Over 1,000 sales and marketing professionals from two divisions within Olympus’ Medical Systems Group gathered for Olympus Rocks. This was the first time both divisions joined together to be empowered and educated about new ways to work together and rise above industry challenges.

So how does FG continue producing and delivering highly successful meetings, keeping energy high? Here are a few tips from FG’s live event production experts:

1. Start with a dynamic opening session

Getting the attention of bleary-eyed attendees before 8am is very important, and presentations using music or videos are great tools to engage your audience. To kick off Olympus Rocks, First Gen scripted, produced, filmed and edited a backstage “rock-umentary” about six Olympus executives who form a band and pull together to perform at The Hard Rock Hotel. Dressed as members of a rock band, these six men actually did an “air band” performance of two popular rock songs. First Gen outfitted the band and coached them with the help of Rock ‘n Roll Fantasy Camp. The attendees were thrilled to see their bosses take an active role in the kick-off, helping them get excited about the meeting’s theme. In addition, motivational speaker/musician/recording industry executive Robin Crow serenaded the crowd with his guitar and spoke to the importance of evolving as a business and as individuals to succeed in an ever-changing market. Attendees left the opening session feeling energized and focused on the meeting objectives.

2. Keep graphics consistent and the theme relevant

Help attendees embrace the meeting theme by incorporating it into nametags, signage, agendas, promotional items, and even breakout session names. Extra signage opportunities such as welcome banners, information screens, and even elevator wraps keep your theme top of mind for attendees as they move around to different meeting rooms throughout your venue.  At registration, all Olympus’ attendees were given an Olympus Rocks t-shirt and asked to wear it to the opening session. Having everyone dressed the same way created a sense of camaraderie and unity, and once again, reinforced the theme!

3. Spend appropriate time on pre-production elements, as well as on-site rehearsals

Regardless of who coined the phrase “Those who fail to plan, plan to fail,” there is great wisdom in these words. More than 6 months prior to Olympus Rocks, First Gen began developing the theme and concepts for the meeting. With 4 months to go, we hit the ground running, meeting with Olympus on a weekly basis to pull together all elements of the meeting, from stage designs to awards dinner décor and theming.

Always schedule a location scout of the property to familiarize yourself with the meeting site to explore meal, meeting room and housing options and make the most of face time with your conference planner. Also be sure to schedule rehearsal times for presenters to make them comfortable on stage. First Gen provides professional tips on how to present, as well as provides confidence monitors and PowerPoint operation to assist speakers.

“It is crucial for your clients and their executive management to recognize the importance of planning and rehearsing for such a large-scale event,” states Alexandra Shade, President of First Generation. “Olympus understands the priority of such intensive planning and we’ve had the pleasure of working with them for many years.”

Thanks to months of intensive planning, detail hashing, creative development and on-site management and production, Olympus Rocks was a huge success, and FG was excited for the opportunity to produce yet another sales meeting for our friends at Olympus. “Having a partner like First Generation makes meeting planning very smooth,” says Rebekka Morgan, Director of Events for Olympus’ Marketing Services Department. “Knowing they can provide meeting management services, creative, audio/visual, and all elements of production, as well as on-site support, really gives me peace of mind.”

Are you interested in planning a meeting that rocks your audience? Contact Alexandra Shade at ashade@firstgencom.com or 610-437-4300 x106 to learn more about how First Generation’s staff of graphic designers, producers, editors and event planners and managers can help generate and execute a seamless sales meeting, from initial theming and design to on-site production and management.

Jim Dodd, Government Capture Manager – Jim joins First Generation as Government Capture Manager and will assist with efforts to grow FG’s government sector business. Mr. Dodd has held positions in public relations and sports marketing for TaylorMade-adidas Golf and acted as tournament director for the Professional Golf Association. More recently, he served as Marketing Director for 3D Global Solutions, a Service Disabled Veteran-Owned Small Business (SDVOSB) government contractor, where he sought out contracts and delivered corporate capabilities pitches to government agencies. Jim will utilize his experience to leverage FG’s own SDVOSB designation, while analyzing new leads from our government proposal capture software to identify potential growth opportunities in the government sector. He is a graduate of Lehigh University with a degree in business and economics.

