Bouvier Kelly is Hiring: Account Manager (Digital Focus)

Bouvier Kelly is Hiring: Account Manager (Digital Focus)

The team at Bouvier Kelly is growing, and we’re looking to fill an exciting new position that is a hybrid of sorts. The Account Manager (Digital Focus) will work primarily as the lead contact for a number of client accounts, helping to coordinate between the client and the necessary team members at Bouvier Kelly.

Additionally, you will serve as a liaison to our Digital Strategist and Integrated Media Director as someone who understands the digital marketing ecosystem and can provide insightful, actionable strategy when called upon. When New Business pitches or clients arise that have a heavy digital component, you’ll take the lead on working with the team to develop and execute a cohesive, forward-thinking campaign.

If that sounds like something you’re interested in tackling, please give us a shout!

Behind-the-Scenes: Video Production 101

Behind-the-Scenes: Video Production 101

Videos: You know you need them to improve your digital marketing strategy, but there’s no denying that they’re a little complex. Now that we’re firmly in the smart phone era, where nearly everyone has access to a high-quality video camera, it can be tempting to tackle your video needs in-house. We’re here to explain the process of creating an out-of-this-world video for your business and why it’s beneficial to have an outside creative team to help you out.

When you make plans to develop a video, you’re investing in a plan to make your brand stand out from others like you. Much like a photo is worth 1,000 words, a video is worth somewhere near 10,000 words. A video can be a highly engaging and shareable way for your brand to tell your story that goes beyond a static ad.

And though some naysayers will try to write off video as being inessential or overhyped, that is simply not the case. In fact, Forbes says that “by 2019, global consumer internet video traffic will account for 80% of all internet traffic.” To make an impact with these potential consumers, you’ll have to catch (and hold) their attention. Since Facebook generated 8 billion average daily video views in 2016, video seems to be a good way to do that.

Getting Started

Video production is broken down into three parts: pre-production, production and post. Let’s take a closer look at what happens in each stage:

In this opening stage, you’re mapping out what story you want to tell, who it’s relevant to and where you’re going to tell it.

We like to start by pulling other video samples for format, graphics and tone. Paired together with story and style boards, they give the client an idea of what their video could look like.

storyboarding video concept

Do you need a script? That’s prepared ahead of time, too. To avoid costly re-shoots or major last minute-editing, we like to make sure all clients approve our concept and script before any filming takes place.

Making changes early-on is more cost-effective than having to make those same changes later on in production. If you’re happy with the concept early on, you’ll be happier with the end result, when changes will become more expensive to make.

The next phase of the video creation process is called production. For a typical video, you might need a videographer, director of photography, grips (people who work on lighting and sound), talent, a set location and a director.

Needs vary depending on how the video was concepted in pre-production. For example, when we produce commercials for Neese’s Sausage, we need a director of photography, grips, a set stylist and a food stylist. If it isn’t a studio shoot, we may also need to scout for a location. And depending on the location, we may need permission from the owner or permits if the location is a public place.

production video

When it comes time to film, we like to get more footage than we could possibly ever use. In a recent video project for our client Get Back UP Today, we captured around many hours of footage. The final deliverable video was only minutes long, but it’s important to be prepared for anything.

Plus, it’s always a good idea to try to find as many applications for your shoot as possible. For example, while the longer Get Back UP Today video was our main objective, we also created 30 to 60-second vignettes using all the great footage we captured.

This is where we finally edit your footage and sculpt it into a video. The first step of post-production is to process the footage. What will be used for b-roll? Which audio clips need to be edited to sound better? If it’s needed, effects and animation will also be added during this phase.

Editing may take more or less time depending on how much footage there is to go through, how long the final video will be and how complex the animations and motion graphics are.

post production video editing

In addition to the basic and more complex editing, post-production includes sound design, music, the rendering of the video (e.g. turning the footage, music and other elements into a single file) and any other edits that the client may want to make. Sound design includes editing the interview sound, removing background noise and other audio tweaks. Any necessary color correction happens during post-production, too.

It sounds like a lot, but if you planned well in pre-production, any changes should just be minor tweaks.

