Web banner ads have come a long way from their humble beginnings. The static rectangle or square images delegated to the far margins of a homepage have now evolved to include animation, rich media and more. Our digital, creative and media departments encourage our clients to explore non-traditional digital advertisement opportunities, including peel-back and Spongecell capabilities – this month’s New Trick.

Peel-back ads are highly effective, non-traditional digital ad space that are immediately noticeable, calling attention to themselves with animated movement at the upper right corner of the web page. This small, “teaser” image in the corner is the starting point for the page to “curl” or “peel” back, displaying the actual ad content for approximately 15 – 20 seconds. Then the ad rolls up to the “close” position, and prompts the user to reopen the ad, allowing them to interact with the creative and click through to the client’s website. The peel-back ad also contains a “close” button that the user can use to close the ad peel at any time.

For our most recent Kaleida Health campaign, Kaleida produced these three peel-back ads using art elements that we provided to them.

Our next step was to make sure we gave Kaleida the biggest, most effective reach for this unique digital ad. The peel-back ads on Buffalonews.com are scheduled by day for a full 24-hour window of exposure on the website’s homepage. When coordinating this media buy, TMG Media Director Jim Lynch strategically planned for Kaleida’s peel-back ads to coincide with national “health recognition” months that are a perfect fit for the Gates Vascular Institute and Buffalo General Medical Center: May, for Stroke Awareness Month, and September, for Vascular Disease Awareness Month. Jim saw to it that the ads would run early in the month on either a Monday or Tuesday, when Internet usage is highest.

Do peel-back ads work? The numbers for April are in, so we asked Jim for a post-game recap. “Typically, the average benchmark Click Thru Rates (CTR) on digital advertising fall within .05%  – .07% range* of the total amount of impressions delivered,” said Jim. “The first Kaleida Health peel-back ad that ran came in at 0.48% CTR, which is outstanding. Overall, we received literally three times the response that was expected. That’s a big win for Kaleida, and for The Martin Group – it tells us that our creative investment in this type of digital advertising brings measurable results to our clients.”

We are also using a newer digital technology called Spongecell as part of the current Kaleida Health campaign. Spongecell transforms standard banner ads into dynamic flash ads with rich media-like functionality, providing the audience with a choice of how to interact with it: video playback, maps, social media interaction (Facebook, Twitter, etc.), coupons, lead generation, or a combination of all of these items. Using no more real estate than a standard banner ad, these multimedia ads engage the audience longer, and keep the user on the publisher’s page.

Click on the links below and see how Spongecell has enhanced our current Kaleida Health web banners:

Cube/Poster ad

Skyscraper ad

Leaderboard ad

Again, the proof is in the numbers. “We’re about one month into the campaign, and the Kaleida Health Spongecell ads are trending well, with a .09% CTR,” said Jim. “The interactivity definitely makes a measurable difference for our clients’ investment.”

Want to know what this month’s New Trick can do for your business? Email Media Director Jim Lynch, or give him a call at 716-242-7495, and find out how non-traditional digital advertising can “click” for your brand.

*Average benchmark CTR estimates vary by digital vendor.

In 2011, a half marathon was successfully added to the “Niagara Hospice Dash” 5K race benefitting our new client, Niagara Hospice. Located in picturesque Niagara County, NY, the all-downhill course hits all the highlights of the area, from Fort Niagara State Park to Historic Old Fort Niagara, the famous French Castle, Four Mile State Park, to the finish line at Porter-on-the-Lake Park.

Rebranded by the TMG team as the Mighty Niagara Half Marathon, the race is now positioned as a true international destination race featuring live music at every mile, allowing racers to “run with the river.”

A user-friendly website offers our clients the opportunity to update information as the race grows closer, and gives users the opportunity to register, volunteer, and learn more about the race. A print campaign included local, regional, Canadian Southern Tier and national publications, notably Runners World magazine.

Three of our own Groupies are on the fast-track to the finish line – Vice President of Operations Matthew Malburg, Media Director Jim Lynch, and Account Coordinator Britney Godfrey plan on taking on the Mighty Niagara Half Marathon this year, helping Niagara Hospice with its important mission of providing quality end-of-life care to patients and their families. We’ll be rooting for them all the way.

When Kaleida asked us for a campaign that would introduce the new Gates Vascular Institute and Buffalo General Medical Center to Western New York, our first, second and third thoughts were the same: television. We conceptualized three different spots that, together, give a clear picture of just how significant and innovative this new facility is. The first TV spot is told from the point of view of a world-renown surgeon who has chosen to practice at the new hospital because of its combination of research and hands-on medicine. The second spot is from the point of view of an EMT, who, as the first line of defense in a medical emergency, has encountered, first-hand, the significant impact of the state-of-the-art facility. The third spot features a woman whose husband suffered a massive stroke and now knows the value of choosing the “best” hospital for the patient, as opposed to the “closest.” All three TV spots highlight the accessibility of the Gates Vascular Institute and Buffalo General Medical Center, as well as showcasing the clean, modern interior of the new Kaleida facility.

