• She’s Got Next: Kendra Brim

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    For our latest installment of “She’s Got Next,” we spoke with Kendra Brim, a decorated athlete, coach, and community leader whose impact stretches far beyond the court. The all‑time leading scorer at Buffalo’s Nardin Academy, she led the Gators to a New York State Catholic Championship her senior year before continuing her career at Colgate, where she played four seasons for the Raiders and earned a degree in political science. She later completed her MBA at the University at Buffalo. After returning to Nardin as a coach for several seasons, Kendra was inducted into the school’s Athletic Hall of Fame in 2018.

    Today, she serves as the Vice President of Programs and Organizational Advancement at Leadership Buffalo and runs her consulting firm, Out of Bounds, which supports student‑athletes and former athletes as they navigate identity, transition, and life beyond the game. 

    The following conversation is edited for space and clarity.

    As someone who works at the intersection of leadership, development, and athletics, what lessons from your playing career most influence how you lead today?

    The way I lead today is not necessarily leading from the front. One of the things I always talk about is, back when I was in high school and coaching from the sidelines due to an injury, I learned that everyone has a role to play. That’s something that I learned about and now talk about in leadership development—everyone has a role.

    There are people who are leaders in their own right, but not while leading from the front. The most powerful leaders can emerge from anywhere, and it’s really important to understand where you fit in. Are you a person of influence? Are you a person who leads from the front? Are you a person that’s a quiet changemaker?

    It’s really important to know who you are as a leader, play your role, and play it well.

    From your perspective, how are organizations in Western New York leading when it comes to supporting girls’ and women’s sports; and where is there room for growth?

    You now see support for girls’ and women’s sports everywhere across Western New York.

    You’re seeing an overall empowerment of these sports, and that’s a great thing to see. When it comes to growth, access is really important, but so is putting money towards some of these sports and programs. Making sure you have a leadership development component in place for players to support growth is important, too. I think that’s the part that’s missing.

    There are some great initiatives that are happening, with Project Play of Western New York being a big one. They’re doing a terrific job of not just making sure there’s access for students, but addressing how coaches need to coach, how parents need to support their children and more. Everybody has a part to play in this, so addressing how everyone shows up and are the best they can be helps to make sure that, ultimately, the students are the ones who are winning in this space.

    Across the current sports landscape, it seems if you want to make a real impact on young athletes and their communities, investing in programs like Project Play and others is the way to go. Do you agree? 

    Yes. It’s a more grassroots way of doing it, and the people who come to the table are everyone I just mentioned. You have players, former players, coaches, and parents, and you have foundations that are at the crux of it all as well. The Community Foundation supports Project Play of Western New York.

    The Police Athletic League is also doing an amazing job. The Police Athletic League is an organization I volunteer with frequently and do a lot of consulting with as well. I’m a PAL kid; that’s how I started to play basketball. I was exposed to a lot of different things through PAL, but throughout the years, they realized that playing sports just wasn’t enough. Now, they have a workforce development component. They have sports sampling so kids can sample different sports that they may be interested in. They’re developing the full student-athlete, so continuing to invest in programs like PAL is really important, especially as these nonprofits and third spaces are being stripped of funding at the national and the local level as well.

    In addition, we need to continue to make sure that these spaces are safe and accessible to children, parents, and families. That’s going to help continue to build the ecosystem of sports and women’s sports, specifically.

    Women’s sports right now are having a pretty big cultural moment. What do you think brands, marketing efforts, or organizations often misunderstand about engaging authentically with women’s sports audiences?

    I love that we’re having this cultural moment. It makes me proud. I’m excited; I’m happy. I got my tickets for the Toronto Tempo—which is the new WNBA team that’s coming to this area—so I’m really excited for the branding of women’s sports. WNBA is now called the W, and so it’s a recognized household brand, where before it was not.

    What I believe they are missing from this moment is access. I remember when I went to my first WNBA game with my dad in Detroit. I think it was like, “Daddy and Daughter Day” or something, which made it very accessible and family oriented. Now, if I wanted to go buy a seat for a game in some places, it’s $500 for one ticket. The WNBA has become so big a name that people have to decide if they’re going to buy a ticket, or sometimes, if they’re going to buy food. I think that’s the reality of it.

    I don’t have a solution for what the balance looks like, because we know that WNBA has to be revenue-generating. They just earned a huge contract for their players, which is really important—especially with the revenue-sharing piece of it. But how do we make sure the product is accessible so that, when girls or guys or families want to go to the game they can attend without breaking the bank? That’s the issue with a lot of sports, right? We all go to Bills games, and now that the Sabres are in the playoffs, we’re paying $300-$400 for those tickets.

