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Challenge

Since 1998, Kaleida Health—a not-for-profit health system comprised of five major locations and various other community health resources—has become a leading healthcare services provider in Western New York. Kaleida Health continuously invests in people, facilities, equipment, and technology to ensure access to the very best quality of care for its community; and from primary and emergency care to highly specialized medical and surgical services, the system serves the entire region’s population, treating all patients who seek care. However, in recent years, the brand has faced challenges in communicating its multifaceted capabilities, the structure of its healthcare hierarchy, and its place as a vital regional healthcare entity. Kaleida Health sought an opportunity to emphasize its full scope of services as an essential community asset, stand out as the leader of WNY’s healthcare market, and reveal the very real human impact that their work has on countless individuals and families.

Solution

To answer these needs, The Martin Group set out to create a brand awareness campaign to reintroduce Kaleida Health as an integral part of the community. Built around the concept of “Health Lives Here,” our integrated team set out a strategic vision of how to cast the Kaleida Health brand as much more than hospitals and connect their services with Western New Yorkers’ toughest battles, biggest wins, and sweetest moments. Through touching testimonials—and the faces to go with them—this connection was made and has since helped to relay the message of Kaleida Health’s ongoing commitment to comprehensive care, professional excellence, and community involvement. The “Health Lives Here” campaign was executed across WNY with activation concentration on billboards, digital placement, and across social media platforms.

Results

Reaction from the campaign has been overwhelmingly positive, with the client and community having a positive response to the messaging and engaging in the real stories of individuals impacted by Kaleida Health’s service. Connection made through all elements of the ongoing campaign has been significant, with social media and television being the two most impactful mediums communicating the brand and its message; and the campaign website serving as a great host for copy and video that tell a very poignant story.

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Here’s a simple statement we can all agree on: Volunteering for causes that assist those in need is both good for one’s community—and even better for one’s soul.

Volunteering provides a sense of purpose, belonging, and togetherness. It teaches professional skills and enhances empathy; it can connect one with new friends and introduce new insights that can expand one’s worldview. It can make a significant difference in the lives of those helped by the cause and transform the lives of those selfless enough to donate their time and energy.

These are all things to consider throughout and after April’s National Volunteer Month, and good news: many individuals across the U.S. already agree. Based on recent polls, Forbes has reported 54% of the population had donated their time to philanthropic causes over the previous year; and when they do volunteer, individuals spend an average of six hours per month working to better their community.   

In that same poll, 66% of respondents stated a very practical reason for volunteering: They wanted to make a positive impact.

At The Martin Group, our work with charities and nonprofits—whether as clients or in our team’s free time—mirrors a similar rationale. We want to have an impact on the people we live beside and the communities we represent. This ethos defines us as an agency and helped launch our “the difference is making one” (DIMO) mindset. This way of thinking is rooted in service to others, and we’re proud of the work we’ve done—and continue to do—with organizations across New York State and beyond.  

But while satisfying to us and helpful to others, there’s still so much more to do—and so many opportunities for volunteers. Nonprofits not far from our Albany, Buffalo, New York City, and Rochester offices all need continued support and could provide a connection between those in need and those who yearn to make a difference.

Here’s an introduction to some of the organizations to which our team volunteers its time; a brief synopsis on how each serves their communities; and a link to volunteer info for those who’d like to aid each organization’s ongoing efforts.    

Regional Food Bank

The Capital Region-headquartered organization collects donated food from the food industry and distributes it to more than 1,000 partner agencies and need-based programs throughout 23 counties of northeastern New York. The food provided by the Regional Food Bank helps to feed over 350,000 people each month; and in 2024, the organization distributed more than 54 million pounds of food—enough for 45 million meals for individuals and families in need within its regional footprint.

To volunteer, click here.

The Teacher’s Desk

Established in 2011, the initiative operates as a store where teachers throughout Western New York can shop free for school supplies and classroom resources. Its mission is to distribute free school supplies to students in need, to equip teachers to be at their best, and to provide purpose through volunteerism to those interested in aiding the cause. The organization distributes over $8,500,000 in new school supplies annually to 6000 teachers across 250 schools serving 150,000 students throughout its communities.

To volunteer, click here.

FeedMore WNY

The WNY-located organization’s stated mission is to offer dignity, hope, and a brighter future by providing nutritious food, friendship, and skills training to its area neighbors in need. In 2024, FeedMore assisted more than 165,700 individuals experiencing food insecurity throughout Erie, Niagara, Cattaraugus, and Chautauqua counties. Its food bank program distributed more than 15.8 million pounds of nutritious, shelf-stable foods to food pantries, soup kitchens, emergency shelters, and other hunger-relief partners throughout its service area; and through its prepared meals program, the initiative delivered nearly 1.5 million meals to our homebound neighbors and to various community dining sites.

To volunteer, click here.

CAPTAIN Community Human Services

The Albany-area CAPTAIN operates four separate programs—including its Street Outreach, Safe Harbour Anti-Human Trafficking, Supportive Housing, and Youth Shelter programs—that focus on supporting homeless and runaway youth. Some of our team members have specifically assisted within the organization’s Runaway & Homeless Youth Shelter, a temporary shelter serving youth under age 18 who are homeless, runaway, or in an otherwise unsafe situation. Youth can stay for up to 30 days or as long as necessary—and know they can find refuge in a safe, home-like environment.  

