Blog Archives

Recently our native advertising partner StackAdapt popped into our Salt Lake City office to discuss the latest and greatest features their team is working on. For those of you who are not familiar StackAdapt is the premier native advertising platform based in Toronto, Canada, and no big deal they’ve been featured in Forbes. Their product offering is led by native articles with video and display products launched in the past year. While we can’t discuss everything Michelle and Eli covered during out lunch and learn. We can say StackAdapt has a lot of great features launching this coming quarter and year.

As advertisers look for alternate channels to Facebook and Google we predict a continued shift to native advertising. Native’s metrics are stacking up, if not exceeding those of other channels and can track time spent on site (when using StackAdapt) no matter if you are using native articles, video or display.

Is native advertising included in your brand’s campaign spend? If not email us at content@pennapowers.com and we can peek at where your audience is online and where you should be.

We recently attended the 2018 Silicon Slope Tech Summit to learn about the state of tech in Utah. The conference covered everything from gender equality to the entrepreneurial spirit. Here are a few of our favorite takeaways from the conference:

Relevance is key

Facebook’s Vice President of Global Communications Caryn Marooney stressed the importance of relevance in content marketing. If you can’t get relevance right, it doesn’t matter who you are or what you can offer. If you can get relevance dialed in, that’s the real ticket.

Don’t mistake motion for progress

Another highlight from Marooney’s talk centered on progress. She paraphrased Bill Gates’ famous quote: “People overestimate what they can do in a year and underestimate what they can do in ten. You need to put a building block on it every day.” However, Marooney stressed the importance of staying simple; be intentional in what you create. “The longer you are in business and the more successful you are, the harder people will pull at you to become more complicated,” Marooney said.

Your employees deserve transparency

Allbirds CEO attributed the success of his company to the employees. He stressed giving employees access to the greater vision in order for them to make better decisions. If your employees are truly invested in your vision, they are being driven by the right reasons. As soon as money becomes the motivating factor, you’re going to be paying a lot and the employees are going to jump ship.

Utah is the place to be

Although shadowed by Silicon Valley, the Silicon Slopes is operating at optimal density right now. Because of its competitive tech culture, Utah’s talent pool is creating something magical in the state. Multiple Utah-based CEOs agree that the state and its quality of life are the driving factors for success. “Almost everyone I know who comes here says ‘I’ll give it a little bit of time.’ Utah is a wonderful place that wins you over,” said Experticity CEO Tom Stockham.

We loved attending the 2018 Silicon Slope Tech Summit and look forward to the presenters they bring next year.

 

We’re honored to win Utah Business’ Best Companies to Work for Award once again this year. This marks the sixth time we’ve won this award and the fourth year in a row. While we could list out the million reasons why working at Penna Powers is incredible, it’s easier to let our employees speak for themselves.

 

“I love the laid-back atmosphere and the fun, yet professional people I work with.” – Account Manager Melinda Macfarlane

 

“I get a great sense of fulfillment working at Penna Powers because the clients we work with are dedicated to making a difference in the world. It’s amazing to know that the work we do helps make our communities a better place.” – Associate Project Manager Aubrey Souvall

 

“Penna Powers is the perfect collaboration of great minds coming together to create meaningful work. The fun, inviting environment makes Penna Powers the best place to work!” – Receptionist Sabrina Wilhite

 

“The people. All companies are the same, but the people make Penna Powers stand out. The arcade games, the pool table, great bosses…” – Senior Content Strategist Nick Giustino

 

“I love the flexibility this company has with its employees.” – Videographer Jordan Whitney

 

“The people are my family, the things that happen behind the scenes that clients don’t see (charades, practical jokes, parties, videos, etc.). We do such great work.” – VP of Finance & Ops Traci Houghton

 

“I have experienced a great deal of autonomy working here. Autonomy requires vertical and horizontal trust and just like any productive relationship, trust is the foundation for success. For example, apart from any of my dedicated duties, if I have an interest in contributing on any particular project, all I need to do is express that desire and I am awarded the freedom to do so. This independence and freedom allows for growth and creativity, independent of bureaucracy or other entry barriers.” – Media Planner Jennifer Beaudoin

 

“I love knowing that the work I do helps people live better lives.” – Director of New Business Brent Wilhite

 

“I love the hoodies, staff meetings, that Nerf gun wars are normal and that we get to do great, strategic and creative work every single day.” – VP of Account Planning & Management Stephanie Miller

 

“I like that no two people are the same here. You can be yourself and everyone is accepting of you for you! At the end of the day everyone is different and unique, but we all come together to create some really awesome work.” – Content Coordinator Kelsey Hess

 

“I’ve yet to have a dull day working for Penna Powers. Various clients, new campaigns, creative tactics and great people keep things lively.” – Digital Project Manager Collin Brian

 

