Archive for 'ellen'

Oct 12

Cities, public offices and schools, are recognizing the need to develop marketing campaigns to survive in a competitive marketplace. These campaigns involve social media, web solutions, print advertising, online advertising, and repurposing their printed brochures and flyers.  Essentially they run a business and need to market like a business.

Steve Cook, Mayor of the city of Hutchinson began inquiries about advertising and marketing the strong assets the city has to offer businesses. Assets such as Shovel-Ready building sites, experienced workforce, strong educational foundation, and Hutchinson’s hometown lifestyle would make Hutchinson an attractive option for new businesses.  His heartfelt question was

 “How do we let other people know about us?”

After many meetings – with the Miles Seppelt (Hutchinson EDA), Bill Corby (Chamber of Commerce), Mayor Steve Cook (City of Hutchinson), Steve Gasser (Vivid Images) and me, Ellen Dickie (Moxie Media) – we have received approval from the Hutchinson EDA board and the Hutchinson City Council to proceed with a comprehensive marketing plan to “sell” the city of Hutchinson. No, I do not mean we are selling the city to the highest bidder – we are marketing to potential new business owners, business owners looking to expand their operations whether local, regional or national as well as businesses looking to relocate.  Hutchinson has so much to offer to businesses like these and we need to get the attention of these businesses.

Developing a brand is one of the first steps to successful marketing.

Moxie Media will be taking the lead in working alongside the committee in developing a branded logo and guidelines for the brand of this campaign.  Additionally we will be developing a professional printed piece to send to interested businesses.  Vivid Images will lead the social media and website portion of the campaign.  Integrated into all aspects of the campaign will be the new logo and tagline for the campaign giving it a cohesive, unified look that is easily recognized and remembered by the target audience – businesses and the community of Hutchinson.

Progress like this is exciting!  Moxie is proud to be a part of this new chapter of success for the city of Hutchinson. Be watching for the rollout of the campaign.

Aug 04

Yesterday I attended Farm Fest in Morgan, MN.

Farm Fest

Over 35,000 potential customers walk through the gates over a 3 day period. My mission for the day was to work the booth with one of my clients, listen to the conversations, watch the reactions to their new product roll-out in order to be able to advertise their product the best way possible. Oh, and to see how they looked in their new shirts from Moxie Media. It was an exciting day watching the steady stream of customers walk up to the booth on a mission to find out as much about this product as possible and to place their orders right at the show. What was more amazing was to see their direct competitor across the road, just feet away, and the traffic was just not there. It felt like, “yeah, what we did was right” for this client – May Wes Mfg. in Hutchinson, MN.

I would like to say that it was totally because of our advertising efforts, but I cannot. But it did play a huge part in their success. This success story has taken place over a two year period and it was for a product they have had in their catalog for 25 plus years – The May Wes Stalk Stomper. Let me tell you what happen. Because this could be how we can help write your success story.

When working with the May Wes team as their advertising and marketing consultant, we have always had close communication. I feel strongly that in order to advertise the product, we need to know the product, the targeted audience, the industry climate. And that is what happened. The sales manager received a fax from one of their dealers. It was a brochure from a tire manufacturer that had the warranty information in the body copy. In summary it said that if the farmer did not have a stubble or stalk stomper mounted onto their tractor or combine, it would could invalidate their warranty. The cost of one of those tires is $2,000+. The May Wes Stalk Stomper runs $650 per row. I know this is farm talk, but if you just do the math, it is a no brainer that it is less expensive to add protect your tires from damage than to replace one. I happen to be in their office that day.

Do you know what we could do with this information?

This is what I asked her. Then proceeded to discuss a marketing blitz with her and the owner. We knew we had something big.

The first year we did a postcard mailing to 10,000 current customers, a direct mail campaign to all of the dealers with information explaining the situation, press releases to all the major farming publications and ran a series of ads in multiple publications and attended 6-7 farm shows to show case the product. As a result, the farming magazines wrote articles about the problem of stalks damaging tires, it was newsworthy. We created a buzz in the farming industry. At the end of the harvest season, we reviewed sales numbers and found that the money and time we (the client and Moxie Media as a team) invested was profitable. Sales were tripled from the previous year. So when it came time to set the budget for year too, the owner said one thing to me.

We want to do everything we did last year plus more!

Now other manufacturers have jumped into the market, and now there is competition. Knowing this, we ramped up the marketing efforts. They included everything we did last year plus adding one more show, a direct mail campaign to 50,000 combine owners in the United States and more ads. Another significant action was to make product changes to meet the wants of the target audience. They listened to what the farmer needed and wanted from their product – which we in turn used to get more press in the publications as a product update release. To date, all indications point that their sales will exceed last year’s sales.

