Blog Archives - Julie Green, Billings, MT

August 5, 2019October 27, 2023

An Open Letter to Staples on Your New Logo

Dear Staples:

You might be tempted to think that, as a writer, my only tools of the trade would be a screen and keyboard. As it turns out, however, I happen to be one of those people who love the creative process of writing notes, mind-mapping and brain-dumping into good old-fashioned in notebooks—the Leuchtturm 1917-Squared, to be precise. A slight obsession with all office supplies, as a matter of fact, is apparently part of my DNA. I bought school supplies before my children were in school (actually, before I even had children) and I am transfixed by the smell of a freshly-sharpened pencil nearly as much as Meg Ryan was in the classic “You’ve Got Mail.”

Staples is just one source I’ve used to meet my ongoing need for an office supply fix, and you’ve admittedly been one of my favorites both online and off. But earlier this year you introduced a new logo that has led me to actually like you…less.

Let me be clear: we both know a logo is not a company’s brand. A brand is about experience, approach, and market presence—just to name a few aspects. A logo is, however, often the initial introduction we are given to a brand. Its importance should not be overlooked.

You, Staples, have incorporated a playful nod to your namesake within your logo for a quarter of a century. The curved “L” was professional, yet playful—memorable without being quite so literal. After all, you are a company whose name represents having all that a person or a business needs in terms of office supplies. Like a grocery store carries flour and sugar—a pantry’s staples—you offer the staples of my business day.

Enter the new logo.

(Yawn….)

It was noted in AdAge that your new icon also references a desk—apparently somehow better appealing to a business audience. The article also included a quote from your CMO Marshall Warkentin that the update reflects “the innovative, forward-thinking problem-solvers” that make up both the company and the company’s clients.

I doubt I’m the first one to tell you this, but you most definitely missed that mark.

This logo is far from either innovative or forward-thinking. It is obvious, clunky and lacks either style or interest. Is that what this brand, which I have adored as I strolled through aisles stacked with pens and planners, thinks of me as a customer? Do you truly anticipate that I as a business owner, creative and school supply-buying parent can’t somehow discern your offerings without that oh-so-literal icon?

Perhaps even worse was an experience I had last evening; one which gave rise to this post. While watching the CBS procedural “Instinct” (Alan Cumming is delightfully brilliant in it, in case you’re wondering), I also caught two TV spots—one right after the other. The first was from you, Staples. The second was from Cologuard.

Before you think I’m comparing the new Staples logo and one’s colon, let me stop you right there. Although I’m guessing you already know that I do think the Staples update stinks.

No, it was actually the icon associated with these two brands that caught my attention.

Your ad, “The Writer” was actually a beautiful piece of storytelling. As a writer who holds her own high school English teacher close to her heart, I appreciated the nuanced approach you took. Then we got to the end, where the new Staples icon is animated and the name enters the screen.

Next, this ad popped up.

Once you’ve stopped wincing and otherwise feeling uncomfortable, see if you notice anything. If not, let me help you out. Cologuard uses an icon that reflects their name, your anatomy, and the fact that this test is all about a box. (Hint: I’m not a doctor, but I can state with some authority that colons aren’t square.)

What’s the takeaway?

A medical testing company has determined that they can use their brand icon to help consumers better understand what they do.

Staples believes that in order for those same consumers to understand who they are as a brand, you need to show a literal staple or desk or whatever it is. (As a side note, if turned on its side, the Staples icon bears a striking resemblance to the Cologuard icon—which I admit you might only notice seeing the two ads so close together.)

Long story short, if Staples felt that an updated logo was necessary, you could have done better—much better. You could have sharpened the proverbial pencil (you have aisles full of them!) and done the work to create an identity that better appeals to your diverse audience. An identity that shares your story in a wonderfully unique way as opposed to going for the merely obvious.

And I’d have suggested you use a Leuchtturm 1917-Squared to get the process started (and by the way, you really should start carrying them in your stores.)

I expect better next time, Staples.

Sincerely,

July 6, 2019

Freyenhagen Construction

I first had the opportunity to meet Jeremy Freyenhagen years ago during a business meeting about his marketing efforts; however, I knew of him and his company long before that. Many of the articles I’d written for Magic City Magazine were related to Billings homes that had undergone renovation, and the Freyenhagen name was one I’d heard over and over. It was synonymous with remodeling projects that featured beautiful, modern kitchens and spacious rooms that reflected the personality and lifestyle of the families who lived in those homes. I could often walk into a home and know instantly that it was Freyenhagen Construction that completed the renovation. That’s why it was my pleasure to have the opportunity to work with him on marketing efforts that celebrated his 20th year in business as well as other projects that helped to tell the story of this truly remarkable company.

