Intermark Group is an advertising agency that shapes success by applying persuasive psychology to group imagination and data liberation. It’s a potent branding cocktail. We have a unique viewpoint on brand building. The world is always changing. That’s life. Brands change too. They evolve to meet new channels, audiences and offerings. But brands can’t change themselves. Change is a group thing, certainly an Intermark Group thing. We unite advertising, media planning and buying, public relations, social media, interactive, strategic services, analytics and production to shape remarkable success stories for a variety of regional and national clients. For more information on Intermark Group, please visit www.intermarkgroup.com.
Intermark Group, an award-winning advertising agency focusing on psychology-driven marketing, announces its newest venture, Alloy.
Alloy is designed to help companies take advantage of technology to boost their marketing and sales efforts.
For more than 15 years, Intermark Group’s interactive division has been at the intersection of technology and marketing, launching hundreds of websites, mobile applications and data-driven solutions for clients like Toyota, Mohawk Flooring and Ascension Health.
“The interactive division — including our software department — has always been a cutting-edge and fast-growing division within the agency,” said Jake McKenzie, chief executive officer of Intermark Group. “With Alloy, we can venture deeper into the tech world using our psychological approach.”
The launch is a positive outcome of the company’s expanded footprint in Birmingham’s technology scene and the growing digital marketplace. Alloy is comprised of skilled engineers, website developers, user experience designers, and digital strategists and aims to help foster continued technology talent growth in Birmingham and the Southeast.
In some of Alloy’s key areas of expertise — automotive, healthcare and supply-chain management — new technologies are disrupting the traditional marketplace. For example, mobile and real-time inventory are changing the way consumers shop in the automotive space.
Alloy is aimed at helping companies pioneer new digital experiences that will become even more crucial to businesses in the coming years.
“Digital is a self-fulfilling prophecy. If you view this as only a requirement, you’ll spend all your time and resources catching up,” said Matt McKenzie, president of Alloy. “Instead, we look at digital as an opportunity, and thus we create competitive advantages for our clients.”
About Alloy
Alloy is a division within Intermark Group, based in Birmingham, Ala. Alloy combines IT and digital expertise to enhance user experience on any platform or device. Provided services include digital strategy, mobile consulting, application development, and custom software. For more information on Alloy, please visit www.alloy.digital/.
The Ad Couch podcast – where advertising meets psychology
Take a journey through the world of creative psychology and group imagination. Each Ad Couch episode puts a different concept, brand or expert “on the couch” to analyze how:
Different brands and agencies are effectively leveraging creative psychology to move consumer behavior
Principles of psychology can be used by marketers and advertisers to build movements and produce change
Influencers are changing the course of advertising through applied psychology
Pop culture impacts markets and the power of ideas
Check it out here: http://podcast.intermarkgroup.com/
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On iTunes: https://itunes.apple.com/us/podcast/intermark-podcast/id1039129004
About the Host:
The Ad Couch is led by Jake McKenzie, whose targeted expertise is helping brands incorporate creative psychology into their marketing and advertising strategies in order to influence consumer behavior.
A graduate of Vanderbilt University with a Bachelor of Arts in Psychology and Political Science, McKenzie is now the CEO of Intermark Group, one of the Southeast’s leading advertising agencies. Under his leadership, the agency has built a strategy team known as the “Insight Team” that includes a Ph.D. in psychology to facilitate applied psychology advertising methods and enhance brands’ success.
The Seasons Are Changing: What to look out for in the fall TV lineup
The calm before the storm has come to an end. The networks have announced their new and renewed shows for their upcoming fall schedule.
The Internet eagerly awaits in anticipation of their soon-to-be new favorite shows.
“Supergirl”, which will air on CBS in November, is currently one of fall’s most eagerly anticipated new shows. A week after the trailer was released; it gained 10 million views, which eclipsed the total views, of all the other CBS, ABC, NBC and Fox upfront trailers combined. The airing of “Supergirl” will be the first time CBS has not aired a comedy show on Monday night since 1949. “Supergirl” will also be the network’s first superhero series since the 1990s show, “The Flash”.
Despite the lag of joining in on the superhero war, which ABC, Fox and The CW are currently battling in, things look prosperous for CBS with the release of “Supergirl”.
For two years in a row, the network with the top ratings for the key demographic of adults 18 to 49 is NBC.
