# GO
> Do good work with good people for good people
We are a full-service marketing communications agency, specializing in advertising, digital marketing, web design, TV commercial and video production, branding and design.
## About GO
- **Company name:** GO
- **Industry:** Professional Services > Marketing Agency
- **schema.org type:** ProfessionalService
## GO — Locations
### GO — Hartford Office (Primary)
- **Company:** GO
- **Address:** 2074 Park Street, Suite 307, Hartford, CT 06106, US
- **Phone:** +1-860-232-6700
### GO — Atlanta Office
- **Company:** GO
- **Address:** 2605 Broadwell Road, Alpharetta, GA 30004, US
- **Phone:** +1-860-232-6700
## GO — Profiles
- LinkedIn: https://www.linkedin.com/company/goagencyus/
- Facebook: https://www.facebook.com/goagencyus
- Instagram: https://instagram.com/goagencyus
## About
https://www.go-agency.com/about
### What we do
We help brands achieve their goals across media, advertising, digital, web, video, creative and design (to name a few).
[Meet the team](https://www.go-agency.com/about/our-team)
GO holiday video
### That time we tried to rebrand Santa. Yeah, THE Santa.
[ ](#)
Hey, we’re GO.
==============
We’re a team of hybrid creative strategists, armed with the grit and expertise to take your brand to the next level.
[Meet The Team](https://www.go-agency.com/about/our-team)
### We are exceptional at telling your story. We do more with less. We passionately drive results.
We are an award-winning, full-service marketing and communications agency based in Hartford and Atlanta, and serving you wherever your brand grows or goes.
[View Our Work](https://www.go-agency.com/work)
### How we roll
We get up and GO every day to deliver work that drives value for our partners and builds strong, sustainable, and sometimes quirky relationships between good companies and their customers.
[View Our Work](https://www.go-agency.com/work)
## Accessibility
https://www.go-agency.com/accessibility
Accessibility
Statement
========================
GO is committed to ensuring digital accessibility for people with disabilities. We are continually improving the user experience for everyone and applying relevant accessibility standards.
**1. Accessibility Features**
a. We have implemented various accessibility features on our website to make it easier for users with disabilities to navigate and interact with the content.
b. Our website is designed to be compatible with assistive technologies, such as screen readers, and supports keyboard navigation for users who rely on alternative input devices.
c. Accessibility considerations extend to our email marketing, where we design and test content to support light and dark mode viewing, readable color contrast, clear link identification, descriptive alternative text for images, and a logical reading order across devices and email clients.
**2. Accessibility Guidelines**
a. We strive to comply with the Web Content Accessibility Guidelines (WCAG) 2.1, a set of internationally recognized guidelines for making web content more accessible.
b. Our team regularly reviews and evaluates our website to ensure that we meet or exceed these accessibility standards.
**3. Ongoing Efforts**
a. We are dedicated to maintaining accessibility and regularly seek feedback from users to identify areas for improvement.
b. Our development team works diligently to address any reported accessibility issues promptly and effectively.
**4. Contact Us**
a. If you encounter any accessibility barriers or have suggestions on how we can improve accessibility on our website, please let us know by contacting us at info@go-agency.com.
b. We welcome your feedback and are committed to making the necessary adjustments to enhance the accessibility of our website.
**5. Third-Party Content**
a. Our website may include third-party content or links to external websites that are not fully accessible. While we strive to ensure accessibility, we are not responsible for the accessibility of content or services provided by third parties.
b. We encourage users to contact the respective third-party websites directly regarding their accessibility practices.
This accessibility statement aims to convey our commitment to inclusivity and accessibility. We will continue to review and improve our practices to ensure that all users can access and enjoy our website.
Accessibility
Statement
========================
GO is committed to ensuring digital accessibility for people with disabilities. We are continually improving the user experience for everyone and applying relevant accessibility standards.
**1. Accessibility Features**
a. We have implemented various accessibility features on our website to make it easier for users with disabilities to navigate and interact with the content.
b. Our website is designed to be compatible with assistive technologies, such as screen readers, and supports keyboard navigation for users who rely on alternative input devices.
c. Accessibility considerations extend to our email marketing, where we design and test content to support light and dark mode viewing, readable color contrast, clear link identification, descriptive alternative text for images, and a logical reading order across devices and email clients.
**2. Accessibility Guidelines**
a. We strive to comply with the Web Content Accessibility Guidelines (WCAG) 2.1, a set of internationally recognized guidelines for making web content more accessible.
b. Our team regularly reviews and evaluates our website to ensure that we meet or exceed these accessibility standards.
**3. Ongoing Efforts**
a. We are dedicated to maintaining accessibility and regularly seek feedback from users to identify areas for improvement.
b. Our development team works diligently to address any reported accessibility issues promptly and effectively.
**4. Contact Us**
a. If you encounter any accessibility barriers or have suggestions on how we can improve accessibility on our website, please let us know by contacting us at info@go-agency.com.
b. We welcome your feedback and are committed to making the necessary adjustments to enhance the accessibility of our website.
**5. Third-Party Content**
a. Our website may include third-party content or links to external websites that are not fully accessible. While we strive to ensure accessibility, we are not responsible for the accessibility of content or services provided by third parties.
b. We encourage users to contact the respective third-party websites directly regarding their accessibility practices.
This accessibility statement aims to convey our commitment to inclusivity and accessibility. We will continue to review and improve our practices to ensure that all users can access and enjoy our website.
## Capabilities
https://www.go-agency.com/capabilities
Our Services
From Insight to Impact:
Crafting Growth Together
=================================================
capabilities
**We specialize in crafting tailored solutions that elevate your business and engage your audience. Our dedicated team works closely with you to turn your vision into reality, combining innovative ideas with proven techniques.**
## Contact
https://www.go-agency.com/contact
_(no content extracted)_
## Home
https://www.go-agency.com/
We are a full-service marketing communications agency, specializing in advertising, digital marketing, web design, TV commercial and video production, branding and design.
[### Hospital for Special Care
As the agency of record and a company that believes in doing good work for good people, the GO team brainstormed how best to bring HFSC's vision and values to life.
](https://www.go-agency.com/work/hospital-for-special-care)What
we do
----------
### Creative
The creative around a brand speaks volumes, and we are here to make sure your vision comes to life with brand identity, website design, email marketing and more.
See our creative services
### Media
We know how to get our clients the best possible media mix, programming, times slots, and value.
[See our media services](https://www.go-agency.com/capabilities/media)
### Content
From strategy to thought-provoking articles, we write content that delivers powerful responses through blogs, social media, web content and more.
[See our content services](https://www.go-agency.com/capabilities/content)
### Video
When it's time to tell your story, our Emmy Award-winning, full-service [video production team](https://www.greenlightproductions.com) is ready to go.
[See our video services](https://www.go-agency.com/capabilities/video)
### Web
We create web products based in strategy and research that help your brand stand out among the noise.
[See our web services](https://www.go-agency.com/capabilities/web)
### Brand
Your brand is your story. We craft cohesive brand strategies and visual identities that resonate with your audience, creating meaningful connections that inspire loyalty and drive growth.
[See our brand services](https://www.go-agency.com/capabilities/branding)
[ let's go  ](https://www.go-agency.com/work)[### American Eagle Financial Credit Union
We helped American Eagle Financial Credit Union (AEFCU) refresh their brand with the tagline "Freedom to Soar," modernized visuals, and a campaign that highlights their commitment to empowering members to achieve financial freedom.
](https://www.go-agency.com/work/american-eagle-financial-credit-union)[### Basketball Hall of Fame
Since 2005, we've been honored and humbled to work with an organization charged with preserving the game of basketball, a game we all love. Our ongoing interactive, print, and identity campaigns promote various showcases, tournaments, exhibits, and their most significant event of the year, Enshrinement.
](https://www.go-agency.com/work/basketball-hall-of-fame)[### Wheeler Health
As Wheeler's agency of record, our relationship with them has evolved as their services have grown. We continue to bring their mission to life with billboards, annual reports, a website refresh, and more.
](https://www.go-agency.com/work/wheeler-clinic)[explore our work](https://www.go-agency.com/work)
[View More Work](https://www.go-agency.com/work)
[### Interstate
GO equipped Interstate with a refreshed brand identity that drives their story forward and strengthens their market presence.
](https://www.go-agency.com/work/interstate)### Best Places to Work in CT
We are thrilled to be recognized as one of the Best Places to Work in CT by the Hartford Business Journal. Out of 27 companies, GO Agency was honored to place 12th in the small to medium category.
## Privacy Policy
https://www.go-agency.com/privacy-policy
Privacy Policy
==============
At GO, we respect your privacy and are committed to protecting your personal information. This Privacy Policy explains how we collect, use, and disclose your information when you visit our website.
**1. Information We Collect**
a. We may collect personal information, such as your name, email address, and contact details, when
you voluntarily provide it to us through our website.
b. We may also automatically collect certain non-personal information, such as your IP address, browser type, and device information, using cookies or similar technologies.
**2. Use of Information**
a. We use the information we collect to provide and improve our services, personalize your experience, and communicate with you about our products and promotions.
b. We may share your personal information with trusted third-party service providers who assist us in operating our website and conducting our business. However, we do not sell or rent your information to third parties for marketing purposes.
**3. Data Security**
We implement reasonable security measures to protect your personal information from unauthorized access or disclosure. However, no method of transmission over the internet or electronic storage is entirely secure, and we cannot guarantee absolute security.
**4. Your Choices**
You can choose not to provide certain personal information, although it may limit your ability to access certain features of our website. You may also opt out of receiving marketing emails from us by clicking the unsubscribe link in the footer of a GO email or by emailing with a request to be removed from our list.
**5. Updates to this Policy**
We reserve the right to update or modify this Privacy Policy at any time. We will notify you of any significant changes by posting the revised version on our website.
Privacy Policy
==============
At GO, we respect your privacy and are committed to protecting your personal information. This Privacy Policy explains how we collect, use, and disclose your information when you visit our website.
**1. Information We Collect**
a. We may collect personal information, such as your name, email address, and contact details, when
you voluntarily provide it to us through our website.
b. We may also automatically collect certain non-personal information, such as your IP address, browser type, and device information, using cookies or similar technologies.
**2. Use of Information**
a. We use the information we collect to provide and improve our services, personalize your experience, and communicate with you about our products and promotions.
b. We may share your personal information with trusted third-party service providers who assist us in operating our website and conducting our business. However, we do not sell or rent your information to third parties for marketing purposes.
**3. Data Security**
We implement reasonable security measures to protect your personal information from unauthorized access or disclosure. However, no method of transmission over the internet or electronic storage is entirely secure, and we cannot guarantee absolute security.
**4. Your Choices**
You can choose not to provide certain personal information, although it may limit your ability to access certain features of our website. You may also opt out of receiving marketing emails from us by clicking the unsubscribe link in the footer of a GO email or by emailing with a request to be removed from our list.
**5. Updates to this Policy**
We reserve the right to update or modify this Privacy Policy at any time. We will notify you of any significant changes by posting the revised version on our website.
## Pulse
https://www.go-agency.com/pulse
[](#) [](#) [](#)
Insights and Updates
====================
## Subscribe
https://www.go-agency.com/subscribe
Be in the know of what’s GOing on!
==================================
Subscribe to our monthly newsletter for a behind-the-scenes peek at agency life, client wins, community highlights, and marketing insights from the team. Share your email below, and we’ll get you on the list!
Subscribing will opt you in to our emails, but you can unsubscribe at any time. See our [Privacy Policy](https://www.go-agency.com/privacy-policy) for more details.
Be in the know of what’s GOing on!
==================================
Subscribe to our monthly newsletter for a behind-the-scenes peek at agency life, client wins, community highlights, and marketing insights from the team. Share your email below, and we’ll get you on the list!
Subscribing will opt you in to our emails, but you can unsubscribe at any time. See our [Privacy Policy](https://www.go-agency.com/privacy-policy) for more details.
## Terms of Use
https://www.go-agency.com/terms-of-use
Terms of Use
============
Welcome to GO! These Terms of Use govern your use of our website. By accessing or using our website, you agree to comply with these terms and conditions.
**1. Intellectual Property**
All content, materials, and features available on our website, including but not limited to text, graphics, logos, images, and software, are the intellectual property of GO and are protected by applicable copyright, trademark, and other intellectual property laws.
**2. User Responsibilities**
a. You agree to use our website for lawful purposes only and not engage in any activity that may disrupt or interfere with the functioning or security of the site.
b. You are responsible for maintaining the confidentiality of any login credentials or account information associated with our website and agree not to share them with any third parties.
**3. Limitation of Liability**
a. We strive to provide accurate and up-to-date information on our website. However, we make no representations or warranties of any kind, express or implied, regarding the accuracy, completeness, or reliability of the information.
b. We shall not be liable for any direct, indirect, incidental, consequential, or punitive damages arising out of your access to or use of our website.
**4. External Links**
Our website may contain links to third-party websites. These links are provided for your convenience and do not imply our endorsement or responsibility for the content or practices of these external sites. We encourage you to review the terms and privacy policies of any third-party websites you visit.
**5. Governing Law**
These Terms of Use shall be governed by and construed in accordance with the laws of CT. Any disputes arising out of these terms shall be subject to the exclusive jurisdiction of the courts in CT.
Terms of Use
============
Welcome to GO! These Terms of Use govern your use of our website. By accessing or using our website, you agree to comply with these terms and conditions.
**1. Intellectual Property**
All content, materials, and features available on our website, including but not limited to text, graphics, logos, images, and software, are the intellectual property of GO and are protected by applicable copyright, trademark, and other intellectual property laws.
**2. User Responsibilities**
a. You agree to use our website for lawful purposes only and not engage in any activity that may disrupt or interfere with the functioning or security of the site.
b. You are responsible for maintaining the confidentiality of any login credentials or account information associated with our website and agree not to share them with any third parties.
**3. Limitation of Liability**
a. We strive to provide accurate and up-to-date information on our website. However, we make no representations or warranties of any kind, express or implied, regarding the accuracy, completeness, or reliability of the information.
b. We shall not be liable for any direct, indirect, incidental, consequential, or punitive damages arising out of your access to or use of our website.
**4. External Links**
Our website may contain links to third-party websites. These links are provided for your convenience and do not imply our endorsement or responsibility for the content or practices of these external sites. We encourage you to review the terms and privacy policies of any third-party websites you visit.
**5. Governing Law**
These Terms of Use shall be governed by and construed in accordance with the laws of CT. Any disputes arising out of these terms shall be subject to the exclusive jurisdiction of the courts in CT.
## Web Portfolio
https://www.go-agency.com/web-work
[](https://www.go-agency.com/web-work/rehrig-pacific-company-website) ###
Great websites start with strategy, not design
At GO, every project begins with a thorough discovery process that defines goals, audiences, user needs, and site structure before any creative work begins. This strategic foundation ensures websites function as business tools—driving clarity, usability, and measurable outcomes rather than just visual appeal. Interested in learning more about our process?
[See Our Approach](https://www.go-agency.com/web-work/web-strategy)
###
Great websites start with strategy, not design
At GO, every project begins with a thorough discovery process that defines goals, audiences, user needs, and site structure before any creative work begins. This strategic foundation ensures websites function as business tools—driving clarity, usability, and measurable outcomes rather than just visual appeal. Interested in learning more about our process?
[See Our Approach](https://www.go-agency.com/web-work/web-strategy)
###
Great websites start with strategy, not design
At GO, every project begins with a thorough discovery process that defines goals, audiences, user needs, and site structure before any creative work begins. This strategic foundation ensures websites function as business tools—driving clarity, usability, and measurable outcomes rather than just visual appeal. Interested in learning more about our process?
[See Our Approach](https://www.go-agency.com/web-work/web-strategy)
###
Great websites start with strategy, not design
At GO, every project begins with a thorough discovery process that defines goals, audiences, user needs, and site structure before any creative work begins. This strategic foundation ensures websites function as business tools—driving clarity, usability, and measurable outcomes rather than just visual appeal. Interested in learning more about our process?
[See Our Approach](https://www.go-agency.com/web-work/web-strategy)
Great websites start with strategy, not design
----------------------------------------------
At GO, every project begins with a thorough discovery process that defines goals, audiences, user needs, and site structure before any creative work begins. This strategic foundation ensures websites function as business tools—driving clarity, usability, and measurable outcomes rather than just visual appeal. Interested in learning more about our process?
[See Our Approach](https://www.go-agency.com/web-work/web-strategy)
Digital experiences designed to deliver
=======================================
#### 
Great websites start with strategy, not design
----------------------------------------------
At GO, every project begins with a thorough discovery process that defines goals, audiences, user needs, and site structure before any creative work begins. This strategic foundation ensures websites function as business tools—driving clarity, usability, and measurable outcomes rather than just visual appeal. Interested in learning more about our process?
[See Our Approach](https://www.go-agency.com/web-work/web-strategy)
### Rehrig Pacific Company
Rehrig Pacific partnered with us to transform their website into a modern, scalable platform that reflects their leadership in sustainable supply-chain and delivery solutions. Through improved architecture, refreshed design, and a robust CMS, the new site simplifies navigation across a complex product catalog and supports future growth—driving measurable increases in traffic, engagement, and conversions.
[View Our Work](https://www.go-agency.com/web-work/rehrig-pacific-company-website)
[](https://www.go-agency.com/web-work/rehrig-pacific-company-website)
[](https://www.go-agency.com/web-work/premier-anesthesia-website)
### Premier Anesthesia
Premier Anesthesia asked us to modernize their digital presence with a full website rebuild and brand refresh. We streamlined site architecture to serve both hospital partners and clinician recruits, elevated messaging to clarify their value proposition, and enhanced recruitment pathways to support CRNAs and anesthesiologists. The result is a forward-thinking, user-friendly platform that strengthens engagement, elevates brand perception, and positions Premier for continued national growth.
[View Our Work](https://www.go-agency.com/web-work/premier-anesthesia-website)
### The Baker Center
The Baker Center partnered with us to transform an outdated, difficult-to-manage website into a modern, accessible platform that reflects their national leadership in children’s mental health and special education. We restructured site architecture, enhanced user experience, and implemented a future-ready CMS to better serve families, educators, clinicians, and policymakers. The result is an intuitive, resource-rich digital hub that strengthens engagement, empowers internal teams, and aligns their online presence with the depth and impact of their mission.
[View Our Work](https://www.go-agency.com/web-work/baker-center-website)
[](https://www.go-agency.com/web-work/baker-center-website)
[](https://www.go-agency.com/web-work/wheeler-health-website)
### Wheeler Health
Our team redesigned Wheeler Health's website into a modern, accessible platform that reflects their mission of delivering comprehensive medical, behavioral health, and community services across Connecticut. We streamlined navigation, clarified content across service lines, and created a user-centered experience that makes it easier for patients and families to find care and take action. The result is a more intuitive, mission-aligned digital presence that reduces barriers, increases engagement, and strengthens access to essential services.
[View Our Work](https://www.go-agency.com/web-work/wheeler-health-website)
Want to get in touch?
----------------------
[ Contact Us  ](https://www.go-agency.com/contact)
### Wheeler Health
Our team redesigned Wheeler Health's website into a modern, accessible platform that reflects their mission of delivering comprehensive medical, behavioral health, and community services across Connecticut. We streamlined navigation, clarified content across service lines, and created a user-centered experience that makes it easier for patients and families to find care and take action. The result is a more intuitive, mission-aligned digital presence that reduces barriers, increases engagement, and strengthens access to essential services.
[View Our Work](https://www.go-agency.com/web-work/wheeler-health-website)
### Rehrig Pacific Company
Rehrig Pacific partnered with us to transform their website into a modern, scalable platform that reflects their leadership in sustainable supply-chain and delivery solutions. Through improved architecture, refreshed design, and a robust CMS, the new site simplifies navigation across a complex product catalog and supports future growth—driving measurable increases in traffic, engagement, and conversions.
[View Our Work](https://www.go-agency.com/web-work/rehrig-pacific-company-website)
### The Baker Center
The Baker Center partnered with us to transform an outdated, difficult-to-manage website into a modern, accessible platform that reflects their national leadership in children’s mental health and special education. We restructured site architecture, enhanced user experience, and implemented a future-ready CMS to better serve families, educators, clinicians, and policymakers. The result is an intuitive, resource-rich digital hub that strengthens engagement, empowers internal teams, and aligns their online presence with the depth and impact of their mission.
[View Our Work](https://www.go-agency.com/web-work/baker-center-website)
#### 
Great websites start with strategy, not design
----------------------------------------------
At GO, every project begins with a thorough discovery process that defines goals, audiences, user needs, and site structure before any creative work begins. This strategic foundation ensures websites function as business tools—driving clarity, usability, and measurable outcomes rather than just visual appeal. Interested in learning more about our process?
[See Our Approach](https://www.go-agency.com/web-work/web-strategy)
### Premier Anesthesia
Premier Anesthesia asked us to modernize their digital presence with a full website rebuild and brand refresh. We streamlined site architecture to serve both hospital partners and clinician recruits, elevated messaging to clarify their value proposition, and enhanced recruitment pathways to support CRNAs and anesthesiologists. The result is a forward-thinking, user-friendly platform that strengthens engagement, elevates brand perception, and positions Premier for continued national growth.
[View Our Work](https://www.go-agency.com/web-work/premier-anesthesia-website)
[](https://www.go-agency.com/web-work/premier-anesthesia-website)[](https://www.go-agency.com/web-work/baker-center-website)[](https://www.go-agency.com/web-work/wheeler-health-website)
## Work
https://www.go-agency.com/work
Bringing impact to today’s brands
=================================
## Our Team
https://www.go-agency.com/about/our-team
Meet the team
=============
## Adrienne Gallagher
https://www.go-agency.com/about/our-team/adrienne-gallagher
My husband preps the coffee maker every night so it's ready when I wake up; bless him. I can't function one minute without a cup of coffee.
## Alex Resnick
https://www.go-agency.com/about/our-team/alex-resnick
Sometimes a cup of tea; maybe the gym or meditation. Don’t like routines, so I switch it up.
## Ashley Niro
https://www.go-agency.com/about/our-team/ashley-niro
Coffee - I need it to function. Recently, I have been putting my barista skills to the test and experimenting with fun new drinks thanks to my espresso machine.
## Ben Huard
https://www.go-agency.com/about/our-team/ben-huard
Wake up, workout, ponytails, packing lunches…and off to work.
## Chad Turner
https://www.go-agency.com/about/our-team/chad-turner
Wake up. Shower. Take my son to school. Head to the office. Iced coffee.
## Danielle Cambio
https://www.go-agency.com/about/our-team/danielle-cambio
[](https://app.hubspot.com/academy/achievements/s6qg7077/en/1/danielle-cambio/hubspot-marketing-hub-software)
As a dedicated member of the 5am club, my day kicks off with catching up on the previous night's Nightly News with Lester Holt, attempting morning yoga while my puppy presents her entire toy collection, all while savoring that first cup of coffee watching the sunrise from my patio.
## Erin Kelly
https://www.go-agency.com/about/our-team/erin-kelly
Coffee in bed.
## Frankie Brescia
https://www.go-agency.com/about/our-team/frankie-brescia
Rue the cat drops a hair tie on my face, we play fetch, then she screams for breakfast. It’s a system.
####
Can't Live Without
BOSE headphones + AMC A-List membership
## Garrett Weinberg
https://www.go-agency.com/about/our-team/garrett-weinberg
Golf in the summer, Sublime on repeat, and any excuse to tinker with new tech. Woodworking projects? That’s my version of a weekend well spent.
My dogs decide when it's time to wake up—then it’s coffee, code, and figuring out what problem I’m solving first.
## Heather Bousquet
https://www.go-agency.com/about/our-team/heather-bousquet
Catching up with friends and scrolling through social media.
## Jack Joiner
https://www.go-agency.com/about/our-team/jack-joiner
Seinfeld, D'Angelo, Sade
Ideally a nice long sit on the back porch with a glass of water followed by a cup of coffee.
## Jana Dvorin
https://www.go-agency.com/about/our-team/jana-dvorin
Coffee. News. Coffee.
## Jason Cheshire
https://www.go-agency.com/about/our-team/jason-cheshire
With my daughter, a cup of coffee, and Bluey.
## Jill Marber
https://www.go-agency.com/about/our-team/jill-marber
Mornings are for coffee and contemplation.
## Kaley Marconi
https://www.go-agency.com/about/our-team/kaley-marconi
Pickleball, pilates, and passport stamps. I’m happiest when I’m moving, whether it’s on the court, in the kitchen, or through airport security.
Golden retriever cuddles, gym session, oat milk latte, and some background jazz while I light a candle and crush my checklist.
## Karen Butler
https://www.go-agency.com/about/our-team/karen-butler
Two cups of black coffee, lots of snuggles from my dogs, and scrolling through social media.
## Katie Petrakis
https://www.go-agency.com/about/our-team/katie-petrakis
I drink a cup of coffee while scrolling on my phone reading the news of the day. I like things balanced so I check in on the stock market and TMZ.
## Kiersten Pedersen
https://www.go-agency.com/about/our-team/kiersten-pedersen
A workout. I NEED to start the day with some type of movement.
## Lindsay Turner
https://www.go-agency.com/about/our-team/lindsay-turner
Espresso immediately – like within the first 10 minutes of opening my eyes
Lindsay keeps the numbers moving behind the scenes, managing invoices, expenses, and the details that keep everything running smoothly. Equal parts analytical and curious, she's always looking to understand the how and why behind the process—and believes good work starts with integrity.
- Has saved every card she's ever received—birthday, Christmas, thank-you, all of them.
- I like knowing the "how," but I'm really interested in the "why."
- TLC, Rihanna, and Ja Rule have apparently been the soundtrack to the last decade of my life.
Dogs
## Mary Kate Doyle
https://www.go-agency.com/about/our-team/mary-kate-doyle
Coffee…workout…peanut butter toast, and The Daily, in that order.
## Mckenna Rita
https://www.go-agency.com/about/our-team/mckenna-rita
Rotating soundtrack from Sinatra to '90's alt rock depends on the week
A walk with my puppy, Lily, and a cup of mint tea
## Melinda Paolino
https://www.go-agency.com/about/our-team/melinda-paolino
I’m a simple girl. I wake up, do my skincare, take my dogs for a little neighborhood walk, and sip on my coffee.
## Nicki Morrow
https://www.go-agency.com/about/our-team/nicki-morrow
With a pint of water soaking up the sun in the kitchen or on the patio, followed swiftly by an espresso.
## Nicole Michaels
https://www.go-agency.com/about/our-team/nicole-michaels
Gilmore Girls
Parks and Rec
Friends
Ted Lasso
Listening to energetic music, sipping coffee and I'm ready to roll
## Sandy Le
https://www.go-agency.com/about/our-team/sandy-le
SZA, beabadoobee, and Tyler, The Creator
Screen-time in bed, a cup of iced coffee, and figuring out what outfit I'm wearing for the day!
## Staci Green
https://www.go-agency.com/about/our-team/staci-green
365 Coffee first... then everything else.
## Stephen Malloy
https://www.go-agency.com/about/our-team/stephen-malloy
Bob Maxon & coffee
## Talia Basch
https://www.go-agency.com/about/our-team/talia-basch
Always iced coffee. I drink it on the treadmill at my standing desk.
## Vivian Chu
https://www.go-agency.com/about/our-team/vivian-chu
A quick walk outdoors and a good cup of coffee... sometimes a matcha latte
## Zack Hummel
https://www.go-agency.com/about/our-team/zack-hummel
Wake up at 6:30 getting ahead of work for the day, watching highlights from the games I fell asleep to the night before, and eating a bowl of cereal.
## Brand
https://www.go-agency.com/capabilities/branding
Brand
=====
[View our Work](https://www.go-agency.com/work)
branding
Your brand is more than a logo—it's your story. We craft cohesive brand strategies and visual identities that resonate with your audience, creating meaningful connections that inspire loyalty and drive growth.
[View our Work](https://www.go-agency.com/work)
what we do
--
Gain a competitive edge with our comprehensive industry analysis. We delve into key trends, consumer behaviors, and market dynamics to uncover opportunities and risks specific to your sector. By examining both internal strengths and external factors, we help you understand your business's position and navigate future growth, allowing for informed, data-driven decisions that fuel success.
--
Stay ahead with a strategic advantage. We analyze competitors' strengths, weaknesses, and market strategies to identify gaps and opportunities for your business. From digital campaigns to messaging, our insights reveal how you can stand out in the marketplace, positioning your brand for differentiation and success.
--
Our tailored buyer personas ensure your messaging connects with the right audience. Through in-depth research on demographics and behavior, we build detailed profiles of ideal customers. These personas guide campaign development, enabling emotional and practical connections with each segment while aligning your brand's offerings with their needs, motivations, and pain points.
--
Reach your audience with precision-targeted marketing strategies. We segment by key factors like age, location, and interests, honing in on the most profitable groups. Our approach ensures your message not only reaches the right people but also engages them, driving deeper connections and higher conversion rates.
--
Craft messaging that speaks directly to your audience’s needs. By understanding your brand’s core values and target market, we create messages that connect both emotionally and practically. Our strategic, user-centered approach ensures every word aligns with your business goals and fosters a lasting relationship with customers.
--
Build a brand identity that looks good and feels authentic. Our process uncovers your brand’s personality, tone, and emotional appeal, creating a cohesive visual and strategic identity. From logos to color schemes, every element reflects your core values and makes a lasting impression.
--
Create a cohesive and compelling identity with a custom brand book. This guide maintains consistency across all touchpoints—whether it's your logo, colors, typography, or tone of voice. We help define every element of your brand identity, ensuring your business always presents a unified, professional image to your audience.
branding
Your brand is more than a logo—it's your story. We craft cohesive brand strategies and visual identities that resonate with your audience, creating meaningful connections that inspire loyalty and drive growth.
[View our Work](https://www.go-agency.com/work)
## Content
https://www.go-agency.com/capabilities/content
Content
=======
[View our Work](https://www.go-agency.com/work)
content
Content is king, but relevance is everything. Our team delivers tailored content strategies and engaging copy that speaks your audience’s language, drives clicks, shares, and lasting brand affinity.
[View our Work](https://www.go-agency.com/work)
what we do
--
Our blog and article content does more than fill space—it informs, inspires, and connects with your audience on a deeper level. We craft stories that address your readers' needs, offering valuable insights and actionable solutions to their challenges. With a focus on SEO, we ensure every piece is optimized for search engines, using targeted keywords to enhance visibility while providing meaningful, relevant content that drives engagement and organic traffic.
--
Building an authentic social media presence is about creating genuine connections with your audience. We use data-driven insights to refine your social content strategy, tailoring posts that spark conversations, increase engagement, and build a community around your brand. By listening to your audience and responding to their needs, we turn followers into loyal advocates who amplify your message and expand your social influence.
--
Website content should guide visitors seamlessly toward becoming loyal customers. We focus on crafting clear, engaging copy that highlights your brand’s value, solving your audience's problems while emphasizing the benefits you offer. From headlines to product descriptions and calls to action, each word is strategically placed to enhance the user experience, driving conversions while ensuring consistent messaging across your site.
--
A great newsletter keeps your audience engaged and informed while driving meaningful action. We start by understanding your goals, whether it's to educate, promote, or engage, and then tailor the content to align with those objectives. Our focus is on crafting compelling subject lines and engaging copy that captures attention, ensuring your message gets noticed in crowded inboxes and leads to higher open and click-through rates.
--
Effective email campaigns deliver the right message to the right person at the right time. We create concise, compelling emails that are personalized to resonate with your audience, encouraging them to take action. Using audience segmentation, A/B testing, and data insights, we fine-tune every email for maximum impact, helping you nurture leads, promote products, or build customer loyalty through relevant, value-driven content.
--
Marketing automation is key to delivering timely, personalized experiences to your audience. We design automated workflows that guide prospects through the sales funnel, using data-driven insights to ensure each message is relevant and effective. From email campaigns and lead nurturing to social media and content delivery, our automation solutions keep your communication consistent and impactful, driving engagement at every touchpoint.
content
Content is king, but relevance is everything. Our team delivers tailored content strategies and engaging copy that speaks your audience’s language, drives clicks, shares, and lasting brand affinity.
[View our Work](https://www.go-agency.com/work)
## Creative
https://www.go-agency.com/capabilities/creative
Creative
========
[View our Work](https://www.go-agency.com/work)
creative
Bold ideas fuel great design. Our creative team transforms concepts into impactful visuals and campaigns that capture attention, elevate your brand, and spark engagement across every channel.
[View our Work](https://www.go-agency.com/work)
what we do
--
Your brand's story deserves designs that capture attention and leave a lasting impression. We create deliverables that not only look stunning but also guide your audience intuitively. Our collaborative process ensures your feedback shapes every stage, resulting in a perfect balance of creativity and functionality. We focus on user engagement, ensuring our designs don't just communicate—they connect.
--
Every word matters when it comes to your message. We craft copy that speaks directly to your audience, turning casual readers into loyal customers. By focusing on clear, compelling storytelling, we create content that resonates emotionally while emphasizing the benefits of your product or service. Your feedback is key to refining our approach, ensuring we deliver copy that drives results and amplifies your brand voice.
--
Effective ads don’t just catch the eye—they inspire action. We blend strategic insight with creativity to design ads that engage your audience and drive action. Whether it’s digital, social media, or traditional platforms, each ad is tailored to its specific medium, using powerful imagery and clear calls to action that motivate your audience to take the next step.
--
Your brand’s message should be consistent across every touchpoint. We develop campaigns that unify your marketing channels, from social media to traditional advertising. By crafting a compelling story and cohesive identity, we ensure your audience stays engaged no matter where they encounter your brand. Our creative approach drives results by blending persuasive messaging with impactful designs.
--
Your marketing materials should tell a cohesive story. From brochures to digital assets, we design collateral that aligns with your brand and speaks directly to your audience. We focus on clean, professional design, making sure every element—from layout to imagery—works together to support your marketing strategy and leave a polished impression.
--
Publications should be as engaging as they are informative. Whether it’s a magazine, annual report, or digital newsletter, we design with your audience in mind. By focusing on readability and aesthetic appeal, we ensure your publication aligns with your brand identity while delivering key messages clearly, keeping your readers engaged from cover to cover.
creative
Bold ideas fuel great design. Our creative team transforms concepts into impactful visuals and campaigns that capture attention, elevate your brand, and spark engagement across every channel.
[View our Work](https://www.go-agency.com/work)
## Media
https://www.go-agency.com/capabilities/media
Media
=====
[View our Work](https://www.go-agency.com/work)
media
Reaching the right audience demands more than placement, it requires precision. With data-driven targeting and innovative strategies, we ensure your message connects with the right people at the right time for maximum impact.
[View our Work](https://www.go-agency.com/work)
what we do
--
Achieving your marketing goals starts with a precise media plan. We tailor media strategies that align with your objectives, target audience, and budget, ensuring you get the best return on investment. By selecting the right platforms and channels, we maximize your reach and engagement. Each message is crafted to fit the unique format and audience of every platform, helping you connect more effectively and achieve measurable results.
--
Understanding how your media performs is key to optimizing your marketing strategy. We gather and analyze data from multiple channels, including digital, social media, and traditional outlets, to measure success. Focusing on key metrics like engagement rates, click-through rates, conversions, and ROI, we turn data into clear insights. These insights help refine your campaigns, ensuring they are always improving and driving results.
--
Traditional media still holds power in creating impactful brand experiences. We integrate TV, radio, print, and out-of-home advertising into your overall marketing strategy to reach broad and diverse audiences. By understanding your brand's goals and audience, we identify the best traditional media channels to maximize your exposure. Our approach ensures every campaign contributes to your marketing objectives, building lasting brand awareness.
--
In today’s world, digital media is essential for connecting with your audience. We utilize platforms like social media, SEM, display ads, and video to tell your brand’s story in engaging ways. Beyond placements, we focus on building meaningful interactions with your audience. Our team continuously monitors campaign performance, optimizing it in real time to ensure you're getting the best results from every digital touchpoint.
--
Social media offers powerful opportunities to reach targeted audiences. We create highly customized ad campaigns on platforms like Facebook, Instagram, LinkedIn, and TikTok, ensuring each message reaches the right users based on demographics, behaviors, and interests. By pairing compelling visuals with engaging copy, we create ads that not only attract attention but also inspire action, driving conversions and brand engagement.
--
We ensure that your brand appears when potential customers are actively searching for what you offer. Our SEM approach begins with thorough keyword research to identify the most valuable search terms. We craft tailored ads designed to capture intent and drive traffic. With continuous performance monitoring, we adjust and optimize campaigns to maximize visibility, increase click-through rates, and boost conversions.
--
Clear, actionable reporting is crucial for refining your media strategy. We track performance metrics aligned with your business goals, creating easy-to-understand reports that highlight trends and opportunities. Using dashboards, charts, and graphs, we turn data into valuable insights. These visual reports empower you to make informed decisions and fine-tune your campaigns for maximum impact.
media
Reaching the right audience demands more than placement, it requires precision. With data-driven targeting and innovative strategies, we ensure your message connects with the right people at the right time for maximum impact.
[View our Work](https://www.go-agency.com/work)
## Video
https://www.go-agency.com/capabilities/video
Video
=====
[Visit Greenlight](https://www.greenlightproductions.com/?utm_medium=website&utm_source=go&utm_campaign=gl+cross+linking&utm_content=visit+greenlight+button+video+hero)
video
Video is the heart of storytelling in a digital world, and when it's time to tell your story, our Emmy Award-winning full-service video production team **Greenlight Productions** is ready to GO. From concept to final cut, we create compelling video content that informs, entertains, and inspires—bringing your brand’s vision to life.
[Visit Greenlight](https://www.greenlightproductions.com/?utm_medium=website&utm_source=go&utm_campaign=gl+cross+linking&utm_content=visit+greenlight+button+video+content)
video
Video is the heart of storytelling in a digital world, and when it's time to tell your story, our Emmy Award-winning full-service video production team **Greenlight Productions** is ready to GO. From concept to final cut, we create compelling video content that informs, entertains, and inspires—bringing your brand’s vision to life.
[Visit Greenlight](https://www.greenlightproductions.com/?utm_medium=website&utm_source=go&utm_campaign=gl+cross+linking&utm_content=visit+greenlight+button+video+content)
what we do
--
We create captivating TV commercials that grab attention within seconds, utilizing engaging visuals and emotive storytelling to connect with viewers. Our comprehensive process—from scriptwriting and storyboarding to casting and production—ensures every detail aligns with your brand's voice and vision. By focusing on a strong call to action, we drive viewer engagement, making your message unforgettable and impactful.
--
Corporate videos are powerful storytelling tools that build trust and connect with audiences on an emotional level. We begin by understanding your core objectives, whether it’s showcasing company values, highlighting products, celebrating milestones, or telling your brand story. Our approach ensures that every video not only conveys your message effectively but also resonates deeply with your target audience.
--
Our scriptwriting process focuses on crafting engaging storylines that captivate viewers from the outset. We use compelling language and clear dialogue to reinforce your brand’s identity while incorporating strong calls to action. Our writers carefully consider pacing, tone, and timing, ensuring a seamless flow that keeps the audience engaged and connected throughout the video.
--
We start with a creative concept that serves as the backbone of your video. Our storytelling combines powerful visuals, engaging dialogue, and emotive moments to create a relatable experience for viewers. By collaborating closely with you during the creative process, we refine the narrative to ensure it resonates with your audience and aligns perfectly with your brand voice.
--
Choosing the right talent is crucial for transforming concepts into impactful stories. We conduct a thorough casting process, evaluating talent based on experience, versatility, and their ability to authentically connect with the audience. Whether you need a charismatic spokesperson or a relatable character, our focus is on finding individuals who can elevate your story and engage viewers effectively.
--
Selecting the ideal location is essential for enhancing the visual appeal of your video. We carefully assess potential sites for factors such as lighting, accessibility, sound quality, and overall impact. We also consider practical details like permits and logistics to ensure a smooth shoot. Our goal is to find unique locations that complement your creative vision and provide an engaging backdrop for your story.
--
Our award-winning production team includes directors, cinematographers, lighting specialists, and sound engineers dedicated to capturing high-quality visuals and audio. We focus on delivering a visually compelling experience that aligns with your brand message and emotionally engages viewers. Whether filming on location or in a studio, we attend to every detail to create an exceptional final product.
--
Editing is where your video truly comes to life. We work closely with you throughout the editing process, gathering feedback to ensure the final cut exceeds expectations. Our editing team transforms raw footage into a polished piece of content that not only looks and sounds exceptional but also resonates deeply with your audience, fostering a lasting connection.
## Web
https://www.go-agency.com/capabilities/web
Web
===
[View our Work](https://www.go-agency.com/work)
web
A seamless user experience cuts through the noise and sets your brand apart. With data-driven insights and cutting-edge technology, we design and build websites and digital products that empower your brand to thrive in a competitive landscape.
[View our Work](https://www.go-agency.com/work)
what we do
--
Creating an exceptional user experience goes beyond functionality; it’s about crafting digital interactions that truly resonate with your audience. We prioritize user feedback and performance data to continuously improve the UX, ensuring that every touchpoint meets user needs and exceeds expectations. Our goal is to design intuitive, engaging experiences that boost satisfaction and drive long-term loyalty, all while aligning with your business objectives.
--
A well-structured website makes it easy for users to find what they need quickly. We develop clear, intuitive site architecture that organizes content logically, creating a smooth navigation flow that enhances usability. By mapping out the user journey and understanding how visitors interact with information, we ensure your site delivers a frictionless experience, keeping users engaged while guiding them toward the right actions.
--
A great website should do more than look good—it should engage visitors and inspire action. We combine cutting-edge technology with thoughtful design to build websites that are visually appealing, highly functional, and tailored to meet your goals. Whether it’s an e-commerce platform or a landing page, we focus on creating fast, secure, and scalable websites that deliver measurable results and turn visitors into customers.
