• Our team’s top NYS destinations

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    We asked our staff what their favorite destination in New York State is and why they love it so much Here’s what they had to say.

    New York City
    That’s a no-brainer. I consider it the heart of our country and there’s just no place like it on earth.
    Alexa Christopher, Vice President | Brand Strategy

    Ithaca
    I was born there and was raised in Peru so every chance I got to return I did. Beautiful landscape, light, people, breweries and food.
    Majo Balta, Graphic Designer

    Harlem
    It’s one of the best parts of NYC and it’s one of the few areas not hit by gentrification yet. It has some of the best Caribbean and soul food in the city, period. There are dope break dancers on the corners, an inclusive nightlife scene (unlike Manhattan) and trains you can actually rely on… shout out to the 1 train! There’s such a diverse crowd of people, you really have the freedom to just be yourself without judgment. It’s the place to be.
    Cameron Bailey, Public Relations and Content Coordinator

    Old Fort Niagara in Youngstown
    When our two sons were growing up and my parents were still alive, it was a summer family tradition to pack a picnic lunch and head there for the French and Indian Encampment – an annual recreation of the historic Siege of 1759. We also loved taking a tour of the decorated French Castle during the Castle by Candlelight event held in December. We’d bundle the boys up to brave the cold, grab a few flashlights and enjoy seeing the castle decorated for the holidays, along with the firing of the musket.
    Dick Shaner, Jr. Senior Vice President | Public Relations

    Brooklyn
    Because – with only a quick subway ride away from NYC – you get the best of both worlds: NYC’s fast-paced energy and BK’s neighborhood vibe.
    Christine Denham, Senior Public Relations Manager

    Ithaca
    It seriously is so GORGeous….. It’s a very peaceful place to just relax next to the incredible waterfalls for a while or hike up and down the serene hiking trails. Plus, they have delicious vegan food spots ☺
    Sarah Richheimer, Social Media and Public Relations Specialist

    New York City
    Love the energy, excitement and plethora of entertainment and shopping options.
    Tod Martin, Principal | Chief Creative Officer

    Akron Falls Park
    I grew up across the street from Akron Falls Park, spending time there ever since I could walk with family and friends. It’s ranked as my #1 destination in WNY not only because it’s a beautiful park with a waterfall, creek, pond and hiking trails, but also because it’s a spot that holds many great memories from my childhood.
    Jenna Perry, Project Coordinator

    Letchworth State Park
    Hailed the Grand Canyon of the East, Letchworth State Park is very close to my hometown of Warsaw, NY. Growing up with the park so close, we’d visit often through my childhood and beyond. There are lots of waterfalls and spectacular views of the gorge to keep your camera occupied, and it’s always a great place for a summer picnic with friends and family, going camping, kayaking, attending arts & craft shows and festivals or hiking the many trails. The fall foliage is also some of the best in the nation, and you can even take hot air balloon rides right down into the gorge. I’m always shocked at the amount of Buffalonians that tell me they have never been! It was voted America’s Most Beautiful State Park for USA Today in 2015, and continues to hold the top spot for best attraction in NYS for a few years now, so it’s a destination definitely worth putting on your list.
    Lianne Coogan, Creative Supervisor

    Chestnut Ridge Park and Delaware Park
    I love them both for similar and different reasons: I have done a lot of running and special events at both locations that have brought me many happy memories. Chestnut Ridge has a spectacular view of the city and lake up on the hill where it is situated. Plus the toboggan chutes are one of a kind and amazing….you think that you are in the Olympics as a bobsledder when you shoot down it. Delaware Park is nestled within the confines of a bustling city that is a melting pot of different types of people with a wide range of activities.
    Jim Lynch, Vice President | Media Director

    Utica
    Because it’s home to both the greatest family business of all time (Bonomo’s Dari Creme), and the best beer in the world (Saranac Brewery).
    Mary Bonomo, Assistant Art Director

