2021: The Year in Review at Octane

This past year, Octane Public Relations surmounted the obstacles that the COVID-19 pandemic tried to place on our company, employees, and their families. We built on the processes put in place in March 2020 addressing the continuing pandemic workplace and delivering remarkable results for clients. On top of our external successes, Octane developed positive changes internally. Let’s take a look at the highlights of 2021 at Octane.

 

Change in Leadership

After more than 20 years of co-leadership, Everett Hamilton became the sole owner of Octane Public Relations and Advertising this year.

“Octane was founded because we both had an interest in public relations. And for two decades, we kept that philosophy of targeted communications alive,” said Everett Hamilton, who is Octane’s sole owner and Chief Executive Officer. “I promise I will keep our vision alive.”

Mr. Hamilton provides leadership and vision for sustaining a successful and industry-lauded public relations firm in the District of Columbia. He has more than 20 years of experience in public relations, communications, and marketing consulting for the DC government, the federal government, and private sector entities. His rich experience includes expertise in reaching marginalized groups: African Americans, Hispanics, LGBTQ+, low-income and low-literacy residents, youth, and seniors.

Mr. Hamilton is a trusted partner and collaborator across Washington, DC, having served as Chair of the Edgewood/Brookland Family Support Collaborative Board of Directors, Vice-Chair of the DC Citywide Collaborative Council, and member of the Washington, DC Convention and Tourism Corporation LGBT Marketing Committee. He is a former member of the Marriott Customer Diversity Advisory Board, the Metropolitan Washington Airports Commission, and the DC Housing Finance Agency.

Keen on collaboration with communities, Mr. Hamilton infuses lessons learned into Octane’s philosophy and the language Octane uses to assist clients in reaching their goals.

 

Social Equity Division

A new division of our firm, Octane Social Equity, launched in 2021. The division develops comprehensive brand identities for companies and organizations, demonstrating their solid commitment to social equity, both internally and externally. Octane works with clients to present honest communication that diminishes ambiguity surrounding corporate policies, actions, and beliefs, which act as symbols of positive social change in our constantly evolving cultural landscape.

Octane has successfully developed social equity brands for national organizations across industries, including energy and power, health and wellness, the booming legal cannabis industry, and more. Here are some highlights:

 

What Drives Us

With client Pepco Holdings, the leading Mid-Atlantic electric and gas utility company, Octane developed a Corporate Impact Report, which presented overarching information about the company’s community and social good efforts in environmental sustainability, diversity and inclusion, employee engagement, and more.   

In tandem, Octane developed the What Drives Us campaign to communicate Pepco Holdings’ new level of commitment to diversity and inclusion that is aligned with its purpose, which is to power a cleaner and brighter future for its customers and communities. 

The brand rolled out across all utilities beginning with the release of the 2021 Community Impact Report and an inspirational What Drives Us video. Octane’s success in planning, packaging, and releasing the new campaign has since resulted in a spinoff effort, GROW Together, an initiative that recognizes that diversity fuels growth and makes each person stronger. It is a commitment to remain true, fostering a company and community that values and rewards team members for how they use their differences to make Pepco Holdings a better place to work.

 

B NOBLE and Rooted in Good

  • Curaleaf Holdings, Inc., a leading medical and wellness cannabis operator in the United States, launched its CSR division, Rooted in Good, as part of its larger commitment to advance racial and social equity in cannabis. Considering the harsh history of racism and the harm caused by the War on Drugs, Curaleaf wanted to ensure that it was doing its part to dismantle cannabis bias and provide equitable opportunities.

 

  • Octane developed branding, including the Rooted in Good logo, as well as a robust public relations and communications strategy to connect with key audiences and garner brand awareness of Rooted in Good via media and public relations opportunities. Led by Vice President of Corporate Social Responsibility Khadijah Tribble, Rooted in Good delivers social impact by focusing efforts within three key pillars: Diversity, Equity, and Inclusion; Social Equity; and Sustainability, ultimately achieving key goals through the company’s strategic social partnerships. 

 

Looking Ahead to 2022

As we embark on our 22nd year of serving DC as a leader in communication, we look forward to tackling important racial and social issues to help create an equitable future. We are an African-American- and LGBT-owned company that strives to connect with key communities and to keep people at the center of our work in the spirit of true diversity and progressive change. And we are so excited about the new year and the prospects ahead that will allow us to continue making progress!

