Category: Atlanta Advertising Agencies

British Arrows Atlanta 2017

As an account person who has worked with a large range of creative folks who have varying degrees of passion, I have learned that the best work comes from a creative team that cares. And by care, I mean a team that is inspired to produce the best work for the client. Sure, everyone wants to make work that they personally love, but wanting that AND having a client centric focus is the key to long-term success for both the agency and client.

As a client, you should be asking your agency how the creative team seeks inspiration and what motivates them. We often focus on day-to-day deliverables, budgets, scopes and deadlines. But at the end of the day, what separates one agency from another is the level of passion that the creative team has for your brand. An inspired team will create work that gets attention, gets talked about and gets remembered. An inspired agency team will lead to a stronger return on your investment. After all, you’re not investing all your time and budget for the sake of making your brand more wallpaper in the attention-deficit-disorder consumer’s mind.

Of course, inspiration can come from many places, and often times from some of the amazing work our peers do. Seed Factory recently hosted the British Arrows for the first time in Atlanta. After watching 75 minutes of the award winning, best of British TV commercials, I’m proud we brought this “short film festival of brands” to Atlanta. Hopefully it has helped spark creativity for agencies and brands alike.

Before this year, the Walker Art Center in Minneapolis had been the only U.S. city showing these “brand film shorts”. In fact, this has been a Minneapolis tradition for over 30-years and has amassed an annual attendance of over 25,000. If you know your Advertising and Communications cities, you’ll also know Minneapolis is/was a hotbed of creativity for decades. British commercials are often strong on storylines and character development just like short films, making it pretty hard to leave the theater anything but inspired and excited to put that energy to good use (for our clients, of course).

We were happy to host the inaugural Atlanta British Arrows 2017 to inspire marketing directors, creative teams, strategists and agency account managers in our home of Atlanta. We also look forward to bringing it to Atlanta every year to come – to connect, laugh and be motivated by thoughtful and timeless story telling.

In the meantime, does your brand want to work with us and one of these fantastic British production companies? We have experience concepting award-winning work and collaborating with some of the best directors nationally and internationally.


Check out some of our favorite spots.

Cancer Research UK: Cancer is Happening Right Now: Adyan Sings

John Lewis, Interactive Christmas VR Experience: Buster The Boxer 

Sport England, This Girl Can: Phenomenal Women

Seeking Creative Inspiration

If you Google “content strategy”, you’ll find more than 23,000 page results. It’s undoubtedly been a hot topic over the past few years and if you have a marketing role, you are probably asked continuously about the best content strategy and approach. For PR professionals, content strategy isn’t new, but instead another term for planning and executing a brand’s narrative.

There’s a lot of research and compelling reasons why content marketing is essential to the success of your marketing efforts. These benefits should help you understand the importance of a strong content marketing strategy, especially as you plan for 2018.

