In the ever-evolving landscape of digital marketing, one thing remains constant: change.

As ad placement sizes continue to shift, so must the approach to creative content. For marketing directors, C-suite executives, and nonprofit directors, staying ahead of the curve is not just beneficial; it’s imperative. Read further to understand how our agency, TWIST, navigates this dynamic environment by building inverse pyramids of creative concepts, ensuring that even the most reduced ad sizes pack a powerful punch.

“The efficiency and trackability of mobile advertising, mid-market organizations can maximize their regional advertising budgets, delivering impactful messaging that resonates with local audiences and drives meaningful results.”

— Cristine Torek, President, CMT Consulting (TWIST Media Partner)

With the dynamism of ad placements today, clients often default to advertising vehicles they have a personal connection with. However, today there are so many cost-effective solutions that are so precise that we can keep the buy small but deliver a big impact. Mobile advertising is a prime example, given that more than 58% of all web traffic in 2022 came from mobile devices. This channel allows us to reach our customers’ target audience efficiently and effectively, with little to no wasted spend compared to traditional media tactics. Mobile advertising enables a sniper-like approach, reaching the defined target customer on the right device at the right time, reducing wasted spend, and increasing engagement.

As mid-market companies increasingly allocate 85% or more of their regional advertising budgets to digital platforms, the need for adaptable and impactful creative becomes paramount. No longer can marketers rely solely on traditional, static ad formats. The rise of various digital channels demands a strategic and flexible approach to ad creation.

At TWIST, we’ve embraced the concept of inverse pyramids. Instead of starting with a broad, all-encompassing creative and attempting to scale it down for various ad sizes, we begin with the smallest canvas in mind. This approach ensures that the core message remains potent, regardless of the ad placement size. By building from the ground up, our creatives are optimized for effectiveness across a spectrum of digital dimensions.

Mid-market companies, with their focus on regional buys, benefit immensely from this approach. The digital landscape offers a diverse range of ad sizes, from expansive banners to compact mobile placements. Crafting creatives with an inverse pyramid mindset guarantees that your message doesn’t get lost in translation as it’s resized for different platforms.

In the realm of regional advertising, where budgets are often constrained, the synergy between organic and boosted social media becomes a linchpin in the strategy. Social media platforms offer a unique opportunity to engage audiences at a local level. TWIST understands the significance of layering messaging effectively, combining organic posts with targeted boosts to amplify reach without breaking the bank.

Organic social media serves as the foundation, establishing an authentic connection with the local audience. This content, carefully curated and aligned with the brand’s identity, forms the base layer of the messaging pyramid. As we move up the pyramid, strategic boosts are applied to amplify key messages, ensuring they reach a wider, yet still targeted, audience.

The beauty of this layered approach is its cost-effectiveness. Mid-market companies can harness the power of social media without overspending. By strategically boosting content, they maximize the impact of their messaging within specific regions, driving engagement and conversions without draining their budget.

As ad placement sizes continue to evolve as fast as the mediums that serve them, so must our creative strategies. TWIST’s commitment to building creative concepts in an inverse pyramid structure ensures that our clients are equipped with content that resonates across various digital platforms. For mid-market companies with regional focuses, the integration of organic and boosted social media adds a layer of cost-effective messaging that speaks directly to local audiences. Furthermore, despite the erosion of viewership with traditional broadcast television, live sporting events continue to draw large audiences simultaneously on mobile devices. On average, more than 44% of live sports viewers look up sports stats on a mobile device while they’re watching the event. This presents a unique opportunity for advertisers to capitalize on the mobile trend, ensuring their message reaches consumers where they are most engaged.

For businesses and causes of all sizes the ability to accurately locate a brand’s true market position is a strategic imperative. To achieve growth and success, understanding the awareness and perception of a brand is paramount. After all, you can’t get where you’re going if you cannot locate where you are. This is where comprehensive customer research comes into play, providing the necessary insights to chart a course from a brand’s current market position to its envisioned or strategic growth position.

The Significance of Customer Research:

Customer research is the GPS that guides businesses through the complex terrain of the market. It involves delving deep into the minds of current clients, past clients, influencers, and prospective clients to unravel the intricacies of their perceptions and attitudes towards a brand. By doing so, businesses can gain a clear understanding of their standing in the market and make informed decisions to drive success.

