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Models can help flatten your business losses curve

Reprinted from South Florida Business Journal.

As the curve of Covid-19 cases rose, businesses’ losses also increased. And throughout this pandemic, we have heard more about predictive modeling than most of us will ever understand.

I was trying to explain to one of my friends that no model can predict the future with certainty. After a few questions, she said: “Oh, it’s like predicting the weather.” Weather forecasters have sophisticated technology and hundreds of years of historical information, but things change. And, if the variables change, their predictions have to change. Like any model, weather forecasts provide a percent of confidence, and we adjust our lives by their predictions.

Both virus models and weather predictions impact our human behavior—and human behavior is what we try to predict when we evaluate business performance. This is particularly true for marketing. And in light of the current situation, last year’s marketing predictive models need to be recalibrated.

Marketing data since January can help

To give you guidance on a losses curve, you can probably compare January and February 2020 data to March, April and May 2020. According to modeling expert Andrew Russo, those five months can potentially give you the foundation to determine a path to how fast your losses curve can flatten. Without current data, the models can’t be accurate. We saw that demonstrated with Covid-19 models that became more accurate as more data was collected, he explained.

“It seems to me,” Russo says, “that it’s initially going to be up to consumers versus business marketers to create the demand that results in consumer buying confidence. And that demand can help determine how fast businesses can get back to some level of profitability. Consumers drive the business curve, whether you are a B2C or B2B organization.” And that gets back to the importance of marketing data.

Models for purchase probability

A predictive model can also be built to calculate probability for prospects to purchase. One recent model’s test results, based on purchase data, indicated 85% of the sales would come from prospects with at least a 30% probability to purchase. Using this model to target customers, the purchase rate exceeded past results by 70%, while the cost per acquisition dropped by 30%. That’s a significant margin increase that goes directly to a business’s bottom line.

“A model is nothing without data that supports the business objectives that spawned the modeling project,” Russo advises. Most B2C companies have troves of data. If you’re keeping your data in a customer data platform, it will lead to more accurate model performance.

Keep common modeling errors from foiling your efforts

There are three main mistakes that can cause models to fail. First, if the data used to build the model is incomplete, biased or of poor quality. Second, if the model was built to address a specific objective, but then used for a different purpose. And finally, if the model’s design was not closely aligned with well-defined business objectives.

These mistakes will likely not occur if the predictive modeler has experience in building and implementing models, and has a clear understanding of the business goals and objectives to which the models must align.

Avoid rain on your parade

It is vital to have models that can segment target markets in several ways, including near-term and lifetime value, loyalty and retention. Applying these models will give any business a clear view on how and where to grow sales and focus marketing efforts.

The most important thing to remember about modeling is that it helps you manage downside and waste. Just like a forecast helps you avoid rain on your parade, a model can help you focus your marketing budget where it will make the most impact. It’s a great way to flatten your losses curve and improve your return on marketing—definitely a competitive advantage.

Attracting appointments with a benefit-driven health care campaign for veterans

Starmark helped Nova Southeastern University (NSU) launch a multi-channel campaign for NSU Health Clinics, attracting new patients to their health care facilities in various locations throughout South Florida.

The Consultation

Contrary to what some people may assume, NSU Health Clinics is not solely for students; they mainly serve the public. They even have a Veterans Access Clinic attending to veterans and their families’ health concerns. When NSU came to Starmark, patients were finding clinics and services by word-of-mouth and referrals. The Starmark team was tasked with informing veterans and their families about NSU’s services — open to all — and increasing the number of appointments made.

“With the 360 Care campaign, Starmark did a great job of connecting with our audience and capturing what NSU Health Clinics is all about. They truly encompassed our mission of giving the South Florida community the gold standard of care. ” – Leonard Pounds, Vice President of NSU Clinical Operations

360 Care You Can Count On

NSU is a school first and foremost, and getting care from those that teach it is a stand out factor. NSU offers many same-day appointments, affordable care and a large variety of health services throughout Broward and Miami-Dade counties. It became clear that highlighting NSU Health Clinics’ many benefits was the right way to pique audience interest.

After rounds of testing headlines, calls to action, layout and photography, the team landed on “360 Care” — a central campaign theme that encompassed NSU’s full spectrum of care.

COVID-19’s Impact on Advertising

As we were crafting our campaign concept, the coronavirus pandemic abruptly changed the world. We quickly emphasized telehealth appointments in our messaging. We also made sure our campaign imagery featured doctors and patients with masks on, a necessary move to reassure prospective patients they were in safe hands.

Memorial Day Print Ad 1

Memorial Day Print Ad 2

Extra, Extra!

The veterans campaign launched with a series of print ads in the Sun-Sentinel newspaper. Since it’s a time to honor those who served our country, we strategically placed them to appear during the Memorial Day holiday weekend.

More off the Press: Veterans Access Clinic Brochure

The Starmark team wrote and designed a four-panel brochure to promote NSU’s veteran health care offerings. The piece could double as a direct mailer inside an envelope with a letter as a personalized invite to learn about NSU’s services.

Introducing NSU’s Virtual Health Care Coordinator

Starmark created another way for patients to learn all about NSU Health Clinics: a Facebook Messenger Bot Campaign. With a friendly robot inside an animated in-feed ad to draw them in, patients could respond to a “Virtual Health Care Coordinator,” request appointments and explore locations and services. We were able to anticipate customer needs and provide a rich experience at the right time.

Giving the Campaign the Digital Treatment

In addition to the chatbot, 360 Care was promoted through animated Facebook ads and banner ads with benefit-focused copy. All campaign components drove to a landing page, where they could fill out a form and request an appointment.

A Regimen with Reach

From campus openings to rebranding makeovers, Starmark had already produced a variety of work for NSU. The 360 Care veteran campaign was another one to be proud of; it targeted new patients in the South Florida community and promoted NSU’s rewarding characteristics that make it a renown health care and research university.

Augmented reality in construction and development: How AR can build support for your project

It’s a persistent challenge for real estate developers and capital campaign fundraisers: how do you build support for something you’re trying to build? We’ve covered how AR can help fundraisers, and in this article, we’ll talk about how you can build support for your real estate development before you break ground.

Architectural renderings and fly-through videos are two popular tools used to help potential investors understand a project before it’s built. But watching a video is still a passive action. We think it’s time to reimagine these fundraising and development efforts with the addition of augmented reality.

