Heather Marie Spilsbury

I’m a proud CA Valley native with deep roots in Visalia, California. 🌳 { Here’s how I would have rebranded this California town! LOVE! I hope you enjoy this reimagined Brand Identity System!} I grew up in Fresno, CA, but my weekends were spent in the city of Visalia, visiting my Grandmother and skipping over to Taylor Hot Dogs with every visit. My father grew up here, attending local schools and growing up on a farm off of Avenue 304 as his father was the Ranch Foreman. So when I saw that this vibrant central valley town recently went through a rebrand, I was taken back by the direction city officials took! 🥴 The original logo is cherished by the community. It has a traditional aesthetic that resonates with long-time residents, emphasizing the city’s history and the sense of community. But even in 2024, Community members agree that a Brand Refresh is needed to reflect what the city is today. The community, if anything, is not opposed to change and innovation. Unfortunately, what they got was a minimalist design, reducing the visual elements to basic shapes and colors. While modern, this approach may seem impersonal and abstract, losing the intricate storytelling that the original offered. Even worse, the responsible party responded with “🎶 Let’s give’em something to talk about…🎵” 😒 And as a Brand Strategist and Designer, that even made me upset! The discrepancy between Visalia’s original and rebranded logo underscores the critical importance of a strategic approach to branding. 💡Effective brand identity is not just about aesthetics; it’s about creating a visual representation that resonates deeply with the community’s values, history, and identity. ✨Rooting branding efforts in strategy ensures that the brand reflects the essence of the community, fostering pride and connection among its members!!! Happy to share BTS of my rebrand, the strategy behind the designs, and other use case mockups, and MORE! 👉🏾 Perhaps we can influence and change the fate of Visalia’s rebrand! Help me get this seen by City Official in and around the San Joaquin Valley, especially the City of Visalia!! LIKE COMMENT AND RESHARE WITH YOUR NETWORK. Thank you! @cityofvisalia #visalia #visalialogo #cityofvisalia

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🔈 Thursday Thoughts: Demystifying How to Pitch to Local Media I recently secured coverage with several major local San Francisco Bay Area-based media outlets. Here's what I observed: 💡 No RSVPs: Broadcast media, such as TV and radio, tend not to RSVP to events. They just show up! 💡 Relationships Matter: It's crucial to have direct contact with assignment editors and individual reporters. While this sounds like common sense, I often see many (especially tech PR specialists) pitching irrelevant news to random reporters. 💡 Early Risers: Pitches need to go out early in the morning—sometimes as early as 4 am—to capture the attention of assignment editors, especially in broadcast media. 💡 Be a Producer: Due to newsroom budget cuts, the cameraman may also act as the reporter onsite. As a PR pro, you need to act as a producer and help shape the story. Amateur PR specialists often just stand by and watch the interview happen. I've seen this many times. They should be able to line up interviewees and provide background information to help shape the story. 💡 Cultural Competency: I often see PR 'pros" treat journalists who are people of color like second-class citizens. The journalists notice and remember this treatment. I've had several off-the-record conversations with POC journalists in mainstream media who have declined pitches from major PR agencies because of their attitude. 💡 Kindness Matters: Thank everyone after the interview is done. I take care of my journalists when they're onsite—I make sure they are fed and hydrated. 💡 Mass Email: Good news! Local media is open to mass pitches. However, make sure you include the right reporters and conduct one-on-one follow-ups. Entertainment, political, and community press are okay with mass pitches. However, do NOT do this with the tech press—you will end up on the naughty list. 💡 Hire Local: Local media outlets are not fans of big national agencies pitching local stories. It can come across as inauthentic. I recommend bringing on a regional PR specialist to help you navigate the local nuances. #PR #MediaRelations #MediaStrategy

