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.

This week, we welcome Nancy Scott to our team as our newest marketing rocker! She says she is excited to rock on the Porch because she loves the idea of building business through real conversations and trusted relationships. The Porch approach — keeping it real, collaborative, and client-focused — is the kind of environment where Nancy really thrives.

Nancy sat down with us on the Porch for a chat:

1. What drove your decision to be a marketer?

What drew me to marketing is the perfect combination of creativity and problem-solving. I love understanding people — their needs, their motivations, and behaviors and creating strategies to connect brands and people. The problem-solving part of me loves to crunch numbers, comb through data for insights and make charts! 

2. What is the biggest misconception about marketing today?

That great marketing isn’t about social media — viral content, influencers, likes, and flashy ads. It’s about attracting and retaining customers by delivering value, building trust, and creating meaningful connections that lead to long-term brand loyalty.

3. What advice would you give to younger Nancy Scott?

Trust your instincts — and don’t be afraid to make bold moves.

4. What is one of the biggest lessons you’ve learned in your career?

Things shift — campaigns stumble, tools change, projects get delayed, teams restructure — but strong relationships, collaboration, and foundational marketing skills endure.

5. What does good marketing strategy look like?

I love this question! Good strategy is intentional, based in data, and focused on building relationships over time. It’s about knowing your audience and delivering the right message with purpose and consistency.

6. If you could be anywhere in the world right now, where would it be?

Italy — hands down. It’s on my bucket list, and I can’t wait to explore it someday. Plus, I’m Italian… so it just feels right.

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

My Italian grandmother, affectionately called “Little Nana.” She spent countless hours in the kitchen creating incredible Italian meals. I’d love to sit at her table again and get all her recipes.

8. If you could describe Nancy Scott in three words, what would they be?

Loyal. Honest. Mom.

9. Tell me about a major milestone in your life.

Likely a common answer but becoming a mother to my three daughters is truly the most extraordinary milestone in my life.

10. What is a fun fact about you?

I make the best chocolate chip cookies. Seriously — ask anyone who’s had one.

What’s coming up for Nancy Scott on The Porch?

Well, we sure hope it’s sharing some of those famous chocolate chip cookies, for sure! We’re super excited to have Nancy Scott’s expertise on our team, as our client roster continues to grow and we take on more and more challenging assignments. Welcome Nancy!

While I still find it hard to believe, I have reached the end of my college experience. With all of the emotions and changes that come with senior year of college, my internship with Front Porch has been a constant that I could always depend on. As I approach my one-year anniversary with the team, I want to reflect on the value that internships bring to college students. 

Real-World Experience 

As overused as the term may seem, internships are without a doubt one of the best ways for students to immerse themselves into the professional space. Although our coursework helps give us an idea of the responsibilities expected from our potential career, nothing beats the real thing. No matter the industry, interns are excited to jump into the professional space with you – there’s no better way to learn than by doing! 

Project Management and Multi-Tasking 

Between my internship, schoolwork, on-campus job and social life, this past year has been anything but boring. Students have spent years juggling their commitments, such as classes, extracurriculars and hobbies. We understand the importance of time management and want to help carry the weight of your company’s day-to-day operations. By getting the opportunity to simultaneously work on multiple client accounts, Front Porch helped me strengthen my multi-tasking skills and feel confident in my abilities. 

Collaboration and Fresh Perspectives 

Like with any partnership, interns develop a sort of symbiotic relationship with the company they work for. Learning from professionals helped me not only start developing my own relevant insights but altered my way of thinking to reflect a more sophisticated and focused approach. Front Porch has always encouraged me to think critically and creatively, welcoming my ideas and asking questions to help me strengthen them. By giving your interns the chance to share their thoughts without fear of judgment, new and unique perspectives can be brought to the table. 

Increased Confidence 

My internship has helped me in many personal areas, especially with promoting myself and networking. I feel more secure in my creative work, as I found myself approaching my educational tasks with a mindset geared toward what a client or other target audience would be looking for. Front Porch gave me many opportunities to engage in client relations and present my work to our partners, which significantly increased my confidence in public speaking. The skills and lessons I’ve learned in my internship have shaped me as a creative professional, and their impact will carry with me into my future endeavors.  