Augmented reality makes your building project more real

Imagine using a tablet to show your proposed residential building construct itself on a conference room table. Envision your donor using a portal on her phone to step into your future hospital operating theater.

This is the kind of wow factor that turns skeptics into supporters for your building project. You’re allowing your audience to more actively experience the project by moving around it and through it — instead of passively watching a video or viewing a 2D rendering. It’s a more realistic realization of your vision that helps your supporters make it their own.

Augmented reality is only a step removed from your current tools

The architectural renderings and CAD models already created for most projects are the perfect building blocks for an AR experience. These textured, dimensional tools can be turned into animated, interactive AR more quickly and easily than you think.

And once you create your augmented reality experiences, they can be deployed almost anywhere.

AR makes your fundraising efforts more mobile and portable

The suggestions above are just two real possibilities to use AR to recruit capital more effectively. Not only are they more interactive, they’re also more portable and shareable.

Augmented reality experiences are accessible on all modern mobile devices. Portals and tabletop models can even be deployed through Facebook and Instagram as content or AR ads. Now your fundraising efforts don’t have to wait for the big meeting. They can happen during a chance encounter at an event, through an online remote session or even on social channels. It’s a sea change from the old-school approach of boardrooms and handshakes that will set your project apart from other organizations competing for your supporters’ attention.

Ask an expert how to get your AR effort out of the ground

At Starmark we’ve created AR experiences for convention centers, major airports and our own events. We were one of the first agencies to run AR ads, and we’ve written about what we’ve learned in the South Florida Business Journal.

Our team of experts sees a promising future for augmented reality in real estate and fundraising, so contact us for tips on how you can get started. And for a complete walkthrough of everything to consider when jumping into AR, check out overview — Sell that first augmented reality project: Our 8-step guide to getting it done and getting promoted.

Starmark’s Sizzlin’ Summer Recipes

Welcome to our kitchen of curiosity. From BBQ masterpieces to side dishes with star power, our team members have whipped up some of their favorite recipes for your summer palette. Have your pick at one of theirs, and let’s get cooking!

Carly’s Tinto De Verano Jacob’s Picture-Perfect Pulled Pork Nicolle’s Grilli Chili Lime Salmon Catherine’s Mean Green Bean Casserole Will’s Nacho Business Chicken Nachos Dex’s Summer Spring Rolls Kaire’s Saucy Summer Dessert Brett’s Vegetarian Big Idea Burgers Jamie’s Creative Corn the Cob Dale’s Guac’n On Sunshine Yami’s Spicy Summer Cuban Spare Ribs Dan’s Backyard BBQ Sauce

Carly’s Tinto De Verano

Carly Kaplan | Account Manager

WHAT YOU NEED

Half a 750ml bottle of your favorite spanish red wine
15 oz of citrus soda, sparkling lemonade or sparkling water
2 oz sweet vermouth, optional
Juice of 1 lemon plus lemon slices for garnish, optional
Juice of 1 orange plus orange slices for garnish, optional

HOW YOU DO IT

Fill a pitcher with ice halfway.
Add the red wine, citrus soda, vermouth (if using), lemon juice and orange juice.
Garnish with lemon slices and orange slices. Drink on!

Jacob’s Picture-Perfect Pulled Pork

Jacob Edenfield | Associate Creative Director

WHAT YOU NEED

1 boston butt/picnic shoulder (anywhere around 6-14 pounds)
4 tbsp coarse-ground kosher salt or sea salt
3 tbsp ground black pepper
2 tbsp paprika
1 cup light brown sugar
1/4 cup apple cider vinegar
1/4 cup water

HOW YOU DO IT

The night before, thoroughly mix all dry rub ingredients in a large mixing bowl. Apply liberally to all sides of your shoulder. Place in the fridge, in a pan, uncovered overnight. Prepare your spritz in a food-grade spray bottle.
The next morning, start by building a ring of hardwood lump or briquette charcoal around the interior of your firebox chamber or the bottom of a kettle-style grill. Fill up a chimney starter with additional charcoal and light.
Soak several chunks of applewood, cherry wood, or hickory in a basin of water. Use a plate to hold them underwater. Once all the coals in your chimney starter are white hot, arrange the soaked chunks of wood evenly amidst your ring of charcoal in the grill or firebox.
Dump your lit coals in the middle. Make sure your airflow baffles in the bottom of the grill are on 1/4 open. This is low and slow cooking, hot coals are your enemy.
Using a temperature probe on the grill grate, close the smoker and watch for the temperature to stay steady at 225 to 250 degrees F. You should see thin white-blue smoke out of the top vent (which should be fully open.
With a stable smoking temperature established, add your pork shoulder to the grill grate, and close the lid. If you have it, use a second temperature probe placed in the middle of the shoulder but not touching the bone.
Keep an eye on the grill temperature. If it starts going up, close your baffles slightly to restrict airflow. A little goes a long way, so don’t overdo it.
Depending on the amount of water held in the muscle and its overall weight, your shoulder can take anywhere from six hours to 15 hours to finish cooking.
About every two hours, quickly open the grill lid, and give your pork a liberal spritz with your cider vinegar/water mixture.
Remove your meat from the grill around 160 or 170, and wrap it in butcher’s paper. In about an hour, you’ll be sitting around 180 degrees internal temperature.
When your temperature probe inside the pork reads at least 204 degrees, your cook is over – but the work isn’t. Lug that lovely cut of meat inside to place it in a cooler or in your cool oven for at least an hour.
After an hour, if you’ve done the job right, the shoulder bone ought to slide out clean from your cut of meat. Use two forks or any other pointy kitchen gadgets to shred your pork (this is what makes it pulled pork). Now just slap it between some bread or buns to enjoy.

Nicolle’s Grilli Chili Lime Salmon

Nicolle Franco | Account Manager

WHAT YOU NEED

1/2 cup freshly squeezed lime juice (or juice of 2 limes)
1 1/2 teaspoons of red chilli flakes (adjust to your preference of spice)
1 teaspoon of ground cumin
1 1/2 teaspoons of salt or garlic salt
1 tablespoon of honey
4 salmon fillets

HOW YOU DO IT

Dry the salmon with a paper towel before adding all the ingredients.
Sprinkle cumin, garlic salt, red pepper flakes on the fillets. If your salmon has the skin removed, feel free to add spices to multiple sides of the fish.
Heat up the grill to medium to medium-high heat, spray or wipe down the grill grates with high heat cooking oil if you are not using a grill mat to prevent the fish from sticking.
Place seasoned fish on the grill, skin-side down. Resist the temptation to flip multiple times to avoid the fish breaking apart. When it is getting close to the desired temperature (medium is around 125 degrees) flip once to sear the top of the fish.
Remove from the grill and while the fish is still hot, pour honey over each fillet followed by lime juice.
Serve hot, and savor every bite!

