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There is a sixth dimension beyond that which is understood by man. It is a dimension as vast as the universe and infinite in time. It is the space between shadow and light, between superstition and science, and it lies between the depths of man’s fears and the peaks of his knowledge. This is the dimension of fantasy. It is an area which we call the Tyson Zone.

Witness, if you will, a basement, made out of Nerf dart black holes, spews of profane expletives and soothing essential-oil blends that stretch to infinity. The basement, or as we know it, The Underground, has inmates from the Creative, Production and Content teams. One inmate stands out amongst the rest.

His name is Tyson Holtkamp. His occupation—IT/Operations Manager at Penna Powers. At present, celebrating his tenth year of techie techniques, zombie apocalypse survival tips and fighting mysterious malware. He’s a man in his mid-thirties of medium height, perhaps a little more gluten intolerant than most men. His face was once that of a baby. Now covered with hair, it is no longer. There is no horror film left that he has not seen and no server issue he cannot resolve. He is the first to quote Stephen King and the last man standing in the face of a good tumbler of whiskey.

Down below, in a heated debate of Game of Thrones theories, is but a fragment of a man’s imagination. Left to admire is the cleverness of his humor and the patience needed to teach you of your technological mistakes. Without his help and guidance, the team at Penna Powers would disintegrate from the email spam, computer viruses and mutants that act upon them. Of all of Mr. Holtkamp’s strengths…it is his commitment to excellence, paired with his jest and wit, that make him such a joy to work with. Here’s hoping this is just the eve of the beginning…in the Tyson Zone.

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Telly Awards

We may need to invest in another cabinet to showcase our awards because Penna Powers is adding three more trophies to the mix. Our team took home three bronze awards from the 38th Annual Telly Awards, which recognized the best videos across all screens. With over 12,000 entries from all 50 states and five countries, we’re proud to be recognized for our work by the selection committee.

Watch our winning videos:

Utah Zero Fatalities:

“Potty Mouth” – Television

“Slow Pour” – Television

Utah Clean Air Partnership:

“Causes of Inversion” – Online video

The videos were viewed on websites, social media channels, in-banner paid video promotions and in movie theaters.

Thank you to our clients for placing their trust in us to create innovative social change campaigns. While being recognized for our work is rewarding, what’s more important is the behavior change that we are able to accomplish in partnership with our clients.

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Native advertising is currently one of the most overused buzzwords in the advertising world. Many people are quick to roll their eyes at native advertising, thinking of the original click-bait nature of headlines and the cheesy descriptions publishers used to lure the audience in, only to have them immediately bounce out. The channel has now evolved from click bait headlines, to include video with engaging content the audience seeks out. The ability to retarget off each unit is another fantastic feature found in the native space. As a result, content can more closely resemble a publication’s editorial content across a website, lowering advertisers cost and increasing engagement.

Two main units we look at and the cost associated with them include:

Native Articles:

This placement has expanded from simple CPM (cost per thousand) buying to now include CPC (cost per click) and CPE (cost per engagement) depending on the buying objective. Now more than ever, the buyer and the content strategist can work as one tying together the goal of the content and how its written with how the ad is bought. For example, one piece of content in a campaign could be bought to generate awareness while the second piece to go live could utilize the generated awareness to increase website traffic and website conversions. As mentioned, native articles previously served as a vehicle for click bait, but now with vendors like StackAdapt and OutBrain, native strategies can be taken to the next level.

Penna Powers Native Article Averages:

CPM: $4.45

CPC: $0.83

CPE: $2.94

Time spent on site (LP): 1m 38s

Native Video:

Video has been on a hot topic for a few years now with YouTube popularizing video as an advertising placement. Depending on video length a video will fall into one of two native camps pre-roll, playing before other video content and out-stream with the later only playing when in-view. By now you’re most familiar with pre-roll running pre, mid, or post and out-stream videos running within a piece of content, breaking up a Forbes article for example. One of the greatest features of the native video placement is the ability to retarget an audience based on completed video views. This allows the advertiser to further engage with the audience and lower the cost of a conversion since the audience has previously interacted with the brand

Penna Powers Native Video Averages:

CPM: $13.04

CPCV: $0.03

Viewability %: 57.87

Completion Rate: 67.34%

CTR: 0.33%

Display working with Native

These days everyone either hates online ads or blocks them all together. Insert display ads working in conjunction with Native articles and/or videos. The key difference when using display in a Native campaign is the ability to bid on a CPE model if you’re looking for engagements on a piece of content. Display ads offered by vendors such as StackAdapt provide a great opportunity to retarget your native campaign audience, further increasing engagement and post-click activity.