NBC doesn’t have a comic book show on their schedule but they are throwing their own show in the mix. “Heroes” is coming back from the grave with a new title, “Heroes Reborn”. This highly anticipated 13-episode series will reconnect with the basic elements of the show’s first season. The show will continue the story line of ordinary people waking up to the fact that they have extraordinary abilities. The 15-second teaser that was aired during the Super Bowl did not give away much other than some familiar and new cast faces.
On Tuesday nights this fall, Fox and ABC will be going head-to-head with new comedy shows “Grandfathered” (Fox) and “The Muppets” (ABC).
“Grandfathered”, with its lead actor John Stamos, should pull a large audience due to “Full House” nostalgia, but “The Muppets” might be the winner. The change from variety shows to spoof mockumentary should make the show something that the current generations can call their own. The Muppets already have a large younger viewership due to the recent cinema reboot.
With the release of the TV show, Kermit, Miss Piggy and Fozzie are not going away anytime soon.
“Blindspot”, NBC’s Monday night thriller, is gaining a substantial following as well.
The show centers on Jane Doe who is discovered naked in Times Square. Doe is completely covered in mysterious, intricate tattoos with no memory of who she is or how she got there. The only clues to who she is and what happened to her are hidden in the tattoos, which she was given. Over the course of the season, not only are the meanings behind her tattoos uncovered but also who she was in her previous life becomes uncovered as well.
Finally, be on the lookout for “Code Black” (CBS) and “The Catch” (ABC).
“Code Black” is inspired by the documentary that shares its name. The show is set in the busiest and most notorious ER in the nation, LA County Hospital. The extraordinary staff confronts a broken system in order to protect their ideals and the patients who need them the most.
Joining ABC this fall by Shondaland’s Shonda Rhimes and Betsy Beers is “The Catch”. It will be the mid-season replacement for “How To Get Away With Murder” and will round off ABC’s self-branded TGIT. The show centers on Alice Martin, a fraud investigator who becomes a victim of fraud herself because of her fiancé. In the similar style to Shonda Rhimes’ other TGIT show, each episode will center around a new case but will also progress the overall fraud conducted by the fiancé.
This article was originally published on www.prdaily.com
Phone pitches: Love them or hate them, they’re necessary.
If you love your phone, read no further; if you hate your phone, this article is written for you, with love, from someone who knows how you feel. When I first started in PR, I landed a dream job. Instantly, I was pitching national news outlets and simultaneously learning the practical skills professors don’t teach you in college.
One lesson I picked up on quickly is that you’ve simply got to get used to being in the sales business if you want a great public relations career. You’ve got to get good at it, because traditional PR has always involved cold calling.
Once you’ve spent time crafting your messaging and writing and distributing your release, you can’t just stop and wait for your phone to ring. If you do, you might just miss your greatest placement.
Overcoming a fear of picking up the phone comes with practice, but practice only makes perfect if you’re practicing the right way.
During my 15 years in the profession, I’ve made countless phone pitches. Here are a few tips I’ve learned along the way:
1. Whether to "wing it" shouldn’t even be a question.
I’m a planner by nature, but even if you’re not, don’t wing your phone pitch. Take the time to write, rewrite and write your pitch again, if needed. You don’t have time for filler words, pauses and unnecessary points when you’ve got only about 30 seconds to sell a reporter on your story.
Practice your pitch out loud and multiple times before you ever pick up the phone. This builds confidence and helps your pitch flow.
Even if the reporter doesn’t pick up your story this time, a polished pitch can help you get your foot in the door the next time. After all, the phone is just another tool to build a relationship.
2. Parts of a pitch: A breakdown so you won’t have one.
Every pitch should include three sections: an introduction, the message and a closing. It might sound a little like a speech tactic, but it works.
The Intro should include your name, your company name and your phone number.
If you’re working for an agency and representing a company, make sure to use the client’s name, not the agency name. For example, I work for Intermark Group Public Relations. My intro might go as follows:
“Hi, this is Sonia Blumstein with [CLIENT NAME.] My number is XXX-XXX-XXXX.”
This approach is perfect if you’re leaving a voice message, which is more often than not what you’ll be doing. But on the rarer occasion when a reporter answers his or her phone, take a slightly altered and courteous approach:
Your name
Your company or client name
Temperature check
Check to see if the reporter has time to talk to you. Perhaps you called when the reporter is on deadline. Perhaps the reporter wants to talk to you, but it just isn’t a good time. You won’t know unless you ask. Try this script, for example:
Hi, this is [your name] with [company/client name].