    Ellicottville
    I’ve been fortunate enough the last few years to have really explored a lot of New York State, between living in NYC and visiting places like Lake George, the Hudson River Valley, Saratoga Springs, Lake Placid, Skaneateles, Hammondsport, and newly carved out spots in my heart for the Syracuse area and Rochester. BUT still taking the cake as my favorite NYS destination is Ellicottville. There’s nothing better than getting to nature and EVL makes it so easy to remember just how beautiful and peaceful it is. Whether it’s skiing, hiking, mountain biking (okay, I don’t personally mountain bike, but people swear by it…) or sitting on the porch with a cup of coffee, Ellicottville is simply breathtaking and my absolute happy place. Beyond nature, you just can’t beat the people and the town. Villaggio, Dina’s, Silver Fox, Madigans, Balloons, come on! If you’re lucky enough to make a few local friends, you’ll feel like you’re part of the family and part of something really special.
    Marilynn Militello, Senior Brand Manager

    New York City
    The food, the shopping… Need I say more?! 😉
    Kailey Kolozsvary, Senior Public Relations Manager

    Lake Placid
    My wife and I used to make the brutal 7+ hour drive up from Baltimore, MD every summer and we got engaged there, on Cobble Hill, overlooking Mirror Lake. Such a beautiful place that combines amazing hiking, kayaking and golf with great restaurants and shopping in town.
    John Jiloty, Vice President | Social Media and Content

    Finger Lakes
    I love the Finger Lakes because we’re so lucky to be near such an amazing spot – not many people (from the rest of the country) realize we have beaches, wine country and a vacation destination right in our own backyard. My husband proposed in Geneva, so that also helps sell it ?
    Nicole Stivaletta, Senior Art Director

    Grafton Lakes State Park
    There are great trails right on the lake with various types of hikes (rocky, even, woodsy) and old Hemlock tree stands – which are increasingly hard to find.
    Jennifer Hunold, Senior Brand Manager

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  • Employee Spotlight: Jennifer Hunold, Senior Brand Manager

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    At The Martin Group, great ideas and results really are a group effort. They come from remarkably talented individuals that we form into equally remarkable teams.

    Meet Jennifer Hunold, senior brand manager of The Martin Group’s new Albany office.

     

    Where were you working before The Martin Group and in what role?

    Before joining The Martin Group, I was a Senior Brand Manager at Creative Communication Associates (powered by HotChalk). CCA is an integrated marketing and branding agency focused on higher education. I worked with some of HotChalk’s top clients alongside the CCA team, providing account and brand management, aligning projects with a cohesive strategy and being a liaison between the teams in both organizations.

     

    When were you hired here?

    I happily started at The Martin Group in mid-March 2018.

     

    What do you love about working here so far?

    The caliber of the people and the work. Everyone here truly cares about our projects and clients, and they bring their best ideas and a collaborative spirit that is invigorating to be part of. Best of all, everyone is very down-to-earth and genuine – couldn’t ask for better when starting somewhere new!

     

    Give me a line or two about what you spend most of your work day doing.

    I’d say you can describe my role as being the connective tissue between all the pieces moving on behalf of our clients. As one of the first team members in our new Albany office, I also have the honor of sharing what The Martin Group has to offer with the Capital Region.

     

    What is your favorite thing to do outside of work and on weekends?

    Besides sleeping in and having a lazy morning on the weekend, I’m a fan of getting out into the woods with my husband or hanging out with friends and catching up with family. I also get into the studio to make my artwork. During the week, I try to hit the gym, eat a yummy dinner, and do some board and committee work for Collar Works (collarworks.org), a contemporary art gallery in Troy.

     

    What’s your favorite type of food?

    If it has a vegetable cooked in an interesting, fairly healthy way with delicious spices, I’m all over it. I also can’t turn down a good piece of barbeque or a slice of bacon. Dessert, too. So, pretty much, (nearly) all the foods!

     

    Favorite place to travel?

    Nova Scotia has got to be our favorite spot thus far. The Tidal Bay is a wonder, the people are great and the weather is just how I like it (not too hot!). And returning to Iowa to see my family can’t be beat.

     

    What’s one of your most random fun facts?

    This one usually surprises people: I was a city transit driver in Iowa for five years. I operated 16-ton, 40-foot-long buses, drove paratransit routes, did a short stint as a student-mechanic (steaming engines, backing busses over a maintenance pit, running clean-up crews and rotating tires!) and spent a few years as a Dispatcher. At the time there were probably 25 unique routes and 200 employees with shift changes as often as every two hours. It was a fun, lively job to have for a college student that generated lots of great memories and lifelong friendships. In fact, I still have my CDL!