Catherine’s Mean Green Bean Casserole

Catherine Tavarez | Digital Marketing Specialist

WHAT YOU NEED

4 cups of cooked green beans
1 cup of homemade cream of mushrooms or 1 can of store-bought cream of mushrooms
2 cups of french fried onions
Salt & pepper to taste

HOW YOU DO IT

In a bowl, add the drained, cooked green beans.
Add the cream of mushrooms, half of the French Fried Onions and salt & pepper.
Mix and then spread evenly in a baking dish.
Sprinkle with the remaining onions.
Bake at 350 degrees for 20 minutes.
Serve in style as a side dish with your favorite summer entree.

Will’s Nacho Business Chicken Nachos

William Lukach | Senior Art Director

WHAT YOU NEED

1 can of black beans
1 can of sliced black olives
12 oz sharp cheddar or monterey jack cheese, or a combination (3 cups shredded)
1 small roma tomato
8 medium scallions
1 small jalapeño
1 pound rotisserie chicken meat (from a 4 to 5-lb chicken)
1/2 cup salsa
1 (16-ounce) bag restaurant-style tortilla chips
Sour cream, for serving

HOW YOU DO IT

Preheat the oven to 425°F. Line a rimmed baking sheet with aluminum foil.
Drain and rinse one can black beans. Drain one can sliced black olives. Grate 12 ounces sharp cheddar or Monterey jack cheese on the large holes of a box grater (about 3 cups). Chop one roma tomato. Thinly slice eight scallions and one small jalapeño.
Shred cooked chicken into a medium bowl. Add 1/2 cup salsa and toss to combine.
Get the party started, and build the nachos! Arrange about half of a 16-ounce bag of tortilla chips on the baking sheet in an even layer. Top with half of the seasoned chicken and a handful of shredded cheese. Layer the remaining chips on top, followed by the remaining chicken and cheese. Sprinkle with the black beans.
Bake the nachos for about eight minutes. Just before serving, garnish with the black olives, jalapeño, tomato, dollops of sour cream and scallions. It may be cheesy to say, but bon appetit!

Dex’s Summer Spring Rolls

Dex Mission | Senior Experience Director

WHAT YOU NEED

1 tablespoon vegetable oil
1 medium yellow onion, minced
2 cloves garlic, minced
1 medium carrot, minced
1 teaspoon fresh ginger, grated
1 lb ground pork
12 oz water chestnuts, 1 can, minced
1 teaspoon salt
1 teaspoon pepper
2 teaspoons soy sauce
¼ cup green onion, minced
2 tablespoons fresh cilantro, minced, plus more for garnish
1 ½ cups canola oil, for frying
25 lumpia wrappers, or spring roll wrappers
1 egg, beaten
Sweet chili sauce, for serving

HOW YOU DO IT

Make the filling: Heat the oil in a medium pan over medium-high heat.
Add the onion, garlic, ginger, and carrot. Cook for 4 minutes, or until the onion is slightly translucent.
Add the ground pork and cook for about 6 minutes, or until cooked through.
Add the water chestnuts, salt, pepper, and soy sauce. Stir for 2 minutes, then mix in the green onion and cilantro. Remove the pan from the heat and let cool.
Heat about an inch (2 cm) of canola oil in a deep, medium frying pan until it reaches 300°F (150°C).
Lay out one lumpia wrapper in a diamond shape and spoon 2 tablespoons of filling at the bottom of the wrapper, leaving about an inch and a half (3 cm) of space from the bottom point.
Fold the bottom point over the filling, then fold in the edges to create an envelope shape. Roll the wrapper toward the top point. Brush the top point with egg wash and finish the roll to seal the end.
Carefully place four to five lumpia at a time in the hot oil. Frying on each side for 1-2 minutes, or until golden brown. Note: If the lumpia are cooking too fast or burning, reduce the heat.
Remove the lumpia from the oil and drain on a wire rack or paper towels.
Are your taste buds excited yet? Ours are! Sprinkle with a garnish of cilantro and serve with sweet chili dipping sauce. Mmmmm.

Kaire’s Saucy Summer Dessert

Kaire Lindpere | Account Director

WHAT YOU NEED

1 part softened cream cheese
1 part lemon curd

HOW YOU DO IT

Mix until smooth.

Serve as a dipping sauce with a selection of summer fruit: strawberries, apples and pears, oh my! When it comes to cooking, there’s no place like home.

Brett’s Vegetarian Big Idea Burgers

Brett Circe | Chief Digital Officer

WHAT YOU NEED

Portobello mushroom caps
Extra virgin olive oil (EVOO)
Balsamic vinegar
Salt
Pepper
Beefsteak tomato
Corn on the cob
Mozzarella cheese
Burger buns

HOW YOU DO IT

Marinate large portobello mushroom caps in EVOO, balsamic vinegar, salt and pepper.
Reality check! Flip and stir about half way through marination.
Put the mushroom caps and corn on the grill first, as they will take longer.
Pour EVOO, salt and pepper on sliced tomatoes. Add tomatoes to the grill after about 10 minutes.
Flip and grill the caps until they shrink in size and are soft in the middle.
Add the cheese a minute before removing the caps.
Fix ’em up like burgers, with the caps and tomatoes inside the buns and the grilled corn on the side.
And there you go! An Agile way of making “burgers.” You are now the Big Idea Burger King.

Jamie’s Creative Corn the Cob

Jamie Weller | Junior Digital Marketing Specialist

WHAT YOU NEED

1/4 cup unsalted butter, softened
1 tablespoon chopped fresh flat-leaf parsley
2 medium garlic cloves, minced (2 tsp.)
1 teaspoon chopped fresh rosemary
1 teaspoon chopped fresh thyme
3/4 teaspoon kosher salt
1/2 teaspoon black pepper 4 ears fresh corn, husks removed

HOW YOU DO IT

Preheat oven to 425°F. Stir together butter, parsley, garlic, rosemary, thyme, salt, and pepper in a bowl until evenly combined.
Spread 1 tablespoon herb butter on each corn cob; wrap each individually in aluminum foil. Place foil-wrapped corn on a baking sheet.
Bake in a preheated oven until corn is soft, 20 to 25 minutes, turning once halfway through cook time. Remove corn from foil, and serve. Let the corny jokes commence!