I’m calling to follow up on [abbreviated story topic] or [a release I sent you earlier today].
[Did I catch you at a good time?] or [Do you have a quick minute to talk?]
If the answer is “no,” follow up by asking if there is a better time to call back. If the reporter gives you the run-around, say you’ll call back at a later time.
Once you finish your intro, briefly share your story idea in 30 seconds or less.
Assuming you’re leaving a voice mail, close by repeating your phone number so the reporter can easily jot it down without having to replay your message.
[RELATED: Tell the stories that touch people's hearts—and inspire action.]
3. Get your numbers straight.
PR professionals joke that we are in the communications business, not the numbers business. But there are two sets of numbers to be mindful of when planning phone pitches: the 12 numbers on a clock and the seven days of the week.
Reporters work on different deadlines. To the best of your ability, don’t call them when they are on deadline. A few guidelines:
Don’t call daily print reporters after 2 p.m. in their time zone. They’re working to finish up their stories before they hit the door.
Don’t call TV or radio shows while they are on the air. Call them right after their show is over, when they are working on booking the next program. You might only have one or two hours to reach them. Know which hours those are and plan ahead.
Don’t call a weekly outlet on the one day of the week the publication is wrapping up and going to print.
Don’t call a magazine about a story that has passed its editorial calendar due date.
Don’t call on Fridays, especially daily news outlets.
Do call a reporter if you have breaking news. It’s the one exception to the rule.
4. Double as a customer-support agent.
By the time you’re calling a reporter, you’ve likely already sent your email release, but chances are your release is buried in the reporter’s inbox.
Before you pick up the phone, open your original email. Have it at the ready to forward immediately. If the reporter can’t find your release, you’re one step ahead and can send it right then. Sometimes the reporter will even wait on the phone to confirm receipt.
Score. You’ve just increased your chances to get that reporter to read your release, which is the first step to getting your placement.
5. Save your voice, your time and theirs.
If you know you’re going to include a phone call campaign, you might avoid at least a few calls by giving the reporter a heads up. In your email pitch, tell the reporter you plan to follow up via phone.
If the reporter knows you are going to call, maybe she will reply to your e-mail before you pick up the phone. Who doesn’t want that?
These are the strategies I’ve used to land placement in the top print and broadcast publications across the country. What tricks do you have up your sleeve?
Tailoring Your Twitter Strategy with Twitter Analytics
(image from: www.twitter.com)
Not too long ago a really exciting thing happened to make a social media analyst’s dreams come true. Twitter finally opened up its analytics dashboard to all users.
No longer do social media marketers have to dwell on the number of favorites, retweets or mentions; but we now have a whole new set of numbers that can give all new insight into what is really going on in the Twitter-verse.
What numbers can you now see in Twitter Analytics?
In my opinion, one of the best parts of the new analytics is being able to look at a summary of each month at a glance. Not only can you see your number of tweets, tweet impressions, profile visits, mentions and new followers for that month, but it showcases your top tweet, top mention, top follower, and top media tweet.
How can you use this showcased information?
Twitter features your top tweet, top mention, top follower and top media tweet of each month, not because they think it’s “cool” information, but because it’s the most important.
Top Tweet: This tweet received the highest number of impressions. You want to do more tweets with similar content in order to get more impressions.
Top media Tweet: This tweet that contains either a photo, video or Vine, received the highest number of impressions. This tweet can tell you what kinds of photos or videos your audience is more interested in, and again, aim to tweet similar content.
Top mention: Tweet, either by you or another account that mentioned you and received the highest number of impressions.
Top follower: Account with the highest follower count that followed you that particular month. These are going to be the more influential people following your account, and therefore, ones you may want to start interacting with.
Not only can you learn more about your tweets, but also about your followers.
Every marketer wants to know if they’re reaching the right people. For example, your brand is only sold in the southeast, but most of your followers are in California. That doesn’t do you very much good does it? You can see the top cities where your followers are located, and also what their interest are, which can help you tweet more of the content that they’re likely to engage in.
Twitter analytics is a simple way to enhance branding efforts due to the measurements it provides and the capabilities it offers to easily boost your impact within the platform.
A brand’s typeface. It’s a part of how a person reads your brand voice when you’re not in the room. It gives your words a personality. And it can be as important as what you’re saying about your brand. Below are a few mini-stories to consider when selecting your brand’s typeface. So grab a cup o’ joe (or in my case, wine) and enjoy.
