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Posts Tagged ‘Phoenix Ad Agency’

Crowd-sourced balladeers delight callers stuck on hold at ad agency

Now you’ll ask to be put on hold at Park&Co

On-hold messages are the last bastion of truly disruptive marketing. Right? So we decided to make ours more than meaningless blather about our agency and services.

We enlisted amateur and/or street musicians to submit Park&Co jingles in a variety of musical genres.  We immediately began spreading the word among our many social channels. (There may have been a carrier pigeon involved—it’s all such a blur now.)

The one rule was that the composers had to base their lyrics on content found on our website. With this as their inspiration, surely they could mix, mash and harmonize their way to an on-hold hit. A reward of $100 was offered for each song selected.

Within a few weeks, we had several submissions that blew us away.  The Beggar Folk, all the way from Lancaster, Pennsylvania, sent us a sweet song that made us feel like we were holding hands in a coffee shop with Karen Carpenter. As their name implies, they’re a folksy singer-songwriter band. What their name doesn’t tell you is that this duo (Josh and Trista Lamb) oozes with raw talent. The Beggar Folk crooned away about our process of getting to know the client and their story. Listen to their tranquil melody here.

Our second selection came from Phoenix local Matt King. Matt is a rock star, at least in our eyes. By day, he masquerades as a hospital ER CT technician (we don’t know what it is either, but it sounds impressive), but by night, his true composer reveals itself in the form of funky beats. Not only is he a lyrical genius, he also manages to channel a reluctant Barry White. Listen to Matt’s smooth stylings here.

This process of opening up our new on-hold message to anyone who wanted to take a shot at it provided us with countless laughs and some amazingly original compositions.

I’m working on a little ditty called, “Honey Bucket Blues.” We’ve named our server “Honey Bucket,” if you’re wondering about my inspiration.

Got a tune? We’d love to add you to our on-hold balladeers.

FREE coffee and 62 wonderful reads for the Holidays

Our gift to you to kickoff the Holidays is a FREE cup of Joe at our Starbucks at 44th St. and Indian School.

Order whatever drink you like tomorrow, Friday, Dec. 3, 2010, tell them to make it a “Park&Co,” and it’s on us, while supplies last. You can even swing by the agency with your fresh brew and say hello if you like. We’d love to see you.

On another note: every year my friend Bill Rozier polls a handful of his friends and colleagues and compiles a list of great books they recommend that make wonderful gifts. Bill said I could share his list with you.

Rozier’s Holiday Book List 2010

1. Six Frigates:  The Epic History of the Founding of the US Navy

In truth, I don’t care all that much about the Navy but this is a book about the birth of the United States as a military power and the political debate that preceded it.  It’s also a book about “innovation” in as much as the frigates the US built were far superior to anything on the seas at the time.  Hint: One reason is a special tree called, Live Oak.  Another reason is where you put the masts, which was a true maritime innovation.  If you live in Baltimore, Philadelphia, New York or Boston, this is a story played out in your backyard.  This book is in my “All Time Top 10″ list.

2. Uranium: War, Energy and the Rock That Shaped the World

Great read about the history of uranium with the social and political consequences of the rock ”that changed everything.”  Very interesting, enlightening, tragic and ultimately, inspiring.  Bet you can’t name how much processed uranium has been “lost” over the years.  Hint:  It’s measured in tons….a whole lot of “tons.”

3. Alexander Hamilton

One of the most unknown Founding Father yet the one we might owe the most to….The Father of Capitalism at a time when “capitalism” was unknown.  OK, Franklin was a “clever” and Jefferson “worldly” but for my money, Hamilton was the smartest of the bunch:  Chief of Staff  to General Washington; elected to the Continental Congress; one of the first constitutional lawyers; one of the first economists; authored the Federalist Papers almost single handedly (which has to be one of the smartest series of essays ever); was the first Secretary of the Treasury before their was a treasury; created the Coast Guard and was killed in a duel by Aaron Burr for calling him a bad name….just like Baltimore.  Beautifully written.  Also, on my “Top 10 of All Time” list.

4. The Girl with the Dragon Tattoo, The Girl Who Played with Fire, The Girl Who Kicked the Hornet’s Nest

Terrific spine tingling Swedish thrillers/mysteries.  They are better than candy, while you can devour them quickly, the stories stay with you for a while.  I particularly like the first and third.

5. Three Stations by Martin Cruz Smith

Rich mystery involving all sorts of characters in modern day Russia.  If you read any of the earlier Arkady Renko mysteries, you’ll appreciate this one.

