The intro to OUTSIDE magazine’s list of the Best Places to Work identifies the key to getting on the list: “empowering employees to live bigger, better lives.” That’s definitely the case here at Two Rivers Marketing, and we are proud to have made this list the last two years.
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The beginning When I started my studies in Germany, it was totally clear to me that I wanted to spend a semester abroad. I chose a course of study called “Media: Conception & Production,” which includes this semester in the United States. I had the choice between going to a foreign university and doing an internship at a foreign company. My big dream was to gain working experience in the United States, and due to lucky circumstances I heard about Two Rivers Marketing, which seemed to be a perfect opportunity for me. To cut a long story short: I applied at Two Rivers, had an interview and fortunately got the internship! And after a long visa process, which is unavoidable for non-U.S. residents, I finally arrived in Des Moines three weeks ago.
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Our clients are increasingly interested in utilizing video as an important part of their overall marketing strategy, and as such, our video team has grown significantly in the last couple of years — both in size and capability. But our job is not just to shoot and produce videos for our clients (which we do very well); it’s also to recommend a well-thought-out video content strategy that integrates into campaigns with multiple elements across a wide variety of mediums, each working toward the same goals.
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There is nothing like starting a new job with a ticket to Las Vegas and being dropped in the middle of the largest construction trade show in North America. That is what happened to me when I joined Two Rivers Marketing back in 2008. When I was hired, the team was deep into planning for CONEXPO-CON/AGG, which was six weeks away. I had never attended a trade show previously, let alone one of this magnitude. Attendance that year was recorded at more than 144,000 industry professionals.
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Leading the social media charge in an industrial B2B world is not an easy task. To date, companies in the industrial sector have been slow to adopt the technology — which has been exploding over the past 10 to 15 years — thinking that their industrial customers simply aren’t there. But the tides are shifting – social media marketing budgets are projected to double in the next five years (Source: Social Times).
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There have never been more outlets through which you can share news about your company and your industry, but sometimes, the opportunity of just how many places you can shout news from the rooftops can be overwhelming. To remain effective in sharing your story, the most important strategy remains telling the story the right way — to the right audience.
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Ask the question “How do you measure PR?” and you will get varied answers. Some believe measuring public relations is as mythological as a unicorn because things like reputation and trust cannot be measured. Very true; however, strategies and tactics can be measured, as well as how a message is perceived by its intended receiver — hence the science behind public relations.
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There are many factors to consider when determining which social media channels should be part of your business strategy. Business objectives, marketing objectives, company vision and mission statements are considerations on a broader scale. Things like resources, budget, content and overall social media objectives also play a role in determining which channels your business should be actively participating in.
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In a crisis concerning your organization your spokesperson should quickly become the authoritative voice of information. Working in tandem with authorities, the company’s comments carry great weight with the media. The media wants information, and they will find it whether you step up and step out or not! Don’t let others do the talking for you. From the media’s point of view, in a crisis they simply want the best information as quickly as they can get it.
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It turns out I have one thing in common with Jack Torrance, the character played by Jack Nicholson in the 1980 movie The Shining (from which the title of this blog post is inspired). Like him, I require a healthy work/life balance. That is about the only thing we have in common, however. If you’ve never seen the movie, Jack — a former teacher and aspiring novelist — takes a job as the caretaker of a secluded hotel during its off-season. The isolation of the job (among other factors) ends up driving him mad.
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