Insights, news and knowledge.

August 2, 2022

Building Brand Trust and Loyalty: Why keeping it real matters

2 minute read

It’s easy to get caught up in the imagery or clever copy in an ad, isn’t it? We see something that speaks to us because, “Hey, shiny object!” Or we find something we’ve been searching for or feel we need. But what happens if/when we make the purchase or use the service and it doesn’t match our expectation? You guessed it – we can easily lose trust in a company, which can erode our loyalty over time. Even worse, we may tell our friends about the negative experience. Ouch!

August 1, 2022

Behind Every Successful PR Campaign is a Strong Client-Agency Partnership

2 minute read

At its core, public relations is about fostering and building relationships between organizations and their key stakeholders. We’ve achieved the greatest success in meeting our clients’ objectives when they embrace our agency as a true communications partner. And, just like any other relationship, if you invest the time, you’ll reap the benefits – and see the results from your PR agency. Here are just a few examples.

July 28, 2022

Disability Pride Month: My Journey

5 minute read

For three decades, Borshoff partnered with the Indiana Governor’s Council for People with Disabilities supporting its mission and initiatives through advocacy, education and promotional efforts. One of our keystone projects was Disability Awareness Month every March – a comprehensive and far-reaching statewide grassroots program, which garnered significant results in raising public awareness of disability issues. We are proud of our partnership with the Governor’s Council and have remained a close friend and strong supporter of the important work it is doing. Below is a blog by Kate Barrow, Executive Director, who shares her perspective on Disability Pride Month this July and the platform it provides for valuing people with disabilities and celebrating our differences. -Karen Alter, CEO, Borshoff

July 7, 2022

Igniting Employee Engagement Through Social Impact

2 minute read

Employee engagement is at an all-time low. The Great Resignation is taking its toll. As we move from pandemic to endemic stage, how do we recapture the culture and connection that we’ve lost in the workplace over the last two years?

June 28, 2022

Five Questions an RFP Response Won’t Answer

4 minute read

Have you reached the point of needing to hire an agency? Or, perhaps you already have one, but feel the need to make a change? What do you do now? Conventional thinking might suggest an RFP is the right way to go to find a new agency partner. That’s one way, but not the only way, and it might not reveal what you hope or need, relative to potential partners.

June 28, 2022

Stop Trying to Reason with Emotional Decision Makers

2 minute read

The science behind decision making has come a long way in the past decade. Yet, for some reason, many marketers haven’t shifted their messaging strategies to address this simple fact:

Human decision making is based on emotion and not reason/rationality

May 31, 2022

Why Audio Matters in Storytelling

2 minute read

When it comes to the finished sound of a story told through video or audio broadcast, there’s a huge difference between “ok” and “great!” Our most recent Shoff Chat guests shared their insights on the power of audio and how to get the most from the audio portion of your storytelling tactics. The team at Earshot Audio Post in Indianapolis has nearly a century of collective experience and a keen understanding of the classic as well as the cutting-edge in this area. Our guests from Earshot included Brice Bowman, Rick Such and Ben Ericsen.

April 27, 2022

Trends and Truths About Local News Media Coverage

2 minute read

The news media landscape continues to change and with those changes come new challenges and opportunities for journalists and for those seeking to tell their stories through the media.

March 3, 2022

Can marketing (to your employees) save your organization?

2 minute read

When organizations face turbulent times, historically the first line item to go – and the last to be restored – is marketing. Why? Because it’s often seen as non-essential or less important than other business operations. Statistics show that during the pandemic, “the proportion of company revenue allocated to marketing was cut almost in half, from an average of 11% in 2020 to 6% in 2021,” according to the GartnerCMO Strategic Priorities Survey 2020-2021. Despite the influx of more cost-efficient digital and content tactics to reach customers and attract new ones, external marketing efforts remain on the decline.

March 3, 2022

Three Ways to Escape the Buzzword Echo Chamber

2 minute read

“Our goal is to create synergy that will help us pivot to new strategies when we utilize the talent of our right-sized organization while also finding quick wins.”

Wait, what? We’ve all read these things in internal memos or heard them come out of the mouths of leaders. And something happens when we hear these words and phrases used over and over – we check out. For me, I immediately start creating my grocery list or mentally reciting the lyrics to the last song I heard on my way into the office.

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Insights, news and knowledge.

Insights, news and knowledge.

Building Brand Trust and Loyalty: Why keeping it real matters

Behind Every Successful PR Campaign is a Strong Client-Agency Partnership

Disability Pride Month: My Journey

Igniting Employee Engagement Through Social Impact

Five Questions an RFP Response Won’t Answer

Stop Trying to Reason with Emotional Decision Makers

Can marketing (to your employees) save your organization?

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