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How AI is impacting Paid Search

The ground beneath paid media is shifting…fast. Artificial intelligence isn’t the future anymore; it’s a daily part of how media campaigns are built and optimized. And that’s reshaping how companies connect with their audiences. In paid search, this isn’t just about incremental improvements. It’s a fundamental shift in how we connect with audiences and optimize campaigns. Are you leveraging the power of AI to gain a competitive edge, or are you still relying on yesterday’s tactics?

Why AI is Revolutionizing Targeting

For years, success in paid search relied on meticulous keyword research to connect with the correct audiences. Now, AI has significantly improved this by analyzing extensive datasets, like browsing behavior, purchase history and real-time intent, to identify high-potential audience segments with remarkable accuracy. Google achieves this through sophisticated techniques such as identifying lookalike audiences and utilizing predictive modeling. The result is that your ads reaches a broader audience made of the people most likely to convert – at the optimal moment and with the most relevant message.

The Power of Dynamic Optimization

Thanks to Responsive Search Ads (RSAs), the process of manual A/B testing is now largely automated. Similarly, AI can dynamically tailor ad creative versions – mixing and matching headlines, descriptions, calls-to-action – to match individual user context. Google even offers dynamic ad generation, where AI creates text ads, as well as automating some aspects of image and video creation.

This change enables a level of personalization that was once resource-intensive and hard to execute. Now it’s possible to reliably serve users who have browsed a specific destination or product with highly relevant ads with tailored messaging that acknowledges their interest.

Strategic Foresight Through AI

AI is also becoming crucial for forecasting and planning. By analyzing historical data and market trends, AI algorithms provide invaluable insights into future performance, allowing for proactive budget allocation and strategic adjustments. This moves us from reactive management to a predictive and strategic approach. Translation: more of your budget can go to the highest performing avenues more quickly than ever.

The Core “Why”: Better Results

The integration of AI in paid search isn’t just about speed; it’s about achieving fundamentally better outcomes:

Deeper Audience Understanding: Moving beyond basic demographics to true intent recognition.
Hyper-Relevant Connections: Delivering the right message at the optimal moment.
Maximized Resource Allocation: Automating tasks to free up strategic thinking time for experts.
Unlocking Growth Potential: Identifying new audiences and conversion paths.
Sustainable Competitive Edge: Early adoption creates a significant advantage.
Increased ROI: AI-Powered Smart Bidding delivers real-time adjustments to bids to maximize conversions and or conversion value.

Make Sure Your Media Strategy Evolves

Businesses that are quick to adapt to the changes can unlock more powerful tools for optimization, targeting, and efficiency. But this technological shift makes the right human expertise even more crucial. Experienced marketers need to provide the right strategic direction, interpret the nuances of AI-provided data and curate the creative elements that power successful campaigns. All this increasing sophistication makes it even more important to work with partners who understand your business goals and have the experience to scale your impact and performance. And, bonus, with the help of AI taking on previously manual tasks, those media experts now have more time for the strategic deep thinking you need.

NSU Ocean: Making Waves at the Fort Lauderdale International Boat Show

When NSU Florida united its extensive work in marine research, conservation and its work to build the blue economy under a new umbrella — NSU Ocean — it saw the Fort Lauderdale International Boat Show (FLIBS) as the perfect opportunity to debut this new designation. FLIBS delivers an audience of seafarers and marine industry professionals who understand the goals and stakes of protecting our oceans and promoting a thriving marine economy.

To maximize their first-ever participation in FLIBS, NSU teamed up with Starmark to create an experience that would be attention-getting and informative, ultimately encouraging philanthropy and showing the value of a contribution to NSU Ocean.

Differentiating NSU Ocean within a Sea of Exhibitors

The largest in-water boat show in the world, the Fort Lauderdale International Boat Show annually hosts 1,000+ exhibiting brands, 1,300+ boats on display, and 100,000+ attendees to experience it all. It’s a captive audience of boaters and industry experts, but the biggest benefit to NSU Ocean would come from exhibiting within Superyacht Village, featuring the largest and most luxurious vessels at FLIBS and attracting an audience of high-income individuals who are more likely to make a philanthropic contribution to NSU Ocean.

Even with our NSU Ocean booth strategically positioned near the entrance of Superyacht Village, we knew we would be competing for attention with marine retailers, manufacturers and many other high-profile exhibitors. To differentiate NSU Ocean, we needed to include visual displays with stopping power, offer booth experiences that encouraged visitors to linger, and take advantage of every opportunity to tell our story.

Immersing Attendees in NSU Ocean

A 20’ x 20’ booth sounds enormous — until you realize it can fill up fast. That’s why we combined ideation with reality checks in VR. The team created a virtual booth where we could manipulate the contents of the space quickly and easily to ensure the team’s great ideas would suit the square footage.

Ultimately, the team came up with an overarching theme of taking attendees below the surface, brought to life with a combination of interior design, digital experiences, brand ambassadors, and freebies to wow the crowd. As visitors entered Superyacht Village, they were greeted by a 20’ wall bearing the bold statement, “The next wave of ocean research begins here.”

