Everybody loves sitcoms. “Friends.” “Seinfeld.” “The Secret Diary of Desmond Pfeiffer.” No matter your taste, there’s a sitcom for you. And advertisers have noticed.
Some recent ad campaigns have borrowed from this well-established TV show format. Most notably, Progressive and Wendy’s. In both instances, groups of characters appear across multiple spots “working” at the respective companies, constantly stumbling into knee-slapping shenanigans.
Familiar-ish Faces
If you watch as much TV as we do, you might even know a few of their names, mentioned in dialogue across the ad campaigns. What’s particularly interesting is that the characters noticeably fall into the same archetypes as their sitcom cousins.
Advertising Sitcom Archetypes: The Dork
There’s Jamie from Progressive, a loveable, slightly skinny and incredibly nerdy, comic relief. And then there’s Tyler, who works at Wendy’s and matches Jamie’s description. If you described one of these people to a forensic artist, it’s very possible that the other would get arrested.
Advertising Sitcom Archetypes: The Wisecracker
Check out Mara from Progressive. With her deadpan delivery, she acts as the “straight man,” reacting to all the others’ ridiculous behavior. Kathryn at Wendy’s serves the same purpose. And if they seem familiar, it’s probably because they’re both just April from “Parks and Recreation.” The actress Wendy’s cast even looks like Aubrey Plaza.
Advertising Sitcom Archetypes: The Goofball
Toby from Wendy’s doesn’t have a clear doppelgänger in the Progressive commercials. The prevailing theory around Mad Genius is that he was included to be a “village idiot.” Recently, however, they’ve been turning him—particularly on mobile ads—into Tim Robinson, who’s had countless clips from his show, “I Think You Should Leave,” become memes. It’s only a matter of time until Progressive introduces their own goofball…
Why Is This Happening?
Advertising, just like any industry, goes through trends. The continued sitcomitization of brands is a pretty strong indicator that it works. The commercials are funny. And they live in your mind rent-free, even if you don’t remember Wendy’s has a new pretzel-bunned Baconator.
These efforts also create an opportunity for viewers to grow attached to the characters. Several Mad Genius employees love Jamie from Progressive. We just can’t get enough of this silly little dude. We’re not ashamed to admit that we get excited when a Progressive commercial comes on, and we realize it’s one we haven’t seen before. What whimsy awaits this time?
WWMGD (What Would Mad Genius Do?)
We love telling engaging stories for top-notch brands. So, yeah, we’re all in on this idea. Let’s make a sitcommercial.
One thing we might tweak is the use of similar character archetypes. There’s a fine line between homage and plagiarism—we’d prefer something wholly unique that tells our client’s story in an engaging, original way.
If you’ve dreamt of telling your own series of seasonally thirty-second spots, let’s chat! Or, if you’re just curious what you and Mad Genius could do as a team, let’s chat about that! Either way, schedule an appointment using the calendar below, and let’s start plotting together.
Believe it or not (most likely won’t) creative work is a lot more involved than most people would believe. Many (especially the family members of our creative team) think that writers and designers lounge around, playing games, maybe reading comics, or perhaps enjoying the occasional drink or four, waiting for their eureka moment. (Okay, perhaps there’s a bit of that.)
The truth is, there’s a great deal of actual work that happens throughout a creative endeavor. Getting to the end is never a straight path, but that’s intentional. It’s all part of a little something we call “process.”
Process Matters
Mad Genius does a lot. Branding. General creative goodness. Production (video and photography). Website building. Media management. We’ve got experts upon experts running around the labs, all focused on the various minutiae that make their particular world turn.
How do we keep those worlds from crashing into one another, destroying everything and transforming our loving workstations into a scene from “Fury Road”? Process.
The accounts team meets with clients, collects more information than anyone could ever need, and distills that data into a creative brief. That single-page of mind-motivating goodness is fed to the rest of the team, which is when things get exciting…
There’s research into the client to determine their specific needs, breaking down their request, brainstorming initial concepts, fleshing out the best concepts, plus rounds and rounds of internal reviews. That’s just a few very basic steps, and that’s well before you get into things like client reviews, applying feedback, additional design/revisions, and repeat… and repeat… and you—guessed it—repeat.
We’re not going to get into any of the more proprietary methods behind the Mad Geniusness, but those are some true-isms that generally work for all creative agencies. (If you really want to peek behind the curtain, schedule some time to chat below.)
Why Is the Creative Process Important?
In most creative endeavors, getting turning a rough idea into a mind-blowing campaign or website or commercial can be chaotic (the bad, tornado-like kind, not the “organized” sort). Process is critical because it brings order to the chaos.
Think of us as an orchestra or a band. Mad Genius’s different departments are the various sections. Creative is strings, production is percussion, web is woodwinds, and media is horns. Process is our conductor. A great conductor may separate sections for parts of a piece, but brings them together to craft something special.
A good creative process can also act as a much-needed reality check when things get out of control. It ensures that you don’t end up going rogue, or out of scope. Agency’s that don’t adhere to their process can lose sight of what they’re trying to do in the first place, and some can spend so much time noodling an idea that they run out of money before they’ve really gotten started.
Process is checks and balances. It’s following steps in the proper sequence, passing work off at the appropriate time to the correct team with everything they need to keep it moving forward.
When Is It Okay to Bend the Rules on the Creative Process?
Now, we’re sticklers for our process, but if something isn’t working, we aren’t above adjusting.
Following the process will, more often than not, lead to relatable and consistent results. But sometimes, the process needs to be bent, twisted, or even ignored to achieve that spark of genius (pardon the pun). But the best processes are flexible enough to account for those moments. The trick is knowing when the need for flexibility has come.
Consider your Nana’s famous peach cobbler recipe. No one changes Nana’s recipe, and why would you? That thing is iron-clan and handwritten in a worn-down recipe book that’s old enough to qualify for AARP. Maybe, just perhaps, adding an unlisted ingredient, say cinnamon, could take it up a notch? We know. It’s sacrilegious. But, have you tried it? Sure, the process has been bent a bit, but the recipe to perfect peach cobbler has been cracked—or, at least, made more to your taste. You can’t make that change without a thorough understanding of the recipe in the first place.
A Sound Strategy
Process is, for us, a peculiar beast. It’s not freewheeling. It takes time. There’s absolutely structure to our process—it is methodical, it is flexible, and it is always open to new inspiration. Mad Genius thinks that following a great process is the backbone of our creativity. At the end of the day, in a world of creative chaos, trusting the process isn’t just a good policy or suggestion—it’s a sound strategy.
Looking to talk to someone about how Mad Genius’s process can be leveraged to help your next project? Fill out the form below to speak with a method mastermind.
Imagery isn’t much different. Images can be captured on camera in a file format known as RAW. And, just as a rare steak is juicier and more tender, a RAW file holds more information. This allows you to draw out all the flavors from the captured image.
A Quick History of Image Processing
Negative Developments
Before digital cameras became the standard, images were captured on strips of film.
This film was coated on one side with a gelatin emulsion that contained microscopic crystals of silver halide. The silver halide crystals are extremely sensitive to light, and were kept in complete darkness until the camera shutter opened and exposed the film for a brief moment. This exposure began a chemical change, albeit a slight one. The change was so small that it wasn’t immediately apparent.
Exposed film was then processed in a darkroom with a series of chemical baths to create a negative of the image. (A “negative” is a form of the image whose colors are inverted to their complements, not the attitude of the waitress who isn’t satisfied with a 20 percent tip on the steak you ordered.)
The negative image was further processed to re-invert the colors back to normal before being enlarged and printed if it’s a photo, or cut together for video.
The Birth of Digital Photography
Fast-forward to 1992 when the Joint Photographic Experts Group created the standard of lossy compression for digital images: the JPEG. Today, the JPEG is the most commonly used image compression standard for digital images—meaning quality images at a smaller file size. Many cameras today will default to shooting in JPEG, which processes and compresses the image automatically from within the camera.