To volunteer, click here.

Victor Farmington Food Cupboard

The Food Cupboard began as a grassroots effort to share food resources to a few dozen Rochester-area families and individuals in the early 1990s, operating out of a small house in suburban Victor. In the decades that have followed, the operation has expanded to serve more than 600 families a month. This led the organization to move to much bigger headquarters in Victor—but the added space hasn’t shifted their focus. They’re still committed to being a source of food insecurity assistance, providing days’ worth of food to families who live in Ontario County as they continue to evolve their food pantry model to best serve those in need.

To volunteer, click here.

Mission Accomplished, Inc.

The Schenectady-based operation provides career education and coaching programs designed to help entry-level professionals and aspiring entrepreneurs challenge the status quo, train for success, and find their place and voice in the business world. Some of our team members have been able to serve as subject matter experts for interested students or like-minded partners. Such industry-based experience—and our passionate interest in what we do—has helped empower those just beginning their professional journey to find confidence in their pursuits and chase their career goals with certainty.

To volunteer, click here.

Kevin Guest House

Established as America’s first independent healthcare hospitality house, the initiative has provided comfortable, supportive lodging for patients and families traveling to receive state-of-the-art healthcare in Buffalo for more than 50 years. More than 60,000 guests have stayed at KGH since its inception, mostly originating from Western New York and the Southern Tier, but also including guests from 49 states, Canada, and 11 other countries. Patients and their families are welcome regardless of age, medical condition, or healthcare provider, and within its accommodations, can find comfort during trying times.

To volunteer, click here.

If you want to learn more about our team and what we’re up to inside (and outside) The Martin Group, click here.

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Good news, everyone: We’ve finally reached the days when we thankfully emerge from winter, toss off the blankets that bundled us through four months, and enter a glut of celebrations that yields everything from Easter baskets, Mardi Gras beads, and college basketball buzzer-beaters.

It’s a magical time, but when considering this annual period of prominent occasions, our team has been engaging in or thinking about two specific events—St. Patrick’s Day and Dyngus Day. Both globally renown dates offer plenty of ways to celebrate Irish and Polish ancestry, but which bars, restaurants, and parade routes near our New York State offices boast the best way to bask in the celebratory elements of each occasion on either the day of or all year long?

With the former green-hued affair now in the rearview, we’re obviously in an ideal, recent-experience position to judge some of the holiday’s most festive accompaniments and know where to access each throughout the rest of the year. But with the latter, interest and expectations provide plenty of direction as to where (and how) to celebrate near some of our statewide locations on (and after) April 21.     

Consider these casual recommendations or expert guidance. Or better yet, call this suggested direction from our team to you, in hopes of leading you to a great drink, dish, or way to celebrate the heritage of our shared communities. 

For drink: New York City
To honor: Irish tastes
The place: The Dead Rabbit

These two celebrations have plenty in common, but finding the right items to drink while toasting one’s heritage is chief among them. For year-round toasts to Irish history and culture, many revelers traditionally veer toward Guinness, so it’s only right to recommend an NYC locale annually heralded for pristine pints 365 days a year. Yes, there’s no shortage of Irish pubs near all our offices, but when nestled in a wood-hewn corner of this dimly lit Financial District oasis—and with a perfectly poured serving of stout—you’ll know (and taste) you’re in the right location.  

For food: Rochester
To honor: Polish tastes
The place: Polska Chata

No Dyngus Day starts or finishes without healthy helpings of such Polish delicacies like pierogi, gołąbki (stuffed cabbage), kielbasa, and maybe a sweet pączki somewhere in the mix. At Rochester’s Polska Chata, they boast an entire menu of ethnic favorites year-round, but each dish—including their wide variety of pierogi platters—are especially complementary this time of year. Yes, Buffalo remains the New York hotbed for all things Dyngus. However, for those donning the red and white across the Flower City, this should be your holiday culinary destination.     

For music: Albany
To honor: Irish history
The place: Irish American Heritage Museum

So many people associate traditional Irish music as a once-a-year artform performed in the corner of public houses to a crowd of swaying patrons. Does this happen inside Irish-named bars, pubs, and taverns across the Capital Region throughout March? Yes. But the authentic amalgamation of flutes, drums, and fiddles happens within Albany’s Irish American Heritage Museum all year long. Inside the Flanagan Theatre—and part of the museum’s Traditional/Folk Performance and Celtic Influences series—visitors can bask in the same entertainment that thumps annual parties and parades, all while gaining a deeper appreciation for a central element of Irish culture.  