Inside, from floor to ceiling, Starmark recreated an undersea experience, starting with a realistic “floating” buoy sculpture to lure visitors in, an aqua blue carpet, and a coral reef-themed bar serving signature Shark Bite cocktails and Mako Mocktails, named in honor of NSU’s mascot.

Behind the bar, things got really immersive. A 20’ x 20’ video wall featured looped videos that showcased the four pillars of NSU Ocean in discrete chapters: shark research, coral research, sea turtle conservation, and the blue economy.

High-top tables were equipped with NFC sensors, where guests could place their phone to be taken to a landing page. That page invited them to enter for their chance to win a uniquely NSU Ocean prize, something that transcends price: an invitation to join NSU Ocean scientists on a private shark tagging expedition.

In a League of Their Own

As the home of the Guy Harvey Research Institute, the International Save Our Seas Foundation Shark Research Center, the Broward County Sea Turtle Conservation Program, and workforce development for South Florida’s blue economy, NSU Ocean is a convener of scientists, policymakers, specialists and business leaders.

And for their first time at FLIBS, NSU Ocean convened an impressive number of visitors under the tent. During the five-day event, visitors arrived continuously, with 407 people signing up for the grand prize who qualified as potential major donors of $50,000 or more. Best of all, by showcasing the depth of their accomplishments, NSU Ocean was able to forge connections with a significant number of prospective donors.

Now, elements of this display, messaging and video are key parts of the broader NSU Ocean effort to build the support and partnerships that will make even greater efforts possible.

Second Chances Live Here

Greater Fort Lauderdale, best-known for vibrant sunshine and scenery, houses a sobering statistic: one of the largest homeless populations in the United States. When Broward County’s Homelessness Initiative Partnership and Starmark joined forces to successfully tackle one of today’s toughest challenges, it gave residents fresh hope — and a new lease on life.

The challenge

Broward County’s Homelessness Initiative Partnership (HIP), in collaboration with the Broward Partnership, wanted to tackle the homelessness challenge in a different way. By targeting landlords directly, HIP proposed a financially-supported, business-friendly path that could open landlords’ minds and vacant units to help these vulnerable populations. But HIP struggled to capture landlord interest. Broward County was already experiencing high rental demand with far more eager renters than vacancies. Busy landlords weren’t motivated to learn more or participate.

HIP invited Starmark to partner with them to brand, market and launch the initiative in a more compelling way that could boost landlord interest and registrations.

Winning minds and hearts

Nonprofit marketing typically focuses on the heartstrings. This initiative was more nuanced: at its core, it was a business-to-business campaign. The value proposition had to appeal to both head and heart. Landlords needed to know they could earn profitable income on vacant units, while also helping their local community.

Developing brand strategy and platform

Starmark began with in-depth stakeholder interviews and brand development work, which informed brainstorming and preference-testing of a wide variety of names, taglines and supporting brandmarks to see which would resonate best with audiences matching our target.

Audiences chose Project HomeAgain (PHA) as best at capturing the program’s promise: to bring more people back into a safe, stable living environment. The winning tagline shared the agency’s mission: “From Hope To Home — With Your Help” and the winning brandmark depicted the inviting warmth of a home with its welcoming open door.

The right marketing toolbox

Once a strong brand platform was solidified, Starmark developed a Marketing Toolkit that quickly and concisely shared the benefits of the program to busy landlords and RE brokers; business leaders; county commissioners; city mayors; and other key community influencers.

This robust toolkit ensured brand and marketing consistency across all Project HomeAgain staff and partner efforts. Templates included print ads, logo lockups, a brochure, social and website tiles, landing page, emails, e-newsletter and series of eye-grabbing “Fast Facts” tracking results.

Building trust. Dispelling myths.

A series of 16 video clips were shot and edited as part of the campaign, featuring landlords and formerly-homeless PHA clients. These award-winning videos were prominently featured on websites, YouTube, emails, at county meetings and in other channels.

Reassuring Landlords

The satisfaction expressed by landlords like Michael Gordon about his Project HomeAgain experience built credibility and confidence about the program. It reassured potential landlords that PHA was well-established, well-managed and a rewarding business opportunity.

Defying Stereotypes

PHA clients who shared their personal journey on camera defied common stereotypes about the homeless. Starmark’s shoot style, interviewing approach, storytelling and editing humanized residents while showing Project HomeAgain’s positive impact.

Breaking Bread. Boosting Awareness.

Starmark’s next move transformed an existing PHA tradition: the annual landlord appreciation breakfast. The goal: elevate this modest get-together with more impactful show elements, splashier landlord recognition and a wider audience.

Starmark led run of show, revamping the event to feature inspiring keynote speakers; oversized screens with attention-grabbing Fast Facts and evocative footage; and an expanded invitee list that welcomed families and friends of landlords; media representatives and other community influencers; as well as promising prospects, (real estate brokers, property managers and landlords not yet familiar with Project HomeAgain.)

