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Ever wonder what it’s like modeling for a stock photographer? How much would you get paid? What would you wear? What would you do if you ever saw yourself on a billboard advertising fecal incontinence medication?

And what is stock photography, anyway?

Chances are you see stock photography every day, multiple times a day, without even realizing. It’s a fairly common subgenre in the advertising world where marketers can pay photographers and online repositories to use images in a wide variety of materials: websites, magazines, bus shelters, brochures…

This got us to thinking: how exactly does one become a stock model (or a stock photographer, for that matter)? Is it something they fell into, or do they set out to do it? We decided to go straight to the source and ask the models and photographers themselves to share their experiences, and feel lucky to have gotten responses from such a wide array of people: both current and former; U.S. and internationally-based.

Sarah Skilton (@skiltongram) is a rom-com book author, but briefly had a stint as a stock model around 15 years ago, while between jobs as a production assistant and writer in LA.

“When you live in LA, it’s tempting to shoot your shot with showbiz because ‘Why not? It’s right there!’” she said. “I signed up at Central Casting in Burbank to be an extra, and within a week I was wandering around in the background of the TV show Alias. It was fun, so I looked at Craigslist for other jobs in front of a camera.”

Skilton said the category T4P, which stands for “Time for Prints,” helped get her foot in the door. “I gave them my time, and as payment, a photographer and make-up artist who were looking to try out new techniques, update their portfolios, or simply get more practice in, paid me with shots. This arrangement benefited all parties and I was happy to have free headshots and outdoor shots with professional equipment, hair and makeup, which I then used to secure paid work.”

Skilton said she was paid between $75 and $150 per shoot in 2005, and even though she only did it for about a year, the experience obviously had lasting effects, since one of the leads in her latest book, Hollywood Ending, has some misadventures as a print and fit model.

Cesar Garcia (@cesar_garcia_artist) is a stock model in Serbia, and said that even though he’d been making a living as an actor, about a year ago he decided to give stock modeling a try. “One day I started studying the market and said, ‘I can do that,’” he said. “I messaged brands and photographers, like thousands of them, and sent them my presentation and some good photos (from my acting jobs). Some of them wrote back and then I started to have photoshoots and make face-to-face connections and started to market myself online and make a visual CV.”

After a while, Garcia said, the jobs started coming to him, based on recommendations from previous gigs. Garcia’s genre is mostly business or corporate-type shoots, such as for hotels and restaurants. He’s also seen an uptick in COVID-type photography that includes masks and said even though he comes to set wearing his own clothes and does his own hair and makeup, having a definitive sense of style can help land more jobs. “In a few cases there’s been a specific wardrobe direction and the production staff gives me the exact clothes they want to wear,” he said. “However, having some nicer, flattering clothes in neutral colors without branding or labels can help bring in more jobs.”

Jonny Long, a Portland-based stock photographer and owner of Fly View Productions, has been producing visual media for the stock photo/video industry since 2011. He loves shooting lifestyle imagery, but admits he doesn’t always know what’s going to prove popular with download rates, although he’s aware of the growing demand for underrepresented demographics, which he tries to fulfill.

Long said that a lot of planning goes into his shoots, such as wardrobe, location and casting, plus more strategic considerations like current trends and keywords, all while trying to tie in relevant briefs delivered by the agency. Still, Long said the key for him is to remain flexible and be open to going with the flow.

“We try to come up with a plan and framework for our shoot days, but are completely okay with letting a shoot take on a life of its own,” he said. “More often than not, working with and taking what our talent gives us in addition to the elements/location leads to my favorite content. I usually have a plan, and that plan is frequently thrown out the window as I don’t want my stubborn ideas of what I ‘need’ to get, to get in the way of what’s naturally unfolding in front of me.

“I’m always amazed at what does or does not take off,” he continued. “There are images or clips we shoot that I’m certain will be top downloaded assets that never have a single download, then there are others, that in my opinion aren’t even in the top assets from a particular shoot, that take on a life of their own and perform really well.”

Long frequently notices his work “out in the wild,” and said it’s fun to observe how it’s utilized. Billboards, magazines, trains/buses, and all over the Web are just some of the places he sees his photography. ”It’s especially fun to have content sent to us that people find globally, and to realize how far of a reach our media has worldwide,” he said.

Jordi Salas (@jordisalasphoto) was an established events photographer for 17 years in Spain before turning to stock photography in 2020, a move that was necessitated by the COVID-19 pandemic. He said his favorite stock photography genre is lifestyle, and he enjoys shooting on location because it gives him the opportunity to meet different people. He also savors the challenge of blending his point of view with commercial photography styles and trying to make his shots as marketable as possible.

