2018—That’s a Wrap

Before jumping into 2019, we want to take a look back at what we are proud to have accomplished together during the last year.

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Crafting your story

Guided clients through 405 hours of strategic planning, developing brands and setting projects up for success.

Curated 1,700 news stories for use online.

Facilitated the sending of 3,686 email campaigns with a 32.3% average read rate—well above industry averages.

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Print is far from dead

Assembled 1,133 newsletter and magazine pages in 135 different publications.

Printed 499,093 marketing pieces. Of those, we mailed 407,655 pieces to over 100 curated mail lists. This includes direct mail, newsletters, magazines and more.

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In this digital world

Planned, designed, wrote, developed and launched eight responsive websites that look great on every device.

Enabled clients to send 1,116,490 text messages communicating necessary operational information.

Managed successful digital marketing campaigns with per month spend ranging from $1,000 to $40,000+.

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The gold standard

Took home 3 awards—one National Agri-Marketing Association Merit Award on both the regional and national level, and two from the Cooperative Communicators Association.

Attended 12 skills-building workshops and conferences to keep our knowledge and techniques at the forefront of the marketing industry.

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We love what we do

Most importantly, we partnered with 138 clients to take their marketing to the next level. We couldn’t feel more blessed to work with so many outstanding, forward-thinking companies!

Thanks for making 2018 terrific! If you want to take your marketing to the next level in 2019, schedule a conversation with David or Laurie at 844-453-9261. They, along with our top-notch team, will help you develop a strategy and integrate your marketing channels to generate more traffic, leads and sales in the new year.

Source Here: 2018—That’s a Wrap

Print Is Dead! Long Live Print!

For the past several years, I have been anxiously awaiting the official demise of print. After all, it’s been widely predicted. So, because I have worked in the print medium most of my adult life, you can see why I might be concerned.

Oddly enough, I keep getting a lot of print items in my mailbox. We’re still creating plenty of newsletters here at VistaComm and our portfolio of magazine clients has grown. At the same time, our digital business—the purported angel of death for print—is also rapidly expanding. What was I missing here?

The answer came to me in the strangest of ways—in the midst of assembling one of those out-of-the-box pieces of furniture. Any good kit has all the parts, instructions and a list of the tools you should have. This particular set required a drill, a hammer and a screwdriver. Now, suppose I had looked at those instructions and said, “This is nice, but I don’t need the drill or the screwdriver. I have a hammer!” No.

The point is, I need all those tools for a successful outcome—and all the promised parts, too. The same holds true when creating a cohesive, effective communications program. Every tool—print newsletters, direct mail, social media, websites, email—have their place. Each has a specific use that, when combined properly, produce the desired result.

Where does print fit?

Have you ever wondered why you get all those newsletters and promotional mailings every day? Simple. They are effective, or no one would use them, especially in this digital age. As part of an integrated marketing campaign, print has certain qualities that other media can’t match.

To over simplify, advertising wins in creating awareness. Digital delivers immediacy. The strengths of print are touch, time and impact. Only print engages the sense of touch—it requires the recipient to literally handle it. And, studies have revealed that ink on paper make a deeper impression on our brain than the same message in digital form*.

As to time, people spend an average of 11.1 seconds considering an email. They will spend as much as 30 minutes on print pieces that capture their attention. It’s true that overall print usage has declined with the advent of digital communication. That is a point in favor of print. Marketing experts have noted that print may now be the “non-traditional” component of an integrated marketing effort, thus increasing the comparative impact of print pieces.

The lure of long-form

When acknowledging the ongoing value of print, it’s also useful to understand that not all print vehicles are created equal. Direct mail, for example, is a highly-effective cross between advertising and email, generating awareness and calling for a response. Targeted direct mail boasts a 4.4% response rate, compared to email’s rate of 0.12%. And four-fifths (79%) of consumers will act on direct mail immediately compared to only 45% who say they deal with email right away. (MarketingTech.com, July 2016)

Newsletters and magazines occupy a unique, and different, place. Because they have the capability of telling a more complex story and providing more detailed explanations of products or programs, these examples of long-form writing tend to engage the reader at a different level. The more time someone spends with your marketing tools, the more likely they are to buy from you or refer business to you. Newsletters and magazines have a power to build relationships with customers and prospects that complement and provide credibility for digital communication.

