Famous Folks

Speak to People Like People

Jay Dingwall — 2011-01-27 09:41:29

We work with small business clients sometimes. A common trend we see – small pretends to be big to try and impress potential customers/stakeholders. Who knows, maybe they do it to impress themselves. It’s very common to try and talk up your smarts, expertise, or contribution to your clients by using technical jargon and big words. Hell, I was even guilty of it when we started as a company. The never-ending need to justify is always there, but is it right to bring to the forefront?

Watch the company in the video work with their “small business client” to explain the importance of using real words instead of industry jargon.

The important thing to note is that small businesses are learning that “brand” is not just their hard materials – it’s about everything in their company. The brand is what people think of you, so use you should use your chance to speak to customers, not speak AT them. Cut the crap – be real.

We’re working with some great small businesses now that do great things. Fortunately, we’ve been able to show them the power of speaking in real terms to their customers. That works in building trust, and which is paramount…er… the most important characteristic a customer can have with your brand. Trust builds relationships. Go out and build relationships.

Be real.

Jay

Ice

Ryan Joseph — 2010-10-28 20:31:13

My conversion to belief in the Ice Awards, somewhat :)

My name is Ryan Joseph. I’m a Cape Breton boy and Creative Director/Principal of Famous Folks, a creative communications shop in Halifax and Toronto.

I’ll kick off with my thoughts on the Ice Awards, which I attended for the first time this past weekend.

I used to be opposed to all awards unless they were based on results. I’m not much interested in great but self-serving creative. (You know. The crazy ads for the hot dog stand and the like.) But I’m glad I attended this year’s Ice Awards for a number of reasons. Watching all of the winners and the people behind it was inspiring and I was happy to see some of the awards were about results.

I am constantly on the look out for ideas for our clients. What do we do next? How do we continue creating results-generating work? How do we hire and keep the best people to live and grow our brand? The Ice Awards helped answer some of the questions that race through my mind daily. I met a group of knowledge industry leaders, fearless clients, and the hottest creatives.

Famous Folks submitted four items and won gold for Solas Naturals and silver for Glen Breton, both in the packaging category. (Not bad for our first try.) To put on my neagative hat, we thought we’d win in the identity category for our Cape Breton University Athletic Department logo that contributed to $1.3 million in PR value and sold out merchandise at the AUS and CIS.

But the judges didn’t fancy it. It was disappointing, but that’s how the cookie crumbles.

See what next year unfolds…

Trial

Jay Dingwall — 2010-10-27 20:28:51

Trial… That’s what we tell our clients – Try things. So I’m happily taking my own medicine in staring my blogging career. As this is my first entry into a blog space to share my thoughts, views, comments, and ideas on our chaotic industry it will certainly be trial by fire. That’s cool – I’m wearing a flame retardant suit.

Since this is a space where I will be spouting off, I think it’s fair by starting with an introduction of who the hell I am. I’m the guy that founded Famous Folks a few years back with Ryan Joseph, and we’ve built a good business by hiring great people — great people that do great strategy and design work by sharing a philosophy

What is that philosophy?

Companies (brands) will not form meaningful connections with customers through simple message broadcasting. Buy this because… Look at us because….

Sure there will always be a place for that, but the connection will be transactional – plain and simple. I need this I buy that. But what happens when your competitor does the same thing to address the same need? You lose to convenience. Original connection – but no trusted connection: I go to X for need Y because I trust them.

Today’s most successful brands know their customers. More importantly they also know why their customers want to be talked to, how their customers want to be spoken to, and where they want to be reached. How do they know? Because they asked their customers! Those customers will become your biggest ambassadors, remaining loyal in purchasing behaviour but also helping to shift/persuade others to align with your brand.

As this blog evolves I’ll show examples of good brands, bad brands (and maybe me in flame retardant suit)!

In all seriousness, there’s a fundamental shift that brands are slowly starting to realize. That shift is the two-way conversation customers strive for. No longer can brands make those long lasting connections by simply broadcasting what they do. People can see through salesmanship. We at Famous Folks see that – and have guided our clients into creating conversations with their customers. Technology is making our world even more interconnected – and we at Famous Folks are guiding clients into how to use it to their advantage.