    But I think as the popularity of women’s sports continue to grow, how do we make sure that that they’re still accessible so the community can join in on the action? That’s the question we need to answer.

    You found Out of Bounds to help athletes navigate identity beyond sports. What trends are you seeing right now concerning how young athletes understand or struggle with that transition?

    We now start to develop student-athletes early on, sometimes as early as four or five years old. Most of these kids have access to cell phones and social media, and so they’re seeing the flashiness of what it means to be an athlete, but they don’t necessarily see the grit and the grind behind being a student-athlete as well. You’re seeing where a lot of the kids are not being developed as a total student-athlete that way because they’re so focused on the highlight reel or getting to the next level, which is great—but it’s equally important to talk about what it means to get there.

    Leadership development, student development, mental health development, and the support of your family and community is also equally as important, so we have to continue to educate them on that and what that looks like. When it comes to student-athletes, they’re not being totally developed—but they need to be. It’s hard to teach this to students and young kids.

    Everybody knows Kobe Bryant—who’s one of my basketball heroes—and one of the things that he always talked about was the grind behind getting to where he is. He exposed this through his Olympics appearances, his writings, and many other ways. I feel like more athletes need to talk about that, because it’s not about the flashy highlight reel or the NIL deals. Let’s really talk about getting up at 5 a.m. when the alarm is going off and you’re not hitting snooze, or putting the cell phone down and actually working on your skills and craft.

    That’s not talked about often enough—and it needs to be.

    Ready for more She’s Got Next? Find the whole series here.

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  • Pitch potential: What I’m watching at this year’s FIFA World Cup

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    So much preparation. So much anticipation. So much drama.  

    It’s been more than eight years since Canada, Mexico, and the United States were selected to host the 2026 FIFA World Cup. And a lot has changed over that span, from geopolitics to global public health — but at least one thing has remained the same: devoted soccer fans from across the globe have been counting the days until the kickoff of their sport’s ultimate competition.

    And I’m one of them.

    I’ll be traveling to see matches in-person in nearby New Jersey (France vs. Senegal), Seattle (USA vs. Australia) and Los Angeles (USA vs. Turkey)—and I’ll be taking in a host of local watch parties—between the tourney’s kickoff in Mexico City until its championship conclusion inside NJ’s MetLife Stadium on July 19. (Or should we say New York/New Jersey Stadium to follow the tournament’s rules?)

    While my attention will be fixed to the pitch for this tourney’s historical significance and all the reasons that make the game so beautiful, I’m also curious to see how the reverberations of this grand event will ripple across our cultural, social, and integrated communications landscape.

    As I noted in a previous piece for this space, there’s an abundance of opportunities for the cities, businesses, and athletes connected to the competition. Billions of dollars in sales and exposure are woven into the tournament. Global exposure for athletes and host locations come with every game. Viral moments and potential trendsetting can happen with any social media post. Cities that aren’t hosting and organizations that aren’t sponsoring can also benefit from the energy—if they get creative in how they leverage the momentum and attention.

    With every goal scored or shot saved, the sport’s impact on culture looms larger and larger.  

    So what World Cup questions will I be considering between and after my stadium stops? Here are a few:

    How will brands capture the moment?

    This edition of the tournament, like so many before it, has faced criticism and uncertainty. But one thing is completely certain: Every FIFA World Cup is comprised of singular, significant moments witnessed by billions of people across the globe.

    • 2022’s tournament reached an estimated five billion people across the globe, more than a billion more than the 2018 World Cup.
    • The 2023 Women’s World Cup was watched by an estimated two billion as well.
    • As for last summer’s Club World Cup warm-up, nearly 2.5 million fans attended games in person, with another two billion watching on television or online. 
    • This year’s expanded 48-team tournament is projecting to lure in more than six billion people through highlights, streaming, and traditional broadcast productions—with more than 1.5 billion expected to watch the final alone—making it the most potent brand-visibility opportunity of the decade.

    But what will brands do with it? Between leaning on fan culture, employing a fleet of influencers, or using the identifiable backdrops provided by so many unique cities in three different countries, there should be plenty of installations and activations to enjoy during the next six weeks—and plenty to dissect in its aftermath. 

    The showdown among the apparel brands, designers, and federations has been especially fun to watch. Nike seems to be pulling ahead in the collaboration game—with beautiful entries from Puma and other brands, too. Adidas is also leaning into nostalgia with gear from the ’94 tournament and World Cup Bringback Collection.

    Who’s winning? Tough to say, but I can confirm I downloaded the Nike SNKRS app today so I could be one of the first in line for Nike’s collaboration with the Virgil Abhloh Archive (V.A.A.) for the U.S. Men’s National Team.

    How is World Cup fandom transforming all fandom?

