People For Bikes: Creating The Largest Bicycle Movement In The U.S.
Bikes Belong Branding
To achieve this goal, we created People for Bikes, a national movement to improve the future of biking. We started by developing a brand icon and design system that is joyous yet authoritative, nationalistic, personal and credible. The primary focus of our Web experience is to get cyclists, both casual and enthusiast, to raise their hands in support of a better future for bikes. The same look and feel that inspired our icon came to life on peopleforbikes.org. In addition to learning about bike-friendly initiatives taking place across the country, visitors are encouraged to sign our pledge and get others to do the same. Names collected will be used to lobby representatives in Washington, D.C., to create better and safer bike paths, lanes and trails. More than 225,000 riders have signed the People for Bikes pledge, making Bikes Belong the largest bicycle advocacy group in the United States.
Our work for People For Bikes was selected in AIGA's "365 | Design Effectiveness" exhibition at the AIGA National Design Center in NYC and featured in the September 17th, 2011 weekend edition of The Wall Street Journal. See the article>>
Bikes Belong is a nonprofit organization with one mission: Put more people on bikes, more often. Our charge was to help Bikes Belong create a safer, more bike-friendly world. In order to appeal to all different types of riders, we needed to create a brand with universal appeal. A brand that spoke to the hard core bike messenger crowd as well as the suburban family that enjoy bike rides for recreation and a little family bonding.
People For Bikes: Bike to Work Week
Bike to Work Week
People For Bikes: Signature Ads
People For Bikes: Logo Design
With more people riding bikes than ever before, the time for a national movement to improve bicycling was upon us. That led us to create an entirely new brand — People for Bikes. A movement to make our world a more bike-friendly place — to build more trails, paths and bike lanes, to make riding safer and more accessible for everyone.
In order for our campaign to succeed, we needed to speak, and appeal to, all different types of riders — something few other bike advocacy groups are doing. We created a clean and approachable logo and icon system and developed a tone that is accessible, fun and inviting to all who share a passion for being on two wheels. peopleforbikes.org »
People For Bikes: Logo Bike Stage
People For Bikes: Brochure
A simple handout piece was designed to quickly get attention and inform people about the mission of peopleforbikes.org.
People For Bikes: Swag: Bottle + Bag
Swag: Bottle + Bag
Everyone loves swag. Especially cyclists. So we created a plethora of peopleforbikes.org gear to give away at events.
People For Bikes: Bikes Make Life Better - Projection Art
We all know that when people ride bikes, life is better. In this short video, we bring this idea to life as riders trigger projectors throughout a city, transforming an urban environment into a vibrant, colorful world. A world made better, by bikes.
Caribou Coffee: Amy’s Blend
Caribou Coffee Amy's Blend
Amy Erickson was a roastmaster at Caribou Coffee who lost a valiant battle to breast cancer. A special blend is created each year in her honor and 10 percent of the sales are donated to Susan G. Komen for the Cure®. This year, in addition to coffee, merchandise and point-of-sale items, our client asked us to create packaging for a new Amy’s Blend Red Tea. We were honored to work on a project that recognizes such a brave and beloved person.
I Get Paid to Do This?
Chief creative officer Mike Caguin gave a longer version of this speech at the Student Advertising Summit in February. For recent, and not-so-recent, grads heading into an advertising career, it’s also a good reminder of why they found this path so alluring in the first place.
It’s 1962 in New York City. Don Draper is looking at a second round of creative concepts for Mohawk Airlines. He sent his creative teams back to the drawing board just 24 hours ago because the work wasn’t good enough. Peggy Olson, a young, talented copywriter, and her art director partner, Sal, lay their work on Don’s desk with conviction. They’re confident they’ve nailed the campaign. They show two ads. Each concept overtly depicts an attractive woman in a short skirt. Pop quiz: who’s the target audience? It’s an attempt to deliver upon one of the oldest clichés in advertising: sex sells.
Don hates it. He steers the conversation in search of a deeper meaning for the fledgling airline. When Peggy challenges him, he counters, “Just so you know, the people who talk that way think that monkeys can do this. They take all this monkey crap and just stick it in a briefcase, completely unaware that their success depends on something more than their shoeshine. You are the product. You—feeling something. That’s what sells. Not them. Not sex. They can’t do what we do, and they hate us for it.”
Like any good period fiction, “Mad Men” is an exaggeration of what was the truth. Many of its characters carry enough personal baggage to fill a Boeing 747—they chain smoke, drink heavily, use drugs, cheat on their spouses. They are almost all morally questionable. Sounds like the best job on the planet, doesn’t it?