For a parade: Buffalo
To honor: Polish history
The place: Memorial Drive to Broadway

Finally, each of these ethnicities’ marquee celebrations and displays of ethnic pride wouldn’t be the same without their parades. All of The Martin Group’s host cities have at least one vibrant St. Patrick’s Day parade—but only Buffalo has an internationally known Dyngus Day procession. The rowdy affair typically draws tens of thousands to the streets of the city’s Historic Polonia District, all to allow the gathered Polish American masses to celebrate the end of the Lenten sacrifices and amplify the joys of Easter. Do you have to do this while hoisting a Tyskie or dancing the Polka? No—but it certainly helps.

If you want to learn more about our team and what we’re into at The Martin Group, click here.

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Every March, Women’s History Month recognizes both the imprint that women have had on our society and the impact on its ongoing trajectory, day after day.

This year’s theme—established by the National Women’s History Alliance—is “Moving Forward Together! Women Educating & Inspiring Generations.” This theme certainly resonates with The Martin Group, an integrated communications firm with women in leadership positions across all departments and locations, who guide a younger generation of team members to serve our clients and contribute to our host communities.

Together, we see the impact that women have had on the work of our clients, throughout industries like finance, food and beverage, healthcare, and many more. From evolving sports trends on and off the field to expanding the impact of nonprofit programs on our daily lives, women are leading businesses, organizations, and society in exciting new directions—but how was this need to lead first inspired, and what beliefs continue to guide these leaders forward?

This month, we asked a cadre of our clients’ leaders to share one piece of advice that’s helped each become the type of leader who can inspire future generations of strong female leadership; and why this advice continues to be so significant in moving both women and our collective society forward.

Here’s what they said: 

Allison Conte – Vice President, Corporate Communications
Rich Products

“I’ve long admired and championed this sentiment: ‘Strong women: May we know them. May we be them. May we raise them.’ 

“I truly believe the most powerful thing you can do as a woman leader is to champion other women — especially when they’re not in the room. Lifting each other up is how we build stronger teams, stronger businesses, stronger communities and ultimately, a stronger future.

“Most importantly, our daughters and sons are watching. I cannot imagine a greater responsibility.”

Rebecca Farbo – Chief Business Development & Marketing Officer
Phillips Lytle

“There are actually two pieces of advice that I would like to share: ‘Never be afraid to ask questions’ and ‘Don’t try to be a perfectionist.’

“Asking questions is a crucial aspect of your professional growth and is a characteristic of highly successful women.  It demonstrates your critical thinking and your ability to problem solve.  The more information you have, the more equipped you are to provide creative solutions and strategies for your business.  It also is an important tool in gaining various points of view that ultimately lead to informed decisions.

“As women, many of us tend to be perfectionists.  However, I believe that to be successful, one must have an innate ability to professionally multi-task.  My lifelong mentor, Al Offen, handed me a sheet of paper with two phrases on it: 87% right or 100% wrong.  This lesson has been my guiding principle since that day!  Always focus on doing a great job, but not to the detriment of the big picture.”

Jen Holzapfel – Senior Director, Marketing & Communications
Student Transportation of America

“One piece of advice I’ve always tried to follow both personally and professionally is to, ‘Lead with kindness.’

“It’s simple, but leading with kindness and empathy creates a positive and supportive environment where people feel trusted, respected, and empowered to share their ideas.  It’s especially important for the next generation of female leaders to be understanding and open-minded because it shows colleagues, clients, and customers that we can be strong and achieve exceptional results without sacrificing the sort of compassion that people value and expect from their leaders.

“I always strive to inspire my team to embrace their own unique strengths and take risks, while demonstrating that kindness helps achieve a positive and productive team environment.”

Susan Lintner – Executive Vice President of Equitable Access and Advocacy
Regional Food Bank

“Sometimes, the best piece of advice is the one not taken.  For me, it was, ‘You’ll never be the executive leader and mother you want to be.’

“It took me a while, but I realized it was not only entirely possible, but that the personal and professional skillsets are actually complementary.

“That means leading at home and at work from your heart, but based on facts at hand. It means setting clear expectations, for yourself and others, and holding everyone accountable. It means being flexible, understanding, and providing an opportunity for your team to experiment, learn, grow, succeed, and yes—sometimes fail. It means working at an organization that shares these values, which is happening each day at the Regional Food Bank.

“Most importantly, it means reminding your team that there is room for both their personal and professional life, and both require balance to thrive.”

Thea Pecht, Senior VP, Corporate Communications
M&T Bank

“Remove the words “sorry” and “just” from your vocabulary. Women in the workplace—especially those early on in their career journey—tend to negate any legitimate thoughts by using these words right before a valid statement. Stop apologizing! Your opinions are needed in the workplace. Communicate them confidently and succinctly.

“Don’t take things personally. If someone acts negatively toward you, more often than not, it has nothing to do with you. Protect your energy and your peace, as these are your most valuable resources.

“Finally, additional advice from my younger sister, who is chief strategy officer at Arrive Logistics—and one of the few female executive leaders in the male-dominated supply chain and transportation industry: Never present a problem to your boss without offering a proactive solution to move things forward. Be brief, and be gone.”

Grazia Yaeger – Senior Director of Marketing & Communications
Caring Gene Healthcare Career Pathways, Inc.

