Envoy Newsbreak

Envoy has planned an open house for Thursday, May 22, 2008 to celebrate our 20th anniversary. This year marks the 5-year anniversary of the current ownership, as well.

Envoy (synonymous with messenger) represents the company’s long-standing mission to partner with our clients to deliver the right message(s) on their behalf. The agency underwent its most recent change in 2003 when Kathy Broniecki, Chris Doyle, Penny Hatchell and Barb Ivey assumed ownership and the company became officially known as Envoy, Inc.

Although the ownership and name of the agency have changed over the past 20 years, President Kathy Broniecki says the business continues to follow the successful model of growth that was established by their predecessors. “Envoy’s goal has always been to grow slowly, organically and profitably,” says Broniecki. “Envoy has been fortunate to have several consistent clients that have grown steadily and have included us in that process.”

Broniecki attributes a great part of the company’s success to its employees, as well. “Envoy employs a group of diverse and talented people that know how to put strategies in place for building brands and companies. Our agency takes a strong analytical and technical approach to marketing, with ROI metrics driving all our strategies.”

This mentality helps Envoy’s principals maintain a positive outlook on the industry during what some consider a period of economic hardship. “Research has shown that advertising during a sluggish economy clearly creates a competitive advantage and it is important to stay at the top of buyers’ minds when purchase decisions are being made,” notes Broniecki. “Smart marketers understand that when the economy is down, their marketing efforts need to continue.”

Envoy was three for three again at this year’s Pinnacle Awards hosted by the American Marketing Association.

Each year, AMA members are asked to submit their best work in any of the following categories: communications, direct response, interactive media, market research, multicultural campaign, new product launch, public relations, promotions or total marketing campaign.

Members of another AMA chapter then judge entries. Evaluation is based on a predetermined point system. The entry with the highest score within each category is awarded the Pinnacle. Awards of merit are given in platinum and gold, as well.

This year, Envoy submitted three award entries, one in each of the following categories: large business – interactive media, large business – direct response and large business – promotions.

Winning top prize, the Pinnacle, was First Data’s Revenue Days Virtual Conference interactive media campaign.

First Data set out to host a virtual conference surrounding the launch of a new product set during the summer, a time when most clients are not apt to attend. In an effort of save costs, the entire seminar was conducted in a virtual environment online – complete with a Conference Hall for webcasts and Virtual Trade Booths for product information and downloads. First Data more than tripled their attendance expectations with over 300 visitors. Almost 42 percent of those attendees resulted in “hot” leads for First Data.

Winning a Platinum Award of Merit was Max I. Walker’s “Hanger Mailer” direct mail campaign.

Max I. Walker knew that its loyal customers enjoyed receiving and redeeming coupons, so Envoy suggested creating a direct mail piece that would break through the clutter of junk mail and surpass response rates of previous direct mail efforts. Max I. Walker’s first round of Hanger Mailers was so well received by customers old and new, that the cleaner saw a response rate four times greater than past efforts. When residents received a second Hanger Mailer, Max I. Walker again saw an increase in revenue – nearly double that of the initial mailer. Max I. Walker continues to increase its reach and customer base by reinforcing their brand with exceptional offers and top-quality service.

Also winning the Platinum Award of Merit was Roberts Dairy’s “Happy Hour for Bones” promotional campaign.

During the fall, Roberts Dairy wanted to promote and create excitement for chocolate milk as the “Official Drink of Halloween.” An FSI with valuable coupons and special point-of-sale materials were created under the “Happy Hour for Bones” theme to entice first-time buyers and repeat customers to purchase chocolate milk and other dairy products. The dairy also sponsored Treat Street, a popular family-themed Halloween party, to reinforce the Roberts’ brand with revelers young and old. As a result, flavored milk sales rose three to six percent as compared to 2006. Nearly 7,000 parents and their children sampled Roberts flavored milk during the Treat Street event.