The TV spots are complimented by three radio spots, outdoor and print collateral for The Buffalo News, Business First, Buffalo Spree, and Buffalo Healthy Living, as well as in playbills for both the BPO and Shea’s.

All the collateral reinforces the Gates Vascular Institute and Buffalo General Medical Center’s commitment to building a healthier future for Buffalo and beyond.

Long-time TMG client ECMC recently turned to us for a :60 TV spot highlighting the completion of their new Regional Center of Excellence for Transplantation and Kidney Care. The spot features the hospital’s CEO, Dr. Jody Lomeo, as well as real ECMC doctors, nurses, and patients speaking directly to viewers, reminding them that, “keeping promises is the difference between healthcare and true care.” We also included actual footage from the ribbon-cutting ceremony for the Center – it was too good not to, since the genuine emotion and excitement in the participants’ faces truly showed how committed everyone at ECMC is to providing state-of-the-art healthcare to the entire Western New York community. The TMG creative team brought home the message that, while some big promises made to the people of the area never actually see the light of day, in the case of ECMC’s expansion, they truly are accomplishing what they set out to do.

The Martin Group’s hard work on behalf of our healthcare clients has paid off – we just won three Bronze Awards and four Merit Awards from the 2012 Healthcare Advertising Awards. Started almost 30 years ago, this awards program is perceived as the oldest, largest and most widely respected healthcare advertising awards competition currently in operation.

A national panel of judges chose entries that exemplified exceptional quality, creativity and message effectiveness. Given how selective the judges were – out of almost 4,000 entries, only 253 Gold, 245 Silver and 231 Bronze in total were awarded – we feel proud of our inclusion this year.

Congratulations to the entire shop – and thank you to our clients, who provide us with the opportunity to bring our “A” game to their brands!

Here is an outline of what won:

ECMC “Dr. Lindfield & Nadine” :60 TV spot – BRONZE

ECMC “That’s what true care means to me” print ad series – BRONZE

Kaleida Health “New Emergency Department” print ad – BRONZE

ECMC “That’s what true care means to me” TV spot series – 1, 2, 3, 4 MERIT

ECMC “This is ECMC Expansion Video” – MERIT

Restoration Center at Wellspring logo – MERIT

Restoration Center at Wellspring brochure – MERIT

We love company here at TMG. Since we’re pretty much settled in at our temporary quarters on Main Street we thought it was time to roll out the welcome mat, set out some snacks, and allow some of the best and brightest design students from this year’s University at Buffalo graduating class to hear about our agency – and get some great career advice from Creative Supervisor Dave Riley, who is the Creative Jedi behind the TMG Padawan Internship program, and TMG copywriter Jill Duff.

Stephanie Rothenberg, UB Associate Professor of Visual Studies, and her class munched on popcorn and pretzels and allowed Dave to share some of our agency work with them, including our ADDY award-winning Buffalo Bills “Mom Squad” PSAs, as well as print, outdoor and Web work for clients that ranged from New Era Cap to The Barkyard. Dave and Jill also let them in on a few industry tips, and gave some advice on how to use social media to build their own personal “brands” as they look for job and internship opportunities.

Many of the UB students, such as Sarah Mobarak, seem to be ahead of the game, having interned during their university careers (and, in the case of Ms. Mobarak, even have an inside track, creatively speaking – her brother is Buffalo Spree contributor Jared Mobarak) while others, like fine artist/painter Nick Butlak, plan on pursuing artistic interests outside of the advertising world, and that’s just fine with Professor Rothenberg. “You have to try something in order to know if it’s right for you, and that includes advertising. Once you know what you don’t want to do, it becomes easier to find what you love,” she said. “That’s why I love bringing students to agencies and other creative environments, where they can get a sample of what different office cultures feel like, as well as see samples of the work they produce.”

Stephanie Rothenberg, UB Associate Professor of Visual Studies

One thing we at TMG took away from the experience is that today’s students have a great deal to offer our business: their enthusiasm, energy and social media savvy, as well as their fresh point of view, are definitely attributes that inspire us as creatives. We hope Professor Rothenberg stops by again next semester with another class of future design stars. We’ll be ready with the PowerPoint, the advice, and the popcorn.

Corporate events are often the “mullet” of the business world: ostensibly all business in the front, and a party somewhat awkwardly tacked on in back. But it doesn’t have to be this way.