JPEGs are perfect for the average user because the majority of photos are going straight from the camera to the internet, but the problem with compressing your images is that you trade some quality for the smaller file size. JPEGs can have their degree of compression adjusted, with more compression equaling more loss in quality, just like a steak that’s cooked longer will lose some of its flavor.
Check out the image below. Yes, it’s an extreme example designed to show a gradient of compression, but it illustrates the point. Most JPEGs, however, have little perceptible loss in image quality.
Why RAW Imagery Is Best for Editors
If most JPEGs have little loss in quality, why bother with the massive file sizes of a RAW image? Good enough is good enough, right?
No, not always.
A compressed file makes images more difficult to edit. Reconsider the picture of the cat. If I wanted to edit the shadows on the right side of the cat’s face, not only is it difficult to differentiate the different parts of the cat’s fur, but any changes made will look less natural.
Untouched and Unlimited
A RAW image is so called because it is unprocessed. It’s similar to a filmstrip that’s been exposed, but undeveloped. A RAW file is also uncompressed, leading to the massive file size. This lack of compression may lead to some redundant information, but it also leads to more room to work within the editing phase for a cleaner, more natural edit. An editor has much greater control and flexibility over which parts of a RAW file he can safely alter without the image looking unrealistic.
Furthermore, an editor can make changes multiple times in a nondestructive manner since edits aren’t made to the RAW image itself and without losing image quality. Admittedly, to achieve this one needs professional editing software that won’t overwrite the information on the original image. Of course, you’ll need that software regardless, since RAW files aren’t standardized and many computers aren’t natively capable of reading the file on their own.
Once the edits are made, the image is converted and compressed into a format, such as JPEG, that’s readable by the average computer. Below, you can see the differences between a JPEG and a RAW file. Notice how the RAW file has far more information in both the detail and the color of the grass and clouds than the JPEG.
You Need Talent With the Tools
Just because you can capture a RAW photo or video, doesn’t make it a good photo or video. Several bits of knowhow are necessary to achieve quality: lighting a scene, directing the actors, crafting the props, designing the art cards, coding the website, and much, much more.
Lucky for you, Mad Genius has oodles of both talent and tools. Get in touch, and let’s talk about how we can use them all for you.
If you only leave this blog with one takeaway, let it be this: Medium-rare steaks are the superior steaks. It’s science.
College websites are difficult to make, but with proper planning and strategy, you can build a great one. The trouble is, these types of websites have to perform many tasks for several types of users. How can you please as many people as possible? Carefully.
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User Focus
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Easy Navigation
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Fresh Content
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Responsive Design
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Accessibility
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Searchability
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Consistent Branding
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Avoiding These
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Great College Websites Are User-Focused
With enterprise-level websites like those with .edu on the end, many cooks end up in the kitchen. For the most part, each particular cook is mostly thinking about their own particular sauce. A faculty member may want to see one thing and a dean may want to see another. If you don’t pay attention to the students’ sauce? Well, in the great words of Gucci Mane, “If you don’t got the sauce then you lost.”
To find out how to make your website focused on the user, start doing some research. Who are the “power users” of your website? What do they use the website for? How could you make their experience even better in the next redesign?
To answer these questions, we have a list of common power users for college websites below.
Prospective Students
About Prospective Students
Prospective students are the most important audience for a college website. Full stop. They are the ones who will be making the decision about whether to attend a college, so it is critical to make sure that the website provides them with the information they need to make an informed decision. Prospective students may be high school students, current college students, or adults who are looking to change careers.
What Prospective Students Want
Prospective students are often the number one focus for college websites, as recruiting success is paramount. Elements they want to see on a college website include:
Clear and accessible information about academic programs, admission requirements, and application procedures
Financial aid information, so they can know how they can afford to attend the college
Virtual tours and multimedia content showcasing campus facilities, student life, and the overall campus experience
Student testimonials and success stories to help prospective students envision themselves at the college
Current Students
About Current Students
Current students of a college are individuals who are presently enrolled in the college. They may be full-time students, part-time students, or graduate students. Current students may also be undergraduates, graduate students, or professional students. Keep the demographics of your current students in mind when creating your content.
What Current Students Want
Current students are interested in finding the following on a college website:
Quick access to student portals
Academic information about courses, majors, minors, and requirements
Student life information about clubs, activities, and events
Financial aid information on scholarships, grants, loans, and work-study
Resources such as tutoring, counseling, and health care
Technology resources like computer labs and printers
Contact information for the college’s offices and departments
Comprehensive academic calendar with key dates, deadlines, and events
Events calendar to keep students informed about lectures, workshops, social events, and clubs
Emergency and school closure information
Faculty & Staff
About Faculty & Staff
The faculty and staff of a college or university include professors, lecturers, instructors, administrators, professionals such as librarians, counselors, and financial aid officers, and support staff.
What Faculty & Staff Want
Faculty and staff of your college visit your website to find:
Faculty and staff directory with contact information and expertise areas
Tools such as course management systems
Secure portals or intranet with email access, human resources information, and professional development opportunities
Policies and procedures related to hiring, promotion, and tenure
Information on college resources such as libraries, computer labs, and research facilities
News and updates such as new hires, awards, and publications
Alumni
About Alumni
Former students of a college or university are an important part of the college community. They can provide guidance and support to current students, and they can help to promote the college to prospective students. They can also be a valuable resource for networking and development.
What Alumni Want
Alumni want to stay connected to their alma mater, and they can do that if the website includes information about:
Attending reunions
Donating to the college to support academic programs, student scholarships, and campus facilities
Channels to stay connected such as newsletters, alumni associations, and mentorship programs
Networking opportunities and career services
Alumni success stories with information on their contributions to various fields
Parents & Families
About Parents & Families
Parents and families are a significant part of the college process, and they want to see information that will help them make the best decision for their child.
What Parents & Families Want
The goal is to provide parents and families with the information they need to make an informed decision about whether to send their child to the college. By providing clear, concise, and up-to-date information, a college website can help to ensure that parents and families can make the best decision for their child’s future. Some of the things that parents and families want to see on a college website include:
Academic information to see what they have to offer and how their child’s interests align with the programs offered
Student life information to get a feel for what it would be like for their child to live and learn on campus
Tuition, financial aid, and payment options to address their financial concerns
Safety, housing, and support services available to students
Frequently asked questions, important contacts, and resources to help them stay involved and informed
Community Members & the General Public
About Community Members & the General Public
Community members and the public are also interested in learning more about the college, but they may be looking for different information than prospective students and parents.
What Community Members & the General Public Want
Members of the public may want to see specific information that is relevant to their interests. This may include:
Community impact, such as economic impact and volunteer programs
Event calendars and activities such as concerts, plays, lectures, and other events that are open to the public
Facility information for the library, gym, theater, and other facilities open to the public and how they can use them
Historical information for people who are keen to learn more about how the college has shaped the community
Public access to campus maps and visitor information
Opportunities for continuing education, professional development, or community involvement
Great College Websites Are Easy-to-Navigate
Navigation Labels
Use clear and concise labeling so that users can quickly identify where they would like to go. For example, if your college marching band has a unique name that doesn’t “scream” marching band, just use “Marching Band” in the navigation so that prospective students won’t have to know it beforehand.
Logical Structure
Organize navigation items in a logical hierarchical structure. Group related pages or sections together, and use submenus or dropdowns when necessary to provide deeper levels of navigation. At the same time, minimize the number of clicks that a person needs to use to reach the information they need. If it makes sense to do so, avoid an additional level of navigation.