     

    Anything else you’d like to share about your career trajectory?

    As an artist with fine arts degrees, I’m very grateful to have landed in marketing and branding. Every day, I find ways my education and experience connect meaningfully to projects and our diverse range of clients, and that brings a richness to my career I hadn’t expected.

     

    More about Jennifer.

    Jennifer brings a natural born knack for creativity and resourcefulness into all projects she manages for our clients at The Martin Group. An Iowa native, she has a BFA from the University of Iowa and a MFA from University at Albany (SUNY). Before joining The Martin Group, Jen garnered six years of industry experience honing her brand management and business development skills in multiple verticals, including education. Currently, she supports our clients in the Capital Region with brand and account management, strategy and project management. She also enjoys making work outside of work as a trained fine artist, producing very colorful, detailed drawings. Beyond that, she works out, hangs out, writes, gardens, grills and explores with her husband in Troy, NY.

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  • Harris Corporation

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    Communication is key in any industry, but critical for first responders and utility companies.

    For more than a century, Harris Corporation has provided mission-critical solutions to connect, inform and protect the world. They enlisted The Martin Group to help launch a new family of land-mobile radios geared toward these mission-critical fields.

    We leveraged the product’s “XL” name to highlight its industry-leading small size, yet enormous capabilities, creating a series of banner ads, email blasts, a brochure, microsite and trade show video to effectively roll it out. With concise messaging and captivating visuals, the campaign for the new radio technology was met with XL success.

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  • Client Work: Pluta Cancer Center

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    With cancer becoming more pervasive than ever, oncology centers are expanding their services to meet the holistic needs of patients and their families.

    In response to the growing need for cancer care that addresses treatment from all angles—mind, body and spirit—Pluta Cancer Center decided to open a different kind of cancer center. They came to The Martin Group to create a compelling case for support that introduced the community to the concept of integrative oncology and showcased its benefits to cancer patients and survivors. We were able to not only depict the physical space of the new Integrative Oncology Center being created on the second floor of the existing Pluta Cancer Center, but give a voice to people who have been helped by Pluta.

    In creating a case statement for the Pluta Cancer Center’s campaign to build the region’s first in-house Integrative Oncology Center, TMG was tasked with realistically portraying the challenges faced by cancer patients and explaining how integrative oncology can improve their quality of life.

    TMG conducted in-depth interviews with staff at Pluta Cancer Center to better understand various treatment processes for cancer patients. Focus groups with cancer patients from Pluta provided TMG with first-hand accounts of the emotional journey that accompanies cancer. These accounts yielded the idea for the theme—the heart of cancer.

    And while Pluta Cancer Center was creating a physical place through this renovation project, they were also launching an entirely new program for the Greater Rochester area. While some integrative services have been previously available at both Pluta and other medical facilities in the region, this would be the first center that is embedded within a Cancer Center. TMG developed ways to explain the therapeutic benefits of the services, but carefully balanced the belief of the Pluta Cancer Center medical team that integrative oncology works with—not in place of—traditional medicine.

    The result is a leave-behind piece with a pocket on the inside back cover which is used to house personal letters to prospective donors. The collateral piece tells the stories of cancer survivors—using original photography to capture the spirit of Pluta’s amazing patients and doctors—and successfully garnered interest from prospective donors interested in supporting the capital campaign.

    The case statement is the primary piece of collateral for the $2.5 million campaign, which was publicly launched in September 2017 at Pluta Cancer Center’s 18th Annual Emerald Ball. The new Integrative Oncology Center is slated to open in 2018 and, to date, the campaign has raised over 80% of its $2.5 million goal.

     

    See our work done on behalf of Pluta Cancer Center

     

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  • The Martin Group Announces Expansion into Albany Market

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    Award-winning integrated communications agency’s Capital Region office a result of continued client roster growth and strategic relationship with Hearst Digital Agency

    BUFFALO/ROCHESTER/ALBANY, N.Y. – The Martin Group, an award-winning, “best-in-class” integrated communications agency with offices in Buffalo and Rochester, N.Y., today announced the company’s expansion into the Capital Region, effective in March 2018. The agency will formally open and staff an office at the Times Union building (645 Albany Shaker Road). This new location will allow the agency to more fully service existing Albany-area clients, including Excelsior College, Phillips Lytle LLP, the Albany Times Union, and many others, while at the same time building upon ongoing marketing service partnership opportunities with Hearst Digital Agency.

