Dazzle Issue 6

ISSUE 6 

A Look at the 

Award-Winning 

Ideaworks Calendar pg. 5 

WELCOME ABOARD: 

Meet Our Newest 

Team Members pg. 8 

Soccer Thinking for 

Marketing Success 

By Guest Author 

Peter Loge pg. 10 

Are You In, Out or 

Somewhere In 

Between? 

The Difference 

Between 

Inbound & 

Outbound 

Marketing 

pg. 14

4 5 8 

EDITOR’S LETTER 

BY CHELSEY TUPPER 

DIRECTOR OF OPERATIONS 

& CLIENT DEVELOPMENT 

10 

SOCCER THINKING FOR 

MARKETING SUCCESS 

FEATURE ARTICLE BY GUEST 

AUTHOR PETER LOGE 

A LOOK AT THE 

AWARD-WINNING 

2019 IDEAWORKS 

CALENDAR 

ARE YOU IN, OUT 

OR SOMEWHERE 

IN BETWEEN? 

THE DIFFERENCE BETWEEN 

INBOUND & OUTBOUND MARKETING 

WELCOME ABOARD: 

MEET OUR NEWEST 

TEAM MEMBERS, 

PETE FROEHLICH & 

KELSEY VAN HORN 

14 19 

8 TRENDS 

TAKING THE FOOD & 

BEVERAGE SCENE 

BY STORM 

EDITORIAL TEAM 

Editor-in-Chief: Chelsey Tupper 

Contributing Editor: Alyssa Ellsworth 

Art Director: Allison Simenkiewicz 

CONTACT US 

Call: 570-609-5650 

Email: info@ideaworks.marketing 

Website: ideaworks.marketing 

21 22 

LIFE @ 197 

A LOOK AT WHAT’S NEW 

WITH OUR TEAM 

A SPECIAL THANK YOU TO 

SOME VERY STRONG WOMEN 

BY PETER STEVE 

OWNER & CCO 

FOLLOW US 

@IdeaworksAgency 

facebook.com/IdeaworksMarketing 

@ideaworksmarketing 

Ideaworks Marketing 

contents 

2 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 3

EDITOR’S LETTER 

CHELSEY TUPPER, DIRECTOR OF OPERATIONS & CLIENT DEVELOPMENT 

At Ideaworks, our 

A look at the Award-Winning 

2019 Ideaworks calendar 

ANNUAL CALENDAR PROJECT 

is one that our team takes great pride in 

and anticipates each year. 

Lately, I’ve been hearing 

and reading a lot about 

storytelling. The topic is 

everywhere — from industry 

publications and webinars to 

client projects. Much of what 

I’ve come to discern about the 

art of storytelling is that it is 

essential to success — for both 

individuals and businesses. This 

is because stories help us to 

better conceptualize the world 

and make sense of the things 

around us. Therefore, when an 

individual or organization maps 

out the story they want to tell, 

it can serve as a road map to 

help achieve established goals. 

Since this might be a slightly 

different perspective on 

storytelling — and not 

what most are traditionally 

familiar with — consider this: 

when you create a story that 

communicates who you are 

as a person or business entity, 

it illustrates your truth to your 

audience. This is important 

because your truth is what sets 

the foundation for who you 

are or what you are striving to 

become. As such, your truth 

continuously guides you in the 

direction you need to go to 

achieve success. 

At a content marketing 

workshop my colleague 

and I attended in December 

and also during a business 

development session I recently 

participated in, both presenters 

discussed the importance of 

organizations establishing 

their truths. When a company 

knows its truth, it shapes its 

story. For example, say your 

marketing agency’s truth 

is that it always provides 

clients with high-level work 

that is fresh and creatively 

innovative. To manifest that 

truth, your team will do all it 

can for each project so the 

agency story remains accurate. 

This is then the story you 

weave throughout various 

communication channels to 

retain and earn the trust of 

clients and prospects. 

Another example is the 

rise of content marketing. 

Industry professionals have 

embraced content marketing 

because it allows brands 

to tell their stories over 

and over through different 

mechanisms that share a 

common goal: to connect 

with consumers, tailoring the 

language to resonate with 

them and thereby creating 

a more trusting relationship. 

Whether it’s a blog post, white 

paper or testimonial, the 

underlying purpose of each is 

to communicate elements of 

the brand’s story so consumers 

can decide if they’d like to 

associate with that particular 

entity. That’s why establishing 

your truth and crafting a story 

around that truth is so critical 

to success. 

Storytelling works the same 

way on a personal level. Think 

about those aspects of yourself 

that you’d like to improve 

upon or enhance. Ask yourself: 

Who do I want to become as 

a person? What are the things 

that matter most to me? What 

do I stand for? Discovering the 

answers to these questions will 

help define your truth. 

Once established, your truth will 

give you a clearer picture of what 

you need to do to “write” a story 

you will be proud to tell in the 

future. Your truth can also guide 

you in how to project yourself to 

those with whom you interact. 

While most think of storytelling 

as merely vocalizing a story, it’s 

much more than that. To tell a 

truly great story, you must look 

at its elements and ensure that 

there is an underlying truth 

that will benefit the listener or 

reader — something that makes 

your story memorable. Even 

though it’s mid-April, it isn’t 

too late to consider what you 

would like your story to be for 

2019 — whether professionally 

or personally. Think about your 

truth and create your story 

accordingly. Then, the next time 

you’re speaking with a business 

prospect or interacting with a 

personal contact, you’re prepared 

to connect with them on a much 

more meaningful level. 

