Courtesy, you passed so quickly, I didn’t even have time to say goodbye.  Your life was punctuated by Starbucks, traffic jams, the snooze button, and shall we dare also say a shockingly cavalier appreciation of other people’s time. We watched you slip away a few minutes at a time. We didn’t realize that "Five Minutes" would become the gateway drug to tardiness, but soon we were trudging into the Monday morning status meeting 15 minutes late without so much as batting an eyelash. The extra 10 minutes of sleep and morning cup of coffee really seemed to be worth it, but as we gather here now in shock of your untimely departure we now feel shamed by our inability to arrive in a timely fashion to Monday morning meetings, appalled by our raging fists that slammed on the steering wheel as someone tried to merge in front of us that had their turn signal on for the last 1.4 miles, and we shake our heads in disbelief that we were late to your funeral and scrawled out this eulogy in the car on the way here.

Some people called you old fashioned, but they didn’t know you like I did. I will never forget the first time that we met. You held the door open for me my first day coming into the office, and I smiled at you. You encouraged me to be a few minutes early to the staff meeting that morning, and I was. I had an opportunity to sit and speak with everyone, review the agenda for the day, and think of how I would participate in a meaningful way.  I made other friends at the office after you, and you warned me not to get too close. Caffeine and Complacency seemed so inviting, and such an integral part of the workplace that I thought it was only right to become well acquainted. But soon I found myself missing meetings to brew more coffee in the break room, and I wouldn’t get reports in on time because I was adjusting my ergonomically designed chair and constructing paperclip masterpieces to the beat of the elevator music in the office. I lost the important contract you needed me to work on, because I closed it out accidently in an effort to quickly make my Facebook Page, Twitter Account, and the eBay war that was raging for a designer bag disappear when Mr. Productivity walked in unexpectedly. Oh, Dear Courtesy, you sent me the attachment again.  

We all watched you fade like a receipt printed on thermal paper left on the dashboard in the hot July sun. We did nothing to stop it. In your death we can only promise that we will attempt to appreciate your life’s work. We will stop dodging calls from annoying clients, we will show up to work on time, we will not cut people off midsentence, we will not answer our personal phone calls while on the clock, we will not text message during staff meetings, and we will not post status updates on our Facebook wall that read “This job sucks.”, because, frankly, in this current job market we can morn your loss, but we cannot face the death of our employment.

I recently had the opportunity to watch the trailer for the latest Morgan Spurlock movie, "POM Wonderful Presents: The Greatest Movie Ever Sold".  If the name Morgan Spurlock sounds familiar, he was the force behind the hit “Super Size Me,” which chronicled his 30-day diet eating only McDonald’s food. 

In his latest documentary, he takes on the advertising industry with a film fundedcompletely by advertisers --featured in the movie with complete transparency,right down to the title sponsorship by a juice maker. The movie uses theprocess and  the sponsors to explore theworld of product placement and marketing. 

You may not be aware of how much product placement is going on around you. The most obvious thought you may have is that of a NASCAR driver who wears his sponsor’s logos all over his clothing. But it goes far beyond that. For example, when watching any movie or television show and a person is drinking a beverage - it could be water, a soft drink, coffee or even alcohol. The choice of drink comes down to product placement. Which company is going to pay the most money to have the actor drink their beverage of choice?  None of these decisions are happening by chance -- everything is negotiated from the cars being driven, to the food and drink consumed to the electronics being used. Audiences today are being influenced far beyond the typical 30-second commercial. 

I’m not suggesting that your company should begin to experiment with sponsorships or product placement, unless it is right for your organization. A critical key that successful companies in this arena all share is a crystal clear vision of who they are and who makes up their target market. In the trailer, executives from the Ban deodorant company are asked by Mr. Spurlock what words are used to describe Ban. A moment of uncomfortable silence passes and finally a Ban executive comments, “Good question.”  Since this is part of the trailer, we don’t know how the scene plays out in its entirety in the movie. Hopefully, the group recovers and responds appropriately. Could you answer the question quickly and confidently? If not, do you think your customers can?

