Category: Our News

Save the Snow Day

There was no better feeling than a snow day as a child. You woke up to hear school had been cancelled, so you sprinted out the door to go sledding and collected the perfect amount of snow to build a snowman. After spending time in the cold, you came home to warm up with a can of chicken noodle soup and cup of hot cocoa.

That won’t be a reality for children this winter.

As children continue school online due to continuing health precautions, the tradition of snow days is in danger. Campbell’s Soup Co. wants to change that with Save the Snow Day, their latest campaign to “preserve the beloved day off.” Parents or guardians who visit SavetheSnowDay.com can take an online pledge to mandate a snow day in 2021. The first 3,000 pledgers will receive a snow day kit filled with gloves, scarves, and items needed to build a snowman.

http://www.youtube.com/watch?v=xSj_8mFouus

A Beauty-Ful Partnership

Ulta lovers nationwide can purchase their beauty products at Target starting in 2021. As a new partnership, Ulta mini stores will open in over 100 Target stores. The partnership was created to increase sales at Ulta stores due to declining in-store sale numbers since the start of the coronavirus pandemic.

“Beauty consumers have already started shopping for their personal care and beauty products at Target since one-stop shopping raised this year. Ulta can benefit from tapping into the consumer’s shopping habits changed due to the pandemic,” executive director at Consumer Insights said.

Ulta’s competitor, Sephora, partnered with JCPenney back in 2006 to open a select number of mini stores inside the fashion retailer. Since then, over 574 mini-Sephora stores live inside JCPenney locations today.

Meet a Martin – Nicole Ezbiansky, MPW, Project Coordinator

At a young age I found myself writing children’s books for my younger cousins. Little did I know, my passion for writing was just beginning. Fast forward to 2014, I started undergrad as a Social Work major, but graduated with a Public Relations degree and minor in Professional Writing. In the spring of this year, I graduated with my Master of Professional Writing degree where I learned to write technical documents, grant proposals, and even political news stories. Since joining the team in 2018, I’ve become fascinated with the advertising industry. I enjoy being able to brainstorm with my co-workers, write an ad, and manage workloads all in one workday. I even spend some time as the wordsmith behind the company’s blogs.

I currently live in the Midtown neighborhood of Harrisburg with my boyfriend and our newest four-legged roommate, Wheaties. In my free time I enjoy coffee runs, hiking, reading non-fiction books, and catching up on the newest Netflix series.

Sources: AdAge, MarketPlace.org

The holiday season is here, and what better way to get in the spirit than watching new holiday commercials? Some brands use humor while others take an emotional route, but five stand out among the rest.

5. TK Maxx: The Lil’ Goat

Fashion retailer TK Maxx, sister-store to TJ Maxx, used comedy for their commercial by showing a farmer treating one of his goats to a makeover. The messaging conveys how rough the year has been but that everyone still deserves fashionable gifts.

http://www.youtube.com/watch?v=MgIigoL1Lro

4. Amazon: The Show Must Go One

The Nutcracker is a popular holiday performance, so Amazon incorporated ballet in this year’s advert. When a young ballerina’s winter show is cancelled due to COVID-19, family, friends, and a little bit of Amazon Prime two-day shipping brought the stage directly to her.

http://www.youtube.com/watch?v=gQdLD6kk960

3. Shutterfly: Let That Good Fly

If 2020 was a commercial, Shutterfly would be the director. Their commercial looks back at the quarantine activities in which we participated. Whether that be adopting a new pet, cooking new recipes, or learning to cut our own hair, we’re encouraged to reflect on the good 2020 has brought.

2. Coca-Cola: The Letter

This year marks Coca-Cola’s 100^th year of holiday adverts, but we won’t be seeing polar bears in this commercial. Instead, we’re led on an emotional expedition to get a daughter’s letter delivered to Santa Claus.

1. Disney: From Our Family to Yours

From tree shopping to gift swapping, holiday traditions create lifelong memories. When a grandmother sees her granddaughter uninterested in their yearly holiday crafting, she reaches for her old Mickey Mouse toy for comfort. Little does she know her granddaughter is planning a big surprise for her on Christmas morning.

Consumers can purchase a limited-edition vintage Mickey Mouse toy shown in the commercial. Proceeds will be donated to the Make-A-Wish Foundation.

Sources: YouTube, HouseBeautiful.com

Rite Aid Rebrands for the Mind, Body, and Spirit

Companies rebrand themselves to stay relevant and keep up with their audience. Walmart has a modern logo, Dunkin’ Donuts is now Dunkin’, and even our local grocery stores announce a redesign occasionally. This year, Rite Aid began rebranding their stores with fresh designs inside and out. With this new branding comes a new digital campaign embracing both traditional and alternative medicines.