Print also comes with an almost unlimited shelf life. As marketers, we do desire an immediate response to our communications. But what if the recipient isn’t ready to buy—may not even be in the market for what you’re selling. Your customers buy when the time is right for them, not when you would prefer to sell. An interesting publication can wait patiently for months until the recipient has time to read it—or when they unexpectedly have a need for your product or service.

At VistaComm, we regularly receive calls from prospects who received our publication, filed away our information—either mentally or literally—and gave us a call when they were ready to move in a new direction.

The bottom line? Print is far from dead. An integrated marketing strategy utilizes both digital and print appropriately to engage, inform and retain customers while moving them toward purchase decisions. VistaComm can help you master both the online and offline worlds to increase your marketing power. Contact us today to discuss our approach.

*Center for Experimental Consumer Psychology, Bangor University, Wales, 2009.

Source Here: Print Is Dead! Long Live Print!

Cooperatives – See the Future

October is National Cooperative Month, and VistaComm is celebrating with the more than 40,000 cooperatives creating stable jobs and a more sustainable economy across the U.S. Co-ops represent a proven way to do business and build communities.

This year’s theme, “Co-ops See the Future,” embodies what co-ops envision and work to achieve every day—a more sustainable and inclusive tomorrow.

In this blog, VistaComm applauds the more than 100 cooperatives we have the pleasure of calling business associates. And we’re introducing two of our favorites to you:

• Joe Schauf of Central Prairie Co-op in Sterling, Kansas
• Pete Schmitz of Farmers Co-op Association in Canby, Minnesota.

Both Joe and Pete send regular profound and helpful messages to their producers, patrons, employees and neighbors—in magazines, newsletters, emails and on their websites. You can read Joe’s message: Where would we be without your co-op? in a VistaComm blog sent earlier this month

Read On for Pete’s message: Customer or Patron?

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 Customer or Patron?

by Pete Schmitz, General Manager
Farmers Co-op Association
Canby, Minnesota

I often use customer and patron synonymously, but there is a difference between the two. Customers and patrons alike are great for our cooperative business and we love serving both. A patron, however, understands he or she owns a piece of the co-op, and that they share in the profits of the business.

As an owner, the patron also knows that they have risk, but that risk is shared with many others, reducing their ownership liability. The patron owner also understands that a board of directors represents them and their interest in the cooperative. Finally, the fact that the cooperative was formed in the community it serves and supports its community with employment opportunities, products and services is clear to the patron. They realize that these products and services may not have been provided had the cooperative not existed.

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There are 2,106 agriculture co-ops in the U.S., with more than 2 million member-owners.

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It isn’t difficult for customers to become patrons. Anyone who does business with their local cooperative, is added to the membership list and completes a very short application can be an owner. So, it serves the management of all cooperatives well to thank all your customers and hope they strive to one day be active patrons in your cooperative. You’re always welcome!

See Full Article Here: Cooperatives – See the Future

A Boss Worth Celebrating

Today is Boss’s Day. At some offices, recognizing those in leadership can be a grim ritual. Not so at VistaComm. We are fortunate to be led by a fast-moving, outgoing, transparent and hard-working accountant turned CEO Maria Walz. Every morning, we’re happy to hear the machine-gun tapping of heels on our floor. Maria has arrived and all’s right with the world! Here’s a few fast facts about our boss.

Post Source Here: A Boss Worth Celebrating

October is National Cooperative Month!

This year’s theme for National Co-op Month, “Co-ops See the Future,” embodies what co-ops envision and work to achieve every day—a more sustainable and inclusive tomorrow.

Celebrated by cooperatives nationwide during the month of October, Co-op Month is an opportunity to celebrate the many ways cooperatives are using innovation to create shared prosperity for their members and communities.

