Addressing teenage pregnancy is the key to Mississippi’s social and economic future. But to be successful, it must be done right.

Looking strictly from a statistical vantage point, teenage pregnancy is one of the most reliable predictors of low income, poverty and need for public assistance. There are many factors that contribute to or create barriers for individuals achieving economic independence. Among these are low educational attainment, drug use, alcohol abuse, domestic violence, neglect and poor health choices. However, a common thread seen running through disadvantaged communities, arguably the most fundamental one, is teenage pregnancy.

Americans are optimists at heart, never wanting to believe that someone is “doomed” to any kind of pre-determined existence. True enough, this country is built on countless stories of people who at one time made poor choices but overcame the consequences to “make it.” Sadly, such a narrative is the exception rather than the rule. Statistics are stubborn things. According to Child Trends, a non-profit research foundation affiliated with the Annie E. Casey Family Programs foundation, 80 percent of teenagers who become pregnant eventually require some form of public assistance. Furthermore, the female children of teenage parents are more likely to become teenage parents as well, while male children of teenage parents are more likely than average to be incarcerated in later life.

Why you should care

According to the Counting It Up project by The National Campaign to Prevent Teen Pregnancy, there is a definite correlation between economic status and teenage pregnancy; subsequently, teen pregnancy is a major factor contributing to poverty. The two form a vicious cycle that quickly becomes a multi-generational issue. There is also a strong correlation between teen pregnancy and low educational attainment. According to Kids Having Kids, a special report from The Robin Hood Foundation, only 41 percent of teen girls who become pregnant ever complete high school, and 98 percent of teen mothers don’t receive a college degree before their 30th birthday.

If we translate these percentages into real dollar figures, the cost to our state and populace is staggering. In 2008 (the most recent year we have verified statistics), the total cost of teen pregnancy to Mississippi taxpayers was $159 million. That number doesn’t even factor lost productivity of the teen parents and other family members, which results in lost revenue to the state. The real impact number is much higher.

Regardless of your philosophical leanings vis-a-vis the proper role of government, a strong case can be made across the political spectrum in favor of public investment in teen pregnancy education and reduction. Mississippi now has the highest rate of teen pregnancy in the United States. As discussed, this contributes to our high-school dropout rates, our dependence on public assistance, our lower per capita income, an underperforming GDP and various other stats for which it seems Mississippi is perpetually “at the bottom.”

Governor Phil Bryant seems to be making the issue of teen pregnancy an early focus of his administration. A public investment in t een pregnancy prevention is wise and will pay dividends for our citizens. There is, however, a difference between such an initiative being a true investment versus an expense. If not conducted in a comprehensive and strategically sound manner, a teen pregnancy initiative could end up costing taxpayers millions with little or nothing to show for it. If properly planned and implemented, the effort could result in saving billions, fundamentally changing our society for the better and helping break the vicious familial cycle of generations.

What is effective?

What does a properly planned and implemented teen pregnancy initiative look like? It must be science-based, comprehensive and sustained.
At the societal level, teen pregnancy is a matter of public health and safety. Most public health and safety efforts underperform. A few succeed spectacularly. Two of the most recognized and successful such initiatives have been for safety belt usage and tobacco prevention. In the span of less than a generation, these programs have fundamentally changed the way we behave.

In 1994, national seatbelt usage stood at 58 percent. By 2010, this number had risen dramatically to 85 percent. That kind of radical increase can typically only be expected to occur across the span of a few generations.

At the state level, Mississippi has been at the forefront of tobacco prevention. As tracked by the Centers for Disease Control & Prevention’s (CDC) Youth Tobacco Survey and the Youth Risk Behavior Surveillance System, the state’s comprehensive efforts
in this area have resulted in a significant drop in tobacco usage rates among teens and pre-teens that are among the best in the nation.
Both of these successful initiatives have commonalities in being science-based, comprehensive in scope and sustained in nature. These factors are necessary to ensure a public health and safety effort is an investment rather than an expense.

Science-based

Public health and safety initiatives, particularly in regard to communications and message development, differ greatly from traditional “retail” marketing. In marketing a product or service, a company is typically speaking to an existing need or desire of its target audience, and attempts to present its product or brand as the best alternative to fulfill this desire. Concerning public health and safety, most efforts must first encourage people to consider an aspect that is neither a need or desire, nor something that is top-of-mind. Second, the objective is often to have the target audience engage in a behavior that is not natural or typical.

Volumes have been written on science- based models for public health and safety outreach. Mississippi policymakers must carefully consider which model to implement, based on our state’s demographics, psychographics, culture and media consumption habits. What has worked in Oregon or Indiana may not work here. The wrong strategy can result in an ineffective and costly effort.