I love it when it works, when things come together for success. There was a need in the industry, a product to fill that need at the right price and a marketing effort to to the targeted audience. These are the 4 P’s of marketing. Place. Product. Price. Promotion.

But perhaps the greatest pleasure is knowing that May Wes and Moxie Media are on the same team, share common goals with the client and understand the direction they want to go. As an advertising agency, what could be better than that.

Thank you May Wes.

May 31

It never ceases to amaze me when I hear the stories behind the t-shirts that we print.  Last night on Kare11 TV and posted on I saw one of the t-shirts we printed at Moxie Media.  It was a t-shirt done to raise funds for Jack Zimmerman and his family. Jack was injured, serving in Afghanistan, when he stepped on an improvised explosive device, otherwise known as IED.  I even had to look up and read what IED stood for, even though I knew what it could and did do to Jack.  He lost both his legs and severely damaged both his arms. Jack’s cousin Daniel came to me knowing we printed t-shirts and wanted to know how much they cost and how soon he could get them. My first thoughts were, YES, we will help. He was one of our own. Living in the town of Cleveland, that is what you do. I saw it first hand when my youngest daughter Anna was diagnosed with Chronic Myleogenous Leukemia at the age of 12.  The support of the community financially, emotionally and spiritually kept us believing that she could beat cancer.  And with the same spirit, we are supporting Jack.  Moxie Media set up a website that people could order t-shirts, can coolers, buttons, window clings, all in support  of Jack Zimmerman.  Orders have come in from all over the United States. Today, Daniel has banked almost $5,000 of profit with his sales of t-shirts and promo items.  Moxie played a small part in a very BIG thing. I knew that when I watched and listened to the Land of 10,000 stories last night on Kare 11 News. If you missed it, don’t worry, you can catch it here – Land of 10,000 Stories – Jack Zimmerman

If you want to purchase a t-shirt, can cooler, window cling, or button follow this link

Be a small part of a BIG THING!

Jan 31

Corporate colors are an important part of your company brand and identity. What do your company colors say about you? Are they bright and vibrant? Subdued and soft? Sophisticated and corporate? Choose wisely as colors are trendy and do not always look the same in different media.  Specifically, there are web-safe colors that appear the same on most color monitors. There are colors that look the same on both gloss and uncoated papers.  There are colors when printed on different kinds of paper stock that look totally different.  You would not even guess they are the same ink color.  Then there is the transition of choosing a single color and printing it in 4 color process or changing it to a websafe color.  There is a tool that we use at Moxie Media that is called a PMS Color Bridge Book where it shows the  way a color looks in different media usage.  It helps us choose the right color for you to use in the various media needed to convey your message to your target market.  If you need help with this part of your image or brand identity, we would encourage you to contact us for a free consultation.  We will match up your colors to our  PMS bridge book and let you know the outcome.  Talk to you soon!

Jan 24
you only have 3 seconds

The look and message of your trade show display are pivotal to attracting trade show attendees to your booth. In a crowded and competitive exhibition hall, you only have about three seconds to make an impression on people passing by your display area. Your trade show stand design and overall exhibit appeal help determine how many prospects you can draw into your display area to learn more about your product offerings. Therefore, the following tips will help ensure your trade show display and booth components support your sales needs.

Always Focus on Your Target Audience

Think like a trade show visitor and keep your target audience in mind while designing your booth and crafting its main marketing message. With just a quick glance, a show attendee should be able to ascertain what products and services you are offer — and what makes you unique from the competition.

Create Visual Appeal

Limit the colors you use in your booth design to three or less. The same goes for textures you use in your booth such as vinyl, plastic, and metal. Exhibit displays that use too many colors and textures look cluttered and thus tend to get overlooked. Use multimedia to create an engaging, interactive booth. Audio, video, and animation are highly effective at grabbing the attention of passerby.

Use Memorable Graphics and Text

Make sure the graphics you use are consistent with those in your promotional literature in order to create a memorable display. If you need to display a lot of information, consider the size of your overall exhibit space and graphics. Small displays should only focus on one strong point so as not to be overwhelming. No matter the size of your booth, too much text on your signs and displays can make your booth look cluttered and even dissuade visitors from stopping. Keep the text as concise as possible and make sure that it is visible from a distance. Text should be placed in the upper half of your trade show display so people in front of your booth don’t block it and prevent others from seeing it. To ensure that text is easy to read, avoid placing it over textured backgrounds.

More people will be attracted to your trade show booth if you implement a simple, yet powerful design, use minimal text, and select coordinated colors that complement your brand image.