Salas echoed Long’s sentiments about noticing a shift with clients looking for diversity in his work. “I think the demand is growing every day; the clients are looking for natural and non-regular beauty,” he said. In fact, one of Salas’ top selling photos, one he sold to a major makeup company, is of a Latin American teenager with acne.

“Competition is extremely high, and it’s not easy to have sales,” he said. “Even if a stock agency like Getty or Shutterstock accepts your work, that doesn’t mean it’s going to sell. It can be frustrating, and I’m learning you need to have a very big and diverse portfolio in order to be successful. But the reward is also big: you will be able to shoot what you want, when you want and most important: you can be your own boss!”

For more information on when you should opt for original photography versus when it makes sense to go with stock, check out our handy chart and accompanying article here.

When FIFTEEN creates or updates a website for our clients, we want to make sure it’s accessible for everyone. That means we adhere to ADA compliance procedures for things like images, text and even overall comprehension. Otherwise, businesses may be open to lawsuits, like what happened to the pizza chain Domino’s in 2019. Below are just a few guidelines we follow. How do they compare to your company’s website?

• Images and graphics make content more aesthetically pleasing and easier to comprehend, especially for those with cognitive and learning disabilities.
• The Web Content Accessibility Guidelines (WCAG) suggests avoiding images of text if the text needs to be read by a user, except in the cases of logos and brand names.
  
• Images and other non-text content needs ALT text, the image descriptions captured behind-the-scenes that are read aloud to blind or visually impaired users via a screen reader.
• Not only does this help optimize search results, but without it, a screen reader would only be able to say “IMAGE” and the context of the website would be lost.
  
• Text must be able to be resized up to 200% without negatively affecting readability and website navigation.
• Ensure that default fonts are no smaller than 9 pt/12px, as smaller sizes may be illegible on some platforms.
  
• Select colors that everyone can easily read and understand, and implement a color contrast ratio of 4.5:1 (text:background).
• Color accessibility enables people with visual impairments or color blindness to interact with digital experiences in the same way as their non-visually-impaired counterparts.
  
• Audio elements over 3 seconds long must have the ability to be paused, stopped, or muted, or have volume control independent of the overall system volume level.
• Hearing impaired individuals, as well as non-native speakers, use captions to experience audio content, which helps with comprehension and recall.
  
• Present content in a meaningful sequence so that it reads logically.
• If visual or auditory assistive technology alters the presentation format, the context is still implied.
  
• All content and functions on a website must be accessible by keyboard only (no mouse required).
• Keyboard users must be able to access all interactive elements (forms, drop-down menus, buttons, etc.), not just the main navigation or in-line links.

For full ADA compliance guidelines go to: https://www.w3.org/WAI/WCAG21/…

Download our checklist here.

Everyone remembers a time when something they’ve watched — either at home, at the movies or on the internet — impacted them. And, the emotion that came with it.

But why do videos have such a powerful effect on us? What about them is different from other types of media? Rich Herbeck, FIFTEEN’s Senior Copywriter and Video Producer, knows a thing or two about why videos resonate with people: “Videos are simply fun to watch. We all love to be told a story, and then share that story with others. Videos make it easy to ingest a brand’s message — you sit back and let the video tell you everything you need to know, think, feel. And then that multi-sensory experience tops every other tactic in consumer recall.”

As marketers, you can engage your audience with this vital visual medium. We’ll share how you can get started with creating your own videos, and how to share them with the world.

P.S. — We’ll also introduce you to FIFTEEN’s newest video series, Channel 15.

WHAT SHOULD MY VIDEOS BE ABOUT?

It’s important to have a goal in mind before you hit ‘Record.’ What are you hoping to accomplish with your video content? Whether it’s lead generation, awareness building or sharing your industry smarts, this will help give focus to the content you’ll share with your audience.

Speaking of your audience, you should put your thinking cap on and reflect on what they want to see. The content needs to be relevant, and tell a story your audience wants to hear. Is there an opportunity to teach the audience something, or to answer a question they have? According to Hubspot, an overwhelming majority of people (94%) report watching explainer videos to learn more about a product. If you can help your audience get the information they need, you’re one step closer to staying top-of-mind for future inquiries.

But it doesn’t have to be all seriousness all the time. If your brand allows, try adding some fun videos in the mix. Overall, 73% of consumers worldwide prefer seeing videos on social media that are “entertaining.” Fun doesn’t necessarily mean “funny,” either — a new video style with interesting visuals can be a welcome change for your audience.

