Cairril.com to discuss branding for small
business on radio show
Cairril Mills, principal of Cairril.com Design & Marketing,
will be the featured speaker on an upcoming edition of Bloomington
Business, a weekly radio show produced by the Greater Bloomington
Chamber of Commerce. Cairril's topic is "How Branding Can Help
Your Small Business." She'll be covering the basics of branding,
how it differs from marketing, and the advantages small businesses
have at putting branding to work for them.
The 30-minute show will air first on AM1370 WGCL Saturday, 05 March,
at 12:05 pm. It repeats on Sunday, 06 March, at 10:30 am. An excerpt
will be broadcast during the noon news on Tuesday, 08 March. Tune
in to learn how branding can help your business!
"Small but steady" helps build
A common mistake small businesses make is to take a small marketing
budget and blow it on one large promotion. While on first glance
it seems reasonable to create a high-profile marketing "event,"
what happens if nobody sees it? Your hard-won marketing dollars
A more effective approach to marketing is "small but steady."
Settle on a clear, consistent message and then deliver it on a regular
basis through affordable channels to the people who want to hear
it! The six main channels for marketing are print, broadcast, digital/internet,
personal networking, environmental (signage and displays), products,
and public relations.
Find the mix that will consistently reach your audience, such as
an e-newsletter paired with local seminars or a regular ad in the
student newspaper coupled with corresponding signage at your retail
location. Connect with your market in small-scale, consistent ways
and your brand will be "top of mind" the next time they're
looking to buy. This is what's known as "brand familiarity."
The more familiar a brand is, the more likely people are to give
it a chance. Small but steady wins every time!
Study finds design and information structure
key to website credibility
A Consumer WebWatch
report found that over 46% of visitors consider the design of
a website to be the most important aspect of establishing that
site's credibility. Second in importance, at 28.5%, was the design
and structure of information. These elements outperformed by far
other features such as name recognition (14%), advertising (13.8%),
and even information accuracy (14.3%).
The study's findings underscore the web audience's increasing sophistication
and expectations for their web experience. A well-designed site,
in keeping with your brand, that clearly and efficiently organizes
your site content, is critical to establishing credibility with
your target market.
Cairril.com featured on marketing
Recently, Cairril Mills was a guest speaker on the panel "Marketing
on a Budget" at the John Waldron Arts Center. The panel, part
of the monthly Artists After Hours networking and education series
offered by the Bloomington Area
Arts Council, also included Ned Shaw of Ned
Shaw Studio and Gretchen Knapp, former vice-president of Bella
Bella Arts by Lara Moore. The panel was moderated by Tom Hume
& Communications. Topics included the importance of knowing
your target market, portfolio management tips, and marketing authentically.
Contact Nancy Krueger
at the BAAC to learn more about Artist After Hours.
This month's winner: Megan House!
In addition to the thrill of victory, Megan wins a digital print
featuring this one-of-a-kind design. Have a favorite quote or saying?
Send it in! If your quote is chosen,
you'll receive a digital print of your custom design, suitable for
framing! Check out your competition here.
See the creative process for the
Indiana METACyt Initiative
Craig Stewart, Director of Research and Academic Computing at IU,
came to us last fall with a time-sensitive need related to a proposal
for a grant proposal that, if funded, would become the largest grant
ever for the IU Bloomington campus. IU needed a logo, cover, and
information graphic for a grant application creating the Indiana
METACyt Initiative. Not only was the project high-stakes, it was
on a whirlwind schedule: the grant proposal needed to be written,
designed, edited, and approved by University personnel within a
Having worked successfully with Craig before, we were happy to take
on the challenge. The Indiana METACyt Initiative is a project focused
on metabolomics and cytomics, emerging fields that are bringing
an explosion of information to bear on scientists' understanding
of cells. The Initiative will build on substantial research already
taking place at IU on the human genome, ultimately promising answers
to key questions about cancer and other diseases. METACyt will also
focus on reversing Indiana's "brain drain" by attracting
top talent to work on the project. In addition, the project will
spur intellectual property development and business spin-offs that
benefit the private sector.
After exploring a number of logo options, our clients settled on
a simple design playing off an abstraction of cells. The typeface
is sturdy yet tech-oriented, relating to the cutting-edge science
behind the project. While tempted to explore non-IU color schemes,
our clients ultimately chose red and black in order to reinforce
the IU connection. The resulting logo is distinctive yet will appeal
to a wide variety of markets, positioning Indiana at the forefront
of scientific research.
And the result? The Lilly Endowment, Inc., awarded $53 million to
Indiana University's Bloomington campus—the largest grant
ever received by that campus. While the grant was awarded on the
basis of its intellectual merit, our design created a look and feel
that will be used throughout the five-year METACyt Initiative and
will be a key part of IU's public relations effort related to this
important research. We're proud to have contributed to this effort!
View the logo designed by Cairril.com
archived broadcast announcement
IU's press release