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Diversity and Inclusion vs Multicultural Marketing

By Blog

Diversity and inclusion are increasingly more important and do, in fact, affect purchasing decisions for many consumers, according to a “Think with Google” article. In marketing, the issue of diversity and inclusion has been important but not necessarily embraced.

This concept doesn’t mean just creating ads with diverse audiences in mind, but rather ensuring that people from diverse backgrounds are at the table to help shape the strategy and create the ads. An article in Forbes by Isaac Mizrahi, defined diversity and inclusion as “necessary for corporations to build an organization that reflects the society and marketplace they operate in.” It’s impossible to create strategies and creative that connects with diverse audiences if none of those diverse people are involved in the overall process.

Multicultural marketing, however, is defined as, “an external effort for a corporation to promote and sell products or services, including market research and advertising to one or more audiences of a specific ethnic background.” This is where Google’s research showed some insightful data. What Google discovered was that people are “more likely to consider, or even purchase, a product after seeing an ad they consider to be diverse or inclusive.”

And the statistics support this statement.

  • Sixty-four percent of those surveyed said they took some kind of action after seeing an ad they considered to be diverse or inclusive.”
  • In fact, 69 percent of Black consumers say they are more likely to buy from a brand that uses positive creative to reflect their race or ethnicity.
  • Seventy-one percent of LGBT consumers are “more likely to interact with an ad that authentically represents their sexual orientation.”

Gender representation is important in diversity and inclusion as well. The Geena Davis Institute on Gender in Media reported that “when advertisers on YouTube included at least as many women as men in their videos, more people watched.” While men are still seen 56 percent of the time, compared to women at 44 percent, the study showed that representation of women had grown four percent over the past 10 years.

Calls for more diversity and inclusion from board rooms to marketing teams are making an impact for the better for diverse audiences, and for the bottom line for companies who embrace these ideals.

At Baseline Creative, diversity and inclusion are some of our key values. Our work reflects this from projects we’ve worked on with organizations such as GLSEN, the Alzheimer’s Association, ICT SOS, and more. Members of our staff have received training from the Kansas Leadership Center and Bridgette-West Williams, Baseline Executive Director, is a trained leadership facilitator and works with outside groups to help train them.

Are you interested in learning more about how to be more diverse and inclusive in your marketing? Contact us and we can help you plan a strategy for success.

Google Just Updated…Again

By Blog, Uncategorized

One thing Covid-19 hasn’t stopped this year is the rollout of the new update for Google and the effect it will have on your search engine optimization (SEO).

Google makes updates to its algorithm often, and most of those tweaks aren’t noticeable to the average user. However, every few months Google releases a broad core update to help tweak the algorithm to provide better results for searchers. These updates may help—or hinder—your page ranking results. On May 4, Google made a “core update” which has already caused noticeable results on page ranking.

Google Search and Covid-19

According to an article in the Search Engine Journal (SEJ), the effects of the update are being felt most with local search, and health-related sites. While Google doesn’t reveal the details of the update, those at SEJ Online speculate it could be because of how much Covid-19 affected search patterns.

SEO—A Constant Need

This latest update and the upheaval it has already caused for some websites is a great reminder that search engine optimization (SEO), is a constant requirement. According to Google, the broad brush of their updates is to look for and rank sites with higher quality content. Other variables, including how fast a website and its pages load, are also factored into the Google algorithm, but content is still king. Google rates website based on a concept called E-A-T. This acronym stands for Expertise, Authority, and Trustworthiness. A beautiful website with unoriginal, untruthful, or unhelpful content will still fail the E-A-T test for Google. With websites, just like with people, it’s what’s on the inside that counts.

Is My Site Affected?

What does this latest update mean for your website? Your ranking may have changed—for better or worse. If rankings have slipped it’s a good time to do an SEO audit to see what has changed.

At Baseline Creative, we review your analytics to see how search volumes have changed, which pages people are landing on, and what they do from there. Do they land on a page and bounce right back out? How much does your social media presence drive traffic to your website? Are they filling out forms so you can capture leads or are they moving on?

As we delve into the data we can see patterns emerge and work to solve any issues. Perhaps it’s adding better, more focused content, or diving into metadata on the back end of the website. Whatever it takes, we work to create and implement effective, organic SEO for our clients.

Get the Insights You Need

Contact us for an SEO audit and to see what opportunities are available to improve your content, your metadata, and your search ranking.

