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Penna Powers took home some serious hardware at the 30th annual Golden Spike Awards Gala on Nov. 16. We earned six Golden Spike awards and one finalist award at the 2017 Golden Spikes in categories ranging from research for governments/non-profits to community relations.

2017 Golden Spikes

Golden Spike Awards

Harmons Grocery Local Print Ads

Category: Print display advertising
Harmons Grocery has been operating in Utah since 1932. What started out as a farmstand has blossomed into a progressive chain of grocery stores committed to quality food, unsurpassed service and community wellbeing. Supporting local vendors has always been at the forefront of Harmons mission, in fact, Harmons has been an integral cog in helping many local businesses get started. Over 2,300 products sold in Harmons are local items. With this in mind, Harmons asked Penna Powers to develop print ads with an emphasis on local. The ads featuring local products and produce were placed in various local Utah publications reaching more than 250,000 in readers.

 

UCAIR & Penna Powers: Show Them UCAIR

Category: Community relations
UCAIR and Penna Powers have conducted fully-integrated educational campaigns for the past several winters, when Utah’s air quality suffers most. Research in early 2016 showed that Utahns are concerned about air quality, but many believe air quality challenges are beyond their control. However, research participants activated around the issue when presented with the health impacts poor air can have on those they love. Building on this insight, UCAIR and Penna Powers created the “Kidult” campaign, inviting Utahns to “Show Them UCAIR” by changing behaviors to reduce emissions.

 

UDOT & Penna Powers: UDOT 1-15 Tech Corridor

Category: External audience videos
Utah County is growing rapidly, resulting in commute-time traffic jams. The Utah Department of Transportation planned to expand I-15, but funding wouldn’t arrive until 2020. In 2017, the State Legislature approved a bond to accelerate construction.
A public awareness survey showed that only 24 percent of locals knew a project was coming. UDOT developed a video to educate stakeholders on the project and announce the accelerated timeline. The video link was emailed to government and business leaders and promoted on Facebook, Twitter and YouTube to area residents and commuters.

 

UDOT & Penna Powers: UDOT TravelWise

Category: Research for government/non-profits
In order to establish a baseline around the TravelWise Program, UDOT conducted a general public telephone survey of Wasatch Front residents through Lighthouse Research & Development, Inc. The research included a total of 810 interviews. It was the first time that research of this scale had been done on the TravelWise campaign. It substantiated our belief that the campaign is necessary, surprised us in the level of program awareness, and provided actionable insights that are currently being pursued by the team.

 

IDOT & Penna Powers: Iowa Zero Fatalities “Impaired Sports”

Category: Social media for government/non-profits

With 32 percent of all traffic fatalities caused by alcohol related crashes, Zero Fatalities Iowa identified a need to address impaired driving with residents. In an effort to reduce fatalities, Iowa Zero Fatalities implemented a social awareness campaign during NFL and NCAA sporting seasons targeting men ages 18-49. Event targeting reminded spectators to get a sober ride home after the game. The campaign successfully, reached 59.8 percent of the target audience and helped lift overall Zero Fatalities awareness by two percentage points.

 

UCAIR & Penna Powers: UCAIR Illustrated Inversion Education Video

Category: Photography and illustration
The Utah Clean Air Partnership (UCAIR) is a non-profit dedicated to clean air. UCAIR and Penna Powers have conducted fully-integrated educational campaigns for the past several winters, when Utah’s air quality suffers most. Part of the challenge of getting Utahns to engage around air quality is overcoming their general low awareness that what they do does, in fact, make a difference in pollution levels. Many believe nothing can be done about Utah’s poor winter air episodes due to the meteorology and geography of the local airshed. During the 2016-17 winter campaign, we produced an illustrated educational video to attack this issue head-on.

