Search Marketing Knowledge Center

Three Ways to Enhance Your Internal Marketing Efforts

POVs November 11, 2025

Internal marketing is one of the most underutilized and overpowered ways to rally the entire company around your team’s efforts. Make sure you’re making the most of this critical tool with these three tips.

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Thinking About Rebranding? See How Customers Feel First

Trends and Technology November 7, 2025

Successful rebrands are rarely about aesthetics. They're about connecting multiple dots throughout an organization and making sure that any rebranding efforts align with the company's goals and objectives, get buy-in from employees, and don't alienate core customers.

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Intertrend Transforms Lunar New Year with Building-Sized Snake Game Experience

Multicultural and Inclusive Marketing Awards October 27, 2025

Intertrend Communications reimagined Lunar New Year celebrations by creating a modern, interactive building-sized Snake Game installation that transformed its headquarters into a nostalgic gaming experience.

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Visit Philadelphia Sets Guinness World Record with Drag Queen Story Time Celebrating Freedom and Inclusion

Multicultural and Inclusive Marketing Awards October 27, 2025

Visit Philadelphia sponsored a Guinness World Records title attempt for the largest attendance at a Drag Queen Story Time, drawing 263 attendees to the National Constitution Center steps from Independence Hall.

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Why Local and Trade Coverage Is Just as Important as National Top-Tier Press

Leading Edge October 23, 2025

David Watkins, publicist at Otter Public Relations, discusses why marketers should not to underestimate the power of local and trade media? The truth is that in several key areas, targeted coverage can be just as impactful, if not more so.

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Public Relations Calendar 2026

Tools October 2, 2025

Use this tool to create a public relations calendar that will allow you to plan and report on your public relations activities throughout the year.

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How Blue Cross and Blue Shield of North Carolina Made Its New Brand Positioning Stick With 5,000 Remote Employees

In-House Excellence Awards September 2, 2025

Blue Cross and Blue Shield of North Carolina transformed how it approached internal brand rollouts by creating a multi-touchpoint campaign that helped 5,000 remote employees understand and embrace the company's new positioning, "Your Unwavering Ally."

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What Marketers Can Learn from SNL's 50th Anniversary Advertising Strategy

Trends and Technology August 27, 2025

Kimberly Faver, SVP of brand partnerships and marketing at NBCUniversal Advertising and Partnerships, talks about the two-year effort to put together the ad programming for the 50th anniversary of "SNL" and why it was crucial for brands taking part in the festivities to be a little less risk averse.

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Survey: Peer-to-Peer Networks Key to Opening Value of Loyalty Marketing

Marketing News August 11, 2025

The community aspects of loyalty marketing programs are becoming increasingly crucial, says a new survey. Nearly 70 percent of consumers say they are more likely to join a loyalty program with an active community, and 71 percent consider engaging with fellow members to be important.

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Mike’s Favorite Brand Redemption Story | On Scope

Podcast Clips July 23, 2025

Fresh off covering an ANA Magazine story on how brands bounce back when something goes wrong, On Scope host Mike Berberich and show producer Ryan Dinger shared examples of their favorite brand comeback stories.

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Turning Sunscreen Application into Scoliosis Detection

REGGIE Awards May 27, 2025

Competing against much larger hospital systems with greater brand recognition and higher spending power, Akron Children's created SpineScreen — the world's first sunscreen that doubles as a scoliosis screening tool. By transforming a routine summer activity (applying sunscreen) into an opportunity for parents to check for signs of scoliosis.

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How John Elway Raised Awareness for a Non-Surgical Treatment

REGGIE Awards May 14, 2025

Endo, Inc. partnered with NFL legend John Elway to raise awareness for Dupuytren's contracture (DC) and XIAFLEX, the only FDA-approved non-surgical treatment for the condition.

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What Can Both Marketing and PR Executives Do to Enhance Their Working Relationships?

Podcast Clips May 9, 2025

USAA CMO Francesco Lagutaine and chief corporate affairs officer Lindsey O’Neill each shared their perspective on both what marketing and PR professionals can do to improve their relationships and enhance the effectiveness of all marketing and communications efforts.

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This Is How You Can Affect Meaningful Organizational Change from the Bottom Up

Podcast Clips May 9, 2025

USAA CMO Francesco Lagutaine and chief corporate affairs officer Lindsey O’Neill gave their best advice for how marketers and other business professionals currently in middle management can affect change from the bottom up at their organization.

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USAA CMO: Integrity is the Key to Marketing Success

Podcast Clips May 9, 2025

USAA CMO Francesco Lagutaine dropped some serious knowledge on the On Scope podcast, explaining how integrity is the key ingredient that decides whether a brand’s campaign or activation will be a flop or a success.

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The PR Opportunity Everyone is Missing with USAA

On Scope May 1, 2025

USAA’s Francesco Lagutaine and Lindsey O’Neill discussed the secrets to their PR and marketing success, while also covering the origins of the industry’s PR disconnect, how middle managers and associates can affect upward change, and providing an inside look at the brand’s annual Army Navy Game activation.

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