They have purchasing power and decision making authority. They work, they clean, they exercise, they cook, they go online, they drive their kids to soccer practice, they blog, they shop. They shop. They shop. They make money. In fact, the number of women earning $100,000 or more has tripled in the last 10 years and 43% of people with assets in excess of half a million dollars are women, (Business Week, February 14, 2005). How do you reach this powerful demographic?

Women are busy. They take their job as Chief Purchasing Officer very seriously – they research. Not only do they research online – eMarketer.com predicts that females will make up 51.8% of all U.S. Internet users in 2008 – they read magazines and want to know everything about the product before making the purchase. They talk to their friends, read reviews and are probably more influenced by their best friend than by your best salesperson.

Public relations, product placement and design, and sponsorships should be a part of the marketing mix used to reach these consumers. If Oprah endorses a product, you can guarantee the sales will spike! Design a product to meet a woman’s needs – then color it pink and watch it fly off the shelves! Women want respect, common courtesy and are smart consumers. They want someone they can build a professional relationship with, are value-oriented and will pay to get what they want.

Remember, 50 is the new 30. Today, women over 50 account for 19% of the adult population and 15% of the total population.  Adults 50+ buy $2 trillion worth of goods and services each year (Gary Onks, SoldOnSeniors, Inc.) and spend 2.5 times as much as younger consumers on a per capita basis (Ken Dychtwald, Age Power).  People 50 and older control fully 79% of the financial assets in this country!

With these statistics, there is no doubt marketers who ignore the all-powerful Boomer Women and focus on the younger audience will see sales decrease in the coming years. Take this knowledge as an opportunity to reexamine your products, plans and budgets, and fine-tune them to the ever-changing demographic of women consumers.

Be a Recession Rock Star!

A recession may mean budget cuts - your competitor’s marketing budget may be slashed along with their brand awareness and market share.  You shouldn’t fear the “R” word. Take this as an opportunity to maintain your market share while your competitors are losing theirs. Better yet - grow your market share – you can do it for a bargain now!

Ad costs are dropping. Media companies are extending special offers and negotiations can be more profitable than ever for you. This is the perfect time to build your market share at a lower cost. Consumers don’t go away during a recession; they spend more conservatively and they look for great deals and coupons. Can you take this opportunity to encourage brand switching to your cost-saving alternative? Can you be top-of-mind for their purchase decision? Sears stole the market from Wards during World War II, Kellogg beat Post during the depression and Taco Bell and Pizza Hut grabbed the share from McDonald’s during the ’90-‘91 recession.

Major studies conclude that continuing with a marketing budget and plan equal to or greater than pre-recession levels produces the best results. Almost without exception, sales and profits dropped at companies that cut back on advertising.  Even after the recession was over, some companies that cut marketing budgets continued to fall behind the ones that had maintained theirs.

In a recession, it is important not only to maintain or increase your marketing budget; you will also need to spend it wisely. Research your customer and spend smarter. Who are your best customers? Your current customers. Now is the time to keep in touch with them, perhaps develop a customer appreciation loyalty program. Maintain continuity to sustain awareness - don’t cut back on frequency.  Additionally, step up public relations efforts to maintain a media presence.

At this point, it is unknown whether or not we will have a full-blown “Recession 2008.” However, be prepared with an aggressive marketing strategy because when the economy is good, advertising is important. When the economy is bad, advertising is essential and can really make (or break) your business!

Efforts result in a $2,000 donation to the Lydia House

To show their appreciation to the Omaha community for their continued support, Envoy helped Max I. Walker devise the Ultra Chic Prom Boutique. During the fall and winter, Max I. Walker collected donated prom dresses at all 29 locations across the Omaha-area. A $500 getaway was offered as incentive for patrons to dig in and clean out their closets. Customers at all locations really responded – so well, in fact, that Max I. Walker collected over 300 dresses for the first Ultra Chic Prom Boutique.

As the donations came in, Max I. Walker went to work cleaning, pressing and mending each and every dress to look brand new. All 332 dresses were put up for sale Saturday, February 23, at the bargain price of just $15 apiece. Max I. Walker didn’t stop there. They also invited Ashley Lynn’s Tanning, Channel 94.1 FM, Hy-Vee Floral, Jerry Ryan’s Clothing and Sportswear and VIP Limousine to create an “all-things-prom” event.