With more than 40,000 cooperatives creating stable jobs and a more sustainable economy across the U.S., co-ops represent a proven way to do business and build communities.

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There are 2,106 agriculture co-ops in the U.S., with more than 2 million member-owners.

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“With clear signs of increasing interest in the cooperative model, it’s easy to see a future where cooperatives leverage their influence and impact through the shared resources of our movement to engage, partner with and empower people from all walks of life,” said Doug O’Brien, president and CEO of the National Cooperative Business Association (NCBA).

“As drivers of an economy that reflects those values, we see a future in which people have more equitable access to sustainable jobs and can more broadly participate in the economy and create better world for their families, communities and future generations.”

VistaComm applauds these principles and the more than 100 cooperatives we have the pleasure of calling business associates. In celebration of the powerful contributions our partner cooperatives have made to the ag industry, we’d like to introduce you to two general managers we highly respect and enjoy doing business with: Joe Schauf of Central Prairie Co-op in Sterling, Kansas, and Pete Schmitz of Farmers Co-op Association in Canby, Minnesota.

Both Joe and Pete send regular profound and helpful messages to their producers, patrons, employees and neighbors—in magazines, newsletters, emails and on their websites. VistaComm would like to share those messages—each one tremendously supportive of the cooperative business model.

We’ll begin this week with Joe’s message and encourage you to return next week to read what Pete has to say about “. . . when customers become patrons.” Enjoy.

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Where would we be without your co-op?

by Joe Schauf, General Manager
Central Prairie Co-op
Sterling, Kansas

Imagine our industry without the local co-op. If you purchased all your inputs and marketed al­­l of your grain through major corporations, local farmers would lose their collective bargaining power…and much more.

For example, how would the terminals treat average producers if those terminals didn’t have competition from co-ops? What kind of prices would they be offering you?

Without local elevators, you would have to haul to regional terminals. Would those terminals open up on Sunday afternoons, or stay late to take your grain? Would they offer help if your truck broke down or got stuck in the field? I’d be willing to bet that your local cooperative does all those things.

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Who else can sell you fuel for your farm, propane for your house, inputs for your crops, a place to dump your grain and marketing power to sell that grain? You can get all those products and services somewhere—but not all at one location like you can with a co-op.

Adding value to local communities

It’s also important to note that a local co-op has an economic ripple effect in the communities it serves. Full-time employees, as well as numerous seasonal workers, deposit their paychecks at local banks and spend their earnings at local businesses, adding to the economic well-being of local communities. Plus, local cooperative and their many individual locations spend money for supplies, utilities, insurance and local taxes.

Local cooperatives support numerous non-profit organizations and schools in their service areas. This includes financial support for FFA chapters, 4-H programs in surrounding counties, and scholarships to high schools, local technical and community schools and colleges in the area.

While local cooperatives have certainly evolved from the small grain elevator where your grandfather or great-grandfather took grain, they all still seem to operate on the same principle:

To give co-op members the advantage of economies of size and the bargaining power to obtain goods and services at the least possible price and pass those savings on to members at a competitive price. Plus, members share in the earnings of the co-op through patronage.

As a producer, when you consider your options for doing business, think about the value of doing business with your local cooperative. After all, where would we be without them?

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Learn More Here: October is National Cooperative Month! 

Is Big Always Bad?

Recently, a VistaComm client decided to challenge the idea that cooperatives are becoming too big to care about and serve their customers-members. In a magazine article titled “The Big Bad Wolf,” this local cooperative pointed out that members can become obsessed with size and see growth as a reason to fear and quit doing business with their own company.

This company recently built a large fertilizer and chemical warehouse in partnership with regional cooperatives that needed wholesale distribution facilities in the area. Both organizations benefited from this partnership, but the size of the project prompted some of the local cooperative’s members to regard their own company a monster that had grown too big to have the farmers interests at heart.

How big is too big?

