Food for thought

McCrae Williams - Brett Wilhelm/ESPN

Aspire to Inspire

By | Blog, Food for thought, Happenings

Do you ever wonder what drives people to aim to become the greatest at something? Do you ever wonder how or why they found a passion so deep that they are willing to grind day-in and day-out to be the VERY best at that particular thing? It could be a sport, a job, being a student, an artistic hobby, and so many others. Where do people find this willpower?

I think it’s fair to say that many people stroll through life living in a meritocracy, myself included! Waking up and repeating the same routine day in and day out, without a single thought. Now I’m not saying it’s a bad thing, in fact, I find it quite nice living a comfortable life. I feel secure and at ease, because generally speaking, I know what to expect each day. But lately, the thought of greatness and the uncertainty that comes along with it has been weighing heavy on my mind.

I recently booked a trip to Aspen, Colorado to watch my friend compete in the X-Games. A few days before the trip, he found out he made the 2018 Olympic Free-Style Ski team. Making the Olympic team has been a dream of his since he was just a youngster and his dream had finally come true. Making it this far has not been an easy feat–he has been grinding his entire life and he is so very deserving of this opportunity. I was pumped to travel to Aspen to watch his last competition before he headed off to the big stage.

McCrae Williams - Brett Wilhelm/ESPN

Photo Credit: Brett Wilhelm/ESPN


Unfortunately, he got injured in practice run and opted out of the X-Games competition in order to be healed in time for the Olympics. It was bummer not to watch him compete, but between his physical therapy, fancy press conference, and Olympic photoshoots, we got to have a drink with him. When I saw him walking towards us, I felt completely overwhelmed with emotion. The waterworks immediately turned on and I had gator tears rolling off my cheeks. The entire time we sat at the table with him, I was just in awe. I couldn’t figure out where the emotions were coming from. A lot of it was just pure happiness for him but I’m now realizing there was something inside of me aching to be great.

He doesn’t know it, but he inspired me that day. I’ve been mediocre in just about every aspect of my life lately. Seeing him and his sheer happiness knowing that he finally made it among the best skiers on earth lit a fire under my butt to really go out into the world and try to find my passion and purpose in life. I’m nowhere near having the answers to how I’m going to change my mediocre life into an extraordinary life, but I know we are all capable of greatness and I’m going to try like hell to find my niche.

I’m not saying we all need to throw ourselves off of thirty-foot kickers (while doing 8 rotations) before we land just in time to hit the next one. But, I do believe deep down every human has a desire to be the very best at something. It’s just finding out how to dig deep enough into ourselves to bring that aspiration to light that’s the hard part.

To be continued…

Super Bowl LII

Super Bowl Sunday, A National Holiday

By | Blog, Food for thought, Happenings

This year, millions will be watching the Super Bowl, just like many years past, although, this year, it’s not a battle of the titans, and we aren’t talking about the Tennessee Titans either, the Patriots made sure of that. This year is a battle of one titan and a true Cinderella story, the Philadelphia Eagles. Suffering a major loss right before the playoffs losing their star quarterback, Carson Wentz, the Eagles dream season of being a number one seed team going into the playoffs and eventually into the Super Bowl was looking bleak. Nick Foles, who had been traded by the Eagles after an amazing season back in 2015, was then reacquired this year in 2017 as a backup to Wentz and had something to prove.

The Eagles shocked the world in their first playoff game with a stunning win against a veteran and experienced Atlanta Falcons. This was shocking, considering they had been shut out by the Cowboys on the last game of the season. Many people believed that Nick Foles wouldn’t be able to get the job done. This game was written off by the world as a fluke and that it wasn’t Foles who had won the game, but the Eagles stifling defense. Meanwhile, the Minnesota Vikings, who had been steamrolling through teams, was the obvious pick for many people when they played the Eagles in the next round in the NFC Championship.

Those who watched that game saw something miraculous happen. After a quick drive by the Minnesota Vikings and a great defensive stand against the Eagles making it 7-0, many thought, “Here it goes, the Vikings are going to just keep scoring and keep the Eagles out of the end zone.” The next throw, Case Keenum throws an interception that went back for a touchdown and the Eagles tied the game 7-7. The Vikings get the ball back and the Eagles make yet another great defensive showing and get the ball right back to Nick Foles.

This was the moment that you saw greatness from a true underdog– a moment that is hardly witnessed in the NFL. Nick Foles put on a clinic. He proceeded to make the Viking’s #1 defense look like a junior varsity team and put up 352 yards with 3 TDs, delivering pinpoint passes with ease and leading the Eagles to a 38-7 blowout victory sending them to the Super Bowl for the first time since the 2004 season. The same Super Bowl where the Eagles lost by just 3 points against the same titan, Tom Brady and the New England Patriots.


