Mobile Marketing: Reaching Consumers, Wherever They Go.

Posted on December 2, 2010 by The Souza Agency

Businesses today, both large and small, are beginning to wonder if traditional marketing tactics are still enough.  After all, we are living in a new age where we check our in-boxes more often than our mailboxes and dial-up to the internet more often than we would dial-up a friend.  It seems apparent that we need to reach consumers in a fresh way, but what exactly is it that this generation is looking for?  The answer centers around the combination of two things: technology and convenience.  We want everything – our contacts, calendars, emails and yes, even our advertisements -  to be in one easily accessible place.  Well, Generation Y – say, “hello,” to mobile marketing.

For those who are less familiar with the idea, we’ll give a quick overview.  Mobile marketing allows businesses to communicate with consumers in a number of effective ways.  When a person responds to an ad through their mobile phone, they will usually receive a text back with some of the company’s information.  Businesses can also send coupons to the number as an incentive for them to actually come in to the store.  Some businesses, such as Starbucks, have even begun using mobile loyalty cards – a great way to keep frequent visitors coming back for more!  Other mobile marketing techniques include sending polls, contests, and text alerts to interested leads.

One very successful example was carried out by Ace Hardware and Microsoft Mobile Advertising.  In a month-long holiday campaign, Ace Hardware advertised four different in-store specials via mobile marketing.  The campaign resulted in a 60% lift in brand awareness in ages 35-54 and 101% in ages 25-54, as well as an 8% increase in store traffic – surpassing even the highest expectations.  This just goes to show that mobile marketing is more than just a passing fad for the tech-savvy; it’s a major break-through for businesses who are ready to get involved.  And here’s the kicker: it really does work!

With 2.4 billion active text message users in the world (more than any other data application), it’s surprising that this trend hasn’t caught on sooner.  In fact, a study by the GSM Association found that mobile marketing has already reached 25 times more people than Twitter and has 7 times the response rate as compared to e-mail marketing.  We should also expect it to increase in popularity as more age brackets adapt to text messaging and as mobile coupons are becoming more widely accepted.  While the revenue it produced in 2008 was a couple hundred million, it is predicted by http://www.smallbiztrends.com that this could increase to $5 billion by 2012.

At The Souza Agency, we know how important it is to stay up-to-date in the ever-changing and quickly expanding world of marketing.  And with mobile marketing – the question no longer seems to be how or why to get involved, but when.

Team Souza

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Marketing Across the Generation Gap

Posted on September 24, 2010 by The Souza Agency

The idea of a generation gap is nothing new: What is true about one age group can rarely be said about another.  We all grew up through different stages in time and technology, and through various social and political world events that have shaped who we are today.  It’s logical, then, that we would all have different wants and expectations in terms of marketing techniques.  As Ann Fishman of Circulation Management once said, “In a marketplace that’s evolving from product-driven to customer-driven, understanding the fundamental needs, values, icons and historical experiences of the various generations to whom we hope to market is more critical than ever.”

In a market this complex we need to ask ourselves: Is it possible to communicate with all of them in the same way?  How can we reach each group effectively?  What is our target age group really looking for from us?  By comparing different characteristics of today’s  five prominent generations – the Silent Generation, Baby Boomers, and Generations X, Y, and Z – we can pin-point what each group is likely to be drawn to and do our best to reach them most effectively.

The Silent Generation: 1925-1942

After years of spending on their children and grandchildren, this is a generation that is finally ready to do something for themselves.  They have earned their retirement and they want to enjoy it!  So, how can we help them do this while bringing their business our way?  Here are a few pointers.

Most people in this age group still respect old-fashioned ways and values, so it is important to emphasize this when reaching out to them.  They also appreciate history and look for brands that are older and more established.  If your business has any sort of history or background, you’ll definitely want to bring it to their attention.

Direct mail is a great way to reach the Silent Generation because they are more likely than others to actually have the time and willingness to sit down and read it.  This is not to say that this group cannot be internet-savvy as well.  A study in 2008 found that 91% of the people in this group that do use the internet, use it to access e-mail.  They are also likely to use the web to view health information, news sources, and government sites.  So, when making a website or online campaign you may not want to leave them out.  They are looking for a website that is clearly organized and easy for them to navigate through.  The font should also be a bit larger than average, so it is easier for them to read, but never to the point where it would make them feel like “old people”.

