Connelly Partners is the sixth-largest advertising agency in Massachusetts, according to the Boston Business Journal. To accompany the annual list of the state’s 25 largest ad agencies, BBJ also shared an interview with Connelly Partners’ Michelle Capasso, Partner and Director of Media Services, and Alyssa Stevens, Director of Public Relations, Social Media and Influencer Marketing. In their discussion with the publication, they reflect on the consumer shift from traditional media sources, like TV and radio, to newer mediums like TikTok and Instagram. They explain the importance of understanding your audience in this new climate and reaching them in an authentic and relatable human voice. 

Read more here.

Check out the complete Largest Advertising Agencies list.

Connelly Partners has reeled in a spot on the AdAge Small Agency Awards list! Our campaign for Gorton’s Seafood has won in the Best Use of TikTok category. We couldn’t be more stoked to be on the list of trailblazing agencies who are leading the way to advertising’s future. 

Check out the full list of winning agencies here. 

From the deep sea to your TikTok stream! We couldn’t be more thrilled to be recognized by AdAge and TikTok for bringing client Gorton’s Seafood’s personality to life on the platform. The winning campaign harnesses the power of a creator-first approach and taps into the viral nature of TikTok to reach a new, younger audience. 

We’d like to give a special thanks to the Gorton’s team for their partnership and for allowing us to bring them into the world of TikTok.

See here for more details about the campaign.

 

 

Gene Begin, Managing Director, CP Education

Nearly all institutions, and definitely the ones I have worked at or worked with, are deeply committed to providing equitable access to higher education. While the recent Supreme Court decision on affirmative action will have major effects on many admission offices’ operational practices, higher education marketers need to double down on their efforts to promote their places of higher learning as an inclusive destination for diverse audiences and ensure more BIPOC prospective students enter the top of the admission funnel.

Honestly, all institutions should be undertaking these strategies already but this moment provides us all an opportunity to reassess how we are doing. Here are five actions that are essential to not only deepen your institutional commitment to recruiting diverse audiences, but will also help underrepresented students and students of color, and their families, see that your college/university is, and continuously aspires to be, an inclusive environment:

Showcase Real Representation

Representation matters. And not in a “three and a tree” kind of way where each student is of a different race and they are sitting under a tree on the campus quad working on laptops together. Authentic representation matters. This is a time to be realistic and authentic, not overly aspirational in a way that you are drastically misrepresenting your community and your resources. Show a range of cultural backgrounds, ethnicities, genders, and abilities but do not wholly misrepresent your community to set false expectations for matriculating students. If you have not conducted a recent content audit of your materials and stories, review those completed in your past fiscal year to ensure your representation is racially diverse, yet realistically representative. And do not only audit if students of color are represented, but how they are represented.

Partner With Current Students

Word-of-mouth marketing has been the most effective marketing tactic since the creation of humans so why not leverage the advocates that exist within your community? Social media is obviously a tremendous platform to amplify diverse voices and share stories of students from different backgrounds. Whether it’s Instagram, Snapchat or TikTok, encourage student takeovers that allow individuals to share their personal experiences and perspectives. This could certainly include individual students of color but also explore partnering with diverse student organizations on campus. Student organization collaborations showcase authenticity and representation to prospective audiences and provide insight into groups they may feel a connection to and hopefully intend to join.

Target Your Outreach More Intentionally

Public institutions in states such as California and Michigan have incorporated data such as zip codes, districts and other environmental data into their targeting to try and identify populations that tend to be more diverse. I imagine all institutions will further pursue this imperfect practice. Alternatively, there are a variety of community-based organizations (CBOs) and associations that focus on college access and represent diverse student audiences. You should be building relationships and collaborations with these organizations to promote your institution. Discussing and showcasing access and affordability even earlier in the college search journey will be more crucial than ever, especially considering the additional Supreme Court ruling on student loan forgiveness coming directly on the heels of the affirmative action decision. And whether it’s community events, community college partnerships, student conferences or college fairs, focus more attention on attending those prioritizing underrepresented groups. Advertise with those partners and in channels dedicated to engaging diverse communities. Developing new relationships and partnerships, early and often, will lead to more sustainable pathways for BIPOC audiences.