Dale’s Guac’n On Sunshine

Dale Baron | VP, Executive Creative Director

WHAT YOU NEED

5 ripe avocados
1 teaspoon of salt
1 tablespoon of pickled banana peppers
1 medium-sized tomato
1/4 medium-sized onion
Mayonnaise

HOW YOU DO IT

In an 8 x 8 coverable dish, peel and slice the avocados (for mashing later)
Dice Banana Peppers and add to the dish
Sprinkle salt to taste
Mash together with a fork. The more you mash, the creamier it gets.
Dice the tomato, removing the seeds and gel as much as possible (if you don’t, the mixture has too much liquid).
Dice the onion and add to the dish
Mix and smooth out, then add a thin layer of mayonnaise over the mixture. (Just needs a thin layer to cover the guacamole)
Cover with glass or plastic wrap and refrigerate three to four hours or overnight.
Mix in the mayonnaise and enjoy!
Garnish with your favorite tortilla chips and voilà — you’re a Guacstar.

Yami’s Spicy Summer Cuban Spare Ribs

Yamileth Medina | Content Manager/Web Developer

WHAT YOU NEED

Spare ribs
1 bottle of la lechonera mojo criollo sauce
Sea salt
Olive oil
Garlic powder

HOW YOU DO IT

Put the meat in a large pan with a little bit of water to boil.
Add the mojo sauce to the pan. (A true family favorite.)
When the meat is soft, take it out of the pan and drain the liquid.
Put a pinch of sea salt on the meat.
Place the meat on the grill at low heat.
When the ribs start to get brown, brush them with a combination of olive oil and garlic powder.
Take the meat off the grill when you’re satisfied with the level of doneness.
Your Cuban-style BBQ awaits!

Dan’s Backyard BBQ Sauce

Chef Boy ‘R Dan | Dan Estes, our co-founder, was a hobby chef who loved BBQ and entertaining Starmarkers, their families and business associates. He loved formal great cuisine and casual events almost as much as fishing for billfish on vacation! He wrote three cookbooks and left a legacy of great photographs of entertaining! We all have fun continuing the tradition!

WHAT YOU NEED

1 bottle of Sweet Baby Ray original bbq sauce
1/2 cup of ketchup
1/4 cup of brown sugar
1 ripe mango (optional during season)

HOW YOU DO IT

Short, smoky and sweet. Gather all ingredients inside a blender, and blend together.
Kick back, relax and smear the sauce on top of your favorite grilling meats. It’s that easy!

How paid search advertising is affected by COVID-19

As COVID-19 shakes up our entire way of life, causing us to enter a new era of social distancing, sanitation and crowd control, businesses around the world are also feeling this sudden shift in their paid search advertising. Many are already taking the initiative to readapt in order to stay connected and relevant to their audiences during this transition.

With this global disruption to the economy, companies are already making dramatic strides to adapt to the fluctuating changes of consumer behavior, especially when it comes to managing PPC marketing efforts.

Discovering new ways to stay relevant while being ahead of potential obstacles will separate businesses from failing or sailing moving forward.

Search ad clicks are slowing

The first shift to be aware of is that Google Search Ad Clicks are starting to show signs of slowing down. A recent U.S. study indicates that in comparison to the 2020 weekly average, impressions have dropped by 7%. A decrease in engagement during holidays or national events is to be expected, but as the pandemic continues to affect consumer behavior, companies should anticipate seeing inconsistencies in results.

One of the major changes that has recently become evident in these unsteady times is the sharp decrease in conversions. The same study shows that since the start of this global pandemic, the U.S. conversion rate has dropped an average of 21%.

This decline can be attributed to consumers using SERPs for search inquiries that aren’t relevant to keyword bids, causing a waste in ad spend. It can also simply be due to the fact that audiences are less inclined to convert in this economic climate.

Steps to get started pivoting your digital spend

With certain industries such as travel and tourism declining, and others such as nonprofits, charities, health and medical services on the rise, it is important to assess your business’s position within your industry in order to plan next steps in this dynamic landscape. Not sure where to begin? Here are some easy ways to get started:

Decide how you plan to respond: Look into how other businesses and organizations in your space are choosing to react to the shifting changes with consumer behaviors. By creating a game plan on how to move forward, you can better prepare for sudden fluctuations or new industry trends.

Explore options to rebuild: Reevaluate your current marketing strategy and see where there is room for improvement. Utilize the tools and metrics at your disposal to sharpen your insights on future strategies.

Recover and maintain steady growth: Make corrections to your current models and PPC practices based on the knowledge you have been able to gather so far in the realm of COVID-19. Create a long term recovery strategy that will prepare your business for any fast approaching changes.

While no one can fully predict any sudden shifts that come with navigating your business within this COVID-19 landscape, the best thing to do is to be ready to adapt and pay close attention to the needs of your consumers while monitoring industry trends. Take the time to analyze your efforts, develop new strategies, explore new ways to communicate, and focus on connecting with your audience so that you can learn and improve your marketing efforts in the long-run.

A Destination Marketing Campaign That Empowers Meetings Planners and Secures Bookings

Starmark helped the Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) create a multi-channel “Powered by GFL” campaign that enticed meeting and group planners to book their next event in the destination.

The Challenge

The Greater Fort Lauderdale / Broward County Convention Center District is undergoing a transformative $1 billion renovation and expansion project. Because the convention center construction is expected to take several years, the GFLCVB Group Sales team needed help laying the foundation and maintaining momentum for a successful opening. Starmark was tasked with implementing a strategic selling plan to secure bookings throughout each phase of development, especially early phases while the convention center is completely closed.

This Campaign is a Go

The Starmark team knew that planning meetings takes a lot of work. In order to attract leads, it was essential for this campaign to reassure meeting planners that GFLCVB had their backs. Thus, the “Powered by Greater Fort Lauderdale” idea was born. Using lively, empowering headlines like “This Meeting is a Go” and showcasing all the cool features of the new convention center energized the entire meeting planning process.