From what I hear, many of our clients are facing the same issue with their customer groups. Some members believe their co-ops have gotten too big for its britches. They contend that the cooperative system is gobbling up the competition and becoming a beast too large to control. They yearn for the old days when small farmers patronized small local co-ops.

Yet, many VistaComm clients feel they must grow, either through acquisition of existing businesses or so called “organic growth” of their trade territories. They believe getting bigger is an important component to remaining relevant to their members.

“How big must a cooperative get in order to serve its customers well in the current economy?”

Perhaps a more important question is, “How big must a cooperative get in order to serve its customers well in the current economy?” Here’s what I’ve learned while helping our clients communicate.

A co-op must be big enough to:

• Attract exceptional talent
• Overcome government regulations
• Differentiate from the competition
• Collaborate with others

Attracting exceptional talent

In an economy where unemployment is at its lowest level in decades and Baby Boomers are retiring, a company must be big enough and offer the kind of benefits and challenges necessary to attract bright new people.

With the flood of technologies knocking at farmers’ doors, there is a great need for talent schooled and experienced in agronomy, animal nutrition, marketing and energy to help farm customers make good choices.  There is also a great need for talented operations personnel, with experience and knowledge in products and the equipment necessary to apply them.

Many of VistaComm’s clients have relationships with universities and vocational schools that can supply these exceptional employees. Moreover, some of our best clients offer internship programs that offer students experience and give the co-op an opportunity to look at the pool of full-time employees that follow graduation.

But to attract that kind of talent requires an exceptional workplace that is well-regarded in the industry, has competitive wages and benefits, and offers a sufficient challenge for bright, tech-savvy people just beginning their careers. These requirements are usually found in growing companies.

Overcoming regulations

The federal government’s Food Safety and Modernization Act (FSMA) has forced many feed milling firms out of business.

To continue serving their livestock customers, the rest are engaged in some sort of expansion—usually involving closing small, older mills and building large modern mills. These mills not only meet regulations and allow these cooperatives to stay in the animal nutrition business, but they also produce a higher quality of feed and more choices for their livestock producer patrons.

However, to afford the depreciation on these large new facilities, the cooperative must hire more sales personnel and spread their services over a larger market area—including manufacturing feed for other companies. This requires a commitment to grow.

Differentiating from the competition

Remaining relevant to the customers in these times of surging technology, big box stores, and on-line giants may also necessitate growth.

That growth will depend on what the competition is offering? One VistaComm client in the power equipment business is faced with stiff competition from big box stores. The way that co-op differentiates itself is to “set up, gas up and deliver” the mowers and four-wheelers it sells, ready for the customer to use. It also picks up and repairs that equipment when it breaks down.

Other VistaComm clients, particularly those who deal in commodities like fertilizers, are finding the need to expand their speed and space to serve their farmer-customers who are also growing and getting faster at planting their crops.

One CEO told me “Agri-business has got to become like Amazon to our customers, because they’ve come to expect that kind of selection and instant gratification in other areas of their lives.”

All this requires growth—getting bigger in facilities, rolling stock and staff.

Collaborating with others

To build some of these larger facilities, like fertilizer plants or feed mills, cooperatives must have grown to a sufficient size and have sufficient human and financial resources to partner with other cooperatives or private companies on projects that will be mutually beneficial.

As I mentioned, one of VistaComm’s clients is a local cooperative which recently collaborated with a regional cooperative to build a large agronomy center. This center provides speed and space—both for the local cooperatives farmer-customers and for other local cooperatives that are customers of the regional.

Cooperatives must be big enough for other reasons than the few I’ve stated above, but you get the idea. The challenge is pointing out to your farmer customers the need to grow and convincing them that, as member-owners, you still have their best interests at heart.

One VistaComm client tells its customers, “Our goal isn’t to be the biggest—it’s to be the best for you. In our world, becoming bigger is an outcome of striving to be the best.”

One way a cooperatively owned business can strive to be the best is by keeping a close ear to the pulse of customer/owners. VistaComm can help you do this, by third-party administration and results analysis of professionally designed surveys that reveal what your customers need and value.