Other Points to Consider

There are a lot of miscellaneous details involved in making a video. Other elements that you may encounter when working on your video will vary depending on what you’re filming and how you’re presenting it:

If you’re filming people, you may need a stylist on hand.

  • If you’re using models, you will need to go through a model selection process.
  • Any location or person you film should sign a release or waiver.
  • Any stock photos or footage need to be purchased with full rights (we recommend royalty-free as well).
  • If you’re filming food, it will only look appetizing for so long, so you’re working with a limited amount of time per dish.

In terms of what we offer as a creative agency, producing a video is easily one of our most labor-intensive services. And while any piece of creative work requires a lot of hard work, thought and time, there are almost always more moving pieces to producing a video.

However, video is the most popular medium on social media and the internet. It can be used in presentations. It can be embedded on your website. It can be looped at your booth at tradeshows. In short, the applications are nearly endless. When it comes to the ROI of your project, the sheer adaptability of video alone makes it a worthy investment.

Feeling overwhelmed? Never fear! Though it can be a tough process, having an agency of experts by your side can make that video project much more manageable. If you’re ready to put your videographer’s hat on and start talking about ideas, we’re here to help.

Case Study: Greensboro Science Center

Case Study: Greensboro Science Center

Founded in 1957, the Greensboro Science Center (GSC) has created and maintained their reputation as an innovator. They use technology to bring a new joy and interest to museums by bringing together a science museum, zoological park and an aquarium—all at one central location. In addition to their not-so-traditional take on science-based exhibits, they’ve added other attractions like SKYWILD and the OmniSphere Theater.  Learn more about the challenges they presented to Bouvier Kelly and how we helped solve them.

The Challenge

Throughout their 60+ years of existence, GSC has continued to grow their attendance to impressive levels. But as with any successful enterprise, it’s imperative to never rest on your laurels: there is always room to grow and share the wonders that GSC offers. Their team came to us to help devise a way to continue building their visitor numbers with both new visitors and previous guests. There is always more to see and experience at GSC, and our task was to demonstrate those offerings all while making the most of their budget. Maximizing their reach within their media budget was, and continues to be, a top priority.  

The Strategy

First and foremost, we dove into GSC’s existing strategy and found that they were already on the right track. Our job would be to add bandwidth, strategic thinking and refine their existing strategies to make them even more successful. To do this, we analyzed their visitor data from the previous three years, examining geography and other patterns. We reallocated budget by geography to maximize reach in areas with the largest opportunity for quick growth at first, slowly building growth from other target areas afterwards.

Then we focused on rebalancing their media mix to ensure they had a wide range of placement types. Any existing advertising outlets that remained were evaluated to ensure the placement was as high impact and visual as possible.

Greensboro Science Center

A sample of ads from this campaign

Next, we wanted to learn more about the cycle of visits the center experienced in the course of the year. In order to best allocate their budget, we needed to know which months typically yielded higher volumes of traffic. This was to strategically use those funds to create an even larger push during these high traffic months, as well as prioritize times when they had a big announcement, exhibit opening or event.

Finally, we implemented greater usage of Facebook advertising. We began delivering a series of targeted campaigns to different audiences with specific CTAs throughout the year. These campaigns were aimed at increasing traffic to specific events and exhibits, while also raising awareness and driving more visits to their website.

The Results

Overall, refining GSC’s strategy and reallocating their budget was successful, and the use of Facebook advertising helped the GSC reach a 7% increase in visitors for the year. Listed below are the total number of ad impressions each tactic produced:










Out of Home



Find Your (Social) Voice with Conversation Mapping

Find Your (Social) Voice with Conversation Mapping

Back when social media was first taking the business world by storm, many clients came to us with understandable questions: Do we need to be on Facebook? What about Twitter? It was reasonable to approach these new platforms with apprehension or reticence—they were yet another place to spend valuable marketing time and dollars!

That led us to develop a tool we call Conversation Mapping to help brands understand the lay of the land when it came to their industry’s presence on social media. We use it to look at who is talking about what, through which channels, how often, for what reasons and with what impact.