Awarding the coveted Gold Key

As part of the revamped event, Starmark debuted a “Gold Key” awards program that publicly honored landlord milestones like the largest number of Project HomeAgain rental residents and the landlord with the longest program tenure. This not only shared well-deserved accolades: it boosted program visibility and credibility amongst prospective landlords at the event, as well as others who saw coverage of the award winners in post-event communications.

Coverage of the event was prominently featured in social media posts and the Project HomeAgain quarterly e-newsletter, distributed to many throughout the community.

Building on success: campaign extensions

Following the success of Project HomeAgain, Starmark was asked to develop a supplemental campaign: a co-branded effort with United Way of Broward County’s MISSION UNITED Supportive Services For Veteran Families (SSVF), that would focus exclusively on housing for homeless US Veterans.

US Veterans are a disproportionately large percentage of the homeless population, both nationally and here in South Florida. Starmark developed a robust Marketing Toolkit representing both Project HomeAgain and MISSION UNITED SSVF for partners and affiliates seeking Veteran housing support. From ads and brochures to an emotionally-evocative “Veterans Voices” video, Starmark brought the troubling plight of US Veterans to life and how to help through Project HomeAgain.

Life-changing results

“While our team was excited to earn industry awards, it was more gratifying to see what a positive difference we made here in our own backyard,” said Jacqui Hartnett, Starmark President. “Every newly registered landlord saved more families, Veterans and other residents from the streets. Working with Homelessness Initiative Partnership (HIP) and Broward County was a real honor.”

“Working with Starmark was so rewarding, from initial discussions to the extraordinary end result,” said Rebecca S. E. McGuire, Ph. D., VP of Housing at United Way of Broward County. ”Their strategic skills and creativity transformed the program’s awareness and appeal, helping us resonate with landlords, county officials and key influencers. They collaborated closely throughout: there were never any unwelcome surprises. The outcome genuinely exceeded our expectations in every way.”

Why Perfect is the Enemy of Progress in User Experience Design

Perfectionism gets a lot of praise. It sounds like a good thing — high standards, attention to detail, a commitment to excellence. But here’s the catch: chasing perfection can actually hold you back. Companies that obsess over making a product “just right” often end up stuck in limbo, delaying launches, missing market opportunities, and missing out on valuable user feedback.

The better approach? Focus on progress, not perfection. By embracing an iterative mindset where you commit to improving products over time, businesses can release better products, make smarter decisions, and keep their customers happy. Here’s why:

eTip PerfectionvsProgress PitfallsofPerfectionism

The Pitfalls of Perfectionism

Missed Opportunities & Never-Ending Delays

The digital world moves fast. If you wait too long to launch the “perfect” product, you risk falling behind. Every tweak, every extra feature, every minor refinement can push back your release date. And by the time you finally launch, the market may have moved on, competitors may have swooped in, or user expectations may have shifted.

No Real-World Feedback

You can test your product internally all day, but real users will always interact with it in ways you didn’t expect. If you hold off on launching until everything is “perfect,” you miss out on crucial feedback that could help you improve the experience with the input of the people who will actually use it. Getting a product in front of users sooner means you can make data-driven improvements rather than guessing what they need.

Building Features No One Cares About

Perfectionism often leads to overbuilding — adding features that seem essential to internal stakeholders but don’t actually matter at all to users. Instead of spending time and resources on bells and whistles, it’s smarter to launch with the essentials and let real user behavior guide future updates.

Team Burnout & Decision Paralysis

Constantly refining a product without a clear end point is exhausting. Teams get frustrated, burned out, and stuck in analysis paralysis — too afraid to make a decision in case it’s the wrong one. This slows down progress and stifles innovation.

The Better Way: Embrace Iteration

Instead of aiming for perfection, companies should focus on continuous improvement — a mindset that treats user experience as an evolving process rather than a one-and-done deal.

1. Launch, Learn, Improve

The best way to build a great product? Get it out there. An MVP (Minimum Viable Product) lets you launch with the core essentials, gather real-world feedback, and iterate based on actual user needs. You don’t have to guess. You get to respond to what your audience actually wants.

2. Test with Real Users — Early & Often

Perfection is subjective, and what looks “perfect” internally might not be what users actually need. Running usability tests, A/B testing, and gathering real-world analytics ensures you’re making improvements that actually matter.

3. Get the Basics Right First

Not everything needs to be flawless before launch. What really matters is that users can complete the core tasks smoothly. Additional refinements can come later — based on actual user demand.

4. Embrace Experimentation

Perfectionism often comes from a fear of failure. But in UX, failure isn’t the enemy — it’s a learning opportunity. Teams that embrace testing, iteration, and small risks will ultimately create better experiences.

5. Function Over Flawless Design

Sure, aesthetics matter, but an amazing-looking product that doesn’t function well is useless. Some companies delay launches to make their designs pixel-perfect, but usability should always come first. A great product is one that works beautifully, not just one that looks beautiful.

Done is Better Than Perfect

The truth? Perfection is an illusion, but progress is real — and it’s what leads to truly great user experiences. Businesses that iterate, listen to users, and improve over time will always win over those stuck in endless refinement mode.