6. Where Men Win Glory: The Odyssey of Pat Tillman by David Krakauer

Krakauer takes on the truth behind the death of Pat Tillman (who left professional football for the military) via friendly fire and the subsequent military cover up.

7. Spies of the Balkans by Alan Furst

Furst spins wonderfully detailed spy stories about unlikely people who find themselves enmeshed against the Nazis and their brethren.  In this case it’s in Greece, but other Furst novels are set in Paris, Hungary…  Pick up ANY of them for historically accurate, intriguing reads.

8. “The War of Art” by Steven Pressfield’s

No matter what profession you’re in, it’s the artist within each and everyone of us that unlocks our success. “The War of Art” examines “resistance” in bite-sized one- and two-page chunks exploring all of the ways we thwart ourselves through fear, procrastination, and self-doubt. Despite the topic, this is a fun read, written by a fabulous screenwriter and author, that should be stuffed in every one’s brief case and revisited often for quick refreshers on how to cross the finish line with every endeavor we set  in motion.

9. “The Alchemist” by Paulo Coehlo

You’ll be surprised at what you can learn about the world when you follow a young shepherd named Santiago when he choose to cross over from Spain into Egypt on his quest to find his treasure at the bass of the  great pyramids. I’ve read it twice and have recommended it to everyone from 12-year-olds and 82-year-olds. One of my favorite stories of the year.

10. “A Million Miles in a Thousand Years” by Donald Miller

If you think you’re a couch potato, wait until you read about Donald Miller before and after he decided to get off his ass and re-write his life story to make it an epic. I was so taken by “A Million Miles in a Thousand Years” that I attended Miller’s Storyline conference in Portland earlier this year. Definitely a book that is ideal for a New Year’s resolution to make 2011 the beginning of something big: Namely the rest of your life. For a little added value, you might also consider hisBlue Like Jazz,” Nonreligious Thoughts on Christian Spirituality, his surprising indie sensation that started it all.

11. The Next 100 Years: A Forecast for the 21st Century

Worried about the Chinese taking over as the next global superpower? Think again, says George Friedman. This is a really fascinating view on what could be in store in the 21st century according one of the most renowned geopoliticians.

12.  The Orientalist: Solving the Mystery of a Strange and Dangerous Life

To me, this book is more an adventure story than a biography — traipsing around some of the world’s most exotic places. Lots of colorful characters, including the main one, who really did lead a strange and dangerous life.

13. CivilWar, Land in Bad Decline

Quick, quirky and (I think) darkly hi-larious stories about people working in a surreal and failing amusement park call CivilWarLand. You could sit down and read the whole thing in an evening.

14. Delivering Happiness: A path to Profits, Passion and Purpose

The story of Zappos.com. Great read about a group of visionary entrepreneurs who decided their product, even more than the merchandise they sold, was customer happiness – delivering “wow.”

15. REWORK

Re-think, simplify and get it done.  Quick read drawn from the 37signals blog – simple – brilliant at times.

16. NO MAN’S LAND: A Survival Guide to Growing Mid-Sized Companies

The subtitle here used to be: “When you’re too big to be small and too small to be big.”  Classic guide to navigating the “jump points” that every business goes through – institutionalizing the passion, products and services created by the founding personalities, when the business grows beyond their reach.

17.  Under the Dome (King)

Having not been a major King fan in the past, I found myself drawn to this book’s concept. The notion of 30k+ people in a small town trapped under an unexplained Dome for an indefinite period of time was ripe for craziness. And King delivered. It’s a hefty investment (north of 1000 pages), but it reads like a TV series – you can jump in and out. Took me about 3 months to complete (along with the other couple books I had going at the time J). If you’re in for some suspense, it’s a page turner!

18.  Castle in the Forrest (Mailer)

Whether you’re a history buff or have some random reason to dig into the past of one of history’s worst citizens, Mailer’s depiction of Hitler’s upbringing is simply brilliant. In it he showcases the evolution of a young Hitler, focusing on the influences he encountered as a child/young man. Mailer really digs into the influence that Hitler’s father had on his life and his world view. Fascinating read that offers a look into the making of a mad man.

19. Bones of the Hills

The third in the trilogy of the life of Genghis Khan. Combines historical insight with some creative writing that really brings him and his era into light

20. Bring em Back Alive

Really fun read about Frank Buck who was a pioneer in catching and shipping exotic animals from the continent to zoos around the world.