J.P. Feenstra, Senior Designer – J.P. brings over 7 years of experience in web and graphic design to First Generation. Mr. Feenstra acquired his breadth of knowledge in design through positions held throughout various Lehigh Valley businesses. He worked as a graphic designer for Active Data Exchange and Jangle Advertising, and also as a graphic artist for LA Advertising. In addition, he has collaborated on freelance projects with Harvard University, Penske Truck Leasing and the Philadelphia Eagles. His primary focus at FG will be on web and interactive projects with additional contributions to FG’s overall creative tactics and print design. J.P. holds a bachelor’s degree in studio art from Furman University.

Mackenzie Chaudhry, Account Planner – Mackenzie joins First Generation as Account Planner and will be taking on media planning, account strategy and project management for key FG accounts. Prior to joining the FG team, Ms. Chaudhry served as Communications Planner for MayoSeitz Media, a national media agency located in the Philadelphia area. A proven expert in media planning and buying, Mackenzie has strategized and planned campaigns for top tier clients such as Villanova University, Penn Medicine, First Trust Bank and the Pocono Mountain Visitors Bureau. She is also well versed in research intelligence, having utilized Nielson Media Research, Arbitron, Google Adwords, SRDS and Scarborough research platforms to form her strategic plans. She is an account management graduate of Temple University.                                                                                                                                                           About First Generation

Celebrating 26 years in business, First Generation defines, develops and delivers marketing campaigns for federal government and private sector clients. Services include strategic communications, integrated marketing and advertising, multi-media production, interactive design and programming, event planning, web design, programming, instructional design and training, media relations and social media integration. A service-disabled veteran-owned small business (SDVOSB), First Generation also provides full-time on-site media consultants for several global organizations. First Generation is headquartered in Allentown, PA; FG also has offices in Washington, D.C., and Vicenza, Italy.  For more information, please visit www.firstgencom.com.

Are you one of the 13+ million people who have seen the new Kmart video advertisement promoting Kmart’s free ship-to-store service? The crafty message quickly became viral after appearing on Twitter on April 11 with the message: “You’ll never guess what we’re letting you do at our stores now #ShipMyPants,” which also linked to a 35-second YouTube video. At the conclusion of the video, the hashtag #shipmypants appears again with a barely-noticeable URL underneath. The premise of the ad was to promote their online buying and free shipping to their retail stores, which raises the question—why not prominently link the video to a place where you can actually make a purchase?

Though the ad was certainly entertaining, one could argue that the promotion as a whole took users in a circle from hashtag to hashtag rather than clearly directing their path to a place where they could take advantage of the newly offered service. It’s possible that they simply wanted a video that would go viral, but will this viral video actually translate into sales?

When establishing marketing goals, one must always consider the end result. Are you using the appropriate tools to lead your customers to a place where they can take action on your message? When QR codes first emerged, they were everywhere and were often misused. I even saw a QR code appear on a website. Unfortunately, I couldn’t use my phone to scan it, because I was already using my phone to view the website. We live in a time where new platforms for marketing are emerging constantly, but if they aren’t used strategically and properly, you might as well be shouting your message into space.

Recently, First Generation assisted our well-respected client, Carpenter Technology, in promoting the launch of their newly enhanced machining bar – Project 70^®+ PDB™ stainless. With an information-rich and intricate corporate website, it was important to make sure potential product users were able to conveniently find specific information on Project 70+ PDB stainless. For this reason, First Generation developed machiningzone.com, a microsite that provides easily accessible details on Carpenter’s new product, from technical information to purchasing methods.