 

Gold Spike Finalist Award

UDOT & Penna Powers: Zero Fatalities

Category: Community relations
To reduce traffic-related deaths between Memorial and Labor Day, Zero Fatalities implemented a multifaceted campaign called the “100 Deadliest Days.” As titled, the campaign focused on educating Utahns about (1) the 100 DD of summer when roadway deaths nearly double in Utah and (2) how to best prevent a traffic-related tragedy during the summer. Not only has the campaign performed exceptionally well in reach, frequency and engagement – As of August 23, there have been 12 less roadway related deaths this summer when compared to this same time last year.

 

The Golden Spike Awards measure effectiveness regarding research, planning, execution, evaluation and project content. A Golden Spike Finalist is awarded to entries that earn at least 80 out of 100 points; the highest scoring entry earns a Golden Spike. The annual competition is sponsored by the Utah Chapters of the Public Relations Society of America, the International Association of Business Communicator and the Utah Society for Healthcare Communication and Marketing.

Additionally, President and Managing Partner Dave Smith, APR received the Professional of the Year award.

Thank you to our clients for your continued partnership. While we are proud to produce award-winning campaigns, what matters the most is driving meaningful change together.

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Alli –

Alli Blake, our basketball superstar from Westminster, brought her talents over to Penna Powers to work as an associate project manager. Alli is one tough cookie, which is appropriate since her most memorable fortune cookie quote was “toughen up, buttercup!” Of all the famous people in the world, if Alli could only choose one that she wishes to meet, it would without a doubt be Jesus. Her spirit animal? A hyena – they are resilient and the females are boss. If you ever get the chance to meet Alli, you’ll learn she is a fierce, determined and hardworking woman that we are lucky to have here at Penna Powers.

Marissa –

Marissa Liu, our newest executive assistant aka our behind-the-scenes organizer, is nothing short of perfect. A motto Marissa lives by and is sure to portray through her actions is “always find time for the things that make you feel happy to be alive.” She is the happiest gal around unless you get between her and her diet coke! When she’s not busy in the Penna Powers office, you’ll likely find her dreaming about traveling to Dubai or Bali, or off somewhere a little bit closer like Southern Utah; (until she gets the opportunity to make her dream vacation a reality).

Alec –

Alec Curtis recently joined us as a truck smart outreach specialist for Zero Fatalities. The best way to describe Alec (as told by Alec) is through his spirit animal, which happens to be an Emperor Penguin, as they are both adorable and majestic. Remember that Klondike Bar commercial song “what would you do-oo-oo for a Klondike Bar?” Well, plan on having that line stuck in your head for the next few hours since it just so happens to be Alec’s favorite jingle. When Alec isn’t out educating Utah about driving safe around big rigs, he’s probably counting his PTO days and planning a trip to his dream location, Italy.

Max –

Max Jensen, a BYU student, joined the Penna Powers family a few months ago as our media intern. If you have been in our office lately, it’s likely that you’ve seen him! He’s our only employee that stands tall at 15 feet 3 inches. When talking to Max, chances are you will end up discussing the 1977 restored Toyota Land Cruiser that he hopes to have one day. Max enjoys spending his free time fantasizing about the Bahamas, skiing and shopping at Costco. If you plan on lying to Max, you might want to think twice. Chances are he will call your bluff since he’s a firm believer that “the truth is the truth, no matter where you lie.”

 

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Varick Media

Campaign minimums got you down?

Although all clients and campaigns are significant, they don’t always have budgets for massive campaigns. While there may be a perfect media channel for your campaign, it may not be executable due to minimum budget constraints. Varick Media is one of many great partners who have created solutions to this very problem.

Who is Varick Media?

Varick Media Management LLC offers digital advertising consulting services. It provides campaign planning, research, consumer insight, campaign monitoring and measurement services. The company was founded in 2008 and is based in New York, New York. Varick Media operates as a subsidiary of MDC Partners Inc., a marketing and communications network. MDC Partners has 50+ advertising, public relations, branding, digital, social and event marketing agencies under its umbrella.

What is the technology?

In 2012 Varick Media Management built its own in-house digital monitoring product.