21.  The Last Stand of the Tin Can Sailors

The story of the largest ship to ship naval battle in the history of the world and probably the last.  Described as a David versus ten Goliaths comparison because of the size of the Japanese fleet that appeared on the horizon catching a flotilla of 13 smaller US Navy carrier escort ships and destroyer escort ships off guard and unprotected from the main US battle fleets.  The defense of the fleet was lead by three small destroyers with a Cherokee Indian Captain who said to his sailors, “this will be a fight against overwhelming odds from which survival cannot be expected. We will do what damage we can.”  Years later Admiral Nimitz proclaimed of the battle, “The vision of the three destroyers charging the main batteries of the Imperial Navy can endure as a picture of the way Americans fight against a superior force.  Our school children should know about it and our enemies should ponder it.”

22. Manhunt: The 12-Day Chase for Lincoln’s Killer

Who knew anything about the Confederate fanaticism of the actor who killed Lincoln, or the plot to also murder other top government officials in a last-ditch attempt to win the Civil War? Reads like a novel.

23.  Band of Brothers: E Company, 506th Regiment, 101st Airborne from Normandy to Hitler’s Eagle’s Nest

The Greatest Generation. The sacrifices these guys made is incomprehensible.

24. The Complete Personal Memoirs of Ulysses S. Grant

The best autobiography ever written, at least in English. Fascinating tale of the nuances of the Civil War by a guy who helped direct it.

25.  Invisible Man

Riveting, post-war American literature. Hard to describe the premise, but the writing is incredible.

26.  Decision Points by George Bush

Surprisingly engaging and a great view into how the presidency works–or doesn’t.

27.  The Elegant Universe: Superstrings, hidden dimensions, and the quest for the ultimate theory

A fine popular-level book on physics

28.  Ghost Wars–Steve Coil

29.  The Reversal–Michael Connely

Good right up to the end, when he gets bored and shuts it down.

30. Cosmic Jackpot

Why our universe is just right for life. Interesting and well done, but a little fuzzy on the general thinking.

31.  The Pillars of the Earth  and World Without End

Both by Ken Follet—amazing

32.  Outliers and What the Dog Saw

Malcom Gladwell–both excellent

33.  The Chicago Way and Fifth Floor

both by Michael Harvey. Solid mysteries, well written

34.  Caught Stealing, A Dangerous Man, and Six Bad Things

Charlie Huston–harrowing to the last page.

35. The Blight Way

Patrick McManus–funny cop novel.

36. The Scar

China Meiville–complex scifi

37. Guilty Pleasures

Maria Isabel Pita–Erotica. Maria is a very naughty girl. With an imagination like this she must live in her head, I figure she weighs 300 pounds and has a mustache.

38. The Wild Trees

Richard Preston–you think you know trees, you know NOTHING. Fabulous book.

39. Monsoon

Wilbur Smith–if you like Wilbur’s style you’re in luck. He’s written about a million books. No idea why I’ve never heard of him. Good journeyman writing.

40.  The Art of Racing in the Rain

Garth Stein–Billy, you have to read this book. A tearjerker about racing cars.

41.  This Boy’s Life and Old School

Tobias Wolfe–fine writing about, well, nothing. But fine writing.

42.  The Descendants – by Kaui Hart Hemmings’

It is a very well written story about contemporary Hawaii , and a great glimpse into the life of  privilege for those born ‘lucky’. The book was hand picked and filmed by academy award winning director Alexander Payne ( Sideways ) starring some guy named George Clooney.

It will be the date night movie next fall, so read it now!

Also in full disclosure, Kaui is a  friend of mine and I am in the movie in 2 pivotal scenes as one of George’s 6 cousins and one of the ‘Descendants’

43.  The Spiritual Heritage of the Human Race by Suheil Basrui and Mehrdad

A great book for those who want to gain better insight into the things that unify rather than separate.  Philosophical and scholarly; thick in substance.

44. Fall of Giants, Ken Follett

Another tour de force by one of our generations greatest authors.  Leaves one longing for installments 2 and 3.  A study of human beings and the impact of WWI from the perspective of individuals from the UK, Germany, Russia, and the US

45. The Secret of Shelter Island, Alexander Green

Don’t let the sub-title turn you off; this is not a book about money.  This is a collection of essays by one of the most pragmatic and soulful people in the “blogosphere” today.  Mr. Green also happens to be one of the most successful money managers of the past couple of decades.

46.  Sh*t My Dad Says by Justin Halpern

For those of you who have older sons, this book is a riot. Although short, it is very funny .This guys dad reminds me of my grandpa. Very candid and no bullshit!