--
Managing your website’s content should be simple and efficient. We create custom CMS solutions that are easy to use and adaptable to your business needs, enabling you to update content, edit pages, and publish new materials without hassle. Our CMS platforms are built with SEO, performance, and mobile responsiveness in mind, ensuring your site remains optimized for search engines and user experience alike.
--
We design web portals that offer a seamless, intuitive experience, whether for customers managing accounts or employees accessing resources. Our solutions incorporate features like real-time communication tools, data analytics, and self-service options to streamline interactions and improve productivity. Each portal is tailored to your specific needs, delivering a cohesive, branded experience that fosters engagement and efficiency.
--
Our custom applications are built to be secure, scalable, and responsive, designed to evolve with your business. We focus on user-centric design, ensuring that the app is easy to navigate and enhances productivity across all devices. Throughout development, we conduct rigorous testing to deliver a flawless user experience, ensuring that your application performs smoothly and meets the needs of both your business and its users.
--
We believe that every digital experience should be accessible to everyone, regardless of ability. Our team conducts thorough accessibility audits to identify and address barriers, ensuring your site complies with the latest guidelines. By integrating accessible design and functionality, we create websites that provide an inclusive experience, making sure all users can navigate, interact, and engage with your content without limitations.
web
A seamless user experience cuts through the noise and sets your brand apart. With data-driven insights and cutting-edge technology, we design and build websites and digital products that empower your brand to thrive in a competitive landscape.
[View our Work](https://www.go-agency.com/work)
## Interim Project Manager
https://www.go-agency.com/contact/interim-project-manager
###
Interim Project Manager
**Location: Hartford, CT (Hybrid or In Person)**
**Type:** Contract (3–4 months) with potential for full-time conversion
**About GO:**
GO is a collective of entrepreneurial, creative minds who have united to form an award-winning, full-service marketing and communications agency—recognized as a Best Place to Work by the Hartford Business Journal in 2024 and 2025. With a passion for innovation and collaboration, we help brands grow through strategic, results-driven marketing.
**Position Overview:**
We’re hiring an Interim Project Manager to support our team during a planned maternity leave. This is a temporary contract role (December through March) with the potential to convert into a full-time position on our Client Services team if there’s a mutual fit.
This person will help cover a set of critical day-to-day project management tasks—keeping projects moving, assets organized, and communications flowing—while also providing some relief to other team members during a busy season.
The ideal candidate will be someone who ramps up quickly, takes initiative, and their favorite phrase is “on it”.
**Timing:**
● Ideal Start: Early December (for a 3–4 week overlap)
● Coverage Period: December–March
**Key Responsibilities:**
We’ll tailor the final workload based on internal prioritization and candidate strengths, but core areas may include:
● Creative asset routing, proofing, and approvals with clients and internal teams
● Meeting logistics: joining key client and internal meetings, taking notes, and keeping things moving
● File and system organization: keeping assets up-to-date in SharePoint and project management tools
● Timeline management: light support in keeping deliverables on track
● Documentation: maintaining trackers, task boards, and status updates
● Communications: clear, proactive updates with teammates and occasionally with clients
**Traits We’re Looking For:**
● Self-starter who ramps up quickly on new workflows and systems
● Strong sense of ownership and follow-through
● Detail-obsessed and highly organized
● Able to prioritize under pressure without needing heavy supervision
● Strong written and verbal communication skills
● Friendly, collaborative team player
**Preferred Background:**
● Experience in a marketing, communications, or creative environment is preferred
● Familiarity with tools like Monday.com, Dropbox, Outlook, or Slack is a bonus
● Project coordination, operations, or account support experience is a plus
● Open to a range of experience levels—you could be earlier in your career or more seasoned
**What We Offer:**
● Interim contract (approx. 3–4 months)
● Clear path to full-time conversion based on performance and team fit.
● Hybrid environment based in Hartford, CT
● Opportunity to work with a supportive, collaborative, and fun team
[Join Our Team](https://www.go-agency.com/contact?join=yes)
## American Eagle Financial Credit Union
https://www.go-agency.com/Credit-Unions/american-eagle-financial-credit-union
#### We know that each project is unique, let’s chat to see how we can solve your most recent challenges.
[Book with Ben](https://cal.services/ben/Meeting-with-Ben-%40-GO-Agency/448MxpwCC)
### Overview
Partnering with American Eagle Financial Credit Union (AEFCU), we embarked on an ambitious journey to revolutionize its digital presence and member engagement. Through a thorough discovery process that focused on emerging and aspirational market persona groups, we redefined the AEFCU brand archetype and crafted a new tagline to anchor our campaign.
### Our Approach
This brand project required a comprehensive approach, tackling a wide range of deliverables across all owned, earned, and paid channels. From in-branch signage and Video Teller Machine (VTM) screens to digital platforms, social media assets, member print collateral, and an expansive new paid marketing campaign, our efforts were strategic and integrated. Our mission was to bring to life AEFCU's vision of "Freedom to Soar," where financial freedom empowers every member to pursue what they love. Our collaboration launched a transformative campaign, encapsulated in our brand anthem video, "Fly," which celebrates members' journeys towards financial freedom.
#### Telling members' stories meant revitalizing the AEFCU Brand from the ground up.
This required an all encompassing approach, tackling a wide range of deliverables across all owned, earned, and paid channels. From in-branch signage and Video Teller Machine (VTM) screens to digital platforms, social media assets, member print collateral, and an expansive new paid marketing campaign, our efforts were strategic and integrated. We centered our storytelling around a fresh UVP and Mission.
#### Unique Value Proposition:
AEFCU delivers personalized member experiences, enhancing financial literacy and providing cutting-edge tools and technology. This empowers their members to focus on life's journeys without financial constraints.
####
Mission:
Their mission is steadfast—to enrich the lives of our members and communities. Committed to transforming the financial landscape to ensure that financial freedom isn't just an ideal, but a reality for everyone.
####
Tone and Style:
Reflecting AEFCU’s foundational belief in "Financial Freedom for All," the campaign is vibrant and aspirational. It emotionally connects with viewers through stories of empowerment and their personal definition of success, driven by AEFCU’s commitment to financial education and innovative banking solutions.
### Want to get in touch?
[ Contact Us  ](https://www.go-agency.com/contact)
### 
### WECU
Amplifying a brand to increase member acquisition and retention through strategic campaigns.
[View More](https://www.go-agency.com/Credit-Unions/wecu)
### 
### LGE
Utilizing a hometown hero to increase brand awareness, new memberships and community engagement.
[VIEW MORE](https://www.go-agency.com/Credit-Unions/lge)
### 
### Nutmeg
Shaking up an industry to rise above a wall of sameness...and safety.
[VIEW MORE](https://www.go-agency.com/Credit-Unions/nutmeg)
American Eagle Financial Credit Union
=====================================
### Strategically integrating a value-focused campaign to revitalize a brand's digital presence and member engagement.
### We know that each project is unique, let’s chat to see how we can solve your most recent challenges.
[ Hire our team  ](https://www.go-agency.com/contact)American Eagle Financial Credit Union
=====================================
### Strategically integrating a value-focused campaign to revitalize a brand's digital presence and member engagement.
### Overview
Partnering with American Eagle Financial Credit Union (AEFCU), we embarked on an ambitious journey to revolutionize its digital presence and member engagement. Through a thorough discovery process that focused on emerging and aspirational market persona groups, we redefined the AEFCU brand archetype and crafted a new tagline to anchor our campaign.
### Our Approach
This brand project required a comprehensive approach, tackling a wide range of deliverables across all owned, earned, and paid channels. From in-branch signage and Video Teller Machine (VTM) screens to digital platforms, social media assets, member print collateral, and an expansive new paid marketing campaign, our efforts were strategic and integrated. Our mission was to bring to life AEFCU's vision of "Freedom to Soar," where financial freedom empowers every member to pursue what they love. Our collaboration launched a transformative campaign, encapsulated in our brand anthem video, "Fly," which celebrates members' journeys towards financial freedom.
highlight
"Fly" embodies the courage and ambition of AEFCU's members, who, much like pioneers, are on a quest for financial freedom. Powered by our refreshed brand strategy and passion for helping our community soar to new heights, the cinematic brand anthem features the track "Fly" by Sugar Ray—a nod to frontman Mark McGrath's Hartford roots. It highlights community-centric stories of members catapulted by AEFCU’s products and services to confidently navigate their financial journeys and achieve their super "Fly" moments.
#### Telling members' stories meant revitalizing the AEFCU Brand from the ground up.
This required an all encompassing approach, tackling a wide range of deliverables across all owned, earned, and paid channels. From in-branch signage and Video Teller Machine (VTM) screens to digital platforms, social media assets, member print collateral, and an expansive new paid marketing campaign, our efforts were strategic and integrated. We centered our storytelling around a fresh UVP and Mission.
#### Unique Value Proposition:
AEFCU delivers personalized member experiences, enhancing financial literacy and providing cutting-edge tools and technology. This empowers their members to focus on life's journeys without financial constraints.
####
Mission:
Their mission is steadfast—to enrich the lives of our members and communities. Committed to transforming the financial landscape to ensure that financial freedom isn't just an ideal, but a reality for everyone.
####
Tone and Style:
Reflecting AEFCU’s foundational belief in "Financial Freedom for All," the campaign is vibrant and aspirational. It emotionally connects with viewers through stories of empowerment and their personal definition of success, driven by AEFCU’s commitment to financial education and innovative banking solutions.
impact
### 7+ M
Anthem video impressions across digital and broadcast
### 832
Brand landing page conversions
### Up 58%
Sitewide conversions period over period
I just wanted to take a moment to give you a BIG shout out on the Certificate and Money Market campaign. We had market leading rates but your agility and quick to market efforts made all the difference. We are grateful to be able to step off the gas so soon. We appreciate all of your hard work and commitment to our business objectives. We value our partnership with you all very much. Go GO Team!!! AEFCU
### Want to get in touch?
[ Contact Us  ](https://www.go-agency.com/contact)
### 
### WECU
Amplifying a brand to increase member acquisition and retention through strategic campaigns.
[View More](https://www.go-agency.com/Credit-Unions/wecu)
### 
### LGE
Utilizing a hometown hero to increase brand awareness, new memberships and community engagement.
[VIEW MORE](https://www.go-agency.com/Credit-Unions/lge)
### 
### Nutmeg
Shaking up an industry to rise above a wall of sameness...and safety.
[VIEW MORE](https://www.go-agency.com/Credit-Unions/nutmeg)
## 10 Ways I Work Smarter (Not Harder) in Figma
https://www.go-agency.com/pulse/10-ways-i-work-smarter-not-harder-in-figma
As a UI/UX designer, Figma is like my second home. I spend a ton of time in Figma designing layouts, building prototypes, and collaborating with my team. Over time, I’ve picked up a few tricks that make my workflow faster and a lot less chaotic. Whether you’re a designer just getting started or a Figma power user looking to tighten your process, here are **10 ways I work more efficiently in Figma**.
---
### **1. Use Components and Variants**
I can’t imagine designing without components anymore. Anytime I make something I know I’ll reuse (i.e. buttons, cards, or navigation bars) I turn it into a component. That way if I need to make a change, I just have to do it once and it will roll out to every instance of the component automatically
Then I use variants to combine similar components (like “Button / Default,” “Button / Hover,” and “Button / Disabled”) into one neat, organized set.
**Pro tip:** Label your variants clearly (e.g., “Primary / Hover”) so your team can find them fast.
---
### **2.** Rely on Auto Layout (Seriously)
Auto Layout is a game changer and one of Figma’s most powerful features. It makes designs flexible and responsive — so when I change text or add an icon, my button adjusts automatically instead of breaking the layout.
I use Auto Layout for everything from navigation bars to modals. It’s a huge time-saver.
---
### 3. Create and Reuse Styles
I like to keep my typography, colors, and effects consistent across files. Figma’s Styles feature lets me do that with one click.
When I need to change a color or font later, I update it once and Figma updates every instance automatically. Magic.
---
### 4. Set Up Grids Early
Nothing slows me down like misaligned elements. I set up grid systems and layout columns before I even start placing frames. It keeps spacing consistent and makes responsive design way easier. I promise, developers will thank you for this one.
---
### 5. Memorize a Few Key Shortcuts
You don’t need to know them all, but learning a few essential shortcuts will save you tons of time.
My go-to’s:
- Shift + A → Add Auto Layout
- Cmd/Ctrl + / → Quick Actions
- Cmd/Ctrl + D → Duplicate
- Option/Alt + Drag → Copy on drag
---
### 6. Keep Layers Organized
I used to be that person with 200 unnamed frames titled “Rectangle 241.” Not anymore. I rename and group things as I go, which keeps my file cleaner and faster to navigate. It also helps when I hand my files over to the dev team can easily figure out what layer they’re on.
If I forget, I use the Rename It plugin to batch-rename layers in seconds.
---
### 7. Collaborate in Real Time
Figma’s multiplayer editing is one of its best features. I love being able to comment directly on frames, tag teammates, and prototype flows in real-time. I can even see my teammates working in a file that I’m in at the same time! These features help us keep all our notes and comments in one consolidated place.
It saves a ton of Slack messages and screen recordings later.
---
### 8. Lean on Plugins
Plugins make Figma so much more powerful.
Some of my everyday favorites:
- **Unsplash:** Add high-quality placeholder images fast
- **Content Reel**: Drop in sample text or avatars
- **Iconify:** 100,000+ icons at your fingertips
- **Clean Document:** Remove unused styles and layers
---
### 9. Build (or Use) a Design System
A design system is a designer’s secret weapon. I keep all my tokens, colors, typography, and components in a shared library so my team can design with consistency.
It takes effort to set up, but it saves hours down the road — and keeps your brand tight.
---
### 10. Use Version History and Branching
Sometimes I experiment with new ideas or test layout changes. Instead of duplicating my file, I use Version History or Branching (if your plan supports it). That way, I can test updates safely and merge them when ready.
---
My Efficiency Checklist:
------------------------
TLDR: Here’s the quick version — save this for later:
- Convert repeatable elements into components
- Use Auto Layout for flexibility
- Define text and color styles
- Add grids and layout guides early
- Memorize your top 5 shortcuts
- Keep layers clean and renamed
- Collaborate with comments and prototypes Install time-saving plugins
- Create or adopt a design system Use version history or branching for experiments
---
FAQs
----
**Q: How do I learn Auto Layout if I’m new to it?**
**A:** [Figma’s own tutorial](https://www.youtube.com/watch?v=TyaGpGDFczw) is great (and entertaining), but I also recommend searching YouTube for other explanations and how-to’s.
**Q: What’s the difference between components and variants?**
A: Components are reusable design elements. Variants let you combine multiple versions of a component (like different states or sizes) into one tidy group.
**Q: How do I share my design system across projects?**
**A:** Publish it as a library (in Figma > Assets panel > Library icon), then enable it in other files. Updates will sync automatically.
---
The Takeaway
------------
Figma’s power lies in structure and repetition — the more you organize and reuse, the faster you move. Once you’ve got components, styles, and Auto Layout in your muscle memory, designing feels less like starting from scratch and more like building something beautiful, efficiently. Figma’s [YouTube channel](https://www.youtube.com/@Figma) is also a great resource for updates and tutorials so you can continue to level-up your workflow.
## 5 Elements of Building a Trust Culture
https://www.go-agency.com/pulse/5-elements-of-building-a-trust-culture
> Lorem ipsum dolor sit amet, consectetur adipisicing elit. A accusantium ad aliquid blanditiis cumque, dolor doloribus error, officia pariatur quis rerum veniam! Dicta ex fuga vel. 
Company culture is a buzzword that has been thrown around for the last several years, but what does it really mean? Happy hours? Ping pong tables in the breakroom? Team retreats? How about happiness, clarity, and honesty? There is a reason that companies like [Zoom](https://culture-spark.com/zoom-culture) have an internal team called the Happiness Crew, and [Google](https://blog.runrun.it/en/company-culture-google/) believes that joy is a science - focusing on open communication and transparent core values. They know that people are what truly gives an organization its competitive advantage. That is why businesses need to dig deeper and build a [trust culture](https://fisher.osu.edu/blogs/leadreadtoday/building-a-culture-trust) that they practice daily in their operations, exchanges with clients, and interactions with employees.
Employees want to believe in their workplace and feel like their employers believe in them in return. Take, for example, implementing stringent company policies. These "rules" are often enforced because the company doesn't trust its employees. But no one wants to be controlled. When a business micro-manages every aspect of a team member's day-to-day, they feel less valued, decreasing productivity and engagement. But how else can you expand on building a trust culture? Like personal relationships, trust takes time and effort, and can be easily broken if not handled carefully.
### **1. Being Transparent**
One way to start building a culture of trust is through transparency. Transparency tiptoes its way into almost every interaction a company has. From client meetings to mission statements, social media to employee reviews, team members should have a clear understanding of where they work, why they do the work they do, and who they work for.
To build a genuinely transparent culture, it is vital to encourage honesty. It may be tempting for leaders to always paint everything with a positive spin, but if things aren't going well, the team should know. No one likes to be left in the dark. If things are going well, the team should know that too. Knowledge is power, and transparency builds trust and empowers your team to work better together.
### **2. Practicing Authenticity**
At GO, we say, "Do good work. With good people. For good people." We believe that people mean something and that values matter. Surrounding ourselves with good is the cornerstone of our brand and, therefore, the foundation of a solid trust culture.
Psychologists [believe that business authenticity requires a great deal of self-awareness](https://www.psychologytoday.com/us/blog/cutting-edge-leadership/201401/what-is-authentic-leadership-do-you-have-it), knowing where your strengths are (and limitations), and being open to opposing viewpoints. While authenticity can mean different things to different businesses and people, it comes down to honesty and follow-through. A company can say they have certain beliefs, but they must practice them - from hiring practices to the clients they associate with - to remain authentic in their culture.
### **3. Sharing Feedback**
Psychologist Adam Grant once stated, "If knowledge is power, knowing what we don't know is wisdom." At GO, we encourage continuous feedback and want everyone on our team to feel empowered to share their opinions – good or bad. Did a team member do an awesome job on a presentation? Tell them. Could that design of been a little bit more impactful? That needs to be mentioned too.
Having a team that is open to giving feedback is a gift. That being said, the way feedback is communicated is just as important. Thoughts should be shared constructively; otherwise, it results in people being too afraid to take risks, innovate, and come to the table with new ideas. Even if an employee's hard work receives helpful "room for improvement" suggestions, they need to know that their time and efforts are validated. This open communication builds trust between associates.
### **4. Encouraging Vulnerability**
How many times have you sat in a meeting, met with a client, or talked to a teammate and had no idea what the other person was talking about? Did you say anything or nod in agreement while running to Google? It is hard sometimes to admit what we don't know. But, by pretending, people miss out on [opportunities to learn](https://www.15five.com/blog/vulnerability-strengthens-your-company/) and build more meaningful and trusting connections. Declaring that you need clarification isn't a weakness. It's a strength when building a solid company foundation.
There is a power in vulnerability. At GO, we own our mistakes and are open to change. We also encourage our team to be available to listen and learn, always. Building a solid company culture doesn't mean everyone has to be perfect every day. It just means our decisions aren't driven by fear of failure, but by confidence in our ability to get it right.
### **5. Showing Empathy**
People are what truly give an organization its competitive advantage. However, with more flexible and distributed teams today, it's essential to get past just the team-building exercises and instead try to understand what others are feeling. When a company shows empathy towards its team and clients, it shows that they care about more than only meeting deadlines or closing the deal.
When company leaders can put themselves in the shoes of others and consider how an employee could feel about a policy change, how a client might take a price increase, or a new hire's comfort level when asking for help, it builds a culture of trust.
### **Working with the Human**
At GO, trust is embedded in everything we do. That starts with how and who we employ. We don't hire the job. We hire the human. We are a team, and our team believes in each other and what we do. One of our mantras is, "Be the kind of company your mom would want you to keep." This mentality trickles down into our work, resulting in a culture that our moms would appreciate, and our team and clients can trust.
## 5 Reasons Your Website Design Isn't Converting
https://www.go-agency.com/pulse/5-reasons-your-website-design-isnt-converting
So you’ve been driving traffic to your website. Way to GO! You’ve done your due diligence with online advertising, SEO, influencer marketing, brand building, social media - you’re basically a pro by now. While these methods can steadily improve website traffic, focusing too heavily on traffic numbers is only part of the strategy. Effective digital marketing should go beyond views and influence site visitors to click that Call-To-Action button.
If your site is gaining traffic, but not converting leads, then where is the disconnect? Where are you losing people? How can you increase your conversions? Let's figure it out.
### 1. It’s not clear what you offer.
You know your company well, but your users may not. Within seconds, your site visitors should understand what you do, and what your website is about. Successful companies do this well and know that people will abandon their site if it requires too much thought or causes any confusion. Take the guesswork out of the equation. Place clear and meaningful headline copy in a highly visible spot on the home page or landing page. Once your users know what you do, then you can start guiding them through other details, products, services, promotions or other content further into the site.
For example, check out the Taxcloud site. It’s immediately clear what they do (sales tax compliance) and provides a path for the user (get started).
Concise. Understandable. Easy to digest.
Throughout the site, make sure to implement user-friendly copy in your overall messaging system that avoids too much jargon or slang. Use visuals that are relevant and connect with your audience. These tactics can help users understand quickly what your site does and more importantly, what your company can do for them. A good website does more than just speak about the company – it answers the user’s question “What’s in it for me?”
**Key Takeaway:** You understand your business, but your users may not. Make it easy for them.
### 2. Your pages are overloaded with content.
People don’t really “read” on a website, they scan for things that are important to them. Long, dense paragraphs are overwhelming and can intimidate users.
If your pages are a wall of text, this can come off as too much of a commitment, and users may move on. Separate content into smaller chunks of information that’s easier to digest, and make ample use of subheadings and bulleted lists. Keep your pages digestible, maintaining a variety of layouts and a balance of imagery to break things up for the eye.
Reserve longer text for appropriate deep-dive pages when the user is engaged at a certain level or really looking for those details, which will be further down the funnel.
**Key Takeaway:** Shorter chunks of content are easier to scan and more digestible for users.
### 3. Your navigation is confusing.
Your navigation sets the stage for how users will explore the site and find what they are looking for. If it doesn’t make sense to users, they are unlikely to continue down the funnel to conversion.
**You must simplify.** This is crucial. It may sound obvious, but it’s often overlooked. Prioritize what’s essential and core to the primary goals of the site, and keep the number of menu tabs to a minimum. The more items there are, the more this dilutes the primary goal. Too many choices can overwhelm users and can actually hurt conversion. Keeping the navigation focused will increase the chance for users to stay on the path to conversion.
**Categorize.** Evaluate if pages or categories can be consolidated under a second tier or subnavigation. Even sites with dense navigation can successfully keep the top level menu minimal. Take a look at houzz.com for example. Categorization is used to bucket different types of content to emphasize relationships between sections and help users understand their choices. Seriously, categories for the win.
Lastly, use terms that are commonly understood, even if they don’t sound as unique or catchy. Users need familiarity, and there are conventions in place for a reason – people understand them! For example, when people see the word “Contact” or “About”, they know what to expect. There is no guesswork involved. If they need to make an effort to understand what a navigation term means, they’re less likely to click on it.
**Key Takeaway:** Simplify, categorize, and stick with familiar language.
### 4. You’re not building trust.
Good design instills confidence in users. Users need to know you are a dependable business that they should engage with, and people will form an impression within seconds. Don’t underestimate the power of a professional and well-designed website. Aesthetics, color and design choices play a pivotal role in how users will judge your company and brand. You must prove that you are more than a fly-by-night company that threw together a website. An inviting, professional website can give users a sense of comfort with your business. Poor design will lose the credibility, integrity, and trust of users, making them quick to abandon the site.
Stay consistent. Your business should have a clear brand and stick to your branding guidelines throughout the site. Every page and section of your website should follow the same theme, and users should never question if they are still on your site or somewhere else. Keeping consistent elements across pages will strengthen your brand presence.
Utilize social proof and substance. People want to know that they are working with a company that has a proven record of success. Adding testimonials or case studies to your site builds trust and credibility.
**Key Takeaway:** Good design is good for business.
### 5. You don’t have a clear Call-to-action (CTA).
Your call-to-action is one of the most critical pieces of a successful website. It is the gateway to conversion. A call-to-action is a prompt that tells the user to take a specific action, such as “Contact Us”.
A well-designed call-to-action should command attention and incite action.
First and foremost, your call-to-actions (or CTA’s) should be easy to find. And they should look clickable.
Usually, a CTA is a button but can also be a text link, image, icon or other clickable element. If your CTA’s already look like clickable elements, you’re doing great. Next up, make sure they are distinguishable from the background. Avoid colors that compete with, or blend in with the background – this will dilute your CTA and it will get lost in a sea of content. Make it easy for people to spot actionable areas by using a color that stands out well.
Equally important, apply a consistent visual style to your CTAs, this will help establish a pattern for users. Rank your customers’ desired actions by priority and assign a visual aesthetic for each – primary, secondary, tertiary.
Lastly, use brief but descriptive, actionable text that motivates your audience. For example, “Book a Demo” is more specific than “Learn More” and gives users a better idea of what to expect.
**Key Takeaway:** CTA’s should look clickable (usually a button) and should be easy to find.
Ask yourself these questions and determine where the weak spots are in your site that aren't turning traffic into conversions. Figure out which of these areas can be improved and start implementing these changes and generating leads.
## 7 Reasons Why Your Company Blog is Being Ignored and How You Can Fix it
https://www.go-agency.com/pulse/7-reasons-why-your-company-blog-is-being-ignored-and-how-you-can-fix-it
So, you have finally gotten around to writing a blog. Perhaps you spent hours researching, interviewing industry leaders, and narrowing down your keywords. You have read and re-read, perfecting every word, just knowing this masterpiece is going to go viral. You post on your site, and voila! Instant clicks, right?
Not always.
Creating a blog is a lot of work, so it can be disheartening when it doesn't perform well. That is why we have uncovered some of the major reasons why your blog might not be gaining readership and what you can do to fix it.
### You Don't Have a Content Strategy
Creating a blog content strategy is often confused with a marketing strategy. A marketing strategy is a comprehensive plan to reach prospects and transform them into customers. This can include anything from content to design to media. Content strategy, consequently, speaks to the information your target consumer wants to learn about. When it comes to blogs, the subject matter you choose must be zoned in on those interests.
So, how can you develop a meaningful content strategy to guide your future blog posts? First, narrow down what your target audience is looking for. Go beyond what your business offers and take a deeper dive into your customer's pain points, research trends in the market, or expand on relevant industry news.
### Your Blog is Too Salesy
Your readers expect that when they visit your website, they will get a virtual sales pitch. However, a blog is the one place on your site in which users want to be informed, not bombarded with product placement. Writing that is too promotional comes across as inauthentic and desperate. It conveys that you aren't interested in what the customer wants but more concerned with elevating your own agenda.
A quality blog should be able to live on its own off the company website, meaning, if it were published on another platform, it would be seen as a purely informative article. You can still certainly have a call to action. A sentence at the end sharing a web address if they would like to learn more, a link to sign up for a newsletter or download a white paper, or a write-up about the author that includes a brief company description are effective. Still, to maintain a loyal readership, your content should be about the audience, not your products or services.
### The Copy is Hard to Read
Sometimes content is just tough to get through. There may be spelling and grammatical issues, inaccurate or dated research, no clear point or too many objectives. Excessive use of graphics and wrongly sized imagery can make a blog challenging to read, especially on a mobile device.
This is where businesses must truly evaluate if they have someone on staff who can not only commit to writing a regular blog but is also a good writer – often an impossible ask of employees who are already stretched thin with other responsibilities. That is when it is an excellent time to consider outsourcing your blog to a marketing firm whose job is to develop an effective content strategy and deliver quality, scheduled, and thought-provoking blogs.
### You Don't Have a Posting Schedule
As important as quality writing is consistency. It is frustrating for readers to come to your company's blog page only to see that your last post is from 2016. Furthermore, launching a successful piece and then going radio silent loses any momentum your previous blogs have garnered. Inconsistent posting also impacts Google ratings, as the search engine prefers content that is engaging, fresh, and relevant.
When it comes to blogging, it is best to pick a consistent schedule and stick to it. It doesn't have to be every day or every week, but staying on a timetable compels writers to meet deadlines, have ample research time, and even produce pieces ahead of schedule.
### It's Not Being Promoted
Just because you have a thought-provoking, relevant, and easy-to-read blog on your website doesn't mean readers will find it. Unless someone is explicitly Googling your exact topic, your blog is most likely not going to show up in organic search results on its own. With blogs taking so much time and effort to create, it is a waste to let them sit on a website with no promotion.
Even the most recognized and followed bloggers spend time (and maybe some money) to get the word out. Social media channels are the easiest way to post teasers and links to your latest editorial. If you have a marketing budget, you can buy paid ads for extra reach. Blogs can also be promoted through email marketing and newsletters and sent to industry publications interested in reposting relevant articles.
### You're Not Using Data
Analytics are available for most websites and social media platforms but often are unused. This treasure-trove of information is invaluable, as it not only tells you how many people clicked on your blog, but how they found it, their bounce rate, and if they are a new or returning user.
Numbers don't lie. Knowing which blogs get more attention than others can effectively guide your content strategy. If you notice a significant increase in traffic for specific topics, you know that is what your audience wants to read about, and you can build upon that formula.
### Your Website Needs an Update
Maybe it isn't your blog that turns people away, but your website. Readers want to feel like the information they are reading is current and relevant. An outdated or unorganized website creates the impression that your business may not be the most knowledgeable about current trends.
For a blog to succeed, the website it lives on needs to deliver a positive user experience. It is the first impression of your business and builds confidence and trust with your target market. The blog page should be easy for the user to find and look cohesive with the rest of the site.
### Final Thoughts
A company blog should never be an afterthought but instead a significant piece of your marketing strategy. Investing the time and skill into your writing will result in creating a relevant audience that not only thinks of your business as an entity that provides goods and services, but as a contributor to your industry, a leader in your market, and an organization that values their customers.
## 9 Things You're Probably Doing Wrong in Email (and How to Make It Right)
https://www.go-agency.com/pulse/9-things-youre-probably-doing-wrong-in-email-and-how-to-make-it-right
### **Most email strategies age like milk, not wine.**
Outdated email tactics might be hurting you, especially if you’re still hitting send out of habit, not intention. Email isn’t just another box on your marketing checklist. It’s your most direct line to the people who actually asked to hear from you. And if you're going to show up in someone's inbox, you’d better make it worth the click.
After working on thousands of email campaigns (and breaking a few things along the way), I’ve seen firsthand that the most common mistakes are often the easiest to overlook. The good news? They’re just as easy to fix once you know what to look for.
---
#### **Let’s break them down, along with smarter habits to replace them:**
### **1. Building Your Entire Email as an Image**
**The problem:**
Looks great in Figma, Photoshop or Canva, but disappears in the inbox. Many email clients block images by default, and if your message is just one big graphic, readers won’t see a thing.
**The fix:**
Use live text for headlines, body copy, and call-to-actions (CTAs). Let images enhance the message, not carry it. And always include descriptive alt text that describes what’s there so the message still lands, even with images off.
### **2. Skipping the Test Send**
**The problem:**
You previewed it in your email platform and it looked fine. But then you receive the live email along with your list of contacts and you spot a typo, weird formatting, or someone hits reply to point out the broken link.
**The fix:**
Send yourself a test. Read it out loud. Then read it again. Click every link. Preview it on desktop and mobile. QA isn’t busywork, it’s your last chance to catch what your readers will.
### **3. Sending Emails Just to Check a Box**
**The problem:**
You’re emailing because it’s “on the calendar,” not because you have something valuable to say. Audiences know and they’ll tune out.
**The fix:**
Every email should have a purpose. Know what you want the reader to do, and make it worth their time. If the content doesn’t feel useful, relevant, or timely, skip the send.
### **4. Linking Without Checking the Destination**
**The problem:**
You link to an article, but haven’t actually read it in weeks. The headline changed. The offer expired. The page doesn’t match what your email promised.
**The fix:**
Click and read every link before you hit send. Make sure the destination picks up where the email leaves off. If it feels disconnected, the reader’s trust takes a hit.
**5. Writing a Wall of Text**
-----------------------------
**The problem:**
Paragraph after paragraph with no breaks, no bolding, no scannability. No matter how good the content is, even your most loyal subscribers won’t read it.
**The fix:**
Structure for skimming and speed-readers. Use short paragraphs, headers, bullets, and clear CTAs. People don’t read email word for word, they skim it.
**6. Ignoring Accessibility and Dark Mode**
-------------------------------------------
**The problem:**
Your design looks great in light mode, but disappears in dark mode. Or the colors make it unreadable for anyone with visual impairments.
**The fix:**
Design for accessibility from the start. Use high-contrast color combinations, readable fonts, and enough spacing. Test in both light and dark modes, and make sure your content works with screen readers and assistive tools.
**Remember:** email isn’t print. Embrace what digital does best and design for clarity, flexibility, and real-world accessibility.
### **7. Forgetting About Mobile**
**The problem:**
More than half your audience is opening emails on their phones. Mobile users decide in seconds whether to engage or delete. If they can’t tap, scan, or trust what they see at a glance, you risk losing them.
**The fix:**
Design mobile-first. Preview across devices. Keep subject lines short and front-loaded so they don’t get truncated. Make sure your copy flows and your CTA is easy to click. And bring your most important content to the top so the reader doesn’t have to scroll for the good stuff.
### **8. Emailing Everyone the Same Thing**
**The problem:**
You’ve got the list, but you’re treating everyone on it the same. If you send the same email to every subscriber, it’ll only connect with a few.
**The fix:**
Segment based on behavior, preferences, or lifecycle stage. Tailor your message to where the reader is in their journey. And if someone’s stopped opening altogether, it’s okay to stop sending to them.
### **9. Treating Email Like a One-and-Done**
**The problem:**
You send the email, check the open rate, and move on. But email isn’t a broadcast, it’s a conversation.
**The fix:**
Test subject lines, content formats, send times, and messaging angles. Use the data to refine what comes next. Email is one of the few channels you actually own. Treat it like a relationship, not a one-off blast.
### **Before You Hit Send**
If any of these hit home, you’re not alone. These mistakes are common—even for the pros. The difference is knowing how to spot them and making the small changes that lead to better results.
And if you’re ready for a second opinion or just want to see what’s actually working (and what’s not), a strategy audit can help surface the opportunities and quick wins hiding in plain sight.
---
### **About the Author**
Danielle has spent over a decade helping brands and solo creators get the most from their email marketing, whether sending to a list of one or one million. She’s an active voice in the email community and continually shares insights from her ongoing *[Try & Reply Email Experiment](https://tryandreply.email/subscribe/).*
## All Hands, All In
https://www.go-agency.com/pulse/all-hands-all-in
 
#### Day 1
We kicked things off with a team lunch from one of our favorite clients, Wood-n-Tap, before welcoming Shyam Kulkarni and the team from Fruitful Mixology. They shared the inspiring story behind their brand and treated us to some incredible cocktail samples that set the tone for the rest of the day. The evening wrapped up the way GO does best — with team dinners across Hartford and a few late-night hangouts that brought everyone even closer together.
#### Day 2
Day two started with bagels and strong coffee before diving into a packed session of updates across every department. We celebrated new projects, shared ideas for what’s ahead, and marked an exciting milestone: Adrienne Gallagher officially becoming a partner at GO.
#### Happy Hour
We closed out the week at GastroPark and New Park Brewing, toasting to another year of collaboration, creativity, and connection.
Watch our highlight reel
### At GO, moments like these remind us why we love what we do and who we get to do it with.
One team.
One GO.
Always all in.
[ ](#)
#### Happy Hour
We closed out the week at GastroPark and New Park Brewing, toasting to another year of collaboration, creativity, and connection.
#### Day 2
Day two started with bagels and strong coffee before diving into a packed session of updates across every department. We celebrated new projects, shared ideas for what’s ahead, and marked an exciting milestone: Adrienne Gallagher officially becoming a partner at GO.
### Our All Hands meeting is more than an agenda item. It’s a chance to pause, connect, and celebrate what makes GO, GO.
#### Day 1
We kicked things off with a team lunch from one of our favorite clients, Wood-n-Tap, before welcoming Shyam Kulkarni and the team from Fruitful Mixology. They shared the inspiring story behind their brand and treated us to some incredible cocktail samples that set the tone for the rest of the day. The evening wrapped up the way GO does best — with team dinners across Hartford and a few late-night hangouts that brought everyone even closer together.
## Basketball Hall of Fame Enshrinement
https://www.go-agency.com/pulse/basketball-hall-of-fame-enshrinement
Every year, the @hoophall enshrinement celebration comes to Springfield and Mohegan Sun. It’s a weekend to induct the new class into the Naismith Basketball Hall of Fame and award heroes making impactful contributions to the game of basketball.
And every year, starting in February, we gear up to provide all the design assets that help make the event a success.
We design everything from the tickets and programs, to the wall and window graphics, and even staircases and columns.
This year’s Class of 2023 included superstars @dwaynewade, Pau Gasol, Greg Popovich, and Becky Hammon supported by the likes of Allen Iverson, Mark Cuban, Ray Allen, and some of the games biggest names.
As our longest active client, it’s been an honor, year after year, to be able to participate in such a world class event hosted by the Hall. Take a look at just some of the things we provided.
## Bringing Care to Life: A New Commercial for Wheeler Health
https://www.go-agency.com/pulse/bringing-care-to-life-a-new-commercial-for-wheeler-health
How do you show the full impact of care in just a few seconds?
--------------------------------------------------------------
That was the challenge with Wheeler Health. Their work spans everything from primary care to behavioral health to community outreach, but at its core, it is about one thing: meeting people where they are.
So instead of telling that story, we set out to move through it.
#### The Concept
The concept centered on a seamless journey through Wheeler’s world, guiding viewers from one care environment to the next. Each space, grounded in Wheeler’s brand, represented a different touchpoint, from clinical care to everyday support, all connected by a single idea: care is continuous, connected, and human.
#### Our Approach
To bring it to life, we blended real-world production with stylized environments, creating something that feels both elevated and authentic. The goal was never to over-polish, but to reflect Wheeler as it truly is. Modern. Accessible. Built around people.
#### The Result
The result is a spot that does not just explain what Wheeler Health does, but shows how it feels to experience it.
Because when care works the way it should, you do not just see it. You feel it.
## CHDI’s New Website—A Platform for Progress
https://www.go-agency.com/pulse/chdis-new-website-a-platform-for-progress
### Advancing Child Health Through Digital Innovation
The Child Health and Development Institute (CHDI) is dedicated to improving the health and well-being of children and families. To further their impact, they needed a website upgrade that was not only visually engaging but also supported their diverse, multidisciplinary audiences in their critical work through research, resources, and more.
### Our Approach
We collaborated with CHDI to create a user-first digital experience that reflects their mission and makes essential resources more accessible than ever. Key improvements include:
✅ **Enhanced UX/UI Design** – A clean, intuitive layout ensures visitors can quickly find research, reports, and program information.
✅ **Optimized Accessibility** – The site meets the highest accessibility standards, ensuring inclusivity for all users.
✅ **Lightning-Fast Performance** – Near-perfect web speed scores allow CHDI to deliver information faster than ever.
✅ **Mobile-First Responsiveness** – A seamless experience across devices ensures users can access resources anytime, anywhere.
✅ **Program-Specific Storytelling Videos** – Engaging video content broadens reach, deepens understanding, and amplifies CHDI’s impact.
### Impact & Results
By prioritizing usability, accessibility, and speed, CHDI’s new website is more than just a redesign—it’s a powerful tool for change. This digital transformation enables CHDI to better serve its community, ensuring vital information reaches those who need it most.
**We’re proud to support CHDI in bringing their mission to life online.**
## Conard High School Logo Design
https://www.go-agency.com/pulse/conard-high-school-logo-design
One of our local high schools decided to update their mascot name, so the students voted on the Red Wolves. The pack mentality was perfect for sports, academics, and other extracurricular groups. We created a brand system that would work on uniforms, banners, fields, and courts as much as administrative paperwork and signage. The Red Wolves logo recently received an excellence award from the [Connecticut Art Directors Club](https://www.facebook.com/ConnecticutArtDirectorsClub) in the pro-bono category. We were happy to see this logo recognized by our peers.
## Concrete5 Vs. Wordpress - A CMS Comparison for 2020
https://www.go-agency.com/pulse/concrete5-vs-wordpress-a-cms-comparison
Choosing the best [Content Management System](https://en.wikipedia.org/wiki/Content_management_system) (CMS) for your company is a pretty important decision. After all, your website is the face of your organization. The first thing prospective customers see when considering what your business has to offer. Whether you're creating a new website from scratch or revamping an existing one, choosing the right CMS is essential to the success of your business. You need to make sure it has the right tools to quickly and easily make changes and adapt to adhere to new business requirements.
### **But what CMS is right for you?**
You're probably thinking [WordPress](https://www.forbes.com/sites/davidcarr/2018/12/06/welcoming-wordpress-5-0-and-the-new-editor/#415d1904a0f9) - and we don't blame you; everyone else uses it and why shouldn't you? WordPress is usually top of mind because it's the most popular CMS on the market. You may have used it yourself and if not, you probably know someone who has. But what if we told you there were "*other"* options? Dare we say, "*better”* options? Options like: Concrete5, Drupal, Craft CMS, Joomla, Wix, Shopify or Magento, to name a few.
If you're building an eCommerce website, you'd probably be better off with a solution like Shopify or Magento. WordPress has some pretty robust plugins for eCommerce, but platforms like Shopify and Magento were built from the ground up with eCommerce specifically in mind. If you're building a "blog centric" website then WordPress might be a good choice for you - after all, it was originally built to be used as a blogging platform and it's what it does best.