At FIFTEEN, we’re doing a mix of both educational and fun with the launch of our Channel 15 video series. The first video will focus on nostalgic ads that we still remember, and why they are so effective. The fun part: Singing along (badly) to our favorite jingles. The educational part: Analyzing why these ads work so well.

HOW DO I GET MY VIDEOS OUT THERE?

The short answer is YouTube. This social media platform is not the YouTube that first launched in 2005. While you can still find cute cat clips, YouTube has exploded in the sheer number of videos and variety of content available. 83% of consumers worldwide prefer YouTube to watch video content, and the best part is — it’s free. All you need is a Google account to get your YouTube channel up and running.

Once your videos are hosted on YouTube, you can promote them on your other digital assets, including websites, blogs and social media channels. More places for your videos = more exposure. You can also see which platforms get the highest engagement with your video content, so you can focus your efforts there (but more on that later).

“In terms of ROI, YouTube is where a brand should be,” said Rachel Spence, FIFTEEN’s Creative Director. “Thanks to emerging technologies, you can produce high-quality content with fewer resources and less time. For example, our onsite studio and equipment has allowed our team to make a variety of video genres for our agency and clients. Being able to upload content quickly and regularly on YouTube is key to brands growing a large and loyal following.”

DATA, DATA, DATA!

While not the most glamorous part of content marketing, analytics provide valuable information on what is performing well, and where there’s opportunity to increase engagement. By watching and listening to where your audience views and engages with your videos, you’ll know what content is working and where. Views are a good indicator, but keep an eye on shares! Your audience will share information with their followers that was beneficial to them.

You can use the analytic reporting included on social media platforms or Google Analytics for your website as a starting point, but there are fancy options as well.

You have so much to share, but meet your audience halfway. Make content that gives what they’re looking for. And engage them with the medium they want. Because when you put your audience first, everybody wins.

Check out how we put our own spin on video marketing on our YouTube channel.

Imagine an advertising agency that had access to countless proprietary resources to serve clients better, both through internal functionality and creative impact. Every agency would want it, right?

That’s why we’re thrilled to announce our acceptance into the American Association of Advertising Agencies, or 4A’s. It’s an industry organization founded in 1917 to promote, advance and defend the interests of member agencies, employees and the overall advertising community.

The 4A’s only has around 600 member agencies across the country, but their influence is huge, directing more that 85% of the country’s advertising spend, and it’s an honor to be considered among its ranks.

As members, we have the 4A’s vast resources at our disposal, including research and thought leadership, benchmark data, training and development, and business intelligence and insight, just to name a few. We’re also able to network with other agencies across the U.S., and have a voice in setting our industry’s agenda.

The 4A’s cornerstones of advocacy, talent and impact are what we value as well. For over 10 years, FIFTEEN has strived to bring its clients unique experiences that foster audience engagement, interaction and activation. We believe the basis of advertising comes from the human experience, which is why we strive to create impactful connections that incite action, loyalty and growth. The 4A’s will help us further achieve that.

We can’t wait to fully utilize our membership and the unique opportunities the 4A’s affords us, and sharing these insights with our clients.

In the world of startups, even ‘normal’ circumstances are riddled with uncertainty and unforeseen challenges that make even the best laid plans go awry – not to mention during a global pandemic. But, entrepreneurs are a breed of their own, and turn roadblocks into opportunities. We know that all too well at FIFTEEN – an agency that started with two friends who left their jobs to start a business they believed in, and kept that entrepreneurial spirit alive in everything they do to this day.

With recent events shaping uncharted obstacles in the startup scene, we’ve reached out to some of our partners to get their perspectives on how to adapt to the changes we’re seeing in three facets of entrepreneurship – fundraising, networking and talent recruitment. Along the way, we’re also adding our own two cents from FIFTEEN’s Partner + CEO, Zack Schneider.

FUNDRAISING

Featured Expert: Marnie LaVigne, PhD – President and CEO of Launch NY

HOW HAS THE FUNDRAISING PROCESS CHANGED FOR ENTREPRENEURS DURING THE PANDEMIC?

Marnie: The changes have been both positive and negative for startups trying to engage with potential investors. On the downside, entrepreneurs couldn’t make critical connections at coffee shops anymore, so they had to get creative and tap their existing contacts to network virtually.

Conversely, both entrepreneurs and investors could double, triple or even quadruple the number of meetings they could do in a day, speeding up the fundraising process dramatically.