The big picture

The most successful public health and safety initiatives have been those that take a comprehensive approach. For instance, the national seatbelt campaign mentioned earlier. There was a robust media component (remember the “Dummies” commercials?); a strong advocacy effort- think of all the seatbelt safety messages that are filtered through schools and other child education outlets; and a successful policy component – many of us buckle-up today because not doing so is a fineable offense.

This approach roughly follows the highly comprehensive precede-proceed model for changing health and safety behaviors. Generally speaking, this approach seeks to “diagnose” and “treat” issues in all areas of life that influence the individual’s behavior — social, faith-based, media consumption and the public policy. The same approach has been used for Mississippi’s tobacco prevention efforts with great success.

Sustained

Both the national seatbelt initiative and the Mississippi-based tobacco prevention initiative achieved significant results in a relatively short period of time. However, both efforts have been sustained over the course of several years. It is the nature of public health and safety initiatives that significant and lasting change can’t be achieved overnight. A brief effort, regardless of how intense it may be, simply does not produce lasting results.

For Mississippi to reap the benefits that result from lower teen pregnancy rates, we must be willing to commit resources “for the long haul.” Such a commitment, if correctly implemented, will pay us back many times above our principal investment in both public savings and quality of life for our citizens. That’s money and effort well- spent.

The Internet is now the main way people search for businesses. So if your website isn’t performing, you could be turning away customers.

Sure, your website may look attractive enough. And you don’t have any dead links or cheesy under-construction animations. But is your website really doing its job? Or is it hopelessly out of date? Here are six easy ways to tell if it’s time for a redo.

1. Your website hasn’t been updated in years

Considering how quickly Web technology advances, a website that’s only five years old is very likely out of date — especially if the content hasn’t been updated significantly during that time.

2. Pages take too long to load

If it takes more than a second or two, you’re turning potential patients away. Just how important is speed? According to this Google’s whitepaper, less than a half-second delay decreased their traffic 20%. In fact, speed is so important to Google that they penalize slow pages in their search results.

3. Images instead of text

If you want your website to be found, search engines have to be able to “read” your content. Amazingly, many web designers make the mistake of formatting critical content (address, hours, practice name) as graphics, not text. Here’s how you can tell the difference. Text can be highlighted with your cursor. Pictures can’t.

4. Stock photo people

When you go to many business websites, generic stock-photo people are the first thing you see. But studies have shown that people ignore generic photos, presumably because people can subconsciously differentiate between “real people” and professional models. It’s much better to show pictures of your real office and real staff members. Just be sure to hire a real photographer to take the shots.

5. Smart phones denied

Considering the rising share of mobile web traffic, you could be excluding more than 8% of your customer base if you don’t have a website that’s iOS-friendly. Many websites are built using Flash, a technology that’s not supported on Apple’s iOS operating system for iPhones and iPads and probably never will be. In other cases, non-Flash websites can be seen but are difficult to navigate using mobile devices.

6. Poor search engine optimization

It comes down to this: Search engines have to recognize your website pages as a good match for their users’ web searches. How do you know if your website is optimized? Think about the search keywords a potential patient might use to find your practice (eg: “sports medicine” or “pediatrician.”) If your website doesn’t show up on the first page of search results, it would likely benefit from some fine-tuning.

This blog post is in reference to an issue that is of utmost importance to many states across the country, but in particular to my home state of Mississippi. As most recently reported by the CDC, Mississippi has the highest teen birthrate in the country.

Teen pregnancy is one of, if not the leading, predictor of being economically disadvantaged. Teen pregnancy more often than not leads to lower levels of educational attainment, which in turn can correlate with substance abuse, domestic violence, neglect, and other poor health choices. These factors then in-turn can lead to a dramatically higher cost to taxpayers, a lower standard of living for the effected persons, and perhaps worst of all, a generational cycle.

Yes, there are plenty of instances in which teen mothers (and their children) end up wildly successful. But looking at the numbers, we can’t ignore the fact that teen pregnancy is a problem on a personal and societal level. In 2008 (most recent year for which I’ve found reliable statistics), the direct cost of teen pregnancy to Mississippi taxpayers was $159 million. That doesn’t factor in lost productivity of other effected family members. The real impact number is much higher.

Whatever type of program is developed to address this issue, I think it goes without saying that an influential component of the effort will lie with the media campaign. Perhaps more than any other demographic group, teens engage with/are influenced by media messaging.

So how can an effective teen pregnancy prevention media campaign be created?

From a technical standpoint, and effective teen pregnancy prevention and education media campaign must be three things:

1. Science-based
2. Comprehensive
3. Sustained

Science-based

Public Health and Safety initiatives, particularly in regard to message development, differ significantly from “retail” or commercial marketing. When marketing a product or service, a company is typically speaking to an existing need or desire of its target audience, and attempts to present its product as the best alternative for fulfilling this desire. Public health and safety efforts, typically, are encouraging people to consider an aspect that is neither a need or desire, and then to have the target audience behave in a manner that is likely not natural or typical.