How are we getting them out of that old school message broadcast mindset? Simple – we get them to try things.

Try that on…

Case Study: Innovacorp

2012-04-30 12:00:00

Innovacorp is a Nova Scotia crown corporation aimed at helping Nova Scotia knowledge-based companies to accelerate their efforts to grow their businesses. In May 2011, Innovacorp changed its business model to focus on venture capital investments. They recognized a change was needed in how they presented themselves, in order to show this new focus on Nova Scotia entrepreneurs.

Case Study: Titanic100

2012-04-30 12:00:00

To honor the memory of the 100th year anniversary of the Titanic, Famous Folks was hired to help remember the compassionate response the city of Halifax and its citizens offered the people on the Titanic ship.

Case Study: Heart & Stroke Foundation

2011-12-16 12:00:00

In 2011, all chapters of the Heart and Stroke Foundation came together to develop a campaign for to encourage Canadians to MAKE DEATH WAIT. Creative was developed by Lowe Roche, and all digital execution was handled by Conversion Marketing and Famous Folks. We were tasked with building the Hub website for the campaign and the online advertisements.

Case Study: PharmaChoice

2011-11-29 4:21:00

Rapid growth, while pleasing to stakeholders, can often lead to significant challenges. Such was the case with PharmaChoice, whose website was failing to meet the high standards of its “advice for life” brand. Upon conducting extensive internal and external surveys — assessing the previous site, measuring against competitors, commenting on best/worst features, etc. — Famous Folks designed a new interface and expanded functionality.

Case Study: Bridgeway presents

2011-10-12 11:53:00

Dancing for our Stars inspired by the hit TV show Dancing with the Stars and featured six Nova Scotia celebrities strutting their stuff on the dance floor, all in support of educational programs for students with disabilities at Bridgeway Academy. Proceeds will help fund student bursaries to remove financial barriers to specialized education.

Case Study: Cape Breton Centre for Craft & Design

2011-06-14 12:52:15

A new website and a fresh campaign to promote courses and workshops made for an exciting Spring season at the Cape Breton Centre for Craft and Design. Famous Folks partnered with the Centre to take their online presence to a whole new level, and inspire people to discover their craft.

Case Study: A New YMCA in Halifax

2011-06-14 12:50:06

Develop a new YMCA facility in Halifax. In order to do this, we had to help the YMCA communicate the impact such a facility will have on the community. Before being brought into the situation, the Y made it clear we had to win over the municipal government and its councilors because they may not be backing the proposed development. The YMCA had to overcome political obstacle by connecting on a human level to the community and ultimately the political opponents to ensure the development was built.

Case Study: Joe Carter Golf Tournament

2010-10-01 12:00:00

While Tom Cheek’s memorable call of Joe Carter’s winning home run may ring true in the sporting world, Joe Carter is working hard to have a greater impact via the Children’s Aid Foundation.

Case Study: The Mount

2010-10-01 12:00:00

Mount Saint Vincent University (the Mount) wanted a unique way to reach potential students and engage them in the recruiting process. We were tabbed with developing the recruitment efforts for 2010 recruiting season.

Case Study: Canada's University Capital

2010-10-01 12:00:00

Nova Scotia Come to life has crafted and executed many important messages about what Nova Scotia has to offer. This time, in partnership with all 11 universities, Nova Scotia was branded “Canada’s university Capital.”

Case Study: Battle of the Glen

2010-10-01 12:00:00

For North America’s only single malt whisky distillery, a recent win over the Scottish Whisky Association – in dispute was usage of the word “Glen” – was cause for celebration. Not only did the legal case extend nearly a decade long, it actually went so far as the Supreme Court of Canada, where Glenora prevailed.