So, instead of aiming for perfection, aim for progress. Launch, learn, and keep moving forward — because that’s how the best products (and companies) are built.

Results You Can Take To The Bank

GOALS: Increase the number of opened and funded accounts for ZYNLO Bank, the digital branch of PeoplesBank.

CHALLENGE: Tracking clarity and effectiveness. Media performance measured on a different platform than conversions, creating critical gaps in marketing intel.

Lead acquisition and paid media strategy can transform a company’s bottom line in extraordinary ways — as Nymbus and ZYNLO quickly discovered after partnering with Starmark.

Show Me The Money!

Nymbus is a builder of digital banks: they empower financial institutions of any size to quickly launch a full-service digital bank or migrate to the Nymbus award-winning core, engaging and supporting the full digital customer journey.

Starmark’s partnership with Nymbus began by supporting ZYNLO Bank, one of their clients. ZYNLO, a division of Peoplesbank, is the digital version of the bank’s brick & mortar institution.

ZYNLO was already measuring ad impressions and clicks, but wasn’t able to track from the initial click through to account opening and deposit. Their metrics at the time weren’t revealing what the digital bank’s leadership needed to know. How many of those impressions and clicks led to cash in the bank?

Another big question: WHEN were those conversions happening?
Since new ZYNLO bank application submissions were recorded on a separate platform from its ad metrics, the siloed reporting structure left a big data gap. Even when a successful conversion occurred, management wasn’t sure which specific ad effort drove it. This hindered their ability to optimize campaign strategy and spend.

A New Point Of View

Starmark closed these data transparency gaps through several approaches. We implemented Google Analytics 4 conversion tracking, identifying a new application submission whenever a customer entered their address, as well as UTM parameter tracking allowing us to map back funded accounts and balances to the media channel.

Starmark then created a customized dashboard allowing the client to access performance data 24/7 for paid media campaigns, as well as organic search, organic social and email campaigns.

Campaign Breakdown, Cost, Clicks & Conversions

On the media strategy side, Starmark launched campaigns on SEM, Meta, TikTok, YouTube and Programmatic Display. Then added SnapChat and most recently Programmatic CTV. Initial geo markets spanned Texas, California, Florida, then expanded into five additional states.

Results? You Bet Your Bottom Dollar!

Through fine-tuned media strategy and channel tactics, as well as enhanced down the funnel tracking implementation, Starmark reduced ZYNLO customer acquisition costs while boosting new funded accounts and customers.

Starmark has certainly exceeded expectations because we work together as true partners. Applications and new accounts really ramped up. The depth of analytics that we now have has allowed us to set thresholds for success, forecast expectations, and justify incremental spend and geographic expansion.
— Brittny Williams, First VP, Digital Growth, PeoplesBank

-76% Reduction in Customer Acquisition Cost, +346% More Customers, -87% Decrease in Funded Account Acquisition Cost

Campaign Performance

The Interest Keeps Compounding

Starmark’s track record and rewarding partnerships within the digital banking sector continue to expand, as more banks leverage our expertise in acquisition, media and creative strategies.

It’s been so gratifying to track the substantial gains ZYNLO has enjoyed these past few months — and it’s getting even more exciting, as we build similar wins for all our banking clients.
— Nathalie Dupont, VP, Digital Strategy

If you lead a credit union, bank or financial institution, discover stronger, more profitable media and data strategies you can bank on! Reach out to our Starmark experts now.

Adding the WOW that wins over audiences

As marketers compete in an ever-busier, more distracted world, earning a prospect’s attention demands innovative methods beyond traditional print, video and online content. As both Nova Southeastern University and Memorial Health Systems discovered, today’s newest tech can empower inspiring “wow” moments, rising above the noise to capture and keep audience interest.

Tech That Captivates Tweens

Earning the interest of jaded middle schoolers can be challenging! The key to winning them over? Make it cool, compelling and share-worthy!

Nova Southeastern University (NSU) participates each year in the Junior Achievement of South Florida’s Finance Park program. Finance Park helps middle schoolers understand how their educational choices impact future financial success, including learning about real careers and salaries. More than 20,000 students attend this year-long event on school-sponsored field trips.

While booths typically display posters, collateral and a tablet or laptop with online content, NSU and the Starmark Innovation Lab team stepped up the WOW factor for NSU’s 2024-2025 presence.

Our strategy leveraged leading-edge Volumetric Capture technology to showcase hologram-style characters modeling six rewarding careers. The characters and their props brought each role to life in virtual reality. The result grabbed attention and enticed students to watch, listen and learn.

Tweens can be tough to impress! Volumetric Capture added the WOW factor that stands out to digital natives. Each hologram-like character appears inside a three dimensional display that is activated by the student.

Behind the scenes: Creating our 6 career characters included videos generated at 30 frames per second (fps). Each frame is rendered at 48 different angles, called a “quilt”, providing enough captured poses to ensure realistic movement. A 1-minute video packs in 86,400+ rendered frames to create the final lifelike effect!