“A mentor once said, ‘You can’t solve everyone’s problem for them.’ This advice made me reflect on my leadership approach and how I encourage others to step into their own leadership potential. As the oldest of three children, a first-generation American born to Italian parents, and the first in my family to attend college, problem-solving is second nature to me. I believed that being a leader meant having all the answers and fixing every challenge that arose.

“It took time for me to fully process this advice and recognize that leadership isn’t about carrying everything alone, but about fostering collaboration and empowering others to contribute. It was a gradual process of learning to step back, listen more, and create an environment where others could develop their problem-solving skills.

“Many of us feel an unspoken expectation to be the “fixers,” to prove our worth through relentless problem-solving. However, real leadership is about lifting others up, empowering them to trust in themselves and their abilities, and creating a culture where mistakes are not punitive, but an opportunity to learn and grow. 

“That’s how we become stronger leaders ourselves while also building a generation of confident, capable women who know their voices and contributions matter.”

Want to learn more about The Martin Group and its work? Click here.

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Relatively few industries touch nearly everyone in America—but healthcare is one of them.

Whether it’s the rising cost of medical care, the challenge of finding a primary care physician, or deciding whether to get a flu shot, healthcare decisions are a great equalizer. Changes in this industry can significantly impact all of us, so what’s on the horizon for the next 12 months? More than we have time to cover here, so let’s focus on five trends we’ll be watching throughout 2025.

Ongoing shortage of healthcare professionals

The federal Health Resources and Services Administration (HRSA) released their most recent projections at the end of 2024 and, unfortunately, one of the top trends that continues from previous years is the continuing shortage of healthcare workers of all types—from nurses to medical assistants, behavioral health providers, and long-term care workers. And the shortages have geographic disparities, being more severe for rural and “non-metropolitan” areas than for urban areas.

For example, in 2027, non-metro areas are projected to face a 24% shortage of registered nurses, compared to a 7% shortage in metropolitan regions.

The Martin Group is currently working with a client to raise awareness of a program designed to address these shortages. The Caring Gene® Career Pathways Training (CPT) Program is administering a New York State (NYS) program that will invest $646 million over the next three years to build a robust healthcare workforce pipeline in the Empire state by covering 100% of tuition, books, and licensing fees for NYS residents who want to enter or advance in healthcare careers. By participating in the program, students in a variety of job titles (from licensed mental health counselors to respiratory therapists to associate registered nurses) commit to work after graduation for three years in a NYS healthcare organization with at least a 30% Medicaid or uninsured payor mix, thus increasing access for all New Yorkers, including the most vulnerable.

Improving outcomes with advanced technologies

Artificial intelligence (AI) is no longer the new kid on the block, but it is still revolutionizing the way healthcare is delivered and the positive outcomes that can be achieved through its use. With the shortage of healthcare providers, AI-powered medical scribe technology allows clinicians to see more patients and focus their efforts on the face-to-face interaction rather than taking notes during those appointments.

Disease diagnosis is also being transformed as AI helps clinicians interpret imaging results like colonoscopies more quickly, leading to earlier interventions and better prognoses. Other technologies continue to improve the convenience and quality of patient care as well. Wearable devices and home-based sensors, for example, help patients manage their chronic conditions and provide clinicians with real-time data, all without the need for an in-person office visit.

Value-based care and the shift to ambulatory settings

While the value-based care model—which essentially reimburses providers for quality outcomes versus paying a “fee-for-services”—has been around for years, what is new is the significant shift it is causing from inpatient care to the ambulatory setting.

Clinical studies published by the National Institutes of Health have shown similar or better outcomes for numerous surgeries performed in ambulatory settings with greatly reduced costs, so healthcare executives are taking note. As a result, numerous healthcare systems are partnering with, acquiring, or opening their own Ambulatory Surgery Centers (ASCs) and considering these ventures integral to their financial stability. Patients also seem to be favoring ASCs for the convenience and more personalized attention they provide.

Increasing costs for all sectors

All players in the healthcare industry (providers, payors, and patients) are experiencing the effects of rising costs. The Centers for Medicare & Medicaid Services’ most recent report on U.S. National Healthcare Expenditure shows that healthcare expenditures grew 7.9% to $4.9 trillion per year, more than $14,500 per person and 17.6% of Gross Domestic Product. Much of the increase has come from inflationary pressures, including the cost of supplies and labor, along with higher prescription drug prices (including popular weight-loss drugs) and greater spending on much-needed behavioral health services.

These mounting financial pressures highlight the need for disruption and transformation (provided by AI and other technologies) for greater health outcomes and better health nationwide.

Regulatory uncertainty

Finally, with a new administration in the White House and Republican control of both houses of Congress, there remains great uncertainty in the healthcare landscape in Washington, D.C. on issues ranging from the Affordable Care Act to the administration of Medicare, Medicaid, and medical debt reforms.

What is clear is that new secretaries of cabinet departments, as well as new Congressional leadership on key healthcare committees, will be examining and weighing in with their points of view on a variety of programs that affect the health and well-being of all Americans. The American Hospital Association encourages all citizens to stay involved and make their voices heard about what’s to come in healthcare.

Want to learn more about The Martin Group’s work within multiple facets of healthcare? Click here.

