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Five tips for adapting your brand personality to new tech and new media

”They may forget what you said, but they’ll never forget how you made them feel.” That Maya Angelou quote comes to us from voice artist Mindy Baer, and it underlines what this entire article is about. Because brand personality, more than anything else, is the way to carve out a space in the minds of consumers by creating an emotional connection.

The future of digital marketing offers space in emerging tech, like voice assistants, and new media, like TikTok. Now, it’s time for companies to consider how well documented and consistent their brand personalities are — because these new opportunities come at the expense of many of the crutches relied upon in the past by logo and design-driven legacy brands.

In this article, a panel of experts offers their advice on what any brand steward or marketing professional needs to know to stick the landing when taking the leap into emerging digital marketing trends and new channels. Because whether 2020 has you looking to take your brand to TikTok, augmented reality, immersive video, voice assistants, chatbots or virtual trade shows, defining your brand personality is the key to getting it right.

What is brand personality?

This is one topic that deserves its own article, which is why we wrote one. But to keep things simple here, think about this: What defines you as a person? Your interests, your mission, your appearance, your voice, your actions and your demeanor — just for a start. A brand is no different. The best, most successful ones are driven by well formed personalities.

Jennifer Whetzel of Ladyjane Branding says, “With my clients, I try to make it simple and fun. I have them take a short quiz that helps me understand who they are, and then we talk through different types of brand archetypes within the cannabis marketplace to help them fully define their brand personality.”

Three of the brand archetypes used by Ladyjane Branding — the Eternal Child, Explorer and Socialite, respectively.

Tip #1: Define your own space in new media

”One misstep we see are companies trying to define themselves purely in relation to their product or service category. When you think about it, those product categories aren’t meaningful to real people out in the real world. They aren’t forming a relationship with your laundry detergent because of how different you are from your competitors,” says Dave Berg of Shepherd. Shepherd specializes in using data-driven audience analysis to help clients uncover new growth opportunities by uncovering the passions that unite people.

Dave adds, “That kind of category-comparative thinking is a relic of a world where you could buy people’s attention. It’s just not the world we’re living in today.”

They aren’t forming a relationship with your laundry detergent because of how different you are from your competitors.” — Dave Berg, Shepherd

The takeaway here is to find your own brand personality that’s authentic and matches your common interests with audiences. Focusing too much on what the competition is doing is a trap.

”We always try to find the clear space in the sports market for our clients,” says Bill Wollert, Managing Director of Optimum Sports, the dedicated sports marketing division of Omnicom. “With a clear brand focus and personality, it’s easier for our team to find the ways they can add value to the space in ways others couldn’t or wouldn’t,” he added.

“With a clear brand focus and personality, it’s easier for our team to find the ways they can add value to the space in ways others couldn’t or wouldn’t.” — Bill Wollert, Optimum Sports/Omnicom

Tip #2: Use your brand personality to eliminate waste

Let’s face it; there’s a cost to creating an AR experience or diving into a new social channel. “Even if it’s not a big deal to fund the up-front development or the ongoing costs of content, if you’re investing in a tool or a channel that doesn’t fit your brand and audience, you’re never going to get the value out of it,” says Sarai Nuñez, social media consultant and professor for University of Miami’s School of Communication.

“One of the first things I work through with many clients is getting past the idea that we’re for everyone. One of the most powerful things about defining your brand personality is it tells you who you’re not. And that helps you make real business decisions about where to invest and what to avoid,” adds Jennifer Whetzel. Ladyjane Branding specializes in helping cannabis brands find their personality and voice in an emerging market.

One of the most powerful things about defining your brand personality is it tells you who you’re not.” – Jennifer Whetzel, Ladyjane Branding

Eliminating the irrelevant is one critical but overlooked function of a documented brand personality. It will help you figure out what audiences aren’t going to be relevant targets. And it will also help you figure out what media just aren’t a good fit for you and the value you offer.