Use Breadcrumbs & Visual Hierarchy
Another way to make websites easier to read that are often three or four levels deep is to use breadcrumbs. These provide users with a trail of links to show their current location and enable easy navigation back to higher-level pages. In addition to breadcrumbs, add visual cues to establish hierarchy. You can differentiate second and third level items through font weight, size, color, and icons.
Great College Websites Have Updated Content
Nothing destroys a college’s reputation with a prospective student or employee more than outdated or incorrect information.
A college website should aim to provide comprehensive and relevant information to prospective students, current students, faculty, staff, and other stakeholders. While the specific information may vary based on the institution’s size, location, and offerings, here are some essential elements that should be included on a college website:
About the Institution:
Mission and vision statements
History and background of the college/university
Accreditation and academic affiliations
Leadership and administration details
Campus facilities and resources
Academic Programs:
List of undergraduate and graduate programs offered
Descriptions of each program, including majors, minors, and concentrations
Faculty profiles and their areas of expertise
Academic departments and schools
Admissions Information:
Admission requirements for different programs and degrees
Application procedures and deadlines
Information for prospective students (e.g., campus tours, virtual visits, open houses)
Scholarships, financial aid, and tuition costs
Student Life:
Student organizations and clubs
Athletics and intramural sports
Housing and residential life
Campus events and activities
Health and counseling services
Career services and internships
Academic Support:
Library resources and services
Academic advising and support centers
Research opportunities
Study abroad programs
Internship and co-op programs
Faculty and Staff Directory:
Contact information for faculty and staff members
Faculty profiles, including their qualifications and research interests
Campus Facilities and Resources:
Campus maps and directions
Information about libraries, laboratories, and research facilities
Computing and technology resources
Dining options and meal plans
Campus safety and security information
News and Events:
Latest news and announcements
Events calendar, including academic and social events
Publications and newsletters
Alumni and Giving:
Alumni engagement programs
Alumni success stories
Ways to give back to the institution through donations and fundraising
Contact Information:
General contact details (phone number, email address)
Specific contact information for different departments, offices, and services
Great College Websites Have Responsive Design
A responsive design is crucial for a college website due to the widespread use of various devices with different screen sizes, such as desktops, laptops, tablets, and mobile phones. Here are some reasons why responsive design is important for a college website:
Enhanced User Experience: A responsive design ensures that the website looks and functions well on all devices, providing an optimal user experience. Users can access the website and navigate its content without any usability issues, regardless of the device they are using.
Mobile Usage Trends: Mobile devices, such as smartphones and tablets, are increasingly used for browsing the internet. By adopting a responsive design, the college website can cater to the growing number of mobile users and deliver a seamless experience.
SEO Benefits: Search engines favor mobile-friendly websites in their search results. A responsive design improves the website’s visibility and ranking in search engine results pages (SERPs), positively impacting its organic traffic and online presence.
Cost and Maintenance Efficiency: Maintaining a single responsive website is more efficient than creating and maintaining separate desktop and mobile versions. It reduces development and maintenance expenses, as changes or updates can be implemented across all devices simultaneously.
To ensure effective implementation of responsive design elements, consider the following best practices:
Mobile-First Approach: Begin the design process by prioritizing the mobile experience. Start with the smallest screen size and then progressively enhance the design for larger screens. This approach ensures that the website is optimized for mobile users.
Fluid Grid Layouts: Use a fluid grid system to create flexible and proportionate layouts that adjust seamlessly across different screen sizes. This allows the website’s content to adapt and maintain its integrity while accommodating various devices.
Flexible Images and Media: Optimize images and media files to be flexible and responsive. Use CSS techniques, such as max-width: 100%, to ensure that images and media scale proportionately based on the device’s screen size.
Breakpoints: Define breakpoints in the design where the layout adjusts based on different screen sizes. These breakpoints help ensure that the content is presented in the most optimal and readable format for each device.
Readability and Interaction: Ensure that text, buttons, and interactive elements are appropriately sized and spaced for easy readability and interaction on smaller screens. Consider touch-friendly design elements, such as larger buttons, to accommodate mobile users.
Performance Optimization: Pay attention to performance optimization for faster loading times on mobile devices. Compress images, minify CSS and JavaScript files, and leverage caching techniques to improve website performance.
Testing across Devices: Thoroughly test the website on various devices and screen sizes to ensure a consistent and satisfactory user experience. Test navigation, readability, interactions, and functionality across different devices to identify and resolve any issues.
By adhering to these responsive design best practices, a college website can provide a seamless and user-friendly experience across a wide range of devices, accommodating the needs and preferences of its diverse audience.
Great College Websites Are Accessible
Website accessibility allows individuals with disabilities to access your website’s content and functionalities. Millions of people in the United States use a screen reader to read websites that they cannot properly see, and closed captions benefit people who are hearing impaired as well as those who aren’t. We will go into more detail about why web accessibility is important for college websites and how to achieve it for yours.
Why Accessibility Is Important for College Websites
It is crucial for a college website to be accessible to ensure that all individuals, including those with disabilities, can access and interact with the website’s content and functionalities. Here’s why accessibility is important for a college website, along with best practices to follow:
Inclusivity and Equal Opportunity: Web accessibility promotes inclusivity by ensuring that people with disabilities have equal access to information and services provided by the college website. It supports the principle of equal opportunity for all individuals, including students, faculty, staff, and visitors.
Legal and Regulatory Compliance: Many countries, including the United States (under Section 508 of the Rehabilitation Act) and the European Union (under the Web Accessibility Directive), have laws and regulations that mandate web accessibility for public sector organizations, including colleges and universities. Compliance with these laws is essential to avoid legal consequences.
Positive Reputation and Brand Image: Demonstrating a commitment to accessibility enhances the reputation and brand image of the college or university. It showcases an institution’s dedication to diversity, inclusivity, and providing equal access to education and services.
Improved User Experience: Web accessibility benefits all users, not just those with disabilities. By following accessibility best practices, the website becomes more user-friendly, intuitive, and easier to navigate. It can enhance the overall user experience for everyone, regardless of their abilities.
Here are some best practices to follow to achieve web accessibility for a college website:
Compliance with Web Content Accessibility Guidelines (WCAG): Follow the internationally recognized WCAG guidelines, which provide a comprehensive set of accessibility standards. Aim for compliance with at least WCAG 2.1 AA level.
Alternative Text for Images: Provide descriptive alternative text (alt text) for images, allowing screen readers to convey the image content to users with visual impairments.
Proper Heading Structure: Use proper heading structure (h1, h2, etc.) to create a logical and hierarchical organization of content. Headings help users navigate and understand the website’s structure, particularly for users relying on assistive technologies.
Keyboard Accessibility: Ensure that all functionalities and interactive elements can be accessed and operated using a keyboard alone, without relying on a mouse or other pointing devices. This is crucial for individuals with motor disabilities or who cannot use a mouse.
Color Contrast: Maintain sufficient color contrast between text and background elements to ensure readability for users with visual impairments. Use tools or online color contrast checkers to evaluate and adjust the contrast ratios.
Captions and Transcripts: Provide captions or transcripts for multimedia content, such as videos and audio files, to make them accessible to individuals with hearing impairments or those who cannot access audio.
Forms and Inputs: Design forms and input fields to be accessible, including proper labeling, clear instructions, and error messages. Ensure that form controls can be easily navigated and completed using assistive technologies.
Consistent Navigation and Structure: Maintain a consistent and predictable navigation structure throughout the website. Clearly indicate the user’s current location and provide a skip navigation option for screen reader users.
User Testing and Feedback: Conduct user testing with individuals with disabilities to gather feedback and identify areas for improvement. Incorporate accessibility considerations throughout the design and development process.
Accessibility Statement: Include an accessibility statement on the website, outlining the institution’s commitment to accessibility, providing contact information for accessibility concerns, and sharing information about available accommodations.