All Project 70+ PDB stainless ads (print & digital), collateral materials, trade show graphics and press releases lead to machiningzone.com, reinforcing the campaign message “Hit the Mark,” persuading viewers to learn about the product and allowing them to immediately take action. And they have – before the campaign was even fully deployed, Carpenter was already seeing requests for quotes through machiningzone.com. In a society where consumers seek instant gratification, First Generation strives to assist our clients in meeting their audiences’ expectations and generating measurable results.

Do you need assistance promoting a new product or service? Let our experts at First Generation define a strategy to target your audience, develop effective tactics to satisfy their needs and deliver the appropriate message to influence a purchase. Call our office at 610-437-4300!

John Costello Joins Growing Marketing Communications Agency

Mr. Costello is a seasoned producer, director and director of photography, having created powerful commercials and corporate videos for brand development, marketing, and education for organizations such as Bristol-Myers Squibb, Dupont, Independence Blue Cross, NFL Films, Comcast, Pfizer and The Vanguard Group. John demonstrated his industry expertise as director of photography for award-winning TV, documentary, commercial and corporate video productions at John Costello Cinematography, a company he founded in 1992. He later spent five years at Bristol-Myers Squibb producing both internal and external video communications. More recently, John worked as director of photography for Food Network’s Restaurant Impossible.

“We are excited to welcome John to the First Gen team,” says Alexandra Shade, President of First Generation. “He was an extremely talented director of photography in FG’s early years and has since built a multifaceted career in production. His skills and professionalism will lend to building strong client relationships and bringing new clients to First Generation.”

About First Generation
Celebrating 26 years in business, First Generation defines, develops and delivers marketing campaigns for federal government and private sector clients. Services include strategic communications, integrated marketing and advertising, multi-media production, interactive design and programming, event planning, web design, programming, instructional design and training, media relations and social media integration. A service-disabled veteran-owned small business (SDVOSB), First Generation also provides full-time on-site media consultants for several global organizations. First Generation is headquartered in Allentown, PA; FG also has offices in Washington, D.C., and Vicenza, Italy.  For more information, please visit www.firstgencom.com.

Last week, I had the pleasure of representing First Generation and joining trucking industry expert George Papp in Atlanta for the Used Truck Association (UTA) sponsored two-day training seminar, titled “Selling For Success.” First Generation developed five interactive learning programs for the UTA, and collaborated with George and the UTA Training Committee to extend the success of these programs through live training events. This was the first of three seminars that will take place this spring.

“Selling For Success” provided real work sales success strategies in a context relevant not only to UTA members, but to dealers and suppliers in the trucking industry as a whole. Channeling his 30+ years of experience in the trucking industry and his expertise in effective sales strategies, George served as training instructor.

In addition to providing our educational training services, FG worked closely with the UTA Training Committee to devise the appropriate marketing plan, which would generate awareness for the three “Selling For Success” training courses and target the appropriate audiences with its messaging. Our creative team launched a direct email marketing campaign to target sales representatives eager to learn how to sell used trucks in any market, under any condition. FG designed the template for the email blasts, generated appropriate messaging and sent the announcement to targeted audiences located in specific regions.

First Generation’s direct email marketing campaign was very successful and resulted in a sold-out class in Atlanta! We anticipate continued interest and success for the April training in Dallas and the June training in Chicago. All locations—Atlanta, Dallas & Chicago—were strategically chosen because of their popularity and proximity to busy airports. Explore UTA’s website for full details on the remaining UTA Sales Training Events.

If your company could use assistance planning and executing a direct marketing campaign with a strong message to resonate with your audience, FG is here to lend a hand! Give us a call today at 610-437-4300 to find out how.

FG’s “Go” Mailer for New World Aviation

As an integrated marketing communications agency, First Generation designs and develops direct mail collateral for our clients’ marketing campaigns. With the oversaturation of email marketing, direct mail marketing is a popular communication tool for companies to cut through the digital clutter and relay important information to targeted audiences. Over the years, FG has created a multitude of custom-made direct mail pieces, including folded self-mailers, brochures, catalogs and postcards.