Baby Boomers: 1943-1960

Frequent travelers, loving grandparents, and wealthy retirees – these are the generation of baby boomers.  Some believe the Boomer’s to be the most nurtured generation yet because of the large number of stay-at-home moms after World War II.  Perhaps this is how they earned the nickname, “The Me Generation”.  You can appeal to this characteristic by creating campaigns that focus on what’s in it for them and reinforce the idea that they deserve it.

This generation also holds most of the country’s wealth, and a 2004 survey by the Bureau of Statistics found out exactly what they’re spending it on.  They spend more than any other generation on goods and services and come in second for spending on transportation and entertainment.  The women, specifically, spend the most on clothes – 56% more than the average household.

Because of the increasing number of single and working parents, grandparents are now more involved than ever before.  It should come as no shock that the grandma’s and grandpa’s in this group are actually spending more than the Gen X-er’s on pets, toys, and children’s products.  So, when advertising for these products we need to remember the baby boomers as a key part of our audience.  What kind of toys would they want their grandchildren playing with?  Something safe.  Something that teaches good values.  Maybe even something that brings them back to their own childhood.

Generation X:1961-1981

Juggling new careers, marriage, and parenthood makes this generation a busy one.  If you can’t capture their attention immediately – you’ve probably lost them amongst everything else they’ve got going on.  Emphasizing the convenience or ease of your product/service is a great way to stand out to this crowd who would appreciate the break.

“Exposed to consumerism and public relations strategies since we could open our eyes, We Gen X’ers see through the clunky attempts to manipulate our opinions and assets, however shrinking,” writes Douglas Rushkoff, in his 1994 book, The Gen-X Reader. “When we watch commercials, we ignore the product and instead deconstruct the marketing techniques.”  What he is saying is a very valid and useful point – Generation X wants us to be genuine.  They aren’t likely to like or fall for gimmicks.

Generation Y: 1982-2000

A group of Gen-Y volunteers from Oxford College

Full of hope, optimism, and (most importantly) energy – this generation is determined to change the world.  It seems like every Gen Y’er is passionate about some cause or another and they are ready to do something about it.  For this reason, they are most likely to be drawn to a business that shares these ideals and is equally passionate about them.  Cause-related marketing is a very effective way to reach Generation Y – and of course, helping out the world while doing it is a nice little bonus!

Another interesting thing to note about this generation is that they have grown up in an age where having single or divorced parents is not uncommon.  But how can we use this to reach them as consumers?  The key is to make them feel like a part of something – like family.  One example that comes to mind is the Mac vs. PC campaigns.  No matter which side you’re on, you become a part of their team.  You no longer “have” a PC, you “are” a PC, etc. And from then on, you have some sort of connection with all the other users on your team.

This generation also places a strong emphasis on their friendships; so word-of-mouth marketing is extremely effective.  If they see that a friend of theirs “likes” your company on Facebook, for example – it makes a powerful first impression.

Generation Z: 2001-

The most important thing to keep in mind when marketing to Generation Z is that they are still too young to make their own purchases (with the exception of the occasional candy bar bought with their weekly allowance).  So when you target this age group, the people you really need to convince are the parents – Generation X and Y consumers.  In fact, they even have wish lists that kids can make online now, so begging your parents has never been easier!

And while you may not immediately think that internet advertisements would be the way to go, children are becoming very proficient on computers at a young age and many go online almost daily to play games. Interactive ads or short videos that will keep their attention work best.  Because they are so visually oriented, television commercials are still very effective with this age group as well.

Reaching Them All

Years of working with all kinds of clients at The Souza Agency have proven to us that the first, and arguably most important step in effective marketing is to know your audience.  Know what they like and dislike, what they’ve been through, and what they are attracted to.  Age cannot answer all of these questions, but it sure is a great place to start.

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Fashion Forecast: What’s new this fall?