WHAT ARE SOME ELEMENTS THAT HAVE REMAINED THE SAME, AND WHAT HAS EVOLVED TO FIT THE CURRENT LANDSCAPE?

Marnie: We haven’t changed the advice we give to entrepreneurs: be sure you know your investor before pitching by doing your homework and adjust your message accordingly. However, some investors now want to know how your business is handling the pandemic, as well as how it will affect the business’s future. Entrepreneurs should be prepared to address this, as well as concerns that these adjustments could be a distraction rather than an opportunity.

NETWORKING

Featured Experts:
Jack Greco – Partner at Azuna, Author of Buffalo Bridge
Clark Dever – Senior Project Manager, Techstars

WHAT DO YOU FIND IS MOST HELPFUL TO ENCOURAGE ENTREPRENEURS TO MAKE THOSE CRITICAL CONNECTIONS, AND HOW HAS THIS EVOLVED TO MEET CURRENT NEEDS?

Jack: Prior to COVID, you could stop by a coffee shop where you’d see C-level execs from local Fortune 500 companies chatting with startup founders, or investors from Toronto scouting new hires for their U.S. expansion.

Now, it’s all about using what makes these meetups so magical in a digital space – to keep connections coming in meaningful and organic ways, like with in-person events. For instance, community run newsletters, open “office” hours on social media and the guts to make a cold introduction will help entrepreneurs continue to make moves.

Clark: There’s two things I tell entrepreneurs about networking: 1.) Take every meeting, and 2.) Make two introductions for everyone you meet with. Embracing serendipity is a luck multiplier. “Giving First,” connecting others to those that can help them on their journey, creates a debt of reciprocity. Not only will you feel good to help someone else, it will keep you on top of their mind for longer.

Because of Buffalo’s networking density, chances are you will have a 1st, 2nd or 3rd connection with someone that can help. Second, we have a vast global network of ex-pats who still love Buffalo. The combination of these two amplifies Buffalonians’ access to the global market.

Zack On Nurturing Networking Connections
Trust in relationships is the most important thing. You need to care about people, even if there isn’t something to be gained. A lot of the leads can come months, even years after that initial contact. Since we took the time to help someone and didn’t ask for anything in return, they come to us first. Somehow, someway, the good you put out there comes back to you.

DO YOU THINK ANY OF THESE CHANGES WILL REMAIN FOR THE LONG-HAUL?

Jack: I think we are all thinking outside the box [in terms of networking] and that will stay, making the process more adaptable and accessible.

Clark: As humans, our relationships improve with in-person contact – but with the way the world is moving, networking will evolve into a digital/in-person hybrid approach.

RECRUITMENT

Featured Expert: Marsha Koelmel, CPCC – Co-President, Catapult

HAVE CERTAIN PROCESSES OR PRIORITIES FOR TALENT ACQUISITION CHANGED RECENTLY?

Marsha: The essence of the search process has remained the same, except it’s all done remotely. However, efficiency from a time and cost perspective has improved: meeting schedules can be condensed, and there is less travel because of video conferencing. Clients are also more open to a larger pool of candidates because of their ability to offer fully or partially remote positions.

WHAT IS IMPORTANT FOR STARTUPS TO KEEP IN MIND DURING THE TRANSITION TO REMOTE WORK?

Marsha: It’s important for startups to focus on creating a culture that keeps their team engaged. Cultures thrive when leaders know their roles in designing, implementing and continuously improving a culture remotely. All leaders should promote a culture that aligns with the organization’s strategy and is reinforced by leadership. This is key, and a new skill that many leaders must learn.

Zack On Cultivating FIFTEEN’s Culture
Our culture at FIFTEEN values employees above all else. When the pandemic first hit, the focus was keeping everyone employed and accommodating their personal needs – so this was just another instance to practice what we preach. We engage our team through daily Zoom meetings, giving leadership a chance to visually connect with everyone and keep in tune with any struggles anyone may be having. While we encourage direct feedback, we also created a confidential survey to gauge how everyone was feeling, and acted on the feedback so employees knew their voices were being heard.

If there’s just one thing entrepreneurs can take away from our experts, it’s that you don’t have to go it alone. No matter the stage of your startup, or the twists and turns you’re trying to navigate, there is support available to help you, your team and your business grow. It’s a delicate balance between confidence and humility. “I think with a lot of startups, you have to have a healthy ego to bring yourself to the ‘I’m going to do this’ stage. But, as a CEO, you can’t execute on every facet of the business,” said Zack. “Learn as much as you can, but don’t be afraid to rely on experts to help bring your ideas to fruition and take you to that next level.”