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The intersection of business, government, and media — that’s where a successful public affairs strategy lives. And smack dab in the middle of it all is The Martin Group’s award-winning Public Affairs team.  

Over the years, our team of highly skilled public affairs experts has cultivated relationships with all three of the aforementioned groups across the state and beyond. Being ranked among the major players in Albany and New York has driven consistent growth. And as our wins mount, our team has grown, too.  

The Public Affairs team is led by Vice President Andrew Mangini, who brings decades of experience working in state government, public affairs, and public relations. He has overseen countless successful campaigns on behalf of Fortune 500 clients, from being on the ground floor when New York’s very first medical marijuana patient was served to leading the charge to save the restaurant industry during the once-in-a-lifetime pandemic. He’s helped to prop up entire industries and lead their advocacy efforts. 

Public Affairs Supervisor Leanne Politi began her career working in television news with a focus on state and federal policy. She understands how the media operates and is able to expertly guide clients to effectively tell their stories. Spending time in healthcare lobbying, Leanne contributes to The Martin Group’s rapidly growing healthcare vertical. She has overseen challenging campaigns for many healthcare associations, helping them achieve results that were never attainable. 

Public Affairs Specialist Margaret Niederpruem is the Public Affairs team’s Buffalo resident, reinforcing the statewide presence of our operations. With prior experience in television and radio production, she applies her understanding of media to support clients. 

Senior Public Affairs Manager Hannah Vattikonda is the newest member of the team and shares a deep understanding of association management and operations—a key client base for the Public Affairs team. She also worked in the state legislature’s communications departments, building relationships with media along the way. 

A public affairs strategy is a nuanced segment of strategic communication and counsel that moves a larger needle to benefit your business, industry, or interest. It requires a deep understanding of government, the media landscape and a direct pulse on public opinion. It’s oftentimes overlooked but can make or break the success of a company or organization. 

No one embodies that successful outlook more than The Martin Group’s Public Affairs team. At the core of our work, we are problem solvers. Businesses, special interests, and government groups approach us when they have nowhere else to turn.  

And with continued prosperity and growth, we look forward to providing solutions to those in need—and showing the real impact of award-winning support. 

Want to learn more about the work of our Public Affairs team? Click here.

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Appointment television might feel almost nonexistent these days, albeit for one particular realm of programming: sports.

The biggest games still have people tuning in live and in big-time numbers. And while the NFL season is about to come to an end, we’re gearing up for the most anticipated night in football, advertising, and snack inhalation.

In 2024, over 200 million viewers tuned in to watch all or part of Super Bowl LVIII in Las Vegas, marking a 10% increase from the year before. Whether or not it had anything to do with the “Taylor Swift Effect,” we might never know. What we do know is that’s lot of eyeballs—and the perfect stage for advertisers to showcase their creativity.

If last year’s game gave us any indication on number of viewers for this year, brands are once again in the position to make an impression on millions of Americans. At a $7 million price tag for 30 seconds (or the $8 million it takes after sitting on FOX’s waiting list), it’s still a one-of-a-kind opportunity to reach fans of the night’s teams (Kansas City Chiefs and Philadelphia Eagles), fans that are hate-watching while imagining alternate scenarios featuring their own team (see: Buffalo Bills fans), or casual observers who just want to be pitched products and services while elbow-deep in a vat of five-layer taco dip (see: possibly you or your good-time pals).

All three groups of viewers are in play, and in recent years, brands aren’t waiting until the big game to entertain. Ads are now released in the weeks leading up to the big game, giving viewers an idea of what’s to come—and agencies like The Martin Group a chance to pick apart the early offering.

In the cluster of ads we’ve already watched, we’ve caught onto some of the trends set to be a big part of this year’s biggest game. Here’s what we’ve seen:

Celebrity-driven marketing

As has been a popular trend in past years, brands are using high-profile celebrities in their advertisements to draw in attention and visibility, and to stay culturally relevant. For example, Uber Eats has engaged a slew of different celebrities in some of their ads this year, including this spot with Martha Stewart and Charli XCX—both celebrities that had a huge impact on culture over the last year. In this commercial, Martha and Charli are participating in the social media trend where they say, “we listen and we don’t judge,” before making a controversial comment about each other. Uber Eats also did a great job capitalizing on that trend while using people who are extremely culturally relevant right now.

(And for good measure, they’ll also air this run through football history with Matthew McConaughey.)

Other brands using the biggest celebrities in Hollywood include Taco Bell, Bud Light, and Pringles.

Purposeful suspense

To meet people where they are, brands are always on the lookout for new ways to keep viewers engaged. This has extended to the biggest game of the year, and not simply having an ad presence, but also constructing pregame social media campaigns to generate interest for the eventual day-of-game ads. Dunkin’ has done this in recent years, and this year, Ben Affleck and Co. are at it again.

Over the last several days, the coffee king has been releasing short clips on their social media channels, giving viewers a sneak preview into the larger campaign. What will be the ultimate fate of the Affleck brothers and this year’s newest Boston-born edition, Succession’s Jeremy Strong? Brew yourself a Dunkin’ Dark (Dahk) Roast, pull up a recliner, and find out.