Learn More Here: Is Big Always Bad?

Talking Farmer to Farmer: Come Along on My Great European Ag Adventure

Did you know dairy cows give more milk when they listen to Mozart? Ah, the things you learn from the tour bus guide when passing through farm country on your way to Salzburg, Austria, the birthplace of composer Wolfgang Amadeus Mozart.

[caption id="attachment_3861" align="alignright" width="600"] Call it a cathedral to food. After touring farms in Europe, Darcy Maulsby was thrilled to see the next step in the farm-to-fork connection at the impressive Central Market Hall in Budapest, Hungary. She brought home a prized bag of sweet Hungarian paprika.[/caption]

While we don’t raise dairy cows on my family’s farm near Lake City, Iowa, I felt right at home, talking farming in rural Europe. Maybe it was the snow. I traveled 5,000 miles from Iowa to Austria for a Danube River cruise in March, only to be met by more snow and ice.

I was with nearly 100 members of the Iowa Farm Bureau Federation for this experience of a lifetime. During our week-long European adventure across southern Germany, Austria and Hungary, we visited with European ag ministers and toured local farms. While these farmers grow different crops than we do (apricots, canola, barley, sugar beets and a disease-resistant grain called spelt), they face many of the same challenges. Do any of these sound familiar?

• Many people live in cities now and have romanticized ideas about what the farm is—or should be.
• We need our international markets.
• Organic is big, and growing.
• GMOs are a major issue. Some European countries allow livestock farmers to feed GMOs; others do not.
• Water quality is an issue, including nitrate levels. Manage this challenge; or face regulations.
• Farm profitability is a challenge. In Austria, about two thirds of producers farm part time and have off-farm jobs to supplement their income.
• Non-governmental organizations (NGOs) like animal and environmental activist groups are powerful.
• Austria has nature-protected areas where the government controls the land. The controlling agency dictates how the land can be fertilized. Farmers are strictly regulated and must keep detailed records.
• It’s tough to pass the family farm on to the next generation. Many European families are having fewer children, and fewer young people want to be farmers. Tax issues also complicate the process of passing on a farm.

[caption id="attachment_3865" align="alignright" width="400"] Luscious apricots are a key ingredient for sachertorte. This famous chocolate apricot cake with dark chocolate ganache is to Austria what apple pie is to America—an edible, national treasure.[/caption]

Perhaps most surprising was that up to 70% of Austrian farmers’ income is subsidized by the government, according to Nikolaus Morawitz with the Vienna Chamber of Agriculture.

Wow! Talk about food for thought. My takeaways?

• Be wary of overreach by both the government and non-governmental organizations (NGOs), and be prepared to challenge it.
• Share your story to help non-farm people better understand where their food comes from.
• Invest your time, talent and treasures into your local community. Make it a place where the next generation wants to live and work.

Let’s eat

One more thing—don’t forget to savor the journey. Is there anything more intrinsic to a place than its food? It’s a question I savored when I wrote my book, “Culinary History of Iowa,” and it inspired me during my European adventures.

I’ll never forget the robust, sweet, smooth taste of the apricots we sampled near Vienna. And, as I sat in the luxurious, red dining room of the Hotel Sacher in the heart of Vienna, savoring a slice of sachertorte (main ingredient: apricots), I knew why this is the ultimate special-occasion dessert in Austria. Sweets also work their magic in apfelstrudel (apple strudel), another signature Austrian dessert made with locally-grown fruit. Yummmm.

It’s time to head to the kitchen, turn on some Mozart, and cook up a taste of Europe as I ponder my next ag adventure.

Learn More Here: Talking Farmer to Farmer: Come Along on My Great European Ag Adventure

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 ok.

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.

Social media is just one part of the story, though. Remember the days of 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.

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?

Understanding integrated marketing communications

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 where they’re at. That’s one reason the majority of consumers (72%) prefer integrated marketing campaigns, according to the annual Consumer Insights Survey.

