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Rebrand with Keech Media

Our Branding Process

When it comes to small business, we’re all used to making things work or even going without certain things. Some things, though, are foundational—like your company’s brand. Your marketing strategy and materials hinge on your brand, so getting it right the first time is going to save a lot of time, money, and headache down the road.

Defining, documenting, and creating a great brand takes dedicated time and skill. Please, don’t make your own logo or finalize your own color choices without consulting a professional (unless, of course, that’s your business). Whether you’re starting something new or reviving your existing brand, you need someone who will take the time to ask the right questions, make the right recommendations, and launch the right creative process to produce a visual identity that showcases the values and unique personality of your business.

We want to show you a glimpse of our process for helping clients who need a brand or rebrand. Businesses who sign on with us for a rebrand can expect the following:

Branding Questionnaire

You’ll receive a brand design questionnaire before our first creative strategy session. Your answers will provide us with a better level of understanding of what we need to accomplish with your new brand.

Research and Brainstorm

After receiving your questionnaire, we will review your answers and start researching trends, competitors, your target audience, and other data pieces that are relevant to your industry. From this data, we’ll start putting together the elements that will best represent your brand.

Brand Inspiration Board

We will assemble an inspiration board depicting the “mood” or “feel” of your new brand. Inspiration boards convey the overall appearance and emotion we think you’ll want your audience to experience when encountering your brand.

Strategy Session

We’ll meet to discuss your answers to the branding questionnaire and unveil our inspiration board. This collaborative meeting is designed to guide the creative direction for your brand, make adjustments, and plan next steps for development.

Logo Concepts

We’ll use industry data, questionnaire answers, and notes from the strategy session to draft concepts for your new brand. This includes sketching, digitizing, and refining ideas into presentable art files for your review. This also includes selecting colors and other elements to accompany these drafted logo designs.

Review and Define

We will provide you with two or more branding board concepts to review and make refinements based on your feedback.

Brand Design Approval

Upon your approval of the final design elements, we will create your official branding board—designated to be your company’s brand guide for all marketing materials going forward.

Delivery

We will provide all your branding elements in web-ready and print-ready files.

Additional Creative Services

Once your brand design is approved, we can use your new brand to create additional assets like your company letterhead, envelopes, business cards, rack cards, print or online ads, signs, banners, business forms, and much more.

Every business has a personality. An attractive brand is one of the most important ways you’ll share it with your market. It’s one of those seemingly intangible assets that will affect your marketing, sales, and, ultimately, your bottom line—so make sure it’s done right the first time.

Keech Media uses Cyfe Analytics because of its customizable dashboard

Our favorite web performance dashboard: Cyfe Analytics

Our goal at Keech Media is to be more than just a digital marketing service provider. We want to partner with our clients on full-fledged solutions. Digital marketing solutions often have lots of moving parts to monitor—that’s why we love Cyfe Analytics. For our website clients, Cyfe works as a central dashboard to monitor the health metrics of these moving parts. It’s like when your dashboard monitors your car at-a-glance, except Cyfe is for your website and your digital marketing funnel.

We configure Cyfe to showcase a variety of web traffic metrics for our clients, depending on their goals. However, no matter your goals, there are some web traffic and digital marketing metrics that you need to measure. These include metrics like your website traffic count, traffic sources, and bounce rate.

Traffic Count

When is your site most visited? What times of the day? Days of the week? Did traffic result from those advertising dollars you spent? Taking a close look at metrics like these, catered to your situation and goals, will help you pinpoint which parts of your web marketing funnel are bringing results and which parts need work.

Traffic Sources

Are your visitors browsing from cities that are in your target market? Are they visiting from a website that you would expect your ideal customer to come from? Or maybe your website came up in search results—that’s great news, unless you have a high…

Bounce Rate

Google defines bounce rate as “…when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.” A high bounce rate is almost always a bad thing. Generally, it means that people are landing on your site, saying, “this isn’t what I was looking for,” and hitting the back button. Yikes. 

You wouldn’t drive a car without a dashboard. Likewise, you shouldn’t expect your website to achieve results without web analytics. Skip them, and you’ll be blind and guessing when it comes to your digital marketing. Use them correctly, and you’ll  bring your digital marketing to a new level.

By the way…that call wasn’t Google!

Google scam callYour phone vibrates. “Hello?”