Super Bowl - Infographic

Click the snippet to see the whole infographic


When Super Bowl LII kicks off on Sunday, February 4, more than a hundred million Americans will be watching. Can Tom Brady carry his Patriots to yet another victory or will the Philadelphia Eagles finally get their hands on the Lombardi Trophy? As the following infographic nicely illustrates, it is not only the biggest game of the year but also a, albeit unofficial, national holiday. With a record-breaking average TV audience of 114.4 million viewers in 2015, you can understand why the Super Bowl generates millions of dollars in advertising for both the NFL and the local affiliates who carry it. An average 30-second ad during the Super Bowl broadcast national cost an estimated 5 million US dollars in 2017.

The majority of consumers regard Super Bowl commercials as entertainment and about a quarter of respondents also said that these commercials make them aware of the advertisers’ brands according to a 2017 survey. Let Fabrica Creative create a strategy to increase your brand’s awareness and get more customers in the door!


Surrounded By Greatness

By | Blog, Food for thought, Quotes

Some people say that we are an average of the 5 people we spend the most time with. True or not, it begs the question, “Do we mind picking up the traits of those around us?” There have been times in my life where I would have answered that with a resounding NO but for the most part I have hung around some pretty amazing humans.

I have never thought myself to be very impressionable, I’m always trying to stay ahead of the trends and never like to do things just because they are popular. It’s done more out of principle than anything else–why follow when you can do your own thing? Psychologists and Sociologists seem to think that the majority of humans are very impressionable (remember, we are the average of the 5 people we spend the most time with). Maybe I haven’t gone through the kiln yet after all.

Cue a reflective moment, soft music, and slow camera pan across my in-home library.

I am, in fact, impressionable. I see traits from my parents in me. Traits from my wife can be found in me. My closest friends and I share the same slang and unsaid jokes. Always being driven to become a better human (body, soul, mind), I have sought out great individuals to surround myself with. That’s harder said than done. Most great people are busy doing great things or have great families to spend time with–it’s hard to lend a minute to someone who isn’t great yet! But that’s what makes these people great, they give to things and people they either care about or see greatness hiding inside. I feel privileged when someone says ‘yes’ to mentoring me or spending time with me.

No matter what stage of life you are in, we all need mentors. In a religious setting, we call this discipleship. There is always someone who is better at _______________ than you. Better at leading, better at writing, better at designing, better at meeting goals, better at singing, better at selling, etc. The list goes on. Flip the coin, YOU are always better than someone else. Mentorship and greatness are most successful when it’s a two-way street. You are helped by others and you help others in return. You become better because of who you surround yourself with so you should also help others become better by being the best version of you.

The scary thing about us being the average of the people we spend the most time with is that we hope not to be the low end of that average. Don’t be the person who brings the average down. Remember that student in your math class that always brought the class average down? Don’t be that person. When you look around at the people you are spending time with, take mental notes. What do you like about those people? How are you contributing to the groups ‘average’?

You are the weakest link, goodbye!

If it turns out that you are the bringing the average in your group down, I suggest you take a long, hard look in the mirror. Ask your friends what they like about you or why they spend time with you. Also, ask what things they notice about you that are negative. Focus on what they say because oftentimes real friends are the only ones that speak truth into your life.

There is no better time to begin to seek out mentorship and mentee-ship than the start of a new year. We are already conditioned to make significant changes when a new year turns over, so it’s easy to throw this into the mix at the same time. Let’s become better versions of ourselves and lift the group average. Be the person that everyone looks up to and wants to learn from. I believe in you-you can do it.

New Year's resolutions

Being More Awesome This Year

By | Blog, Food for thought, Happenings

New Year’s Resolutions

I have a love/hate relationship with my New Year’s Resolution this year. I love the idea of change, growth, and self-improvement; and I wholeheartedly believe that we were put here on this earth as human beings to do just those things. But I hate the pressure I put on myself to come up with these elaborate, lofty (not to mention usually unattainable) New Year’s Resolutions. After years of setting crazy resolutions for myself that I ultimately failed at within just a few weeks, I’ve gradually adopted a new approach to resolutions that has proven to be a much better success! January is nearly over, but in my opinion, it’s still the perfect time to get your goals for the year all laid out. It’s not too late to tweak your resolutions or come up with completely different one than you had last year.

Here are 5 of my favorite resolution tips:

1. Pick one word to focus on for the year.
I read about this, tried it, and it was a total game changer! Before you start thinking about any specific goals, you should come up with one word–one word that you want to focus on. Determine the kind of person you want to become. Identify in your mind what that person will be and then pick that one word. Just stick to one or two, don’t go overboard. I still like to set smaller goals, all of which should ideally fall under the umbrella of why I pick just one word.

