment for his academy. Nixon was getting ready to sign a pitching contract with the Boston Red Sox. After supper, Nixon helped us carry bags of gear from our truck to Johnny’s car. He asked us, ‘Are there any gloves in the bags?’ I said, ‘Of course. Do you need a new one?” He answered, ‘Not a new one. Any one. I don’t have a glove.’”

Providing baseball equipment, organizing baseball clinics, and helping communities generate sustainable activities that benefit youth physically and emotionally is making a significant difference. But, as it turned out, baseball was also the calling card that opened doors to a host of other opportunities in sustainable agriculture, rural health care and the empowerment of women.

“I would carry as much baseball equipment with me as I could,” he states. “Even in the poorest communities, you can always find a baseball field. It’s the national pastime, and one of the few sources of hope for their youth. What little equipment they have is shared by everyone in the town.”

By 2015, it was no longer suitcases of baseballs and gloves going to Nicaragua. That year, HKRF sent their first shipping container of gear. At the same time, more volunteers accompanied the HKRF team on their trips, as word of their unique work spread.

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“This is some of the most significant work you can do,” Craig summarizes, “the kind that leaves a generational trail. We are using baseball as a starting point to help families, and eventually communities, change their lives.”

Craig Severtson and the Helping Kids Round First team are just a few of the extraordinary people we meet every day at VistaComm. To learn more, visit www.HelpingKidsRoundFirst.org and subscribe to the HKRF newsletter, Touching Base. Thank you, Craig, for letting VistaComm tell your amazing story. ISSUE 2 2018 IMPACT

CASE STUDY

SOLUTIONS by Laurie Hoffman VistaComm Vice President of Client Services

NEW WEBSITE WORKS HARD FOR DENTON COMBS

Web development began with a clear focus on that Facebook Mom audience and the online information they might be searching for themselves and their families. VistaComm’s web content specialists proceeded to tell the Denton Combs story—who they are, what they do and why those Moms should care. Content was then coupled with visuals and functionality that would cause the online reader to respond to the site and STAY WITH IT, grasping the full Denton Combs message.

With a new website ready to go, targeting Denton’s audience could begin—on Facebook, inTHE searchSOLUTION engines and through search engine THE CLIENT optimization (SEO). This was accomplished through granular digital Denton Combs Center for Excellence in Care (Denton) in Sioux To attain the greatest online functionality, Denton would need tracking of those visiting the Denton website. The VistaComm team Falls, South Dakota, has been treating, managing and solving to enhance their existing website—the first step taken by the immediately discovered which website messages were working and which non-surgical ear, nose and throat (ENT) conditions since 1999. VistaComm web development team. ones were not. Content adjustments were made—in fact, the team now Their approach to ENT issues addresses the cause through works continually with Denton make site Focused on the Facebook Momsto and theirsure needs, lifestyle changes and medical approaches rather than surgery. visitors are responding to the messages and overall VistaComm’s web content specialists proceeded to tell the content. If something is not working hard—getting Denton Combs story—who they are, what they do and why THE SITUATION responses—content is replaced. Tracking has those Moms should care. Content was coupled with visuals When Denton came to VistaComm for marketing assistance, and functionality to fully engage online reader. enabled the VistaComm team the to go back to Denton they were using mostly radio, some television and local print regularly and show them exactly what is working or advertising—but had no real way to measure the results. With a new website, digital targeting of those visiting the getting good response for them. Their internal estimates calculated that approximately 70% Denton site began—on Facebook, in search engines and through search engine optimization (SEO). The VistaComm team immediately discovered which website messages were THE RESULTS working, which were not—and adjustments were made. To The need to increase awareness of their services and produce this day, this exercise is ongoing. This tracking has enabled immediate growth waswanted Denton’s In addition, they Denton Combs topriority. grow their business—let’s get back to that. They reported to VistaComm in the the VistaComm team to regularly show Denton exactly what wanted effective,early measurable that were would“getting assure them program’s stagestactics that they way busier.” Their potential client base began to grow, as results are being driven by new marketing efforts. they well, were not wasting marketing dollars. Conversions equal visits to the site that result in either a call to the as evidenced by conversions. of their business came through word of mouth. Their target audience was identified as Facebook Moms.