To each its own
A farmer sells fresh eggs from his chickens every morning. He doesn’t have any money for advertising but he makes himself a simple, hand-painted sign from black paint and a piece of cardboard he found in his shed. He puts the sign outside of his farm every morning. It reads, “Fresh eggs, $2 a dozen.” A young man buys eggs from him every day and sees how successful this authentic, hand-painted sign is for the farmer. He decides that if this sign works so well for the farmer’s business, surely it will work for his business too. So, the young man goes out and buys black paint and a piece of cardboard. He makes his hand-painted sign just like the farmer did. He puts the sign outside of his house just like the farmer did. The sign reads, “Flight lessons, $20.”
Moral of the story: When it comes to selecting a typeface and art direction for your brand, what works for some may not always work for yours.
Do it wrong on purpose
There are instances where brands are being ironic and intentionally mismatch the typeface to what the copy is saying to heighten the level of comedy or make a point. The perfect example would be Uni-ball’s campaign “Write it in your own voice,” where they illustrated how using the wrong typeface can change the voice of a written letter, even in the most inappropriate situations. For example, in their “Swapped At Birth” spot, a young girl reads a letter written in the font Broadway that she will be moving to live with her real parents who are actually pig farmers. She’s reading the news in her head but it is literally voiced over in a singing Broadway style. The juxtaposition of the typeface to the content of the letter is not only hilarious but also reminds us that a typeface is important in regard to your brand personality and what you are saying.
Stand out in the category
While it’s important to use the right typeface for your brand and its personality, you also need to stand out in your category. Using a typeface that hasn’t been used in your category works when tied with a bold, new campaign. When done right, the combination can be gold. For reference, a brand that came out with a new campaign and a new look and feel a few years ago that was a game changer for their category was the Levi's “Go Forth” campaign. Not only did the very distinct voice of the campaign, Walt Whitman, break them away from other brands in the category, but also the typeface was equally powerful and different. The hand-painted, messy and bold typeface spoke to the new attitude of the brand refresh. It was something that hadn't been used in the category before and especially for an older brand like Levi’s. The brand that had once represented what America was, was now reshaping what America is today through their campaign. They stood out. They found their new voice and look. And their refreshed brand personality gained an entirely new following.
Now that you know a little more about what goes into choosing a typeface for a brand, I hope you have finished your beverage of choice and are still awake after reading this. In that order. Until next time, friends.
And if you’re still reading, here is a ‘lil’ something extra: http://urbantypeexperiment.tumblr.com/
Have You Thought About Google AdWords for Your Company?
By: Halley Smith, Digital Media Assistant
Clients often want to know how to appear higher on a Google search, and the answer can get complicated.
The long answer incorporates constantly changing Google algorithms and advanced Search Engine Optimization to incorporate relevance into your search position.
The short answer? Pay for it.
Every day at Intermark, the media department juggles dozens of different Adwords search campaigns for clients who have recognized the importance of placing native ads exactly where potential customers are already looking. Some budgets are big, others are small, but each one receives the same care and attention to detail.
With Adwords, campaigns can constantly be updated to better reflect client concerns and promotions. The “Do-It-Yourself” type of platform allows agencies to have more control over every aspect of the campaigns and immediate insight into what works and what doesn’t.
The Adwords platform, Google’s main source of revenue, is one of the most accessible and helpful advertising platforms. It is definitely worth every penny!
Employee Spotlight: Lindsey Seal, Account Supervisor and PR Guru
Lindsey Seal is an account supervisor in the account service department, working with Blue Cross and Blue Shield of Alabama. We decided it might be fun to sit down with Lindsey and learn a little bit more about what makes her tick. Here is what she had to say:
Q: What is your role at Intermark Group?
A: Over all, I’m responsible for making sure that the Blue Cross Blue Shield account as a whole is moving in the right direction and that things are getting completed. I work with a lot of deadlines, ranging from print ads that go in a program for an event they are sponsoring, to the TV commercials that you see running. And making sure all of this happens and gets done on time is the biggest job of all.
Q: What brought you to Intermark, and how has your role changed since you started with the company?
A: I started Intermark on June 4, 2007. I was hired as an account coordinator for the Gulf States Toyota account. With them I mainly did traffic and budgets, but it was a great starting place nonetheless. In 2008, I was moved into the creative department as production coordinator. All of the broadcast production that came through the agency at that time was routed through me. I made sure that the scripts and spots got to the right people. In 2010, a job in PR came about, as an account executive, and I was able to continue working with GST, so it was a logical transition. I managed the GST social media accounts and also worked with American Buildings and Krispy Kreme; so everything from donuts to metal buildings. I also worked on the Freihofer’s 100th Anniversary, a bread company that is a regional Northeast brand.