Posted on June 15, 2010 by The Souza Agency

The fall fashion season is right around the corner, and this year it’s bringing with it an exciting new array of stylish colors!  Pantone, the world’s color authority and source of inspiration for design professionals, has just released its Annual Color Forecast for Fall 2010 – full of beautiful and intriguing blends of color for designers and fashionistas alike.  With eye-catching colors like Golden Glow, Purple Orchid, and Lipstick Red – this season is all about being bold and standing out!

With the season quickly approaching, Pantone has paired with the designers of New York Fashion Week to present the top 10 color inspirations for women’s fashion.  This season’s color palette “offer[s] many options for women to extend and embellish their wardrobes,” says Leatrice Eiseman, executive director of the Pantone Color Institute®.  “This season’s offerings,” she continues,”include innovative takes on fundamental basics, as well as transporting, lively colors that conjure images of travel and adventure, whether real or aspirational.”

Pantone has chosen Lagoon, “this season’s turquoise,” as the 2010 Color of the Year.  Tadashi Shoji is one of many designers drawn to colors in this family because she feels they capture elements of nature inspired by aerial views.  Lagoon is also very popular in accessories, and is an ideal compliment to most red hues – including this year’s sensual Lipstick Red, which will be especially prominent in cosmetics.

Another vibrant color that is sure to be dominant this season is Purple Orchid.  This majestic, feminine shade can be used to create several diverse looks when paired inventively with some of the other fall colors, such as the rich and elegant Chocolate Truffle.Pantone’s top 10 also includes two very different, but equally stunning shades of green that each combine brilliantly with Purple Orchid.  Woodbine is a deep, solid green that designer, Peter Som says, “works well alone or in a mix of patterns.”  Crisp Endive is more of a yellow-green, and is guaranteed to add a hint of freshness to any wardrobe.

“Reminiscent of a radiant sunset on a brisk autumn evening,” Golden Glow is a beautifully energetic fall favorite, and this year’s signature yellow.  This deep, earthy tone will complement many of the season’s new exotic looks and colors .  Living Coral is the other warm color of the season – its pink undertone giving it an inviting, tropical feel that pairs best with Lagoon.

With so many dynamic colors in this season’s top 10, we’ll need a few neutrals to balance them out and complete our stylish new looks.  Oyster Gray and Rose Dust are the two light and flattering colors that ground this year’s palette.  By including these classic shades, designers are taking a step to address consumers’ economic concerns.  Since clothing in such colors can be worn with just about anything and never really go out of style, they can be considered investment pieces rather than luxury items.

While these eye-catching colors and unexpected combinations will surely dominate the fashion industry, their impact transcends far beyond the runway.  According to the expert writers for the Graphic Design USA magazine, “Color is among the most powerful tools for communicating a message and selling an idea or product, and understanding broader color trends, however complex and uncertain, is vital to success.”

At The Souza Agency, we agree wholeheartedly with this statement, which is why we pay such close attention to these trends and consciously incorporate them into our marketing and branding services.  It’s time for us to say, “goodbye,” to the natural, calming colors of last year and welcome these extraordinary neons, and vivid citrus brights into our closets and our creations.

Thank you to our friends at the Pantone Color Institute® and Graphic Design USA magazine for images and supplied information!

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Shows on Broadway…are they too expensive?

Posted on November 25, 2009 by The Souza Agency

Photo courtesy of Richard Roebuck

Musical theater  has been around for centuries in one form or another, however, many theater critics are predicting its demise in the coming years. Escalating production costs means that ticket prices are rocketing for some shows, making them exclusive to those who are willing and able to spend their money. Is this acceptable; should the theater be retained as a sophisticated art form meant only to be viewed by the wealthy upper classes (as it once used to be), or should the theater be accessible to everyone? Considering the content of many of the popular new musicals being produced such as Rent, Wicked, In the Heights and Hair, to name a few, that deal with issues such as sexuality, race, class and most of all freedom of individuality, why should these messages be financially unattainable to many of the large groups of people they are trying to enlighten?