Denton office or the completion of an online responseTHE form requesting additional information on RESULTS

THE PROCESS Denton’s services.

Denton Combs potential client base began to grow, as An initial discovery process helped both Denton and evidenced by visits to their site resulting in either a call or VistaComm abouttoeach other and the target Cominglearn frommore no way know if marketing strategies were working to online havingrequest actualfor names and information. addresses completion of an additional audience. Key findings helped both parties and agreedata after 10 months of digital tracking: of potential clients in hand, here’sdevelop the conversion Denton’s conversion data after only 10 months of digital to a hard-working web and digital strategy. tracking can be seen below. SEO, 278

300

Google AdWords, 205

250 200 150 100

SEO, 89 Facebook, 59

Facebook, 33

50 0

SEO

Facebook Calls to the Denton Office

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Google AdWords, 39

Google AdWords

Online Forms Completed 605.977.2100

Elevate your marketing

Tell your story. Engage your audience. Build your brand. Brand Development and Strategy • • • •

Discovery and assessment sessions Brand development and design Strategic planning Corporate goal setting

Content • • • • • • •

Newsletters (print & digital) Magazines Visuals: photo journalism, infographics Web and blog content Video Corporate communications Ag newsroom services

Creative • • • • • • •

Logo/brand development Direct mail marketing Advertising Sales literature Annual reports Corporate communication materials Commemorative/special publications

Digital, Web & Mobile Solutions • • • • • •

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Web design Website/conversion optimization Search Engine Optimization (SEO) Heat mapping Pay-Per-Click (PPC)/Search Engine Marketing (SEM) Social media management

NONPROFITS by Rod Arnold Strategy and Marketing Lead, Leading Good

3 SECRET INGREDIENTS OF IRRESISTIBLE NONPROFITS Do you ever wonder why some nonprofits are wildly successful? I’m talking about those that seem to have that special sauce. They don’t just have supporters, they have raving fans. What is it that makes some nonprofits seem simply irresistible? And how can we harness that same energy for other organizations? If you look closely, you’ll see there are a few key ingredients they seem to have in common. And these ingredients really have to do with how they tell their story. As humans, we think in metaphors and we learn through stories. Which means that every time we communicate to our audience, we are telling people a story about our nonprofit. The question is: Is it a story that makes people want to engage and take action?

Secret Ingredient #1: TRANSFORMATION At its core essence, nonprofit work is really about transformation. Organizations exists to bring about positive social change. The challenge for us as marketers is to boil it down and communicate the before-and-after, the from-to, in its simplest, clearest form. From people drinking dirty water ... to people drinking clean water From kids not getting an education ... to kids going to school

Telling the right story about our nonprofit can make all the difference.

From a rainforest that is under threat of deforestation...to a rainforest that is now protected

Here are three secret ingredients that radically transform a nonprofit’s marketing and make it irresistible to donors.

It’s easy to assume that people implicitly understand the change that happens through our work, but that’s simply not the case. If we don’t explicitly communicate both the before and the after, there’s a good chance people won’t quickly and easily see the value of our organization or understand why

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they should donate. Charity: water is a good example of an irresistible nonprofit. The transformation that happens through their work seems obvious. But rather than assume people know, they keep talking about it, clearly and explicitly. The tweet below is a great example.

It’s that the dirty water caused her children to get sick and led to disease in her village. This explanation creates empathy in me, the donor. I know how awful it is when my kids are sick and how I want to do anything I can to help them feel better. Empathy helps attach emotion to the “before” aspect the transformation. But we can’t stop there. The other side of the emotional coin is joy and hope. When we show donors joy and hope through words and images, we’re telling a story they want to be part of. The transformation becomes more than just factual, it oozes with positive emotion. It’s no longer just “from dirty water ... to clean water.” It’s now “from suffering and despair. .. to joy and hope.” Emotion makes it a much more powerful story—a story that donors find irresistible.

