Once a Day Marketing: April 2017

Tuesday, April 25, 2017

Growing a Strong Brand (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Waterwise Gardening

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of one of the nation’s top plant breeders.

Joining us on-air were Ava & David Salman, Owners of Waterwise Gardening LLC. Primarily a wholesale greenhouse, Waterwise Gardening is focused on the development and breeding of plants that thrive in the desert environment. Prior to Waterwise Gardening, Ava & David owned High Country Gardens and the Santa Fe Greenhouses.

At Waterwise Gardening their mission is to create species that are drought tolerant and do well in the Western part of the USA. David shared that initial soil preparation, selecting the right plants and taking care of them are the key elements to a healthy garden that you will enjoy for years to come.

Waterwise Gardening differentiates themselves from other greenhouses through providing high quality plants that are clearly labeled as to what they are, their needs for light & water and how large they will grow. Waterwise Gardening is conscious of planting for habitat and creating an attractive environment for bees, hummingbirds and other pollinators and offer ideas for pre-planned gardens.

Western Gardening is David’s passion, in addition to creating new plants he grows a limited supply for the local market. Santa Feans will be able to purchase this gorgeous flora not available anywhere else at the upcoming Waterwise Gardening plant sale that is running every Thursday, Friday and Saturday in May 9:00am – 4:00pm. Representatives of Santa Fe Master Gardeners will be at the sale sharing their knowledge.

To ensure the integrity of their brand, Ava & David put the customer experience first and are responsive to their needs. As for marketing, to promote the plant sale their website displays the plant choices customers can expect at the sale. Ava is generating great PR, sending email blasts and managing an active Facebook page. Ava’s tip for your brand is to ensure you use very high quality photos for your social media sites and print material.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Friday, April 21, 2017

Branding the Outside Bike & Brew (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Outside Bike & Brew Event

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of an annual event.

Joining us on-air was Tim Fowler – Event Director of the Outside Bike & Brew event held annually in Santa Fe. 2017 marks the 4th year for Bike & Brew which includes cycling events, entertainment, food, and of course, beer. Tim has been a ride leader, ride designer and has now taken on organizing the event with the support of numerous volunteers and sponsors.

This year Bike & Brew will be moving back to the Rail Yard Park which has a better visibility for the event. There will be bike demos and clinics as well as a poker ride. The event continues to evolve – Tim shared that they are keeping what works and changing or improving things that are not as popular.

Tim discussed that New Mexico has so many great areas to cycle, however, we don’t do a good job of letting potential visitors know about them. Part of the mission of Bike & Brew is to tell people about the wonderful amenities available in Northern New Mexico.

Outside Magazine has been the title sponsor of the Bike & Brew for all four years of the event. They are a premier outdoor magazine based in Sana Fe. Other sponsors include local and regional brewers. Deschutes Brewery of Bend, Oregon is a new sponsor who will be attending this year. Specialty manufacturers and retailers are also included in the Bike & Brew.

To attract visitors to the event, Bike & Brew relies on word of mouth, traditional and social media. They will be running ads in print and on the radio as well as leveraging social media ads. Outside Magazine publishes print ads and sends social media and e-mails blasts on behalf of Bike & Brew.

Tim is also the Executive Director of Velo New Mexico, a new non-profit organization whose mission is celebrating and promoting cycling in New Mexico for road biking, mountain biking and everything in between.

Enjoy the show!

Tuesday, April 11, 2017

Branding an Award-Winning School (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Academy for Technology and the Classics

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of Santa Fe charter school.

Joining us on-air was Susan Lumley – Principal of the Academy for Technology and the Classics (ATC) here in Santa Fe. ATC was founded in 2000 to provide a classical and technology-based approach to education in a public school setting. They integrate a variety of learning styles to foster communication, literacy, critical thinking and the personal skills necessary for college success. The school's mission is to provide an academically charged environment while instilling the "classic" moral values of respect, integrity, responsibility, and honesty.

In today’s environment schools have to be as aware of branding and marketing as any business. ATC distinguished itself in many ways including being a public college preparatory school. They recently were awarded charter School of the Year, are ranked 5^th best high school in New Mexico and also rank among the top high schools nationally. The secret to ATCs success is hiring and supporting great people and allowing them use their expertise to assist students to excel.

Susan shared that current students are their best advertisement. Programs like the Acoustic Americana and Marimba bands and student community service demonstrate the brand at public events around the state and in the community to keep ATC top of mind. Student are featured at open houses to talk about their ATC experience with future students and parents.

ATC also does print advertising, distributes brochures & bookmarks and has a Facebook presence as well as parent groups who publicize the school. Their website is a portal that allows parents, students and prospective teachers learn about the thriving environment at ATC.

Next on the horizon for ATC is building additional infrastructure: a gym, music room and three science labs that will enable ATC to offer AP science classes.

Enjoy the show!

Tuesday, April 4, 2017

Creating a Unique Gallery Brand (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Heidi Loewen Fine Art

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a unique Santa Fe gallery.

Joining us on-air was Heidi Loewen, artist and owner of Heidi Loewen Fine Art offering porcelain and cast art pieces as well as classes. Heidi’s gallery is in a stand-alone adobe building on Johnson Street which she is very pleased with, it allows her business to stand out on the block rather than be among many other artists. Johnson Street is also the home to the Georgia O’Keeffe Museum and the Santa Fe School of Cooking.

Heidi understands how essential branding is for an artist. Glover expanded on the fact that it is key for artists to understand that their work is a product and it may not appeal to everyone; it’s important to know who your target market is.

Heidi’s passion is working in clay and porcelain; at her wheel, she makes ceramics that are decorative rather than functional. In her classes, Heidi encourages participants to enjoy the feel of the clay and create something they can take home with them and share the wonderful story behind how the piece was made.

To promote the Johnson Street brand, merchants have been working together to host an annual extravaganza called the Johnson Street Experience. This year the event is on July 22^nd and will include artists, restaurants and the museum, all working together to provide great, interactive experience for visitors.

To get the message out about her own brand and offerings, Heidi works with concierges at a few key downtown properties. She also uses print ads which are working well to attract traffic to the gallery.

Enjoy the show!