As such, we begin brainstorming clever ideas well before the 

holiday season is upon us. Our imaginations are always put to the 

test to top the previous year’s concept, and we don’t settle on an 

approach until we are confident that it will surely impress. For this 

year’s calendar, we thought it would be fun — and fitting — to 

showcase our 12 favorite 2019 logo trends in action by designing a 

logo for each trend. This approach not only allowed us to showcase 

our creative talent, but to also serve as an educational tool for 

fellow marketing professionals. 

WINNER OF THREE 

2019 ADDY AWARDS: 

Judge’s Choice 

People’s Choice 

Gold 

Therefore, I leave you with the following question: What is your story? 

4 DAZZLE: ISSUE SIX

Neo-Vintage 

Our Inspiration 

> November 30th marks Small Business 

Saturday, so we’re paying homage to this 

cherished “mom and pop shop” all month! 

Linear Fades & 

Color Transitions 


We like to think of Vintage Rose Floral Boutique as a 

> Since Saturday, May 11th marks “National Eat What You Want Day,” 

community staple. A beloved floral shop characterized Depicting the spiral groove of a classic record while fading 

it’s fitting to feature a gastropub – where unique personalities 

by its delicate nature and Bohemian flair. A small into the rich, golden hues indicative of the 1970s – that’s 

come together under one roof. Sipping, savoring and enjoying 

business with a deep-rooted tradition of excellence. our way of leveraging perfect shapes and divided space. 

unforgettable experiences. 

The result? A logo with undeniable “throwback” flair for this 

classic record company. 

> Sunday, February 10th marks the 61st Annual Grammy Awards. As 

such, we’re featuring Throwback Records, the perfect brand to echo 

a time-honored music industry tradition. 

Colorful Monoline 


Using colorful monoline on the fox’s profile denotes the 

cheeky, sleek and modern feeling of this new-age pub, 

while the orange circle behind his head symbolizes a 

classic copper penny. 

Tumbled 


Managing one’s investments is all 

about trust. The tumbled design 

of this logo started with the letter 

“M”; then, we smoothed it down 

and connected its edges to 

showcase trust and connectivity 

with a chain link look. 

Grid-Based 


The weeping willow: Known for its curved boughs, 

sweeping size and delicate sways. Featuring 

overlapping circles was our nod to the delicate 

curvature of amphitheater seating, the sheer size of the 

crowds who flood these venues and the perfection of 

an evening spent swaying to music under the stars. 

> Monday, April 15th marks Tax Day in the > Friday, June 21st marks Music Day, so we‘re paying homage to the 

United States – the perfect month to amphitheater this month. 

pay homage to a reliable group that’s 

committed to one’s financial health. 

Duotones & Gradients 


Tsunamis – they’re caused by immense underwater 

changes. They’re bold. Relentless. The perfect 

representation for a start-up software company that’s 

about to cause some serious market disruption – in a 

good way. 

Featuring a duotone design in this logo represents the 

company’s ability to change with the fluxes of the tech 

world and blend seamlessly into any busy lifestyle. 

> National Technology Day is Sunday, January 6th – making this 

month the ideal time to spotlight a software start-up company 

that embraces change and innovation. 

Black & White 

Circle/Hipster 


We set out to give Bar 197 a modern 

speakeasy look, inspired by mixologists who 

craft each martini or cocktail they create 

with care. The rounded hipster design was 

the perfect way to show that Bar 197 isn’t 

your “pint of beer” pit stop – it’s a place where 

customers are enveloped in a unique culture 

apart from the mainstream. Cue a most 

unforgettable experience. 

> Saturday, December 7th is World Bartender Day, hence 

why we’re featuring Bar 197 this month. Cheers! 

This year’s calendar, 

Creative Fun: A Year of Inspiring 

Logo Trends, features one trend per 

month and a corresponding logo. 

We also provided a brief explanation about each 

trend and shared our inspiration behind the design. 

Not to mention, the cards sit atop a beautiful 

bamboo stand, which can act as a cell phone 

holder at the end of the year! 

As for the packaging, the calendar and cell phone holder were placed inside a brightly 

colored box and rested atop teal paper shred. Our team wanted to ensure that the 

finishing touches were just as eye-catching and exciting as the calendar itself. 

The hard work and dedication our team put into our calendar certainly paid off as it 

not only received a Gold and the People’s Choice Award at this year’s ADDYs, but also 

a Judge’s Choice. Our team would like to send a huge “thank you” to ADDY judge Kim 

Dow, owner of Sass Creative Studios, Frederick, MD, for selecting our calendar as her 

Judge’s Choice. 

“The Ideaworks calendar was one of the entries in which I read every single 

component. I thought it was intelligently done. The concept was great, the idea 

was great, and I would love to get this in the mail. I loved how Ideaworks featured a 

logo trend each month and had a sample to go along with it. Then, they took it one 

step further and tied the logo into a holiday that occurs in that particular month. I 

thought everything really worked together, and then the packaging was a lot of fun 

as well.” - Kim Dow, ADDY judge & owner of Sass Creative Studios 

If you’d like an Ideaworks calendar, please email chelseyt@ideaworks.marketing. 

We’re happy to send one your way, as it is our hope that it will inspire you to let 

creativity rule throughout the remainder of the year. 


Welcome Aboard: 

Meet Our Newest 

Team Members 

Pete Froehlich & Kelsey Van Horn 

3 

P: 

K: 

Is there anything in particular that motivates you to excel professionally? 

I remember one of my doctoral advisers repeating the mantra, “Don’t get it right; get it written!” He was not suggesting 

we do shoddy research or writing but was instead reformulating Voltaire’s insight that “The best is the enemy of the good.” 