Last May, it was my idea to explore the Blue Cross job, and everyone agreed. I like the job and I really like to be able to work with all aspects of the agency, especially having full access to the creative department. It’s great working with Keith (Otter) and Jeff (York), because they are so experienced. Chris (Mann) is so funny and good with clients that it’s nice to have him to walk them through the big numbers in terms of budgets. The experience has been great for my career as a whole.
Q: What’s your favorite part about what you do?
A: My favorite part about what I do is probably the fact that I feel like when I come to work I’m the same person as I am outside of work. I don’t have to guard what I say. I can be myself. I don’t have to dress up all of the time. I can be a little bit more casual and not be so concerned about politics. And every day is different. Everybody says that about an agency.
Q: What’s the most challenging part of your job?
A: Staying focused and on point. The most challenging part of my job is making sure everything stays on task and meets the appropriate deadlines.
Q: Hobbies, what do you enjoy doing outside of your work life?
A: I really enjoy cooking and eating. Those are two of my favorite things. Cooking is a stress relief for me. I also like to travel. I spend a lot of time with family. I really love hanging out with my son, Barrett, who turns 2 this month, so he keeps me busy most of the time.
Q: What’s something that most people would be surprised to learn about you?
A: Most people would be surprised to learn that I was in the band. I played French horn and piano.
Q: At Intermark, every Intermarker has a quote on their cubical nameplate. What’s yours?
A: “Intelligence is the ability to adapt to change.” Stephen Hawking
Want to learn more about Lindsey? Feel free to leave her a question or comment below!
The summer months are coming to a close, and that means school is back in session. A new school year is exciting: fresh crayons, a new backpack, a multitude of blank pages to be filled. However, for many children in the Birmingham area, school supplies are not a guarantee, though they are a necessity.
Intermark Group will hold its annual Back to School drive this year from August 10–28. It will benefit Central Park Elementary, the same school that we read to in the spring for Birmingham Reads, Central Park Elementary.
We will be collecting new school supplies, as well as monetary donations. Those who give supplies or make donations of $5+ will be entered into a raffle to win two tickets to an Alabama or an Auburn football game.
This raffle will be held at Intermark’s Football Kick-Off Party on August 26th (sure to involve lots of corn hole).
Any and all donations are welcome and appreciated!
Why Are There Gender-Specific Versions of Everyday Items?
By: Jake McKenzie, CEO
I was shopping with my wife the other day in a Target store, and she wanted to get some new writing pens for her home desk. When we got to the pen aisle, she noticed that they had a section of pens that were targeted toward women – noting that these pens were specifically “for her.”
At first, she was puzzled – “What features did these pens have that made them for women?” she wondered. Then she realized a simple truth – there was nothing really different about them versus the other pens. She asked the question a lot of people had asked about similar items, everything from sodas to hammers, that were marketed toward a specific gender – why?
The answer is pretty simple – it’s a successful way to differentiate (read: sell) things. The underlying reason “why?” may not be as straightforward. It has to do with how we make choices; most of which aren’t thought through with the conscious mind. We look for ways to make decisions quickly and easily, using one of our many “automatic” decision-making processes that don’t require conscious thought.
The reason that gender specific products work to sell customers is that they appeal to one of those pre-scripted methods that we consumers use to decide between products. Consumers automatically are asking the question: “Is this product a good fit for ME?” versus all the other products on the shelves. Gender marketing is a good way to trigger that automatic decision process by appealing to our self identity. It’s a process that is trained into most people from birth. Simply, it helps make deciding to choose that product easy without asking consumers to think.
For the record, my wife bought some gender-neutral pens that had the features she wanted. After all, psychological drivers affect the way we think, not decide for us.
Why Every Business Should Be Using LinkedIn to Build Brand Identity
LinkedIn is the world’s largest professional network – growing with over 330+ million members. When best practices are applied, utilizing LinkedIn can have a tremendous impact on your corporate brand and personal brand.
Why is LinkedIn important?
Because LinkedIn is a very popular and trusted website, its company pages rank well in Google. This means people can view your LinkedIn company page without logging in to LinkedIn, giving your company significant exposure. Your company page is a great way to solidify your reputation and build trust with your clients and prospects.