There are numerous science-based models for public health and safety outreach campaigns. As Mississippians, we must carefully examine and consider which one of the models we should implement, based our state’s demographics, culture, mores, and media consumption.  What has worked in Oregon or Indiana may not necessarily work here. The wrong model can result in an ineffective effort.

Comprehensive

The most successful public health and safety media campaigns have been those that are part of a larger comprehensive approach. One of the more celebrated initiatives was in regard to seat belt usage. We all remember the “Dummies” commercials. That campaign also worked in tandem with a strong advocacy component (think of all the safety belt messages that were filtered through schools and child care outlets), and a successful policy component (seat belt laws and enforcement thereof).

This approach roughly follows the highly comprehensive PRECEDE-PROCEED model for changing health and safety behaviors. This approach seeks to “diagnose” and “treat” issues in all areas of life that influence the particular behavior in question – social, faith-based, media consumption, and public policy.

Sustained

Significant and lasting behavioral change can’t be achieved overnight.  An intense but brief effort, regardless of any initial positive indicators, will not produce lasting results. For Mississippians to reap the benefits of lower teen pregnancy rates, we must be committed to committing resources “for the long haul.”  This applies to all areas of the program, including the media campaign. Such a commitment, if correctly implemented, will pay us back many times over our investment.

Think about the number of marketing messages you see during a typical day: Your morning begins with a commercial on your clock radio. You turn on the TV and a car dealer shouts at you as you brush your teeth. You get dressed, and there’s a logo on your pants, your shirt, your watch. You see billboards on your drive to work. And, at work, you see Google search ads and banner ads on websites. At lunch, you check Facebook and see their ads, too…

What’s striking isn’t the number of ads you’ve seen. It’s the number of ads you ignored.

Chances are, you don’t recall most of the ads you see. They barely register a blip on your radar screen. Which means there are a whole lot of companies out there wasting untold sums of money to run ads that aren’t doing their two most fundamental jobs — getting noticed and being remembered.

Am I saying that your next campaign needs to have wild and crazy stunts, flashing neon signs and a heavy metal soundtrack? Not at all. But ad campaigns have to be different enough to be noticed. An ad’s most important job is to stand out from all the advertising clutter that surrounds it. It has to make people think, laugh, listen, or learn – even get angry, in some cases.

Too many companies launch campaigns based on the false idea that their prospects actually want to pay attention to what they have to say.

But that’s rarely the case. Advertising is an interruption (from your TV program, your music, your drive to work). If you’re going to interrupt people, shouldn’t you take care to make the interruption worth their time? I think so.

At the very least, you should be polite and not insult the intelligence of the people you’re trying to reach.

These days, people are strapped for time and flooded with advertising messages. Ad agencies and clients have to work harder to get attention. But, manners are important. Make the time you’re taking away from your prospect’s busy day worth their while.

Truth is, none of these channels did much of anything to fundamentally shift the advertising paradigm. Each either allowed advertisers to 1) communicate with more people at once, or 2) better target their advertising to a more applicable group of people. But, at the core, the dynamic remained the same: a company/organization was trying to sell something to the people. “They” were trying to convince “you” to buy something “they” were offering.

As an embryonic advertising platform, interactive social media may have the potential to actually change everything. Social media isn’t corporate-authored messaging trying to get people to buy. It’s a mass peer-to-peer network where consumers can recommend purchases to each other. Brands aren’t leading the messaging. Rather they are trying to encourage participation in the channel. Brands aren’t telling consumers what they want them to believe, they are encouraging people to insert their brand messaging into the medium via dialogue.

The call to action is quickly moving from “buy now” to “like us” and “tell your friends.” Wow.

Long ago, the only advertising was through word-of-mouth. Not since our ancestors first hung out “ye olde tavern” signs, have brands been focusing so intently on returning to this medium. Used to be “word-of-mouth” campaign was code for “we don’t have any money.” That’s not the case anymore. Media tracking shows that advertisers are moving an average of 20% of their budgets into social media. The big players are engaging this word-of-mouth space.

Of course, “word of mouth” now is spoken by a keypad and through a URL. But it is still interesting that if, indeed, the latest technology is fundamentally changing the advertising paradigm, it’s doing so in a way that essentially capitalizes on word of mouth over mass communication.

This may change everything…back to the way it was.

There are lots of companies offering logo design services. Some have the talent and creativity to deliver the goods. Others are known for churning out low-cost logos. There are even websites that will sell you a logo for just $19.

Buyer beware if you decide to go the cheap route. Because, while a cheap logo may seem like a great buy initially, such designs usually come at a cost when you look at the big picture. You sacrifice uniqueness. You don’t benefit from the experience a qualified designer brings to the table. And, often, you end up having to redo the logo once you’ve outgrown it.