    “We couldn’t be more excited to extend The Martin Group’s presence in Upstate New York by formally entering the Capital Region market. This strategic expansion allows our team to extend our statewide footprint—a reach that is important to so many of our existing clients and partners,” said Tod Martin, President and Chief Creative Officer, The Martin Group. “This expansion opportunity has been an agency priority for years, but it is also the result of an exciting and emerging relationship with Hearst Digital Agency. By working together, we’ve found many extremely effective ways to help businesses tackle their most difficult marketing challenges with high-level solutions, and we look forward to further evolving this partnership to bring a fresh, savvy suite of brand service offerings to the local market.”

    The Martin Group and Hearst Digital Agency have recently partnered on several regional and national marketing project initiatives, including an integrated program for Albany-based Excelsior College, a not-for-profit online institution that is a pioneer in higher education for adult learners. The Martin Group also designed the logo and brand identity for the Albany Empire, which plays its inaugural game April 14 at the Times Union Center.

    “Through our recent collaborations with The Martin Group, we’ve identified the agency as a premier provider of integrated communications services and one that we are extremely pleased to partner with in the Capital Region market. Few agencies offer the type of strategic brand thinking that The Martin Group prides itself on.And we believe these skills can greatly complement our own existing products, marketing service lines and initiatives. I’m pleased to welcome The Martin Group to Albany,” said George R. Hearst III, Publisher and CEO, Albany Times Union.

    In addition to its office location presence at the Times Union building, The Martin Group has made new staffing moves to support local operations and overall client and business development needs. John Mackowiak, Director of Public Relations and Public Affairs, will help lead the charge alongside Jennifer Hunold, Senior Brand Manager, for The Martin Group in the Capital Region. The agency’s arrival builds on the momentum at the Times Union building, which has seen a surge of activity since the opening of the Hearst Media Center, a premium meeting space for events and conferences.

    The Martin Group will also develop an active presence within the Capital Region’s business community. The firm is planning a series of informational seminars for 2018 that will cover such topics as, “Branding Discovery,” “Public Relations 101,” “Social Media Trends,” “SEO Basics,” and more.

    From its new Albany office and with support from the Buffalo and Rochester operations, The Martin Group will maintain its full array of marketing and communications services to organizations that are based in or serve customers in the Capital Region. The firm’s services include brand research and strategy, analytics, creative, digital, paid media, social media, and public relations.

    About The Martin Group

    The Martin Group is a leading integrated communications firm headquartered in downtown Buffalo with offices in Rochester and Albany, N.Y. The firm works with best-in-class organizations ranging from small businesses to global enterprises and has extensive experience in several categories, including sports, health care, financial services, food and beverage, education, professional servicesand nonprofits. In 2017, The Martin Group was named one of WNY’s Top Private Companies for the third consecutive year, and in 2016 was recognized as the 2nd Fastest Growing Company in WNY by Buffalo Business First. For more information, visit http://www.martingroup.co/.

    Questions or comments regarding The Martin Group’s expansion in the Capital Region? Contact John Mackowiak, Director of Public Relations and Public Affairs: jmackowiak@martingroupmarketing.com.

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  • 30 Production Tips to Get Video Right Every Time

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    So you want to make a video. Now what?
    (more…)

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  • Pluta Cancer Center

    You searched for new era cap – Page 27 of 31 – The Martin Group

    With cancer becoming more pervasive than ever, oncology centers are expanding their services to meet the holistic needs of patients and their families.

    In response to the growing need for cancer care that addresses treatment from all angles—mind, body and spirit—Pluta Cancer Center decided to open a different kind of cancer center. They came to us to create a compelling case for support that introduced the community to the concept of integrative oncology and showcased its benefits to cancer patients and survivors. We were able to not only depict the physical space of the new Integrative Oncology Center being created on the second floor of the existing Pluta Cancer Center, but give a voice to people who have been helped by Pluta.

