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TMD Creative Takes ‘Organic’ Approach to Cross-Media

  1. TMD Creative Takes ‘Organic’ Approach to Cross-Media

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    When the Organic Produce Summit decided to hold its inaugural convention and exhibition in July 2016, organizers had a major challenge on their hands. Though the organic movement was as popular as ever, the event itself was virtually unknown. Not only did organizers have to introduce people to the expo, but they also had to appeal to a diverse audience ranging from organic purists to companies just beginning to walk the organic walk.

    To drum up excitement for the pioneering event, organizers turned to Salinas, Calif. marketing firm TMD Creative. “We had to come up with a strategy that would appeal to everyone,” says TMD Creative Founder Nicholas M. Pasculli. Their approach was as fresh and appealing as the industry they sought to describe.

    Read the full article here

  2. TMD Wins MarCom Awards

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    TMD is honored to have been recognized with a MarCom Platinum award in the integrated marketing campaign category for our work on the il Organic Produce Summit. The award garnered national recognition in top industry publications such as The Produce News and AndNowUKnow.

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    Organic Produce Summit, Platinum Award Winner

    The MarCom awards are given out by the Association of Marketing and Communication Professionals’ judges, who are composed of industry veterans from leading agencies and prominent companies and organizations throughout the United States. Numerous Fortune 500 companies and world-famous organizations have won these prestigious awards. This year, other Platinum winners in various categories included AIG, Bank of America, Bloomberg Media, Cisco, and The Smithsonian.

    The integrated campaign included print and ad design, copywriting, web design and programming, e-commerce, social media management, public relations, press releases, e-blasts, as well as designing and producing signage and branded promotional materials for the event.

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    Hartnell College Report to the Community, Platinum Winner

    Competing against nearly 6,000 entries, TMD Creative’s work on the Organic Produce Summit stood out for its design, strategy, and execution. The success of the initial show was evident, with over 800 attendees and more than 70 exhibitors, turning the summit into a huge hit within the produce industry.

    The Organic Produce Summit is the first trade show solely dedicated to organic fresh produce, an industry approaching $15 billion a year. Next year’s summit is poised to be even bigger, as the show will move to the newly renovated Monterey Conference Center.

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    Taylor Farms Deli, Business to Business Gold Winner

    TMD’s owner and president, Nick Pasculli said about the event, “When we were initially approached with this idea, it was a team of two people with a dream about putting on a first-of-its-kind trade show focused on organic produce. TMD is proud to have worked on not only the marketing aspect, but helping to build the foundation for this trade show from the ground up. The results have been spectacular, this award is the icing on the cake”.

    In addition to winning a Platinum MarCom award for the integrated marketing campaign for Organic Produce Summit, TMD was also proud to win Platinum MarCom awards for two annual reports. The awards were for their work on Hartnell College’s Report to the Community, and Dominican Hospital’s Impact Report 2016, which won in the Educational Institution and Medical categories respectively.

     

  3. How to Start and Put On a Trade Show: A Strategic Marketing Perspective of the Organic Produce Summit

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    A Great Success – The 2016 Organic Produce Summit

    How do you tell the story of fresh produce? The “farm-to-table” movement is far from over; millions of Americans care now more than ever about where their food comes from and whether their produce is organic. Here at TMD Creative, we are dedicated to telling the story of produce, and have been doing so since 1999. So it was natural for us to be extremely excited to work with the Organic Produce Summit in marketing the inaugural convention and exhibition that debuted on July 13th and 14th at the Hyatt Regency in Monterey. As the event’s first strategic marketing partner, we led the development and execution of a dynamic marketing campaign that resulted in the show selling out in its introductory year, with attendance from retailers, buyers, and growers/shippers from across North America.

    TMD Creative and Organic Produce Summit Partnership

    “Having worked with TMD Creative for many years, I was able to instantly see their touch on the Organic Produce Summit. The strategy they executed, along with simple, beautiful design, successfully turned OPS into the industry show of the year.” – Gabriela D’Arrigo, Director of Marketing, D’Arrigo New York

    TMD Creative prides itself in innovative, custom, in-house marketing services. From start to finish, TMD Creative believes in collaborating closely with our clients to insure customer satisfaction and the best marketing results. From website programming and design to social media and public relations, our TMD team collaborated closely with the OPS event staff in executing a well-designed, comprehensive marketing plan. For the first time ever, retailers and buyers were able to network and convene on important issues and opportunities in the organic fresh produce industry.

    The Process

    TMD Creative was approached in the spring of 2015 about assisting in developing the strategy and messaging for the first of its kind summit devoted strictly to organic produce. As a team we were surprised to hear that organic produce, a stand-alone 14 billion dollar industry, did not have a trade show focusing on it. We were instantly excited about the possibility of being a part of this and signed on shortly thereafter.

    A group composed of executive produce industry veterans, including TMD’s own Nicholas Pasculli, worked with team at TMD Creative to bring this idea to reality. TMD Creative was there every step of the way, in developing not only the strategy, but bringing on key team members to oversee production and management of the show, accommodations, logistics, and planning.

    Preparation

    Our first strategic priority was to drum up support with retailers, and to sign-on exciting keynote speakers and panelists to take part in Ted-Style Talks. We reached out to the retailers with a coordinated series of e-blasts, individual emails, and phone calls to high volume retailers that had high organic sales.

    We assisted in developing the Ted-Style talk format for the show. Once we had a firm foundation there we began working on the branding, including the logo, which was to be the center-piece of the marketing efforts. Initially 12 logos were designed. It was narrowed down to four, then two, and finally one, with varying revisions throughout.

    Once the logo was designed, we began to create e-blasts, print ads, web ads, collateral, and the website.

