Martin Byrne, ZOO Digital 

The communications revolution has created a world where customer service is more important than ever. Whereas companies in the past could impose their systems, their language and their rules on the general public, the expectation now is that the customer is front and center in everything and it is the job of the seller to meet the client where they are, not the other way around.

This presents challenges for businesses who understand the need to deliver excellent user experiences, but are embedded in an older mindset.

We have helped numerous organizations to embed UX and design thinking into their everyday operations, and to bring their stakeholders along with them. Here, we look at the top five lessons we’ve learned from that experience.

1. Being Customer First

Bigger and more established companies in particular are used to calling the shots. Even typically service-oriented organizations are challenged in today’s customer-first world. But, we are faced with less patience from users and excellent challengers in the field who set a high bar for customer expectations.

UX and more broadly CX is all about the customer. That’s why we test with real people every step of the way,  your idea out to testers using usabilityhub.com, usertesting.com, playbookux.com, and in face-to-face interactions.  

In addition to this, we keep these core tenets in mind when designing service flows for customers:

• • Don’t use your words, use theirs.
  • Don’t force your users to think – give them a maximum of three options at a time, and if possible avoid choices completely. The best interface is no interface, don’t you love automatic sliding doors?
  • Respect the users’ goodwill. Think of goodwill as a currency that you can take from and add to as you bring a user through a journey. Every time you make them work, you reduce it, and every time you surprise and delight, you add to it. Creating goodwill and positive sentiment will get users in the mood to click that all-important confirmation button.
  • Test and measure. Test new ideas, test them again until they’re working well and then see how they work by measuring. Keep repeating this process to keep your conversion rates tuned.

2. Being Evidence Based

Evidence is more important than opinion when it comes to UX. Evidence gives you the power to ask for a budget and team because you can provide proof that there’s a problem to be fixed. When we map out user journeys, plot drop-off points and are able to show a pain point that is losing the customer business, then we have almost made our case. We gather that evidence from:

• • Analytics
  • Surveying
  • Customer feedback in public reviews and ratings
  • Customer service and support call statistics

The last, and perhaps most convincing, piece of evidence we can present is the voice of the customer.  There is nothing more powerful than video of a system test conducted with a user where they are shown having obvious difficulties with a process. You don’t need to do lots of these – anything more than seven and you’re seeing diminishing returns.  But do them regularly as part of your process.

3. Not Being Persona Focused

Your systems should be a pleasure to use for human beings, no matter what their demographic is. Marketing personas let you create campaigns and target people with more accuracy and bang for your buck. UX personas, if you need them, are more about function; Checking Account User, Returning Shopper, First Time Onboarder etc.

Our experience has taught us that we can ditch the personas and test with humans.

4. Be Prepared to Be Wrong 

When it comes to CX and UX, being wrong is great. No really – it means you’ve discovered something through your evidenced-based process. If all your assumptions are right, be worried that you’re not asking the right questions. Set up your experiments to find out new stuff, not to validate what you already have in place.  

5. Being Taken Seriously

Embedding UX and design thinking is a huge challenge for any organization and you can’t do it alone. Because the practice will affect everyone, you’ll need buy-in so that you’ve got a whole team behind you and can be effective. 

We begin all of our UX projects by identifying the stakeholders (and blockers) who we will work with. We can then bring them through our process and make the case to embrace the need for a good UX process. That method is to show them evidence.

Scott Freeman, SEO Manager

When it comes to enhancing your website’s visibility on the internet, Search Engine Optimization (SEO) plays a pivotal role. With a well-optimized website, you can attract more organic traffic and potential customers. Here are six essential SEO tips that can work wonders for practically any website:

Target Relevant Keywords to Your Business

Imagine you’re embarking on a safari, and you want to see the Big Five. It’s vital to know where they are, just like in SEO. Identifying and targeting the right keywords is like pinpointing the best wildlife spots. Knowing that, conduct research on keywords that are not only relevant to your business but are also commonly searched for by your target audience.

It may take time as well as some trial and error, but this is a vital step in the overall SEO process. Without a solid list of keywords to help your efforts, you’ll be lost in the bush. Tools like Google Keyword Planner and SEMrush can help you discover keywords you never thought of and help you put together a comprehensive target keyword list. 