10 Million Reasons to Meet

To add even more appeal to meeting in Greater Fort Lauderdale, the team created the “10 Million Reasons to Meet” sales messaging, where GFLCVB planned to give away $10 million in meeting space for events booked during eligible dates at the convention center. The offer was featured in digital banners, in emails, in print and in a two-sided handout meeting planners could read.

“Power Up” Printed Meetings Guide

The team wrote, designed and produced a printed meetings guide to accompany the campaign. The booklet gave meetings planners an in-depth look at everything the destination had to offer, from venue listings to team-building activities. Renderings of the new convention center, editorial photography and a bold design brought the text to life.

Augmented Reality and 360° Experiences

Starmark created an AR portal, giving planners a sneak peek of the convention center expansion. Users could access the portal through Facebook and the printed Meetings Guide via a QR code to transport themselves to the future, and walk into the courtyard of the new convention center.

The team also developed an AR model of the new convention center. This virtual selling tool became a game-changer for future bookings, as it provides prospects with the full experience while the center is closed for construction until a phased reopening begins.

The guide also included a second QR code that gave meeting planners a skyhigh 360° view of the destination in from the heart of the downtown business district in Fort Lauderdale.

A Successful Launch: Powered by Starmark

“With a combination of thought leadership, creativity and technology, Starmark helped Greater Fort Lauderdale launch its meetings initiatives,” noted Starmark President, Jacqui Hartnett. “We are proud to have played a part in its success.”

As of February 2020, a multitude of groups had already been secured after the phase one opening, further cementing Greater Fort Lauderdale as a premier meetings destination for the new decade, and beyond.

Promoting staycations and drive-market visitation with Lauderdeals

Greater Fort Lauderdale has always featured seasonal promotions, which traditionally included deals on hotels, spa, dining and things to do. When the Starmark team was tasked with creating an umbrella campaign to house it all, “Lauderdeals” was born.

The Challenge

The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) needed an overarching marketing campaign that promoted the best of the destination’s offerings not only for visitors across the U.S., but also for local residents to enjoy. Additionally, GLFCVB’s travel and hospitality partners needed a streamlined way to join the program and include their individual offers in the mix. Starmark created an integrated campaign that would accomplish all of the above, and more.

What’s in a Name?

Starmark began concepting names for the program with the goal to make it memorable, ownable and easily recognizable to residents and visitors alike. The team utilized an extensive testing approach to narrow down their options into two buckets: experiential and value oriented. Ultimately, users chose the value-driven “Lauderdeals” name as the winner, calling out the fact that they liked its connection to savings in the destination, and that it made them want to learn more.

Off and running with a campaign name, Starmark developed an eye-catching campaign graphic, headlines and images, all of which were tested online with the target audience. The winning assets were then incorporated into digital and print ads that cheerfully invited consumers to enjoy the many ways to save in Greater Fort Lauderdale.

Video and photography needs were established, with spa and dining highlighted as the main activities to be featured. The team cast two models for the shoot to depict a girlfriends’ getaway scenario at an oceanfront hotel, and the Fort Lauderdale Marriott Pompano Beach Resort & Spa happily agreed to be the location.

Illustrate. Animate. Invigorate.

Starmark concepted a vibrant animation treatment, so the videos would stand out in the always-crowded social media landscape. The Lauderdeals campaign graphic was brought to life in custom illustrations that depicted each scenario—spa, dining and things to do. The illustrations transformed into live action footage for the reveal. Special care was taken when shooting the sequences because they had to match.

“We had to match every angle, every detail on the set exactly to each custom illustration,” noted Starmark Executive Creative Director, Dale Baron, “while capturing content for all of Greater Fort Lauderdale’s channels.” The videos were edited and formatted for optimal usage, with 18 versions in all.

Love to Locals and Beyond

Campaign extensions included OOH, strategically placed by the Fort Lauderdale-Hollywood International Airport, radio and custom digital executions. Tailored community messaging was created to increase awareness of the program in the local market among residents and local businesses. To help facilitate partner participation, a toolkit was also developed—where restaurants, attractions, spa and hotel partners could learn about the benefits of the program, easily register and submit their listing information, and obtain Lauderdeals-branded assets to help promote their individual business through summer and beyond.

The Real Deal: A Campaign for Post-Pandemic Visitation

As Greater Fort Lauderdale began its COVID-19 recovery phase, promoting staycations and drive market visitation became a top priority for the GFLCVB. It was also imperative that the entire community be on board with welcoming visitors back to the destination. With a fully executed Lauderdeals campaign, GFLCVB had the tools needed to raise awareness of the various in-market promotions. Assets could now be released to align with each phase of Broward County’s timeline for reopening in an effort to drive demand back to the destination. The campaign’s combination of cheerful graphics and much-needed money savers offered the perfect invitation to visit.

Play dead or race ahead during a pandemic?

Reprinted from South Florida Business Journal

An article that I wrote in the early ’90s recession had this exact headline. The first paragraph was the fable of a frog comfortably sitting in tepid water not noticing that he was in a pot that would soon boil and he would be dead. While this is a somewhat gruesome analogy, it also holds a message for the business environment we are in today, during the coronavirus pandemic. Doing nothing is rarely, if ever, an option for survival in business.

The disruptions experienced before stay-at-home orders will be even greater now. But is that a bad thing? Way back in the ’90s, William Edwards Deming was teaching the value of “total quality management” in manufacturing. Japanese and South Korean car companies caught on quickly and rushed their “quality improved” cars into the U.S. auto market with gusto, while U.S. carmakers worked to catch up.

Yes, we now have more competition, but we all also drive superior cars.

The human needs and wants of our prospects and customers haven’t ceased to exist now that we’re living and working from home. If anything, new needs are emerging to consume product and marketing ideas. Those that make life and business better in this new normal will become the norm. The time is now to race ahead to protect and grow your market share. Here are some tools you need to stay top of mind among your target audiences.

Voice and video

Whether as a customer or leader of an organization, there has never been a better time to investigate the opportunities of voice assistant devices. According to surveys, there are over 150 million such devices in U.S. households—and we’re all at home right now.

You probably already ask Alexa to give you the weather, play your favorite music or find recipes. You may have already figured out how Google Home can order food from a favorite restaurant or manage your grocery list. But have you ever asked a voice assistant to clean your house or pick up your dry cleaning? It’s possible, and it’s easier than hopping on your phone to do it.