    The collateral piece told the stories of cancer survivors—using original photography to capture the spirit of Pluta’s amazing patients and doctors—and successfully garnered interest from prospective donors interested in supporting the capital campaign.

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  • Trending: Looking Back at 2017 Social Media, and Ahead to 2018

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    2017 could have been the year that social media grew up.

    And while that statement undervalues the impact social media has had over the last decade, when it comes to mainstream appreciation and respect for what platforms like Facebook, Twitter, YouTube and Instagram can do in today’s digital age, getting hauled in front of Congress and grilled for your impact on the United States presidential election proves that social networks are more than just repositories for avocado toast pictures and Stranger Things GIFs.

    So, with 2018 looming, here are a few of our favorite 2017 social media trends – and what they mean for next year and beyond.

     

    Rise of Ephemeral Content

    Snapchat started the trend of disappearing content, but Instagram legitimized it with their Stories functionality, a feature admittedly modeled after Snapchat’s. The concept gives people the ability to post photos and videos – customized with text, art and drawings – that disappear after up to 24 hours, providing an entirely new way to stitch together a story. Apps like Facebook Messenger, WeChat and WhatsApp have followed suit, and now also now have story capabilities.

    The Generation Z group that entered the crosshairs of marketers this year has little affinity for history – chronology and historic evidence, that is. If you look at some of the Instagram feeds of the younger generations, many contain less than 10 photos. They’re focused on what’s most current, in the moment and authentic – which makes “stories” content so impactful.

    As is common with any new feature – especially for Facebook – participation tends to get rewarded in the algorithm. So toward the second half of 2017, we’ve seen some really smart, creative ways to capitalize on the impact of Instagram Stories to draw attention to content and links.

    The good news is that recently Snapchat and Instagram have added the ability to archive stories, adding some longevity to your hard-earned content by “saving to your gallery.”

    Takeaway for 2018: Do not think of “stories” content as disposable, or not worth putting dollars toward, because it will disappear in 24 hours. Stories are ripe opportunities that present unique, niche areas of each platform to communicate messages to highly engaged audiences.

     

    Increased Usage of Messenger Apps

    Apps like Facebook Messenger, WeChat and WhatsApp could be considered anti-social media, since their entire purpose is to facilitate private conversations. But that is definitely the preference of Gen Z, as traditional social media networks get noisier by the day and even Snapchat is no longer safe from parental interruption.

    For context, WhatsApp and Facebook Messenger each have roughly the same number of monthly users as Instagram, Twitter and Snapchat – combined. (Facebook bought the fast-growing WhatsApp for $19 billion in 2014 and has since tripled its usage, recently announcing plans to monetize through larger business accounts.)

    In 2017, these channels became infinitely more important, for customer service especially, as more and more people eschew phone calls and emails in favor of immediate responses. And, although there have been mixed reviews on the effectiveness of chatbots (automated robot responses), that method of interaction is expected to evolve and become even more prevalent in 2018.

    Takeaway for 2018: If you’re not equipped to handle customer service inquiries and questions through social media (using customer service professionals), then you should work that into your 2018 planning as soon as possible. These platforms do now offer marketing opportunities (paid and organic) for brands, so this should definitely be an area of focus for 2018.

     

    “The Camera is the Keyboard”

    This popular refrain inside Facebook’s walls speaks to the ever-increasing role video is playing in digital and social media communication. Video content on social media catapulted forward in 2017, with LinkedIn and Pinterest adding video capabilities, Twitter, Facebook and Instagram pushing it more and more, and Snap Inc. going so far as to call itself a “camera company.”

    And while live video might have been a headliner this year, this is a function that brands should use strategically and not haphazardly. It’s important to have an understanding of what makes for good live video content. One of the primary benefits of live video in 2017 was how much Facebook pushed it in their algorithms. But, if that priority wanes, marketers will need to be even more strategic around when they go live.

    Takeaway for 2018: This is a great weapon to have – especially when considering the benefits in employee engagement for larger, multi-location corporations and broadcasting newsworthy events. But it’s important to use this wisely. Wasting effort on a long, boring video of your intern’s thumb is not a smart use of resources.

     

    Influencer Marketing Steps Up

    Influencer Marketing was not only much more prevalent in 2017, but it saw bigger brands wading into waters that get choppier by the month.