Why It Matters:

1. Accurate Awareness Assessment: Customer research allows businesses to gauge how aware their target audience is of their brand. It answers questions like, “Do people recognize our brand?” and “What is the level of familiarity associated with our products or services?”
2. Perception Analysis: Understanding how customers perceive a brand is crucial for shaping its image. Customer research digs into the emotions and opinions tied to the brand, uncovering strengths to be capitalized on and weaknesses to be addressed.
3. Strategic Growth Planning: Armed with the insights gained from customer research, a brand can strategically plan its growth trajectory. From identifying areas of improvement to capitalizing on competitive advantages, the data obtained sets the foundation for future success.

The TWIST Brand Awareness and Perception Survey:

Creating an effective survey is key to obtaining meaningful data. Here are the steps we at TWIST take in the development of a survey that captures insights from current clients, past clients, influencers, and prospective clients:

1. Define Objectives: TWIST begins by clearly outlining the objectives of the survey. What specific information are you seeking to gather? Whether it’s brand awareness, customer satisfaction, or market trends, having defined goals ensures a focused approach.
2. Identify Target Audiences: Our research team tailors the survey to different segments of your audience – current clients, past clients, influencers, and prospective clients. Each group may have unique perspectives that contribute to a holistic understanding.
3. Craft Relevant Questions: We design questions that align with your objectives. Use a mix of closed-ended and open-ended questions to gather quantitative and qualitative data. Ensure clarity and simplicity to encourage maximum participation.
4. Consider Survey Channels: TWIST chooses appropriate channels for survey distribution. Whether it’s email, social media, or direct outreach, select channels that resonate with your target audience to maximize response rates.
5. Ensure Anonymity: We encourage honest feedback by assuring respondents of the anonymity of their responses. This fosters transparency and ensures that customers feel comfortable sharing their genuine opinions.
6. Pilot Testing: Before launching the survey, we conduct pilot testing with a small group to identify any potential issues with question clarity, survey length, or response options. This helps refine the survey for optimal results.
7. Analysis and Action Planning: Once the survey is complete, analyze the data meticulously. Identify patterns, trends, themes and areas of improvement. We use these insights to develop an action plan that aligns with your brand’s growth objectives.

In the dynamic world of business, customer research is the compass that guides brands towards their true market position. By understanding awareness and perception through well-crafted surveys, businesses can navigate the path from their current standing to strategic growth, ensuring they reach their destination with precision and purpose.

Private Schools and Faith-Based schools have an opportunity to engage now with more students than ever before. The EdChoice Grant provides students and families with the opportunity to select the right school for their needs. Recent changes to the EdChoice Grant has extended this opportunity to more families for both elementary school and high school students. In order to best prepare for the changes — as well as to grow admissions and reach families eligible for the EdChoice Grant — use these five tips to prepare your admissions department and your school overall!

Build Your Brand

How you present your school’s brand is important as parents and students are evaluating their school options. What’s the thing that makes you different and special? What messaging is driving interest in the school? What are the values that bring families in the door? 

Create Consistency

Whether it’s your social media accounts, your admissions staff, or the teachers in the classroom; everyone should be speaking the same language. Share your brand strategy with all key team members who help to assist with or impact admissions.

Use Ambassadors

Teachers, parents, or alumni have had an experience with you that they are willing to share. Word of mouth is always a strong driver of admissions and third party endorsements become key as you look for new admissions.

Get Social

Whether we want to admit it or not, most people are active on one or two forms of social media. Reach your audience by using hashtags, tagging your partner organizations, and utilizing location markers. 

Assist with Tuition and Admissions Process

Admissions and tuition can be overwhelming for families. Create an easy application process and talk to your families about opportunities for grants, vouchers, and other scholarships offered.

Part of our formula is the graphic design duo Rachel Teuscher and Thiago Wimberly.

Ambitious and imaginative, these two form an unbeatable dynamic. Rachel and Thiago are the creative minds behind the design of many Cleveland brands and causes. Through thought-provoking art, they challenge our team and clients to think fearlessly about who they can be and what their brands
can achieve.