So, with all of that to be said, companies should consider adding an intern or two to their team. Students are happy to gain any experience they can and will be passionate to push your company’s professional goals. Remember that everyone has to start somewhere, so consider being the helping hand who kickstarts someone’s professional experiences — just like Front Porch has been for me. 

Spring is the season of growth and renewal — a perfect time to take a fresh look at your marketing strategy and the channel mix you’re using. Just like you’d diversify a garden to ensure a healthy harvest, your marketing strategy needs a mix of channels to thrive. If you’re pouring all your time, budget, or energy into one platform or tactic, you might be missing out on bigger opportunities — and leaving yourself vulnerable.

Channel diversification matters. So learn how to spot overdependence on one channel and what you can do to grow a more balanced, resilient marketing mix.

The Risks of a One-Channel Strategy

Putting all your golden marketing eggs in one basket can feel safe — especially when that channel is performing well. But algorithms change, audience behaviors shift, and platforms rise and fall. If your business relies heavily on a single social media platform, email list, or ad network, you’re one update away from a major disruption.

Common signs of over-reliance:

• Most of your website traffic or new business leads come from one source
• Your engagement drops significantly if one channel underperforms
• You haven’t experimented with new platforms or tactics in over 6 months

The Benefits of Channel Diversification

1. Reach new audiences: Different platforms attract different demographics. Expanding your reach across channels means reaching more potential customers.

2. Mitigate risk: If one channel takes a hit — due to algorithm changes, ad costs, or even a platform outage — you’ve got others to lean on.

3. Learn what works best: Diversification allows for better testing and experimentation. You might discover that your audience responds better to email storytelling than paid search, or that blog posts drive more qualified leads than Instagram.

4. Strengthen your brand: A presence across multiple touchpoints increases brand recognition and builds trust. It adds depth to your brand’s personality. Your brand becomes more than just “that company on LinkedIn.”

Alternative Channels to Consider

• Email Marketing: Email marketing is still one of the most effective and underutilized channels for direct communication.
• Podcast Interviews, Sponsorships or Advertising: Reach niche B2B or B2C audiences where they spend uninterrupted time.
• SMS/Text Campaigns: SMS marketing is quick, direct, and surprisingly effective when used with consent, consistency and care.
• Community Platforms: Slack groups, Discord, or industry-specific forums where conversations already happen about your industry, product, or brand.
• Content Syndication: Republish or distribute your best blog content to new audiences through third-party sites.
• Offline Tactics: Direct mail, branded events, or pop-up experiences still create memorable brand impressions.
• Media Relations: Establishing your brand as a voice of authority in industry newspapers and magazines with a solid media pitch

How to Start Diversifying

1. Audit your current mix: Where is your traffic and engagement actually coming from? What channels are underperforming or neglected?
2. Choose one new channel to explore: You don’t need to launch everywhere all at once. Pick a channel that aligns with your audience and test it intentionally.
3. Repurpose smartly: You don’t need to create new content for every channel. Repurpose blog posts into videos, webinar snippets into social posts, or long-form reports into email series.
4. Measure, refine, repeat: Set clear KPIs for each new channel and compare results. Continue to refine your mix as you gain new insights.

Make Your Brand Channel Resilient

The more varied and strategic your marketing approach, the more resilient your brand becomes. So this spring, take a cue from the season: plant new seeds, test new soil, and watch your marketing bloom in unexpected places. Just remember: marketing, like gardening, rewards those who think ahead and stay adaptable.

Have you tried a new channel recently that surprised you with results? We’d love to hear about it on The Porch!

We’re 14 this year. And I admit it. In addition to being an entrepreneur, business owner, mother, wife, volunteer, brander and marketer, I am a “Swiftie.” However, there are a few things I disagree with powerhouse entrepreneur and musical genius Taylor Swift on. One of those things is that indeed, “At 14 there is so much you CAN do.”

Front Porch Marketing Started Rockin’ 14 Years Ago

As I reflect on the years since founding Front Porch Marketing in March 2011, there is so much in which to give thanks. We have had and continue to have the support of many people, in business and life. Mentors, current and former clients and team members, advocates, friends, family members and I could go on and on. I am so grateful and humbled for each and every person who continues to rock our Porch.