The first draft of a piece of writing is hardest to compose anyway, but more so if you expect perfection. Once a draft is 

complete, your professionalism takes over and leads through revision and editing to an excellent final product. That base 

assumption, that the final result depends on dedication to hard work and the highest standards, governs every aspect of 

my professional and personal life. 

In my profession, technology, trends and styles are always changing. As such, it makes it easy to keep pushing myself 

and engaging with the design world. The ability to continue learning and bettering my skill set allows me the incentive I 

need to excel as a graphic designer. 

1 

P: 

K: 

Hi, I’m PETE FROEHLICH, MA, Ph.D.! 

I joined the Ideaworks team in February as the director of marketing 

communication. I am responsible for research on markets and trends, 

brainstorming, and copywriting, editing and proofreading collateral. 

What intrigued you about 

Ideaworks that led you to apply 

for your position? 

When I began looking to transition out of academia, 

I found that the skills and experiences I developed 

in my 25 years of teaching were uniquely suited to 

marcom. As an agency with a broad portfolio of 

clients and projects, Ideaworks offers me a chance to 

continue a lifelong passion for learning. 

Back in 2016, I interned at Ideaworks, chiseling a 

special place in my heart for the agency. I admired 

that Ideaworks is a member of the Women’s Business 

Enterprise National Council (WBENC) and that the 

team remains small-scale and local but has continually 

obtained national-level projects. 

Hi, I’m Kelsey Van Horn! 

I came on-board in December as a senior graphic designer. I am 

responsible for bringing creative design solutions to the table to help 

further our marketing strategies for our clients. My tasks vary daily — 

sometimes I am brainstorming for a new brand identity, which might 

include finding inspiration, sketching and researching. Other days, I 

am creating layouts, ads or social media campaigns, working closely 

with our copy editors and my fellow designers. 

2 6 

P: 

K: 

WHAT IS ONE OF YOUR PROFESSIONAL 

PRIORITIES, AND WHAT IMPACT DO YOU 

HOPE TO MAKE IN YOUR ROLE? 

As an English professor, I helped students discover 

who they are, what they believe and how their 

identities and values fit into larger contexts of 

communities and cultures. Marcom allows me to do 

the same thing for businesses as they seek to build 

relationships with clients and customers. 

I prioritize making the team around me and the clients 

we serve proud of the work we deliver. In doing so, 

I hope to bring lots of creative energy backed by a 

positive strength. I aim to deliver fresh, innovative 

work that inspires others around me and makes us all 

try our very best. 

4 

P: 

K: 

P: 

K: 

What are you most looking forward to 

as an Ideaworks team member? 

Collaborating with passionate colleagues. Academia can 

be a solitary world, especially in the humanities where 

you can get lost in research and writing for hours (or days 

or weeks or . . . you get the picture). When you emphasize 

collaboration, each step of the creative process from 

brainstorming to content creation to editing and 

proofing makes space for discovery and improvement. 

As I stated previously, I am a lifelong learner, and I look 

forward to growing in my new position. I like reading 

the research our copywriters do, mainly because 

Ideaworks manages many projects dealing with food and 

sustainability – topics that greatly interest me. I always 

enjoy learning a new technique or Adobe® trick (shout 

out to Allison, a fellow Ideaworks graphic designer and 

our video extraordinaire, who can answer any question I 

have). Furthermore, I enjoy learning about new people. 

Everyone you meet is unique and can bring something 

to your life and influence you in many ways. I look 

forward to learning more about my Ideaworks co-workers 

and working with them on future projects. 

What is one of your favorite projects 

you’ve worked on so far? 

My very first project was to research 2019 food trends. 

My work will help our client target their offerings, but 

also help their clients make timely decisions about menu 

offerings to maximize their guests’ dining experience. 

Best of all, I now know that when I enjoy a cranberry 

cayenne lemonade, as I did at dinner the other night, I 

am fully on trend! 

I had a lot of fun working with Alyssa, our senior manager 

of marketing communication, on the launch of a 

university e-commerce program. We created imagery 

for the launch to use on sales collateral. Then, Alyssa and 

I had the opportunity to develop several social media 

posts and videos based on the look I initially created. We 

were able to create a really fun, modern vibe using bright 

colors and trendy visuals. 

5 

7 

P: 

K: 

P: 

K: 

What do you like to do in your 

spare time? Do you have any 

particular hobbies? 

I’m an avid genealogist. I love tracing my family history to 

create a connection with people and places in American 

and world history. I’ve recently discovered that my twice 

great-grandfather’s brother, Jacob Rueffer, moved to 

Luzerne County and operated the Old Fell House Tavern 

in Wilkes-Barre, the site of the first successful fireplace 

heated with anthracite coal. 

I am an avid hiker and rock climber. I try to get in some 

time outdoors every weekend, and I rock climb indoors 

throughout the week with my fiancé. When I’m not 

participating in those activities, I am usually playing or 

snuggling with my goofy, loveable American Bully, Bear. 

share a fun fact about yourself. 

I have a tattoo that is inspired by my family history 

research. My great-great-grandfather, Peter Rueffer, 

came to the United States at age five. As a teenager, he 

joined the Erie Railroad, which ran close by the family 

farm in Sullivan County, NY. He worked as a brakeman 

and later a fireman — he kept the coal fire burning to 

power the steam engine — before ending his career as 

a hostler, or mechanic. Peter was one of 11 men who 

met in a room above a store in Port Jervis, NY, to sign a 

pact promising to cover funeral expenses should any of 

them die performing their very dangerous work. That 

group became the Brotherhood of Locomotive Firemen 

and Engineers, one of the largest unions in the country. 

His son, Gus, also worked on the Erie; he left high 

school to run messages in the company headquarters 

in Jersey City, NJ, and worked his way up to Assistant 

Vice President for Transportation. My tattoo is an Erie 

locomotive like those Peter serviced. 