Nostalgia—with heart and humor

Remember nostalgia? It’s a trend across the advertising industry for all seasons, but always comes up in a big way during the Super Bowl. It’s a well-known fact that pulling at the heart strings or calling back through history does well for brands, so although not a new trend by any means, it’s accessible, dependable, and always makes a lasting impression on viewers. This year, we can expect to see spots from some of the classic brands, including Budweiser, who will once again be using their famous Clydesdales in their commercial, following the journey of a young foal from brewery stable to bar.

Another brand capitalizing on nostalgia (albeit with a little celebrity assistance and a dollop of comedy) is Hellmann’s mayonnaise.

So whether you’re in it to watch the game, hope to win your FanDuel bet, or just want to see the commercials like us, Super Bowl LIX is set to once again be the ultimate uniter of sports, pop culture, and the advertising industry. Stay tuned to see what brands make the biggest splash—and keep us talking long after the confetti stops falling.

Want to learn more about The Martin Group’s diverse array of work in the ad world? Click here.

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Our professional focuses provide a lot of benefits to our lives. But no matter how much we like our jobs or how deeply connected we feel to our work, we all need a break—and something secondary to enliven our lives, even for a just a few hours a week. 

That’s where our hobbies come in. According to a 2023 study by Nature Medicine—and promoted by Harvard Medical School—our side pursuits aren’t just something to pass the time. According to more than 93,000 older adults across 16 countries (including the U.S.) surveyed, having a hobby can be beneficial to your health, mood, and general well-being. Depending on the endeavor, each can enhance focus, alleviate loneliness, or support development of social skills.

And in general, hobbies are fun—and having fun is, um, fun.

We at The Martin Group enjoy having fun in our work, but we also stay plenty busy once we close our laptops. With hobbies as diverse as our personalities and backgrounds, we look forward to extending ourselves past our positional identifications and into realms creative, constructive, and even competitive. Depending on the hour, we’re always busy doing something, so here are just a few things some of our team members do once they’re off the clock.  

Hobbyist: Katie Steelman, Copy Editor

Hobby: Crocheting

In September 2023, Katie saw a cute, crocheted pumpkin on Instagram and thought, “I could (maybe) do that.” From there, she looked up tutorials, learned how to read patterns, and suddenly, what was once approached as a one-off endeavor soon became an every-week enjoyment. So far, she’s crocheted plenty of amigurumi (stuffed toys), and has found a lot of fun in creating different animals and taking on more challenging patterns. But this past fall, she decided to take another pass at her first pumpkin–and in doing so, was excited to see how far her skills had improved in a year.

Katie says: “I find crocheting relaxing, and I like that it focuses my attention on something other than a screen.”

Hobbyist: Kristina Robinson, Senior Digital Developer

Hobby: Gaming

Kristina’s love for gaming started decades ago, with days and nights spent navigating Windows 95 games like Chips Challenge, 3D Pinball: Space Cadet, and Jezzball, all on an old laptop that her father gave her. As an only child, each game provided company, as well as entertainment to fill solitary time with excitement. Today, she’s still into it—and has kicked things up a notch. She’s built her own computer to support her engagement in such games as Rocket League and Counter Strike 2; and is currently an undefeated Tricky Towers champion within her friend group. 

Kristina says: “It keeps me entertained. I enjoy diving into a good story or lore, solving puzzles, or coordinating with friends in competitive games.”

Hobbyist: Dave Riley, Creative Director

Hobby: Home renovation

Dave started wading into DIY waters to both pursue a more self-sufficient existence and handle whatever home repair concerns came his way. But when it came to renovation, it was a chance to embrace the same precision and creativity he brings to his day job—all while keeping less capable contractors safely on the bench. According to Dave, he began to harness his considerable renovation skills after the purchase of his first house, all to incorporate his and his wife’s love of modern design. Since then, he’s completed two kitchen remodels, complete bathroom and basement renovations, a beautiful pool deck and custom designed stair banister, and one hardwood floor refinishing. It’s an impressive resume, but he’s always ready for wherever his cherished Ramset HammerShot will take him next.

Dave says: “The greatest satisfaction and appreciation occurs at the completion of a project and in turn empowers me to pursue the next big thing.”

Hobbyist: Jennifer Hunold, Director of Growth and Business Development

Hobby: Foraging for mushrooms

So how does one come to forage for mushrooms—for fun? In the case of Jen, she was led into the practice after her husband started at Ecovative (a mycelium technology company based in Green Island, NY) around 2011. Together, they would spend time walking in the woods every weekend, learning and identifying various fungi, both edible and not. According to Jen, they were careful to be good stewards of the land, and initially chose to be observers over collectors. His work colleagues would also host mushroom forays on their properties, which allowed the two to deepen their interest while foraging for miles. Since those early days, Jen has celebrated such moments as finding black trumpets that were 5-6″ tall and chantarelles 4″ wide at the top—and feeling the unique satisfaction of knowing varietal names like Cantharellus, Craterellus, and Hydnum repandum.