Dec 31

The Press Release Optimization Triangle

PR Optimization Segment #1: SEO

In order for news to be effective, it must be discoverable by those who are interested. Optimizing your news so that it can be found in the search engines for strategic keywords provides a powerful way to reach highly targeted customers and influencers.

Title Optimization: The most heavily weighted factor that determines for which keywords a press release will rank is its title. Placing your primary keyword phrase toward the beginning of the title tends to have the strongest impact on ranking for those keywords. However, the title needs to reflect the news angle and be written with clickthrough in mind, and not only keywords.

Summary Optimization: The second-most heavily weighted SEO factor is the summary. The summary is an ideal place to introduce one or two additional keyword phrases while elaborating on the news angle introduced by the title. Within a well-optimized press release distribution site or news site, the title becomes the title tag and the summary becomes the meta description. The same technical rules apply to optimizing a title tag and meta description in terms of keywords as they do when optimizing a press release title and summary.

Keyword Anchor Text Linking: The ability to build strategic anchor text backlinks from trusted sources is one of the SEO’s most exciting reasons for publishing press releases. Because some press release distribution sites push full-page reprints of your press release out to additional partner sites, a single press release can net a significant number of backlinks using your chosen keyword phrases.

PR Optimization Segment #2: Clickthrough Optimization

The purpose of a press release is to hook the reader with the news release and then direct traffic to your website. Online press releases are essentially landing pages for your business designed to drive traffic. Optimizing for clickthrough helps you achieve that conversion goal.

Make Use of Multimedia Features: Including images, videos, logos, file downloads and links to other Web properties and assets allows readers to become immersed in your message through a variety of senses. When given the opportunity, make use of as many multimedia options as your press release distribution site allows.

Embedded Website Navigation via iFrame: If you have the option to add an iFrame in your release, choose to link to a page that is a natural extension of the message announced in your press release. For example, if announcing a new product, display the product page in the iFrame instead of the sites’ homepage.

Include a Call-to-Action: A press release is a tool used to entice readers to visit your site — give them clear direction on how and why to do so. Some ideas are to send them to your website to download a free ebook, or to read full details about the product, or to subscribe to your mailing list for tips and information related to the announcement.

PR Optimization Segment #3: Editorial Optimization

Press release sites are news sites and they take their role seriously in order to stay in good graces with Google. Submitting a press release that risks falling outside of the criteria of a press release in Google’s virtual eyes is likely to get kicked back for further editing.

In order for your press release to pass the human editing process, it should adhere to the following three critical editorial points:

A Valid And Clearly Stated News Angle from Within Your Company: The purpose of a press release is to announce something new and timely such as a new product or service, limited time sale or contest, participation in an upcoming event, etc. That news also needs to originate from the company announcing the news. Writing about another company’s news is an article. The reader should be able to determine exactly what the press release is announcing by reading the title and summary.

Written in Third-Person: Aside from a direct attributed quote, a press release is written in third person and does not use causal language such as referring to the reader as “you” or the author as “I” or “we.”

Attribution of Claims: Claims that could be interpreted as opinions should be attributed in a press release. For example, instead of opinions like “…the best real estate software on the market,” present attributable facts such as “…deemed the best real estate software on the market by XYZ magazine.”

Done correctly, press releases can be a powerful part of your online marketing and visibility mix. The release itself ranks well in the search engines — few other types of user-generated content can rank almost instantly upon publication. Furthermore, optimized backlinks within the release work to build link value for your site for years to come.

Christine O’Kelly is an SEO content marketing strategist specializing in optimized press releases. She is the co-founder of, an SEO and multimedia press release distribution resource.

Oct 30

I recently attended my third Hutchinson Leadership Institute session.  I learned so much about the city of Hutchinson I never knew before.  The session lasted all day and took us back in time to Hutchinson’s beginnings. We toured historic homes, businesses, and community places.  Each telling a piece of history that has made Hutchinson what it is today.  I found out why Hutchinson has a deep heritage and appreciation of the arts.  Founded by the “Singing Hutchinson Brothers” has made an impact on the community, even so that the new Senior Care Center was named after them – Harmony River Living Center.  It just has a peacful ring to it doesn’t it?  The stop at the State Theatre and to be able to stand in the magnificent recreation of what it used to be “in the day” and what it is now. I love the bring your own bowl day! The trip led us to the Little Crow statue, the Opera House, the old hotel where the Chamber of Commerce offices reside, and the final stop was the McLeod County Historical Society and Museum.  Again, a history of art with the Les Kouba display and the museum tour showing some of the ways “we used to print” newspapers and brochures.  “Cuts” were placed into a form with metal type when you wanted to use a graphic. 