Without further ado, to y’all who have been with us since the beginning, in the middle, jumped on the Porch recently and those to come, I share these things.

14 Branding, Marketing and Business Must-Haves and Guardrails for 2025

1 Branding

Know what your brand should be. How is it relevant to your target? Does everyone within your organization know what your brand stands for? Your internal team should be convicted. Your brand should be creating emotional connections. Consistently communicate your brand at every point of contact with all your audiences. This has been our foundational message to clients for 14 years.

2 Marketing Plan

“Failing to plan, is planning to fail,” said Benjamin Franklin. Have you created your marketing plan? Did you stick to it? Are you reviewing your goals, targets, strategies, tactics, budget, etc. quarterly? How is your ongoing measurement compared to your goals?

3 Client and Customer Insights

Talk to or have an agency partner your current clients. Identify strengths and weaknesses. Gather feedback. Discover new opportunities. Enhance customer experience. Validate marketing and sales strategies. All of this results in stronger relationships.

4 Website

Audit your current website. Is the creative on brand? Are you using SEO to make your site more visible in search? Does your content answer customer questions? Does it have a strong Call to Action (CTA)? Are you monitoring and measuring analytics?

5 Strong Creative

This sets you apart from competitors. When someone within your organization wants to drive creative ideas based on what they like and then another person wants to DIY creative, you are diluting your brand. Show you are established and have professionals working on your brand. This is not the area to bring in-house unless you have a creative director who has a graphic design designer or creative team. Hard stop.

6 Interesting and Personalized Content

Are you listening to your clients or customers? Is your copy concise? Is it compelling? If you have engaged your office manager, or person on your team with an English degree, etc., to write your content, how is that working for you?

7 Organic Social Media

Organic social content is more relatable and real. Consistency on social media is paramount. We know a consistent organic social media strategy drives results.

8 AI

How are you utilizing AI? What drives us crazy about it is when a client says just post this using AI to generate content. Nope. Not. Humans still matter. But there are ways to complement what you are doing and improve efficiencies by using AI.

9 Paid Strategy

How can you amplify your organic social? Want to engage potential clients or customers? With limited budgets over 14 years, we have found multiple ways to leverage paid digital advertising strategies to achieve goals.

10 Sustainability

For long term business success, people, profit and planet must be woven into your business and marketing strategies. Sustainability does matter. Your team cares about it. Your clients and customers will remain loyal to you because of it. How can we help with this?

11 Pivoting and Testing

Marketing isn’t a one size fits all. Try something. Make sure it is on strategy and on-brand. Analyze it. And if it is working, amplify it. Do more of that. This strategy of pivoting and testing has been working for our clients for 14 years.

12 Video

A simple video marketing strategy can cut through the clutter. Video doesn’t have to be over produced or over-thought. You don’t have to necessarily entertain. Be you do need to be helpful, on-brand and meaningful in your video messaging.

13 Sales Support

Sales and marketing go hand-in-hand. What are you or your sales support doing together to drive leads? We have some tried-and-true ideas here — that we’ve successfully deployed over the last 14 years — and would be happy to have a call with you to share.

14 CRM

A simple customer relationship management system (CRM) helps maximize interactions and engagements with all audiences. There are many more benefits. We would love to set up a call to wax further lyrical here. Call us.

14 Years is Just the Beginning

To all business and nonprofit leaders who have considered all these must-haves and guardrails for 2025, kudos to y’all. Let’s keep doing more of that! And, on this our 14^th year, please know Front Porch Marketing folks, “You’re Still the One.”

Crafting an effective media pitch is both an art and a science. Whether you’re a seasoned PR professional or just starting to build media relationships, your pitch can be the difference between securing valuable coverage or getting lost in the shuffle of a journalist’s inbox. Below, we break down the essential steps for writing a media pitch that captures attention and gets results.

Step 1: Verify the Newsworthiness and Accuracy of the Media Pitch

Before you even begin writing, take a step back and ask yourself: Why is this news important right now? Media professionals receive hundreds of pitches daily, and the ones they choose to cover must be timely, relevant, and impactful.