Due in part to support from local media, moms, daughters, sisters and friends came in droves to shop the boutique. With the help of outstanding volunteers from the Open Door Mission, Marian and Millard North students, the entire collection of revitalized dresses had found new homes by the end of the afternoon – with all proceeds from dress sales going to support the Lydia House.

Envoy took home a Silver ADDY for its creative work and concepts on the 2007 Ronald McDonald House Annual Report.

Tom Sain, associate creative director for Envoy, was responsible for the creative direction on the piece. Sain served as designer, photographer and illustrator, as well.

Each year, advertisers and creative minds submit their best work for a chance to receive honors from this competition sponsored by the Omaha Federation of Advertising. The 15th Annual Nebraska ADDY awards ceremony was held Saturday, February 2, at the Hilton Omaha.

Envoy employees spend time giving back to the community

Brian Kaminski, Envoy’s Vice President of Client Services, has officially taken the president’s seat for Omaha’s chapter of the American Marketing Association. Goals for this term include developing a solid talent pool of volunteers and streamlining member communications, says Kaminski.

The AMA board manages all aspects of the chapter’s success, including the planning and delivery of quality educational sessions, growing the large and active membership base, facilitating networking and knowledge-sharing opportunities among AMA members and heightening the chapter’s visibility to Omaha’s business community.

Also a member of the Board of Directors is Envoy Account Executive Jasonea Shockey. Shockey currently serves as Vice President of Membership. Her duties include member recruitment and retention. Shockey helps ensure overall member satisfaction of Omaha AMA chapter, as well.

Envoy Senior Vice President and partner Penny Hatchell holds leadership positions for the Ronald McDonald House as well as the Omaha Federation of Advertising.

Hatchell has committed to a three-year term on the Ronald McDonald House Board of Directors. A more than 20-year member of the OFA, she is completing her fourth year as an executive board member. Hatchell currently serves as First Vice President and Treasurer of the organization.

Envoy, Inc. is pleased to announce the recent publication of its agency principals in Inside the Minds: Achieving Customer Mindshare through Advertising.

Inside the Minds provides readers of all levels with a discussion of “best practices for creating a dominant brand” from C-level executives and the world’s most respected professionals. Each author was hand-picked by the Inside the Minds editorial board to write a chapter for the book. Future-oriented chapters feature thoughts and essays about where an industry, profession or topic is headed.

President Kathy Broniecki and Senior Vice Presidents Chris Doyle, Penny Hatchell and Barb Ivey authored the chapter “Where Marketing and Reality Meet.” Here they share their timeless equation to help advertisers and marketers reach top- of-mind awareness with customers:

Message + Experience = Mindshare.

“We dedicated this to our valued clients who have allowed us to blaze trails and in doing so laid the groundwork for this chapter,” says Broniecki.

Download Envoy’s Chapter For Free

The complete text of Envoy’s chapter is now available for free download here.

Click here for more information about Aspator, the publisher and how to order your own copy of Inside the Minds.

Envoy, Inc. is now recognized by the City of Omaha as a protected business enterprise (PBE). This is also known as a minority or female business enterprise.

Businesses at least 51 percent owned, controlled and actively managed by protected group members qualify for PBE certification. Protected group members include: Blacks, Hispanics, Asians or Pacific Islanders, American Indians or Alaskan Natives, or females.

Envoy has actually been a qualifier since the leadership change in 2002. Agency principals are Kathy Broniecki – President, Penny Hatchell, Barb Ivey and Chris Doyle.

Roberta the cow made an appearance at this year’s Taste of Omaha, held June 8-10. She was just one part of the Roberts Dairy Family village. Other family-friendly attractions included amusement rides for children, balloons, face painting and a bird’s eye view of all the festivities from a big Ferris wheel.

On Friday, MilkPEP was there handing out free samples of Roberts Strawberry and Chocolate Milk to thirsty passersby. Event attendees had the opportunity to pose for their very own Got Milk? mustache photo, as well.