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Posts tagged “Marketing Communications”

Employer branding at Starbucks – everyone wins

This post was cowritten by our summer intern, Samantha Tuly.

Starbucks recently announced the addition of the Starbucks College Achievement Plan to its already impressive portfolio of employee benefits. The partnership with Arizona State University will enable Starbucks employees to earn a bachelor’s degree for free through online courses.

It’s a brilliant PR move. Customers who have long loved Starbucks coffees, cappuccinos and iced mochas have the added bonus of knowing that their purchases are helping educate baristas throughout the country – some of whom are the first in their families to obtain a college degree. (Cue images of the American dream.)

But Starbucks knows that the new education plan is a strategic move for its employer brand and ultimately the…

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Four reasons why your content might not be cutting it

Having quality content and a solid content strategy are two crucial elements of content marketing. It’s not about creating a large quantity of content and churning it out to the masses. It’s about really delving in and identifying customers’ biggest concerns, needs and interests, and developing content around those ideals. 

At Dix & Eaton, we’ve been content experts for over 60 years, since long before the notion of content marketing was conceived. These days, when it comes to figuring out why content isn’t making the cut, we typically find four main culprits: 

1) You’re not giving customers what they want.

Have you identified your customers’ pain points and how you can provide solutions to their problems? If customers aren’t receiving relevant content and it’s…

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Three things your B2B brand can learn from a pepperoni pizza

If you follow me on Twitter, you know my love of pizza is well documented. But in this case, the headline for this post is not just an homage to my favorite dinner choice.

I just read a really interesting piece from Business Insider about a marketing insight John Schnatter had early on that helped propel the success of Papa John’s. That insight? Finding a unique market position.

See, while large chain competitors of Papa John’s held brand positions based on speed, price and variety, Papa John’s biggest chunk of competition (65%) was the local independent pizza shop. How could Papa John’s compete with that group? By focusing on quality, which is what consumers had come to love about their local pizza joint. And that positioning – Better Ingredients. Better Pizza. –…

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Five branding opportunities using the new Twitter profile

If you’re on Twitter, you’ve probably noticed the new look and feel or at least heard about it. Unlike past updates, this one offers five great branding opportunities for businesses, with no additional cost. Here are five things you need to know about the recent updates to help your business stand out in the Twittersphere.

1) Create a visual ad with the new header

The most notable change to Twitter is the new header space on the profile page. The header is now sized significantly larger at 1500 x 500, expanding across the entire page. The maximum file size is now 5MB, lending an opportunity to create a really impactful visual. This incredible social media real estate allows brands to really showcase their business, personality and more.

Tip: Have an upcoming…

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Three tips for CEOs getting started on social media (which is inevitable)

To CEOs who aren’t yet posting on social media: You’re not alone. Fewer than 6 percent of CEOs in a recent study use Twitter and less than 8 percent use Facebook. Sure, 28 percent have LinkedIn accounts, but fewer than one in five of these super-networked people have over 500 connections. Signed up doesn’t mean participating.

Social media participation is inevitable among CEOs because, unless you’re about to retire, you’re increasingly going to be drawn to it by important stakeholders. For most of you, the challenge will be how to get started.  

Twitter is a great first step. It’s easy to do, doesn’t demand a huge time investment and can generate the immediate reactions that will reinforce the benefits of participation.

Finally, here’s a piece of advice from

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