By implementing these best practices, a college website can significantly improve its accessibility and ensure that individuals with disabilities can access and engage with its content, services, and resources.
Great College Websites Are Searchable
Imagine that you need or want to do something on a college website. If you can’t navigate to the correct page, your next best bet is to use the college’s search bar feature. If you can’t find it after that, you may consider giving up. That’s the precise moment we want to avoid.
Why Search Is Critical for College Websites
Quick and Efficient Information Retrieval
A searchable website allows users to find specific information quickly and efficiently. Users can enter relevant keywords or phrases in the search bar to retrieve relevant content, saving time and effort compared to navigating through menus or browsing multiple pages.
Enhanced User Experience
A search feature improves the overall user experience by providing a convenient way to locate desired information. Users who have a specific query or are looking for specific resources can easily find what they require, increasing satisfaction and reducing frustration.
Accommodation of Diverse User Needs
Different users have different information needs and preferences. A search function caters to those who prefer searching to browsing, empowering them to access the information they need in their preferred manner.
Handling Large and Complex Websites
College websites often have vast amounts of information, including numerous pages, documents, and resources. A search feature becomes essential for navigating such large and complex websites effectively.
Important Search Features
Prominent Search Bar & Search Results
Position the search bar prominently, preferably at the top of the website, where it is easily visible and accessible on every page. Use a magnifying glass icon or other recognizable symbol to indicate its purpose. The display of the search results should display in a clear, organized manner. The search results may include the page title, a snippet, and some relevant metadata for users to contextualize the results and evaluate the relevance of each search result.
Smart Search
Instead of a simple keyword search bar, use an intelligent search functionality that utilizes technologies like natural language processing. Or, consider using semantic search to enhance the accuracy and relevance of search results.
Speed and Reliability
Fast and Reliable Search Results: Optimize the search feature to deliver quick and accurate search results. Use efficient search algorithms, caching mechanisms, and server-side optimizations to ensure fast response times, even with large amounts of content.
Autosuggest
Autocomplete and Suggestions: Implement autocomplete and suggestions in the search bar to assist users in formulating their queries. This feature can help users by suggesting popular or relevant search terms as they type, improving search accuracy and efficiency.
Filters
Use advanced filters and sorting options that allow users to refine and narrow down their searches. Users should be able to filter results based on categories, dates, file types, and other relevant attributes.
Analytics
Properly track your site search in Google Analytics 4 and monitor its usage. You’ll be able to gain insights into your site’s user behavior, popular search terms, and areas where users may be struggling to find the information they need. This data can help identify areas for improvement and optimize the search experience.
Great College Websites Have Consistent Branding
Keeping your brand standards consistent across your website is a part of maintaining and strengthening your college’s brand equity.
Why College Website Branding is Important
Brand Recognition and Recall: Consistent branding elements such as logos, color schemes, typography, and visual styles help create a cohesive and memorable identity for the college. This promotes brand recognition and recall among website visitors, making it easier for them to associate the website with the institution.
Professionalism and Credibility: Consistency in branding instills a sense of professionalism and credibility. When the website reflects a unified brand image, it conveys a message of reliability and trustworthiness to prospective students, parents, faculty, staff, and other stakeholders.
Cohesive User Experience: Consistent branding across different pages and sections of the website ensures a cohesive user experience. It provides users with visual cues that they are still within the same institutional context, reducing confusion and enhancing usability.
Strengthened Institutional Identity: By maintaining consistent branding, the college website reinforces the institution’s identity and values. It helps align the website’s visual presentation with the overall brand strategy, fostering a sense of pride and unity among stakeholders.
Website Branding Best Practices
To maintain a consistent brand identity throughout your website, you must establish brand guidelines and then adhere to them. Below is a list of best practices that, if followed, will help maintain your branding:
Logos
Use your official logo prominently and consistently throughout the website in the correct format, resolution, and color scheme as outlined in your brand guidelines.
Colors
Apply the institution’s designated color scheme consistently across the website. Use the official colors for headings, backgrounds, buttons, links, and other design elements. Avoid introducing additional colors that deviate from the brand palette.
Typography & Fonts
Define a set of typography guidelines to maintain consistency in font styles and sizes. Use specific fonts recommended in the brand guidelines for headings, body text, and other text elements. Consistency in typography contributes to a cohesive visual identity.
Visual Style & Imagery
Establish a consistent visual style for images, illustrations, and graphics used on the website. Use similar filters, image treatments, or graphic elements to maintain a unified visual language. Ensure that the chosen visual style aligns with the overall brand identity.
Design Templates
Create design templates or components that follow the brand guidelines. These templates can be reused across different sections or pages of the website to ensure consistent layouts, styles, and visual elements.
Coordination With Other Channels
Align the website’s branding with other marketing and communication channels used by the college, such as social media profiles, print materials, and campus signage. Consistency across various channels reinforces the overall brand identity.
Regular Audits & Updates
Conduct periodic audits of the website to ensure that all pages and sections adhere to the brand guidelines. Update any outdated or inconsistent branding elements promptly.
Training
Provide training and clear communication to website administrators, content creators, and other relevant stakeholders about the importance of consistent branding. Educate them on how to implement and maintain brand guidelines on the website.
Great College Websites Don’t Need
What makes a website, specifically a college site, truly annoying? If you are a prospective student, and you happen upon these, it can make a terrible first impression. Below is a list of things to avoid on your college website at all costs, or be prepared to suffer a worsening bounce rate.
Stock Photos
They have their time and place, definitely, but stock photos for a university website are a no-go. People can sniff inauthenticity from a mile away, and then they won’t trust anything else on your website. Prospective students want to see the real college, real campuses, real students, and real experiences they can look forward to at your school. Build up a library of images for your website and other marketing materials with professional photography.
Excessive Pop-Ups
Have you ever loaded a webpage and seen the information you need on the screen, only for it to be covered by pop-up after never-ending pop-up? Pop-ups can take a perfectly easy-to-navigate, pleasurable browsing experience into something that makes you want to throw your mouse across the room. Yes, we probably need to accept your cookies for legal reasons, but after that, beware. Emergency alerts are for emergencies. The following frequently used pop-ups are not emergencies:
Signing up for your newsletter
Chatbots that open automatically and block the screen
Graphics to promote a new feature of your website
Excessive Jargon and Acronyms
If someone doesn’t already go to your school, and you use a lot of your own acronyms and internal jargon, they will have no idea what you’re talking about. Say, for example, you work for Minnesota State, and your mascot is the Screaming Eagles. If you brand your freshmen orientation as “Fledgling Freshmen” or “Eager Eaglets,” you still need to have the words “freshmen orientation” somewhere in or near the title so that people don’t get confused. Take it easy on parents who have to take off from work and watch their children leave the nest.
Complex CAPTCHAs
When users are trying to log in to parts of your website or submit forms, use simpler and more user-friendly CAPTCHAs and other security features. Did you know that 19 percent of American adults quit during a transaction because of a difficult CAPTCHA? These features can cause serious and consequential user experience problems.
Unoptimized PDFs
Have you ever needed to fill out a form, but the form is just a flat PDF that looks like it was photocopied, scanned, printed out, and photocopied again? We are over twenty years into the new century, so it’s beyond time to post professional, interactive PDFs that people can save and fill out on any device.
Our advice is to avoid PDFs entirely by transferring PDF content into your website pages and using styled web forms, but if you must, you can use Adobe Acrobat Pro to create accessible PDFs and then test them.
Talk to a College Website Specialist If you have looming questions about making a website for your college, join us for a free 30-minute Q&A with a college website specialist.
In this blog, we’re going to take things a small step forward, and I will make a claim that may seem too bold. Ready? Here it is:
The best storytelling happening over the last twenty years has happened in video games.
