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Inconsistency is a brand's biggest adversary

Free Download: Inconsistency is a brand's biggest adversary.

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See how your brand stacks up resource.
5 steps for determining if there's inconsistency afoot resource.

Free checklist to determine if you need to rebrand, refresh or relax.

Change is good, but investing in a new brand—whether it’s a total overhaul or just a refresh—can be a big commitment in terms of time and money. How do you know if you need to make this investment?

Use this checklist to determine if a rebrand (or refresh) is practical, addresses the needs of your organization and supports your strategic imperatives.

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Why explainer videos should be part of your marketing strategy

Why explainer videos should be part of your marketing strategy

Whether you are marketing a simple product or a complicated one, a clear, concise explanation will help your prospects understand how your product can solve their problem. That’s where explainer videos come in. As a complement to a great sales deck that goes into more detail and can be customized, an explainer video provides a high-level overview of your value proposition. Having a video easily accessible to people browsing your site prevents your sales team from having to explain the basics, enabling them to dive deeper with interested potential customers.

Explainer videos can be talking heads, interspersed with product shots. But they often take the form of animations, because animated videos can be faster and cheaper to produce than shooting original footage with all of the equipment and personnel that entails. Either way, you’ll need a tight script, compelling visuals, a friendly voice over and upbeat music.

Explainer videos should less than two minutes in length, which translates into a written script of 300 words or less. Tempted to just post your script as web content and skip the video production? Unfortunately, you won’t see the same results. Videos hold people’s attention more than standard web content or blog posts. In fact, marketers who are using video are seeing an average of 49 percent faster growth in revenue, according to the latest Aberdeen report.

How could you use an explainer video? They often fall into one of these categories:

  • Benefit-driven – hitting on the top three benefits of your product/service
  • How-to – breaking down a process into steps
  • Demo – showcasing your product in its most popular use case
  • Compete – comparing your product to your competitors’
  • Larger organizations also use explainer videos as a key part of internal communications for onboarding and training employees.

Here are three explainer videos developed for a variety of purposes. They might inspire you to think about how an explainer video would complement your marketing mix.

It's the year of the video.

Why you should be using video marketing to promote your business.

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Delivering on go-to-market strategies fuels growth

Delivering on go-to-market strategies fuels growth

Top to bottom marketing support
As Zemax’s agency of record since March of 2016, GA Creative has delivered top to bottom marketing support to drive leads to support aggressive sales goals. The GA team works hand in hand with the Zemax go-to-market team, sales team and product team to plan and execute marketing efforts.

“We love working with Zemax. They are truly engineering the future of optics with software that plays a central role in helping companies design innovative, optics- based products in industries like virtual reality, biomedical imaging, self-driving cars, space exploration, and consumer electronics.”
Julie Burke, GA Principal.

A brand transformation
After transforming the brand to support a new strategic direction and prepare for growth, we established a content marketing strategy to attract optical and mechanical engineers who are end users of the software, as well as managers and executives within companies that develop optical products.

A content library
GA wrote and designed a lead generation website for the US, Japan and China, including the company’s first blog and blog newsletter. Then we built a content library including eGuides, case studies, videos and presentations.

Zemax digital and print collateral.

“The new brand is a better reflection of who we are as an industry leader worldwide. With the help of GA Creative, we have moved leaps and bounds in the right direction with our brand – all in a very short time.”
Dan Hamann, Chief Revenue Officer, Zemax

A media campaign
To raise awareness and drive build the database, we planned and managed a media campaign including print, online display, native advertising, content syndication, webinars, white paper programs, emails, and social. We produced all print and online materials, including collateral, trade show exhibits, event websites. Plus, we provided all communications and marketing support for new product launches.

Results exceed expectations
In 2018, we:

  • Produced 2,975 full contact leads from advertising in industry publications
  • Drove 241,314 unique users to the website leads, with 82% of visitors being new
  • Generated 10,499 opt-ins for content (First, Last, Company, Business Email) – with a higher than average 4.4% conversion rate for unique B2B software website visits to form completions
  • Engaged through the blog: 13% of unique visitors engage with the blog

Technology product launch on the horizon?

We can jump into action quickly.

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Attracting new visitors to a website with content marketing

May 30, 2018

Attracting new visitors to a website with content marketing

We helped Badgley Phelps, a 50-year-old wealth management firm in Seattle, rebrand with a new website and fresh look. Their goal was to modernize and better reach a younger target audience while still engaging with existing clients.

The new website was the pillar of the rebrand as the primary call to action for marketing efforts and a platform for industry thought leadership through the blog. The primary goal was to increase traffic to Badgley.com from new visitors who could be potentially converted to new clients.

Badgley Phelps Facebook social media strategy and design.

Results
Sessions from new visitors increased 50 percent in the first six months. The blog afforded Badgley the opportunity to easily publish content and add new pages on a regular basis, improving SEO. The 25 total pages added helped to drive a 48 percent increase in traffic from organic search, and a 187 percent increase in sessions from social referral.

The client was happy with the results and had a strong platform on which to build marketing programs for 2017 and beyond.

Returning vs New visitors for the 6-month period chart.
Returning vs New visitors for 6-month period chart.