Start thinking about how voice can help you work more seamlessly or propel your business ahead. Promoting customer engagement is a long-term benefit that will exponentially grow in value over time. Voice marketing is one of those unique marketing investments outside of your website that can both deliver the offer and potentially close the sale. It’s a great pivot for these times when in-person sales and call centers aren’t as viable.

In-house business intelligence

To create a great voice assistant strategy, your sales, customer service and CRM may provide you excellent information about what customers ask about your company most often. You might also do an audit of what voice assistants may already be telling your target audiences about your competition. Some companies are going so far as giving their sales or checkout people specific questions to ask customers so they can get information in real time. This information is incredibly valuable to upgrade search engine optimization for your voice search. After all, voice assistants aren’t like text search. Voice offers the one best answer to a question, instead of a page of high-ranking options.

Voice marketing requires collaboration of marketing, IT, customer service and C-suite understanding of what’s needed to help increase revenues. Agile Methodology can make this collaboration through telecommuting more productive—allowing you to access and encourage the best from your staff.

Live video

Real estate agents are hosting walk-throughs via Facebook Live. Conferences are being held on GoToWebinar. Video is a social distancing-friendly way to create human connection in today’s environment.

And Google recently announced Google Hangouts Meet video conferencing is free and open to all G-Suite users until July 1. Based on its G-Suite edition, an organization can host a remote meeting of up to 250 participants.

Last Sunday, I attended a video conferencing dinner with friends and family from both coasts of Florida and the U.S. while we traded screens to view vacation pictures and chat about our lives. It’s also a great way to enjoy cocktail hour with friends. And, whether business or personal, you can record the sessions to show friends or business associates who couldn’t attend.

Technology has given us many options to race ahead, survive and thrive in our personal lives and in business during this time of great change. It makes sense to learn to use applications that enhance engagement in new ways to maintain and build relationships—definitely a competitive advantage.

Digital confidence campaigns are a foundation for success

Reprinted from South Florida Business Journal

One thing about living and working through a pandemic is that many of the old objections to digital communications transformation have simply evaporated. They’ve had to, by necessity, as we operate and stay connected while we shelter in place.

Online connection has kept us somewhat sane and, for many businesses, productive through the shutdown. Software tools for telecommuting that previously seemed like a novelty have become necessities of daily business life. Like Kleenex with tissues, Zoom – one of the big winners in all of this – has almost become a generic term for any video conference, whether it be a GoToMeeting, Google Hangout or Skype.

The way we communicate has changed. The pace of life has changed. We’re examining old assumptions and things we’ve taken for granted in a new light. The reality for many is that, while rearranging our lives temporarily, we are considering how we might like to rearrange them permanently.

That makes the present moment an ideal time for businesses and organizations, no matter how small, to re-examine their digital communications foundation to rebound from the Covid-19 pandemic. It’s important to provide messages of continuity, commitment and relevance so that you find a place in the lives of your customers in a post-pandemic world. It’s time to project and instill confidence.

What is a digital customer confidence campaign?

Now is not the time for a hard sell. It’s also not the time for brand small talk or platitudes. A digital customer confidence effort should be neither.

In simplest terms, this kind of marketing effort is a way to share good works, provide relevant information and offer real value to customers. The general sentiment your audience is left with is: “We’re here. We’re helping. Here’s how we can help you.” Here are just some of the things you can cover as part of your effort.

Show, don’t tell, how employees are working

Visually show how your company is operating differently due to the virus. Show how your employees are working together via video, conducting virtual meetings, and accepting deliveries at home. And share family pictures, too.

These visual depictions inherently communicate that you’re still in operation in a way that’s far more compelling. And they humanize your company, giving target audiences confidence that you are taking care of your employees and your customers.

An example of a nonprofit organization building confidence is Catholic Health Services’ transformation of their website’s home page to show employees on the job, helping those in need.

How are you helping those in need?

In addition to your employees, how are you helping the jobless, health care workers and first responders? There are many organizations that are strapped for funds and need contributions. JM Family Enterprises’ Jim Moran Foundation gave $5 million in emergency response grants to more than 80 current nonprofit partners in Broward, Duval and Palm Beach counties. Progressive Insurance has committed over $1 billion nationwide to support customers, employees, agents and communities through the Apron Relief Program.

And there are other creative ways companies are working to impact positive outcomes. Tesla and GM are making respirators, and other companies are sewing masks for health care workers and first responders. Intel has announced a $50 million commitment to expand access to technology during the Covid-19 public health crisis, including funding for online learning.

But it’s not the dollar amounts that matter here. It’s the spirit of donating time, resources and skill to worthy causes. Sharing photos or video clips of your organization helping out others is a great way to show your audience your commitment to the larger community.

Feature you and your customers working together

Your confidence campaign is a great opportunity to showcase your clients and how you’re working with them. It’s a great way to demonstrate that working relationships are still intact, even if things aren’t exactly business as usual.

Demonstrating a sense of partnership and sharing the spotlight with your customers endears you to them – and to others.

Don’t forget to make your content findable

While this column has focused mostly on content, don’t forget the little things that make your content accessible – things like SEO, good email subject lines and using proper hashtags on your social posts. It’s easy to forget these considerations when our schedules are a bit off-kilter, but they’re critical to making sure your content gets seen. After all, SEO lead conversion rates are said to exceed traditional outbound methods by more than eight times.

These new digital customer confidence efforts can integrate into your new more tone-sensitive marketing mix. It’s an essential part of continuing to do business while showing that business means more to you than just the bottom line.

After all, John Deere commands one of the strongest brand loyalty scores in the world, and it all started when the company refused to repossess equipment, extended financing and delayed payments for farmers struggling during the Great Depression. That one act inspired three generations of loyalty that have helped propel the company to where it is today.

So, find your calm, reassuring place in this crisis with efforts that build confidence for your target audiences. Showing them that you will be there, prepared to help them emerge full throttle from the pandemic, is definitely a competitive advantage.

CDP is more than an acronym, it’s a company asset

Reprinted from South Florida Business Journal

Just when we’re all getting comfortable with using CRM (customer relationship management), is it really time to start learning CDPs (customer data platforms)? Well, you might already know more about it than you think.

One of a company’s most valuable assets has always been its customer list. And, in essence, a CDP is simply a way to make your customer list much more robust and useful.

Why is a customer data platform important?

With the advent of online privacy laws and Google again threatening to disallow third-party cookies as soon as 2022, it’s time to re-examine the health of your customer records and the useful data you maintain about what, how, how often and from whom your customers buy.