FG’s “Metal” mailer for Carpenter

The American Advertising Federation—Greater Lehigh Valley recognized our creative work in direct mail marketing and honored FG with a Gold ADDY® award in 2012 for our New World Aviation “Go” Mailer design which utilized variable data to customize the mailer for each recipient. In 2011, FG won Best of Category (Direct Mail, 4 Colors Or More) in the ‘Neographics—The Power of Print’ Competition through The Graphic Arts Association for the pop-up “Carpenter Metallurgist” mailer we created for Carpenter Technology.

However, regardless of how great the design or printing is, if it doesn’t reach your intended recipient, it doesn’t matter. So, in order to make sure that our pieces reach their destinations without delay, First Generation had an in-house seminar to stay on top of the ever-changing restrictions and regulations in direct mail marketing issued by the United States Postal Service (USPS). Earlier this week, Jim Federico of Offset Impressions presented FG an educational seminar to inform our staff about the recent changes in 2013. Equipped with this important knowledge, FG will be prepared to continue creating innovative designs and direct mail solutions for our clients without any discrepancies or unwelcomed surprises.

In case you are unaware of the latest changes by the USPS, we’ve highlighted a few significant differences below to keep you informed:

1. IMb™ Transition— Effective January 28, 2013, the Postal Numeric Encoding Technique (POSTNET™) and Postal Alpha Numeric Encoding Technique (PLANET®) barcodes are being retired and replaced with a single barcode—the Intelligent Mail Barcode (IMb™). The Post Office requires the IMb™ for automation discounts. The new barcode technology (pictured below) allows for more information to be handled in roughly the same space.

2. Folded Self-Mailers— Many of the most significant postal changes affect folded self-mailers, a format that is heavily used for direct marketing. By definition, a folded self-mailer is formed of panels created when single or multiple unbound sheets of paper are folded together and sealed to form a letter-size mail piece. An industry study was conducted to address issues of machinability problems that had been occurring with folded self-mailers using previous standards. Issues with these types of mailers included postal equipment jams and the resulting damage to the mail piece. As a response to this study, new standards were developed and have gone into effect as of January 5, 2013. Some of the revised standards involve fold positioning, height/length requirements, interior attachments and closure methods.

•    Fold Positioning: Horizontal folded self-mailers must now have the final fold at the bottom of the mailer and vertical self-mailers must have the final fold on the lead edge to non-address side.

•    Height/Length Requirements: The standard height and length of the mailer has been adjusted, decreasing to a maximum height of 6” and a maximum length of 10.5.”

•    Interior Attachments: It is now required that interior attachments be secured and adhered inside the panel with fugitive glue ½” from the edges. To facilitate even distribution of weight, multiple attachments must be nearly uniform in thickness. Also, any loose enclosures must be secured in a pocket or some other secure method to prevent any detaching.

•    Closure Method Options: Clear mailing tabs or wafer seals may no longer be utilized for closure. Rather, only white tabs (available in 1”, 1.5” or 2” sizes) can be used to secure the mailer, either 2 or 3 tabs total based on the mail piece design. An additional closure method option is fugitive glue, which may be applied any of the following three ways: a continuous glue line, glue spots (3-4) or elongated glue lines (3-4). Each method has restrictions on the amount of glue used and its location from the edge of the mailer.

These are just some of the changes that have recently gone into effect, and USPS guidelines are ever-evolving, but FG is dedicated to staying current with all USPS standards to ensure your next direct mailing is a success! If your company is in need of a creative direct mail campaign (that meets all current postal requirements) look to the award-winning marketing experts at First Generation. Call 610-437-4300 to set up an appointment with an Account Manager today.

