This accurate description of Integrated Marketing Communications, the words often heard when describing the field, are an important part of what we do at Mellon & Co. It may help our clients, and even prospective clients, to have a deeper understanding of our core philosophy:

Marketing: It is a process. We measure the results of the process by number of customers, sales, amount of profit generated, etc.

Marketing Communications (MC): This is an umbrella term for all communication avenues available for conveying marketing messages. These include advertising, public relations, sales promotions, direct response marketing, events, sponsorships, point-of-purchase materials, packaging, trade shows, customer service, and personal sales. MC is measured as the proportion of marketing dollars assigned to each avenue and the marketing return on investment (MROI) for each.

Marketing Mix: The specific MC elements used by an organization, measured in marketing dollars and MROI.

Brand: It is the total collection of perceptions and associations (good, bad, and indifferent) that differentiate an organization from its competitors.

Integrated Marketing Communications (IMC): Another process. IMC is the organization, planning, and monitoring of marketing components and data to control and influence brand information, associations, and experiences. The goal is to incubate profitable relationships and dialog with patients and other groups. This is typically measured by internal and external surveys, focus groups, managerial accounting, trend analyses, referral indices, etc. [Source: audiologyonline.com, describing how they use IMC for their business model.]

Read the full article.

Mellon & Company is pleased to announce that we have just added another member to our continuously expanding team.  Rachel Drinkwalter has joined on to assist us in our upcoming business ventures.  Rachel brings with her a very creative background with several years of professional graphic design, marketing and public relations experience.  She has already shared with us some great ideas that she has to help promote the company and area local businesses.  We are very excited to see where Rachel brings us as we continue to grow and travel along several new paths in design, web, marketing and technology services.

Photography plays a very important role in marketing. Especially if you’re in real estate, or have a business that benefits from showing more than just still shots. Now that the weather is nice, depicting your brand with images will be even more impactful! A stunning image will stay fresh in the minds of your customers, arguably more than anything else.

Virtual Tours

Showing customers what you have to offer is just as important as telling them. Mellon & Co.’s custom 360° virtual tours serve as a platform for providing alternate views for the full effect. Some of our past virtual tour customers have found much success in using this media. They have included: RSM Development, LLC, St. Bonaventure University, and Cathy Pritchard Real Estate. We also offer still photography as a part of our packages. Now is the ideal time for virtual photography packages, so contact us for more information!

If you’re in Salamanca throughout the month of May, stop by the chamber of commerce! Mellon & Co. is the featured member for May, and will be on display in the chamber’s office. We will be promoting our IllustrateYourStory.com business builder web sites, along with our extensive tech services. Specials will be available for chamber members. Contact us at 716-372-5996 for more information.

We are happy to announce that Kim Trimboli, a past intern from Saint Bonaventure University, has been hired as a marketing assistant.

Kim fulfilled a portion of her graduation requirements by interning with us during her sophomore year. Throughout her tenure as an undergraduate student, Kim majored in Journalism & Mass Communication and studied at Oxford University. She participated in the American Advertising Federation’s national collegiate competition, and was on the national dean’s list, as well as St. Bonaventure’s dean’s list for six consecutive semesters.

Upon graduating, we hired Kim to assist the marketing department with research, writing, and other routine communication functions. In addition to this role, she is also working at the Cattaraugus County SPCA, where she has been active in gaining national attention in the Zoo Too competition to win a $1,000,000 shelter makeover. Next semester, Kim will enter Saint Bonaventure University’s master’s degree program in integrated marketing communications. Being the same program completed by the marketing principles, Heidi Ofinowicz and Kate Wolcott, it is an ideal fit for the company

We are excited to have Kim on board once again, and look forward to having yet another St. Bonaventure alumna on staff!

Top Ten Reasons:

• To clarify your goals and objectives: Think of your plan as your roadmap; you know where you want to go, but you need a route to get there. The plan is your route.

• To clarify the relationships between audiences, messages, channels, activities and materials: Going through the communications planning process will help you identify who you need to reach, tell them what you want them to know, and how you will reach them. You will find that each of your audiences has unique characteristics, needs, and motivations. Through planning, you will discover the most effective ways to communicate with them.

• To identify and implement a variety of communications activities: There are many different ways to spread your message. This will help you to settle on which activities you will engage in so that you aren’t continuously pulled in different directions.

• To clarify staff members’, stakeholders’ and others’ roles in the process: People need to know what they will be contributing to the organization and what they are responsible for. A plan will help manage people and their responsibilities.

• To develop creativity and camaraderie among your team: Involving many people in the planning process will bring in different perspectives and diversity of thought. Bring in staff, stakeholders, constituents, interns, and junior staff members.

• To help your staff members and stakeholders get on the “same page.”: A well articulated plan will help people get on the same page and articulate a consistent message.

• To include stakeholder input in the communications process: These people are important to your organization, and this will show them how much you do value their input.