“Hello, this is Google business services. You’re receiving this call because our system has flagged a series of payment errors on your account. In order to help us correct this situation, please press 1 to speak with a Google service specialist.”

As we’re reading this, we might see the bologna from a mile away. But if this is a voice call, and our minds are distracted enough, and the situation sounds urgent enough, and “Google business services” sounds convincing enough, we might press 1 before we even realize something’s not right.

Unfortunately for us, that call wasn’t Google. It was a robocall—an illegal operation that uses automation to call massive numbers of people, gain their trust and interaction (e.g. “press 1,” “confirm your password,” “call this number,” and worse), and take advantage of the interaction for an illicit purpose that usually causes a headache for those who fall victim.

In this age of automation, robocalls and other illicit calls (not to mention emails and text messages) have increased to an epic scale around the world. And they’re not just really numerous—they’re also really, really convincing. According to an article posted by Webroot, a worldwide cybersecurity company, criminals use tactics like social engineering to gain people’s trust, because “it is usually easier to exploit your natural inclination to trust than it is to discover ways to hack your software.”

The article from Webroot has some great tips to help us avoid fraudulent phone calls. Also, check out what Google has to say about this. Like most of the big companies that scammers claim in these calls, Google will very rarely contact you over the phone and especially not using voice automation (unless you request it). Don’t let anyone tell you otherwise—not even a robocall!

Client Spotlight: EAPC Architects and Engineers

For EAPC Architects and Engineers, these five video blogs create an opportunity for potential clients to discover their passion and expertise.

EAPC Architects and Engineers wanted to show people the visual stories they tell through their interior design services. But they wanted that story to feel like sitting down face-to-face. Their goal was to build relationship with their target market.

“We reached out to Keech Media to help guide us in this important initiative,” said Lori Bakken, EAPC’s marketing director. “Keech Media presented solutions that were on target with our objectives of providing education to our existing and potential clients, specifically relating to interior design.”

Our team worked with EAPC to produce five video blogs (VLOGS) showcasing EAPC’s passion and expertise surrounding their interior design services. Lori was happy with the solution. “The VLOGS were, and will continue to be, another tool in our box to increase awareness to a broader base and really provide that education we feel is necessary for potential clients to make an informed decision on where to go when looking for interior design services.”

We shot the VLOGS at EAPC’s office location, working with their team to showcase a glimpse behind the scenes at EAPC. “With video VLOGS,” Bakken said, “our director of interior design was able to communicate what it’s like to work with EAPC, why we value collaboration with our clients, and what it means to EAPC to provide our clients with solutions that meet their specific needs.”

Check out one of our favorites—I Love That Show!—on EAPC’s YouTube channel.

The EAPC and Keech Media teams worked together to plan content for the project, and Keech Media shot, produced, and edited the primary and supporting clips for each VLOG. We then worked with EAPC on post-production tasks like adding the content to their website and setting them up to get the most out of their final product. “I thank Keech Media for their guidance and superb production skills in helping us meet our core objectives,” Bakken said.

We’re excited to watch the results that these VLOGS bring for EAPC. We’re also excited to work with them in the future to keep bringing value that builds relationships. “As a result of increased followers on social media, including LinkedIn,” Bakken said, “we will continue to produce VLOGS that will inform on many of our other architecture and engineering services including commissioning and LEAN methodologies as well as our design approach.”

In case you missed the VLOGs, check out EAPC’s YouTube channel. To get insight and ideas from other projects we’re working on with our clients, make sure to join Keech Media’s email list.

Video (Done Right) Brings Results

Drone video production
Sometimes, it takes a drone to get the right shot. Nathan and partners prepare for launch.

How many videos have you seen that actually gave you a negative impression of that business? A bad video hurts your brand. A great video blasts traffic to your website and makes your brand memorable.

Like most marketing, a great video is not out of anyone’s league. However, you need a creative process that effectively invests your time and resources into truly knowing your audience and catering to their needs. To help you start, we want to give you a high-level look into the elements that make up Keech Media’s video production process.

Discovery. We’ll collect information about the client’s marketing goals as well as their ideas, personality, audience, and more. Once we know our clients, we have a foundation to propose next steps for production.