Keep in mind, your logo is the most fundamental part of your brand identity next to the name of your company. Your logo will likely be on every bit of business communication you do. Items like signage, advertisements, websites, press releases, and so on – for years and years. That’s why it’s so important to get a logo that fits your company.

At MWB, we have the design skills it takes to create a visually pleasing logo. But we have the broader experience needed to think beyond the design, itself.

We understand that a logo is more than just a combination of words, pictures, colors and type. It’s the visual “distillation” of your brand identity. And, as such, it should provide some insight into your company’s brand positioning and personality. A logo should reflect your brand’s aspirations. It should grow with you.

All too often, logos aren’t given the priority they deserve. But it pays to invest in a good logo, rather than regret your choice years down the road when a brand redesign will be costly and disruptive to your current marketing program.

We don’t take logo design lightly because we see the importance. Our designers put in the time it takes to keep up with current visual styles and techniques. (The goal here is not to follow trends, but rather to ensure designs are unique and not in danger of becoming quickly outdated.) We test our logos for various applications (letterhead, signage, print ads, and so on) to make sure they work correctly. And, of course, we give a lot of thought to the intangibles: Is the logo an accurate reflection of your brand values? Is it communicating the right ideas? Does the logo’s style match the brand or is there a disconnect? Is it distinctive?

Think of your logo as the foundation of your marketing. If you get the logo right, it’s a whole lot easier to build up the rest of your marketing campaign.

A colleague of mine and I were recently having “shop talk” over the weekend, discussing various marketing campaigns that we’ve developed over the past few years. The conversation eventually turned to the concept of branding.  We compared products that have a brand, those that don’t, attributes of a brand, etc.  As the dialogue become more and more abstract, my colleague finally said, “I mean, how are you supposed to explain to clients what makes a brand, when I have trouble explaining to myself?”

An excellent observation.  A Google search I just ran for “building a brand” just returned 469 million entries.  Everything from ad agencies to consultancies to “how-to” articles and academic narratives are pulled as a result of the query.  Ad agencies and marketing firms have their “proprietary processes” for brand development (usually somehow involving a circle, wheel, or pyramid).  Academics and psychologists discuss the effects brands have on consumer behavior and how brand attributes may influence our neuron firings.  What’s missing from the discussion is a clear definition of what we mean every time we say the word “brand.”

“Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” – From the American Marketing Association

This explanation is relatively simple, but doesn’t capture the modern concept of a brand.  Most brands are competitive.  Some, specifically cause-oriented ones, are not (at least directly).  Contemporary branding goes beyond being an “identifier” of different product offerings. Contemporary branding operates in the realm of emotion, memory trigger, and experiential association.  Practically every company or product has a unique logo, but how many really have a brand?

My fellow MWB staff member, Creative Director Randy Lynn, has written about the idea of brands as people.  Personification of brands is a good way to think about what a “brand” really is.  I’m reminded of a particularly awkward scene in the Adam Sandler/Jack Nicholson movie Anger Management. In a group therapy session, the psychiatrist (Nicholson) asks Sandler’s character to “tell us about yourself.”  Sandler first describes what he does, to which Nicholson replies “not what you do, who you are.”  Sandler then rattles off a few things he enjoys doing, to which Nicholson replies “not your hobbies, who you are.”  Sandler then launches into personality traits, to which Nicholson interrupts again with, “you’re describing your personality . . . I want to know who you are.”

Trying to explain completely what a brand is, is very similar to trying to completely explain who a person is.  You talk about traits and characteristics, but are never quite able to fully verbally express the four-dimensional profile you have in your mind.  We are better off to accept a brand as an abstract construct that, in the spirit of Justice Potter Stewart, we may not be able to explain what it is, but we know it when we see it.

While we may not be able to define a brand, the following list offers a few “guidelines” for helping marketers think in terms of “branding.”

1. Brands are consistent, but “consistency” doesn’t make brands. Even “off brand” products on the bottom shelves of big box retailers have consistent logos and packaging design.  This doesn’t mean they’re a brand in the same sense as Nike or Apple.  They don’t, in most cases, stir any emotional feelings or associations.
2. Brands are irrational.  For the most part, anyway.  There is no real reason to pay $75 more for an athletic shoe made in the same factory from the same materials, but which just happens to have a “special symbol” on the tongue whereas its cousin does not.  And irrationality doesn’t always take the form of higher cost.  Some brands have “low cost” as much a part of their DNA as any other aspect.  For these brands, customers receive perceived “value” when no real value may actually exist.
3. Brands are independent of media. Media is a channel by which brands communicate, but true brands can and do exist outside of media.  Back to the “brand personification” notion, think of it in terms of the axiom “the clothes don’t make the man . . .”
4. Brands are sustained. Some would argue this point, but I firmly believe that a true brand must be one that is sustained and sustainable.  People’s personalities are shaped and formed as they matriculate, just the same as with brands.  Related to point #1 about branding and consistency not being one the same, that is also true of brands and awareness. A “blitz” can create high awareness of a product in the short term, but if the effort isn’t somehow sustained, it won’t develop into a brand.

