news & ideas
May 20, 2013 by Graham Spector
Humanizing a brand is something that companies both large and small can struggle with on many different levels. Whether it’s introducing employees through personal blogs and YouTube videos, or sending out holiday greeting cards to clients, brands need to establish ways to connect with their audience both digitally and emotionally in order to gain loyalty and drive leads. The goal is to remove some of the barriers that could keep a prospect from making a personal connection with the brand. It takes a lot of courage for some larger brands to provide that kind of access. It takes an even more courageous (or dare I say Unconventional) mindset to give visitors to your website a concise visualization of how they’re personally and professionally connected to your company.
This is the exact concept behind LinkedIn’s expanded set of integration plugins for your website. LinkedIn is the most popular professional social network for a reason. It’s a great resource to learn about what matters to your business and enhance the way it operates while making connections. It also helps that the majority of your professional network is probably already actively using it.
These plugins (software components that add capabilities to existing sites) are specifically designed to help the LinkedIn user make a personal connection with the brand when they visit a company’s site. Not only do these tools boast SEO benefits through linking to active pages and consistently updating content, they also encourage users to actually engage with the brand as well.
Here are three active LinkedIn plugins that can not only humanize, but also optimize your company’s digital presence….
Company InsiderThe Company Insider plugin allows users signed into LinkedIn to see how they are professionally connected to a company when they visit its web site. It will show if any of their friends work there, have previously been employed by the company, or even show if they have any “extended connections” (friends of friends) who are involved with the company as well.
Apply With LinkedIn
In recruiting mode? LinkedIn plugins can also help bridge the Human Resources gap directly from your site. Posting open positions through LinkedIn directly onto your site will allow you to see your applicant’s entire professional history through their profile. It also gives you insight into their background and connections, and allows for your open positions to be distributed virally with ease through the almighty “Share” button.
Recommend With LinkedInWhile we’re at it, let’s not forget about the power of a personal recommendation. LinkedIn has a plugin specifically designed for users to leave a word of mouth style review of a company’s products or services right on their own site that will also appear on their company profile. Think of it as a Yelp style review section that can work wonders for the B2B crowd.
So no more excuses, go forth and humanize your brand with just a few simple clicks.
PJA Recognized by BtoB Magazine as A Top Midsize Agency for 2013
April 22, 2013, Cambridge, MA
PJA Advertising + Marketing is proud to have been recognized as one of the “Top BtoB Agencies of the Year” by AdAge’s BtoB Magazine.
The Top Agencies report is made up of four agency categories: small agencies (revenue up to $10 million); midsize agencies (revenue between $10 million and $99.9 million); large agencies (revenue of $100 million and up); and interactive agencies. The finalists in each category were selected based on percentage of total business that is business-to-business, revenue growth, new client wins, innovative work and expanded service capabilities.
PJA had a stellar year in 2012. In addition to the agency’s significant year-over-year revenue increase of 32% – from $10.9 million to $14.5 million – PJA added a range of new clients to its roster. These included Red Hat, Genzyme, FIS Global, Equinix, Parallon Business Solutions and American Student Assistance. Increasingly, PJA attributes its success in a difficult advertising market to building integrated marketing programs that combine paid, earned and owned assets; inviting target audiences and influencers to participate as content creators; and bringing together media, planning, digital and creative from the very beginning.
In 2012, PJA also expanded its global presence while deepening its international partnerships with agencies in Europe and Asia. These agencies include Brocklebank/Penn (London) and Band Advertising (Singapore, Beijing and Hong Kong). These relationships are additive to PJA’s current relationships in Latin America with Latin3 and Japan and China with Chugai.
This is the sixth time out of the last eight years that PJA has been named a Top BtoB Agency.
PJA's CEO Phil Johnson Recognized as Industry Thought Leader by BtoB Magazine
July 19, 2012, Boston, MA
For the second year in a row, Phil Johnson, PJA's CEO, has been named one of fifteen agency executives listed in BtoB Magazine's "Who's Who in B-To-B for 2012." This years Who's Who in B-to-B Special Report features key thought leaders, movers and shakers across a broad spectrum of the marketing industry. In compiling this report, BtoB focused on 10 categories: marketers, agencies, direct, email digital and search, business media, social media demand generation, events and associations. Nominations were submitted by readers, marketing organizations, industry experts and BtoB writers.
Mr. Johnson and his agency team were recognized for its significant success in the BtoB segment this past year including; PJA growing its revenue by 5%, picking up such new clients as Bio-Rad, Novartis, Iron Mountain, Hitachi Data Sysetms, Enterasys, EvaluatePharma and Meru Networks.
In addition to adding new clients, PJA was recognized for a number of successful campaigns including "Whose Side is Your Printer On" for Brother International; "We're in It" for TE Connectivity, and "Stop Faking It" for Limelight Networks.
Recognized along with Mr. Johnson as Top Agency Thought Leaders included the likes of Laurence Boschetto, President/CEO, DraftFCB; John Osborn, Prsident/CEO, BBDO; and John Seifert, Chairman-CEO, Ogilvy & Mather-NY.