2. Don’t set your goals until mid-to-late January.
I know this sounds crazy! You are probably saying to yourself, “January 1st is over, why should I set a goal now? Should I just wait until next year?” I like to avoid the hype and wait until things slow down. I start thinking about what I want my new year to look like mid-month, then I let those ideas percolate for a few weeks. Once everyone else has already given up on their New Year’s Resolutions, I finally formulate and write down goals for myself.

3. Avoid the extremes.
There are people out there that have the willpower to commit (and succeed) doing really, really intense things. Things like giving up sugar cold turkey, working out at the gym every single day, or giving up online shopping during the week. More power to you, people! I hate to be the one to break it to you, but you are probably not one of those people. Most of us aren’t good at the ‘all or nothing’ approach. Don’t set yourself up for failure! Instead, give yourself a little wiggle room. Avoid resolutions that are too strict or extreme, because you’ll just end up quitting them.

4. Keep things organized.
I like to break things up into categories; this helps me pick goals or things to work on that will help me in specific areas of my life. Categories like Physical, Emotional, Mental, and Projects are ones that I like to work with. Under each category, I think of things I’d like to get better at. Many of them are as simple as: come home from work in a timelier manner or turn the computer off to unplug every night during dinner so I can spend more quality time with my husband. I don’t get down on myself if these things don’t happen every single day, but I just make the effort to keep trying.

5. Revisit your goals often.
How many times have you written out a list of resolutions and then never looked at it again? Or forgotten about it? I’m totally guilty of this. I keep all of my yearly goals on a notepad next to my keyboard. I try to revisit and go over them at least once a week (bonus if you have to turn the page over to start new notes). It’s easy to get busy and lose sight of what your goals are. Look them over often to remind yourself and you’ve got a much better chance of incorporating them into your daily routines!

Good Luck!


-Jodi Bradfield 

Fabrica Creative

SEO content

SEO Content Needed To Be #1 In Results

By | Blog, Food for thought, Happenings, SEO

Everyone wants to be first. But when it comes to search engines, you really need to be first when potential customers search for keywords or phrases related to your business because if your content is what they’re looking for, they’ll never return to the results page to even look at result #2 and beyond.

In an age where the brand name Google has become a verb used in phrases like, “Just Google the definition of that,” search engine optimization (SEO) has become a key to a successful online presence.

To start your journey on optimizing your company website or blog for search engines, get familiar with how to create strong copy and strategy for ranking higher in results. But before you can create a plan for what to do with your SEO marketing, you must first know what SEO is really all about.


SEO Meaning

All search engines (i.e., Google, Bing, Yahoo, etc.) return organic results they believe are most relevant to the user’s search criteria. These results are not always paid ads, which we’ll explain later. They’re simply web pages that these search engines have crawled for the keywords related to the user’s search. Search engines are intuitive and use search history to provide relevant content based off previously winning results for that user because after all, the only way users keep coming back to “just Google it” is if they’re ultimately finding what they want with ease.

The way these search engines decide whether or not to show your content is based off of complicated algorithms including total web traffic, average time users spend on your page or article, trustworthiness of your website, connections via back links to other valuable and related websites, and of course, keywords that match their search criteria.

These factors can be greatly affected by how strategic and well-thought out your website is. If your pages lack page titles, search engines won’t trust you as much, and they are less likely to find your webpage because it’s looking for consistency in keywords in your body text as well as your URL and page titles.

By this point in the article, you’re probably starting to realize just how complicated the algorithms search engines use truly are. The good news is, Fabrica is laying out a plan below that helps you understand step-by-step, how to plan your website for search engine optimization, so read on to start showing up in results.


SEO Friendly

So now that you know what SEO means, let’s talk about how to get really chummy with search engines to ensure your website is SEO friendly. There are a few main keys to ensuring this.

  1. Include social media in your SEO marketing plan (which we’ll discuss in greater detail below). Search engines love consistency. So, when you set up your Facebook page, ensure the business page name matches your full company name on your website. For example, if your website name and URL is Search Engine Optimization Guru and, don’t make your Facebook page SEO Guru. To a search engine, this looks like a separate entity. That link between your company and each of your social media channels should be crystal clear without explanation. Search engines like to see the link in your social profiles be your company URL and your social profile links on your website to go straight back to those same profiles because then the connections are clear.
  2. Along these same lines, search engines appreciate websites with clear URLs. This means not have your blog posts look something like this: This extension on your URL doesn’t tell the search engine more information about what’s on that page. A better option is a link that looks like this: Now there’s a clear description of the content and that extension should match your page title of 10 SEO Tips.
  3. Ensure your images and videos have metadata attached that tells a search engine what it is. Search engines cannot pull scripts from videos, which is where your keywords are, automatically. It needs some help on this that you can do in the backend when you post your video. The same is true for photos. If you post a photo, be sure the name of the file includes information about what is pictured and add alternate text. Not adding alternate text, while faster for posting blog articles and new content to your website, is a mistake not worth the saved time because now you have a chunk of your page set aside for content that the search engine can’t understand.
  4. Use responsive design and ensure your website looks great in all browsers. This means designing for mobile so that your website adapts from a computer screen to a smartphone seamlessly. Be conscious of tools like flash and javascript. These can affect your search engine optimization because flash and javascript don’t work on all browsers and search engines don’t favor that type of content.


