IPW Experience Using MySpace, Web for Campaigns

Orange County Business Journal, Apr 28-May 4, 2008 by Bellantonio, Jennifer

Integrity PR Tapped by Capita Technologies; Pencilbox Not Seeing Slowdown in Spending

MEDIA & MARKETING

IPW Experience in Costa Mesa is trying to redefine a typical marketing campaign.

Principal Delphine Channels Berryhill said being on top of the latest technologies is a must.

"Clients are always interested in measuring (their) return on investment," Berryhill said. "Online programs offer the best mechanisms for tracking results."

IPW Experience, which started some three years ago, has seen more demand for its services, which focus on non-traditional marketing, including street teams, online campaigns and events, Berryhill said.

Last year, the shop expanded into bigger offices in Costa Mesa and hired a few workers, including a project manager. It now has about six employees.

Berryhill said IPW has several projects, including helping a client with banner advertising, online contests, streaming video, street teams, events and more.

"Most of our staff is young and adept at using MySpace and other Web mediums," Berryhill said.

The shop hasn't hired anyone specifically for creating Web programs, but "that may be a need in the very near future," she said.

For now, Berryhill said she taps freelancers for jobs she needs help on.

"It makes offering current technology very easy," she said.

There is a wide range of Web marketing options, including banner advertising, search engine advertising, social networking sites, newsletters, Webcasts. blogs and e-alerts.

Marketing shops these days have to adapt quickly, Benyhill said.

"As more people are looking to the Web for information on buying decisions and for entertainment, they expect to find everything they need and want there," Berryhill said. "If you're not represented there then you are not an option."

Seeking Integrity

Mission Viejo-based Integrity Public Relations Inc. is busy organizing campaigns for a new client.

The shop was recently tapped by Irvine-based Capita Technologies for public relations work.

Integrity will help promote Capita's services involving online marketing and other software, including one for enterprise marketing management, which collects customer information and more.

Charles Granville, Capita's chief executive, said Integrity was picked because the shop has the "depth of industry knowledge and technological expertise we require to support our marketing objectives."

The account will be headed by senior account manager Melissa Handler.

No Slowdown for Pencilbox

San Clemente-based Pencilbox Studios LLC brought in a couple of workers after nabbing several accounts earlier this year.

Roxann Pope, principal at the marketing shop, said she hired two graphic designers to help with a handful of clients, including Mission Hospital Foundation and Camino Health Center (part of St. Joseph Health System), Kia Motors America Inc. and Dana Wharf Sportfishing.

Pencilbox has also seen an uptick in assignments from existing accounts, including Toyota Motor Sales USA, and Little Company of Mary Community Health Foundation.

"We do not see a slowdown this year," Pope said.

Konnecting with Clients

Orange-based Kulture Konnect said it was tapped by ZTNet Solutions and Davis-Stirling.com for marketing and advertising work.

Adrian Adams, founding partner of Davis-Stirling, said Kulture Konnect was a good "fit for the direction we wanted to go with our advertising."

"After our first meeting they knew immediately what we wanted," he said.

The OC shop is launching a print advertising campaign for Davis-Stirling and doing some branding work for ZTNet, a 10-year-old information technology company.

Selva Kulismgam, ZTNet principal, said the company had been hunting around for and advertising shop since "it was time for us to rebrand and reintroduce ourselves to the market place."

Kulture Konnect assembled a team and nailed a campaign, Kulisingam said.

Jorge Pacheco, Kulture Konnect partner, said his shop plans to "target new markets' for the remainder of 2008. He used existing staff to handle the accounts.

"Until now, we have been working mainly with the restaurant industry," he said. "But we have been getting accounts in other industries, such as investment and technology."

That has allowed Kulture Konnect to expand services and experience, he added.

Bits and Pieces:

The Anaheim Family Justice Center has a new poster campaign featuring Anaheim Ducks hockey player Corey Perry. The posters will be hung throughout businesses in the area ... Powder Magazine in San Juan Capistrano is adding workers and on the hunt for an art director ... Irvine-based sunglass maker VonZipper, owned by Billabong USA, hired a new marketing manager, Brian Harris ... Torrance-based Becker Surfboards, which has several locations in Orange County, including Huntington Beach, is sending out e-mail blasts promoting new swimsuits for summer.

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