M a r k e t i n g B i l l b o a r d s

Lauren Brunetti Online Portfolio

Contact information:

lauren.brunetti@ gmail.com

905 · 808 · 3042

Client: Mint Digital Blog

Content Marketing and SEO: The Power Duo

Over the last few years, there has been an enormous push for digital creative content using search engine

optimization (SEO). Companies of all ‘shapes and sizes’ have been placing more and more emphasis on this

particular type of marketing as a means to grow their business and increase their advertising exposure. From

blog posts on company websites and e-books, to video campaigns and infographics – it is fair to say that the

Content Marketing umbrella is quite large and still growing!

Even though building quality content can be time consuming and have a price tag attached to it, it’s an

investment that can have countless benefits on your business. Looking to get started? Here are some tips and

tricks when it comes to Content Marketing and how it can positively affect your SEO:

Tip #1: Stand out & be original

At the end of the day, good SEO is based on good content – in fact, they go hand in hand!

There are millions of poorly-written, keyword-stuffed articles on the web and as a reader, nothing is more

annoying than coming across one. In saying that, make sure your content is creative, engaging and original. By

doing this, more people will visit your website AND you will receive organic traffic in return. In addition, you

will also harvest links and increase your ranking on Google.

Secondly, be sure to do your keyword research. This will avoid wasting time and writing about things that

won’t rank high in Google. By monitoring and anticipating trends, you can be sure to use the best keywords

based your content on what your customer is currently looking for.

Tip #2: It’s all about a good headline

Chances are, if the headline isn’t attractive or it doesn’t instantly catch the reader’s attention, then no one will

open the article or read it (no matter how good it is). Think of everything as having a chain reaction: if your

headline is creative and engaging, it will naturally get shared via social media channels like Twitter, Facebook,

Google+ and LinkedIn. In return, this will create more buzz around your website and increase the amount of

traffic you receive. Sounds pretty simple, right?

Tip #3: Become a social butterfly

A key requirement to a successful Content Marketing strategy is having active social media channels (the more,

the better). So, make sure you build up your Twitter and Facebook profiles…you’ll need those channels to

spread your messaging and get people interested in what you have to say!

The impact from Content Marketing can be substantial. It is also the cheapest and most effective way to boost

your online exposure. As long as it is done right, you and your business can reap countless benefits from this

particular type of marketing.

It’s up to you to protect your company’s online integrity – so be sure to follow these rules listed above or

contact us to help you with your Content Marketing needs and watch your SEO work for you!

Client: 1-800-GOT-JUNK

Valentine’s Day Special: Saying goodbye to sentimental clutter

Do you have a strong desire to hang on to objects with an emotional value and to never, ever let them go? You

aren’t alone! Sometimes that trip down memory lane can be a nice journey, but more often than not this road is

traveled few and far between. These sentimental items are often stored away in our attics or garages for years on

end, with nothing but a blanket of dust over them.

It’s easy to hang on to objects where there’s a strong emotional attachment, but breaking free can be rewarding.

Here are five steps to deal with letting go of the sentimental clutter in your household:

1. Slow and steady wins the race

There is absolutely no need to rush this project. Going through sentimental clutter can be emotionally and

physically exhausting. Therefore, we recommend tackling one room a day, and for no more than a few hours

each time. Keep in mind that a fresh, rested mind will help you make smart decisions when it comes to purging

versus keeping.

2. Take a picture and hold it close to your heart

Instead of physically holding on to your sentimental belongings, why not take pictures of the items you want to

remember and donate the items to someone in need? Pictures won’t take up space in your home and they can

virtually go anywhere you go. Feel like reminiscing on your lunch break, or on the train home from work? Load

the pictures on your cell phone and voila!

3. Weigh the pros and cons

If a picture just won’t cut it and you’re still unsure about whether you want to keep the item or toss it, then ask

yourself the following: Why I have I kept this object for so long? Does it have genuine emotional value? Will I

miss it if it’s gone? Would it be more valuable to someone else? Be honest with yourself when you’re

answering these questions – you will do yourself a favor in the long run.

4. Donate your items to a local charity

Take action by giving your unused items a new home. Your junk can very easily be someone else’s treasure,

and community groups are always looking for donations. Of course, not everything can be given to local

charities; ensure that your items are in good working condition so that they’re useful to someone else. If you are

unsure if a particular item will be accepted, then call the charity and inquire about donation guidelines, or visit

their website.

5. Reward yourself

Sometimes a job well done deserves a bit more than a pat on the back! Treat yourself to a day at the spa, or any

activity that will help you relax. You deserve a reward for completing this project and working through these

steps to getting clutter-free, and learning to let go!