To tap into our entrepreneurial consultancy services or other capabilities, click here.

By now we’ve probably all seen it: the lauded Squarespace Super Bowl commercial that reimagined Dolly Parton’s “9 to 5” anthem with one for those with big dreams of “building a business from your know-how.” And while working at FIFTEEN is nothing like the monotony depicted in the beginning of the video, we can attest to its general sentiment: having a passion project provides a multitude of advantages, both during the regular workday and after hours as well.

For example, Graphic Designer Tim Martin, whose venture Ham Sub Club produces apparel and other branded merchandise, found that turning his hobby into a business is mutually beneficial. “I’m able to learn things while designing and producing Ham Sub Club items that I’m able to apply to client work, and the advertising mindset that I’ve developed from FIFTEEN has allowed me to project Ham Sub Club into a real-looking business,” he said.

Tim recently decided to donate 110% of the profits from the last two releases to charities and hopes to launch a website with e-commerce capabilities soon. “This has been something that I’ve wanted to do for a few years, but the pandemic and the slowdown that came with it has allowed me to focus my efforts,” he said.

Art Director Sarah Walczak started Good Company after receiving buying inquiries for the home goods and apparel items she made for herself. “I was really looking for a way to just make things that I wanted to make…things that were solely decided by me,” she said. Juggling a day job and her passion project after hours can have its challenges, she said, but the rewards outweigh the inconveniences.

“It’s hard to work after your work, but it’s a great feeling of accomplishment to have a random person text me a pic of something I made at their friend’s house,” she said, adding the amount of support she’s found from other entrepreneurs has helped motivate her. “There’s a huge community of 5-9’ers who all support each other and it’s so welcoming.”

Graphic Designer Sam Lonczak said the fine art, smaller-scale design and furniture she creates is more or less something she fell into, but still finds immensely fulfilling. “I just like creating, no matter what the medium is,” she said. “I think of it as more of a hobby that I get paid for.”

Sam said the key for her is not to put too much pressure on herself, but self discipline and time management skills are also crucial. “It’s not hard for me to juggle both my responsibilities at FIFTEEN and my freelance work, because I only take on what I can handle,” she said. “If I’m making a chair for a client, I’m doing it because I have the capacity and want to do it. Being able to shut off the world and create is huge for me, and I find it helps me at FIFTEEN because it forces me to think differently and push myself further.”

While Tim, Sarah and Sam agree they more or less stumbled into their side hustles, they’re all grateful they get to enjoy the stability a 9 to 5 at FIFTEEN offers, coupled being their “own boss and climbing up that ladder” from 5 to 9.

The marketing landscape is changing. And it’s changing fast. Your go-to tactics may not be as effective as they used to be, and there’s a reason – digital and virtual engagement will need to be a substantial new focus area for marketers.

In the great big world of digital marketing tools, it may be overwhelming given the sheer number of resources available. However, if you can pinpoint different digital tools that make sense for your audience, it can help achieve your goals and inspire your audience to take those coveted next steps. When your content creates a cohesive, purposeful experience for your audience across all of your digital channels, your brand gains credibility, and your messaging isn’t confusing.

See how our clients are staying top-of-mind and engaged with their audiences.

Tool #1 – E-commerce
E-commerce sales will reach 14.4% of all U.S. retail spending this year and 19.2% by 2024. In light of this dramatic increase, we helped our client Upstate Farms tap into an emerging e-commerce platform to promote select products to their customers. That platform is Instacart. 55% of Americans used online grocery services in 2020, up from just 36% in 2018 and 15% in 2015 . Utilizing this type of paid digital advertising through Instacart was a new strategy for Upstate Farms, driven by the recent change in consumer purchasing habits. As a result, Upstate Farms was able to reach their target demographic and earned 3.5x in sales from what they invested in advertising dollars.

Tool #2 – Video
Videos convey messages in compelling ways that attract and keep viewers’ attention. And as it turns out, people are watching significantly more video than ever before. Videos don’t have to live only on your YouTube channel – they can be incorporated across your brand’s entire digital presence, including social media posts and your own website.

Bison Foods is synonymous with Buffalo, and the people who are proud to call it home. When Bison needed a creative way to feature the beloved brand, FIFTEEN created animated characters to personify their dip products in a fun, lighthearted way. And that’s when “Chip” was born – a crinkle cut potato chip that embodies the proud Buffalonian attitude and engages in animated, “for-fun” shenanigans that not only add entertainment value, but also promote the products in an engaging way. In fact, many experts predict that animated videos are expected to gain momentum in 2021.

