• Follow the Thought Leader: How influencers shape opinions and build brands

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    It’s been an unstoppable trend throughout 2018 and one that shows no signs of slowing in 2019: Influencers. Social media users everywhere with followings both large and small aim to post content that draws in massive engagement by their followers. Brands seek to find those with micro- and macro-influence and that fit their values as potential brand advocates.

    An influencer partnership is a mutually-beneficial relationship: The influencers use brands to amplify their personal stories, and brands use influencers to amplify their brand story.

    Meet two resident influencer experts at The Martin Group, one who engages with influencers to leverage brands and one who is an influencer himself. Senior Brand Manager Pat Sandora-Nastyn and Public Relations & Content Coordinator Cameron Bailey recently spoke at the annual Upstate Social Sessions in Rochester, NY. Now they share their tricks of the trade for influencing.

    On Being an Influencer: Pat Sandora-Nastyn

    When asked to give the keynote speech at this year’s ­­­Upstate Social Sessions in Rochester, New York and talk about running a lifestyle YouTube channel, I was equally honored and terrified at the same time. Yes, I have uploaded more than 300 videos to the web of me, talking about myself, but doing so in an auditorium full of people is completely different. Then, I remembered… The whole reason my husband, Billy, and I started our YouTube channel, Billy & Pat, in 2012 was with the hope that viewers would not only learn something, but also feel a sense of camaraderie with us as we shared our life journey. So, I recaptured that spirit when prepping to speak before hundreds of fellow social-savvy individuals in a sort of mantra: Share your experience and what you’ve picked up along the way, so that others can benefit from the good, the bad, and the embarrassing.

    I can’t recall exactly what I said on stage for those 45 minutes. But I can share my two biggest pieces of advice.

    1. Question your content.

    When creating content—either for yourself or for a brand—there are three questions I propose that you ask yourself about your subject matter:

    Do you like it?

    Is the subject or content you’re creating something you actually like? Are you passionate about it? Does it interest you? If you don’t like the content, your followers aren’t going to like it. It will show and they will know.

    Can you sustain it?

    Do you have the bandwidth and commitment to follow through on your content for a certain length of time? It can take a while for audiences to build social habits and brand loyalty as a follower. It’s really a marathon, and if you start attracting followers because of a specific type of content or subject matter, that’s what they’ll come to expect from you, so make sure you can keep it going.

    Will it be authentic?

    This throws it back a bit to question #1, but if you’re covering subject matter or posting content about something that doesn’t align with your values or vision, people will catch on right away. Just because the kids on the internet love slime videos (Really. They love slime videos!) doesn’t mean you should start posting slime videos. Unless you’re a toymaker or work for Nickelodeon.

    2. Just start!

    A huge hurdle for launching a YouTube channel or any other creative endeavor is not starting the work. Just start! It’s the biggest challenge you’ll overcome, and I always try to remember this motto when thinking of starting something new: “The first will be the worst.”

    The first thing of whatever you do will (hopefully) be the worst one you’ll ever do. We learn as we go and we smooth things out the more we do it. To pinch what my keynote partner, Becki Peckham, told the audience, “practice makes progress.” If you want to get good or better at something, you need to practice and do it. And when it comes to something that’s creative—particularly one that is self-driven—we tend to hold our cards close and stew in our ideas, in the hopes that something absolutely perfect will materialize. Generally, it won’t. So, just know that your first will be the worst, and you’ll get better from what you learn along the way.

     

    On Engaging with Influencers: Cameron Bailey

    Social media stars are on the rise, and as a result, brands are beginning to adjust their plans (and budgets) for marketing, advertising, and PR. Since consumers rarely act on a purchase without further influence, an influencer’s point of view can have a serious impact on financial buying decisions. The ability of social media influencers to be personable can add trust and transparency to further bridge the gap between a brand and its consumers. And the more brands begin to understand the importance of influencers, the more marketing dollars are allocated toward one-off partnerships and long-term relationships with influencers and the audiences that come with them. Here are a few tips for leveraging influencers in a marketing or promotional campaign.

    1. Tell a story

    Storytelling not only makes a post on social media more meaningful and interesting, but it also is more likely to earn engagement. Instead of simply seeding influencers product and asking for a post on their social channels, tell a story. The Martin Group recently launched a new ASICS sneaker and apparel line, DOJO. In our DOJO campaign, influencers told their own stories, filling in the blank of the phrase “_______ is my DOJO” with the various places that inspire them, where they can be themselves, and where they do their best work. For an ASICS Legends Rise campaign, we showcased fashionable influencers, activists, and entrepreneurs who discussed how they built themselves from the ground up.

    2. Understand the power of micro-influencers

    If your budget doesn’t allow for partnerships with influencers boasting impressively high follower counts, consider using micro-influencers. Aside from being cost-effective, micro-influencers typically have higher engagement numbers and their followers find their content more authentic – even their sponsored posts.