Sometimes it’s best we don’t try too hard to explain things that can’t really be explained.  If you find yourself in this situation, I suggest breaking off the conversation in favor of watching an Adam Sandler movie.

Choosing the right advertising agency is an important key to effectively promoting your business, and will save you countless hours and unnecessary expense in the long run.

Here are five common mistakes to avoid and suggestions to keep you on the right track:

1. Choosing the wrong size agency

An ad agency should be large enough to handle your current needs and grow with your business. But bigger is not necessarily better. If you’re a relatively small account at your agency, you’re likely to get less experienced staff members working on your business.

The solution: Examine an agency’s client list before you hire them and make sure it isn’t dominated by companies much bigger than your own.

2. Putting too much emphasis on experience in your specific business category

Relevant experience is important, but see what your agency can do outside for other types of clients, too. It’s easier for a smart, talented agency to learn your business than it is for an experienced, but dull, agency to think outside the box.

The solution: Look for an agency whose work showcases an ability to project a distinct and appropriate personality for each client.

3. Going with the low bidder

The success of an ad campaign hinges upon your agency’s skill, creativity and capabilities. Often, the least expensive vendors are priced accordingly because they are lacking in one of those three areas.

The solution: Ask for a proposal disclosing all costs and a disclosure of the agency’s compensation. Ask for a complete listing of all full-time staff (excluding freelancers or part-time workers) and get several current portfolio samples showing work that has been done by the current staff.

4. Being charmed by personality

No question, you should have a comfortable working relationship with the people on your account. But make sure there’s real substance there, too.

Solution: Ask to meet the team that would be working on your account. Look for people who challenge you to think in new ways about your business, not those who agree to every word you say.

5. Expecting too much upfront

The amount of time and effort an agency will put into winning your business is directly related to your account’s potential profitability. It’s tempting to ask agencies to jump through hoops and answer thick, detailed requests for proposals. But if your account isn’t large enough for agencies to justify the time expenses required to answer, you’re not likely to get many takers. At least not many well-qualified ones.

Solution: Base your decision on personal meetings with the proposed team for each agency, a portfolio of recent work and a written estimate of costs. And be wary of any agency that promises to deliver “champagne taste on a beer budget.” In most cases, you do get what you pay for.

The Gulf Coast region has traditionally been among the cheapest, if not the cheapest, place for gasoline prices in the country. So it’s unlikely that the Gulf region will see the $6 mark that could be reached on the right and left coasts. But, in all likelihood, our area will see historically high prices this summer. Typically, travel and tourism expenditures are directly related to fuel costs, so one would expect summer 2012 to be a down year in the hospitality industry, overall.

While the high cost of gas may hurt some top tourist destinations, it can represent a regional travel opportunity for other markets. Contrary to the prevailing logic of cutting advertising dollars during a downturn, these markets could benefit from increasing their marketing programs.

Don’t Buy Into the “Staycation”

Inevitably, we’ll get a rush of special interest stories about how gas prices are causing people to use there summer break as a “staycation,” staying at home rather than traveling. The fact is, when it comes time to take a little time off, staying put just doesn’t seem to be in the modern American’s DNA. Joseph McInerney, CEO of the American Hotel & Lodging Association, put it best last year when he stated, “Americans really believe a vacation is a right…It’s not a luxury.” To be sure, gas prices have a ripple effect on spending while on vacation, types of trips, and most significantly, how far people will drive to reach their destination. But, even if the number of people taking vacations declines a few percentage points, there will be plenty of summertime vacation travelers.

Herein lies the opportunity for regional Gulf South destinations. Typically, individuals and families who may shy away from perceived high-priced trips to amusement parks or other “made-for-vacation” spots may instead opt for free beaches or quaint surroundings. Realistically a family can spend just as much in such locations, but the perceived value of these regional markets is much higher. Perception is reality, and herein lies the opportunity. The advice to up-and-coming destination markets in these times would be to really double-down on marketing and outreach.

Smart Advertising

“Doubling down” doesn’t necessarily mean spending a lot more, or necessarily any more. But it does mean being careful not to pull back, and giving a strategic look to how the economic environment should influence your media strategy.

Think in terms of it this way – everybody already generally knows about the “mega-destinations” and “legacy-destinations,” both nationally and in the Gulf South. Awareness of these destinations is high, as is perceived experience and relative cost. This means that travelers typically won’t spend as much time researching these destinations. Why research something you assume you already know? However, for the regional Gulf South up-and-coming destination markets, there will not be the degree of awareness, or perception. Travelers will be actively researching: 1) general options for “alternative” vacations, and 2) specific information on potential destinations they uncover in the first phase of their search. What’s the vehicle for this research? Internet, of course.