Keeping Productive CSR Strategies Beyond the Holiday Season

Holiday Season 2021 will soon be a fond memory. Companies of all sizes have embraced the season as an opportunity to strengthen their CSR (Corporate Social Responsibility) initiatives dramatically. But come January 2022, many will trim down, or even abandon their CSR efforts.

That is not what an authentic sense of social responsibility is about. A year-round CSR strategy is essential to ensuring that your business maintains effective corporate social responsibility initiatives, which can also support your business growth. Your CSR strategy can be crafted to include your business goals, such as improving employee engagement, increasing investor appeal, and solidifying your brand reputation.

But as customers, employees, and suppliers place increasing importance on CSR, some leaders have started to look at it as a creative opportunity to fundamentally strengthen their businesses while contributing to society at the same time. They view CSR as central to their overall strategies, helping them to creatively address key business issues. 

 

For example, B Noble Inc. and Curaleaf Holdings, Inc. , a leading international provider of consumer products in cannabis, recently completed a national launch of a pre-rolled cannabis product called B Noble. Bernard Noble and Fab 5 Freddy partnered with Curaleaf to launch the B Noble brand in support of a shared commitment to the advancement of social equity in cannabis. The initiative provides an opportunity for those directly impacted by the war on drugs. 

B Noble was founded by well-known visual artist, filmmaker and hip-hop pioneer, Fab 5 Freddy, to raise awareness and create funding to defend people from cannabis-related criminalization. The brand is dedicated to telling the story of namesake Bernard Noble, who was arrested in Louisiana and sentenced to 13 years of hard labor in prison for possessing the equivalent of two joints. In 2017, Bernard’s case began to draw attention across the country, and he quickly became a national symbol for the need to reform the country’s unjust drug laws, sparking advocacy and a movement to free him. As a result, Bernard was released seven years into his sentence.

To call attention to Bernard’s harsh sentence, the B Noble brand partnered with Curaleaf to release two-packs of high-quality one-gram pre-rolls, symbolizing the two grams of cannabis for which Bernard was arrested.  

Ten percent of proceeds from the sale of each B Noble product will be donated to local organizations dedicated to advancing social equity and providing opportunities to those directly impacted by the War on Drugs in dispensaries in Arizona, Colorado, Maryland, Minnesota, Nevada, and Oregon.

This partnership with B Noble is Curaleaf’s first large-scale brand venture in alignment with its dedicated social equity work, as a part of its Rooted in Good corporate social responsibility program. Led by Vice President of Corporate Social Responsibility Khadijah Tribble, Rooted in Good delivers social impact by focusing efforts within three key pillars: Diversity, Equity, and Inclusion; Social Equity; and Sustainability, ultimately achieving key goals through the company’s strategic social partnerships. 

 

There are four types of CSR categories, and a CSR strategy helps you define which one is best for your business, ways in which you can implement it, and how to track the results of your efforts:

  • Philanthropic responsibility
  • Environmental responsibility
  • Ethical responsibility
  • Economic responsibility

A good CSR strategy builds a business case around how your chosen areas of CSR can integrate into your business growth plan, and makes sure that your initiative stays on track.

Here are the three main takeaways of a good CSR strategy:

Concentrate your CSR efforts. The greatest opportunities will come from areas where the business significantly interacts with society. These are areas where the business not only can gain a deeper understanding of the mutual dependencies and the where the highest potential for mutual benefit exists.

Build a deep understanding of the benefits. The key is finding symmetry between the two sides and being open enough to understand issues both from a business and a societal perspective.

Find the right partners. Relationships, particularly long-term ones that are built on a realistic understanding of the true strengths on both sides, have a greater opportunity of being successful and sustainable.

 

If you’re interested in developing a custom and impactful Corporate Social Responsibility strategy for your business or organization, please contact our team!

Ideas for Fall Fun in and Around DC!

From vibrant foliage and waterfront views to family-friendly festivals, there’s an endless amount of things to see and do this fall in the District. Catch D.C.’s Halloween events and explore free and interactive museums across the city. Just make sure to save time to take in the sights along the National Mall in full autumn splendor.

Here are just a few of the wide variety of family-friendly fall events in and around the greater D.C. region.

 

Eye Spy Halloween Trains

Saturday, October 30 – 31, 2021 – 10:00 a.m.- 6:00 p.m. – Cabin John Regional Park

The popular Eye Spy Trains are back for Halloween. Great for families of all ages, Montgomery Parks’ Cabin John Miniature Train will take a ride through “Trainslyvania.”  To guarantee your seat on your ideal train date and time, purchase your tickets in advance on ActiveMONTGOMERY.org. Online ticket sales close one day prior to the scheduled ride. A limited number of tickets may be purchased on-site, but ride times will not be guaranteed. 