Rent the musical promotional poster

The price of tickets to see a popular show on Broadway is high at the moment, especially considering the current economic climate. Tickets to see the most popular shows such as Wicked and The Lion King in New York on a Saturday evening can be up to $130 a pop, and it is impossible to get these tickets last minute at a discount because the shows always sell out ahead of time. Many shows waning in popularity fill up last minute seats by discounting their tickets up to 50% at the TKTS booth in Times Square. Even with this discount some of the shows can still be $50-100 per ticket; maybe not so bad for 1-2 people, but for a whole family that’s quite a stretch. So is it worth it?

TKTS booth, Times Square NY.

First we have to consider the production costs. Some of these shows will blow your mind visually with amazing special effects and this doesn’t come cheap. The actors, singers and dancers on stage have trained professionally for years; as have the musicians in the orchestra. Add to this the fact that everyone involved puts on the production seven days a week and sometimes two shows a day. It is also easy to overlook the sheer number of people involved in making a production come to life who all need a pay check; choreographers, coaches, costume designers, make-up artists, set designers, backstage technicians, even front of house employees, to name but a few.

Extravagant set on Broadway’s The Lion King

Second, the theater is an age-old art form. Musical theater has been around for centuries entertaining the public. Up until the last few decades the theater really was reserved for the wealthy class often with standing room only for the lower class.  Sure the theater has changed (some critics say for the worse) but it has also evolved in many positive ways with modern musicals drawing attention to the plight of minority groups and repressed individuals, giving them a voice, teaching morals and campaigning for rights and freedom of individuality.

Broadway sign post

Overall we think it is fair to say that yes, theater tickets probably are over-priced – but there are significant reasons behind this. New forms of entertainment are available now that the theater has to contend with, so drooping audiences mean they have to increase their prices to retain the same professional level and even just to keep the show on the stage. However, it would be nice to see tickets become more accessible and to have financial incentives for people who see shows regularly, or book in advance for example. A new marketing or advertising approach might be beneficial in getting more people excited about the theater.

Musical theater button courtesy of Zazzle

If your thinking about going to see a show in the holiday season here is our advice; do your research; book in advance if need be or try your chances getting last minute tickets. The latter is normally the best option if your not too fussed about which show you want to see. This is also beneficial to the smaller theaters and the lesser known productions; it doesn’t mean they will be bad, and it opens your mind to different things and you might be pleasantly surprised. If there is only one show that will do, then most likely you will end up paying a larger amount for your ticket than if you take the best deal that’s on for the day.

Broadway ads in Times Square NY

Do you have comments on this subject? We would love to hear you opinions too!

Happy Thanksgiving!

Team Souza

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The Healing Power of Nature

Posted on October 26, 2009 by The Souza Agency

A few months ago we published a blog article entitled Lions, Tigers, Elephants, Alligators…Wild Things Help Children to Heal, about how animal sculptures created by artist Frederick Prescott are being displayed at hospitals and children’s health care centers throughout the country. The sculptures are proving great sources of entertainment amongst the children and families that attend the hospitals and centers, bringing smiles and laughter to places where it is most needed.

Blue Spot CowBlue Spot Cow: Prescott Studios

We recently read an article in Healthcare Design Magazine that, again, touched home for us here at The Souza Agency, and also has an interestingly similar theme to our previous article. Variation on a Theme: Facility Branding for a Midwestern Healthcare Provider by Mary Bamborough, IIDA, describes how creating an interior design theme can be a wonderful and stimulating environment for any health care facility. Bamborough describes the importance of “branding” for these facilities: in order to create a warm, inviting and positive interior space, which can help aid the healing process. The example for “branding” used in this article is nature, chosen for its many positive connotations to do with growth, life, and change: optimistic and encouraging outlooks in any health care environment. Bamborough uses the imagery of an acorn, which ultimately becomes a tree, providing a symbolical representation of life and growth.

blog-acorn-tree

Windflower Embroidery

Mary Bamborough is Director of Interior Design at GMB Architects-Engineers in Holland, Michigan. She was appointed by the Borgess Medical Center in Kalamazoo, Michigan, to create the interior space for parts of the hospital and more recently the nursing home and rehabilitation center (Borgess Gardens.) Bamborough chose six specialty garden themes for the common areas in each of the 6 households, each boasting different atmospheric and rehabilitative qualities; Woodland Garden, Flower Garden, Spiritual Garden, Heirloom Garden, Enchanted Garden and the Tea Garden.