Adapting in Business During a Pandemic

By Blog

Without a doubt, the COVID-19 pandemic has altered the way business is conducted in the world. In a matter of days state, local, and federal governments began encouraging social distancing and enacting stay-at-home orders which fundamentally affected small businesses.

At Baseline Creative, we experienced the rapid change ourselves, and since then, have helped several of our clients find their footing.  As a result, we’ve helped clients make quick changes to their business model to remain not just competitive, but viable. Adapting in business—especially during a crisis—is critical.

How can small businesses survive a pandemic?

Adaptability is key. The quicker a business can identify the challenges they face and adapt to meet those challenges head-on, the better. An article on broke the crisis out into four phases:

  • Awaiting the impact
  • Withstanding the impact
  • Returning to normal
  • Sorting out the new industry dynamics

Right now, our community and the nation are in the second phase. In this phase, companies are struggling to stay open due to the difficulties with supply chains, sick employees, and in some cases, the inability of their customers to reach them.

The food and beverage industries have been hit particularly hard. The restaurant reservation service, OpenTable, has reported a 100% reduction in reservations from this time last year in the 60,000 restaurants they serve.

Case studies from our own backyard

Adaptability in business has become crucial for the restaurant industry and Baseline is passionate about helping our clients meet and overcome challenges.

For example, in the span of 72 hours, the developers at Baseline were able to build online ordering systems for two of our restaurant clients. These clients have a web presence; however, online ordering wasn’t a part of the functionality because it didn’t have to be. As things changed due to COVID-19, the ability for customers to order online instead of in-store, became crucial. As a result, both clients have been able to remain open.

Flexibility is important with small businesses not related to the hospitality, food, and beverage or travel industries as well. In the case of Baseline Creative, having a plan and infrastructure in place to work remotely has made all the difference.

As the COVID-19 crisis became more serious in our local community, we began working remotely. This ability to quickly shift how we operate has been a smooth process because of prior planning. Over the past several years, we have planned for contingencies, including the need to work from our homes.  While a pandemic wasn’t necessarily on our minds, this intentional preparedness has helped us adapt so we can continue our client work, help them succeed, and remain successful ourselves.

How do we move from surviving to thriving in the future?

An article on spoke to the way business may stay changed after the immediate threat of COVID-19 is over. Some of their takeaways include a “tolerance for flexible work schedules” and “special services for special customers,” and understanding that “what’s good for people is good for business”. It makes sense that after a global trauma, treating others with dignity and respect, in all areas would be an important step in economic recovery.

The Financial Times has pointed out that more “responsible capitalism” will become an expectation for consumers. For example, the shift some aerospace manufacturers, including Textron, have made to producing face masks for health workers. Again, what is good for people is good for business.

Undoubtedly, planning for the future is key. An article in the Harvard Business Review laid out five “P’s” to prepare your business for the post-COVID-19 world. As well as a worksheet around these steps.

  • Position – make sure you know how your company is positioned in the marketplace.
  • Plan – without a plan of how to proceed, it will be nearly impossible to reach your goals.
  • Perspective – how will your corporate culture have changed? Are your employees going to be happy with how you handled their needs, as well as corporate needs?
  • Projects – determine what actions you need to take to sustain during another crisis as well as grow.
  • Preparedness – lastly, your company needs to be prepared for the next disaster or crisis. To come away from this with no plan for the future would be wasting the experience.

Life after COVID-19 will be different—there is no doubt about that. Although we should note that the need for adapting in business isn’t limited to a crisis. Baseline Creative will continue to work with our clients to encourage, promote, and serve their needs and hopefully, make the world a better place in the process. Contact us to see how we can help you creatively solve your issues.

marketing strategy

Social Strategy: Nimble is Necessary

By Blog

At Baseline Creative, we love what we do, and we have fun. A social strategy might seem playful and fun for some brands, but it demands a tremendous amount of work. 

A Good Strategy has Thought

Many factors go into a well-crafted strategy. For instance, beneficial continuity and spontaneity, as appropriate. Furthermore, images, illustrations, videos, animations, and linked content, all to delight your audience. Tone and velocity underscore the relevance and timeliness of the content you provide for consumption. 

Don’t take time for granted, and make sure it has meaning.

A Great Strategy has Heart

Elevate your premise with a promise. Kindness is a beautiful thing to share and celebrate every day. Humility, strength, and pride also deliver compelling purpose and pair well with your message. 