Of course, all of that juicy stuff helps keep the storyline interesting, but when you strip away all of that, you’re left with an industry and career choice that are still unbelievably exciting. What Don Draper meant when he said, “You are the product. You—feeling something,” was that when advertising is at its best, it stirs your soul in a big way.
It’s the reason why every first Sunday in February we debate at great length and measure in infinitesimal detail the most memorable commercials of the Super Bowl.
It’s the reason why we all know someone who’s cried or gotten goose bumps because a commercial tugged on their heartstrings.
It’s the reason why some people proudly and permanently tattoo their bodies with company logos.
Or share something hilarious—it just happens to be an ad.
Or decide to train for that marathon after all.
Or feel compelled to help those in need.
And, whether we admit it or not—or consciously think about it or not—every person in this room owns the things they own, at least in part, because somewhere along the way those brands we wear, share and evangelize made us feel something.
It’s the same in 2013 as it was in 1962. When marketing is done well, it not only connects with people, it becomes a part of people. The only difference is that today, things are more exciting than they’ve ever been. Today, with technology changing every minute and the lines separating advertising, design, digital, media, product development and public relations blurring all the more, our creative sandbox is now infinite.
Here’s the best part of all this. You will find many moments throughout your career where you will say to yourself, “I get paid to do this?” Yes, yes you will. And it’s a beautiful thing.
What Is Your Super Bowl?
The Super Bowl is the most anticipated and talked about event in the advertising industry. It’s our Oscars, Grammys and Fashion Week wrapped into one. We expect to see some of the best creative, soundest strategy and most effective marketing of the year. But with all the flash and hoopla, how does it affect the average marketer? What can the millions of marketers, business leaders and entrepreneurs take away on Feb 3rd?
First, they should ask, “What is my Super Bowl?” Instead of looking at the event as the advertising star-studded night it is, consider it just a platform, a launching pad that top tier advertisers decide (or can afford) to leverage. Every marketer has a “Super Bowl” or big stage and you don't need $4 million plus (average cost of the Super Bowl media buy) to own it. While helping Caribou Coffee with a major rebranding effort, we approached the design of their coffee cups as their Super Bowl. After all, to the nation's second largest premium coffee shop, their cups actually garner the sort of impressions a commercial during the Super Bowl does. All of a sudden, the cup designs became a lead element in the campaign and everything followed.
And with Land O'Lakes, we treated their new mobile site as their Super Bowl. Today's busy Moms (and Dads) are turning more and more to mobile devices to plan and prepare meals, so we placed great emphasis on creating a user experience that was intuitive, simple and inspiring. After all, it will be used by millions of people.
Once you identify your Super Bowl, it might not reach hundreds of millions of viewers in one fell swoop—or feature the mishaps of Janet Jackson— but there are some things we can all learn from the big game that can be applied.
It's not just about showing up, it's about standing out.
Whether it's at a trade show such as CES, packaging on a store shelf, or something as simple as a sweepstakes—just think, what would happen if you treated it as if everyone was watching? Pretend for a second that USA Today is going to gauge your efforts with a meter the next day. That your family and friends are going to point out "I know the person who did that…" The reason so many Super Bowl spots are memorable isn't just because they cost a lot of money. It's because a lot of thought went into them. No one wants to disappoint.
Make sure it’s the right kind of memorable.
Too often, in their efforts to stand out, advertisers make the mistake of not linking their creative idea to the uniqueness of the product. They do a great job making people laugh, or maybe even coaxing a tear or goosebumps with a heartfelt message, but the viewer is unable to remember what brand moved them in the first place. Will your audience walk away your Super Bowl message the way you'd like?
Get the most out of your investment.
Two trends have emerged from advertising during the big game. First, creating buzz for your ad prior to game day is a great way to make your marketing dollars work harder. Can you tease your Super Bowl effort before it launches?
Second, advertisers are doing an increasingly good job of tying a social component to their spot, whether it’s an online game or asking viewers to vote for the ending of the spot on Twitter. By doing this they engage consumers, increase conversations and build buzz. Be sure you’ve employed all the tools in your marketing toolbox to promote your Super Bowl.