This is a powerful tool for helping you avoid missteps in new media and failed experiments in new tech. Sarai Nuñez says, “Trust the people you’ve hired to help you with your brand. If they’re steering you away from a certain medium or steering you toward something else, it’s because they’re trying to find what fits.” Because for brands, as with people, there are absolutely different strokes for different folks.

Tip 3: Brand development can help you find your tribe

Part of the brand personality process helps you uncover what’s important to you. And those brand passion points are the key to making real connections with new communities. For instance, if you’re a tool brand that values ingenuity, it’s easier to see how you might look beyond your audiences of craftspeople and DIYers to find a shared passion with PC builders and IT professionals.

”When a brand understands who it is, it’s easier to find new growth audiences that make sense. The big data part of what we do helps find those tribes united by a strong shared interest,” says Dave Burg. “A brand that knows itself is going to be able to build authentic relationships in those communities,” he adds.

”As we’ve seen cable TV penetration rates decline and entertainment viewership shift to OTT and VOD services, traditional cable and broadcast sports programming viewership has remained relatively stable — or gone up in some cases. Sports is still a way to deliver massive reach, and these consumption shifts have given advertisers a second chance to rethink their sports strategies. As we’ve seen cable TV penetration rates decline, women’s sports is now one of the more efficient ways to reach female audiences,” says Bill Wollert. “And you’re part of the conversation that you know the audience is passionate about,” he adds.

Tip 4: Figure out what value your brand can provide

According to Bill Wollert of Optimum Sports, the clients who’ve figured out how to add value to the communal experience for sports fans are the ones who’ve benefited most. He went on to say, “When an advertiser is looking to enter into the sports marketplace, we push them to think about how they can bring value to the fans. Sports fans always want to get closer to the game, so figuring out how to do that can unlock new opportunities. It’s all about having a fan-first mindset.”

“When an advertiser is looking to enter into the sports marketplace, we push them to think about how they can bring value to the fans.” – Bill Wollert, Optimum Sports/Omnicom

Credits: Sophie Robbins and Francesca deWeerdt, University of Miami

“The students in my Advanced Creative Development class are great at this because they’re so much closer to emerging trends,” says Sarai Nuñez. “For a COVID-related brief, they came up with an idea for Goodwill; a TikTok challenge to try on everything in your closet and have friends tell you what to keep or donate. We dug into the audiences, really got to know their struggles, and this was a great use of TikTok to escape boredom in quarantine in a way that helps Goodwill restock.”

These service-minded questions are absolutely the crux of any good branding endeavor, and defining those values should be part of your brand personality process. The important thing to remember here is to approach any new marketing technology or new media channel with an idea of how you can make the space better. What fun can you add for users? How can you address a pain point? How can you amplify their passion?

Tip 5: In the world of marketing technology, it pays to make your brand more human

”I have to evaluate every opportunity by considering if I can portray this honestly,” says Mindy Baer. “When I’m creating a promo for a new show, I have to think about the experience of watching it. Does it need to feel like curling up next to your friend on the couch with a glass of wine or is it a late-night true crime nail-biter?”

”The first thing we do is start talking about human characteristics and archetypes, and that’s no accident,” says Jennifer Whetzel. “I really need my clients to think about their brands as real people with real personalities and dimension.”

Developing a real human personality is what allows you to relate to an audience in a way that’s meaningful and authentic. But don’t overcomplicate it. Start by defining the very small number of things that should always be true about any interaction with your brand. Are you absolutely always cheeky and joyful? What about uplifting and supportive? The goal isn’t to define everything you can be, but instead to outline what you must always be to maintain consistency. If this sounds tough, it’s because self-examination always is. And while it’s totally possible to outline your brand personality within your own company, the process is much easier with the help of an outside perspective from an agency partner or consultant.

Your brand personality gives you the power to go forth and conquer

If you haven’t defined your brand personality, we hope these tips have shown you how much you stand to gain by getting real before diving into emerging media or tech. Knowing who you are, definitively, will save you immeasurably in the long run by helping you determine how, where and with whom to play.