    Initial Advertising

    The e-blasts were customized for retailers, registrants, and exhibitors using the OPS Logo along with colors that complemented the logo and were a part of the color palette. The ads were run in produce industry newspapers and magazines, and were designed in a variety of sizes, with accompanying web ads. The goals of the e-blasts and of the ads were to both drum up support and interest in the event, while also conveying the limited amount of availability and time left to the event.

    The website was custom built with the ability to register as a retailer, or to register as a grower or someone in supporting industry. This distinction was important, as there were different pricing mechanisms in place. There was also tiered pricing in each level that allowed for discount for multiple purchases. Anyone who registered on the site also received a confirmation email. Exhibitors were also able to register to have a 10 x 10 booth at the event. The registrations and the exhibits quickly sold out.

    The Event

    We then started to focus on materials for the show, which included, but were definitely not limited to, badges, custom gifts, event program, all show signage, registration areas, audio/visual, site walkthroughs, recognizing sponsors, PowerPoint presentations, post-event survey, and thank you ads for the sponsors and attendees to run after the event in industry publications.

    Everyone at TMD Creative was putting in long-hours the weeks leading up to the show. All of the hard work paid off. There was an opening reception on Wednesday, July 13th, with the main event on Thursday, July 14th 2016. Held at the Hyatt Conference Center in Monterey, there were over 75 exhibits, 800+ attendees, including growers and representatives of the world’s largest retailers, and a full days-worth of speakers, presentations, and trade show exhibits. The show was a rousing success, and the feedback thus far has been nothing short of amazing.

    Details are already being finalized for the 2017 Organic Produce Summit.

    Are you considering putting on a trade show or large event? Remember to keep TMD Creative in mind!

  4. TMD Wins Big

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    Winners of the 22nd Annual Communicator Awards have been announced. With over 6,000 entries from across the US and around the world, our TMD Creative team is excited to be taking home four Communicator Awards for our work on two websites, an annual report and a branding campaign.

    Award of Distinction: Radicchio Branding Campaign
    Client: Royal Rose
    Category: Print Advertising, Business/Trade Publication Ad

    Award of Distinction: Website Design
    Client: Monterey County Gives
    Category: Website, Charitable Organization/Nonprofit

    Award of Distinction: Website Design
    Client: Community Foundation for Monterey County
    Category: Website, Charitable Organization/Nonprofit

    Award of Distinction: Annual Report Design
    Client: California Agricultural Leadership Foundation
    Category: Annual Report, Nonprofit

    “These awards are a testament to not only the team at TMD Creative, but also the commitment of our clients to being industry leaders,” says Nick Pasculli, TMD owner and president. “We are thrilled that these awards assist in shining a spotlight on the amazing marketing work they are developing alongside TMD Creative.”

    The Communicator Awards is the largest and most competitive awards program honoring creative excellence for communications professionals.

     

     

  5. Rapid Response Initiative

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    The fastest way for Produce Companies to respond to food safety breaches or product recall incidents.

    The FDA and USDA report that on average, 30 recalls occur every week in the United States. When recalls happen, there is a tremendous amount of uncertainty and sometimes panic from consumers, as well as public demand from consumers for companies to not only fix the problem but compensate affected consumers. The level of public awareness has increased significantly with the advent of social media.

    Being prepared is your best defense and offense if and when your company is faced with a product recall. TMD Creative has extensive experience in helping leading food producers deal with such situations. There are several things we encourage all our food producing clients to do in order to be ready to respond to such crises.

    • Fail to prepare, prepare to fail
      • Establish a rapid response team within your company including TMD as your website communication partner.
      • This includes developing an early warning monitoring system that looks for early signs of product complaints and failures.
      • Develop a toolkit to help guide a rapid response.
      • Train managers and identify people within the company who will approve statements and posts to your website and social media.
    • Establish an online communication protocol
      • Ask TMD to create a produce recall page on your website to remain hidden from view so you will be ready to respond if required.
      • Establish clear lines of communication from production to sales and marketing.
      • Develop an on-call protocol that includes sales, marketing and external communications partners like TMD.
      • Channel all final communications through one person within the company to outside vendors.
    • Don’t forget about your social media channels
      • Your social media posts should be coordinated in the same way your communications with the media and or government officials are coordinated.
      • Develop an internal clearinghouse for potential posts.
      • Establish a team of social media monitors to track and respond to consumer comments and concerns.
    • Fight the urge to go on lockdown
      • After you get information distributed and posted through the right channels, establish a regular response cadence.
      • There is no need to respond to everything, but identify the types of responses that keep lines of communications open with consumers.
      • Allow fans to continue to post and provide them a forum to engage.
      • If you go on lockdown it’s likely to create a story in itself and could lead to a missed opportunity to engage stakeholders.

    Recalls create brand uncertainty and can cast a negative light on a company. However, if handled professionally, a company’s response can reinforce brand affinity and give you a competitive advantage.

    TMD Creative has solutions that will make your response to such uncertainties go smoothly and help you to retain your terrific reputation that you have worked so hard to build. Call Nick Pasculli to get started today and avoid the confusion that product recalls can create.

  6. D’Arrigo New York’s new website ‘celebrates fresh’

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    The new D’Arrigo Bros. Co. of New York website — darrigony.com — has plenty of information about this wholesaler located on the Hunt’s Point Produce Market in the Bronx, NY. It also contains history and old photos about the well-known D’Arrigo family, which got into the fresh produce industry back in the 1920s and is known for its “Andy Boy” brand of broccoli rabe and other fresh vegetables.

    Nick Pasculli, president and creative director of Salinas, CA-based TMD, began working with Matthew D’Arrigo, president, and Gabriela D’Arrigo, marketing director of D’Arrigo Bros. Co. of New York, last July to redesign the produce company’s website. It went live this April.

    Read the full article here