OKLAHOMA CITY, September 20, 2021 — An Oklahoma marketing agency is doubling down on the digital future. VI Marketing and Branding has just completed an ambitious initiative to achieve Google Certification across its entire workforce. All VI staff are now certified in at least one of six foundational disciplines, including Search, Video, Display, Apps, Measurement and Shopping. The majority of VI's team achieved two to four certifications, while members of the media team completed all six. 

The effort represents the firm's latest push for excellence in Google's cutting-edge suite of marketing tools. Since 2016, VI has been a Google Partner Agency, and in 2018 it achieved the elite status of Google Premier Partner. The Premier Partner designation is reserved for the top 3% of agencies worldwide as measured by experience, expertise and success in Google's ad platforms. VI is the first Google Premier Partner Agency in Oklahoma, and with the addition of full staff certification, it extends its formidable leadership in the digital realm.

The effort was spearheaded by Creative Director Erin Robinson, Marketing Strategist Deleanie Moriello and Senior Digital and Data Strategist Josh Faytinger.

As a creative artist, Robinson sees distinct advantages in the certification process. "I’m excited to work for an agency that values collaboration and backs it up with continuing education. As a digital-first agency, our Google certification ensures that we're all on the same page, from strategy to ideation to execution. It aligns our creative with Google's marketing platform to create deeper connections with audiences."

According to Moriello, the certification process is just the first phase of a three-part plan to revolutionize VI's digital offerings. "We're utilizing a Define-Mobilize-Reinforce framework to transform the way we approach digital," Moriello said. "The certification process defined expectations. It gave everyone a shared understanding of the landscape. In the Mobilize phase, we'll develop and test KPIs on qualified accounts. And of course, we'll reinforce what we learn through continuing coursework and strategic optimizations. It's a never-ending process of iteration."

The certification is part of a wider agency push toward digital excellence. It is complemented by weekly "Food For Thought" seminars hosted during lunch and focused on digital insights. At a recent seminar, Faytinger held a panel discussion with Google's in-house experts. The seminar explored seismic shifts in the Chrome browser and their impacts on audience targeting and campaign measurement.

For Faytinger, adapting to change is nothing new. "The evolution of digital marketing is accelerating," he noted. "There's never a time when you can lean back and say 'I've got this.' Our seminars and certifications keep us at the forefront of the digital ecosystem. In this business, that's so crucial. You adapt every day. You learn every day. Or you go extinct. It's that simple."

VI Partner and President Tim Berney is excited about the agency-wide effort. "Most agencies claim to be digital-first," he commented. "We're focused on creating tangible milestones that prove our digital excellence. It's great to talk the talk. To walk the walk, you have to do the hard work, invest in your capabilities and bring a relentless commitment to the process. Our success depends on it, and our clients deserve nothing less."

To learn more about VI Marketing and Branding, including their industry-leading Google expertise, visit vimarketingandbranding.com.

At its foundation, every visual branding system is an expression. It can represent the story, the industry or the values of a company. As a designer, my goal is to develop a well-crafted logo (in the business, we call it a "mark") alongside a complimentary branding system. I work to achieve this goal with each branding project. And with each one, I develop new distinctive marks with adaptable branding systems at their center.

Social Media Inspiration

High-Five, Tyler Klaassen! 

VI's strategy team just got an upgrade. Tyler Klassen has been promoted to Marketing Strategist. Tyler officially takes the reigns on Shape Your Future, a program of the Oklahoma Tobacco Settlement Endowment Trust, to promote health and wellness. Tyler brings insight, intentionality, purpose, and passion to every project he touches. Plus, he's just a great dude. Congrats on this achievement, Tyler!

Alex Taylor is a Shot Caller. 

VI has a new Director of Digital Strategy. Alex Taylor is a marketing guru with mind-bending savvy in the digital realm. Social media, Google Ads, chatbots, web thingies... frankly, it'll make your head spin. Alex radiates positive energy and elevates the game of the whole agency. Her spark and ingenuity are matched only by her know-how, and we couldn't be prouder of this accomplishment. Way to go, Alex!