Watch the trailer here: http://www.youtube.com/watch?v=f9vu3dUMQ1s

I was impressed recently to stumble upon a pair of Google micro-sites dedicated to the Japan earthquake/tsunami on March 11.  

I’ve always believed that no other organization – on-line or off -- recognizes the importance of providing efficient, easy to find, and up-to-date information better than Google, the world’s largest search engine.  

In the wake of the disaster in Japan, I was very impressed with the added dimension of these microsites – packed with multi-lingual and up-to-the-minute information, and updated by the second.  Though some have been critical of Google’s forays into business units outside the search universe, I have nothing but praise for Google’s increasingly valuable role in public relations – and in particular, creating a crisis management model that connects people with criticial information with those who desperately need it. 

Moreover, as a public relations student and intern hoping to find a career in the field, I found the Google crisis management model to be an excellent study for those wanting to understand key principles of effective public relations.  

Effective PR involves:

1. Listening- Pay attention to the needs of your publics so that you can provide them with appropriate resources.
2. Relationship Building- Allow your audience to feel like part of your team. They should feel appreciated and as though they can put their trust in your brand.
3. Transparency- Stay open with communication. Make the public aware of changes and the future plans that involve your brand.
4. Message Management- Craft your messages in an effective manner. Always keep information accurate and up to date.

With these principles in mind, all of them are apparent in the Google sites and its handling of the Japan crisis. It's a good lesson for all of us -- whether we are in crisis mode, or simply trying to ensure that we are connecting and communicating effectively with our public. 

As soon as the last balloon hasdropped and the final cork has popped we officially move from celebrating New Year's, and begin to gear up for the next commercially celebrated holiday in line, Valentine’s Day, the holiday of love!

Dinner is usually the meal of choice for couples to share, in celebration of their affection for one another. And while some choose to cook a romantic meal, many indulge in dining out so they can spend all of their time focusing on each other.  Restaurants set lovely dress codes of red and white. They hang pink and red hearts from the walls, setting an amorous Valentine’s Day scene. All of this to say, “If you are going to go out to eat for Valentine’s Day, eat with us.” Or perhaps, “If you weren’t going to go out, here’s why you should."

In January, I had not even thought about my Valentine’s Day plans yet, but when I walked into a number of charmingly embellished restaurants during a weekend trip to New York, I began to wonder, where should I dine? Who should I dine with? What should I get them? The pressure!!!

Restaurants aren’t the only ones taking advantage of the day of love. Card companies, such as Hallmark, tailor their stores and websites to the occasion. Recently visiting their website, I noticed small ads that read, “Valentine’s Day is for saying I love us” and “Share Lots of Love.” Alongside these phrases were great deals. One offered a $12 unlimited, one-year subscription for e-cards.

Businesses, like restaurants, card companies, flowershops, jewelers all recognize the power in timing. They are eager to craft their brand around the interests of their customers in order to give them a reason to come back. Timing is a very valuable tool in captivating a consumer’s interest when they are constantly being bombarded with advertisements on TV, billboards, websites and in magazines. Great timing will let a consumer know that they want something before they even know it themselves.

Roxxy Sparks is a spring 2011 intern at Leapfrog Marketing, PR & Design.

Since we at Leapfrog make our living from fostering creativity, it's always fun to help others with creative leanings to realize their potential. So we were very excited to  get the call recently from the folks at the University of North Carolina-Greensboro (UNCG), who have recently merged their Departments of Dance and Theatre into the School of Music to create a performing arts megalopolis with more than 1,000 students and 100 faculty.

Leapfrog will help the new School of Music, Theatre and Dance (MTD) create a playbill-style program that will be distributed at all of the school's public performing arts events during the coming school year.  The playbill will be more than just a way to pass the time while waiting for a show to start -- it will serve as an "educational piece" itself, helping the more than 65,000 event patrons better understand the merger as well as to appreciate the performing arts talent being cultivated right in our backyard.