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Are you prepared to get fired? You should be. This week, here in the SF Bay Area, media watchers are buzzing about some high-profile sports radio announcers who got the axe, unexpectedly. Including a guy who’d been on the air for 28 years and, arguably, help build the station. The economics of legacy media are a $#!& show, so cuts are hardly a surprise. But when big-name talent with highly-rated shows aren’t safe, it’s a good reminder that the nobody has job security. Even if everything seems rosy with your current gig, you should take steps to prepare yourself for your next one. Four tips: → Get your site together. Regardless of what you do, you should have a “portfolio site.” More than a resume, it’s a site that collects achievements and shows your work. (Non-creative types, you should have site/portfolio, too!) Grab copies of your work, decks, and performance metrics NOW before you lose access to the server. Don’t wait until you need it; build now and maintain as you go. → Build your personal brand. (I know, it’s cringe. But it’s the way of the world.) You don’t have to be a prolific LinkedIn poster, but you need to consider who you are professionally and what value you bring to the table. Find avenues to demonstrate that value. Identify 3-4 ways a year you can “get out there” and show your stuff. Maybe that’s creating your own projects, sharing work on your social channels, writing an article, speaking at a conference, starting a side hustle. → ABCYN. Always Be Cultivating Your Network. You don’t have to do this in a sleazy sales-y sort of way, but you’re going to NEED the help of your connections at various points of your career. So make those connections. Grab coffee. Drop notes. Congratulate people when you see them do something awesome. Offer help to others. Be genuine, but make an effort to reach out. → Take the interview. Even if you love your job, you should always see what’s out there and keep your options open. It’s helps keep your interview chops sharp and it helps you understand your current value in the marketplace. You don’t have to lead ‘em on—if you’re not a serious candidate after the first meeting, you can withdraw your name. It's still worth it. “But I’m super busy with projects for my current employer. I don’t have time for all this.” YOUR career is at least as important as the work you’re doing for somebody else. Invest some time in yourself. Don’t wait for that unexpected meeting with your manager and HR to pop onto your calendar before you get your act together. P.S. Seriously, if you don't have an up-to-date portfolio site, do SOMETHING today to move the ball forward. Buy the URL. Write down the 2-3 projects you'd want to include. Pull the assets off the server that you'll need. Take a micro-step toward taking charge of your career. Do it!

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This is a really interesting story and DOE does a good job of connecting the Great Oak (which looks a lot like the famous Angel Oak my mom was wowed by when my parents first moved to Charleston, SC!) to energy policy and the future. Love the Meditation Music Zone (search on Spotify if you don't know) music and the kind of ethereal feel around the tree that transitions into the policy component and the real people in the story. With that in mind, some gentle criticism: 1. Opening the video with nearly 30 seconds of text is not ideal, which is a nice way of putting it. I was here, WANTING to watch the video, and I nearly clicked out. Imagine if a less dedicated viewer than me was in the chair! If it's not Star Wars, I don't want to read at the start of a video. And while one may argue the text provides important context, context doesn't matter if you click out. 2. It's a little long. Some of the lingering shots are beautiful, but I found myself getting bored. This could definitely use some tightening up — could easily lose 60 seconds from this video and not lose much of the story. Trust the viewer to make the connections. 3. On that note, seal the deal more quickly — get to the real people, the why, faster. Coming out of the surreal architectural splendor of the oak and into the lives of real people involved with, and empowered by, DOE policy, was a really nice juxtaposition, going from the ethereal (I like that word) into the tangible. It just doesn't need to take that long. As a marketer for the USG, I love when I see cool USG marketing! And like I mentioned above, there is a lot that is very good here. In the words of Archie Bell & The Drells, or perhaps the Black Keys, just need to tighten up. #video #government #marketing

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We are expanding the SoCal Digital Studio LinkedIn Company Page to provide organizational business and marketing insights to arm you with resources to more effectively compete in our increasingly fluid business environment. Follow us! #linkedincompanypage #businessinsights #marketinginsights SoCal Digital Studio #businessmastermind

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#23 in a series to celebrate WONGDOODY’s 30th Birthday. (WONGTHIRTY!)  Time for a coffee break! In 2005, Tully’s Coffee needed help launching their summer drinks in the Seattle area. Problem #1: people craved a Frappuccino from Starbuck’s. Problem #2: no one knew where Tully’s stores were located.  Problem #3:  there were usually two or three Starbuck’s between customers and the nearest Tully’s.  Our solution: create a drink ritual that generated urgency and buzz while pinpointing Tully’s locations. We came up with the “3:21 Wake-Up Call.”  At 3:21 p.m. each day for a three-week period, high school marching bands performed “Reveille” for exactly one minute outside eighty-one Tully’s locations. Employees handed out free drink coupons. 3:21-branded vehicles swarmed areas around key stores. Radio listeners were barraged with live traffic reads at exactly 3:21. Within a few days, lines of thirsty customers formed in anticipation of their 3:21 Wake-Up Call.  YOY unit volume increased 77% during the promotion. The campaign won a Gold Effie from the American Marketing Association for creativity and marketing effectiveness.  None of this happens without the courage, faith and collaboration of a fantastic client partner.  Props to Rob Martin, our former client at the Seattle SuperSonics, who has been a huge part of WONGDOODY’s success over the years.  Company: Tully's Coffee  Clients: Rob Martin, Rob Alley Copywriter: Matt McCain  Art Director: Jason Black Media Director: Jerry May Account Management: Garth Knutson, Steven J. Frestedt, Pat Doody Creative Director: Tracy Wong WongDoody