Pre-Production. Building off the client-approved proposal, we talk details: timeline, resources, creative tasks, and more. “What do we need in order to make this happen?” That’s our question and our mission. Our creative team produces a script and storyboard. We gather relevant equipment as well as an itinerary, detailed shot list, and voice and visual talent. With the client’s okay, we move to production.

Production. We plan carefully during pre-production so, when it’s time for the video shoot, we can focus solely on creative production. We shoot, produce, and mix our video and audio based on the previously-approved script and shot list. It’s always fun when the client gets to see us in our element!

Post-Production. Here’s where it all comes together. Our editor makes the raw footage come alive and provides draft versions of the product to the client so they can request any changes. Once the client approves the video, we provide the mastered file in the video format of the client’s choice. We can also help them add the video to their website, promote it on social media, or place it as a TV commercial at a discount—we’re a preferred agency for Comcast Spotlight TV Advertising.

Every business has a story. Video, done right, is one of the best ways to share it. Consider steps like these as you plan your next video, and check out our other posts for more ways to get real results from your marketing.

By Keech Media | Written By Michael Finnern

Introducing: Laurie Levine

Many Woodbury-area business owners already know Laurie Levine. She has lived and worked in the Cottage Grove Woodbury area for years—first as an entrepreneur, then as a multimedia sales representative. Now, we’re excited to introduce Laurie as the newest member of our team at Keech Media.

As an account executive, Laurie’s mission will be to empower businesses with better marketing results. We’re excited to see how she uses her own experience as an entrepreneur and multimedia specialist to accomplish that mission.

Laurie sees her role as a chance to provide businesses with the marketing resources she wished she had when she was starting her business. “Honestly, when I opened Yo-Joe’s years ago…I literally created everything from the logo to the brand…everything,” she said. “And, boy, I could have used Nathan’s help during that time!”

Like many area business owners, Nathan knew Laurie from the Woodbury chamber, as well as from various networking circles and events. When Nathan found out that Laurie was ready to make a change, he was eager to explore possibilities. After talking, they found a fit.

Laurie brings a lot of understanding to the table when it comes to running a business, because she’s been a business owner. “It’s not just me saying ‘I know how you feel. It’s me saying, ‘I KNOW how you feel,” she said. “…that was my thing…so I’ve really been on both sides.”

To get in touch with Laurie, call 612-315- 9984 or send her an email at [email protected]

 

By Keech Media | Written By Michael Finnern

Case Study: Finishing Touch Car Care

Busy with high demand for paintless dent removal, full vehicle wraps, and other vehicle decal services, Finishing Touch Car Care Inc. didn’t have time to shop and re-shop for web and media services.

“We’ve always had internet companies doing our website for us,” owner Dan Meyer says, “…we’d be looking pretty good on the internet for a couple of months– we’d be paying them monthly– and, all of a sudden, we would have no presence at all. So we’d go to another company and try them, and no consistency with anybody.”

Many of Keech Media’s client relationships start with a single project. That’s how it started for Finishing Touch Car Care– through video production. “We wanted to do some TV commercials, Dan says, “so I found Keech through the Woodbury Chamber [events]. We would see them at those events and started talking to them…and we heard about them from a couple of other people [who] were happy with their service. So we decided to jump on with the commercials…they shot four commercials for us, and we decided to move on from there with our website.”

We had our work cut out for us, because Finishing Touch Car Care has services worth sharing– Dan and the crew have invested a lot in their ability to deliver. “We go through extensive training to do vehicle wraps and banners,” Dan says, “We also do clear protection film by 3M on the front of cars. We make sure we’re really good at it before we get into any type of business, with anything that we do. We’re fully trained.”

We wanted to show them web results as powerful and reliable as their car restoration. Since we launched their directory submission and Search Engine Optimization services at the end of April 2016, Finishing Touch Car Care has seen an increase of about 37% in their online traffic. Over time, their bounce rate (people leaving their website in 10 seconds or less) has decreased by 7%, while time spent on their website is generally going up by 15%. “We got an excellent response,” Dan says, “people coming in the door. We’re getting a really good turnout…so we decided to do the same thing with FTCC Graphics. He built that website for us and is doing the SEO…our website presence looks a lot better.”

We were thrilled when Dan credited “customer service” as the trait that sets Keech Media apart, because customer service and communication are foundational to better results. “They come in every month for a meeting,” Dan says, “to make sure they’re performing for us and introducing new things for our business that will help us get more people into our door. 