Each hologram style character includes a fun prop to bring the six career roles to life. The financial advisor holds a piggy bank. A healthy beating heart showcases our nurse practitioner role. Our Sports Medicine Therapist hefts a basketball. Our educator holds a book.

Inspiring Healthier Travels

Starmark leveraged the same innovative Volumetric Capture tech that captivated Finance Park tweens to reach a totally different sector, audience and business goal.

Memorial Healthcare System (MHS) is a leader in high-quality care and one of the largest public healthcare systems in the U.S. Executives wanted to expand the brand’s presence as a community partner in wellness/health, as well as the trusted medical leader during times of illness or injury.

This strategy initially targeted travelers at Fort Lauderdale-Hollywood International Airport (FLL). As the 17th ranked nationwide in passenger traffic, FLL serves over 35 million travelers annually. There’s no higher-visibility venue to connect as quickly and effectively with millions of residents and visitors!

When the opportunity arose for a sizable airport media buy at high traffic terminals, it was the ideal environment for MHS to launch their health/wellness-geared brand campaign.

Our theme spotlights the versatility: anyone with a cell phone can enjoy a relaxing moment of wellness from anywhere at anytime. Users can take their trainer with them on the go!

Using Volumetric Capture tech, we shot footage of our trainers guiding viewers through each of the wellness activities at FIU’s onsite studio.

Each trainer is projected into the users environment in mixed reality letting users follow along and mirror their trainer wherever they are, even at actual size!

As part of the global wellness campaign featuring terminal signage, video monitors and other onsite visuals, the Innovation Lab sought a way to keep MHS top of mind after travelers left FLL.

The team proposed a series of one-minute wellness “moments”, guided by certified trainers, that the target audience could access anywhere, anytime via smart device. Each trainer was filmed via Volumetric Capture, with virtual and augmented reality tech. At the user’s command, our trainers “teleported” right into each person’s space, guiding their wellness moments from the user’s own kitchen counter, backyard, hotel room, even their airport terminal seat!

Tweens, Travelers — And Many More

Volumetric Capture tech is ideal for promoting experiences that are repeatable, like MHS personal wellness moments. Or bringing a mundane teaching or training topic to life, like our NSU hologram-style personas.
— Brett Circe, Starmark Chief Digital Officer

Let’s discuss how to add affordable “wow” impact to your next initiative! Reach out to our Starmark Innovation Lab team now.

Why AI Chatbots Are the Future of Lead Generation

AI-powered chatbots aren’t just an upgrade to customer engagement — they represent a fundamental shift in how businesses attract, qualify, and convert leads. In an era where responsiveness, personalization, and availability define the customer experience, traditional lead generation methods can sometimes fall short. AI chatbots can help fill that gap by ensuring businesses never miss an opportunity to connect, engage, and convert potential customers — no matter the time or place.

What makes AI-enabled lead generation so powerful? It eliminates friction. Prospects no longer wait for responses or struggle to find relevant information. Instead, they receive instant, personalized interactions that guide them toward conversion. This isn’t just about automation — it’s about creating a seamless, high-value experience that meets modern customer expectations.

The Competitive Advantage of AI in Lead Generation

Instant Engagement, Zero Missed Opportunities: First impressions matter. When a potential customer visits your website, an AI chatbot ensures they’re met with immediate attention, not a form or list of FAQs. In a world where speed can be the difference between winning or losing a sale, AI chatbots make sure businesses are always responsive and always available.
Personalized Interactions at Scale: Every customer wants to feel understood. AI chatbots use advanced language models to engage prospects in natural, meaningful conversations — asking the right questions, recommending tailored solutions, and addressing concerns in real time. This level of personalization, previously achievable only through human agents, is now scalable across thousands of interactions.
Eliminating Inefficiencies in Lead Qualification: Not all leads are ready to buy, and chasing unqualified prospects drains valuable resources. AI chatbots instantly assess intent, collect relevant details, and prioritize high-value opportunities — allowing sales teams to focus where it matters most. Businesses no longer waste time sifting through inquiries; they get straight to the leads that are most likely to convert.
A Sales Engine That Never Sleeps: Unlike human teams, AI chatbots don’t log off. They work 24/7, capturing and nurturing leads even outside of business hours. Whether it’s a late-night visitor or an international prospect, an AI-driven system ensures the pipeline remains active at all times — turning missed opportunities into potential revenue.

AI-Powered Lead Generation Is No Longer Optional

As consumer expectations shift toward instant, on-demand interactions, businesses that fail to adapt risk falling behind. AI chatbots aren’t just a convenience; they are a necessity for companies looking to stay competitive. They streamline lead generation, remove bottlenecks, and create a frictionless path from first touchpoint to conversion.

For businesses still relying on outdated forms and manual follow-ups, the message is clear: AI isn’t the future — it’s the present. Those who embrace it will not only generate more leads but also provide the seamless, engaging experiences that today’s customers expect.