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Another personal post... Our son, Miller, just spent two weeks playing Mark Cohen in Children's Musical Theater of San Jose's production of Rent. I'm not sure I've ever been so happy for him. It was the role of a lifetime and hopefully a stepping stone to his future career. I've been reflecting on this tour de force of a production and thinking about what it takes to be successful. Top of mind for me as we integrate our new organization is creating and nurturing a culture of trust so we can move faster and be successful. 🌟 Be open to notes. Miller, the entire cast, and the directorial team have to listen to each other to pull off a successful production. I want everyone on my team, especially junior team members, to open my eyes to what they think can be done more effectively. I also want to be able to mentor them in a way that helps them grow and builds them up. Their success drives the success of the organization. 🌟 No one succeeds alone. It takes an army of talent to pull off CMT productions. The kids on stage are supported by makeup and hair artists, costume designers (ask me about the time I was tasked with weaving a mechanism into Cinderella's dress so that her ball gown would "magically" appear as she spun in circles on stage... 😨), prop managers, musicians, directors, vocal coaches, caterers...there are just too many professionals to mention. These performances don't happen without a team of people who care about each other and the success of the group. #proudmom #teamwork #trust

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One of the toughest puzzles we encounter is attribution to brick & mortar store sales for platforms like Meta & Tik Tok. There are many attribution tech companies working to solve this piece of the puzzle but the reality is, most advertisers can't afford attribution tech on top of media spend. That's why case studies like this are so important to read and share! If you are interested in advertising on social media and want a partner who understands the landscape - drop us a line! #mediabuying #retailadvertising #adagency

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This week on Plant Based I covered the fan-favorite, TikTok-famous sunscreen brand: Vacation Inc. If you're curious about how they pulled off this intricate, 80s-inspired brand world — and if the product actually lives up to the hype — I'd recommend giving this one a read. https://lnkd.in/eefHxvQF #brandstrategy #creativedirection #skincare #newsletter

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✅🖥️ Hollywood Reporter (8/20): “This year, however, the Olympics reversed that trend — even with only three days of coverage from Paris included in Nielsen’s monthly Gauge snapshot (the measurement covers July 1-28). Broadcast networks had 20.3% of TV use for the month, up from their all-time low of 20% in July 2023 — and for the week that the Olympics began, that number rose to 22%. Peacock usage spiked by 33% month-to-month, as the streaming hub for the Olympics recorded 4.5B minutes of viewing just over the Games’ opening weekend. The NBCUniversal streamer had 1.5% overall TV use in July, up from 1.2% in June for its second-best showing ever behind January, when it carried an exclusive NFL playoff game. Streaming platforms collectively had another huge month, hitting a record share of TV use for the second straight time. Streamers had 41.4% of all TV use, up from 40.3% in June. YouTube also became the first streaming platform to grab more than 10% of all TV use, hitting 10.4%. July had four of the 10 biggest single days for streaming since Nielsen began tracking streaming use in 2020. Disney+ also hit its best share of viewing in July with 2.1% of all TV use (thanks in no small part to 4.3B minutes of watch time for Bluey), as did The Roku Channel (1.6%). Amazon’s Prime Video (3.4% of all TV use) had its best showing in eight months.” ⬇️ #streamingtv #ctv #ott #olympics #upfronts #avod

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So tell me, where do you fall in the Great Marketing Tug of War? Are you in Camp Brand or Camp Performance? Camp Performance Marketing appears to have been leveled by a tornado. The cabins are roofless, the canoes are scattered along the shore, and the cafeteria is no longer serving anything but rations. The DTC companies who showed up every year are now huddled by the exit, hoping mom & dad show up. Camp Brand Marketing, less popular in recent years, is showing signs of life. Rebuilding is taking place, but campers are still a bit tentative. Only the lanyard-making tent is really active. The tug of war between the camps is getting interesting. DTC brands, some shattered, some shuttered, are associated with performance marketing, making it an easy target. “Performance marketing doesn’t build demand. It harvests demand,” media guru Brian Morrissey said on a recent podcast with brand expert Ana Andjelic. “I think the internet’s been a disaster for brands.” Well, OK, but no one is leaving the internet anytime soon. I’m going to argue for a foot in both camps—or better yet, a camp merger. Maybe it’s because I use performance marketing techniques to test branding and brand positioning, but the dichotomy seems false to me. Big, emotional brand campaigns are important, but they are more effective when also tailored to different audiences. Performance marketing offers a savvy way to optimize and fine-tune brand messages for audiences that are adjacent but distinct. A brand story can be conveyed in all kinds of ways, including through so-called performance ads that encourage a response. It just requires a little more creativity in uniting both camps. And let’s face it—getting quantitative feedback on brand marketing is a benefit, not a drawback. So, campers unite! #brand #marketing #brandmarketing #performancemarketing #validation