 

Celebrate Día de los Muertos

October 30, 2021 – 10:00 a.m. – Smithsonian American Art Museum

There is fun for the whole family during this virtual performance. Watch as Ballet Folklórico Mi Herencia Mexicana demonstrate several Mexican folk dances including El Toro Viejo from Sinaloa and the popular, El Son de La Negra from Jalisco. Learn more about Día de los Muertos as the dancers and explain the history behind their dance traditions.

Continue celebrating Día de los Muertos on SAAM’s Latinx Heritage Family Zone, where you can learn more about Día de los Muertos, make crafts, do coloring pages, and watch videos about this traditional Mexican celebration.

For more activities, check out the Family Zone for seasonal crafts, coloring pages, videos, and more.

 

Treasure Hunting in Wheaton Regional Park

November  6, 2021 – 10:00 a.m. – 12:00 p.m. – Brookside Nature Center

Geocaching is a fun way to get outside and explore. With the help of a Park Naturalist, participants will hike Wheaton Regional Park looking for and finding caches. All attendees must register and pay. Make sure to dress for the weather and for natural surface trail conditions. Download the free Geocaching app before you come. Bring your cellular phone, water bottle and trail snacks. Registration for Treasure Hunting programs closes the Thursday immediately prior to each program date and directions to the trailhead/meeting place will be emailed to all registrants in advance. Rain cancels. 

 

Zoo Lights at the Maryland Zoo

November 19, 2021 – January 2, 2022  – 5:00 p.m.  – Maryland Zoo

Drive or walk through the Maryland Zoo‘s festival of wildlife-shaped lights. The drive-through is open on Wednesdays and Thursdays, while the walk-through is open on Fridays, Saturdays, and Sundays. If you choose to walk through, you can visit Zoo Central for snacks, hot chocolate, and free carousel and train rides.

Advance reservations are required. Purchase tickets on the website.

 

Downtown Holiday Market

November 19, 2021 – December 23, 2021  – 12:00 p.m. – 8:00 p.m.  – F Street sidewalk in front of the Smithsonian American Art Museum & National Portrait Gallery

The Downtown Holiday Market is celebrating its 17th year. Featuring more than 70 regional artisans, crafters, and boutique businesses of ethically produced goods, the market brings a unique and festive shopping village to the heart of downtown DC. Two blocks of F Street, from 7th to 9th, will be closed to traffic for the entirety of the market. There will also be a live stage featuring regional performers.

 

Juniors: The Roaring Twenties

November 20, 2021  – 10:00 a.m. – 11:30 a.m.  – Tudor Place Historic House & Garden

Travel back in time to learn about the women who lived and worked at Tudor Place in the 1920s. Create a 1920s character, plan a living history party and earn the Girl Scouts’ Playing the Past Badge. This program is perfect for girls and troops who want to get up and move, think imaginatively, explore local history, and have fun along the way.

Note: This is an in-person program. Please review the Tudor Place Health and Safety Guidelines before registering and attending.

 

Moomin Animations: Thrills + Cuddles – The Music of Moominvalley

November 20, 2021  – 10:30 a.m.  – National Children’s Museum

Join composers Samuli Kosminen and Jarmo Saari via live stream for a musical ride to the fantasy world of Moomins. Hear more about how the heart-warming score music of the award-winning Moominvalley TV series (Gutsy Animations, 2019) was made. Discover the most bizarre instruments used to create the perfect sound. Use your ears to watch scenes, discover the sounds different instruments make and learn more about the basics of composing.

This event will take place both virtually + in person:

  • To attend in person, please reserve tickets to visit National Children’s Museum for November 20, 2021, during the morning session from 9:30 am to 12:30 pm.
  • To attend virtually, please visit the event page and register using the form provided. 

 

LuminoCity Festival: Shine Again

October 15, 2021 –  January 1, 2022  – 6:00 p.m.  – Roer’s Zoofari

Inspired by the traditional art of Chinese lantern festivals, the LuminoCity Festival features exhibitions of spectacular light art displays and is a celebration of cultures and the world around us.

