This summer, we’re once again welcoming high school interns from Ursuline: Emma Gomar and Sophie Stewart. We love paying it forward every summer by sharing the wonderful world of marketing with the next generation. As we usually do, we asked Emma and Sophie a few questions so our readers could get to know them a little better.

Emma Gomar:

What makes you want to have a career in marketing?

I consider myself a creative person and I am very interested in studying business in college, marketing seems like a perfect combination of the two!

What is one of the biggest lessons you have learned so far in your life?

One of the biggest lessons I have learned is to never give up, even when things get tough.

If you could describe yourself in three words what would they be?

I would describe myself as musical, friendly, and hard-working.

What are your goals for your time at Front Porch Marketing?

I am hoping to learn about and explore the world of marketing as well as develop useful life skills. I am also Excited to be working on projects and learn more about working with clients!

If you could go to dinner with one person living or dead, who would it be?

I would go to dinner with William Shakespeare. I would ask him about his plays and his thoughts on how they impacted current plays.

What is a fun fact about you?

I play piano and sometimes I like to compose my own music!

Sophie Stewart:

What makes you want to have a career in marketing?

I am a very creative and an extroverted person who loves social media. I find it extremely interesting the different ways to engage others to make content and products more valuable, and I want to learn more about understanding customer behavior.

What is one of the biggest lessons you have learned so far in your life?

One of the biggest lessons I have learned in life is the extent to which your attitude can impact not only yourself, but also your circumstances and the people around you. Keeping a positive attitude and an open mind can allow you to get way farther in life in terms of overcoming problems and will improve your life in all aspects!

If you could describe yourself in three words what would they be?

In three words, I would describe myself as outgoing, positive, and diligent.

What are your goals for your time at Front Porch Marketing?

I am looking forward to exploring my interests and getting a hands-on experience in the marketing field. I have always been fascinated by business, so I am excited to leave this fun experience with a stronger foundation in marketing and a better idea of my strengths!

If you could go to dinner with one person living or dead, who would it be?

I would go to dinner with Suni Lee because I have always loved watching gymnastics, especially in the Olympics, and I find it so inspirational how she not only bounced back from a serious injury, but then went to the Olympics after she was told she wouldn’t be able to.

What is a fun fact about you?

I lived abroad in Asia for almost 6 years growing up, living in China and Singapore, which gave me an opportunity to travel to so many new places and be immersed into different cultures!

We hope Emma and Sophie learn a little more about their future professions at Front Porch Marketing. We’ve certainly enjoyed working with them!

Over the last few weeks, business owners and leaders have contacted us to assist with search engine optimization (SEO) initiatives. Two companies were working with agencies and noticed their results month over month were decreasing. They asked us to do an audit of activities and give a recommendation.

Two businesses were looking for a SEO partner. The leaders of these companies were brilliant business leaders running successful companies. However, upon further discovery, their budgets didn’t meet their expected outcomes.

Success Can Be Realized With SEO and Paid Digital

Be aware that there is a minimum threshold for advertising spend as well as agency management of campaigns, campaign creative and content development. We found that there was little understanding of this by business leaders. Education is needed.

A quote from a recent prospect that floored us for many reasons, “We were blindsided by our agency shutting down. We have had the last five companies end up like this agency, a 3–6 month ramp up and either the company evaporates or the person that was with the company quits.”

And the last bit that was most alarming, “The agency said if they ever closed their doors their plan and progress will be easy to transfer.” If this is ever in any contract with an agency partner, y’all, please don’t sign. Walk away. Walk away fast.

SEO Initiatives Are More Complex Now For Several Reasons

SEO is constantly changing, so approaches need to pivot too. Here are some of the more recent developments in SEO:

• AI-driven search:
  • Google’s AI Overview (AIO) and other AI-powered answer engines provide direct answers and summaries. This means users do not have to click through to websites. And click-through rates (CTR) have declined. Expertise and Quality: Expertise, experience, authoritativeness, and trustworthiness (E-E-A-T) are now king. AI-driven search engines prioritize high-quality, authoritative content that demonstrates.
• Voice search: This is increasing as well as visual search means new strategies and skills that some agency teams are lacking.
• Saturation of content: There is no lack of content on the internet. Unique content that aligns with user intent is critical.
• Established brands: These companies have massive advertising budgets. They dominate search.

