4 Tips to Help you Build a Dynamic Website

In this digital world, a business’s ability to not only have an online presence but also build and maintain an engaging and well-functioning website can be a huge aspect of success… or lack of success. Statistically speaking, over 50% of potential clients will not purchase from you or recommend your services if you have a poorly designed website or one that is not user-friendly.

There is no need to worry, though! Almost anyone at any technical skill level can create and run a website in today’s day and age! Pairing the use of DIY website builders with the below tips for success will get you started on the right foot with a strong digital presence.

 

Plan it Out

“By failing to prepare, you are preparing to fail.”

Planning a website is just as important, if not more, as creating one. The best way to start building your business’ website is by answering the following questions:

  • Who is the audience?
  • What is the tone?
  • What goals will the website help the business accomplish?
  • What features need to be present?
    • Subscriptions
    • Shopping cart
    • Gallery
    • Blog
    • FAQs
    • Social media links
    • Booking or contact page
  • What message will it convey?
  • What pages are needed and how should they be laid out?
  • How will the “lay of the land” look and feel to visitors?

Once the above questions are answered thoroughly, organize the information like a storyboard for your website. This will help you not only check off what your site needs to be most successful but also ensure that you have the proper content created and plugged into each necessary piece before you launch.

 

Keep it Simple

Keep in mind that the best-performing websites are customer-centric and designed to inform visitors in an interesting and engaging way. According to studies, over 80% of Americans have negative feelings about companies with poorly performing websites and mobile apps. A user-friendly website ensures that the visitors can get the information they need or want without having to search for it – basically, build your website to make it super-easy for people. This includes content strategizing, speed, placing important information front and center, and making sure the site has the proper mobile optimization.

 

Mobile-Friendly Pages

Our world is driven by technology. Everyone has a smartphone or tablet which is why mobile internet traffic has surpassed traffic on desktops consistently each year. Ensuring that your website is mobile-friendly is not only convenient for your potential customers but a necessity for your business due to the way mobile technology is used today.

The algorithm for Google also encourages sites to be mobile-friendly. By complying, your content will be more shareable and more effective, and your website will perform higher in search results. You will also remain competitive with other companies in your industry that have integrated a mobile version of their site and have a successful digital marketing program.

The best ways to ensure that your site is working properly across all technologies are

  • Compress images
  • Make site responsive – meaning the website will automatically change to the size of the screen it is used on
  • Make the important information upfront and center – this prevents users from having to search your website and keeps a good bounce rate
  • Be sure to TEST! – before your site goes live, make sure you test it across every technical tool to ensure it is properly optimized

 

Search Engine Optimization (SEO)

SEO is critical for the quality and quantity of your website traffic! It uses organic search engine results to expose your brand to a wide range of your target audience. So it basically makes it easier for people who are interested to find you. Knowing what your desired customers are searching for online can help you create the content that they want to see and thus allow you to connect to them and build brand loyalty.

The best suggestions to have a good SEO ranking are to

  • Create and publish content that is related to your audience
    • You can do this by thinking of what phrases or words your target audience will search for online when looking for your product or service. Add that word or phrase to your URL, page title, page headings, and page subheadings. Repeat the keyword or phrase throughout the copy of the page you’re trying to get more traffic to – but don’t overdo it! Be sure to keep the communication as natural a relatable as possible.
  • Content updates
    • Add reminders in your calendar to make content updates to your website regularly. Doing this will indicate to search engines, like Google, that your site is true and applicable. Once that signal is given to search engines, it will bump your website up on the list of searchable sites.
  • Links
    • Within the copy of the page, be sure to write out link destinations and add a hyperlink to said destination. Avoid using “click here” as a way to add links on your website as search engines do not hold it as link-worthy.

To learn more about SEO and Usability, check out this blog.

 

It’s clear that a compelling website is important for your business’ success – especially nowadays. To get started on creating the most powerful way to reach your audience online, here are some suggestions for website builders, or connect with our dedicated digital team. Happy creating!

Tell Your Brand Story in a Compelling Way

The past few years should have shown business owners and leaders that connecting with your audience and building a supportive community through transparency is the best way to gain and keep loyal customers.  Instead of hopping on every trend in an effort to outrank the competition, brands would do better to connect with audiences by simply sharing their values, thus creating a competitive advantage that no other brand can match. You’re probably thinking, “how can I make my brand story attention-grabbing and engaging in a successful way? How can we attain that natural captivation of our audience?” Here are 3 tips that can help you answer these questions.

 

Be Real

The best way to connect with consumers through your brand story is by first understanding your brand thoroughly and then simply telling your brand story. Be introspective when asking yourself, “What does my brand stand for?; – who are we as an organization?;  what do we do?;  who do we do this for?;  why and how do we do it?” 