SEO Writing

You may be asking yourself, what is SEO writing? SEO writing means authoring and posting content targeted with specific keywords to ensure you’re appearing in the search results you hope to. Sometimes this can be a challenge due to the way people search for items on Google. Take for example how someone might search for a search engine optimization guru: search engine optimization guru, Utah. How do you fit that into normal writing?

The good news is, that pesky comma before the city name doesn’t have to be there in your articles to ensure your content appears in results. You can actually adjust those phrases slightly with punctuation as needed and “stop words” like in, a, the, which search engines tend to overlook in crawling.

The key to successful SEO articles is to write the content in such a way that the reader would never know it was written to achieve certain keywords. The easiest way to do this in your SEO articles is to naturally write the articles about the topic and then go back and insert the keywords where they make sense. That way you aren’t sacrificing the narrative for the keywords. When you reread it, it should be fairly apparent where you can insert the words.

If you aren’t well-versed in this tactic, it may be best to hire SEO content writers. These professionals are trained and have made a profession out of ensuring content is engaging while still helping you achieve your search engine goals. SEO content writers will sprinkle in your keywords in a way that makes perfect sense to the reader.


Content Optimization

Writing SEO articles with strong keywords is not the only way to create content optimization for SEO. There are a few steps to ensure content optimization in your full digital strategy:

  1. Start your content strategy with SEO. This means actually deciding what keywords to optimize for before ever deciding what kind of content to create, where to post it and how to promote that content. If you start with SEO as your focus by doing keyword research, you’ll ensure that everything you do surrounds those keywords. This allows your content strategy to be very strategic instead of being a shot in the dark or just following what your competitors are doing.
  2. Is targeted, thorough and answers your customer’s search engine query. Targeting your content to your audience ensures that not only will they find it on a search engine, but it will reach the right person at the right time. This ensures your content is actually selling your product or service. If you’re blog or website reaches a large audience but doesn’t convert, this won’t help you. Thorough content means you’ve gone in depth into the topic. Generally speaking, pages or blogs with 1,000 words or more tend to do better than short-form posts because they provide greater detail to your customers so they don’t have to go elsewhere to read further information and it fully answers their question to where they see you as a subject matter expert to buy your product.
  3. Design from a customer perspective. Content that is engaging with images and interaction ensures your visitors will stay and read your full piece of content, increasing your time on page, increasing the likelihood that search engines will continue to show your content in results. Use visuals that can easily be shared on social media to further spread your article’s reach. Ensure the content is clear and easy to read. Chunky paragraphs and a website design that has no way of breaking up the content with visuals will make your content look difficult to read and send your visitors away to look at the next result in their search engine.
  4. Ensure accuracy. You don’t want to have grammatical errors and typos strewn throughout your content or your readers will be turned off and look elsewhere for something they enjoy reading. Be sure all content is fact checked as well because you want to showcase yourself as a subject matter expert to bring recognition to your company name. While incorrect facts may bring that recognition, it isn’t the kind of recognition you’re hoping for.


SEO Marketing

Ultimately, you should have an SEO marketing plan that integrates with your full company marketing plan. SEO marketing includes two key areas.

  1. Paid search engine ads. If your rank is low, but your keywords are strong, you may need to drive more traffic to your site to help increase your ranking. The algorithm search engines use favors popular websites that receive large amounts of traffic. Target your paid search ads to the keywords you’ve optimized for to ensure the right traffic is going to your site so that search engines are seeing the correlation.
  2. Quality inbound links. Partnerships with other organizations or providing content that bloggers or others want to link to will help your site rise in the rankings. This needs to be strategic though. You can’t put out content related to plumbing for your search engine optimization guru website because your links will be from sites completely unrelated to your subject matter, which search engines don’t favor. Don’t pay for services that just link up your content to large amounts of other websites. Google is fully aware to these tactics and can tell a good link vs. a paid, irrelevant link.


Why is SEO important?

By now, we hope you’re convinced as to why SEO is important, but if not, we’ll reiterate the importance of a strong SEO strategy. As sales and consumers’ interaction with companies move online more and more, you need to be not only present, but first, and here are the key items to keep in mind:

  1. Not all types of content play well in search engines. Forms, images, videos and flash all need background details to tell a search engine what type of content this is and why it matters.
  2. Uncommonly searched phrases, though synonyms to commonly searched phrases, won’t help you rank. Knowing what keywords to target and how to incorporate them is a key to ensuring you’re actually appearing in results you want to.
  3. Not all links to your site are equal. Yes, you want inbound links, but ensure these are quality sites linking to you because search engines are intelligent to know the difference.
  4. Creating content regularly that is at least 1,000 words in length helps search engines see that your site is being updated regularly and that you provide thorough content that provides longer times on page from visitors so that search engines favor your site.

