Making a Real Connection™ in Ag Social Media
By By Casey Mills & Jim Hoke
Gone are the days where brands can be successful on social media by simply asking interns to “post some stuff.” Swanson Russell knows it takes investment, expertise, strategic planning and four key rules to in order to till this fertile digital landscape and grow Real Connection™ within Ag social media.
Read ArticleIt Ain’t Easy Being Green
By Lynette Von Minden, Senior Public Relations Counsel
When I started at Swanson Russell as a public relations counsel in July 2007, I knew I’d be working on our green industry accounts. Did I know much about lawn care, chemical applications, sprinkler systems and all that? Not really, but I was confident I could learn quickly by diving in and asking questions – a LOT of questions.
Read ArticleGREAT BRANDS ARE REFLECTED, NOT INVENTED.
By Charlie Stephan
When we build brands at Swanson Russell, we don’t invent them from scratch based on what we think looks or sounds cool. We find what’s already true and say it in a way people can’t ignore.
Creating an identity out of thin air leaves you with a brand that’s just that: thin. The best brands reflect an existing truth about the company, and do it in a way that the audience pays attention to and believes.
Read ArticleIt’s Personal: A Reflection on Culture
By Brent Schott, EVP Managing Director, Swanson Russell
As Brent Schott takes the helm at Swanson Russell, he reflects on two consistent cultural themes he’s seen in his nearly 30 years with the company – and why they made Swanson Russell one of the area’s Best Places to Work in 2019.
Read ArticleWant More Leads? Ask the Right Questions.
By Katie Sands
“How can we get more leads?” If I had a dime for every time a client has asked that question, let’s just say I’d be making a trip to one of those coin-counting machines. It’s a question that leads to the kinds of promotions that make our job…unique. In my time at Swanson Russell, we’ve asked trade show attendees to hit a punching bag, pedal a bike for “power generation,” bring a dollar bill we mailed to them before the show to win a cash prize, and more.
Read ArticleProduct Launches and the Enthusiasm Gap
By Charlie Stephan, Vice President/Creative Director
I’ve gotten to be a part of some pretty incredible product launch campaigns at Swanson Russell. Big, gigantic multiplatform efforts that bring all hands on deck – and smaller, more targeted efforts that require us to think creatively on how to make budgets work harder. The common thread to all of them: overcoming one serious enthusiasm gap.
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