47.  Horse Soldiers by Doug Stanton

I have one son in Iraq and another in South Korea so I have a bias for military reads. The bravery and resourcefulness these soldiers have in the early stages of war in Afghanistan is remarkable

48.  Predictably Irrational by Dan Ariely

One of the most interesting expositions on human decision-making behavior. Extremely interesting, easy to read,  and very useful in daily life and business as well!

49. Adventures Among Ants: A Global Safari with a Cast of Trillions by Mark Moffett

Summary:  Who would have thought that ants were interesting?  They don’t even have brains!  But, surprisingly, this book taught me an enormous amount of fascinating things about how organisms work together – and how nature has so much complexity that goes well beyond our current knowledge. Some lessons about how groups (of people) behave as well, if you’re willing to think beyond the literal word.  Intriguing and educational in so many ways.

50.   Running with the Buffaloes by Chris Lear

Fascinating inside look at the 1998 University of Colorado cross country team that won the individual title and finished third in the team competition.  I’ve reread this once and probably will again.

51. Once a Runner

I know, another running book.  This one is classic running fiction.

52.  The next 100 years – George Friedman

An audacious attempt to predict the next 100 years. I love the conviction – the contrived analysis! The observations in economics and cultural anthropology are accessible and thought provoking. The conclusions are a bit fanatical but entertaining.

53.  The House of Leaves – Mark Danielewski

Truly a book like NO OTHER. A surprisingly (not if you leaf through the book) psychodelic tale about a house that turns out to be bigger on the inside than on the outside – and let’s just leave it at that.. An absolute must-read for anyone who’s into postmodernism.

54.  Master and Margarita – Mikhail Bulgakov

The ONE single-seating book in my opinion. Have read it about six times so far an every single time I started at 10PM and finished at 6AM. Serves you a truly explosive mix of Stalinist Russia, mysticism and New Testament – all wrapped in quite unique humour..

55.  Barbarians – Terry Jones

If you think the Roman empire was the best thing since bread came sliced in the ancient world (did they slice bread back then, come to think of it?), this book will derail you completely. A Monty-Python-humour-saturated history of the Romana look from the point of view of the nations they conquered – something completely different..

What book do you recommend?

Seven Design and Strategy Secrets for Creating a Sustainable Annual Report and Organization

The power is in the story: Social Venture Partners Arizona's Annual Report

The power is in the story: Social Venture Partners Arizona's Annual Report

Sustainability is not just about being “Green.” It’s purely about survival.

Survival for a nonprofit in this tumultuous economic environment is directly related to their ability to innovate. Adapt or die.

Here’s a story about one such nonprofit, and one way they are seeking to remain relevant that just might help you and your cause.

Last night we hosted the annual Spring Partner meeting for Social Venture Partners of Arizona. More than 100 people attended to celebrate the impact SVPAZ’s powerful venture capital approach to philanthropy is having on Arizona charities. An example of the terrific work they do is captured in this year’s “Philanthropist of the Year” award. It honored Debbie and Steve Moak, founders of Not My Kid, an organization dedicated to helping young adults overcome addiction and destructive behaviors.

Even with this great success, partner numbers in SVPAZ have taken a hit. As you can imagine, it’s difficult to attract prospects in this market. Therefore, SVPAZ has to do more with less.

That became our job when creating this year’s annual report and marketing strategy. We relied on this truism: “Survival of the fittest depends on who tells the best stories and how they tell them.”

Our Seven-Point Strategy for an Effective Annual Report and Sustainable Organization