• To ensure that you’re reaching out to your stakeholders and constituencies effectively: This is an extension of the previous point: when you go through the process and identify strategies to reach stakeholders from the start, you will communicate with them more effectively. This will also create a scenario in which they’re willing to give you honest feedback so that you can adjust your strategy accordingly.

• To allow everyone on your team to have a stake in your success: Getting involved in the process and integrating participants’ opinions brings a sense of ownership.

• To gauge your plan’s success and areas in need of strengthening: Organizations will often do a mid-course review to determine strengths, weaknesses, and obstacles and then create and implement new approaches. You can develop a unique, tailored evaluation strategy that will gather the information you need to improve your plan.

Source: W.K. Kellogg Foundation

Ever wonder why your site isn’t showing up in Google? Lacking practices in search engine optimization (SEO) could be the answer. Many people are unaware of the power of SEO as a marketing tool. A Web site is one of your most valuable marketing tools, but if people can’t find it when the search the Internet, it’s value is limited.

Mellon & Co. offers intuitive and strategic consulting and implementation of SEO practices for the major search engines. We found a great article from Marketing Today explaining the importance of SEO for your business. It may be viewed here, and we’ve pulled out some of the main points below.

Search engines play a dominant role in B2B purchases.

When asked if they would use a search engine at some point in this task, 95.5 percent of participants indicated that they would.

When asked if they would use a search engine at some point in this task, 95.5 percent of participants indicated that they would.

Search engines are used in the early or mid research phase in the buying cycle.

Google is favored over other search engines.

Search engine research takes place at least one to two months before the buying decision.

Good balance between organic and paid search is necessary. Organic SEO gets over 70 percent of the clicks.

Position is a factor.

Most users decide which listing to click on in seconds upon scanning the page.

Source: Paul J. Breumer. Marketing Today, The Importance of SEO/Search Engine Marketing for B2B Marketers

March 7, 2008 – Ann McCauley, an emerging women’s literature author from Pennsylvania, will be speaking at 7 p.m. Tuesday, March 11 at the Olean Public Library in celebration of the release of her new novel, Runaway Grandma, and Women’s History Month.
McCauley, a retired psychiatric nurse with a certificate in gerontology, will be reading excerpts from her book and speaking about the issues it addresses.

Runaway Grandma is the story of seventy-year-old Olivia Hampton, a widowed retired school teacher who meticulously plans a fake suicide. She believes her son is plotting to have her declared incompetent to gain control of her finances. She moves to a distant state with a new identity but life has a way of refusing to let her be.

McCauley believes that financial elder abuse is a definite problem in America today, explaining that it is not uncommon for adult children to want their inheritances while they are still young enough to enjoy it.

McCauley will also be sharing details of the writing contest “Runaway Giveaway” she is holding. Prizes for winning submissions include a $50 savings bond for children and signed copies of the book for adults.

The event will also include a large-screen debut of her new website, developed by Mellon & Co., and refreshments will be served. To learn more about McCauley, her books and the contest, visit her website at www.annmccauley.com.

Our techs enjoy what they do so much, they are extending the tech hours. Starting on Monday, March 25, customers will be able to drop off and pick up computers in the evening and on weekends. The new hours will be Monday through Friday from 9 a.m. to 7 p.m., and Saturdays from 10 a.m. to 2 p.m.

We know it can be hard to get in after work, so we hope this provides even more convenience to our tech customers!

Runaway Giveaway

It’s time for some writing fun courtesy of our client, Women’s Literature author Ann McCauley. She is offering a contest to see who has the funniest stories about the older women in their families. Adults and children are welcomed to enter submissions for varying prizes. Contest details are offered below, and are also available to read on her Web site’s contest page. Visit this link to submit stories. Also, watch for Ann at events throughout the region!

CONTEST DETAILS

Adults and secondary school students: Does Olivia remind you of your own mother or grandmother? Do you have amusing stories about the women in your own family?

If so, now is your chance to share them! You can win a free, signed copy of Runaway Grandma.

Ann welcomes you to use the form below to send her your crazy stories on life with your own mother, grandmother, or an older woman in your family. She’ll be personally reading and judging the submissions, and winners will be selected to win a free copy of Runaway Grandma signed by Ann!

Elementary school students: Write a short story telling Ann why your grandma would never run away! You will be entered to win a $50 savings bond, and a book to share with your family.

Contest rules: Adult and secondary school student submissions will be accepted from adults and young adults from 6th grade and up. The top five entries selected by Ann will recieve a signed copy of Runaway Grandma. Elementary school student submissions will be accepted from all grade school aged children up to 5th grade. The top four entries selected by Ann will receive a $50 savings bond, and a copy of Runaway Grandma to share with older family members.

Submissions should be limited to one page in length, and must be received personally by Ann McCauley, by using the form below. If Ann visits a school or organization to host an event, hard copies of submissions will be accepted during the event only. The deadline for submissions is April 1st., and Ann reserves full descretion over winning submissions.