Components of a company profile:
1. Overview of company home page. This is a snapshot of your company, including recent updates, a brief description of your company and all employees in the network. It’s a great way to give people a quick overview of your company and an opportunity for you to make a direct connection with them if they follow your company.
2. Careers. You can post job openings and link potential employees back to the company’s website to apply.
3. Showcase pages. You can feature products and services including descriptions, images and videos.
4. Sponsored posts. LinkedIn advertising lets you promote posts from your company page as sponsored updates. When you sponsor an update, the post from your company page is featured in the timeline of a target audience using the same targeting you use in normal LinkedIn ads. This lets you get your message in front of your target audience, and they’ll see your sponsored update in their personal timeline.
5. Analytics. Administrators can see who is visiting the page, what they do and which companies they follow. You gain valuable insight into what content they are most interested in, their job function, industry, company and which products they’re researching.
a. Updates. This data tells you exactly how many impressions are reached by your company page updates, how many people click on the content, how many interactions (likes, shares and comments), and how many new followers resulted from the post, and the engagement percentage.
b. Followers. This is where you find the demographics of who’s following your company. You’ll begin to notice how many people organically followed you, compared with the number of people who followed you from promotions. You can sort your followers by seniority, industry, company size, function and employee/non-employee. This gives you valuable insight into the professionals who follow your company so you can structure sponsored updates and promotions targeted to your audience. You’ll also see follower trends and how you compare with companies similar to yours.
c. Visitors. This data is similar to Google Analytics. You’ll see the number of page views and unique visitors to your company page so you’ll know which content and products they’re most interested in. You can also sort your visitor data by seniority, industry, company size, function, and employee/non-employee.
What should you be doing on LinkedIn?
1. Optimize profile. Individuals should fully complete their profiles. Be sure to include a picture, work history, proper links to the company page, keyword-rich descriptions, etc. This will make them more visible; when someone is searching within LinkedIn, they will find people with the expertise they are looking for.
2. Claim your custom URL (e.g. http://linkedin.com/in.yourname). This is especially important for people who have a lot of contact with potential clients, because when meeting with someone for the first time, many people will search Google for the name of that person in order to learn more about them.
3. Constantly build your LinkedIn network. The more people connected to LinkedIn, the more likely you’ll be able to find someone you know who is connected to someone with whom you’d like to be introduced. Whenever you meet someone, follow up that meeting with a LinkedIn request.
4. Publish. Use the status updates to share information and links to articles that prospective customers and/or employees would find valuable. This demonstrates knowledge and expertise, which helps build trust in yourself and, by extension, your company.
5. Build community. Participate within your industry group by joining conversations, answering questions, being helpful and sharing interesting third-party articles. This establishes your credibility by providing relevant, useful information without the feeling of a sales pitch.
With LinkedIn being the world’s largest professional network, how could your brand not seize the opportunity for a better identity?
bit·ter·sweet being at once bitter and sweet; involving or causing feelings of happiness and sadness at the same time
This summer six talented interns took an incredible, 11-week journey at Intermark Group that is now coming to a close. These interns each represented a department of the agency and came together to produce real work for a real client. They made mistakes together, they accomplished things together, but most importantly, they took their first steps into the professional world together.
This is their story:
May:
On a bright and sunny day, five of the six interns gathered for orientation day at Intermark Group. The morning was filled with an almost tangible amount of nerves and excitement as they mingled amongst each other for the first time. They said their awkward pleasantries at first, but after a day full of ice breakers and a yummy lunch, it was clear that a bond had formed. The rest of the month was a blur: shadowing their managers, sitting in on meetings, and becoming sponges to soak up every bit of agency life that they could possibly learn. All the while, the group was becoming much more than a team, they were becoming friends as they went on food find adventures each Friday.
June:
By June things had really kicked into high-gear. The sixth intern had joined the group, and just in time! Not only did the interns have more responsibilities in their own departments, but it was finally time to start working with their client. Meetings were held, notes were taken, and the interns were set free to let their imaginations roam and to get started on the task at hand. Weeks went by and a lot of meetings over lunch were held, but finally the Creative Brief and Research were complete. They were one step closer. Though it was getting tougher, and the steps to success becoming less clear, they never gave up. These interns knew they were in it together, and that made it a lot less overwhelming. June had come and gone, but there was still work to be done.