Tool #3 – Targeted Email Campaign
A targeted email campaign provides a unique opportunity to share important updates and resources to educate, inform and present content that your audience can benefit from.

SCU Health System, a division of the Southern California University of Health Sciences, asked FIFTEEN to help with targeted email campaigns with need-to-know information for their audience, including regular updates on safety measures and treatment offerings that would directly impact them. SCU Health also used this digital marketing tool as a way to promote their virtual events, such as free yoga classes on Instagram Live and wellness seminars. These short, impactful emails have a clear call-to-action and relevant information that resonates with their audience. Since 90% of content marketers say email engagement is the top metric they track to measure content performance, SCU’s email campaigns are hitting the mark – the average opens/click through rates are higher than the Healthcare industry averages.

Just like a real toolbox, you’ll want to pick the right tools, for the right job at the right time. Digital marketing tools provide countless opportunities for your brand and audience to grow in the wonderful world of digital.

Check out all of our services, including social media support, strategic marketing and PR.

By now we’re sick of hearing it: 2020 has been a year like no other. Yet when it comes to the holiday season, there are some marketing truths that still hold up, and others that are brand new to these uncharted waters we’re navigating. We’ve broken down some of them below, so your brand will be ready as we crawl to the finish line of what’s been a doozy of a year.

1. Make sure your website is ready for a huge uptick in traffic and online holiday sales.
With the COVID-19 pandemic still raging throughout the U.S., expect more consumers to do their holiday shopping online. In fact, compared to 2019, Morgan Stanley estimates foot traffic in stores is down by as much as 43 percent, and Deloitte says e-commerce sales may grow by up to 35 percent this year over last.

Kim Caruana, FIFTEEN’s senior digital project manager, said there are a few relatively simple things online retailers can do to help increase potential sales. Adding links to specific lists on the homepage (like “Gifts for Him” or “Popular Gifts Under $25”) and even small promotions like 10 percent off an item can go a long way toward directing consumers to specific items or sealing the deal.

Customer service is also huge, especially this time of year. “Frazzled shoppers want to know a real, live and local person is there to provide timely information and answers,” she said. “If a company can swing it, we advise having a dedicated person or small team to immediately answer messages that come in through social media or the website’s online chat feature.”

Last, a retailer needs to know its website is mobile friendly and can handle larger visitor numbers. Google has handy websites that can help with both, and Caruana urges online retailers to test both sooner rather than later. “With Amazon moving Prime Day to October, the holiday shopping season started earlier,” she said. “If loading time is an issue, consider temporarily removing any unnecessary plugins or videos, or upgrading hosting service packages.”

But, she cautions not to make any major design changes until after January. “The last thing you want to do is make website visitors search for information or introduce a new checkout system,” Caruana said. “The name of the game now is to help them find exactly what they need and check out quickly, accurately and securely.”

2. Work with the holiday news cycle.
Does your brand have a feel-good story to tell? This could be the perfect time of year to drop your favorite reporter or blogger a line. Chances are they are looking to share some holiday cheer with audiences, and your idea just might be the ticket.

“Traditionally, December is slow for hard news, so the odds of a feature story idea being better received are definitely in your favor,” said Tara Erwin, FIFTEEN’s public relations manager. She said the key is to understand how the news cycle, current events and end-of-the-year newsrooms look, and tailor the pitch accordingly.

It’s no secret that newsrooms at traditional media outlets have shrunk, and reporters and editors are asked to do more with less. December can exacerbate that situation even more as media professionals try to burn off their vacation days before the end of the year. Don’t despair, as this can create hidden opportunities. While staffing shortages might make it difficult to secure coverage for a specific, one-time event, there’s overall less competition for reporters’ attention, so they may be more receptive to a general interest story idea, especially if it ties into a larger story or trend.

Feel-good angles are always safe bets this time of year, so if your company made a sizeable or unique donation, if your nonprofit is addressing an overlooked need or you’re focusing on a group that’s been in the news regularly (think first responders), make sure you divulge that information at the beginning of the pitch. And of course, the usual media relations rules apply: prep your spokesperson beforehand with on topic talking points, include statistics that provide context and demonstrate impact, and if working with bloggers or TV outlets, include compelling, interesting visuals.

Finally, Erwin encourages brands not to underestimate the power of December 24th. “Imagine you’re a reporter covering Christmas Eve Day, and most organizations are either off or closing early. Sure there are the usual retail or religious-themed topics to cover, but as a PR practitioner, why not give the newsroom a call and see if you can work together to make each other’s day a little easier – and more fun? The news still has to go out, and you have a story to tell. It’s a win-win.”

