Why Healthcare Marketers Need To Think Like Retail Marketers
2 minute read
Things were different in the days before the Internet.
Of course, you knew that.
Happy New Year!
1 minute read
Everything we do is greater than the sum of our individual contributions. So we got together over lunch to make this for you.
Four Ways To Find The Right Agency Partner Using RFPs (If You Have To)
5 minute read
Before you issue your next RFP to select an agency partner, stop and ask, “why.” Are you legally required to issue RFPs? Do your bylaws require it? Or is it just the way it’s always been done? If it’s not required, consider these reasons to ditch RFPs. If it is required, read on for four ways to find the right agency partner using RFPs.
Derek Finds A Tree
1 minute read
Following on the heels of 2016’s critically hailed short, “Hand Turkey,” Borshoff delivers the second installment of our holiday triptych, “Derek Finds A Tree.”
How To Find the Right Agency Partner Without Using RFPs
3 minute read
Is your company’s standard protocol to issue an RFP when you’re looking for a new agency partner? If so, why?
How To Create Revealing Customer Personas
2 minute read
Picture your customer.
Who is the person most likely to purchase your product or service? How old is he or she? Where do they live? What is their life like? What do they value? What problems do they need solved?
How Borshoff Approaches Brand Development
3 minute read
Roughly once per week, a prospective client asks for a specific deliverable, say, a website, a brochure or some other marketing vehicle. While the ask is certainly flattering, that’s not how Borshoff approaches brand development. Read More
An Assessment of NIPSCO’s Energy Assessments
1 minute read
The goals were clear when “The Greenes,” our fictional energy-conscious family, returned in spring 2017 for their second campaign: drive NIPSCO’s customers to request home energy assessments and recycle inefficient appliances.
Stop Using The Word “Branding”
1 minute read
Can we all stop using the word “branding?”
It has wormed its way out of the business community and into pop culture. Now athletes and Instagram influencers talk about “branding” themselves and I find myself wondering what they’re talking about.
Executing Your Social Media Strategy In A Crisis
Your organization will experience crisis. Mistakes will be made. Someone will have a bad experience. A member of your organization will say or do something dumb, or heaven forbid, criminal. And because everyone with a smartphone is a publisher, small fires are harder to contain.