  1. Build Once, Use Multiple Times: As internal teams get stretched and budgets tighten, marketing departments are constantly being asked to do more with less resources. With a strong content marketing strategy, you can build content that will not only live on your main point of communications (your website as an example), but can also be cross-promoted through other key marketing channels. For example, our kayak manufacturing client recently introduced a product that was cross-promoted using multiple touch points, utilizing consistent visuals and messaging: PR to secure editorial coverage, digital advertising, search, social, print and email marketing.Vibe Kayak Yellowfin 130T Content
  2. Ensures Consistency: By simply going through the motions of content planning, you’ll begin to ensure consistency in your communications. What I’ve found helpful is when my agency develops a master calendar that highlights the content strategy, social calendar, product introductions, and initiatives all in one central location. For this master document, we also highlight the overarching message and proof points that ensure consistency in these marketing activations.
  3. Helps with SEO: A strong content marketing strategy goes hand in hand with improving SEO. After a company has developed positioning that defines what the brand stands for, what its unique differentiator is, what it wants to be known for and what its key messages are, a similar process can be taken with SEO. Identify the language (keywords, or more appropriately key phrases) that people use to research your company’s category, industry, products, services or competitors and then write content relevant to these. The more often you use these keywords on your site, the higher it’ll rank for SEO purposes. Google ranks sites with consistent keywords and fresh keyword content as more relevant sites for their users. Start mapping out your content strategy for the year and drive people to your site, based on these keywords.
  4. Keeps the Discussion Going: Similar to the monthly approach we take to build content calendars for our brands’ social channels, we also broadly map times of year for specific topics to develop content around. If you manage a consumer brand, you can use seasonal moments in time to connect with audiences in relevant ways. If your company is B2B focused, map out the industry and customer events you’ll be participating in and drive the narrative to time with these key events. Remember, the content should be relevant and timely to engage consumers in a way that is appropriate to their current interests or needs.
  5. Helps Target your Audience: In any given week, your team may be talking to a host of different stakeholders and influencers for your organization or brand. From customers to partners to media influencers and brand ambassadors, it’s important to tailor the message and tone to the appropriate person. A targeted content marketing strategy will help that approach and ensure you aren’t leaving anyone out of the conversations.
  6. Builds Credibility and Influence: This may seem like the most obvious reason but it’s worth stating. When a company and/or brand shares their POV on applicable and timely topics, the larger following and credibility they will build. For B2B, focusing on quality, educationally driven content will help position your company as a thought leader or expert in the respective category. For example, we work with the largest ladder manufacturer in the world and we partner with them to consistently build a narrative around our agreed upon key message. From contributed articles to in-person training sessions to national initiatives, this key message is at the beginning, middle and end of every discussion. What makes us successful is the credibility this company has built in their industry and how they keep the conversation going. It’s become an ownable platform they want to be known for and that key attribute comes through in the messaging for the majority of their news coverage.

 

Six Benefits of a Content Marketing Strategy

We don’t know of many U.S. advertising and creative agencies that have Highlight Reels. In the U.K. they call them “Showreels”, but I don’t think that’s a familiar term on this side of the pond. Production and post production companies have been using highlight reels for as long as I can remember, but ad agencies seem to go the traditional route with Case Study videos. Sure those work. A case study video gives a potential client all the facts, figures, insights and behind the scenes thinking that factored into the end product. But who wants traditional? Who wants a PBS documentary when they can get an MTV music video!? Well, not Seed Factory. That’s why we just finished a highlight reel that’s a pretty fun watch. No, it doesn’t let you understand our big ideas, strategy and planning capabilities in-depth, but it gives you a feel for what we can produce for you. Maybe we need to start cranking out some traditional case study videos next, but until then let’s go with the rock n’ roll.

Seed Factory Highlight Reel 2017

When people think about the Outdoor Sports Industry and which cities and states it thrives in, they usually don’t think of Georgia. What comes to your mind? California, Colorado, Washington, Oregon? Probably. But did you know that Georgia is only behind California, Florida and New York for outdoor recreation consumer spending? From what we can gather, that stat includes the Bicycling Industry, Boating Industry and Motorcycle industry, but not hunting, fishing or wildlife.

So perhaps if you’re a Marketing Director looking for an agency to help grow your brand, the fact that we’re located in Atlanta might be better than you think. In fact, we have a lot of great outdoor companies already based here, including Vibe Kayaks (a current client) and past clients — Wahoo Fitness, Olympia Outdoors and BlueWater Ropes. Then there are many others like Mizuno, Tifosi, Triumph Motorcycles, Yamaha Boats, Thomson Bikes and many others all based in Georgia. Nearby in TN, we have American Bicycle Group (Litespeed) and a few others.