We are proud to be a partner on this project with UNCG and know that the playbill will go a long way toward reaching these objectives. As a side note, if you are interested in the unique opportunity of advertising to this audience, we can get you connected to that, as well. Simply contact me through the contact link available on this website and we will get you the necessary information. 

Companies seeking to jumpstart aspects of their marketing and communications efforts have, in increasing numbers, been tapping Leapfrog Marketing, PR and Design to guide them through the process. Several firms with a local, regional or global focus recently have enlisted Leapfrog, including: 

·        ABCO Automation, a manufacturing services venture, for brand strategy and global public relations services;

·        Tradition Homes, a Triad residential developer, for branding, image and web site services;

·        Xpicor, a facilities management company, for corporate image, web site development and sales support;

·        Victoria Carlin, a renowned portrait artist, for the branding and development of a new consumer product extension;

·        I Am Now, a local nonprofit, to help develop a fundraising campaign highlighted by the raffle of a piece of real estate.  

In addition, Leapfrog recently was tapped to help develop new internal communications programs for Loews Corporation and its subsidiaries; as well as for global training firm Center for Creative Leadership.

Leapfrog is able to provide services for companies with such diverse interests by always starting with a fresh, customized approach that does not waver from the mission or needs of its clients.  

“One of our core beliefs is that every decision counts,” said Jordan Bressler, President of Leapfrog. “We know these companies have not taken the choice of a marketing firm lightly – so, too, do we approach the tasks at hand with a similar amount of care and attention to detail. The result for each of these clients will be a website, message or product that is custom created and truly reflective of their distinct image.”

The day I deactivated my Facebook account, I was filled with angst—I wondered how I would fare without being able to follow my friends’ every move with the click of a button. Slowly, I received messages from friends wondering why I deleted my page—my answer, in all its simplicity, got me thinking. 

I had temporarily closed myself off from social media in the hopes of finding employment, but one may ask, what does finding work have to do with my Facebook page? Everything. A study conducted by Harris Interactive in 2009 revealed that 45% of employers were using social media outlets to screen job candidates, and that number was up more than 22% from the previous year.  

I know you must be thinking…What did she have on her page that would be bad enough for her not to get hired? Truthfully, there was nothing special about my Facebook page, and that was the problem. The people I interact with on social websites are all people who know and understand my personality, but to an employer my interests are just like those of the next candidate. Individuals are not the only ones impacted by this, as more and more consumers are tuning out from marketing ploys because they are bombarded with the same messages whenever they turn on the radio, TV and computer. In a society driven by creativity and uniqueness, can an individual or company afford to present themselves just like their competitors?  

It is not only individuals who use social media outlets as windows to a world of high speed interactions -- most businesses are using these sites to strengthen their brand recognition within their market. However, a big problem organizations are facing is that they are not conveying their message properly and consumers easily become disinterested. Individuals and corporations both fall victim to the idea that any post, blast, tweet or update is positive for their image, but in reality it may just confuse people about the ideals and values that signify who they are and what they stand for.  

If companies want to successfully use social media to interact with their clients, and individuals like myself want to find a job that fits their personality and ideals, than maybe they should step away from the keyboard and come back once they know who they are and how they want to sell themselves. Professionals make the most of social media to promote themselves. The same rules apply to individuals who desire to promote their own personal brand. The lessons are universal. Remember, your expertise is just another commodity or product that a potential customer, i.e. your next employer, is looking to apply to help their bottom line. Understanding how to BEST market that personal brand message using new, more effective techniques like social media will put you ahead of the competition. 

It is impossible to make yourself heard if you have not found your voice.. Listen to the marketing experts. They can help demystify social networking for you and unlock new insights into how to promote your personal and professional brand using a variety of networking channels.  