Penna Powers Native Display Averages: (Currently we are only using native display in retargeting campaigns)

eCPM: $4.74

eCPC: $3.56

CTR: 0.13%

StackAdapt Benchmarks:

Native

eCPM: $3.00 – $5.00

eCPC: $0.80 – $1.50

eCPE $2.00 – $3.00

CTR: 0.40% – 0.80%

Avg time on site: 55s – 1m5s

​PreRoll Video

eCPM: $12.00 – $15.00

eCPC: $9.00 – $12.00

eCPCV: $0.02 – $0.05

CTR: 0.10% – 0.20%

Completion Rate: 70% – 80%

Native Video​

​eCPM: $12.00 – $15.00

​eCPC: $3.00 – $5.00

eCPCV: $0.05 – $0.07

CTR: 0.50% +

Completion Rate: 40% – 60%

Display

eCPM: $1.50 – $3.00

eCPC: $1.75 – $3.00

CTR: 0.10% – 0.15%

Despite the perception, native advertising is not going anywhere anytime soon. Based on a IPG Media Lab and Sharethrough study, consumers looked at native ads 52 percent more frequently than banner ads. Native advertising presents a huge opportunity for agencies and their clients to create a lasting engagement that leads to further brand interactions and sales.    

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Bike MS

Penna Powers recently enlisted the best damn team to participate in Harmons Best Damn Bike Ride for Bike MS. During the two-day event, our semi-amateur bike team covered 43 miles and raised $3,800. The total amount raised was 52 percent above the team’s $2,500 goal.

Bike MS

Participants included CEO and Partner Chuck Penna, Vice President of Channel & Content Management Marc Stryker, Social Change Director Brent Wilhite, IT & Operations Manager Tyson Holtkamp, Designer Ryan “Thor” Williams, Media Planner Jenny Beaudoin, Zero Fatalities Outreach Specialist Melinda Macfarlane and her spouse Brad Macfarlane.

Bike MS

Marc and Jenny decided to set the bar a little higher—in true media team fashion—and cycled 75 miles.

Bike MS

While Thor obviously did most of the work during the race, our fearless leader Chuck was able to crack the leaderboard in donations raised.

Thank you to Harmons and Bike MS for hosting the phenomenal event and our employees for pedaling their spandex covered butts all day. If only you raced as good as you look in spandex.

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Penna Powers is celebrating Shark Week! While considered a bona fide holiday for many, we’re using the cherished event to drive awareness for our client Zero Fatalities. Over the course of Utah’s “100 Deadliest Days,” the majority of deaths on Utah roads happen between Memorial Day and Labor Day. We’re creating original content for every single deadliest day in order to decrease deadly driving behaviors. For Shark Week, Penna Powers created Snapchat and Instagram Stories ads for Zero Fatalities. Utilizing these ad placements will be a first in Utah, with each social channel finally opening their ad platforms to agencies of all sizes.

In our research process, one thing we noticed was Utahns did not realize the extreme risk of buckling up when you’re in a car crash. Statistics from the CDC show that you have a 50 percent chance of surviving a car crash if you don’t wear a seat belt. However, many Utahns still refuse to buckle up when they get in the car.

Kenny Hammond, senior art director, designed the Snapchat and Instagram Stories ad to coincide with our “What are the Odds?” campaign that plays to the availability heuristic principle. Our goal is that Utahns will realize the gravity of not wearing a seat belt. The ads started running Sunday, July 23 and will run until Sunday, July 30.

At Penna Powers, we strategize media plans backed by research to show ads only where the audience interacts with content on a daily basis. We jumped on the chance the use the new Instagram Story and Snapchat ad placements to reach the key millennial demographic of 25-to-34-year-olds in Utah. Using the shark creative, we are able to split-test the two channels against each other with identical spends to see which performs best. For this flight, we will compare CPM, CPC, and CPV.

This Shark Week, Penna Powers hopes you realize the true danger at hand: not wearing a seat belt. Trust us, not wearing a seat belt is a risk you don’t want to take.

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Two decades. Twenty years. Penna Powers just marked another major milestone, celebrating the twentieth year that our dedicated VP of Project Management, Christine Menges, has been in the building. Not only has she been in the building, she’s been rocking the very foundation of this place with elevated account service, polished professionalism and an unmatched penchant for brand policing.

Originally from Portland, Oregon, Chris headed for the Beehive State after graduating from Portland State University’s School of Business. She arrived at Penna Powers after various gigs, from selling ads in the daily newspaper, to getting an ad agency education wearing multiple hats and kicking various asses all across town.