This group of experts — from the emerging market of cannabis branding to sports marketing to professional commercial voice work to higher education to audience segmentation and analytics — hopes this article will help you understand and document your brand personality so that you can step more boldly into new spaces. If you want to know more about developing your brand personality in new places, check out our articles on developing your brand personality the easy way, finding your brand personality in your favorite TV characters and how to bring your brand to life in augmented reality.

Thanks again to Jennifer Whetzel of Ladyjane Branding, Voice Artist Mindy Baer, Bill Wollert of Omnicom’s Optimum Sports, Dave Berg of Shepherd and Sarai Nuñez of University of Miami for lending your expertise.

How to show off your brand personality in AR marketing

Brands that want to wow their audiences need to make bold marketing decisions.

Referring to the latest technological trends is always a great place to start; it shows you are progressive and not afraid of change.

However, just because the words “augmented reality” scream, “Cool factor!” doesn’t mean your brand’s AR activation will automatically connect with your audience. A truly great AR execution needs to be driven by your brand personality. The magic is in the little details and touches that make the world you’re creating uniquely you.

So, here are our top tips to bring your corporate identity and brand personality to life in AR — paired with some examples we’ve produced for our clients.

1. Gamify your AR experience with key brand elements

It’s called an AR “experience” for a reason! Give your audience a chance to explore, interact with — and enjoy — the space you’ve created.

The big benefit of AR is you can get audience members absorbed and involved. Use your brand voice to entertain them with quizzes, videos, captions and more brand elements filled with information about what you have to offer. This turns what people may think of as an entirely visual production into something much more.

AR Marketing Real World Example: FPL Services and Miami International Airport (MIA)

To promote the FlyGreen MIA sustainability project, we developed the “ARport” app. With a model of the airport itself – complete with patrolling helicopters and a monorail—ARport was an augmented reality trivia scavenger hunt passengers used to uncover all the ways MIA was saving energy and water while also picking up helpful tips for home.

Users could learn who the first U.S. president to install HVAC in the White House was (*cough* President William Howard Taft *cough*) and then gain a fun fact about the new air conditioning system FPL installed at MIA.

The entertaining trivia game backed by strong statistics and brand videos made FPL’s “green” brand personality stand out, even persuading the audience to maintain sustainable lifestyles of their own.

2. Infuse your augmented reality creation with your brand’s reality

Is there something big coming up for your brand? Or maybe there’s just an event next season where you want to make a splash? They say timing is everything, and they’re not wrong.

Tying your AR experience around a specific moment in time will give your audience a good idea of where you’re at as a brand. You can give them something to look forward to, like a portal to a vacation in paradise or a sneak peek at a new building. Either way, you’re letting them in on a secret and getting them excited for what’s next.

AR Marketing Real World Example: Visit Lauderdale Meetings and Conventions

The Greater Fort Lauderdale / Broward County Convention Center District is undergoing an epic $1 billion expansion project. Since the construction is expected to take several years, the Group Sales team needed help laying the foundation and maintaining momentum for a successful opening.

Starmark created an AR portal to the newly renovated convention center. Utilized as a sales tool, the portal essentially transported potential bookers to the future. It debuted at the groundbreaking event for the convention center, where attendees could see what’s to come and share in the brand’s anticipation. The portal even had little people roaming the grounds — a small brand personality detail that would make any user smile.

3. Sum up your brand personality using an iconic visual cue

This part of the article is for those that say, “A picture is worth a thousand words.” While they clearly may not have met a Copywriter before (no shade), this is one cliché that deserves more attention.

Instagram or Snapchat AR filters can emulate your entire brand personality and tone of voice — especially if they fall into a more playful category. Filters will engage consumers, stand out among the noise and spread like wildfire. All you need is a visual that encapsulates your corporate identity.