• Make it newsworthy: Review current trends and hot topics in the news cycle. Your pitch should connect to something relevant—whether it’s an emerging trend, industry shift, or a human-interest angle.
• Back it up with facts: Every claim you make in your pitch should be verifiable. Always attribute statistics, quotes, or data to credible sources. This not only builds trust but also saves the journalist time fact-checking.

Step 2: Write a Concise and Compelling Subject Line for Your Pitch

Think of your subject line as the headline of a news article. It needs to grab attention immediately or risk being ignored.

• Be brief: Keep it under 60 characters to avoid being cut off, especially on mobile devices. Journalists scan their inboxes quickly, so clarity is key.
• Avoid jargon: Use simple, clear language that anyone can understand, even if the topic is technical.
• Highlight news value: What’s in it for the journalist and their audience? Make that clear upfront.

Example:
“New Study Reveals 60% of Consumers Prefer Eco-Friendly Packaging”

Step 3: Capture the Journalist’s Interest in the First Line

Once your subject line convinces them to open the email, the first line of your pitch needs to keep their attention.

• Get to the point: You only have about 9 seconds on average before the reader moves on. Hook them with a compelling statement or question that piques their curiosity.
• Preview the story: Offer a quick snapshot of why this media pitch is relevant and why it matters to their audience.

Example:
“Imagine reducing your company’s carbon footprint by 50% — without increasing costs. Our new report shows how businesses are doing just that.”

Step 4: Identify and Target the Right Media Contacts

Even the best pitch will fall flat if it lands in the wrong inbox. Targeting is crucial.

• Do your homework: Build a media list of journalists, bloggers, podcast hosts, and influencers who cover your industry or niche. Look for people who have previously written about topics similar to your pitch.
• Personalize your outreach: Address the journalist by name and reference their recent work when appropriate. A tailored media pitch shows respect for their time and increases your chances of a response.
• Avoid general email addresses: Sending pitches to info@ or editor@ email addresses is rarely effective. Find the specific contact who covers your subject area.

Final Thoughts on Crafting a Winning Media Pitch

Writing an effective media pitch requires a blend of strategy, empathy, and precision. By ensuring your story is newsworthy, crafting a sharp subject line, engaging your reader right away, and sending it to the right person, you set the stage for successful media coverage.

Remember: Journalists are looking for stories that will engage their audiences. The more value and relevance you offer them, the more likely they are to say “yes.”

Most people associate direct-to-consumer (DTC) marketing with eye-catching branding, emotional storytelling, and engaging social media tactics. Meanwhile, B2B marketing often leans on logical arguments, technical details, and dry case studies. But what if B2B brands borrowed some of the best tactics from DTC companies?

By applying DTC strategies, B2B brands can create more engaging, memorable, and impactful marketing. Here’s how.

Build a Brand, Not Just a Business

DTC brands focus on identity and emotion. Many B2B brands focus too much on their product and not enough on their brand identity.

Example: Just think of how some of these companies — like Chewy, Hims & Hers, and Warby Parker — have cultivated strong brand personalities.

Key takeaway: Develop a strong, recognizable brand voice, mission, and aesthetic  — something that resonates beyond just your product or service. B2B customers want to buy from brands they trust and connect with, not just vendors.

Humanize Your Messaging Like a DTC Brand

DTC brands speak to customers, not at them, using casual, relatable language. In contrast, B2B marketing often defaults to corporate jargon and overly complex messaging.

Example: Instead of saying, “Our enterprise solutions optimize workflow efficiency,” say, “We help teams work faster and smarter — without the headaches.”

Key takeaway: Write like a human, not a business textbook. Buyers are still people, even in B2B.

Prioritize Customer Experience, Not Just Sales

DTC brands thrive on seamless, enjoyable experiences—from website UX to packaging to post-purchase engagement. B2B buyers also expect ease and efficiency, yet they often deal with clunky websites, slow response times, and uninspired content.

Example: Slack disrupted the enterprise communication space not just with a great product but with an intuitive design and customer-first mindset.