Secret Ingredient #3: SIMPLICITY People are busy. They’re distracted with thousands of marketing messages every day. So regardless of how important a cause is, unfortunately people are not going to spend much time or effort trying to understand it. That’s why having a simple, clear message is absolutely vital. Nonprofits that are most effective at marketing follow the KISS principle: Keep It Simple, Stupid. This means... Their website has plenty of white space with minimal text. They use conversational language, simple words and short sentences. When we clearly communicate the transformation that happens through our work, donors are much more likely to want to get involved and help make the change happen.

Secret Ingredient #2: EMOTION You’ve probably heard the marketing adage that people make decisions based on emotion, not facts. It’s simply the way we’re wired. The first way emotion plays into marketing is through empathy. Great nonprofit marketing creates empathy for the people being helped through our work, and it does this by clearly explaining the problem they face. Back to our example of the tweet above, it’s not just the fact that Sanjita didn’t have clean water that looked and tasted bad.

They make it easy for people to understand and take action. Most nonprofits confuse donors by not saying enough, trying to say too much or trying to sound too smart. If we want people to fall in love with our nonprofit, we need to keep it clear and simple. And if we make sure these three secret ingredients are baked into all our marketing, we’re on track to make our nonprofit simply irresistible.

Rod Arnold is the Strategy and Marketing Lead at Leading Good. As the former COO of charity: water, Rod helped lead the young organization through a period of tremendous growth. Now he helps other nonprofits grow by applying principles and strategies that are proven to work. Learn more at leadinggood.com.

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CREATIVITY by Thea Miller Ryan Freelance Writer

OUTSIDER ART TELLS STORIES One of Sioux Falls’ most well-known retail businessmen finds his inspiration from unusual sources. “The Jetsons, Dr. Seuss, Paul Bunyan, The Flintstones,” says Steve Bormes, co-owner of Rug & Relic. The 15-year-old business at 8th and Railroad Center started as a place Steve and his wife, Tove, could sell Turkish rugs and antiquities purchased on their trips there and inspired by their love of travel and authentic, vintage decor.

“One of the unintended benefits of adding art to a business is the business becomes memorable.”

Steve installed some vintage swag lighting in a neighboring restaurant, Sanaa’s, and came back to the shop, seeing his antique butter churns in a whole new light; He immediately began drilling holes in the churns and turned them into one-of-a-kind swag lamps, complete with colorful bulbs inside. A tenured art professor, Liz Bashore, came and “accused” him of being an artist, and his entire way of thinking changed that day. He let go

of the constrictions he felt before and the creativity exploded. “Turkey,” he said, “they have different stuff than we do. I had access to things nobody else had. It was like a secret weapon.” He started collecting things from across the ocean, and then he began mixing them with familiar American items— car antennas, tail lights from old cars, then kitchen items. He got a studio space in the back of the building where their shop is, and he started mixing things up like a mad scientist. Suddenly, antique wooden spoons were attached to butter churns with holes in them, and a set of big antlers

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were added, and a round glass “grape” from the 70s. The whimsical, outsider art took on a life of its own and it made Rug & Relic a destination point for shoppers and designers. People noticed the odd, lit-up creatures crawling from the ceiling and walls, and Steve soon had his own art shows across the country— pieces were selected for shows in Las Vegas, New York, Baltimore, Portland, The Washington Pavilion’s gallery and the South Dakota Art Museum. The show at the Pavilion called for a giant room full of underwater-themed creatures, so Steve went on the road to find the perfect parts. “My mind wandered in South Dakota,” he said. “I made some phone calls to marinas and asked ‘Do you fix old boats? Do you know anyone who does or who has parts?’ They’d say, ‘There is this guy…’ and I’m suddenly