Business Lessons from Freyenhagen Construction

Before showing you some of the work Box 117 Creative was able to help Jeremy and his team in creating, I want to share some of the things that are remarkable about Freyenhagen Construction:

The first is a lesson that I think many of us in business can learn from: Jeremy found a niche. When he started the business, there were few contractors in Billings that specialized in home renovation–most were focused on building new homes. He saw an opportunity to build his business helping people who loved the location of their home but who wanted to improve their home to make it work better for their family or their lifestyle.
Over time and as Freyenhagen Construction grew, he also identified who is ideal clients were and the kinds of projects his company could truly excel in finishing. He also began to focus on additional products and services that would be serve the needs of the company’s target customers, essentially creating a “one stop shop” to make the process more convenient and enjoyable for the people he serves.
Freyenhagen Construction took the steps and made the investments needed to offer its clients a one-of-a-kind experience from start to finish. It starts by interviewing clients in their homes to learn what their goals are, then allowing them to watch their project come to life digital before “demo day” ever begins. The company’s unique scheduling system also lets clients know exactly what’s happening next on their project–giving them a level of communication that makes them feel a part of the process.

Storytelling in Marketing

Many of the opportunities Box 117 Creative was able to work with Jeremy and the Freyenhagen Construction team on came in the form of print. We worked closely with Drew Bennett at Freeform Design to create ads in local publications designed to keep Freyenhagen Construction top of mind for potential clients while also showcasing the company’s work.

The first series of ads introduced the company’s new tagline “Built for YOUR life,” created to emphasize Freyenhagen Construction’s emphasis on creating spaces that were uniquely designed to fit the clients’ life and lifestyle. They also celebrated the company’s 20tb anniversary–no small achievement in their industry. The look and feel came from the newly updated, SEO-copy rich and fully responsive website we’d created for the company partnering with Billings, Montana based Webgrain:

The next series of print ads built on the first, continuing the emphasis on storytelling while expanding to show more of the company’s work. By including before-and-after images and floor plans, prospective clients could see that a once closed-off space could become the open concept so many homeowners want.

Jeremy even chose to do a full spread in one holiday issue, making it instantly feel a part of the magazine rather than just an ad.

As we moved forward, we looked for a more innovative way to call out some of the company’s USP’s, which include their attention to detail, commitment to timelines and ability to manage everything all under one roof. Client photos and story continued to be incorporated in the ads–something which has long been associated with the company’s marketing efforts.

It was also my pleasure to work with Freyenhagen Construction and Billings video production company Spotlight Productions to create videos that speak to the company’s quality and work:

When a company has a company has a great story to tell, it’s a privilege to help tell it. Freyenhagen Construction is one of those companies. To learn more about them (and to see their amazing renovation work), visit them online at www.freyenhagenconstruction.com. And to find out how Box 117 Creative can help your company tell your own exceptional story, use this handy contact form.

May 27, 2018July 6, 2019

Seeing Clearly: Bauer & Clausen Optometry

Marketing for Bauer & Clausen Optometry, Billings, Montana - Box 117 - Julie Green

I clearly remember the day that I met Dr. David Bauer and Dr. Robin Clausen of Bauer & Clausen Optometry for the first time. I was to come to their office, which certainly seems an easy enough task…until I first parked in the wrong parking lot and then, when I did find the right door, went completely the wrong direction. Perhaps I should have asked them to check my prescription then and there–but they were both incredibly gracious to me about being a few minutes late. In the time that followed, I learned about how they started their business and, more importantly, where they hoped to take it. They expressed their main goal was some help with their social media. Having done some research about them prior to our meeting, I agreed there were some opportunities. As it turned out, however, that was only the beginning of a series of amazing work created for this outstanding optometry office.

Social Media

This was a client for whom social media really helped to build a solid brand. Bauer & Clausen Optometry already offered beautiful eyeglasses, trend-setting sunglasses and had an amazing customer service team. My job was to figure out a way to capture all of that, and knew that a combination of custom photography and on-trend messaging would be a great start. Working with local photographer Nikki Schaubel, that’s exactly what Box 117 was able to do.

In addition to product and service posts for Bauer & Clausen, informational, education and humor posts were also included as part of their social media strategy and execution. We even used it to introduce team members and celebrate internal successes.

Ultimately, these same posts were resized to create images that could be easily rotated on screens in the waiting room, and some of the images were included in calendars and even in-office art installations.