Self-identity generally occurs during the creation of brand values. Once those values have been confirmed and communicated to internal teams and external audiences, a brand has to consistently stand on them. These values should be authentic, meaningful, and valuable to your brand and your audience. A brand’s values should also be considered when making business decisions, when speaking about certain social issues, and when deciding your business’ niche. 

 

Be Simple

Has your mother ever said, “Quality over quantity,” or “keep it simple” to you? Well, now is the perfect time to apply mom’s advice! 

Keeping your brand story as digestible as possible will allow your brand to be more “human” and will allow more people in your target audience to connect with you. It also helps to easily articulate your brand message across multiple platforms. Simple stories are far more trustworthy for consumers, as well.

Our professionals recommend brand stories that incite emotion, provide solutions and measure success. It’s easiest to format it as a short story that introduces the problem your brand aims to fix, the solution you’ve created that will work towards that fix, and, the finale, the success that the solution has produced. The end of your simple story should not be the end-all, however. It should, instead, be the end to the appetizer, leaving room for the entree and dessert. In other words, let people know that you will continue this work to solve whatever issues your brand is working to improve. 

 

Be Transparent 

Today’s consumers are not those that waste time with pushy marketing tactics. Instead, they appreciate the integrity and authenticity of the brands with whom they choose to build loyalty. Attempting to be a doppelgänger of another brand will prove to quickly fail.  Audiences are quickly able to search and compare a company’s tactics using digital tools and social media. 

Our professionals recommend thinking of your brand as a person in order to give it a unique angle, what does the brand look like (this will be the visual piece of your brand story used for media and digital marketing efforts)?; what does the brand sound like (this is the communications aspect – the voice and tone of the brand)?; and what is important to your brand (this helps you determine which conversations to lead or become a part of regarding political or social issues, community efforts, etc.). 

 

While thinking through all of this, have fun but be careful not to get lost in the rabbit hole of creativity. Be sure to keep the fun ideas that will ultimately boost your brand to success. Let your audience see that while many companies are doing the same things, no company can do it like you!

 

My Mother’s Support When Choosing My Career 

Choosing a career path can be overwhelming – one of those moments where a mother’s comfort and support can either create the drive to thrust forward or help see the bigger picture of a different path. With Mother’s Day around the corner, we wanted to show appreciation to some of our team members’ mothers. We spoke to three women on our team who embarked on their career journey with the support and inspiration of their mothers. 

What are your roles and responsibilities at Octane?

G: I’m Georgette Walker, Octane’s Office Manager. I also support the Account Executives with client services. 

C: My name is Cristina Velazco, Digital Media Specialist at Octane. I focus on the Hispanic/Latino market of Octane’s clientele. 

N: I’m Nicole Morant. As Client Services Director, I support the management of all of Octane accounts. I work to ensure that all projects are moving forward and that we are providing Octane’s clients with everything they need to have successful outcomes.

When did you realize you wanted to embark on this career journey?

G: Well, this is my 5th career since I began working at age 14, and this one fell into my lap. I met Everett Hamilton, CEO of Octane, at a Meeting Planners convention. Shortly after that, I moved to DC and we became friends.  When the position that I moved to DC for did not last, Everett asked me to work with him at his company.  Simultaneously, Sheila was starting a Public Relations firm and she eventually convinced Everett to align forces and conquer the PR world together. Just like that, Octane Public Relations was formed. 

C: I first fell in love with digital media when Instagram was totally new, and I was still living in Venezuela. I decided to try my hand at opening an online beauty store, which organically grew to 40k followers in just five months! Famous people in Venezuela and media channels used to purchase from me (back then, ads did not exist). It was at that point that I knew I had a special skill for the digital industry, content creation, and strategy.  

N: My career in marketing began with my interest in public health. I understood the importance of getting people information that they could use to improve their lives. Once I realized that public relations and marketing were key to that goal, I began to shift toward positions that would allow me to build campaigns that would make a difference and resonate with our audience.

How has your mother supported your career choices? How has she inspired you? 

G: I am my mom’s first child, so she did all she could to instill in me that I could do it, whatever “it” was. Whatever I did, she fully supported me.  As any mother would, she sometimes had doubts, but she always made you feel her love and support.

C: My parents always supported the career and life decisions of my siblings and me. My mom encouraged me by being patient while I was at home learning Graphic Design and doing projects. From my creativity to my spontaneity, and overall personality – my mom’s teachings have definitely helped build me as a woman. 

N: My mother is a caregiver and is always looking for ways to be of service. Her focus and desire to help others lead me to find a career that would allow me to see results and make a difference.