Client: 1-800-GOT-JUNK

A Resolution to Declutter

Are you looking to clean up your act this year?

The running joke about New Year’s resolutions is that they don’t last. In fact, most people seem to forget about

them after just a few months. The resolutions we make at the beginning of the year are often unrealistic or

unachievable, so why not resolve to make a change that is easy, manageable, and full of benefits you can reap

all year long?

A new year means a chance to start over. If you haven’t already added decluttering to your list of resolutions,

don’t worry, because it’s never too late to start!

The best part about a decluttering resolution is that you’ll be able to immediately see results. Your living space

will look better and bigger, and you’ll feel so good you might even take on some other challenges that have

been waiting in the wings.

Why is decluttering a good resolution?

There are numerous benefits to decluttering. Here are our top five:

1. More space. To put it simply, less stuff equals more space. Think of it this way: there’s no reason to be

surrounded by things that don’t work, that you don’t need, or that you don’t even like. By getting rid of clutter,

it will allow you to have more space in your home that you can enjoy.

2. More time. Having more time is one of the most important benefits of decluttering. Just think of the free

time you’ll have, now that you aren’t organizing and maintaining your unnecessary stuff. Spend that time on

something you love instead!

3. More freedom. Having less clutter in your home will allow you to clean more quickly and with ease.

Decluttering will also reduce dust collection, making it easier to reach all those hidden areas while you’re

cleaning.

4. More productivity. The positive energy you’ll gain with a clutter-free home will give you one less thing to

worry about and allow you to focus on your everyday tasks. Your living space reflects your state of mind: the

more cluttered the space, the more cluttered your thoughts may be.

5. More gratitude. Owning less stuff will make you appreciate and value what you already have.

How do I start?

We recommend tackling one room at a time. As soon as you enter a room, take a quick look around and ask

yourself the following questions:

How does the room look at first glance? Can you open drawers, closets, etc. and easily find the items you are

looking for?

Do you waste time looking for things, or buy items you already have because you can’t find what you were

looking for?

Do you think you need a bigger room because you are running out of space?

Are there any items that you haven’t used in the last year? Or worse…several years?

If you answered “yes” to at least one of the questions above, then it’s time to reclaim the square footage in your

home and declutter!

How to make your resolution stick

Clutter is stubborn, and here’s a warning: it can easily sneak back into your life! In order to make your

resolution stick, it’s important to always keep decluttering top of mind; never let clutter pile up, and as soon as

you see something that is ‘out of place’ be sure to act quickly!

The first three or four weeks might be a little difficult, but after the first month, you’ll be over the hump.

Decluttering shouldn’t take over your life, but junk shouldn’t either. The sooner you start, the better.

Good luck!

Client: Retirement Life Communities

Three Important Questions You Need to Ask the Staff at a Retirement Home

Selecting a retirement home is an important, personal, and often difficult decision. You and your family will

have a lot to think about on your first visit to a retirement home – your first impressions of staff and residents,

physical features of the building, details of the rooms, and the list goes on and on.

But when you or your family have found what you think is the right home, there are several things that you may

need to consider before making a final choice.

When the time comes, here are three very important questions to ask before making this important, life-

changing decision:

1. What type of care is offered?

It should go without saying, but it’s imperative to ask about a retirement residence’s preventative care program.

Get as many details as possible. This is also a great opportunity to ask about the staff at the residence as well. Is

the residence understaffed?

2. How much freedom does a resident have?

For many elderly citizens, moving into a senior living community or retirement home usually means a loss of

independence, and as a result, they may be very hesitant when it comes to moving. Therefore, it’s important to

ask the residence how much freedom they give their residents. Will a resident be able to decide when to sleep,

when to eat, when to watch TV, and when to enjoy peace and quiet? etc.

3. What are the official policies?

It’s important not to assume anything. Just because one retirement residence might have one policy, you can’t

assume another does. Here are some questions you might want to ask:

What are the security and safety precautions?

Are there restricted visiting hours?

Do residents have access to a phone and TV? Is this access only at certain hours?

Are pets allowed to visit and/or live in the residence?

Just remember: you may need to trust your first instinct about a retirement residence and if necessary, visit a it

again before you make a final decision. This is a decision you should be making together and you should

communicate openly and honestly about the fine details.

In saying that, when you talk to your elderly loved one, use simple sentences. You do not have to shout. When

you speak, do so slowly and deliberately using simple sentences. Remember, they do not want to be treated as

children.