“At TWIST, we pride ourselves on building teams of creatives who have complementary skill sets, styles, and aesthetics. Like in other creative disciplines — like music or comedy — breakthroughs happen when you blend a straight line with a curve. Rachel and Thiago are Fearless Thinkers of the highest order. As individuals, they are highly capable. But when you combine their skill sets, the outcome for our clients is nothing short of magical.”

— Mike Ozan, TWIST Co-Founder & CEO

Under the guidance of Chief Executive Officer Mike Ozan and Chief Creative Officer Connie Ozan, Rachel and Thiago provide design direction and creative leadership to TWIST’s roster of clients. They are the driving force to our clients’ creative growth.

“Rachel Teuscher and Thiago Wimberly are a one-of-kind design team. Together, they can handle any project or a handful of projects that come their way. Even when under pressure to meet client deadlines, they show up happy, cheerful, organized, and resilient. The office is a brighter and lighter place with their choice of a different music genre playing each day — they set the tone for positivity and creativity. As a power team, their combined skills work in harmony to produce outstanding work for our clients. I’m grateful to work with such wonderfully talented people.”

— Connie Ozan, TWIST Co-Founder Chief Creative Officer

Rachel is both a talented designer and a master planner. Rachel’s unique ability to understand the project, the deadline, and how to reach the goal effectively and efficiently has provided leadership throughout the agency. In her five years at TWIST, there’s never been a challenge too big for Rachel’s cool and calm approach. Her fresh, innovating concepts enhances any brand strategy and makes her an integral part of our culture of creativity.

As Associate Creative Director, you’ve got to be fearless — that includes your design and your attitudes. Rachel holds many strong opinions, including one that is contrary to popular belief: Print is not dead. Brands often ignore print media as part of their mix, but Rachel believes that’s a mistake — it’s understanding how traditional mediums can complement a diverse portfolio of design, including digital efforts.

“Direct mail, magazine ads, trade show signage…it’s about educating clients. Finding new ways to create even more engaging experiences through innovation.”

She attributes her commitment to learning and trying new things that propels her design forward. She recently led the team from concept to completion of the Cleveland-Cliffs Sustainability Report 2022. Despite the convenience of digital, Rachel says audiences still love print.

“The sense of holding a publication in your hands, it’s an experience,” she said. “Yes, you can find the stats online. But the optics of a beautiful cover and printed spreads can be quite impressive.”

Thiago knows what it takes to be a Fearless Thinker, bringing his adventurous energy to every project he touches. He is a brilliant collaborator, always working with the team to find solutions while having fun along the way. Thiago lives and breathes “the big idea.” His expertise and sophistication are just what TWIST needs in the design department.

“It’s amazing to be able to support a client’s vision,” he said. “Turning brand strategy from concept to reality is my superpower.”

Thiago believes one of the greatest things he can do is to be able to give clients the feeling of awe in design. After the TWIST team completed Discovery — the information-gathering process TWIST engages new clients in — with the staff at Bedrock on the Tower City Identity & Environment, Thiago was excited by its potential. He immediately got to work.

A new identity can elicit strong reactions, but that didn’t deter Thiago.

“Being in a job where I can create a world where people have a warm and exciting response to a logo or color palette… it’s electrifying!”

The direction Thiago took for the revitalized urban shopping experience captured the client’s desire for a modern look with their need to improve the overall vibe and experience of the place. As redevelopment was underway the new identity and environmental graphics brought new life to a Cleveland landmark as it was transitioning to the next generation of visitors.

In their roles as Associate Creative Directors, Rachel and Thiago ensure creativity thrives in everything we do and further drive our mission to fill Cleveland with world-class design.  They bring a lot more to TWIST than creative and design backgrounds. They light up the agency with an undeniable energy that can elevate any brand’s perception and positioning.

Art, academic contributions, political action, food, and more demonstrate the Black genius and resilience that influence every aspect of our culture. Black history is one we should all be proud of. There is place in this movement for all of us.

Our journey is made stronger when we feel a sense of connectivity to one another. TWIST is proud to recognize Black History Month by uplifting the efforts of our community and amplifying the contributions of several Black leaders in Cleveland. These individuals illuminate our path toward a more just — and inspired — society.