I spent half of 2018 backpacking 2,200 miles along 

the Appalachian Trail. Completing an adventure like 

that assured me I could do anything I put my mind to, 

especially if I take it step by step. 


FEATURE ARTICLE 

SOCCER THINKING 

FOR MARKETING SUCCESS 

WRITTEN BY GUEST AUTHOR PETER LOGE 

Organizational success requires a system in which marketing is a 

strategic component, and marketing itself is a system whose parts are 

always working in service of each other and the larger organizational 

goals. Organizations are systems of systems. They are groups of 

people across departments working to advance the organization’s 

goal. Companies and groups that organize themselves in ways that 

maximize combined efforts tend to be the ones that succeed. One 

way to understand how these systems of systems work together is to 

think about soccer. 

"Not a single day 

goes by in my 

work life as an 

entrepreneur that 

I don’t use skills 

I learned playing 

soccer." 

Daniel Neal, CEO & Founder, 

Kajeet Inc. Former player, 

University of Rochester 

in Soccer Thinking for 

Management Success: 

Lessons for Organizations 

from the World’s Game 

Soccer teams are systems which everyone works for, and with, 

everyone else to achieve a shared goal. Everyone follows and leads, 

everyone looks for ways to help everyone else take advantage of 

opportunities and mitigate threats, and everyone shares clear and 

actionable information. Soccer teams are not 11 marbles rattling 

around a tin can in search of a tune – soccer teams are people 

moving together, always supporting and being supported by each 

other, in the service of a larger goal. 

One way to think about this is in terms of total football. Developed 

by the legendary player and coach Johan Cruyff, in total football the 

goalkeeper starts the attack and attackers are the first line of defense. 

Defenders look for opportunities to go forward – and when they do, 

midfielders fall back to cover the gaps. Every player has a job and 

every player is expected to step into other roles as needed. In total 

football, everyone needs to always be aware of all of the threats and 

opportunities, and move to minimize those threats and maximize 

opportunities, even if that means doing something a bit out of their 

comfort zone. This is the core of soccer thinking – and it is central to 

organizational success in our modern world. 

Marketing provides one of the best examples of the benefits of 

soccer thinking for success. There are two parts to this: marketing as 

part of a larger organizational soccer system, and marketing itself as a 

soccer system. 


Marketers connect ideas and products to people, and 

connect people to ideas and products. 

We make sense of our world in ways that make sense to 

us. We are, in the words of rhetorical scholar Walter Fisher, 

homo narrans. We are storytellers, telling ourselves and the 

world stories that make sense of our world 

and our place in it. Marketers are sensemakers 

in a world in which sense-making 

is how we get through the day. As such, 

marketers are central to what organizations 

and companies do. This means marketing 

should be part of strategic decision making. 

Marketing professionals help organizations 

see what customers want or need, how 

customers view products, services, 

or ideas in the context of their lives. 

Marketing professionals can see threats 

and opportunities that those focused on 

finance, sales, or research and development 

might miss. They see expansion plans and 

the need to hire new staff as ways to tell 

a story of an organization worth being a 

part of – recruitment as marketing, and 

marketing as recruitment. They see financial 

reports as opportunities to tell a positive 

story about a company, and see the risks 

in letting someone else tell that story 

instead. Marketing professionals provide 

the connective conceptual tissue within 

companies and organizations, and between 

companies and organizations and their 

consumers and clients. 

Similarly, marketing professionals know that all marketing 

ought to be integrated and strategic. Integrated marketing 

means individual tactics working together to make the 

sum of the communication parts greater than its whole. 

Being strategic means having a plan to bring those tactics 

together to achieve a shared goal. 

The best marketers know that every action creates 

opportunities for more actions. A favorable story in a trade 

publication becomes a series of social media posts, which 

can be used to pitch talks, podcasts, or think pieces, which 

themselves can be used in print collateral and online, all 

of which makes it easier 

to pitch the next story. 

These become part of 

“...a group of 

professionals who 

get the little things 

right and who work 

hard for each other 

will succeed more 

often than not.” 

presentations to investors 

or funders, which 

increases revenue which 

helps tell a success story. 

A positive public view of a 

company or organization 

makes it easier to hire and 

keep top talent, which in 

turn makes success more 

likely. Strategic marketing, 

like soccer, moves 

vertically and horizontally 

through space and time. 

For this approach to 

work, everyone on the 

marketing team needs 

to see themselves as part 

of the marketing system, 

and see that marketing 

system as part of an 

organizational whole. The 

social media team needs 

to follow industry news 

looking for news hooks. The public relations team needs 

to flag the social media team about upcoming stories or 

events. Print and digital traction create more opportunities 

for writers and pitchers. All of whom need to be talking 

to print, design, and web team members about pending 

opportunities. And all of which needs to connect to (and 

from) all of the other parts of the organization. 

D.C. United head coach 

and former player on the 

US Olympic and World 

Cup team Ben Olsen in his 

foreword to Soccer Thinking 

for Management Success. 

“You want to build a 

culture in which everyone 

fights for each other.” 

Danny Karbassiyoon, co-founder 

and product lead SWOL/Fury90, 

the first American to score for the 

legendary English team Arsenal in 

Soccer Thinking for Management 

Success. 

In a world that is always networked 

and always networking, and at a 

time when it feels harder and harder 

to make sense of our world, soccer 

provides a way to think about 

marketing, success, and ourselves. 

ABOUT THE AUTHOR 

Peter Loge is an Associate Professor and interim Assistant 

Director in the School of Media and Public Affairs at The 

George Washington University, the founding director of 

the Project on Ethics in Political Communication, a writer, 

and a strategic communication consultant. 