What made you decide on your career choice? What struggles have you had/do you have in this career? Did your mother help you through it? 

G: All the career choices I’ve made were based on my love of the work, my gut feeling about my ability to achieve goals, and – most importantly – the people that I would work within the chosen field. I feel being a Black woman and a part of the LGBTQ community, there have been harsh judgments placed on my head while I maneuvered through the journey of life. My mother has always been the voice of reason and a shoulder to cry on for me. I’m happy to have found a company that allows you to truly bring your whole self to work!

C: When I graduated from high school, I found that I was naturally skilled in graphic design. Later, I discovered a passion for marketing and sales because of my family business, so I went to college and received my master’s degree in Marketing. Working in the Digital Marketing world has given me a good mix of marketing, sales, and graphic design. 

I would say that a struggle of this career is the constant updates and real-time changes to the industry. New careers are quickly being developed and digital marketers have to remain competitive, constantly learning and updating their skills at a faster rate than most industries. We always have to stay abreast of the new tools, algorithms, and trends. 

My mother always pushes me to be my best and to keep improving myself. She is truly my inspiration! 

N: I enjoy the opportunity to develop new and thoughtful ways to provide valuable information to people. If there is a struggle, it is due to the ever-changing way we communicate with each other. With so many messages aimed at the public at any given time, it can be difficult to be heard or seen through all of the noise, but we build on what we know and push to get information and resources to those that need them. 

My conversations with my mother always gave me a sense of purpose and brought me back to the intention of the work that I’m doing. 

Let’s get a little fun, now. What’s a quote your mom said to you growing up that stayed with you?

G: “I can show you better than I can tell you!”

C: “¡TE LO DIJE! (I TOLD YOU!)”

N: “Know your worth and never let someone make you doubt it.”

We’re so grateful to all the mothers who did their absolute best to raise their children and support them through life’s most difficult decisions. Moms deserve all of the good things, and this Mother’s Day, we encourage you to give them to her!

Happy Mother’s Day!

Make Earth Day Every Day!

With the light seemingly showing at the end of the pandemic tunnel, it is quite fitting that this year’s Earth Day theme is “Restore Our Earth”. The COVID-19 pandemic caused humanity to remember how to preserve and improve our health, livelihood, and quality of life.  This year, we at Octane feel that Earth Day is the perfect time to reflect on how we can improve the quality of our lives through the preservation of our planet. 

Typically, we hear about climate change, pollution, and deforestation as some of the problems facing Earth, but as most of us have been “sheltering in place” for the past several months – rightfully so – there’s been an uptick towards in-home energy use. Burning fossil fuels to generate electricity is just one contributor of greenhouse gas emissions that causes climate change and decreases the quality of our lives as living beings on this planet.

Earth Day is not only about acknowledging a need to do better for our Earth but also making and implementing those plans. The District is committed to fighting climate change and has plans and programs in place for climate adaptation and preparedness. Washington, D.C. has one of the most ambitious climate plans in the United States, including transitioning to 100 percent renewable electricity and reducing greenhouse gas emissions by 50 percent in 2032! 

Working with government departments, sustainability companies and groups in the District, Reduce Energy Use DC launched on April 19th encouraging businesses and residents of DC to increase climate literacy, take inventory of energy use, and pledge to continue these habits for a better future. Today, Octane invites you to minimize your energy-use footprint and unplug for the day, clean up a local park or attend a virtual event that teaches ways to reduce energy consumption. Together, we can fight climate change and commit to a better Earth for our community, our families, and our future!

Closer than Ever – Reflecting on Washington D.C.’s Civil Rights Journey to Statehood

DC residents protesting for Statehood rights.
UNITED STATES AUGUST 24: DC statehood supporters march to the Lincoln Memorial for the rally to commemorate the 50th anniversary of the March on Washington on Saturday, Aug. 24, 2013. DC officials, including Mayor Vince Gray held a DC Statehood rally at the D.C. War Memorial before marching to the larger rally on the National Mall. (Photo by Bill Clark/Getty Images)

It’s Emancipation Day here in the District! Today, we celebrate the end of institution of slavery in our city, and the beginning of the advancement of African Americans in Washington D.C. While we have come a long way since then, there is still progress to be made in achieving true equity and dismantling systemic oppression. D.C. is closer than ever to becoming the 51st state, and it’s important to understand the journey to statehood is a civil rights story.

Last month, Washington D.C. Mayor Muriel Bowser shared before Congress how the District’s overwhelming majority of African American residents resulted in “racist efforts” to deny equal rights to residents. This started back in the 1870s when Congress removed DC residents’ voting rights specifically to dismantle the growing political power of African Americans in the city. John Tyler Morgan, a senator from Alabama and former confederate general, later said that Congress had “to burn down the barn to get rid of the rats…the rats being the negro population and the barn being the government of the District of Columbia”.

