Sponsorship Spotlight: REDBiRD Printing

What does your company do?

Redbird Printing is a commercial Printing company located in Winter Park, FL. We service clients in and around the Central Florida area and beyond throughout the southeast. We work with a wide range of clients. From small businesses to large corporations and everyone in between.

Tell us something the average Orlando marketing professional may not know about your company.

We’ve been in business for over 8 years now. A service that sets us apart from our competition is in-house die-cutting. We also do a lot of work in the hospitality and food industry and have started to offer FDA approved products for restaurants such as food cartons/packaging and food wrapping paper.

What is the story behind the beginning of your company?

In a nutshell. My brother and I were coincidentally both in a transitional phase of our lives and decided to start our own business. Our parents had always been in the commercial printing industry in Central Florida but had left the industry many years ago so although previous relationships were no longer intact the knowledge was still there. So with our parents guidance we started Redbird Printing.

What are the overall goals for your company?

To continue to grow and expand the company beyond Florida and the Southeast. We envision Redbird serving clients nationwide.

Is there anything else you’d like the AMA Orlando audience to know about your company?

We offer a superior product. The process of working with Redbird Printing is convenient, cost effective and on time. This allows for our clients to focus on what really matters to them. Growing their business and keeping their clients happy. Image matters and the products you put in front of clients or prospects is going to make a difference. [...]

10 Tips for Writing Compelling B2B Marketing Content

By: Jennifer Scott

Business to business marketing is one of the most niche content marketing industry in the world. Relatively hidden from the eyes of the consumer world, B2B marketing requires a certain edge and mastery to be able to produce effective results. Whereas for public marketing you can rely on things like humour, funny cat videos and other kinds of disposable media, B2B marketing has a few rules, guidelines and restrictions that you need abide by.

This doesn’t mean that you can’t include funny cat videos if you don’t want to, your content still needs to be engaging, but it needs to be engaging a different way to B2C content posts. To give you a helping hand, here are ten tips to help you create the best B2B content you can.

1. Be Direct

Individuals who are reading your business posts may not have a lot of time. In B2C marketing, you can take your time in reeling the lead into your content, creating a nice story for them to follow or lots of pictures to catch their attention. B2B content, however, needs to be straight to the point and as short as possible. This allows the individuals reading it to take the information they need or want quickly and without the tassels.

2. Remain Engaging

No matter who you’re marketing to, don’t be boring. Even if you’re writing about something that, at its core, is boring, find ways to make it exciting, or at the very least, interesting. For example, if you’re writing about cat litter, after your first draft, consider the language you’re using, the structure of the document and find ways to make it punchy and impactful.

3. Writing Style

In the workplace, people speak business terms and [...]

Member Spotlight: Amanda Roche

Name: Amanda Roche

Company: Orlando Economic Partnership

Job Title: Associate Director, Marketing & Communications

Bio: Amanda Roche serves as the Associate Director, Marketing and Communications at the Orlando Economic Partnership. Amanda has over six years experience working in marketing, branding, public relations and strategy. She earned a Master in Business Administration from Rollins College Crummer Graduate School of Business and a Bachelor of Arts and Science in Critical Media and Cultural Studies, with a minor in Economics. She currently serves on the Community Advisory Council (CAC) and provides on-air talent for the Rollins College non-profit radio station, WPRK 91.5 FM.

Favorite Quote: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

Favorite Orlando Spot: East End Market
Fun Fact About You: My cat’s Instagram has more followers than my personal one 😀

By |July 10th, 2017|Blog, Membership Spotlight|Comments Off on Member Spotlight: Amanda Roche|

Content Marketing World returns for a 7th year – Save $100!

Content Marketing World returns to Cleveland, OH USA for a 7th year this September 5-8, 2017.

If you’ve been to – or heard of – CMWorld, you know it’s the largest content marketing event on the planet. Who is there? 4,000 marketers, writers, communications specialists, PR practitioners and hopefully you!

CMWorld consists of four days of epic content marketing advice, case studies, tangible learning from some of the best in the business. Brands you know, brands you might not know – but all with a common thread: They’re creating content marketing that is helping their business grow.

Day 1: Workshops! Do you want to hone in on your writing, SEO, or agency relationship? CMWorld has a workshop for that. Visit the agenda page to see what else is happening on May 5.