Jen says: “I love doing it still because it gets me out in the woods, exploring with my mycologist husband, and constantly learning something new.”

Hobbyist: John Mackowiak, Vice President of Public Relations

Hobby: Making pierogi

Inspired by family tradition and instructed by YouTube tutors, John has been making his beloved pierogi—part of the global dumpling family—since 2023, soon after developing a love of cooking. Now, he loves making pierogi more than any other item in his evolving stable of culinary creations. His Grandma Mack introduced him to the inventive energy that could invigorate each serving of folded dough and tasty filling. Now, he’s carving his own delicious path with online guidance from the likes of Michał Korkosz, Zuza Zak, and Dariusz The Polish Chef, intent on embedding the same joy he feels throughout preparation into every serving he shares. Case in point: December 2024, when John whipped up 250 pierogi for his family Christmas celebrations.

John says: “Pierogi are such a welcoming food. In my opinion, there are few better ways to show hospitality than sharing a plate of pierogi with a friend.” 

Hobbyist: Jana Eisenberg,Copy Editor

Hobby: Zydeco dancing

Ever since being introduced to music and dance by her mother at a very early age, Jana has loved dancing. She’s went through various phases of participating in different types of social dancing, from Israeli and Eastern European folk dancing in high school and college, to swing and country western two-step throughout her twenties and thirties in New York City. Then, she discovered Cajun music and dance, enabling her short hop to Creole-influenced zydeco—and an ongoing passion that persists today. According to Jana, it’s the music that’s hooked her to the artform—and her skill and authenticity of performance has even led to some well-earned screen time. See her appearance in Louisiana native Miss Mona’s dance demo here. 

Jana says: “Those who know and love it are usually passionate, some might even say obsessive, about it. It is party music, but also deeply felt dancing that, these days, I do not get to do enough of.”

Hobbyist: Ryan Boyle, Digital Development Supervisor

Hobby: Making music

Ryan first started experimenting with musical instruments and making low-quality recordings in 2008. But after years of fiddling with video games like “Guitar Hero” and “Rock Band”—and amid a COVID-19 pandemic that devoured more than a year—the hobby reemerged and advanced to fill idle time with inventive creation. Developing each recording has provided a tremendous outlet, allowing him to tackle the specifics of writing a song, composing complementary music, and merging the two to produce wholly new tracks. Now, he’s releasing his music on Bandcamp and Spotify, putting his work out there for all to hear—and to enjoy seeing just how far his little hobby has come.

Ryan says: “The best feeling for me though is to have a finished song that I can listen to and share with friends and family and say, hey I made this. All of it, from start to finish.”

To learn more about the experience, hobbies, and tastes of The Martin Group, click here.

You searched for new era cap - Page 17 of 32 - The Martin Group

It’s almost time to say goodbye to another year—but not before acknowledging a few public relations lessons we learned along the way.  

This past year, we’ve seen the increased progression of branding as a valuable PR tool for businesses and the C-suite. We’ve watched video content rise as an expected tactic of most campaigns, and we witnessed new rules made, broken, or revealed to be irrelevant during various instances, including another political campaign season.  

So, what will we see in the next year? After a year of knee-jerk fluctuations and shifting needs across the industry, evolution might be the only thing we can count on. As the communications landscape continues to change quickly, we asked our team to share trends they’re monitoring—and our clients are asking about.  

Here are some of the trends we’re looking to take hold in 2025: 

Show me the data! 

Chris Colton, Public Relations Director 

Executive Communications & Content Practice Lead 

“Show, don’t tell” has been a best practice in PR since the advent of the profession. But at least one trend in journalism — investing in data visualization — has forced practitioners to reexamine what it means to “show” in our storytelling. For example, Hearst’s new DevHub is using data to produce charts and maps that do the heavy lifting of thousands of words, allowing the written prose to focus less on what is happening and more on why it matters. 

Of course, not all brands can have in-house digital developers or data analysts. Nor can it be expected to be part of a PR practitioner’s core skillset. But we can — and should — challenge ourselves to leverage data in a way that makes our storytelling more compelling. Introducing infographics as a supplement to blogs and pitches is an achievable entry point. 

At the same time, let’s not lose sight of the basics. A well-placed statistic, in plain text, can still elevate a pitch or blog into can’t-ignore territory. Carver Companies isn’t transporting any bridge down the Hudson River; it’s a 5-million-pound bridge floating on the water. (How do they do that?!) Vendée Globe sailors aren’t just collecting environmental measurements while sailing around the world; they’re filling a data gap in the remote, 8.5 million square-mile Southern Ocean. This oceanic “data desert” is a treacherous and costly passage at up to $100,000 per day for a traditional research vessel to operate, but critical to our understanding of climate change. 

In-person events are back—and bigger than ever 

Kate Measer, Public Relations Director 

Media Relations & Community Engagement Practice Lead 

After years of virtual everything, The Martin Group is embracing the return of face-to-face interactions and experiences because we’ve seen firsthand the impact they have.  

Take the Community Town Hall series we produced with Buffalo Pro Soccer. These gatherings didn’t just build buzz for the new pro soccer club coming to the Queen City; they started real connections between the club’s leadership and the community, creating true fans for a team still in its early days. 