That product, called The Lens, is paired with an internal pixel server so that Varick can track its online display and video ad campaigns across the various demand-side platforms and plug the resulting data into one central data repository that their clients control.

In October of 2015, Varick Media released Alveo—a planning, buying and reporting platform. Operating originally as more of an internal trading desk, Alveo can now be used by Varick’s clients to manage and visualize data as well as access reports across multiple campaigns. Alveo is available as a managed service “with all of the access and data of a self-service offering,” described Jim Caruso, SVP of product and client strategy at Varick. While agency trading desks aren’t renowned for open access and transparency, Caruso said, “Alveo was designed to be agnostic across media channels, DSPs and inventory sources.”

What is the solution?

Combining both The Lens (DMP) and Alveo (trade desk) technology, Varick’s clients can access inventory through a robust channel inventory and layer with premium custom audiences to manage through one platform. This married opportunity allows for accurate performance and audience insights across multiple channels. Because Varick is a subsidiary of umbrella network MDC Partners, campaign minimums can be achievable for a wider set of clients.

 

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Earlier this fall, Penna Powers celebrated the five-year anniversary of the day Charlotte Chen first graced the halls of our agency. Today, she’s an accomplished project manager who is loved by clients and coworkers alike. She’s the epitome of professional. She’s smart, honest, organized and disciplined—pure gold on the inside—but she’s also taught us a thing or two about looking the part on the outside.

To celebrate five awesome years of working with Charlotte, we’re sharing five of her best style secrets.

  1. It’s not how much it costs, it’s how you wear it.

Penna Powers’ clients have communication budgets that span a broad range. It’s not the size of your budget, but how you use it that matters. To maximize effectiveness, be strategic about how you showcase your brand. When the branding fits your audience well, you’ll get results.  

  1. Don’t wear something just because everyone else is wearing it. Know your own style and be true to it.

Everybody is on WhatsApp, right? You’re not sure what to do with it, but your top competitors are using it and you don’t want to be last to the party.

Hold on! Before you jump into any marketing trend, ask yourself a few questions. Does it suit your audience? Is it the best medium for the message? Can you execute it well? Most importantly, can you experiment with this new, shiny thing without sacrificing resources for proven marketing efforts that meet your objectives?

  1. Don’t mix and match patterns.

Charlotte has a great sense of style, but she is not a graphic designer. However, she is really, really good at taking clients’ ideas to our talented team of designers and coming back with great creative work. One of the perks of working with Penna Powers is that you have a team of design pros who you can always count on.

  1. Accessorize, accessorize, accessorize!

Accessories, including shoes, are a great way to put your own personal spin on your OOTD (outfit of the day). Likewise, there’s no better way to elevate your marketing than to make sure your brand’s unique identity is evident—not overpowering, but elegantly tying your communication efforts together into a cohesive package.

  1. Blazers are total wardrobe staples. They can take your outfit from regular to classy/chic. 

A great blazer tops off an outfit like a great presentation tops off smart communication pieces. Charlotte’s clothing never has a loose thread or a stain. Likewise, when Charlotte sends an email, makes a call or a comment in a meeting, her ideas are never hasty or half-baked. Take your work from regular to chic by presenting it with polish.

We hope you’ve enjoyed Charlotte’s style secrets. Thanks, Charlotte, for five years of smart sophistication!

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Reddit Ads

Reddit has grown from a small community forum to one of the top influential news sources online. Because of its passionate audience, Reddit has the 5th largest website audience in the United States with the most influential community online. Because of Reddit’s nature, many users often ask for advice in areas that are not their expertise. Using Reddit ads, your brand can provide the answer to their questions.

Reddit’s advertising platform is simple. Advertisements may redirect to a Reddit thread (subreddit) or redirect to a website. You can narrow the funnel depending on interests and also by location. Sponsored advertisements appear in a native content form, which blends well with organic content.

Bidding works similar to other content platforms, such as Facebook, and offers daily or campaign max spends. The platform also offers a creative preview, so you can see exactly how your advertisement will look on the website.

