PRspectives BLOG

Lambs Farm: All Points PR Gets Their Hands Dirty for Positive Impact Program

All Points PR volunteers at Lambs Farm.

Lambs Farm: All Points PR Gets Their Hands Dirty for Positive Impact Program

For our agency’s first in-person Positive Impact of the year, we got our hands dirty, beautifying the grounds of Lambs Farm. Our lead Office Manager Katie Lenninger spearheaded the project, connecting us with an organization that makes a positive impact in the lives of those with developmental disabilities.

In this labor of love, the APPR team broke out into two groups to plant flowers, mulch many areas of the farm, and revitalize outdoor furniture with a fresh coat of paint. Our agency donated our time and funds to purchase supplies for each of the projects, leaving behind a beautiful space for residents and visitors to enjoy.

Lambs Farm is a non-profit organization dedicated to helping people with developmental disabilities lead productive, happy lives. We are thrilled to get back to volunteering in person and make a direct impact on such a meaningful community organization.

Our quarterly Positive Impact program strives to positively impact the communities through philanthropic and volunteer efforts. We are passionate about our commitment to corporate social responsibility and making a meaningful impact on social, community and environmental organizations.

Check out All Points PR on Facebook, Twitter and Instagram to keep up with the office, and click here to learn more about the Positive Impact program.

NIFA Q2 Recap: Creating Your Peloton

NIFA Q2 Recap: Creating Your Peloton

We welcomed back in-person events with the Northern Illinois Franchise Association (NIFA) Q2 June luncheon, “Creating Your Peloton.” It was an informative discussion detailing Peloton’s position as an iconic American brand that disrupted the fitness industry to create a rabid, life-changing community of members spanning digital and physical worlds.

Before David J. Miller was a Peloton fanatic, he, like many others, was a skeptic. How was this $2,000 exercise bike any different from the various bikes and treadmills crowing his garage? With his wife’s persistence, his stubbornness soon faded, and today, David has completed thousands of thousands of workouts, met fans all over the nation before eventually writing a book, Sweating Together, about the brand’s success.

As the wellness industry tops $4.5 trillion, Peloton is unlike any other fitness brand on the market. According to David, “there is no better company for understanding the future of the economy and society.”

How did they do it?

Peloton seamlessly integrated into pop culture with celebrity partnerships and live workout classes, with instructors themselves becoming influencers in the space. They’ve mastered the essence of building a digital community by encouraging people to form groups, challenge one another and interact with the brand and instructors via social. While the bike is physically in your basement, you have the ability to connect digitally and socially with everyone else who has a Peloton.

According to David, all brands have the opportunity to create a customer-driven focus. Known as the Lean Startup method, brands are letting customer learnings drive innovation with customer data. Many QSR concepts are taking this approach, basing their operations on customer purchase decisions.

We’d like to extend a huge thank you to our presenter, David J. Miller, for making this event possible. Your inspiring insight on building a brand community reignited our entrepreneurial spark as we push to build our own digital audiences.

If you didn’t get a chance to attend, or would like to view the discussion, click here to download the video recording.

To further foster these connections and share best practices, we encourage anyone who would like to stay connected to check out our NIFA LinkedIn group.

Looking ahead, we are planning wonderful 2021 events for Q3 and Q4 and look forward to reconnecting with everyone in person. We encourage anyone with topic ideas and sponsorship questions for future events to reach out to Lauren Izaks directly by clicking here.

Visit www.northernilfranchise.org for more information about the organization.

APPR Seminar: What You Didn’t Know About Organic Social Media

APPR Seminar: What You Didn’t Know About Organic Social Media

Our creative and digital team leverages digital communication strategies across multiple paid and organic channels by creating interactive experiences for a targeted audience, whether that be consumer or franchise development related. For this month’s agency seminar, five members of the APPR Creative and Digital team shared the importance of organic social media and broke down how each platform can be effectively integrated into our client’s social strategy.

Creative and Digital Account Lead Marin McCall kicked off with Facebook, where users spend an average of 34 minutes per day on the platform and nearly 80% access on a mobile device. Video consistently outperforms images and text, with engagement nearly doubling that of text posts. As our clients look to grow their audience on Facebook, it’s important to consider how content appears on mobile and other content mediums to generate greater success.

Next, we heard from Creative and Digital Associate Dylan Pashke about the impact Instagram has on business accounts. With one-third of the most viewed Instagram stories coming from businesses, there is a strong opportunity for growth for our clients. In a recent update, influencers can now tag up to two brands in a sponsored post, a game-changing tactic for our influencer marketing tactics.