Organic search, travel review websites, and social media outlets will all be sources of decision-influencing information. Marketing 101 says if that’s where your audience is, (and when they’re in the appropriate frame of mind) then that’s where you should be. Search engine optimization, targeted online display advertising, remarketing campaigns, and hyper-profiling are all possible ways to reach people who are actively choosing their travel destination. Likewise, social media campaigns are perfect for tourism marketing as “friends of friends” can have great influence among their social networks, especially for scenic and family oriented destinations.

Seize the Traveler

Price-conscious travelers want to get out-and-about just as much as they ever have. The economy doesn’t effect desire, so give them a reason to hit the road to your destination. Be where they’re searching, learning, and shaping their travel decisions. First make yourself an option to them, then give them a reason to come. After all, you can’t expect to create a return visitor if you don’t get them there in the first place. Long-term, it is obviously much  better for the economy for fuel prices to stabilize or retreat. In the near-term, take advantage of the opportunity the environment has created. The travelers are there . . . go out and get them!

Both are social issues that are reinforced by social norms. And both have enormous public health consequences in addition to the negative impact on individuals. Here in Mississippi, treatment of tobacco-related diseases costs our state $264 million each year in direct medicare costs alone. By comparison, teen pregnancy costs Mississippi $154 million per year in the form of lost tax revenues, incarceration and foster care.

But it’s important to keep in mind one very important difference between teen tobacco use and teen pregnancy: The consequence of tobacco initiation is often disease and early death. The consequence of premarital sexual activity is, in many cases, a living, breathing little human being.

You can strip away the false glamor of smoking and expose cigarettes as a dangerous, addictive product. But, when it comes to teen pregnancy prevention, you have to be very careful not to devalue the human life that can result. Babies are great – just not when you’re 15. Raising a child is a wonderful and rewarding thing. But when you’re still in school? Forget it.

Getting back to the similarities, the toughest challenge for any youth-targeted prevention program is that teens have a hard time anticipating and fully appreciating future consequences. You have to portray the consequences in a way that’s real, relevant and credible to their lives. You have to get that message out and let them hear it over and over and over. Not just for one week during school.

Maris, West & Baker had a strong showing at the American Advertising Federation of Jackson’s 2012 Addy Awards. We won 6 gold Addys, honoring work for the Mississippi State Department of Health, Cadence Bank and the Mississippi Children’s Museum. The agency also received 20 silver Addys.

MWB won two of the evening’s best of show awards. The first was Best of Show – Public Service for the agency’s flu prevention campaign for the Mississippi State Department of Health. The second was the Graphic Designer of the Year award, presented to Keith Fraser for his work on the Shack Up Inn poster campaign.

Mississippi has traditionally had a very high teen pregnancy rate. Currently, it’s the highest in the nation and, according to a 2008 estimate from The National Campaign to Prevent Teen and Unplanned Pregnancy, it’s costing our state at least $159 million per year. Teenage parents are more likely to forgo higher education and rely on public healthcare and child welfare programs. Their children are more likely to be incarcerated, too. It’s a heart breaking situation any way you look at it.

Our teen pregnancy rates have been declining a little. The rate has dropped about 23% since 1991. Still, there’s a long way to go. Fortunately, it seems like momentum is building for some real evidence-based strategy and intervention. Our new Governor, Phil Bryant said in his state-of-the-state address:

“…the epidemic of teenage pregnancy in this state must come to an end. Churches, schools, community organizations and most importantly, families, must realize that the highest teen pregnancy rate in America will eventually cripple our state. Such a change in a societal norm is possible. Forty years ago many of you here today would be smoking during this ceremony. It was the norm and few would have noticed. Society, however, decided that smoking was harmful and a slow but certain repudiation of the habit began. A similar repudiation of teen pregnancy must begin throughout Mississippi society.”

We couldn’t agree more. In fact, as the advertising agency that helped develop Mississippi’s youth tobacco prevention and cessation strategies, this kind of talk gets our gears turning. More to come…

Why do agencies do this? Here’s why: They want you to believe that their approach is somehow fundamentally different. That they use science, not magic. And that if you follow their process from Point A to Point Z, you will ultimately end up with a marketing strategy that cannot fail.

Not to say there aren’t differences in the ways agencies approach marketing strategy. There are. But, in our opinion, factors like insight, experience and imagination are a heck of a lot more important to marketing than the process, itself. Processes don’t buy products. Customers don’t drool over bullet-pointed lists in their favorite magazine. And people don’t become fans of procedural flowcharts on Facebook. (Well, not normal people, anyway.)

Here’s our approach: We listen and we think.

We sit down with clients, talk to them and get their perspective. We listen to their thoughts about their company, competitors, market situation, opportunities, challenges, what’s been tried, what’s worked and what hasn’t.

Next, we think. We do our homework. We uncover hidden insights and market opportunities. And we examine the strengths and weaknesses of each option before making our recommendations.