That’s what a CDP is all about. It’s a way to house, manage and use your customer list and data set to make them far more valuable and be less dependent on third-party data sources. It’s more than a good direct mail or email list; a CDP can contain all the data that fully describes your relationship with your customer and your customer’s 360-degree experience with your company.

To promote CDP adoption, there is an organization called the Customer Data Platform Institute, and major tech companies such as Oracle, SAP, Adobe, Microsoft and Salesforce are jumping on the bandwagon with CDP product offerings that are already on the market or will be in the coming months. One expert called the decision to invest in a CDP perhaps the most important decision companies will make in the next decade. And venture capital is said to have come up with over $2 billion in funding for CDPs.

In essence, once fully developed, a CDP can be a company’s own proprietary marketing tool — a goldmine of information that can be used to increase marketing and advertising performance, as well as a secure storage platform for all firsthand data and personal information on customers. It will also hold other third-party information on customers that a company may already have the right to use. Being able to also store relevant “small data” about why and how a customer uses or feels about specific characteristics of a product or service along with critical “big data” can be very powerful.

Have there been tangible results of CDPs?

CDPs have been around for only a few years, and the number of companies that reported having one is still under 200, but growing rapidly. Some are already reporting double-digit sales increases by using CDP data in their marketing. They also have the ability to verify outcome data from their advertising on the large online platforms with the data stored in the CDP.

Still, the CDP is only as good as its data. And, to be clear, the CDP is the receptacle for data that needs to be extracted for use in additional marketing software. How you access the data from the CDP becomes a critical factor in its performance success, and one that should be asked of any CDP vendor.

How to plan ahead for a future CDP

Many companies will not be ready to make the investment to move forward immediately with a CDP, but they can start gathering relevant data now. The hard data and sales interactions may already be in your data set from your CRM, but companies that are beginning to see results from more involvement with their data are doing additional surveys of their customers on an ongoing basis to augment their small data.

The importance of continuously enhancing your data cannot be overstated. Having the data be able to evolve your product or service offerings to stay ahead of your customers’ wants and needs is critical to your future. Starting your CDP journey now is an excellent first step toward a major competitive advantage.

The Right Leads. At the Right Time. All at Lower Cost.

Starmark’s multi-year marketing partnership with a national fiber optics provider successfully achieved several of their leadership team’s most challenging business goals:

Creating a recognizable new brand image and positioning that would resonate with IT leader and C-level target personas.
Driving more qualified business leads and higher conversion, while optimizing spend through data science-driven targeting strategy and tactics spanning media, creative and data science.
Building a forward-thinking marketing platform that prepared the client to thrive as a stand-alone firm, and later, as a strong subsidiary within their new parent company.

The Big Idea

In 2015, there was a small, fast-growing telecommunications company with award-winning products, outstanding performance reputation and impressive customer loyalty in the highly-competitive telecom space.

But few target prospects were aware of it — or the value it offered. Their outdated website and sales tools were also impeding effective lead generation and conversion. They had a sales team and self-generated leads. However, they were looking to grow bigger, faster. Company leadership reached out to Starmark for help.

The Approach

Starmark’s three-stage strategy guided the company from initial brand launch to a robust marketing platform that prepared them to embrace next-step evolution within their new parent company.

1. Brand Launch

We formulated, then communicated a core positioning: who they are, who they serve and the top three differentiators that mattered most to their prospects. This informed the global campaign theme “Uptime World” that conveyed that value proposition perfectly: a business nirvana where connection is dependable, 24/7/365 expert service is a call away and flexibility is guaranteed. People depicted in the campaign are professional, yet real and believable — not posed. Their demeanor, expressions and body language embody flexibility, collaboration, trust and responsiveness. Images showcase the bold, beautiful nature of fiber-optic light.

The new brandmark, tagline, visual strategy, voice & tone rolled out across all channels to emphasize what mattered most to prospects: speed backed by reliability.
New marketing and media strategies drove more awareness and qualified leads, at lower cost.
Mail and email campaigns drove IT managers to personalized landing pages with an appealing offer in exchange for contact info and current contract expiration date. That expiration date fed our next-step followup plan.
Stronger collateral, a responsive new website and Alexa skills are among several sales and marketing tool enhancements that greatly improved users’ experiences.

2. Building Momentum

We developed regression, decision tree, and neural net machine learning models and chose the model with the greatest accuracy. The model was based on their current customer base, enhanced with third-party business data and other third-party sources.

We trained and tested the model on multiple industries, in multiple states, with a stronger emphasis on the client’s key verticals (healthcare, financial, government and education). We also used zip code geo-targeting in areas where they had particular strength, or offered strong potential, and had an adequate sales force presence and infrastructure.

Then we applied the model to prospect lists and determined how many leads the sales team could handle and process each week. Based on predicted response rates, we marketed on a weekly basis to keep leads flowing manageably via a personalized landing page system. This ensured a well-timed, quality sales followup, as opposed to an all-out marketing blitz that would overwhelm the call center.

We leveraged everything we learned to optimize future efforts, fine-tuning our lead generation strategies and promotional tactics.

Persona development, segmentation and predictive modeling revealed applicants with the strongest likelihood of response to minimize wasted ad spend.
A specialized executive campaign sent senior executives a series of three mailers with smart-connected devices designed to become office conversation pieces. Recipients clicked to a landing page housing a video and downloadable app to power their new devices.
Trade show support included experiential elements like the attention-grabbing Fiber Dreams video game, inspiring hundreds of attendees to play for prizes.
We designed booths, backdrops, charging stations, “Text to Win” Apple Watch and Phantom Quadcopter contests, a coffee cart, branded swag and more.

3. Next-Stage Evolution

By Stage 3, our client’s foundation stood strong. Their brand reputation, performance and customer satisfaction ratings were shining brighter than ever. The program expanded into trade shows, digital sales tools, video testimonials and more. Now, as the brand-new subsidiary of Crown Castle, a $5.6 billion revenue parent entity, it was time to explore next-stage evolution.

We used in-depth collaborative sessions to strategize how to best leverage all the promising opportunities under the client’s new parent umbrella.
The evolution of the company name and brandmark reflected the new parent company and spotlighted top strengths.
The client broke all its previous records at the 2016 North American Business Connectivity Service Provider Excellence Awards, earning 1st place in Brand, Sales Reps, Service Delivery, Network Performance and Customer Service.