Key takeaway: Treat every touchpoint like an experience, not just a transaction.

Leverage Social Media Beyond Just LinkedIn, Like a DTC Brand

DTC brands dominate Instagram and TikTok — not just for selling, but for building a community. B2B brands often limit themselves to LinkedIn and corporate blog posts.

Example: Shopify’s playful and engaging social media presence on multiple channels, which makes business content feel accessible and fun.

Key takeaway: Don’t be afraid to show personality and engage where your audience spends time.

Focus on Storytelling Over Features

DTC brands make their customers the hero of the story (e.g., Nike’s “Just Do It” campaigns). B2B brands, on the other hand, tend to list features instead of crafting a compelling narrative.

Example: Instead of “Our CRM software has AI-driven analytics,” say, “Imagine cutting your admin time in half so you can focus on growth.” For our B2B client Integrated Advisors Network, we create on-going stories featuring IAN advisors. These stories are relatable and demonstrate the passion and drive that their advisors have for their own businesses that IAN helps support.

Key takeaway: Lead with the impact your product has, not just its specs. What’s in it for your customer? How are you making their lives better?

DTC Brands Embrace Video and Interactive Content

DTC brands lean heavily on short-form videos, influencer collaborations, and interactive content to capture attention. B2B brands still rely too much on static PDFs and lengthy white papers. Can that information pivot into a more entertaining, relatable format?

Example: HubSpot creates bite-sized, engaging video content for YouTube and social media rather than relying solely on long-form blog posts.

Key takeaway: Experiment with video, interactive quizzes, and engaging formats to make your content more dynamic.

Win Like a DTC Brand

B2B marketing doesn’t have to be dull, robotic, or overly complicated. The best DTC brands win because they connect emotionally, simplify messaging, and create unforgettable customer experiences. By borrowing these tactics, B2B brands can stand out, engage their audience, and drive long-term loyalty. This year, think about: What’s one DTC marketing tactic you think could work for your B2B brand?

First of all, a strong logo is a crucial part of branding, but it’s not the full picture of your marketing communications. Many businesses stop after getting a logo designed, thinking they’re set for success. In reality, a logo is just the foundation of your brand home — it’s what you build up around it that creates a memorable and effective brand.

So, what marketing communications do you actually need to support your brand and ensure consistency across all touchpoints as well?

Key Elements Beyond a Logo

1. Brand Messaging & Brand Voice Guidelines

Your visual identity is important, but your brand voice is what gives your business personality. In reality, a well-defined brand voice ensures consistency and a cohesive message across all platforms, from social media posts to email campaigns. Overall key elements include:

• Mission statement: why does your brand exist?
• Core values: what principles guide your business?
• Tagline or brand promise: a short, memorable phrase that sums up your brand.
• Tone of voice: should your brand sound professional, playful, authoritative, or conversational?

2. Website & Digital Presence

Your website is often the first impression people have of your brand. After all, it’s your digital office. Therefore, welcome people in! A well-branded website might include:

• Consistent typography and color palette: match and support your logo.
• Clear, compelling copy: speak to your audience’s needs.
• A strategic homepage: immediately communicates what you do and why it matters.
• SEO-optimized content: help people find your brand online when they type into a search engine.

3. Social Media Branding

Every social platform is an opportunity to reinforce your brand identity with digital marketing communication. Beyond using your logo as a profile picture (avatar), you could create:

• Branded cover images & templates: for posts and stories.
• A defined content style: are your posts inspirational, educational, or entertaining? Are you using video marketing?
• Consistent brand voice: build recognition and trust over time with captions and responses.
• Content calendar: plan your posts in advance to leverage business milestones.

4. Business & Marketing Collateral

Next, your brand needs to be cohesive across every touchpoint, including physical and digital marketing materials. Even small details like branded invoices or packaging inserts help reinforce your identity. In this category, some must-haves include:

• Business cards: still a powerful networking tool.
• Brochures or one-pagers: great for in-person meetings and events.
• Pitch decks or presentations: professionally designed slides make an impact.
• Email signatures: a small but powerful branding opportunity.