    World Cup results are decided by the action on the pitch. But for so many of us who have gravitated to the game, it’s the action in the stands (and the pubs and pre-game rituals) that’s earned our undying loyalty.

    It’s a community of chants, colors, and songs, all singular to specific fanbases that stretch across the globe. Is it comparable to experiences enjoyed by fans of the NFL or Power Four college football? In some markets, yes. (See: Our headquarters city of Buffalo, NY.) But in others, the maniacal following of global football—I mean, soccer—far exceeds the everyday fan experience.

    During the FIFA World Cup, the devotion and behaviors of supporters change the understanding of what real fandom is supposed to exude and entail—and how these fans interact with brands associated with their sports.

    If the rules of fandom are rewritten to include imbibing a certain drink, wearing specific clothing, or professing their obsessive fanaticism on their favorite social media channels, brands stand to benefit.

    So does the game of soccer—especially in the U.S.

    Roger Bennett and the Men in Blazers Media Network have done incredible work to play their part in growing the game in the U.S., providing a depth of coverage and humor not previously available to fans of this sport in the states. It’s an established-yet-still-visionary endeavor built by fans for fans.

    Their platform will continue to grow during this World Cup as they connect with more fans across the country, but I’ll also be watching to see how other media brands leverage influential personalities and grassroots engagement (like what Sinclair is building with Unfiltered Soccer with Landon Donavon and Tim Howard) to contribute to the work still ahead.  

    How will players use influencer tactics to boost their brands?

    In recent World Cup and Club World Cup action, social media—and who uses it the best—has been a huge factor in what brands busted out and which were relegated to the back of the pack. In 2022 alone, World Cup action elicited nearly 94 million posts across all platforms, resulting in almost six billion engagements.

    This edition should be just as busy. But instead of focusing on the sodas and sneakers that will score a fleet of new customers, I’m looking for which players-turned-influencers will manage to enhance their brand on the global stage—while ensuring their performance on the pitch doesn’t slip an inch.

    As the insatiable need for 24/7 content across various social platforms has only increased since 2022, athletes—even those of lesser-known acclaim—will have an opportunity to lure more interest to their story, their game, and their viability as product spokespeople.

    In recent years, fans have shown their interest in not only following their favorite athletes’ every move but also patronizing the products they endorse on TikTok and elsewhere. They want to be part of their lives, part of their journey. Athletes know this; so do our most forward-thinking brands.

    Now, on the world’s brightest pitch, both can dominate the social feeds of fans everywhere—and form a foundation for fandom (and customer loyalty) long after the cup is claimed.

    How will the USMNT’s “Golden Generation” deliver on our long-awaited expectations?

    Believe it or not, this question does relate back to brand identity and credibility building in communications.  

    Years ago, this generation of U.S. Men’s National Team players—headlined by Christian Pulisic, Weston McKinnie, Timothy Weah, Chris Richards, Upstate New York’s own Tyler Adams, and others—was burdened with the expectations of the “golden generation” tag.

    It’s a challenge some have met, with U.S. players featuring in the top flights of global soccer. And others have missed.

    This tournament is their biggest test yet. And how they message the victories, setbacks, and ultimate result—and how they make the fans part of their journey—will shape how they’re remembered, almost as much as the performance on the pitch.

    This team seems to have firepower in the attack, but there are some lingering questions in defense: Richards’ ankle, Tim Ream’s age and durability, and a less-than-clear #1 goalkeeper.

    But that’s the beauty and power of sports. You’ve got to watch to find out – and every episode unfolds live before your eyes.

    P.S. I joked with our team that if we truly wanted to drive engagement with this post, we should go with the headline: “The USMNT should start Christian Roldan and Miles Robinson. Here’s why.”

    We decided to skip the clickbait.

    And besides, I love what both Roldan and Robinson have brought to U.S. soccer at the collegiate, club, and national team levels. Every contribution matters.

    Enjoy this World Cup. I know I will. And please, please, take advantage of the local watch parties happening in your community. This game is even better when it’s experienced together. Want to learn more about The Martin Group’s diverse array of work in the sports world? Click here.

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  • Tribute trips: Celebrating Women’s History Month near our NY offices

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    Every year, the March designation as Women’s History Month gives us all the opportunity to celebrate the tremendous accomplishments of women and how their feats have shaped our world today.

    But for those looking for a state full of destinations and dynamic figures that tell the most colorful story of the advancement of women, New York is the place to be.

    The state boasts birthplaces, historical sites, and museums that tell stories of patriotism, suffrage, and sports heroics. This is a locale that raised leaders, roiled action, and fomented movements, ones that frayed and remade the fabric of our country. There are lessons to be learned from one end of New York to the other—and thankfully, The Martin Group has offices a short drive away from many of the Empire State’s most cherished women’s history spots.