With much of our clients’ organic and paid social work focused on LinkedIn, Senior Creative and Digital Account Lead Spencer Abbott shared that people-centric content outperforms the rest. Content posted from personal profiles see 1.5 to 2 times the reach of the same posts from company pages. The greatest takeaway: posting more often from personal profiles and encouraging franchisees to share company blogs, photos and their experiences.

As the latest and continuously evolving social platform, TikTok is a break-out star, with 689 million active users worldwide. Creative and Digital Account Lead Jonathan Bazar shared how TikTok is shaking up social media with its worldwide presence and ability to connect with its audience on a more personal, relatable level.

Katie Lynn Rada, Digital Marketing Lead, jumped in with Google, which generates 93% of all web traffic. On the first page alone, the first five organic results account for 67% of all the clicks, proving that SEO and applicable website content are key to get stronger rankings and traffic.

As an agency, we take a proactive role in promoting social media engagement. Throughout the week, each employee engages with a client’s social account outside of their organic social media calendar, with links to secured press, content marketing pieces or national holiday spotlights.

Be sure to check out All Points PR on Facebook, Twitter and Instagram to keep up with the office.

COO’s Corner: Hiring & Retaining Gen Z

COO’s Corner: Hiring & Retaining Gen Z

Move over, Millennials. On the cusp of their professional careers, Generation Z (born between 1996 and 2012) is joining the workforce at an opportune time. As businesses continue to rebound following the pandemic, this presents a large array of opportunities for the next generation of employees.

Who exactly is Gen Z?

Don’t get confused; while Gen Z shares a number of characteristics with Millennials, their formative years have shaped different attitudes and outlooks on the world today.

Here’s a rundown of Gen Z characteristics:

  • Digital Natives
  • Visually Oriented
  • Financially-Minded
  • Shrewd Consumers
  • Increase in Mental Health Awareness
  • Politically Progressive
  • Diverse

Gen Z has the unique experience as the first generation to grow up with technology at their fingertips. They don’t recall a world without the internet, smartphones or social media. But tapping into this new generation of digital natives has become more strategic than ever before, even platforms like TikTok are piloting their own job site.

As our agency continues to grow, we’re thrilled to open our recruiting efforts to persistent, creative individuals with strong critical thinking abilities. We’re currently growing across all departments with opportunities in PR, content marketing, social media and digital marketing.

So, as businesses push to hire Gen Z, how can we attract them? To draw and retain this new generation, employers need to be more strategically personal, get social and promote opportunities for advancement.

1. Double-Down on Campus Recruitment

Gen Z is on track to be the best-educated generation yet, according to the Pew Research Center. Among 18 to 21-year-olds no longer in high school, 57% enrolled in a two-year or four-year college compared to 52% of Millennials in 2003 and 43% of Gen X in 1987.

For companies looking to recruit this demographic, establishing strong relationships with colleges and universities is a great pathway for referrals and connecting with up-and-coming talent.

At All Points, we’re committed to building connections with nearby universities through our AP University Initiative. This program is designed to strengthen partnerships with on-sight visits, speaking engagements and agency tours. Despite COVID, we’ve upheld our mission and hosted virtual tours and Q&As with our staff to educate the next generation of the public relations industry.

2. Use social media to enhance corporate culture

Considering their connection to the digital world, social media is the most ideal way to attract and engage Gen Z. Use this opportunity to your advantage by promoting your company across social channels, raising your awareness and showing off your company’s unique culture.

According to a survey by Tallo, 87% of Gen Z respondents feel it’s important to build a professional brand online. Take a page from their book and make sure that your culture is accurately reflected across all channels.

If you look at our social platforms, you’ll get a glimpse into the life at APPR. From employee Instagram takeovers to agency seminars, and appearances from our office dogs, Cubby and Ivy, we give a well-rounded perception of what our agency life is like. I always encourage all applicants throughout the interview process to take a look at our blogs, social media and website to fully understand the ins and outs of the agency and our clients.

3. Promote Learning and Development

Gen Z is highly motivated to grow their careers, with 76% seeing learning as the key to their advancement, according to a LinkedIn workplace study. As newcomers to the professional world, emphasizing growth opportunities is key to Gen Z retention.

We offer several programs across the agency for development, including our mentorship program and employee development courses. We see education as an opportunity to invest in our employees’ careers while adding value to our clients.

In reality, there’s no secret to success when it comes to hiring Gen Z professionals. This a dynamic and highly skilled generation of workers, and the best thing businesses can do is understand their needs and be ready to adapt to meet them.

Check out our current job openings here!

Lauren Izaks is the COO and executive vice president of All Points Public Relations, a franchise-focused PR agency based in the Chicagoland area, www.allpointspr.com.

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