    3. Find your niche audience

    The influencer market is becoming increasingly oversaturated, and it may be hard to determine which influencer(s) is best for your brand. But, popularity within the influencer market has also made it a gold mine for reaching your target audiences. The crucial step is to identify the audience you want to reach, in the most detailed way possible. The more you are able to narrow down your audience, the easier it will be to build your prospective influencer list.

    4. Be collaborative

    It may be tempting to write the post for the influencers you engage and choose what day and time they will post, but it’s important to remember that tapping into influencers is a partnership. Work with your influencers to determine what times and days perform best for their audiences and work together to craft copy, so any posts maintain their voice and tone. This will not only create posts that are more authentic, but posts that will perform better. Remember that even though influencers must disclose your joint partnership, it’s important to make the post look as authentic as possible.

    5. Build a relationship

    Sometimes there just isn’t a budget for influencers, and sometimes it’s not needed. Offer what you can – experiences, free products, or even just coffee or a lunch meeting. From the initial meeting, stay in touch and do what you can to build that relationship. This works best with micro-influencers and influencers who already have a connection or interest in your organization. Laying a foundation for that relationship will come in handy in the future.

    Learn more about Pat and Cameron or reach out to Martin Davison Public Relations to learn more about influencer engagement.

     

     

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  • What We’re Thankful For This Year

    You searched for new era cap – Page 26 of 31 – The Martin Group

    It’s been a great year at The Martin Group. From the growth of our teams in all 3 offices, to Regional and International awards won, we have a lot to be thankful for this year. Without our talented TMG groupies and collaborative and creative clients, we would not be able to accomplish all that we do every day.

    In honor of Thanksgiving, we feel it’s appropriate to list what each of our teammates are thankful for:

    I am thankful for our TMG family and the clients we are so fortunate to serve.
    – Tod Martin, President, Chief Creative Officer

    I am particularly grateful for my husband, family and friends who in tough times have lent an ear, given counsel, contributed objectivity, summoned belly laughs, and cheered me on. I can’t imagine life without these people. Second to that, I feel some serious love for my town of Troy, NY – from the arts, culture, food, and people – there’s no better place to unwind.
    – Jennifer Hunold, Senior Brand Manager

    I’m thankful for my amazing and supportive family and colleagues.  I’m so grateful that I get to work with fun, kind, smart people every day and then go home to my crazy and adorable family…I wouldn’t have it any other way 🙂
    – Kate Chokshi, Account Director

    I am thankful to work with such kind, talented people every day who have made moving to Buffalo worth it!
    – Mandy Bly, Digital Project Manager

    I’m thankful for my health – “when you’ve got your health, you’ve got just about everything”.
    And then i get to have these 3 angels in my life.  “Life is GRAND”!
    -Victoria Kopra, Operations Coordinator

    I’m thankful for being blessed with tremendous family and friends.
    – Tim Coppola, Chief Financial Officer, Chief Operating Officer

    I am most thankful for my husband and our two sweet boys.
    – Stefanie Meyers, Staff Accountant

     

    I am thankful to spend Thanksgiving with family and friends.
    – Joseph Phelan, Public Relations Coordinator

    Every year I reflect on what I am thankful for and every year the list keeps growing.  I am so thankful to have a happy life full of family, friends, love and laughter.
    – Krista Sobon, Senior Media Planner

    I’m thankful for these two dweebs :-).
    – Matt Davison, Managing Partner

    I’m thankful for dogs and all the food TMG feeds us, especially the donuts.
    – Dima Maddah, Manager of Social Media and Content

    While I have a lot to be thankful for every year, this year I am especially grateful. I am thankful for an amazing place to work and create alongside wonderful and talented people. I am thankful for an incredible support system of family and friends. I am thankful for my health that allows me to do the things that I love—like running and training. I am thankful for life’s lessons and what they’ve given me this year. But most of all, this turn around the sun, I am thankful for my new fur child Clooney, who has taught me the meaning of unconditional love and that snugs (and life in general) are better with a four-legged BFF.
    – Marilynn Militello, Senior Brand Manager

    I’m thankful to be back in Buffalo and closer to my loved ones. It’s provided the opportunity to play a more active role in the lives of my nieces and nephews, and to spend more than rushed long weekends between trips to the airport with my parents, siblings and extended family.
    – Andrew Scutt, Senior Public Relations Manager

     

    I’m thankful for friends, family, and my dog, Phoebe.
    – Katie Steelman, Proofreader, Copy Editor

    This year, I’m thankful for our firm’s hardworking team, near and far, in Buffalo, Rochester, and Albany!
    – Kelsey Hanks, Public Relations Manager

    I am thankful for every day I have with my family.
    – Lisa Strock, Senior Vice President, Managing Director Buffalo

    I am thankful for living in a country where we can freely worship. I am thankful for a God that forgives me when I am not worthy. I am thankful for my wife of 25 years and my two kids that I am proud to call my friends. I am thankful for my coworkers that make TMG a caring and fun place to work. I am thankful to all of our friends, colleges and clients that keep referring us to others. Almost all of our clients in Rochester have come from this practice. It is truly an honor to grow a business based on trust, friendships and solid relationships.
    – Dion Pender, Senior Vice President, Executive Creative Director, Managing Director Rochester