Celebrating the Unpredictability of the Digital Decade
Minnesotan marketers get interactive. This has never been more apparent than it was this past Wednesday at the Minnesota Interactive Marketing Association (MIMA) Summit. The theme of the conference was “Celebrating the Digital Decade,” which served not only as a testament to the monumental changes we’ve experienced in digital, but also a celebration of MIMA being the oldest and biggest interactive marketing association in the country. MIMA has pioneered a local path that allows organizations to elevate their talent by offering premium programs that present high-quality speakers to share the digital love.
There were more than 60 speakers at this year’s MIMA Summit, who were organized into 10 different tracks for attendees to choose from: content and storytelling, digital decade, e-commerce and e-mail, marketing technologies, measurement, mobile and screens, the nonprofit perspective, social media, trends and user experience. Colle+McVoy sent a group of people from various disciplines in order to take in as much as we could from the 40 different sessions.
Outside the two keynote speakers (Avinash Kaushik + Chris Anderson), I spent most of the day attending sessions listed in the user experience track. With the hope of capturing the perspective of everyone who attended from Colle+McVoy, I solicited feedback by asking for two or three sentence descriptions of themes they identified throughout the day. The unpredictable nature of the Web and technology rose to the top. Avinash’s opening keynote talk set the tone, “Predicting what the Web will be in five years is impossible. What we learned six months ago is irrelevant today. Which is why we all continue to do this and why all of you are here. That’s what I love about my job.” Avinash closed by talking about how failure inherently follows the unpredictability of innovation. By failing fast, interactive marketers can swiftly adapt to the real-time changes in consumer behavior.
The idea of unpredictability carried over into the first session I attended, titled “The Future of UX” by Boon Sheridan. “You can’t put things in motion and predict the future of digital and technology because it changes so fast. Focus on the now. The reality is that we can’t solve for design problems that don’t exist today,” emphasized Sheridan. He continued, “Design for interruption. It’s impossible to perfectly guide someone through the digital ecosystem.” The idea of digital ecosystems has become a common phrase among UX professionals and digital strategists. Given the ecosystem’s unpredictability, Sheridan recommended starting all digital projects by storyboarding a few different use-case scenarios and then layering in the navigational and content gaps that exist. From there, teams can brainstorm possible solutions before initiating design concepts.
Edward Boches and David Armano also covered the unpredictability of innovation in their session “Group Therapy for Would-Be Innovators.” Boches argued there are three ways agencies can grow: 1) sell existing services, 2) develop new services for existing clients, 3) create new services for new clients. Innovation can fuel any of these growth strategies when the agency’s workforce is liberated to work on experiential projects. Due to the unpredictable nature of the Web and technology, the only way to keep up with the shifts in consumer behavior is to experiment. Learn by doing. And failing. Hearing these perspectives definitely solidified my perspective on how Colle+McVoy has started to formally harness innovation across the agency. My role may serve as a catalyst to identify opportunities for innovation, but it’s the makeup of the agency that allows us to produce ideas such as Squawq, Super Chatter and SXSW Talks.
My final session of the day, “Rethinking User Research and Usability Testing for the Social Web,” offered one final reminder of the unpredictability of the Web and consumer behavior. “We don’t know how to find out about things we don’t know about. People don’t act in the real world as we want them to in usability tests. People don’t live in a world doing one task with one device out of context,” explained Dana Chisnell. She said, “The Web has always been social, but it’s now more social than ever. The Web enables a powerful platform for human-to-human interaction facilitated by technology.” Because of this, Chisnell expressed the importance of rethinking how we gather people’s feedback as we create digital experiences. With the Web being an enabler of human-to-human interaction, understanding people’s online relationships is more important than ever. We need to stop looking for the things we know about in usability testing and challenge ourselves to find the things we don’t know about.
MIMA was right. The imperfection and unpredictability of the past, present and future of interactive marketing should be celebrated. It should be celebrated because our community has demonstrated an unmatched passion and interest in learning, failing and obsessing over how we can get smarter and better at what we do. There’s a reason people like Avinash Kaushik and Chris Anderson are coming to Minnesota. It’s because we’re humble enough to be obviously curious and we have some of the top brands and agencies in the country producing some of the best interactive work on the planet.
C+M Receives Effie Award Recognition
Gold, silver or bronze awards to be announced May 22 in New York
MINNEAPOLIS, Feb. 20, 2013 – Colle+McVoy has received recognition as an Effie Awards finalist, the preeminent industry award that honors the most effective marketing communications campaigns. Gold, Silver and Bronze Effie trophies will be announced at the 45th annual Effie Awards on May 22 in New York.