At Front Porch, we start with your brand architecture. A brand is shaped by three primary factors: who you are, who you aspire to be, and how your audience perceives you.

We Believe in These Pillars For Successful SEO Marketing

Consistency: Consistency and clarity across every touchpoint strengthen brand equity.

Collaboration: Collaboration with our clients is paramount. We are at our best when we work alongside you in your business and understand what is happening in the day-to-day business.

Communication: Timely communication and turnaround will be important to make our partnership successful.

We Recommend Fewer, Deeper Strategic Tactics

You have limited resources — time, money, etc. We understand that. That is why less is more. Deeper focus on fewer marketing initiatives results in business success. This is a proven, tried and true methodology that ensures success in the long term. But with limited budgets and fewer initiatives, the momentum could take longer.

However, if you provide us with a budget and that budget won’t result in success in the initiative you are proposing, we will tell you. We won’t invest your money knowing there will not be the return expected.

Be Prepared for SEO of the Future, Now

The SEO industry is experiencing significant transformation. Find a partner who is embracing AI. Also, make sure they provide the highest quality and unique UX experiences and content. Last but not least, don’t invest in this strategy if you don’t have the budget to compete.

The words around us constantly influence our decisions. For example, seeing a bold “SALE” sign in a store window might pull you inside. A coffee shop promoting a seasonal drink as “limited time only” could tempt you to try it over your usual order.   

In crowded, competitive markets, how you communicate your message matters more than ever. Clear, compelling copy is a powerful tool for standing out—whether it’s through humor, surprise or helpful information. But it’s equally important to know how to adapt your message to the platform you’re using and the audience you’re speaking to. 

Social Media Messaging

Social media is one of the most powerful branding tools available. While these platforms offer freedom and reach, they also come with challenges. Without understanding how users engage—keeping in mind their attention spans, trends and algorithms—your posts may miss the mark.  

Instagram: As one of the most visual platforms, Instagram prioritizes imagery. Keep tile copy minimal and visually cohesive. Captions should be concise and easy to skim—emojis, line breaks and short sentences go a long way. Avoid long paragraphs that cause viewers to scroll past. 

LinkedIn: LinkedIn calls for a more professional and educational tone. Long-form posts are encouraged, but you still need to grab attention in the first two lines due to the “See more” cutoff. Think of your copy as a mini article: lead with value, avoid being too casual and support your credibility with relevance.  

Website Copy

Website copy often requires more depth, but that doesn’t mean more words. Online attention spans are short, and walls of text can overwhelm visitors. Prioritize clarity, hierarchy and usability.  

Your website should:  

• Guide users toward a clear call to action.  

• Speak in plain, compelling language.  

• Use SEO strategically—integrate relevant keywords naturally without sacrificing tone or flow.   

The goal is to help visitors understand who you are and what they should do next, quickly and confidently.  

Print Communication

While digital media dominates, print still plays a key role in branding. Unlike online content, print doesn’t allow for clickable CTAs—so your message must make a strong impact.  

Focus on:  

• A strong, clear headline.  

• Supporting copy that’s scannable and organized.  

• Thoughtful layouts and information hierarchy.  

Remember that your flyer, brochure or postcard might end up pinned to a bulletin board, sitting on someone’s desk or even hung up on a fridge. Make every word count—it might stick around longer than a digital post.  

Before writing your next piece of copy, consider two things: who you’re talking to and where they’re seeing it. The more you tailor your message to the platform and the audience, the more effective it is. Start with a clear core message, reinforce it across formats and make your call to action easy to find—and even easier to follow. 

Are you an online researcher like me? One of the first things I do when considering a new purchase is read what other people have to say. Real people, real experiences. For full transparency, before 8 AM the day I wrote this post, I’d already read customer reviews for an eye cream, a dog groomer, and an activity for my kids… priorities! 

What people say about your small business matters. Before buying, booking, or signing a contract, most customers look for proof they’re making the right choice. That external validation is where client testimonials shine — and why they’re such a powerful marketing tool for small business growth. 