We've worked with most of the CMS tech platforms available on the market and will always recommend the most appropriate solution to our clients. However, when it comes to websites in general, we recommend [Concrete5](https://www.concrete5.org/). Here's why:
### No need to manage CMS plugins for your plugins!
Concrete5 does have a plugin and theme marketplace; heck, even some of our developers sell plugins there! However, Concrete5 ships with most of the functionality and features that any website administrator would ever need - "out-of-the-box" without the need for additional plugins. The websites we build here at GO are custom-built and tailored to our clients’ specific needs. Any custom functionality unique to your business is developed around your requirements and goals without the need for 3rd party plugins. Remember, when you rely on 3rd party plugins, you're also relying on the developers of those plugins for things like bug fixes, security patches and software updates. Unless you have an expert developer in-house capable of managing a cluster of plugins (and in some cases plugins for plugins) keeping your website updated, reliable and secure is difficult, error-prone and buggy. If your website depends on the functionality of an external plugin or theme, you'll likely find yourself paying expensive developer costs and deep in the "plugin rabbit hole".
###
### CMS editing so easy, your mother could do it!
Content is king, but it shouldn't slow you down. Most open source CMS solutions available provide a relatively easy way to update content. The process generally consists of logging into a secure dashboard, finding what you want to edit and conceptualizing how it might look in real-time. This is where Concrete5 really shines. Editing content is easy and is performed in-context; meaning, what you see is what you get (WYSIWYG). When Concrete5 was released over 10 years ago, this was a cornerstone feature of the software and has been so ever since. Newly created pages are peppered with layouts and consist of different modules that are easily edited, removed or dragged around the page. Check out the animated screenshot below:
### It's extendable, reliable, and secure!
As your organization grows, it's likely that your website will too. Given Concrete5 has a modular codebase it's not difficult to expand your website to satisfy even the most complex business requirements. Concrete5 leverages many popular web application frameworks and has many of the same hosting requirements as WordPress, Drupal and Joomla. So chances are, if your current hosting infrastructure can support either of these CMSs, it will likely support Concrete5. The core team and open-source community at Concrete5 also leverages security auditing tools to quickly identify and fix any potential security fixes and releases patches when necessary to fix them. Concrete5 can be easily upgraded with one-click via the system Dashboard - it's really that easy. If you choose to install any plugins or themes to enhance your website from the Concrete5 marketplace, you can be sure doing so is safe! Each plugin and/or theme goes through rigorous tests and a human peer review board to identify any potential bugs or security flaws before it is allowed in the marketplace.
### It Has a Large Community of users!
> "but....I could throw a stone and hit a WordPress developer."
> \- GO Client and Concrete5 Convert
While it might be true that WordPress has a larger user base than Concrete5, there are plenty of developer resources available should you need them. While we hope to have long lasting relationships with all of our clients, we realize things sometimes change and sometimes people part ways. Concrete5 has a very active community with over [300,000 members](https://documentation.concrete5.org/developers/background/what-is-concrete5) - many of them being developers you can hire. Also, Concrete5 differs from other open-source CMS solutions in that they are a for-profit firm. This means you can directly hire the core team who actually built Concrete5 to perform any customization or website enhancements you might need. So you'll be able to find support if you choose to look somewhere other than GO. There are also, of course, freelance networks as well, like UpWork, where you can find additional development support. There are a plethora of agencies and tech firms throughout the United States who use Concrete5 as their preferred CMS (we know of over 5 here in Connecticut alone besides us.)
### Built with some of the most popular, widely used web frameworks!
> "Hey! How exactly is a rainbow made? How exactly does a sun set? How exactly does a posi-trac rear-end on a Plymouth work? It just does."
> \- Joe Dirt, Joe's Dad
We'll admit it - we're self-proclaimed nerds here at GO. We geek out about tech that most people would say, “and..why should I care?” Concrete5 is built utilizing some of the most widely used web development frameworks and technologies - frameworks like Symfony, Doctrine and Laravel. It follows a MVC design pattern, encourages object-oriented methodologies, integrates well with cloud storage services like Amazon, Google and Microsoft and is easily extendable using Composer. It also supports advanced language translation features, event management capabilities, advanced routing features, a REST API built into the core with support for OAuth2 and open ID connect for identity verification and even a fully-featured CLI tool (see, told you we geek out over this stuff). If all you need is cruise control, that's fine; but if you’re looking for a turbo-charged V8 engine with plenty of muscle, try Concrete5.
### Concrete5 is here to stay!
Concrete5 has grown exponentially. Since its inception, it has been adopted by big corporations like Cambridge University, Planned Parenthood, Red Bull, McDonald’s, Altana, Emcor Group and more. In 2016 the core team behind Concrete5 - PortlandLabs - released an announcement that a multi-year, multi-million dollar contract was secured between PortlandLabs and the U.S. Army to build more than 40 websites on the Concrete5 platform for the U.S. Army Family Morale, Welfare and Recreation (MWR) program to support more than 3 million U.S. soldiers and families. Concrete5 has always been and always will be free open-source software, but the core team behind the Content Management System is a for-profit firm and has secured some serious long-term investment to keep enhancing its CMS’s capabilities.
No CMS is perfect. But we feel Concrete5 is pretty darn close. We could go on and on about the wonderful features that Concrete5 has to offer and how they can benefit your organization but to be honest, we’d be here all day. If you’d like to learn more or to schedule a demo, please feel free to reach out - we’d love to chat!
## Content vs. Design- Which One is More Important for Website Success?
https://www.go-agency.com/pulse/content-vs-design-which-one-is-more-important-for-website-success
Coca-Cola vs. Pepsi; deep dish vs. thin crust; content vs. design. These topics have sparked numerous debates, but when it comes to the latter, which is the most important - especially when it comes to websites?
Is it better to have a beautifully designed site or one with valuable and engaging copy? Whatever a successful website looks like to you, whether it be gaining social followers, increasing downloads, or boosting sales, content and design play a vital role. For comparison, design involves all visual elements, including graphics, navigation, colors, and fonts; copywriting includes using the written word to sell and influence, all while doing so in an engaging way. Together, they must gain viewers, grab attention, build trust, and convert leads into customers. Below, we look at who "wins" for each of these requirements and who is the overall champion in the great content vs. design debate.
### Round One: Grabbing the Reader's Attention
It is reported that websites have less than five seconds to grab a reader's attention. Five seconds. That doesn't offer businesses a lot of time to make a first impression. This is where website design stands out. Consumers don't have time to read a lot of content in less than five seconds. They are going to pay attention to images, colors, and navigation. They may have time to read a headline or two, but website design is paramount when it comes to hooking them in. **Winner: Website Design**
### Round Two: Keeping the Reader's Attention
A website can look fantastic visually, but once someone has committed to spending time on a site, the graphics need to be backed up with some substance. Good design may bring people in, but quality content is what makes them stay. Of course, the design will need to work alongside the copy delivered, but overall, the user is there to be informed and decide if it wants to utilize what the business has to offer. **Winner: Content**
### **Round Three: Building Trust**
Web copy is an invaluable tool when it comes to building trust. Effective content creates a connection, tells a story, answers questions, and establishes the business as a leader in its industry. However, design plays a role in building trust as well. A poorly developed website may convey that the company is not very professional or doesn't have the revenue to update their site, which doesn't instill confidence. **Winner: Content (by a smidge)**
### **Round Four: Organization**
There is often a discussion about whether content leads design or if design leads content. Depending on the website, both can be valid. However, in either case, an essential element of a successful website organization is navigation. Site navigation is a roadmap for the visitor. The last thing anyone wants is for someone to leave the website because they can't find what they need. With clean, straightforward, and clear navigation, website designers set the tone of the user experience. **Winner: Website Design**
### **Round Five: Readability**
When many think of readability, they automatically think of content. Poor writing and constant grammatical errors are distracting and can turn away even the most patient prospects. In addition, content should be easily scannable with appropriate headlines and subheads. However, design has a massive influence on readability as well. Elements like line height, spacing, headers, white space, and text color directly affect readability. **Winner: It's a Tie**
### **Round Six: Converting to Sales**
Most websites aim to convert prospects to paying customers. To do that, design and content must genuinely work together. You can't sell on images alone, nor can you simply have content. To effectively communicate the value of your services and convince consumers that they want what you're offering, a thoughtfully designed site combined with carefully strategized and engaging copy is the only way to convert leads. **Winner: It's a Tie**
### **Round Seven: Brand Identity**
When discussing brand identity, what comes to mind is often the logo, colors, and fonts associated with that company. What would Nike be without the swoosh or McDonald's without its red and yellow color scheme? However, a brand is also dictated by copy tone. Light or playful copywriting speaks to a totally different target than weighty or professional content. **Winner: Website Design (by a smidge)**
### **Round Eight: SEO Rankings**
While graphics are essential to website design, search engines do not always pick them up. Nevertheless, other elements like navigation, link structure, URLs, mobile-friendly design, and layout impact SEO on some level. However, content is what ultimately boosts your SEO results through keywords, originality, readability, and metadata. The copy also tells search engines what the page is about, and the more content on the page, the more keywords are picked up by analytics - ultimately helping your website rank higher. **Winner: Content**
### **We Declare a Victor**
The verdict is in, and it says that you need BOTH to have a successful and effective website. Web design and content are equally important. Excellent design without compelling copywriting is a waste of everyone's time (and money). At GO, we don't think there is any reason why you can't have it all and, in fact, make it our priority to deliver both to our customers. If you are ready to explore the possibilities of stellar website design and engaging content, [contact us today](http://www.go-agency.com/contact/ "Contact").
## Designing a Digital Home Worthy of Greatness
https://www.go-agency.com/pulse/designing-a-digital-home-worthy-of-greatness
Twenty Years in the Making
--------------------------
The Naismith Basketball Hall of Fame is the sport's most prestigious institution — a destination that celebrates the greatest players, coaches, and contributors the game has ever seen. It's a place where history lives, where legends are immortalized, and where fans from around the world come to connect with the sport they love.
The Basketball Hall of Fame is also our longest active client. We've had the privilege of supporting them for over 20 years, and that kind of relationship runs deep. We don't just know their brand — we've helped shape it. So when they came to us ready for their next chapter, we understood the weight of the moment and exactly what it would take to get it right.
[Visit the Basketball Hall of Fame](https://www.hoophall.com/)
---
### The Goal
Their vision for the organization had meaningfully shifted since the last redesign. New exhibits. A refreshed sense of purpose. A desire to bring more energy into the museum experience — and to better unite the full ecosystem of Hall of Fame events and tournaments under one cohesive brand. The digital and brand presence needed to catch up, and reflect not just who the Hall of Fame has always been, but who it's becoming.
**The Basketball Hall of Fame needed a reimagined brand and digital experience that could:**
- Realign with the organization's updated mission and evolving priorities
- Bring renewed energy to the brand — both digitally and inside the museum
- Showcase the renovated interior in a compelling, visually engaging way
- Connect tournaments and external events more clearly to the Hall of Fame brand
- Make it easier for fans, donors, and visitors to find information and take action
- Deliver a seamless experience across desktop and mobile for a global audience
---
### Our Approach
After two decades together, we know what makes the Hall of Fame tick — its legacy, its community, and the reverence fans feel the moment they walk through the doors. We used that foundation to push the brand and the website into exciting new territory.
####
Brand Refresh
This wasn't a light polish. We refreshed the Hall of Fame's visual identity to inject more energy and excitement into the brand — the kind that matches the electricity of the sport itself. Central to that work was the evolution of their tagline. "Where the Game Never Ends" was a strong foundation, but the new tagline — **Greatness Lives Inside™** — says something bigger. It speaks to the legends enshrined within those walls, the feeling fans get when they step inside, and the enduring power of the game.
The new tagline reflects the sentiments of the hall’s mission and inspires the greatness that lives inside every fan, player, and coach. John Doleva President and CEO of the Naismith Basketball Hall of Fame
####
New Design Direction
The visual refresh extends across every touchpoint, from the website to the museum experience itself. Bold typography, dynamic imagery, and a design system built around energy and prestige work together to signal that something new is happening — while honoring everything that makes the Hall of Fame iconic. Critically, that design system was built to scale — creating a unified visual language that connects the Hall of Fame's tournaments and external events back to the mothership brand in a way that feels intentional and cohesive.
####
Enhanced UI/UX Design
We reimagined the site's architecture to reflect the organization's evolved priorities, creating clear, intuitive pathways for every type of visitor — whether they're planning a trip, researching an inductee, or supporting the Hall through a donation. A smarter structure means users spend less time searching and more time engaging with what matters most.
####
Connecting the Full Hall of Fame Ecosystem
The Hall of Fame is more than a museum — it hosts tournaments, events, and experiences that extend the brand well beyond Springfield. One of our key goals was making sure that connection was felt within the website. We built out dedicated space and clearer pathways for tournaments and external events, tying them visually and structurally back to the Hall of Fame brand. Whether a fan encounters the brand at a tournament or on the website, the experience now feels like one unified world.
####
Showcasing New Exhibits
One of the most exciting parts of this project was building a digital home that felt like walking into the Hall of Fame. We designed an immersive, visually rich experience that gives fans a taste of what awaits them on the floor — and gives the Hall a powerful tool for driving in-person visits. New exhibits deserve the spotlight, and the new site delivers exactly that.
####
Mobile Responsiveness
Basketball fans are always on the move, and the new site is built to keep up. Whether someone is browsing inductee history, exploring exhibit previews, or purchasing tickets from their phone, the experience is fully optimized across every screen — fast, clean, and effortless no matter the device.
---
### Impact & Results
The new Basketball Hall of Fame brand and website isn't just a redesign — it's a realignment. By anchoring every decision to where the organization is headed, the updated platform and identity give the Hall of Fame a presence that reflects its current mission, energizes the museum experience, puts its newest exhibits front and center, and for the first time, brings its tournaments and external events into a cohesive brand ecosystem.
After 20 years of partnership, this project is one of our most meaningful. Greatness Lives Inside™ — and now, so does the digital experience to match.
[Read the Press Release](https://urldefense.proofpoint.com/v2/url?u=https-3A__businesswest.com_blog_hoop-2Dhall-2Dlaunches-2Dnew-2Dwebsite-2Dunveils-2Dnew-2Dbrand-2Dtagline_&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=dHOAO12a5DVVlO6aTlx09bTO2k-K-TVucLD6MFHVy3g&m=YtGdoKjD15JVdIhC8ll5pSEY_sK_l5zZWUoovElVlXD8TGG7ME0CJBjU-zf76MkN&s=A-oP1QMWvruIXlMGezkWSbdSjlfIj-iUyV8IJCUwbGw&e=)
## Dreaming of Luxury at Porsche Hartford
https://www.go-agency.com/pulse/dreaming-of-luxury-at-porsche-hartford
We had an incredible time at the grand opening of Porsche Hartford, celebrating alongside Hoffman Auto Group and their guests in the beautifully designed new space. After months of collaboration and preparation, it was fantastic to see all the creative elements come to life—from cohesive signage to custom beer cans, an interactive photo booth and even a few take home goodies!
All set within the sleek new Generation 5 Porsche facility, every detail came together to create a "dreamy" atmosphere that truly reflected Porsche's luxury and innovation as well as the trust and commitment built by the Hoffman Family. We’re so grateful to have played a part in creating such a memorable experience for our partners.
Thank you to the Hoffman team for inviting us to their special night, we couldn’t be happier to have been a part of it. We look forward to more opportunities to continue delivering experiences that connect the brand with their audiences in unforgettable ways.
## Driving Trust: A Century of Hoffman Auto Group's Journey Unveiled
https://www.go-agency.com/pulse/driving-trust-a-century-of-hoffman-auto-groups-journey-unveiled
In the fast-paced world of the automotive industry, where change is the only constant, one brand in Connecticut has stood the test of time. Hoffman Auto Group, with a rich history spanning a remarkable 100 years, recently embarked on a transformative journey with GO Marketing Agency to tell a story that goes beyond cars—it's a story of trust, reliability, and a century of shared moments.
### Uncovering the Essence:
The first step in the process includes a meticulous brand audit and competitive analysis. This is our chance to ask all the questions and take a deep dive to uncover their true north.
From there comes their vision, their mission, and crafting the messaging to support them. Then we begin to create.
### Driven By Trust:
As conversations unfolded with Hoffman's key stakeholders, a central theme emerged—trust. The Hoffman team is not just in the business of selling and servicing cars; they are in the business of building trust. Every vehicle that rolls off their lot is more than just a mode of transportation; it's a part of the stories of life that happen on the road.
The result? A brand anthem commercial that beautifully captured the sentiment of being "Driven By Trust." This wasn't just a tagline; it was a reflection of the pride Hoffman feels in being a part of the countless moments that unfold behind the wheel of their vehicles.
### We Start at the Top:
The logo is the first element of branding most people will see. Changing the face of a company that’s been around for 100 years is a delicate task. We wanted the change to be subtle, almost unnoticeable. We modified their logo slightly and made minor tweaks to be more flexible for today’s world. We need to think about favicons, mobile ads, and digital billboards, as well as, embroidery, signage, and tv, but, most importantly, cars.
The Hoffman logo is on every car they’ve sold. There are thousands of them currently on the road. We can’t change those all at once, so the new logo has to complement the old. And slowly, over time, we’ll see more of the new and less of the old.
### Clearly Telling the Story:
The logo is only one piece of the brand. There are colors to think about, fonts, patterns, imagery and how it all works together. These things need to convey some emotion and trigger some action from the viewer.
We chose a strong, bold font, because we didn’t want to be subtle with their messaging. The ads have large, confident statements that all tie back to the relationship a customer has with their car and the trust they can count on from Hoffman.
We’ve given them a modern color palette to bring some energy to the brand after 100 years. We kept it tied to their original blue to keep some consistency and solidarity. It’s all about trust. If we took the brand too far, we’d lose that for them.
### Launching into the Limelight:
To ensure the message reached far and wide, GO Marketing Agency orchestrated a top-of-mind awareness video media launch. The result was not just increased visibility but a reaffirmation of Hoffman Auto Group's position as a trusted choice in the competitive automotive market.
### Conclusion:
As the dust settled on this collaborative effort, Hoffman Auto Group emerged with a revitalized identity—a brand that doesn't just sell cars but builds relationships grounded in trust. The journey, as unveiled by GO Marketing Agency, showcased not only a century of success but a roadmap for the future.
So, the next time you slide behind the wheel of a Hoffman vehicle, remember, it's not just a car; it's a testament to a century of trust, reliability, and a commitment to being "Driven By Trust." In a world where businesses come and go, Hoffman Auto Group stands as a beacon, proving that some legacies are built to last.
### Clearly Telling the Story:
The logo is only one piece of the brand. There are colors to think about, fonts, patterns, imagery and how it all works together. These things need to convey some emotion and trigger some action from the viewer.
We chose a strong, bold font, because we didn’t want to be subtle with their messaging. The ads have large, confident statements that all tie back to the relationship a customer has with their car and the trust they can count on from Hoffman.
We’ve given them a modern color palette to bring some energy to the brand after 100 years. We kept it tied to their original blue to keep some consistency and solidarity. It’s all about trust. If we took the brand too far, we’d lose that for them.
### Launching into the Limelight:
To ensure the message reached far and wide, GO Marketing Agency orchestrated a top-of-mind awareness video media launch. The result was not just increased visibility but a reaffirmation of Hoffman Auto Group's position as a trusted choice in the competitive automotive market.
### Conclusion:
As the dust settled on this collaborative effort, Hoffman Auto Group emerged with a revitalized identity—a brand that doesn't just sell cars but builds relationships grounded in trust. The journey, as unveiled by GO Marketing Agency, showcased not only a century of success but a roadmap for the future.
So, the next time you slide behind the wheel of a Hoffman vehicle, remember, it's not just a car; it's a testament to a century of trust, reliability, and a commitment to being "Driven By Trust." In a world where businesses come and go, Hoffman Auto Group stands as a beacon, proving that some legacies are built to last.
## Embracing AI: The Excitement and Uncertainty of Tomorrow's Technology
https://www.go-agency.com/pulse/embracing-ai-the-excitement-and-uncertainty-of-tomorrows-technology
Artificial Intelligence (AI) and Machine Learning (ML) have been around for several decades, initially accessible mainly to researchers and large corporations. However, advancements in technology have made AI and ML tools available to everyone, from small businesses to independent developers. There’s no question that they’re here to stay. As a developer, I generally embrace new technology and get excited about the benefits both personally and professionally. The advances in AI and the speed at which they are progressing have made me extremely excited, but admittedly, they have made me very nervous as well.
But why?
The obvious reasons include job loss, or the fear that my step-children, nieces, and nephews won't find work because machines do it faster and cheaper. Or a colleague being let go because a large language model (LLM) is actually quite good at generating copy or crunching numbers and running complex analyses. These scenarios play out in the back of my mind from time to time (I worry a lot), and while I worry about these things, I feel like this isn’t going to happen in the very near future… or will it?
Here at GO, we have embraced AI as a tool to improve our efficiencies and those of our clients as well. We currently use AI in a variety of ways in our daily work. For example, we use it to help with market research and competitive analysis, analytics, copywriting, retrieval augmented generation (RAG) systems, search engine optimization, code generation, storyboarding, and more. AI has personally saved me hundreds of hours already, performing monotonous tasks that I hate doing in record time. Programmatically, many complex tasks are now trivial.
For example, a client recently requested a seemingly simple feature in a secure portal we built where all parts of a street address need to be extracted from a single line of text (a string, in nerd speak). So, for example, consider this line of text:
2074 Park Street, Suite 307, Hartford CT, 06106
Automatically extracting the street, suite (if applicable), city, state, and zip code to be used as individual chunks of data might sound pretty basic but is actually very complicated. Remember, computers like consistency and patterns, but people can type a street address in many different ways. Prior to AI, you’d probably try to leverage the Google Places API to perform an operation like this. I’ll spare you the technical mumbo jumbo as to why this is difficult, but with AI, it no longer is. With a simple prompt and an API call to your favorite LLM, this is now easy. That’s a win in my book!
From an AI perspective, while helpful, this is pretty basic stuff. AI is getting smarter, though. There have been comparisons between the current state of AI and human developmental stages, describing AI as having the intelligence of a teenager or college student but predicting that it will soon reach the level of a Ph.D. scientist.
But none of this is why I worry.
I worry about Artificial General Intelligence (AGI). In case you haven’t heard the term, it is defined as:
“Artificial General Intelligence (AGI) refers to a type of artificial intelligence that possesses the ability to understand, learn, and apply knowledge across a wide range of tasks at a level comparable to human intelligence. Unlike narrow AI, which is designed for specific tasks, AGI can perform any intellectual task that a human can, demonstrating general cognitive capabilities.”
Think hard about the last part of that pull quote—“demonstrating general cognitive capabilities.” Don’t get me wrong, AGI is exciting, and I can see some amazing opportunities, but I imagine some frightening scenarios as well. For example, would you rather visit a doctor who has looked at 10,000 CAT scans throughout the course of their career, or use an AGI system that has seen 10,000,000? We’re already seeing AI being used to detect early-stage cancer that many doctors would have missed. This is amazing. But what about having a digital pet with AGI that lives forever, never ages, and is plugged in or put “to sleep” while you go on that fancy family vacation. Bizarre, right? If machines will have “cognitive capabilities,” then it’s not really a fallacy to imagine we might not ever have to go to a “real” doctor again, or a lawyer, a real estate agent, accountant, or even hire child care. Imagine the military implementations of AGI? Now that’s scary!
There is significant debate among experts as to when AGI will be widespread. Some experts speculate within five to ten years, while others say fifty or more. Either way, it’s coming.
The evolution of AI and ML has transformed from being niche technologies accessible only to researchers and large corporations to tools available to everyone, including small businesses and independent developers. This transformation brings with it both excitement and apprehension. While the practical benefits of AI, such as increased efficiency and the automation of mundane tasks, are undeniable, the potential implications of AGI are both thrilling and concerning. AGI's ability to perform any intellectual task a human can raises profound questions about the future of work, ethics, and society at large. As we stand on the brink of this new era, it is crucial to balance our enthusiasm for the potential of AI with a thoughtful consideration of its broader impacts, ensuring that we harness these technologies in ways that benefit humanity as a whole. I leave you with this question: How do you believe AI/AGI will shape our world in the next decade, and what responsibilities do we have in guiding its development?
## ESPN College Gameday's "Border Wars" Video
https://www.go-agency.com/pulse/espn-college-gamedays-border-wars-video
We’re pumped to share our first ESPN segment, which aired on College GameDay on November 26th. The feature highlights Toledo, Ohio as the epicenter of the Michigan/Ohio State rivalry. It was a really fun video to work on!
Shout out to our Managing Producer, Adrienne, for filming and producing this piece.
Fun fact – Toledo, Ohio is Adrienne’s hometown.
[Border Wars: ESPN College Game Day](https://vimeo.com/211529309) from [GO](https://vimeo.com/goagency) on [Vimeo](https://vimeo.com).
## Forget 2019. What are the Digital Marketing Trends for 2020?
https://www.go-agency.com/pulse/forget-2019-what-are-the-digital-marketing-trends-for-2020
One of the most asked questions in the marketing industry is, “What are the new trends?” While many companies are open and willing to jump in and try the biggest, newest, and most talked about innovations on the horizon, some of these changes will make a direct impact on campaigns whether a business is ready, or not. And, of course, many of these methods will go on to become industry staples (think social media and mobile marketing), while others fizzle after a few years.
We may have just begun 2018, but there are trends that are catching everyone’s attention and slated to grow over the next several years.
### **Customer-Centric Marketing**
Personalizing marketing is nothing new, but because of new data, customizing your message has become even more targeted. Thanks to AI and machine learning, marketers have moved from relying solely on demographics to having habits, desires, activities, and purchasing preferences available at the touch of a button. Furthermore, companies are learning how to use these actionable metrics to convert data into sales.
“Marketers have always wanted to know what their customers are thinking,” GO’s Digital Strategist, Jamie Esposito, explains, “But, now the industry has the ability to embrace a customer-centric mindset because we have the data to support it. Before, it was always a bit of a guessing game, but with this information, we can truly deliver what the buyer wants.”
For example, [major retailers like Amazon](https://www.forbes.com/sites/gregpetro/2017/09/07/amazon-knows-what-your-customer-wants-next-season-do-you/2/#3bcc3bfc653d) are leveraging rising AI-based solutions that blend data from various sources such as historical transaction data, trending sales, competitive info, CRM data, and social media feeds. This produces a rare view into the purchaser’s persona. By better understanding consumer behaviors, Amazon can create private label merchandise, therefore, placing them in an immediate duel with other sellers and specialty retailers.
### **Google AdWords**
Google AdWords has been a major player for years, but, just like everything else, it continues to evolve. Gone are the days of simple PPC and generically produced keywords. Many of Google’s latest features revolve around machine learning and customer-centric marketing.
For example, with Google's [new smart display campaigns](https://support.google.com/adwords/answer/7020281), advertisers can present ads in almost all formats across the entire Google Display Network. This means that ads are reaching people during all stages of the buying cycle, from those just starting to show interest to those ready to take out their wallets. To do this, Google connects three optimization technologies including automated bidding, automated targeting, and automated ad creation. By using targeting, these ads appear where they will get the most significant response for the most value. While this change is already in process, it will impact how Google determines ad placement for years to come.
### **New Forms of Native Advertising**
Native advertising, or paid media publicity that is fundamentally not intrusive, promotes a brand while blending in with the platform. If done well, this method is better at developing authenticity and engagement with prospective customers than conventional digital ads. But, what has transpired recently is that consumers are catching on to “hidden” promos and are starting to demand transparency. The reality star who is banking on their 15 minutes of fame is no longer convincing viewers that they are genuinely excited about their protein shake or teeth whitener.
What will change in the future is how native advertising is conducted. Last year the [Federal Trade Commission proceeded with warnings](https://www.ftc.gov/news-events/press-releases/2017/04/ftc-staff-reminds-influencers-brands-clearly-disclose)to almost 90 brands and social media influencers, including social media maven Kim Kardashian, that they failed to reveal that the brands and products they promote is paid content. Instagram recently changed the way they display their sponsored content, in part, because of this warning, and other platforms will continue to do the same.
### **Voice Search Marketing**
It is predicted that [by 2019, 67 million of voice devices](http://www.adweek.com/digital/heres-what-you-need-to-know-about-voice-ai-the-next-frontier-of-brand-marketing/) will be homes and offices across the United States alone. While many consumers are using this technology to make shopping lists and listen to the latest music, a shift is quickly happening towards the way advertising is conducted. Brands are starting to understand that these devices present a unique opportunity to make ordering easier, and by formulating campaigns using past purchase information, shoppers can buy a product simply by using their voice.
At GO, we touched on this in our blog, [Why Brands Need to Adopt a Marketing Strategy for Voice Devices](http://www.go-agency.com/feed/marketing-strategy-voice-devices), and pointed out that as this technology grows at a rapid pace, marketing agencies are rushing to be the first ones to use this opportunity in the best way. It may take a little bit of time before buyers are comfortable ordering a product verbally by size and name, instead of visually from a logo and packaging, but the business that capitalizes on this prospect by using “wake words” and jingles will most certainly see a jump on the bottom line.
The future of marketing is looking to become a more responsive, authentic, and analytical as we embrace new media, platforms, and opportunities. But, what stands as the primary goal, as it always has for the marketing industry, is to choose the best option for our clients as we guide them through the changes in the years to come.
## Forget 2020. What are the Digital Marketing Trends for 2021?
https://www.go-agency.com/pulse/forget-2020-what-are-the-digital-marketing-trends-for-2021
Part of being a good marketer is to look towards the future – to assess the latest in technology that will bring business to customers. With 2020 around the corner, we have a pretty decent grasp on the impact digital marketing will make in the coming year. But what about beyond? Will content still be king? How will SEO change? Will consumers always be enamored with their voice devices? Let's find out.
### A Look Back…to the Future
Back in 2018, we explored what was to come in the blog, [Forget 2019. What Are the Digital Marketing Trends for 2020?](http://www.go-agency.com/feed/forget-2019-what-are-digital-marketing-trends-2020) We examined AI-based solutions, the Google Display Network, native advertising, and voice search marketing. Did these concepts take off? Yes, but that was just the beginning. These trends aren't just fads anymore. They are the staple of innovative marketing plans, and they have room to evolve. Furthermore, other trends based on new technologies are starting to emerge.
### Non-Linear Journeys
Gone are the days where a customer sees an ad, goes to the store, and buys the product. Clean and simple. With the implementation of remarketing, cross-device targeting, and OTT, the term “linear click path” has now become obsolete. In the last few years, there has been a question on everyone's mind when they are looking at their Facebook page. That question is, "How did Facebook know I was searching for a new \_\_\_\_\_\_\_\_\_\_\_\_\_ (insert product name here)." No, Facebook is not a mind reader, in the traditional sense. Chances are you searched for that coveted product on a few occasions. Maybe you watched a video including the merchandise or followed a social media influencer that uses it. Either way, Facebook can read your mind by decoding your data.
Non-linear journeys go well beyond social media as well, with targeted products popping up on [televisions, radios, voice devices, and more](https://www.mediavillage.com/article/insights-on-tv-advertising-and-the-customer-journey/), making the journey a multi-media marketing endeavor. In this digital age, the journey starts with an interest and progresses to research - reviews and ratings. The user then dives deeper, comparing features and price. Once the user has decided on which company they deem worthy of their patronage, they’ll complete either an online or in-store purchase. Much more complicated than the fantastical linear direct click-to-buy path to conversion. With digital channels becoming savvier, and new ones introduced every year, this marketing trend is only expected to gain traction.
### Marketing Automation
One way to identify a user’s complicated and “messy” click journey is through a marketing automation platform. We here at GO refer to it as the central nervous system of all things marketing. However, [marketing automation](http://www.go-agency.com/feed/marketing-automation-right-your-business) is nothing new. In order to survive in this marketing-driven world you have to adopt new technologies that allow you to work smarter, not harder. However, with a myriad of digital capabilities at our fingertips, marketing automation in 2021 is going to be a whole new ballgame. Much like targeted ads popping up on Facebook, customizing communication based on a prospects' interests or actions continue to be proven much more successful and cost-effective than trying to reach the masses with a generic message.
According to Salesforce, [67% of marketing leaders already rely on marketing automation](https://www.salesforce.com/content/dam/web/en_us/www/assets/pdf/datasheets/salesforce-research-fourth-annual-state-of-marketing.pdf), and 21% have it in the works for the year ahead. If you are a company that communicates with consumers, it just makes sense. Sending mass emails and continuously bombarding uninterested parties is so 2018. Marketing automation converts more leads with scalable, personalized content, lead scoring, automated nurture campaigns, and tracked results. It's the way to do business in 2021 and beyond.
### Google Tag Manager
Yes folks, Google does it again with this free tool that enables users to track specific events and actions on their website without needing to bother your web developer, who has his or her head buried in code. Data from your site can then be shared with Google Analytics, Google Ads, Facebook Business Manager, LinkedIn Campaign Manager, and a plethora of other third-party ad platforms. Why is this important? Because it allows for more customization and ensures you are receiving the information you need while delivering the most effective message. While the use of Google Tag Manager is gaining popularity, we predict this helpful tool will be in widespread use in the very near future.
### Offline Conversion Tracking
Regardless of what online retail outlets want you to believe, there are still brick and mortar stores out there, and they need digital marketing too. Many of these establishments are testing new ways to measure their digital marketing efforts and how they translate to in-store foot traffic and online sales. For a while now, they have used things like sensors, coupons, geo-targeting, and promo codes. However, companies like [Placed powered by Foursquare](https://www.placed.com/) are able to tie online marketing to offline sales. Facebook, Google, and the like are in beta with launching offline conversion tracking methods for the retailer of the future.
Google has capitalized on searches starting with "near me" and geo-targeting potential nearby customers, but now they are testing inventory and product searches through AdWords to determine conversion rates. Facebook is now utilizing the data from customers that allow location services to be available on their mobile devices in conjunction with clicked local store advertisements. Even with this information, conversion rates can be challenging to measure. Just because someone spends an hour in a store, doesn't mean they always buy something. To combat this, Google now has an in-store transaction tool that enables retailers to import sales into AdWords through customer match, using Gmail and other emails through Facebook. Going forward, we predict that these platforms will find even more ways to measure conversion rates and that apps like Waze, with over 50 million users and counting, will entice drivers to visit stores while offering promotional or seasonal specials.
### Voice Search Marketing
It was predicted that by [2019, 67 million of voice devices](http://www.adweek.com/digital/heres-what-you-need-to-know-about-voice-ai-the-next-frontier-of-brand-marketing/) would be in homes and offices across the United States alone. Not only is that number expected to increase, but as we get more comfortable with Alexa in our lives, we are using these devices in new ways.
When voice devices first came into the market, many used them for listening to music, asking what the weather is, or making a shopping list. Now, consumers are taking it one step further, and [voice devices (and marketers) are here to listen](http://www.go-agency.com/feed/marketing-strategy-voice-devices). Want to play a Taylor Swift song? Alexa may tell you how to download her new album. Need milk on your shopping list? Your voice device may follow it up with who is running a special.
While the possibilities for voice devices are emerging, it is clear that these devices present a unique opportunity to formulating campaigns using past purchase information. As users become more comfortable with devices, it is the next logical step to use them for more personalized needs.
Marketing has evolved more in the last ten years than we've ever seen before. The possibilities are endless, and digital marketers will always look for innovative methods to make their clients stand out. What matters though, is finding a solution that works best for your needs, not just going with the new and shiny. At GO, it is our job to make sure that our clients are using the digital technology that brings dollars to their bottom line. There are a lot of options out there, but we are ready to GO and explore the possibilities. Are you?
## Freedom to Soar
https://www.go-agency.com/pulse/freedom-to-soar
I just wanted to take a moment to give you a BIG shout out on the Certificate and Money Market campaign. We had market leading rates but your agility and quick to market efforts made all the difference. We are grateful to be able to step off the gas so soon. We appreciate all of your hard work and commitment to our business objectives. We value our partnership with you all very much. Go GO Team!!!
impact
### 80%
VCR
### 200%
Page Views
Can you make a difference in the lives of members and our community by powering their financial independence? One local credit union believes we absolutely can.
Partnering with American Eagle Financial Credit Union (AEFCU), we embarked on an ambitious journey to revolutionize its digital presence and member engagement. Through a thorough discovery process that focused on emerging and aspirational market persona groups, we redefined the AEFCU brand archetype and crafted a new tagline to anchor our campaign.
highlight
Our mission: to bring to life AEFCU's vision of "Freedom to Soar," where financial freedom empowers every member to pursue what they love. Our collaboration launched a transformative campaign, encapsulated in our brand anthem video, "Fly," which celebrates members' journeys towards financial freedom.
#### Brand Anthem Video:
"Fly" embodies the courage and ambition of AEFCU's members, who, much like pioneers, are on a quest for financial freedom. Powered by our refreshed brand strategy and passion for helping our community soar to new heights, the cinematic brand anthem features the track "Fly" by Sugar Ray—a nod to frontman Mark McGrath's Hartford roots. It highlights community-centric stories of members catapulted by AEFCU’s products and services to confidently navigate their financial journeys and achieve their super "Fly" moments.
### Telling members' stories meant revitalizing the AEFCU Brand from the ground up.
This required an all encompassing approach, tackling a wide range of deliverables across all owned, earned, and paid channels. From in-branch signage and Video Teller Machine (VTM) screens to digital platforms, social media assets, member print collateral, and an expansive new paid marketing campaign, our efforts were strategic and integrated. We centered our storytelling around a fresh UVP and Mission.
#### Unique Value Proposition:
AEFCU delivers personalized member experiences, enhancing financial literacy and providing cutting-edge tools and technology. This empowers their members to focus on life's journeys without financial constraints.
#### Mission:
Their mission is steadfast—to enrich the lives of our members and communities. Committed to transforming the financial landscape to ensure that financial freedom isn't just an ideal, but a reality for everyone.
#### Tone and Style:
Reflecting AEFCU’s foundational belief in "Financial Freedom for All," the campaign is vibrant and aspirational. It emotionally connects with viewers through stories of empowerment and their personal definition of success, driven by AEFCU’s commitment to financial education and innovative banking solutions.
#### IMPACT: Early Results 45 Days in Market
7+ MILLION
==========
Brand Anthem video impressions across digital and broadcast
832
===
Brand landing page conversions
Up 58.3%
========
Sitewide conversions period over period
#### Brand Anthem Video:
"Fly" embodies the courage and ambition of AEFCU's members, who, much like pioneers, are on a quest for financial freedom. Powered by our refreshed brand strategy and passion for helping our community soar to new heights, the cinematic brand anthem features the track "Fly" by Sugar Ray—a nod to frontman Mark McGrath's Hartford roots. It highlights community-centric stories of members catapulted by AEFCU’s products and services to confidently navigate their financial journeys and achieve their super "Fly" moments.
### Telling members' stories meant revitalizing the AEFCU Brand from the ground up.
This required an all encompassing approach, tackling a wide range of deliverables across all owned, earned, and paid channels. From in-branch signage and Video Teller Machine (VTM) screens to digital platforms, social media assets, member print collateral, and an expansive new paid marketing campaign, our efforts were strategic and integrated. We centered our storytelling around a fresh UVP and Mission.
#### Unique Value Proposition:
AEFCU delivers personalized member experiences, enhancing financial literacy and providing cutting-edge tools and technology. This empowers their members to focus on life's journeys without financial constraints.
#### Mission:
Their mission is steadfast—to enrich the lives of our members and communities. Committed to transforming the financial landscape to ensure that financial freedom isn't just an ideal, but a reality for everyone.
#### Tone and Style:
Reflecting AEFCU’s foundational belief in "Financial Freedom for All," the campaign is vibrant and aspirational. It emotionally connects with viewers through stories of empowerment and their personal definition of success, driven by AEFCU’s commitment to financial education and innovative banking solutions.
#### IMPACT: Early Results 45 Days in Market
7+ MILLION
==========
Brand Anthem video impressions across digital and broadcast
832
===
Brand landing page conversions
Up 58.3%
========
Sitewide conversions period over period
## Friends of Jimmy Online Ticket Club Gets an Upgrade
https://www.go-agency.com/pulse/friends-of-jimmy-online-ticket-club-gets-an-upgrade
Friends of Jimmy is an online ticket club that gives members exclusive access to tickets for some of the biggest shows that Live Nation brings to the Toyota Oakdale Theatre, Xfinity Theatre, the Hartford HealthCare Amphitheatre, Mohegan Sun Arena and more!
GO built the original ticketing system 13 years ago, so it was definitely time for an overhaul. We added functionality for the admins around building and managing offers, a robust WYSIWYG (what you see is what you get) drag-and-drop email template builder integrated into the software, and a completely new, modern responsive design.
It’s fair to say, an easier way of getting exclusive access to shows before tickets go on sale is music to our ears.
## From Assembly Line to Bottom Line: How Smart Marketing Fuels Leads for Manufacturing
https://www.go-agency.com/pulse/from-assembly-line-to-bottom-line-how-smart-marketing-fuels-sales-for-manufacturing
#### THE AD
To reinforce their position as an industry leader, we launched a targeted, gated content campaign on *LinkedIn* featuring a thought leadership piece from their VP of Sales.
#### THE FORM
By leveraging *ZoomInfo* to refine and match a custom sales target list, we identified key decision-makers and activated that audience on LinkedIn. Within just three weeks, the campaign had already influenced visits from **10 high-value accounts**, out of **266 targeted**, to the client’s website. These are visits from companies handpicked by the sales team, making every interaction count.
#### THE ENGAGEMENT
The ability to track engagement across platforms and tie content back to real business opportunities made this campaign a strong example of how the right content, at the right time, delivered to the right people, can move the needle
in manufacturing marketing.
