Monthly Archives: June 2011

More prattling on about ballcaps

In the fallout that ensued when the Washington Wizards announced the redesign of the franchise’s visual identity, much braying and bally-hooing was to be found across the mediascape. Opinions abounded — fans were thrilled, some were appalled, there was ambivalence, there was confusion, but there was coverage — and it was kinda nice to see so much energy surround a “design issue.”

Not so surprisingly, there also appeared somewhere on the web a review of “worst uniform designs,” and to my horror, dismay and great consternation, there, amongst many perfectly deserving examples from the “Annals of Bad Uniform Choices” (oh, and there have been some doozies — i’m lookin’ at you, bill veeck) was the beloved “Curly W” of our very own hapless Washington Nationals professional baseball franchise. Somehow it had been construed that one of the most elegant and historic icons in sport was in fact not just fussy, but musty. Um, hellooo?

This is me taking much umbrage. Quake before the righteousness of my indignation.

Besides ruffling my feathers by bad-mouthing the home nine, what this did for me was shed just a little light on the idea of perspective and the eye of the would-be beholder, because clearly whomever put our graceful and stately logo on that god-forsaken list is no fan of the suddenly resurgent Nats, probably not a Washingtonian, a baseball fan, or evidently even one with a passing familiarity with the institution. Because if he/she was, they’d know that:

Hondo would approve.

The design resurrects/revives/revisits the look of the old Washington Senators, making a strong and direct connection not just to the local history of our nation’s pastime in the nation’s capital but to the deep roots of the game itself. Again, continuity is a beautiful thing. Countless scribes and scholars have waxed much more poetically than I, and unfortunately the old saying, “First in war, first in peace, and last in the American League” will not be soon forgotten. And while sadly, a visual connection to the Golden Era may be as close as we get for a while, a sense of historical awareness couldn’t be more appropriate for this town. Baseball has a long memory. No sport reveres its history like baseball: it’s the central tenet of its culture. “Respect the game” possesses the gravitas of “honor thy mother and thy father.”

Baseball, for all its foibles, still maintains a central sense of elan that the other major sports simply do not possess — for a sport played by big, often dumb young men it retains an inarguable sophistication where others pander — and for all the modernizing and “keeping up with the ever changing times” baseball remains somehow fundamentally unchanged. That quality is reflected in The Curly W.

and — duh — w stands for “win.”

Considering Advertising on Facebook?

As you may know Facebook is the world’s largest social network. Over 500 million users have joined and somehow they have all agreed to share information such as location, age, interest, and much more, without serious privacy concerns. Otherwise, they would have cancelled their accounts, right?

Facebook is taking advantage of all this data to make Facebook Ads a very powerful platform that allows for highly targeted advertising.

Facebook is often referred to as a personal network, a place where you communicate with friends and family. Many have questioned its business efficacy. However, more and more companies have joined Facebook and added Facebook Pages, Groups and Events. One can find all kinds of associations, organizations and groups. And many now are taking advantage of Facebook Ads.

The platform is very flexible, with the potential of being very powerful, and you can set your ads in a few minutes. A few things to keep in mind:

  1. Creating an engaging ad is not that difficult. All you need is a graphic, title, body copy and URL
  2. Choose your audience by targeting users based on their location, demographics, interest and other options. This is probably the most powerful part of Facebook Ads. You will be amazed at all the options you have to target a group of people that have joined Facebook pages and groups of competitors, media and associations that cater to your audience.
  3. Create a schedule and budget for your campaign. You will be able to choose the time you want to run your ads and set a daily budget. You can also choose to pay per click (CPP) or pay per mille of views (CPM)
  4. Facebook gives you access to analytics, make sure you analyze them and keep improving your ads to make them more effective

Give it a try by going to facebook.com/ads/create. Let us know if you need any help with the strategy, design or interactive efforts to add this to your marketing mix.