Another great example is our ongoing series of in-person live panel discussions and networking events. We’ve hosted several in our Buffalo and Albany offices over the past two years, bringing clients, newsmakers, and area professionals together to explore important topics, such as opportunities for women in sports, food insecurity, AI in healthcare, and the challenges facing today’s journalists. By hosting these conversations, we’ve not only strengthened our thought leadership on these topics, but created opportunities for hundreds to engage, learn, and network together, building trust and lasting relationships, while also delivering memorable moments that resonate with the media.  

While virtual formats certainly had their moment, it’s clear now that people crave real, personal connections more than ever. That’s why we’re prioritizing live events and brand experiences as part of our PR strategies for clients in the new year. They deliver unmatched value, creating moments that inspire, unite, and, most importantly, drive results for our clients. 

Podcasting is here to stay 

Andrew Mangini, Vice President of Public Affairs 

If you’re still waiting to jump on the podcasting bandwagon, bad news: you’re already behind. 

Now firmly implanted in the mainstream, podcasting provides a great avenue for thought leadership and storytelling. Compelling individuals with an interesting narrative can start their own podcast; anyone with some decent audio recording equipment can give it a try; and if you have important information to share, there’s likely an existing podcast who’d love to have you on air. 

But note: Podcasting is a slow burn and you’re not likely to become an overnight sensation. Becoming successful is dependent upon establishing a niche, finding an audience, and keeping that audience with quality storytelling. Catering to all three with patience and consistency could eventually earn big results. Look no further than the 2024 election to see the impact of podcasting. Both campaigns engaged with well-known podcast hosts to record interviews during the waning days of the election season, and the outcome of these appearances had a dramatic effect on the election. 

However, if you need a pure monetary take on the state of podcasting, know this: According to The Podcast Host, ad revenue across the medium is expected to top $4 billion by the end of 2024—which is a $3 billion increase in just three years.  

Conclusion: If you’re looking to connect your message with lots of people, deliver it via podcast. 

LinkedIn articles as your newest asset 

Jenny LePore, Public Relations Director 

B2B Communications Practice Lead 

One major social media trend that should not be overlooked is that more professionals, experts, and organizations are making LinkedIn their primary platform for content sharing, peer discussions, and thought leadership initiatives—following the lead of more than 68 percent of B2B professionals now citing an increased use of the platform in the last 12 months. 

While short-form video content on platforms like TikTok and Instagram are seemingly growing in demand, long-form content hasn’t turned obsolete. The industry is seeing a shift back to more substantive, long-form content, and many brands are obliging with LinkedIn articles. Companies already ahead of the curve are leveraging their own employee advocates to publish and share content on the popular professional platform in an effort to humanize their brands and better connect with stakeholders.  

These articles are written as standalone pieces framed around topics like industry insights, proprietary research, company updates, advice for other professionals, and summaries of professional experiences. What matters the most is that the topic appears authentic to the author, appeals to their existing network of followers, and helps to grow their own credibility alongside their brand.  

If you haven’t considered LinkedIn articles in your content mix, know that LinkedIn articles can easily be shared with an individual user’s newsfeed or a brand’s page— and even have the chance to show up on search engines like Google. Some brands are starting thought leadership efforts on LinkedIn first, then after seeing success, are turning this original content into blogs, white papers, op-eds, and other impactful marketing tactics. 

And the best part: LinkedIn offers readership analytics, which means real-time feedback about the relevance of a topic—and reassurance that the content is connecting. 

Become your own publisher 

John Mackowiak, Vice President of Public Relations 

News organizations continue to navigate a challenging financial climate. In 2023 alone, about 130 newspapers closed and 7,000 newspaper jobs were lost, according to Medill’s State of Local News report.  

At the same time, media fragmentation continues to surge. While 86 percent of Americans regularly rely on their smartphone or other digital devices to get news, people are turning to countless sources for information, from social media platforms and podcasts to search engines and news aggregators. Even if you’ve built an audience on social media, you can’t count on every platform forever. Consider the users fleeing X for Bluesky — or efforts to ban TikTok in the U.S. 

Now is the time to invest in your own publishing platform. Create your own channel to grow your audience, keep people engaged, and build long-term trust among customers and stakeholders.  

In its simplest form, launch a newsletter.  

In recent years, we’ve helped several clients launch and grow newsletters — largely by emphasizing strategy and fundamentals. Understand the audience you want to serve, set clear goals and objectives, measure your impact, adapt your content to meet your audience’s needs and interests, get creative to grow your reach, and always stay consistent.  

Earlier this year, for example, we helped Empire State Development’s Division of Science, Technology and Innovation (NYSTAR) revamp and relaunch their newsletter — focusing specifically on engaging NYSTAR’s network of resources as a way to nurture the ongoing development of the state’s innovation ecosystem. The “State of Innovation” newsletter earned recognition from the Capital Region MARCOM Awards, reinforcing the value of newsletters today for brands of all types. 

To learn more about The Martin Group’s work in public relations, click here.