    Thankful for the continued encouragement I get from the dearest friends I have in my life. These friends have turned into family. One day, I hope the dreams they have encouraged me reach for will turn into reality.
    – Rachel Giralico, Senior Art Director

    I’m thankful for the love, strength and joy of family.
    – Robin Needham, Associate Media Director

    Thankful for 6 speed engines, the extra buttons that come sewn inside your shirts, Uber, lane assist, friction hockey tape, find friends app., and good health.
    – Dave Riley, Creative Director

    I’m thankful for my family and our health.
    I’m thankful that I have two healthy, happy children!
    I’m thankful for my dog, who is the sweetest Rottweiler ever – and he’s changing peoples’ minds about this breed!
    I’m thankful for my chickens, who bring me companionship and eggs! (Who knew chickens had personalities?)
    I’m thankful that I was lucky enough to start a new job and join an amazing team 🙂
    -Lesley Ruple, Account Supervisor

        

    I am thankful for my health and that everyone in my family is healthy.
    If you don’t have your health nothing else matters.
    – Lisa Braun, Senior Accountant

    I’m thankful for everything that makes New York State a great place to live, from the rising mountains to our resurgent cities, and from our immense history and inspiring architecture to our Great Lakes. Also, for Moosie — definitely thankful for that scrappy little guy, who should absolutely run for Dog Governor.
    – John Mackowiak, Director, Public Relations & Public Affairs

    I’m thankful for my lovely family, longtime friends, and another year together with both.
    – Mike Farrell, Senior Manager of Content and Social Media

    Last January, my boyfriend and I rescued a dog off of a meat farm in Korea. Up until then, I had no idea such a horrible thing even existed.
    This Thanksgiving, an am extremely thankful for the organization, Jindo Love, for rescuing Goku (and hundreds of other dogs) and for making our little family possible.
    – Jenna Perry, Project Coordinator

    I am thankful that my husband and I will be growing our family in 2019, and are graduating from dog parents to real parents!
    – Kailey Kolozsvary, Public Relations Manager

    I am thankful for chocolate!
    -Alexa Christopher, Vice President, Brand Strategy

    I’m thankful for Levi, who taught me how to turn this into a functional emoji on our agency’s slack.
    – Michael Tsanis, Vice President, Creative Director

    I am thankful that two of my favorites sports teams – the Cleveland Browns and the Buffalo Sabres – are competitive again!
    – Dick Shaner Jr., Senior Vice President, Martin Davison Public Relations

    I’m thankful for my amazing coworkers and friends, for always making work a blast.
    – Terry Caber, Art Director

    I’m thankful for Beyoncé,  Rupaul’s Drag Race, and Ariana Grande’s ponytail. ❤
    – Cameron Bailey, Public Relations and Content Coordinator

    I’m thankful to have a house full of happy, healthy girls , a roster of clients who collaborate with us on projects that continually push boundaries and set new standards, and a talented group of Martin Group associates who I learn from every day.
    – John Jiloty, Vice President, Social Media and Content

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  • Branding & Identity: Communicating the Value of Place

    You searched for new era cap – Page 26 of 31 – The Martin Group

    Answering the big questions

    Often, we’re tasked with marketing not just the what, but the where. A medical center, for example, is more than just the vital services they provide. It’s the team of dedicated doctors, nurses, surgeons, and others who are entrusted to deliver the necessary care to each patient. And it’s the efficient, clean, and comforting environment in which they do it.

    When an organization’s where is central to the message, the many strategic and creative aspects of its branding should answer: What’s it like to receive care at this facility? To attend this school? To live in this town? To be part of this community?

     

    What’s in a brand?

    When Amherst, NY announced that it would hold a contest to choose a new town slogan, Lisa Strock, The Martin Group senior vice president and an Amherst resident, was intrigued. A municipal slogan should have emotional appeal and should point to something specific that sets the town apart, she told The Buffalo News. “In just a few short words, it’s going to capture the essence of who they are.”

    Strock noted that phrases such as “A Great Place to … ” are highly overused in municipalities. But even though towns (or companies or products) might have things in common (e.g. being great), they can still stand out with a distinctive identity.

    “Sometimes, clients have something completely unique to offer, and we uncover and use it. But sometimes. it’s not as clear,” says The Martin Group vice president and creative director Duane Bombard. “Very few entities have something truly unique about them, but there is nothing wrong with that. At The Martin Group we often say, ‘If you don’t have something unique to say, you better say it uniquely.’”

     

    When where matters most

    The Martin Group strives to understand the unique essence and value of each of our clients and translate those into a brand strategy that works for them. Here are a few examples of clients whose where was the heart of the story, and how we crafted distinct branding to reflect that.