For our client Nevada Health Link (NHL), we saw an opportunity to reach the 18- to 35-year-old male demographic through organic and paid advertising on Reddit. This demographic is often hard to reach, especially on a topic such as health insurance.

For organic advertising, NHL will utilize the popular Reddit “Ask Me Anything” series. The feature has hosted everyone from an appliance repairman to the President-elect of the United States. It allows Reddit users to ask questions based upon a host’s knowledge and experience. These series are often successful and receive thousands of organic impressions.

For paid advertising, NHL will extend the longevity of the “AMA” series by linking advertisements to the subreddits. Advertisements before the “AMA” series will increase brand awareness and drive enrollments to their website.

With many of the health insurance questions on Reddit already focused on millennials enrolling for the first time, Nevada Health Link will be able to get on 26-year-olds’ radars and assist them with their first health insurance enrollment process. Be sure to look for our Reddit ads and “AMA” series during open enrollment from Nov. 1 through Dec. 15.

Reddit Ads

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On the morning of Halloween in 2012, something stirred within the agency and things would never be the same again. Citizens of The Underground, the creative team’s lair, were up to business as usual when the sultry notes of “Careless Whisper” started flowing through the basement.

Bobby Brinton, copywriter savant, sauntered into The Underground and serenaded everyone as the Sexy Sax Man. Everyone stopped what they were doing, instantly enamored by Bobby’s dance moves to George Michael. Rumor has it that Major Street’s shenanigans are attributed to the sweet, sweet music that Bobby created on that fateful day.

More than just a pretty face, Bobby also possesses the highest power of the pen at Penna Powers: senior copywriter. His nationally-recognized creative has earned awards ranging from an Emmy to multiple Addys. He strikes fear into the heart of the content team with his red pen and is the ultimate authority on AP Style. Every other copywriter pales in comparison to Bobby… except when it comes to skin color.

Intentional and articulate in everything he does, Bobby has commandeered the creative team on many occasions. Account services often refer to him as “Father Bobby” for his role in keeping everyone on track. His direction, along with partner-in-crime and fellow Kelly Osbourne fan Kenny Hammond, steers Penna Powers’ creative team toward an innovative future.

Bobby makes sure that any and all creative tactics are executed flawlessly, even if it means providing thousands of dollars in talent for free. If he had a nickel for every time he provided free voiceover, he would already own a Tesla. For now, he’ll just have to settle for being the agency rock star as the former lead singer of the Sony-signed Hudson River School band.

Thank you, Bobby for five years—minus eight days—of kickass work as our copywriter. While we appreciate your impeccable writing, we admire your sense of humor and witty personality even more. We’ll never be able to get the sight of your Sexy Sax Man costume out of our minds and we’re pretty okay with that.

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Utah has a serious problem with fatalities on its roadways year-round. However, during the summer months fatal crashes nearly double. In order to create awareness for the Zero Fatalities’ 100 Deadliest Days campaign, we knew we had to capture attention on social media.

Using Facebook’s auto-play feature, our creative team designed several 100 Deadliest Days cinemagraphs to get people to stop scrolling through their social feeds. The isolated motion within the cinemagraphs is not only aesthetically pleasing, but also unique enough to capture attention among various Facebook advertisements. This offers a unique experience from other social ads.

The 100 Deadliest Days cinemagraphs were used across Facebook, Twitter and Instagram. Some cinemagraphs featured major holidays or were used in a collection of statistics comparing your odds of dying in an unbuckled car crash to other events.

In order to highlight their full beauty on Instagram, we broke apart the images into smaller thumbnails that were accessible on the Zero Fatalities profile. Clicking on the center image would then deliver you to the full cinemagraph.

Check out our favorite 100 Deadliest Days cinemagraphs used for the Zero Fatalities campaign below.

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Q1 Media

A lot of innovative media and technology providers pass through the halls of Penna Powers. We’ve decided to showcase some of these partners, tell you a little bit about what they do and/or how they have been a part of campaign solutions.

