rectangular-shaped image, blue background. on the left of the frame there is a laptop with the copy "empowering organizations to maximize consumer experience &." The laptop is in front of a blob shape and some light blue dots, there is also subtle text in the background that reads "brenmor" several times. On the right side of the frame, there is copy that reads "brenmor UI/UX and website development"

7.27.21 | read time: 2 min

Brenmor Scores A Brand New Site

116 & West

The digital department launched yet another website–this time for Brenmor, a technology-driven company that helps medical groups and health plans improve their patient care by providing custom, qualitative surveys. Considering how invaluable a functional, informative website really is, helping companies with this kind of project is incredibly rewarding.

Our relationship with Brenmor began years ago when we did work for the client’s previous company, AgentCubed. To continue to grow this partnership with this website was an honor.

This project was a unique challenge. We’re glad to say that it was hugely beneficial to both parties.

Brenmor’s Needs and Our Solutions

Brenmor came to us wanting a few key enhancements to their current site:

A better way to track leads received via the contact forms on their previous website.
To engage their target audiences with quality content.
To establish a new look and cohesive brand that speaks to their important differentiators.

To achieve all of this, we made several moves. To help track leads, we connected Brenmor’s forms to their Microsoft Dynamics CRM (customer relation management) software. Doing this helped consolidate every message submitted through their website into one location.

To engage their audience with quality content, we elevated the look of their site, which in turn elevates their entire brand. It’s now clean, professional, and modern and speaks to their tech-savvy audience. Functional improvements we made to Brenmor’s site include multiple custom post types for news, events, health care resources, and video player support.

The main actions Brenmor wanted end users to make was to either schedule a demo or contact them. If you click through and visit their site, you will see the “Schedule a Demo” button featured prominently within the hero image. Additionally, if you were to jump around the site, you will frequently see that same button on various pages. On the top right, you will also see a “Contact” link that directs you to the contact form.

One of the taller tasks for this site was explaining the nuances of how their services differ from their competitors. To accomplish this, we implemented several visual aids and iconography. We used these visuals in lieu of their actual product dashboard to more easily convey what they do, without giving away any proprietary information.

Let’s Work Together

We’re thrilled to partner with Brenmor and working with them on this project was a true delight. Make sure to check out the site yourself, and be sure to contact us with any web needs!

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Rectangle image. Far left pane displays part of a laptop. Center-left pane displays someone resting their hand on a desk. Center Right pane displays a microphone. Far left pane is small and mostly blank.

7.19.21 | read time: 4 min

Media Recap: 3 Things We Learned in Q2, 2021

116 & West

Q2’21 was a quarter full of change. The vaccines were rolling out and businesses started to slowly open up again—hooray for going out to eat! Despite the positive moves forward, businesses, especially smaller ones, were still pretty conservative with their budgets due to, well, not really knowing what was going to happen.

Outside of the pandemic, the media landscape continued to change. Here are three important things we learned in Q2, and how they may impact the rest of the year and beyond.

1. Navigating Restricted Content

Over the past year or so, many companies and brands want to advertise about things they’re doing to mitigate COVID-19 challenges. However, Facebook (parent company to Instagram) has been trying to alleviate the misinformation that can spread on its platforms. So, it flags content about sensitive issues such as COVID-19, politics, social issues, and elections.

This difficulty is that the guidelines about what makes a sensitive issue, or what makes content flaggable isn’t always clear. So, we’ve had to spend a little extra time learning, making changes, and developing new strategies.

We’ve learned there are two real ways to get ahead of this challenge:

One: Change the creative to follow Facebook’s guidelines. Sometimes it’s as simple as editing a couple words in the copy, but sometimes it’s much harder. For example, if Facebook has a problem with COVID ads in general, you can’t really edit your way out of that.

Two: The second option is to go through the process of creating a disclaimer. It can be a tedious process, but you get to keep the disclaimer for seven years, which can save a lot of headache in the future.

According to Facebook:

“Advertisers who want to create or edit ads about social issues, elections or politics in the United States will need to go through the authorization process and place “Paid for by” disclaimers on ads. This includes any person creating, modifying, publishing or pausing ads that reference political figures, political parties or elections (including “get out the vote” campaigns). Then, ads will enter the Ad Library for seven years.”

On a dark green background, a hand holds a phone toward the camera. On the phone is an example of a Facebook ad. The ad depicts a red van driving down a dirt road.