We hope you found some of the SEO tips and tricks useful!


Fabrica Creative


Fabrica creative

Teamwork Makes the Dream Work

By | Blog, Food for thought, Happenings

You know when you have a really powerful experience and you want to tell your loved ones, neighbors, even your trainer’s dog? Yeah, well…that’s what I’m about to do so you better keep reading. You see, I had the opportunity to travel out of state for a presentation with our President, Operations Manager, and CFO of Fabrica Creative. We did some shopping, stayed at a fancy hotel, and ate mouthwatering food for every meal. Sounds like a grand time, right?

Well let me tell you–it was! But it wasn’t the glitz and glam that made for such an amazing experience, it was the meeting that took place at the tail end of the trip. Our team had been working relentlessly on this project for weeks and the time had finally come to show off all of our hard work. We made a quick pit stop at a breakfast joint to fill our bellies and go over our presentation one final time.

As we were going through the powerpoint, Cyndi leans over to me and says, “Okay now this will be your slide, Chelsee.” Nervous tension came over my entire body and I think I may have choked on my omelet. We had gone over the presentation countless times and not once was I told I had a slide! It wasn’t that I didn’t know the information, I did. It was the fact that I had to stand in a room full of people and speak when I hadn’t rehearsed one bit.

Cyndi explained to me that she gave me the slides last minute because she didn’t want me to overthink. She knows that I’m a pro over-thinker and suggested that I’d be better off speaking from the heart. She, of course, gave me the option to opt out but after reassurance from my team, I said I’d do it. The nerves were still high but I knew I had three people who would have my back should I slip up. We gave each other high fives, did a little dance, and off we went.

We walked into the meeting and went around the table one-by-one introducing ourselves. Cyndi took the lead and the room immediately filled with positive vibes and the nerves quickly faded away. Everyone was engaged, excited, and chiming in at the perfect times. It was such a cohesive effort and honestly, I’m not sure it could have gone any better.

We walked out of that conference room feeling over the moon about our performance. Cyndi was on the money when she said to speak from the heart. I knew the second I left that meeting that if I would have rehearsed my slides, it would have been a mumbled jumbled mess. Instead, I trusted myself and spoke from my gut. In fact, we all did! That day was a huge learning experience and I will cherish it for the entirety of my career.

I could not have been more proud of my team. It just goes to show that with hard work and endless trust in one another, we can accomplish just about anything. Oh yeah, one last thing! The President, Operations Manager, CFO, and I are all, drumroll please…females! Yes, you read that right! The ladies dominated out of state. Butttt we can’t forget about the boys holding down the fort and kicking butt in Salt Lake City. It is and ALWAYS will be a collaborative effort here at Fabrica Creative. Each individual on our team brings something so unique and indispensable to the table and that’s why we are known as the magnificent seven. Because you know what they say, TEAMWORK MAKES THE DREAM WORK, and oh boy do we have dreams!


Fabrica Creative

Marketing Strategy

Creating Your Marketing Strategy

By | Blog, Food for thought, SEO

Before you go to market with a product or service, you need to understand how you fit into the market and then create a strategy and marketing plan that provides long-term planning and the best opportunity for success. There are many aspects and facets of a full marketing plan including marketing philosophy, content strategy, and digital marketing strategy to achieve effective marketing.

Marketing Strategy Philosophy

Your marketing philosophy truly puts the customer first by analyzing the market to understand how your product and company fit into the market. To generate your marketing philosophy, analyze your product concept, production concept, marketing concept, selling concept, and societal marketing concept.

Your product concept should focus on quality and answer a gap in the market or a need from consumers. The product concept encompasses packaging and distribution. Remember that your product has to stand out on the shelves among your competitors so choose packaging that draws attention, but also highlights the key items that make your product unique from the competition. Who and where you distribute your product also has bearing on its success. Snowshoes won’t sell in Florida and beach goods will have limited interest in Missouri. These are obvious distribution factors that would limit where and who you sell through, but your company should analyze all factors including where your customers like to shop and what areas of town are trending for that type of shopping.

The production concept states that sales increase when production increases. To lower the per unit cost of your product, produce more. Because of economies of scale, your per unit cost will be lower. Be sure the distribution is in place before increasing production, however, as having product laying around isn’t beneficial to cost savings. Remember that effective marketing must have a strategy for distribution. So don’t just start offering your product at any and all stores that will accept it.