Loge has served in senior positions for Senator Edward 

Kennedy, for three members of the U.S. House of 

Representatives, and in the Obama administration. 

Peter has led and advised a range of campaigns and 

organizations, put the first Member of Congress on the 

internet, lobbied for “America’s Funniest Home Videos,” 

served as a Senior Policy Advisor for health care in the U.S. 

House during the debate over the Affordable Care Act, 

and was a Chief of Staff in the House of Representatives 

during the Clinton impeachment proceedings. His eclectic 

career also includes having a solo-show of his sculpture in a 

Washington, D.C. gallery and appearing as a political satirist 

on National Public Radio (NPR accused Saturday Night 

Live of stealing one of his ideas). His book Soccer Thinking 

for Management Success: Lessons for Organizations from 

the World’s Game debuted as the #1 sports industry new 

release on Amazon in the summer of 2018. His edited 

volume, Political Communication: Theory and Practices, 

is due out from Rowman & Littlefield in early 2020. In 

early, 2019 Peter launched the Project on Ethics in Political 

Communication to promote the study, teaching, and 

practice of ethics in political communication. 

Loge is a graduate of Emerson College and holds 

graduate degrees from Syracuse University and Arizona 

State University. He is a recipient of the Walter Littlefield 

Distinguished Speaker and Rhetoric and Communication 

Award from Emerson College and is an Associate Fellow of 

Timothy Dwight College at Yale University. 

Sources: https://c-suitenetwork.com/bookclub/book-store/peter-loge/ https://www.rollcall.com/news/hoh/former-staffer-says-soccer-can-teachmanagement 

(Thomas McKinless/CQ Roll Call) https://thehill.com/blogs/congress-blog/politics/421389-the-logistics-of-changing-the-world 

DAZZLE: ISSUE SIX 12 DAZZLE: ISSUE SIX 13

Are You In, Out or 

Somewhere 

in Between? 

As you adjust and refine your marketing mix this year, you’ll want to consider which efforts 

you currently use and reflect on their successes and shortcomings. Outbound marketing 

has undoubtedly received its fair share of criticism as of late, being called a “blanketed” 

approach with generalized messaging. On the other hand, inbound marketing has grown 

in popularity amongst more and more content creators due to its highly personalized 

approach. But does that make one or the other the “right one” for your business? 

Not necessarily. 

The trade show: It’s a classic meet and greet, “getyour-business-out-there” 

event that traditional 

marketers and those who’ve been around the 

business block a time or two know quite well. Cue 

the bold pop-up banners and steam-pressed table 

linens, enticing giveaways and booth activities. 

Years ago, trade shows were one of the best ways 

to network with prospective customers and see 

what your industry rivals were doing, even if that 

meant channeling your inner sleuth to capture 

some collateral from the competing booths 

around the ballroom. Trade shows were (and still 

are) about getting in front of a broad audience to 

tell your story, qualify your prospects and grow 

your business – whether the prospect was “all in” 

for your elevator pitch or looking for the nearest 

exit. 

Think of such shows as traditional marketing 

efforts, or what is now referred to as outbound 

marketing. This type of marketing involves raising 

brand awareness and marketing a particular 

product or service through general media 

advertising – much like what a business would 

do at an industry trade show or tabling event in 

the 1990s. Other examples of outbound include 

print advertisements, television and radio ads, 

billboards, cold calling and the like. 

In addition to outbound marketing, there is 

inbound marketing (also known as content 

marketing), which was coined by HubSpot in 

2005. This style of marketing was born out of 

the growth of the internet and search engine 

optimization (SEO), emergence of Google 

Analytics, and consumers’ increasing use of 

smartphones, tablets and other devices. To better 

understand inbound marketing, consider the 

following: You’re perusing a drugstore or specialty 

shop to purchase a greeting card for someone. 

Each holiday, celebration or situation has specific 

cards with messages tailored to that observance. 

Then, the messages are further personalized 

for everyone from your mother to your pastor. 

Similarly, inbound marketing involves drawing 

prospective customers in with targeted messaging 

and timely, relevant and seemingly personalized 

content, much like the greeting card, which is only 

meaningful and relevant to the recipient. 

In all, inbound marketing stems from 

understanding the buyer journey – or the steps 

involved in making a purchase. These include 

awareness, consideration, decision and loyalty. 

Content is then crafted around that buyer’s 

journey and can include blogs, whitepapers, 

podcasts and targeted social media. 


Conversely, if your target audience 

needs to do thorough research 

before making a purchasing decision, 

e.g. new brick ovens for a pizza shop 

franchise, he or she might benefit 

from inbound marketing efforts in 

which you educate and engage him 

or her subtly in every stage of the 

buyer journey, eventually turning to 

your business to make a purchase 

and form a loyalty to your brand. 

Ultimately, deciding which marketing strategy to use comes down to 

understanding your buyer, business offer and big goals. Why? Because 

there’s a difference between how you go about marketing certain products 

compared to others. Doing a little research on who your buyers are and what 

their purchasing decisions look like will help shape your marketing efforts. 

For example, consider classic billboards along the highway that tell drivers 

how far a fast food franchise is from that particular location. 

This content isn’t very tailored, but the outbound marketing 

effort works well because the busy traveler likely isn’t embarking 

on a full-fledged buyer journey before pulling off the nearest exit. 

Put simply, this individual is hungry, and he or she isn’t going to 

be as selective when determining what to eat. 

While there is no clear-cut answer as to which 

marketing strategy to use since every business is 

different, you might consider adopting a healthy mix 

of the two to add vigor to your marketing efforts. 