In a recent report by Statehood Research DC, historical data and information is presented to support the fact that the city lost its franchise and remained a voteless capital of democracy primarily because of race. D.C. became the first majority-black major city in the United States in 1957. By 1970, the District was more than 70 percent black, officially earning its alias, “Chocolate City”. While the city has rapidly gentrified since then, African Americans still make up 46 percent of the population.

Washingtonians could not vote in presidential elections until 1964. It was not until 1974 that they were permitted to elect their own municipal government, which still cannot pass laws or annual budgets without Congressional review. However, D.C. residents pay more taxes than residents in 22 states and pay more per capita to the federal government than any state — Hence the city’s coined phrase that captures their injustice, “No taxation without representation”.

This is why activists, D.C. residents, and people all around the world, are fighting the equal citizenship of the District’s more than 700,000 residents. This is unconstitutional, racist behavior, and we must call on Congress to make the fair, and just decision next week, to make Washington D.C. our 51st state.

At Octane, we are proud and honored to support the movement towards DC Statehood through our work. Our client, the Statehood division of the Office of Federal and Regional Affairs (OFRA), is leading this critical fight for justice every day.

“We know that DC Statehood is the one of the most pressing civil rights issues of our lifetime and we have the support from President Biden, House Speaker Nancy Pelosi, Senate Majority Leader Chuck Schumer and Americans across the nation who recognize this injustice. The time has come for this historic wrong to be corrected. – Senior Advisor to Mayor Bowser, Beverly Perry.

While we’re celebrating Emancipation Day today and over the weekend, let’s not forget about the fight we’re facing right now. Call on Congress to pass DC Statehood!

Ending Women’s Month with a Bang – Client Spotlight: Khadijah Tribble

Throughout Women’s History Month, we’ve celebrated and recognized the achievements and important milestones women have made. As it comes to a close, we wanted to highlight a woman that works to provide opportunities for women and overlooked communities. Meet Khadijah Tribble, Vice President of Corporate Social Responsibility (CSR) at Curaleaf. Head woman in charge for Rooted in Good. Cannabis freedom fighter. Extraordinaire.

How and why did you begin working in the cannabis industry? 

Traditionally in college, you pick a major that really speaks to you, and run with it. But back in my undergraduate days, the idea that corporations were responsible for good business ethics and supporting the communities that they operate with and in, what we call CSR today, was not yet established. 

After graduation, I was looking for work in the academia and nonprofit spaces. I really started paying attention to how drug policies were driving poverty in the communities that I lived and worked in. So when I had the chance to join the Board of Changing Perceptions, a D.C.-based nonprofit that creates entrepreneurial opportunities for formerly incarcerated individuals, I jumped at the opportunity. 

I am still blown away by the thousands of collateral consequences related to marijuana arrests, convictions, and incarcerations. I often say the most dangerous gateway marijuana opened was the one to a lifetime of poverty and that’s not okay with me. It’s unnecessary and unacceptable. So here I am, but let’s be clear, I’m no Drug Policy Alliance. I am a Black, queer woman, using every opportunity in my position to help elevate my community and do what’s fair and right.  

What is cannabis equity, and why is it important? 

It’s a huge ethical issue to be a part of today’s booming, legal cannabis industry and not acknowledge the discriminatory effects of the War on Drugs. Black Americans make up nearly 30 percent of all drug-related arrests, the majority of those being marijuana, despite accounting for only 12.5 percent of all substance users. Hundreds of thousands of Black Americans and people of color have been convicted of a marijuana-related offense, many being as minor as one gram or less, with a consequence of decades or more in prison. 

Now that marijuana is legal, it’s critical to create spaces for those disproportionately impacted by the War on Drugs to have an opportunity to participate in and capitalize in the legal, financially booming cannabis industry. As a Black queer woman, this is especially important to me. I want to make sure that my people, many of which are denied opportunities for being who they are, are provided equitable access to entrepreneurial, supply chain, plant, and non-plant touching opportunities within cannabis. 

Under your leadership, how is Curaleaf’s Rooted in Good helping to increase equity and opportunities in cannabis for women through partnerships like Women Grow? 

From our initiative to work with 420 diverse brands and product suppliers by 2025, to our internal culture and workforce efforts, to re-aligning our manufacturing practices to increase sustainability, Curaleaf is Rooted in Good (RIG). Most recently, and in celebration of Women’s History Month, Curaleaf’s CSR division, Rooted in Good announced a partnership with Women Grow which will focus on supplier diversity and education for women across the cannabis ecosystem. Through this partnership, we will connect with women, BIPOC, Veterans, and LGBTQ-owned business owners and build with these cannabis leaders across the 23 active legal states that we operate in.