 

By Keech Media | Written By Michael Finnern 

Atomize your Content

When we talked about market research on a budget, we showed how Ryan Robinson got creative with market research, building his plane while he taxied down the runway. That sort of resourcefulness is something small businesses can relate to, and it shows that market research is not out of anyone’s league.

It’s the same with content marketing. Like market research, just the phrase “content marketing” can sound expensive. But, like market research, you can totally scale it to match your resources.

Radix, a small B2B copywriting company, shared one way they got creative with content marketing: they atomized.

Atomize
verb at·om·ize \ˈa-tə- ˌmīz\
1: to treat as made up of many discrete units (Merriam-Webster definition)

To atomize content means to break it down– to create many related parts from an overall theme, message, or idea. It’s an unconventional word to reflect a simple idea. For Radix, atomization looked like the following:

1. They had an idea they wanted to share, so they wrote an article for their newsletter recipients.
2. They turned that article into a blog post (making it visible and sharable online).
3. They pulled a theme from the blog post, tweaked it, and turned it into a podcast (making it accessible for those just looking for a quick listen).
4. They took the overall theme of the blog post and turned it into…a board game! (making it a novelty)
5. They interviewed the creators of the board game for another unique podcast.
6. They verbalized the insights portrayed through the board game through a presentation.

And it goes on, all the way up to ten unique content pieces across their market’s favorite media channels– all from one in-depth article that they first posted in their newsletter. They got creative, and you can too. Check out the article for their details and insights: How to Atomize 1 Killer Piece of Content Into 10.

No company, no matter how big their budget, should bypass resourcefulness. This is an encouraging truth because, once again, it helps to level the playing field. You can start by asking yourself the following:

1. What am I an expert in? What are topics for which people come to me for advice?
2. Have I written a cohesive article on those topics? If not, how can I compose those thoughts, notes, etc. into an article?
3. What are the media channels that my buyers use to gain information, entertainment, or inspiration?
4. How can I atomize my article into smaller parts and transform them for those particular media channels?

 

By Keech Media | Written By Michael Finnern

Market Research on a Budget: Test it on the Runway

Different marketing channels have different characteristics, and you should never let your fundamental reason for using a channel be, “that’s what everyone is using,” or, “that’s the most expensive, so it must be the most effective.” Without market research, you’ll be leaving your relevance and reputation up to chance. But who has the resources for market research?

You do. And getting started won’t cost what you think.

 

In his experiment, “The 30 Day Validation Challenge,” entrepreneur Ryan Robinson is proving that you can validate a business idea, explore and confirm the right marketing channels, and build an audience from scratch with a tiny ($500) budget and 30-day timeframe. Ryan is showing that, with the wide reach and low cost that we all enjoy through various digital social platforms, we have the tools to get creative in our market research, using a multi-task approach in which you’re building your product in small intervals while you simultaneously test it. Think of it as building a plane while you roll down the runway.

Testing a business idea even while you build it is actually an exercise in efficiency, because it keeps you from building too much without testing, and from testing too much without building. After all, Ryan doesn’t have the capacity to put all his time into any idea that’s not yet validated, or to spend 500 hours validating an idea without a more timely return on investment. He only has enough capacity to test as he goes, on the side, which is a type of work that he’s very familiar with.

By starting small, he’s proving to all of us that we can make our market research fit our resources, whatever those resources are. He starts by forming a small feedback group through email and text message (text message?!). Then, even while he continues to do research and gain feedback, he starts to grow both his influence and his insight using more robust tools– but still nothing that’s out of anyone’s league. Soon, his idea is gaining lift. He’s reaching out to influencers on social media, and they’re reaching out to their audience. The community that he’s building is starting to build itself. Within thirty days, he’s ready to push the throttle and go all-in with confidence that his newly-defined product is backed with market research.

We think his experiment is awesome, and we’re excited to see how his newly validated product performs in the marketplace. We hope that, through his experiment, you’re inspired to let your resources and your goals define your exploration of marketing channels. Don’t settle for any wasted effort or cost just because it’s “what everyone is doing.” Every time you want to launch a new idea, ask yourself:

Is there any way I can validate this idea to make sure it’s a fit for my niche, my resources, and my desired results, while I taxi down the runway?

 

By Keech Media | Written By Michael Finnern