Write Quality Original Content & Often

Just as a thrilling safari adventure requires the right guides, your website needs high-quality, original content. Regularly publishing fresh, engaging content not only keeps your audience coming back for more but also pleases search engines.

Offer informative blog posts, articles, and guides that provide value to your readers. The more compelling your content, the longer visitors will stay on your site. Keep in mind that you want to incorporate keywords from your keyword list within your content. You can’t rank for keywords that aren’t present within the content of your site.  

Optimize Metadata Across Your Website

Metadata is like the compass that guides visitors through your website. Ensure that each page’s meta title (at an optimal length of 60 characters or fewer) and description (at an optimal length of 160 characters or fewer) accurately represent the content within. This not only improves user experience but also helps search engines understand what your page is about.

The more relevant your metadata, the higher your chances of ranking well in search results. Think about metadata as your window pitch to users in search results. It’s your first opportunity to grab them in SERPs (search engine results pages) so do your best to make that first impression a positive one.  

Audit Your Site Regularly

Just as a safari vehicle undergoes regular maintenance checks to ensure a smooth journey, your website needs regular audits. Conduct a thorough audit to identify and fix any technical issues, such as 404 pages, slow-loading pages, or mobile responsiveness problems.

An audit will also identify problems with content such as duplicate content, pages missing meta descriptions, and pages with thin content. A well-maintained website is more likely to earn favor with search engines.

Implement Short, Descriptive URLs

In the wilderness, having a clear trail to follow is essential for a safe and enjoyable adventure. Likewise, your website’s URLs should be clear, concise, and descriptive. Use keywords from your target keyword list in your URLs to give both users and search engines a better understanding of your content.

If your URLs look like gibberish, it’s high time you begin thinking about how to make them clearer. Don’t overcomplicate things either. Keep URLs related to their page and just add a relevant keyword (if possible) and give them some zhuzh. This simple step can significantly improve your overall SEO efforts.

Ensure Your Website Is Relatively Easy to Navigate

Think of your website as a vast savannah, and your visitors as explorers. It’s essential to make their journey as smooth as possible. Create a clear and intuitive website structure with a user-friendly navigation menu.

Include logical categories and subcategories, making it easy for visitors to find what they’re looking for. The more straightforward your website is to navigate, the better the user experience, which can lead to higher rankings.

SEO Is Worthwhile So Start Optimizing Today

These tried and true SEO tips can transform your website into a thriving ecosystem, drawing in visitors and boosting your online presence. Just as a safari through the African wilderness promises unforgettable experiences, a well-optimized website offers endless opportunities for growth and success.

Implement these tips, and watch your website’s search engine rankings begin to tick up and up. Just remember that SEO is a regular touchpoint and not a set-it-and-forget practice. So, go ahead and explore the vast landscape of SEO, there’s plenty to discover!

CP’s Director of PR and Social Media, Alyssa Stevens, appeared in a segment of “Taking Care of Business” on Ireland’s Midlands 103 radio. During the show, hosted by Ronan Berry, Alyssa was called upon to share her expertise on influencer marketing, specifically in the financial space. Finfluencers, as they’ve come to be called, have gone viral among Gen Z’ers on social media platforms, specifically TikTok.

Young people have turned to social media due to their lack of trust in traditional mediums, coupled with their lack of education in the financial space. Here, they receive peer-to-peer guidance and advice on how to invest their money from influencers. Alyssa explains that when selecting influencer partners to work with, it’s important that financial institutions (and agencies like CP) pick content creators who are authentic and relatable and produce easy to digest content for their followers. By doing so, these institutions can take advantage of the major opportunities, such as awareness and reach, that these influencers bring. 

Listen to the full interview:

 

Megan Canoni, Assistant Media Planner

In September, I left Boston for Ireland and in a span of thirty days, I was able to experience famous landmarks, travel to four different countries, and meet so many fun and unique people from around the world. Here is a glimpse into my experience of CP Abroad in Dublin.

I spent my first week in Dublin, getting situated and exploring all the city had to offer. I visited the Guinness Storehouse, Trinity College and many different museums. Outside of  Dublin, I explored other areas of Ireland on day trips to Belfast and Kilkenny, where I got to witness the history and nature of Ireland that make the country so unique. 