And while most brands have embraced social media to varying degrees, it has not necessarily found widespread adoption across some industries. Additionally, there are a lot more avenues for digital marketing in 2018 than there were back in 2008—which makes the idea of Conversation Mapping as relevant as ever. Let’s look a little more closely at how it can help even brands with an established digital footprint.

At its core, Conversation Mapping provides insights as to how engaged users discuss topics, find each other and share information. In the marketing world, utilizing this technique can help a brand better understand who is talking about them, where this audience is having these conversations and what exactly they are saying. This information is crucial to the creation of ideas about how to join the dialogue and guide it in a direction that will benefit the brand.

The first step in breaking down the conversation is identifying whose exchanges you want to hear. Are you interested in what your current audience is saying, or would you rather “listen” to potential customers? Or even your competitor’s customers? Once you decide that, the demographics of these audiences have to be determined: are they 30-year-old stay-at-home moms? 65-year-old retirees? 21-year-old college students? The key to any effective marketing campaign is having a targeted focus, and you can’t have that without understanding the demographics and interests of your desired audience first.

US adults social media

According to the Pew Research center, Facebook is still the clear winner for social media usage.

Once you’ve got that piece of the puzzle, it’s time to figure out where these people are having their conversations. You would probably not be surprised to know that one of the most common places people are conversing about brands is on social media. A 2018 study by Pew Research revealed that 69% of the public uses some form of social media. But like many other things in life, one social platform does not fit all. A person’s likelihood to be active on a specific site depends heavily on various factors, including age and gender.

Here are some of our favorite nuggets from that study:

  • Four of the most popular social media platforms used by adults (18+) in the United States are Facebook (68%), Instagram (35%), LinkedIn (25%) and Twitter (24%)
  • Even though Instagram is 10% more popular overall, more consumers in the 50-64 age range are present on LinkedIn
  • 11% more people in the 18-29 age range are on Twitter than LinkedIn, despite LinkedIn having more users overall

See the importance of breaking it down? Think, for example, if your brand was an early adopter of Facebook but you haven’t yet looked into Instagram. Familiarizing yourself with these kinds of data points can help you determine whether or not the investment in a new platform is worth the effort or budget. Otherwise, simply showing up to the party with nothing concrete to offer and no audience to talk to is a surefire way to harm your existing social media efforts (and perhaps cast doubt on the tactic in general to your company’s leadership).

Just because Instagram has a high number of users in your target demographic doesn’t mean it’s a good platform to start a conversation if you’re not a visually-inclined brand.

Another key aspect to note when locating your audience is the fact that audiences change over time. For example, at its inception, Facebook’s user base was almost exclusively under the age of 30. Now, it’s fairly spread out and can even skew older. That’s why it’s important to conduct yearly audits to ensure your brand is present on the platform that will most effectively reach your target audience.

Knowing where your audience is and how they are communicating does not just allow you to lend your brand’s perspective and offer “valuable” (which often translates as a combination of educational and entertaining) content—it also provides actionable insights into the types of conversations you should be a part of.

In other words, just because Instagram has a high number of users in your target demographic doesn’t mean it’s a good platform to start a conversation if you’re not a visually-inclined brand. Using this information properly can give your brand the opportunity to build transparent relationships with your audience, chatting in real-time about their concerns and questions. No other marketing tactic allows for such a direct exchange.

Without this baseline information, it’s tempting to make quick judgments, such as dismissing Facebook as a viable space for your brand when you’re not happy with the results. But have you set clear goals for your use of the platform? Have you done the work to make sure your audience is using the platform? Are you speaking to them in an approachable, engaging way?

Conversation mapping creates an opportunity to figure all those details out, as well as dive deeper into the common habits or sentiments of consumers, unlock insights about your industry, confirm the alignment (or lack thereof) between a business and brand strategy and even discover real-time marketing opportunities.

If you’re ready to start auditing into your existing social efforts (or finally embrace the tactic altogether), we’d be more than happy to show you the way.

The 6 Most Common Marketing Agency Questions

The 6 Most Common Marketing Agency Questions

For a marketing team who’s used to doing things in-house, contracting with an agency can sometimes be an intimidating prospect. You’re used to your own processes and internal mechanisms, so to lease out that work to a group of marketers who don’t know your business or challenges sounds like a recipe for disaster.  