In addition to women, how does Rooted in Good provide equitable opportunities for other marginalized groups, including African Americans, People of Color, the LGBTQ community, etc.? 

 Curaleaf aims to create a diverse and vibrant cannabis industry, reflective of all people, everywhere. After all, cannabis is something that connects across age groups, ethnicities, cultures, and geographic locations. Through strategic partnerships, we will use our retail platform to elevate the brands of underrepresented ownership and origin. Our aim is to help amplify and empower diverse voices — building connections that will expand footprints far beyond the bounds of a single market.

Our industry-recognized Executive Roundtable provides mentorship, education, networking opportunities, and entrepreneurial support for individuals in areas disproportionately and traditionally impacted by the War on Drugs. Our vision is to provide the chance for a few committed individuals each year to immerse in a full-time, 1-year curated mentoring program.

Curaleaf takes our commitment to serve our communities beyond cannabis. As food insecurity affects every corner of the country, our Feed the Block initiative helps us feed our neighbors in need in communities where Curaleaf operates.

Curaleaf recently won the Minorities for Medical Marijuana’s Diversity & Inclusion Award and Cannabis Doing Good’s Good Neighbor Award for its work to advance diversity and inclusion in cannabis. 

As a Black, queer woman, how does it resonate being in a position to pave pathways in cannabis that can sustain careers and change lives?

Outside of what’s owed to these communities, cannabis equity is definitely personal for me. Members of LGBTQ were some of the first public cannabis activists on the frontlines fighting for cannabis legalization. Many Black people and people of color had their lives shaken up and were thrown into prison or charged criminally because of marijuana. Now, the perspective on marijuana is changing. People are understanding its benefits and legalization is becoming more common and widespread. 

With that, people are making a comfortable living off of cannabis and it’s important that those who help to build the industry are given a fair shot within it. Be it, entrepreneurship, supply chain, and retail ownership opportunities, or other business opportunities that help change the trajectory of their lives, for the better. 

Khadijah Bio 

Khadijah Tribble is a highly respected expert on equity and inclusion in the cannabis industry and has advised cannabis investors, government regulators, entrepreneurs, and businesses on policy, business development, and community impact. Before joining Curaleaf, Ms. Tribble founded Marijuana Matters (M2), a cannabis education and advocacy incubator, and is also the founder of the Marijuana Policy Trust (MPT), a think tank providing expertise toward building an inclusive and diverse cannabis industry. Prior to MPT, she was Chief Executive of Ground Game, LLC, a consultancy focused on health technologies, and was a co-founder and director of business operations for United Medical Center’s Rose Clinic. Ms. Tribble holds a master’s degree from Harvard University’s John F. Kennedy School of Government.

 

Get to Know Octane’s Leading Lady: Sheila McGee

It’s Women’s History Month and here at Octane, we understand and appreciate the fierce power and contributions of our women. Our team is made up of mostly women, and we wanted to recognize this awareness month by highlighting our top lady, Sheila McGee. 

Sheila is the Co-Owner and Chief Operating Officer at Octane. With 20 years of experience in marketing, public relations, advertising and publishing, crisis communications, and special event planning, Sheila is a respected veteran professional in the communications industry. We asked Sheila a few questions about her career journey so far, from early years to favorite points in time, challenges, and everything in between. 

 

How did you get your start in the communications industry?

I first discovered my love for communications as an undergraduate student at the University of California Santa Barbara. I was a driven communications major determined to do whatever it took to insert myself into the industry! After graduation, I took every single communications job I could get, until I finally landed my dream job on Madison Avenue in New York City. 

I was working for one of the largest African American-owned Public Relations firms in the U.S., where I led a team for our client Glaxo Wellcome, now known as GlaxoSmithKline. We led a 10-city national tour to promote their new HIV medication, with participation from gospel icons, Yolanda Adams, Fred Hammond, and more.  

 During the tour, I hired Everett Hamilton as our event designer. That blossomed into Everett and I having the idea to join forces and create our own company, which I named Octane! That was 21 years ago. 

Today, Octane has established itself in the Washington DC area as a leading agency that is known and appreciated by our community. Our team provides innovative media, digital and social marketing campaigns that communicate important issues across a variety of industries. 

 

As co-owner and COO of the only Black, woman, and LGBTQ-owned agency in the District, you define “boss lady!”  What is your favorite part of your role? Where does your true passion lie? 