For example, if you’re used to developing outbound 

pieces, start thinking about inbound. First, you’ll want 

to clearly define your buyer and plot their journey 

from awareness to loyalty. Ask yourself: Who is this 

person? What are his or her pain points? What are his 

or her purchasing habits like? Who is this individual as 

a person – not just a buyer? Consider the individual’s 

demographics and any other pertinent information 

based on what you know. 

Next, choose a topic that your buyer would likely be 

researching and need to think deeply about before 

purchasing, keeping in mind that awareness is also key 

and can begin with those generalized outbound efforts. 

Begin developing content for each stage in that buyer’s 

journey, aiming toward eventual purchase of the 

product. Echoing the brick oven example, a business 

such as this might start curating a series of blogs or 

develop an e-book that exposes the benefits of specific 

brick oven cooking methods. Getting prospective 

buyers to download the e-book or return to the blog 

will help that business move the prospect down the 

sales funnel, hopefully converting that individual into a 

loyal customer and promoter. 


Sources: linkedin.com/pulse/what-inbound-marketing-outbound-katty-sandra | 

weidert.com/whole_brain_marketing_blog/inbound-marketing-vs-outbound-marketing 

| blog.rebrandly.com/inbound-marketing-or-outbound-marketing | blog. 

hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx?__hstc=235956766.24f55869af5c4766ec7b9da6 

9e780ef0.1546029991106.1546029991106.1546029991106.1&__hssc=235956766. 

1.1546029991107&__hsfp=806667876#sm.001spg7xfwfmd3y114i1zw6at8avc 

8 

Trends 

Taking the Food & 

Beverage Scene by Storm 

Staying abreast of current trends within the markets our clients serve is crucial to the success of our agency. Since our inception, 

our team has made this a priority. As a result of this commitment, we better serve our clients by appropriately strategizing the right 

solutions to the challenges they face (not only in the present but also for the future), along with proposing ideas that help them think 

differently about their marketing goals and efforts. As such, the relationships we form with our clients are stronger and much more 

valuable because they trust that our team will lead them in the right direction. 

One area in which we do extensive research is food and beverage. Each year, we study the top trends predicted to impact the industry 

and present our findings to a few of our clients who then use them to educate their operators or account teams. Since food and 

beverage is a part of each of our lives, we thought it would be fun to compile our favorite 2019 trends and showcase them here. We 

hope you enjoy, and don’t hesitate to let us know which of the following trend(s) you find to be most interesting or impactful. 

If you’re all-in for inbound but one of your goals is 

general brand awareness or quick lead generation, it 

might be time to experiment with some outbound efforts. 

While not as targeted, billboards, print ads and the like could establish 

better brand recognition and meet your objectives in a way you didn’t 

consider, especially if it is a new product or service offering that people 

aren’t necessarily hard-pressed to make an informed decision about 

before purchasing, e.g. fast food off the nearest highway exit. 

To echo this issue’s Editor’s Letter, think about your company’s brand story 

and the ways in which you plan to use it to engage your target audience. 

Don’t feel you need to, figuratively speaking, pack up your trade show 

materials just yet or forego all traditional advertising methods for the 

latest and greatest content creation strategies. Know that it’s okay – and 

often a smart marketing move – to be “in[bound]”, “out[bound]” and 

somewhere in between. The most important point to keep in mind isn’t 

really so complicated at all: Go back to the basics and understand what 

you are marketing, to whom and your end goal. The rest will fall into place 

and help your marketing efforts not only generate success this year but in 

the years ahead as well. 

Meatless Goes 

Mainstream 

Gone are the days when vegetarians 

and vegans searched menus in the 

hope of finding selections that fit their 

eating preference. As the plant-based 

eating movement becomes increasingly 

mainstream, look for more meatless 

options to be fully integrated across 

sectors. “Consumers,” says Hudson Riehle, 

Senior Vice President of research for 

the National Restaurant Association, 

“especially Millennials and Gen Z, are 

much more knowledgeable about food 

and want to eat as healthfully as they can. 

Many have adopted vegetarian and vegan 

diets.” According to Nielsen research for 

the Plant-Based Foods Association and 

the Good Food Institute, sales of plantbased 

food in the United States rose by 

8.1% in 2017, topping $3.1 billion, and the 

numbers continue to climb! 

Product options for meat stand-ins are 

becoming easier to find, including bean, 

mushroom or tofu-based “hamburgers.” 

These consumers are also more open to 

new flavors and textures, creating a whole 

new of plant-based cuisine in the form of 

grain combinations or exotic vegetable 

bowls. 

Must-Try Global Flavors 

Diners continue the trend of expanding their culinary horizons, with old 

standby favorites like Mexican seeing continued growth and other ethnic 

foods, like Indian reaching the mainstream. A major grocery retailer recently 

identified flavors from the Pacific Rim (encompassing Asia, Oceania and the 

western coasts of North and South America) as popular now, with jackfruit 

serving as a meat alternative, ultra-sweet monk fruit taking the place of refined 

sugars and vibrantly colored tropical fruits headlining healthy bowls and 

smoothies. 

Also beginning to trend are dishes from the Levantine nations of Lebanon, 

Syria and Turkey. These have appeared on the menus of trendy restaurants 

across the United States. Look for sauces like zhug (a spicy hot sauce made 

with garlic and coriander), toum (a paste of garlic, olive oil and salt), and 

pomegranate molasses, as well as unfamiliar ingredients 

like urfa biber (a dried chili pepper with a smoky, 

raisin-like taste), lavash (a soft, unleavened flat 

bread) and schmaltz (rendered goose fat) 

to appear in innovative applications. 

Purge the Plastic! 

Sustainability continues to drive demand for reusable 

or biodegradable alternatives to single-use plastics. 