July:
July flew by the interns, as each day was spent busily preparing to present their campaign to the client. The end of the internship was fast-approaching, and though it was tempting to make every moment last, the interns knew the presentation had to get finished! With a lot of hard work and some long days at the office, the group was ready to present. But first, they needed to run their presentation by the entire agency. It took a lot of guts to show their work to the people that had taught them everything over the last 10 weeks, but they managed a successful trial run. In the end, the presentation to their client went amazing, and the interns celebrated with some ice cream, just as any other group of professionals would.
The Intermark Group internship experience is one that will never be forgotten. Through many up’s and down’s, each intern gained valuable work experience and a better understanding of the industry as a whole. Although it is difficult to sum up a summer’s worth of stories, the interns were asked to do just that by answering one simple question: “What did you learn?”
Shelby, Interactive “This summer I’ve found that some of the biggest, most life-changing, valuable opportunities can seem terrifying at first. I remember my first day, and being filled with panic at the thought of someone realizing that I had no clue what I was doing. I sat in the interactive department surrounded by some of the most talented and intelligent people I’ve ever met and I faced a choice: I could sit in my cubicle and be scared, or I could get out and learn. I’m so proud to say that I chose the latter, and because of that decision, this internship has allowed me to grow not only in my career, but as a person. I can’t express how truly thankful I am for this experience.”
Patrick, Media “A smile goes a long way. When given a task, take it with a glad heart. People are more likely to want your help and to provide help in return when they know you are happy to help. Everyone prefers when people are positive; it creates a better workplace and stronger teams.”
Julie, Account Service “I thoroughly enjoyed every day of this internship. Creating a campaign with my fellow interns was a challenging but rewarding experience. Not only did I learn the ins and outs of an advertising agency, I also made some incredible friends. I am happy to say that I chose the right major, because this is definitely what I want to do with my life!”
Ale, Public Relations “Accept every challenge. Big or small, every task you are asked to do is a great learning experience. Regardless of your knowledge or past experience, the work you are asked to produce reflects your learning ability. Taking a task and turning it into a personal challenge will help you uncover your true potential.”
Jade, Copywriting “Put in the work. When you’re given a project or an assignment, put everything you have into it because that will get you noticed. Everyone has to start out somewhere. When you present something you’ve worked on that you’ve put your heart and soul into, others can see the time that you’ve put into it to make it great. Build the kind of reputation where others will trust you to do a great job no matter the task, and more opportunities will come your way.”
Hillary, Art Direction “Working at Intermark this summer has been one of the most fulfilling things I have done thus far in my career. There was never a time where I didn’t want to come to work, and I never felt like my time was being wasted. I love to be busy, and the work I was doing wasn’t just time filler; the creative briefs were unique, interesting, and a chance to make a splash. I am so thankful to have worked with the creative individuals who pushed me to go bigger, and never wanted me to cut down my ideas. Seeing the creative process from start to finish is so satisfying, and an experience I never could have gotten in school. I feel like I have truly grown into my “art direction” shoes and I can’t wait to see what the future holds.”
Employee Spotlight: Randy Mihalchik, President of Vazda Studios
People are always so interested in the on-screen talent, but have you ever wondered about the man behind the scenes? We were curious, so we sat down with Vazda Studios, President, Randy Mihalchik, to learn a little bit about what makes him tick.
Q: As president of Vazda, what are your responsibilities?
A: My main responsibility is to make sure that everyone at Vazda is set up to be successful. Making sure they have the right tools, the right information, and the right scheduling.
Q: Give us a little background on how you got into the production industry?
A: After a year of working construction jobs, which were boring and tedious, I wanted a job that would be fun, interesting and something that I would look forward to every day.
Q: What brought you to Intermark?
A: Miami was getting to be a little too crowded, so I was looking to move to an area like Birmingham. I was impressed with the talent here and the work that Vazda was doing.
Q: What other positions have you held? How did you get in your current position?
A: I started as a studio person at a TV station in Wilkes-Barre, Pa. I did camera, lighting and audio. I ended up directing the nighttime newscasts and editing promos and commercials. I then moved to Philly to take a full-time editor position. After three years in Philly, I moved to the Miami area where I started as an editor and eventually moved into management.
Q: What’s your favorite part about what you do?
A: Working with the staff at Vazda. Not only are they very talented but they are great people too. I also like the job satisfaction of producing visually interesting and entertaining spots and videos.
Q: How have things changed technology-wise since you’ve been at Vazda?
A: Technology has changed drastically. In 10 years we have gone from an all analog world of tapes and tape machines to an all digital work flow. We used to edit on tape with large video switchers and linear editorial equipment. Now everything is non-linear and tapeless. With our equipment and software, there is literally nothing we can’t do.