running into the countryside to find ‘the guy.’” The road took Steve to a man with about 25 vintage Johnson motors from the 1950s. “It was a slice of Americana,” Steve said, and bought the entire collection. The “big Johnsons and little Johnsons” were drilled full of holes and turned into an entire school of fish for the Pavilion show. Steve’s roots are in Aberdeen, where he came from a well-known family, largely known for their number of siblings, creativity and their father, the doctor. He worked for the South Dakota Department of Health and also was a licensed arborist. He and a brother trimmed trees and did spectacular Christmas lighting before he started the rug business. “I realized early on I didn’t want to be a tree mortician. I wanted to create an aesthetic,” he said. It seemed hard to believe a tree trimmer could turn into a much sought-after artist, Steve said. “We all

are artists as kids. We all become sculptors, writers, painters. This is what you do. You take art class. You bring your paintings home and it’s a big deal. Your drawings are on the wall. And then you’re not an artist anymore.” Steve embraces the child artist who found his way back to making the wild creations. He collaborates with other businesses to create art lighting that tells a story. Fans can find his work at Parker’s and The Market in Sioux Falls. The lighted art makes great conversation pieces for business owners. “One of the unintended benefits of adding art to a business is the business becomes memorable,” he said.

Thea Miller Ryan is a freelance writer from Sioux Falls, a mom, wife, reader, sushi addict, crafter, conure owner and accidental activist.

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WORKFORCE by Emily Jackson VistaComm Designer/Project Manager

BUILDING TOMORROW’S WORKFORCE It’s both a blessing and a curse to be a millennial—today’s most-talked about generation. One of the most educated generations to date, we have a less than stellar reputation for contributions to the workforce. It’s true, our motivations differ from our predecessors, but willingness to adapt is one of our best characteristics. Consider the following pillars important to today’s workminded millennial. They might help you better understand this generation striving to make a significant contribution to your workforce. Money. It talks, right? In the traditional sense, money is a necessary evil to pay off those student loans and home mortgages. But money is more than just salary. Other programs can create value—wellness plans, retirement contributions and paid time off. Consider adding non-monetary value to your employee’s lifestyle when salary bumps might not be an option. Growth. For 59% of millennials, it’s expected employers will provide relevant learning opportunities.1 Plenty of millennials walk away from a stable job because of boredom. The millennial’s embrace of technology and willingness to grow makes us prime candidates for a challenge. Take advantage of those characteristics to grow your services. Passion. It’s been said time and time again that millennials are fueled by passion for what they do. Sometimes we just need an understanding of how our part affects the whole and how we add value to the team. Being clear about your ambitions as a company can often provide that much-needed boost of self-purpose.

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Flexibility. There is an undeniable shift in what many millennials are willing to compromise for their job compared to previous generations.

95% of millennial employees report work/life balance is important to them.2 No wonder then, that many seek adaptable office hours and the option to periodically work from home. It’s important to establish on the front end realistic expectations for both parties to best accommodate a friendly balance of work and personal life. The top reasons millennials leave their jobs: to make more money, to move forward in their careers, to pursue work more aligned with their passions, and to have more flexibility/ better work-life balance. 3 Understanding each of these points will help you build a stronger multigenerational team for tomorrow. 1. www.edassist.com/resources/news-releases/2015/04/millennials-study-press 2. www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/ gx-millenial-survey-2016-exec-summary.pdf 3. myemail.constantcontact.com/For-immediate-release--NewBCCWF-Research-on-How-Millennials-Navigate-Their-Careers. html?soid=1101926937565&aid=Hmm6wriqIyg

At VistaComm, we like to share our thoughts and experiences in hopes they fuel your business decisions in a positive way. About 25% of our team is comprised of millennials, and we couldn’t do what we do without them! 605.977.2100

IF YOU HAVE THOROUGHBREDS IN YOUR STABLE, LET ‘EM RUN.