Case Study: Canadian Blood Services

2010-10-01 12:00:00

Tabbed by the Federal Government, Canadian Blood Services mission was to craft a strategy on how to align all Organ and Tissue Donation and Transplantation efforts across the country. As a result, all organ and tissue experts were required to collaborate and strategize on the best manner to do so. Famous Folks was tabbed with strategically rolling out the communication plan to keep stakeholders (experts) engaged.

Case Study: Membertou 400

2010-10-01 12:00:00

Four hundred years ago, Grand Chief Henri Membertou became the first person baptized in the Dominion of Canada, an event that signified peace with the European nations — momentous for both the Mi’kmaq people and the evolution of our country. Famous Folks was therefore incredibly honoured to be selected as the agency to promote the 400th anniversary celebration.

Case Study: The Nova Scotia Legislature

2010-10-01 12:00:00

The previous Legislature site was very dated and confusing. After talking to all stakeholders, we found thousands of documents trapped in a website with poor accessibility and organization. Famous Folks catalogued their vast material (dating back to the 1800s), developed an Information Architecture that made sense and utilized the popular ExpressionEngine CMS to allow for ease of updates and flexibility in the future.

Case Study: Pursuit

2010-10-01 12:00:00

In preparing companies for investment and entrepreneurial opportunities, Pursuit is all about maximizing presentation. It stands to reason, then, that their own organization should exemplify these practices – especially from a marketing standpoint.

Case Study: Pizzatown

2010-10-01 12:00:00

Pizzatown’s serious approach to healthy eating wasn’t truly reflected in its identity, marketing and store experience. Working closely with President and Founder, Rob Toulany, we identified the key attributes of Pizzatown, then translated these into various marketing components.

Case Study: Solas Naturals

2010-10-01 12:00:00

Solas Naturals had a familiar problem: a great product line with little awareness. The company’s environmentally friendly candles, soaps, and balms needed to stand out in an ever-crowded ‘green’ marketplace. In 2008’s economic recession, the company was faced with a tough reality: adapt or face closure.

Case Study: Cape Breton University Athletics Department

2010-10-01 12:00:00

The Boston College Eagle. Stanford’s Cardinal. The Fighting Irish of Notre Dame. When it comes to successful sports programs, a school’s athletic identity often runs hand-in hand with the school itself. This is precisely why Cape Breton University sought a change. It required a new icon to better match the achievements of its teams, one that accurately reflected student and local pride.

Case Study: Pfaff Automotive Group

2010-10-01 12:00:00

The challenge for Pfaff Automotive: how to differentiate itself in an increasingly competitive marketplace. Our Answer? Build on the established Pfaff name – and its exceptional sales and service – rather than individual manufacturers.

Case Study: Handy Theatre

2010-10-01 12:00:00

Led by the iPhone and BlackBerry, mobile devices are changing the way we communicate, especially with regard to entertainment. This new reality has been openly embraced by Handy Theatre, a software company that specializes in developing high-quality apps for mobile products.

Case Study: Shred-Tech

2010-10-01 12:00:00

Needing a new online presence to truly capture and present how big of a player Shred-Tech is in the reduction and recycling industry, Famous Folks was hired to build the new shred-tech.com site.

Case Study: Little Red Feather

2010-10-01 12:00:00

The business of horse racing is fast. Differentiating the Little Red Feather Racing brand in the horse racing world was essential to its growth in attracting partners and investors. We cleaned up the identity to give them the high end look that they truly live by and revamped their website to give the user a “no-click” access to their horse stable.

Case Study: East Coast Connected

2010-10-01 12:00:00

Each year, Atlantic Canada sees many people move away to larger economic centres, notably Toronto. Thanks to East Coast Connected, these individuals are maintaining their relations with those back in the Atlantic region—sharing ideas, capital and success stories. With offices in both areas, FAMOUS FOLKS is more than a perfect example of its impact and ability.

Case Study: Jays Care Foundation

2010-10-01 12:00:00

Thanks to their successes on the field—back-to-back titles, anyone?—the Toronto Blue Jays are a major success story. But the organization’s achievements off the field are just as impressive, especially the influence of Jays Care Foundation, which has been empowering children and youth in the community for almost two decades.