    Kaleida Health – Throughout The Martin Group’s partnership with Kaleida Health, the largest health corporation in Western New York, we have assisted in the branding of several of their exceptional medical facilities. Using interviews to establish the medical center’s core value, we helped conceptualize the name of the Gates Vascular Institute, which spoke to the center’s ability to pump new life into the Buffalo Niagara area. A few years later, The Martin Group created the award-winning “Children’s Is Moving” campaign to engage the community and spread the word about the new name and location of John R. Oishei Children’s Hospital (formerly Women & Children’s Hospital of Buffalo).

    Charles Finney School – The Charles Finney School faced a lack of name recognition in a competitive private school landscape. With a creative campaign showing prospective students how they can “Be a greater than symbol” and achieve greater things at Finney, The Martin Group helped increase awareness of the school’s outstanding academics, full range of sports and extracurriculars, and welcoming family environment.

    YMCA Buffalo Niagara – YMCA Buffalo Niagara sought a fresh brand expression and a creative campaign that told the Y’s true story—a story that goes beyond swim and gym. The Martin Group built a campaign around the call to action to “Discover the Y in You,” encouraging potential members to look inside themselves, their families, and the Y to explore something new. From billboards to radio spots to digital banners, every campaign piece was charged with emotion and encouraged a deeper connection with this community icon.

    Invest Buffalo Niagara – The Martin Group works with Invest Buffalo Niagara (InBN)—the former Buffalo Niagara Enterprise and Western New York’s leading private sector economic development and business attraction organization—to rally surrogates in support of InBN’s mission to attract businesses to Western New York and to promote the region as a great place to live, work, and grow a business. For example, our team announced the rebrand of the organization from Buffalo Niagara Enterprise to Invest Buffalo Niagara, the release of four reports assessing the region’s labor market, the release of a 90-page Relocation Guide for expats and repats, and, in 2017, the compilation of the Rochester-Buffalo Metro Corridor response in pursuit of Amazon’s second headquarters, HQ2, in collaboration with the Greater Rochester Enterprise.

    Thinking about communicating the value of your place? Let’s talk.

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  • What The Martin Group is reading now – and you should be, too

    You searched for new era cap – Page 26 of 31 – The Martin Group

    In celebration of National Book Lovers Day, we asked team members to share the book they’re reading now or the best book they’ve read lately. From fantasy epics to forgotten Buffalo history to inspiring memoirs, here’s what’s on our reading list.

     

    I Let You Go, by Clare Mackintosh

    It’s a fictional mystery and thriller novel about a mom whose five-year-old son is killed right in front of her. It ends up being a hit and run and she has no idea who the driver was. She deals with her frustration, grief, and regret by relocating to the countryside of Wales to cope. While she is trying to escape her past, readers follow the detective on the hit and run case as he tries to work through this investigation and bring justice to the child.

    I like that each chapter goes back and forth between the mom and the detective, between hopelessness and hopefulness. It keeps building and building with anticipation after each chapter to uncover this mystery. I haven’t finished it yet, but apparently there is a HUGE surprise – and I live for those moments!

     Mandy Bly, Digital Project Manager

      

    The Moose That Roared: The Story of Jay Ward, Bill Scott, a Flying Squirrel, and a Talking Moose, by Keith Scott

    It tells the behind-the-scenes story of Bullwinkle, not only a classic cartoon but one of the funniest, most satirical shows ever produced. It has been cited as a major influence on countless things that followed, including The Simpsons.

    I watched Bullwinkle every day in college…perhaps to the detriment of my GPA. I didn’t know it at the time, but in hindsight, I suppose it influenced my approach to our business. Why have one level of meaning when you can have two? Why not have a secondary message for people who want to take the time to get it? Why do what’s been done before? It remains one of the shows that can make me laugh out loud.

     Duane Bombard, Vice President | Creative Director

      

    The Fellowship of the Ring (The Lord of the Rings, Book 1), by J.R.R. Tolkien

    Fellowship is about a hobbit’s epic quest to stop the Dark Lord from gaining control of The One Ring and laying waste to Middle Earth.

    Tolkien is a great storyteller and is great at painting vivid pictures of the landscape and events of his story, drawing me into his fantasy world. It brings me back to childhood when I read the trilogy incessantly and is a great analog escape from the digital world that surrounds me every day.

    Craig Campbell, Lead Web Developer

     

    The Tipping Point: How Little Things Can Make a Big Difference, by Malcolm Gladwell

    This book is over a decade old but still extremely relevant. The Tipping Point explains the behavioral science behind why certain products and ideas go viral, and why certain individuals (now referred to as “influencers”) make a larger impact than others.

    Not only is this book applicable for those in the marketing industry, it’s also a great read for anyone interested in human behavior. Gladwell uses well-known examples to drive home his points and engage the reader to consider the reasons why he/she accepts particular trends and attitudes. Great read!