As cities move to ban plastic straws and Styrofoam 

food containers, “ecologically conscious consumerism” 

is moving beyond the domain of niche producers 

to the mainstream, and companies are seeing gains 

through providing sustainable alternatives. One large 

supermarket chain now encourages customers to BYOVB 

(bring your own vegetable bag), while producers are 

bringing to market compostable food wraps made from 

beeswax and waxed-canvas as well as silicone bags 

for sandwiches and snacks. With the commitment to 

a plastic-free world spanning generations from baby 

boomers to Gen Z, consumer demand will continue to 

drive the development of new, earth-friendly products. 

Entegra promotes ecological sustainability through many 

supplier programs available to our Program Participants, 

from biodegradable takeout containers to stylish planetfriendly 

tableware to straw-free drink lids. 


Focus on Functional Foods 

We are used to saying “food is fuel,” but in today’s world, consumers bring a much more nuanced 

understanding of the effects of their food choices on overall health, wellness and self-image. Increasingly, 

informed diners will seek out particular foods to perform specific functions, whether for nutrition, illness 

prevention, mood improvement, or beauty enhancement. One popular example of this trend is the stillgrowing 

popularity of fermented foods, which promote digestive health and may improve mood and reduce 

anxiety. Fermented is now moving beyond traditional foods like tofu and kimchi into new offerings like 

kombucha cocktail mixers, miso dressings, kefir breakfast items and even frozen treats. 

@ L IF E 197 

Desserts are Heating Up 

Dessert trends are leaving behind the sugar bombs of 

yesteryear. A new assortment of desserts trending today 

highlights spicy and globally influenced flavors with 

added attributes like dairy-free, gluten-free, vegan, and 

portability. A touch of heat in sweets is a mainstay of 

many global cuisines. Look to such products as Mexico’s 

Guajillo chili chocolate and Chamoy sauce or to North 

African harissa sauce (made with jalapenos). These foods 

incorporate sweet and sour flavors with spice infusions. 

“Millennials grew up eating Flamin’ Hot Cheetos,” quips 

Trend Insights Manager Melina Romero, explaining the 

generation’s preference for heat; she predicts 

that spicy will merge with fermentation 

to produce the next trend in the 

dessert category. 

Beets Can’t Be Beat 

It’s Crunch Time! 

Tea Gets Trendy 

Not since the Boston Tea Party in 1773 has 

there been so much excitement over tea! 

Americans are not new to the beverage, but 

it is now beginning to garner the reverence 

that coffee has long enjoyed. With its many 

varieties, applications, and health benefits, tea 

is being showcased with craft tea blending, 

nitro tea on tap and even tea-based cocktails. 

The introduction of nitrogenated coffee into 

the market led almost immediately to the same 

application in tea. The nitrogen produces a 

resemblance to stout, with cascading bubbles, 

a thick head and a creamy mouthfeel. Another 

emerging trend is the enjoyment of cheese tea, 

an import from Taiwan that features a topping 

of melted cream or cottage cheese blended 

with whipping cream, milk, and salt on black, 

green or floral tea. 

Several trends come together to make seeds and nuts among the most popular foods right now: they are 

plant-based, portable, snack-friendly and packed with functional health benefits. Seeds are no longer a 

throwaway part of the plant. Their crunch adds a delicious texture to salads and even soft cheeses. They 

are being roasted, tossed in soup and mixed with chocolate. Healthy omega-3 oils and protein also move 

seeds into the functional foods trend, fitting nicely with the dietary needs of vegans and people with nut 

allergies and sensitivities. 

Nuts are becoming more than a bar snack, as the popular keto and paleo diets send munchers looking 

for high protein, healthy fat and low carb choices. Look for macadamia, pecans and Brazil nuts to appear 

more frequently on this year’s menus. 

Voted one of the top five nutrition trends by the National Restaurant Association, beets are 

taking root, especially with Millennial and Gen Z consumers. They have functionality and 

versatility that has long been neglected in the dining scene until now. Producer Love Beets 

credits this superfood with improving liver function, reducing “bad” cholesterol, moderating 

depression, strengthening bones, reducing fatigue and improving exercise stamina and 

prenatal health. It’s no wonder, then, that this veggie is popping up in a broad cross section 

of menus and as a component in trending recipes from bowls to plant-based burgers and 

overnight oats to desserts. For instance, beet juice can be enjoyed by itself or blended with 

other flavors and spices, and it adds an earthy touch to smoothies. 

Kelsey Van Horn, senior 

graphic designer, got engaged to 

her high school sweetheart, John 

Novack, on September 29th at 

the summit of Mount Katahdin, 

the terminus of the Appalachian 

Trail, which the couple recently 

hiked together (2,190.9 miles 

total, 14 states, 5.5 months). 

Congratulations, Kelsey! 

Patty Pugh, VP of 

operations and design, 

thoroughly enjoys being 

part of the Booster Club 

for her daughter’s field 

hockey team. One of the 

Club’s fundraisers was 

the annual Pink Out game 

in October, in which a 

portion of the proceeds 

were donated to That 

Special Woman (a local 

charity that helps women 

who are undergoing cancer 

treatment). Each year, the 

Club sells Pink Out t-shirts 

and purchases special 

game uniforms for the team. 

Pictured, is a great action shot 

of Patty’s daughter, Jordan, 

during the 2018 Pink Out 

game. 

Last month, Peter Steve, owner & chief creative 

officer, was presented with the prestigious Silver 

Medal Award by the Northeast Pennsylvania 

Chapter of the American Advertising Federation 

(AAF). The Silver Medal Award is given 

annually to an individual who has made a 

significant difference in the areas of advertising, 

communication and marketing. 