“When I started working at Penna Powers, I was fascinated by the amount of employees who were celebrating their 10th or 20th anniversary. After working at Penna Powers for a few months, I realized why. Whether you’re in an entry-level role or a vice president, you know that your voice and your work matter at Penna Powers. The partners ensure that work-life balance is a priority and facilitate activities for the company to grow together. On a Friday night, you’ll find me on the soccer field with my coworkers because I genuinely love hanging out with them outside of work.” – Content Specialist Elyse Freeman

 

“I love that Penna Powers employees take their careers seriously. They are not just in a job. I love that everyone at Penna Powers is really smart. I love that we are not micromanaged ever. We are expected to do our jobs like the true professionals we are. I love that the company will allow you to have flexible hours if you need to take care of something outside of work. I love that we celebrate every employee’s 5, 10, 15, 20-year anniversary. I love that Penna Powers takes our family to Lagoon every summer. I love that the management keeps us informed and gives us a “State of the Agency” presentation once a year. I love that Penna Powers has such a fun, cool culture. I love the work that Penna Powers produces!” – VP of Project Management Chris Menges

 

“I like the overall vibe around the office and unlimited M&Ms.” – Account Manager Bri Binnebose

 

“The partners are so good to us!” – Account Planning Director Wendy Hansen

 

“For me it’s simple: the people and the work. Penna Powers is full of committed, smart, talented people doing work that truly matters to our communities and our future. Pretty rewarding to work at a place like that.” – VP of Client Services Justin Smart

 

“I love working with awesome people, doing awesome things.” – Senior Copywriter Bobby Brinton

 

“I love the change we make in the world, it may be on a small scale, but we are saving lives on Utah’s roads.” – Zero Fatalities Outreach Specialist and Associate Project Manager Kylie Christensen

 

“I laugh every single day. Maybe not all day, every day, but at least once a day I find myself with full on tears in my eyes and big belly laughter. Work can be busy, timelines can be tight, but I find joy and gratitude every single day in my role and I find the stressful days are few and far between because the people of this company make this place such a pleasure to be a part of.” – Traffic Manager Alex Antonino

 

“I like the fact we never get bored. Every project is always something new. And, I’ve got damn good friends here.” – Senior Project Manager Britni Brozo

 

“I love how accepting everyone is.” – Associate Project Manager Alli Blake

 

“I love that it always feels like a positive environment, even when things may not be ideal. It’s always a happy place for me, anyway.” – Receptionist Michelle Adams

 

“I love Penna Powers because it fosters an atmosphere where the best idea can come from anybody.” – VP of Channel & Content Management Marc Stryker

 

“I love how everyone will work together to get things done. It’s a family work environment. Where everyone, no matter role, works to provide the best product for our clients.” – Media Relations Specialist Allyse Christensen

 

“I love the emphasis on being one unified team despite our different projects and assignments.” – Truck Smart Outreach Specialist Alec Curtis

 

“I love the parties and the solid work ethic. Plus, everyone is super inviting and outspoken. If someone has something to say, they’ll say it!” – Zero Fatalities Outreach Specialist Aja Domingo

 

“Laughing is constant during staff meeting,” – Content Specialist Julene Thompson

 

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.

Contributed by Jason Alleger

YouTube is the second-largest search engine in the world, trailing only Google. There are over two billion YouTube videos streamed every day, and advertisers want a piece of this viewership pie.

So how much does it cost to run an ad on YouTube?

YouTube advertisers pay per view of their ad, with an average cost-per-view ranging between $.10 – $.30. The views also count toward your overall YouTube views.

On YouTube there are four standard types of ad formats:

  • In-search – an ad shows up above the YouTube search results.
  • In-slate – an ad shows up in the suggested videos after your video ended.
  • In-display – an ad shows up on the suggested videos beside the video you are watching.
  • In-stream – an ad plays before you can watch your video.

The pricing varies slightly per ad unit, with in-display ads ranging towards the higher end ($.30) and in-search toward the lower end ($.10).

Advertisers can target viewers by age, gender, location or by what types of videos they like to watch on YouTube. Generally, advertisers pay incrementally more for focused target audiences.

For example, if the Utah Department of Transportation (UDOT) wanted Utahns to learn how to drive a new type of intersection in Salt Lake City, it would only want to target men and women 16+ years old within a 10-mile radius of Salt Lake City. It would probably select more in-stream video ad units so the locals could watch how to drive the intersection, as well as in-search for anyone searching for driving tips in the area. At an average cost-per-view of $.20, UDOT would pay around $2,000 to educate 10,000 people how to drive the intersection.

Overall, YouTube ads are an excellent means of boosting your web presence at an affordable rate. For most ad units, potential customers actually CHOOSE to watch your advertisement. Also, the overall boost in views gives more credibility to your company and gives it a better chance of showing up organically in YouTube or other search engines.