     Amanda Clark, Senior Brand Manager

     

    The Electrifying Fall of Rainbow City: Spectacle and Assassination at the 1901 World’s Fair, by Margaret Creighton

    This book recounts the events of the 1901 Pan-American Exposition in Buffalo and how those events affected the present and future of the city. It provides an incredible explanation of the roots of Buffalo’s psyche as an underappreciated and sometimes-maligned city, as well as glossed-over information about the historic exposition. People should read it to learn these details, as well as the fascinating incompetence that led to the eventual death of President William McKinley. I don’t read a lot of nonfiction, but this should be a must-read for anyone from or now living in Buffalo. 

     Mike Farrell, Senior Manager of Content & Social Media

     

    One Small Step Can Change Your Life: The Kaizen Way, by Robert Maurer

    I like it because it breaks down the psychology behind change and gives small, practical tips for achieving it. (Read: No more failed New Year’s resolutions!) 

     Jennifer Hoffmire, Senior Copywriter

     

    The Art of Asking, by Amanda Palmer

    It’s a memoir about a woman figuring out how to make her art and ask for all the things we need including love and support – but practical things as well.

    What I liked was the personal story woven into the book, and reading her journey with trusting others. I find the message inspiring: being humble enough to remind oneself that it’s okay to ask for help, or to ask for what you really need – whatever and whenever that is. That can be hard to do.

     Jennifer Hunold, Senior Brand Manager

      

    Shoe Dog, by Phil Knight

    I highly recommend Shoe Dog, a memoir by the creator of Nike. I loved his transparency and candor – and the fact that he always kept his foot pressed to the gas growth-wise despite incessant roadblocks.

     John Jiloty, Vice President | Social Media and Content, Martin Davison PR

      

    The Me Before You series, by JoJo Moyes

    Me Before You is from the perspective of Louisa (Lou) Clark, a quirky young woman just getting through life with her parents and her over-achieving sister who had a child out of wedlock, working menial jobs, and trying to support her family. She lands a job as a caretaker/companion for a quadriplegic who has decided to end his life with dignity – but has given his parents six months to try to change his mind. Louisa and Will develop a bond and relationship that is unexpected, yet welcomed.

    In After You, Louisa continues to find herself, but an accident derails her plans (or does this accident end up being a good thing?).

    Still Me: After a move to NYC for a new (high-paying) job, Louisa finds herself among the super-rich socialites in New York City. She tries to maintain a relationship with Sam, whom she met in book #2 (but who is still thousands of miles away, across the Atlantic, at home). But then she meets someone who reminds her of her past…

    Really great read and I cried a lot! I would definitely recommend!

     Lesley Ruple, Account Supervisor

      

    Failing Up: How to Take Risks, Aim Higher, and Never Stop Learning, by Leslie Odom, Jr.

    In Failing Up, Broadway’s original Aaron Burr talks about his near departure from acting (pre-Hamilton), his rapid rise to stardom, and the lessons he’s learned from failure.

    Reading this book, you feel as though you are speaking with an old friend or a trusted adviser. Leslie aptly observes that, as an adult, it’s easy to lose the sense of joy and wonder that children have when pursuing a dream. But following your passion, not for money or accolades but simply for the joy of it, is its own reward, because “there is no wasted time in the company of something or someone that you love.”

     Katie Steelman, Proofreader | Copy Editor

      

    Luckiest Girl Alive, by Jessica Knoll

    A woman in her late 20s, living in New York City, working her dream job, and engaged to get married seemingly has it all together until she’s forced to face her past head-on.

    The writing is great. It’s descriptive and explicit at all the right times. And there’s not one but two hooks. The author shared after the book was released that it was actually based on an event that she experienced, and that layer of truth is always very interesting to me. The book is also scheduled to be made into a film produced by Reese Witherspoon.

     Lisa Strock, Senior Vice President | Managing Director, Buffalo

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  • Crisis Management Institute Issues its Annual Crisis Report for 2017 – Cybersecurity a Growing Issue

    You searched for new era cap – Page 26 of 31 – The Martin Group

    The Institute for Crisis Management (ICM) has issued its annual crisis report and  not surprisingly 2017 was another record year for crises in the news.

    Overall, the ICM tracked 801,620 crisis news stories last year, an increase of 25 percent from 2016. It noted a portion of the increase was due to the fact they continually add new sources, which impacts its year-over-year comparisons.

     

    According to the report, the most crisis-prone industries in 2017 were:

    1. Banking and financial services
    2. Technology
    3. Automotive
    4. Transportation
    5. Pharmaceuticals
    6. Food
    7. Health care
    8. Manufacturing
    9. Government agencies

     

    Among the most well-known organizations and brands that experienced crisis situations and damaged reputations last year were Fox News, Uber, Papa John’s, Volkswagen (again), Samsung, Wells Fargo, Equifax, Verizon, Google, NBC News and United Airlines.

    According to the report, nearly 29 percent of all crises were the sudden type with the remaining 71 percent considered “smoldering;” a situation that starts out small, thus providing an organization with an opportunity to fix it before it gets out of control and becomes public.