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Variation on a Theme

The garden theme was chosen because it provides many naturally therapeutic benefits and ideologies that aid patients in the healing process. The consequential benefits of gardening keeps a person rooted in the real world: what could get more real than nurturing the miracle of nature? Studies have also proven that getting green fingered can help alleviate pain and depression, promote self-esteem, build confidence, and restore self worth: as Bamborough says, “a garden offers a miraculous event. You prepare the soil, plant a seed, add water, and voila, a miracle happens – life.” Borgess Gardens sounds like a great place to rest, recover and restore oneself mentally and physically, by getting in touch with nature and creating life’s little miracles every day.

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Green Fingers: istockphoto

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Like to travel? Respect, and go “green”!

Posted on September 11, 2009 by The Souza Agency

green-earth

Picture courtesy of Taking Off

Every year the Lonely Planet guide releases a list of the top 10 places to visit for the upcoming year. The list for 2009 includes a wide variety of destinations to suit the first time traveler to the experienced backpacker extraordinaire. This list, along with many others, represents how interestingly, (and sometimes controversially), the art of traveling has over the past decade or so become much more accessible to the common citizen. Last minute getaways for a relaxing week at the beach are common, as is a gap year for inquisitive young adults looking to widen their cultural knowledge and experience and head out on their own before they begin college and/or a lifetime of work. In many ways this is due to the current generational craze of jet setting which, only a few decades ago was reserved only for the wealthy and upper classes.  Nowadays tourism has a domino effect. Once a person has visited a place, they tell their friends about how relaxing, beautiful, magical or culturally rich it was and so on… The cheaper cost of travel, for example lower airfares, also helps in the equation!

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Picture courtesy of The Sydney Morning Herald

While many of us see this broadening of horizons as a positive move in our ever-continuous quest to be a “universal society”: fully accepting of each others’ customs and traditions, many also see the rise in the popularity of travel often having a negative impact, particularly on the third world countries who at first encouraged tourism as a welcome economic boost, and are now consequently dependent upon this income. It is unfortunate that the latter view holds just as much truth as the first. Tourism has and continues to have a negative impact in many countries, oftentimes it can be seen that more tourists = less culture and the real essence and life of a place can easily be missed amongst the throngs of tourists and visitors. Local governments also sometimes overlook the needs of the local residents and environment in an attempt to create an economic boost.

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As travelers of the modern “green” age, it is time that we become aware of and accept the damage done in order to take advantage of the great opportunities put forth to us to make amends.

A recent personal trip to Tanzania sheds light on how tourism can be unintentionally damaging: tourists often give money directly to the homeless, and this provides them with an incentive to stay on the streets.  There are numerous campaigns in Tanzania telling tourists that if you want to help, give money directly to an organization. Cases like this can be seen all over the world in many different scenarios; as long as tourists give to the homeless they will stay on the streets…

zambia-sign-379

Picture courtesy of No Boundaries

There is the message here that you can help, you just have to know the right way.  Sometimes its just not as obvious as you might first think. A little bit of research and knowledge can go a long way.

Traveling is a great opportunity for self-discovery and everyone has the ability to travel without adding further harm to a country. With the rising concern of global warming we are all being taught to be more aware of the world around us and to think about the consequences of our actions. As modern day travelers this should also be our way of thinking. We should take every opportunity to broaden our horizons by experiencing different cultures; not for example, by going to Egypt and staying in a fancy western style hotel in Sharm El Sheikh for two weeks, but by going to Egypt and visiting the pyramids, mosques, the tomb of Tutankhamun, wondering around Cairo in dress respectful to the culture and eating in local restaurants, thus contributing to the local economy. That is real traveling!

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The role of advertising and marketing plays a large part in the tourism debate. Airlines advertise inexpensive flights to encourage people to fly overseas. It would be inconceivable to stop this, as it would stunt tourism in places where it is now a vital part of the economy. Positive and thoughtful advertising is needed to encourage people to respectfully immerse themselves in the real cultures of the places they are visiting; to mingle with the locals and almost become one for the duration of their stay instead of being a tourist and looking in from the outside of the glass. The goal of traveling should be of course to relax and enjoy, but also to experience different things in a new environment, not the same things in a different environment.