Rite Aid’s updated branding and digital campaign consists of a fresh blue and green color scheme and logo, advertising themselves as “the store of the future.” In-store, the pharmacy department has a new look and now allows pharmacists to walk on the retail floor to help customers and provide suggestions. A natural and chemical-free section will highlight products targeting customers interested in alternative remedies.

The Newberry Commons Rite Aid in Etters, PA, was chosen to be one of first three rebranded test stores during their in-store experience trials: only a short drive from the Martin Communications’ office!

“Can I Please Get a McPlant and Small Fry?”

If you prefer to not eat meat, grabbing a meal at the golden arches may not be your restaurant of choice. That’s about to change. In 2021, McDonald’s will offer the McPlant, a meat-less cheeseburger. The burger will replicate their standard meat cheeseburger with lettuce, tomato, onions, and condiments. McDonald’s corporation and their meat substitute supplier worked together to create a taste that replicates a Quarter Pounder or Big Mac.

But their menu isn’t the only item getting an upgrade. The McPlant’s branding is ditching the yellow and red packaging to a green box with an image of a leaf. “In the future, McPlant could extend across a line of plant-based products including chicken substitutes and breakfast sandwiches to create a new brand for the chain,” a corporate representative said. McDonald’s joins Burger King, Wendy’s, KFC, and more to provide meat-less meal options for customers.

Meet a Martin – Kelsey Steinmeier, Account Manager

I’m a 2012 graduate of Pennsylvania College of Technology with a Bachelor of Science degree in Graphic Communications and a minor in Business Administration. I came to MC in the spring of 2017 as an Account Manager after working for a local print shop for four years as an Account Manager.

Every day, MC provides a daily dose of learning. The fast-paced environment makes for a different excitement each day.

Outside of work, you can find me with family and friends, running around with our soon to be one-year-old son and six-year-old chocolate lab. I enjoy giving my Pinterest boards life in our newly built home, going to the beach, camping, and reading thrillers.

Sources: AdWeek, Chain Storage, Eater.com

Trick-or-Treat Goes Digital

Families are finding new ways of celebrating the fall season in the midst of coronavirus. Pumpkin patches and haunted houses are still operating, but many neighborhood trick-or-treats are cancelled due to social distancing. In a stride to continue high candy sales, one candy company is keeping the spooky season alive with a new way to trick-or-treat.

Mars Wrigley, makers of Snickers and M&M’s, have launched Treat Town, an app that allows families to trick-or-treat virtually. Once downloaded, users can choose to be a candy giver or trick-or-treater. Candy givers purchase Mars Wrigley candy online that will be distributed to trick-or-treaters in the app. Trick-or-treaters collect candy credits that can be exchanged for real candy redeemable in stores.

Learn more and download today at Treat-Town.com.

Get Your Flu Shot, Get Rewarded

The end of the year brings the holidays, chilly weather, and flu season. And the best way to stay healthy is to get your flu shot. With the concern of flu season during the coronavirus, companies are encouraging us to get our flu shot early.

Understanding that some people may be reluctant, four retailers created campaigns offering  incentives for every person that gets a flu shot in their stores. Target is offering a $5 coupon to use in stores, CVS is offering $5 off a $20 purchase, Publix is offering a $10 Publix gift card, and Walgreens is offering $5 off a $15 purchase. While detractors may claim this is just another ruse to build store traffic, the broader conclusion is that corporations are intent on pursuing ways to “give back” to the communities they serve.

To find a flu shot provider near you, visit VaccineFinder.org.

Meet a Martin – Alex Willis, Account Manager

Originally an intern, I rejoined the Martin team a few years post-graduation in 2017. MC was such a great place to learn and grow as an intern, I was ecstatic to return full time.

Though the current pandemic has turned our lives upside down, I saw an opportunity. It had been a dream of mine to move to Colorado, and so I thought I would ask if working remotely from another state was possible (as the whole MC team is working remotely). My question was met with such support that I felt blessed and super grateful to be working for a company that cares about their employees beyond the workplace. One month later, I made the drive across the country with my best friend and not even a week after that I was already in the mountains catching my first Colorado brown trout! Though the fires may have put a dampener on my mountain adventures the past few weeks, I know it won’t keep me away from them for long.

As you can probably gather, I love spending time outdoors in my free time, and if I’m stuck inside, you can find me being creative with a paintbrush or experimenting with a new recipe in the kitchen… and recently building furniture for my new apartment.

If you’re ever in the Fort Collins area, feel free to reach out! Colorado team-builder event in 2021?

Sources: News Talk, Media Post

The past six months taught us to create honest and positive content. As we endure the second half, honesty and positivity are needed more than ever.

Quarantine is Better with a Furry BFF

In the age of coronavirus, households are spending more time indoors and less time outdoors. In turn, adopting and fostering a pet is in high demand. Pet brands saw this as an opportunity to boost their advertising budget and increase sales … and they did not disappoint.