Case Study: D250

2010-10-01 12:00:00

A rich history and a disaffected future. Unfortunately, as Nova Scotia celebrated its rols as the 'birthplace' of Canadian democracy, many young citizens continued to neglect their right to vote. The challenge, therefore, was two-fold: generate awareness of the province's 250th year of suffrage while empowering–and inspiring–the youth to vote. Our bold approach kept the topics at the forefront, making strong connections between prospective voters and the differences that they can make.

Case Study: Dalhousie Family Medicine

2010-10-01 12:00:00

Creating a distinctive brand within one of the many Dalhousie faculties is not an easy task. Dalhousie Family Medicine was suffering a shrinking enrolment of family doctors and a perceived slight of importance in the world of primary care. Taking dead aim at the impact that family doctors have to local communities, Famous Folks was able to demonstrate the benefits of being a family doctor, both professionally and personally to attract top quality students and research. Dalhousie Faculty of Family Medicine now lives the brand statement, “Inspiring minds, Impacting communities.”

Case Study: Hallmark Toyota

2010-10-01 12:00:00

A community-focused dealership in Orangeville, Hallmark Toyota had to re-connect with community members that they were indeed neighbours with the best vehicles for sale. Our direct marketing and advertising campaigns not only showcased the neighbour part, but also showed the insight that your local Hallmak Toyota employee had and was willing to share.

Case Study: Infection Prevention and Control

2010-10-01 12:00:00

With pandemic warnings becoming headline news, disease and infection are increasingly top of mind for health professionals as well as the general public. To this end, Nova Scotia has established its first Infection Prevention and Control Centre, an initiative of the Department of Health. Famous Folks was commissioned to not only brand the centre within provincial guidelines, but to develop a website for houseing essential information such as best practives, educational resources and current news. Thanks to our experience within the health sector, not to mention our numerous NS government projects, we were able to "attack" the initiative head-on.

Case Study: Rocky MacDougall Testimonial Dinner

2010-10-01 12:00:00

Having been diagnosed with Cancer, former Canadian Boxing Champion Rocky MacDougall was given a fitting tribute by friends and family in November of 2008 in an effort to raise money for his treatments. Donating services, we showcased the champion, as a boxer, husband, father, and teacher. Mr. MacDougall made a great impact on the community and this evening was a great success in raising much needed money for the family.

Case Study: Wayne Gretzky

2010-10-01 12:00:00

Celebrating Wayne Gretzky's lifelong journey of greatness, we developed an invitation on behalf of TD Bank to showcase their presentation of a town hall with Wayne Gretzky. We anchored the #99 with images depicting Wayne's entire career in both hockey and business to encourage the special attendees to come get to know Wayne. The result – a great assist to the organizers!

Case Study: Hand Hygiene

2010-10-01 12:00:00

While much of what we do can be described as 'behavioural marketing,' there are instances when a challenge involves just one actual behaviour. Like hand washing. Hand hygiene is critical for reducing infection, patient morbidity and operational costs in our hospitals. One small act became the focal point of our multi-dimensional social awareness capaign.

Case Study: Aids Committee of Toronto (ACT)

2010-10-01 12:00:00

ACT – AIDS Committee of Toronto hosts one of the hippest, chic events in Toronto every year called SNAP! The electric event revolves around a high-profile photography auction that raises funds for ACT. With their 10-year anniversary approaching, Famous Folks task was to look back and look ahead at the same time.

Case Study: Eskasoni

2010-10-01 12:00:00

As one of the bigger band councils in Atlantic Canada, Eskasoni has made some tremendous strides in growing out its operations. The council wanted to showcase its efforts to improve community pride and awareness of the opportunity that exists on the reserve.

Case Study: Movember YHZ

2010-10-01 12:00:00

Famous Folks was selected as a digital captain for Halifax as part of a digital challenge across the country and world to raise awareness for the fight against prostate cancer. We all grew moustaches as a team, and decided we would encourage Haligonians to create the world’s largest man-made moustache on the Halifax Common.

Case Study: Agency Reel

2010-10-01 12:00:00