  1. AdrionFocus on the Organisms, not the Organization: Most annual reports simply glorify the company or cause publishing the report. Instead of self gratification, we focused on the unique stories about the kids and young adults that are benefiting from the nonprofits that SVPAZ supports.
  2. Empower Your Evangelists: Just like telling a great story, interesting and unusual things command attention and get shared. Instead of a typical 16-page annual report, we created a 24″ x 20″ poster that folds down to a 5.5″ x 5.5″ square that just begs to be opened. It brings a smile to the face of the SVPAZ partner, and is every bit a reflection of their personal uniqueness and gifts, as it is a reflection of SVPAZ’s innovative approach to philanthropy.
  3. Left Brain vs Right Brain: We all know that people buy with emotion and justify their purchase with logic. As the reader unfolds the poster/report, the stories literally unfold before them to accentuate the impact SVPAZ is having on these young lives. On the back of the poster is the logical left brain stuff including financials and a partner list.
  4. Be True to the Story: Although short and sweet, our stories for each kid sticks to the time-tested architecture of a great tale: A protagonist who has a dream, and the obstacles they must overcome to achieve success. This is done with four colorful panels on the right brain emotional side of the poster. The reader is then invited into a landing page of stories on the SVPAZ website.
  5. Develop a Web Strategy for Your Annual Report: A PDF of your annual report on your website is NOT a web strategy. Our plan for the SVPAZ annual report was to drive traffic to a new site we launched for them last fall. The short stories on the printed piece intrigue the reader into visiting the “Stories” landing page where they are treated to the entire story. Each of the stories for Kevin, Selena, Adrion and Regina are featured on the site’s blog, which also fertilizes the SEO for the entire site.
  6. Don’t Forget Those Closest to You: Let’s face it, most annual reports are about impressing shareholders and attracting new stakeholders. They often overlook your most important audiences: Your employees and customers, or in SVPAZ’s case, its partnership. The stories featured both in print and online are as much about educating the current partners about the variety of nonprofits (investees) they invest in, as well as kids they actually help. This effort was expanded into a SVPAZ YouTube Film Festival, where each of the investees created a one minute film of their work.Each was celebrated during a fun Academy Award segment at the event that recognized films for “Most Online Visits” – which drives traffic to the overall site – as well as “Best Picture,” “Best Actor,” “Best Use of Music,” etc. Everyone’s a winner!
  7. Concept is King and Saves Money: By reducing the production and printing to a fraction of what the annual report used to be, and wrapping the concept in a powerful web and social media strategy, SVPAZ will experience exponential  benefit by reaching more people and prospects at a dramatically reduced cost.

If you would like to learn more from Shawn Hardy, our art director that designed the report, click here.

What can you add to the list to create an even more powerful strategy for a sustainable annual report and nonprofit organization?

For their whole stories, click on the image.

For their whole stories, click on the image.

You can download a PDF of the Social Venture Partners Arizona annual report here: SVPAZ-09-Annual Rpt

What Stories Does Your Office Building Tell About You?

    The Single Level Building with a Thousand Stories

The Single Level Building with a Thousand Stories

For nearly a decade, our big, red ampersand billiard ball on the side of our building has become a bit of a landmark at the corner of 44th Street and Indian School Road in Phoenix, Arizona.

That’s good. But what we heard from most people who pass through this highly trafficked neighborhood was this:

“Ohhh, you’re an ad agency. I’ve always wondered what you did.”

That’s bad. Especially for, well, an ad agency.

Better brand storytelling in the most obvious place

So we changed that with the simplest of solutions. We added 11 choice words as window decals that describe what we do. The idea is to intrigue passersby to learn more about Park&Co.


The power of a few choice words

Not only do we see people stop and read through all of the words, but we’ve added a new tenant to our creative campus who was lured in by the “energy” expressed by the storytelling nouns. We’ve seen a dramatic uptick in traffic to our website as people and prospects want to learn more about Park&Co. And even the grandmother of our son’s best friend asked what was up with our modifiers.

Tickled by an unexpected benefit

With words like, “Storyteller,” “Composer,” “Poet,” and “Alchemist,” our idea was to beckon the outside world into our story. We didn’t think about our internal audience. Shawn Hardy, who races sharks in his spare time and is our talented art director, wrote a post about the project and makes the point that we are all naturally working harder to live up to these monickers.

It’s amazing how many stories you’ll find in our single-level building.

What’s your story?

Sustainable Storytelling and Other Tall Tales Featured on Our Agency’s New Website.

My favorite exchange from No Country for Old Men:

“You know what date is on this coin?”

“No.”

“1958. It’s been traveling twenty-two years to get here. And now it’s here.”

Our new agency website didn’t take twenty-two years to complete. In fact, it took only about 4 months. That’s near-record time for an agency website. It only felt like twenty-two years. There’s just so much to think about. Like, what pieces do you show in your work section? Do you show that great campaign from back in the day… the one you built with Pagemaker? In what order do you list your services?  Oh, and by the way, how do you portray and position yourself online?

“For Park&Co, the experience was daunting, rewarding, agonizing, puzzling, cathartic and fun as hell…”

…And that was just the home page. In the end, we arrived at a site that was far different than its predecessor, a site with no images on the home page, no bullets in the copy. We forsook all the social media silliness in favor of storytelling. We broke rules and bucked trends left and right, and we’ll probably hear about it from some.

Because it’s the online expression of an agency that’s constantly on the move, our website will never feel quite “done” to us. But you know what? Today we love it. For us, it’s the right site at the right time, and it does the one thing it had to do above everything else: tell our story.

We have also launched a new and quixotic blog to go with our site called, Extra Cuts.

But enough about us. What’s your two cents?

The above post was written by our creative director, Luis Medina.