So other than our smart thinking and great creative, what are some advantages of working with an Atlanta advertising and PR firm like Seed Factory? How about great locations for photography and video shoots. Too stretch the legs after a long client-agency collaborations, we have road bicycling on the Silver Comet trail and mountain biking at Sope Creek 15 minutes from our office. Go 45 minutes out of town and we have a couple of fantastic lakes for water sports, then there’s the Appalachian trail for hiking which is just an hour north of Atlanta, and the diverse outdoor town of Chattanooga for a great variety of scenic location backdrops and great climbing. As a bonus, the white sands and turquoise waters of the Caribbean are a short (5 hour) drive away for SUP, boating and other water sports photography and filming. There is also some of the best mountain biking in the country 3.5 hours away in Brevard, NC with Pisgah Forest and the Blue Ridge Parkway.

Bottom line is, we’re passionate about the Outdoor Industry and the Bicycling Industry. Maybe you should give our agency a visit and then take a ride, climb or paddle with us.

Outdoor Industry in Atlanta? Absolutely.

Interbike Badge

The ever entertaining and fun crew at Vintage thought it would be good for me to walk around as an “Athlete” for an electric bike co. Funny.

 

I’m back in Atlanta from Interbike and recovered by doing a real road ride and also a fun ride on Sunday. It was one of Atlanta’s “Streets Alive” days so I went out with the urban masses to celebrate human powered transportation in the ATL–biking and walking.

But back to Interbike.

Even though we used to have Wahoo Fitness as a client and designed some of their trade show graphics, along with packaging and advertising, I had never been to the greatest trade show on earth before this year! Turns out that some of the biggest brands decided not to attend this year. Specialized, Trek and Giant were no shows. It’s probably hard to justify the hundreds of thousands of dollars in expenses when they already have direct access to all of their dealers.

I don’t think I did a very good job at the show for the one day I was there. I didn’t get to half the booths I wanted to and I didn’t have a game plan. You need a game plan at this thing–it’s huge! The amount of companies there is overwhelming. The amount of amazing products is overwhelming too. Unfortunately, I also didn’t think Interbike did a good job with the map. The numbers on the map were absolutely tiny and to cross-reference the booth numbers to the companies in the long list below the map could have taken me 3 hours to create my own walking map. Maybe they’ll get to the point that they offer an interactive, customizable map online. Or maybe they did and I missed it.

Anyway, we picked up a bicycle client shortly before Interbike so I was glad to have already booked my trip there. It was nice meeting the clients in person and help with some of the media briefings. I think things went really well for them at the show.  They have an amazing electric bike company and the team was so nice. They seam to be very hard workers, sweat the details and have a vision for the growth of the electric bike market. Check out their amazing bikes here – Vintage Electric Bikes.

Vintage Electric at Interbike

Thomson is a local GA bike parts manufacturer who Seed Factory needs to reach out to. Honestly, I haven’t seen a more boring and visually underwhelming booth than theirs. I’m wondering if it’s part of their brand persona to be completely anti-flashy, but it seems a bit extreme and counter-productive to selling more of their beautiful bits. I’ve always believed that if you’ve created something beautiful, then you should present it beautifully to help create an aura and emotional connection to it.

Moving on, there were so many other booths to see. I literally got lost at one point when I was trying to get back to Vintage Electric’s booth. I loved Pivot’s bike line up, the Alchemy bikes, Industry Nine’s trick bits, the Bell helmets booth and tons of others. Renovo Hardwood Bicycles caught my eye as one of the most beautiful frames out there, but then again, I’m a sucker for anything well crafted from hardwoods.

img_8436

Seed Factory would love to work with more of these companies in the bicycle industry. Of course we’re super stoked to be working with Vintage Electric Bikes as they’re poised to grow into a huge company. Others such as Kuat racks are beautiful and smartly designed.  Being in MO, it’s close enough to our time zone to work together easily. Phil Wood has such trick bits and they supply the hubs for Vintage. Litespeed is just up the road from us in Chattanooga. 6D Helmets are really onto something with the shock-absorption layer. G-form’s protective equipment looks great. Crank Brothers, Stan’s NoTubes and the list goes on.

 img_8425

Bell Helmets - Interbike 2017

Jimbo Phillips one-off painted helmet for Bell.