AR Marketing Real World Example: Starmark International

We produced an Instagram AR filter to entertain our clients at our annual holiday party. Starmark is all about creating BIG IDEAS that make an impact. So, when the time came to select our filter’s visual cue, a light bulb was a (pun intended) no brainer.

Users could make the lightbulb grow bigger the more and more they opened their mouths, as if experiencing the moment of a big idea. Including movement in AR filters is an immediate attention-grabber and plays well to our light-hearted brand personality. The lightbulb perfectly sums up what we do and who we are.

Tell your brand’s story through AR

Augmented reality is a surprisingly easy and inexpensive way to offer immersive digital experiences that engage consumers. Just remember what really makes them memorable is what makes you memorable. You’re your own cool factor. So get out there, and let it shine.

Want to learn more about brand personality? Take a look at how we pair your favorite TV show characters with their own brand personalities. And be sure to check out our Top 5 tips for adapting your brand to new media.

Apple, other businesses pivot to virtual events

Reprinted from South Florida Business Journal.

The success of the annual Apple Worldwide Developers Conference, its first fully virtual event, was evident last month. Over two days, Apple enjoyed a global audience of developers that reached far beyond its previous in-person annual conferences.

Versus a webinar or typical online meeting, the live nature and interactivity of virtual trade shows can replicate the essential business functions of in-person conferences. It’s a chance for exhibitors to showcase new products live. It’s a chance for buyers to ask questions of the experts. And, as in Apple’s case, it’s for businesses to reach an audience that extends far beyond what you could draw to an in-person trade show.

Technology adds advantages to virtual trade shows

Jim Grove, VP of marketing with McVeigh Global in New York, says the technology for virtual trade shows has been around for nearly a decade. “Today, virtual event technologies have advanced significantly, and the investment pales next to the ability to stay in touch with your target customers and build relationships with new prospects.”

“The plus of the virtual technologies is that you can also create an environment that will specifically appeal to your audience targets. Exhibitors can also build content for their virtual presentations that are merged with multiple technologies to allow them to be present in-person at trade shows,” he said. “After the trade shows have ended, attendees can go back and view the products that have interested them and contact organizations for more in-person conversations. So, virtual trade shows can keep on selling for longer periods of time.”

Virtual investment offers better information

Grove also points to the information side of the business being enhanced online by companies like Atlanta-based Avolio. A registration and event management software company, Avolio’s global clients include some exhibitions owned by Informa Markets, which has North American offices in Fort Lauderdale.

Avolio CIO David Fattahian says: “Trade shows and conferences are about information. So, for us, getting that information out for the right people at the right time is what’s important.”

“With virtual trade shows, companies realize a tremendous cost savings from airlines, shipping, even saving on the many gallons of coffee they purchase at physical events,” he said. “However, with a hybrid of the physical and virtual exhibition, companies will not only connect with the 10,000 attendees to the show; they will be able to see 10,000-plus more attendees virtually from the same show investment.”

The future of trade shows

Physical costs aside, Fattahian and Grove agree on the future of trade shows.

“Physical trade shows aren’t going away,” Grove said. “In fact, people are clamoring for the interaction they offer. But really well-produced virtual trade shows are going to have all of the same aspects expected with live events and more. We strive for human interaction, even if the touch has to be virtual.”

Renee Jacobs, executive VP of McVeigh Global in San Diego, said virtual meeting plans for 2021 are a contingency for the company’s clients. Additionally, McVeigh is continuing to offer 2D and 3D virtual technology for events like product demonstrations and workshops. They also offer opportunities for attendees to book online meetings with product experts at exhibit booths.

When the word “virus” was breathed in the media in early 2020, John Cotter, COO of American Meetings in Fort Lauderdale, told me his company was supporting a growing demand for virtual meetings and conferences. Hopefully, his company and others will help businesses come out of the shadows and thrive with these virtual technologies.