Don’t get me wrong, I love books and movies and music and television shows. HBO’s “Succession” is top-notch. Kendrick Lamar blows my mind. “Everything Everywhere All at Once” is phenomenal. I consume everything Stephen King. And I still believe Stieg Larsson’s Millennium trilogy was one of the most expertly told prose narratives of the last twenty years.
I cherish stories and devour them however I can, whenever I can. And I wholeheartedly believe that video games are telling them best. Subjective take? Totally. Does that mean I’m wrong? Nope.
With the advancement of technology, video games have progressed from simple, pixelated graphics to immersive worlds with complex gameplay mechanics and narratives to experience—not just view or hear—by the players. Leveraging the medium, expert storytellers have tapped into and are taking advantage of the ways video games can change the thoughts and actions of their players. Below are examples of the ways stories are being told from three of my favorite games. (These are just a few of my faves, but numerous games are breaking down and rebuilding the ways stories are told.)
Fallout 3
What Is Fallout 3?
Fallout 3 is a post-apocalyptic open-world game set in the year 2277, and probably my favorite video game of all time.
For 200 years, Vault 101 has faithfully served the surviving residents of the Capital Wasteland. The residents of Vault 101 enjoy a life free from the constant stress of the outside world. Yet, one fateful morning, you awake to find that your father has defied the Overseer and left the comfort and security afforded by Vault 101 for reasons unknown. Leaving the only home you’ve ever known, you emerge from the Vault into the harsh Wasteland sun to search for your father, and the truth.”
Why Is the Story in Fallout 3 so Amazing?
This post-apocalyptic, open-world masterpiece is a testament to the power of storytelling, fully immersing players in a world of danger and humanity. The game’s captivating dialogue, intricate relationship-building, and thoughtfully crafted characters ensure an enthralling experience that is both engaging and poignant.
Set in a post-nuclear wasteland, Fallout 3 tells a compelling story of survival, sacrifice, and discovering one’s true identity, expressed parallel to equal parts horror, humor, and heroism. Every moment of Fallout 3 serves a larger narrative, even when serving a small subplot. It’s grand in scope and meticulous in detail. No detail is spared in creating a believable and engaging world, from the haunting soundtrack to the detailed environments that hint at the game’s rich backstory and beg for exploration. With each decision and action, Fallout 3 offers a glimpse into a world that is both bleak and beautiful, and one that leaves an indelible mark on those who experience it.
The Best (Read: My Favorite) Aspect of Storytelling in Fallout 3: Immersion
The Witcher 3
What Is The Witcher 3?
Throughout the game, players embody Geralt of Rivia, a monster hunter who is on a quest to find his adopted daughter, Ciri. Along the way, they’ll encounter warring kingdoms, assassins, sorceresses, and more. Each character has a unique backstory that enriches their interactions with Geralt and the overarching plot. It’s a masterclass in storytelling that reminds us why we love immersing ourselves in fictional worlds.
Why Is the Story in The Witcher 3 so Amazing?
Among video games that have proven themselves as an art form able to deliver memorable stories, The Witcher 3 has managed to leave an indelible mark. The game stands out because it doesn’t spoon-feed the plot to the player; instead, it immerses them in a well-crafted world that is full of morally gray characters, unexpected plot twists, and multiple endings that are determined by your choices.(Imagine that, advertisers: letting your audience engage with something instead of spoon-feeding everything to them.) Most people finish The Witcher 3 without actually doing every quest, side quest, and random explorable location—and that’s okay. The main story is served in a fashion that allows embellishment to be experienced at the player’s behest.
The Best (Read: My Favorite) Aspect of Storytelling in The Witcher 3: Choice
Soulsborne
What Is the Soulsborne Series?
Yes, this is a series of games and not a single game. It’s my blog, and I can write what I want.
Hidetaka Miyazaki, the genius behind the Soulsborne Series, is a master storyteller for several reasons. His ability to create a cohesive and engrossing narrative that seamlessly blends with gameplay is unmatched. Take for instance the intricacies of the Soulsborne lore: Miyazaki has created a world rich in history and populated by fascinating characters with their own motivations and backstories. The player learns about the story through exploration and interaction with the environment, which adds a layer of immersion that is rare in gaming. Nothing is about the stories in these games is presented without challenge. Miyazaki’s storytelling is not just about world-building and character development, though. He also excels at creating mystery and tension, which keeps players engaged and wanting to know more. Miyazaki is a master of his craft, and his contributions to the gaming world are nothing short of legendary.
Why Is the Story in Soulsborne Series so Amazing?
Let’s pick a Soulsborne game and run with it to make this easier. I choose Bloodborne.
From the very first cutscene, Bloodborne captivates players with its intricate and enthralling storytelling. The game’s dark and fantastical world is brought to life through masterful dialogue, subtle hints scattered throughout the environments, and a brilliant soundtrack that guides players through each twist and turn.
What truly sets Bloodborne apart, however, is its commitment to uncovering the lore and history of its world through non-linear storytelling. As players explore the game’s sprawling, labyrinthine levels, they encounter a wealth of cryptic clues and hidden secrets that paint a vivid picture of the game’s grim and intricate mythology. Whether you’re hearing an eerie whisper in the wind or discovering a long-forgotten tome in a dusty corner of the map, the story of Bloodborne is always there, waiting to be unearthed. It’s a testament to the game’s brilliant storytelling that so many fans continue to dissect and debate its intricacies even years after its release.
The Best (Read: My Favorite) Aspect of Storytelling in the Soulsborne Series: Discovery
Why Consuming Video Game Stories Matters as a Creative
Video Games Have the Power to Inspire and Spark Your Own Creativity
By exposing yourself to a variety of narratives, you can tap into new ideas and perspectives, infusing your own work with fresh insights. Gaming is a [relatively] new medium, ever-evolving the way stories are told, and yet to find its narrative limits. Keep your diet of film, music, and prose consistent. However, throw some video game roughage in there every once in a while.
Mediums Matter as Much as Genres to Growth
You’ll develop a more profound understanding of the human experience by immersing yourself in as many stories as possible. Yes, even a game about monster hunting can help inform your own work. Challenging yourself to experience new forms of storytelling can be just as crucial to your growth as a storyteller as experiencing different genres within a particular medium. Try new things. Be uncomfortable.
Consuming Stories Can Help You Stand out in a Crowded Market
The more well-read, well-versed, well-gamed, and generally well-storied you are, the more potential you have to come up with unique and compelling ideas that set you apart from the competition. So, whether it’s through books, movies, or video games, make sure you’re consuming as many stories as possible to help fuel your own creative endeavors.
Gaming is an enormous industry, five times bigger than films. Chances are, many of you play games, at least casually. If you don’t, you should start. Try one of the above games, or grab yourself a mobile game to test the waters. And if you are a hardcore gamer who read this and was like, “I game all day every day and I know all of this already,” then do yourself a favor and pick up a book, watch a movie, or listen to more music.
Experience every tale you can. Find things to love. Discover things you hate.
Knowing more about storytelling isn’t likely to make you a worse storyteller.
Makers have been called a variety of things over the years: tinkerers, hobbyists, crafters, fabricators, and sometimes artists. Regardless of the title, makers have one thing in common: we enjoy the experience of a creation so profoundly, that it drives us day-to-day.
We use whatever tools and equipment we have on hand to realize an idea in some creative way. We tend to place an emphasis on experimentation, collaboration, and put a high value on how people create, share, and learn.And that, right there, is why you want makers on your team.
Like all other versions of creating, maker-culture places a massive emphasis on tinkering. We iterate, ideate, and improve anything and everything we can get our hands on. The field doesn’t matter, it’s the act of making that matters. This translates precisely in any office environment, not only by nurturing creativity for the makers and their coworkers, but also the curiosity, problem-solving, adaptability, and confidence that comes with our obsession.