What does IMC look like in practice? VistaComm client Mid-Iowa Cooperative shares a consistent message inspired by its mission of “good land, good people, good advice” through:

• A Facebook page to provide timely updates.
• A professional YouTube video produced by VistaComm to help people experience the Mid-Iowa story from the farmers and employees who know it best.
• A quarterly print newsletter produced by VistaComm.

But isn’t print dead?

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

Science is revealing that ink on paper creates a deeper impression in the human brain than something non-physical, 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.

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.

But don’t take our word for it. Here’s what Greg 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 old-fashioned print newsletter—cover-to-cover. We continue to get positive comments from our customers on receiving a printed newsletter.”

Put ICM 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.

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 844.453.9261 and realize your full integrated marketing potential.

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.

Read Full Article Here: Integration = Efficiency: How Integrated Marketing Can Grow Your Business

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 Central American countries like Nicaragua. There, baseball is more than a pastime. It’s a source of hope and, for some, a pathway to survival.

Throughout Nicaragua, hundreds of teams and thousands of kids and players have received gear from HKRF:

1. 18,000 baseballs, softballs
2. 3,200 gloves
3. 3,300 bats
4. 400 sets of catcher’s gear
5. 1,800 batting helmets
6. 8,000 uniforms, t-shirts
7. 1,200 pairs of spikes, tennis shoes

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 are focused on securing resources and making connections for Helping Kids Round First (HKRF), a non-profit he established to help create ongoing, sustainable change among the poorest of the poor in Nicaragua.

It started with baseball

Starting a non-profit 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.”

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.

“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.”

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

“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.’”

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.

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.

“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.”

*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.

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.

Post Source Here: Opening Doors with Baseball

An Email Marketing Renaissance

With Facebook, Instagram, LinkedIn, Twitter, Pinterest and Snapchat so prominent these days, it’s easy to forget about email marketing as an effective communication tool. Actually, email has undergone a renaissance in the past two to three years. A recent study by the Direct Marketing Association reports that email campaigns conducted with well-maintained inhouse lists achieved a return on investment (ROI) of 30% to 32%, compared with 15% to 17% on social media, and 18% to 20% for direct mail. Far from dying out, email as a communication and marketing tool is still extremely strong and savvy marketers are using it—regularly.

For 24% of smartphone users, email is the first thing they check on their phone in the morning.

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 email marketing:

• A Captive Audience — Consumers provide email addresses to businesses they know and trust. You’ve got them from the start!
• Deliver What They Want — Special notices, discounts and product knowledge are the main reasons consumers give you their email addresses.
• Automate Your Sales — Advances in email platforms help you streamline and automate your sales process to put you in front of customers at just the right time. Remember: Personalize your emails whenever possible.
• 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. Do NOT use “URGENT” or “ASAP.”
  • Immediately state who you are and the purpose of the email.
  • Prioritize what your customer needs to know and save other inquiries for follow-up emails. Present a focused, clear message.
  • Correct usage is not archaic. Standard spelling, paragraphs, periods and grammar make your email more quickly comprehensible and professional.

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

Resources:

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

Original Post Here: An Email Marketing Renaissance

Memorial Day Photo Essay: Through A Lens of Reflection

Every time I see a flag fluttering in the breeze, my heart skips a beat.

I’ve had the privilege of traveling through a majority of the United States because of the men and women in uniform, both past and present. And throughout that journey, I’ve lost count of the moments that left me in awe of this great country.

Planning a future with a soldier gives me an even deeper appreciation for the soldiers and their families that have already walked the road ahead of me. Every single day, there are so many little—and monumental—sacrifices made in their lives. Even when they’re not deployed. Even when it’s not Guard Drill weekend. And especially when some had nothing left to give.

As we pay tribute to them this Memorial Day, take a moment to reflect on the many men and women who came before us and died for our freedoms.