My first weekend trip away from Ireland was to Edinburg, Scotland. The city was a quaint, magical place that was filled with streets of cobblestone and small, family-owned shops.It truly felt like something out of a fairytale. During my time there, I experienced a piece of history as I witnessed Queen Elizabeth II’s funeral proceedings occur throughout Edinburgh. The moment was a unifying experience, as people from many different countries gathered to witness this historic moment. 

My next daring adventure was in Barcelona, Spain. Scuba diving is something that has always been on my bucket list, and here I was able to cross that thrilling experience off the list! Being able to swim in the Mediterranean Sea, visit the beautiful Familia Sagrada, and explore the city on a Tapas tour, are just some of the experiences that gave me a better understanding of the history and culture of Barcelona.

The final trip I took was to Reykjavik, Iceland. Out of all of the countries I visited, Iceland was unlike anything I have seen before. There were volcanoes, waterfalls and even glaciers. I was lucky enough to go on a glacier hike. It was amazing to be able to explore something so breathtaking.

Although I spent my weekends traveling, I spent my weekdays working at our Dublin office. Everyone in the office was extremely friendly and welcoming, which gave me the ability to interact with co-workers that I would not have gotten the opportunity to do otherwise. Collaboration is a large part of CP culture and getting the opportunity to interact with others from different backgrounds has helped me gain a more holistic view of the world. 

After all my traveling and living in a new country, I learned that the world is so much bigger than myself. It’s filled with so many different people, experiences, and perspectives that I have yet to witness. The CP Abroad Program gave me the opportunity to experience just a little bit of that. 

CP’s Director of MKR Studio, Barry Frechette, has a passion for storytelling through film. A screening of his piece, Paper Lanterns, was recently co-hosted by the United Nations Office for Disarmament Affairs and the Government of Japan. The documentary follows Shigeaki Mori, a survivor of the atomic bombing at Hiroshima, as he searches for and connects with the families of the American POWs who lost their lives during this bombing. 

It is a moving story about reconciliation and friendship between former enemies, whose lives were forever changed by the disaster. Frechette stresses that regardless of who we are or where we come from, we all can make a difference in the world. It is the smallest of steps that lead to peace. 

Read more about the film here.

CP’s team of senior strategists and anthropologists regularly release insights on cultural, economic, and social shifts that can impact our clients. Here are their most recent observations.

1. “I bought it on TikTok!” Ecommerce knows no digital boundaries.

Ecommerce app installs, sessions and now purchases are all way up year-over-year (particularly in recent months), including on historically social-focused platforms like TikTok and Instagram. These novel purchases are up so much that experts are exploring new opportunities for native content and stress a heightened need to focus on conversion metrics.

Brands need to evaluate their presence across all digital channels and begin to strategize how and where to expand product offerings and sales opportunities across organic content.

Sources: Forbes, Adjust, Digital Commerce

2. Where have societies’ dependable “rocks” gone?

In the past four weeks alone we’ve seen Walmart, our largest, trusted retail institution announce major layoffs as they anticipate a weakening economy and see profits shrinking due to double-digit inflation. This has fueled consumer outrage on social channels. We’ve also seen an FBI raid of former President Trump’s home to seize classified materials taken when leaving office. News narratives have furthered Americans’ doubt of U.S. institutions creating a heightened sense of instability that we predict will grow into a full-fledged mainstream trend in the next few quarters.

The opportunity for brands is to be more communicative and intentional in curating messages of reassurance – both to internal and external audiences. Messages that reinforce good policies or practices, for example, create a sense of consistency and moral stability that consumers crave.

Sources: Gallup

3. “Limited edition” digital content is all the rage!

Time-sensitive/recency forms of media—i.e. that content which is available for a limited period of time/never to be seen again—is an increasingly common feature, especially when it comes to social media. 

Part of what’s appealing about time-sensitive content is that if you’re looking at it, it’s guaranteed to be current and relevant. That inaccessibility – which is the antithesis of the internet’s main characteristic, creates an exclusivity and specialness to the content. It can also feel authentic and proprietary, which is why WhatsApp has recently been working on a feature to block screenshots of media you’re only meant to view once – adding to its exclusivity and once-in-a-lifetime exposure.