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**Over 95% of GenZ consume media alone (versus 50% of Millennial's).*** Have you ever heard something at an event that stopped you in your tracks? I experienced this yesterday at the Brand Innovators summit at Paramount's offices. The always brilliant Shelly Palmer hosted a fireside chat with the extremely inspirational David Kenny, Chairman of Neilsen Company. Of course they talked about strategy, the future and more, but then..... David made this comment (that I am paraphrasing so feel free to correct me on the exact percentage). In a world where we see levels of anxiety, depression and loneliness increasing with each generation, time spent alone on devices is having an impact. This leads to huge opportunity for future entrepreneurs, media companies and founders. Innovation that leverages and fosters a customers experience that also creates a healthy mental state seems to be exactly what we might need. I want to expand this conversation and get your feedback on our future and how we can battle the social anxiety we have created over the past decade.

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Chilean Sea Bass Flavored Goldfish? 🐟 Campbell’s Company recently made a bold move by renaming their Goldfish brand snacks to Chilean Sea Bass. This "much more adult" name aims to break the stereotype that Goldfish crackers are just for kids, aligning with the trends embraced by Gen Z and Millennials on platforms like TikTok, such as making "girl dinners." The rebranding is temporary, lasting only one week, but it's an innovative move to tap into a new demographic or reengage with their previous core demo (adults) and drive sales growth beyond their current core demographic, which is kids. The innovative approach has already attracted free press from the media, sparking discussions about the evolution of traditional snack brands. Do you believe this rebranding strategy will resonate with consumers and achieve its objectives? Share your thoughts! 🤔 #MarketingStrategy #BrandInnovation #ConsumerTrends

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Miami's Art Basel is about a month out and there are still a lot of great opportunities for brands to get involved at this cultural tentpole festival in December. This article came out today and was a good reminder for my friends at brands that sponsorships aren't just partnerships; they're a powerful driver of visibility, growth, and authentic audience engagement. And to my friends organizing events, this article lays out a case for what truly makes these partnerships successful. Alignment with Values – Authenticity matters. Brands invest in sponsorships that resonate with their core values and identity, building genuine connections and boosting consumer trust. Mutually Beneficial Partnerships – Successful sponsorships create win-win scenarios. Both brands and rights holders thrive when goals align. Clear Metrics – Measurable outcomes are a must. Data-driven insights reveal what works and enable brands to optimize strategies. Exclusivity & Differentiation – Standing out in a crowded market is vital, and brands seek unique opportunities to amplify their impact. Sponsorships are about more than deals—they’re about connections, growth, and strategy. Although there are more things popping up all of the time, we have a deep understanding of what’s happening this year during Miami Art Week and a lot of ways for brands to get involved. Marketers, hit me up if you want to discuss. And event organizers, please let me know what you have cooking as we might have some partners that want to get involved. https://lnkd.in/ejF_dsMc

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Interesting read. I used to think the opposite before I began working with sustainable brands and saw the data first hand. For many, the biggest converting point isn't in sustainability alone. If you market/advertise sustainable brands, have you seen younger demographics have greater interest in your products? How do you convert wealthier people and make them care? What other value props do you pair into your messaging to find success? https://lnkd.in/gF6pupBa

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The analogy between fire and AI is spot on! 🔥 Both hold the power to create or destroy—the tool remains the same, but the impact depends on who wields it. Much like those timeless remedies passed down through generations, we craft our strategies with pure, foundational knowledge that’s sometimes overlooked in our tech-driven world. We blend this wisdom with cutting-edge tools to create solutions that truly resonate with your audience and spark meaningful connections. In the world of marketing, it’s not just about the tools we use but how we use them to ignite connections that matter. #primitiveagency #ancestralintelligence #artificialintelligence #digitalmarketing #traditionalmarketing