Effective event branding – this month’s New Trick – is the perfect fusion of the event’s focus (the message) and a fun, interactive atmosphere (the medium) that engages the attendees on both a physical and emotional level. With strategic planning, strong creative, an eye toward your budget and the logistics of your chosen venue, our team will work with you to create an event that will move the needle for your brand in a memorable way.

This month, we had the opportunity to work with TMG client WNY Women’s Foundation on a gala event held at the Hauptman Woodward Institute. Led by TMG Brand Manager Sarah LaPare, our creative team used the dramatic backdrop of the venue to create collateral specifically scaled to work in the space. Color-coordinated lighting, fabrics, tablescapes and floral arrangements were conceptualized to make the space more intimate and inviting for guests, and signage was produced to both convey the brand messaging and gave mingling guests a conversation starter.

For the Hyatt’s Biggest Loser Resort Niagara press conference, our team, under the direction of Brand Manager Julie Molenda, utilized the established look and feel of the existing “Biggest Loser” brand while incorporating the name of the new resort, producing press kits, invitations, brochures, and premium takeaways such as key chains, recipe cards, water bottles and drawstring bags. Working in tandem with the Hyatt, we provided complete venue branding and set up that ran the gamut from arranging the dais and screen on the stage to the installation of a TMG-produced “Biggest Loser” floor graphic and measuring tape that ran up the staircase of the Hyatt’s lobby. We handled public relations for the event, including press releases, photography and videography, and acted as the on-site liaison for members of the press covering the event.

One of the most creative events we’ve done was for TMG client VWR’s launch party for their RED data collectors – a product aimed at middle school science teachers. To reinforce the fact that RED data collectors are so easy for teachers to use, we developed a “Big Easy” New Orleans theme for the party, which included branded signage, Mardi Gras beads, and a New Orleans themed menu. The highlight of the night came when we arranged for a jazz band to lead a New Orleans style “funeral procession” (proclaiming the “death” of outdated science classroom technology) through the hotel ballroom, bringing the national sales team to their feet.

Each year, The Martin Group helps pro bono client The Steadfast Foundation in the branding and production of the collateral for their yearly Catwalk for Charity. This fundraising event for Buffalo Sabre Ryan Miller’s charitable organization is one of the hottest tickets in town, and garners national media attention and Internet coverage. We captured this year’s theme, “Wrangling for a Cause,” in print and web collateral that included invitations, tickets, posters, eblasts, web banners and more. While The Steadfast Foundation conceptualizes their own theme and brings on their own vendors for the actual event, our team at The Martin Group ensures that the messaging surrounding Catwalk is consistent, accurate and, most importantly, generates the buzz that drives ticket sales.

The Martin Group can work within your budget and assist with everything from ticket design to table decor to ensure your corporate event is a memorable and meaningful one for your business. Feel free to email Tod Martin, or call him at 716-853-2757 ext. 325 to learn more about how this month’s New Trick can work for your brand.

Emma Woods is an exclusive residential community now under construction in East Amherst, New York. Located in a sought-after area renown for its superior quality of life, Emma Woods features one-of-a-kind homes built by Zubin Custom Homes here in Western New York. The Martin Group recently conceptualized, designed and produced a stunning, robust splash page for Emma Woods.

This new splash page will ultimately drive users to a TMG-produced website which will go live soon, and will incorporate more information on both this up-and-coming residential community and Zubin Custom Homes itself.

Kaleida, the third largest employer in Western New York, turned to The Martin Group team to spearhead and coordinate the communications announcing the closing and subsequent coming together of Millard Fillmore Gates Circle Hospital with the new Gates Vascular Institute and Buffalo General Medical Center. Integrating environmental branding, hospital signage, outdoor, direct mail, a new website and other Internet collateral, a brochure and banners running down Delaware Avenue, the TMG team announced the move in a streamlined, consistent manner, ensuring that patients, physicians, employees and the community at large understood the logistics and benefits of the move. The fact that the new hospital is less than two miles away from Millard Fillmore Gates Circle Hospital is particularly highlighted in the copy:

This communications initiative was further enhanced by TMG’s follow-up “We’ve Moved” communications campaign.

We recently helped the WNY Women’s Fund transition to their new status as an independent, self-sustaining 501(c)3 non-profit organization. Now known as the WNY Women’s Foundation, they have a newly evolved brand, complete with a new TMG-produced logo, stationery, and collateral. The brand was launched with a well-attended gala event that we also helped with.

For their annual “What She’s Made Of” fundraising event, which features a female speaker who is considered a pioneer of women’s issues, we evolved the campaign to speak to a new audience and to encourage new groups to attend. Using the new brand elements to create an evolved website,  “save the date,” billboard, print ads, tickets and program book, we were able to give the event collateral a fresh look while making it cohesive with the new WNY Women’s Foundation brand.