### Marketing to manufacturers isn’t about emotion; it’s about expertise.
Instead of speaking to casual shoppers making emotional or impulse decisions, you’re addressing technical, detail-oriented professionals focused on performance, ROI, and long-term value. These buyers include engineers, procurement teams, and operations leaders—each playing a role in a lengthy, high-stakes purchasing process. That’s why marketing has become such a vital tool in the manufacturing space. It educates, informs, and supports prospective buyers through a complex sales funnel. **In fact, in a recent study, 71% of manufacturing marketers say content marketing is more important to their business than ever before.** Yet, only about a quarter of them feel their efforts are truly effective.
One of manufacturers' biggest challenges is creating content that resonates with buyers at every stage of their journey—from initial awareness of a problem to final purchase decisions. **That's where we come in.**
Because "We Make Good Stuff" Won't Work Anymore
-----------------------------------------------
**Manufacturer marketing isn't just a nice-to-have; it's mission-critical in today's digital-first, research-driven buying environment.** Buyers are reading, watching, and comparing long before they ever reach out. That means your digital presence needs to do the heavy lifting throughout the sales process.
#### **Build Credibility Through Expertise:**
Manufacturers who consistently share valuable content can position themselves as trusted experts in their field.
#### B**oost Visibility and Awareness:**
Strategic content marketing helps manufacturers rise above the noise and stay top-of-mind with potential customers.
#### **Educate Buyers and Solve Problems:**
Complex products require thoughtful explanations that make life easier for decision-makers.
#### **Guide the Buyer’s Journey:**
From early research to final purchase, buyers need different types of information along the way that meets them where they are.
#### **Support Sales and Lead Conversion:**
Mind-blowing content gives your sales team the tools they need to move conversations forward and close the deal.
#### **Strengthen Customer Relationships:**
Product updates, success stories, and insider tips keep your current customers engaged and coming back for more.
---
If You Build It…They *Might* Come
---------------------------------
**We’ve covered why content marketing matters, but when it comes to manufacturers, the approach needs to be different.** You’re not selling impulse buys; you’re selling high-investment solutions to highly informed buyers. That brings a unique set of challenges and opportunities. So, what sets content marketing for manufacturers apart?
#### **Highly Technical Content**:
Marketing must simplify the technical without dumbing it down, while also building confidence with your audience.
#### **Multiple Decision-Makers**:
In B2B manufacturing, you're often speaking to a team and not a single buyer. Your content strategy needs to serve everyone.
#### **Long, Consultative Sales Cycles**:
Your strategy should nurture prospects over time, guiding them from awareness to evaluation to purchase at every stage.
#### **Trust is Everything**:
In a space where reputations are built over years, content is your proof and helps establish your brand as a reliable, knowledgeable partner.
#### **Visuals Are Key**:
Manufacturing products often need to be seen in action to be understood, showcasing functionality and differentiators.
#### **Safety and Compliance**:
Content that highlights safety protocols and regulatory standards reinforces credibility and helps remove barriers to purchase.
#### **Beyond the Sale**:
Content marketing shouldn’t stop once the deal is done. Post-sale support helps customers succeed and builds loyalty for the long haul.
---
Marketing That Runs Like a Well-Oiled Machine
---------------------------------------------
When it comes to marketing for manufacturing, there’s no one-size-fits-all approach. The key is using the right mix of formats to meet buyers where they are, whether they’re researching a problem, evaluating vendors, or ready to make a purchase.
#### **Whitepapers & eBooks**:
These valuable insights and data pieces are perfect for technical buyers who want substance. Gating them behind a form helps generate high-quality leads.
#### **Video Content**:
Videos bring your products and processes to life and help prospects understand your offering while building trust quickly.
#### **Case Studies**:
Case studies show how your solutions solve problems and deliver results, proof that you can back up your claims.
#### **Thought Leadership:**
One of the most powerful tools in a manufacturer’s content arsenal is the knowledge already inside the organization, showcasing your team’s expertise.
#### **Infographics**:
Infographics are perfect for distilling complex information into a visual, digestible format that’s easy to share and remember.
#### **Webinars & Podcasts**:
These formats offer thought leadership, training, and Q&A opportunities, plus they can be repurposed into gated content later on.
#### S**ocial Media Posts**:
Even in manufacturing, your audience is online. Use social media to share content, promote events, spotlight team members, and stay visible in the feed.
#### **Email Marketing**:
Email is still one of the best ways to stay connected. Send newsletters, product updates, and personalized content to nurture leads and support customers.
#### **Tailoring your content to each stage of the buying journey is key to building trust and guiding buyers toward a decision.**
In manufacturing, the B2B sales process follows a familiar **three-stage** journey.
At the **awareness stage**, prospects are just beginning to explore potential solutions. They **identify pain points and research** broadly, looking for information and not a sales pitch. As they move into the stage of **consideration**, they start comparing specific options and evaluating which manufacturers or products can meet their needs. They’re weighing pros and cons, digging into specs, and reviewing use cases. Finally, in the **decision stage**, they’re narrowing it down. They’ve likely engaged with your team and are seeking validation (case studies, proof of performance, or customer testimonials) to feel confident in moving forward
---
Real Results: **In Manufacturing & Logistics**
--------------------------------------------------
**A strong manufacturing content strategy includes a variety of formats tailored to every stage of the buyer journey.** A standout example comes from a leading manufacturer of sustainable, injection-molded plastic products, delivering state-of-the-art logistics solutions with a product lineup as diverse as its audience.
 
#### THE AD
To reinforce their position as an industry leader, we launched a targeted, gated content campaign on *LinkedIn* featuring a thought leadership piece from their VP of Sales.
#### THE FORM
By leveraging *ZoomInfo* to refine and match a custom sales target list, we identified key decision-makers and activated that audience on LinkedIn. Within just three weeks, the campaign had already influenced visits from **10 high-value accounts**, out of **266 targeted**, to the client’s website. These are visits from companies handpicked by the sales team, making every interaction count.
#### THE ENGAGEMENT
The ability to track engagement across platforms and tie content back to real business opportunities made this campaign a strong example of how the right content, at the right time, delivered to the right people, can move the needle
in manufacturing marketing.
---
A Smart B2B Strategy in Action
------------------------------
**Marketing for manufacturers isn’t just about pushing products;** it’s about creating meaningful connections with technical buyers, supporting them throughout a long decision-making process, and proving your value at every touchpoint. A well-executed content strategy, built around thought leadership, targeted outreach, and tailored formats, can help your brand stand out in
a competitive, complex industry.
Whether you’re just starting to build your content engine or looking to refine a mature strategy, remember this:
"the most successful manufacturers aren’t just producing great products, they’re telling the right story to the right people at the right time."
And that’s where the real magic happens.
We speak B2B manufacturing fluently. If you're ready to engage the right audience with the right message, [GO is ready to help](https://www.go-agency.com/contact).
## From Blank Page to Breakthrough: Our Go-To Brainstorming Exercises
https://www.go-agency.com/pulse/from-blank-page-to-breakthrough-our-go-to-brainstorming-exercises
I see brainstorming as more than idea generation—**it’s a discipline where strategy, creativity, and collaboration intersect.**
The strongest ideas rarely appear fully formed; they emerge when structure and play coexist, giving the freedom to explore unexpected directions while staying anchored to the brief.
**Here are a few of the exercises I return to again and again to spark original thinking.**
### **1. Rapid Fire Rounds**
I set a timer and generate as many ideas as possible, suspending judgment in favor of momentum. Even the most unconventional suggestions often spark stronger, more refined concepts. ***Speed creates freedom—and freedom fuels originality.***
---
### **2. Word Chains**
Starting with a single, project-related word, I follow the associations wherever they lead. It’s especially powerful when non-design teammates jump in—often their connections reveal surprising and relevant new angles. ***Fresh language creates fresh thinking.***
---
### **3. Role Reversal**
I like to flip perspectives—asking what a competitor would never do, or how a eight-year-old might approach the challenge. I’ll often loop in outside perspectives or other colleagues outside design to see how they’d frame the problem. ***Perspective shifts lead to opportunity shifts.***
---
### **4. Group Moodboards**
When everyone contributes imagery, colors, or typography that resonates with the project, the overlap reveals patterns we couldn’t see individually. The most unexpected contributions often become the foundation for the creative direction. ***Collective vision strengthens individual ideas.***
---
### **5. The “Yes, And” Rule**
Instead of shutting ideas down, I focus on building on them. With diverse voices in the room, this approach keeps the energy high and momentum flowing, often uncovering solutions we wouldn’t reach on our own. ***Collaboration multiplies potential.***
Conclusion
For me, brainstorming isn’t about chasing one big idea—it’s about creating the right conditions for ideas to grow, evolve, and sharpen through collaboration. The process itself is often the first step toward the most impactful creative results.
---
**Frequently Asked Questions**
### **The Art of Visual Storytelling**
**Q. How do you turn brainstorms into results?**
After the session, we sort ideas, look for patterns, and identify which ones align with strategy. That’s when brainstorming turns into real creative direction.
**Q. What if someone isn’t “creative”?**
Everyone is creative in their own way. Some people think visually, others strategically. The mix of perspectives is what makes a brainstorm valuable.
**Q. Why involve people outside the creative team?**
Fresh perspectives lead to stronger ideas. Non-design teammates often approach problems differently, which keeps concepts grounded and innovative.
**Q. Do brainstorms ever actually produce finished ideas?**
Not usually—and that’s the point. Brainstorms are about quantity, not polish. The best concepts get refined after the session.
---
### **About the Author**
Vivian is a creative problem solver with a curious mind who brings passion and positivity to every project. An award-winning illustrator and designer, she thrives in collaborative environments—and outside work, you’ll find her thrifting, hiking, or watching a good thriller movie. [Learn more about Vivian](https://www.go-agency.com/about/our-team/vivian-chu) and her time here at GO.
## From Serve to Stream: How We Capture the US Open Action
https://www.go-agency.com/pulse/from-serve-to-stream-how-we-capture-the-us-open-action
#### The result? A seamless, exciting broadcast that captures the energy and thrill of the US Open, delivered right to your screen.
> [View this post on Instagram](https://www.instagram.com/reel/C_k9_vGxFJa/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Greenlight Productions (@gogreenlightgo)](https://www.instagram.com/reel/C_k9_vGxFJa/?utm_source=ig_embed&utm_campaign=loading)
At the US Open, every moment counts, and capturing that energy for viewers around the world is no small feat. Our day begins at 11 a.m. when our production assistants (PAs) log in to watch each match, clip key moments, and capture both exciting plays and quirky moments that give the broadcast personality. Whether it’s a brilliant drop shot or a squirrel stealing the show, we’re ready to deliver it all.
### The Technology Behind the Magic
Our PAs use a system called IP Director, which allows them to clip, label, and send match highlights directly to the editing team in real time. This is just the first step in our process. Meanwhile, ENG crews on the ground capture footage in 60fps and 24fps, ensuring the highest-quality visuals for broadcast. With dual recorders, they get every angle, moment, and cinematic shot.
### Footage Collection Across the Country
While we have PAs stationed in different locations, we always maintain a key presence at Arthur Ashe Stadium. Here, team members collect cards from the ENG crews, ingest the material into our mainframe, and compile all the footage. The ingredients are gathered, and now it’s time to cook!
### Crafting the Perfect Show
Our editors, working both on the East and West coasts, piece together the day’s highlights. Each editor is assigned roughly 8 minutes of footage, crafting segments that tell the story of the tournament. Sometimes this requires creative approaches, like a 3-minute feature on the Italian players’ day or a deep dive into a match that went the full five sets.
By 11 p.m., our script is usually complete, with multiple endings written to account for matches that are still ongoing. Voiceover artist Kevin Skinner steps in to narrate, often recording late at night from a mobile studio.
### Late Night Rally
From 11 p.m. to 2 a.m., our team works at breakneck speed to finalize the 26-minute highlight show. This involves assembling all the segments, making sure they’re perfectly timed, and conducting a final review to ensure everything is ready for broadcast. Once it’s approved, the show is sent to London for global distribution.
impact
### 33
calls to London, assuring the show made it
### 31.41
Terabytes of footage
### 167
entities representing every continent
### 556K
Honey Deuce cocktails consumed
### 1+M
Fans that entered the gates in 3 weeks
### 75M
total prize money compensation
#### The result? A seamless, exciting broadcast that captures the energy and thrill of the US Open, delivered right to your screen.
## From sketchbook doodles to center stage 🎭✨
https://www.go-agency.com/pulse/from-sketchbook-doodles-to-center-stage
### City Springs Theatre Company has a brand-new look and it’s more than just a logo.
This mark was crafted through dozens of behind-the-scenes iterations with one big goal: to create something that feels modern and professional, yet still artsy, expressive, and full of heart.
We also had to design with flexibility in mind. This logo needed to perform across a full spectrum of creative touchpoints: from web and social to opening night signage, stage uplights, print, digital ads, swag, video, and beyond. It’s a brand made to move, adapt, and show up boldly in any spotlight.
The final design draws inspiration from the shadow of the spotlight and the idea of being on the rise, a visual reflection of City Springs Theatre Company’s mission to elevate the arts in Greater Atlanta and bring world-class theatre to the community.
***We’re proud to help tell this story and even prouder of where it’s headed.***
## Get Personal With Marketing Automation
https://www.go-agency.com/pulse/get-personal-with-marketing-automation
Imagine…a world where prospects engage with an ad, which drives them to seamlessly schedule a consultation within your calendar, with no human involvement. Sounds like a dream, right? Well folks, that dream is today’s reality. Marketing automation at its finest.
###
### **What is Marketing Automation, Really?**
A little more than a decade ago, enterprise marketers started using marketing automation to improve efficiency, scale efforts, and drive higher ROI. They sought to have an automated system for all things related to their marketing campaigns, bestowing the power to generate more leads, drive sales, and optimize marketing spend on marketers. Personalization marketing is the neologism rolling off every marketer’s tongue these days. So why not practice what marketing moguls are preaching and utilize marketing automation to personalize communication based on prospects’ interests or actions they’ve taken? Let them receive the messages they actually want and not hammer people with messages you think they want.
It also serves as what our **President and Co-Founder, Chad Turner,** likes to call *“the central nervous system”* of your digital marketing campaigns - allowing you to analyze the tangible results being driven by each campaign so you can turn website visitors into bona fide leads.
Who doesn't want technology to take over cumbersome and costly sales processes? Let’s be real, your team has enough on their plate. So much so that 67% of marketing leaders already rely on marketing automation, and 21% have it in the works for the year ahead according to Salesforce.
### **Does Marketing Automation Make Sense for Your Business?**
Great, sign me up, right? Not so fast. Marketing automation is a valuable tool, but is it right for your business? Maybe you only need email capabilities or a platform to schedule and blast out Facebook and Instagram posts for you every now and then. Chances are, if you communicate with customers and prospects, marketing automation will do your business some good. Let’s figure it out by answering the following four questions:
• Does your CRM system gauge a lead’s interest?
• Does your CRM gather all of the information needed to make meaningful connections with prospects?
• Do you know where a lead is in your marketing funnel?
• Does your multichannel marketing strategy adapt based on how a lead behaves?
If the answer is no, or if you’re not even sure, then marketing automation is the key to setting these things right. According to Forbes, 82% of marketers recognized a positive ROI from marketing automation and said that it makes them more efficient. However, without the proper marketing automation strategy implemented, there’s a good chance you’re missing out on some significant client prospecting opportunities.
[via GIPHY](https://giphy.com/gifs/rihanna-makeout-bGPTxLislwm3u)
### **Marketing Automation is a Gamechanger**
So now you know marketing automation can streamline efforts and boost your ROI, but let’s get down to the nitty gritty. What are the day-to-day improvements you will see on day one of implementing an automation plan?
### **Improved Flexibility**
Sending mass emails. Getting past the gatekeepers. Your sales team has better things to do than sit in front of a computer. Providing the flexibility needed for even the best sales team to scale efforts, drive revenue growth, and improve marketing processes. Now THAT’s productive.
### **Time is Money**
You know what sales and prospects both hate? Having their time wasted. With marketing automation, convert more leads with personalized content, lead scoring, and automated nurture campaigns. With these new tactics, your business has the ability to improve, grow, and not waste anyone’s precious time.
### **One Big Happy Family**
If marketing and sales are the two bickering siblings at the dinner table, marketing automation is the mom snapping everyone back in line. With a bidirectional lead nurture workflow between sales and marketing, it becomes clear what materials are needed, who needs to be targeted, and how these two teams can work together to provide the strongest campaign.
### **Knowledge is Power**
Disparate systems or manual processes do not enhance bottom lines. It wastes time, creates frustrations, and feeds your team outdated or inaccurate data. Enhance your tactics with a focus on scalable, personalized communications. Being able to create, maintain, and track all content in primary digital channels makes sure everyone is well-informed.
[via GIPHY](https://giphy.com/gifs/latenightseth-lol-seth-meyers-4TpI13BW3VMCSnOnOx)
That all sounds great, right? Not sure where to start? Well, lucky for you GO is a certified marketing automation partner with SharpSpring. If anyone knows what a powerful tool marketing automation can be for your business, it’s us. We use it every day and we are believers
That all sounds great, right? Not sure where to start? Well, lucky for you GO is a certified marketing automation partner with SharpSpring. If anyone knows what a powerful tool marketing automation can be for your business, it’s us. We use it every day and we are believers
## GO at 20.
https://www.go-agency.com/pulse/go-at-20
Damn. 20 years, just like that.
When I reflect on our journey, from that very first day filled with a mix of excitement, nervousness, and self-doubt, it truly feels like yesterday.
I remember vividly the decision to step away from a comfortable job, venturing into the unknown world of agency life with no prior experience. At 27 years old, recently married, a new home, and enough savings for six months, the risk seemed daunting. We set a simple rule: if we couldn’t make it after six months we would go back to working "real" jobs. We laughed about surviving on ramen noodles if needed.
Well, six months went by, we picked up some nice projects, and we were able to draw a modest income to keep the lights on. Initially, our goal was survival, avoiding the dreaded return to "real" jobs.
This concept of "keeping the lights on" stretched for years. Having no agency experience certainly stunted our growth, but it also allowed us to build the agency we wanted to work at. An agency where nothing came before our people and our clients—including our own personal profits. An agency built on trust, where nothing mattered more than doing good work. An agency where the love, respect, and admiration for your teammates was infectious, and where pleasure came from the utmost gratitude of our clients. An agency that felt less like a job and more like a mission.
Reflecting on this two decades-long journey, we've had some amazing wins that propelled us forward, along with some devastating losses. As I reminisce on our shared victories and defeats, I'm proud of our growth. And, while we're not driven by accolades and awards, we've been recognized for both our work and our culture—and we've won enough of them to know that we can compete with just about anyone.
As I sit here today, reflecting on this 20-year milestone, I'm proud that GO has evolved into the kind of company your mom would want you to keep. But I'm even more excited and passionate about what lies ahead.
Our systems and processes, crucial for building efficiencies in business, are taking a major step forward and have never been better. We've never been surrounded by more experts or talent on our team, each dominating their respective areas. From our creative team to our ability to deploy highly effective, measurable media campaigns and produce high-level, nationally recognized video content, to developing enterprise-level websites and complex web-based software applications—we are better poised in all aspects of our business than ever before, which makes me believe that this is actually the start of something truly special.
To be honest, I've never been accused of being a good businessman, and I’m okay with that. I simply wanted to be a good person in business.
To be honest, I've never been accused of being a good businessman, and I’m okay with that. I simply wanted to be a good person in business.
Inevitably you strive to be both, but being a good person should come first, because if you are a good person who works extremely hard at exceeding expectations while doing the right thing, everything else takes care of itself. The 27-year-old version of me would be proud of GO today—not for the size of our team or number of incredible clients we serve, but for the way we all feel about each other and the work that we do. After all, it’s the people who make us GO.
It’s the people, each and every person who interacts with GO, that will help write the next chapter of our story. And, if the next 20 years are anything like the previous 20, I will be tremendously grateful for the passion and grit our team and partners bring to the table, sharing in the mission to do good work. Trusting each other… pushing forward… continuously raising the bar… and building something more extraordinary in the years ahead.
Because deep down, we all feel like we’re just getting started.
Onward,
Chad
## GO Celebrates 20 Years
https://www.go-agency.com/pulse/go-celebrates-20-years
This past week we celebrated a big milestone. We assembled our entire crew, 30 GO teammates from 9 states for 2 days, to celebrate 20 years.
And while we are on a numbers theme, we kicked off the celebration with an Enneagram workshop led by LGH (Leadership of Greater Hartford). Do you know your number? If you're unfamiliar with this personality test, the session helped us gain insight into our own personalities, as well as each others. It was the perfect combination of fun and thought provoking team building. Now we all have a deeper understanding of the people we work with and what makes them tick.
We also heard from some of the OG GO folk. Who gave their own version of what life was like at GO from the early years.
It wasn't all self reflection, we headed to The Truck Bar for some team bonding and friendly competition and many rounds of corn hole. From dinners, to games, to presentations in the end, the best part was being together and making new memories.
Cheers to 20!
## GO Enhances Video Capabilities by Joining Forces With Sack Studio
https://www.go-agency.com/pulse/go-enhances-video-capabilities-by-joining-forces-with-sack-studio
**Hartford, CT:** GO is proud to announce our newly expanded video capabilities with the addition of Managing Producer [Adrienne (Sack) Gallagher](http://www.go-agency.com/about-us/team/adrienne-gallagher/ "Adrienne Gallagher") to lead the video team.
Gallagher, previously the owner of Sack Studios, joins GO with ten years of experience in the industry and brings with her a wide range of capabilities including commercials, documentaries, feature stories, branded content, broadcast elements, and animation.
“Adrienne’s wealth of knowledge, experience and creativity allows us to bring the work we do to a new level,” President and Co-Founder Chad Turner explained. “We’re thrilled to have her on the team.”
With a large scope of national clients including ESPN, The Golf Channel and Great Big Story as well as highly visible events like the Summer and Winter Olympics and Monday Night Football, the addition of Gallagher to GO’s Emmy® Award winning video team will compliment and expand the agency’s work.
“I have been partnering with GO on individual projects for almost a year now,” Gallagher said. “The success of our completed projects made joining the team the obvious next step.”
## GO HO HO
https://www.go-agency.com/pulse/go-ho-ho
### Spreading cheer through the years!
### 2024
### 2022
### 2020
### 2018
## GO Honored with Prestigious "Creative Inspiration Award"
https://www.go-agency.com/pulse/go-honored-with-prestigious-creative-inspiration-award
**Hartford, CT:** Continuing to break the mold when it comes to marketing financial services, GO Media was recently presented with the prestigious Creative Inspiration Award by the Ad Club of CT for their work on Nutmeg State Financial Credit Union’s “Bury Your Money” integrated campaign. The award honors work that pushes boundaries, elevates the art of advertising and inspires creative thinking.
The campaign, which included digital billboards, digital display ads, and a discreet cameo in NFCU’s *Banking Game* commercial, contained no actual branding for the credit union. Instead, unbranded creative elements touting the image of campaign face “Clint Stone”, the As Seen on TV logo and the [buryyourmoney.com](http://www.buryyourmoney.com/) web address drove curious consumers to an equally unbranded, tongue in cheek landing page. With a distinctly unprofessional feel, the unresponsive landing page boasts lines like “The safest place for your dough is 6 feet below,” “Protect your stash, bury your cash!” and “If you let us bury your cash, we’ll even patch your grass!” and encourages consumers to utilize Clint Stone’s services to bury their money.
One click on the landing page takes the consumer to NFCU’s actual website, where information about their services is readily available.
Developed with the intention of breaking the standard approach to financial marketing and standing out in a crowded marketplace, the campaign follows NFCU’s continued out of the box approach to engaging and educating customers.
The judging panel acknowledged the challenge that many marketers face when developing campaigns for companies in the financial sector and applauded GO’s risky approach. Feedback from the judges included the following:
*“In financial services, there are so many regulations and restrictions that clients are often shy of creative ideas that don't fit with the norm. Yet this integrated campaign was recognized for the Creative Inspiration Award because it was not the norm, and was successfully sold in and executed across multiple channels.”
*“I thought this was a risky solution that the creative team pushed and pushed. And to their credit and their client's credit, it definitely stands out. I thought this campaign should inspire all of us creatives to push the work.”*
GO also took home six additional awards from the Ad Club of CT for their work on various videos, printed pieces and other campaigns.
## GO Launches New Video Division Greenlight Productions
https://www.go-agency.com/pulse/go-launches-new-video-division-greenlight-productions
### Greenlight to expand GO’s video offerings across commercial, film, documentary, and live television production.
**HARTFORD, CT** – GO, LLC, a leading full-service marketing and communications agency based in Connecticut and Atlanta, Georgia, announced today that it has launched [Greenlight Productions](https://www.greenlightproductions.com/), a new division exclusively specializing in high-quality video production across commercial, film, documentary, and live television production.
“This has been a long time coming,” said Chad Turner, GO’s President and CEO. “We’re excited to formally announce this new division and give it the proverbial Greenlight. Documentaries, mobile feature units and branded content, to name a few, continue to be a big part of the work our video team produces and it was important that we gave our team its own identity underneath the agency umbrella.”
[Adrienne Gallagher](http://www.go-agency.com/about-us/team/adrienne-gallagher/ "Adrienne Gallagher"), GO’s nationally recognized, Emmy-nominated Managing Producer will lead the Greenlight venture out of the Hartford office. She has extensive experience producing video content for corporate communications, broadcast, streaming, web, and other applications. Prior to joining GO/Greenlight, Adrienne worked for ABC, ESPN, Golf Channel and as a freelance producer for 10 years across a wide variety of industries.
Greenlight will continue to service GO’s rapidly expanding list of clients, which includes Fortune 500 companies, international, national and regional brands.
### **ABOUT GO, LLC.**
GO is a group of entrepreneur-minded creative individuals who have joined forces to become an award-winning, full-service marketing and communications agency with offices in Hartford, Connecticut and Atlanta, Georgia. Acting as a bolt-on marketing department, GO specializes in branding, creative services, media buying, video production and website development.
## GO Names one of Hartford's Most Innovative Office Spaces by Hartford Business Journal
https://www.go-agency.com/pulse/go-names-one-of-hartfords-most-innovative-office-spaces-by-hartford-business-journal
**Hartford Business Journal (9/1/16) -** One of the first things you'll notice when you enter GO Media's bright two-story office is the bicycle hanging from the conference room ceiling. An ode to the building's original roots as a Columbia bicycle factory, bicycles can be found in various areas throughout the office. A few steps further and you'll pass the Coding Cave, a quiet space dedicated exclusively to in-house coding and web design.
Spiral stairs lead to the main office space on the second story.
Floor-to-ceiling windows offer natural light that illuminates the open workspace. The marketing-communication agency's office includes a "work wall" that is regularly covered in creative ideas. It's a place where ideas are shared freely among team members.
From the second floor, employees can access the GO Deck, which offers a view of the Hartford skyline and a place to meet with clients, work independently or enjoy a quick break.
[See more here.](http://www.hartfordbusiness.com/article/20160902/PRINTEDITION/309029906)
## GO on the Radio
https://www.go-agency.com/pulse/go-on-the-radio
### Managing Director, Ben Huard, Talks About All Things GO on Business Radio X
For more information visit [Business Radio X](https://businessradiox.com/podcast/north-fulton-studio/nfbr-46/)
## GO South
https://www.go-agency.com/pulse/go-south
### New England Based Marketing and Communications Agency Opens Atlanta Office
**ALPHARETTA, GA:** GO, a Hartford (Connecticut) based marketing and communication agency, is excited to announce expansion into the Southeast with an office in Alpharetta to service the greater Atlanta market.
[Ben Huard](http://www.go-agency.com/about-us/team/ben-huard/ "Ben Huard"), a nationally recognized and longtime creative director who calls Atlanta home, will lead the new office. Huard brings a wealth of experience to GO with an extensive background in creative project management and client relations.
“There is a vibrancy that you can feel anywhere in the city right now that really embodies everything GO is about,” Huard remarked. “Establishing a presence now to serve both national brands and regional businesses, in a community that I live in and am committed to, is an exciting opportunity.”
Known for a client centric approach, GO services a rapidly expanding list of clients which includes Fortune 500 companies, international, national and regional brands. The decision for the agency to establish a presence in greater Atlanta was an easy one.
“Who doesn’t love Atlanta?” GO President and Co-Founder [Chad Turner](http://www.go-agency.com/about-us/team/chad-turner/ "Chad Turner") enthused. “It’s a natural progression for us to both fill a need that exists in the market and service our existing clients who are also growing in the area.”
“Ben is someone I have respected both personally and professionally for over 20 years. He brings a unique skill set to GO that will immediately have a positive impact for our team and our clients.” Turner continued, “the decision to trust him to lead the new office was a no-brainer."
GO occupies a renovated 1940s farmhouse adjacent to the Broadwell Pavillion at 12605 Broadwell Road in Alpharetta.
## GO Team GO
https://www.go-agency.com/pulse/best-places-to-work
#### Going to work shouldn't suck. Thankfully, it doesn't for us.
We are thrilled to announce that GO has been recognized as the 5th Best Place to Work in Connecticut by the Hartford Business Journal. This honor highlights our dedication to creating an environment where our team members can thrive both professionally and personally.
#### **What Makes GO a Great Place to Work**
- **True Hybrid Model**: We offer a flexible work environment, allowing our team to work both remotely and in our vibrant office space.
- **Open Vacation Policy**: We trust our team to take the time they need to recharge, with no strict limits on vacation days.
- **Cool Office Space**: Our office is designed for creativity and collaboration, featuring a modern, welcoming atmosphere in a century-old bicycle factory
- **Dog-Friendly Workplace**: We love our furry friends! Bringing your dog to the office is part of what makes our space feel like home.
- **Laid-Back Atmosphere**: No stuffy corporate culture here—just a supportive and fun team that gets the job done.
#### **About the Best Places to Work Awards**
The Best Places to Work Awards honor companies that rank highest in employee satisfaction, as determined by a national survey. To be considered, companies must meet specific eligibility requirements, including having a facility in Connecticut and a minimum of 15 employees in the state. The evaluation process includes assessing workplace policies, practices, and demographics, along with an employee survey to measure the overall experience.
#### **Looking Ahead**
At GO, we are committed to maintaining and enhancing our workplace culture. We will continue to support our team's growth and well-being, ensuring that GO remains a place where excellence thrives.
Thank you to our incredible team for making this achievement possible. It's the people that make us GO.
## GO Wins Emmy® for the Best Commercial in New England
https://www.go-agency.com/pulse/go-wins-emmy-r-for-the-best-commercial-in-new-england
**Hartford, CT -** *June 6, 2016* – UConn Women’s Basketball promotional spot, “Geno Auriemma: Lord of the Rings”, took home an Emmy® for Best Commercial during the 39th Boston/New England Emmy® Awards this past weekend in Boston.
The lighthearted, sixty second spot features Women’s Basketball head coach Geno Auriemma being interviewed about the team’s ten National Championship titles where he explains that while they are something that they’re proud of, they are not something they focus on. The narration is accompanied by shots of Auriemma wearing the team’s ten championship rings as he goes about a normal day at UConn - working at his computer, speaking to associate head coach Chris Dailey, and trying to pull a ringing cell phone from his pocket among other things.
The spot, which aired during basketball games on SNY, also amassed over 450,000 combined views online.
The spot was developed as a nod to the team’s history making run towards an eleventh National Championship, which the team accomplished in April of 2016.
## Google Analytics 4 is Coming, Are you Prepared?
https://www.go-agency.com/pulse/google-analytics-4-is-coming-are-you-prepared
In October of 2020, right in the midst of COVID, Google announced it would slowly but surely roll out a new Google Analytics version/platform called Google Analytics 4. This news sent marketers and analytic mavens into a tailspin! A new version of Google Analytics? This was big news as Universal Analytics, the version everyone currently uses, has been around in some form since 2005 with differing changes throughout its time. People in the industry were overwhelmed as most had mastered Universal Analytics over a period of years.
Why did Google feel the need to roll out a new analytics platform? Well, the world of tracking and digital targeting is changing and fast. At the time, Google announced it would be removing 3rd party cookies from Chrome in 2022, that has since been pushed back to 2024, but this move towards a cookieless, privacy-forward internet propelled Google to find a new tracking solution. And therein lies Google Analytics 4! Google touts that Google Analytics 4 is the future of website measurement and it will help companies better understand the customer journey. The big shift between the platforms is going from session-based data in Universal Analytics to now event-based data in Google Analytics 4. This provides a whole new set of data points and machine learning algorithms Google will now use to help provide insights on your website.
In July of 2023, Google will officially “offline” all Universal Analytics properties and only new Google Analytics 4 properties will populate new website data and tracking information. Anyone using Universal Analytics has seen in the past year Google’s urgency to get a GA4 property created that would run in parallel with your UA property. This way, when the switch occurs in July, you have some year-over-year data to review in your new GA4 property. Let’s review the 4 biggest differences to be cognizant of when creating a new GA4 property.
### Measurement Model
One of the biggest differences from UA to GA4 is the measurement model and lingo. In Universal Analytics, we tracked based on sessions and pageviews, in the new GA4, the most important metrics are based on events and parameters. Each user action taken in GA4 is considered an event and GA4 comes out of the box with set events like click, file\_download, page\_view, session\_start, view\_search\_results.
### Data Streams vs. Views
This is my personal LEAST favorite thing about GA4, it’s how the properties are set up. In Universal Analytics, you could set up multiple views in one property with different filters and goals. For example, we have a view per service line for one of our credit union clients. In their GA4, we have one data stream and ALL their goals set up within that one data stream. You can create multiple data streams in one GA4 property but it muddies the tracking process.
### Event Tracking Setup
One of the most POSITIVE differences moving to GA4 is the custom event tracking. In Universal Analytics you were allowed 20 “goals” per view which was very limiting. Now in GA4 you can have 500 different events per data stream and on top of that, you can select 30 of those 500 events as Conversions. The conversion distinct should ONLY be utilized for your most important events, because it provides more granular reporting in the platform. The only downside is the reporting for events is much smaller and easily navigable in the GA4 platform, something they hopefully expand upon in the future.
### Ecommerce Tracking
Universal Analytics provided a large swatch of ecommerce data that would provide a snapshot into the purchase path for purchasers on your website. This was called Enhanced Ecommerce Tracking and this feature is NOT available in GA4. Ecommerce tracking in GA4 is much more complex with the need for custom coding to push parameters in the GA4 data stream. The long and short of it is GA4 has a LONG way to go in making Ecommerce data, insights and tracking more intuitive and easy to set up for Ecommerce focused businesses.
To conclude, Google Analytics 4 will become the only Google Analytics website tracking platform available to companies and marketers alike. It’s imperative to get your GA4 property setup, make sure it’s configured correctly, and begin collecting data to manipulate in client reporting. Because July will be here before you know it!
## Greenlight Production Produces and Directs Documentary Profiling Golf Icon Annika Sorenstam
https://www.go-agency.com/pulse/greenlight-production-produces-and-directs-documentary-profiling-golf-icon-annika-sorenstam
### “Becoming ANNIKA” Produced By All-Female Production Crew
#### **Narrated by Academy Award-Winning Actress Hilary Swank**
**STAMFORD, Conn.** – ***“Becoming ANNIKA”*** – a new documentary produced by NBC Sports in conjunction with the United States Golf Association profiling the life and career of golf icon **Annika Sorenstam** – will premiere Tuesday, May 10, at 9 p.m. ET on GOLF Channel.
Academy Award-winning actress **Hilary Swank** narrates “Becoming ANNIKA,” which brings viewers on Sorenstam’s journey from her hometown golf course in Sweden to becoming one of the most prolific golfers in history. The film also touches on Annika’s personal life and her foundation work, providing women’s golf opportunities to girls at the junior, collegiate and professional levels.
####
***"Becoming ANNIKA"* Trailer**
“Watching a movie about yourself, it’s a bit surreal. It’s interesting to hear other people’s perspectives,” said Sorenstam. “Of course, I’ve spoken with my caddie many times and with my kids all the time, but for them to speak when I’m not there, the film just captures it all beautifully.”
The documentary, which began production at the 2021 U.S. Senior Women’s Open, Sorenstam’s first USGA championship in 13 years, features interviews with members of Sorenstam’s family, as well as influential players, executives and reporters within the game of golf, including:
- Parents **Tom and Gunilla Sorenstam**
- Sister **Charlotta Sorenstam**
- Husband **Mike McGee**
- Former caddie **Terry McNamara**
- World Golf Hall of Famers **Dame Laura Davies**, **Juli Inkster** and **Nancy Lopez**
- Two-time major winner and current golf analyst **Dottie Pepper**
- USGA CEO **Mike Whan**
- Long-time golf reporters **Beth Ann Nichols** and **Ron Sirak**
“Becoming ANNIKA” was produced in conjunction with Greenlight Production and GO Agency by an all-female production crew – led by executive producer **Staci Green** and Emmy Award-winning director **Adrienne Gallagher** – and marks the latest documentary from GOLF Channel’s GOLF Films division, overseen by Emmy Award-winning coordinating producer **Israel DeHerrera**.
“When we committed to an all-female production crew, we promised to deliver a film that you couldn’t tell was made by women,” said Gallagher, “but ultimately I think you can. And that’s a good thing.”
“Becoming ANNIKA” will also be shown on the NBC broadcast network on Sunday, June 5, ahead of final round coverage of the 77th U.S. Women’s Open Presented by ProMedica from Pine Needles Lodge & Golf Club in Southern Pines, N.C.
### **ABOUT GOLF & NBC SPORTS**
NBC Sports delivers comprehensive live golf tournament, studio and shoulder programming; technology; and services around the sport of golf. Anchored by GOLF Channel, NBC Sports, GOLF Channel and USA Network feature more live coverage of the sport than all other U.S. television networks combined, including global tournament action from the PGA TOUR, LPGA Tour, DP World Tour, NCAA, USGA Championships – including the U.S. Open and U.S. Women’s Open – Olympics, The Ryder Cup and The Presidents Cup, as well as high-quality news, instruction and original programming. GOLF Channel – co-founded by Arnold Palmer in 1995 – is available to nearly 500 million viewers in nine languages across more than 70 countries. 24/7 live streaming can be accessed on NBCSports.com and the NBC Sports app, as well as exclusive content on Peacock.
NBC Sports Next, the sports and technology services division of NBC Sports, complements NBC Sports and GOLF Channel’s comprehensive golf coverage by reaching millions of consumers via [GolfNow](https://www.golfnow.com/), the leading online tee-time marketplace and provider of golf course operations technology and services; and [GolfPass](https://www.golfpass.com/), the ultimate golf membership that connects golfers to exclusive content, tee time credits, coaching, tips and other benefits.
### **ABOUT GREENLIGHT PRODUCTIONS**
Greenlight is an Emmy Award-winning, full-service video production house specializing in features, commercials, documentaries, branded content, and live television. Founded in 2020 as a branch of GO, a full-service marketing communications agency with locations in Hartford, Connecticut and Atlanta, Georgia, Greenlight comprises a team of insightful producers and directors who believe in the impact of storytelling through video. For more information about Greenlight, visit [www.greenlightproductions.com](http://www.greenlightproductions.com/).
## Greenlight Productions Welcomes Four-Time Emmy Award Winner to Team
https://www.go-agency.com/pulse/greenlight-productions-welcomes-four-time-emmy-award-winner-to-team
### Sports Industry Veteran Staci Green joins Hartford-based Production Team
**HARTFORD, CT** – Greenlight Productions, a division of GO, LLC, is excited to announce the addition of award-winning producer Staci Green to the team.
Green brings a wealth of experience and an impressive portfolio to Greenlight/GO. Green, whose accolades include five Sports Clio awards and four Sports Emmy awards, joins the Greenlight team after fifteen years with ABC and ESPN. Most recently, as a Post Producer in the Creative Content Unit at ESPN, she produced content for both broadcast and digital platforms for numerous sports properties and brands, including the FIFA World Cup, The V Foundation for Cancer Research, the College Football Playoffs, and the Little League World Series.
“Staci’s passion for and ability to take someone’s deeply personal experience and tell that story through such a unique lens is a testament to her talent. We’re so excited to have her as part of the team,” said Greenlight’s Managing Director Adrienne Gallagher.
“We’re thrilled to have Staci join Greenlight and the broader GO family,” said Chad Turner, GO’s President and CEO. “Her work and production experience speaks for itself, but it’s her exceptional storytelling that will help better serve our partners on both the production and agency sides of the business.”
Greenlight Productions specializes in telling your story through video. To see Greenlight’s latest work or to start a project, visit [greenlightproductions.com](https://www.greenlightproductions.com/).
### **ABOUT GREENLIGHT PRODUCTIONS**
Greenlight Productions, a division of GO, LLC, is a full-service digital media, video, and creative production company the specializes in commercial, documentary, mobile, and live film and video production. Greenlight’s award-winning team of producers and directors are experienced storytellers with the business chops to deliver your story, on-message, on-brand, on-time, and on-budget.
### **ABOUT GO, LLC.**
GO is a full-service marketing communications agency with locations in Hartford, Connecticut (CT) and Atlanta, Georgia (GA), specializing in advertising, digital marketing, web design, TV commercial and video production, branding and design. The hallmark of the agency's service is its client focused account management. Client focused account management allows for the development of marketing programs that generate revenue and are compatible with client staffing and capabilities.
## Greenlighting the Future with Connecticut Green Bank
https://www.go-agency.com/pulse/greenlighting-the-future-with-connecticut-green-bank
### Company Background
Connecticut Green Bank, established in 2011, is a quasi-public organization focused on accelerating the growth of green energy in Connecticut. It aims to leverage public and private funds to drive investment in clean energy projects, reduce consumer energy costs, and create jobs in the green energy sector.
### The Challenge
The organization targets a wide range of customers, including homeowners, multi-family housing owners, small and medium-sized businesses, large industrial facilities, local governments, public institutions, non-profits, clean energy developers, and financial institutions. However, they face challenges in reaching those customers, including raising awareness and understanding of its programs and building trust and credibility within these segments.