The fact is, there’s no magic formula because marketing strategy is a creative process.

Think about it: A great marketing strategy should do more than just connect the dots between what you already know. It should challenge you think of your business in new and unique ways.

It seems like such a simple statement. But, in fact, the correct response to the situation depends on a wide range of variables.

Think about how you want your website to fit into your marketing program as a whole.

• • Is the purpose of your website to provide basic information about your business to potential customers? In that case, you may just need a simple website with basic information and contact info.
• • Are you trying to attract business leads? If so, you’ll need ample content – the more the better. You’ll want to keep the site updated frequently, as well.
• • Do you want to make your site useful for visitors? In this case, you may want to consider interactive tools.
• • Do you expect significant traffic from smart phones? Of course, having a mobile version of your site would be a necessity in this instance.
• • Is social media an important part of your marketing program? Then you’ll likely want to integrate Facebook, Twitter and other social media features into your web design.
• • Do you want to sell merchandise from your store? Then you’ll need a shopping cart application.

In most cases, what you get from your website is directly proportional to what you put into it. The time and resources devoted to designing, developing and maintaining an attractive, useful and frequently updated website do indeed pay-off.

Keep in mind, talent and experience count. After all, anybody who’s ever created a WordPress blog can call themselves a website developer. But it takes a lot of training to be able to handle features that go beyond the typical template approach to website building. And simple web development mistakes can easily undermine your web presence, especially when it comes to search engine optimization. (Don’t be too quick to dismiss the importance of good SEO for your website: When it comes to search engine traffic, 95% of non-branded website visits come from the first page of search results. If you’re not on page 1, you’re missing out on a whole lot of click-throughs.)

Our advice: If you’re looking for a company to build a website for you, do your due diligence. Check out several recent websites they’ve created. Ask for references from clients. Make sure you’ll have access to a content management system so that you can make basic updates to the website yourself. And be sure you’ll be getting access to analytics data, preferably Google Analytics reports. We’d recommend doing a few basic search engine tests to make sure their websites are showing up as they should, too.

And here’s an easy way to weed out the good web design firms from all the others: Look at their website. If their website looks dated and dull, what are the chances that the website the build for you will be any better? Slim to none.

MWB is pleased to announce the agencies four newest hires (pictured clockwise from top left): Kathleen McPhail, Lee Norris, Taravia Harris and Patience Ainsworth.

Kathleen McPhail joined the agency in December 2011 as Senior Account Executive. McPhail brings over 15 years of successful marketing and project management experience to MWB, having worked with SkyGuard and SkyTel. McPhail holds a bachelor-of-science degree in merchandising from Northeast Louisiana University in Monroe, Louisiana.

Elizabeth Lee Norris joined MWB in November 2011 as Social Media Manager. Norris has been an independent business consultant specializing in social media marketing and has used her skills to help multiple clients in Mississippi raise their awareness and engage with customers. She is also an experienced writer and has written for numerous print and online publications, including Portico Jackson, Stages Mississippi, and Greater Jackson Business. In addition to being honored as the new president of Jackson Friends of the Library, Norris serves in multiple capacities on numerous boards and was appointed by Governor Haley Barbour to the Mississippi Commission for Volunteer Service in 2003.

Ray Harris joined MWB in August, 2011, as Account Coordinator. Prior to joining MWB, Harris was Marketing and Public Relations Coordinator with the Madison County Economic Development Authority. Harris holds a bachelor’s degree in Business & Marketing Management from Mississippi College, and is a member of the Public Relations Association of Mississippi (PRAM) and the American Marketing Association (AMA).

Patience Ainsworth joined Maris, West & Baker Advertising (MWB) in Jackson as Media Buyer/Planner. Ainsworth holds a bachelor’s degree in advertising from the University of Southern Mississippi, with a minor in marketing. Joining the agency in July, 2011, Ainsworth brings almost 10 years of experience to MWB.

Here are some things to think about:

• Is your website current? Considering how fast Internet technology is advancing, five years is like an eternity. Are the pictures small and fuzzy? Are your product descriptions still accurate? Do you have pages missing? Do you have a “coming soon” notice that has been in place since your website launched? Or, worse yet, are there typos and inaccurate information?
• Can you update your website yourself? Several years ago, content management systems required a lot more technical expertise. So simple website updates were often left to the experts – at a fee of $100 or so a pop. Those days are over. Content management systems are now much easier to use, and simple updates can be made easily.
• Is your website mobile friendly? Having a mobile website is a good idea. But, at the very least, your website should use mobile friendly technology (i.e. not Flash).
• Can search engines find you? Sure, your company pops up on Google when you enter your company name (eg: Bob’s Diner). But does your name show up for non-branded searches (eg: Jackson, Mississippi restaurants)? Do your competitors show up higher on the search results page?
• Is your website easy to navigate? It may seem easy to you. But test your website on a few people who don’t know your business as well as you do. Can they find information easily? Or is it more of a chore?
• Do you have access to your website’s analytics? It’s your website. Shouldn’t you know how many people are visiting it? How about these questions: What search keywords brought them to your website? How many pages did they check out? Where in the world did your visitors come from? Here’s the answer: You can get very comprehensive reporting with a quick, free installation of Google Analytics. It’s a must have. After all, not have access to analytics is like not being able to tell how many people walked through the front door of your brick-and-mortar business.