Maya Angelou, an American author and poet, is quoted as saying “You can’t use up creativity. The more you use, the more you have.” And that is certainly true of the creativity that’s flowing here at First Generation. Every day is a frenzy of ideas in action, turning things on their heads, trying this way and that way until – all at once – it all comes together in harmony. It’s a sort of organized chaos with one idea building off of another, and another, until everything clicks and you know you’ve succeeded.

One of the things I’ve come to realize in my nearly seven years at First Generation is that the best ideas and results are rarely the product of one individual. Rather, they are the product of a true team effort. So in this crazy creative world we work in, an inventive, talented and powerful team is crucial. I can honestly say that every person at First Generation is creative. Not just me, not just our designers or our editors…everyone. Our ideas come from all around us, from each other, and through the course of their development as their force and strength increases, so does the force and strength of our organization.

Last week we took home 6 more American Advertising Federation- Greater Lehigh Valley ADDY awards, and once again, the First Generation team showed itself as a creative force to be reckoned with. I’m proud to work with such innovative, inspiring and hard-working people. I may be the Creative Director at FG, but it is the efforts of all of us that brought home those awards – and more importantly – that bring success to our clients.

After all, it’s not the awards that fuel my creativity or inspire passion for what I do everyday. It’s working with our amazing team and our incredible clients. That’s the biggest win I could ask for.

To view our award-winning work, please visit http://firstgenaddys.com/.

In 1918 in Philadelphia, shipyard workers adopted the war slogan ‘It’s not what you know, it’s who you know.’ Through the years, many have laid claim to this phrase, and it remains relevant today.

Recently, I attended a seminar at Cedar Crest College—The Power and Influence of Leadership Development—at which Jo Miller, CEO of Women’s Leadership Coaching, spoke about how this idea applies to our modern networks.

It is important to know that you have control over who you know and how they can help to influence your career. You can’t sit back and wait for the people you want to know come to you. As noted by Jo Miller—you must take steps to developing your “Sphere of Influence.”

We covered many topics in the seminar that taught us how to navigate our organization through savvy office politics, new ways to look at our organizational maps and the unspoken rules to develop our Sphere of Influence, which helps to build and leverage our strategic networks.

Here are five key types of people you should have in your network:

1.    The Connector
As the name states, this person has lots of connections. The “Connector” loves introducing everyone, making sure everyone knows everyone. They have a wonderful skill in making everyone feel comfortable and welcome! Hang with them to expand your network and gain knowledge from them on making connections.

2.    The Information Powerhouse
You know those in the office that seem to know everything going on, often before everyone else. They have their finger on the pulse – not only in the office, but regarding trends, ideas and opportunities. An open line of communication with the Information Powerhouse can often get you “in the game” sooner, rather than later, which is a definite advantage in this competitive world.

3.    The Influencer
The Influencer has a natural ability to make things happen. You know who they are (and they’re not always a high-profile leader). They are great at running meetings, getting everyone on board with ideas and projects, as well as getting things approved!

4.    The Senior Leader Sponsor
You associate with your boss daily, but don’t forget all of your boss’s peers and those ranked above him or her. Your boss and his or her network can prove to be a valuable resource and can often help you with your strategic and professional goals or see things from a different perspective, which could lead to new and exciting opportunities.

5.    The Mentor
We all know the value of a good mentor – someone we regularly go to for advice – but don’t forget to ask your mentor to critique and provide honest feedback to you. A mentor is there to “show you the ropes” but also to find your strengths and help you develop them through their guidance. Hopefully, your mentor feels comfortable to open doors and connect you with new opportunities as you grow.

A good network, not only in your organization, but outside of it as well, can provide a solid foundation for your career goals. Dedicate time every week on your network. First, identify the people in your organization who fill one of the above qualities, and then make a valiant effort in connecting with them – go to lunch, meet for breakfast or schedule a 10-minute break and bring snacks! The stronger your network becomes, the more doors you can open.