Bishara Addison

Bishara Addison is no stranger to public policy issues. The Shaker Heights native served in the Ohio House of Representatives and is currently with the philanthropic alliance Fund for Our Economic Future. She’s an indispensable member of its staff, bringing to the table a better understanding of job preparation and workforce development — helping the area achieve more equitable economic growth.

Bradford Davy

After leading Cleveland Mayor Justin Bibb through a successful election bid, the savvy of Bradford Davy is ever present. The Near Westside native now serves as Chief of Staff for the City of Cleveland. Bradford focuses on many efforts, including featuring Cleveland’s rich diversity, addressing the city’s racial inequities, and increasing opportunities for the entire community. He can often be seen supporting neighborhoods, businesses, and nonprofits.

Tony “The Insomniac” Ferguson

Tony Ferguson is a champion for the arts in Northeast Ohio, using his show on iHeartRadio to shine a spotlight on and empower up-and-coming artists from Cleveland. This year, his efforts include recognizing 50 years of hip hop — a fitting celebration for the city that is home of the biggest selling and most influential hip hop group, Bone Thugs-N-Harmony.

This is only a snapshot of the trailblazers, innovators, and activists creating positive change in Northeast Ohio. The Fearless Thinkers at TWIST are honored to have worked alongside these individuals and are happy to offer a small sampling of their stories to tell a broader narrative about Cleveland’s rich diversity.

What was once a couple of hours full of the best advertising has turned into a week of advertising – but is that the right solution?

I remember once following along with Adweek’s live advertising tracker. It was the day before the Big Game, and the public got a glimpse of just a handful of spots. Some you could watch in their entirety. Others were simply a preview. Over the last few years, especially since the pandemic, it seems every ad can be seen not just days ahead of the Game but weeks. It’s easy to see not only the spots, but who may be starring in them beforehand.

We’re also seeing more and more brands reworking their media buys as costs are increasing year-over-year for those precious :30 spots. No longer are we talking about commercials during the Game, but brands are finding ways to start the conversation days before and weeks later. We’re even seeing big sponsors, like Pepsi, change their relationship with the Big Game.

Consider the announcement from M&M’s earlier this month. I am convinced that this is all part of a Big Game stunt leading up to their spot during the game. It’s included a social announcement, a spot from Maya Rudolph, and online conversations among fans and friends of the brand. (In fact, other brands have started to mimic the announcement – check out A&W Root Beer.)

Why are brands planning to release early?

To maximize that dollar (and by dollar, I mean $7 million just for the media buy itself). Not only does the early release mean more people may see your ad, but it also builds anticipation for anything else the brand may be up to as the game approaches. It could be multiple spots, a social media engagement, or a pre- or post-game experience.

For more eyes on the prize. It’s not guaranteed that your audience is going to be watching the Big Game, or if they are, that they will see your spot. CMOs need to show ROI now more than ever and the more eyes that see a spot — especially with such a big spend on the line — the better. Releasing early not only gives the brand the chance to be seen by more people, but it also allows for different and new executions. Think TikTok or Instagram. A (very expensive) :30 spot can be easily edited into multiple TikToks or Reels.

To start a conversation with your audience. That Sunday night is not just about football. Nearly everyone has an interest in the ads. Viewers are on social media, and this second-screen opportunity provides brands a chance to build a relationship with those consumers. And let’s not forget the social media Influencers who will likely be making an impact for some brands during this game. They’ll get people talking for sure.

For more places to reach your audience. There are other games and big events that attract eyes and attention from a broader audience. Think: NBA All Star Game, MLB Championship Games, March Madness, and award shows. In many ways, brands have more selections than ever before and don’t need to just use the Big Game to reach their audience.

Will the Big Game still be Big in five or ten years? I don’t think it’s going anywhere, anytime soon. I do think Big Game ads and the way that brands engage will evolve. No matter what, I hope the Big Game still brings together advertising professionals – it’s one of the best nights of the year for many of us.

For those wondering, I have not yet watched one big ad spot. I plan to watch live with millions of others that special Sunday. If you’d like to join along in the conversation, follow @TWISTtweets and @cacoughlin on Twitter for insights and reactions throughout the evening.