### Our Idea
Reaching their target audience requires strategic efforts in education, clear communication, tailored messaging, and trust-building. Connecticut Green Bank states that its vision is a "planet protected by the love of humanity." As the Agency of Record, GO brought in its full-service video production house, Greenlight, to create a brand anthem and a series of videos that align with the company's views while communicating its value proposition clearly and effectively.
### The Solution
The brand anthem and video series, which included everything from a partnership showcase with Mystic Aquarium to presenting the organization's vision for the future, was created to educate, inspire, and demonstrate the practical benefits of Connecticut Green Bank's initiatives while engaging stakeholders to promote sustainability. From informing homeowners and businesses about the benefits of energy storage solutions to inspiring and motivating communities to embrace bold ideas and take collective action toward change, the videos conveyed that investing in a sustainable future and financial success are aligned.
### Results
GO's media buying team then solidified the appropriate strategy to get the message out to viewers. The videos proved to be very effective, some reaching over 340,000 views on YouTube and over 540,000 impressions on the networks Peacock and NBC. They exceeded benchmarks for video views and completion rates and increased Connecticut Green Bank's website traffic considerably when compared to before the videos were launched:
### Conclusion
The video campaign for Connecticut Green Bank has proven to be highly effective, achieving remarkable reach and engagement. This strong performance underscores the campaign's success in raising awareness and inspiring action towards renewable energy and sustainability. The continued robust viewership indicates that the message of resilience, equity, and environmental stewardship resonates deeply with the audience, further advancing Connecticut Green Bank's mission and impact.
## Hero or Outlaw? What is Your Brand Archetype?
https://www.go-agency.com/pulse/hero-or-outlaw-what-is-your-brand-archetype
### You’re too busy to read this blog.
Our lives are crowded, if not chaotic. Too much media. Too many ads. Too many talking heads. Too much screentime. Too much clutter to sort through. So, if this blog post doesn’t prove valuable to you, we hope you’ll send it the way of the virtual circular file.
Busy, overwhelmed, with fleeting attention spans. If this is how you, and everyday consumers feel, it makes it that much more challenging (and important) to find a way to quickly stand out.
No, we’re not talking about a temporary viral hit, or a flash-in-the-pan, once-in-a-career piece of content. We’re talking about a long-term strategy that touches every facet of your business, to sustainably stand out in an oversaturated marketing, messaging, and media environment.
Simply put, it all starts (and ends) with your brand.
#### “Tell me something I haven’t heard before.”
We know. We know. You must be thinking… *“Tell me something new. Branding has been around since the beginning of time.”*
And that’s precisely the point; the beginning of time should be our immediate focus as marketers. What are those simple, primordial stories that we can harness in the daily rinse cycle of content and creative.
Enter archetypes. According to Carl Jung, the father of analytical psychology and “[the collective unconscious](https://music.amazon.com/podcasts/6250a07a-40a7-4ea1-9f6e-799af55f1c85/episodes/a49d00f5-51a2-4537-bd0f-82b00250e8cf/the-living-philosophy-carl-jung-what-is-the-collective-unconscious?ref_=dmm_acq_mrn_d_ds_rh_z_-c_c_641515041547_g_133483500380&gclid=Cj0KCQiA14WdBhD8ARIsANao07gH9eOupeHnm5hLOMLxdWGbpKW_7PuWWqpjjFqlwAxzvWAsY4pHZ7saArXlEALw_wcB),” archetypes represent primitive mental images inherited from our earliest ancestors and hardwired in our collective psyches.
Translation: there are distinct types of mental images that are universally recognizable and equally timeless. Jung classified these images as twelve original archetypes. Each of the twelve is both innately familiar and intrinsically understood: the Lover, Jester, Everyman, Caregiver, Ruler, Artist, Innocent, Sage, Explorer, Outlaw, Magician, and Hero.
We won’t get into the nitty gritty of each in this post; however, if you’re looking for the Holy Grail of brand archetype information and toolkits, [click no further](https://www.archetypesinbranding.com/).
These twelve archetypes display traits and attributes that connect with and are easily interpreted by people. In other words, a “Hero” story can be inferred without explanation just by our collective understanding of what a Hero is. In a world of 280 characters, plummeting click-through rates, and [an average consumer attention span of 8 seconds](https://www.microsoft.com/en-us/us-partner-blog/2021/11/15/you-have-eight-seconds-differentiate-your-business-through-the-art-of-storytelling/), verbal, visual, and visceral shorthand is one very simple way to cut through the crap and focus our content and communication.
### Human-centered branding
At the end of the day, it’s people – customers, clients, colleagues, competitors, collaborators – that dictate how our companies are perceived in the world. So why wouldn’t we ensure that our marketing activities emanate from a brand personality that is aligned with people?
Our people (clients) come to GO to solve problems. Creative, complex; sometimes, seemingly crazy problems, across a wide variety of industries, products, and services.
In turn, our brand mission is to **do good work, with good people, for good people**. It’s not only a reflection of the aforementioned brand alignment, but also our north star, an affirmation of commitment, and a statement of strategic branding. It informs everything that we do. We certainly don’t go into every project knowing the path forward or the eventual outcome; but, we are always committed to delivering a quality experience and quality work, from a quality team.
[](https://www.go-agency.com/download_file/view/b5095a73-986a-4d8e-a31d-3aaf99a87da3/471)
Diagram of the Classic Archetype Wheel
Mapped on the **classic archetype wheel**, GO embodies “[The Magician](https://www.go-agency.com/download_file/view/b5095a73-986a-4d8e-a31d-3aaf99a87da3/471)”. Our best work is often done in the background. Many, if not most, of the creative complexities and strategic machinations are often unseen, but the end results empower our clients to make a positive impact for their business, and hopefully the world.
We do that through people. Hiring the right people, treating people right, working with like-minded and mission-driven companies, and delivering high quality, high impact work that helps our customers serve their people.
That’s the special sauce. That’s it. It’s simple, but it’s much easier said than done.
### Authenticity isn’t easy.
Where brand archetypes (and branding in general) fail, is when brand storytelling is built as a façade to hide a company’s true self. You can’t market or advertise away underlying problems with company culture, community, or customer service. So, if you present yourself as a Caregiver, but your customer reviews and employee engagement bely your brand, the basis for your customer relationship is misleading at best and intentionally dishonest at worst.
Therefore, we believe, that one of the most important decisions a company can make is to spend time discovering its authentic archetype and developing a brand that stands-out in an honest and sustainable way.
Is your brand considering what the market status quo looks like, how similarly competitors present themselves? Are your solving or ignoring customer pain points? Are you building something short-term and transactional, or long-term and loyalty garnering? Once your archetype is clearly considered and defined, it acts as a simple lens through which to view and plan content, and as a filter for what is on and off-brand.
In our case, for GO to be successful, our clients need to succeed. For our clients to succeed, our team must be purposeful, positive, and powerful. Ergo, all roads lead back to our people.
Mapped on the **classic archetype wheel**, GO embodies “[The Magician](https://www.go-agency.com/download_file/view/b5095a73-986a-4d8e-a31d-3aaf99a87da3/471)”. Our best work is often done in the background. Many, if not most, of the creative complexities and strategic machinations are often unseen, but the end results empower our clients to make a positive impact for their business, and hopefully the world.
We do that through people. Hiring the right people, treating people right, working with like-minded and mission-driven companies, and delivering high quality, high impact work that helps our customers serve their people.
That’s the special sauce. That’s it. It’s simple, but it’s much easier said than done.
[](https://www.go-agency.com/download_file/view/b5095a73-986a-4d8e-a31d-3aaf99a87da3/471)
Diagram of the Classic Archetype Wheel
## How Project Managers Will Thrive in an AI-Powered Workplace
https://www.go-agency.com/pulse/how-project-managers-will-thrive-in-an-ai-powered-workplace
*As a project manager at GO, I’ve seen firsthand how AI is reshaping the way we work. From automating repetitive tasks to surfacing insights that were buried in spreadsheets, AI is no longer a “nice-to-have”, it’s essential. But here’s the thing: AI doesn’t replace project managers; it empowers us. Here’s how I’ve learned to thrive in this AI-powered workplace, and how you can, too.*
---
### **1. Embrace AI as Your Co-Pilot**
When I first started experimenting with AI, I admit I was skeptical. Could a tool really understand project timelines, client priorities, and team dynamics the way I do? The answer is yes… but only if you treat it as a partner, not a replacement.
I use AI to generate first drafts of project schedules, scope documents, and even building processes for teams. Then I refine these outputs with the human insights clients and teams rely on.
---
### **2. Streamline Communication**
One of the biggest time sucks as a project manager is communication: emails, Slack threads, status reports. AI can summarize updates, draft messages, and suggest action items based on project data. I now use AI to draft weekly client updates. It captures milestones, risks, and next steps in seconds, freeing me to solve problems rather than write about them.
#### Example: Weekly Client Update
Instead of manually writing a long email update every Friday, you can paste your project notes, task list, or meeting transcript into ChatGPT and ask it to:
**• Summarize key milestones** (e.g., “Website redesign mockups approved on Tuesday”).
**• Highlight risks or blockers** (e.g., “Awaiting final budget sign-off, which may delay Phase 2 start”).
**• List clear next steps** (e.g., “Development sprint begins Monday; content draft due by Wednesday”).
The result is a polished, professional email you can send to the client in minutes rather than an hour.
---
### 3. Predict Risks Before They Happen
AI-powered analytics have been a game-changer. AI highlights potential bottlenecks and flags tasks likely to run late. This predictive insight lets me intervene early and keep projects on track.
---
### **4. Upskill and Adapt**
**AI adoption isn’t just about using tools — it’s about evolving your skills. I focus on:**
• Data interpretation: Knowing when to trust AI recommendations
• Creative problem solving: Using AI insights as a springboard for better decisions
**Example with project timelines on Monday.com:**
AI flagged a potential delay on our Monday.com timeline because two milestones overlapped. Instead of accepting the alert at face value, I reviewed dependencies and realized one task could actually run in parallel. By interpreting the data and adjusting creatively, we avoided pushing the launch date back.
Project managers who embrace continuous learning will thrive in this AI-driven landscape.
---
### **5. Keep the Human Touch**
Even with AI, human judgment and empathy are irreplaceable. Tools can help manage timelines and tasks, but they can’t replace nuanced client conversations or team motivation. I carve out space for one-on-ones, brainstorming sessions, and team celebrations — powered by insights from AI but fueled by human connection.
---
AI-Powered Project Manager Checklist
------------------------------------
#### Here’s a quick, AI-friendly checklist to thrive in the new workplace:
1. Experiment with AI tools for scheduling, reporting, and briefs
2. Use AI to summarize communications and flag priority tasks
3. Monitor AI predictions for risks and potential delays
4. Continuously upskill in AI literacy and data interpretation
5. Maintain human-focused leadership: empathy, communication, and motivation
AI is transforming project management, but it doesn’t replace the skills and intuition we bring. By embracing AI as a co-pilot, streamlining communication, predicting risks, upskilling, and keeping the human touch, project managers can thrive — and even enjoy the ride.
#### Some AI tools that I love are:
- *[Monday.com:](https://monday.com/) AI Workload & Timeline Automations*
- *[ChatGPT](https://chatgpt.com/)*
- *[Fathom](https://www.fathom.ai/)*
---
### **FAQs**
**Q: Will AI replace project managers?**
**A:** *No. AI enhances our work by automating repetitive tasks and surfacing insights. Human judgment, leadership, and empathy remain essential.*
**Q: Which AI tools do project managers find most useful?**
**A:** *ChatGPT, Notion AI, Monday.com AI, Jira with AI add-ons, and Slack AI integrations are popular.*
**Q: How do I start integrating AI into my workflow?
A:** *Begin small — try AI for routine tasks like status updates or scheduling, then expand gradually.*
**Q: Does AI reduce team collaboration?
A:** *Quite the opposite. AI supports collaboration by summarizing info, highlighting risks, and freeing teams to focus on strategic work.*
## How to Optimize Your Website for AI-Powered Discovery
https://www.go-agency.com/pulse/How-to-Optimize-Your-Website-for-AI-Powered-Discovery
**After years of obsessing over rankings, metadata, and Core Web Vitals, most marketers are missing what’s right in front of them. AI doesn’t scan your site like a crawler. It processes your content like a reader.**
And if it can’t find value fast, you’re out of the conversation. If you want your content to show up in Large Language Model (LLM)-powered answers like Claude, ChatGPT, Perplexity, or Google’s Search Generative Experience, you’ve got to rethink how you structure and present information.
---
### **Here’s how to get your site in shape.**
#### **1. Stop Hiding the Good Stuff in PDFs and Videos**
LLMs right now aren’t parsing your slick marketing video or that 25-page whitepaper download behind a form or download link. They want digestible, on-page content: plaintext, clean HTML, no friction.
#### **Do this:**
- **Summarize whitepapers on the page itself. Use headers like “Key Takeaways” or “What You’ll Learn.”**
- **Transcribe your videos. Better yet, pull out the insight and write it up like a blog.**
- **Replace fluffy hero copy with clear, direct summaries of what you do.**
Think like a machine trying to answer a question. If your site doesn’t give the answer in plain English, it won’t make the cut.
---
#### **2. Write for Questions, Not Keywords**
LLMs don’t match exact keywords. They connect intent with concepts. That means pages optimized around keyword variants like “Best commercial HVAC company in CT” are going to lose to pages that actually explain what makes a company the best HVAC provider.
#### **Do this:**
- **Build Q&A sections on core service pages.**
- **Use natural, conversational phrasing in your subheads: “How does this work?” or “What’s included?”**
- **Say what you do, who it’s for, and why it’s better. Fast.**
---
#### **3. Use Structured Content. Not Just Structured Data.**
Schema markup is still very useful, but LLMs don’t care as much about JSON-LD as they do about how the content is written and laid out. When an LLM encounters poorly structured content, even with perfect schema markup, it struggles to extract coherent information to quote or reference.
#### **Do this:**
- **Use bullet points, tables, side-by-side comparisons.**
- **Add “TL;DR” sections to long pages. Literally label them “TL;DR.”**
- **Separate insight from filler. Clear headers. Short paragraphs. Make scanning stupid-simple.**
The model isn’t ranking your page. It’s reading it. And if it can’t follow the structure, it won’t quote it.
---
#### **4. Authority Signals Still Matter (But Not the Way You Think)**
A single great page won’t cut it anymore. If your content doesn’t link out, reference credible sources, or show any sign of a broader presence, LLMs treat it like a dead end. Authority today means you’re part of a bigger conversation. Link up. Cite others. Be connected.
#### **Do this:**
- **Mention your company name, clearly and often.**
- **Reference other known entities or stats (ideally with links, but they don’t have to be clickable).**
- **Link between your own pages like you’re teaching someone how everything connects.**
Think less like a marketer, more like an editor. If your site can’t support its own claims or connect the dots, LLMs won’t take it seriously.
---
#### **5. Pages That Actually Answer Something Get Quoted**
LLMs favor websites that answer questions directly, not sites that waffle or gate content. It’s not about ranking number one. It’s about being the best source in a sea of mediocre content.
#### **Do this:**
- **Turn “What We Offer” into “What’s Included in Our \[Service\].”**
- **Include pricing if you can. If not, explain how pricing works.**
- **Add use cases, step-by-step explanations, “who this is for” sections.**
If you’re not the clearest voice on a topic, you won’t be the voice AI chooses.
---
#### **Final Thought:**
This isn’t a future problem. It’s happening now. AI is already shaping how people find answers. If your site doesn’t play nice with LLMs, you’re going to be invisible in a new kind of search landscape.
Clean up your content. Strip the fluff. Make your expertise undeniable.
**LLM Definition: A Large Language Model (LLM) is a type of artificial intelligence system designed to understand and generate human language. It is built using deep learning techniques and trained on massive amounts of text data from books, websites, and other written sources.**
## Introducing "The Vault" at the Basketball Hall of Fame
https://www.go-agency.com/pulse/introducing-the-vault-at-the-basketball-hall-of-fame
We've been ecstatic to assist the Naismith Basketball Hall of Fame in the run-up to their newest exhibit - The Vault. Featuring over 50 authentic artifacts from the Boston Celtics, including the largest collection of championship rings, spanning decades. The Vault tells the story of the Celtics dynasty - from Walter Brown to Jaylen Brown.
## It's the People that Make us GO
https://www.go-agency.com/pulse/its-the-people-that-make-us-go
### We’re #1 We’re #1 - no actually we’re #6
We were thrilled to be recognized as one of the Best Places to Work in CT last week by the Hartford Business Journal. A total of 40 companies including 27 small to medium (15-100 employees) and 13 large (over 200 employees) were given this designation. GO Agency was honored to place 6th in the small to medium category.
The Best Places to Work Awards honor companies who rank highest in employee satisfaction as determined by a survey administered nationally.
To be considered for participation, companies had to fulfill the following eligibility requirements:
- Be a for-profit or non-profit business or government entity;
- Be a publicly or privately held business;
- Have a facility in Connecticut;
- Have at least 15 employees in Connecticut;
- Be in business a minimum of one year.
Companies from across the state entered the two-part survey process to determine the Best Places to Work in Connecticut. The first part consisted of evaluating each company’s workplace policies, practices, philosophy, systems and demographics. The second part consisted of an employee survey to measure the employee experience. The combined scores determined the top companies and the final ranking.
The Best Places to Work program is the opportunity for all employees to offer anonymous feedback in the survey.
I'm proud of the culture WE have built here... continuously striving to be the kind of company your mom would want you to keep. Chad Turner - CEO
## Just GO
https://www.go-agency.com/pulse/just-go
**Hartford, CT:** In marketing, telling your company’s story is vital to the success of your business. For Hartford based marketing and communications agency GO media, making sure they’re telling the right story is always at the forefront of what they do – including when it comes to their own name.
Established in 2004, the agency, which has grown to include a broad range of local and national clients, will now be known simply as “GO”. This change, while subtle, more accurately represents the agency and its breadth of services.
“As we continue to grow and evolve, it was important that our name more clearly illustrate who we have become as an agency,” [co-founder Chad Turner](http://www.go-agency.com/about-us/team/chad-turner/ "Chad Turner") explained. “While media buying and placement is a big part of what we do, GO offers much more than that. We’re storytellers at our core. Whether it’s through creative services, media buying, websites, or video production, we provide the means to tell each client’s story in a way that really speaks to who they are and will resonate with their audience.”
GO’s industry exclusive, personalized approach has allowed the agency to push the envelope for its clients, resulting not only in accolades, but more importantly, in long lasting partnerships.
“To our clients, this change will be an obvious one,” Turner continued. “We’re looking towards the future. We know who we are and where we’re going. This change just helps more clearly define who we are and position us for growth.”
## Leadership Greater Hartford Gets a Bold New Look
https://www.go-agency.com/pulse/leadership-greater-hartford-gets-a-bold-new-look
### **A Fresh Identity for a Legacy of Leadership.**
When an organization like Leadership Greater Hartford (LGH) evolves, its brand should reflect that growth. We partnered with the LGH team to craft a new identity system that’s as forward-looking, energetic, and community-centered as their mission.
### **Challenge**
Over time, LGH’s existing logo and brand elements began to lose clarity and flexibility — especially in digital contexts. Inconsistent spacing, a lack of scalable structure, and diminished name recognition meant it was time for a refresh.
### **Our Approach**
**We began with a clear goal:** Embrace the acronym LGH and build a brand that embodies leadership, growth, and upward momentum
#### ✦ **A New Logo, Rooted in Purpose**
The redesigned mark features an upward arrow, emerging from the “G” — a visual metaphor for leadership that lifts others and grows from within. It also accentuates the the core mission of the organization which is for "a greater Hartford"
#### ✦ Customized Lettering
The logotype is both bold and approachable, with customized letterforms that reflect LGH’s close-knit, human-centered community.
#### ✦ **A Flexible System**
From the core identity to program sub-brands, this system scales seamlessly across web, print, and social — all unified by the rallying message and leans into their acronym (LGH):
*“Leaders Grow Here."*
#### ✦ A Brighter, Energized Palette
We introduced a refreshed, vibrant color system that brings life to LGH’s diverse programs and makes the brand more engaging across channels.
#### **See It in Action**
Explore the new LGH brand in the wild — including their redesigned website and a glimpse at how this identity empowers every touchpoint.
The icon says so much in a small space... These colors represent our three pillars of community, leadership and connections, but they also converge – much in the same way that LGH programs bring folks of all identities and experiences together to develop and learn... Thank you so much to Chad and his incredible team at GO – we love how thoughtfully you reflect who we are as an organization in a strategic (and snazzy!) way. LARISA KOTTKE President & CEO of Leadership Greater Hartford
[ Visit Site  ](https://leadershipgh.org/)
## Let's GO - Get Together
https://www.go-agency.com/pulse/lets-go-get-together
Last week we unleashed some creativity and teamwork at our summer gathering in Hartford! Here’s a sneak peak at our time together. With 2 offices and several remote employees, getting everyone together takes a combination of planes, trains and automobiles. Over the course of 3 days we enjoyed a creative roundtable, updates on a huge website launch for one of our clients, learnings on social and digital media plus creative generative AI and lastly an incredibly insightful talk from Tom Libonate, friend of GO and former owner/founder of Ryan Partnership. Also, there was bowling and pizza.
## Lord of the Rings: Coach Gino Gets Fired up for the New Season
https://www.go-agency.com/pulse/lord-of-the-rings-coach-gino-gets-fired-up-for-the-new-season
### Newly released commercial created by GO starring UConn Women’s Basketball Coach, Geno Auriemma, makes headlines on top local news sites.
(FOX 61-11/4/15) Lord of the Rings: Coach Geno gets fired up for the new season
**Read more:** [http://fox61.com/2015/11/04/lord-of-the-rings-coach-geno-gets-fired-up-for-the-new-season/ ](http://fox61.com/2015/11/04/lord-of-the-rings-coach-geno-gets-fired-up-for-the-new-season/)
(Hartford Courant-11/5/15) UConn's Geno Auriemma Stars As Lord Of The Rings
**Read more:** [http://www.courant.com/sports/uconn-womens-basketball/hc-geno-auriemma-uonn-video-1106-20151105-story.html](http://www.courant.com/sports/uconn-womens-basketball/hc-geno-auriemma-uonn-video-1106-20151105-story.html)
## Lumber to Legacy: The Evolution of Interstate
https://www.go-agency.com/pulse/Lumber-to-Legacy-The-Evolution-of-Interstate
#### Our Approach
When you’ve been around since 1922, you learn the value of doing things with purpose. For Interstate, the goal of this rebrand wasn’t reinvention — it was evolution. A way to honor more than 100 years, while modernizing for today’s builders, architects, and design-conscious homeowners.
We began by asking a simple question: How do you evolve without losing who you are?
***The answer: You stay rooted in your values — and design a brand that builds on them.***
#### **A Name with History (and Momentum)**
**To serve the next generation, the brand needed a name that could carry it forward.**
We worked closely with the Interstate team to transition from Interstate Lumber to simply Interstate — a subtle but strategic shift that reflects the company’s expanded role as more than a supplier.
**Today, Interstate is a strategic partner: trusted by professionals who demand expertise, reliability, and standout results.** The new name reflects the depth of those relationships and the value of a brand that’s known not just for what it delivers, but how it delivers:
**Your partner in perfect™.**
#### **A Refined Logo, Built to Last**
The updated logo maintains equity with the strong, recognizable Interstate typeface that customers know and trust — with a modernized twist. The new logomark reinforces partnership, custom solutions, and timeless simplicity — exactly what you want from a partner in your next build.
##### **A Cohesive, Scalable System**
We designed an identity system that performs across every touchpoint — from signage and delivery trucks to campaigns, print materials, and digital assets.
##### **A Rich, Elevated Palette**
The refreshed color palette reflects the premium quality of Interstate’s offerings, with deeper, more refined tones that convey trust, craftsmanship, and modern simplicity. It brings warmth and polish to a brand that’s as comfortable in a design center as it is on the job site.
#### **A Legacy Reimagined**
This rebrand wasn’t about starting over. It was about sharpening focus — and designing a brand that could confidently lead Interstate into its second century.
We’re proud to have partnered with the Interstate team on this evolution — and even prouder to see it rolled out across every channel with such clarity, care, and confidence.
## Meet the ‘Cool Aunt’ of HR in our New Businessolver Commercial
https://www.go-agency.com/pulse/meet-the-cool-aunt-of-hr-from-our-businessolver-commercial
### **How do we speak to HR Benefits managers and their CFOs in a way that appeals to both?**
You find the sweet spot, a message that is equal parts professional respect and relatable charm.
That is exactly what Businessolver set out to do. As a tentpole sponsor of the brand-new TGL, they needed a commercial that not only introduced their brand to a fresh audience but also honored the HR Benefits Managers who make a real difference, especially those who choose Businessolver as their trusted partner.
The vision was clear: capture a “cool aunt” brand voice. Warm, approachable, a little witty, someone who knows her stuff but does not take herself too seriously. We loved it immediately. Out of that idea, *Employee of the Decade* was born.
The spot celebrates Abby, an HR pro whose commitment, creativity, and sense of humor embody everything that makes this profession shine. Abby is not just one person; she represents the thousands of HR heroes working behind the scenes to ensure employees feel supported and valued.
Here's to you, Abby, and to every HR professional making workplaces better every single day. Your work deserves the spotlight, and with *Employee of the Decade*, we are making sure it gets it.
## Mood Boards That Work: How We Kickstart Creative Energy
https://www.go-agency.com/pulse/mood-boards-that-work-how-we-kickstart-creative-energy
When I’m faced with a fresh project, one of the first things I turn to is the mood board. It’s not just a collage of inspiration, it’s a launchpad for creative energy. Mood boards help me (and my team) find the visual voice of a concept before diving into layouts or copy. They’re like a sneak peek into the creative DNA of what the final piece could become.
---
### **Why Mood Boards Work**
Mood boards combine all the essentials: colors, fonts, imagery, and design elements. These aren’t random pieces thrown together; each element is intentional. The board itself starts to tell a story, giving everyone a sense of the emotion, style, and atmosphere we’re aiming for. In a way, a well crafted mood board *is* a design concept, it captures the look and feel in its very structure.
---
### **Building a Shared Language**
Mood boards create a shared language early in the process. When clients or teammates see one, it’s like turning on the light switch. Suddenly, abstract ideas feel tangible. We’re able to discuss direction with clarity, align on tone, and get excited about where the project is headed.
---
### **The Importance of Layout**
The layout of the mood board matters just as much as what goes on it. Grouping colors next to typography, showing imagery in context with patterns, or even mimicking potential layout structures—these subtle design choices add to the overall story. The way the board is assembled sparks ideas for composition and flow.
---
### **Collaboration is Key**
One of my favorite parts of working with mood boards is the collaboration. We rarely build them in isolation. Instead, we gather input from the whole team, sometimes even inviting the client into the process. One person might bring a set of fonts that feel right, another may uncover unexpected photography, and someone else might add textures or graphic elements that shift the energy in an exciting way. By layering all these perspectives, we end up with something richer than any one of us could have created alone. Collaboration ensures that the mood board doesn’t just reflect one viewpoint, but the collective imagination behind the project.
---
### **Capturing Emotion**
Another essential part of mood boards is the emotional factor. A great mood board doesn’t just showcase visuals, it captures a feeling. Whether we want a design to feel bold and energetic, calm and refined, or playful and inviting, the mood board becomes a shorthand for that emotion. This emotional layer is what makes the creative direction resonate—not just with the design team, but with the client and ultimately the audience. By grounding the visuals in a specific mood, we create work that connects on a deeper level.
---
### **Wrapping It Up**
At the end of the day, mood boards are more than a tool, they’re a creative catalyst. They help us move from blank page paralysis to momentum. They give shape to vision. And most importantly, they fuel excitement, both for the team and for the client. That’s the energy we carry forward into every project.
---
**Key Takeaways:**
### **How to Make Mood Boards That Work**
- **Start with intentional elements:** colors, fonts, imagery, and design details that match the project’s goals.
- **Design the layout thoughtfully:** placement and grouping influence storytelling.
- **Use mood boards as a shared language:** align the team and client early in the process.
- **Collaborate for richer results:** layer perspectives from different people to spark stronger ideas.
- **Capture emotion, not just visuals:** ensure the mood board reflects the feeling you want the design to evoke.
---
### **FAQs About Mood Boards**
Q: What is the main purpose of a mood board?
A: A mood board sets the tone and direction for a project by combining visuals, typography, and colors into a cohesive story. It creates alignment before execution begins.
**Q: How are mood boards different from final designs?**
A: Mood boards are conceptual. They capture the look and feel, not the finished design. They act as a guide to ensure the final work stays on track.
**Q: Can mood boards be digital or physical?**
A: Absolutely. Digital mood boards are common using tools like Figma or Pinterest, but physical boards can be powerful too, especially in collaborative workshops.
**Q: Who should be involved in creating a mood board?**
A: The whole team, and sometimes even the client. Collaboration brings different perspectives together, making the board stronger and more representative of the vision.
**Q: Why focus on emotion in mood boards?**
A: Because design is never just about colors, fonts, or layouts—it’s about the story those elements tell and the feelings they stir within people. A mood board that captures emotion becomes more than a collection of pretty visuals; it becomes a bridge to human connection. It helps guide the creative process toward something that doesn’t just look right, but *feels* right. When we design with emotion at the center, we create work that resonates deeply, lingers in memory, and inspires action.
---
### **About the Author**
Heather is a passionate designer and illustrator who channels her “creative itch” into high-quality work for clients. She has illustrated several young adult and children’s books, including Abby the Crabby Tabby: Discovers Gratitude. [Learn more about Heather](https://www.go-agency.com/about/our-team/heather-bousquet) and her time here at GO.
## Obama's Busted Bracket Circa 2014
https://www.go-agency.com/pulse/obamas-busted-bracket-circa-2014
10 years ago on March 30, 2014, The UConn Huskies upset Michigan State in the Elite 8 of the Mens NCAA March Madness tournament, this win effectively busted then President Barack Obama's bracket who had Michigan State to win the whole thing. At the time, GO Agency was managing marketing for UConn athletics and their Twitter account and we put out this tweet:
> Sorry about busting your bracket [@BarackObama](https://twitter.com/BarackObama?ref_src=twsrc%5Etfw)... We have room on our bandwagon if you're interested
>
> — UConn Huskies (@UConnHuskies) [March 30, 2014](https://twitter.com/UConnHuskies/status/450376803849605120?ref_src=twsrc%5Etfw)
The tweet had a pretty decent amount of engagement, but then...
impact
### 13k
Retweets
### 11.8k
Favorites
### 144x
Normal reach
...it got some attention from Jimmy Fallon...
...and the Today Show...
...and the Twitterverse!
Millions of dollars of media exposure... all for free. There is nothing quite like unpaid, organically earned media... except maybe UConn winning a second year in a row.
And after 10 years, President Obama finally grabbed a seat on the bandwagon, choosing UConn, for the first time ever, to win the National Championship.
## On June 30, 2018 we Kicked off our Longest Project Ever
https://www.go-agency.com/pulse/on-june-30-2018-we-kicked-off-our-longest-project-ever
Today we’re celebrating an exciting 5-year anniversary at GO. No, it’s not the start date of a key team member, nor a celebratory reminder of a key GO client-partner. It’s not even connected to the opening of our Atlanta office.
On June 30, 2018, we kicked-off our longest-ever project.
And today, five years later, our new go-agency.com website is (finally) live.
A lot has changed in the past 1,826 days.
- Our team has more than doubled in size
- We expanded our Atlanta market presence
- We launched our [Greenlight](https://www.greenlightproductions.com/) video production division
- We’ve launched more than 3 dozen client websites
Oh, and thrown in there, we’ve (all) weathered a pandemic, remote work, virtual schooling, economic ups and downs, and the regular ebbs and flows of life and business.
So why couldn’t we redo our own website?
In the agency world – and the broader service industry – we know how important it is to prioritize our clients' needs. After all, they are the ones paying the bills and keeping businesses afloat. When given the choice to deploy human and capital resources towards a project, the answer is simple – we always put our clients first. That’s part of our whole, “[do good work with good people, for good people](https://www.go-agency.com/work)” mantra.
Inevitably, that means that internal projects get perpetually backburnered. In reflecting back on this marathon project, I can point to three key factors to consider whenever you tackle an internal project; be it a website, thought leadership, or broader inbound marketing efforts.
### **Factor #1: Framing the Project**
A website is the heart and soul of every organization’s market awareness and business development efforts. If we frame the project as part of the lifeblood of the organization and treat it with the importance and care as a client project or a key hire, it will be less likely to languish in the purgatory of “work-in-progress.”
### **Factor #2: Staffing the Project**
It’s difficult to staff internal projects when everyone is already busy working on client work. If the organization treats the project as a lower priority and one that lacks accountability, team members will inevitably keep it at the end (or off) their own to-do lists.
### **Factor #3: Grappling with Perfect**
As a creative agency, tackling our own website is simultaneously an enviable and unenviable task. It’s enviable since we have incredibly talented designers and developers – that are on the cutting edge of the industry – to execute the project. Heck, we do this for clients all the time. The unenviable piece lies in a team of perfectionists that cannot imagine a final product that is anything less than “perfect”.
We’ve all heard the old adage that “**perfection is the enemy of progress**.” Never is this truer than when working on your own brand and business. We need to learn to set “perfect” aside. Make moves. Make mistakes. Learn quickly. Move forward stronger.
The trick is to strip the project down to only the most important elements, focus on the underlying purpose, and make sure you are giving consumers (prospective clients) what they need to be successful. In the end, we have a beautiful, flexible, and simple site that ably prioritizes what our current and future clients look for: [our work](https://www.go-agency.com/work), [our services](https://www.go-agency.com/about), and the [people that make us GO](https://www.go-agency.com/about/our-team).
Now, excuse me while we start planning our next five-year web redesign.
Just kidding. *(I hope.)*
Chad
## One Block. Multiple Stories. Generational Impact.
https://www.go-agency.com/pulse/one-block-two-stories-more-homes-within-reach
### How do you take the story of one community, from four different POVs, and seamlessly blend them into a heartfelt mission statement?
That was the challenge when HDF approached our team to create a video for their Annual Breakfast. Rather than focusing on the usual numbers and statistics, our goal was to humanize the process. We set out to show the real people, projects, and partnerships behind HDF's mission and the ripple effect they create throughout Connecticut communities.
---
#### The Concept
*It came down to a simple idea: one block can tell a much bigger story.*
We followed the journey of a first-time homeowner, two housing developers, and an employee of the Hartford Land Bank. Our video explores how HDF's support creates opportunities at multiple levels– for individuals and businesses alike. One story highlights the life-changing impact of homeownership. The hardships, the victories, and everything in between. The other demonstrates the investment, planning, and partnerships required to create accessible housing opportunities for their neighborhood.
As developer Al Gary put it, “It’s a team.”
Together, these perspectives give us insight on the struggle of affordable housing development, and the generational impacts of the successes.
---
#### Our Approach
*To bring the story to life, we took a documentary-style approach centered on authentic storytelling.*
We weren't going to rely on scripted interviews. This mission required authenticity. We encouraged natural conversations that allowed our participants to share their experience in their own words. Through candid interviews and cinematic b-roll, we connected the personal and the practical, weaving together stories of homeownership, development, and community investment.
The result is a piece that is emotional, yet grounded in real experiences. The people behind it feel like real people. Because, well, they are. HDF’s strength lies in their passion and their humanity. We hoped to have illustrated both.
---
#### The Result
*The finished video serves as both a celebration of what's possible and a call to action for continued support.*
By connecting individual success stories to larger community outcomes, the piece demonstrates how strategic investment in housing creates stronger neighborhoods, expanded opportunities, and lasting impact. It's a powerful reminder that meaningful change doesn't happen in isolation. It happens through people, partnerships, and a shared commitment to building stronger communities, one block at a time.
When one home becomes a foundation, an entire block can begin to change.
### Watch the full story and see how HDF helps build opportunity, one block at a time.
## Pallets to Pints: Turning a Video Podcast into a Cross-Channel Demand Engine
https://www.go-agency.com/pulse/pallets-to-pints-turning-a-video-podcast-into-a-cross-channel-demand-engine
How do you turn a niche, B2B audience into an engaged community that actually wants to hear from you? Rehrig Pacific set out to do just that with *Pallets to Pints*, a video podcast series designed to spotlight real distributor partnerships, industry perspectives, and the power of end-to-end solutions.
GO partnered with RPC to build the series as more than just content. We turned it into a connected ecosystem across video, email, web, social, and paid media that positions Rehrig Pacific as a trusted advisor and thought leader in the logistics space.
[Watch Our Process](https://vimeo.com/1158469861/7fb64a11c7?share=copy&fl=sv&fe=ci)
---
The Challenge
---------------
**Rehrig Pacific wanted to:**
• Elevate brand perception from vendor to strategic partner.
• Reach a highly specific audience of distributors and industry decision-makers.
• Create a repeatable content engine that could drive engagement over time, not just one-off clicks.
• Connect storytelling, demand generation, and thought leadership in a measurable way.
They needed a cohesive strategy that would make each episode of *Pallets to Pints* work harder across every channel.
---
The Idea
----------
Build *Pallets to Pints* as a flagship thought leadership platform. Each episode would feature authentic conversations with real partners and industry leaders, filmed and produced as a video podcast and distributed as a recurring episodic series that fuels owned, earned, and paid media.
**Rolling out one episode per month, the series:**
• Highlights real-world challenges and solutions from warehouse to store.
• Surfaces the voices and perspectives that matter in the field.
• Reinforces Rehrig Pacific’s role in navigating a shifting logistics landscape.
---
Our Approach
--------------
We designed a fully integrated cross-channel strategy to launch, promote, and scale the series.
### 1. Central Hub: Landing Page
We built a dedicated **[*Pallets to Pints* landing page](https://www.rehrigpacific.com/pallets-to-pints)** as the primary destination for all traffic.
**The page:**
• Hosts embedded episodes from RPC’s YouTube channel.
• Features a clear overview of the series and its value.
• Includes a signup form to capture subscribers.
• Serves as the anchor for media campaigns, email traffic, and organic social.
---
### 2. Brand and Creative Foundation
**To give the series its own recognizable identity, GO:**
• Designed the *Pallets to Pints* logo and visual system.
• Developed custom episode thumbnails tailored to YouTube best practices.
• Applied consistent look and feel across landing page, emails, and social assets.
---
### 3. Episodic Content Engine
**Each episode release follows a structured content flow:**
• Long-form video podcast episode, published to YouTube and distributed on Spotify.
• Four short-form video cutdowns per episode for teasers, retargeting, and social.
• Platform-optimized metadata, SEO, and titles for discoverability.
This approach ensured every episode had multiple touchpoints and multiple chances to capture interest.
#### Watch all the videos:
[Episode 1: Leadership, Logistics & Culture with Myrl Johnson of Keg 1 Colorado](https://youtu.be/3XoGTNfDc68?si=8YQD5EtkVT-Ah4XS)
[Episode 2: Data and the Distributor of the Future with Bill Kraich, Todd Morillo, and Sean Baker](https://youtu.be/0BUf_oLP_qQ?si=ITFe9Zpt4mkXLlkY)
[Episode 3: Innovation Without Fear: Eagle Rock’s Path Forward](https://youtu.be/bsOcRv7fQpE?si=iNq9xPgZEhUiRmFr)
---
### 4. Email: The Connective Tissue
Email was positioned as the channel that tied it all together.
**Strategy:**
• Announce each episode.
• Nurture subscribers.
• Encourage guest nominations and community engagement.
• Reinforce the broader paid and organic efforts.
**Tactical Flow:**
• **Teaser Email**: Introduced the series and trailer, drove signups and YouTube subscriptions.
• **Pre-Launch Email**: Built anticipation, included Add to Calendar functionality, and encouraged reminders.
• **Launch Email**: Delivered the live episode directly to inboxes, driving immediate views.
**Experience Design:**
• Two flexible templates built for recognition and speed to market.
• Visuals inspired by the series pint imagery, including an animated “glass filling” motif at the top of the templates.
• Seamless connection to the landing page and subscription flow.
---
### 5. Organic Social
GO developed organic social graphics and post frameworks for RPC channels to:
• Tease upcoming guests and topics.
• Extend the life of each episode.
• Drive traffic back to the landing page and YouTube playlist.
---
### 6. Paid Media
To reach and retarget the right audience, we layered in:
• LinkedIn prospecting and retargeting campaigns for each episode.
• YouTube prospecting and retargeting using full episodes and short-form clips.
• Exploration of Spotify advertising opportunities to reach listeners in a relevant environment.
---
### 7. Earned Media
We supported launch with:
• A targeted press release to industry and trade publications.
• Messaging that framed *Pallets to Pints* as a fresh, insight-driven resource for logistics professionals.
---
Results
-------
The *Pallets to Pints* ecosystem quickly proved the impact of aligned, episodic content.
Highlights include:
- The *Pallets to Pints* email series became RPC’s top-performing campaign of 2025 to date.
- Nearly 2x the average open rate compared to other email initiatives.
- 15x the average click-through rate, driven by clear value, consistent branding, and strong calls to action.
- Growing subscriber base and repeat engagement across episodes.
- Strong performance of short-form content from Episode 1, signaling high interest in bite-sized, narrative-driven video.
Together, these results validate the strategy: when you build content that speaks your audience’s language and support it with a smart cross-channel framework, you do more than drive clicks. You build trust.
## Protect Who Matters Most
https://www.go-agency.com/pulse/protect-who-matters-most
**Helping Connecticut families have better conversations about vaccines.**
--------------------------------------------------------------------------
#### **The Challenge**
**How do you encourage conversations around one of today's most polarizing topics without making people feel judged?**
That was the challenge the Connecticut Department of Public Health brought to GO.
From the very beginning, DPH had a vision for the campaign. They pointed to *Schoolhouse Rock!* as the inspiration, not because they wanted to recreate it, but because they loved how those short, catchy videos made big ideas easy to understand and impossible to forget. They challenged us to capture that same feeling for a new generation of Connecticut families, using original characters, music, and storytelling to make important conversations feel a little less intimidating.