In-Demand Maker Skills Your Company Needs
Creativity
One of the most in-demand skills for companies is creativity. The World Economic Forum listed creativity as one of their top 10 skills of 2025. Creativity is a universal requirement, necessary in analytical thinking and innovation, complex problem-solving, and active learning strategies. In fact, creativity is often defined by the ability to formulate new and novel perspectives or ideas to fill an information gap or solve a problem.
Curiosity
Makers are an inquisitive folk, committed to life-long learning. Curiosity may be the single greatest internal motivation for creatives the world over. Makers are interested in how and why things work. The drive for understanding compels us. Curious employees tend to share information more openly, listen more carefully, and ask questions earlier, leading to better team performance.
Problem-Solving
Makers are very comfortable in environments wherein problem-solving is commonplace. After all, seeking answers is what we do best. Regardless of the ask, makers are the first ones ready to dive, head-first, toward a solution. Sure, we’re often diving right into other problems, but that’s what we live for—find problems, find solution, rinse, and repeat. To be a problem solver, perseverance is a must.
Adaptability
Heraclitus was right when he said, “The only constant in life is change.” When makers solve a problem, they find themselves in a new position of understanding—their perspective has shifted, and they dwell in change.
The ability to thrive in flux is in the DNA of makers. In a never-ending hunt for problems to solve, makers never get too comfortable in their habits. More often than not, this cultivates us as jacks of all trades and masters of none (oftentimes better than master of one), incorporating a breadth of skills to achieve any particular goal.
Confidence
The approach with which makers tackle problems invariably leads to a sense of confidence, though perhaps not in the way you may think…
Our confidence is not one of ego or pride—we don’t see problems and think, “That’s easy. I got that.” A maker’s pride stems from our ability to believe the process by which we find solutions, embracing failure as a part of our process. We can look at a problem and think, “Given enough time, and some mistakes along the way, I can make that, eventually.” Our confidence grows from our persistence.
This confidence is translated into any maker’s profession. For example, as an editor, I may not know every useful piece of software available, or have worked in every narrative style that exists, or mastered any one piece of equipment, but I have the confidence to break something down to its core elements and figure out how it works to help me achieve my goals. In other words, with enough time, I’ll figure it out. And with even more time, I’ll get fantastic at it.
More Benefits of Employing Makers
Makers in companies can be a source of inspiration for their peers. The insight they’ve gained (and continue to seek) allow them to develop more innovative solutions for the company. The creation of something new, from drastic innovation to moderate personalization, can only come from someone who can meld creativity, curiosity, problem-solving, adaptability, and confidence. Making is not just the finished product, but the process itself, which, on its own, develops ideas.
If you’d like to learn how Mad Genius’s team of tinkerers, hobbyists, crafters, fabricators, and artists can solve your problems, drop us a line.
How to Plan a Successful College Video That Addresses Your Recruitment Needs Without Sacrificing Creativity
If you’re part of the marketing department of an institute of higher learning, whether it be a private school, community college, or four-year university, you may be tasked with creating commercial advertisements for your school. In most cases, an in-house college marketing team can’t produce what they require and hires an outside agency to do so.
Planning these commercials may feel overwhelming for the uninitiated, but by hiring an experienced production company, your department will be able to deliver beautiful and effective videos that fit your budget. After finding an agency partner, you’ll enter into a planning phase for your video called pre-production.
If you’re a newcomer to making commercials, we wrote a guide with our recommendations on how to approach the pre-production process.
1
Address Your Recruiting Needs
2
Push for Creativity
3
Take Advantage of the Scout
Address Your Recruitment Needs
Who do you need to target with your video? As a college marketer, you’re likely aware of the impending “enrollment cliff”—a predicted 15 percent reduction of college students between 2025 and 2029. Part of your department’s job will be to help clear this cliff, and the mitigation strategies you use will affect the messaging included in your commercial videos.
The enrollment cliff is what higher education professionals refer to when addressing the predicted 15 percent reduction in college-bound students between 2025 and 2029.
One strategy your school’s marketing department may be taking to increase enrollment is by targeting underserved populations. What messages do they want or need to hear from a prospective college in their commercials? Consider these themes for your video:
Affordability
Debt and the rising cost of college is on the forefront of any prospective student’s mind. Gen Zers are “more likely to hold student debt and have higher balances” than millennials. For students on the fence about whether to attend or for students unable to secure loans, college may be completely off the table.
This is where many institutions, particularly community colleges, can make a dent. In your video, highlight what makes your school more affordable for students than competing schools. Share impressive statistics such as low student debt among recent graduates. If affordability is one of your strongest recruitment points, find a way to work with your agency to highlight these options, such as:
Low tuition rates
Scholarships and grants
Financial aid packages
Work-study programs
Representation
We know why media representation matters: people thrive within spaces in which they feel a sense of belonging. So, when a prospective student sees someone who looks like them in a college commercial, they imagine themselves attending that institution. Representation can go a long way in making a student excited about their future.
Mad Genius produces college commercials for a number of HBCUs. The 2019 Image Spot we created for Jackson State University is a perfect snapshot of student life at JSU. We worked with JSU to represent campus culture and types of students: Greek life, visual artists, techies, musicians, athletes, and more. After seeing this commercial, the right students will know that this is the school for them.
International Students
The pandemic wreaked havoc on international students, causing new enrollments to drop 46 percent in 2020-2021, but “new international student totals [are] back to pre-pandemic levels.” The US State Department is prioritizing issuing student visas and reducing wait times for interviews. Now that students can travel here, how is your school marketing to them?
Students in India, China, and elsewhere cannot travel to the United States just to visit your campus. Create tour videos especially for these students that show where they would be living, studying, and working. Film versions in several languages and use the video in targeted, paid advertising. Testimonial videos from international students can go a long way in getting a prospective student excited about applying to your school.
Technical and Vocational Training
Years ago, a student who wanted to attend a technical school may have been encouraged to enter a four-year college. However, current labor shortages and availability of great paying trades has ended the stigma against trade school. Students are clamoring for two-year programs that will prepare them to be out in the field, earning great money as soon as they graduate.
Show these students at work. If they can do it, the person watching can, too.
Your agency can work with you to develop creative ideas for higher education commercials that address your recruitment goals while continuing to acknowledge your school’s bread and butter: the traditional student.
This recruitment commercial for Mississippi Gulf Coast Community College is an example of a video campaign that included the traditional student but also featured popular workforce training programs like welding, automotive repair, HVAC, nursing, elementary education, culinary arts, and more.
Free Help from Mad Genius
Do you need some advice about producing commercials for your college? We’re all ears! Schedule a free, 30-minute Q&A with a person who helps make them.
Picture it: Bleachers full of cheering fans. A professor at a lectern. Students smiling in a quad. College commercials often contain montages of the school’s best features, and it’s not a bad strategy! The montage is a tried-and-true method of showing off your campus, promoting academic programs, and conveying student culture.
Want to take it further, though? Push for it! If you want to stand out in a sea of sameness, ask your agency for memorable ideas that go beyond the montage. During the video’s ideation process, these creatives will keep your recruitment goals in mind while working to elevate the storytelling above and beyond the montage.
Consider these clever deviations from the montage: Delta State University’s “Fear the Okra” series incorporates classic horror movie tricks to create memorable, funny commercials that make you proud (and a little afraid) to be a Fighting Okra.
The original videos, created by Mad Genius in 2012, are unexpected gems whose popularity resulted in the creation of another set, also starring higher education’s toughest vegetable, in 2021.
Don’t Get Sacked, 2012
Don’t Get Comfy, 2021
Take Advantage of the Location Scout
Investing in a commercial video production for your school can be a large expense. As part of your school’s marketing team, you are responsible for making sure that every dollar you spend matters. Therefore, it is no surprise that you’d look at a proposed budget and see where adjustments can be made.
If you have not been a part of a commercial shoot with an outside agency, you may be wondering about a specific line item under pre-production: the location scout.