2. Declining TV Ratings

According to The Drum, TV ratings are continuing to decline. The Oscars ratings fell by 58%, reaching an all-time low for the award show. Even though numbers of views are dropping, rates are increasing. It’s getting harder for buyers to meet the reach, frequency, and gross rating points that clients want.

TV networks have limited supply, so they are able to charge more when there is demand. The higher prices and lower ratings create challenges and don’t stretch budgets well. With the missing reach and frequency points clients are expecting, buyers have to look for other places to be able to meet goals.

Advertising budgets continue to move more toward connected TV and OTT rather than linear TV. According to AdAge, brands spent on average 22% more on connected TV in 2020 than in 2019, reaching nearly $20 million dollars of spend. This trend has continued through the beginning of 2021 and will continue into Q3.

3. Privacy Updates

The iOS 14.5 update allowed users to decide whether to let companies track and store their information and user behavior. When people opt out, Facebook removes them as an option for an ad target. For many years, advertisers have relied on using demographic- and interest-based targeting in order to build audiences.

For example, if you wanted to target women aged 25-54 in the United States the reach would normally be well over 100 million. But because people have opted out, the number is getting smaller and smaller, making it difficult for advertisers to hit their target audience.

According to a study done by Flurry, only 7% of the US population has opted into being tracked, and only 15% percent of the world’s population has opted since iOS14.5 launched at the end of April. Because of these changes, advertisers will now need to be more reliant on market research, focus groups, panels, and surveys since they won’t have live data at their fingertips. They will also need to analyze what the metrics mean and how they correlate with results.

As Furquan Hanif stated “good data in, is good data out.” He goes on to say if marketers don’t consider biases, lack of coverage, people opting out into these big machine learning and AI models, the data ultimately will be incorrect. Advertisers can’t rely on these machines in the future. Instead, they must rely on building a direct relationship with consumers.

What these things mean for us (and you)

Like everything else in the world, change is the one thing we can always be sure of. But no matter what’s going on in the media landscape, we’re always ready for a shift—knees bent, tight core, athletic position.

If you ever need help with your media marketing (or anything else for that matter), drop us an email. We’d love to be your partner in working through it together: whatsup@116andwest.com

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7.16.21 | read time: 2 min

Evoke Therapy Programs

116 & West

About Evoke

A wilderness therapy program in Utah and Oregon branched off from its original organization and needed a name and brand image to communicate the personal journey to wholeness achieved by its participants.

We worked with the organization’s founders to create a name, logo, corporate papers, website, print materials, digital marketing and video series that presents the philosophy and clinical expertise that makes their programs so successful.

The result is Evoke Therapy.

Digital Marketing For Evoke

Evoke Therapy offers hope and clarity for adolescents and adults struggling with anxiety, fear, stress, depression, low self-esteem, anger, and substance abuse.

Their proven approach acknowledges the inner Self to create lasting change. This understanding of self is reflected in the Evoke logo, where interconnected letterforms fit into a circular shape reminiscent of the Taoist yin-yang symbol. The two parts of this symbol represent the duality of life and how seemingly opposite aspects of our being fit together to make us healthy and balanced people.

We have designed and developed several generations of the Evoke website. The current iteration of the site outlines their wilderness and intensive programs, provides access to hundreds of podcasts and webinars, and blog articles and introduces prospective clients to Evoke therapists through individual staff videos.

Digital marketing was an important component of introducing people to Evoke’s intensive therapy programs. During the COVID-19 pandemic, many people felt insecure, isolated, and fearful. The situation brought added pressure to relationships and stress at school and work. Evoke met this unprecedented psychological crisis by promoting its online intensive therapy sessions that participants could access from home or onsite.

For two months during the pandemic, 63% of Evoke’s website visitors resulted from clicking the campaign’s paid search and display ads, with New York and Los Angeles being the top visitor locations—which were specifically targeted by paid ads.

Recent additions to the website are overview videos of Evoke’s wilderness and Intensive programs that were produced from footage acquired in the field by Tyler Measom, a videographer based out of Salt Lake City. Working with Tyler and the Hamilton Studio, we created videos showcasing the beauty of Evoke’s wilderness locations in Utah and central Oregon, and personal on-location intensive therapy sessions. We wrote the video narration that was recorded by Dr. Brad Reedy, one of Evoke’s owners and Executive Clinical Director.