In-Office and Patient Marketing

I will always remain impressed with Dr. Bauer and Dr. Clausen’s attention to finding ways to keep in touch with their patients. An updated rack card shares information with patients and visitors while they’re in the office, and engaging letters focused on sharing information with patients as well as the parents/guardians of pediatric patients continued to educate and inform. (Graphic Design by Freeform Design Co.)

Thank you notes to patients who referred others to the practice include a special return offer, while colorful pull-up banners share promotions or seasonal events.

Another engagement effort included adding inserts into patient statements, like this one:

Print Advertising & Direct Mail

Bauer & Clausen Optometry was already doing print ads with local publications when Box 117 Creative came on board. After seeing our work with social media, they asked us to share ideas for those ads as well. These efforts allowed our team to reach new audiences for Bauer & Clausen while showcasing the client’s sophisticated look in seasonal ways. (Design by Freeform Design and WutzPossible)

I also got to put more of m writing skills to work as I assisted in creating feature stories about eye health for Billings-area magazines.

As the founders of Bauer & Clausen Optometry, David and Robyn also wanted to try a variety of methods to reach out to new clients. In addition to online and print ad efforts, they decided they’d like to do a multiple “touch” direct mail campaign. It included a letter, postcards and a “lumpy” mailer complete with eyeglass cleaning cloth. It was an effort that definitely got people talking–and bringing them into the practice.

“On the Move” Marketing Campaign

Although virtually every project Box 117 created for Bauer & Clausen Optometry was fun and engaging, perhaps one of the most exciting was to help them announce the opening of their new office. It was something they’d been planning for years, and getting to be a part of its rollout was truly fantastic. Postcards, billings inserts, postcards, social media posts and advertisements all announced the news as ground was broken and a beautiful new space was created.

Box 117 Creative also worked closely with the Billings Gazette, which featured Bauer & Clausen Optometry in their Construction Zone special feature. The write up talked about the unique characteristics of the new office, from the spa-like setting to the latest technology being used to improve patient experience.

A VIP event was the an ideal way to showcase all of Dr. Bauer and Dr. Clausen’s work in creating their new space. Our team had the opportunity to create a unique gate-fold invitation and assist with event planning to make sure it all went off without a hitch.

A public open house was also held to welcome patients and others throughout the community to tour new the new Bauer & Clausen Optometry. In addition, a match-fold “hello neighbor” went out to other businesses in the area as part of welcome baskets, while everyone in the nearby neighborhood received a special greeting of their own.

Website

Last but certainly not least, Box 117 Creative had the opportunity to work with Bauer & Clausen Optometry to create a new website that reflected who they are today as well as where they’re going tomorrow. The responsive, mobile-friendly BillingsEyeDocs.com now features stunning lifestyle photography as well as more information about eye care, the beautiful eyewear carried by Bauer & Clausen and information for new patients to help ensure their experience is an outstanding one. David and Robyn allowed Box 117 to take the lead on design and content while providing great insights about the services they provide and how they provide them differently. (Before and after shots, below)

The fact is, I and the graphic designers, programmers and photographers I work with were immensely blessed the day we began to help Bauer & Clausen Optometry move their brand forward. They are wonderful people with a great mission for serving their patients–and best of all, they are fantastic eye doctors. Just ask my family and me–we all count ourselves fortunate to be patients of Dr. Bauer, Dr. Clausen and Dr. Forsch. If you’re looking for an eye doctor here in Billings, I hope you’ll give them a call. And if you’d like to have help moving your brand forward in a big way, too–feel free to reach out to me.

December 27, 2017July 6, 2019

Freyenhagen Construction

Business Lessons from Freyenhagen Construction

Before showing you some of the work Box 117 Creative was able to help Jeremy and his team in creating, I want to share some of the things that are remarkable about Freyenhagen Construction:

The first is a lesson that I think many of us in business can learn from: Jeremy found a niche. When he started the business, there were few contractors in Billings that specialized in home renovation–most were focused on building new homes. He saw an opportunity to build his business helping people who loved the location of their home but who wanted to improve their home to make it work better for their family or their lifestyle.
Over time and as Freyenhagen Construction grew, he also identified who is ideal clients were and the kinds of projects his company could truly excel in finishing. He also began to focus on additional products and services that would be serve the needs of the company’s target customers, essentially creating a “one stop shop” to make the process more convenient and enjoyable for the people he serves.
Freyenhagen Construction took the steps and made the investments needed to offer its clients a one-of-a-kind experience from start to finish. It starts by interviewing clients in their homes to learn what their goals are, then allowing them to watch their project come to life digital before “demo day” ever begins. The company’s unique scheduling system also lets clients know exactly what’s happening next on their project–giving them a level of communication that makes them feel a part of the process.