My favorite part of my job at Octane is watching the growth and development of our staff! I love watching them unlock creative concepts and seeing those come alive as award-winning campaigns for our clients. This fuels my 20+ year passion and intrigue for creative communications. You can come up with an idea out of thin air and develop it into something tangible and real, touching millions. That is still so phenomenal to me!

 

What has your experience been like as a woman in the workplace?

 Gratefully, I have been embraced as an African American woman in this industry. By joining the Public Relations Society of America (PRSA) early on in my career, I had the opportunity to connect with other supportive women in the PR industry. Some of those same women are still mentors and friends to this day.  Having access to that level of support has been priceless and has aided in my development as an executive at Octane.

Of course, I have had more than my fair share of rejections. Too many to count if you ask me. You can’t be in business for almost 21 years and think that everyone is going to like you personally or accept your glowing proposal, no matter how much work went into putting it together or how much experience you have on a particular subject matter. 

My attitude has always been to keep moving forward. I have found that the key to Octane’s success story has been in the way that we have taken on our lumps and bumps, but have never stopped working to sharpen our skills and what we know we do well. 

 

What is your proudest career moment? 

 I am extremely proud of

every award Octane has won, but there is nothing like the first one. Our team’s work to educate the community on preventative measures and safety around HIV/AIDS, Hepatitis, STD, and TB Administration for our HAHSTA client was phenomenal! Being located in the District of Columbia, this especially hits home. The District had the highest HIV/AIDS rate in the nation up until 2014, and even now D.C. residents are nearly 8 times more likely than other Americans to receive an HIV diagnosis in their lifetime. That said, being able to do our part and educate our D.C. community on prevention, safety, and care opportunities is tremendously rewarding.

Another very proud moment was our 2017 Emmy Award nomination for the TV commercial: “Think About Prep,” which also was for a HAHSTA campaign.

 

What’s your advice for young women that desire to achieve success in the communications industry, and/or have ownership in a business, like yourself?

 When Everett and I started this business, we did the so-called “grunt work”. From pasting labels on programs, to carrying boxes and loading trucks, we did whatever it took to get the job done. As a Chief Executive, I have done account work for several of our clients, helped develop early campaign slogans, all the while trying to learn how to read a profit and loss statement and interpret a cash flow chart. 

I think anyone that is serious about achieving success in the industry, especially those that want to go into business for themselves, has to be okay with getting their hands good and dirty. It takes hard work, but if you love what you do and you’re determined, you’ll be okay with that. 

More importantly for entrepreneurs, you need a good tax accountant!

 

Bio

Sheila McGee is a veteran communicator with more than 20 years of experience in marketing, public relations, advertising and publishing, crisis communications, and special event planning. As one of two founders of Octane and COO, Sheila drives Octane’s operations and human resources, leveraging her expertise to map our strategy with the right assets: systems and tools, and people, including their experience, engagement, and development. Sheila also uses her understanding of the relationship between customer satisfaction and contract stewardship to define company practices. Simply, she leads execution excellence and delivery efficiency, ensuring Octane is a client-focused firm.

Before co-building Octane, Sheila led an eight-member team in producing the GlaxoWellcome (currently GlaxoSmithKline) African American grassroots market expansion campaign. As marketing manager for the City of Richmond Department of Health, she led the development of the department’s Rock Richmond Health and Wellness campaign.

Sheila holds a Master’s Degree in Education from Strayer University and a Bachelor of Arts in Journalism from the University of California, Santa Barbara. She is an active member of the Public Relations Society of America and the National Association of Black Journalists.

HAHSTA Sexual + Being

Sexual + Being

Changing Behavior

The Situation
Engaging Residents on Sexual Health

For more than 10 years, Octane has collaborated as subject matter experts for DC Health, HIV/AIDS, Hepatitis, STD and TB Administration (HAHSTA) to promote conversations about sexual health in the District. While Octane has effectively positioned HAHSTA to lead that conversation, they needed a general awareness campaign to act as a central campaign for all of their resources. The campaign was also charged with helping DC residents have positive conversations about sexual health.

The
Science

While Octane’s work through the years has helped the District work towards its goal of cutting new HIV infections in the city in half by 2020, more overarching sexual health awareness was needed to meet this goal.

The
Process

Octane and HAHSTA worked together to create a highly effective campaign, “Sexual + Being,” to strategically target and educate individual communities, and then direct them to resources for all their sexual health needs. With this campaign, as well as all of the other campaigns Octane has developed for HAHSTA, it was crucial to instill trust within the community through outreach, social media engagement and a paid media buy.

“Be Sex Positive” was not only the main message communicated through all of “Sexual + Being” campaign materials, but it acted as a mantra for the sex positive movement that spread throughout the District.