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Picture courtesy of JPG: Your World in Pictures

(The huge diversity of species and natural beauty of Penguin Island in the South Shetland Islands, has resulted in large amounts of tourists to the area. Consequently, it has been recommended that the eastern, southern, and western parts of the island no longer be open to tourists but serve as refuge areas to protect the wildlife.)

We all have a long way to go as “green” travelers.  It is unavoidable that someone will stumble across a secluded haven and then tell their friends and eventually it will become popular and the cycle will repeat itself. This inevitability is a sign of the crazy and ironic world in which we live, where a positive thing for one person usually means a negative falls upon someone else. However, it is possible that we, as travelers of this new “green” age can strive to protect, conserve and respect our neighbors’ environments and cultures and support their economies in the most honest way possible.

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Wish you were here!

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Attention Stylistas: Fall Hues are Fashion Do’s!

Posted on July 21, 2009 by The Souza Agency

Fall season is fast approaching and it’s time to re-think our wardrobe palette!  Pantone®, the global authority on color and provider of professional color standards for the design industries, just recently released its Fall 2009 Color Report, and boy are these hues fashion do’s!  Pack up your turquoise pendant, forget your white pantsuit, and save the silver for next year….  It’s time for vibrant color, unexpected integration, and a sense of refinement.  “The most popular colors for Fall really represent a thoughtful palette.  That’s a direct outcome of what’s happening in the world around us,” said Leatrice Eiseman, executive director of the Pantone Color Institute.

American Beauty

American Beauty

At the dawn of each new season, the designers of New York Fashion week identify the 10 most directional colors in a survey conducted by Pantone®.  As chosen by these designers, the Fall 2009 colors “offer choice and diversity, as well unity in combination.”  With colors like American Beauty, “a wonderfully balanced, true red” that speaks to the need for cohesiveness, the fashion color palette for the Fall reflects “patriotism and emotional strength during uncertain economic times.”

One of the most prominent colors of the season is Purple Heart, “a refined and sensual purple that adds an air of creativity and excitement,” especially when paired with American Beauty.

Purple Heart

Purple Heart

Pantone® selected Mimosa, a warm, engaging yellow, as the 2009 Color of the Year.  “The color yellow exemplifies the warmth and nurturing quality of the sun, properties we as humans are drawn to for reassurance.  Mimosa also speaks to enlightenment, as it is a hue that sparks imagination and innovation,” said Eiseman.  This Fall’s Honey Yellow is a warmer, more subdued version of the color of the year.

Honey Yellow

Honey Yellow

Three of the classic colors for the season capture tradition, elegance, and contemporary style.  Iron serves as the “new black” coordinating well with all colors of the palette.  Neither gray nor brown, Iron is a must-have staple in every woman’s wardrobe, making classic wardrobe pieces much more interesting. Nomad, which bridges the gap between beige and light gray, and Crème Brûlée, a grayed-down beige, speak to the need for timeless neutrals.

Iron

Iron

Nomad

Nomad

Crème Brûlée

Crème Brûlée

Burnt Sienna, “a deepened, earthy shade of orange, reminiscent of an autumn sunset” is a Fall favorite, while Rapture Rose captures the vibrancy of fuchsia and the softness of pink in an artistic way.  The undertones of femininity and nurturing make Rapture Rose a must-see in fall cosmetics, as well as clothing and accessories.

Burnt Sienna

Burnt Sienna

Rapture Rose

Rapture Rose

Warm Olive, “a rich yellow-green, adds a touch of elegance and sophistication to Fall, like the olive in a martini.”  When combined, this tangy, intriguing hue makes all other colors come alive.  Look for it paired with Majolica Blue, “a deep, mysterious teal blue with more vibrancy than the usual navy.”  Majolica Blue brings an exotic flair to the group, especially when paired with Burnt Sienna or Purple Heart.