Now that you have a product and production concept for your company, you can look at the marketing concept. You must choose a demographic to target. You should know who your customers are based on age, geography, needs, family, and more. The more you know, the easier it will be to market your product to that group. You can create an entire persona of who your customer is as far as how they use your product, why they use your product, and what new ways you could help them use your product.

Next, you must analyze your sales concept. Where and how you sell your product will affect your company’s success. Making partnerships with local markets in a strategic footprint can ensure that your sales concept leads to success. Put yourself in the customer’s shoes and think through the purchasing process. Is it easy? Would you enjoy the process? Does the process match your target demographic for the product? Are you reaching your customers in unique ways across multiple platforms?

Finally, you need to understand your product’s role in society by analyzing your societal marketing concept. Your product or service should improve the well-being of your customers and society. This goes hand-in-hand with corporate social responsibility and sustainability. Be sure that you are considering these items as you define your overall marketing philosophy. Partnering with causes your audience cares about could help you sell more product. TOMS shoes is an example of this. TOMS provides shoes for underprivileged individuals when you make a purchase, making the consumer feel better about the price they are paying for the return on the community that they receive. The impact matches their business.

How to Create a Marketing Plan

Creating a solid, well-thought-out plan for your marketing will ensure consistent messaging and a great experience for your customers. Your marketing plan should include five key areas to ensure effective marketing.

1. Situational Analysis

The situational analysis goes in-depth to understand internal and external elements that have an impact on your organization. You should look at your internal strengths and weaknesses including your culture, staff, image, and brand awareness. Externally, you must understand your threats as well as your opportunities. Threats can come from changes in the marketplace or technology advances. Understanding and staying ahead of these changes can turn these into opportunities.

2. Audience

To succeed in marketing, you must know who your audience is. If you’re already established, you can look at your current audience to analyze who your product is already resonating with. If you’re not established, you can analyze your competitor’s audience to understand who might like or benefit from your products. Once you know who they are, understand the psychographics and demographics that motivate your audience.

3. Goals

Now you must choose how you’ll measure the success of the marketing plan. Your goals will dictate how you execute your plan and define what you want to get out of the effort. By setting clear goals, you can evaluate the marketing plan long term and make adjustments as needed to achieve these goals.

4. Marketing Strategies and Tactics

The next step is to develop how to achieve the goals you set forth. These strategies could include your content and digital strategies, which will be discussed below. This could also include television, radio, and print advertising.

5. Budget

Your budget should include the obvious aspects of ad spend, campaign development, social media management, design services, content, and oversight. These factors could be in the form of salaries for staff or freelancers to create the creative collateral for the campaigns set forth in your plan.

Content Marketing Strategy

Your content strategy should provide useful content for your customers. Content strategy differs from marketing strategy as it focuses more on information your customers need than to solely close sales like marketing does.

Your content strategy provides your roadmap for how and why you will manage and create content. A full content strategy looks at all content your customers encounter from your social media (which is ever-changing) to your website (which is more static).

To start, you must answer the question of why you’re doing this and what need or purpose does it serve your audience. Analyze who you want your company to be in a couple years and use your content strategy to enforce those goals.

Just as you did in your marketing plan, you’ll now define your audience. This definition may go deeper than your marketing plan. Understanding what forms of content your audience is already viewing can help dictate your content strategy. This may mean looking at your website analytics to see how you’re appearing in search engine results and what keywords are driving the most traffic to your website.

If there are other key sites that your audience visits, take a look at the content those sites offer to understand what value your audience is taking from these sites. Listen to your audience. They’re telling you the types of content that resonates with them, you just have to listen. Your social media can be a great place to test different types of content. Test more visuals, bullet points, pictures, and all different types of content and watch how many clicks and interactions you get from these sorts of posts. Analyze the topic, length, tone, and relevance of the content to better understand what’s working.

Digital Marketing Strategy

Digital marketing has empowered many organizations to reach their customers in new and innovative ways with smaller budgets than televisions and traditional marketing. However, digital marketing still needs to be strategic marketing to be effective because, while less expensive in investment at times, it can be more time intensive.

Like any type of marketing, digital marketing must have a goal. Let’s use Facebook for example. It may sound counterintuitive but your goal for effective marketing on Facebook may have nothing to do with selling your product. Facebook provides an opportunity for two-way interaction so your goal could be to reach 4 percent engagement on your posts to showcase that your customers are actually connecting with your brand.

If you’re a heavy B2B company though, your LinkedIn strategy might include more of a sales funnel. Move your customers through from awareness to interest to desire and then action by varying your content types.

Digital marketing strategy is much more than social media though. For e-commerce companies, effective marketing might come in the form of a mobile phone app, a program for Alexa, or employing the internet of things with products that reorder themselves when running low. All facets of digital marketing should be looked at as a whole integrated plan that builds a relationship between you and your customers and ultimately drives sales.