Founded in 1989, this admirable program was first known as “The Bamboo Bridge” and co-founded by Vietnam veteran Christian Kramer and Patricia Clason, a Sergeant Major’s daughter. The program was dedicated to healing the hearts of Vietnam veterans and bringing peace to their troubled souls. The founders ensured these brave soldiers were welcomed back home into loving arms.

In 2005, Vietnam veteran Gene McMahon assumed the role of leader and advocate for the initiative and renamed the program “Vets Journey Home.” Since our country has been involved in many conflicts and wars since 1989, McMahon expanded the program to be inclusive of all veterans. Today, a large community of volunteers and instructors, both veteran and civilian, assist McMahon in ensuring our veterans can experience a welcoming retreat, where any story can be heard without judgment. The goal of this therapeutic weekend program is to enable a “homecoming of honor” for the returning soldiers.

FG respects the passion and dedication of VJH and its facilitators and hopes our donation will be beneficial to helping our veterans obtain the healing and peace they deserve. The team at FG is grateful for the service of the brave men and women in our military!

For more information about Vets Journey Home or how to donate your time or money to this remarkable organization, please visit www.vetsjourneyhome.org. Explore the website for upcoming workshop dates or contact VJH directly at ContactUs@vetsjourneyhome.org to learn more.

If you would like to become involved with FG’s First in Giving campaign or nominate an organization to receive a donation, please contact Robin at rcarmody@firstgencom.com with the subject line “First in Giving.”

I miss paper. I miss my vinyl records. I miss my photo albums. Don’t get me wrong; I love my iPad, Mac computer and the amazing technology that drives the wireless, digital world. However, I am concerned about what I am losing because of it—the tangible. For example, a physical book with real pages to turn or dog-ear, which will yellow and soften with age; an album of my family vacation that we can relive while huddled together on the sofa, each turn of the page revealing a new snapshot and fond memory and reading lyrics printed on a vinyl album’s inner jacket while listening to each song from beginning to end.

Yes, I know these things still exist. I can still buy a book, print my photos and purchase my music on a CD or vinyl album. But the speed at which this digital world operates makes going to such extreme lengths seem inconvenient.

For years, I subscribed to a wonderful magazine called Before & After, a graphic design quarterly that mixed how-to tutorials with wonderful design theory. I would devour it when a new volume arrived in my mailbox every three months. It is still available in print, but the less-expensive PDF version is much more popular. However, the electronic version just doesn’t bring me the same satisfaction and excitement. Why? John McWade, the magazine’s editor, offered the perfect explanation to why the “tangible” still matters in an article he calls, “Why I Still Love Paper.” He rationalizes that not only is print a tactile pleasure, but it engages other senses like smell and sound—the clean, crisp scent of a new paperback or the sound of a page turning as opposed to just swiping your finger across a screen.

A recent Mashable article titled, “Why Print Books Will Never Die,” encourages readers to remain optimistic about the future of the printed word. The article explains that while e-books offer a plethora of features—convenience, portability, selection and multimedia—there are fundamental qualities they will never possess. For example, book covers are an established marketing tool and designed to grab one’s attention and inspire curiosity. Since e-books are fairly new technology, designers have yet to reach their full potential and the eye-catching artwork is often lost. People appreciate the lasting value of paper and print over the temporary nature of pixels and digital content. The article also suggests that e-books diminish the experience of reading a book because a person doesn’t really “own” an e-book; they’ve just paid for the rights to access the data. With new technology constantly surfacing, it is easy to get caught up in the digital world and lose sight of the “tangibles.” So, the next time you catch yourself browsing the Internet for a new e-book to download, I challenge you to shut off your electronic device and pick up a paperback instead. Let’s not let the “tangibles” become fully obsolete in our digital world.

Thinking about the last book you read or are currently reading, is it a paper book or an e-book? Why did you make the decision for one over the other?