 

Interbike 2016

Navicent-Health-moments-of-kindnes-1

Helping build a brand based on a powerful insight is our favorite type of work we do here at the agency. We had the opportunity to partner with Navicent Health to build a new, simple, understandable brand. Developing a branding campaign around a central truth is a tactic that all marketers can leverage within their health care organization. To read more about this campaign, please see the AMA article here.

Branding Emotion

We’ve had a busy fall at our Atlanta ad agency with a couple of new business pitches. We won one, and didn’t win the other. We’re really excited about the business we won because it is in the outdoor industry and the company has huge potential to become a major brand, but we can’t talk about it yet.

The one we didn’t win was Zoo Atlanta. Even though we won’t be partnering with them, we still wouldn’t change the opportunity of being involved in the RFP process. Our teams’ really enjoyed coming up with several creative campaigns for the non-profit and liked the concepts we presented.

Maybe more than our feelings about our proposal, we felt proud of the fact that we made it to the final round, and were one of the three agencies that presented to Zoo Atlanta. We’re a boutique agency and had a feeling we might have been “punching above our weight”, but it was fun and we concepted some very creative, strategic ideas. Maybe if you are the marketing director of a zoo or an applicable brand, you’ll take a look at our work and give us a call.

Look for great new work in the outdoor category coming from our Atlanta ad agency and Public Relations firm in the next few months.

Komodo  Frog-jump-closeSnakePhotoOpp Atlanta Zoo pitch Ad

A peak at a few of the experiential ideas we wanted to produce for the Zoo’s new Spring exhibit.

Ad Agency New Business for Outdoor and Non-Profit Clients

After nine months of planning, 900 names, 30+ logos and taglines, more than 20 teaser ads and over 300 press event participants, our team was thrilled to officially launch Navicent Health.

The healthcare system, formerly known as Central Georgia Health System, has the second largest hospital in the state of Georgia (second to Emory), but was a virtually unknown entity outside outside of its core counties. Made up of more than 6,000 employees and 30+ facilities and service lines, we had the opportunity to rebrand the entire healthcare system. A new name, logo, tagline, brand standards, website, a brand essence video, press event and other content items are just many of the ways we’ve partnered with Navicent Health to unveil their new brand and mission. For more information, see our case study.

 

Healthcare Brand Launch

As the Atlanta economy picks up speed once again, many Atlanta ad agencies are feeling the uptick in business. Seed Factory has been around for almost 2.5 years and we’re busier than we’ve ever been. Our current roster of clients are keeping us busy with rewarding and challenging work.

Currently we have some exciting projects going in healthcare, DIY and home improvement, commercial construction, business consulting and outdoor sports categories.

We’re sure the bigger agencies in Atlanta, like BBDO, JWT, 22Squared, Ogilvy, Fitzco, Digitas and Moxie are putting in long hours trying to keep up with the work loads their Fortune 500 clients are piling on, just as we are putting in very satisfying, but long hours for our clients. Even the mid-sized shops like Brunner, BlueSky, ASOY, Three and Van Winkle are having to make sure they are properly staffed for the larger workloads.

As a boutique Atlanta advertising and PR agency with the ambition and talent to grow into a mid-size agency, our current clients keep continue to assign us more projects as we deliver exciting results and value. If you’d like senior staff working on your advertising, PR and branding projects, make sure to contact us to learn what we’ve been up to lately, and more importantly how we can help grow your business.

Atlanta Ad Agencies—Business is Good

Seed Factory is based in Atlanta. Sometimes we’re embarrassed by that. We couldn’t agree with Jon Stewart’s humor more. The fun starts about 1:49 into this video:

Atlanta Snowpocalypse—Seed Factory Stayed Open!