Search engine optimization and keyword research should also be a part of your digital marketing strategy. New customers can stumble upon your product or service when searching for answers to their problems. You must first know what need your product fulfills to start weaving these keywords throughout your digital marketing strategy to begin owning a part of the internet market share for those words. There are many tools that can assist you in understanding your keywords and helping you research new keywords that are not yet being targeted heavily in your industry. Google Search Console is a free tool that can help you formulate your search engine optimization and keyword strategy.

Best Marketing Strategies

Now that you understand the many components of effective marketing, you can evaluate what your best marketing strategies are. Some marketing campaigns fall flat, while others go viral. The difference in results is whether or not you’re connecting with your audience.

April the giraffe’s Facebook Live campaign was simple. It took tools already available to Animal Adventure Park and used them to capture a worldwide audience. The characteristics that made the strategy a great marketing strategy can be employed no matter the industry or platform you’re using to engage your followers.

It was real. Watching April captivated the world because it was so authentic and showcased real life. Users could see at any time of day what the animal was up to.

It was interactive. Users could comment on the Facebook and tag their friends to share the information to a broader audience. It started conversations for Animal Adventure Park before it even opened its doors.

It capitalized on fear of missing out. Users checked in regularly to the feed because they didn’t want to miss out on seeing the baby giraffe born right when it happened. The larger the audience grew, the more people were worried they might not able to say they were watching when the baby was born. April the giraffe became a household name that became the subject of dinner parties and water cooler conversations that drove viewership.

It was worth sharing. In the era of fake news and tragedy, Animal Adventure Park provided happy news that was worth sharing. That’s what made Animal Adventure Park’s live Facebook feed effective marketing. People enjoy sharing good news and unique news, and April the giraffe’s campaign capitalized on both of those.

Why A Marketing Strategy Matters

Strategic marketing is a crucial factor in a company’s success. You could end up spending tons of money on marketing campaigns and see no results if you lack strategy. That’s why the many plans and strategies explained throughout this blog are so important to think about. Strategic marketing is crucial for the following reasons:

1. It proves there is a market for your product or service.

Taking the time to plan and evaluate how you fit into the marketplace provides you with the crucial knowledge that there actually is an audience and a need for your product or service.

2. It helps create stronger pricing strategies.

If you know your competitors and how you fit into the market with your consumers, your pricing strategies are more based off fact than guesses. Creating a marketing plan forces you to really analyze all outside factors that could affect the success of your business so that you can take your product to market with the best chance of success.

3. Consistent messaging

By creating a content strategy, you guarantee consistent messaging. From product packaging to social media interaction, your audience is receiving consistent messaging that truly tells the story of your company well and provides comfort that your brand promise will remain the same over time as customers look to return again and again.

4. Targeted results

By setting forth a plan, you now have items to focus on and results to achieve. This means you aren’t choosing ad campaigns or digital partnerships on the fly and stay honed into programs and campaigns that deliver results for your company. You know where and how to spend your marketing dollars and have set goals for what you expect to achieve with those dollars.


Hello Boredom My Old Friend

By | Blog, Food for thought, Happenings

Boredom: Your arch nemesis. In this time of non-stop technology, it gets a bad rap. It’s one thing that you never want to admit to. Thanks to the mobile device in your hand, you can all but stave it off forever. However, boredom is not all bad. You may spur creativity by daydreaming and allowing the mind to take an alternative route. Ideas and solutions can suddenly erupt from this non-focusing brain exercise.

Instead of looking at boredom as a waste of your time, look at it as a part of the creative process. You must spend several hours a night sleeping to give your body a rest. Why not the same for the brain? A little brain processing downtime might be a good thing!

Some research results suggest that boring activities could result in creativity. In one study at Pennsylvania State University, researchers found that those who were bored outperformed others who were relaxed, elated, or distressed on tests of creativity. In another study done at the University of Louisville, researcher Andreas Elpidorou wrote, “Boredom helps to restore the perception that one’s activities are meaningful or significant.” In the total absence of boredom, we can remain trapped in the same situations and unrewarding outcomes.

First off, change the label you have placed on boredom. Let’s refer to it as a “temporary cognitive vacation.” Who doesn’t like a vacation, right? If you could take a momentary vacation after your busy day, would you say no?

Here are two tips to help:  TIP #1 Make time to take a temporary cognitive vacation (aka being bored). Put down the phone, turn off Netflix, and just do nothing; giving your brain a break from constant stimulation. It may be a modern lifestyle challenge but it can be done easier than you think. Try to build it into your daily or weekly schedule or allow it to occur randomly. TIP #2 Use temporary cognitive vacation (aka boredom) to your advantage. Stuck on brainstorming? Creative brain cramp? Step back and switch your brain to the off position. Go for a walk, bounce that random tennis ball against the floor, wall, and back into your hand (like many movie famous movie scenes where someone is trying to come up with an idea). Take advantage of your brain break and see what happens when you come back and revisit the same creative challenge. If you aren’t on a tight deadline, see if ideas can form naturally over spurts of boredom.