Sources: Social Media Today, Axios, Hubspot, Better Marketing, Android Police 

4. Poetry has entered its own Renaissance – say “hello” to Instapoetry.

Poet Rupi Kaur’s recent world tour is being met with great fanfare, an extension of the growing popularity of poetry’s newest incarnation, Instapoetry. For many, the pandemic inspired more abstract self-reflection and exploration of emotions, which translates well into the “concise and luminous” poetry that’s become so well-received on Instagram.

Instapoetry’s most popular topics reflect shifting cultural priorities as people, especially younger people, call out topics older generations have often tried to sweep under the rug: mental health, romance, feminism, sexuality, and domestic violence.

Sources: The Poet List, Inside Hook, The Outspoken

5. Want to kick-start your creative thinking? Take more risks in life and work!

Have you ever wondered why there’s literally no good ‘new music’ coming out on our streaming channels and airwaves? Well there’s a very good reason.

The music industry today is not as equipped to discover and nurture new talent. There are many reasons: fear of copyright lawsuits in an increasingly litigious industry, moguls who’ve lost confidence in new music, an unwillingness to take risks on new musicians with new sounds, gatekeeper prejudices, and an algorithmic listening environment that promotes standardization. 

Businesses outside the music industry can learn from this creative drought by fostering more risk-taking by employees, getting them outside their comfort zone, creating new outlets, new team-pairings and special initiatives that promote creativity.

Sources: The Atlantic, Wbur

6. Key to future business success? Getting up-to-speed with E.S.G.

Policy changes and mandates surrounding Environmental, Social, and Governance (ESG) are causing companies to adapt to avoid risk and position themselves for future rewards. Companies including American Express, Google, Ford, and more have recently been acquiring and launching new businesses to address emerging opportunities related to ESG initiatives, creating competitive advantages. 

Companies who have strong ESG are prone to be more successful, have more loyal workers and are more likely to have strong investor interest. Most organizations today are rapidly developing and evolving their DEI initiative, as they should. Being an early-adopter of these initiatives can mean better retention and great business success.

Sources: McKinsey, Nasdaq, Intellizence, Biz Journals, TMF Group

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

Coverage of CP’s Abroad Program was featured in the Boston Business Journal article covering unique employee perks. In the piece, our own Dana Wantman, senior partner, chief client and integration officer, explains the program and the opportunities to recruit and retain the best talent while also giving CPers a diverse perspective. Read the full article here.

We’re one of the largest advertising agencies in Massachusetts! The Boston Business Journal published its list of the top 25 agencies in the state – and Connelly Partners landed in the top ten. Check out the full list of agencies here. 

JoAnne Borselli, Group Brand Director

Lately, when it comes to disruptions in the airline industry, the headlines speak for themselves. “More than 2,000 flight delays last Monday.” “American Airlines cancels 31,000 flights from its November schedule.” And recently: “JetBlue and Spirit Airlines Announce Merger Plan.” According to earnings reports, airlines are losing billions right now. Why would an airline choose now to buy another airline? And what does JetBlue need to do to come out of this on top?

By purchasing Spirit Airlines, JetBlue would become the nation’s fifth-largest airline, with a share of more than 10 percent of the market (behind United, Delta, American and Southwest). In addition to solidifying its presence in its existing markets, the deal would also open more routes in Las Vegas, Dallas, Houston, Chicago, Detroit, Atlanta and Miami. 

While there are a lot of potential benefits to JetBlue by merging, they’ll still have four hefty airline players in front of them. How do you win when you’re starting in fifth place?

Double down on your brand 

Now more than ever, JetBlue needs to embrace the brand attributes that got it here in the first place: by being the most “human” of all the airlines out there. Anyone who travels even a little these days knows how impersonal the entire process has become. You’re being scolded in security like a child. Boarding takes forever. You’re squashed like sardines next to total strangers in seats built for a pre-teen. JetBlue alone can’t change the entire industry, so go ahead and poke fun at it. Have some fun. Everyone knows the problems with flying right now. Don’t hide from them or pretend they don’t exist. Embrace them and laugh at the situation. The other airlines are too “corporate” to do that and their brands are too “vanilla” to be willing to take risks in messaging. Your customers will appreciate the honesty and would enjoy some laughs for a change. 

Make sure that brand personality extends to your staff

During the typical airport experience, by the time you get where you’re going, you’re a shell of a human being. So when someone talks to you like a real person, it stands out. Service that includes a solid dash of humanity. Flight attendants that (usually) enjoy their jobs. Pilots that talk to you like a peer instead of a number. They are your walking billboards. From restaurants to retail, good employees are worth gold right now—so treat them that way. It all makes the difference that will create loyalty from customers in a world where loyalty no longer exists. 

