Variable data: The good, the bad, and the crazy 

Variable data: A computer displays a spreadsheet of nondescript variable data

You already know about variable data, right?   It’s a customer’s personal information—their name, gender, address, purchase history, all that stuff. In marketing, we use variable data to personalize messages to customers. Well, we don’t. But some companies do… and they really probably shouldn’t. At least in some cases. Here’s why.  Implementing variable data can come off as hokey or insincere. You’ve just received a print piece for […]

Client Spotlight! Catholic High Schools of Western New York

Community. Respect. Belonging. These are the core ideals of Catholic High Schools of Western New York, a vibrant community of private schools in our region. We’re working with school leaders (and others) to promote enrollment in the 2021 school year. Here’s what it looks like so far. The school community. Catholic High Schools of Western […]

How to write for radio, TV, and social media

Tell the same story in different ways. Look. If you had one message… and several opportunities to seize every customer you ever wanted… in any moment… would you capture it? Or just let it slip? If the tone, rhythm, or words of that opening statement sound familiar, it’s because I ruthlessly stole them from the […]

Hilbert College Summer Visits

If you want to get the attention of graduating high school students or potential college transfer students, the best way to do it is online. Teens thrive on social network communication. So when Hilbert College wanted to promote its summer campus visit program, we stuck with good old-fashioned backlit screens and digital content. Each summer, […]