    Whether these are truly organic “influencers” who built social media followings through real content that connected with their audience, or celebrities who are renting out space on their Instagram or Snapchat accounts, the value of influencer content has never been higher. We hear this over and over: people clearly gravitate toward unscripted, authentic, unedited content. Yet until this year, few marketers have had the confidence to loosen the reins and let that happen.

    There’s no question that it’s a leap of faith to turn over your brand. And not every influencer campaign will turn out like Casey Neistat’s infamous Nike Fuelband experiment from 2012. But that remains the prototype for influencer marketing: a brand gives an influencer budget, something to promote and then lets that influencer take over the steering wheel. Content appears authentic to the influencer’s fans, it reaches a new audience for the brand and creates a finished product – one that may or may not be more editorial than advertising.

    Takeaway for 2018: Influencers are continuing to build huge, engaged followings but they are also getting smarter and savvier, so partnerships need to make sense for both sides. Don’t waste your time trying to finagle a forced connection. It’s important to do your research and make sure the relationship is mutually beneficial and natural. Vehicles like Instagram and Snapchat takeovers became much more common and effective in 2017 – something to consider testing, if you want to more safely test the impact of influencer marketing.

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  • Two Martin Group Clients Team Up to Support Soccer for Success

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    Soccer for Success, the U.S. Soccer Foundation’s after-school youth development program in the City of Buffalo, is alive and kicking thanks in large part to the efforts of two Martin Group clients – the Independent Health Foundation and the Ralph C. Wilson, Jr. Foundation.

    Now in its sixth year, Soccer for Success is offered free to participants by the Independent Health Foundation in collaboration with Algonquin Sports. Nearly 1,750 children in grades K-8 throughout the City of Buffalo will participate during the 2017-2018 year.

    The program scored a major goal at a Sept. 20 press conference when officials from the Independent Health Foundation announced a game-changing grant from the Ralph C. Wilson, Jr. Foundation – $650,000 over three years.

    More than 3,000 youngsters and more than 300 coach-mentors have participated in Soccer for Success since it was first launched here in May 2012. Originally hosted at 12 sites, the program has since expanded to 20 locations.

     The Ralph C. Wilson, Jr. Foundation’s funding will enable the Independent Health Foundation to expand the Soccer for Success program to 2,250 children during 2018-2019, and to 3,000 in 2019-2020, with an added focus of expanding sites further into the Western New York region, beginning with Niagara Falls.

     Soccer for Success pairs soccer drills with nutrition education, both of which are taught by consistent, caring adults whose primary focus is to help children build confidence and recognize the value of hard work, teamwork and persistence in achieving personal goals. Participants exercise for 75-90 minutes a day, at least three times per week, for 24 weeks in the academic year.

    The youth participants – many of whom are categorized as having high health risks – have significantly improved their aerobic capacity, are making healthier choices in deciding what to eat or drink, are trying harder in school, and have reduced their Body Mass Index (BMI) percentile through their participation.

    Buffalo is one of five cities included in a recent year-long study that examined the health and fitness outcomes of children participating in Soccer for Success compared to children enrolled in non-athletic, non-nutrition-based afterschool programming in the same communities. Results released by the U.S. Soccer Foundation found the program has had a positive influence on the health of its participants.

    According to the study, improvements in health and fitness for Soccer for Success children were statistically significantly greater than those of children in non-Soccer for Success programs. Overall, children enrolled in Soccer for Success decreased their BMI percentile and improved their aerobic capacity compared to non-program children.

    A key component of the program is mentorship. Each site is staffed by caring coaches who serve as mentors to the children who participate. These nationally trained coach-mentors are invested in the successful development of the participants. They take the time to get to know each child, their family and what motivates them.

    The coach-mentors stress the importance of doing well on-and-off the field by avoiding the negative influences of drugs, alcohol and violence. They also use program success as a model for successful problem-solving in other life situations.

    In addition to the grant from the Ralph C. Wilson, Jr. Foundation, the program is funded by the U.S. Soccer Foundation, Independent Health and the Independent Health Foundation.

    The agency played a key role in helping to orchestrate the press conference announcing the grant.

    The following video, produced by The Martin Group, provides additional information about the program.

     

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