Since 1988, Retirement Life Communities have been building, owning and managing high quality, full service

retirement residences in Ontario for independent and active seniors.

RLC prides itself on “resort style” services, which include recreational, cultural and social activities,

housekeeping, personal laundry, 24-hour security and exceptional food service, transportation and much more.

RLC’s communities offer a rich and rewarding lifestyle that allows seniors to be active and engaged for as long

as possible. Locations include: Mississauga, Goderich, Stratford and Cobourg.

Client: Retirement Life Communities

Should You Buy or Rent a Retirement Home for Your Parents?

Retirement is all about forward planning – particularly when it comes to one of the biggest financial

considerations: housing.

Whether to buy or rent a retirement home is ultimately a personal decision for you and your family, but if

you’re pondering this decision, it’s worth considering it from multiple angles.

The first step in analyzing this decision is to determine your elderly parent’s financial affairs. Even though this

can be a difficult conversation to have, it’s extremely important and will allow you to make the right decision

for them in the long run. Be sure to discuss and factor in details that include: how much you’d get for selling

your parent’s current home, their total savings and when and where they would like to retire.

The next step is weighing out the pro’s and con’s. If it helps, you can physically make a list with two columns,

and then analyze it when you’re done.

So, let’s get started. Here are a few viewpoints to help simplify the decision between renting or buying a

retirement home:

Is it better to rent?

In some cases, renting a retirement home for your parents can be preferable to buying. For example, it may be a

good idea to seriously consider renting if you meet the following circumstances:

- You or other family members cannot afford a down payment

- You are unlikely to qualify for a mortgage loan

- Your parents feel hesitant about moving.

Or should I buy?

Many purchasers choose to invest in buying property because it’s an opportunity to have a long-term real estate

investment that appreciates and will build equity. In saying that, it may be a good idea to consider buying if you

meet the follow criteria:

- You can afford a suitable down payment

- You or your parents are looking to build equity

- You can afford unexpected costs along the way (it’s important to not keep condo fees in mind).

Just remember: your parent’s retirement should be long, happy, and healthy, but in order to make this happen,

their accommodation will play a major role in all three of these feelings.

If you want to explore both options a little further, Retirement Life Communities (RLC) offer seniors the option

of renting or owning self-contained one or two bedroom suites, all designed with cooking facilities. Typically,

two thirds of the suites are rentals and one third are condos. The average rental apartment size is 500 sq.ft. and

the average condo size is 900 sq.ft.

Since 1988, RLC has been building, owning and managing high quality, full service retirement residences for

independent and active seniors. Locations include: Mississauga, Goderich, Stratford and Cobourg.

Client: Landmark Home Solutions

Your Winter Maintenance Checklist

Interior and exterior winter maintenance is an essential part of homeownership and it should never, ever be

neglected. Even though it can be time consuming, it will be worth it in the long run! By maintaining your home,

you can help prevent costly damage from occurring later on down the road.

The good news? Winter home maintenance is actually quite simple – in fact, it’s mostly about proper planning

and thinking ahead. So, with that being said, here is our straight-forward, easy-to-follow checklist. Follow easy

tips and tricks and your home will be in tip top shape this winter, from the inside and out.

Tip #1: Inspect your windows and doors Check all windows within your home for drafts, loose frames or cracked panes. All of these can cause a

sufficient loss of energy in your home, not to mention, allow the cold temperatures to come in from the outside.

For an exceptionally effective solution, it’s a good idea to remove the screens and install storm windows and

doors in your home – this will ensure excellent winter protection and prevent heat from escaping.

Tip #2: Check your heating system

Before the temperatures drop, it’s important to make sure your heating system is in good working order. Keep a

close eye on the weather report and right before a storm is about to brew or the temperatures are supposed to

fall below the freezing point, turn on your heating system. Is it working properly? Is it working efficiently? It’s

always better to be safe rather than sorry! By following this preventative measure, you’ll have some time (if

needed) to contact a repairperson and get them to come and fix the problem for you.

Tip #3: Clean and inspect your gutters

Before the cold weather is here for good, you should get up on that ladder one last time! Clean your gutters to

remove leaves, twigs and other debris that have collected in your gutters. Want to know why this is important?

Well, a broken or clogged gutter can result in water damage to your home. During the winter, the snow will

melt and it will travel down your roof, where it hits your gutters; if the water has nowhere to go, it can leak into

your home and essentially ruin it from the inside and out. It’s also a good idea to clean your gutters again in the

spring, to clean out the debris from the winter season.