The festival will be open on most Fridays, Saturdays and Sundays from October 15 to January 2. The hours are 6:00 – 9:00 p.m. Limited on-site parking will be available and parking tickets must be purchased in advance. Masks and social distancing are required, as is advance timed-ticket purchase.

 

Whether you’re looking for a fall date activity, family fun day, or something to enjoy a little “me-time,” be sure to get out and enjoy the festivities that Washington DC has to offer! Take in the beauty of the autumn leaves, crisp weather, and seasons changing – Happy Fall!

Measuring Your Website’s Success

After reading our blog on how to build a dynamic website, you now have one of your own. Congratulations! Your next step towards your business’ success is to learn how to best monitor your website’s performance, on its own and against competitors – especially with more than 1.8 billion websites on the Internet.

When you’re ready to understand how your website is performing, you must first look at your SEO (search engine optimization) and build a solid ranking on Google. Next, gauge the performance by measuring and quantifying the specific KPIs (Key Performance Index) on a weekly, monthly, and annual basis. 

Tracking key metrics over a specific time period will give you valuable insights, help you understand your audience behavior, and allow you to capitalize on opportunities while tracking improvements. 

 

Where are your visitors coming from? What content are they engaging with? Who are these visitors? How many visitors are they? When you use data to start to answer these questions, you can start to make informed decisions about how to effectively market to your audience and ultimately, convert your audience. 

– Andima Umoren, Digital Director

 

The Metrics 

Everyone measures success in their lives differently, but if you have a website, knowing what you should measure and monitor can mean the difference between growth and failure. Here are some fundamental metrics and how they help you improve your website.

 

Unique Visitors

Unique visitors indicates the number of individuals who visited your website at least once during the reporting period. If the visitor comes to your site multiple times during the reporting period, it is only counted once. However, if they visit your site again using a different device or browser, they will be considered a new visitor.

This metric gives you an idea of your website’s audience size during the period under review and is most accurate for pure visits, yet more accurate than page views. In the unique visitor metric, no matter the action taken, a person only represents one potential customer.

Keywords

The metric “keywords” tells you the specific words that visitors type into search engines to lead them to your website. This is a great way to learn to target a specific audience. You can also identify which keywords visitors type into the search box on your website, which helps your SEO, helps to determine your most popular content, and helps you understand the content visitors are looking for that might not yet be available on your website.

Pro-tip: To check which keywords you’re ranking for, you can use the Google Search Console. Just log in using your Google account and click performance on the left sidebar. This shows your ranking and specific keywords for your website. 

Time on Website

Time spent on the website is one of the major keys to the success of your content. It gives you the average time visitors spend on your website, and you can learn which pages are most popular (people spent the most time on) to help you identify content that your target audience is interested in. Addressing the content on these pages can help improve conversions and help you build a community of brand supporters.

Referral Websites

The Referral Websites metric tells you where your website visitors came from, in other words, were they referred from a search engine, social media, or another business site for example. Knowing the referral pathways can help you target your marketing campaigns to these pathways (which is great for SEO) or even to the types of consumers who frequent those referral sites.

Conversion Rate

Conversion Rate is the percentage of people who landed on your website and then took action. The action could either be by the visitor purchasing your products or services, donating money, or subscribing to your e-newsletter. Whatever the goal of your website, the conversion rate tells you the percentage of consumers who performed this action. Low conversion rates can indicate that the offer you provide is not compelling enough, the content may not be resonating, or the visitors you’re attracting is not the right traffic.

Bounce Rate

The Bounce Rate metric tells you the number of people who land on your website and then leave before investigating further. For example, instead of clicking on another page or blog post, users return to search engine results pages or proceed to another website.

This can mean that the page they land on does not engage them sufficiently or is not informative enough for them to bother remaining on your website. A high bounce rate is a content opportunity area that is critical to the success of your website.

Exit Pages

The Exit Page, just as it sounds, is the page visited last before leaving your site. Pages with high exit rates can help identify weaknesses in your site. Users are leaving these pages for a specific reason. Whether they’ve read something they don’t like or there simply wasn’t a clear next step for them to take, reviewing and updating these exit pages can help increase your business’ conversions.

 

Keep in mind that the trick to using these metrics properly is identifying which ones can help you specifically assess whether your website is meeting the needs of your business. It’s a good idea to focus on generating insights from the metrics you’re measuring—insights that you can convert into actionable knowledge for improving the user experience on your site. Now that you’ve got the tools, implement the practices that help you build a successful website! 