     

    The top three categories for crises stories tracked last year were:

    1. Mismanagement (26.73 percent of all stories)
    2. Discrimination (18.01 percent)
    3. White-collar crime (10.94 percent)

     

    One area of particular interest last year was cybersecurity, representing 4.47 percent of the crisis stories tracked. According to the report, there was a record number of breaches (nearly 1,600) in 2017 impacting 179 million records in the U.S. alone.

    Among the organizations experiencing the largest breaches in 2017 were Equifax (which reportedly led to the theft of Social Security numbers, birth dates, and other data on almost half of the U.S. population), Verizon and FedEx (which is said to have cost the company $300 million).

    We recently hosted a breakfast seminar titled, “Communicating in a Cybersecurity Crisis” featuring Jennifer Beckage, CIPP/US, a partner with the law firm Phillips Lytle LLP whose practice is focused on the nexus of cybersecurity, data breach litigation, risk management, regulatory law, and law enforcement; and our own Matt Davison, senior vice president and managing partner of Martin Davison Public Relations (MDPR).

    Based on her background as a former technology business owner and extensive experience providing legal and incident response counsel to organizations that have been subject to ransomware, malware attacks, employee errors, disloyal employees, and other data security issues, Jennifer provided guidelines and suggestions for navigating the “tricky waters” associated with cybersecurity.

    She cautioned that cybersecurity is an ongoing process and a team effort, as the landscape is constantly changing, as are an organization’s obligations and potential responses.

     

    Jennifer and Matt also shared some best practices and examples for communicating a breach, including a checklist of the proactive steps an organization can take to be prepared for such a situation, including:

    o Identify the crisis team

    o Develop a communications chain of command for multiple scenarios

    o Meet with elected officials, regulators and policy makers

    o Determine your lobbying, forensic and legal firm before a crisis

    o Conduct a mock crisis situation or table top exercise

    o Keep the crisis team lean and empower a decision-maker

     

    Matt also provided attendees with a handout prepared by MIT Technology Review Insights titled, “Crisis Communication After an Attack” that outlined additional steps  organizations should take to activate their plan and communicate with key stakeholders in the event of a breach.

    The PR team at MDPR has extensive experience in crisis communications and issues management, having provided our clients with confidential planning and counsel associated with a variety of situations.

    If your organization needs  assistance with reputation or issues management and crisis communications planning or media training, please contact me at dshaner@martingroupmarketing.com or 716.242.7476.

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  • Our team’s top NYS destinations

    You searched for new era cap – Page 26 of 31 – The Martin Group

    We asked our staff what their favorite destination in New York State is and why they love it so much Here’s what they had to say.

    New York City
    That’s a no-brainer. I consider it the heart of our country and there’s just no place like it on earth.
    Alexa Christopher, Vice President | Brand Strategy

    Ithaca
    I was born there and was raised in Peru so every chance I got to return I did. Beautiful landscape, light, people, breweries and food.
    Majo Balta, Graphic Designer

    Harlem
    It’s one of the best parts of NYC and it’s one of the few areas not hit by gentrification yet. It has some of the best Caribbean and soul food in the city, period. There are dope break dancers on the corners, an inclusive nightlife scene (unlike Manhattan) and trains you can actually rely on… shout out to the 1 train! There’s such a diverse crowd of people, you really have the freedom to just be yourself without judgment. It’s the place to be.
    Cameron Bailey, Public Relations and Content Coordinator

    Old Fort Niagara in Youngstown
    When our two sons were growing up and my parents were still alive, it was a summer family tradition to pack a picnic lunch and head there for the French and Indian Encampment – an annual recreation of the historic Siege of 1759. We also loved taking a tour of the decorated French Castle during the Castle by Candlelight event held in December. We’d bundle the boys up to brave the cold, grab a few flashlights and enjoy seeing the castle decorated for the holidays, along with the firing of the musket.
    Dick Shaner, Jr. Senior Vice President | Public Relations

    Brooklyn
    Because – with only a quick subway ride away from NYC – you get the best of both worlds: NYC’s fast-paced energy and BK’s neighborhood vibe.
    Christine Denham, Senior Public Relations Manager

    Ithaca
    It seriously is so GORGeous….. It’s a very peaceful place to just relax next to the incredible waterfalls for a while or hike up and down the serene hiking trails. Plus, they have delicious vegan food spots ☺
    Sarah Richheimer, Social Media and Public Relations Specialist

    New York City
    Love the energy, excitement and plethora of entertainment and shopping options.
    Tod Martin, Principal | Chief Creative Officer

    Akron Falls Park
    I grew up across the street from Akron Falls Park, spending time there ever since I could walk with family and friends. It’s ranked as my #1 destination in WNY not only because it’s a beautiful park with a waterfall, creek, pond and hiking trails, but also because it’s a spot that holds many great memories from my childhood.
    Jenna Perry, Project Coordinator