The agency was recognized in the Disease Awareness & Education category for its work with the Medtronic Foundation. When tasked with the job of increasing survival rates of sudden cardiac arrest (SCA), the leading cause of death in America, the agency created the Save-a-Life-Simulator dramatic and immersive online experience instead of making a typical instructional video. Found at www.HeartRescueNow.com, the interactive, online tool launched for The Medtronic Foundation’s HeartRescue Project promoted proper and timely bystander response to SCA. A dynamic “choose your own adventure” style of interactive experience with first person point-of-view videos puts the viewer in the shoes of an everyday mall-goer who witnesses SCA. Viewers get to test their response skills and make fight or flight choices that decide the fate of a victim.
“Moving the needle on this project meant helping to save lives,” said Christine Fruechte, President & CEO, Colle+McVoy. “We’re grateful for a client partnership that supported outside-of-the-box thinking and creative ideas that work.”
Colle+McVoy has received recognition from the Effie Awards in the past for work with Caribou Coffee, Rhymesayers Entertainment, Schell’s Brewing Co, Erbert & Gerbert’s, Nestlé Purina Veterinary Diets, Minnesota State Lottery and more.
About the Effie Awards
The Effie Awards honor the most significant achievement in marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of marketing communication that contribute to a brand’s success. Any marketing medium is eligible for an Effie, as long as results are proven, including Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design, Events, Street Teams, PR, Paid or Unpaid Media. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the annual World Effie Festival, the Global Effie, the EURO Effie, Effie Asia Pacific (Effie APAC) and more than 35 national Effie programs. For more details, visit effie.org.
Exponent PR Wins Medtronic Foundation Assignment
MINNEAPOLIS, Nov. 1, 2010 - Medtronic Foundation has selected Exponent PR, the public relations division of Colle+McVoy, as its public relations partner to support the Foundation’s flagship project.
The project brings together prominent health organizations to reduce the country’s leading cause of death, sudden cardiac arrest (SCA). While SCA kills more than 300,000 Americans each year, the survival rate of 8 percent has not improved in three decades.
"Exponent PR impressed us and stood out by crafting a cohesive campaign of action that we are confident will contribute to the project’s goal of saving many lives," said Rich Fischer, global communications director, Medtronic Foundation.
Exponent PR has the significant task of not just increasing public awareness of effective SCA response, but also helping generate action by the public and medical professionals.
"We are humbled at the responsibility of providing the public relations force behind what is a historic and unprecedented project that is intended to save thousands of lives," said Tom Lindell, managing director for Exponent PR. "Our team will draw upon its deep healthcare experience and strong abilities in integrated cause marketing to help the Medtronic Foundation make a difference."
C+M PR Division Receives Silver Anvil Recognition
MINNEAPOLIS, April 1, 2010 - Exponent PR, Colle+McVoy’s public relations division, is a finalist in two categories of the Public Relations Society of America (PRSA) 2010 Silver Anvil Awards. The Silver Anvils honor organizations that have successfully addressed a contemporary public relations issue with exemplary professional skill, creativity and resourcefulness. Silver Anvil and Award of Excellence winners will be announced at the Silver Anvil Celebration Event on June 3 in New York.
Exponent PR is a finalist in the Public Service (Business) Category for the "Helping Brand Lends Helping Hand to Fight Hunger" program, an effective cause-marketing campaign for General Mills and Feeding America, the nation’s largest domestic hunger-relief charity. To extend their commitment to fighting hunger in America, General Mills’ Hamburger Helper® launched Show Your Helping Hand®, a national hunger relief campaign in partnership with award-winning singer and actress Beyoncé Knowles and her Survivor Foundation. Exponent helped ignite awareness and build momentum for the campaign throughout the year.
The agency is also a finalist in the Marketing Business to Business (Products) Category for the New Vision Plants Seeds of Growth for DuPont program. To spark the imagination of employees, as well as bring a new customer promise to life for external audiences, DuPont Crop Protection tapped Exponent PR to implement a campaign the shifted perceptions and helped build sales in a declining market with sharp competition.
"Our clients expect game-changing ideas that make a significant impact on their business," said Tom Lindell, managing director, Exponent PR. "This recognition is a testament to our client partners and the creativity, passion and effectiveness of our work."
PRSA has selected 134 finalists from 823 entries this year. Silver Anvil winners in all categories are automatically considered for the Best of Silver Anvil Award, representing the finest example of public relations programming in 2009. The Best of Silver Anvil recipient also will be announced at the Silver Anvil Celebration Event.