Q: Has Vazda added any new offerings/services in the past couple years?
A: Our most impressive work is done in the area of motion graphics.
Q: Are you seeing any new trends in the production industry?
A: There has been a big improvement in cameras and production gear. In the post-production world, the trend has been in increasing processing and rendering speed.
Q: How would you describe your management style?
A: Have fun. Set people up for success. Give them responsibility and freedom, and let them do their jobs.
Q: Do you have a favorite project that Vazda’s worked on in the past?
A: Not one particular project. In general, I really enjoy going on location shoots.
Q: What is your favorite quote?
A: Enjoy life and make a difference.
Q: Outside of work, what are some of your favorite pastimes?
A: I enjoy snow-skiing and playing golf, anything on the water, and watching football.
Q: Tell us about your family…
I have a brother and two sisters and a dog named Mickey.
Q: Lastly, what’s something that most people would be surprised to learn about you?
A: I’m very competitive. I don’t like to lose at anything.
Want to learn more about Randy? Feel free to leave him a question or comment below!
The media department is the most interesting and important part of any advertising agency, but I may be a little biased. The job of the media department can be best explained as successfully getting a customer to learn about a product and then making them want it. A successful advertising campaign strategically utilizes both traditional and digital media to reach its target audiences. Each medium has strengths and weaknesses, but when used effectively, a media plan is a map that turns awareness into actions.
Traditional (radio, tv, direct mail, out of home)
In general, traditional media includes radio,TV,direct mail, and out-of-home advertising (billboards). These are the established mediums that have been familiar for generations. The potential reach for each has changed over time but they continue to be true to their origins. All of the mediums share the benefit of diverse placement and familiarity.
Radio generally has a captive audience and an added benefit of lower cost. Print is the most targeted traditional medium and includes magazine, newspaper and other publications. It is the most targeted medium because of the diverse demographics that can be reached through the variety of publications. This can also be a drawback if the targeted demographic is small. The ultimate benefit of print is the positive impressions, which the reader gets from the ad. Generally, readers do not mind ads in magazines because they are viewed as a supplement to the article and are for products that the reader already uses in their daily lives.
Television is the most glamorized media, but it is also the most expensive. Television ads have evolved since the 40s-- from product sponsoring of shows to the engaging commercials and innovative product placement that we see today. Television does not have specific demographics as print, but it has the benefit of a wider audience. Television is a unique medium because it is broken into broadcast (e.g. NBC, ABC and CBS) and cable (e.g. TLC, Cartoon Network and HBO). Broadcast was designed to have a wider customer reach, unlike a local station. Cable has more freedom due to it being part of a subscription service.
Advertising has become an integral part in its development due to its primary source of broadcast television's revenue. Many restrictions on TV shows are because of advertisers who wanted to make sure their products were not associated with scandalous programming
Direct mail can be the most creative and personal medium, but it is often the most misunderstood because of the negative views in regards to “junk mail”.
The final traditional medium is out-of-home which includes: billboards, bus ads, flyers, ads on shopping bags or anything else that can be seen throughout one’s day.
Digital (social, search, display, mobile)
Digital media has created the most change of any medium and it is continuously evolving. The Internet was the birth of the digital medium and continues to be its playground. Digital media is complex because it changed the advertising industry from relying on creative to relying on analytical.
Traditionally, commercials run during television shows, which have an identified primary demographic. Presently, with digital advertising, the placement can be set to only run when the audience is ready to purchase through the process of re-targeting.
Digital media is broken up in two ways: device and function. The device classifications are desktop, mobile and tablet. These classifications come from the different consumer habits, which are unique for each device. Social media is the most well-known medium, and search, display and content are the other main digital mediums.
Social media includes Facebook, Twitter, Pinterest and any “social” site. Search campaigns include Google, Bing, Yahoo and many smaller search engines. Google has a huge hand in digital advertising and is one of the main sources for display advertising.
Similar to the traditional medium of out-of-home, display advertising can be found in every nook and cranny of the online world. Display ads are the banners on the top, bottom and sides of Web pages. Content advertising might be the most exciting form of digital advertising. It can include a custom app, a Web page takeover or the sponsoring of a Pandora station or Buzzfeed article. Content ads are similar to the product sponsorship of early radio and television advertising. The goal of content advertising is to subtly highlight the product in an unobtrusive way that leads the customer to purchase the product.