    Letchworth State Park
    Hailed the Grand Canyon of the East, Letchworth State Park is very close to my hometown of Warsaw, NY. Growing up with the park so close, we’d visit often through my childhood and beyond. There are lots of waterfalls and spectacular views of the gorge to keep your camera occupied, and it’s always a great place for a summer picnic with friends and family, going camping, kayaking, attending arts & craft shows and festivals or hiking the many trails. The fall foliage is also some of the best in the nation, and you can even take hot air balloon rides right down into the gorge. I’m always shocked at the amount of Buffalonians that tell me they have never been! It was voted America’s Most Beautiful State Park for USA Today in 2015, and continues to hold the top spot for best attraction in NYS for a few years now, so it’s a destination definitely worth putting on your list.
    Lianne Coogan, Creative Supervisor

    Chestnut Ridge Park and Delaware Park
    I love them both for similar and different reasons: I have done a lot of running and special events at both locations that have brought me many happy memories. Chestnut Ridge has a spectacular view of the city and lake up on the hill where it is situated. Plus the toboggan chutes are one of a kind and amazing….you think that you are in the Olympics as a bobsledder when you shoot down it. Delaware Park is nestled within the confines of a bustling city that is a melting pot of different types of people with a wide range of activities.
    Jim Lynch, Vice President | Media Director

    Utica
    Because it’s home to both the greatest family business of all time (Bonomo’s Dari Creme), and the best beer in the world (Saranac Brewery).
    Mary Bonomo, Assistant Art Director

    Ellicottville
    I’ve been fortunate enough the last few years to have really explored a lot of New York State, between living in NYC and visiting places like Lake George, the Hudson River Valley, Saratoga Springs, Lake Placid, Skaneateles, Hammondsport, and newly carved out spots in my heart for the Syracuse area and Rochester. BUT still taking the cake as my favorite NYS destination is Ellicottville. There’s nothing better than getting to nature and EVL makes it so easy to remember just how beautiful and peaceful it is. Whether it’s skiing, hiking, mountain biking (okay, I don’t personally mountain bike, but people swear by it…) or sitting on the porch with a cup of coffee, Ellicottville is simply breathtaking and my absolute happy place. Beyond nature, you just can’t beat the people and the town. Villaggio, Dina’s, Silver Fox, Madigans, Balloons, come on! If you’re lucky enough to make a few local friends, you’ll feel like you’re part of the family and part of something really special.
    Marilynn Militello, Senior Brand Manager

    New York City
    The food, the shopping… Need I say more?! 😉
    Kailey Kolozsvary, Senior Public Relations Manager

    Lake Placid
    My wife and I used to make the brutal 7+ hour drive up from Baltimore, MD every summer and we got engaged there, on Cobble Hill, overlooking Mirror Lake. Such a beautiful place that combines amazing hiking, kayaking and golf with great restaurants and shopping in town.
    John Jiloty, Vice President | Social Media and Content

    Finger Lakes
    I love the Finger Lakes because we’re so lucky to be near such an amazing spot – not many people (from the rest of the country) realize we have beaches, wine country and a vacation destination right in our own backyard. My husband proposed in Geneva, so that also helps sell it ?
    Nicole Stivaletta, Senior Art Director

    Grafton Lakes State Park
    There are great trails right on the lake with various types of hikes (rocky, even, woodsy) and old Hemlock tree stands – which are increasingly hard to find.
    Jennifer Hunold, Senior Brand Manager

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  • Employee Spotlight: Jennifer Hunold, Senior Brand Manager

    You searched for new era cap – Page 26 of 31 – The Martin Group

    At The Martin Group, great ideas and results really are a group effort. They come from remarkably talented individuals that we form into equally remarkable teams.

    Meet Jennifer Hunold, senior brand manager of The Martin Group’s new Albany office.

     

    Where were you working before The Martin Group and in what role?

    Before joining The Martin Group, I was a Senior Brand Manager at Creative Communication Associates (powered by HotChalk). CCA is an integrated marketing and branding agency focused on higher education. I worked with some of HotChalk’s top clients alongside the CCA team, providing account and brand management, aligning projects with a cohesive strategy and being a liaison between the teams in both organizations.

     

    When were you hired here?

    I happily started at The Martin Group in mid-March 2018.

     

    What do you love about working here so far?

    The caliber of the people and the work. Everyone here truly cares about our projects and clients, and they bring their best ideas and a collaborative spirit that is invigorating to be part of. Best of all, everyone is very down-to-earth and genuine – couldn’t ask for better when starting somewhere new!

     

    Give me a line or two about what you spend most of your work day doing.

    I’d say you can describe my role as being the connective tissue between all the pieces moving on behalf of our clients. As one of the first team members in our new Albany office, I also have the honor of sharing what The Martin Group has to offer with the Capital Region.

     

    What is your favorite thing to do outside of work and on weekends?

    Besides sleeping in and having a lazy morning on the weekend, I’m a fan of getting out into the woods with my husband or hanging out with friends and catching up with family. I also get into the studio to make my artwork. During the week, I try to hit the gym, eat a yummy dinner, and do some board and committee work for Collar Works (collarworks.org), a contemporary art gallery in Troy.