Testimonials Build Trust and Credibility 

Polished marketing materials, slick content, beautiful photography — all great. But none of it carries the same weight as a real customer sharing their experience. When potential clients see others speaking positively about your small business, it builds trust. For your existing customers, it reinforces their decision to work with you again. 

Bringing Your Brand to Life 

Client stories give your business a face. They help people connect to your mission and vision by showing how your work impacts real people. It makes your brand feel approachable and relatable – qualities that help your small business stand out from the competition. 

Encouraging Client Engagement

Often, customers who’ve had a great experience are happy to share it — they just need to be asked. Testimonials give your clients a chance to engage with your brand and feel like part of your success story. In turn, you strengthen those relationships by showing their feedback matters. 

Social Proof in Action 

Testimonials are firsthand accounts from people who have nothing to gain by recommending you. That outside perspective holds weight with potential customers and validates their own decisions. We all like feeling confident that we chose the right CPA, dentist, real estate broker or dog groomer. Client testimonials help deliver that reassurance.

Testimonials Grow Online Visibility 

Positive interactions with your brand across the web boost search engine marketing rankings and make it easier for people to find you. Incorporating client testimonials into your online marketing presence — website, social media, directories — expands your digital marketing footprint and strengthens your credibility. 

Fueling Content Creation 

Client testimonials are ready-made content. They can be shared in so many ways — on your website, social media, in proposals, case studies, videos, presentations — adding authentic, relatable proof of the work your small business does.

Boosting Internal Morale

Lastly, testimonials aren’t just good for marketing — they’re good for your team. Positive feedback reminds everyone their hard work is appreciated. It’s easy to focus on challenging projects or the occasional hiccup; hearing directly from happy customers can be the boost everyone on your team needs. 

At home and at work, we’re making decisions every day about where to spend our money — and we’re influenced by what others say. Client testimonials give your small business the chance to showcase those positive experiences, build trust and strengthen your brand. 

During the summertime months, everything tends to slow down, creating a more relaxed atmosphere in both our personal lives and the business world. For businesses, major announcements and initiatives are often introduced at a slower pace, as both target audiences and journalists are likely to be on vacation.

Is summer a time to reduce media outreach? The answer is a firm no! While others head to the beach, summertime is the ideal opportunity to capitalize on less crowded reporter inboxes.

Plan for Fall and Winter in the Summertime

Although fall and winter may seem distant, long lead publications are already preparing their end-of-year stories. Since these publications typically have a lead time of 3 to 6 months, summer is the perfect opportunity to pitch your ideas. Many of them provide editorial calendars in their media kits, which can help you align your pitches with their planned content.

As fall approaches, reporters often experience an increased workload. Many short-lead reporters take advantage of the slower summer months to prepare important stories. In the summer, reporters have more time to review pitches. publications such as daily newspapers, broadcast outlets, and online platforms may not be actively seeking pitches, providing you with an opportunity to distinguish yourself.

 Establish Summertime Connections That Will Last All Year

If your organization is having a slow summer, use this chance to strengthen connections with reporters. Summertime is a great time to research key journalists and understand their beats by reviewing their article portfolios.

Engage with them on social media by sharing relevant links, joining their conversations, and offering your unique insights. By establishing your thought leadership, you can become one of their preferred experts for future stories.

Augment Your Online Presence

Take advantage of the summertime months to enhance your online presence. Focus on building relationships with reporters and directing them to your website or other content channels where they can discover your unique voice and expertise.

Regularly update your content with fresh additions, such as blog posts and vlogs, while staying active on social media. Although summer may seem slow, it is an excellent time to strengthen media relationships and tailor your content to align with reporters’ interests.

As a marketer, I cannot remember the last time we blogged about ourselves. That is not the purpose of this communication or our usual MO all the way around. But this topic should be shared for learning, as well as I could really use some feedback from this trusted community on being a marketer.

Networking as a Marketer

I joined a new networking group in October of last year. One of our amazing partners who jumps in on graphic and website designs had been gently nudging me to just go to a lunch to learn more. When learning this group meets weekly, a two-hour commitment, I was unsure. How could this fit into all the current professional and personal things on my weekly to-do list?

