90octane welcomes Jana Bender as storyteller. With more than 10 years of experience, she has created copy and branding materials for freelance clients throughout the state and the country, specializing in ads, e-newsletters and web pages. Previously, Jana served as associate creative director at M Gould & Co, now MRM//McCann, and senior copywriter at FusionDM, now Publicis Dialog, both in San Francisco.
The agency also hired David Gengler as PPC search strategist. David spent the past few months traveling throughout Asia while managing paid search campaigns and providing consulting for Google Analytics projects. Prior to his travels, he served as online marketing specialist for Marcel Media and co-founder and director of marketing for Colorado agency Product of Caffeine.
Scott Fassett comes to us with 12 years of experience in design, branding and advertising, most recently from interactive design agency Wick Creative. Scott has worked on projects for clients including TCBY, Mrs. Fields, YMCA, Winter Park, Vail Resorts, Four Seasons and KidRobot. He is an expert in digital design and user experience, art direction and online marketing strategy.
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Banner ads. Content syndication. Digital video. Sponsorships. When simple tactics come together in strategic online marketing campaigns, your prospects pay attention and engage with the brand. While many marketers know they should be running digital media campaigns, they don’t always know how to maximize the return on their budgets.
Here are five recommendations for getting the best results:
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90octane welcomes Jenny Bridges as account manager. She joins 90octane from Digital Assets, Inc., where she served as senior account manager for 20 top accounts. Previously, she worked for MorEvents, DISH Network and the University of Colorado Hospital.
The agency also hired Jason Thue as audience engagement coordinator. Jason graduated Cum Laude with a B.S in business administration from Colorado State University. He has provided online marketing solutions for Sexton & Co. in Denver over the last three years.
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Last month, I shared tips about securing and using Google Grants as part of your nonprofit’s holiday SEM strategy. Here, I’ll share recommendations for targeting your potential donors, optimizing your website for mobile devices, incorporating video and more. Let’s dive in:
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90octane’s newest storyteller Megan Feldman has been selected to give her talk, “Forgiveness in an Unforgiving World,” at TEDx Boulder on September 27th. Before starting her new role at our agency this month, Megan spent a year on a global adventure to report and write her first book, TRIUMPH OF THE HEART: Forgiveness in an Unforgiving World, which is forthcoming next year from Hudson Street Press at Penguin. Like The Heart of Forgiveness on Facebook to learn more.
Megan holds a master’s degree from the Columbia University Graduate School of Journalism in New York City and has taught as an adjunct professor of journalism at Metropolitan State University. Her writing has appeared in publications including 5280, Glamour, Details and The Daily Beast.
For more information about the TEDx event and to secure tickets before they sell out, visit the TEDx Boulder website.
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It may only be August, but if you’re a nonprofit, it’s not too early to start planning your end-of-year search engine marketing (SEM) strategy. Here are four tips to help you prepare for the critical holiday donation season:
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90octane recently hired Becky Shortell as controller. She oversees all financial functions for the agency and manages the accounting staff. She joins 90octane from Creation Design Services, the contract engineering design and development business unit of Creation Technologies, where she also served as controller. Previously, she was deputy CFO and head of financial reporting for the second largest outdoor advertising operator in Russia and Ukraine.
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When you implement a Named Account strategy, you’ll use hyper-targeted tactics to reach, nurture and convert prospects. Pay-per-click (PPC) advertising is a flexible and powerful way to reach them at various phases of the buyer’s journey.
To ensure you have enough information to connect with your prospects through PPC, conduct thorough discovery sessions with your sales team, interview industry experts, read third-party research and join social groups to gather insights about them. Beyond typical demographic and psychographic information, pay attention to details that will help you reach them with your relevant content, such as:
- Publications they read most often
- Websites they visit regularly
- Keywords people in their position are using for online searches
- Their partners and competitors
- Their daily schedules
- How often and when they travel
Once you have developed a baseline understanding about your named account prospects, you can determine how PPC fits into your overall strategy. Here are three ways it can help:
There are 6 billion searches occurring daily on Google. Your audience is there; the key is reaching them at the right time. Did your research show that your prospects travel each week? You could consider using a one-mile radius target around their offices and broadening your strategy to bid on terms like “flight status.” Then consider serving them an ad directed to a targeted landing page with an industry white paper to read inflight.
Do you know their office schedules? Use that small piece of information to daypart your search campaign, pausing your campaigns completely at certain times of the day. You can even turn on another campaign with a different geo-targeting parameter and higher mobile bids once they’re out of the office and more likely to be using a mobile device.
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Marketers know that it’s important to identify target markets and tailor campaigns to reach them. One discipline within 90octane’s specialized approach to Top Pursuit Marketing™ is Named Accounts. Named account marketing programs are hyper-targeted, with marketers creating a short list of ideal prospects and delivering precisely the information they need, right when they need it, through just the right channel.
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Long-time client Mercy Housing approached us early in 2013 with a fundraising challenge for the holiday season: raise more dollars than the previous year on the same budget. Careful planning, creative thinking and precise execution paid off.
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