Days 2 and 3: There will be 24 – TWENTY FOUR – tracks over these two days covering all aspects of content marketing from ideation and creation through distribution and measurement. Sessions have been organized by track, and have also been labeled by B2B vs. B2C, and beginner, intermediate and advanced. While attendees don’t need to stay in the same track on these days, the schedule is organized to help attendees better plan their week.

Day 4: In the morning, CMWorld will have a few more main event sessions, as there were too many great sessions and speakers from which to choose. Afterwards, Industry Lab day starts, so whether you’re in manufacturing, healthcare, financial services, nonprofit and so much more, this day is to work with others in your industry to discuss and work through your same challenges and opportunities.

We’re partnering with Content Marketing World this year to make sure that our community knows about this great [...]

By |May 19th, 2017|Blog, Events|Comments Off on Content Marketing World returns for a 7th year – Save $100!|

The Use of Crisis Management in Harsh Times

By: Lucy Adams

Have you heard of crisis management? You must have heard of it unless your company has never survived harsh times.

Well, sooner or later, you’ll inevitably run into a crisis. That’s the nature of business, and you can’t change it! The point is to know how to reduce the consequences of the crisis to a minimum and establish a new system of management under the tough market conditions. Let’s take a fresh look at the problem along with Lucy Adams, a blogger from

Crisis management is the process of transforming a loss-making company into a profitable one by reorganizing the style of leadership, finance management, and production process.  The fundamental difference of crisis management is that it is about a fast response to a crisis (in contrast, usual management is aimed at sales increase).

Crisis management solves the next problems:

Drawbacks in the hierarchy of organizational management.
Mistakes in the business model.
Mistakes in the corporate culture.

Once you stabilize the situation, establish a new strategy to prevent the onset of a new crisis.

By the way, the company need not necessarily have serious financial difficulties for crisis management to work successfully. It can help you in choosing a correct organizational process and eliminating its mistakes, as well as in increasing the effectiveness of production process and coping with the fast-growing start-up.
Crisis Management: Seven Steps
#1 Stabilize the Crisis
Many companies begin to think about crisis management when they have problems with wages, rent or other expenses. Regardless of the kind of crisis, the first step is to stabilize the situation.

Make sure that all your expenses are approved be the anti-crisis team.
Stop all discretionary projects and make sure [...]

By |April 20th, 2017|Blog, News|Comments Off on The Use of Crisis Management in Harsh Times|

Sorting to Prioritize the Content Experience

The act of sorting seems so familiar you may think little about it.  We sort our possessions to organize them.  Some people even sort the sox in their drawer according to color or occasion.  We sort to organize things, and more fundamentally, to prioritize our content. When considered in relation to IT, sorting is the programmatic prioritization of content using a simple ordering procedure. Simple sorting routines can offer much value, even if more sophisticated techniques to prioritize content are available.
Most discussion of sorting focuses on its technical dimensions — the rules for sorting correctly.  Developers study various algorithms to optimize sorting.  Editors must follow detailed rules to correctly sort entries appearing in indexes.  Interaction designers focus on how to implement sorting options on user interfaces.  Sorting is also utilized in statistical operations, though the strict criteria applied in statistical analysis is different from how people will think about sorting content.
In contrast to its technical dimensions, the experiential dimensions of sorting receive less attention. Besides considering how to sort items, we must also consider why audiences want items sorted in different scenarios.  Every day, when we write lists, we make decisions that reflect our understanding of the purpose of sorting .  Do we present the list as unordered bullets, or do we number the list items?  If we number the items, what do the numbers represent?  All of our content faces such existential dilemmas — indicating to others how items are prioritized.
Interaction designers often assume that users will want to sort items appearing in a list.   Such an assumption confuses a want with a need.  In many cases users don’t want to interact to get specific views of content.  They [...]

By |October 24th, 2016|Blog|Comments Off on Sorting to Prioritize the Content Experience|


