Archive for the ‘Client News’ Category

New Web sites launch

October 12, 2007

A little over a month ago, our fearless leader, Chris, and his wife had a beautiful baby girl. Meanwhile, our fearless web developer, Jason, and his wife are expecting a baby this December, and I just returned from a trip to Florida for another friend’s baby shower.

So maybe it’s because I’m thinking in terms of new life, or maybe it’s because I’m still the new gal in the office, but when we launch a new Web site, I always want to hand out chocolate cigars and tie a Mylar balloon to our mailbox that reads “It’s a Web Site!”

Here are a few spankin’ new sites that GrafiQa helped bring into the world:

Matco Electric
Specializing in large, industrial jobs for clients such as the National Baseball Hall of Fame and Museum, Tioga Downs and numerous healthcare facilities, Matco needed a site that showcased the company’s expertise and would serve as an alluring resource for potential clients. GrafiQa designed a site that reflects Matco Electric’s high level of service. We gave them a fresh, modern design, and a user-friendly navigation, as well as an online portfolio.

We also trained representatives from the company on the software they can use to easily update the site themselves whenever they need to, without incurring extra technical costs or delays.

Riverwood Gifts
Shoppers who love browsing through Riverwood Gifts on Cooperstown’s Main Street can now visit the store’s new Web site, which was designed by GrafiQa. The site, designed to capture and communicate the personality of the store and its owner, Rick Gibbons, features original photography, Flash animation and retail commerce capabilities.

Landfill Service Corporation
Landfill Service Corporation, based in Binghamton, offers a unique product: A spray-on covering system for landfills that reduces volume, eliminates odor and prolongs the life of a landfill. It’s also easier and safer for workers to use than other methods, such as tarping. GrafiQa created a site that uses streaming video to communicate the benefits of the product, and show it in use.

Beaver Mountain Log & Cedar Homes
Beaver Mountain Log & Cedar Homes needed a Web site that reflected the company’s status as one of the premier builders of log homes in the Northeast. People come from hundreds of miles away to visit Beaver Mountain’s amazing workshop, where entire homes are built, then drystacked, component-by-component to test for accuracy before being broken down and shipped to the building sites.

We built a Web site that comes as close as possible to giving homeowners and potential clients a cyber tour of the facility. We also optimized the site so that when people do Internet searches for log homes and other specific keywords, Beaver Mountain’s site will rank high on the results.

If you want to know more about the work we do on our clients’ Web sites, or you would like to have our expert audit your existing site to make sure it’s doing everything it could, you can reach us at 607.433.8837 or call me at etb@grafiqa.com.

7 Tips for Writing a Press Release

October 11, 2007

You should be writing a press release right now.

Over the weekend, one of our clients hosted an open house at their sales facility, and wanted help getting the word out. This wasn’t a high-budget event, so there weren’t going to be billboards or television spots to promote it. What the client needed was a cost-effective method of spreading the word to as many existing and potential customers as possible.

The solution was clear: Press Release.

A well-crafted press release can put your name in the media, introduce you to key players in your industry’s trade publications and – best of all – act as free advertising.

Our content developer, Elizabeth Buchinger, researched media outlets within 100 miles of our client’s sales facility, and compiled a contact list of nearly 50 media professionals to target. She then worked with the client to hone the message they wanted to convey both about the event and the company.

She collected images, wrote the press release and distributed the material to newspapers, television, magazine and radio outlets.

The event was well attended, and the organizer definitely got the sense that people had heard about the event in a variety of media.

But the best return was that, the day before the event, an area TV reporter and camera crew came to the business and spent two hours interviewing the owners.

You literally cannot buy that kind of coverage because it’s just not for sale.

Here are seven tips to ensure that your next press release brings results:

Target your audience. A scattershot press release is a waste of your time and a nuisance to the person who receives it. Take the time to create a media list of outlets where your audience spends time. A company that is opening a lakeside resort might target newspapers, travel magazines, and television programs. A teen center, on the other hand, would do best to form relationships with popular radio stations, alternative weekly papers and social networking web sites.

Make it newsworthy. Think of your press release as a pitch for a magazine cover story. Find an angle that makes your organization so newsworthy that the editor who receives your release will be inspired to give you great coverage and will thank you for sending it.

Write it well and keep it brief. Good writing will spark interest, but that doesn’t mean sending a novel. Editors and the like receive hundreds of press releases a week. If you can’t convey your story and give a call to action within five short paragraphs, you’ll lose their interest, and you won’t get coverage.

Include a photo or other image. Good quality images grab attention and enrich your story. Make sure your images are of print quality, and include caption information.

Follow up by phone or email. PR isn’t about one-shot media coverage; it’s about building long-term relationships that will bring repeated exposure for your organization and build your public profile. Get to know the people at the outlets where coverage is most natural, and learn how you can make their jobs easier. Maybe they’re looking for expert sources in your field. Maybe they want a guest columnist. It can be time consuming, but in the end it pays off.

If you have any questions about designing a PR plan or you would like to talk about PR solutions, you can contact our content developer, Elizabeth, at etb@grafiqa.com or 607.433.8837 x206.