And I finally attended a meeting. I loved the energy and people in the room. The structure of the meeting was impressive. I was all in after auditing one or two more meetings. Being focused on paying it forward and referring business leaders and owners to like-minded business leaders and owners has always been inherently at my core. And come to find out, this is what this group was all about. What?!?!

Focusing on Relationships as a Marketer

This new networking group of mine is laser-focused on relationships. Plus, there is an abundance of accountability. And accountability is a great thing as well. Home service providers, commercial and residential realtors and mortgage professionals and marketing folks who provide singular services like graphic design, promotional materials and video production have found this group to be of great benefit.

So again, I find myself in a group that I love. I have provided many referrals. And a few folks have provided referrals to me, but I have heard time and time again, “I am not sure what Front Porch Marketing does.”

I had the opportunity to present to this group last week. My team was amazing and created an information sheet — which you can download here — for me to pass out at the presentation. We also produced note pads as swag, as well as cookies. Food is one of my love languages, as you may know.

Continuous Improvement as a Marketer

During the meeting, I was at home and at ease presenting. Talking about my family, and how previous work experience led me to start Front Porch Marketing. I spent time discussing what makes us different, our services and shared two client examples. The majority of the audience was engaged. However, two or three business owners were frowning and bored. I did something wrong. I didn’t practice what I preach.

At Front Porch Marketing, we partner with business leaders and owners who want to build strong brands. They recognize a full-service branding and marketing partner provides them value and focus to working on their business instead of in their business. But these leaders know marketing isn’t a one-size-fits-all. And all marketers are not the same.

This leads me to how you can help. Please comment on this blog post, or email or text me and let me know what makes Front Porch Marketing rock for you. Let me know how I can communicate our value proposition in a more meaningful way. Thanks in advance, y’all!

For many service-based businesses, summer can bring a noticeable shift in pace. Clients take vacations. Projects slow down. Inboxes are a little quieter. While that can be stressful for some, it’s also a golden opportunity to set the stage for the kind of brand-building and relationship marketing that pays off in the fall.

Here are five smart, low-pressure ways to keep your business visible and valuable during the summer months.

Show Up With Service-Based Seasonal Relevance

Your service-based clients are in summer mode so your marketing should reflect that. Swap out your usual tone and visuals for something lighter and more seasonal. Even a service business can have seasonal flair, it just takes thoughtful execution.

• Update your website or social headers with a bright, seasonal refresh.
• Share content that acknowledges where your audience’s head is right now (travel, rest, planning ahead).
• Keep calls to action warm and casual. Think: “Let’s chat before fall,” instead of “Book now!”

Reconnect Without Selling

Summer is a great time for a service-based business to nurture their relationships, not push offers. People remember how you made them feel, not how hard you pushed.

• Send a short “checking in” email to past clients or prospects with something personal or helpful.
• Share a light, engaging newsletter featuring tips, updates or even your team’s summer reading list.
• Send a handwritten thank-you note, summer themed postcard or small branded summer item to key contacts.

Package a Service-Based Seasonal Offer

Create a limited-time service bundle or mini offer that’s easier to say “yes” to. Position it as a chance to get ready for Q4 while things are still quiet, to end the year strong.

• A quick strategy session, audit, or consultation for a set price.
• A “summer tune-up” for their current account.
• A short-term retainer designed to bridge the gap until fall for a special project.

Go Behind-the-Scenes at Your Service-Based Business

Summer is perfect for showing the human side of your brand. People like to work with people. Let them see the personality behind the service you provide.

• Share behind-the-scenes moments of your team working (or vacationing).
• Post photos or reels that give clients a peek into how you operate.
• Use Stories, Reels, or LinkedIn posts to spotlight summer client wins or simple day-in-the-life moments.

Plant Seeds for Fall

If you’re slower in summer, use that time to get ahead. Marketing doesn’t always have to be public-facing to be powerful. Quiet progress now  in the summer, can lead to loud momentum later in the fall and winter months.

• Batch fall content now to get ahead (blogs, newsletters, email sequences).
• Refresh your onboarding materials or website copy during downtime.
• Build a campaign now around something launching in September or October.

Stay Warm, Not Silent

Summer isn’t the time to go radio silent for a service-based business, it’s the time to stay present, helpful, and human. Because when fall hits and decision-makers are back in gear, you’ll be top of mind, not just because you marketed well, but because you showed up with intention when others disappeared.