So, if you’re looking to get more creative, get bored. It may be that simple!


-Cal Fenske

Fabrica Creative


Season’s Greetings

By | Blog, Food for thought, Happenings

Ahhh can you smell it? It’s that time of year again and you know exactly what I’m talking about. Come October, we all lose ourselves. There’s no stopping it.


Oh sure “It’s the most wonderful time of the year” refers to Santa, getting gifts and people being abnormally kind. However, you’ve all been fooled. There is one reason and one reason alone why this time of year is wonderful and that is Eggnog!

Don’t believe me? You mean to tell me you can’t wait to wake up to 6 inches of snow? Ice sheets from hell that have one mission, to make sure you do not get anywhere on time! Days and nights as cold as your mother-in-law’s opinion of you. An overweight bearded man who has you convinced it’s ok to sit on his lap?

To me, this is all a nightmare!

Just when you thought it was time to head south you remember one thing, you’ve got Eggnog at home. There’s no practical way of measuring the amount of joy you experience with each sip. Joy only matched by that of a Great White Shark hearing “Maaan Overboooaaard!” You can’t help but wonder how you live life the other three quarters of the year without Heaven’s sweetest gift!

No, I don’t dilute it with milk or water! As a matter of fact, I’ve consumed a whole quart while writing this blog. I know what you’re thinking; did I really just read an entire page about Eggnog? You did! Why wouldn’t you? You’ve known about this mesmerizing nectar for some time now. You probably already know which cup you will use. I actually prefer a bowl.

There’s a lot to be said about “good” Eggnog. Don’t be fooled by all the naysayers of the world. Their lives are terribly miserable and incomplete without the un-rivaled satisfaction a single drink can bring. It doesn’t matter how you consume this luxury. Use a mug, a wine glass or heck, get crazy and just use that princess cup! Your Eggnog won’t mind, trust me.

All I’m trying to get you to understand is that there is only one good reason to wake up in the morning when this time of year hits. Sure, I may seem like a Scrooge but I just think it’s tough to see people only be nice for one month out of the year. ONE month! There’s at least a solid three months of Eggnog to prevent you from faking it in December. That excludes the time you have before your Eggnog expires. Think about it! I’m not asking you to be nice, happy, and cheery all the time. That’s not fair and I get that–especially without THE NOG!


-Anthony Brown

Fabrica Creative

organizational skills

Give Me Organization or Give Me Death

By | Blog, Food for thought, Happenings

Get organized…oh the dreaded phrase. I can’t even begin to count how many times I was told this in my adolescence. Who am I kidding?! I was told this way into my adult years. In all honesty, I was told this up until I was a few months into my first ‘real’ job. I had a hard time understanding why people cared if my belongings were organized or not. So what if you walked into my room to find piles of work paper, dirty laundry stacked as high as my bed, or even a few dirty dishes. It wasn’t affecting anyone…except maybe it was?

My first ‘real’ job required some serious organizational skills that I did not have at the time. I worked at a university in athletic sponsorships, overseeing football, basketball, and gymnastics. I had a long list of clients and my head was spinning trying to ensure I was fulfilling each sponsorship package day in and day out.

At first, I thought it was sufficient enough to jot down a few notes, keep some information in my noggin, and put an occasional reminder in my phone­–but I learned REALLY fast that those tactics weren’t going to cut it. I was missing print deadlines, forgetting to traffic radio, running the wrong LED, and most importantly letting down my clients.

I became so overwhelmed and defeated–I knew something had to change. I remember calling my mom expressing my disappointment with myself and telling her that I just wasn’t competent enough for the job. She laughed and said, “You’re not incompetent-you’re unorganized.” Hmmm…haven’t heard that before! Mrs. Queen Organizer herself gave me some tips and off to work I went. I started with archiving emails, making client folders, and creating enough spreadsheets to make me never want to use Excel again. I know what you’re thinking…why didn’t she just use the CRM? Well, because we didn’t have one (hence the spreadsheets galore). I’m not saying it happened overnight, but every day I made a conscious effort to stay organized and eventually it just became a habit.

After a few months of being organized at the workplace, I noticed that translated to be organized at home. I would find myself excited to arrange my closet, junk drawers, even my fridge. I was on top of my workload and no longer had that constant lingering stress. I’m NOT saying I haven’t had hiccups in my work life since then, after all, I’m human. However, I am expressing that I have found peace. Sounds silly but teaching myself organizational skills has truly helped me with so many aspects of my life.

-Chelsee Durfey

Fabrica Creative