Storytelling in Marketing

Jeremy even chose to do a full spread in one holiday issue, making it instantly feel a part of the magazine rather than just an ad.

It was also my pleasure to work with Freyenhagen Construction and Billings video production company Spotlight Productions to create videos that speak to the company’s quality and work:

July 16, 2017July 6, 2019

The Moss Mansion: Helping Tell the Story of Billings

Almost anyone who has visited Billings, Montana and certainly every one of its residents knows about the Moss Mansion. Built in 1903, it has stood as our community’s “Grand Lady,” with many of its original and charming features remaining intact for more than a century. It is maintained by the Billings Preservation Society, and my friend Stephanie just happens to be a member of its Board of Directors.

In 2014, not long after Box 117 Creative was established, Stephanie asked if I would be willing to write the book for the organization’s annual Heritage Home Tour, which kicks off the Moss Mansion’s busy season. My answer was a resounding “yes!”

Interesting Homes and Interesting People

Writing the book that year allowed me the chance to meet the most captivating people and tour some interesting homes. One of my favorites that year was the home of Jessica Smith, a local artist with a truly fascinating life story. I also got to sneak a peek in one of Billings’ oldest homes on Virginia Lane, tour a beautifully updated cottage on Yellowstone Avenue, learn more about a 1950’s era ranch, and hang out in a loft as cool as the young lawyer who owned it. It was an experience I enjoyed, but not one I thought I would have the chance to repeat.

That’s why I was pleased the following year when I received another call and was asked to write the guide for the second time. Once again, I enjoyed each of the homes I got to tour and the owners I had the chance to meet–and I learned a little bit along the way. I never knew, for example, that Smokey Lane was named after Will James’ horse, until I got to tour the home once owned by the late writer/artist. Likewise, I had never seen the artwork of Loren Entz until I interviewed him in his home–one designed by CTA founder Everett Terrell for Will James’ compatriot Earl Snook. It was a pleasure seeing the stunning new Kibler & Kirch Design Studio just before it opened and talking to its owner, entrepreneur Jeremiah Young. And I loved finally getting to see the beautifully restored interior of a Poly Drive home I’d driven by for years.

Sadly, when I received the call last year, my schedule wouldn’t allow me to undertake another book for the 2016 Heritage Home Tour put together by the Billings Preservation Society. So imagine my surprise when I got a text from Stephanie this spring, asking me if I would consider undertaking the tour guide interviews in 2017. I was able to say yes–and I’m so glad I could.

Montana Mid-Century Modern Marvels

For 2017, the Board decided on a theme for the tour, and it was one that surprised a lot of people. It would focus on Mid-Century Modern homes in Billings–a style few people associate with our community. In addition to Pub Station, there would be 6 homes in the tour, each of which (I would come to find out) is owned by individuals who appreciate the architectural style for different reasons. It was also a joy to discover that while the homes possessed some similarities in terms of overall design, each was unique. One has retained virtually all of its original design components, from its cinderblock planters to its Lauan paneling. Another, destroyed by fire, was rebuilt to encapsulate many Mid-Century elements while incorporating today’s aesthetics. A third bore little evidence of its Mid-Century Modern roots, but in its basement tour guests would find a symbol of the times: a Cold War bomb shelter. All in all, however, the homes blended the best of both “then” and “now” and it was a great experience for me to have the chance to share those elements in the guide.

My “Why”

So why am I sharing this experience? Why am I including it here on the Box 117 Creative blog? The answer is this: because it illustrates why I most love being a writer. My job allows me the remarkable opportunity to meet people, learn about them, hear their life experiences, and then craft a story that encompasses them. I have the same chance when it comes to helping a small business or a large company share who they are. The tour guides I have been able to do to help support the Moss Mansion even give me the chance to tell the stories of places–whether it’s the houses that have been homes to countless families, or the community that my family and I have called home for more than a decade. For that, I have to consider myself very lucky indeed.

To learn more about the Moss Mansion, or to find out how you can support it, I hope you’ll visit their website, MossMansion.com.

Note: The photo of the Moss Mansion featured in this story comes from the Moss Mansion website.

May 29, 2017July 6, 2019

Where Do Ideas Come From?

Ideas, marketing content, writing, brainstorming

The Idea of Ideas

Not long ago I had the chance to have a lunch meeting with a colleague I’d only worked with on a very limited basis. We were reviewing a project, and as we went over various options I kept tossing out messaging lines and ideas left and right. It caught him a bit off guard, and he asked me where all those ideas came from. Continue reading “Where Do Ideas Come From?”