Warm Olive

Warm Olive

Majolica Blue

Majolica Blue

So you want to mix up your wardrobe and set the trends for all of your friends?  Pop these vibrant colors into your everyday fashion pieces and accessories to truly make a statement.  According to Tim Gunn, the Chief Creative Officer for Liz Claiborne, Inc., “Don’t shy away from color.  Color is not only a great and budget-conscious way to update our wardrobe, it is a wonderful pick-me-up.”

Not only do these color trends dominate the fashion industry, but the Pantone Color selections translate into the interior decorating industry, as well as the print design industry.  At the Souza Agency, we carefully follow the trends and incorporate them into our marketing and branding work.

Thank you to our friends at Pantone® and Graphic Design USA magazine for images and supplied information!

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A Heart for Green

Posted on March 6, 2009 by The Souza Agency

Going green kinda snuck up on us, and over the past two years has really taken hold of our agency. It all started innocently enough when we took on a very green client. Not long after, we were blessed with the opportunity to purchase and renovate an office building overlooking the expansion of the Annapolis Mall, and not far from the U.S. Naval Academy and Annapolis’ Historic District. The building had been on the market for quite some time but it’s lack of love over the years was too much for most people to swallow. So it sat abandoned and neglected.

Now we must admit that our parents and the 70ties had prepared us for the green wave sweeping the country. Growing up we had to save our paper lunch bags to reuse until they literally fell apart, or carry our metal lunch boxes to school. Who knew collectors would be willing to pay big bucks for a metal lunch box that hadn’t been thrown across the playground once or twice?

At any rate, here we are in our sharp new office building at 2547 Housley Road, Annapolis. It’s very green. We’ve even been thinking about the possibility of registering for a LEED rating. Wouldn’t that be fun!

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Our offices at 2547 Housley Road, Annapolis

First, it needed all new everything. We did manage to save the 1950ties hardwood floors in the conference room and reception area. They were such a fright having sustained years of water damage and broken planks that could send you into the abyss. But with the help of Elite Hardwood Flooring in Annapolis, the compliments just keep coming in.

Next, think walls, windows, doors, ceilings, HVAC, plumbing, electric, indoor and outdoor critters, and anything else you can imagine. Most were either rotted, unfriendly, or just waiting to start a major fire, so starting anew and incorporating green building strategies just seemed like the right and smart thing to do.

Here began our journey into an eye-opening environmental and economic strategy that has created an inspired atmosphere for everyone who visits…clients, guests, family, associates, delivery guys, and all those non-believers who wanted to renovate this place but were afraid to.

Creative & Design Studio

Creative & Design Studio

One of our eco-friendly choices included cork oak flooring. It plays an important role in lending intriguing texture and polished warmth to our offices. Most people still think of cork bulletin boards or stoppers for wine bottles when we tell them our floors are cork. Little do they know that cork is just about the most friendly natural resource on earth. Cork oak is harvested without damaging or chopping down a single tree. Here you can find out more…

Next we installed Low “E”/Argon Gas energy-efficient windows and doors. Windows are one of the worst energy wasters in any part of a building, and we have achieved a 40% greater thermal efficiency with their use. Natural light streams into the building, splashing the studio walls with unexpected slices of colors and shapes. No light-blocking curtains here.

Our multi-level floor layout and clean, energy-savvy lighting fixtures provide an interesting dimension and fresh perspective to all the crisp lines and airy spaces. We are particularly fond of our striking waves of Souza Blue which are repeated throughout the interior walls and decor of the building, enlivening the air with amusement and surprise.

housley1

Reception & Conference Rooms

We won’t go into all the little things we try to do to help reduce our carbon footprint. But incorporating green building strategies was a priority for us in our effort to embrace our calling to conserve and restore our natural resources, reduce operating costs, improve productivity, heighten aesthetic qualities, and improve overall quality of life.

If you’re in the area, please stop by. We love to share our story, and would be excited to show you around. Our vision to create a healthy and inspirational environment for our home away from home is now a reality, and it provides us a strong foundation on which to grow our agency over the next 25 years or so. That would be 50 years total, and we’re looking forward to it.

Filed under: Nature & the Environment, State Awards, Sustainable Energy, Trends | Tagged: , , , , , , | Leave a Comment »

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