3. Think outside the (shirt)box with your holiday campaign.
There are probably a handful of holiday commercials that you remember fondly. Folger’s, GAP and Coca Cola are a few that immediately come to mind, and it’s no wonder: their messages are simple and capture the spirit of the season without going overboard.

This year, it’s especially important for a brand’s holiday messaging to reflect the times we’re in. People are furloughed from work, extended families are forgoing celebrating together and the CDC has cited a 40 percent increase in mental health and substance abuse issues among American adults since the start of the pandemic. Reading the room is the vital first step to ensure your audience will have the right mindset when they receive what you’re communicating.

“For this season’s FIFTEEN holiday gift, it felt empty to give a ‘thing’ to our clients and friends to thank them for their patronage and partnership,” said Rachel Spence, FIFTEEN’s creative director. “Instead, we wanted to share some good news and positivity with an opportunity to do something truly impactful for others who need help.”

Called the 15 Days of Gratitude, we’re taking to Instagram to share 15 ‘silver linings’ the pandemic brought to our team this year, ranging from piano playing perfection to plant propagation paradise. And since Child & Family Services isn’t able to administer its Adopt-a-Family program, something we’ve loved to support in years past, we donated 15 tablets through their Amazon Wish List.

“To us, the holidays are about helping others through both our words and actions, and we transferred that sentiment into the 15 Days of Gratitude,” said Spence. “We’re excited to share this perspective with our online community and hope they’ll join us by sharing their own silver linings, and perhaps making a family’s holiday a bit brighter by donating to Child & Family Services as well.”

Even though many national brands start their holiday campaigns right after the previous one ends, it’s still not too late to plan something for this year (you could even make a case for waiting a little longer, given the way current events seem to change by the minute). Social media and digital communication allow for the ability to quickly evolve with the times, but if a tangible gift is more in line with your branding, try to stick with something that reflects where we are right now. For example, travel items will probably be put away for at least the time being, but a cozy blanket or puzzle are likely to see immediate use. And of course, there’s no rule that says the holidays are only the first 24 days of December. In fact, many consider January 1 or Epiphany (January 6) as the official end to the season, which allows you a couple more weeks to plan and execute the perfect campaign.

2020 has been marked by many firsts, and maybe it’ll also be the year your brand tries something new this holiday season.

When it comes to designing websites for our clients (and ourselves!), it’s important to align their goals with our expertise. Below are a few prime examples of how these two meshed beautifully.

SCU Health
Challenge:
The original website for SCU Health, Integrative Health & Medicine, part of Southern California University of Health Sciences (SCU Health), was outdated, confusing and lacked direction, with no clear way for users to quickly find the specific information they were looking for. Plus, with SCU Health relying heavily on digital campaigns, the organization wanted a way to easily incorporate aligning landing pages and clear messaging that directed them there.

Solution:
After creating an intuitive site map that summarized the site’s new structure, and a visual site map and a content outline that broke down what will live on each page, FIFTEEN designed and developed a brand new website for SCU Health. It combined modern imagery with multiple information access points, including straightforward calls-to-action – leaving no mistake as to where users should go for more information or how to contact SCU. What’s more, the header image is a series of main service landing pages with patient testimonials that correspond to different digital campaigns – providing a place for visitors to access more information about a service mentioned in a specific campaign. We also created a landing page builder within the CMS (content management system) so the client can easily build landing pages for digital campaigns, something the client especially appreciated.

FIFTEEN
Challenge:
What do you do when your website portrays a somewhat aloof persona? We wanted to make our online presence more approachable with multiple ways to connect with us, while still showing off who we are and what we do. We also wanted to use our website as a recruiting tool for new business as well as talent.

Solution:
We added an “About” page, complete with an intuitive wayfinder animation that occurs when each item is scrolled, and logos of clients we’ve worked with. A new “Team” page also helped to personalize the agency by showcasing who we like to call “a bunch of distinctive weirdos who also happen to be really good at what they do.” We integrated our social media feeds and added a homepage blog feed that visitors could quickly scan to learn more about our client work and office culture. What’s more, we incorporated our blog into the website so posts are easily accessible, and added a newsletter sign up function to help increase our subscriber base. And to make it easier for visitors to get in touch with us, we redeveloped our “Contact Us” page, breaking it down into three different options so a user can readily find the contact form – whether it’s to work with us, work for us or simply drop us a line.