    For those looking for a significant place or two to enhance your appreciation for women’s history, follow the below directions and descriptions to some of our favorite nearby stops.  

    Destination: Buffalo History Museum

    Distance from our Buffalo office: 4 miles

    The state’s Queen City boasts plenty of historical women—from the first professional female architect in the U.S. (Louise Blanchard Bethune) to Lauren Belfer, the best-selling author of City of Light. But this month, those curious about how many consequential Buffalo-born women earned their education can visit the museum’s detailed exhibit about Buffalo Seminary. The all-girls institution has been an educational cornerstone in the city’s Elmwood Village since 1851 and has continued to prepare young women (like Belfer, ’71) from diverse backgrounds to be engaged scholars and citizens. 

    Destination: Susan B. Anthony Museum

    Distance from our Rochester office: 18 miles

    Known as the Great Reformer, Susan B. Anthony is the most identifiable figure of the Suffragist Movement, which led to the passage of the 19th Amendment—enshrining the right of women to vote—in 1920. Her former Rochester home was once headquarters of the National American Woman Suffrage Association and was also the site of her arrest for illegally voting in 1872. Today, the site is a National Landmark that celebrates her many sacrifices for the generations of women who’d follow her to the polls and is open for tours six days a week.

    Destination: The Women’s Club of Albany

    Distance from our Albany office: 17 miles

    This Capital District destination was found in 1910 as a civic organization to benefit women, children, and the overall conditions of the City of Albany. The club’s all-female leadership pushed for big reforms concerning fire protection, garbage, and food inspection over its first 90 years. After reviving its purpose in 2004, the historic organization—still in its original 1895 headquarters—has continued its mission of leaning on the expertise and ideas of its female-led coalition to support the well-being and cultural enrichment of women and children across the region.

    Destination: Alice Austen House

    Distance from our NYC office: 16 miles

    Alice Austen was one of the earliest and most prolific female photographers in the U.S., capturing a changing New York City at the turn of the 20th century and leaving behind a 7,000-photo catalog. Those interested in her creative work—as well as her significant role in LGBTQ+ history—can visit her preserved 1800s Victorian Gothic cottage on Staten Island and feel her spirit still alive and well. Visitors can view exhibitions of Austen’s pioneering historic photographs and of contemporary photography, or take part in a wide range of cultural programs for the public. 

    Bonus destination: National Women’s Hall of Fame

    Distance from our closest office (ROC): 40 miles

    Finally, for those who’d like to witness the greatest swath of impact across education, politics, science, or sports, the Seneca Falls museum features the stories of generations of American luminaries. From Louisa May Alcott’s toil on the formative literature that became “Little Woman” to Tenley Albright’s acclaim as the first U.S. woman to win Olympic gold in figure skating, visitors can enjoy a truly exhaustive scope of achievements from women who laid the foundation for real change—and enabled the many voices who’ve since followed in their footsteps.

    If you want to learn more about the experience, hobbies, and tastes of The Martin Group, click here.

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  • More than a mural: Amplifying the possibilities of reused paint   

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    Every year, consumers across New York State purchase an average of 36.6 million gallons of paint, and about 10 percent of that product—or 3.6 million gallons—goes unused.  

    To remedy this waste, PaintCare—a national nonprofit created by the American Coatings Association (ACA) to help manage leftover paint in states that have enacted paint stewardship laws—provides ways for residents and businesses to recycle leftover household paint, stain, and varnish conveniently and sustainably. Since first arriving in New York in 2022, their work has collected more than two million gallons of leftover product and has ensured that that excess product is recycled into new paint, disposed of in an environmentally responsible way, or reused for creative endeavors that can transform communities. 

    Like an incredible mural on a downtown parking structure.  

    To show how the initiative’s work can brighten any location in this exact way, PaintCare worked with The Martin Group on an integrated communications plan to initiate, develop, and execute plans with the Albany Parking Authority (APA) and muralist Quill Harrison to turn the side of Albany’s Quackenbush Parking Garage into a giant piece of art—and amplify the possibilities of reused paint.  

    Crafting a plan 

    The installation of public art to brighten a city block, accent an urban corridor, or enrich a community is an idea that’s been employed by locales across and outside New York for decades.  

    But utilizing leftover and reuse paint to create an eye-catching downtown mural was just part of the plan. Against the backdrop of Albany—which boasts more than 50 paint drop-off sites for residents to bring leftover paint, stain, and varnish—we wanted to promote PaintCare’s mission of paint collection and related consumer education in a new and engaging way. 