I recently visited the Smithsonian’s American History Museum to see an exhibit on food in American culture.  I noticed a Tappan microwave oven in an exhibit case, the kind of microwave that was in use during my early childhood.  If I ever needed evidence that I’m getting older, it’s seeing something from my childhood in the Smithsonian’s collection.  My family didn’t own a Tappan microwave, but I recall a neighboring family did.  When it came to microwave technology, my family wasn’t what, in today’s parlance, would be called an early adopter.
We take microwaves for granted today, but in the early years of microwaves they were exotic.  They were radically different from conventional ovens, and expensive: originally over a thousand dollars.  Selling something so “disruptive” to families required making them seem enticing, simple, and idiot-proof.   The product needed to promise to be easy, and deliver on that promise.  We all want to feel competent, even when using a microwave oven.  We don’t want exploding liquids or gooey muck being our payback for committing to a new technology.
In addition to its historical cultural significance to the Smithsonian’s curators, this particular model was also notable for an unusual feature not normally seen on ovens of any kind.  At the base of the microwave was a drawer that contained recipe cards.  I started to wonder if the designers included the recipe card drawer as content marketing to get hesitant shoppers to buy the microwave, or as product content designed to make sure owners get full satisfaction from their decision.
Early microwave with recipe drawer at the base
Content marketing and product content are two widely used terms that are sometimes applied to similar circumstances.  Are [...]

By |October 6th, 2016|Blog|Comments Off on Product-Content-Marketing|

Become an AMA Member now and save $30!

Become a member of the American Marketing Association and take control of your career success with the resources that give you the power. Just a few of the many AMA member benefits that could be yours include:

Over 100 ready-to-use, downloadable tools and templates
Best practices and original research curated from marketing’s top thought leaders
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Two AMA publications for FREE

Apply for membership now and receive $30 OFF!*
Use promo code FALL16 at checkout

*Offer is valid 9/12/16 – 11/4/16 for Professional Memberships in only US and Canada. Offer does not apply to Student Membership, Young Professional Membership, Group Membership or those living outside the US and Canada.

By |September 19th, 2016|Blog|Comments Off on Become an AMA Member now and save $30!|

Designing Glanceable Content for Partial Attention

Captive audiences are the exception, not the norm.  Audiences only rarely offer their undivided attention. How to design content for audiences who are only half paying attention is a growing challenge.
Despite wide recognition that most folks have too much on their minds, content producers continue to hope they’ll get the full attention of audiences.  According to conventional advice, if content designers make content simple and relevant, the content will earn the attention of audiences.  The messy, everyday reality that audiences face interferes with their attention, no matter how well considered and crafted the content.  The stark truth is that attention cannot always be earned. It must be bargained with.
Mounting evidence indicates audiences have less attention to dedicate to consuming content actively. Even when they want content, they don’t necessarily want the content to dominate what they are doing.  People want content they can multitask with, content that supports them as they do things like chores, exercise, or driving — instead of being the focus of what they are doing.  The rising popularity of audio books and podcasts are indications of the desire for content that supports multitasking or continuous partial attention. Streaming content doesn’t require active interaction.
Another tactic to compensate for our fragmenting attention is to make content smaller.  Many publishers seek to turn content into bite sized chunks that don’t take long to read.  Audiences nibble bite sized content when they are focused on other things, such as a conversation or a physical activity such as walking or waiting, or when they are mentally preoccupied with matters that may not be directly related to the content.
Bite sized content appears as informational cards displayed on smartphones, on the screens of [...]

By |September 14th, 2016|Blog|Comments Off on Designing Glanceable Content for Partial Attention|

From Persona to Personal: the Potential of the Customer Experience

Each passing generation of marketers has been chasing the same carrot: how to communicate directly with each customer in a personal way. In other words, how can a company deliver personalized and relevant experiences as well as information that will alter the behavior of their customers to benefit both parties?
The closest we’ve come to personalized communication is narrowing the perimeters of our potential audiences into life-choice buckets. We started with demographics and combined that with psychographics. Some brands, such as Claritas, attempt to create their own segmentation categories of audiences called “prizm clusters.” Today, many brands simply create personas for the audiences they want to engage. But, at the end of the day, most organizations still don’t know or have a relationship with the actual individual. At least not in a way that makes it cost-effective for marketing purposes.
Brands that excel at personalization will outsell the ones that don’t by 20% according to research from Gartner. Furthermore, Forrester predicts that by 2020, the customer experience will be more important than price when it comes to purchasing and retention habits. Consumer-brand relationships are about to change drastically. If your company can’t find a way to navigate these changing waters, you may be out of luck.
Go the extra mile
Let’s start with the offline version of the personalized experience. In my opinion, the best company implementing this from an operational standpoint today is Starbucks. This is because every order is customized to the individual, including asking for your name. And as simple, yet amazing, as this is, if you go often enough, the barista will begin to know what to make you before you finish ordering.
Knowing your customers name when they walk [...]

By |September 13th, 2016|Blog|Comments Off on From Persona to Personal: the Potential of the Customer Experience|