So go ahead. First slow your pace, then warm your tone, and finally let your service-based summer marketing do the quiet, steady work of building trust with your customer that will last all year long.

A Quick Checklist for Nonprofits in Summer Brand Design

Summer brand design can help nonprofits connect with their communities. Whether you’re planning an event, launching a campaign, or simply staying active on social media your community is experiencing summertime. But as you roll out seasonal content, it’s easy to lose sight of your visual identity in favor of wanting sunny graphics and beachy vibes.

The good news? You don’t have to choose between on-brand and in-season. With a few thoughtful design tweaks, your nonprofit can show up in a fresh, summery way that still feels aligned with your mission.

Here’s a quick checklist to help your nonprofit “summer-ize” its branding without losing consistency or clarity.

Brighten, Don’t Rebrand

Add seasonal accents to your existing color palette rather than swapping it out completely.

• Use brighter tints of your core brand colors for a lighter, more summery feel.
• Try incorporating one or two accent colors. Think of colors like coral, teal, lemon, or sky blue as limited-time highlights in graphics or event materials.
• Keep your logo colors consistent (or only minimally altered for special campaigns) to maintain recognition.

Lighten the Mood with Summer Brand Design

Summer is emotional so use that. Even if your nonprofit tackles serious issues, this is a good time to balance weight with warmth. Consider some adaptations.

• Swapping heavy headlines for a conversational tone in social posts.
• Using photography with natural light, outdoor settings, or real moments of joy and connection.
• Letting visuals breathe by going lighter on text overlays and allow more white space in designs.

Use Seasonal Imagery That Reflects Your Mission

Yes, it’s easy to reach for stock images of sunglasses and sand, but that may not always be authentic to your work. Instead:

• Show your team or volunteers in action outdoors.
• Highlight your community enjoying a summer program or event.
• Use seasonal elements like gardens, parks, sun, or water but only when they support your message.

Think: “What does summer look like through our mission’s lens?”

Summer Brand Design to Simplify for Shorter Attention Spans

People scroll fast in the summer. They’re outside more, working less, and mentally in vacation mode. This doesn’t mean dumbing down your content, just tightening it up to make it concise.

• Use bold, clear headlines that are easy to read even on mobile.
• Stick to one main call to action per graphic or email.
• Favor short videos, carousels, or infographics over long-form content when appropriate.

Add a Summer Signature with Summer Brand Design

Think of a fun, limited-time design element, action or phrase you can weave into summer content. These additions make your summer content feel intentional and unified without overhauling your whole brand.

• Adding a small sun icon or wave pattern as a visual motif.

• Creating a short tagline like “Powered by Sunshine + Purpose” or “Fueling Change All Summer Long.”
• A seasonal content series like “Summer Spotlights” to feature donors, volunteers, employees or impact stories.

Seasonal Summer Brand Design Doesn’t Mean Off-Brand

Nonprofits don’t have to be brand-strict to be credible. With thoughtful and expressive design, you can bring seasonal energy into your visuals while staying true to your voice, your mission and the people you serve. So go ahead and add a little warmth, a little light and a little summer spirit to your brand. Your audience and your team will feel the difference.

There is something magical about the summer season. It’s a time to embrace life’s simple pleasures. The summer sun calls us outdoors. Whether it’s a pool day, kids frolicking across the neighborhood, an evening conversation on the porch swing or a backyard barbecue, summertime brings us countless moments of joy.

The Unique Challenges of Summer Scheduling

The summer months also bring unique challenges to the office environment, particularly in account management positions. Shifting schedules, team member vacations and changing client needs could easily spell disaster. But solid planning and clear communication can ensure smooth sailing around everyone’s summer schedules. And everyone gets to enjoy their well-deserved summer season.

First Things First This Summer: Plan for Team Coverage

• Create a vacation calendar to make it easy to spot potential gaps in coverage.
• Assign a back-up contact for each client.
• Crosstrain team members for better out-of-office coverage on tasks.
• Document client contacts and project status/next steps for the team before leaving.
• Work ahead to minimize workload for others in your absence during vacations.  