    To do that, The Martin Group devised a multifaceted strategy—featuring public relations, public affairs, digital, social, and media support—to cultivate a landing page and blog content, promote and unveil the work through available channels, and extend campaign messaging through a series of strategic earned media touchpoints. If this strategy worked well, we aimed to tell a compelling and regional story, all while raising awareness of PaintCare’s mission across key audiences and industry stakeholders throughout New York State—and see that the work reverberated long after the paint was dry.   

    Painting (and promoting) with purpose 

    To drive this idea from conception, our integrated team coordinated and developed a plan that leveraged a range of tactics—including media relations, press engagement, targeted stakeholder outreach, television sponsored placements—to create consistent touchpoints from start to finish.  

    Amid facilitation of these touchpoints and overseeing all mural logistics between PaintCare, APA, project stakeholders, and Harrison, our team was keen on driving interest to a central location where Capital Region audiences could learn more about the project and its principals; read original content about recycling, sustainability, and the extent of PaintCare’s ongoing initiative; and follow along with news coverage highlighting the impact of the mural project and work it aimed to promote.  

    To do this, we leaned on our digital team to construct an original landing page devoted to the mural project, then employed our content professionals to create a pair of blog posts that could both educate and engage readers interested in PaintCare’s work. The overall messaging focused on the importance of recycling and reusing paint—but it expanded the possibilities of each. With the creation of two separate posts on processing unused product and art meeting sustainability, we created engaging ways to detail PaintCare’s mission and successes while connecting each to a larger conversation of sustainability, creativity, and community impact.  

    At the root of its ongoing mission, PaintCare’s work is about communities. Our messaging reflected that, connecting this mural project to other renewal efforts invigorating neighborhoods across New York State.  

    With the website and its content complete, our public affairs and public relations teams were able to engage media targets to promote the mural work; coordinate involvement from government leaders, community stakeholders, and PaintCare’s local partners at the eventual unveiling; and accumulate press coverage for the mural, community collaboration, and the extent of PaintCare’s success in recycling and reusing paint.   

    Basking in the results 

    In the end, all deliverables helped lead to an incredibly successful mural unveiling and, in the shadow of a colorful new art installation, advanced the mission of PaintCare across New York State.  

    Thanks to the public event to dedicate Harrison’s latest Capital City creation, development of the event website, distribution of original content, and efforts from our PR and media teams to spread the word, the initiative earned coverage from all the Capital Region’s key broadcast outlets, including significant coverage leading up to the event and for weeks following the grand unveiling. 

    But more important than the publicity the event earned was the opportunity to show how PaintCare’s work is able to support its communities. Across New York and an area like Albany, they can now see how the unused product taking up space in the basements and garages can enable change and support sustainability.  

    And those who now drive or walk past Albany’s Quackenbush Parking Garage can enjoy an ebullient testament to successful collaboration and strategic communication. 

    To learn more about The Martin Group’s extensive work with nonprofit organizations, click here. 

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  • Public Relations

    You searched for new era cap – Page 16 of 32 – The Martin Group

    Public Relations

    The right kind of attention is everything. With sharp storytelling and crisis-tested counsel, our team of strategists, former journalists, and news aficionados empowers your brand to land headlines that matter and build trust that endures.

    01
    Media Relations &
    Engagement

    We build meaningful, lasting relationships with media and communities to drive coverage that builds awareness, strengthens reputation, and supports long-term brand loyalty.

    02
    Executive
    Communications

    Ensure your executives show their strengths. We equip top decision-makers with strategies, advice, and confidence that elevate authority and credibility, from thought leadership to public-facing moments.

    03
    B2B
    Communications

    B2B relationships require credibility, trust, and clarity. We help clients become go-to authorities in their industries with communications strategies that fuel growth, collaboration, and lasting partnerships.

    04
    Crisis
    Communications

    Even when the worst happens, we’ll guide you through it. From helping clients become crisis-ready to collaborating in high-pressure moments, we create comprehensive plans to protect your reputation.

    05
    Media
    Training

    Lights, camera, confidence. From spokesperson prep to message planning, we assist in turning mic’d up media moments into powerful brand opportunities.

    Additional
    Services

    Corporate Social Impact

    News Conference
    Planning & Execution

    Media Monitoring

    Internal Communications

    Message Development
    & Strategy

    Editorial Strategy
    & Content Creation

    Your message, to maximum effect

    Make your message heard. From global powerhouses to regional nonprofits alike, our award-winning Public Relations team delivers results that tell a story all their own.

    Helping a growing financial powerhouse communicate its commitment to community, its focus on customers, and the impact of its investments in talent and technology.

    See the Work

    Positioning a global brand at the center of sport and culture, and amplifying key collabs, partnerships, anniversaries, and product drops with purposeful storytelling.

