Author: Imprint Team

5 Trends to Watch in 2020

5 Trends to Watch in 2020

What’s the buzz? The five newest IMPRINT team members share what they’re excited about and looking forward to in the content marketing industry—from brands thinking big picture to illustrations leading the way to the cumulative impact of productivity-enhancing platforms.

 

CULTURAL AWARENESS

JULISSA ORTIZ, DIRECTOR

Joined September 2019 from JP Morgan Chase & Co.

Consumers today are making more purchasing decisions based on how brands align with their values. In turn, brands are becoming more culturally aware and committing to a point of view on relevant issues, whether it’s climate change or gender equality.

What does that mean for content marketers? We’re excited for all the new and interesting stories we can tell for clients. It used to be primarily about selling a product or service, but now the focus is much more on marketing the brand overall—and what it represents to its audiences.

 

KINETIC DESIGN

CRAIG GARTNER, ART DIRECTOR

Joined January 2020 from his own company, Wall Street Journal and Sports Illustrated Custom Publishing

I’ve always been interested in the architecture of a page. I’m intrigued now by design elements and approaches that make print not just relevant, but every bit as exciting as digital.

Customized, non-traditional sizes for print pieces can provide a unique experience for the individuals holding it in their hands—and even encourage them to keep it. And asymmetrical design is bringing more kinetic energy and movement, and, as a result, demanding more attention. The reader feels an innate curiosity and sense of wonder about where the text and graphics will go next.

 

ILLUSTRATIVE EVOLUTION

PIERCE KINNALLY, VISUAL DESIGNER

Joined in January from freelancing as a designer and illustrator

The use of illustrations as a key design element ebbs and flows, and we’re in a flow this year. As an illustrator and designer, I’m excited to see how much thoughtful illustration is being seamlessly woven into content. At the head of an article the right illustration can function like a satisfying puzzle, evoking questions that need to be set up for the article and clearly explaining its content while nudging the readers’ perspective. Done well, it’s like a good book cover—it grabs you, it exists inseparably with the writing by setting the tone and it sets you up to receive information a little bit differently.

 

PROCESS AUTOMATION

COLTER HETTICH, MANAGING EDITOR

Joined November 2019 from amNewYork

As managing editor, one of my primary responsibilities is optimizing our workflow. As new tools continue to be added, it’s easy for workflows to get cumbersome. In 2020 we’re adopting a new strategy and platform that will consolidate project timelines, files, calendars and task assignments all in one place.

The 10 seconds spent looking for a file, or five minutes figuring out what’s due over the next few days from various projects will be automated. Those 10 seconds here and five minutes there add up to time we’ll get back that can go directly to planning, creating and delivering content that works for our clients—and that’s what it’s all about.

 

FORGING FOUNDATIONS

SCOT MAITLAND, DIRECTOR BUSINESS DEVELOPMENT

Joined September 2019 from running his own consulting business

I consider myself an extension cord. I connect the power at IMPRINT, where we specialize in making complex thoughts simple and clear for clients. My background is in the health and wellness sphere, and I’m excited about ramping up our clientele in those areas—from hospitals to biotech to pharmaceuticals. With over 6,000 hospitals in the U.S. and more than $660 billion in uncompensated care to their patients since 2000, there’s never been a more urgent time for strategic content to help fill needs.

And in 2020, I’m seeing healthcare foundations work toward providing education, solutions and care to individuals, families and communities like never before. They have concerns about growth, revenue and funding, as well as staffing and volunteer challenges. IMPRINT has established successful programs for leading healthcare businesses and foundations, and I’m excited to help dial that up further this year.

CC 20: Addressing Gaps in Patient Communications

CC 20: Addressing Gaps in Patient Communications

At Imprint, we believe there are significant opportunities to better improve communications regarding personal health. Communications from two groups, in particular, stand out:  those from doctors’ offices and pharmacies.   Listen in to this podcast as Duncan Milne, Managing Director, Will Thomas, Senior Analyst, and Keval Shah, Intern, discuss how subtle shifts in your communications can radically improve the patient experience.

Intro music Golden Sunrise by Josh Woodward // CC BY

Imprint in the Diversity Spotlight

Imprint in the Diversity Spotlight

Imprint was recently certified as a diversity supplier by the National Gay & Lesbian Chamber of Commerce. The New York chapter (nglccny), of which Imprint is a member, highlights Imprint in a “Supplier Spotlight” Q&A with Andy Seibert, Imprint’s Managing Partner. The piece covers a variety of topics, including Imprint’s competitive differences and why diversity certification is so important.

Click here to read the Q&A!

CC 19: Research Results: Content Trust Study

CC 19: Research Results: Content Trust Study

Building trust is a crucial goal of content marketing––but is your content program performing as well as it could? Our interns, Casey and Jakob, recently conducted a ‘Content Marketing and Trust’ survey,  and have distilled 5 key takeaways for all B2C content marketers. Listen up as they discuss their recommendations for brands with Imprint’s Will Thomas.

Intro music Golden Sunrise by Josh Woodward // CC BY

Named to “Top 12 Financial Agencies of 2018” List

Named to “Top 12 Financial Agencies of 2018” List

The Gramercy Institute recently recognized Imprint as one of the ‘Top 12 Financial Agencies of 2018.’ The competition was fierce and global—98 firms, across 7 countries—and winners were selected for a number of criteria, including proven success for specific clients and demonstrated innovation in financial services marketing. We’re honored that the Gramercy Institute saw fit to highlight the work we’ve put forward, and would like to extend our congratulations to the other firms who were similarly recognized—as Duncan Milne recently noted for us, there was a lot we learned from the other winners’ as well.

 

But above all, we’d like to extend an enormous ‘Thank You’ to our clients in the financial services industry, for making this big win possible. We wouldn’t be able to push the envelope for financial content without your desire to innovate and think differently in a highly regulated space.

CC 22: MFEA STAR Awards Series: JPMorgan Asset Management

CC 22: MFEA STAR Awards Series: JPMorgan Asset Management

As part of our ongoing MFEA STAR Award series, we talk with Jaima Lawrence and Shannon Short, who took home an impressive five Star Awards this year for JPMorgan Asset Management, including one for “Overall Retirement Communications.” They share the seven key principles of all of their retirement communications, and more recent lessons surrounding the launch of their new Retirement Link Participant Retirement Resource center. Jaima and Shannon also tell us what’s at the top of their content wishlist for the year ahead.

The Mutual Fund Education Alliance (MFEA) has been honoring communication leaders in the mutual fund industry for two decades through the STAR Awards program.

 

 

Intro music Golden Sunrise by Josh Woodward // CC BY

CC 21: MFEA STAR Awards Series: MetLife

CC 21: MFEA STAR Awards Series: MetLife

As part of our ongoing MFEA STAR Award series, we recently chatted with Ellen Blumstein of MetLife, who won a Star Award for “Overall Retirement Communications.” Ellen let us in on the strategy behind the three communications pieces that drove the win, and the key objectives behind their program as a whole. Listen to learn from MetLife’s 10 years of experience with the program, and what they’re planning for 2018.

The Mutual Fund Education Alliance (MFEA) has been honoring communication leaders in the mutual fund industry for two decades through the STAR Awards program.

 

 

Intro music Golden Sunrise by Josh Woodward // CC BY

 

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