We are all living in the online world more than ever before. And we will soon be able to take what we have learned about virtual online technologies and make a hybrid of virtual and physical world experiences to gain more exposure for our businesses globally—definitely a competitive advantage.

How your favorite TV show characters can help you define your brand personality

So you have a brand. You have your tagline. You have your logo. You have your primary and secondary color palettes.

Now what?

Well, just ask the question: “WWDDD?” (What would Don Draper do?)

Ok, maybe the self-described digital Mad Man isn’t the best advertising role model. But the way he carries himself is what we’re really hinting at. Personality, or in his case “confidence,” is everything when it comes to a successful brand.

Defining your brand personality is a necessary step in making your brand memorable, especially if you carry it consistently in everything you do. At Starmark, we use a brand attribute exercise called a “North Star,” where we determine a key phrase for marketers to keep in mind during all creative decisions. Just like Don Draper, brands should use their personality and North Star to power through campaigns, especially in certain types of new media.

Using TV show characters to explain brand personality

In case you haven’t caught on, Starmarkers are huge TV fans, and we decided to highlight some of our beloved TV characters, like Don, to explain just how brand personality works. We took these iconic characters — each known for their unique quirks and epic behaviors — and exhibited why any company should follow their lead.

And…action!

1. Michael Scott, “The Office”

Michael Scott was a boss for a reason. He was proud of his company, always tried to prove himself and committed to a gag no matter how cringey it could be. Most of all — he had a big heart. If your corporate branding is like Dunder Mifflin’s Michael, you’d always surprise your audience with sporadic advertising that is never the same. You’d shamelessly tout your product/service, make people laugh in an uncomfortable silence and show a bit of lovable compassion here and there throughout different types of media.

Brand Attributes: Childish, Dedicated, Vain, Sensitive, Awkward

North Star: Delusional creative

Best Media Fit: Paid Instagram Stories

2. Eleven, “Stranger Things”

At first, Eleven was perceived as a scared, timid child. As time progressed, she grew into her own and became the fierce, caring hero she is today. If your brand is like Eleven, you would keep things understated — with small, brief words in your copy. When the time is right, you would be bold, be unafraid to speak your mind and stand up for what you believe in. Teaser campaigns will be your new best friend (second best to waffles, that is).

Brand Attributes: Quiet, brave, loving, innocent, powerful

North Star: Fearless friend

Best Media Fit: Teaser guerilla marketing and social media campaigns

3. Tyrion Lannister, “Game of Thrones”

Tyrion has been mistreated his entire life, so he was someone you rooted for to succeed. People underestimated him. He used his sharp tongue to talk himself out of just about everything. If Tyrion resonates with your brand personality, you would write long advertisements disguised as editorial articles with clever videos to prove your brand is a knowledgeable one. Let’s just say your content strategy would be the iron throne in the eyes of your competitors.

Brand Attributes: Witty, clever, resilient, self-deprecating, loyal

North Star: Shrewd underdog

Best Media Fit: Content marketing

4. Miranda Bailey, “Grey’s Anatomy”

First things first, you don’t cross Miranda Bailey. She started out nicknamed “The Nazi” after all, but grew into a well-respected, mothering Chief of Surgery. She’s the epitome of tough love: compassionate to a degree, but unafraid to tell it like it is to teach you a lesson. If Miranda is close to your brand personality, you would interrupt people at just the right time to check up on them, educate and expand their awareness of your brand.

Brand Attributes: Smart, strong, sassy, focused

North Star: No-nonsense mentor

Best Media Fit: Retargeting digital banner ads

5. Barney Stinson, “How I Met Your Mother”

Barney Stinson was a character you’d love to…wait for it…hate. He was the ultimate bro, a shameless womanizer and an uber loyal friend. He also loved playing games, like slap bets and laser tag, and basically had his own brand-isms every episode. Barney was a man of the people, and your brand would have recognizable headlines and legendary activations at every big event in town, plus a surprisingly likable tone of voice. So suit up, and take over the next big thing.