Between March and May, the number of pet-related advertisements increased by 52% and online retail sales increased by 24%. Chewy, one of America’s largest pet suppliers, increased promotion of their products by 51% alone. Pets at Home, the largest UK pet supplier, now has an average 30-minute wait time to access their website.

So if you’re thinking about a pet, now is a great time. The numbers don’t lie; quarantine really is better with a furry BFF.

Netflix Takes Their Newest Collection Outdoors

In light of recent events across the country, businesses of all sizes are using their voice to take a stand to help fight racial injustice. Netflix was one of the first companies to use their video  platform by creating a new collection, titled Black Lives Matter, dedicated to educating their subscribers through film. The collection includes more than 45 movies, documentaries, and television series such as Malcom X, When They See Us, and All American.

To further promote their collection, Netflix created an out-of-home campaign in two major cities: New York City and Los Angeles to deliver as broad a reach as possible. The campaign highlights select films included in the Black Lives Matter collection. Advertising outside of digital and social was not in the original plans, but a 4,665% increase in interested watchers pushed their decision. “We believe that one of the ways Netflix can have a direct positive impact is through our stories,” said Netflix CEO.

To view the entire Black Lives Matter collection, click here.

Meet a Martin – Colleen Jones, Media Manager

I’m originally from Wilkes-Barre, and I came “down” to Harrisburg after an arts administration internship at the Whitaker Center for Science and the Arts. I moved on from Whitaker Center to the events and marketing team at the publisher of the Central Penn Business Journal and Central Penn Parent, where I stayed and grew for 10 years. I started at Martin Communications in 2016, where I’ve had the opportunity to fully focus on media strategy and buying. 

Though I didn’t continue working in the field, I’m still very passionate about the arts! I have performed with Theatre Harrisburg; I take dance classes (Hip-Hop, Tap, and Lyrical – plus some Zumba and East Coast Swing on occasion); and I am very proud to be a founding volunteer advisor with the Betty J. Gantz Foundation for the Performing Arts, a 501c3 nonprofit organization founded in 2019 to provide access to dance and other performing arts for under-served and minority communities in Central PA through scholarships and outreach programs. 

Another fun fact about me: I go on an annual snowmobiling trip in Adirondacks State Park in upstate New York, sledding miles on rail trails in the freezing cold, then warming up by the fire without any cell signal. For us, it’s a great way to disconnect from the real world and spend time with friends. 

Pictured: my husband, Andy, and our rescue mutt, Leia (as in Princess Leia) on one of our snowmobiling trips. Back in 2013, Leia got caught going after the apple in a groundhog trap on the CPBJ property. She was released and ran toward me barking, then rolled over for belly rubs. We bonded instantly and when no one reported her missing, she truly became our household princess. 

Sources: AdWeek, The Drum. The Verge, Netflix

COVID-19 has affected all aspects of our lives. Brands are finding different ways to stay relevant by directing their messaging towards our new priorities. One musician started a fundraiser that made millions, while a brewery wants to keep celebrating love.

“Come Together Right Now”

Several people are doing their part to help. Neighbors are going to the grocery store, celebrating essential workers, and showing their support. Lady Gaga used her platform by teaming up with Global Citizen to create One World: Together at Home, an 8-hour global broadcast to raise funds for the World Health Organization (WHO).

The livestream featured more than 70 musicians and celebrities in their homes celebrating those who are keeping us safe during COVID-19. 128 million dollars were raised and more than 72 million of that money is being donated to local and regional first responders. Musicians involved included Lizzo, Beyoncé, Elton John, Stevie Wonder.

To watch performances and event highlights, click here.

Something Old, Something New & Some Brews

Engaged couples around the world have looked forward to tying the knot in 2020. Unfortunately, a pandemic wasn’t in their wedding plans and are having to postpone or cancel their big day. Anheuser-Busch wants to give them a little something to still celebrate by gifting them a year’s supply of Busch Light.

The idea for “Busch Weddings” came about when the brand’s corporate team continued to see their beer tagged in wedding photos. To enter the sweepstakes, couples must post a photo of themselves on social media explaining how they plan to celebrate amongst COVID-19 and include #BuschWeddingGift and #Sweepstakes. Entries are due in the beginning of May and 250 winners will be chosen.

Meet a Martin – Barb Martin, Vice President

I joined Martin Communications almost 19 years ago, with the promise from Tom that I would never be bored. Boy, was he right! I started out helping with basic office tasks, moved on to learning the fun and crazy world of media buying, and eventually found my niche in working with clients. Since every day is different, and my day can turn upside down based on one phone call or email, I am never bored!