Invest a little in some “extras” that will pay off

Every airline is charging for every small detail right now. Seat choices, luggage, food. If you have to play that game to compete, fine. But look for small things that you can do that don’t cost a lot but mean a lot. You know when my birthday is—it was in my reservations when I booked. On my birthday, shoot me a note with a $50 credit toward my next flight. And don’t make me join your loyalty program to get that. If you treat me right, I’ll likely join your loyalty program anyway. Give employees the power to do whatever they think to make me happy on my next flight. A quietly complimentary beer given to the guy who’s sitting behind the crying baby will be a story he will tell to everyone once he gets off the flight. 

What’s Next

At this point, there are many miles (and legal hearings and union meetings) to go before this merger is confirmed. And many in the industry think it won’t happen. If it DOES happen, JetBlue has the opportunity to differentiate itself from the “big four” on a much bigger playing field than it was playing on before. And maybe even break into the top four. As a brand, it already has the ingredients. It’s just time to dial them up more than ever before.

CP’s 2022 Summer Interns

This summer, we had a group of rockstar interns at CP. From helping launch a new global agency program to assisting with influencer campaigns and much more, these five new CPers got a taste of the fast-moving world of advertising. Before they head back to school, we asked them a few questions to reflect on their time here. Read all about their experiences below.

Kendall Gilbert, Analytics
Elon University

One thing that continues to surprise me about Connelly Partners is the amazing collaboration that goes on between all departments. I was given the opportunity to meet with many different people and was amazed at how everything connects and comes together to bring Connelly Partners success. I am extremely grateful the CP employees were kind enough with their busy schedules to spend time with me and teach me about their specific roles within the agency.

I think that the most exciting thing about the industry is new business. I was able to see a side of advertising that I never really knew or thought about. I enjoyed seeing the dedication and passion CP employees put into winning clients.  

Rachel Schultz, Brand Leadership
University of Wisconsin-Madison 

My favorite project that I worked on was the launch of CP Abroad. It was fun to be behind the scenes of a new endeavor and help figure out how CP could use an experience like this to benefit the employees and all the offices as a whole.

What excites me the most about the world of advertising is how it is constantly moving and changing. As someone who prefers to work on many different things and switch up the tasks I have, I appreciate how advertising allows me the opportunity to try various things and see what I like the best. Being in the CP office all summer, I have been exposed to the intricacies of different departments, which makes me excited to eventually be able to live and learn through them in my career. 

Jared Smith, Media
Bentley University

During my internship, I was very surprised at how the interns are included in everything. I was allowed to see what life at CP is really like by being involved in all meetings, events, and activities.

The top highlight of my internship was playing on the softball team. I had such a great time getting to know so many CPers, and doing this helped me to truly understand the culture of the company.

I also loved seeing all of the dogs in the office on Waggin’ Wednesdays. This was the best on national hot dog day when the dogs wore the hot dog bandana’s and played with the hot dog toys.

Jane Amendolara, PR & Social Media
Boston University 

I’ve learned more than I ever could’ve hoped – how to build media lists, how to run an influencer campaign from start to finish, community management skills, planning social calendars, influencer scouting, the list goes on! 

My fellow teammates have been nothing but supportive and helpful to me since I started at CP last January. They’re all so smart and creative, and make coming to work fun. I couldn’t think of a better group of people to learn from!

I have loved running influencer campaigns for our clients Gorton’s, Kayem and al fresco. Understanding the behind the scenes and watching campaigns come to life from start to finish has been such an awesome learning experience. Something that excites me most about the world of advertising is the ability for me to use my creativity and experience the reward of my work helping others.

Gideon Baeza, Production
Emerson College

During my time at CP, I learned that it takes hard work and dedication to actualize any idea or project. Things don’t happen with a snap of a finger.

I was given the opportunity to implement my own ideas and concepts into the company. It was amazing to be respected as a creative thinker and to have the chance to collaborate with my other employees was a very immersive and involved experience.

The most exciting element of advertising is that what’s considered good, is always changing. There is never a right way to promote anything and it takes creative thinkers to expand the capabilities of advertising.