Key Findings

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Goals

• Start a sex positive movement that motivates residents to take control of their sexual health
• Eliminate the stigma surrounding sex and sexual health
• Motivate individuals to take advantage of the free resources and testing

The Creative

The “Sexual + Being” campaign is grounded in research and uses a variety of creative tactics to establish a deep connection with DC residents. From the insights uncovered, Octane designed and developed a memorable and bold brand identity that reflected the target audience while exuding confidence.

Traditional advertising, print materials and digital advertising reminded DC residents to be “Sex Positive” while influencer partnerships, relatable videos and social content helped bring Octane’s comprehensive social strategy to life and extend the reach of the campaign.

To ensure all DC residents were reached in an effective manner, Octane created a Spanish-first campaign along with Spanish resources.

Sexualbeing.org offers empowering information about being “Sex Positive,” sexual health information, local resources and engaging stories through blog posts. The website is also available in Spanish.

Visit Site

The Results

“Sexual + Being” surprised and delighted the DC community as traditional advertising took over their streets and “Be Sex Positive” posts filled their social feeds. This bold, unapologetic campaign empowered people to be proud beings of the District who are comfortable talking about sexual health and their needs. Sexualbeing.org offers empowering information about being “Sex Positive,” sexual health information, local resources and engaging stories through blog posts.

youtube channel

website

campaigns

Within the DC marketplace, the “Sexual + Being” campaign cultivated sex-positive conversations and spurred people to take action to protect their sexual health.

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views of informative YouTube content
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monthly visits to SexualBeing.org
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monthly engagements on Facebook, Twitter and Instagram

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Maternal and Infant Health Summit

Maternal and Infant Health Summit

Scalable Support

The Situation
Reducing Maternal Deaths in the District

In 2017, the maternal death rate in DC was more than double the national average. In fact, 41 women died for every 100,000 live births in DC, and 75% of the deaths were African American women. Wanting to ensure all DC women were equipped and empowered to take control of their health, Mayor Muriel Bowser and DC developed a new maternal health initiative and summit.

The
Science

It’s reported that many maternal deaths are related to existing chronic conditions, such as diabetes, heart disease and hypertension, and more than half of the deaths occur after giving birth.

The
Process

Mayor Muriel Bowser’s Maternal and Infant Health Summit partnered with Octane to bring awareness to the summit and the racial disparities in maternal mortality in DC and across the nation. While the summit featured discussions on the best infant and maternal health practices and started important conversations about reducing death rates among women of color, Octane was charged with bringing attendees to the summit and helping extend the reach through social media the day of the event. This included a digital lounge to engage and empower attendees and social media followers.

Key Findings

• After childbirth is one of the most vulnerable stages of pregnancy
• Fear and the feeling of helplessness make it difficult for African American women to advocate for themselves and their unborn child
• Roots of discrimination and limited access stand in the way of African American women receiving needed medical care

Goals

• Increase the reach of and promote Mayor Muriel Bowser’s National Maternal and Infant Health Summit
• Inform health professionals and residents of DC’s wide variety of resources
• Empower DC women to advocate for their health and the health of their children

The Creative

To ensure authenticity, Octane recruited a variety of real women, mothers and their babies to be featured in campaign materials, including traditional and digital advertising, social media, toolkits, videos, fact sheets and more. Materials were spread throughout the district to promote the event. The message “Healthy Babies Start with Healthy Women” quickly became the underlying theme of the summit.

Octane created a strong web presence before and during the summit at DCMaternalHealth.com and through Facebook and Twitter. The day of the summit, Octane provided social media support through live tweets, a social media wall, a behind the scenes Facebook Live and a digital lounge. Octane’s work proved effective with #DCMaternalHealth trending #1 locally on Twitter.

From event planning and implementation and community engagement to media buying and creating promotional items, Octane ensured all messaging and materials aligned with the summit’s overall strategy.

Summit information, resources for moms, educational material as well as videos from past summits all live under the DCMaternalHealth.com. Octane’s efforts garnered 9,500+ visits to website.

Visit Site

The Results

Mayor Muriel Bowser’s National Maternal and Infant Health Summit touches on vital topics of discussion around maternal health, infant health, and early education to connect the lessons learned and highlight opportunities for innovation and positive outcomes at both the national and local levels. The summit advances a frame-work to improve maternal and infant health, and in turn, lays the groundwork for healthy and happy mothers and future generations.

Summit ads

Virtual Summit 2020

Social Media Graphics

Messages about the summit throughout the District encouraged residents and local leaders to learn how they could help reduce maternal deaths in the DC.