If you answered “no” to any of the above questions, then it’s time to make updating your website a priority.

The concept of a brand is, after all, often misunderstood. By the generally accepted definition, a brand represents the sum of all the emotional and psychological connections customers and other stakeholders have with your company and its products. Many people think that a brand is the same thing as a logo. But it isn’t. A company’s logo is a symbol of the brand – or it least it should be if it’s doing its job. Likewise, a company’s name, its ad campaigns, its corporate headquarters, and so on aren’t the brand, either.

The brand is something intangible, but powerful. It’s how people – real people, not just your target audience – feel about your company or product on an emotional level. It’s the promise that the leading brand of corn is going to taste better than the generic. Or the reputation a small hardware chain has for providing more helpful service than its big box competitors.

How does an agency like Maris, West & Baker fit into the picture? Very simply, we help companies understand and communicate their brand values and brand personality. We start with a brand strategy session to get a better understanding of your business, your products or services, your culture and your competition. Then we distill that information into a simplified form meant to focus and streamline brand messaging. Simplicity is the key, by the way: You can’t expect people to have a brand connection with your company that’s based on your superior service quality, vast knowledge, innovative products, unbeatable value, blah, blah and blah. Keep it simple.

Next, we recommend appropriate channels for communicating your brand. Depending on your needs, this process might involve developing a product or company name, logo, ad campaign, PR strategy, environmental design and the like. But, whatever marketing products are ultimately chosen, the important thing is staying true to your brand story. Both in the way you market your company or product. And in the way you operate your company, too. (That second part is very important. While hypocritical branding always fails sooner or later, a great brand strategy can help guide a company’s business decisions in ways that strengthen its customer relationships.)

Whether you’re starting up a new company, launching a new product, or just looking to strengthen your existing brand strategy, it pays to get the branding right. Call us if you’d like to know more about how we can help.

Before you discount these thoughts as an unattainable dream, consider this fact: Leadership is a skill just like any other. True leaders are not born – they learn to take on the qualities of a leader through learning, practice and application.

And, while we’re not all cut out for the CEO position, the leadership mindset can lead to dramatic job performance improvements for anyone from top executives on down the line – greater productivity, increased sales, greater job satisfaction. The possibilities are endless.

Our approach to leadership training begins with the assumption that lasting changes do not happen overnight. We coach individuals on an ongoing basis, first building on their strengths and then moving on to to address weak areas. The approach is honest and objective, but supportive, and fine-tuned to fit each situation.

We work with key personnel to create a culture of leadership that focuses on the critical importance of effective communication skills, an ability to recognize and develop talent, an understanding of the diversity in the workplace, and an appreciation for different personalities and various skills people bring to the table to create effective teams.

The end result will be increased productivity and profitability, improved quality of life and more effective communication throughout the entire organization. Not just a warm fuzzy feeling. Positive changes in behavior and real results.

Until recent years, gathering this type of market intelligence was cost-prohibitive for all but the largest businesses. Fortunately, that’s not the case anymore.

At Maris, West & Baker, we offer sophisticated social media monitoring services that let you stay on top of your online and social presence. We monitor Facebook, Twitter and other microblogs, blogs, video sharing websites and more. Based on the information we gather, we can then analyze the online conversations to identify trends – what topics are being discussed most and is the overall sentiment positive or negative?

As a result, you can make better, more informed decisions. You can compete more effectively with your competitors. You can thank customers for positive reviews and turn around negative customer experiences. You can prevent service issues from getting out of control. And you can leverage positive buzz and build on it.

MWB is pleased to announce that our VP of Public Relations, Janet Zito, has been selected by the Mississippi Business Journal as one of the “50 Leading Business Women” of 2011.

The annual program honors an elite group of senior-level business leaders who are having a positive impact on the state economy. In recognition of this honor, Janet will be profiled in an upcoming special issue of the Mississippi Business Journal. Zito has traveled internationally as a corporate communications consultant, specializing in media/spokesperson, public speaking, and executive leadership coaching. She joined Maris, West & Baker in 2010 to lead the agency’s public relations services.

“I’m very pleased, but not surprised, that Janet made the list,” said MWB President, Peter Marks. “Janet’s leadership and unique skill set represents a tremendous asset to our company—and to her clients, as well. To see her name on the list with so many other impressive women is a wonderful testimony to all she’s accomplished so far in her career.”