    See the Work

    Work with us

    If you’d like to know how The Martin Group can help your business, we’re happy to talk.

    e: hello@martingroup.co
    p: 716.853.2757

    Complete Online Form

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  • Production

    From complex, multi-day, location-based shoots to in-studio product shoots (and everything in-between), we handle every detail of production from pre-production through final delivery.

    01
    Video
    Production

    We craft compelling content via all types of footage—including interviews, b-roll, drone shots, and more—to tell your story with impact.

    02
    Stills
    Production

    We produce high-quality images, on-location and in-studio, including on-model, beauty, product, and environmental shots.

    03
    Post-
    Production

    From editorial and animation to VO recording and sound design to photo retouching and compositing, we refine every detail to perfection.

    04
    Production
    Logistics

    We manage the full spectrum of logistics: location scouting, talent casting and coordination, travel, contracts and usage negotiation, equipment rentals, shoot-day coordination, scheduling and call sheets, and post-production.

    World-class partners in world-class work

    Whether working with celebrities, athletes, and influencers, helping global brands shine the spotlight on key leaders, or illuminating local heroes boosting their communities, our productions create impact for brands of every size.

    In order to help community pillar Kaleida Health communicate its multifaceted capabilities, we crafted a testimonial-driven brand awareness campaign that featured real stories to showcase their human impact.

    See the Work

    PaintCare came to us looking for help educating its nationwide audiences on the simplicity, benefits, and process of paint recycling, so we came up with the “3 Simple Rules” campaign, which featured a talent shoot and even a talking paint can to help communicate the message.

    See the Work

    Looking to launch into the growing athleisure segment with a new performance cap, New Era tapped us to manage a multi-location, talent-based photo and video shoot around the mountains and beaches of California.

    See the Work

    Work with us

    If you’d like to know how The Martin Group can help your business, we’re happy to talk.

    e: hello@martingroup.co
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  • Winning strategies: Helping clients maximize their Bills partnerships

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    Corporate sponsorships across professional sports are no longer relegated to a simple a billboard aside a scoreboard or an ad quietly situated on an outfield wall. It’s a multifaceted, multimedia partnership executed in many ways—and can bring in big dollars for teams and sponsors alike.

    In 2024, businesses spent nearly $8 billion on partnerships with North American pro sports teams, earning them everything from digital advertising and social media copy to on-field logos and patches on jerseys—along with more traditional means of marketing—to promote their investment in association. Brands want their name and mission to interlock with popular squads and sports, ones that win games, and many times, act as the engine of community camaraderie.

    With this known, it should be of no surprise that the sport and league to bring in the biggest chunk of annual sponsorship dollars is also the most popular: the National Football League.

    Last year, the NFL’s 32 franchises generated an estimated $2.5 billion in sponsorship revenue, by far the most in U.S sports. The league itself generated more than $23 billion in revenue that same year, so to be associated with such a popular and profitable operation should be a priority for businesses that share a region with a member franchise—and in Buffalo, New York, it is.

    The Buffalo Bills are a cornerstone of the Western New York community, both in its play and as a business. The team’s revenues approached $600 million in 2024, but these numbers only tell a part of the story of how essential the club is to community members across the region. The team and players provide an identity for its New York State fandom—especially when they’re winning—and this identity is a desirable commodity for area businesses intent on connecting with customers. That makes sponsorship deals with the team incredibly beneficial to businesses in the Buffalo area.

    And thankfully, we at The Martin Group have worked with a few of these companies and have helped each activate their Bills sponsorship opportunities in interesting and beneficial ways.

    Whether with public relations, social media, inventive events, or with a variety of multifaceted tactics, our team has been able to help clients get the most out of their association with Buffalo’s football team and its players—and turn fans into loyal customers.

    Here are just a few examples of how we’ve made it happen.

    Gameday tradition meets trusted healthcare

    As the largest and most comprehensive healthcare system in Western New York, Kaleida Health stands alone as the standard-bearer of vital capability and compassionate care for the region’s patients.

    But along with the medical expertise, they’ve also been known as the Official Healthcare Provider of the Buffalo Bills since 2017. Over the years, Kaleida has teamed with The Martin Group for a series of award-winning and heartwarming campaigns. Before the 2025 season, they approached our team to activate its affiliation with the pro football franchise, all while emphasizing that Kaleida Health’s aim is forever on advancing the health of its entire community—and with Bills fans caring for Bills fans every step of the way.

    The result: “Every day is game day.” With messaging that links the commitment, skill, and relentlessness of medical professionals to the game-ready athletes in our backyard, the campaign connects the healthcare provider with the hometown team, its fans, and our communities. Its doctors, nurses, and caregivers are asked to perform at their highest level every day. This brings their importance into focus, all while campaign imagery shows them gearing up for their own gameday situations.