“We could always open up the targeting a little bit”

Hyper-targeted campaigns can be difficult to deliver on the local level. Too often local campaigns are faced with an inability to scale against the targeting that has been sold in. Common “solutions” to this under delivery is to open up the targeting, eliminating the customization that a campaign requires. Q1 Media has a solution that historically has delivered without compromise.

Q1 Media established their business 14 years ago in Austin, Texas. They recognized at that time that smaller publishers would need help moving into the digital media age and monetizing their websites. They saw this as an opportunity to begin establishing partnerships with publishers to develop custom digital media placements. In return, Q1 Media received premium inventory not available anywhere else.

As Q1 has grown, so has their breadth of publisher partnerships and targeting capabilities. One of their relatively recent partnerships includes targeting capabilities using polygon location targeting. Polygon targeting allows an advertiser to map an area -or multiple areas- to expose those within, to the campaign messaging. In our case, we used this technology to map specific road ways. This targeting allowed our campaign to capture all the people who had traveled through the mapped area.

With this captured audience pool, we could serve media to them in the mapped area as well as save them to serve later throughout the entire campaign. Additional customization included audience segmentation to deliver custom messaging. Q1 Media proved to an excellent vendor, in combination with the Polygon targeting and premium publisher inventory, our campaign earned an engagement rate 8x above the industry average.

Thank you Carlos Casas and Drew Warriner, we are excited to see what’s next.

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Utah Food Bank’s Summer Food and Fund Drive

Penna Powers recently participated in Utah Food Bank’s Summer Food and Fund Drive and we’re pretty proud of our employee participation.

We like a little competition here at P2—naturally—so we created a contest to finally determine whether U of U or BYU is the best school ever.

Employees could bring in cans of food or donate to a virtual store. While the Cougars showed a promising start, the Utes ultimately came out victorious. The third barrel representing other darn good schools also had a nice showing.

P2 Utah Food Bank’s Summer Food and Fund Drive Results:

U of U raised $330 in virtual donations and 37 items donated.

BYU raised $194 in virtual donations with 34 items donated.

Other darn good schools raised $94 in virtual donations with 33 items donated.

Overall, P2 employees donated $618 and 86 pounds of food. The agency matched $500 of donations to bring the grand total up to $1,118.

For every $1 donated to Utah Food Bank, the organization receives $7.81 in goods and services. That means our $1,118 donation from the Summer Food and Fund Drive actually provided $8,731.58 in goods and services to the local community. Way to go P2!

If you’re interested in hosting a food drive, learn more from Utah Food Bank.

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It’s 8:35 a.m. on a Tuesday, Penna Powers headquarters is dark and quiet as people slowly make their way into work. They walk into their offices and begin scanning through emails, easing into the relaxing morning, when out of the silence comes a sound so vulgar yet humorous that everyone jumps from fear and simultaneously laugh uncontrollably. The phone speaker system has just been fart horned by the only person in the Underground in so “early,” our resident superhero, Thor.

Known for being reliable, speedy and incredibly talented, this designer has officially celebrated five years at Penna Powers. You can catch him working on projects for UDOT, Zero Fatalities, UCAIR, Utah Cancer Control Program and many more. Usually the first person in the building every morning and one of the last to leave at night, he is perhaps the most upbeat and positive guy in the Creative department. Even after a long day staring at a screen, he’s one of the first to volunteer or join in on the staff extracurriculars, participating in our MS Ride, Summer Games and most notably as the secret weapon on the agency’s soccer team.

In his spare time, you’ll find him combing his long golden locks, heading into the mountains to climb, hike or camp, building fires with his bare hands or listening to an audio book while cuddling with his best friend… no, not Tyson… Kiki, his cat.

He’s the type of guy you can always count on and is so crafty he’ll literally build props for photo shoots to ensure the job gets done right. We’re lucky to have had the opportunity to work with Thor for these past five years and look forward to many, many more. Thanks for always putting a smile on our faces and providing such stellar work!

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