That's a much harder challenge than simply sharing information. It's about building trust.
---
#### **Where We Started**
Before anyone picked up a pencil or opened an animation file, we spent time thinking about the people we were trying to reach.
- What would actually get a child to pay attention?
- What would make a parent stop scrolling?
- How do you talk about something as important as vaccines without making it feel like a lecture?
The answer wasn't another list of facts. It was storytelling.
That idea became ***Protect Who Matters Most***, a campaign built around original characters, music, and stories that make vaccine conversations feel approachable, positive, and a little more human.
Every episode was created in both English and Spanish so families across Connecticut could experience the campaign in the language they were most comfortable with.
---
#### **Four Videos That Grew Into Much More**
The campaign started with four one-minute animated videos, each focused on helping families navigate vaccine conversations in a way that felt relatable instead of overwhelming.
Along the way we created original songs, custom animation, Spanish-language versions, trailers, sing-along editions, social cutdowns, and a collection of digital assets designed to help the campaign live well beyond the original launch. ***Then something exciting happened.***
The Department of Public Health saw the potential to take the campaign even further.
---
#### **Building a Campaign Around the Characters**
**The videos introduced a cast of characters that people immediately connected with, so together we found ways to bring them into the real world.**
Those characters became plushies that will be handed out in pediatricians' offices, coloring books kids can take home, life-sized displays for events, educational posters, table graphics, and a collection of campaign materials designed to keep the conversation going long after someone watched the videos.
By the end of the project, what started as an animation assignment had grown into a fully integrated public awareness campaign with dozens of supporting pieces.
---
#### **Bringing It All Together**
When the videos were finished, the Connecticut Department of Public Health decided they deserved more than a simple online launch. Together, we turned the release into a premiere event at the Connecticut Science Center.
Our team handled everything from event branding and invitations to stage management, signage, audio, video, photography, registration, and day-of coordination. We also designed the step and repeat, environmental graphics, and all of the supporting materials that helped bring the campaign to life. Watching families, healthcare professionals, state leaders, and our own team experience the videos together was one of those moments that reminded us why we love doing this work.
#### **The Takeaway**
This project started with four animated videos. It ended with a statewide campaign built to help families feel more comfortable asking questions, having conversations, and making informed decisions. More importantly, it showed what can happen when strategy, storytelling, design, animation, music, and event production all work together toward the same goal.
***That's the kind of work we love to do.***
## Purpose Driven Marketing
https://www.go-agency.com/pulse/purpose-drive-marketing
The GO team recently attended SXSW, Austin’s yearly gathering of emerging media, music, cinema, and immersive demos. One topic, in between the panel discussions and networking events, materialized throughout the week as an issue that will impact the economy, and all industries, for years to come.
Millennials.
According to the [U.S. Census Bureau’s International Database](https://www.census.gov/topics/population.html), Millennials make up one-fourth of the earth’s population, or in other words, there are 1.7 billion of them. As this generation has grown up in an era of economic, social, and environmental uncertainty, they are ready to make a difference and change the world one purchase at a time. Millennials also are more global and educated than other age groups. They matured during the age of technology and possess a better sense of humanity beyond their backyard. Their higher than average education levels have resulted in having greater expectations of brands, placing more value on quality and ethical standards.
> ### “Businesses are starting to turn their mission statement into their marketing message. At GO, our mantra is ‘Do Good Work’ which means, in addition to producing the best work for our clients, that we do the right thing for our community.”
Born between 1981 and 1996, Millennials, more than any generation before them, are more inclined to buy a product when they feel like they are “doing something.” With [$3.39 trillion in spending power](http://www.oracle.com/us/industries/financial-services/gen-y-survey-report-165297.pdf), businesses are smart to be paying attention. [80% of the top global CEOs](https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-millenial-survey-2016-exec-summary.pdf) recognize that exhibiting a dedication to societal purpose is a differentiator to their target audience, and more S&P 500 companies are now providing sustainability reports, [up to 81% from 20% five years prior](https://www.ga-institute.com/press-releases/article/flash-report-eighty-one-percent-81-of-the-sp-500-index-companies-published-corporate-sustainabi.html).
Chad Turner, GO’s President and Co-Founder, states, “Businesses are starting to turn their mission statement into their marketing message. At GO, our mantra is ‘Do Good Work’ which means, in addition to producing the best work for our clients, that we do the right thing for our community.”
The drive to make a positive change in the world, whether through local efforts or a global scale, has elevated the use of purpose-driven marketing. Also known as cause marketing, this promotional patronage joins for-profit business together with a charity or social cause.
Some are making adjustments in their packaging to boost funding, as Starbucks did when it modified their cups to red to raise money for the Global Fund to Fight AIDS. Others build cause purchasing into their branding, such as the Buy a Pair, Give a Pair campaign from TOMS. In addition, industry giants are embracing conscious consumerism, including PepsiCo’s take on the $2.8 billion premium water market by providing an [authentic connection to art and design ](http://fortune.com/2016/12/09/pepsico-new-premium-water/)through LIFEWTR. Similarly, Jack Daniels launched the Jack Fire campaign to promote their Tennessee Fire beverage with a nationwide benefit concert series in partnership with iHeart Radio. The proceeds will be used to support firefighters and communities impacted by fire.
Purpose-driven marketing isn’t successful without using caution. If a company doesn’t come across as authentic, exaggerates a claim (like how much money the firm is actually giving towards a cause), or is found out to be self-serving, then the campaign will not only cease to be effective, but the Millennial consumer will deliberately not spend their money with that organization. Furthermore, businesses must choose their path wisely, align themselves with reputable causes and foundations, and pay attention to the social atmosphere.
Lastly, purpose-driven marketing doesn’t stop once a company has associated themselves with a cause. The vehicle chosen to deliver their message is just as important to the issue as the message itself. It is estimated that [84% of millennials don’t trust conventional advertising](https://blog.hubspot.com/marketing/marketing-to-millennials). The days of running a traditional advertisement on the radio, and then expecting the consumer to believe everything they hear, are over. Millennials want authentic forms of communication. Social media, blogs, commenting campaigns, video, word-of-mouth campaigns, user-generated content, and SEO are considered to be more transparent and, therefore, more believable to this particular consumer group.
Millennials want change, and they aren’t afraid to fight for it. They don’t hesitate to walk out of their school, march in the streets of DC, post their views and beliefs on Facebook, or use their purchasing power to make a difference.
## Savoring Success: How Wood-n-Tap Expanded its Culinary Footprint
https://www.go-agency.com/pulse/savoring-success-how-wood-n-tap-expanded-its-culinary-footprint
### Company Background
Wood-n-Tap is a restaurant group based in Connecticut known for its welcoming atmosphere tailored to a wide range of tastes and interests. Established in 2002, the restaurant is acclaimed for its diverse menu and events, such as live music and trivia nights, aiming to make each visit as enjoyable as possible.
### The Challenge
Wood-n-Tap faced the challenge of differentiating itself from cookie-cutter, corporate fast-casual and casual dining chains while expanding its brand footprint. The restaurant needed to balance offering a consistent, convenient, come-as-you-are dining experience while maintaining a welcoming atmosphere and a strong connection with the local community, which they felt was lacking in larger chains.
### Our Idea
To address these challenges, our approach focused on enhancing Wood-n-Tap's brand identity to stand out in a saturated market. We aimed to highlight their unique value proposition by promoting their commitment to quality, craft, and community connection. This strategy included creating relatable and engaging media content that resonated with their audience and reinforced their slogan, "Come as you are."
### The Solution
Over the past decade, we implemented multiple award-winning campaigns from concept to delivery, establishing ourselves as their agency of record. Our efforts included:
- Differentiating Wood-n-Tap from competitors through targeted media campaigns that emphasized their unique dining experience and strong community ties
- Creating the "We take our craft seriously, not ourselves" campaign, which aligns with both our culture at GO and Wood-n-Tap's audience, highlighting the owners' dedication to maintaining a relaxed, enjoyable dining experience
- Expanding their brand presence by promoting new locations and maintaining a consistent brand message across all channels
### Results
Our collaborative efforts with Wood-n-Tap yielded significant results:
- Brand Expansion: Wood-n-Tap successfully grew from three restaurants to ten, including their first location outside of Connecticut in West Springfield, MA
### Conclusion
The strategic partnership with Wood-n-Tap, which started in 2008, has been instrumental in transforming the brand and driving its growth. By focusing on quality, craft, and community connection, Wood-n-Tap has successfully expanded its footprint and established itself as a go-to dining destination in Southern New England. Our ongoing collaboration continues to support their mission of offering an excellent dining experience in a welcoming, come-as-you-are environment, reflecting the owners' vision of creating a place where everyone feels at home.
## Say Hello to Rehrig Pacific's Revamped Website!
https://www.go-agency.com/pulse/say-hello-to-rehrig-pacifics-revamped-website
Exciting news! Say hello to Rehrig's new revamped website featuring lightning-fast cloud-based search, a sleek design overhaul, and a robust content management system for quick updates. Finding products has never been this easy! Kudos to the team for the stellar work.
Visit the site here: [https://www.rehrigpacific.com](https://www.rehrigpacific.com)
## Setting the Digital Stage for City Springs Theatre Company
https://www.go-agency.com/pulse/setting-the-digital-stage-for-city-springs-theatre-company
#### Brand Refresh
We introduced a modernized logo and visual brand system that elevates CSTC’s reputation and helps them stand out in the performing arts space. The new identity feels confident, contemporary, and stage-ready, without losing the warmth and accessibility that defines the organization.
Bringing Broadway-Caliber Energy to the Digital Stage
-----------------------------------------------------
City Springs Theatre Company (CSTC) is a performing arts destination in Atlanta, Georgia, known for delivering Broadway-quality musicals and theatrical productions to the Sandy Springs community. Beyond the mainstage, CSTC is deeply invested in the future of the arts through a robust lineup of education programs designed to inspire, train, and elevate the next generation of young performers.
As the company continues to grow, their digital presence has to grow with it. CSTC came to us ready for a refresh that would reflect the caliber of their productions, strengthen brand recognition, and create a more intuitive experience for both patrons and students.
[Visit City Springs Theatre](https://www.cityspringstheatre.com/)
---
### The Goal
**CSTC needed a reimagined brand and website that could:**
- Increase public awareness and elevate brand credibility
- Tell their story in a visually dynamic, creative way that matches the quality of their productions
- Simplify how users discover and enroll in education programs
- Better serve both loyal patrons and first-time visitors with clear, engaging user journeys that encourage exploration and action
---
### Our Approach
We partnered closely with CSTC to refresh their visual identity while designing a user-first website that feels as polished and professional as their performances. The result is a cohesive brand and digital experience that reflects their maturity, artistry, and community impact.
####
Brand Refresh
We introduced a modernized logo and visual brand system that elevates CSTC’s reputation and helps them stand out in the performing arts space. The new identity feels confident, contemporary, and stage-ready, without losing the warmth and accessibility that defines the organization.
####
Enhanced UI/UX Design
The new website features a clean, bold layout paired with lively imagery and integrated video footage. A streamlined site structure allows visitors to quickly explore upcoming shows, purchase tickets, review subscription options, and find ways to support the theatre.
####
Optimized Education Experience
To better support CSTC’s education mission, we redesigned how programs are displayed and discovered. By consolidating categories and introducing clear labels, filters, and interactive elements, users can now easily browse, compare, and sign up for programs that fit their interests.
####
Mobile Responsiveness
With many users browsing on the go, the site was designed with mobile users at the top of mind to ensure a seamless experience across all devices. Patrons can buy tickets, view show details, and access key information anytime, anywhere.
---
### Impact & Results
By prioritizing usability, credibility, and responsive design, the new CSTC brand and website go beyond a visual refresh, they transform the audience’s digital experience. The updated platform aligns seamlessly with the world-class performances CSTC is known for, while making it easier than ever for patrons, students, and supporters to engage.
This digital transformation empowers City Springs Theatre Company to continue enriching their community through culture, creativity, and meaningful arts education, both on stage and online.
## Sports Emmy Nominations
https://www.go-agency.com/pulse/sports-emmy-nominations
While awards aren’t the reason we do this work, it’s meaningful to be recognized by our peers. These nominations are a reflection of the trust others place in us—and the power of true collaboration.
We’re especially grateful to Words and Pictures, Omaha, ESPN, and NBC Sports for bringing us on in roles that helped shape these stories, and to the brilliant teams of editors, shooters, producers, and creatives who brought their best. The best stories are told with many voices.
“For Trazzy” – Outstanding Short Feature “Full Court Press” – Outstanding Documentary Series – Serialized “Giannis: The Marvelous Journey” – Outstanding Long Documentary
Congratulations to all the nominees and winners!
## Stephen Curry: Beyond the Arc
https://www.go-agency.com/pulse/stephen-curry-beyond-the-arc
### **Making History at the Hall**
Never has an active NBA player been featured inside the walls of the Hall of Fame with their own exhibit dedicated to their career.
***Until now.***
When the Hall decided to open its first-ever exhibit honoring an active player, the launch had to feel just as memorable as the moment itself. That's where we came in.
Working alongside the Hall, we helped drive awareness around the opening of *Stephen Curry: Beyond the Arc* through a fully integrated marketing campaign designed to build excitement before opening day and create an experience that extended far beyond the exhibit doors.
SPACER (small)
SPACER (small)
---
SPACER (small)
#### **Concept**
**A campaign for a one-of-a-kind moment**
This wasn't just another exhibit opening. It was the Hall breaking tradition to celebrate one of the most influential players the game has ever seen.
Our goal was to create a campaign that matched the significance of that decision. Every piece of creative was built to spark curiosity, build anticipation, and remind basketball fans that this wasn't a look back at history. It was history being made in real time.
---
SPACER (small)
#### **Approach**
**Building excitement from every angle**
Launching an exhibit like this takes more than a few ads. It takes dozens of pieces working together to tell one story.
We partnered closely with the Hall throughout the process, developing everything from teaser videos and animation to social content, radio, digital advertising, and on-site materials. As approvals evolved and new opportunities came up, we kept the campaign moving while making sure every touchpoint felt connected.
##### **Deliverables included:**
- Launch video and animated teaser
- Website content and digital assets
- Social media campaign
- Influencer strategy and content
- Radio advertising
- Print and promotional materials
- Environmental graphics and floor decals
- Visitor takeaway pieces
- Retail merchandise concepts
***The goal was simple:*** wherever someone first heard about Beyond the Arc, the experience felt like part of the same story.
---
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#### **Result**
**A launch worthy of the moment**
When *Stephen Curry*: *Beyond the Arc* opened at the Basketball Hall of Fame, it wasn't just the debut of a new exhibit. It marked the first time the Hall had ever dedicated an exhibit to a player who is still actively competing.
We're proud to have helped tell that story.
From the first teaser to the final exhibit graphics, every piece of the campaign worked together to introduce fans to a one-of-a-kind experience and celebrate a player whose impact on the game is still unfolding. It's the kind of project we love being part of: a great story, a great partner, and a chance to help create something people will remember.
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## Tewaaraton 2025: Elevating the Game
https://www.go-agency.com/pulse/tewaaraton-2025-elevating-the-game
### College lacrosse is booming.
#### It leads all NCAA sports in team growth across both genders over the past 20 years, with a remarkable 99 percent expansion since the early 2000s.
Today, there are more than 1,100 NCAA lacrosse programs and over 42,000 student-athletes competing across Divisions I, II, and III. The Tewaaraton Awards honor the very best in college lacrosse. Often called “the Heisman of lacrosse,” the Tewaaraton Award has celebrated the sport’s most elite players since 2001, including Lyle Thompson, Charlotte North, and Trevor Baptiste. Our mission: find ways to elevate the ceremony, in partnership with Trigger 7.
So we asked ourselves: ***Where can we make the biggest impact?***
The Answer: ***Artwork***
We refreshed the graphic package to give the show a clean, modern look across all platforms. *Distribution Trigger 7* partnered with the *Premier Lacrosse League (PLL)* network to stream the packaged show. That distribution gave us access to a much larger, highly engaged national audience—many of whom are deeply invested in the future of the game. Talent Jeremy Schaap brings a level of professionalism and credibility that few can match. His presence as host grounded the entire production.Storytelling Our interstitials and features were designed to tell the story of the sport through its biggest stars. Stars grow sports. Legends legitimize them. So we brought in the heavyweights: Paul and Gary Gait. Paul and Mike Rabil. Their presence underscored the cultural weight of the event and the moment. Cool Factor.
When the visuals are sharp, the music hits right, and the experience looks like something people want to be part of, it works.⸻You don’t need a huge budget or endless time to make something feel elevated. Just the right partners and a bit of vision. We are already thinking about how to make Tewaaraton 2026 even better.
Stay tuned.
## The “3 Ps” of Partnership Building
https://www.go-agency.com/pulse/the-3-ps-of-partnership-building
Anyone that’s spent a couple weeks in an intro marketing course is probably familiar with the 4 Ps – product, price, place, and promotion – the supposed sacred levers that make up an organization’s “marketing mix.”
Longtime Harvard Business School marketing professor E. Jerome McCarthy, coined the concept in 1960 and, amazingly enough, it still influences how businesses market themselves more than 60 years later.
Well, not to be outdone by clever abbreviations, we have our own set of 3 “Ps”. Core to our client and team relationships, they answer the very difficult question… is this client a good fit for GO?
#### **Progress, Passion, and Profit are how we judge prospective partnerships and projects that we take on as an agency.**
**Progress:** partnerships and projects should provide the opportunity for GO to learn something new or enter a space we’ve never been in. Simply put, we ask ourselves, will this partnership make us a better agency?
**Passion:** every now and then, there is a client, cause, or creative opportunity that we are so excited about, we would never forgive ourselves if we let a potential project or partnership slip by. Determining the level of “passion” is subjective, but it should always start as an expression of what is important to our team. Simply put, we ask ourselves, would we volunteer our time and do this for free?
**Profit:** any partnership or project should be able to drive bottom line value for our partner and for GO. Profitability sustains our businesses and sets us up for future success. Simply put, we ask ourselves, will we make our necessary margin on this?
#### **So how do we deploy the “3 Ps” in practice?**
To build a successful partnership, we need to “check the box” on at least two of the 3 Ps. Any project or partnership that meets only one (or none) is set up to fail. Trust us. We’ve tried it before. And, after 20 years of trial and error, we know what makes for a great (or not-so-great) partnership.
#### **Only profit.**
A profitable project that drains the passion of our team or has a negative impact to growth is going to damage the culture and future success of GO and create a relationship with a client that is solely transactional. While it may be attractive on the outset, solely transactional relationships at GO never work.
#### **Only passion.**
Passion projects = commitment. However, taking on a client or cause that has a negative impact to the bottom line and does not set us up for future growth damages our ability to provide the best service to our clients. Bottomline, we must pay our bills and more importantly, our people.
#### **Only progress.**
Projects and partnerships that enter us into a new space but does nothing to fuel our team or boost the bottom line will eventually fail. These types of relationships tend to eat-up internal resources and create a general apathy that makes it harder to grow our team and business, and take on new clients and projects.
#### **Two out of three is the benchmark, but; three is the absolute best.**
Every now and then, there is this perfect partnership or project that checks off all three boxes. Armed with progress, passion and profit, our team is constantly learning, we’re constantly thinking about our partner’s mission (because deep down we want our client to win), and we can make our margins to sustain and grow the business.
Together, the 3Ps fuel our agency ecosystem and set everyone up for shared success. In other words, it’s GO time.
## The Art of Letting Go: Why Delegation Matters in Management
https://www.go-agency.com/pulse/delegation-for-control-freaks-how-to-trust-your-team-and-thrive
As I’ve progressed in my career and transitioned into management roles, I encountered a challenge that many professionals face: delegation. Initially, I struggled with entrusting tasks to others, even though the “others” were more than capable of completing these tasks. I had a belief that taking on responsibilities myself would ensure quality and efficiency, since I would be judged on the work whether I did it myself or someone else on my team. However, I soon came to realize that effective delegation is not just essential for maintaining my own workload balance, but it is also crucial for fostering the growth and development of the team members you work with day in and day out.
### Understanding the Importance of Delegation
**1. Preventing Burnout:** One of the primary reasons delegation is vital is to prevent burnout. Working in ad agencies for the past eight years, burnout is real, and it affects even the highest achievers in our industry. As I advanced in my career, my responsibilities increased, and I was trying to handle everything on my own which became unsustainable and overwhelming. As a quasi-control freak, I learned that I had to delegate tasks, so I could focus on high-priority projects and strategic decision-making. This was both better for our junior team members and the company at large.
**2. Empowering Team Members:** Delegation was never and will never be merely about offloading tedious or boring tasks; it is about empowering team members. When we delegate effectively, we provide opportunities for our junior team members to develop new skills, gain confidence, and take ownership of their work. This empowerment leads to a more motivated and capable team. It also feels great to have a junior employee step up to the plate and nail a task or do it just the way you would, or even better, find a better way to do something.
### Overcoming the Challenges of Delegation
**1. Trust and Control:** This was the toughest for me to overcome. One of the most significant barriers to delegation is the fear of losing control. I literally shiver at the thought of being judged on someone else’s work, which might date back to college team projects. However, building trust is a gradual process. I found that delegating smaller tasks and working with your junior team members hand-in-hand builds their confidence and helps instill the thought process behind any strategic tasks or project. And if the task isn’t up to your standards, discuss why and give constructive feedback.
**2. Clear Communication:** Effective delegation requires clear communication. When assigning tasks, ensure that the objectives, expectations, and deadlines are well-defined. Providing context and explaining the importance of the task can also help team members understand their role in the bigger picture. This is so important as it provides the “why” behind the work.
**3. Providing Support and Feedback:** Delegation does not mean abandoning your team members. I always try to offer support and guidance when needed, and check-in every so often to answer questions, discuss direction, etc. I found it helpful to realize that the person you're delegating a task to will need space and time to get their footing and gather their thoughts. Let them come to you with questions or concerns; this also allows you to evaluate their thought process and critical thinking skills. Once completed, recognize their successes and offer insights on areas for improvement to foster continuous growth.
### Crucial Steps in Delegation
**1. Identify Delegatable Tasks:** Not all tasks are suitable for delegation. Identify tasks that are routine, time-consuming, or within the expertise of your team members. Focus on delegating tasks that free up your time for strategic initiatives and decision-making.
**2. Choose the Right Person:** Match tasks with team members’ skills, interests, and developmental needs. Delegating tasks that align with their strengths and career goals can enhance their job satisfaction and performance.
**3. Set Clear Expectations:** When delegating, be explicit about what needs to be done, the desired outcome, and the deadline. Clear expectations prevent misunderstandings and ensure that tasks are completed to the required standard.
**4. Empower and Trust:** Empower your team members by giving them the autonomy to complete tasks in their way. Avoid micromanaging, as it can undermine their confidence and stifle creativity. Trust in their abilities and provide the space for them to succeed.
**5. Follow Up and Provide Feedback:** Check-in periodically to monitor progress and offer support. Once the task is completed, provide constructive feedback. Acknowledge their efforts and successes, and offer guidance on how they can improve in future tasks.
### The Benefits of Mastering Delegation
Delegation is a crucial skill that requires practice and a shift in mindset. By recognizing its importance, overcoming the challenges, and implementing effective strategies, leaders can foster a productive and empowered team. As I’ve learned through my career, embracing delegation not only enhances my effectiveness as a leader but also cultivates a thriving and capable team ready to take on new challenges.
Delegation is not a sign of weakness or laziness, but a testament to your strength as a leader. Embrace it, watch your teammates grow and flourish which is one of the most gratifying things as a leader.
## The Art of Visual Storytelling: Turning Concepts into Campaigns
https://www.go-agency.com/pulse/art-of-visual-storytelling
At GO, everything begins with a simple philosophy: **Do good work with good people for good people.** It’s the lens through which we evaluate every project, every partnership, and every creative thing we put into the world.
At its core, storytelling is about empathy—the ability to step into someone else’s perspective and make them feel seen. When turning concepts into campaigns, this is where I like to begin:
---
### **From Spark to Strategy**
#### The best campaigns don’t start with a headline or a graphic—they start with understanding why.
I seek to understand not only what people do, but also what they think, how they feel, and why it matters—to them and their audience. This understanding forms the foundation for a strategy and framework that ensures the story resonates, mapping behavior, culture, and context so the campaign is not only visually striking but also emotionally and cognitively relevant.
---
### **Shaping a Narrative**
#### Once the why is clear, the narrative is crafted. The goal isn’t to advertise—it’s to connect.
Campaigns that endure aren’t just driven by product features; they’re anchored in feelings. Pride. Joy. Belonging. Discovery. Humor. Nostalgia. Whatever the emotional truth, that’s where the story lives. My goal is to translate that truth into a narrative that audiences can see themselves reflected in—one that feels less like a marketing pitch and more like a shared experience.
---
### **Bringing It to Life Visually**
#### This is where story meets craft, transforming insights into a visual language that cuts through.
Every detail serves a purpose:
• **Color palettes** spark emotion.
• **Typography and photography** carry voice and tone.
• **Composition** directs focus and flow.
• **Motion and interactivity** transform a message into a living, breathing experience.
Here, the abstract becomes tangible. The “why” becomes something people can see, feel, and connect with in an instant.
---
### **Campaigns That Live Beyond the Screen**
#### A campaign is never just one ad—it’s an ecosystem of moments, each connected by a shared story.
From a six-second social cut to a fully branded installation, every touchpoint should feel like a different chapter of the same book. Every extension feels consistent, cohesive, and human.
---
### The Payoff: Connection
#### Visual storytelling is about creating campaigns that live on in culture because they begin with empathy and end with connection.
If someone feels seen in the work—if it makes them laugh, cry, share, or reflect—then the campaign is a success. Turn insight and empathy into creative that truly resonates, feels authentic and brings it to life with purpose and craft. Create campaigns that don’t just look good—they make people feel seen, understood, and inspired. That’s the art of visual storytelling.
---
### **Here’s my go-to checklist for creating campaigns that resonate:**
1. **Start with Why** – Define the purpose behind the campaign before the visuals.
2. **Lead with Empathy** – Understand the audience’s feelings, not just their actions.
3. **Build a Narrative** – Anchor campaigns in emotional truths that resonate.
4. **Design with Intent** – Every color, typeface, and frame should serve the story.
5. **Think Ecosystem** – Extend the story across formats and platforms with consistency.
6. **Measure by Connection** – Success isn’t just reach—it’s whether people felt something.
7. **Evolve with Culture + Tools** – Stay relevant by adapting to cultural shifts and leveraging modern design and AI tools to bring stories to life with agility and impact.
---
**Frequently Asked Questions**
### **The Art of Visual Storytelling**
**Q. What makes visual storytelling different from traditional advertising?**
Visual storytelling isn’t about pushing features or slogans. It’s about creating narratives that tap into human emotions and making people feel connected to the brand on a deeper level.
**Q. Why is empathy important in campaign development?**
Empathy helps us understand not just what people do, but why they do it. By tapping into the audience’s emotions, we craft campaigns that feel authentic and relevant.
**Q. How do you ensure a campaign connects across different platforms?**
We design campaigns as ecosystems, not single moments. By keeping the narrative and design language consistent, we can adapt the story for everything from social cutdowns to immersive brand experiences
**Q. Where do modern design and AI tools fit into storytelling?**
They’re not replacements for creativity—they’re amplifiers. Tools like AI help us visualize faster, iterate smarter, and stay nimble in how stories evolve with culture.
**Q. What’s the key takeaway for brands investing in visual storytelling?**
Start with the *why*, lead with empathy, and use story-driven design to create campaigns that people don’t just see—but remember and share.
---
### **About the Author**
Karen infuses every project with creativity, passion, and a people-first mindset. When she’s not crafting brand stories, you might find her performing as a classically trained soprano or traveling the world. [Learn more about Karen](https://www.go-agency.com/about/our-team/karen-butler) and her time here at GO.
## The Beginner's Guide to Creating and Understanding GPTs
https://www.go-agency.com/pulse/the-beginners-guide-to-creating-and-understanding-gpts
On November 6th, OpenAI, creators of ChatGPT, unveiled a feature enabling global users to customize their own GPT models. This innovation allows individuals to tailor ChatGPT for specific purposes, moving beyond standard usage to create a personalized GPT optimized for their unique goals and applications. I instantly started to play around with different GPT ideas.
After tinkering for a couple of weeks, I created a step-by-step guide on best practices to create your own GPT and how it can help with manual tasks.
**Define Your GPT's Purpose:**
Decide what tasks you want your GPT to perform. It could be anything from generating automated responses to emails, creating content and imagery, pulling dinner reservations, researching a vacation, coding, or data analysis. Having a clear purpose will guide the training process.
**Gather Your Training Data:**
The effectiveness of your GPT largely depends on the quality of the training data. Use targeted prompts and direct instructions to format your GPT based on what you want it to achieve. What’s cool about creating a custom GPT is that you can upload documents/data/information that's relevant to the tasks you want your GPT to perform. This data will help shape the output of the GPT and allow it to sharpen its skills.
**Test and Refine:**
After the initial training, test your GPT with real-world tasks. It's normal for the first version to have limitations or not work correctly as you intended. Use the test results to refine and retrain your model for better accuracy based on the initial outputs.
**Continuous Learning and Updating:**
AI models like GPT need continuous updates and learning. Plan to regularly provide new data and insights to keep the model relevant and effective.
With your GPT active, you can now publish so the public can use it and share the link with friends who might find it useful. In December, OpenAI created a GPT store which allows GPTs created by the public, to be accessed by anyone with a ChatGPT4 subscription. I even utilized a Blog Writer GPT in the store to help me craft this post
**How a GPT Helps with Manual Tasks:**
**Time Efficiency:** Automate repetitive tasks like data entry, basic customer queries, and scheduling. This frees up time for more complex and creative tasks.
**Consistency and Accuracy:** A well-trained GPT can perform repetitive tasks with consistent accuracy, reducing human error.
**Scalability:** GPTs can handle an increasing volume of work without the need to increase staff, making your operation more scalable.
**Cost-Effective:** In the long run, automating tasks with a GPT can be more cost-effective than hiring additional staff for repetitive work.
Now I want to share 2 GPT concepts I created, one for work and one for my personal life.
#### WORK
I spend a lot of my days putting together google ads outlines for clients running google search campaigns. An extensive amount of keywords research goes into these plans in order to make sure we create the best campaigns possible. Well now with “Make Search Campaigns Faster” I created a tool that helps me get a head start of account structure, keywords research, and even ad copy. See screenshots below.
#### MY PROMPT
Looking to run a google ads campaign for a new water bottle to compete with the stanley. The focus will be on women in their 20-40, people who are active, work in the office. I will need account structure, keywords and ad copy recommendations.
#### MAKE SEARCH CAMPAIGNS FAST GPT
To create a structured Google Ads campaign for your iron supplement, focusing on those with iron deficiencies and anemia, we'll break down the campaign into several key elements: account Based on the structure of the Google Ads campaigns in the provided outlines, I will create a similar structured outline for your new water bottle campaign targeted at women aged 20-40, with a focus on those who are active and work in offices.
#### Account Structure Overview
Campaign Name: "WaterBottle\_ActiveWomen\_2024"
Target Geography: Nationwide (with a focus on urban areas)
Target Demographic: Women aged 20-40, Active Lifestyle, Office Workers
#### Ad Groups
**Eco-Friendly Water Bottles**
Keywords: "eco-friendly water bottle", "sustainable water bottle", "biodegradable water bottle"
Match Type: Broad Match for wide reach, Exact Match for high intent searches
**Water Bottles for Office**
Keywords: "office water bottle", "stylish water bottle for work", "water bottle desk"
Match Type: Phrase Match to target specific office-related searches
**Water Bottles for Fitness**
Keywords: "gym water bottle", "water bottle for workout", "fitness water bottle"
Match Type: Broad Match to capture a range of fitness-related queries
**Trendy Water Bottles**
Keywords: "trendy water bottle", "fashionable water bottle", "stylish water bottle"
Match Type: Phrase Match to target style-conscious consumers
#### Ad Copy Recommendations
**Eco-Friendly Water Bottles Ad Copy**
Headline: "Go Green with Our Eco-Friendly Bottles"
Description: "Sustainable & stylish water bottles for the eco-conscious. Shop now!"
**Water Bottles for Office Ad Copy**
Headline: "Elevate Your Desk with Chic Water Bottles"
Description: "Stay hydrated at work with our elegant and functional water bottles."
**Water Bottles for Fitness Ad Copy**
Headline: "Stay Hydrated in Style at the Gym"
Description: "Durable and trendy water bottles perfect for your fitness routine."
**Trendy Water Bottles Ad Copy**
Headline: "Fashion Meets Function in Our Bottles"
Description: "Discover our range of stylish water bottles. Perfect for every occasion!"
#### Additional Notes
- Budget Allocation: Consider allocating more budget to "Eco-Friendly" and "Fitness" ad groups based on current trends in sustainability and health.
- Seasonal Adjustments: Adjust ad copy and budget for seasonal trends, like New Year fitness resolutions or Earth Day for eco-friendly products.
#### Personal Life
When traveling, me and my fiance love trying new restaurants. I’m usually the one tasked with researching different spots in a new city and securing reservations if applicable. Well I created a “Find a Reservation” for ease of finding new restaurants and securing reservations.
#### FIND A RESERVATION GPT
For your dinner options in West Palm Beach on Friday, February 3rd, here are five restaurants that take reservations:
**Bimini Twist:** Known for its American and seafood offerings with a contemporary twist, Bimini Twist provides a delightful dining experience with a range of options.
**Lynora's:** If you're in the mood for Italian cuisine, Lynora's offers a fine dining experience with a variety of Italian dishes.
**Okeechobee Steak House:** For steak lovers, the Okeechobee Steak House is a great choice. This steakhouse has a rich history and is known for its high-quality American steak dishes.
**Malakor Thai Cafe:** Offering traditional Thai dishes, Malakor Thai Cafe is a vibrant choice for those who enjoy Asian cuisine. It features a colorful interior and a sushi bar, adding to its appeal.
**The Blind Monk:** This wine bar and restaurant is ideal for those looking for a chic setting with an impressive wine selection and various delicious dishes. It's a great spot for a more relaxed, yet sophisticated dining experience.
Remember to check for availability and make reservations as these places might be popular. Enjoy your dinner in West Palm Beach!
## The Emmy Award Nominees are...
https://www.go-agency.com/pulse/the-emmy-award-nominees-are
National Academy of Television Arts and Sciences (NATAS) has officially announced the nominees for the 38thAnnual Sports Emmy Awards. We’re thrilled to see some familiar faces being nominated for this national award!
It’s been an absolute pleasure working with NBC Olympics, who has racked up a total of fourteen nominations, Golf Channel with five, as well as ESPN’s College GameDay with two nominations.
Shout out to our very own Managing Producer, Adrienne Gallagher, who contributed to these nationally recognized projects.
The Nominees are to be honored during the May 9th Ceremony at Jazz at Lincoln Center’s Federick P. Rose Hall. Good luck all!
## The Empty Seat
https://www.go-agency.com/pulse/the-empty-seat
Between December of 2023 and April of 2024 I spent 28 days filming a show mostly on the West Coast. It was a dream project for me, following the best Women’s College Basketball Players through their historic season. My job on this project was to embed myself with the UCLA women’s basketball team as they attempted to do something that had never been done before...bring a National Championship to this storied basketball school on the women’s side.
I spent a lot of time with Kiki Rice, a rising junior point guard, who you will get to know pretty well if you watched Full Court Press on ABC. Like a lot of time. It was enlightening to see the world through 20 year old eyes, a moment in life when dreams feel both closer and further away at the same time. 20 is a time when a person wakes up to the complexity of life, whether or not they play basketball or have a shoe designed for them.
When you take on a project like this, your whole family takes it on. It’s about communicating schedules and calling in babysitters at the last minute. It’s a lot of making do. Often, Kiki’s basketball games coincided with my sons’ basketball games, I was an empty space on a bleacher...and so I expected bitterness. And yet, from the very beginning my 5 and 7 year old sons were curious about this flashy and fun group of women...they started watching games with me and by the end of the season they were watching the games I was filming. They cheered for the fierce Gabriella Jacquez, expected effortless 3 pointers from 5' 4" Londynn Jones, marveled at the magnificent Lauren Betts, and of course always went for beautiful and dynamic Kiki with the curly ponytail.
When I started in this industry 20 years ago, I didn’t dream that a project like this could exist, let alone that I could be a part of it. Most people have to see things to envision them for themselves and I had no applicable reference. Which is kind of the whole point I’m trying to make here.
That all brings me to the book report my oldest, Jake, brought home a couple of weeks ago.
He did a fully illustrated report on the accomplishments of a black female athlete.
What did that mean to me?
Everything.
*For the first 4 months of 2024 Adrienne Gallagher, Managing Director of Greenlight Productions, a division of GO, was following the best Women’s College Basketball Players through their historic season. Adrienne received a producer credit for her work on Full Court Press which was created by Words and Pictures in conjunction with Omaha Productions, which is an entertainment company founded by former football quarterback Peyton Manning. The 4 part docuseries aired in May and can be found on ESPN and other streaming services.*
## The Power of Brand Anthems
https://www.go-agency.com/pulse/the-power-of-brand-anthems
An anthem is a term for a video representing an organization, brand, or business that doesn’t just explain *what* the described entity does but also *why*. Anthems are useful because they usually help corral many different arms of an organization around a driving idea, reinforcing a sense of purpose from the inside out.
When anthems work, we often hear the language we help craft in the script repeated back to us for years by the client, like it was always there.
Rehrig Pacific Company had us make them a brand anthem about five years ago that did its job, it opened meetings and pitches and helped explain the very complex work of that company so effectively that when the business grew and evolved to the point where that anthem felt outdated, they asked for another one.
It’s hard to follow up a hit, but with a sense of fun and adventure, we were able to deliver something totally original and equally effective with this, Rehrig Pacific Company Brand Anthem (the sequel.)
## The Top Three Reasons you Should be Using Influencer Marketing
https://www.go-agency.com/pulse/the-top-three-reasons-you-should-be-using-influencer-marketing
### **To Generate Authentic Content**
Media users are becoming increasingly savvy when it comes to filtering out and skipping ads. In fact, many users have developed a "banner blindness" to traditional online ads, which can make it difficult for brands to effectively reach their target audience through traditional advertising methods. According to a survey by [GlobalWebIndex](https://www.gwi.com/reports/ad-blocking-trends), 47% of internet users use ad-blockers because they find ads annoying or intrusive. There are similar trends for video ads, according to a study by [IPG](http://www.ipglab.com/2017/02/15/media-trial-report-magna-and-ipg-media-lab-turbocharge-your-skippable-pre-roll-campaign/), nearly 65% of internet users skip pre-roll ads.
**T**his data shows us the importance of finding new and innovative ways to reach consumers without disrupting their online experience. Influencer marketing campaigns can be more effective than traditional advertising because they are often integrated into the content that the influencer is creating, rather than being a separate and disruptive ad. This can make the content feel more authentic and engaging, and therefore more likely to be noticed by the influencer's followers.
> [View this post on Instagram](https://www.instagram.com/reel/CocN335oig1/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Connecticut Bucket List LLC | Kathleen (@connecticut\_bucketlist)](https://www.instagram.com/reel/CocN335oig1/?utm_source=ig_embed&utm_campaign=loading)
For our client Goodwill, they wanted to try something new when it came to promoting their Career Centers. The offer (which sounds almost too good to be true!) is a center with career counseling for anyone in CT. They have certificate courses, 1 on 1 coaching, and computers and other tech available, all for free! To better engage CT residents we sent in local influencer @connecticut\_bucketlist to experience it for herself. The results? An outstanding video that showcases the facilities and highlights some of the great offerings. This video received over 80,000 organic views in the first few weeks of posting as well as dozens of likes, comments, saves and shares. Now the career centers are reporting that people are telling them they are visiting [because of the videos they saw on Instagram](https://www.instagram.com/reel/CocN335oig1/)!
### To Build Trust and Credibility
The trust and credibility built through influencer marketing can have a significant impact on a brand's success. By leveraging influencers' credibility and building trust with their target audience, brands can see an increase in sales. According to the 2021 [Nielsen Trust in Advertising study](https://www.nielsen.com/insights/2022/getting-closer-influencers-help-brands-build-more-personal-consumer-connections/#:~:text=According%20to%20the%202021%20Nielsen,and%20product%20placements%20from%20influencers.), 71% of consumers trust advertising, opinions and product placements from influencers. By working with influencers who have a strong reputation and authority in their niche, brands can leverage their expertise to build credibility with their target audience.
By partnering with influencers, we can tap into the creator’s authenticity and relatability to build a more human and approachable image for their brand. Many influencers are also experts in their niche or industry, which means that their recommendations and opinions are often valued by their followers. To support Tenjaku Whisky’s Father’s Day sales, we partnered up with 5 whiskey and cocktail experts to create content and promote Tenjaku on their platforms during the month of June. The results were very apparent! We tracked over 36,000 organic views and over 3,000 engagements of likes, comments, shares and saves. [This campaign](https://www.instagram.com/p/Cew7TQNsm8m/?igshid=YmMyMTA2M2Y=) also had Tenjaku see a 117% spike in accounts reached and a 20% boost in followers month over month.
> [View this post on Instagram](https://www.instagram.com/p/Cew7TQNsm8m/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Coffee Black Whiskey Neat (@coffeeblackwhiskeyneat)](https://www.instagram.com/p/Cew7TQNsm8m/?utm_source=ig_embed&utm_campaign=loading)
### To Tell a Story
Using their credibility and authenticity, Influencers are able to become storytellers in a way that traditional social media ads can’t always capture. When an influencer tells a brand's story, they can create a more emotional connection between the brand and its target audience. This emotional connection can help to build brand loyalty and advocacy over time. When an influencer shares their personal experience with a product or service, it can help to humanize the brand and make it more relatable to their followers.