How to Create Impactful Blogs for Your Audience

We know that digital marketing strategy is critical to connecting with consumers in today’s climate. According to a recent inbound marketing report, nearly 80 percent of companies that use blogging as a part of their marketing strategy reported acquiring customers through their blogging efforts. 82 percent of businesses admit that blogging is critical to their business. That’s why it’s so important to put together a strong blog strategy that connects with your audience, and encourages them to engage with your company or organization. 

Here are three major ways to create impactful blogs for your business:

 

Incorporate Timely Topics and Conversations

Source: Hubspot 

It’s important to stay abreast of the current events and news that are relevant to your audience and incorporate them into your content. For example, if you are a fashion brand, and a major celebrity or influencer drops a fashion line, you might consider a review, or find another way to tie in the timeliness. You should also leverage national observances that pertain to your audience, and build engaging content around them. For example, if you’re a nutrition or food brand, you should incorporate Better Breakfast Month into your September planning.

Introducing conversational elements in your blog such as a comment section, or continuing a conversation on social media, can help engage your audience even further. 

 

Use Captivating Titles

Source: Hubspot 

Let’s face it. First impressions matter a lot. It’s how others judge what they’re not familiar with. Having a captivating blog title entices the reader to read your blog and reshare to their audiences. You could have the most valuable, ground-breaking content included in every post you write, but without an attention-grabbing title, no one would know. 

Additionally, titles can positively impact your Search Engine Optimization (SEO), which allows for the maximum number of individuals using search engines to come across your blog. You should craft your headline to include specific elements that help your post rank higher on Search Engine Results Pages (SER). This could help drive more organic traffic to your site.

 

Utilize Search Engine Optimization

Source: OpenVine Internet Solutions

Search engine optimization (SEO) allows your blog to get the most traffic possible. You can optimize your blog by utilizing keywords in your post. Google Adwords is a great tool to help you research strategic keywords and monitor what others are using in your industry. 

Try to include keywords in titles and subtitles, introductory and conclusion paragraphs, and metatext. Also, include hyperlinks and information relating back to your social media channels.

 

Make Your Content Digestible 

Source: StackLA

People don’t read content on the internet like they would read a magazine or book. And with our attention span getting shorter and shorter, it’s important to curate digestible content that’s easy for your audience to read and take in. 

Consider formats such as list-based articles, bullets and numbering, bolded subtitles, etc. Also, try to incorporate engaging visuals when possible, such as gifs, videos, and photos. 

 

How Can Social Media Benefit Your Business?

Most people understand that a strong social media presence is crucial to maintaining a brand or business during today’s day and age. Developing a strategy to connect through social platforms can be one of the most important, cost-effective, ways to maintain relationships with current and potential customers. 

To fully leverage the benefits that social media can provide, strategy and consistency are key. Below are four key elements to consider when developing a professional social media presence.

 

Determine the Proper Platforms

Source: https://skedsocial.com/blog/social-media-channels-for-your-business/

Part of developing a smart social media strategy is understanding the functionality of each channel and how they align with the organization’s goals.

For example, Instagram is the best place for high-quality photo and video content. You can also utilize the IGTV feature for longer videos, Instagram Stories for shorter daily content and engagement, and host live video sessions with your audience. Instagram is also great for connecting with younger audiences, including millennials and Gen Z.

Instagram’s parent company, Facebook, is the king of social media with more than 1.59 billion users mostly in Gen X and Y age range. Facebook provides a platform for connecting with family, brands, and friends. Nearly 70 percent of U.S. adults use Facebook. If you’re trying to reach middle-aged adults, this platform is definitely where you want to be. Facebook analytics tools are also very comprehensive and easy to use. The platform also offers live video sessions with your audience, and a story feature – similar to Instagram’s. 

Twitter, Pinterest, and YouTube are additional platforms that should be researched and considered when developing your targeted social media strategy. 

Twitter is a platform that is fast-paced similar to a newsroom. Businesses can engage with global audiences, allow space for consumers to act as brand ambassadors, monitor competition, and handle customer service inquiries quickly and efficiently. 

The visual search engine and productivity tool, also known as the social platform Pinterest, holds an audience that is looking to be inspired and moved by content. Here, you can not only pin your products to your company’s board, but you can share blogs and create relationships by repinning informative posts from other users. 

YouTube is great for video content that focuses on the culture of your business, shares industry talks and podcasts that showcase your business’ organizational and community efforts, and highlights product launches. With 1 billion visitors monthly, YouTube is the 2nd largest search engine and the 3rd most visited website worldwide! Having content on YouTube also improves your business’ search results through Google.