Well, we’re here to lift back the veil and show you exactly what it’s like to work with a marketing agency like Bouvier Kelly. Listed below are 6 of the most common questions we get from prospective clients who’ve never worked with an agency before. The answers below will vary from agency-to-agency, so we’re going to walk you through how we like to do business.

1. How Involved Do I Have to Be?

Generally speaking, you can be as involved as you want to be. If you’re coming to BKI from an industry we’ve never worked with before, there will likely be more involvement up front as we get to know your industry and the landscape of your company. Whether that’s conference calls or face-to-face meetings, you’ll probably be seeing a lot of us at first (don’t worry—we’re nice!).

But as the relationship develops over time, two things will happen: you’ll become more comfortable giving us work without having to walk through every detail, and we’ll be more prepared to jump into a new project with engines at full capacity.

We always like to think we’re working with our clients, rather than just for them. Many of our processes are collaborative, so the bigger role you can play alongside us, the better. But we are more than happy to work independently, too, giving you time to focus on other affairs while we keep the marketing wheel spinning.

2. How Will You Learn the Ins and Outs of My Industry?

Bouvier Kelly has a wide range of experience across a diverse array of industries. From technical fabric manufacturing to regional tourism to medical devices and beyond, we’ve spent time with a fascinating spread of B2B and B2C companies.

But we can’t know everything that comes our way, so an extensive part of our onboarding process with a new client involves a deep dive into your industry. Whether it’s a full-on brand audit or simply digging through trade publications and surveying the competitive landscape, we do all we can to be able to speak about your company and its mission with authority.

Again, the learning curve and time it takes to familiarize ourselves will depend on how complex your company and its industry are. We know, though, that time is of the essence and we don’t like to draw this process out. So don’t think it’ll take us 6 months to get your project off the ground just because you’re, say, a 3D printing manufacturer specializing in highway infrastructure projects.

3. Who Will I Be Working With on a Regular Basis?

Bouvier Kelly is a full-service agency, meaning our team runs the gamut from account services to copywriting and everything in between. And while we have full faith in everyone who works here to interface with clients, let’s face it: some folks are better “people” people than others.

If you work with Bouvier Kelly, you’ll have a dedicated Account Manager who runs point between your team and anyone else working on your account. So rather than having to explain creative work or a new challenge to five different people, you’ll be able to pass along information through your Account Manager, safe in the knowledge that your message will be heard loud and clear.

Because we are a small shop, however, you will also have the ability (dare we say, privilege?) of working directly with our creative, digital or PR teams as necessary. If you’d like to pick an art director’s brain about a new branding identity, we’re game. Have questions about your latest social media campaign? You’ll have no trouble talking with the team members directly responsible for that work, but we like to make sure our Account Managers handle all that coordination. Having a singular point-person for every account makes sure everyone stays on the same page!

4. Is Your Creative Work In-House or Outsourced?

We’re fortunate enough to have a fully in-house creative team lead by our Creative Director, Philip Yeary. Staffed by a whip-smart group of art directors, copywriters and more, our creative department can concoct any number of marketing pieces you might need. Whether you need a new logo and brand identity or a tradeshow booths and tutorial video, we’ve got you covered.

There are some specialized creative services that we outsource from time-to-time, but we are 100% transparent about any time that occurs. For example, while our in-house team can design and build a website from scratch, we work with freelance developers who can help with nitty gritty projects like transferring databases or custom coding.

5. What is Your Process?

While we’ve discussed the details of how some projects get off the ground, we’ll walk you through the five-step process that will ideally outline any project we work on:

  1. Establish measurable goals
  2. Identify audience behaviors and analyze competition
  3. Evaluate opportunities
  4. Develop plan & messaging
  5. Test & measure

Granted, some smaller projects might not need to go through each of these steps the way a total branding refresh would. Having them be a part of our core underpinning, however, keeps us attuned to the bigger picture of anything we work on. It allows us to continually ask the important questions:

How is what we’re doing part of a larger plan? Does it fit with or improve upon previous work? What goals is this helping to accomplish?