Thrilled to received excellent coverage in Natural Triadmagazine for our client “Get Guilford Moving.”  http://content.yudu.com/Library/A1nu1u/NaturalTriadJune2010/resources/index.htm?referrerUrl=http%3A%2F%2Fwww.yudu.com%2Fitem%2Fdetails%2F166681%2FNatural-Triad---June-2010%3Fedit_mode%3Don

As a recent college graduate, I am on the hunt for a job. Of course, I’ve learned a bunch of tips for how to conduct my search; after all, I am essentially selling myself. Yet in the midst of my attempt to be the perfect candidate for a position, I can’t help but wonder -- what are employers doing on their end to be proactive in finding the perfect new hire? 

So employers, I ask you this: How can you convince me (orother prospective new hires) to work for you?

Here are a few ideas to consider: 

• Understand the power of your company brand. Your brand exists, whether you have fostered its development or not. However, if you take a hands on approach in creating and strengthening your brand, internal and external perceptions of your organization will likely be more positive. Be sure to develop your own content and be yourself. It is important to honestly and accurately portray what values your organization represents, because this will attract high-quality prospective new hires.
• Creatively engage job seekers. I say, take advantage of online social media. Businesses that utilize sites like Facebook and LinkedIn have found that it is a cost effective way to target qualified candidates for open positions. Using these outlets gives your organization access to a number of useful networks, and allows you to actively search for someone, rather than simply wait for a response to a job posting.
• Utilize a blended approach when marketing to prospective new hires. Get your name and your brand out there by using a variety of outlets. Send letters to job seekers, visit local career fairs, and use other online resources such as Monster.com, Xing.com, and Idealist.com to post job openings. A blended approach allows you to reach a lot of talent.
• Manage your reputation. Your brand is not self-sustainable. In fact, it takes work to maintain it. If you are going to take advantage of social media, don’t overlook the threats that could exist. With the high visibility associated with participating in these networking groups, you ought to align your presentation standards with your brand. Consistently pay attention to external perceptions of your company. Check out Glassdoor.com. It provides a “free inside look at jobs and companies,” and enables you to see what others have to say about your organization.

 Now tell me, why should I come work for you? If you don’t have an answer, remember, we can help you take the "Leap" towards a stronger brand.

Erin Stevenson, a 2010 graduate of Elon University, recently completed a spring semester internship with Leapfrog Marketing, PR and Design. Following her dreams, she will be relocating to California, where prospective employers of this bright, rising marketer had better put their best foot forward!

The only thing I love more than shopping, is shopping for bargains. I love the thrill of acquiring an item that I need or simply want, at a price that is at or below fair value.  As you might expect, I spend a considerable amount of time on eBay, Craigslist, at garage sales and in consignment shops.  For years there have been many euphemistic labels applied to secondhand goods, including "gently used," "pre-owned" and "like new." But in the current economy, I call them “smart buys”.  The appeal goes beyond bargain hunting.  It has almost become a social responsibility to be resourceful in a creative way. I even brag about it when I can get quality merchandise at a good price. It's almost my status symbol to get great for cheaper. In a survey last summer, 70 percent of adults said buying used is more socially acceptable now than five or 10 years ago, according to the poll by Harris Interactive. The ability to bargain or negotiate is at an all-time high. As applied to those who are trying to sell new items, this attitude has created an atmosphere that has depressed the retail sector and made it increasingly challenging to charge a premium price for new products.

This mentality has pervaded the service business as well, and has created an atomsphere by which people seem to expect to pay less and are willing to compromise a bit on quality. What is interesting, however, is that such a compromise might actually cost more in the end.

I pondered this the other day while explaining to a prospective client that a full-service marketing agency like Leapfrog can actually provide “new ideas,” “top notch” service – and still provide a bargain. That’s because agencies like ours can take the guesswork out of the generation of new ideas; can be an efficient manager of marketing and advertising tools, and most importantly, can negotiate and obtain some of the best rates for third-party services that are available. These benefits can often provide incredible efficiencies for companies – no need to worry about a salary and benefits, or to try to manage unfamiliar details that take managers away from their core responsibilites. We know companies who have spent many times more on home-built solutions than they would have if they let us navigate the marketing waters for them.

So as you consider your next deal or discount, don’t forget to consider the intangibles – and then give me a call; I’ll be happy to help you keep more in your pocket.