[caption id="attachment_3664" align="aligncenter" width="1000"] A patriotic, fire-lit ceremony in Providence, R.I.[/caption]

[caption id="attachment_3658" align="aligncenter" width="400"] A flag stands watch at a Colorado fire lookout tower.[/caption]

[caption id="attachment_3661" align="aligncenter" width="600"] Mount Rushmore might be one of the most identifiable monuments in the United States.[/caption]

[caption id="attachment_3660" align="aligncenter" width="600"] The Korean War Veterans Memorial contains statues of men prowling the jungle with fear in their eyes, unsure of what lies ahead.[/caption]

[caption id="attachment_3662" align="aligncenter" width="800"] A rising moon outside of a building very near the Liberty Bell in Philadelphia, Pa.[/caption]

[caption id="attachment_3663" align="aligncenter" width="700"] The only photo with no red, white and blue, but perhaps one of the most moving—even today, oil drops regularly surface at the site of the USS Arizona Memorial at Pearl Harbor in Honolulu, Hawaii.[/caption]

[caption id="attachment_3666" align="aligncenter" width="400"] Roses line the Vietnam Veterans Memorial Wall in Washington, D.C.[/caption]

[caption id="attachment_3667" align="aligncenter" width="400"] One of my favorite features the Washington Monument in Washington, D.C. is the ring of flags surrounding it.[/caption]

[caption id="attachment_3665" align="aligncenter" width="800"] A soldier marches the well-worn path at the Tomb of the Unknown Soldier in Arlington National Cemetery, Va.[/caption]

[caption id="attachment_3668" align="aligncenter" width="400"] The decisions made within the walls of this house feel heavy when you stand within them—The White House, Washington, D.C.[/caption]

[caption id="attachment_3669" align="aligncenter" width="1000"] A serene night portrait of the World War II Memorial in Washington, D.C.[/caption]

Learn More Here: Memorial Day Photo Essay: Through A Lens of Reflection

New Digital Marketing Strategy Works Hard for Denton Combs

A Digital Marketing Case Study

THE CLIENT

Board licensed, and Certified Family Nurse Practitioner Denton Combs has been personally treating, managing and solving non-surgical ear, nose and throat (ENT) conditions since 1999. Seven years ago, he opened the Denton Combs Center for Excellence in Care (Denton) in Sioux Falls, South Dakota, where he and his staff continue those services. Their approach to ENT issues is to focus on addressing the causes—not just the symptoms—through lifestyle changes and medical approaches rather than surgery.

THE SITUATION

When Denton came to VistaComm for assistance, their marketing communication was comprised mostly of radio, some television and print advertising in local commercial publications. They had no real way to measure the results of these tactics. Previous internal estimates calculated that approximately 70% of their existing business came through word of mouth. Denton had identified their target audience as Facebook Moms.

The need to increase awareness of their services—especially in allergies—and reach a more expanded audience in the tri-state area was Denton’s priority. In addition, they wanted a marketing strategy that would produce immediate growth of clientele, and most importantly, effective, measurable tactics that would assure Denton they were not wasting their marketing dollars.

THE PROCESS

An initial discovery process directed by the VistaComm web and digital teams helped both Denton and VistaComm learn more about each other and the target audience. Key findings during discovery helped both parties develop and agree to a web and digital marketing strategy that would work hard for Denton Combs.

THE SOLUTION

To attain the greatest online functionality needed to support an effective digital marketing campaign, VistaComm explained that Denton would need to enhance their existing website. The client agreed and this was the first step taken by the VistaComm web development team.

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, in search engines and through search engine optimization (SEO). This was accomplished through granular digital tracking of those visiting the Denton website. The VistaComm team immediately discovered which website messages were working and which ones were not. Content adjustments were made—in fact, the team now works continually with Denton to make sure site visitors are responding to the messages and overall content. If something is not working hard—getting responses—content is replaced. Tracking has enabled the VistaComm team to go back to Denton regularly and show them exactly what is working or getting good response for them.

THE RESULTS

Denton Combs wanted to grow their business—let’s get back to that. They reported to VistaComm in the program’s early stages that they were “getting way busier.” Their potential client base began to grow, as well, as evidenced by conversions. Conversions equal visits to the site that result in either a call to the Denton office or the completion of an online response form requesting additional information on Denton’s services.