Brand Attributes: Confident, flirty, competitive, cheeky, relentless

North Star: Charming bro

Best Media Fit: Pop-up activations

6. Sue Sylvester, “Glee”

Sue Sylvester’s bright red tracksuit wasn’t her only memorable characteristic. She was brazen, loud and gave insulting monologues that put even Shakespeare to shame. She also had a soft side when it came to her sister, her trusted sidekick Becky Jackson and, yes, even the glee club. Her fearlessness and desire to outshine others makes her willing to take risks. Your brand’s reign as Sue Sylvester would go above and beyond to get your point across — even tackle newer technologies like augmented reality.

Brand Attributes: Entitled, cold, ambitious, conniving and (sometimes) soft

North Star: Proud agitator

Best Media Fit: AR app

Make Your Brand Personality Debut

Flaws and all, these characters are consistently endearing and true to themselves. Strong brands are the same. We’ve determined brand personalities for major companies who were looking to strengthen their voice and newbies who were only just finding their footing. Defining your brand personality doesn’t have to be a drag. It’s as easy as turning on your preferred streaming service and getting to know and love your favorite character. So, let’s uncover your inner Don Draper and get to work.

And in case this episode leaves you wanting more, check out our top five tips for adapting your brand personality to new media.

Defining Your Brand Personality Doesn’t Have to be Hard: The Simple Key to Making More Intuitive Marketing Decisions

If you’ve ever had a baffling interaction with a social media strategist, agency or freelancer where you feel like they just don’t get your brand, then this is the article for you. Making more intuitive, sensible decisions for your brand really is as simple as better defining your brand personality — and documenting it in a way that’s easy to share.

In this article, we’ll cover why this easy-to-overlook exercise is so important, how it can benefit your marketing decision-making and what you can do to get the process started.

Defining your brand personality makes everything easier

Onboarding a new team member or outside resource. Finding your footing in a new technology or a new media channel. Simply defining what’s on-brand or off-base. All of these things become dramatically easier when you have a simple definition of your brand personality.

In an upcoming article, we go into greater depth about how brand personality can help you find your fit in new technologies. But suffice it to say, the same way that understanding your personal values system, identity and personality help you navigate a world of decisions, having that same guidance for your brand makes your marketing decisions more straightforward.

Here’s an example of how a well documented brand personality makes decisions easier

We have a Starmark client in the marine industry whose guiding phrase is to behave like an Empowering First-Mate. This comes from an identity as an open-minded, aware and confident company and a personality that is relatable, supportive and always current.

This client uses this North Star, as we call it, to guide every marketing decision they make. It’s easy to determine whether an Empowering First-Mate would run a TikTok dance account (newsflash: he or she wouldn’t), how that first mate might sound through a website or a voice assistant (relatable, supportive and always current – for a start!) and what that first mate might do to provide value to the captain of a vessel (hint: everything possible to bolster confidence and awareness).

Once your brand personality exists in simple words that defy misunderstanding, evaluating previously subjective marketing decisions becomes a much more objective prospect. It’s a much more efficient way to explore new marketing technologies and new media.

How to get started defining your brand personality

Before the advent of user-centric design and online testing, brand development processes were daunting, costly and time-intensive. Here’s our advice for the modern world: don’t overcomplicate the process of brand development. Just focus on defining your core brand experience to start.

At Starmark, we use a process called North Star to define the important elements of brand identity and brand personality in a way that’s easy to use for decision-making. The half-day session results in a brief that can guide everything from naming to brand mark creation to design to copywriting.

The session helps a team of stakeholders find the core of their brand experience and define the characteristics that must always be true about an interaction with the brand. We provide the expertise and outside perspective to guide the process of self-discovery in a way that’s fast and efficient. Then we validate the resulting work with real users in nearly real time.

Many clients who have been through this process place their North Star at the center of their brand guidelines and content strategy documents. This simple framework gives their entire teams the ability to make more brand-consistent decisions from the start.