A location scout is part of the pre-production process of making a commercial. During a location scout, members of the agency you hired to produce your commercial meet with you in person. Together, you investigate the location or locations that you’ll be shooting at, which may include on- and off-campus interiors and exteriors.
Budgeting For a Location Scout
Logically, you already know about the best-looking buildings, scenic areas of campus, and iconic features that may look great in a commercial. So, when a budget is tight, it may seem sensible to remove location scouting and, instead, have the production team arrive at the shoot, sight unseen.
Unfortunately, while this logic may seem sound, the reality of shooting a commercial without a proper Location Scout is different. Commercials average only 30 seconds in length, so it will not be possible to fit in all the wonderful programs, locations, and other features your school has to offer. And creating a series of spots to fit everything in can get expensive. It’s important to prioritize what’s most important to highlight.
By walking through and evaluating locations together, your agency can help you make decisions about the most critical locations to include. Location scouting is a key piece of the pre-production puzzle, without which the location list may be too long, causing delays that hurt the quality of the finished product.
Why Location Scouts are Crucial for Your Commercial
Having made our fair share of excellent, high production value commercials for various institutes of higher education, Mad Genius can confidently advise that pre-production is essential for the success of your video. Therefore, the location scout is actually the last item that should be reduced or removed from a production budget. Below, we dive into what a location scout accomplishes:
1. Establishes Communication Between Agency and Client
By convening in person, the agency will be able to consider locations for your video as well as build a professional rapport with the in-house marketing team. They will shepherd you through the process of shooting a commercial video, the scope of which is often underestimated.
During the location scout, your agency should provide clear communication about their working process, including:
Answering any questions you may have
Listening to and addressing your concerns
Making shoot schedule recommendations
2. Results in High Production Values
The visual storytellers working on your video production will use the location scout to find what interior and exterior shots will look best on camera. During the scout, they’ll take reference photos and discuss composition and any lighting needs.
And while most competent production companies can stick a camera in a room, light it well, and compose a decent shot, you should ask your agency to push your project a step further. They should be working to create the most dynamic visuals possible.
Take, for example, a science lab. Labs tend to be visually uninteresting deliberately—the work completed in them requires a sterile environment. But what if you want to feature your lab in your next commercial?
Footage of a Biomedical Lab at MGCCC
When Mad Genius scouted the Mississippi Gulf Coast Community College Campus and walked into one of these labs, they discovered the most arresting visuals in the room by using their macro lenses. The real action was happening on a microscopic level! The energy of the footage of petri dishes and slides held its own alongside the commercial‘s welders, athletes, and musicians.
MGCCC Image Spot, 2021
3. Helps Save You Money
The location scout is used to help plan efficient shoot days, and this keeps productions on budget. A failure to properly plan logistics with your agency’s team may result in the need for additional shoot days or a video that doesn’t contain necessary footage. By being physically in the space where the shoot will happen, the teams can discuss and plan the shoot day logistics with you, which may include:
Filming order
Time needed to shoot at each location
Whether sets need to be redressed
Casting needs
Props and wardrobe
Transportation for people and equipment
Contingency plans for weather conditions
Filming permissions
Parking permits
Talk to a Higher Education Marketing Strategist
If you have looming questions about making commercials for your college, join us for a different kind of mixer: a free, 30-minute Q&A with a college marketing strategist.
Recently, Mad Genius has been doing some introspective questioning. Who are we, really? Why are we like this? Do our quality traits entice people to swipe left or right? The official byproduct of this journey is the identification and definition of our very own core values. A genius in our labs is creative, curious, competitive, collaborative, and courageous. All great values, yes. There can only be one best* quality to rule them all, and the best core value is naturally…competitiveness.
This will be the best article you’ve read today about competition.
Fight me.
“So, What Is Competitiveness?”
The official definitions sound like they were written by Charlie Sheen:
/kəmˈpedidivnəs/
noun
possession of a strong desire to be more successful than others.
the quality of being as good as or better than others of a comparable nature.
We can live with those.
My wife and I are intensely competitive. First thing we do in the morning? Roll over with a hug, a gentle peck on the forehead, and the optimistic promise of Carpe Diem? Not quite because you know, morning breath and all. No, we pull out our smartphones and see who can get the NYT Wordle in the fewest attempts. (STERN is the best start word, btw.)
Competitiveness does not always mean winning, though. It’s the vigilant pursuit of success. Take this from a lifelong UGA Football fan, who has a long history of sadness and disappointment through perennial “almost winning.” But, the hunt and failure for victory makes that victory oh-so special.
Every genius in our labs is extremely driven to fight for making something special.
“Why Is It One of Your Five Core Values?”
Without competition, our product is at risk of becoming complacent. If we deliver the same thing that anyone else with a computer and Creative Cloud can do, then we are a few bad bounces away from irrelevancy. Competition is the proverbial iron sharpening the iron of creativity.
Speaking of creativity, competition is a natural part of the creative process—a process often misunderstood. Good ideas should beat out mediocre and bad ideas. It takes a lot of hard work to generate enough good ideas to test, discern, and build around a winning solution. Jordan and Tiger aren’t the GOATS because of their talent. They possess an almost unhealthy drive within them to outwork everyone in their path. We aren’t claiming to be the GOAT of creative strategy. We simply recognize that it’s not enough to rest on talent alone. Likewise, we don’t create solutions for artistic expression. We make things to win. Whether that is winning attention, affection, or ambassadors.
“Cool Story, but How Can That Be Good for Me?”
When Mad Genius does our best work, the genius generates from small groups of diverse internal teams, working together to discover the winning solution, in a mad way. This means that your problem gets approached from unexpected perspectives, both in background and skill set, which ultimately yields a product forged between scrutiny and ambition. Each team wants their idea to win, so your brand can win on the battlefield of attention.
The success of any client of Mad Genius is passionately fought for. We want to fully capitalize on your strengths and take advantage of your competitor’s weaknesses. The great philosopher Conan the Barbarian said it best when describing what is best in life.**
Just win, baby.
If you are interested in teaming up with Mad Genius, or want to come over and challenge us to a match of ping-pong, drop us a line.
When business expectations fall short, it’s easy for owners and entrepreneurs to point an angry finger at their in-house team or marketing firm. You’ve seen it before, for one reason or another: the boss storms in, red-faced with veins popping, tearing into the marketing director because their so-called “big idea” wasn’t disruptive enough, and sales are down. Or market share is declining. Or the new solve-all-our-problems-product-du-jour failed to get picked up by retailers.
To all the Creative/Marketing Directors out there, does this sound familiar?
Creative execution can be subjective and is often experimental. Sometimes the chosen idea is simply not a winner. And some campaigns result in learning what doesn’t work instead of what does. No excuses—targets are hard to hit and audience behaviors can be fickle. That’s the nature of the business we’re in. However, there are cases when business objectives aren’t met for entirely different reasons.
We must first understand the codependent relationship between marketing and business operations to know the difference, and be willing to take a hard, uncompromising look at the customer experience.
What’s Really Holding You Back?
That’s not to say, “If the marketing campaign fails, it’s your problem, not ours.” One certainly impacts the other. Operational shortcomings can determine just how effective any marketing strategy can be.
One common mistake is to silo marketing strategy based solely on physical competition. How can we steal customers from that firm? How can we outsell that tech retailer? How can we out recruit our rivals for fall enrollment? These are all legit questions and worthy goals.
Mad Genius defines competition differently. We believe competition is anything holding you back and preventing you from being successful. As hard as this is to admit, sometimes that something… is simply being blind to the truth.
It’s not fun to acknowledge your operational weaknesses and your customers’ pain points. But that understanding may be just the key to unlocking your goals. Ask yourself, do you want continued break-even success? Or do you want real growth? If the latter, you must be willing to push yourself out of your comfort zone and do the hard work.