Communicate, Communicate, Communicate

• Share your team’s summer schedules with clients to keep everyone informed..
• Always set realistic project deadlines. And remember clients take vacations too. Manageable deadlines for everyone mean less stress and fewer errors.
• Set realistic expectations with clients surrounding response times.
• Send clients a project status document before your vacation so they know what’s going to happen while you’re gone.
• Set up an out-of-office message with emergency contact information.

Ensuring a Smooth Summer Transition

• Schedule internal client meetings before vacation to make sure everyone’s on the same page.
• Create detailed project handoff documents for your team.
• Establish procedures for urgent client needs. (e.g., when to contact vacationing team members)

Remember to prioritize team member wellbeing. Encourage true disconnection for your team members during their vacations to prevent burnout.  

With thoughtful planning and clear communication, summer doesn’t have to mean service interruption for anyone. You can maintain excellent client service while ensuring your team enjoys some well-deserved R&R.

Happy Summer!

Rework old work this summer, and fine tune it to maximize impact. Not every marketing campaign soars on the first try: some fizzle out quietly, lost in the noise of busy inboxes or drowned by shifting algorithms. But summer isn’t just for new campaigns, it’s the perfect time to revisit what didn’t work, rework it, and give it a second chance to shine.

Just like TV networks used to air “summer reruns” to capture fresh audiences, you can reimagine underperforming campaigns with new timing, angles and energy. Because sometimes, the idea was good — just maybe not the execution, the context or the season.

Summer is Primetime for a Reboot Rework

Summer marketing tends to feel lighter, looser and a little more experimental. Audiences are mentally shifting gears, slowing down, traveling, spending time outdoors. Engagement might dip in some channels but spike in others. It’s also when your team might have more breathing room to reflect, regroup, and rework ideas without the Q4 pressure.

Plus, summer is a metaphor-rich season. Think: growth, energy, movement and play. All perfect themes for breathing life into a campaign that maybe didn’t stick the first time.

Review and Rework Without Judgment

Before anything can be reimagined, it needs to be understood. Ask yourself these questions about the campaign.

• What was the goal? Did the campaign aim for awareness, engagement, conversions?
• What worked well? Maybe the visuals were strong, but the CTA was weak. Maybe the story was good, but the audience was wrong.
• What failed and why? Timing? Message mismatch? Channel choice? Lack of clarity?

This isn’t about beating up on your old work. It’s about auditing the content with curiosity and clarity.

Refresh the Angle

Ask yourself what new spin would make this idea more relevant now?

• Update the context? Can you rework the content to connect it to current summer trends, events, or cultural moments?
• Shift the focus? Try telling the same story from a different POV like customer-first, behind-the-scenes or values-driven.
• Simplify it? Strip it down to the strongest insight or benefit and rebuild from there.

Summer is a season when audiences crave ease and emotion. Lean into storytelling that feels breezy, relatable, or joyfully unexpected.

Rework it and Change the Channel

Sometimes, the idea isn’t the problem but the platform is. So a campaign that fell flat as a static Instagram post might thrive as a short-form video. Or, an overlooked blog post might shine as a podcast segment or live Q&A.

Consider a form change-up to maximize your content impact:

• Repackaging email content as a summer-themed downloadable checklist.
• Turning case studies into Instagram carousel “client journeys.”
• Repurposing old webinars into bite-sized reels or quote graphics.

Embrace the Remix

You don’t need to start from scratch in a rework of an old campaign, just remix it. In fact, some of the most iconic campaigns are iterations of past ideas.

• Nike’s Just Do It has been reframed a dozen ways.
• Spotify Wrapped is a reinvention of year-in-review content.
• Coca-Cola constantly reuses its “share” message in seasonal formats.

Take what worked like language, design or sentiment and remix it to fit your audience better this summer.

Failure Isn’t Final, Keep Reworking

Just because something didn’t work the first time doesn’t mean it’s a bad idea. It might’ve just been early. Or undercooked. Or misaligned with the moment.

This summer, take a little time to look back, not to dwell but to rediscover. Great campaigns, like great summers, often come from second chances and a willingness to try something again, only just a little differently this time. So, you got a campaign graveyard? Dig it up. Rework it. You might just find your next big summer win buried there, waiting for its moment.