    Devised by our creative team and distributed by our media team to reach various broadcast, digital, and traditional ad platforms, the campaign is now live and resonating across the community—all while deepening the affiliation between two of Buffalo’s most cherished community entities.     

    Pregame recipes, one post at a time

    In a region like Western New York—where residents have very strong feelings about their gameday pizzas and pizza toppings—being a favored cheese brand can be a tremendous boon for business. Being associated with the local pro football team could certainly boost this favoritism, so in 2022, local manufacturer and distributor Lactalis partnered with the team to make its Galbani brand the Official Cheese of the Buffalo Bills.

    To get the word out, Lactalis connected with The Martin Group to create a voice, image, and vibe for Galbani social media and help its many tailgate recipes come to life online. For the past four seasons, our team worked diligently to deliver descriptions of items made with a litany of Galbani cheeses—including its top-selling Whole Milk Mozzarella and Ricotta varieties—to the hungry masses of Bills Mafia.

    From its Stuffed Hot Pepper Dip to its Italian Nachos and Buffalo Chicken Grilled Cheese, we allocated monthly schedules of social media copy and creative to connect with followers across Facebook, Instagram, and other busy platforms; dramatically increase their impressions and engagements on each; and deepen the association between fans’ love of cheese and their allegiance to the Buffalo Bills.   

    Recognizing four decades of teamwork

    For the last 40 years, M&T Bank has worked closely with the Buffalo Bills to make a difference in their shared communities. Over time, their relationship took M&T from a community business partner to its current designation as the Official Bank of the Buffalo Bills and is now one of the longest-running active sponsorships in professional football.

    To celebrate this year’s 40th anniversary of their partnership, both M&T and the Bills envisioned a meaningful activation that could become a cherished memory for those in attendance, lead to compelling media coverage, and remind the entirety of Bills fandom which bank is most closely aligned with their favorite team. Enter The Martin Group public relations team, who worked with M&T to announce a new multi-year, long-term partnership extension between the bank and ballclub; develop press materials, remarks, and Q&A panel scripts; support media outreach; and assure several local and high-profile media mentions for the May 2025 announcement of the partnership.

    The result: An incredibly successful event that highlighted the bank’s connection to the Bills and the Western New York community, and secured more than 60 media mentions, including local and national online, broadcast, and print clips.

    On-site snacks from a rising star

    While the history and tradition of the Buffalo Bills forms its foundation in the community, its modern-day players are the element that drive fans’ interest year after year. This season, running back James Cook—who just signed a four-year contract extension in the offseason—is one player many Bills Mafia members hope will lead the team to a title.

    But off the field, Cook and his management recently teamed with Buffalo-headquartered Rich Products to treat fans in a different way. With the creation of The James Cookie, the player and food company have partnered for a fun dessert to last throughout the season and beyond. To launch this sweet addition to the local snack routine, Rich’s coordinated with The Martin Group for a gameday launch of their newest product partnership.

    Spanning out across the parking lots of Highmark Stadium before the Bills hosted the New Orleans Saints on September 28, our team distributed more than 700 cookies over a two-hour span; collected great photo and video content for the client; and spread the word about Buffalo’s newest player-corporate partnership for Rich Products, all under the slogan of “Let James Bake.”

    Call it a tasty addition to the Bills tailgating experience. Call it a sweet score for two big-time Buffalo players. Or better yet, count it as another inventive way to activate affiliation between our clients, their customers, and our beloved football team.

    No matter what, score it a win for creative collaboration—and go Bills.

    To learn more about The Martin Group’s activation work within all verticals, click here.

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  • Well—how did I get here?

    You searched for new era cap – Page 16 of 32 – The Martin Group

    This is the first installment of our new regular blog feature, “Well—how did I get here?” featuring first-person stories of our team members and their interesting journeys to The Martin Group. First up: Senior Public Relations Manager Casey Frantz. Take it away, Casey. 

    Over the past decade, my world revolved around fashion. From coordinating editorial shoots to assisting with presentations and drafting pitches for new collections, I was fully immersed in the elite fashion world I’d long aspired to join. 

    Looking back, I see how my time in fashion built skills and perspectives that are now influencing my career in Buffalo. Lessons in adaptability, communication, and navigating change are guiding me in this next chapter.   

    In a recent interview with Buffalo Business First, I reflected on my journey—sharing career highlights and how those experiences shaped me as a communicator. 

    Lessons in fashion 

    Working in fashion isn’t for the faint of heart. Like any high-speed industry, the pressure is relentless. I’ve faced editor scoldings over a missing scarf, crises from a celebrity’s misstep, and the sting of social media backlash. The scrutiny is brutal. 