Be a Truth-Teller
So, being reactive and stubborn isn’t the best approach. Fair enough.
Let’s try something different. First, let’s be honest with one another. How often has your marketing firm challenged stakeholders to take a hard look at operations? It’s crucial to ask demanding questions. Does your sales staff have a morale issue? Has executive leadership failed to chart a vision for the company? Are your business apps antiquated and frustrating for customers? Is your product obsolete or inferior? Are you understaffed or underfunded to accomplish your goals?
If the answer to any of these questions is yes, then your answer to why you’re not hitting goals should be obvious. And it has nothing to do with either your marketing firm or the competition down the street.
Make a Promise and Keep It
Today’s shoppers see through the noise quickly. A marketing campaign may be effective enough to induce trial, but to keep customers coming back, the overall experience must be valuable, relevant, and shareable. Marketing drives interest, but the customer experience drives success.
The idiom, “Don’t let your mouth write a check your butt can’t cash,” is popular in the south (it’s not always “butt”). It’s good advice for businesses today. Don’t suggest an experience in your brand messaging that you operationally can’t support. Mad Genius frequently sees this: Promises of speed, convenience, reliability, quality, and superior service. These attributes often ring hollow in consumers’ ears because people have been let down many times before. False advertisers’ frivolous use of these words has jaded consumers’ trust irrevocably.
So, what’s the answer?
Live the Brand
Listen to your customers. Learn the things they like, and do them. Discover what frustrates them, and stop doing that. Enhance or expand your business operations to find new, unexpected ways to surprise and delight your core audience. Then let your marketing team tell that story. Operationally, this is something Mad Genius calls living the brand. We get you there through a process we call Brand Fusion.
When the experience created by operations matches the promise made by marketing, it’s the sweet spot. That’s where you want to be. Where goals are met. Where happy customers tell others. And when the brick and mortar stores down the street start reacting to you.
You’re missing half the target if you only focus on external marketing and ignore the internal customer experience. That is, if we’re being honest.
It’s dusk. You are wading through the high-grass plains of prehistoric Asia. No matter how carefully you proceed, your eyes fail to parse out the landscape before you. Thousands of years of evolution have given you a sharp survival instinct. You sense danger, but you cannot see the shadow. Your Homo erectus eyes scan the panoramic view, looking for movement and shapes, anything that can communicate potential threats. The ability to see a broad gamut of color provided by the sophisticated color receptors in your retina allows you to catch a glimpse of orange amongst the green. Your brain processes this information in an instant, allowing you a brief moment to react and sound the alarm.
You survive the encounter. Others in your tribe failed. The ability to separate out information from the noise saves you, and you’ll pass along these traits to your descendants.
Our senses have been refined over many millennia of natural selection. We can take in millions of data points per second and calculate our response in an instantaneous fashion.
Contrast Is Fundamental
Contrast is the discernible difference between things, or a thing and its surroundings. In a more philosophical sense, contrast is essential to us understanding the world around us, being what separates meaningful communication from noise, and as such, it is essential for conveying any message.
We are hardwired by evolution to react to contrast. Our brains process incredible amounts of information, reducing data to its most fundamental forms: silhouettes, colors, and patterns. If you glance upon the silhouette of an insect on your desk, you may reflectively recoil, even though it’s not an insect at all. Your brain saw the shape, its contrast from the desk, and filled in the blanks in a millisecond. We know that the black and yellow stripes of an insect can mean danger, and when we see yellow and black in the environment, it captures our eye reflexively, causing our minds to further clarify the stimulation.
Is it any wonder that so many hazard signs in our modern world use this motif to warn us of danger? Or that ads, posters, and more use contrast to draw our eye? Understanding how our brains sort useful information from the noise is at the heart of understanding how to make communication stand out.
Contrast of Opposites
As designers, we often want to make the most beautiful thing. We hope that wonderful design will speak for itself, but on a shelf full or a social media feed full of beautiful things, you have to decide on a goal. Is it to be a beautiful thing amongst the others, or to stand apart? Ideally, you can accomplish both with good design, but before your message can be heard, it has to contrast from the surrounding ones. And that can sometimes be at odds with pure aesthetics.
(To be clear, this doesn’t mean your design should be ugly to stand apart from all the beautiful designs competing with it, but it does require your design to be beautiful and smart in its choices to be noticed.)
Contrast In Quiet
We frequently think of contrast as a mostly visual concept, but these basic principles apply to all communication that employs our senses—the audio we hear, the aroma we smell, the textures we feel, the flavors we taste.
If you are at an oppressively loud event, what’s the one thing that you want more than anything? Quiet. This tells us a lot about how our mind works, and how overstimulation can be exhausting. In this particular example, there’s a better way to communicate:
Create quiet.
Like the Homo erectus in the grassy plains, our brains are working very hard to sift through all the noise for something useful, scanning the landscape for information. Sometimes you just need to get away from the noise to make sense of it.
If you’re at a deafeningly loud concert, you may want to go outside. If your eyes are overwhelmed with detail, you may seek something with less detail. In a sense, you’re following nature’s way by finding an area of lower concentration, a path of the least resistance.
In visual design, quiet may be white space, the negative space around design elements that allows for breathing room. Using a lot of white space can provide a quiet place for your eye to land when scanning a busy landscape.
The next time you are at a store, give this exercise a try: go to the beer aisle, a typically busy space visually, and notice how so many of the labels are trying to get your attention. Many brands use beautifully detailed patterns and art on their packaging. Now, brand recognition notwithstanding, what labels do you find drawing your eye? It may very well be the simplest, unadorned label of the bunch, with “white space” around clearly readable text that jumps out at you because it gives your eye something quiet and ordered in the chaos. This is a strategic choice by the designer to provide a quiet place for your eye. If it caught your eye, it worked.
Contrast Can Surprise
Stay in the beer aisle. Think about the smells. The sounds. In your mind, do you hear the elevator Muzak? Do you feel the cool of the refrigeration? Your eyes may draw your focus, but your mind is taking in everything.
Your mind is working on more than what your eyes see. Using the other senses is like finding a path around those obstructions, and it’s why you have things like PA systems for making announcements during sporting events and fire alarms. It cuts straight to the core of our mind, past what we can see, and tells us something emergent is happening.
This extends to our other senses as well. Consider what you smell when you walk by a restaurant, or the rough texture on a highway’s margins, warning the driver that they have veered too far off the path.
Contrast Evolves
Not that many years ago, print magazines and newspapers were how people got most of their daily information. The living room was the center of American culture, dominated by network television.
Today, we take the living room with us wherever we go. As such, we have nothing short of a tsunami of messages crashing against us at all times. That can lead to a level of disengagement. As advertisers, we must meet audiences where they are, but this means our voices will be amongst the deafening choir.
How do you stand out in the infinite scroll of Instagram or TikTok? Contrast can be of use in solving this problem.
We know how contrast is not always about being loudest, that sometimes contrast is counterintuitive, that sometimes it’s about being quiet in the noise. We also know that being beautiful in a sea of beauty isn’t always good enough to get you noticed. Contrast tells us a lot about how our message can cut through when carefully considered against the competition. This may sound like a given, but it’s amazing just what a high percentage of messaging you see doesn’t really factor in this basic strategy, as is evident in the sameness of so much content.
Contrast Is Smart
Contrast is about carefully considering the environment and the noise from the competing voices in order to be strategic about the type, the medium, the timing, and the tone of a message in order to stand apart, and in doing so, find a new route to your audience’s minds. In short, contrast is about being smarter.
Sometimes it’s not about being taller than the grass to see the tiger—it’s about having a lawnmower.
Let Mad Genius be your lawnmower. Get in touch, and let’s use contrast to get your message seen. Or heard. Or felt, or smelled, or tasted.