At Penna Powers, Chris blossomed into the plaid-hating, don’t-touch-her-lamp juggernaut she is today. Employees and clients alike have benefitted from Chris’s unique combination of Portlandia counter-culture personality and air-tight, borderline OCD commitment to organization and detail. Chris will always give you her best effort and marshal the agency’s forces in the most efficient and effective manner. And, always right on strategy and right on schedule.

So we congratulate Chris on her double decade derring-do. And welcome many more years of her grit and intelligence in taking our clients to the next level. But always remember this – at Penna Powers, dead men actually do wear plaid, if you happen to cross paths with the formidable Christine Menges.

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Gladys Pastor, brings her expertise to our Nevada office to serve as our Community Relations Coordinator. In her free time Gladys enjoys spending time at home, where you will likely find her reading a book by her favorite author, Paulo Coelho. A motto that she lives by is “wherever God plants you, bloom.” When Gladys isn’t planning her dream trip to Peru, or daydreaming about the day she finally gets a Jeep Wrangler, you will likely find her hard at work or eating her favorite food, tacos!

Christine Adams, graces our Nevada office with her talents and abilities to perform the duties as an Account Manager. One thing you should know about Christine is to never come between her and her chocolate ice cream. In her own words, she “sincerely loves chocolate ice cream!” She enjoys spending her days off work camping with her partner, son, four crazy Boston terriers and snorty pug. One quote that motivates Christine is “live as if you were to die tomorrow. Learn as if you were to live forever.” – Mahatma Gandhi

Charlene Coffman, brings her talents to our Nevada office as a hardworking Program Coordinator. A few of Charlene’s favorite things include Mexican food, Jeep Wranglers and Nicholas Sparks books. Whenever Charlene is off the clock she is likely camping somewhere or exploring new cities. In addition to camping and exploring, Charlene hopes to eventually get the chance to visit Costa Rica, Peru, Ireland and Italy. If she could meet anyone in the world, living or dead, it would be Joanna Gaines.

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Elyse Freeman, graduated from Ohio University with a degree in journalism, and decided to bring her talents to Penna Powers to put her skills to work as a Content Specialist. When Elyse is out of the office you can be sure to find her outside, likely up Little Cottonwood Canyon or down in beaUTAHful Moab. Unless it’s bad weather of course, then you will likely find her reading her favorite book, Prisoner of Azkaban. When she’s not dreaming about olives or the day she can get a Tesla, she’s here up in the “Girls Corner” hard at work! Her life motto is “It’s better to ask for forgiveness than ask for permission.”

 

Aubrey Andersen-Bakker, a recent graduate from Converse College in South Carolina came back to good ol’ Utah after graduation to work as an Associate Project Manager here at Penna Powers. She believes that anything is possible and “change is inevitable, except from a vending machine.” Aubrey is a fun, outgoing free spirit who enjoys being outside when she’s not here, working hard. An easy way to win her over and be sure to get on her good side is with a pint of Ben and Jerry’s ice cream, specifically Cherry Garcia!

 

Jennifer Beaudoin, a previous B2B digital media planning specialist brought her expertise over to Penna Powers to give us a piece of her magic. Jenny played Division I soccer for three years at Northern Arizona University, then finished her bachelor’s degree in business with an emphasis in marketing at Westminster. When she isn’t here putting her skills to work at P2, she spends her time as a full-time bicycle commuter, part-time botanist and part-time barista at the Red Moose Café. A quote that inspires her is “If you know the why, you can live any how.” – Friedrich Nietzsche

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Nostalgic Marketing Millennials

“Wonder Woman” just dominated screen ratings, the Nintendo NES Classic Edition is sold out and Atari just announced a new hardware system. You’re not mistaken if you think I’m talking about the late 70s or early 80s. However, I’m actually talking about right now. It seems as though the past keeps weaving into the future through nostalgic marketing, and for good reason too.

Companies ranging from tech to film are harnessing nostalgic marketing in their products and campaigns. Why is nostalgic marketing such a hit? One reason is that many people love being reminded of the good old days before responsibilities: childhood. With limitless impersonal marketing today, creating an emotional connection in marketing leaves a lasting impression.

Discover how some of our favorite brands are tapping into their millennial demographics with nostalgic marketing.

Atari

Atari, the preferred retro game maker of the 70s, has revived itself from the bankruptcy graveyard and announced a new hardware called Atari Box. Other than utilizing PC technology, not much else is known about the console. What we do know, however, is that the hardware will probably fly off the shelves.