We love helping brands discover themselves

We’ve helped define brand personalities for major companies looking to better refine their experience and for startups just beginning their journeys. So, if you’re looking to move more confidently into new marketing technologies or emerging media, contact us, and check out our article: Five tips for adapting your brand personality to new media.

Welcoming Visitors Back to Florida’s Enchanted Island

Starmark and Amelia Island Convention & Visitors Bureau partnered to launch the destination’s comeback campaign from COVID-19. No easy task considering the pandemic’s staggering impact on the global tourism industry.

The Challenge

When travel began to slowly resume during Florida’s phased reopening, Amelia Island CVB needed a plan to welcome visitors back to their sunny shores. As travel behaviors changed, it became clear it was time for a refresh. Starmark was tasked to develop a new campaign that would build on the “Come Make Memories” tagline and communicate the safe attributes of the destination — wide-open spaces, outdoor activities and beautiful beaches — without the crowds.

Three concepts, one comprehensive testing approach

The Starmark creative team developed three concepts utilizing Amelia Island’s existing imagery of the peaceful, uncrowded beaches, so as to not require a new photo/video shoot during the pandemic. The UX team then tested the themes with both loyalists and prospects in drive-market regions. After various rounds and combinations of tests, the “Moments” concept was declared the winner.

The “Moments” campaign resonated the most with copy that spoke to the moments in life that are heightened by extra-sensory experiences so powerful, they become lasting memories. The concept captured those new-found moments in stunning Amelia Island locations, reminding consumers they needed to experience those moments, and come make new memories — now more than ever before.

A roll out that went all out

An open invitation to visit the destination, the “Moments” campaign was leveraged across all of Amelia Island’s media channels. Elements included broadcast spots, out-of-home, print, social, animated and static banners, and a landing page where all assets would drive to.

For social, the team developed several ad units to engage target audiences who were dreaming about their long-overdue vacations while scrolling through their feeds. Units included animated story ads, carousel ads with cinemagraphs, various in-feed ads targeting families and couples, and an in-depth Instant Experience ad.

A 360-degree portal was deployed to take viewers on a journey through the natural beauty of Amelia Island.

The team also developed a Facebook Messenger and website chatbot campaign to facilitate a conversation between readers and the destination, where they could inquire about safety, what’s open and general information about the island. The chatbot linked to the CVB’s online travel guide, where users could explore the best of the destination.

Turning moments into memories

With a fully integrated, timely campaign, Starmark helped ensure Amelia Island would be ready to welcome visitors from drive markets throughout Florida and the Southeast U.S. Whether they were first-timers or frequent guests, the message was clear: Amelia Island was a welcoming, safe choice for a much needed, well-deserved vacation — where new memories were waiting to be made.

And that message clearly resonated with travelers. Here’s what we achieved.

Revenue for August was up 12% over the prior year, thanks to the Recovery Campaign.
In only the first week of running, the AR experience ad had an average view time of 24 seconds, well above industry averages.
The AR experience also garnered an impressive 138 shares, 139 post saves, 160 post comments and 2,054 post reactions.
The click-through rate for the AR portal was 6.5x’s higher than the industry average.
A total of 19,730 people engaged with the chat bot.

NSU brand essence video brings home PRSA Radiance Award

NSU Florida (Nova Southeastern University) was awarded a prestigious PRSA Radiance Award for 2020. The award goes to the newly created NSU Brand Essence Video.

This repositioning for the university is truly a labor of love, and we’re so incredibly honored to be recognized by our peers throughout the state of Florida for what we are doing. – Kyle Fisher, VP for Public Relations and Marketing Communication, NSU

The video was part of Starmark’s repositioning and rebranding exercise for the university to bring to life The NSU Edge, a lifelong competitive advantage that comes from an immersive, career-based curriculum and a network of supportive faculty and alumni. The work has already been honored by distinguished alumni, students and the local American Advertising Awards.