5. Email & Advertising Templates

Every ad or email you send is a chance to build brand recognition. Therefore, consider:

• Branded digital templates: for newsletters, and sales promotions.
• Consistent print and digital ad creative: again, match your brand colors and tone.
• Landing pages: continue the look and feel of your website, but for special events, promotions or initiatives.

6. Customer Experience Touchpoints

Looking past marketing materials, your brand should next be reflected in every customer interaction — even how you greet customers in-store or on calls. So in addition, consider branding elements:

• Customer service responses: Branded email templates and a consistent tone.
• Packaging design: Unboxing experiences create lasting impressions.
• Automated messages: Order confirmations, appointment reminders, and follow-ups.

7. Unconventional Marketing Communication Touchpoints

Finally, beyond the usual marketing materials, some of the most memorable brand moments happen in unexpected places. Sometimes, the smallest details leave the biggest impression. In short, the more your brand feels alive across all touchpoints, the stronger the connection with your audience. Hence, here are some unique ways to reinforce your brand identity:

• Branded Wi-Fi Network Name: If you have a physical location, renaming your guest Wi-Fi to something fun and on-brand (e.g., “Caffeinated_WiFi” for a coffee shop) adds a small but clever touch.
• Custom Hold Music or Voicemail: Instead of generic hold music, why not reinforce your brand’s personality with a custom message or a carefully chosen playlist?
• Unique Job Titles: Instead of “Customer Service Rep,” what about “Customer Happiness Hero”? Use titles to reinforce brand personality. Indeed, just ask Julie, our Chief Rocker.
• Branded Auto-Responses: Even automated out-of-office emails or chatbots can carry your brand’s tone. So instead of “We’ll get back to you soon,” we might say something fun, like, “We’re out on the Porch—expect a reply in 24 hours!”
• Surprise & Delight Moments: Send an unexpected thank-you note, add a quirky Easter egg to your website, or include a handwritten note in a shipped package to make your brand feel more personal.

Marketing Communications Can Help Build a Cohesive Brand

A logo is just the start of your brand’s identity. So overall, to build recognition and trust, you need a fully developed marketing communications strategy that extends across every platform and touchpoint. By creating consistency in visuals, messaging, and customer interactions, you ensure that your brand isn’t just seen — it’s remembered.

Cheers to February 2025 and the marketing investments our clients are focused on in this new year.

Last year was weird. If it wasn’t for your business or brand, please share. Because this weirdness has been a topic of conversation with our peers, industry leaders and current and prospective clients. From a business to business and business to consumer standpoint, sales were all over the place.

And, not stating lightly, the weather had its impacts in 2024. We are forever grateful to work with amazing leaders and businesses who suffered significant impact from weather disasters. From droughts to fires and hurricanes and everything in between.

Even now in 2025, we have some clients questioning what is happening in their industries and why. Trends are bucking historical performance.

Here’s What We Do Know About Marketing Investments

Starting Front Porch Marketing in 2011 was a calculated risk. The labor market was weak. There was low consumer demand. And unemployment was high. However, this entrepreneur took the leap. If you can do it now, you can make it anywhere was the mantra.

This year is harkening back to that time. Not an economist nor do I play one on TV, but this time and space feels familiar.

Strategic Marketing Investments Our Clients Are Leaning Into in 2025

1. Brand architecture is the guidepost. This creates internal conviction. Brands must concentrate on this internally before communicating externally.
2. Brand storytelling is paramount. This builds trust. It builds awareness. It will have a lasting impact.
3. Evaluating existing star clients or customers. What brought these rockstars to your business services or products? Where did they come from?
4. Marketing tactics that garnered return in the past. As business leaders and entrepreneurs, it is easy to chase the newest shiny object. But don’t forget the marketing truths. The numbers don’t lie.

Want to sustain or grow your business? Invest more in branding and marketing.

So, I leave you with this dear readers: Creative, collaborative problem-solving has been and continues to be golden. Leaders and the right marketing partner can navigate the most complex of challenges together, making successful marketing investments for growth. With agility and innovation, the sales will follow.

Stay true to your brand and as a business leader, be real. Use your brand architecture as the guidepost. If it isn’t defined — for heaven or the universe or whatever — call us and let us help.