Filling PIE With Excitement and Buzz-Worthy Moments

With the airport code PIE, our clients at St. Pete-Clearwater International Airport are having a lot of fun leaning into their connection to the beloved dessert. In 2023, Starmark helped them launch the Everyone Loves PIE campaign and encouraged travelers to “Travel Sweeter with PIE.”

Taking a Bite Out of National PIE Day

Since the campaign launch, PIE and the Starmark team have felt National Pie Day — January 23rd — was ripe for the picking. We saw an opportunity to continue to build recognition of the PIE brand, grow our loyalists, and nurture our social media presence. To do this, we needed to create activations and a companion marketing campaign that would draw visitors to the airport and get hurried travelers to stop and enjoy the experience.

To ensure we had a strong turnout for a Tuesday morning event in the middle of January, we promoted PIE Day with organic and paid social posts, in-airport collateral, billboards, and a landing page. We also encouraged our airport partners to post about PIE Day and made it easy for them with provided copy and visual assets. The materials all leveraged the Everyone Loves PIE campaign and promoted the excitement that awaited them, including a trip giveaway and a mystery guest. We also reached out to local media to ensure we received TV and online coverage.

A National PIE Day Event With All the Trimmings

We built our inaugural Pie Day activation from scratch including an array of crowd-pleasers. We knew the right way to lean into the pie theme had to include the dessert itself, so we sourced miniature boxed pies, apple and cherry, and customized them with branded stickers that read, “Sweeter Travel Starts with PIE.” Airport brand ambassadors greeted guests with the airport’s signature friendly, easygoing vibe as they grabbed a delicious treat.

The Pinellas County beaches are famous for their pristine, sugary sands, so we commissioned a custom sand sculpture that would capture the essence of the airport and the Everyone Loves PIE theme. Utilizing 15-20 tons of sand, the artist created a masterpiece that both travelers and the public can enjoy in the Baggage Claim area.

Paul Teutel Sr., founder of Orange County Choppers and star of the reality TV series “American Choppers” was there to unveil the amazing sand sculpture and kick off the day’s events.

As if the pies, the sculpture and the celebrity emcee wasn’t enough, for guests, the cherry on top of PIE’s big National Pie Day activation was the chance to win a free vacation.

Results Too Big for a PIE Chart

Supported by a 6-week marketing lead-up, PIE Day was a huge success. PIE Day social media promotions covered X (formerly Twitter), Facebook and Instagram and yielded results that exceeded expectations. X saw the most impressive increase in engagement. On January 23rd, @iflypie received a 1,259% increase in impressions, a 1,600% increase in clicks and a 1,800% increase in likes.

Our Tuesday morning event had enough buzz to attract TV coverage from five area stations. PIE Day enjoyed a total TV market viewership of 467,430, which is worth $27,536.99 in publicity value. And 4,563 users submitted their contact information for the chance to win the free trip.

The Starmark team provided the big ideas, media and execution we needed to make our inaugural PIE Day the big event we were hoping for. They were attentive to every detail, ensuring a seamless activation that exceeded all the benchmarks, and we can’t wait to start planning the next PIE Day.
— Jeff Clauss, Director of Air Service Development & Marketing at St. Petersburg-Clearwater International Airport (PIE)

Starmark clients top the MarCom Awards in 2024

This year’s international MarCom awards were a hefty haul for several Starmark clients across travel, entertainment, tech and education. Here’s a rundown of the top winners.

MarCom Platinum Awards

The Amelia Island Inspiration Guide, a beautiful printed guide for trip planning, won two MarCom Platinum awards in the Brochure Writing and Viewbook categories.

Joe DiMaggio Children’s Hospital won an Experiential category Platinum MarCom for its interactive installation at Junior Achievement World, South Florida.

South Florida PBS won a Platinum MarCom in the Augmented/Mixed Reality category for its VR Educational Experiences featuring a main PBS Park and three educational experiences for music, art and science.

Valencia College earned some extra Puma Pride with a Platinum MarCom for its Be/Become Social Ad Campaign.

MarCom Gold Awards

Project HomeAgain, a Broward County initiative to rehome the homeless won a Gold MarCom in the Government category for its Homeless Awareness Video. Memorial Healthcare System took home a Gold MarCom for an ongoing FLL Airport Takeover effort. HUSTL and Nymbus Labs took home a Gold MarCom for the HUSTL Social Branding Campaign. And Valencia College took home Gold for its Be/Become Recruitment Video Series.

As we look at the incredible year ahead, it’s nice to appreciate what we accomplished in 2024. We’re proud to celebrate some wonderful client relationships that deliver amazing results and award-winning work.
— Jacqui Hartnett, President, Starmark

Honorable Mentions

Several more efforts received Honorable Mention acknowledgements, including the Amelia Island tourism website and three Valencia College campaign components — the Be/Become advertising campaign, billboard and custom Pounce font.

VR wizardry: igniting a love for learning

How can we motivate more young digital natives to embrace traditional educational subjects like art, music and health? South Florida PBS and Starmark accomplished it in three unforgettable ways, all leveraging the magic of virtual reality.