     

    What’s your favorite type of food?

    If it has a vegetable cooked in an interesting, fairly healthy way with delicious spices, I’m all over it. I also can’t turn down a good piece of barbeque or a slice of bacon. Dessert, too. So, pretty much, (nearly) all the foods!

     

    Favorite place to travel?

    Nova Scotia has got to be our favorite spot thus far. The Tidal Bay is a wonder, the people are great and the weather is just how I like it (not too hot!). And returning to Iowa to see my family can’t be beat.

     

    What’s one of your most random fun facts?

    This one usually surprises people: I was a city transit driver in Iowa for five years. I operated 16-ton, 40-foot-long buses, drove paratransit routes, did a short stint as a student-mechanic (steaming engines, backing busses over a maintenance pit, running clean-up crews and rotating tires!) and spent a few years as a Dispatcher. At the time there were probably 25 unique routes and 200 employees with shift changes as often as every two hours. It was a fun, lively job to have for a college student that generated lots of great memories and lifelong friendships. In fact, I still have my CDL!

     

    Anything else you’d like to share about your career trajectory?

    As an artist with fine arts degrees, I’m very grateful to have landed in marketing and branding. Every day, I find ways my education and experience connect meaningfully to projects and our diverse range of clients, and that brings a richness to my career I hadn’t expected.

     

    More about Jennifer.

    Jennifer brings a natural born knack for creativity and resourcefulness into all projects she manages for our clients at The Martin Group. An Iowa native, she has a BFA from the University of Iowa and a MFA from University at Albany (SUNY). Before joining The Martin Group, Jen garnered six years of industry experience honing her brand management and business development skills in multiple verticals, including education. Currently, she supports our clients in the Capital Region with brand and account management, strategy and project management. She also enjoys making work outside of work as a trained fine artist, producing very colorful, detailed drawings. Beyond that, she works out, hangs out, writes, gardens, grills and explores with her husband in Troy, NY.

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  • Harris Corporation

    You searched for new era cap – Page 26 of 31 – The Martin Group

    Communication is key in any industry, but critical for first responders and utility companies.

    For more than a century, Harris Corporation has provided mission-critical solutions to connect, inform and protect the world. They enlisted The Martin Group to help launch a new family of land-mobile radios geared toward these mission-critical fields.

    We leveraged the product’s “XL” name to highlight its industry-leading small size, yet enormous capabilities, creating a series of banner ads, email blasts, a brochure, microsite and trade show video to effectively roll it out. With concise messaging and captivating visuals, the campaign for the new radio technology was met with XL success.

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  • Client Work: Pluta Cancer Center

    You searched for new era cap – Page 26 of 31 – The Martin Group

    With cancer becoming more pervasive than ever, oncology centers are expanding their services to meet the holistic needs of patients and their families.

    In response to the growing need for cancer care that addresses treatment from all angles—mind, body and spirit—Pluta Cancer Center decided to open a different kind of cancer center. They came to The Martin Group to create a compelling case for support that introduced the community to the concept of integrative oncology and showcased its benefits to cancer patients and survivors. We were able to not only depict the physical space of the new Integrative Oncology Center being created on the second floor of the existing Pluta Cancer Center, but give a voice to people who have been helped by Pluta.

    In creating a case statement for the Pluta Cancer Center’s campaign to build the region’s first in-house Integrative Oncology Center, TMG was tasked with realistically portraying the challenges faced by cancer patients and explaining how integrative oncology can improve their quality of life.

    TMG conducted in-depth interviews with staff at Pluta Cancer Center to better understand various treatment processes for cancer patients. Focus groups with cancer patients from Pluta provided TMG with first-hand accounts of the emotional journey that accompanies cancer. These accounts yielded the idea for the theme—the heart of cancer.

    And while Pluta Cancer Center was creating a physical place through this renovation project, they were also launching an entirely new program for the Greater Rochester area. While some integrative services have been previously available at both Pluta and other medical facilities in the region, this would be the first center that is embedded within a Cancer Center. TMG developed ways to explain the therapeutic benefits of the services, but carefully balanced the belief of the Pluta Cancer Center medical team that integrative oncology works with—not in place of—traditional medicine.

    The result is a leave-behind piece with a pocket on the inside back cover which is used to house personal letters to prospective donors. The collateral piece tells the stories of cancer survivors—using original photography to capture the spirit of Pluta’s amazing patients and doctors—and successfully garnered interest from prospective donors interested in supporting the capital campaign.

    The case statement is the primary piece of collateral for the $2.5 million campaign, which was publicly launched in September 2017 at Pluta Cancer Center’s 18th Annual Emerald Ball. The new Integrative Oncology Center is slated to open in 2018 and, to date, the campaign has raised over 80% of its $2.5 million goal.

     

    See our work done on behalf of Pluta Cancer Center

     

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