Q2 - Building Brands and Raising Awareness

1. Strengthening Brands

Res-KemCustomers go to those they recognize. Brand recognition grows by repetition and keeping your messaging consistent, developing its elements, and reinforcing its message.

A strong brand begins with strong development. Conducting a perception survey and analysis is the cornerstone of brand building. Tabor Community Services just finished a Brand Perception Analysis; the results of which will help them develop strategies to reach their audience more effectively and serve as a guidepost to developing new programs. We also worked through the Branding Process with Manito, Inc., a center for innovative learning. TIC GumsFrom that, we will build a brand platform that will influence the creation of a new website and collateral. Res-Kem, a water treatment provider, developed a new product line, Homestead System™, and asked North Star Marketing to create its brand elements. We designed a total solutions package for them including logo, sales collateral and messaging.

Repetition of your brand elements increases recognition; use them frequently and consistently. For TIC Gums, we designed their IFT (Institute of Food Technologists) tradeshow booth; at first glance you see their signature green and the familiar Gum Guru. Grafika stepped-up their brand recognition efforts with a North Star designed graphic applied to their delivery vehicles.

Grafika PrintingCollateral pieces are a basic way of getting your brand in front of your audience. We designed a pocket folder and sell sheets for Horizon Initiative that reflects their brand image.

Advertisements, like the one we created for TIC Gums, will also help build your brand's recognition. The TIC Gums ad ranked #1 in the Food Business News readership study with 69% of the respondents recalling the ad.

2. Raising Awareness

TIC GumsPeople want to work with the 'person in the know'. Establishing your company as the authority is built by raising its awareness. For many of our clients, we do this through Public Relations. A product placement in the editorial section of a publication, like those we achieved in Traditional Home and Better Homes and Gardens Special Interest Media, carries tremendous neutral 'third-party endorsement.' In addition, the grand opening of Aerzen USA's new eco-friendly facility was spotlighted in Compressed Air - Best Practices; and Snyder's of Hanover continues to realize the benefits of Public Relations with online and print placements throughout the U.S.

We ramped up the Public Relations efforts for LaTiendaUSA, an importer of handcrafted copper lighting and furnishings from the Dominican Republic. And, through our contacts, Simon Design Engineering was asked to write a by-lined article for a trade publication.

The Lancaster City Police Foundation turned to North Star Marketing to help educate the community about the services they provide. We developed an audience specific letter outlining their work. The letter also offered the reader the opportunity to support the Foundation. The letter was mailed about two weeks ago and the response has been very generous - among their largest response to date!

3. Delivering the Message

Reaching your audience on a platform that's relevant to them is the key to capturing and maintaining their attention. Interactive is a large part of North Star's marketing mix. Creating an engaging and informative website as well as continually updating and adding relevant content will keep you high on search engine results. North Star Marketing has just completed a new website for Horizon Initiative and website redesigns for StoudtAdvisors, and McClarin Plastics. We've also begun work on a new website for DoubleTrac™, a division of OmegaFlex®.

But websites aren't the only effective use of Interactive. McClarin reaches out to their clients and prospects with an educational HTML Email campaign. The Q2 email had a click-through rate of 32.14%, their highest click-through rate yet. Markley Actuarial broadcast an HTML Email which resulted in a 450% increase in their newsletter subscriptions.

We also completed an internal use 3-minute video for Fenner's sales force. The video was produced in English and has been translated into Chinese and Japanese.

LCCFSometimes print is the best medium to reach your audience, like the Annual Report for the Lancaster County Community Foundation which was presented at their Annual Meeting last month.

Establishing compelling, informative materials, messages and marketing strategies along with effective delivery are the key elements to staying ahead of the game.

North Star Marketing is constantly on the move helping our clients grow their bottom line through dynamic branding, marketing and public relations. We provide strategic planning, implementation, measurement and understanding of the tactics that will work in today's market. Give us a call at 717-392-6982 or email us at What's your marketing roadmap look like?


Bowen Smith
Executive Vice President

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