Shine a light on diversity initiatives and resources

Institutions have long supported inclusive environments but their commitment to diversity, equity, and inclusion has been amplified over the past few years. Most have developed DEI and Anti-Racism action plans in response to increased activism and more attention paid to institutional policies, processes, systems and community response. And don’t share these plans, goals and progress with only your community. Be sure they are available publicly. By showcasing initiatives, programs, student organizations, centers, events, resources and staff dedicated to DEI, you are providing a lens to prospective students and their families into seeing what support they can expect if coming to your institution.

Use Inclusive Language and Messaging

Ensure your marketing messages use inclusive language and resonate with diverse audiences. One example includes using inclusive and neutral emojis in digital communications, or using they/them language when you don’t know an individual’s gender. You want to avoid assumptions and stereotypes and instead focus on the unique strengths and experiences that different backgrounds, groups and perspectives bring to campus.

While the affirmative action ban has put restrictions on race-conscious admission policies, it will hopefully encourage ALL institutions to explore holistic marketing strategies to reach underrepresented audiences. While there are many institutions where the recent Supreme Court decision may not impact their admission process as much as others, there is still no better time than now to audit your marketing plans and reassess how you are reaching diverse audiences. It is a moment to be more critical of how you represent your community and aspire to be a model of inclusive marketing.

Learn more about Connelly Partners Education.

At CP, we are always asking “why?” We’re fascinated and ever curious about customer mood and mindset. Here’s a few observations and constructive fodder for discussion from our anthropology and strategic planning teams from this past quarter.

1. Make It Real
A little experience can make all the difference.

Observation: Digitally native consumers understand & expect technology to be seamlessly integrated in their interactions with brands. New digital tech has enabled more immersive and personalized customer experiences.

What brands can do: Brands need to create more immersive experiences across more points in the customer journey to meet growing expectations.

Sources: AdWeek, Magna Global & CNBC

2. An Entertaining & Reflective Outlet
Validation from knowing what we have is pretty good.

Observation: As humans, we often idolize the world and lifestyle of the affluent. On the back of a time in history where the rich get richer and the masses felt left behind, Succession provided a window into the private club of the elite which left the “have nots” feeling a bit less jealous of the “haves.” 

What brands can do: Brands should help us keep reaching, but also remind us to recognize and celebrate the simplest things that are right in front of us.

Sources: Harper’s Bazaar, Holywood Reporter, Collider & Elle

3. The Impact of Listening
Increasing influence and connection through the airwaves.

Observation: Three out of every four consumers cite podcast hosts as the most influential figures shaping their actions, beliefs and life decisions. Two-thirds of consumers report feeling a “deep connection” to the hosts narrating their preferred podcasts.

What brands can do: Shifting media consumption habits reinforce this channel should be in a brand’s media mix moving forward as another way to satisfy our desire for authentic content and brand voices.

Sources: AdAge & SXM Media

4. A Return to the American Dream?
We are moving on and demanding more.

Observation: “Threat of recession” burnout is making people act in defiance of the economy.

No one knows what to make of our economy’s trajectory. In the past, uncertainty and recessionary anxieties typically resulted in more of a conservative outlook; today consumers are pushing ahead.

What brands can do: People feel deserving of all they can get. Isn’t that what the American Dream is all about? Brands should fulfill those dreams. They can have our back and also still tell us to go for it.

Sources: CNN, The Chicago Tribune & Marketplace

5. Keep the Lights On
Consistency of presence is vital to growth today.

Observation: Recent research has reaffirmed the significant market share & brand awareness loss that comes with a major scale back in ad presence. This isn’t surprising given that consumers today are seeing over 10,000 ads a day and engagement increasingly challenging.

What brands can do: Maintain a steady presence with intentional content across the right channels to prevent brand switching, reinforce loyalty and drive growth when others scale back.

Sources: LinkedIn & WARC

All good things expire. Look out for more reports coming soon.

AdAge recently featured our work for Boston Pride for the People. The campaign, which raised awareness and excitement for the Pride Parade & Festival, was brought to life by artist Kris Andrew Small through an infusion of colors, patterns, and typography, to create a pride parade on paper. The festivities, which took place in June, marked the post-pandemic return of the Pride celebrations in Boston. 

Check out all the work from the campaign. 

The LA Times recently sat with Steve Connelly to talk about the student loan repayment program offered at Connelly Partners. Over the course of nearly a decade, CP has contributed close to $338,000 to support this initiative. Today, three-quarters of eligible CP employees partake in the program, helping them pay off their student debt so they can focus on saving for their retirement. 