To see all of the individuals recognized by BtoB Magazine click here "Who's Who in B2B 2012"
PJA Named Agency of Record for Country’s Largest Ace Hardware Dealer
March 7, 2012,
BOSTON - PJA Advertising + Marketing (PJA) has been named agency of record for Westlake Ace Hardware, according to agency President, Mike O’Toole. The Lenexa, Kansas-based account was won after a national review of agencies. Billings for the account were not disclosed.
The account was previously split between Barkley Advertising in Kansas City, Mo. and Bozell, headquartered in Omaha, Neb.
Westlake Ace Hardware is a chain of 88 neighborhood stores throughout the Midwest and is the largest member of the Ace Hardware Cooperative giving the company access to over 70,000 items.
Working with Westlake Ace Hardware’s Director of Customer Relationship Development, Liz Benditt, Vice President, Marketing, Jonathan Swiskow, and COO, Rob Easley, PJA’s responsibilities will be focused predominantly on driving store traffic through innovative and creative integrated campaigns.
Commenting on the selection of PJA, Westlake Ace Hardware COO Rob Easley said, “From the start PJA demonstrated a keen understanding of our business and a commitment to truly innovative approaches. Their early thinking around how they’d help drive customer acquisition for Westlake Ace Hardware from both a strategic and creative approach convinced our team that PJA was the right choice.”
President of PJA, Mike O’Toole said of the account win, “Westlake Ace is a great specialty retailer with enviable customer loyalty. We're excited to integrate digital and social channels with database marketing to get Westlake's story out there and help them hold their own against the big box stores.”
Brother International Taps PJA Advertising + Marketing As Agency of Record for Printer Business
August 1, 2011, Boston, MA
PJA Advertising + Marketing (PJA) has been named agency of record for Brother International's Business Machines Group's Printers and All-in-Ones. Brother International is a premier provider of products for the home and office, according to agency President, Mike O'Toole. The Bridgewater, N.J.-based account, was won after a national review of agencies.
Working with Brother's Vice President, Marketing, John Wandishin, PJA will be responsible for on and off line advertising and marketing efforts as well as media strategy, planning and buying. Commenting on the selection of PJA, Mr. Wandishin said, "We've been aware of PJA for quite sometime and selected the agency not only because they were the right partner, but because of the strategic and creative innovation they bring to their clients brands"
President of PJA, Mike O'Toole said of the appointment, "We're very pleased to be working with Brother. The company makes top-rated products, and people who own Brother's products love them. We're excited to launch a campaign that gets Brother the credit it deserves.".
PJA Advertising + Marketing Unveils Latest Interactive Ad Campaign Creative for Limelight Networks
July 6, 2011, Boston, MA
PJA Advertising + Marketing (PJA) today announced the launch of the newest interactive ad campaign for Limelight Networks (NASDAQ: LLNW, "Limelight"). The creative, targeted at senior marketing professionals and creative and media agency teams, are currently running on trade sites including eMarketer.com, MarketingProfs.com and Mashable.com.
"We developed our interactive ad campaign to deliver a strong message to advertisers about the importance of using the most effective technologies to target the most relevant audiences at the right times and in the right places," said Paul Alfieri, VP Corporate Marketing and Communications, Limelight Networks. "In fact, to deliver this ad campaign we used our own best practices and technologies from Limelight EyeWonder Interactive Advertising services—in essence we're practicing what we're preaching.
The visual centerpiece of the campaign is a series of attention-getting "Stop Faking It" instant-play video banners, the first of which features a faux magician complete with pencil mustache pretending to open a garage door as if by magic.
"The point behind this fake demonstration of prowess and the entire campaign is to communicate how Limelight can help marketing and advertising professionals use new digital marketing technology not just for the sake of it, but to achieve real, measurable results," according to Janet Carlisle, Vice President, Client Services at PJA Advertising + Marketing. "We worked closely with Limelight to illustrate that concept in a fun and engaging way."
Users can engage with the ad units to instantly download a "Quick Tip" to increase engagement, or click through to the Limelight resource center to register for a more in-depth report covering online advertising, mobile and video trends and best practices.
These interactive ad units are part of a larger integrated Limelight demand generation campaign utilizing other marketing channels such as email, content syndication programs, database marketing, mobile advertising, social media and SEM.
The first phase of the online ad campaign promotes Limelight EyeWonder Interactive Advertising services, while later phases will promote Limelight's technology offerings that allow marketers to easily and effectively capitalize on the use of video and mobile in their marketing programs.
CMO Network Blog
May 21, 2013 by Phil Johnson
Small Agency Diary
Jan 10, 2013
On this episode of The Unconventionals, host Mike O'Toole interviews Chief Marketing Officer Geoff Cottrill from Converse, about its innovative Brooklyn based recording studio â Rubber Tracks. For Converse, the sales of athletic shoes used to be very ...