The Writing Workshop: Basics of Punctuation

In professional communications of any kind, proper punctuation is essential. But this is especially true for marketing communications, where the copy helps define a brand. Grammar and punctuation mistakes can result in a loss of credibility—for both the agency and its clients. Here are a few tips for avoiding common mistakes.

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The Essence of a Brand Mantra

As branding experts, we have developed our own vocabulary for what we do and how we help organizations define and present themselves to consumers. We use terminology like “brand architecture,” “platform,” “positioning,” “promise,” “proof point,” “personality,” “identity” and “tag line” to describe how we create, communicate and control the attributes of a brand. An important but often overlooked step in the process of building or revitalizing a brand is the development of a brand mantra.

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Does My Hospital Need a Newsletter?

Every healthcare marketing and communications (MarCom) leader has heard this question from a service line or physician leader. Somehow, a newsletter is going to put their program on the map, drive volume, attract new referring physicians and make them profitable. But isn’t this the same fantasy thinking that supports billboards as business drivers?

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February 13, 2018

Key Takeaways for Women in Advertising

By Maria Antonelli, Andrea Ferrino, Elizabeth Gluck, Jennifer Harris, Lauren Bentley, Amanda Kalbrosky and Elizabeth Howarth

Earlier this month, the Philly Ad Club hosted its annual Women in Advertising event, where a panel of women in advertising and communications imparted their knowledge to a room of marketers (men and women). The panelists—each with a different personality and job description—shared how they successfully handled adversity throughout their careers and overcame self-doubt to achieve their goals.

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February 9, 2018

Philly Ad Firm AB&C Shares the “Spoils” of Super Bowl Wager with Boston-Based Small Army in The Philadelphia Inquirer

Page-stopping Philly pride ad featuring an underdog Billy Penn “lovingly made by AB&C and begrudgingly paid for by Small Army.”

PHILADELPHIA, PA (February 9, 2018)—They say, “to the victor go the spoils.” But one Super Bowl bet victor, Philadelphia’s Aloysius Butler & Clark (AB&C), looks forward to sharing those benefits with the entire Delaware Valley community by running a dynamic ad in the February 9 edition of the Philadelphia Inquirer. The ad—which celebrates the Eagles victory and Philly pride—is the outcome of a Super Bowl bet the Philly agency made with the Boston-based agency, Small Army. As the winning Super Bowl city, AB&C earned the right to create the full-page black-and-white ad which is being paid for by Small Army. In the ad, AB&C embraced the Eagle’s ability to silence “non-believers” with what very well may be the first and only depiction of the iconic William Penn statue in full underdog mode.

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February 6, 2018

AB&C Helps Client Win First Place at APTA 2018 Annual AdWheel Awards

WILMINGTON, Del. (February 6, 2018) — Aloysius Butler & Clark (AB&C), one of the region’s largest full-service marketing communications agencies, helped their client, Delaware Transit Corporation – DART, earn first place for “Best Marketing and Communications to Increase Ridership or Sales – Comprehensive Campaign” at the American Public Transportation Association’s (APTA) 2018 AdWheel Awards for their innovative DART Beach Bus campaign.

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2018 Social Media Shake-Up

A new year is upon us, and I, for one, am more excited than ever because 2018 seems to finally be the year that social media has a seat at the big kids’ table. Social is here to stay, so brands need to make sure they’re doing everything they can to kill it with their social strategy. Whether you are just getting a social team started or you’ve been at it for years, here are a few things you can do now to mix up your mindset.

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How to Use Customer Testimonials to Improve Your B2B Marketing

Nobody has to tell you that the B2B sales cycle differs greatly from that of a B2C. For one, a B2B sale typically involves a much larger expense. It’s also a highly vetted decision, and not often an impulsive one. Specifiers, designers, engineers and choosy purchasing agents rarely rush to buy your product or service immediately after seeing an ad, direct mail or email.

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