Check out the full article here. 

Read more about CP’s Student Loan Paydown Program.

In an interview with The Sunday Times, Steve Connelly talks about the motivations behind Connelly Partners’ expansion into Dublin in 2018. He shares that Brexit, Dublin’s emergence as the technological capital of Europe, and an opportunity to bring a more empathetic advertising approach to the market, all contributed to his decision to expand globally. With offices in Vancouver, Boston, and Dublin, Connelly Partners has grown to approximately 170 employees worldwide. 

Read more here.

Image courtesy of The Sunday Times

Artificial Intelligence (AI) has been a hot topic in the healthcare industry, with headlines and discussions focusing on its impact across the care continuum. However, missing from these conversations is how patients and consumers view and understand it. Michele Hart-Henry, Managing Director of Connelly Partners Health, and Mary McMahon, Group Strategy Director and Lead for Connelly Partners Health in Ireland, explain how patients generally accept AI in their care and in some instances, actually prefer it. 

Read more here.

Alyssa Stevens, Director of PR, Social Media & Influencer Marketing

Attending industry conferences is like diving headfirst into a whirlpool of knowledge, surrounded by the latest trends and cutting-edge ideas. Recently, I had the privilege of attending the Influencer Marketing Show in the heart of New York City, where thought leaders, marketers, and influencers converged to discuss the ever-evolving dynamics of the creator economy. In this blog, I’ll share some of the key takeaways from the conference and discuss how they can help to shape the exciting future of influencer marketing.

Embracing a Creator-First Strategy 

One of the recurring themes at #IMSNYC was the significance of adopting a creator-first strategy. That means placing creators front and center in creative campaigns, social media initiatives, and even on brand websites. With estimates suggesting that over one billion people could identify as content creators by 2030, it’s high time brands recognize and harness the immense power of these influential individuals.

Riding the Wave of the Passion Economy

The creator economy, at its core, is a manifestation of the passion economy. People are monetizing their passions by creating content around the things they truly love. This phenomenon opens up exciting opportunities for brands to tap into these passions and leverage influencers to co-create content that resonates with audiences. By collaborating with influencers who are genuinely passionate about their niche, brands can deliver authentic, trust-building content that aligns with consumer interests.

Unveiling the “Why” Behind Your Brand

Before embarking on any influencer campaign, it’s essential for marketers to peel back the layers and uncover the true “why” behind the customer’s desire to engage with a brand. By understanding these motivations and aspirations, you can build influencer programs that best align with your target audience. Authenticity, relevance, and purpose should guide the creation of influencer campaigns that not only promote products or services but also connect with consumers on a deeper level. 

Don’t Miss the Free Information Exchange

Brands should view influencers and the comment section of their sponsored posts as a treasure trove of free information. By actively monitoring and engaging with the comment section, brands can gain invaluable insights into how their brand or product is resonating with their intended audience. This two-way communication allows brands to not only measure the impact of their influencer campaigns but also receive genuine feedback from consumers. Brands shouldn’t shy away from constructive criticism; instead, they should proactively address concerns and suggestions to demonstrate a commitment to improvement and customer satisfaction. By leveraging the comment section as a feedback loop, brands can strengthen their relationships with consumers, refine their strategies, and foster a sense of trust and transparency.

Connecting, Not Just Reaching, Gen Z

Marketing to Gen Z requires a whole new approach. It’s no longer about merely “reaching” them; it’s about connecting with them on a deep, personal level. This is where influencers come into play. Gen Z wants to feel like an integral part of a brand, and influencers can help foster that connection. By partnering with influencers who align with Gen Z’s values and interests, brands can forge authentic relationships that tap into this demographic. Building trust and nurturing a sense of community are key to capturing the attention and loyalty of Gen Z consumers.

The Influencer Marketing Show in New York City shed light on the evolving landscape of the creator economy and its impact on brand marketing. As brands navigate this dynamic environment, it is crucial to adopt a creator-first approach, tap into the passion economy, craft purpose-driven influencer programs, create a feedback loop on social media, and connect with Gen Z on a meaningful level. By incorporating these key takeaways into their strategies, brands can forge genuine connections, build trust, and harness the full potential of influencer marketing in the digital age.