Bison Recipes
Challenge:
With Bison Foods gaining social media recognition, the beloved maker of sour cream, cottage cheese and of course Bison Dip needed to create a shareable resource on its website to help push the Bison brand to the next level. The goal was to create a recipe page that housed dishes made using various Bison products with custom photography and a straightforward interface.

Solution:
We created an interactive recipe page full of bright, original photography that allowed users to view a recipe, download or share it on various social media interfaces such as Facebook, Twitter and Pinterest. We also added functionality so that homecooks could filter the recipe by product, mealtime, meal-type, category or collection. This way, visitors could find exactly what they were looking for just by selecting a few criteria. Last, we made sure the new page would be easy to update by integrating a database that automatically pushes new content to the website with the click of a button. The good news is that website traffic has significantly increased…the better news is that the recipes taste as good as they look.

For more information on our other work, visit the Work section of our website, which houses a collection of case studies from multiple marketing capabilities, including branding, integrated media buying, public relations and experiential marketing.

We don’t always think of websites as being part of a company’s arsenal of marketing tools, but they fulfill the same objectives as a brochure, an ad or a social media post. That is, to attract talent and/or prospects; to educate or inform employees, stakeholders, customers, the competition; to sell a product or service or raise funds; to collect data as an endpoint in a campaign and for future communication — or all of the above. A website is a foundational tool that may be the first exposure someone has to your company, and as such, a positive experience is paramount. We offer the following best practices if you are considering building a new website or updating an old one.

Goals
Like any good marketing tool, there needs to be a reason for why you are building or revamping your website to begin with. This is especially important when there are multiple decision makers involved in the project, each with their own specific business needs and personal biases. Having consensus over the call(s)-to-action – upfront – gives designers and programmers something to refer to throughout the process, ensuring the objectives are being met and the project stays on track.

All too often, people think about search engine optimization (SEO) after a website has been built or redesigned. But SEO and web design are intimately linked, and an improved ranking should most assuredly be included in your list of goals.

Functionality
According to Jakob’s Law, a principle created by usability expert Jakob Nielsen in 2000, users have an expectation that a website will function in the same manner as what they have experienced on all the other websites they have visited. This means that operationally, a website must appeal to the masses – including people of different ages, technological familiarity and comprehension levels. A good web designer will understand the ways humans perceive and interpret information to optimize the user experience.

Optimal functionality includes clear, concise navigation with a logical hierarchy, with the goal of helping people find what they are looking for, with ease. Adding breadcrumbs on more complex websites helps ensure that a user doesn’t get lost along the way. Redundancy is a good thing in web design; putting information in multiple places and linking across pages takes into account the various ways users navigate websites — and will improve your SEO to boot.

Accessibility
Hand-in-hand with functionality is accessibility, and accessibility extends beyond desktop versus laptop, tablet versus mobile. The site you build must work for everyone. This includes those who are visually impaired, colorblind or have physical or learning disabilities, and may utilize assistive technologies such as a screen reader. Without considering these needs the color, motion, layout and functionality may be compromised depending on the device.

Design
Design is where ads and websites part ways. The goal of a print, broadcast or digital ad is to capture someone’s attention or to stand out from your competition. With a website, most users are there willingly, and there is a fine line between looking fresh and modern and being “out there.” A cluttered page with tons of animations may look cool at first, but may defeat the purpose of guiding users towards the information they need, and, worst of all, leave them feeling frustrated.

Instead, opt for a clean and simple layout. Hiding menus behind button presses or revealing content on a hover makes for a neat trick, but what if people don’t position their mouse in that spot? Valuable content may get overlooked. Anything that needs to be interacted with should be very apparent. A good web designer will add in something unique and fun without distracting from the goals of the website.

If the person who designs your website is the same person who designs your printed pieces, they must be mindful of the distinction between mediums. Unlike with a printed piece, bleeding content to the edge of a screen won’t translate well on different monitors with different screen resolutions. Likewise, floating graphical elements that don’t align with the underlying design grid require special coding to cement their placement across devices, and should not be included if there’s no strategic basis.

Lastly, as a marketing tool, your website should reflect and be consistent with the look and feel of your brand in terms of colors, font and images. The content’s tone of voice should sound like your brand and should be far more neutral than an ad. Such design elements subliminally create an identity and reputation for your organization in the minds of each visitor.

To learn more about the capabilities of FIFTEEN’s web development team, check out some of our most recent projects, the unique challenges we faced and how we approached each assignment to produce best-in-class websites and landing pages.