Embrace change. The growth mindset and calculated risk taker will see topline growth. With your eye on the prize and thoughts on what we have shared here, no matter what is going on in our economy, your business will succeed.

The narrative of your brand storytelling and messaging builds an emotional connection with customers and clients — and should not be overlooked. This is a powerful marketing tool you can use to differentiate your brand from your competition, and so much more. Once upon a time can grow a brand from a garage band to a full symphonic orchestra. From a video on a phone to a full-fledged blockbuster movie, and happily ever after.

Strengthening Brands Through Storytelling

Recently, two new clients reached out to us to strengthen and grow their brands. These two leaders — one a mid-sized manufacturer and the other a non-profit founder — realized their vision and mission weren’t being articulated strong enough. Their narratives were powerful, but were not being communicated in the most impactful way both internally and externally.

And these business leaders knew Front Porch Marketing would activate their superpowers to propel their brands to realize business results. These results included internal alignment, engagement, increased brand awareness and increased revenues.

Over the holidays, I was reminded of the power of storytelling by watching movies and listening to music.

Storytelling Connects Us Using Music and Movies

Courtesy of my daughter’s prompting, she and I enjoyed watching movies and listened to great music over the holidays, among other things. These experiences always remind me of the power of brand storytelling. And the success so many brands have had by doing it well.

Memorable Storytelling From Past to Present

“Let’s go to the movies, Annie,” to quote the great Daddy Warbucks. Growing up, my parents took me to musicals at The Muny and The Fabulous Fox in St. Louis, Missouri. One of the many shows I saw was Annie. My middle name before I got married was Ann. My mom thought it was cute to call me Annie any chance she could.

Wicked … the movie vs. the musical? From an early age, I was hooked on The Wizard of Oz. It could have been the ruby slippers. Who doesn’t love a good shoe? I cast myself in the garage version of The Wizard of Oz. I still can recall most of Dorothy Gale’s lines. But I had no idea what happened before Dorothy followed the yellow brick road. Whoa, there was a lot. And thanks to Wicked the musical I know the story behind the story. It was genius storytelling.

And, then came the movie this year. And it was only part one. Sign me up for part two right now. And kudos to all things Wicked the movie. The actors, the sets, the music. All of it.

Stories I’ll Remember From This Year

Red One, I thought it was brilliant. Who doesn’t want the Rock and that Captain America to save Christmas? An E.L.F. — Extremely Large and Formidable — operative joining with the world’s most accomplished tracker. As well as all the other special forces for the tooth fairy and other mystical creatures. To quote Jimmy Fallon, “Come on, bud.” So good.

And, the explanation of the North Pole? “Beam me up, Scotty.” The North Pole is a much cooler place than I ever imagined — such imaginative storytelling in this movie. The portals in the toy shop! I told Audrey I was going to start working at one. She didn’t think that was a good idea. And as far as Santa’s reindeer go, this is the only movie that I can recall that portrayed them so well. They are true forces of nature. That movie was a master class in storytelling!

Oh, and of course, Taylor Swift was a highlight of our holiday experience this year, again due to my daughter. She brought Taylor’s music back into my life. Also, thanks to my sweet girl, we have a forever memory of attending The Eras Tour in Miami, Florida. Um, excuse me for this but, “It was rare. I was there. I remember it.”

Telling The Right Story Endears Audiences

Taylor Swift is the GOAT of storytelling. She somehow connects with both an 11-year-old and a, cough, 50- something adult, in similar and different ways. Long live her words, music, talents, vision, inspiration and engagement. She is the epitome of bold, memorable storytelling.

If you are in doubt, listen to The Tortured Poets Department, which much to my daughter’s chagrin I sometimes call The Tortured Poets Society, because of my age (Dead Poets Society). I am sure the great Taylor Swift knows the magic of this movie, and realizes the impact that it had on a generation.

Waxing lyrical about brand storytelling and messaging through the lens of my holiday happenings seems like a great way to start the year on a positive note. I hope this idea of storytelling resonates with you too. If so, let us know. Or, share it with a business or nonprofit leader you know who wants to grow their businesses beyond a garage band.