South Florida PBS, Florida’s largest public media company, serves approximately 6.3 million viewers of all ages and cultural backgrounds. Their educational content is trusted by teachers, parents, grandparents and caregivers to promote healthy child development.

The broadcasting company partnered with Starmark to create a series of virtual reality (VR) experiences that can engage children and teens in ways traditional learning can’t. The result was exciting, immersive— and made possible only by the wizardry of VR!

The Lesson Plan

Three immersive educational experiences were created for South Florida PBS traveling events and a new permanent place in the organization’s future arts and cultural center, opening in 2025. The target audience: pre teens, teens and their families, allowing for a shared VR experience with up to six people participating at once.

Starmark began by outlining educational experiences that align with current South Florida PBS programming and the organization’s educational mission. We also used a combination of AI-generated mood boards and comps to align on art style and affect with the client before any development began.

PBS VR Journey Map — *Experiences were journey mapped to help guide education outcomes, overall design, development and testing.*

PBS Mood Board — *AI-generated mood boards and comps ensured alignment pre-development.*

Each of the VR educational experiences were also aligned to Florida State education standards to broaden the appeal of this attraction. It allows local school systems to visit the center for field trips in a way that can be applied toward a grade and credit in the classroom.

The Curriculum

South Florida PBS Central Park

Visitors begin by entering this Welcome Pavilion floating in the sky. It’s South Florida PBS-branded with a strong regional vibe and gives users a vista of all the experiences on the horizon. Within this free-roam environment, visitors get familiar with the basic VR navigation before choosing one of the three experiences available. The hub-and-spoke design also allows for future expansion.

Virtual reality education has the power to immerse students in extraordinary ways. The more we can engage young digital natives, the greater their ability to process and retain what they learn.
— Brett Circe, Starmark Chief Digital Officer

Art Experience

Students learn about different styles from master works created by a local Cuban artist. The artist’s own daughter hosts the walking tour, sharing details about his art through the decades. This finishes with an interactive 3D experience: visitors get to draw in the style of the artist.

Health Experience

Sleep is critical to physical and mental health. To learn why, guests are thrust into a human brain and instructed to create gentle brain waves across a pool of cerebrospinal fluid to flush debris out of the brain. They must clear out as much as possible before their human awakens the next morning.

Music Experience

Music rocks when you learn by doing! Guests are greeted by a South Florida PBS music personality at the Miami Beach Bandshell to learn the basics of music education. They then are encouraged to play “Doxie” by Miles Davis and follow along as it’s performed by Young Musicians Unite in front of an audience of VR avatars.

The Report Card: A+ Results!

Since the South Florida PBS VR Educational Experience debut it continues to engage students and their families, delivering fresh, leading-edge learning adventures about traditional educational topics.

The Role of Virtual Reality in College and University Recruiting

Virtual Reality (VR) technology is revolutionizing the way colleges and universities recruit students. By offering immersive, interactive experiences, institutions can engage prospective students in unique and compelling ways. Here are some ideas for how to incorporate VR into the modern recruitment process.

lukanyc. Virtual digital college campus from viewers POV

Virtual Campus Tours

One of the most popular applications of VR in college recruiting is the virtual campus tour. Research shows that students who conduct a campus tour are 85% more likely to apply to that college than students who did not do so. Universities leveraging VR tools have also seen up to a 30% increase in physical campus visits, which directly correlates with higher enrollment rates.

Virtual tours allow prospective students to explore campuses from anywhere in the world, providing a realistic sense of what it’s like to walk through the campus, visit dorms, and enter classrooms. This is especially beneficial to students who live out of state or abroad and saves them the time and cost of travel to visit the campus. Guided tours can also be conducted by students or faculty from any location without having to actually be on campus which creates a greater level of flexibility in scheduling such tours.

Universities often have unique features that are difficult to convey through traditional media. VR can highlight these aspects effectively, whether it’s a state-of-the-art research facility, beautiful natural surroundings, or a key landmark building. Read more about creating a VR campus “digital twin” in our updated 2024 virtual reality in education roundup article.

National University in California is launching a virtual campus that will allow students to explore a digital version of the university, including academic buildings and recreational spaces, all through VR. This initiative aims to provide a more interactive and engaging experience for students, enhancing both recruitment and learning by bringing the feel of a traditional campus to the digital world.

Institutions can also offer personalized VR experiences tailored to individual interests. For example, a prospective engineering student could be given a tour specifically focused on the engineering department, labs, and related facilities. Each university can customize these experiences to best reflect their top performing degree programs.

lukanyc. VR model of teacher talking to students in university

Virtual Open Houses and Fairs

VR can also be used to host virtual open houses and college fairs. This allows prospective students and their families to more directly interact with faculty, current students, and admissions officers in a virtual space through more detailed discussion, Q&A, or even a photo op with the school mascot in VR. Such events can be made more special than a standard tour by including scripted presentations and 3D recordings of the college president and key professors to welcome them. Once again, saving the time and money necessary to have such an experience in person. This is especially beneficial for universities that aren’t near a major airport or require a significant drive to reach. Now even the most remote universities can more effectively compete for students by producing a VR open house.

lukanyc. 3D image showing a group of college students inside an operating room

Showcasing Advanced Learning Capabilities

VR can easily simulate a real classroom experience, but where it really shines is transporting users to places they can’t go in real life, like a working ventricle of the human heart or a walkable recreation of an ancient city.