The Best Strategy has Purpose Beyond the Brand 

Not every post is created equally, ideally. For instance, sharing in a conversation beyond something self-serving is the best way to create gravity-defying conversations. Building a brand requires effort. Supporting something greater than your brand alone makes your brand greater in the process.

Case Study: Filimin

Diminishing Results, Increasing Expectations

We create plans for our clients while involving them in the plan. Clients get very excited when the plan succeeds and goals are met or exceeded. However, one of the biggest challenges with the job is to convince them that new is necessary. 

Many people think the same approach will generate the same results. But, they are mistaken. Using the same tactics erodes the value of the brand. It might also create audience expectations.

Whether you need us for branding, web design, or marketing strategy, we want to be who you turn to for your marketing needs. Get in contact with us to start on your next project.


Baseline Creative Award-Winning Design and Development

By Blog

One of the best things about our culture at Baseline Creative is that we aren’t a building of egos—we’re a team. We often shy away from tooting our own horn, but recently, we entered a couple of projects in the international MarCom awards and we won—so, toot toot!

The MarCom Awards began in 2004 and is now one of the largest, most respected creative competitions in the world. The MarCom Awards honor excellence in marketing and communication and is administered by the Association of Marketing and Communication Professionals (AMCP). Each year, there are about 6,000 print and digital entries submitted from every state and several other countries, and Baseline Creative is honored to have received two awards among such competition.

The Platinum award was for Branding Refresh which included the design and development of a new website. The Gold award was for Animation Digital Video Creation.

“We are excited to have our work recognized,” said Nathan Williams, principal at Baseline Creative. “We put our hearts and creativity into each project, which made it difficult—but fun—to review our 2018 portfolio when we were working on our submissions,” Williams said. “It’s an incredible feeling when you know other marketing professionals see the value and quality in your work and reward you for it.”

Ranking in Google—Do you have to pay to play?

By Blog

Search engine optimization is important for a websiteRanking in Google is top of mind for anyone who has ever built a website. Google is the industry standard, and according to 48 states now suing the search engine giant, it’s also has unfair control of “online advertising markets which may have led to anticompetitive behavior that harms consumers,” (New York Times). Basically, the government is claiming that those who spend the most money on Google advertising products, such as AdWords, get better ranking which is unfair to websites with good content, but few ad dollars. For those of us in marketing and web development, this comes as no surprise. However, there is more to search engine optimization (SEO) than AdWords can buy and it’s important for businesses to know the value SEO has for their business.

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Yelp Reviews—The Good, the Bad and the Ugly

By Blog

Yelp business practices have come under fire recentlyEvery month, we get calls at Baseline Creative asking for assistance with Yelp reviews and accounts. And every time, we share in the frustration with our clients at the business practices we see Yelp using. Oftentimes, it seems that Yelp is holding the businesses on their platform hostage. More advertising on the platform seems to be the cure for most of those ails, but it doesn’t seem, well, ethical. Read More

What is Google Guarantee?

By Blog

Google Guarantee shows your customers you are prescreenedWhy Google Guarantee?

Google Guarantee is one of the latest tools from Google designed to let potential customers know your home service business has been vetted by Google.

People like a guarantee

Also, it gives customers a safety net—in the form of a possible refund—if they aren’t satisfied with the work quality. The vetting process makes it unlikely a customer would need a refund as Google only accepts businesses that are licensed, bonded and screened.

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Los Angeles Web Design: Arielle Antoine

By Blog

Los Angeles Web Design Happens in the Heartland.

In brief, Los Angeles Web Design is competitive. Celebrated brands are many. In fact, standing out from the crowd takes some effort.

We love our clients. We are selective with our work. Although at first glance you might wonder what Baseline Creative is all about. While many creative agencies focus on verticals. we prefer to be nimble. When they work in a specific industry and replicate creative content, the goal is to increase profit. However, this often means less creative and more selling. To this, we say “nah.”

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Re-Thinking Big (and Little) Data

By Blog

data visualization graphDuring a recent event we attended the Public Relations Society of America (PRSA) Kansas Chapter’s Professional Development Day, we gained valuable insight about data. Despite more than twenty years of experience, we discovered new techniques and tools for helping our clients achieve their goals. Additionally, it reinforced our confidence that metrics are essential to our work.

As an agency, Baseline Creative knows it is vital to stay on top of these advancements in measurement and analysis. When our work achieves the goals and objectives our clients need—and when there are measurable results we can effectively communicate—we demonstrate the ability of marketing to make a difference for a business owner and are able to establish a long-term relationship with a client. And that’s a winning formula for any agency.

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