Outside of work, my passion is my family and cooking. These go well together, as I enjoy hosting both formal and everyday meals to feed them as well as friends. From a fancy holiday get-together to a simple summer barbecue, I enjoy the entire process, from the planning and shopping to the cooking and plating. Then, my terrific family does the clean up!

Sources: CNN, MarketWatch, The Guardian

If you feel like you have been overwhelmed with the 24/7 news cycle, this month’s blog may bring you some joy. Keep calm and read on.

Eat Your Chicken and Wear It, Too

It’s no surprise that advertising has surpassed the typical mediums. Uber cars are driving around town with ads attached to their roof, promotions are seen in music videos, and even flash mobs can market something. If companies can do those, why not pay people to wear an ad?

Wingstop ditched traditional out-of-home advertising to a new anytime, anywhere type of advertising. Thousands of fans and social media influencers will be paid to wear hoodies of Wingstop’s brand in public. Those who participate will choose one of three versions of the hoodie: generic, delivery, or boneless wings.

Sound’s easy, right? Don’t quit your day job just yet. The walking billboards only get paid $10 if they post themselves wearing the hoodie on Instagram, tag Wingstop’s account handle, and include the hashtag #ThisIsAnAdForWingstop. Additional prizes will be awarded if a post is both creative and goes viral.

Olay Embraces Natural Beauty

The beauty and fashion industry are one of the top advertisers in the world today. Their models and celebrity sponsors have perfectly styled hair, skin with no blemishes, and outfits with no creases and wrinkles. Imperfections are invisible. It’s not uncommon for us to ask, “is that natural?”  

Olay, a skincare brand owned by Procter & Gamble, announced they will start the process of not retouching their advertisements to break away from typical beauty standards. “My Olay,” their newest campaign promoting unretouched photos, will feature new celebrity sponsors in the United States and Canada. They even gave a sneak peak of the natural approach in their 2020 Super Bowl commercial photoshoot.

Olay isn’t the first brand to join the natural beauty movement. Dove previously released two campaigns that fought trying to be flawless, while American Eagle (Aerie) became “Photoshop-free.”

Meet a Martin – Tom Martin, President

“The first toy I remember was a 1947 Chevy model. I still have it. Today, the toys are much larger needing garages to stable them with names of Leon, Sally, Sylvia and The Vette with build dates from 1951 to 1993 in various states of restoration. They are four of the 37 cars I’ve owned since age 16. Some were handsome and fast, others not so much. A few were purchased new, one was free. ‘Obsessed’ you say? There’s more.”

“High speed experiences include two, 10 lap, 115 mph drives around Dover Raceway in a NASCAR prepped car, 30 fast laps at Lime Rock Raceway in an open wheel, single fuselage racer (like an Indy car, but smaller), drag racing a Chevelle (sometimes at a drag strip), auto- crossing a sports car, and recently piloting a 700+hp Mustang on a road racing course. Add to that, being chased by police three times. Score: Tom 3, police 0. Sadly, I let my PA State Inspection Mechanic License lapse years ago. ‘Obsessed?’ Well maybe!”

Sources: CNN, AdAge, MediaPost

 

Welcome to a new year! As we hit the gym, eat healthier, read more, or work to accomplish other resolutions, the creative/marketing industry have goals of their own, too.   

What Can We Expect in the 2020s?

The 2010s brought the world streaming services, several social media channels, and impressionable (and some un-impressionable) trends. With 2020 and a new decade upon us, industry experts are anticipating big changes that we should look for throughout the next 10 years.

• Influencer marketing will only become more popular as generation Z immerses themselves into digital media.
• Marketing and advertising models will change, as more digital media is being used and traditional media is fading into the background.
• Personal data will be integrated through mobile weather details and traffic updates occurring where a user’s current location is.
• Virtual reality and augmented reality will go beyond Snapchat and virtual video games.
• More “voice searching” will become available through devices such as the Amazon Echo and Google Home.
• The presence of chatbots on websites will increase to achieve higher customer experience reviews.
• More companies will use creative agencies to help create strategic marketing and unique advertising.

We cannot expect to see all the above changes to happen overnight. But until we do, let’s sit back and enjoy what the last ten years have brought us!

And the Winner Is…

In last month’s blog I gave a sneak peak of our annual Christmas decorating contest. With an extra vacation day in the new year on the line, the competition was tough. Each participating department had less than three weeks to use their creativity and worked hard to “Wow!” our guest judges. But only one could be crowned the winner for 2019.

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Reindeer Resort and Casino, decorated by Colleen and Emily, took first place with their combined office décor! With slot machines, deer heads, and eggnog to bribe the judges, their hard work won them the extra day off. Our runner’s up are Investigating Christmas Emergencies (I.C.E) decorated by Alex and Kelsey, and Penguin Palace decorated by Lindsay, Nicole, Kat, and Michael.

To see more pictures and videos, visit our Facebook page.

Sources: Fast Company, Learn G2