On a recent trip to San 

Diego, CA, Donna 

Hansbury, president 

& CEO, was overjoyed 

to spend time with her 

niece, Lori Kerzetski. 

While in town, Lori and 

Donna dined at one of the 

best restaurants in the 

city, Born and Raised. 

They had a wonderful 

time enjoying the 

incredible ambiance, 

exquisite food and 

delicious cocktails. 

Congratulations, Peter, 

on this great honor! 

Kelly Alansky, 

manager of new 

initiatives, enjoyed 

celebrating her 

daughter Eden’s 

first Christmas 

this past year, as 

did big brother 

Porter! 

Alyssa Ellsworth, 

senior manager of marketing 

communication, and her 

husband, Alex, are enjoying 

newly married life at their 

home in West Wyoming, 

PA. They especially love 

spending time with their 

sweet kitty, Tito, whose 

silly, loving personality 

charms everyone who 

meets him! 

Last August, Chelsey Tupper, 

director of operations 

& client development, 

adopted a second kitty 

and named her Squeaks 

because of the funny 

noises she makes. 

Squeaks joins Chelsey’s 

other cat, Ella. The two 

girls are completely 

crazy and rambunctious, 

but there are times when 

they love each other and 

are best friends. Pictured 

from left to right are 

Squeaks and Ella. 

Chasie, our 

administrative 

assistant Chris 

Konnick’s beloved 

dog, suffered a back 

injury earlier this 

year, but Chris is 

happy to report that 

he recovered nicely! 

Pete Froehlich, 

director of marketing 

communication, his 

wife, Maggie, and 

their children, Aidan 

and Frances, recently 

adopted Ashly from 

NEPA Pet Fund & 

Rescue. She celebrated 

her first Christmas with 

the family, and while 

Ashly loved her new 

chewy toys, she wasn’t 

quite sure about the 

kids’ addition to her 

wardrobe. “Why you 

gotta elf me like that?” 

she wondered. 


A SPECIAL 

THANK YOU TO 

SOME VERY 

STRONG 

WOMEN 

PETER STEVE, OWNER & CCO 

From my early days in marketing, fresh out of college, I 

reported to and enjoyed the guidance, mentorship and 

encouragement of female role models. I like to think that 

back then those talented ladies saw something in the rougharound-the-edges 

kid that I was and had a hunch that I might 

make something of myself. Thank you, Estella Killian, Helen 

Gattuso, Carol Howell and Gerry Erhlich, for shaping my early 

career and showing me the tricks of the trade – many of 

which I still use today. 

Transitioning from the corporate world to starting a new 

venture called Ideaworks Marketing, once again, I was indeed 

fortunate to have talented, passionate and dedicated women 

standing side-by-side with me as we grew the business 

together. Through good days and bad, I never felt I was alone 

because of these special people. Patty, thank you for being 

one of the most creative individuals I know and for taking a 

chance with me over 20 years ago when starting a marketing 

agency seemed like the logical path to follow. 

And to Donna, you’re far more than the president and CEO 

of our company. You are the partner I never had in business, 

especially during those times when my “partner on paper” 

was everything but that. You are uniquely talented in so many 

ways and are “one of the smartest people” I know. The future of 

Ideaworks is bright with you at the helm. 

Donna Hansbury, 

president & CEO, 

introduces Peter as 

this year’s Silver Medal 

recipient. 

Patty Pugh, VP of 

operations, gladly 

accepts one of our 

ADDY awards. 

Recently, I was presented the 

Northeast Pennsylvania Chapter 

of the American Advertising 

Federation’s Silver Medal Award in 

recognition of my accomplishments 

and achievements in the areas 

of advertising, marketing and 

communication. 

Peter proudly accepts his Silver Medal Award. 

Finally, I owe so much to the two most important women 

in my life – my mom, Loretta, and my wife, Judy. Like most 

mothers, my mom taught me so much, including the humility 

to know that it’s not all about me. I miss her every day as she 

died much too young. However, when my mother passed, my 

lovely wife Judy entered my world and has been my rock and 

my soul mate for more than 34 years. I cannot think of going 

through life without her. 

From the bottom of my heart, thank you, ladies, for 

making me who I am. I hope I never disappoint you! 

Peter and his 

wife Judy, owner, 

enjoy the evening’s 

festivities. 

Recognition by your peers is one of the highest honors 

a person can experience in his or her career. 

As I reflected on the significance of this Award, I couldn’t 

help but think about the countless people who helped 

me throughout my career. Many of these individuals are 

slowly fading in my memory as I struggle to recall days 

gone by, while others continue to play an important 

role every day in defining who I am and what I represent 

in our ever-changing world. 

Another thing that struck me is that in this day and 

age of the Me Too movement and the much-deserved 

assent of women to leadership roles in business, politics 

and life in general, how truly fortunate I have been 

to be surrounded by strong, purpose-driven women 

throughout my personal and professional life. 

The Ideaworks team is all smiles as we pose with our ADDY Awards. 

DAZZLE: ISSUE SIX 23

DID YOU KNOW? 

WE HAVE IN-HOUSE 

VIDEO CAPABILITIES! 

At Ideaworks Marketing, our team 

of video editing and content 

development experts uses 

state-of-the-art production software, 

technologies & processes to create 

engaging video content that meets a 

wide range of client needs. 

From B2B instructional & process 

videos to dynamic & inspiring 

consumer-facing commercials, 

our creative talent knows no bounds. 

In need of a video partner? 

Give us a call. We’d love to help 

bring your vision to life. 

570.609.5650 

Chelsey Tupper - ext. 310 

ideaworks.marketing

Dazzle Issue 6

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