According to the 2020[ Edelman Brand Trust report](https://www.edelman.com/sites/g/files/aatuss191/files/2020-06/2020%20Edelman%20Trust%20Barometer%20Specl%20Rept%20Brand%20Trust%20in%202020.pdf), 75% of people believe that brands should tell stories as part of their advertising. This shows us that our audiences want more. To spread the message of The Basketball Hall of Fame’s museum being reopened post-Covid, we partnered with 8 Influencers to reach users all the way from Central CT to Boston. These influencers each visited and shared their own unique story and connection to basketball and its history. They shared their skills on the court and around the museum, all while describing exactly why their audience would love the museum. [This campaign had an organic reach of over 1 million views across TikTok, Instagram, and YouTube](https://www.instagram.com/reel/CiLE8q0Dac7/?igshid=YmMyMTA2M2Y=%20) and received thousands of positive interactions. The Basketball Hall of Fame has reported that ticket sales last year were up over 30% from 2019!
> [View this post on Instagram](https://www.instagram.com/reel/CiLE8q0Dac7/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Connecticut 📍 Food and Fun | David.M (@thedamgram)](https://www.instagram.com/reel/CiLE8q0Dac7/?utm_source=ig_embed&utm_campaign=loading)
In conclusion, influencer marketing can be a valuable tool for brands looking to reach and engage with their target audience. By working with influencers, we can build trust and credibility, reach a targeted audience, increase brand awareness, and generate authentic, quality, content. If you're looking to grow your brand and attract new customers, influencer marketing is something you must consider!
If you’re looking to bring your brand into the marketing age of 2023 then you need to strongly consider using social influencers to spread your messaging. In today's digital age it’s an effective way for brands to reach and engage with their target audience. Here are three reasons why your brand should consider using influencer marketing:
### **To Generate Authentic Content**
Media users are becoming increasingly savvy when it comes to filtering out and skipping ads. In fact, many users have developed a "banner blindness" to traditional online ads, which can make it difficult for brands to effectively reach their target audience through traditional advertising methods. According to a survey by [GlobalWebIndex](https://www.gwi.com/reports/ad-blocking-trends), 47% of internet users use ad-blockers because they find ads annoying or intrusive. There are similar trends for video ads, according to a study by [IPG](http://www.ipglab.com/2017/02/15/media-trial-report-magna-and-ipg-media-lab-turbocharge-your-skippable-pre-roll-campaign/), nearly 65% of internet users skip pre-roll ads.
**T**his data shows us the importance of finding new and innovative ways to reach consumers without disrupting their online experience. Influencer marketing campaigns can be more effective than traditional advertising because they are often integrated into the content that the influencer is creating, rather than being a separate and disruptive ad. This can make the content feel more authentic and engaging, and therefore more likely to be noticed by the influencer's followers.
### To Build Trust and Credibility
The trust and credibility built through influencer marketing can have a significant impact on a brand's success. By leveraging influencers' credibility and building trust with their target audience, brands can see an increase in sales. According to the 2021 [Nielsen Trust in Advertising study](https://www.nielsen.com/insights/2022/getting-closer-influencers-help-brands-build-more-personal-consumer-connections/#:~:text=According%20to%20the%202021%20Nielsen,and%20product%20placements%20from%20influencers.), 71% of consumers trust advertising, opinions and product placements from influencers. By working with influencers who have a strong reputation and authority in their niche, brands can leverage their expertise to build credibility with their target audience.
By partnering with influencers, we can tap into the creator’s authenticity and relatability to build a more human and approachable image for their brand. Many influencers are also experts in their niche or industry, which means that their recommendations and opinions are often valued by their followers. To support Tenjaku Whisky’s Father’s Day sales, we partnered up with 5 whiskey and cocktail experts to create content and promote Tenjaku on their platforms during the month of June. The results were very apparent! We tracked over 36,000 organic views and over 3,000 engagements of likes, comments, shares and saves. [This campaign](https://www.instagram.com/p/Cew7TQNsm8m/?igshid=YmMyMTA2M2Y=) also had Tenjaku see a 117% spike in accounts reached and a 20% boost in followers month over month.
For our client Goodwill, they wanted to try something new when it came to promoting their Career Centers. The offer (which sounds almost too good to be true!) is a center with career counseling for anyone in CT. They have certificate courses, 1 on 1 coaching, and computers and other tech available, all for free! To better engage CT residents we sent in local influencer @connecticut\_bucketlist to experience it for herself. The results? An outstanding video that showcases the facilities and highlights some of the great offerings. This video received over 80,000 organic views in the first few weeks of posting as well as dozens of likes, comments, saves and shares. Now the career centers are reporting that people are telling them they are visiting [because of the videos they saw on Instagram](https://www.instagram.com/reel/CocN335oig1/)!
> [View this post on Instagram](https://www.instagram.com/reel/CocN335oig1/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Connecticut Bucket List LLC | Kathleen (@connecticut\_bucketlist)](https://www.instagram.com/reel/CocN335oig1/?utm_source=ig_embed&utm_campaign=loading)
For our client Goodwill, they wanted to try something new when it came to promoting their Career Centers. The offer (which sounds almost too good to be true!) is a center with career counseling for anyone in CT. They have certificate courses, 1 on 1 coaching, and computers and other tech available, all for free! To better engage CT residents we sent in local influencer @connecticut\_bucketlist to experience it for herself. The results? An outstanding video that showcases the facilities and highlights some of the great offerings. This video received over 80,000 organic views in the first few weeks of posting as well as dozens of likes, comments, saves and shares. Now the career centers are reporting that people are telling them they are visiting [because of the videos they saw on Instagram](https://www.instagram.com/reel/CocN335oig1/)!
### To Build Trust and Credibility
The trust and credibility built through influencer marketing can have a significant impact on a brand's success. By leveraging influencers' credibility and building trust with their target audience, brands can see an increase in sales. According to the 2021 [Nielsen Trust in Advertising study](https://www.nielsen.com/insights/2022/getting-closer-influencers-help-brands-build-more-personal-consumer-connections/#:~:text=According%20to%20the%202021%20Nielsen,and%20product%20placements%20from%20influencers.), 71% of consumers trust advertising, opinions and product placements from influencers. By working with influencers who have a strong reputation and authority in their niche, brands can leverage their expertise to build credibility with their target audience.
By partnering with influencers, we can tap into the creator’s authenticity and relatability to build a more human and approachable image for their brand. Many influencers are also experts in their niche or industry, which means that their recommendations and opinions are often valued by their followers. To support Tenjaku Whisky’s Father’s Day sales, we partnered up with 5 whiskey and cocktail experts to create content and promote Tenjaku on their platforms during the month of June. The results were very apparent! We tracked over 36,000 organic views and over 3,000 engagements of likes, comments, shares and saves. [This campaign](https://www.instagram.com/p/Cew7TQNsm8m/?igshid=YmMyMTA2M2Y=) also had Tenjaku see a 117% spike in accounts reached and a 20% boost in followers month over month.
> [View this post on Instagram](https://www.instagram.com/p/Cew7TQNsm8m/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Coffee Black Whiskey Neat (@coffeeblackwhiskeyneat)](https://www.instagram.com/p/Cew7TQNsm8m/?utm_source=ig_embed&utm_campaign=loading)
### To Tell a Story
Using their credibility and authenticity, Influencers are able to become storytellers in a way that traditional social media ads can’t always capture. When an influencer tells a brand's story, they can create a more emotional connection between the brand and its target audience. This emotional connection can help to build brand loyalty and advocacy over time. When an influencer shares their personal experience with a product or service, it can help to humanize the brand and make it more relatable to their followers.
According to the 2020[ Edelman Brand Trust report](https://www.edelman.com/sites/g/files/aatuss191/files/2020-06/2020%20Edelman%20Trust%20Barometer%20Specl%20Rept%20Brand%20Trust%20in%202020.pdf), 75% of people believe that brands should tell stories as part of their advertising. This shows us that our audiences want more. To spread the message of The Basketball Hall of Fame’s museum being reopened post-Covid, we partnered with 8 Influencers to reach users all the way from Central CT to Boston. These influencers each visited and shared their own unique story and connection to basketball and its history. They shared their skills on the court and around the museum, all while describing exactly why their audience would love the museum. [This campaign had an organic reach of over 1 million views across TikTok, Instagram, and YouTube](https://www.instagram.com/reel/CiLE8q0Dac7/?igshid=YmMyMTA2M2Y=%20) and received thousands of positive interactions. The Basketball Hall of Fame has reported that ticket sales last year were up over 30% from 2019!
> [View this post on Instagram](https://www.instagram.com/reel/CiLE8q0Dac7/?utm_source=ig_embed&utm_campaign=loading)[A post shared by Connecticut 📍 Food and Fun | David.M (@thedamgram)](https://www.instagram.com/reel/CiLE8q0Dac7/?utm_source=ig_embed&utm_campaign=loading)
In conclusion, influencer marketing can be a valuable tool for brands looking to reach and engage with their target audience. By working with influencers, we can build trust and credibility, reach a targeted audience, increase brand awareness, and generate authentic, quality, content. If you're looking to grow your brand and attract new customers, influencer marketing is something you must consider!
## The Tush Push Explained
https://www.go-agency.com/pulse/the-tush-push-explained
#### Greenlight team talks with Dr. Neil DeGrasse Tyson and Kyle Brandt to unlock this phenomenon.
We always love when our friends at the NFL call, but we were especially excited last month when they called asking if we would be interested in taking on a story involving the singular Neil DeGrasse Tyson on a piece about the physics of the Tush Push.
We worked with Dr. Tyson, the American Museum of Natural History, and our partners at NFL Network to come up with a plan that would best suit Dr. Tyson’s thoughts around the play and how we could look at it in a different way. We were lucky to have Kyle Brandt along to structure this project like a conversation…but one unlike any we’ve seen before.
> Is time travel possible?
>
> Are we alone in the universe?
>
> How do you stop the Eagles’ Tush Push?
>
> I asked Dr. Neil deGrasse Tyson one of these questions. [@neiltyson](https://twitter.com/neiltyson?ref_src=twsrc%5Etfw) [pic.twitter.com/tVUzp1zXII](https://t.co/tVUzp1zXII)
>
> — Kyle Brandt (@KyleBrandt) [January 14, 2024](https://twitter.com/KyleBrandt/status/1746623352691683609?ref_src=twsrc%5Etfw)
After the shoot, we put together a couple versions of the conversation for distribution on multiple channels. The results speak for themselves.
impact
### 1.3M
Views on X as of 1/23/24 (4 min version)
### 550K
Views on X as of 1/23/24 (6 min version)
### 420K
Views on TikTok as of 2/14/24 (4 min version)
The lesson of this project is one we learned many times before, and excuse the alliteration…smart storytelling and star power are a recipe for success.
## Unlocking Laughter and Learning: Premier Anesthesia's Blend of Humor and Expertise
https://www.go-agency.com/pulse/unlocking-laughter-and-learning-premier-anesthesias-blend-of-humor-and-expertise
It’s actually really easy to come up with funny concepts for an anesthesia services company.
But Premier Anesthesia didn’t just want concepts that made potential clients laugh. They needed to teach their potential clients at hospitals and surgical facilities why bringing Premiere onto their teams would make all the really challenging parts of their jobs….painless.
Our hope is that when decision makers at hospitals see this spot, they see themselves in Old Joyce and know that the right team around them will give them New Joyce momentum.
From a video perspective, we want to share this because we strongly feel that explainer videos shouldn’t have to be boring. In fact, if they are, the viewers may not get much out of the experience. The lesson of Two Joyces: don’t be afraid to have a little fun along the way.
This project was a true collaboration between our talented designers, who crafted compelling storyboards, and our video team, who expertly brought these visions to life.
## We Finally Launched Our New Website
https://www.go-agency.com/pulse/we-finally-launched-our-new-website
#### This one took a while. Like… a long while.
Not because we didn’t care—because we cared *a lot.*
And we didn’t want to rush it.
The best websites look like they came together easily, but the truth is: the more effortless it feels, the more work it took. This site was built in fits and starts—around shoots, edits, travel, and tight deadlines. It came together slowly, thoughtfully, and with a lot of love (and a fair amount of nitpicking).
What we landed on feels just right for us. It organizes our work in a way that reflects not only the finished product, but also the process behind it. We’re storytellers at heart, and we wanted a site that *tells our story,* too.
It’s cool, clean, and doesn’t take itself too seriously. Just like us.
Huge thanks to our team for building something that really feels like Greenlight.
##### Take a look: [greenlightproductions.com](https://www.greenlightproductions.com/)
## What is Account-Based Marketing?
https://www.go-agency.com/pulse/what-is-account-based-marketing
> Directing sales and marketing's focus on a precise target, and launching personalized campaigns created to connect with each account, produces a much higher return on ad spend (ROAS). 
###
How Can Account-Based Marketing Be Used?
Paid advertising is one of the more popular ways to get the most out of ABM, as targeting individuals is the standard method of engagement. However, ABM isn't just for social media and banner ads (although, those are some highly effective channels). This tactic can be utilized on a variety of assets in the marketer's toolkit. Invitations to events, email campaigns, personalized gifts, VIP seminars, and webinars are just some of the methods that can benefit from customizable messaging.
#### More Than a Buzzword
Account-based marketing may be one of those "hot new trends" everyone is buzzing about, but the truth is that GO has been using this technology for over five years! We find it especially useful for our clients that target large accounts, with long sales cycles, because our ABM efforts are able to reach them during various times of the cycle. However, we think ABM works great for our clients with smaller account bases too, primarily because those customer's needs may be more specific. Every company's approach will have its own distinct array of tactics, and we are ready to GO with it!
> Directing sales and marketing's focus on a precise target, and launching personalized campaigns created to connect with each account, produces a much higher return on ad spend (ROAS). 
For years, B2C marketers have realized that creating personalized marketing campaigns provided better outcomes. Pay per click and social media marketing have allowed organizations to determine who is genuinely interested in a product and when to target them. It didn't take long for B2B marketers to take notice and realize that what has worked for retailers and service providers can also work for business accounts. Account-based marketing (ABM) was born.
### B2B vs B2C Customers - Are They Different?
In most cases, B2B customers engage with brands in the same way as B2C consumers. They expect to be “danced” with during the buying cycle, they do the same research, and they are just as willing to shift to another brand that better matches their needs.
#### Consumers are more entitled than ever:
- Content finds them - via email, display banner ads, or social media marketing
- They curate their own channels to allow for relevant content to appear
- Their journeys aren’t linear, but rather provide bits of information about them every time they interact with the brand’s content
Historically, B2B organizations created campaigns that likely appealed to the mass target market instead of the individual. It was believed that the more eyes that viewed the campaign, the better. What came to be realized is that there are micro-targets within large target markets. These micro-targets actually buy or influence purchases, and they want to know about your business. Everything that is viewed by the non-decision maker is just a waste of time, for both the marketer and the non-prospect.
## When AI Meets Creativity: A Commercial for Fuchs Financial
https://www.go-agency.com/pulse/when-ai-meets-creativity-a-commercial-for-fuchs-financial
### **Sometimes constraints spark the best ideas.**
#### When our client Fuchs Financial came to us with a limited budget for a commercial, we turned to an unconventional solution: artificial intelligence.
Instead of cameras, sets, and long shoot days, our team built the entire spot using AI tools. That meant countless prompts, iterations, and late-night brainstorms to get every detail right—from character design and timing to the overall flow of the story.
---
#### The process was far from one-click. At one point, our Slack thread looked like a writers’ room-meets-lab experiment:
- Debating character looks (“let’s slim our guy down but keep him funny”).
- Planning shot lists before a “prompting spree.”
- Testing models and debating what would get us to the best version.
- Stitching everything together into a sequence, troubleshooting speed and flow.
- And even laughing through AI’s quirks—like the fact that it consistently misspelled “Retirement,” leaving us with multiple unusable versions before finally getting it right.
#### **Our biggest challenge?**
Character consistency. Not just keeping the characters looking the same from scene to scene, but also making them feel real—with natural proportions, expressions, and presence that would hold up across an entire commercial. In the end, it took seven different AI programs to bring the concept to life. And while it wasn’t perfect out of the gate, the team’s persistence and problem-solving pushed the technology to a place that truly worked for our client.
#### **The final product?**
A commercial that looked bigger than its budget, delivered on strategy, and proved that with the right mix of creativity and technology, you can cross the finish line—even with limited resources. Innovation happens best when you’re willing to experiment, adapt, and learn along the way. This project with Fuchs Financial was a reminder that AI isn’t replacing creativity—it’s expanding what’s possible.
## Where Legends Come to Life: Working our Magic at the Basketball Hall of Fame
https://www.go-agency.com/pulse/where-legends-come-to-life-basketball-hall-of-fame-commercial
The Basketball Hall of Fame came to us with an exciting prospect. They were looking for a commercial spot to feature some of the great exhibits and experiences offered by the museum. The idea was to bring home their tagline, “where legends come to life.”
Modern animation technology allows us to do almost anything we can imagine, and we just loved the idea that we could make the characters in the hall talk to us…who doesn’t imagine this scenario when in such a place?
The first iteration of this spot had us hiring voice talent to insert dialogue…
Kid is engrossed with John Wooden...
JOHN WOODEN: DON’T GIVE UP ON YOUR DREAMS OR YOUR DREAMS WILL GIVE UP ON YOU.
JERRY WEST: YOU EVER REALLY LOOK AT THE NBA LOGO?
MUGGSY BOGGUES: FIVE FEET THREE INCHES.
Kid sees Bill Bradley
KID: LIKE PRESIDENT OF THE UNITED STATES? DID YOU WIN?
BRADLEY: I CAN SEE YOU’RE NOT A POLITICIAN.
Quickly, we realized that the unlock would be to write a script that utilized existing audio from the inductees. We couldn’t resist one liberty taken…
KID: THIS PLACE IS CRAZY. OH HEY! ARE YOU SUE BIRD’S DAD????
SUE: LAUGHING
LARRY: MAKES FACE
Of course, every project also contains a “woulda coulda shoulda”….in this case it was the first written ending.
KID: WHAT ARE YOU GUYS GONNA PUT IN THERE?
(WOULD BE SO GREAT IF RAY ALLEN OR SOMEONE WALKED UP NEXT TO HIM)
WE’RE SAVING THAT SPOT FOR YOU.
Kid is blown away.
The result: a whimsical romp through the Hall of Fame that is imaginative, but feels real to the experience.
## Why Brands Need to Adopt a Marketing Strategy for Voice Devices
https://www.go-agency.com/pulse/why-brands-need-to-adopt-a-marketing-strategy-for-voice-devices
How many consumers walk into the kitchen each morning and ask Alexa to play their favorite music, what the weather is for the day, or the latest news? Voice assistants are popping up all over the world, with [45 million currently in use](http://www.adweek.com/digital/heres-what-you-need-to-know-about-voice-ai-the-next-frontier-of-brand-marketing/) in the United States alone. [By 2019, 67 million of these devices](http://www.adweek.com/digital/heres-what-you-need-to-know-about-voice-ai-the-next-frontier-of-brand-marketing/) are predicted to make their way into homes and offices, opening the door for marketers and brands to advertise their products and services in new and exciting ways.
Currently, [according to eMarketer](https://www.emarketer.com/Article/Alexa-Say-What-Voice-Enabled-Speaker-Usage-Grow-Nearly-130-This-Year/1015812), the Amazon Echo owns 70 percent of the voice assistant market share. Google Home is in second place for the moment, and Sonos, Sony, and Apple are racing to claim their piece of this burgeoning category.
Almost ten years ago, the talk was all about mobile applications. Today, with [millions of people using Alexa and other devices to ask for information, make shopping lists, and order items](http://nationalpublicmedia.com/wp-content/uploads/2017/10/The-Smart-Audio-Report-from-NPR-and-Edison-Research.pdf), the next logical step is for brands to take advantage of this unique prospect. Because shoppers have already made a shift from brick-and-mortar stores to online retailers, such as Amazon, with purchase history and brand preferences already sitting in a database, simply asking Alexa to restock supply is seamless (also giving the Echo line an advantage over other assistants, like Google Home).
While voice recognition won’t replace traditional advertising completely in the sense of establishing brand awareness, it will change the way consumers buy merchandise. Ben Huard, GO’s Managing Director of the Atlanta office, explains, “Just like mobile marketing, voice is going to command its own variety of branded and interactive content. Marketers and retailers need to start thinking now about what capabilities these voice assistants will have tomorrow. The brand that does this first and does it well will win.”
> ### "Voice is going to command its own variety of branded and interactive content."
Brands will have an opportunity to get creative with this technology, by generating their own words, forming campaigns around songs or jingles, or even having a well-known and recognizable voice represent their businesses. By building a campaign around tailored and distinctive phrases, questions, or “wake words,” consumers will have a better idea of how to make direct purchases. It is also predicted that visual identity won’t be as important anymore, and people will start to buy on the power of speech instead of visual assets, like logos and packaging. And, resembling mobile, this progressive technology will continue to adapt. The Echo Show, the first Alexa device to come with a 7-inch touchscreen and camera, and [Alexa Skills](https://www.cnet.com/how-to/amazon-echo-most-useful-alexa-skills/), will provide marketers with even more opportunities in the coming years.
[Voice-led marketing is expected to follow a more radio-type model](https://techcrunch.com/2017/12/20/improving-search-and-advertising-are-the-next-frontiers-for-voice-activated-devices/), but with a direct link to the retailer. And, just like traditional media, voice-activated ads will need to be original and come off as genuine. “Marketers are looking towards a more conversation-based model,” GO’s Interactive Director, Steve Malloy, states, “Recipe offerings for food brands, weather reports for outdoor attractions, and fashion news for clothing chains have all been explored as ways to authentically connect with the consumer.”
Beyond the technological advancements that must take place, vocal marketing will have to overcome some obstacles as well. Retailers must train consumers how to ask for their products, and buyers will need to learn how to verbally order merchandise from specific sizes and names. Generic and white-label brands should develop their own advertising strategies, as they will not be as top of mind as established names. Lastly, privacy concerns have to be addressed, as firms find the balance between convenience and security.
But, the benefits are overwhelming, as voice assistant purchasing has the opening to appeal to both younger and older generations. Baby Boomers and older Gen Xers grow increasingly frustrated with technology, yet are looking for ways to make their lives less hectic. Millennials and Gen-Zers are almost always open to embracing the newest advances in tech, and as their families grow and responsibilities change they search for ways to add simplicity to their routines.
Every single brand that wants to remain competitive and current needs to create a viable voice marketing strategy. Just as in blogging and social media, voice marketing should be designed to be a resource to the consumer, not merely a plug. For example, REI’s National Parks mobile app tells hikers where the best trails are. The retailer is thinking about being a resource to their consumers, not just vying for direct sales. What is going to sell products through voice marketing is increasing brand loyalty, and providing value beyond a product or service, fortifying the bond between buyer and brand.
## You Work at a Creative Agency in December
https://www.go-agency.com/pulse/you-work-at-a-creative-agency-in-december
### If you’ve ever worked in a creative agency during the holidays…you know.
Slack is buzzing, coffee cups multiply, someone’s sprinting down the hallway with a ring light, and somehow there’s wrapping paper everywhere.
This year’s holiday video is our love letter to the beautiful chaos of December at GO. From last-minute content runs and double-speed edits to office decorating, ugly sweaters, and gift-wrapping at our desks, it’s all here—captured exactly how it happens.
And yes, we even included the one place where things somehow stay calm: the boss’s office. Must be nice.
[Watch on Vimeo](https://vimeo.com/1147769783?share=copy&fl=sv&fe=ci)
Chaos Meets Cheer
### It's messy.
It's merry.
It's very us.
Hit play and enjoy a look inside GO during the most chaotic, cheerful time of the year.
[ ](#)
[Watch on Vimeo](https://vimeo.com/1147769783?share=copy&fl=sv&fe=ci)
## Your 9–5, Upgraded: How Automation Turns Busywork Into Growth Time
https://www.go-agency.com/pulse/your-9-5-upgraded-how-automation-turns-busywork-into-growth-time
The way we work is changing fast. AI and automation aren’t just buzzwords anymore—they’re tools that let businesses do more with less, streamline processes, and unlock time for the work that really matters.
Instead of being stuck in the weeds, your team can spend more energy on strategy, creativity, and growth.
---
### **What Are AI Automations?**
**Think of AI automations as your behind-the-scenes teammates. They don’t need breaks, don’t make careless mistakes, and they never forget a task.**
**These “digital coworkers” can:**
- Handle repetitive tasks like organizing files, sending emails, or updating spreadsheets.
- Learn and improve as they process more data.
- Free up your team to focus on higher-value projects.
---
### **The Rise of Agentic AI**
**Traditional automation follows rules. Agentic AI takes it a step further: it *thinks ahead*. It doesn’t just wait for instructions—it anticipates needs and makes recommendations.**
**Example: Tell an agentic AI to “improve customer satisfaction,” and it might:**
- Analyze complaint data.
- Recommend faster response times.
- Auto-generate friendlier email templates.
**The result? Smarter workflows and hours of time saved.**
---
### **Real-World Win: From a Week to an Afternoon**
We had 80 images that needed logos removed. Manually, this would’ve been a mind-numbing week-long project.
**Instead, we built an automated pipeline that:**
1. Pulled all 80 images from a folder.
2. Sent them through an AI tool to remove logos.
3. Saved the cleaned files with new names.
**Time saved: *days.* Energy redirected: *projects that actually move the needle.***
---
### **“Will Automation Replace Me?”**
**This is the #1 fear. The reality? Automation rarely replaces—it amplifies.**
**These “digital coworkers” can:**
- It clears the clutter so people focus on creativity, problem-solving, and strategy.
- In many cases, businesses hire more people once automation is in place, because they can scale faster.
---
### **Tools That Make Automation Simple**
**You don’t need to be a developer to start. Tools like:**
**These “digital coworkers” can:**
- n8n → Flexible, open-source workflows.
- Zapier → Connect 6,000+ apps with clicks, not code.
- Microsoft Power Automate → Best for Office-heavy teams
- Google Apps Script → Automates G-Suite tasks.
- Slack Bots → Streamline communication
**Most use drag-and-drop setups—if you can use a smartphone, you can learn these.**
---
### **Why Businesses Can’t Ignore This**
**AI and automation pay off in five major ways:**
**These “digital coworkers” can:**
- Higher Productivity: Scale without burning out your team.
- Fewer Errors: Computers don’t get tired.
- Lower Costs: Automate once, benefit forever.
- Happier Employees: People stop doing the work they dread.
- Always-On Operations: Your business doesn’t clock out at 5 p.m
---
### **Where to Start**
**Don’t overhaul everything at once. Start small. Look for tasks that are:**
- Repetitive
- Time-consuming
- Easy to mess up
- Done daily or weekly
**Great starter projects:**
- Automatically organize files
- Trigger follow-up emails.
- Update spreadsheets when new data comes in.
**Once you get momentum, scale up to more complex workflows.**
---
### **Key Takeaway**
Automation isn’t optional anymore—it’s a competitive advantage. Start small, scale fast, and watch as your business gets faster, smarter, and a lot more fun to work in.
## New Subscribe Test
https://www.go-agency.com/subscribe/new-subscribe-test
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Subscribing will opt you in to our emails, but you can unsubscribe at any time. See our [Privacy Policy](https://www.go-agency.com/privacy-policy) for more details.
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Stay informed on all things GO! Please fill out the form below to subscribe to our newsletter.
Subscribing will opt you in to our emails, but you can unsubscribe at any time. See our [Privacy Policy](https://www.go-agency.com/privacy-policy) for more details.
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Thank you!
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Thank you for your interest in GO!
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## Premier Anesthesia Website
https://www.go-agency.com/web-work/premier-anesthesia-website
Premier Anesthesia
==================
### Elevating a national anesthesia leader with a streamlined, growth-ready web presence.
1. [Dashboard](https://www.go-agency.com/index.php/dashboard)
2. [System & Settings](https://www.go-agency.com/index.php/dashboard/system)
3. AIO Generator
Overview
--------
Premier Anesthesia is a nationally recognized anesthesia management company that has spent 20 years committed to moving healthcare forward. As their organization evolved, their digital presence needed to evolve with it.
The challenge
Their outdated website no longer reflected their expertise, their brand, or the audiences they serve — from hospital partners to CRNAs and anesthesiologists exploring new career opportunities.
Our Solution
Premier partnered with GO to completely modernize their digital footprint with a full website rebuild paired with refreshed branding, messaging, and navigation.
-
-
-
The GO Approach
---------------
We focused on building a site that could communicate clearly to multiple audiences while streamlining the user journey for each. Our approach included:
#### Clean modern design
A full visual refresh including updated brand elements, a modernized logo, and a clean, contemporary UI.
####
Intuitive goal-oriented navigation
A reorganized site architecture that makes information easy to find whether you’re a hospital leader evaluating partnership options or a clinician exploring career opportunities.
####
Content overhaul
Elevated content and storytelling to better explain Premier’s value proposition, culture, and 20-year commitment to improving patient care.
#### Strategic user journeys
Recruitment-focused UX enhancements to support job seekers with clearer pathways, stronger CTAs, and more intuitive navigation.
####
User-friendly, flexible CMS
A user-friendly backend to give their team long-term flexibility as the organization continues to grow.
**The goal was simple:** create a digital experience that feels as forward-thinking as the work Premier does every day in operating rooms across the country.
Conversion & Impact Data
----------------------------
While Premier’s branding update and new site were just launched, early qualitative feedback has been powerful:
**Stronger engagement across all audiences** due to improved clarity, navigation, and storytelling.
**More intuitive recruitment pathways** supporting the needs of CRNAs, anesthesiologists, and healthcare partners.
**A dramatically improved brand perception** rooted in modern design, consistency, and ease of use.
Most importantly, Premier’s team loved the result. The redesigned platform now positions Premier Anesthesia for its next decade of growth — serving as both a recruitment engine and a trusted digital resource for partners nationwide.
You really have extended the new Premier Anesthesia brand into the future. This new site has exceeded our expectations and we couldn’t be more excited for the future possibilities. Jennifer Hershiser Senior Marketing Manager, Premier Anesthesia
### Want to get in touch?
[ Contact Us  ](https://www.go-agency.com/contact)
### [](/web-work/baker-center-website)
#### The Baker Center
Transforming a legacy mental health leader’s digital presence into a modern, mission-driven platform.
[View More](https://www.go-agency.com/web-work/baker-center-website)
### [](/web-work/wheeler-health-website)
#### Wheeler Health
Connecting communities to healthcare services through thoughtful, user-centered design.
[View More](https://www.go-agency.com/web-work/wheeler-health-website)
### [](/web-work/rehrig-pacific-company-website)
#### Rehrig Pacific Company
Transforming a complex product ecosystem into a streamlined, growth-ready digital experience.
[View More](https://www.go-agency.com/web-work/rehrig-pacific-company-website)
Premier Anesthesia
==================
### Elevating a national anesthesia leader with a streamlined, growth-ready web presence.
Overview
--------
Premier Anesthesia is a nationally recognized anesthesia management company that has spent 20 years committed to moving healthcare forward. As their organization evolved, their digital presence needed to evolve with it.
The challenge
Their outdated website no longer reflected their expertise, their brand, or the audiences they serve — from hospital partners to CRNAs and anesthesiologists exploring new career opportunities.
Our Solution
Premier partnered with GO to completely modernize their digital footprint with a full website rebuild paired with refreshed branding, messaging, and navigation.
### Want to get in touch?
[ Contact Us  ](https://www.go-agency.com/contact)The GO Approach
---------------
We focused on building a site that could communicate clearly to multiple audiences while streamlining the user journey for each. Our approach included:
#### Clean modern design
A full visual refresh including updated brand elements, a modernized logo, and a clean, contemporary UI.
####
Intuitive goal-oriented navigation
A reorganized site architecture that makes information easy to find whether you’re a hospital leader evaluating partnership options or a clinician exploring career opportunities.
####
Content overhaul
Elevated content and storytelling to better explain Premier’s value proposition, culture, and 20-year commitment to improving patient care.
#### Strategic user journeys
Recruitment-focused UX enhancements to support job seekers with clearer pathways, stronger CTAs, and more intuitive navigation.
####
User-friendly, flexible CMS
A user-friendly backend to give their team long-term flexibility as the organization continues to grow.
**The goal was simple:** create a digital experience that feels as forward-thinking as the work Premier does every day in operating rooms across the country.
-
-
-
Conversion & Impact Data
----------------------------
While Premier’s branding update and new site were just launched, early qualitative feedback has been powerful:
**Stronger engagement across all audiences** due to improved clarity, navigation, and storytelling.
**More intuitive recruitment pathways** supporting the needs of CRNAs, anesthesiologists, and healthcare partners.
**A dramatically improved brand perception** rooted in modern design, consistency, and ease of use.
Most importantly, Premier’s team loved the result. The redesigned platform now positions Premier Anesthesia for its next decade of growth — serving as both a recruitment engine and a trusted digital resource for partners nationwide.
### [](/web-work/baker-center-website)
#### The Baker Center
Transforming a legacy mental health leader’s digital presence into a modern, mission-driven platform.
[View More](https://www.go-agency.com/web-work/baker-center-website)
### [](/web-work/wheeler-health-website)
#### Wheeler Health
Connecting communities to healthcare services through thoughtful, user-centered design.
[View More](https://www.go-agency.com/web-work/wheeler-health-website)
### [](/web-work/rehrig-pacific-company-website)
#### Rehrig Pacific Company
Transforming a complex product ecosystem into a streamlined, growth-ready digital experience.
[View More](https://www.go-agency.com/web-work/rehrig-pacific-company-website)
## Rehrig Pacific Company Website
https://www.go-agency.com/web-work/rehrig-pacific-company-website
### Content-rich platform
We built out 70+ pages to fully capture the scope of their products, services, and values — from supply-chain plastics and reusable containers to waste & recycling solutions and direct-store-delivery systems.
### Future-ready CMS + search functionality
The site includes a cloud-based search and robust content management system to support ongoing updates, product additions, and new service launches.
Overview
--------
Rehrig Pacific is a legacy leader in sustainable supply-chain, waste & recycling, and direct-store-delivery solutions — supporting industries ranging from foodservice and retail to pharmaceuticals and waste management.
The challenge
Despite their breadth and depth, their previous site lacked an intuitive way for customers to navigate their diverse offerings and didn’t reflect their forward-looking values around sustainability and innovation.
Our Solution
We partnered with them to deliver a full rebuild: a sleek, modern, content-rich site that organizes their catalog, clarifies their messaging, and sets the stage for future growth and engagement.
### Strategic content architecture & navigation
With dozens of product lines across multiple industries, we restructured their site so that visitors can quickly find what they need — whether it’s waste-recycling containers, supply-chain plastics, or direct-store-delivery solutions.
#### Strategic content architecture & navigation
With dozens of product lines across multiple industries, we restructured their site so that visitors can quickly find what they need — whether it’s waste-recycling containers, supply-chain plastics, or direct-store-delivery solutions.
#### Modern design + brand alignment
We refreshed the visual design to reflect Rehrig Pacific’s commitment to innovation, sustainability, and “moving things forward” — embodying their new tagline, **Made to Move™**.
The GO Approach
---------------
#### Strategic content architecture & navigation
With dozens of product lines across multiple industries, we restructured their site so that visitors can quickly find what they need — whether it’s waste-recycling containers, supply-chain plastics, or direct-store-delivery solutions.
####
Modern design + brand alignment
We refreshed the visual design to reflect Rehrig Pacific’s commitment to innovation, sustainability, and “moving things forward” — embodying their new tagline, **Made to Move™**.
#### Content-rich platform
We built out 70+ pages to fully capture the scope of their products, services, and values — from supply-chain plastics and reusable containers to waste & recycling solutions and direct-store-delivery systems.
####
Future-ready CMS + search functionality
The site includes a cloud-based search and robust content management system to support ongoing updates, product additions, and new service launches.
The GO Approach
---------------
####
#### Strategic content architecture & navigation
With dozens of product lines across multiple industries, we restructured their site so that visitors can quickly find what they need — whether it’s waste-recycling containers, supply-chain plastics, or direct-store-delivery solutions.
####
Modern design + brand alignment
We refreshed the visual design to reflect Rehrig Pacific’s commitment to innovation, sustainability, and “moving things forward” — embodying their new tagline, **Made to Move™**.
####
Content-rich platform
We built out 70+ pages to fully capture the scope of their products, services, and values — from supply-chain plastics and reusable containers to waste & recycling solutions and direct-store-delivery systems.
####
Future-ready CMS + search functionality
The site includes a cloud-based search and robust content management system to support ongoing updates, product additions, and new service launches.
#### Strategic content architecture & navigation
With dozens of product lines across multiple industries, we restructured their site so that visitors can quickly find what they need — whether it’s waste-recycling containers, supply-chain plastics, or direct-store-delivery solutions.
####
Modern design + brand alignment
We refreshed the visual design to reflect Rehrig Pacific’s commitment to innovation, sustainability, and “moving things forward” — embodying their new tagline, **Made to Move™**.
#### Content-rich platform
We built out 70+ pages to fully capture the scope of their products, services, and values — from supply-chain plastics and reusable containers to waste & recycling solutions and direct-store-delivery systems.
####
Future-ready CMS + search functionality
The site includes a cloud-based search and robust content management system to support ongoing updates, product additions, and new service launches.
The GO Approach
---------------
#### Strategic content architecture & navigation
With dozens of product lines across multiple industries, we restructured their site so that visitors can quickly find what they need — whether it’s waste-recycling containers, supply-chain plastics, or direct-store-delivery solutions.
####
Modern design + brand alignment
We refreshed the visual design to reflect Rehrig Pacific’s commitment to innovation, sustainability, and “moving things forward” — embodying their new tagline, **Made to Move™**.
#### Content-rich platform
We built out 70+ pages to fully capture the scope of their products, services, and values — from supply-chain plastics and reusable containers to waste & recycling solutions and direct-store-delivery systems.
####
Future-ready CMS + search functionality
The site includes a cloud-based search and robust content management system to support ongoing updates, product additions, and new service launches.
### [](/web-work/baker-center-website)
#### The Baker Center
Transforming a legacy mental health leader’s digital presence into a modern, mission-driven platform.
[View More](https://www.go-agency.com/web-work/baker-center-website)
### [](/web-work/wheeler-health-website)
#### Wheeler Health
Connecting communities to healthcare services through thoughtful, user-centered design.
[View More](https://www.go-agency.com/web-work/wheeler-health-website)
### [](/web-work/premier-anesthesia-website)
#### Premier Anesthesia
Elevating a national anesthesia leader with a streamlined, growth-ready web presence.
[View More](https://www.go-agency.com/web-work/premier-anesthesia-website)
Rehrig Pacific Company
======================
### Transforming a complex product ecosystem into a streamlined, growth-ready digital experience.
1. [Dashboard](https://www.go-agency.com/index.php/dashboard)
2. [System & Settings](https://www.go-agency.com/index.php/dashboard/system)
3. AIO Generator
Overview
--------
Rehrig Pacific is a legacy leader in sustainable supply-chain, waste & recycling, and direct-store-delivery solutions — supporting industries ranging from foodservice and retail to pharmaceuticals and waste management.
The challenge
Despite their breadth and depth, their previous site lacked an intuitive way for customers to navigate their diverse offerings and didn’t reflect their forward-looking values around sustainability and innovation.
Our Solution
We partnered with them to deliver a full rebuild: a sleek, modern, content-rich site that organizes their catalog, clarifies their messaging, and sets the stage for future growth and engagement.
-
-
-
The GO Approach
---------------
#### Strategic content architecture & navigation
With dozens of product lines across multiple industries, we restructured their site so that visitors can quickly find what they need — whether it’s waste-recycling containers, supply-chain plastics, or direct-store-delivery solutions.
####
Modern design + brand alignment
We refreshed the visual design to reflect Rehrig Pacific’s commitment to innovation, sustainability, and “moving things forward” — embodying their new tagline, **Made to Move™**.
#### Content-rich platform
We built out 70+ pages to fully capture the scope of their products, services, and values — from supply-chain plastics and reusable containers to waste & recycling solutions and direct-store-delivery systems.
####
Future-ready CMS + search functionality
The site includes a cloud-based search and robust content management system to support ongoing updates, product additions, and new service launches.
The results are in
------------------
Rehrig’s new site is no longer just a brochure — it’s a dynamic, growth-oriented platform that supports sales, marketing, and long-term brand building as seen in these statistics..
impact
### ~17%
Increase in overall website traffic
### 23%
Increase in engaged sessions, reflecting visitors spending more time exploring products and services
### 46.4%
Increase in “events per session,” indicating more user actions (quote requests, downloads, inquiries) per visit
### 13.3%
Increase in organic traffic via search, enhancing visibility to potential clients
### ~20%
Growth in their LinkedIn audience, helping to amplify their reach in B2B networks
### Want to get in touch?
[ Contact Us  ](https://www.go-agency.com/contact)
### [](/web-work/premier-anesthesia-website)
#### Premier Anesthesia
Elevating a national anesthesia leader with a streamlined, growth-ready web presence.
[View More](https://www.go-agency.com/web-work/premier-anesthesia-website)
### [](/web-work/baker-center-website)
#### The Baker Center
Transforming a legacy mental health leader’s digital presence into a modern, mission-driven platform.
[View More](https://www.go-agency.com/web-work/baker-center-website)
### [](/web-work/wheeler-health-website)
#### Wheeler Health
Connecting communities to healthcare services through thoughtful, user-centered design.
[View More](https://www.go-agency.com/web-work/wheeler-health-website)
Rehrig Pacific Company
======================
### Transforming a complex product ecosystem into a streamlined, growth-ready digital experience.
Overview
--------
Rehrig Pacific is a legacy leader in sustainable supply-chain, waste & recycling, and direct-store-delivery solutions — supporting industries ranging from foodservice and retail to pharmaceuticals and waste management.