FINAL SAY by Bill Byrne VistaComm Founder

Thoroughbreds have a mental edge, a constant urge to reach for higher levels of achievement and an ability to get pumped for the big game. Diluting these championship characteristics because a parent, coach or leader does not play a supportive role is tragic. I had a college buddy who was a fireball salesman. After graduating, my friend joined a major computer firm. He was assigned a large, underachieving territory and given a goal of doubling sales within three years. He swallowed hard to digest his budget, rolled up his sleeves, put on his go-getter attitude, and went to work.

up to its previous level (of course, then they would cut his territory again.)

In less than three years, he not only doubled his territory sales—he increased them more than tenfold. It was a super achievement. He had an incentive package, and his production created substantial incentive income. As it turned out, too substantial! He committed the cardinal sin of making more than his boss.

The “we’ve got to hold the thoroughbred down” mentality isn’t the sole property of larger companies. I’ve seen dozens of situations in smaller organizations where the owner-entrepreneur stifles achievement by rearranging territories, responsibilities and pay schedules to massage free market results. These efforts level the achievement curve, pull the overachiever down, and make the average worker look better.

He was an exceptional salesman, and unlike many salestypes, knew himself well enough to know he was happiest when selling. Like many companies, his employer wrongly believed that good salespeople make good managers. So, they offered him a management position—at decreased pay. He turned it down, asking them only to allow him to continue developing his territory. That wasn’t acceptable to his employer. They cut his territory in half, which slashed his income by 30 percent. They dangled the carrot for him to get his income back

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Three months later, he resigned and joined a start-up competitor. He has been causing his former employer fits ever since.

Entrepreneurial leaders do not seek to level the achievement curve. They fight policies that do. An organization can accomplish lofty goals only if able to attract achieving people who make it happen. If you attract talent, you can do anything. If you don’t, you will accomplish much less. When you find thoroughbreds, let them run! They will win—not only for themselves, but for you.

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WHY YOU SHOULD BE USING FACEBOOK WITH YOUR WEBSITE—DETAILS PAGE 10

by Laurie Hoffman VistaComm Vice President of Client Services

AN EMAIL RENAISSANCE

With Facebook, Instagram, LinkedIn, Twitter, Pinterest and Snapchat so prominent these days, it’s easy to forget about email as an effective communication tool. A recent study by the Direct Marketing Association reports that email campaigns conducted with well-maintained in-house lists achieved a return on investment (ROI) of 30% – 32%, compared with 15% – 17% on social media, and 18% – 20% for direct mail. Far from dying out, email as a communication tool is still extremely strong, and savvy marketers are using it—regularly. This resurgence can be attributed to the rise of mobile usage and responsive platforms. 91% of adults have a mobile phone within arm’s reach 24 hours a day. Smartphone users use their phone to send and receive both personal and business email (84%). For 24% of smartphone users, email is the first thing they check on their phone in the morning. Observations and tips to remember when using email marketing: • A Captive Audience — Consumers provide email addresses to businesses they know and trust. • Deliver What They Want — Special notices, discounts and product knowledge are the main reasons consumers give you their email addresses.

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of smartphone users report that email is the first thing they check on their phone in the morning. • A Special Format — Email messages differ from those on Facebook, Instagram, LinkedIn, Twitter, Pinterest or Snapchat. Review the basics: • A solid subject line is just as important as the main email message. Concisely state the substance of your message here. • Immediately state who you are and the purpose of the email. • Prioritize what your customer needs to know. Present a focused, clear message. • Correct usage is not archaic. Standard spelling, paragraphs, periods and grammar make your email more quickly comprehensible and professional.

Resources: • Response Rate Report, Direct Marketing Association, 2015. • Consumer Digital Usage and Behavior Study, Adesta. • Marylou Ruud, Leadership Development Initiative, P.E.O.

Your marketing plan might benefit from an email campaign. Let VistaComm help—the increased ROI could be yours!