Perhaps the most important lesson is that in order to lead a community in the right direction, you need to know where it has come from and what how it will impact its future.  In fact, I think it is no accident that Moxie Media has found its home in Hutchinson, Minnesota.  It just feels right. And it feels like home, a place where we can build our future.

Jun 04

Alphabet soup is what you might think once you begin discussing artwork creation and transfer with clients and decorators. Here’s a handy cheat sheet to help clarify the jumble.

  • DPI (dots per inch) is the unit of measurement for resolution, communicating the density of dots in a print image or on a computer screen. It is helpful to remember that as the dpi doubles, the number of dots within a square inch quadruples. Therefore an image that’s 300 dpi will have 90,000 dots per square inch. Remember, the higher the dpi, the better the resolution of your image.
  • CMYK color: This is the color method based upon pigments. “CMYK” stands for cyan, magenta, yellow and black. Using these four colors, most other colors can be achieved.
  • PMS (Pantone Matching System): This is a printing color method based on a list of specially mixed colors by Pantone Corp. These colors are considered to be “pure” and “true” based on their exacting specifications.
  • BMP (bitmap) is a map of dots or pixels, which typically comes in file formats such as .gif, .tif, .jpg or .bmp. Each dot can specify a color. The larger the resolution the better, but these files generally aren’t the best choice for imprint artwork.
  • GIF (graphics interchange format) is often the format used for the photos you see on the Internet, because the files are small and download quickly.
  • JPG or JPEG (Joint Photographic Experts Group) is a standard compression format for high-resolution color images. They too are created by pixels. The higher the dpi, the better the image of the jpeg.
  • TIFF (tagged image file format) is a file format for exchanging bitmapped images.
  • EPS (encapsulated postscript) is a type of graphics file written in postscript language.
  • PDF (Adobe portable document format) offers an easy way to share files and to illustrate what you want your artwork to look like. However, these files aren’t always the best from which to have your garment imprinted.

 If you need assistance in decipher the “graphic file” language, we would be glad to interpret.  Pop us an email or we can stop by and help you.this is one powerful little ball

Apr 14

Bring It Home cmpaign

Presented by the Hutchinson Area Chamber of Commerce, CVB

Saturday May 8, 2010 ~ 9:00am – 4:00pm

McLeod County Fairgrounds, Hutchinson, MN

No Fee – Open to the public

We are busy, busy getting things ready for our part in the Bring It Home Family Fun &  Business Expo.  We have lots of fun things planned.  

Coloring Contest

Kids of all ages can participate and show their creativity with our dot-to-dot coloring contest sheet. We will be awarding  kid’s meals and game tokens for Coney Island Eatery to the top 3 winners and will be posting the entries on our facebook fan page/Moxie Media of the contestant’s artwork.  Who knows which one will be a future graphic designer.

Door Prize Drawing

Starting a new business? have a home business? or need a face lift for your existing business brand? Our Door Prize drawing will be a Design & Print package. The winner will receive a logo design, 250 – business cards and 250 of the following choices: a brochure, postcard or flyer to promote their business. Details coming soon.

Free Seminar

Integrated Marketing is our hot buzz word for businesses.   Frequently we are asked about social media marketing, direct mail marketing, ad campaigns, give aways (aka promotional items), clothing, trade show marketing and a number of other media types included in marketing – how can they all work together?  This seminar will help you connect the dots to make the perfect marketing campaign for your business.  Our seminar will be from 9:00 to 9:45, Saturday May 8th at the Bring It Home Family Fun & Business Expo.

Meet our staff

Our staff will be there to meet you and answer our most frequently asked question.

FAQ – what do you guys do? Stop by and see all the things we do. You will be amazed and will walk away saying “I didn’t know they could do that”

FAQ – are you guys local?  Absolutely. Our offices are located on the first floor of the Pride Solutions building in the Hutchinson Industrial Park -120 Eastgate Drive SE. by the Hutchinson Utilities building and Impressions printing company.

Apr 07

A great title slide can help you get more views and increase the number of clicks to your presentation. Here are some tips for a great first slide.this is one powerful little ball

1. Keep It Simple. The title slide should introduce the presentation clearly and quickly. It should be easy on the eyes, it’ll get left up on the screen for a while
2. Bigger is Better. Big fonts, big simple pictures. On SlideShare your first slide also doubles as a thumbnail. Make sure everything is big enough to be readable even at thumbnail size.
3. Make a Headline. Your title should be exciting and read like a headline or book title. Enticing trumps informative. Keywords are nice, but don’t make it read like a PhD thesis. (Not that there’s anything wrong with PhD’s)