Coming from no way to know if marketing strategies were working to having actual names and addresses of potential clients in hand, here’s the conversion data after 10 months of digital tracking:

Source Here: New Digital Marketing Strategy Works Hard for Denton Combs

Internships Build Tomorrow’s Workforce

Cue up a little sunshine and suddenly everyone’s thinking about summertime. And that means internships are a common denominator on many college students’ minds. Whether it’s required or not, most are looking to get a jump start on putting their newly minted education to the test with some real-world experience. In fact, several short years ago, I found myself in that very situation.

As a business person, considering hiring for an internship position might leave you with myriad feelings. But perhaps answering this one question will find the solution to all the others—can I provide this student what they need to further their journey to a career? The following four thoughts will ensure that not only your intern, but also your company, will reap the benefits of investing in tomorrow’s workforce.

Be realistic about your investment.

It’s an age-old notion that interns are for coffee runs and grunt work. And it’s true that merely being exposed to your office environment will provide a certain amount of benefit, but the fact of the matter is you should be prepared to invest staff time in your intern. Whether it takes the form of preparing tasks for them to tackle over the course of their tenure or specifically training them on a certain skill, the true value you can provide is giving them valuable work experience. Speaking from experience, my best days were those spent tackling a targeted to-do list with trusted advisors at the ready to answer questions and guide me along the way (though it certainly didn’t hurt me to make the coffee sometimes, too!). The more you empower your intern with projects to tackle, the more mileage you’ll get out of their skills and the more you help them gain that valuable working knowledge.

Find an intern that fits your situation.

If you are looking to hire an intern, you are likely in an industry that requires some sort of specialized education. There are several options for finding an intern that fits your specific needs. One is to advertise as you typically would for any job opening. Another—if you’d like to pursue an intern from a particular college or university that has an emphasis in your area of focus, get in contact with them. Many universities have staff dedicated to connecting students with internships. They may offer job fairs, notice boards, or might even put you in direct contact with some potential recruits!

Take advantage of their perspective.

Often—though not always—your potential interns will belong to a younger generation. They represent not only the future of your workforce but also your consumer market. Whether you’re selling widgets or services, your intern can bring a fresh perspective to your business, and insight into alike consumers. Plus, there’s the added benefit that their education has laid a hefty groundwork of knowledge. Use this opportunity to collect valuable information that can contribute to the direction of your company.

Consider hiring potential.

It’s a pretty good guarantee that within a year or less, your intern will likely be hitting the job market looking for full-time employment. The beauty of hiring a candidate as an intern is it gives you a direct window into their capabilities and work ethic, without any commitment beyond the internship. Likely you’ve earned loyalty in the candidate from what you’ve invested in them by the conclusion of the internship. And, ultimately, if the intern has had a positive experience with your company, and you feel their skillset matches with your needs, it’s in the best interest of both parties to formally bring them onboard.

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At VistaComm, we love to share our thoughts and experiences in hopes that they fuel your business decisions in a positive way. One of our favorite internship success stories comes from our very own Graphic Designer/Editor Talisa Wager, who initially joined us as an intern. We will celebrate her fifth year with VistaComm this summer!

Learn More Here: Internships Build Tomorrow’s Workforce

What’s your logo design really saying about you?

The answer? 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.

1. Is my logo sending the right message?

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.

2. Will my logo “hold up” over time?

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

3. Does my logo blend in, or stand out?

Unless you have an enormous 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.

4. Is my logo unique to me?

Imitation may be the sincerest form of flattery, but 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.

5. Is my logo trying too hard?

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 their audience.

6. Am I hurting my logo?

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 the company it represents, it actually makes you look unprofessional and substandard. So, avoid or eliminate superfluous alternate treatments of your logo, and whenever possible, use the standard version.

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If you have concerns about your logo and what it is saying about you, our team would be happy to help you optimize your current logo or design a whole new brand identity. Just contact VistaComm today for a free consultation!

 

Read Full Article Here: What’s your logo design really saying about you?