Nova Southeastern University (NSU) is using Virtual Reality to enhance the educational experience for its medical students, particularly at its Dr. Kiran C. Patel College of Allopathic Medicine. The VR technology is integrated into various aspects of the curriculum, including anatomy, surgery, and patient interaction simulations. This allows students to engage in realistic, immersive environments where they can practice procedures, explore complex anatomical structures, and even participate in virtual patient encounters, all in a controlled and safe setting.

VR can also allow prospective students to travel back in time to stand in the audience as MLK delivers his “I have a dream” speech, or venture to ancient Greece and sit in on a philosophy class taught by Plato himself.

Imaging interacting with an AI avatar — created with the look and voice of the real person — and asking them any question. Imagine having a conversation with Rosa Parks, or Nikola Tesla, or Neil Armstrong during a college recruitment event. What a great experience!

lukanyc. 3D image showing a group of college students meditating

Exploring Student Life

Through VR, institutions can showcase various aspects of student life, including clubs, organizations, and extracurricular activities. Prospective students can experience a day in the life of a current student, attend a virtual club meeting, or watch an on-campus sporting event. This is especially important for online and remote students who sometimes do not feel connected to the college and need to feel more part of the campus. We find that the students come up with new ways to leverage a digital campus organically, the way they want, even if they are not planned, such as “meditation mondays” or “2am study sessions”. Creating a location that can grow and adapt organically is the best kind of system for future growth.

Beyond Recruitment

Colleges and universities are also using VR to engage alumni and donors by showcasing how their contributions can transform the campus and student experiences through virtual reality models. This not only provides the ability to visualize the impact of their donations, but can lead to increased contributions. Such experiences can also help alumni feel more connected to their alma mater overall. Learn more about the ways in which universities are using VR.

A professional architect wearing a VR headset is working on architectural models while gesturing with his hands, in an office environment

Start Your VR Higher Education Journey

Virtual Reality is transforming higher-ed recruitment and increasing overall learning and retention by making it more engaging, accessible, and personalized. If you’re not sure where to start, check out our article on the State of VR in Higher Ed. Now is the perfect time to jump on this accelerating trend. Education is one industry that stands to transform most dramatically thanks to VR technology.

Sky-High Impact For A Hometown Hospital System

When Memorial Healthcare System blanketed the nation’s 17th busiest airport with an impactful brand campaign, millions took notice — and awareness took flight in extraordinary new ways.

Wheels Up: Elevating Brand Awareness and Impact

Busy FLL ranks 17th nationwide for overall passenger traffic, serving an estimated 35 million travelers in 2023. There is no higher-visibility venue anywhere in South Florida for a brand to connect so quickly and effectively with millions of residents and visitors.

Memorial Healthcare System and Starmark partnered on a groundbreaking strategy: immerse all of Fort Lauderdale-Hollywood International Airport (FLL) in powerful brand imagery and messaging to connect with captive audiences while ensuring impactful top-of-mind healthcare brand presence.

The Flight Plan

The campaign’s strategy included these key objectives:
Garner exclusive healthcare brand presence at FLL with tremendous reach.
Engage existing and potential South Florida healthcare prospects: residents and visitors.
Boost pride among Memorial team members.
Inspire future employees.
Connect with the community.

Preparing For Takeoff

The campaign’s out-of-home installations touted messages of “We Lead” as the base, expanding it further to spotlight how Memorial supports South Florida families at every age and stage, from prenatal through end of life, including many highly specialized areas of expertise.

Right from the start, the campaign positioned Memorial Healthcare System as the total healthcare system solution for South Florida, educating audiences about its full continuum of care at all six hospitals, including the nationally-respected Joe DiMaggio Children’s Hospital and the innovative Memorial Cancer Institute.

Inviting Audiences On Our Journey

An integral mission was to spotlight real patients and real-world health journeys — assuring that the campaign would resonate emotionally. Scan tags encouraged audiences to discover more about each patient’s story.

The strategy is resonating so successfully, it’s inspiring patients, community and even Memorial staff to rally around the effort on social media.

With an integrated airport strategy and execution, millions will now know that Memorial Healthcare System is the leader for wellness, critical and specialty care in South Florida.
— Jacqui Hartnett, President, Starmark

There were strategic placements throughout all four terminals: tension banners hung at gates; digital screens broadcasting at concourses and in baggage claim areas; LED screens over escalators; and column wraps and soffit takeovers on the concourse walkways.

In for the Landing!

The 52-week paid media program at FLL debuted Memorial Day Weekend 2024 and continues to deliver extraordinary reach to every Memorial target audience, surpassing every other available venue.

As the campaign continues its successful run, Memorial and Starmark are now exploring phase two opportunities to expand the conversation, including a compelling preventive and wellness experience.

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