2017 Super Bowl Ads – And the Winner Is…

Posted by Steve Snyder

Feb 2, 2017 10:14:01 AM

2017-super-bowl.jpgYes, it’s that time again! The annual all-American hoorahfest we call the Super Bowl. That Holy Grail of all things advertising – broadcast, specifically. Oh, and football of course. There is, after all, the actual game to consider, right? And, as New Englanders, you can bet we’re pretty excited to get our #12 on despite what Roger and the rest of the country thinks of him.

But back to the game that really matters to us marketers here: the Super Bowl ad competition. When all is said and done, much of the Monday morning quarterbacking will be dedicated to determining which brand got the biggest bang for their buck. And at upwards of $5 million for a thirty second spot, there’s a lot riding on the investment.

So who will the winners and losers be? And how many times have you remembered the ad, but not the brand it represented?

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Topics: Branding, Superbowl

PR in Healthcare: Buckle up in 2017

Posted by Tracy Hartman

Jan 25, 2017 1:51:14 PM

ACA_repeal.jpgGet ready for a bumpy ride in 2017 when it comes to PR in the healthcare industry. One things for sure, it won’t be boring.

Top of mind is what companies are to do when it comes to the cloud of uncertainty surrounding what’s going to happen with the inevitable repeal of Obamacare, the Affordable Care Act. PR pros will have their work cut out for them to adapt and change and communicate revised messaging points as the new administration begins the process, filled with unknowns. 

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Topics: Public Relations

Was 2016 The Year of Live Streaming?

Posted by Brent Martino

Jan 18, 2017 10:14:36 AM

Live_Streaming_video.jpgLive streaming video has been around a while now — with services like Periscope, Google Hangouts, Slack, Ustream on the scene. But as is common with most new technologies, these services have now been perfected by the early adopters who, like the western settlers of the 1800’s, forged the path for live streaming so that in 2016 it was something that anyone could do.

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Topics: Digital

4 New Year’s Resolutions for Your Brand and Marketing team

Posted by Meaghan Sheehan

Jan 10, 2017 12:26:18 PM


1. Become more active on Social Media.

Your customers and prospects spend an average of 118 minutes per day on social media. Shouldn’t you be spending a few hours each week posting content, engaging with your followers and building your brand awareness? It seems like the easiest thing to put at the bottom of your to-do list during a busy week, but if you don’t stay active on social media, your customers and prospects will take notice. Studies have shown that 71% of consumers rely on social media when making a buying decision

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Topics: Branding

Manchester by the Sea – A Little Town Made Famous

Posted by Chris Langathianos

Jan 5, 2017 1:24:57 PM

MBTS Cast 7C.jpgOver two years ago, I wrote a blog post called "In Defense of Manchester by the Sea: Small Town Brand Strategy." It was in response to a Boston Globe article that detailed, in an almost shaming way, how the town was "dealing" with its unique name.  My spin on the name, and the town itself, was a positive one – one of differentiation, uniqueness, history and exquisite, quintessentially New England beauty.

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Topics: Branding

2016 – The Year in Branding

Posted by Steve Snyder

Dec 22, 2016 10:44:44 AM


As 2016 finally staggers to a close (and none too soon, some might say), I thought I’d survey a few of my colleagues to get a sense of which brands they thought had the greatest impact – good or bad – over the course of the past year. Read on to see if any of their answers surprise you and please feel free to share your own two cents!…

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Topics: Branding

14 Questions to Ask About Your Marketing Department for 2017

Posted by Matt Bowen

Dec 14, 2016 2:16:58 PM


Marketing, as a function, has evolved tremendously over the last decade.  And in very good ways.  At the core of this change is that marketing is moving from being an art to solidly a science. And most importantly, marketing continues to gain a seat at the big table in a strategic sense.This means that the stakes have never been higher for marketing departments to perform.

But, many marketing departments are still structured in a way that worked fine in 1997.  Not 2017.  There’s a head of marketing, functional product marketers, internal communications, digital specialists, market researchers, and likely inbound/campaign specialists. And of course there might be some PR people thrown into the mix.

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Topics: Brand Strategy

Improve Your Collaboration with a Project Management Tool

Posted by Bri Roy

Dec 7, 2016 3:15:02 PM


Before I began at Aloft Group, I was a Marketing Event Manager, consecutively managing 22 trade shows and events for a healthcare technology company. At one of our largest events of the year, HIMSS, I stepped away from the convention center for maybe an hour and came back to find the booth set up backwards. Luckily, the electrical was laid properly, so it was only a matter of spinning it around to fix it, but for a second there my heart did skip a beat.

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Topics: project management

5 Social Media Marketing Trends to Look for in 2017

Posted by Meaghan Sheehan

Nov 29, 2016 4:41:17 PM


Social Media Marketing has more trends and fads than most of us can keep up with. As a digital marketer, as soon as you learn one trend it quickly burns out. This then immediately causes you to drastically switch directions, come up with a new marketing tactic, learn it, program it, and once again you’re faced with a new set of rules. It’s hard to predict what will come next because most of what will be the new “Google Glass” for 2017 is still on the drawing board. However, there are a few things on the horizon that we need embrace right now, because all signs point to their domination of social media in 2017.

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Topics: Social Media

[Infographic] The Truth About Telemedicine: Challenges Facing Adoption

Posted by Sherri Starcher

Nov 15, 2016 2:29:58 PM

Many in the healthcare industry have long lauded telemedicine as “the future of healthcare” — and for good reason. Reduced hospital readmission rates, lower costs, and bringing quality healthcare to those living in remote areas are just a few of the ways that telehealth promises to make patients healthier. Still, there are hurdles slowing the adoption of telemedicine nationwide.

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Topics: Healthcare