About the Radiance Awards

The PRSA (Public Relations Society of America) Radiance Awards are operated by the PRSA Sunshine District, honoring work from Florida companies that has dramatically shaped public opinion. This submission for NSU was awarded the top honor over all video work submitted throughout the state of Florida.

We’re thrilled with this latest win for our rebranding work. It has been a joy to help NSU rediscover itself through this process – and it’s clear that new positioning resonates with others. – Dale Baron, Executive Creative Director, Starmark

About NSU

NSU is the largest private, not-for-profit university in the state of Florida, providing tens of thousands of jobs and billions of dollars of economic activity to the state.

Starmark has worked with NSU for several years. Together, we created a new website and recruited the medical school’s first class of MD students, developed a chatbot-driven appointment scheduling program for NSU Health Clinics and launched the grand opening of it’s Tampa-Clearwater medical campus.

This most recent rebranding effort is designed to reposition the institution to attract and recruit top students nationwide and internationally.

Launching a digital transformation for an electronics leader

Starmark helped launch a new digital experience for engineers and a new intranet for employees in partnership with KEMET Electronics. The comprehensive internal and external launch strategy ensured that the entire KEMET team and its engineering customers were excited about the next steps in the transformation roadmap.

Overcoming Resistance

KEMET Electronics is a worldwide B2B provider of electronic components for technology companies. Their products are used in products that shape the future of healthcare, computing, automotive, telecommunications and consumer electronics.

The company approached Starmark to develop an Agile project roadmap to launch its digital transformation initiative — designed to overhaul the entire digital experience engineers have with investigating, sourcing, evaluating and working with KEMET components. With more than 12,000 worldwide employees and multiple autonomous product teams, launching a company-wide initiative at KEMET would be a challenge. The goal was to involve a broad swatch of KEMET employees with three new offerings: the new KEMET.com, K-SIM and KEMET World.

KEMET.com and K-SIM offered overhauled user experiences to make it easier for engineers to explore applications, find the right parts and examine performance specifications. The new KEMET World was designed to provide a company intranet with more collaboration, sharing and utility.

Further complicating the three-product launch was a staggered timeline where different products were scheduled to go live at different times.

Amping up the Approach

Starmark created a high engagement launch program that spanned multiple social networks, email marketing, as well as presentation content and a manifesto for company-wide town hall meetings and internal communications. In addition to inspiring early product adoption, the approach also solidified the visual and verbal approach for social media and the new KEMET.com.

The Starmark team really made this launch a success for us. Making a great first impression and engaging our audiences from the start with our new digital experience was paramount. This is just the first part of our digital transformation journey and we look forward to making the experience with KEMET best in class. — Jennifer Escobar, Director of Branding and Communications, KEMET Electronics

Starmark started this effort by developing manifestos, campaign concepts and a design language to help tie the digital transformation to the overall company position Built Into Tomorrow. The objective was to further develop the position into a visual language and tone of voice to keep all launch communications cohesive, regardless of what product launch they related to.

Using these building blocks, the team created a series of teaser graphics for each launch to build excitement. Following launch, each product was supported by infographics, animated videos and posts tying into popular social holidays. These assets were used across channels, including Facebook, Twitter, Instagram, LinkedIn, the KEMET World intranet, internal presentations and customer emails.

To manage staggered go-live timelines and multiple media channels, the Starmark team created a shared rollout calendar so that activities, post dates and changes stayed in sync between the two companies.

Charging Forward

After the success of this initial launch, the next phase of this effort is to roll out optimizations across all of KEMET’s digital properties and throughout its main site. This includes creating visual, verbal and experience consistency across all application sections of KEMET.com, rolling out new user features, migrating Engineering Center tools to the new platform — and communicating all of it using the internal/external launch framework Starmark created.

We look forward to adapting the work to mesh with the Yageo family of brands as the acquisition of KEMET as part of an even larger global enterprise proceeds.

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!

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