The Results

Year One:

Cut media spend by 64% year over year — all while generating 36% more higher-quality leads
Reduce cost per lead by 73.8% year over year
Drove 2.4x greater return on ad spend
Drove 2.4x greater ROI

Year Two:

3% reduction in cost per click
19% increase in clickthrough rate
4% increase in qualified leads

TELECOMMUNICATIONS INDUSTRY AWARDS

Combined improvements from both their internal operations and Starmark’s new programs earned our client first-place rankings across five different brand and service competition categories. All awards were based upon nationwide independent survey results from thousands of business customers.

Creating an Experiential Tourism Event that Stands the Test of Time

When you think of Fort Lauderdale, chances are images of wild spring break parties come to mind. From the glory days of “Where the Boys Are” in the ’60s to the revelry of the mid-1980s, college kids flocked to the local beaches in search of sun and fun. Today, Greater Fort Lauderdale embraces this storied past as much as it celebrates the future.

“Spring break shaped who we are today,” explained Stacy Ritter, president and CEO of the Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB). “We wouldn’t be the diverse, cosmopolitan destination we are now without our popularity among younger generations.”

Having been the GFLCVB’s strategic marketing partner for the last 12 years, perhaps no one was able to capture that sentiment better than Starmark. And at the GFLCVB’s recent 2020 Growth Plan Luncheon — it showed.

The Challenge

Every year, approximately 500 hospitality professionals and Broward County elected officials attend the luncheon to share tourism insights and outlooks. But on February 12, 2020, GFLCVB and Starmark had something different in mind. “We wanted to celebrate the many milestones Greater Fort Lauderdale has seen over the last 40 years,” continued Ritter. “While at the same time build excitement for this new decade of innovation and change that is upon us. And we needed the entire community behind it. All 31 municipalities.”

The Idea

Luncheon Theme

Inspired by the evolution of the destination, the Starmark team gave the luncheon a theme: “Elevate. Celebrate.”

The team then created a plan to take the audience through “the story of Greater Fort Lauderdale,” with a compelling experience guests could enjoy from the moment they arrived until the very end.

The Execution

The Journey Begins

After guests checked in, they traveled back in time as they strolled into the lobby where several 8-foot, backlit columns decorated the foyer. The museum-style columns represented Greater Fort Lauderdale’s history from the 1960s to the present day. The team researched hundreds of archives from the Fort Lauderdale Historical Society and the Broward County Library to find photos from the past. Guests could observe the photos on these columns, along with captions and dates explaining that point in time.

Entering the Timeline Tunnel

The photos from the columns then came to life through videos created in a 48-foot tunnel leading into the main ballroom: a luncheon feature that truly transported guests through the decades. The farther the guests walked, the more they could see the transformation from black and white spring break photos to colorful shots of today’s landscape.

Using Technology to Create an Epic Atmosphere

At the end of the tunnel, guests entered the ballroom, where its walls were covered by a panoramic video of downtown Fort Lauderdale. Guests were transported to sweeping views of the skyline full of winding waterways, construction cranes, tall buildings and the Atlantic Ocean. In fact, it didn’t feel like you were in a ballroom at all.

“I have never been prouder to be part of our hospitality community as I was [the day of the luncheon]…Deepest acknowledgment to the creative teams and staff that made this day a crowning moment for our destination,” said Ina Lee, TravelHost Fort Lauderdale Magazine founder and trailblazer for the tourist industry as a 20-year member of the Marketing and Advertising Committee of the Convention & Visitors Bureau. (Lee currently serves as its vice chair.)

Once the guests were seated, their attention was captured by an animated postcard flying around the video screens on all four walls to land at the front of the ballroom. Dramatic and effective, the kabuki screen fell to the floor, revealing the stage as our main video began to play.

Guests Meet the New Greater Fort Lauderdale with a Video

Taking center stage, the “Story of Greater Fort Lauderdale” video utilizes photos from the past and hyperlapse footage from the present to reveal how the destination has evolved over time.

The Show Goes On

Starmark created an accompanying keynote presentation that stretched across three separate video screens on the stage, as the 2020 Growth Plan was revealed.

Throughout the presentation, the panoramic screens surrounding the ballroom changed during each segment. Massive cinemagraphs transported the audience to an underwater wonderland with sea turtles swimming around, the Florida Everglades with alligators lurking, and the local waterways with boats gliding by.

Smells like Team Spirit

The team also wrote and produced a video showcasing the staff at GFLCVB. Airing at the luncheon, the video captured the GFLCVB team’s passion for their destination, posing the question, “What do you love about Greater Fort Lauderdale?” Using a little bit of humor and a whole lot of heart, the video culminates in a rallying cry for the entire audience to join their mission of building community in the name of tourism.

Postcards

To foster community relationships between residents, officials, and the local tourism industry, guests were treated to a tin filled with custom-designed/written postcards: one for each municipality in Greater Fort Lauderdale, as well as the FLL Airport and Port Everglades. Each postcard was also featured in a photo-op wall in the lobby for guests to pose in front of at the end of the luncheon.

Printed 2020 Growth Plan and Meetings Promotional Booklet

The 2020 Growth Plan addressed the state of tourism, market research (with the help of Destinations International), GFLCVB’s marketing direction, goals, and paid media buys. The 90-page booklet, overall, summarized the destination’s emphasis on the importance of community in tourism. Attendees received their plan in a Visit Lauderdale tote bag.

To help meeting planners learn about the destination, guests also received a meetings booklet featuring editorial destination photography and new information about the expansion of the convention center. Meeting planners can use this booklet to learn all about what makes Greater Fort Lauderdale the ideal meetings destination.

Augmented Reality Experiences

Strategically placed throughout the collateral were QR codes that linked to AR and 360-degree experiences Starmark created as selling tools for Visit Lauderdale. Experiences included an AR Facebook portal to the exterior of the new convention center expansion (a first-of-its-kind destination planning tool on social media), a 360-degree video from the top of a skyscraper in downtown Fort Lauderdale, and an AR Facebook table-top model of the new convention center expansion.

Time to Celebrate

At the conclusion of the presentation, Ritter invited guests to pick up confetti cannons and toast to the new decade. Confetti rained down on the ballroom as the music from the “Story of Greater Fort Lauderdale” video flooded the speakers: a true celebration of how far we’ve come — together, as a community. Guests left the convention center that day in awe of the luncheon’s production level and feeling optimistic and empowered for the destination’s next chapter.

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