You’ve probably heard of content strategy. You’ve most certainly heard of “content”, and you probably have a strategic approach to all your marketing efforts. But what is content strategy?

At VI, content strategy is the game plan that gets the right content to the right people in the right place at the right time. It’s one of the best tools for maximizing your existing marketing efforts. Ready to whip your content into shape? Check out these 5 tips for creating a killer content strategy to meet your goals, your client's goals, and earn business. 

1. Know who you are.

Your brand has core beliefs, values, and standards—lean into ‘em! Identifying your brand tone and voice helps everyone on your team know who they are emulating when they’re creating for your brand. Would your brand ever say “cheugy”? What’s your stance on puns? Are you formal and straightforward? Casual and friendly? Make the rules and stick to them.

58% of people are more likely to buy from brands with strong personalities, so don’t be bashful.

2. Make it personal. 

If you’re writing to everyone, you’re connecting with no one. Your brand isn’t here to pander to every Tom, Dick, and Harriet. Hone in on who your most profitable audiences are and create personas representing their demographics, motivators, hobbies, and core beliefs. Give them each a name and a photo and think of them as real people who are experiencing the content you’re putting out.

When you know your audience so intimately, you create more useful, usable content that drives clicks, conversions, and sales.

3. Map it out. 

Instead of a one-size-fits-all approach to your content, think about how users—and not just any users, but your target personas—experience things differently on different channels. For example, Pinterest is a planning platform. The term “Christmas” starts seeing a significant uptick in searches on Halloween. But Twitter is more of an in-the-moment channel, great for live, timely updates. Creating a theme map ensures all your content is aligned, cohesive and makes the best use of a medium.

The more naturally content fits into a user’s life at the right time, the more useful it is.

4. Listen.

Find out what people are saying about you (and your competitors!). Social listening can provide valuable insights into what you’re doing right and where you can improve. According to Mention, only 9% of customer service messages are directed at brands on social.

91% of complaints or customer service requests won’t tag or mention you. Social listening keeps you in the conversation.

5. Serve up responsiveness.

Listening alone isn’t enough. Engage with users who are talking about your brand or commenting on your posts with questions or complaints—it truly makes a difference. 60% of internet users say bad customer service is a concern when making an online purchase.

Customer service, when it counts, can be the difference between a troll and a brand loyalist.

Craving more content content? Here’s what you need to know about content writing in a world without cookies.

Search engine optimization (SEO) is an essential part of any digital marketing plan. Not only does SEO help increase website visibility and improve site rankings on Google, Bing, and other top search engines, but it can also help improve UX, drive site traffic, help elevate your other digital media tactics, and more.

Chelsey McKnight Joins the VI Team.

It’s no secret that when students begin the college application process, they turn to Google. Here at VI Marketing and Branding, we’ve helped our clients like TCC and OCU Law create a digital-first approach that allows them to maintain — and even increase — enrollment rates. At VI, we know the Key Performance Indicators (KPI) in the higher education sphere are the application start and submit rates. Marketers use this metric to measure the quality of each lead based on their behavior. 

Caroline Cocanougher Can't Be Stopped. 

Caroline joined VI fresh out of college. She rose from Media Coordinator to Ad Ops Specialist… and today, we’re proud to promote her to Senior Ad Operations Specialist! Caroline has sat on every floor of the office and served the TSET account her entire career. She’s a go-to leader with a digital skill set that’s second-to-none. Way to go, Caroline!

Welcome Aboard, Hani Sayegh! 

We’re thrilled to announce an exciting addition to the VI crew. Our new IT Director comes to us from Chesapeake, where he served as a Tier 3 IT Specialist. His impressive credentials include certifications from Google IT, Richo USA, CompTIA and Palo Alto Networks Cyber Security. Hani’s infectious smile is spreading like wildfire through the office.