may 2010
	how to start content marketing Putting your message in front of as many eyeballs as possible (reach), and as often as possible (frequency) was the conventional marketing wisdom prior to the advent of the Internet. Reach x Frequency = Gross Rating Points (GRP), which is still the metric often used in buying and measuring traditional print and T.V. campaigns.
			The Internet, or more importantly, Search on the Internet has turned conventional marketing inside out. Putting your message in front of the most people at the lowest cost per thousand is no longer the best strategy in our new "post-marketing era." Instead of pushing messages to people who are not in the buying cycle for your products or services, you want to be in front of people at the time they are searching for what you sell. That means your marketing focus and deliverables should be designed to showcase your company's unique expertise using content such as a white paper, article, report, etc. The content defines the problem solved by your product, and serves as the object that motivates prospects to provide their contact information to you. click here for more on content marketing
	Client: Kimberly-Clark, Inc. Design: Leibold Associates, Inc.		walking the walk Kimberly-Clark recently established the Crystal Tree Awards, a program designed to recognize employees who are leaders in improving the company's sustainability performance. Recipients will be recognized with donations to a charity of their choice, a trip to participate in NGO partnership program, an invitation to the recognition event as well as the Crystal Tree Award with plaque. Since this is a new program, Kimberly-Clark needed a way to generate awareness among employees. In addition to an internal web presence, a printed piece was needed. Designing sustainable print pieces introduces a different set of challenges than encountered for traditional print projects. Some of the choices were obvious, use paper with a 100% recycled content, have it printed with soy inks and have it FSC certified. Then we asked the question "how can we make it even more eco-friendly?" Our answer, give it a second life! After the brochure is read, the recipient can repurpose it by tearing the back panel along perforations to create four bookmarks. Each bookmark features the Crystal Tree logo, beautiful photography and the web address where one can find submission information. This keeps the information in front of the user long after the brochure has been read and helps to reduce the amount of waste. After all, when it comes to sustainability, it's not the talk that matters, it's the walk!
	Winner: Laura Scott, Kimberly-Clark		grand prize winner Laura Scott from Kimberly-Clark was the lucky grand prize winner at our Earth Day Happy Hour at Holidays Pub & Grill. Laura received a framed poster created by one of our talented designers, Jake Weiss. Potted plants and seed packets were shared with all who attended. Many thanks to everyone who came to celebrate with us — we had a great time and bid you ‘happy gardening!’ In continued celebration of our 50th anniversary, watch for details on our next Happy Hour coming up in June.
	events of 1960 As we continue to look back upon our 50th year, we’d like to share a few more highlights of this pivotal year.		Alfred Hitchcock’s movie “Psycho” is the year’s most talked about film. Thomas S. Monaghan borrows $500 to buy a pizza parlor in Detroit, and renames it “Domino’s.” Cost of a first-class stamp: $0.04 Chubby Checker introduces “The Twist” at the Peppermint Lounge in New York.