 

Content Planning

Source: Sprout Social https://sproutsocial.com/insights/social-media-content-strategy/

Planning your content ahead of time is one the most important parts of content strategy. It’s unproductive, unrealistic, and quite stressful to try and post in real-time, every day. For the bulk of your content, you can create a master content calendar that outlines your content per channel on a monthly or weekly basis. Of course, each channel speaks to a specific audience and can be used to help your organization reach certain business goals.

When you’re planning your daily content, consider weekly focus days. For example, maybe it would be beneficial to establish every Tuesday as “Industry Talk Tuesday”, where your audience can look forward to a post, short video, photo or quote that provides news and updates about your industry or business and is relevant to your brand. You can also try something more fun, like “Motivational Mondays” for example. This way, your audience can expect your brand to uplift them for the upcoming week!  

Additionally, you can incorporate timing hooks and observances into your planned content. A good example for a health and wellness company could be to develop a campaign for National Wellness Month (August) and Self Improvement Month (September), in addition to the regularly scheduled content. 

Maximizing Engagement 

Source: Hootsuite https://blog.hootsuite.com/social-media-engagement/

It’s one thing to be active on social media, but it’s another to actively engage your audience on a consistent basis. Engagement is what lets you know that your audience is paying attention to your content, and likes it! 

Engagement can be measured through likes, comments, shares, retweets, mentions, use of campaign hashtags and click-throughs. A key to maximizing engagement is knowing your audience. Research and analyze the types of content your audience responds best to, and incorporate that. For example, if you’re targeting millennials or Gen Z, it would be beneficial to include Instagram reels into your social media content strategy. Find ways to creatively integrate your content in a way that your audience will easily digest. 

Utilize engagement features such as questions, polls, contests and giveaways, and other ways to encourage participation. Show your audience that you value their engagement by quickly liking and responding to comments and messages, spotlighting responses to polls and questions, etc. Be sure to stay topical with your content, and when appropriate, chime in on current events that are relevant to your brand. Consider creating a funny meme or gif that people can react to. 

 

Cost-Effective

Source: Bakers Labs https://bakerlabs.co/using-social-media-as-a-cost-effective-means-of-marketing/

We’ll end with the reason that everyone is considering social media marketing in their business: cost-effectiveness! Social media campaigns produced by your team members, so there’s essentially no additional cost there. Content creation and monitoring tools themselves are many times free, and if not are relatively inexpensive and easy to track for ROI. Social media campaigns can assist in bringing down overall marketing spending. 

This is particularly relevant for regional businesses that use social media platforms such as Facebook to target exactly who they need to based on audience demographics.

 

Octane’s dedicated Digital Team has the professional experience to assist you with creating a social media plan for your organization, creating graphics, writing posts, and assisting you with creating and maintaining a social media presence and reaching your business goals. If you would like to schedule a consultation, please contact us! 

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!

Octane Launches New Brand Identity

A lot has changed since Octane was first founded 21 years ago! At that time, Facebook hadn’t been born and Amazon was ONLY selling books. Issues like sustainability, marriage equality, and social justice did not command the front pages of the news – or should we say, the top of our news feed. But even before topics like these were mainstream, Octane has always been a catalyst for culture-shifting issues, and creatively communicating their importance to the public. 

For more than two decades, we have tackled tough issues such as HIV/AIDS, an epidemic that hit home especially hard for us as part of the Washington D.C. community, as well as maternal and infant health, alcohol use among teens, and children’s mental health. 

As we have engaged people and communities, we have also connected them to valuable information about energy and sustainability, increased participation in the U.S. census and elevated voices to speak out about Washington, D.C. becoming the 51st state. Families and communities are now using information to create “good” and become activists across the globe. Thus, we believe it is the right time to introduceOctane Culture and Action Octane’s new brand identity.

The logo displays the intersection of culture and action, the premise of Octane, and our strategic approach. The primary visual is the fingerprint, which represents the lasting impact that Octane leaves on all of our work, and recognizes that humanity and our community are at our core. Like the uniqueness of each fingerprint, our communications solutions are personalized for each client based on their distinctive background, perspective, and goals.

Check out our website to receive the latest updates about our brand, client projects, and transformative communications solutions! Also, be sure to connect with us on social media, and follow our new Instagram page!

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!

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.