    But the rewards are real. Watching a runway show I helped execute—even if it lasted only minutes—or seeing coverage in a top publication after weeks of planning reminded me why I wanted to work in fashion in the first place. 

    When I started, I worked exclusively with print media on the editorial side. My daily conversations were with editors at Vogue, Harper’s Bazaar, and ELLE. Though exciting, I realized that focusing on only one area could limit my career. I could see the communications landscape was shifting. With the rise of influencers and content creators—and the decline of print publications—I knew I needed to adapt with the times and broaden my experience.  

    I was fortunate to work with brands ranging from Coach to Theory and then to Schutz, but I see now more than ever that the fashion landscape shows no signs of slowing down. With new social media platforms emerging and a charged political climate, brands are scrutinized more closely than ever before, and as communicators, we must anticipate what’s next.  

    What goes around comes around 

    Now as a fashion outsider, I can view the industry’s evolution from a fresh perspective. From the recent appointment of Chloe Malle to lead editorial content at Vogue US after Anna Wintour’s historic step back, to Jonathan Anderson’s appointment at Dior as the first creative director to oversee women’s, men’s, and haute couture collections, fashion once again proves that change is the only constant. 

    As communicators, our job is to stay current and one step ahead of the curve. That’s no easy task. But if you understand your brand, your audience, and your goals, you can build something lasting and meaningful. 

    When bad publicity hits—as it inevitably does—ask: How will I control the narrative? Critics will surface, whether insiders or consumers who miss the story. The key is to adapt quickly, keep the narrative moving, and ensure the brand’s voice remains consistent and strong.  

    No place like home 

    Moving back to Buffalo wasn’t something I planned. The idea lingered over the years, but with my career deeply rooted in fashion, I wasn’t sure how it would translate back home. It wasn’t until after I left fashion that I realized what it had given me: a strong foundation I could apply to any field.   Every communicator should strive to be forward-looking and adaptable. It’s that willingness to act decisively that fuels growth—and reveals opportunities you never imagined.

    Want to learn more about The Martin Group’s digital marketing expertise? Click here.

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  • Digital Marketing

    You searched for new era cap – Page 16 of 32 – The Martin Group

    Digital
    Marketing

    It’s a tough (digital) world out there. Make your online presence work harder, faster, and smarter with our signature mix of strategy, brand-building savvy, and data-backed insight that does more than reach your audience—it moves them.

    01
    Strategic
    Consulting

    Serious results start with strategy. Business objectives and marketing plans are aligned through audits and analysis to identify what’s working, what’s not, and how to move forward.

    02
    Campaign
    Development

    We develop and execute tactics across paid media, social platforms, email marketing, and landing pages that tell a bigger story. Throughout, we use data to manage, optimize, and pivot towards your goals.

    03
    Search Engine
    Optimization

    We fine-tune your site’s performance, boost organic traffic with relevant content at relevant times, and use proven tactics like keyword research and link-building to get (and keep) all eyes on your brand.

    04
    Analytics &
    Reporting

    Every single click, like, visit, and view tells a story. We transform performance data from your website, social media, and other media channels into clear insights to help you make better decisions.

    05
    Integrations &
    Optimization

    We bring your entire digital world together by integrating CRMs, email marketing tools, e-commerce systems, and AI technology—reducing repetition and letting your team focus on campaign work that really works.

    06
    Social Media
    Marketing

    Our platform-specific strategies help you build your brand and boost engagement—from content creation and campaign management to performance analysis, influencer marketing, and ongoing optimization.

    Digital firepower fit for you

    Wherever you’re starting from with digital marketing, we can help you level up. From an extra set of experienced eyes to campaign creation to an all-hands-on-deck revamp of your digital presence, we plug in with the right people at the right time to get the job done…right.

    First Merchants Bank was looking to expand its consumer customer base and reduce the overall cost of acquiring these new customers. We ran an SEM & Display campaign which drove to an optimized landing page, helping to capture those ready to open an account and nurture those on the fence.

    See the Work

    49%

    increase in month-to-month accounts created, and a 1,500% decrease in cost per acquisition.

    2:1

    profit on ad spend

    TopSeedz sells healthy, quality seed crackers and roasted seeds directly to consumers. Their advertising campaigns were working, but they knew there were more opportunities to invest so their advertising budget could have more impact. Through a rework of their paid advertising across Google, Amazon, and Instacart, we were able to drive an increase and improve return on advertising spend (ROAS).

    See the Work

    Work with us

    If you’d like to know how The Martin Group can help your business, we’re happy to talk.

    e: hello@martingroup.co
    p: 716.853.2757

    Complete Online Form

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