Ideally, you would be an integral part in this process, filling in the details where we need to drill down into specifics and unknowns. Again, we value a collaborative partnership with clients, and this is one instance where that bears out.

6. What Results Have You Generated For Similar Clients?

This is a common question, but the answer vastly depends on who’s asking it! In some cases, we might have direct parallels that we can apply to your situation; in others, we’ll be breaking new ground as an agency. In the lightning-paced world of marketing, it isn’t always possible to predict that one previously successful strategy can be replicated for a new client or industry.

We do, however, work to provide an idea of what your ROI (return on investment) may look like. We understand how valuable this metric is when it comes to justifying a marketing budget to your superiors. Whether it’s an out-of-home billboard campaign or a highly targeted Facebook campaign, it’s important to understand the value your marketing dollars are bringing to your overall goals.

When it comes to working on your specific campaign, we’ll give you tailored examples of work that would be similar in scope to what you’re looking to accomplish—as well as how it performed. Please note, though, that confidentiality agreements with specific clients may prevent us from sharing specific results or work that may be relevant to your project.

But no matter how we approach your project, transparency will remain a huge key to our shared success. This core tenet has helped us establish long-lasting, symbiotic relationships with our clients for more than 40 years. If you’ve got questions, we’ll give you answers.

We hope this gives you a clear idea of what working with a marketing agency like Bouvier Kelly is all about. Have more questions that weren’t covered here? Please don’t hesitate to reach out!

How to Create a Marketing Budget

How to Create a Marketing Budget

Stop me if you’ve heard this one before: You’re pouring over facts and figures, trying to get next year’s marketing budget set, and your boss says, “So explain to me again why we need marketing?”

Don’t worry, it happens to the best of us. Marketing is one of those elusive-yet-necessary line items that can often mystify folks who don’t understand its connection to the sales process.

So what’s the best way to justify your budget? By demonstrating its ROI and explaining that marketing-to-sales pipeline with a numbers-based proposal.

This might seem daunting, but by crunching some numbers and setting up a foundation based on your goals, you can pinpoint an effective budget for your marketing efforts. The process will range in complexity for different organizations, but we’ll walk you through the basics that should easily get you jump started.

First, you’ll need some basic information:

  • What is your cost-per-lead?
  • What is your ideal cost-per-lead?
  • How many leads does your sales team need on a regular basis?

Using this information, we’ll take a look at how to reach your stated goal.

As an example, let’s say your company or brand division is trying to pull in $100,000 more per year. Take the annual value of an average customer and divide by your fiscal goal.

According to our calculations, you’ll need to close 10 new customers to meet that $100,000 goal.

Now we’ll determine how many leads it takes to get 10 new customers. This may be more difficult to determine depending on factors like the length of your sales cycle, how consistent your customer value is and how good your internal tracking is.

But for the sake of our example, let’s say you have a 50% conversion rate throughout the sales process.

Working backwards from that 10-customer goal, we can see that you’ll need around 160 sales leads to work with. Keep in mind these will need to be targeted, qualified leads (more on how to generate those later).

Each category within that funnel will vary depending on your market, what you are selling and the fluctuation of your sales conversion rate. Your brand may be well known in your market and have a very high number of people aware of your company or product, which could mean that your sales conversion rate would be closer to 5% than 50%. If that were the case, you’d naturally need to begin with more overall qualified leads.

Now that we know that you’ll need awareness with at least 320 new people within your niche market, the next question would be: How much will you need to invest to reach those people? That depends on your audience, where they are, and how difficult they are to reach.

How much are you willing to invest in reaching your goal of $100,000 of additional revenue per year? That’s a complex question to be sure. To answer it, it may help to think about the lifetime value of those customers as well.

This isn’t a turn-key formula that will magically help you determine your marketing budget by any means. There are many factors that will affect your budget. Beginning with this process, however, should make it much easier to measure the results of your investment. If you’re simply trying to maintain your business so you can generate customers when you need them, the metrics will vary a little, but we recommend this foundation as a starting point.

What are your marketing goals? We’d love to help you find your marketing happy place—we like crunching numbers!

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