Many thanks to our Spring interns, they did a great job: Kathryn Walker, The University of Pittsburgh; Jocelyn Wolfe, Duquesne University; Lindsay Palmer, Duquesne University; Aytac Akkan Karaguzel, Pittsburgh Film Markers; and Michael Lastig, Duquesne University.

We would also like to give a warm welcome to our Summer interns: Ashley Burk, Washington & Je�erson College; Kevin Ray, Univeristy of Pittsburgh; Taylor Beisell, Carnegie Mellon University; Danielle Lebo, Art Institue of Pittsburgh.

OLD/NEW ARRIVALS

From the desk of Taylor Abbett, President of Tailored Marketing Inc.

Summer has arrived and we are having one of the nicest stretches of decent weather that I can remember. So, what new pearl of wisdom can I give you to help market your company? As I have said in other newsletters, there is a lot of noise in the market place. I think the best way to stand out is to tell a story. Since the dawn of time, people like to hear great stories. And how do you create a story for a company? Every organization, no matter how big or small, has stories that make them unique, so what is yours? Once you have it, share it through the web, social media, newsletters, etc. Tell the world!

DEAR READERS

The Sports & Exhibition Authority and Alco Parking wanted to help the Port Authority in introducing the new T service to the North Shore that has a stop positioned under their parking garage. After years of construction and millions of dollars, the new line was �nally ready to open. The challenge was breaking people’s habit and get them to consider parking on the North Shore and then ride the train.

Strategy: The main focus was on the major corporations to see if they would be interested in shifting some of their lease parking from downtown to the North Shore and promote the service to their employees. In turn, we created collateral material, an animation of the new route, and supporting information on the website.

Results: Since the opening of the North Shore Connector, the garage has performed well, with daily usage reaching capacity and event parking increasing.

CLIENT SPOTLIGHT:SPORTS & EXHIBITION AUTHORITY

Mobile Website,Alco Parking Corporation

GPS Shuttle Finder on FlyPittsburgh.mobi,Grant Oliver Corporation

Tailored Marketing provided an e�ective campaign promoting the West General Robinson Street Garage in conjunction with the opening of the Light Rail Transit station in the North Shore. Their engaging print materials, website design and

imaginative animation clearly shows the value and convenience of the Authority's Garage, and surrounding lots. It was a pleasure working with Tailored Marketing on this project.

– Rifat Qureshi, Development Manager, Stadium Authority of the City of Pittsburgh

Written by Taylor Abbett

One of the �rst jobs I had was working for a video production company. We made TV commercials as well as any number of training videos, and even did production for some regional sports shows. At the time, video was very expensive to do and only the big companies really took advantage of it. While today you can �lm and produce your own videos using only your smartphone. Video is a great way to engage every sense but smell. (Remember the idea of having smells released in movie theaters. What ever happened to that idea?)

Here are some ideas for using video: Use humor to personalize your sta� and company; tell a story about great customer service or a funny experience; in a very brief 3-4 minutes, educate your audience on a topic that bene�ts them. Finally, create a short promotional video of your company that talks a little about you. Try sending it out to your next prospect instead of a brochure and see what happens! Spread your story by posting your videos on your website, YouTube, Facebook, or burn them to a CD. Marketing is all about telling a great story, so go tell yours.

The videos pictured can been seen at www.worldmemoryproject.org/video and http://youtu.be/-rTzIAWI4Ms

TELLING YOUR STORY THROUGH VIDEO

On the surface, Pinterest may seem too niche to bene�t a wide range of brands. As with any network, once Pinterest grows there will most likely be features added speci�cally for businesses (promoted pins? sponsored boards?). For now, there are 3 main bene�ts for brands using this network…

1. Get Seen – Pinterest levels the playing �eld for smaller retail businesses that don’t have the budget or resources to compete in search results. If you search for jeans on Google Shopping, you’re going to see Levi’s and a bunch of other brands that sell jeans. “Discoverability” is a word that has been thrown around a lot regarding Pinterest. Meaning, Pinterest helps people �nd new products/brands/styles they would normally not come across by plugging keywords into a search engine. Chances are, the people you choose to follow on Pinterest have similar taste to you. More than likely when you check out their pin boards, you’ll probably see pins of jeans that would suit your taste. If you do a search for jeans on Pinterest, you will �nd trendy options and smaller brands you didn’t know about, or even a DIY project for turning an old pair of jeans into a mini skirt. If you search for jeans tomorrow, you will see something new since results change as new pins are added.

2. Building Links – Anytime someone pins something from your site, it automatically pulls in not just the image from your site, but also a link. There is a possibility for that pin to be repinned multiple times (even hundreds of times, in some cases), building up a healthy amount of backlinks. You can see if people are pinning things from your site by replacing “yoursitename.com” in this link with your URL in http://pinterest.com/source/yoursitename.com/

3. Brand Advocacy – If people love your products and they’re on Pinterest, they will not only pin your stu�, but they might dedicate an entire pin board to your brand.

SOCIAL CORNER:PINTEREST BENEFITS FOR BRANDS

Need proof people are voluntarily hawking products? Just look at some of the Diet Coke-related things that have been pinned...