### Want to get in touch?
[ Contact Us  ](https://www.go-agency.com/contact)-
-
-
## Wheeler Health Website
https://www.go-agency.com/web-work/wheeler-health-website
Wheeler Health
==============
### Connecting communities to healthcare services through thoughtful, user-centered design.
1. [Dashboard](https://www.go-agency.com/index.php/dashboard)
2. [System & Settings](https://www.go-agency.com/index.php/dashboard/system)
3. AIO Generator
Overview
--------
Wheeler Health is a trusted, community-focused healthcare organization providing comprehensive medical, behavioral health, and social services to individuals and families across Connecticut.
The challenge
Their previous website no longer reflected the breadth of their offerings or the accessibility their mission is built on. With so many people relying on Wheeler as a first point of care, they needed a digital experience that made it easier for visitors to quickly find the right services and take action.
Our Solution
Wheeler partnered with GO to redesign their website with a modern look, improved navigation, and a deeply user-centered experience.
-
-
-
The GO Approach
---------------
Our focus was to deliver a digital platform that truly puts people first—mirroring the values that define Wheeler’s work in the community. To achieve this, we:
#### Modern visual system and alignment with mission
Redesigned the full site with a clean, modern visual system that more accurately reflects Wheeler’s mission, warmth, and credibility.
####
Improved user journeys
Streamlined site navigation so patients, families, and caregivers can quickly access services, locations, and resources.
####
Better experience for users
Enhanced the user experience to remove friction, clarify next steps, and support a wide range of visitors with varying needs.
#### Content structure
Elevated content structure to clearly present Wheeler’s service lines across medical care, behavioral health, addiction recovery, and community-based programs.
####
Future-ready CMS to support growth
Built a flexible, future-ready site that supports ongoing updates and organizational growth.
The new WheelerHealth.org creates a clearer, more welcoming entry point for individuals seeking care—right when they need it most.
Conversion & Impact Data
----------------------------
The redesigned website gives Wheeler Health a stronger, more accessible digital foundation, which results in:
**Improved ease-of-use**, helping visitors quickly connect with the care or service they’re searching for.
**A more intuitive experience**, reducing barriers for users navigating complex healthcare needs.
**Increased engagement** with clearer pathways to services, appointments, and resources.
**A mission-aligned brand presence**, ensuring Wheeler’s compassion and community-first values come through at every touchpoint.
The result is a digital environment that supports Wheeler’s commitment to expanding access, improving outcomes, and providing exceptional care for communities across Connecticut.
### Want to get in touch?
[ Contact Us  ](https://www.go-agency.com/contact)
### [](/web-work/rehrig-pacific-company-website)
#### Rehrig Pacific Company
Transforming a complex product ecosystem into a streamlined, growth-ready digital experience.
[View More](https://www.go-agency.com/web-work/rehrig-pacific-company-website)
### [](/web-work/baker-center-website)
#### The Baker Center
Transforming a legacy mental health leader’s digital presence into a modern, mission-driven platform.
[View More](https://www.go-agency.com/web-work/baker-center-website)
### [](/web-work/premier-anesthesia-website)
#### Premier Anesthesia
Elevating a national anesthesia leader with a streamlined, growth-ready web presence.
[View More](https://www.go-agency.com/web-work/premier-anesthesia-website)
Overview
--------
Wheeler Health is a trusted, community-focused healthcare organization providing comprehensive medical, behavioral health, and social services to individuals and families across Connecticut.
The challenge
Their previous website no longer reflected the breadth of their offerings or the accessibility their mission is built on. With so many people relying on Wheeler as a first point of care, they needed a digital experience that made it easier for visitors to quickly find the right services and take action.
Our Solution
Wheeler partnered with GO to redesign their website with a modern look, improved navigation, and a deeply user-centered experience.
### [](/web-work/rehrig-pacific-company-website)
#### Rehrig Pacific Company
Transforming a complex product ecosystem into a streamlined, growth-ready digital experience.
[View More](https://www.go-agency.com/web-work/rehrig-pacific-company-website)
### [](/web-work/baker-center-website)
#### The Baker Center
Transforming a legacy mental health leader’s digital presence into a modern, mission-driven platform.
[View More](https://www.go-agency.com/web-work/baker-center-website)
### Want to get in touch?
[ Contact Us  ](https://www.go-agency.com/contact)### [](/web-work/premier-anesthesia-website)
#### Premier Anesthesia
Elevating a national anesthesia leader with a streamlined, growth-ready web presence.
[View More](https://www.go-agency.com/web-work/premier-anesthesia-website)
-
-
-
#### Modern visual system and alignment with mission
Redesigned the full site with a clean, modern visual system that more accurately reflects Wheeler’s mission, warmth, and credibility.
####
Improved user journeys
Streamlined site navigation so patients, families, and caregivers can quickly access services, locations, and resources.
####
Better experience for users
Enhanced the user experience to remove friction, clarify next steps, and support a wide range of visitors with varying needs.
The GO Approach
---------------
Our focus was to deliver a digital platform that truly puts people first—mirroring the values that define Wheeler’s work in the community. To achieve this, we:
#### Content structure
Elevated content structure to clearly present Wheeler’s service lines across medical care, behavioral health, addiction recovery, and community-based programs.
####
Future-ready CMS to support growth
Built a flexible, future-ready site that supports ongoing updates and organizational growth.
The new WheelerHealth.org creates a clearer, more welcoming entry point for individuals seeking care—right when they need it most.
Conversion & Impact Data
----------------------------
The redesigned website gives Wheeler Health a stronger, more accessible digital foundation, which results in:
**Improved ease-of-use**, helping visitors quickly connect with the care or service they’re searching for.
**A more intuitive experience**, reducing barriers for users navigating complex healthcare needs.
**Increased engagement** with clearer pathways to services, appointments, and resources.
**A mission-aligned brand presence**, ensuring Wheeler’s compassion and community-first values come through at every touchpoint.
The result is a digital environment that supports Wheeler’s commitment to expanding access, improving outcomes, and providing exceptional care for communities across Connecticut.
Wheeler Health
==============
### Connecting communities to healthcare services through thoughtful, user-centered design.
## American Eagle Financial Credit Union
https://www.go-agency.com/work/american-eagle-financial-credit-union
### Overview
American Eagle Financial Credit Union (AEFCU) has grown into a trusted financial partner for over 180,000 members. Through its Connecticut branches and a robust digital and mobile banking platform, AEFCU is committed to making financial services convenient, accessible, and tailored to each member’s needs. However, AEFCU sought to set itself apart in a crowded financial marketplace by embracing its heritage while appealing to a new generation of tech-savvy members. To achieve this, AEFCU needed a mission-driven brand to position it as a forward-thinking yet community-focused credit union.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Our Approach
Through an in-depth discovery process, we redefined their brand archetype by focusing on emerging market personas and aspirations. This evolution was anchored by a powerful new tagline, "Freedom to Soar," which captures AEFCU's commitment to helping every member pursue their passions through financial freedom. To bring this vision to life, AEFCU's brand colors were modernized, moving away from dated blues and reds to fresh, vibrant secondary and tertiary tones, while preserving the integrity of their original logo. We also refreshed the fonts, streamlining the branding for a clean, contemporary look. Our collaboration culminated in the launch of a transformative campaign, highlighted by the brand anthem video, Fly. The video showcases the stories of members confidently navigating their financial paths, achieving their "super fly" moments, all powered by AEFCU's products and services.
### Empowering Financial Freedom for All
Rooted in AEFCU's belief in "Financial Freedom for All," the campaigns embodied a vibrant, aspirational spirit. These initiatives emotionally connected with audiences by telling stories of empowerment and success, highlighting how AEFCU's commitment to financial education and innovative banking solutions helps members achieve their goals.
### Overview
American Eagle Financial Credit Union (AEFCU) has grown into a trusted financial partner for over 180,000 members. Through its Connecticut branches and a robust digital and mobile banking platform, AEFCU is committed to making financial services convenient, accessible, and tailored to each member’s needs. However, AEFCU sought to set itself apart in a crowded financial marketplace by embracing its heritage while appealing to a new generation of tech-savvy members. To achieve this, AEFCU needed a mission-driven brand to position it as a forward-thinking yet community-focused credit union.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Our Approach
Through an in-depth discovery process, we redefined their brand archetype by focusing on emerging market personas and aspirations. This evolution was anchored by a powerful new tagline, "Freedom to Soar," which captures AEFCU's commitment to helping every member pursue their passions through financial freedom. To bring this vision to life, AEFCU's brand colors were modernized, moving away from dated blues and reds to fresh, vibrant secondary and tertiary tones, while preserving the integrity of their original logo. We also refreshed the fonts, streamlining the branding for a clean, contemporary look. Our collaboration culminated in the launch of a transformative campaign, highlighted by the brand anthem video, Fly. The video showcases the stories of members confidently navigating their financial paths, achieving their "super fly" moments, all powered by AEFCU's products and services.
highlight
The brand transformation of AEFCU reached across every channel—owned, earned, and paid—from dynamic in-branch signage and video teller machine screens to a fully revamped digital platform, engaging social media content, and new member collateral, AEFCU's refreshed identity came to life in ways that were both bold and strategic.
### Empowering Financial Freedom for All
Rooted in AEFCU's belief in "Financial Freedom for All," the campaigns embodied a vibrant, aspirational spirit. These initiatives emotionally connected with audiences by telling stories of empowerment and success, highlighting how AEFCU's commitment to financial education and innovative banking solutions helps members achieve their goals.
The results are in
------------------
A recent independent brand study revealed that, even in the face of economic uncertainty, AEFCU's member satisfaction is on a steady upward trend.
impact
### 8+ M
impressions
### 2,134
Brand conversions
### 70%
Increase pop site wide conversions
I just wanted to take a moment to give you a BIG shout out on the Certificate and Money Market campaign. We had market leading rates but your agility and quick to market efforts made all the difference. We are grateful to be able to step off the gas so soon. We appreciate all of your hard work and commitment to our business objectives. We value our partnership with you all very much. Go GO Team!!!
## Basketball Hall of Fame
https://www.go-agency.com/work/basketball-hall-of-fame
### Overview
Since 2005, we've been honored and humbled to work with an organization charged with preserving the game of basketball, a game we all love. The Naismith Basketball Hall of Fame is more than a museum. It is 40,000 square feet of basketball history dedicated to elevating, conserving, and celebrating basketball at every level drawing over 200,000 visitors annually. The Hall hosts numerous college tournaments, awards, national high school invitationals, ever-changing exhibits, and their premier event - the Annual Enshrinement Weekend.
[Visit Greenlight Productions](https://www.greenlightproductions.com/)
### Overview
Since 2005, we've been honored and humbled to work with an organization charged with preserving the game of basketball, a game we all love. The Naismith Basketball Hall of Fame is more than a museum. It is 40,000 square feet of basketball history dedicated to elevating, conserving, and celebrating basketball at every level drawing over 200,000 visitors annually. The Hall hosts numerous college tournaments, awards, national high school invitationals, ever-changing exhibits, and their premier event - the Annual Enshrinement Weekend.
[Visit Greenlight Productions](https://www.greenlightproductions.com/)
### Our Approach
What started initially as a full-page ad in USA Today has evolved into a fully developed win-win partnership between the client and GO. Now as the Hall of Fame's agency of record, GO's ongoing interactive, print, and identity campaigns promote various showcases, tournaments, exhibits, and their most significant event of the year, Enshrinement. However, when the pandemic hit, the Hall of Fame faced unprecedented challenges as businesses had to comply with safety restrictions. We were happy to help and assisted in creating an original and attention-grabbing multifaceted media campaign, therefore, increasing visitors over pre-pandemic numbers once their doors opened again.
highlight
Hall of Fame 2022 visitor numbers grew over 30% from 2019 and over 50% from 2021.
Check the scoreboard and see the year-over-year comparisons
-----------------------------------------------------------
2021 vs. 2022
impact
### 9%
Pages per session increase
### 89%
Plan Your Visit Button clicks increase
### 862%
Request Proposal button clicks increase
### Our Approach
What started initially as a full-page ad in USA Today has evolved into a fully developed win-win partnership between the client and GO. Now as the Hall of Fame's agency of record, GO's ongoing interactive, print, and identity campaigns promote various showcases, tournaments, exhibits, and their most significant event of the year, Enshrinement. However, when the pandemic hit, the Hall of Fame faced unprecedented challenges as businesses had to comply with safety restrictions. We were happy to help and assisted in creating an original and attention-grabbing multifaceted media campaign, therefore, increasing visitors over pre-pandemic numbers once their doors opened again.
## Businessolver
https://www.go-agency.com/work/businessolver
### Overview
As a tentpole sponsor of the brand-new TGL, Businessolver needed a commercial that introduced its brand while celebrating the HR Benefits Managers who make a difference—especially those who choose Businessolver as their trusted partner. The client’s vision? A 'cool aunt' brand voice. Now that was a persona we could get behind. And so, Employee of the Decade was born.
Here’s to you, Abby—and to all the HR pros bringing awareness to the incredible work of Businessolver!
[Visit Greenlight](https://www.greenlightproductions.com/)
### Overview
As a tentpole sponsor of the brand-new TGL, Businessolver needed a commercial that introduced its brand while celebrating the HR Benefits Managers who make a difference—especially those who choose Businessolver as their trusted partner. The client’s vision? A 'cool aunt' brand voice. Now that was a persona we could get behind. And so, Employee of the Decade was born.
Here’s to you, Abby—and to all the HR pros bringing awareness to the incredible work of Businessolver!
[Visit Greenlight](https://www.greenlightproductions.com/)
## Golf Channel
https://www.go-agency.com/work/golf-channel
Overview
---------
Golf Channel has been a founding supporter of our video production company, Greenlight. Some of our most creative, most moving work has been commissioned by one of our oldest clients in Golf Channel. It seems like there is always a golf story in the works at Greenlight, which is cool because golf holds so many great stories in its 400 year history. In 2020, Greenlight won an Emmy for “Life Without Katie,” a short documentary. In 2022, the Greenlight team released an hourlong documentary, “Becoming Annika,” narrated by Academy Award winner, Hilary Swank. We’ve shot in Dubai with Rory McElroy and Mexico with Esteban Toledo. We’ve covered Poa grass and Pete Dye, we’ve investigated the trees of Oakmont and the fairways of Augusta National. Over time, we’ve become better storytellers from the experience, a quality we bring to every new client we bring on.
[Visit Greenlight](https://www.greenlightproductions.com/)
Overview
---------
Golf Channel has been a founding supporter of our video production company, Greenlight. Some of our most creative, most moving work has been commissioned by one of our oldest clients in Golf Channel. It seems like there is always a golf story in the works at Greenlight, which is cool because golf holds so many great stories in its 400 year history. In 2020, Greenlight won an Emmy for “Life Without Katie,” a short documentary. In 2022, the Greenlight team released an hourlong documentary, “Becoming Annika,” narrated by Academy Award winner, Hilary Swank. We’ve shot in Dubai with Rory McElroy and Mexico with Esteban Toledo. We’ve covered Poa grass and Pete Dye, we’ve investigated the trees of Oakmont and the fairways of Augusta National. Over time, we’ve become better storytellers from the experience, a quality we bring to every new client we bring on.
[Visit Greenlight](https://www.greenlightproductions.com/)
## Hoffman Auto Group
https://www.go-agency.com/work/hoffman-auto-group
### Overview
In the competitive world of the automotive industry, where innovation and change are ever-present, few brands can claim the longevity and trust that Hoffman Auto Group has built. Established in 1921, Hoffman Auto Group provides customers with various services, including new and pre-owned vehicle sales, financing, and automotive maintenance. What sets Hoffman apart is their commitment to serving customers and focus on fostering relationships built on trust. Recently, Hoffman Auto Group partnered with GO to elevate their brand and cement their position for the next century.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Our Approach
GO approached this rebranding with a balance of modernization and respect for Hoffman’s history. The first step was refining Hoffman’s logo—a symbol that graced thousands of cars still on the road today. GO made subtle tweaks to the logo’s design to make it more adaptable to today’s digital age, ensuring it would look as impactful on a mobile app as on a billboard or embroidered onto staff uniforms. By opting for a bold, confident font and integrating strong, striking imagery, the new logo was designed to be a powerful yet familiar statement of Hoffman’s enduring values.
GO executed a comprehensive campaign that spanned digital and physical media. This included everything from social media templates and digital assets to physical advertisements in local schools and community spaces. The multi-channel marketing campaign positioned Hoffman Auto Group as a trusted partner in life’s journey. Furthermore, a brand anthem commercial was created that highlighted the message, “Driven By Trust.” This commercial wasn’t just about selling cars; it captured the pride Hoffman Auto Group takes in being part of the moments behind the wheel.
highlight
The campaign reinvigorated Hoffman’s brand presence and solidified their reputation as a dealership built on trust. While Hoffman’s new logo began to gradually replace the old across all their vehicles, video content proved to be highly effective in engaging a broader audience, driving social media growth, and creating deeper connections with customers.
### A Legacy Reinforced, A Future Built on Trust
As Hoffman Auto Group continues to serve Connecticut communities, their partnership with GO has positioned them for the next 100 years of success. The rebranding and marketing efforts preserved their legacy and brought their story to life for a new generation of customers. Hoffman Auto Group’s journey is a testament to the power of trust, innovation, and long-standing relationships. In an industry where brands come and go, Hoffman proves that some legacies are built to last.
The results are in
------------------
Together, Hoffman and GO have driven home a simple yet powerful message: trust, once earned, becomes a legacy.
impact
### 10%
Increase in sessions YOY
### 118%
increase in conversions yoy
### 392%
increase in new vehicle page views
### 440 K
Impressions on META
### 422 K
Accounts reached on META
### 97 K
Video Views
We appreciate our relationship with you and the entire team, and look forward growing our relationship. Let’s both continue to grow our businesses together. Hoffman Auto Group
### Overview
In the competitive world of the automotive industry, where innovation and change are ever-present, few brands can claim the longevity and trust that Hoffman Auto Group has built. Established in 1921, Hoffman Auto Group provides customers with various services, including new and pre-owned vehicle sales, financing, and automotive maintenance. What sets Hoffman apart is their commitment to serving customers and focus on fostering relationships built on trust. Recently, Hoffman Auto Group partnered with GO to elevate their brand and cement their position for the next century.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Our Approach
GO approached this rebranding with a balance of modernization and respect for Hoffman’s history. The first step was refining Hoffman’s logo—a symbol that graced thousands of cars still on the road today. GO made subtle tweaks to the logo’s design to make it more adaptable to today’s digital age, ensuring it would look as impactful on a mobile app as on a billboard or embroidered onto staff uniforms. By opting for a bold, confident font and integrating strong, striking imagery, the new logo was designed to be a powerful yet familiar statement of Hoffman’s enduring values.
GO executed a comprehensive campaign that spanned digital and physical media. This included everything from social media templates and digital assets to physical advertisements in local schools and community spaces. The multi-channel marketing campaign positioned Hoffman Auto Group as a trusted partner in life’s journey. Furthermore, a brand anthem commercial was created that highlighted the message, “Driven By Trust.” This commercial wasn’t just about selling cars; it captured the pride Hoffman Auto Group takes in being part of the moments behind the wheel.
### A Legacy Reinforced, A Future Built on Trust
As Hoffman Auto Group continues to serve Connecticut communities, their partnership with GO has positioned them for the next 100 years of success. The rebranding and marketing efforts preserved their legacy and brought their story to life for a new generation of customers. Hoffman Auto Group’s journey is a testament to the power of trust, innovation, and long-standing relationships. In an industry where brands come and go, Hoffman proves that some legacies are built to last.
## Hospital for Special Care
https://www.go-agency.com/work/hospital-for-special-care
### Our Approach
As the agency of record and a company that believes in doing good work for good people, the GO team brainstormed how best to bring HFSC's vision and values to life. Starting with a redesigned logo system, and updating their branding guidelines, GO took HFSC's mission to the next level with a full-scale media campaign and targeted digital advertising around the message and belief that "We rebuild lives."
### Overview
Hospital for Special Care (HFSC) is the fourth largest long-term acute care hospital in the country and one of only two offering comprehensive inpatient and outpatient treatment for both adults and children. Operating on a not-for-profit basis, HFSC places high value on treating patients with integrity and delivering the highest level of care.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Overview
Hospital for Special Care (HFSC) is the fourth largest long-term acute care hospital in the country and one of only two offering comprehensive inpatient and outpatient treatment for both adults and children. Operating on a not-for-profit basis, HFSC places high value on treating patients with integrity and delivering the highest level of care.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Our Approach
As the agency of record and a company that believes in doing good work for good people, the GO team brainstormed how best to bring HFSC's vision and values to life. Starting with a redesigned logo system, and updating their branding guidelines, GO took HFSC's mission to the next level with a full-scale media campaign and targeted digital advertising around the message and belief that "We rebuild lives."
We provide complex services to unique populations. The team at GO combines data-driven practices and extraordinary creative vision to help us elevate our brand value and execute service-line specific marketing strategies that deliver the cost-effective outcomes we need. The partnership is seamless, well-coordinated… and the GO team is always up for our next adventure together. Wendy DeAngelo Vice President, Development and Communications
HFSC
----
Optimizing the brand system and web flow, paired with an effective awareness campaign, resulted in these year over year statistics.
impact
### 121%
Increased Schedule Visit button clicks
### 93%
Increased Refer Patient button clicks
### 83%
Increased Make Appointment button clicks
### 36.5%
Pageviews increased
### 147%
Increased Nurse Recruitment Apply Now button clicks
## Interstate
https://www.go-agency.com/work/interstate
### Our Approach
Our goal was to honor Interstate’s deep heritage while preparing the brand for its next century. Rather than starting from scratch, we leaned into what made the company recognizable and trusted. We simplified the name, refined the logo, and developed a modern identity system that feels both sophisticated and enduring. Every design decision—typography, color, and visual language—was rooted in balancing tradition with forward momentum. The result is a brand that carries its legacy with pride, while standing ready to grow, adapt, and inspire for years to come.
### Our Approach
Our goal was to honor Interstate’s deep heritage while preparing the brand for its next century. Rather than starting from scratch, we leaned into what made the company recognizable and trusted. We simplified the name, refined the logo, and developed a modern identity system that feels both sophisticated and enduring. Every design decision—typography, color, and visual language—was rooted in balancing tradition with forward momentum. The result is a brand that carries its legacy with pride, while standing ready to grow, adapt, and inspire for years to come.
"Our rebrand to Interstate represents more than just a name change," said Sheldon Kahan, President. "It reflects who we've always been–your partner in perfect™. We're still family-owned. We're still local. And we're as committed as ever to helping our customers succeed. While our look is more modern, our purpose remains unchanged: to deliver the service, expertise, and relationships that have defined us for over 100 years–and to carry that legacy forward. Sheldon Kahan, President Interstate
highlight
The refreshed Interstate brand honors its century-long legacy while positioning it as a modern, trusted partner ready for the future.
impact
### 369%
YoY Website Traffic up
### 210%
YoY Pageviews up
### 9%
Engagement rate from digital advertising went from under 1% to 9% this year.
### 142
Form Submissions
## Leadership Greater Hartford
https://www.go-agency.com/work/leadership-greater-hartford
### Our Approach
We leaned into the LGH acronym itself, designing a bold, thoughtful identity that symbolizes growth, leadership, and inclusive momentum. The centerpiece is a refreshed logo featuring an upward arrow emerging from the “G,” representing leadership that lifts others and embodies “a greater Hartford.” Complemented by approachable, custom lettering, a vibrant and flexible color palette, and a scalable system designed to bring the rallying message—**“Leaders Grow Here.”**—to life across web, print, and social.
The icon says so much in a small space... These colors represent our three pillars of community, leadership and connections, but they also converge – much in the same way that LGH programs bring folks of all identities and experiences together to develop and learn... Thank you so much to Chad and his incredible team at GO – we love how thoughtfully you reflect who we are as an organization in a strategic (and snazzy!) way. Larisa Kottke, President and CEO LGH
impact
### 12,063
Sessions
### 47.53%
Engagement Rate
### 8,634
Total Users
### 551
File Downloads
### Our Approach
We leaned into the LGH acronym itself, designing a bold, thoughtful identity that symbolizes growth, leadership, and inclusive momentum. The centerpiece is a refreshed logo featuring an upward arrow emerging from the “G,” representing leadership that lifts others and embodies “a greater Hartford.” Complemented by approachable, custom lettering, a vibrant and flexible color palette, and a scalable system designed to bring the rallying message—**“Leaders Grow Here.”**—to life across web, print, and social.
## PepsiCo
https://www.go-agency.com/work/pepsico
### Overview
When PepsiCo Global Communications approached our team about a video project defining and clarifying their new mission statement, it opened our eyes in many ways. What they wanted, we eventually realized, was an anthem. An anthem is a video that doesn’t just describe what a company does, but also why they do it. Anthems go a long way in almost any context, and we love doing them for that reason. Every December, we work with PepsiCo on a year-end presentation that goes out to every employee around the world. It often describes just some of the incredible work their employees do year after year in the context of an hourlong show. Through this, we continue to learn from and be inspired by one of the world’s leading corporations.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Overview
When PepsiCo Global Communications approached our team about a video project defining and clarifying their new mission statement, it opened our eyes in many ways. What they wanted, we eventually realized, was an anthem. An anthem is a video that doesn’t just describe what a company does, but also why they do it. Anthems go a long way in almost any context, and we love doing them for that reason. Every December, we work with PepsiCo on a year-end presentation that goes out to every employee around the world. It often describes just some of the incredible work their employees do year after year in the context of an hourlong show. Through this, we continue to learn from and be inspired by one of the world’s leading corporations.
[Visit Greenlight](https://www.greenlightproductions.com/)
## Premier Anesthesia
https://www.go-agency.com/work/premier-anesthesia
### Overview
Premier Anesthesia, an anesthesia management company, has been committed to moving healthcare forward for 20 years. They deliver end-to-end, customized solutions that are responsive to their client’s needs – from billing services to recruitment and everything in between. However, they realized that moving healthcare forward also meant moving the company forward as well by revisiting their brand, messaging and marketing.
### Overview
Premier Anesthesia, an anesthesia management company, has been committed to moving healthcare forward for 20 years. They deliver end-to-end, customized solutions that are responsive to their client’s needs – from billing services to recruitment and everything in between. However, they realized that moving healthcare forward also meant moving the company forward as well by revisiting their brand, messaging and marketing.
### Our Approach
GO got to work, starting with email campaigns and blogs. As Premier Anesthesia has many different audiences, from doctors to hospital leaders to patients, GO was tasked with creating various campaigns that would speak to each group. Eventually, Premier decided it was time to create a new, user-friendly website with an updated look, logo, content, and navigation. It was essential to the client that information was not only easily accessible but spoke to these numerous audiences. The result is a clean, modernized resource that delivers an excellent experience. After revamping their web presence, we continue supporting the client with video production, email campaigns, social media, tradeshows, and more so they can expand their reach.
### Unlocking Laughter and Learning: Premier Anesthesia's Seamless Blend of Humor and Expertise
Embarking on a journey to find humor in the anesthesia services realm is simpler than you might imagine. Yet, Premier Anesthesia aspired to go beyond mere amusement. We aimed to enlighten hospitals and surgical facilities about the transformative impact of adding Premier to their teams—turning the most challenging aspects of their jobs into effortlessly smooth experiences.
When hospital decision-makers witness our unique approach, we want them to connect with Old Joyce, recognizing that the right team can propel them into the realm of New Joyce momentum.
From a video standpoint, we firmly believe that explainer videos should never be dull. In fact, we insist that if they are, viewers might miss out on valuable insights. The lesson of Two Joyces emphasizes the importance of injecting a bit of fun into the journey.
This project was a true collaboration between our talented designers, who crafted compelling storyboards, and our video team, who expertly brought these visions to life.
GO has been instrumental in re-imagining our entire Premier Anesthesia brand. From website design to content creation to lead generation & nurturing campaigns to email marketing to marketing strategy to SEO, GO has thoughtfully and creatively rebranded every facet of our business and organization. The entire process was seamless and the extremely talented team at GO has re-invigorated our brand that has been around 20+ years. Through our partnership with GO, we don’t view them as another vendor we work with – they are truly an extension of our brand that we are so very proud to partner with! Jennifer Hershiser Senior Marketing Manager
### Unlocking Laughter and Learning: Premier Anesthesia's Seamless Blend of Humor and Expertise
Embarking on a journey to find humor in the anesthesia services realm is simpler than you might imagine. Yet, Premier Anesthesia aspired to go beyond mere amusement. We aimed to enlighten hospitals and surgical facilities about the transformative impact of adding Premier to their teams—turning the most challenging aspects of their jobs into effortlessly smooth experiences.
When hospital decision-makers witness our unique approach, we want them to connect with Old Joyce, recognizing that the right team can propel them into the realm of New Joyce momentum.
From a video standpoint, we firmly believe that explainer videos should never be dull. In fact, we insist that if they are, viewers might miss out on valuable insights. The lesson of Two Joyces emphasizes the importance of injecting a bit of fun into the journey.
This project was a true collaboration between our talented designers, who crafted compelling storyboards, and our video team, who expertly brought these visions to life.
### Our Approach
GO got to work, starting with email campaigns and blogs. As Premier Anesthesia has many different audiences, from doctors to hospital leaders to patients, GO was tasked with creating various campaigns that would speak to each group. Eventually, Premier decided it was time to create a new, user-friendly website with an updated look, logo, content, and navigation. It was essential to the client that information was not only easily accessible but spoke to these numerous audiences. The result is a clean, modernized resource that delivers an excellent experience. After revamping their web presence, we continue supporting the client with video production, email campaigns, social media, tradeshows, and more so they can expand their reach.
## Rehrig Pacific Company
https://www.go-agency.com/work/rehrig-pacific-company
### Overview
Rehrig Pacific's journey is one of continuous evolution, driven by a commitment to innovation, sustainability, and customer-centric solutions. With a product range that spans industries as diverse as foodservice, retail, pharmaceuticals, and waste management, their offerings are extensive. However, it's not just the range of their catalog that sets Rehrig Pacific apart; it's their deep-rooted mission to make a lasting, positive impact through sustainable practices and innovative products.
[Visit Greenlight](https://www.greenlightproductions.com/)
-
-
-
### Overview
Rehrig Pacific's journey is one of continuous evolution, driven by a commitment to innovation, sustainability, and customer-centric solutions. With a product range that spans industries as diverse as foodservice, retail, pharmaceuticals, and waste management, their offerings are extensive. However, it's not just the range of their catalog that sets Rehrig Pacific apart; it's their deep-rooted mission to make a lasting, positive impact through sustainable practices and innovative products.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Our Approach
GO's partnership with Rehrig Pacific began with a focus on foundational marketing assets, including one-sheets, emails, and digital tools that introduced their products to their target audience. But as our collaboration grew, it became clear that telling the full Rehrig Pacific story required a more dynamic approach. We expanded our efforts to include video production, capturing their people, products, and commitment to innovation. As Rehrig Pacific's business continued to expand, their online presence needed to grow as well. Recognizing this, our team undertook a complete transformation of their website. With such a wide array of products serving different industries, we knew that an intuitive, user-friendly experience was essential. Collaborating closely with Rehrig Pacific, we rebuilt the site from the ground up, designing over 70 pages of fresh content and revamping the navigation system to ensure that users could easily find what they needed.
-
-
-
highlight
The result was a modern, customer-centric website that not only showcased Rehrig Pacific's extensive catalog but also emphasized the company's core values of innovation and sustainability.
### Redesigned for a Company in Motion
This transformation wasn't just about making a website; it was about refining and amplifying the Rehrig Pacific brand. As the company evolved, so did its message, culminating in a new tagline: Made to Move™. This simple yet powerful phrase encapsulates Rehrig Pacific's mission to move goods, resources, and ideas forward—always with an eye toward innovation and progress. It's about empowering people to dream big and embracing new ideas that challenge the status quo, all while creating products that make a tangible difference in the world.
The results are in
------------------
After the launch of the new website and a stronger focus on social media, the numbers speak for themselves.
impact
### 17%
Website traffic increase
### 23%
Engaged sessions increase
### 46.4%
Events per session increase
### 13.3%
Google organic traffic increase
### 19.97%
LinkedIn followers increase
### Our Approach
GO's partnership with Rehrig Pacific began with a focus on foundational marketing assets, including one-sheets, emails, and digital tools that introduced their products to their target audience. But as our collaboration grew, it became clear that telling the full Rehrig Pacific story required a more dynamic approach. We expanded our efforts to include video production, capturing their people, products, and commitment to innovation. As Rehrig Pacific's business continued to expand, their online presence needed to grow as well. Recognizing this, our team undertook a complete transformation of their website. With such a wide array of products serving different industries, we knew that an intuitive, user-friendly experience was essential. Collaborating closely with Rehrig Pacific, we rebuilt the site from the ground up, designing over 70 pages of fresh content and revamping the navigation system to ensure that users could easily find what they needed.
### Redesigned for a Company in Motion
This transformation wasn't just about making a website; it was about refining and amplifying the Rehrig Pacific brand. As the company evolved, so did its message, culminating in a new tagline: Made to Move™. This simple yet powerful phrase encapsulates Rehrig Pacific's mission to move goods, resources, and ideas forward—always with an eye toward innovation and progress. It's about empowering people to dream big and embracing new ideas that challenge the status quo, all while creating products that make a tangible difference in the world.
### The results are in
After the launch of the new website and a stronger focus on social media, the numbers speak for themselves.
Website traffic up 17%
Engaged sessions up 23%
Events per session up 46.4%
Google organic traffic up 13.3%
LinkedIn followers up 19.97%
## USTA
https://www.go-agency.com/work/usta
### Overview
Every Summer ends with our favorite event of the year, the US Open in New York City. Greenlight is honored to serve the USTA during that event as a producer of their preview, review, and daily highlight shows. These hour-long or half hour shows go out to over 80 countries around the world every day of the event. Through them, we share our passion for one of our favorite sports and our favorite cities in the world.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Overview
Every Summer ends with our favorite event of the year, the US Open in New York City. Greenlight is honored to serve the USTA during that event as a producer of their preview, review, and daily highlight shows. These hour-long or half hour shows go out to over 80 countries around the world every day of the event. Through them, we share our passion for one of our favorite sports and our favorite cities in the world.
[Visit Greenlight](https://www.greenlightproductions.com/)
## WECU
https://www.go-agency.com/work/wecu
### Overview
Member acquisition and retention are top priorities for WECU, a not-for-profit credit union serving individuals and businesses throughout Washington state. Unlike many big banks, WECU's unique selling proposition focuses on making a meaningful difference in the lives of the members they serve. However, the organization still needs to convey they offer competitive products, services, resources, and tools to attract new members and maintain current member satisfaction, ultimately providing a trusting and safe environment where members can achieve their financial goals.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Our Approach
GO provides WECU with a wide variety of services, from website design to billboards, digital displays to commercials, and more. Each deliverable ultimately works toward increasing awareness and consideration for WECU products, promotions, and offerings – such as checking accounts, savings accounts, youth accounts, competitive home loans, HELOC products, and various credit cards. GO strategically develops these initiatives to drive membership growth and retention, delivering a seamless experience across all channels. Through strategic, targeted, and data-driven media plans, thoughtful and innovative campaign concepts, and optimized landing pages built for conversation, GO works collaboratively to bring a unique and personalized 360-marketing approach that meets WECU's quarterly membership goals and increases overall awareness.
highlight
GO helped WECU launch its new luxury credit card, WECU Lux Visa. Leaning into the credit card's value proposition of "Doing What You Love and Getting Rewarded," GO developed a captivating :30 commercial, a strategically targeted media plan, and a cohesive landing page. These elements worked together to take the audience on an engaging journey while highlighting the new card's features and benefits.
#### Redesigned for Better Conversion
The goal of the WECU home page redesign was to improve the overall member experience and shift the emphasis of the site from brand awareness to sales in order to drive more buyer discovery and engagements. Through best UI and UX practices, we aimed to boost conversion, strategize the user journey for new and existing members, streamline the visual web brand, and facilitate user interaction.
[Visit Site](https://www.wecu.com)
-
-
-
The results are in
------------------
After the launch of the campaign, the year over year statistics below speak for themselves.
impact
### 151%
New Sessions up
### 19.5%
Users up
### 22.9%
New Users up
### 47.7%
Avg Session Duration up
The GO Team is organized, collaborative, and agile. They manage our high volume of campaign needs, website design and development requests, while staying on-brand and on track for launch. They are truly an extension of our Marketing team. Amanda Ager Program Manager, Advertising & Promotion
### Our Approach
GO provides WECU with a wide variety of services, from website design to billboards, digital displays to commercials, and more. Each deliverable ultimately works toward increasing awareness and consideration for WECU products, promotions, and offerings – such as checking accounts, savings accounts, youth accounts, competitive home loans, HELOC products, and various credit cards. GO strategically develops these initiatives to drive membership growth and retention, delivering a seamless experience across all channels. Through strategic, targeted, and data-driven media plans, thoughtful and innovative campaign concepts, and optimized landing pages built for conversation, GO works collaboratively to bring a unique and personalized 360-marketing approach that meets WECU's quarterly membership goals and increases overall awareness.
### Overview
Member acquisition and retention are top priorities for WECU, a not-for-profit credit union serving individuals and businesses throughout Washington state. Unlike many big banks, WECU's unique selling proposition focuses on making a meaningful difference in the lives of the members they serve. However, the organization still needs to convey they offer competitive products, services, resources, and tools to attract new members and maintain current member satisfaction, ultimately providing a trusting and safe environment where members can achieve their financial goals.
[Visit Greenlight](https://www.greenlightproductions.com/)
-
-
-
#### Redesigned for Better Conversion
The goal of the WECU home page redesign was to improve the overall member experience and shift the emphasis of the site from brand awareness to sales in order to drive more buyer discovery and engagements. Through best UI and UX practices, we aimed to boost conversion, strategize the user journey for new and existing members, streamline the visual web brand, and facilitate user interaction.
[Visit Site](https://www.wecu.com)
## Wheeler Health
https://www.go-agency.com/work/wheeler-clinic
### Overview
Wheeler provides comprehensive care for a range of health matters, from medical, dental, and mental health treatment to nutritional support and education. Serving more than 50,000 individuals a year, Wheeler has a large target market that consists of patients, students, donors, and providers.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Our Approach
For nearly a decade, GO has been Wheeler's agency of record. When we define good people, Wheeler is at the top of that list. Our relationship has evolved as their services have grown and since we've started working with them, they've almost doubled in size. Their mission is one we're all invested in.
### Overview
Wheeler provides comprehensive care for a range of health matters, from medical, dental, and mental health treatment to nutritional support and education. Serving more than 50,000 individuals a year, Wheeler has a large target market that consists of patients, students, donors, and providers.
[Visit Greenlight](https://www.greenlightproductions.com/)
### Our Approach
For nearly a decade, GO has been Wheeler's agency of record. When we define good people, Wheeler is at the top of that list. Our relationship has evolved as their services have grown and since we've started working with them, they've almost doubled in size. Their mission is one we're all invested in.
Success is Measured by a Healthy Community
------------------------------------------
2024 Year over Year Comparison
impact
### 11%
Website traffic increase
### 7%
Pageview increase
### 12%
Engaged sessions increase
### 13%
Website events increase
GO is an amazing team of incredible humans that helps us make magic every single day. They're an agency that creates value in everything they touch and rolls with changes, ideas, idiosyncrasies, and concepts better than any other agency I've ever worked with. John Sponauer VP of Marketing Communications and Philanthropic Giving
## Wood-n-Tap
https://www.go-agency.com/work/wood-n-tap
### Overview
Whether looking for an excellent dinner place, a spot to grab a speedy lunch, or a night of drinks with friends, Wood-n-Tap is one of the Southern New England's go-to restaurants. The Tap is always striving to grow their brand, their footprint, and their incredible value into new markets, Their slogan, "Come as you are." is always at the forefront of everything they do.
[Visit Greenlight Productions](https://www.greenlightproductions.com/)
### Our Approach
Over a decade ago, the team at GO got to work on differentiating Wood-N-Tap from cookie-cutter corporate fast casual and casual dining chains. The challenge was finding the balance between offering a consistent, convenient, come-as-you-are dining experience while still delivering craft, custom, and connection to the local community. Starting with their media, GO was able to bring more value and exposure to their brand. Ultimately becoming their agency of record, we were able to implement multiple award winning campaigns from concept to delivery.
This latest campaign, “We take our craft seriously, not ourselves.” resonates within our own culture at GO just as much as with their own audience.
### Overview
Whether looking for an excellent dinner place, a spot to grab a speedy lunch, or a night of drinks with friends, Wood-n-Tap is one of the Southern New England's go-to restaurants. The Tap is always striving to grow their brand, their footprint, and their incredible value into new markets, Their slogan, "Come as you are." is always at the forefront of everything they do.
[Visit Greenlight Productions](https://www.greenlightproductions.com/)
### Our Approach
Over a decade ago, the team at GO got to work on differentiating Wood-N-Tap from cookie-cutter corporate fast casual and casual dining chains. The challenge was finding the balance between offering a consistent, convenient, come-as-you-are dining experience while still delivering craft, custom, and connection to the local community. Starting with their media, GO was able to bring more value and exposure to their brand. Ultimately becoming their agency of record, we were able to implement multiple award winning campaigns from concept to delivery.
This latest campaign, “We take our craft seriously, not ourselves.” resonates within our own culture at GO just as much as with their own audience.
highlight
In 2023, Wood-n-Tap opened it's 10th location, the first outside of Connecticut, in West Springfield, MA.
Tapping into the data
---------------------
Below is a snapshot of the newest campaign, year over year.
impact
### 47%
Increased Order Now button clicks
### 204%
Increased Reserve Table button clicks
### 20%
Traffic Increase
### 63%
Pageviews Increase