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A reminder that we’re one week away from our early deadline for entries in this year’s Clio Music Awards program. Realize savings on entry fees by submitting your work before next Friday, 6/21, at 11:59 pm ET. In addition to the numerous music marketing and music in advertising mediums and categories from past programs, we've added six new mediums this year: 1) LIVE MUSIC - Entries in this medium include creative work that promotes live musical performances at music venues, festivals, concert series, events, stunts, or activations (IRL or virtual) and/or work promoting a live music organization or venue in a new, unique, or especially creative manner. (Venues, Festivals, Concerts, Brand or Company). 2) MERCHANDISE & PREMIUMS - Entries in this medium are for licensed or in-house-produced physical products or apparel that promote an artist, music product, or music service. (Apparel, Footwear, & Household Goods, Beauty, Fitness & Health, Collectibles, Food & Beverage, Technology). 3) USE OF MUSIC IN ADVERTISING CRAFT - Entries in this medium include songwriting technique and the craft/skills used in the execution of audio content in advertising or a trailer/teaser (Arrangement, Casting/Performance, Collaboration, Editing, Lyrics, Music Supervision, Score, Songwriting). 4) DESIGN CRAFT - Entries in this medium include technique and craft/skills used in the execution of design (Copywriting, Graphic Design, Typography, Illustration, Use of Photography). 5) DIGITAL & SOCIAL MEDIA CRAFT - Entries in this medium include technique and craft/skills used in the execution of digital, social, and or mobile content (Copywriting, Direction, Editing, Graphic Design, Motion Graphics, Sound Design). 6) USE OF MUSIC IN ADVERTISING INNOVATION - Entries in this medium include brand work that utilizes music in advertising in a new, unique, or especially creative manner. Get started at https://lnkd.in/g24-yKNC

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PRE-SALE TILL JULY 2nd In one week, Target 10's friends at Chronicle Cinema will release “CONVERSION,” a story of survival and hope that follows three survivors as they shed light on the secretive and often deadly practices of conversion “therapy.” The film takes viewers on a personal and cinematic journey as a filmmaker, an ex-Mormon mom, and a famous drag queen unite to overcome the mental and physical impacts of enduring conversion “therapy.” With interviews from doctors, experts, and the founder of one of the most expansive conversion “therapy” networks in the US, “CONVERSION” is a thought provoking insight into a dangerous underground industry that is constantly rebranding, adapting and growing to this day. Ultimately a film about strength and hope, “CONVERSION” aims to give a voice to survivors of conversion “therapy,” who are often left out of the conversation, and speak to the next generation who may not have a voice, choice or pathway out of the trauma being inflicted on them. Let’s support our friends at Chronicle Cinema and help spread the word about this cruel and deadly industry. Order now. “CONVERSION is more than a film,it’s a catalyst for change.” -- INTO MAGAZINE https://lnkd.in/eT28d87W

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#21 in a series to celebrate WONGDOODY’s 30th Birthday. (WONGTHIRTY!)  Here’s a look at work that was never approved but was, in fact, seen by millions. In 2012, AMC premiered “The Pitch,” a reality show about advertising that followed their hit series “Mad Men.” Each week, two ad agencies would square off to compete for a client’s business exposing the mysterious pitch process. We were asked to appear in the very first episode. The client, SUBWAY, wanted to pitch breakfast sandwiches to 18-24-year-olds. Our competition was a terrific North Carolina agency named McKinney. We were subjected to ten straight days of video cameras in our faces, being MICed even when we went to the bathroom, and flying across the country twice to SUBWAY headquarters in Milford, CT. Over 600 hours of video footage were compressed down to a 43-minute episode. So what was our pitch? Focus groups revealed that SUBWAY's young target were self-described morning “zombies.”  Our mission was to wake them from their zombie-like slumber. Creative director Matt McCain and senior art director Christopher Berry came up with the idea of “zAMbies,” literally breakfast zombies. The campaign was purposedly designed to wake the dead. Millions watched that first episode. Certainly, the entire ad industry tuned in.  Sadly, we lost to a mediocre idea, some YouTube guy rapping about breakfast. But thousands of viewers weighed in on AMC’s online poll.  66% of them thought we had won. One of the hardest parts of losing a pitch is that the world never gets to see the work you did. This time was different. “zAMbies” was the talk of the ad biz and one of our most remembered campaigns. In the years following, strangers in airports would ask me, “Aren’t you that guy from that thing?” Special thanks to the producers and crew at AMC, and to each and every one at WONGDOODY who contributed mightily to this agency-wide effort. Attached is our pitch video and a proposed TV commercial. Here is a link to the entire episode: https://lnkd.in/gC9p7nBZ WongDoody AMC Networks

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