Kahala Bonsignore

Recent Posts

The Difference Between Owned, Earned, and Paid Media and Why You Need All Three

Posted by Kahala Bonsignore on Jul 10, 2017 1:42:10 PM

 

Leveraging a combination of owned, earned, and paid media is part of an overall content marketing strategy that doesn’t leave you vulnerable to unexpected changes in one stream of media versus another. In this post we'll dissect the definitions of each stream of media - owned, earned, and paid - and highlight some best practices for integrating them into your overall marketing efforts.

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Topics: Blog

Inbound Marketing For Higher Education Increases Academic Profile & Enrollment

Posted by Kahala Bonsignore on Apr 27, 2017 1:18:31 PM

One of the administrative goals of a college or university is to consistently increase its academic profile. However, in practice, this threatens to be a bit of a double-edged sword. When standards for admissions and average GPA's or test scores are raised, the door closes on many students that might have previously been qualified for admittance. Higher education insitutions often find that their academic profile and their enrollment/admittance share is an inverse relationship. If you serve any role in a university or college setting, you know that decreases in enrollment are also directly related to decreases in budget, which is never a good thing.

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Topics: Blog

Inbound Marketing for the Travel and Tourism Industry

Posted by Kahala Bonsignore on Oct 4, 2016 4:50:26 PM

Travel and tourism is one of the hottest categories for innovative marketing. There are so many possibilities for content from destination photography to travel blog posts to local guide ebooks that inbound marketing for the travel and tourism industry only makes sense. Content for travel marketing comes naturally as guests provide a steady stream  of posts and images documenting their adventures. If your organization is involved in the travel and tourism industry and its not already implementing inbound marketing strategies, it's time to step up to the plate.

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Topics: Blog

The 5 Best Marketing Podcasts Anytime and Anywhere

Posted by Kahala Bonsignore on Sep 5, 2016 12:28:42 PM

According to AdWeek, podcasts are on the rise, particularly with the millennial generation, and the lifecycle of the blog is slowly dragging along.

And yes, this is a blog post about blogs dying—well, more so about podcasts thriving.

In this digitally-immersed culture, connecting with your audience is a more crucial element of your marketing strategy than ever. The consumers and the decision makers you are looking to attract to your company are constantly on the go, and the time they have to direct their full attention to reading your blog is null.

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Topics: Blog

Why Your Sports Marketing Strategy Should Include a Mobile App

Posted by Kahala Bonsignore on Aug 29, 2016 3:35:04 PM

The Olympics ended a week ago, but you're craving more sports?  We've got you covered. Sports marketing has found its niche in the increasing technological integration of our daily lives—that is, with mobile apps. As with all mobile apps, the biggest challenge is not necessarily getting users to download the app, but to keep them sticking around after their first use. According to Andrew Chen, a member of Uber's Growth team, and his work with mobile intelligence startup, Quettra, and its CEO Ankit Jain, average app usage within the first 3 days of installation drops by 77%. Thus we see that there is a very critical period, within the first 5 days of installation, in which the app must hook the user in.

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Topics: Blog

How to Advertise Locally: Lessons from Pokémon Go

Posted by Kahala Bonsignore on Jul 25, 2016 12:14:25 PM

Last week, we talked about how increased access to WiFi with initiatives like LinkNYC is changing the game for digital marketers.  This week it's time to turn our attention to a mobile game available on Android and iOS that has become more successful than Candy Crush, and the way that THAT will be--and in fact already is--a game changer for marketing especially when you're wondering how to advertise locally.  It's name: Pokémon GO.  It's been released for just over two weeks now, and it doesn't look like Pokémon GO is GO-ing anywhere. 

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Topics: Blog, Tips

Content Marketing for Manufacturers: ROI this Fourth of July

Posted by Kahala Bonsignore on Jul 1, 2016 1:02:00 PM

Fourth of July weekend is finally upon us.  And for this holiday, we'd like to turn our attention to manufacturing companies: the backbone of the American economy for the past oh, 200 years or so.  Your bottom line is driving sales growth, and you likely don't think that content and social media strategies are worth your time.  Here are some examples provided by the Content Marketing Institute's research of how your competitors, and possibly you, use social media marketing - and it's corresponding effectiveness.

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Topics: Blog