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Total Summit Views

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Reduce Energy Use DC

Reduce energy use dc

PEPCO

The Situation
Changing Behaviors and Reducing Impact

Global warming is changing our world and instead of changing our habits people across the world and in DC keep generating greenhouse gas emissions through electricity consumption. Pepco was seeking an integrated campaign to reduce energy use throughout DC while creating awareness of how actions can save more than money.

The
Science

2019 was the second hottest year on record, and in July alone, DC consumed more than 1.1 billion kilowatt hours of electricity. The emissions from that energy use is equivalent to the emissions of more than 170,000 cars on the road for a year.

 

The
Process

Octane worked with Pepco to develop the “Reduce Energy Use DC” campaign to support Pepco and partners’ grassroots initiative to engage DC residents around reducing their energy use, especially in July. To ensure messaging would resonate with DC residents and ignite action, focus testing was conducted. However, due to the real-life challenges people were suddenly facing due to the COVID pandemic, some aspects of the campaign—like switching from a challenge to a pledge—were made to algin with what DC residents were currently facing.  

“Save More Than Money” became the overarching tagline of the initiative in conjunction with the call-to-action “Take the Reduce Energy Use DC Pledge.”

Key Findings

• Energy usage in the District is typically highest in July
• Residents are receptive to small actionable items
• DC has one of the most ambitious climate plans in the United States

Goals

• Motivate at least 3,000 residents to take the pledge
• Inform residents of the importance of reducing their energy consumption
• Promote lasting behavioral changes throughout the District

The Creative

Octane developed a brand identity, comprehensive digital strategy and an awareness campaign that leveraged education, goal setting, prompting, public commitments, observation, highlighting participants and repetition.

The Reduce Energy Use DC Pledge was developed to help encourage DC residents to reduce their energy usage while bite-sized messaging was pushed out through Facebook, Instagram and Twitter social accounts. These energy saving tips helped residents take small steps to decrease the impact on the environment and their wallets.

Throughout the campaign, Octane created videos, palm cards, fact sheets, advertorials, digital ads, virtual events, blogs and even participated in social media partnerships to help continue to push out messaging encouraging the community to “Save More Than Money.”

“Reduce Energy Use DC” received a custom website highlighting the “Reduce Energy Use DC Pledge” and energy saving tips.

Visit Site

The Results

Octane developed Reduce Energy Use DC, an integrated and compelling campaign with a comprehensive digital strategy and strong social media presence. It was a multigenerational approach that connected with people of all ages, races, and socio-economic levels.

website

NOVEMBER 2016
Handed out thousands of palm cards and #PrEPForHer branded picture frames

pledge page

DECEMBER 2016
Supported the Mayor’s 90/90/90/50 plan with #PrEPForHer step and repeats, Twitter campaign, and other social media support

graphics

DECEMBER 2016
Several mentions from other cities and organizations about #PrEPForHer

3 Influencers

We teamed up with Casey Trees to highlight the benefits of trees and green spaces in DC as well as provide resources for planting trees or caring for them in our community.
We also partnered with The NEED Project to reach young kids and families and make learning about solar energy fun.
We partnered with Karmin Brown and Justin Tune to reach DC residents interested in making changes to their energy use in order to fight climate change.

Founding Partners

The DC Department of Energy & Environment is DC’s resource for energy efficiency and renewable energy programs products and services. DOEE energy-saving programs and services include utility affordability programs, solar power, clean energy programs, and more.

In 2018 DOEE finalized the Clean Energy DC Plan, DC’s energy and climate action plan to reduce emissions by 56% in 2032. The following year, Mayor Bowser signed the Clean Energy Act Omnibus Amendment Act of 2018.

Pepco is committed to providing DC residents with smarter, stronger, and cleaner energy systems. Through Pepco’s Energy Wise Rewards program, DC residents can go greener during the summer months and automatically reduce energy use. Pepco offers information, online calculators, and planning tools to help DC residents and businesses reduce their energy use and save money.

The District of Columbia Sustainable Energy Utility helps DC residents and businesses save energy and money. DCSEU connects DC residents and businesses to rebates and costs savings for energy-efficient appliances and lighting. Additionally, DCSEU offers technical assistance and information about energy-saving options for residents. 

In just three months, the “Reduce Energy Use DC” campaign started to garner real traction throughout the District.

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Visits to ReduceEnergyUseDC.com
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Reduce Energy Use DC Pledges
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total social media impressions with 20,833 engagements

RELATED CASE STUDIES

EXELON CORPORATION

WE’D LOVE TO
BUILD SOMETHING
GREAT TOGETHER.

Our Solutions Provide Real Value So You Can Achieve Your Goals.
Contact Octane