Nokia

Nostalgic Marketing and Nokia

Remember your friend’s trusty Nokia that was sturdier than a brick? Nokia sure seems to, as well as the rest of the United Kingdom. Nokia recently relaunched its 3310 model and sold out online within the first week. The phone boasts an impressive 22 hours of talk time or month-long battery-life on standby. The best part? The cult-classic game Snake comes pre-loaded.

Nintendo

Before “Pokemon Go” and the Switch, Nintendo was facing a sales slump that was easy to see from a mile away. The Wii U’s expected sales in its first fiscal year were only one third of what the company expected. While Nintendo started to look like a sinking ship, it rebooted its NES with a nostalgic marketing campaign that garnered millions of views. If you’ve tried to get your hand on an NES, you know how difficult it is. I’m talking standing in line at Best Buy for hours after tracking shipments difficult. Now that the company has stopped producing one of the greatest consoles of all time? Almost impossible.

Netflix

Nostalgic Marketing and Netflix

If you weren’t hiding under a rock this past Halloween, you know that Eleven from Stranger Things was the costume of the year. “Stranger Things’” subtle nod to 80s pop-culture phenomenon’s such as “Alien” and “ET” was an instant hit. In a more obvious note, Netflix brought back a “Full House” remake as well as “Gilmore Girls.” While Netflix doesn’t share ratings information, it’s safe to assume millennials binged both shows. I know I sure did.

Here at Penna Powers, we’re no strangers to nostalgia. Nerf Gun fights are a regular occurrence in the office. The Underground (the name of our creative/development team)—I’m looking at you Thor—can’t stop talking about the “Godzilla” remake. We know firsthand the effect of nostalgic marketing and aren’t afraid to utilize it. Appeal to something that millennials already love and you’re almost guaranteed to create an emotional connection—or at least tap into their social media base.

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In a world where technology is so prevalent, working a 9 to 5 job can become hard to maintain. With access to work at your fingertips you put yourself in a role that means working an “always on” job without even realizing it. When you are always available you face the challenge of following a healthy work-life balance because instead of dividing your time evenly between the two, you give all your attention to work only.

Another factor that causes an unhealthy work-life balance is the fear of job loss, which can make you feel the need to work longer hours. Harvard Business School found that 94% of working professionals reported working more than 50 hours per week and nearly half said they worked more than 65 hours per week.

Maintaining a healthy work-life balance is important for your mental and physical health. Focusing on things other than work such as family, friends and extracurricular activities not only keeps you active but keeps you sane as well. Too much stress and focus on a never-ending work day can hurt relationships, health and overall happiness.

Here are 5 tips to help you get on track to maintaining a healthy work-life balance:

  1. Add downtime into your schedule

When you are planning your week, add in time for friends, family and activities that allow you to relax, enjoy yourself and recharge before the next work day. If you don’t schedule out down time your free time will likely get filled with whatever you feel like needs to be done in that moment, such as things like work or catching up on emails. Making sure you have scheduled downtime will help you remember to actually take some time for yourself.

  1. Take a break

You may not be able to take a break every day, depending on how busy your day is. However, you should at least take thirty minutes to an hour for lunch each day. Taking a lunch that forces you to focus on something other than work, reboot and come back full and ready to work again. It also gives you the “break” you need each day. Make sure when taking your lunch break you are getting away from your desk. Even if you brought lunch from home eat in the break room or even go outside if the weather is nice.

  1. Unplug

Technology has probably helped your life in several ways from working, to communicating and especially accessibility. The problem is that the work day never seems to end. If you have a hard time putting your phone down and focusing on things other than work when you’re supposed to be off, then consider unplugging. A lot of work problems that come up after work hours can’t be solved until the next day anyway. So instead of stressing about them all night, turn your phone/computer off and deal with it the next day.

Schedule weekend plans and vacations

Believe it or not, you company wants you to use your PTO. That’s why they give it to you because they understand that everyone needs a break sometimes. Often times, companies have a “use it or lose it” policy associated with PTO too, so why wouldn’t you use your days? There is also a reason you’re given days off. Even if you don’t have weekends off per say, you do have days off that you consider your weekend. Plan something for at least a few hours on your day off to get you out of your normal weekday routine.

  1. Make time for family

Your relationships with your family and friends are the best source of happiness. If you become a workaholic and allow it to damage your personal relationships, you will not be happy in your work or home life. Some days you will have to work overtime and that’s understandable, you just want to avoid letting it become an everyday thing that will ultimately cause you to be unhappy. Making personal relationships a priority will actually improve your productivity and efficiency will at work.

Bottom line, start small and build from there. Don’t try to change every bad habit all in one day, it won’t work. Pick one thing to start with, work on it until you’re where you want to be and then move onto something else. Small successes, less stress and a happier mentality will encourage you to keep improving.

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