Pretty simple right? We thought so! Stay warm and remember – always think ahead.

Client: Landmark Home Solutions

Winter Damage: Maintenance Repair Tips

Between the icy cold temperatures, freezing rain and heavy snowfall, winter can be extremely unkind to the

interior and exterior of your home. For some of us, the reality of serious damage from old man winter has

become all too real.

Have repairs gotten the best of you, and your home? Well, Landmark Home Solutions is here to help! Here are

some practical solutions and useful advice for dealing with common repairs this winter season:

Problem: Flooding

When the snow melts and the temperatures rise, water seeps into your home, leaving you with water damage

from the inside out.

Solution: Inspect your property thoroughly. You should also perform proper maintenance to your roof, which

includes cleaning debris, snow and ice from gutters and down spouts.

Steps to solving this problem:

Ensure your gutters are clean and clear of all leaves and debris. If this is neglected, water will have

nowhere to go, causing it to enter your home when the snow melts.

Check and thoroughly inspect the exterior of your property. Do you notice anything that could prevent

melting snow from draining away from the house? It’s always a good idea to clear a path for the water,

just to be safe.

Problem: Escaping heat Are you sick and tired of paying for a high heating bill every month, when you aren’t even enjoying the

temperatures rising within your home?

Solution: Inspect your home and install storm windows and doors; these will keep your home toasty warm

throughout the winter season. They will also keep out dust, wind and noise.

Steps to solving this problem:

Travel from room to room within your home. Which room feels the coldest? This room should be your

top priority. FYI: different parts of the house lose heat in different amounts, so it’s always a good idea to

find the main source of the problem, and to prioritize from there.

You should also check for leaks within your home as well. Besides windows and doors, other common

draft sources include baseboards, cable/phone lines, and dryer vents.

No matter what problem you experience this season, it’s important to always identify and make repairs to

damaged areas as quickly as possible! The sooner you resolve any issue, the sooner you can help prevent

problems from getting out of control.

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Dermagraphics at Lesleys is Winnipeg’s premier, state-of-the-art salon offering their clientele some of the most

up to date technology available in the beauty industry. This deluxe spray tan is not your average air brushing --

your bronzed tan is beautifully and evenly applied in their high-tech Instant Tan spray booth. Leaving

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Most advanced laser hair removal technology, which has been highly acclaimed by industry experts.

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Full year of treatments will save time, energy, and money as opposed to shaving or waxing.

$15 for 2 Large 2 Topping Fresh Pizzas from Domino's Pizza Ottawa ($30 Value)

Staking claim as both the Ninja Turtle's primary food group and the ultimate slumber party staple, pizza has had

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Highlights

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Rotating marketing billboards (featured on a weekly basis at: www.ebay.ca/fashion)

Generating buzz

22 | PAX INTERNATIONAL | JULY/AUGUST 2012

TRADE SHOWS

Frankenberg’s Sales Manager. “Our main aimwas to have a pleasant stand, with a specific andcozy atmosphere, which is more of a meetingpoint for our customers and us. We wanted toinvite people to pass by and to feel comfortable.”Frankenberg works with booth builder,

Heines, which originally was a carpentry busi-ness. “The advantage for us is to have a cus-tomized stand, which is unique and on the otherhand, fits 100% of our specific needs,” he said. Since 1985, Frankenberg’s main activity

has been to develop and manufacture frozenmeals for the inflight industry. Each meal orcomponent fills specific needs of the airline orcaterer. According to Thoenissen, Franken-berg wanted to steer away from the “clean andstandard style booth”, which is often used byother exhibitors to showcase products. Instead,they wanted something unique, that involvedusing the aroma of fresh-cooked food to attractdelegates. “The customers love it, they returnsometimes several times a day to have a smallbreak, talking to the chefs about the food theyprepare or only watching them during thecooking process. We believe that this is a goodattraction that draws in the crowd.”Similarly, Richard Thorpe, International

Sales and Marketing Director at Retail inMo-tion said that the design of their booth isalso strategically set up - with the ultimate goalof visitors interacting with one another, while

learning more about what the company hasto offer. According to Thorpe, the boothalso stands out thanks to its “bustling busy bar,‘chill out’ sofa and large free space for peo-ple to network.”“The main objective with our stand is not

only brand promotion, but we want it to beas enticing as possible. We are aware of theimportance of ‘standing out’ from everyoneelse, and design wise we wanted to achieve thisin an obvious yet inviting way. It is funda-mentally important to have something thatdraws people in; otherwise it is a wasted exer-cise. Our design is bold, colorful, strategicallycomposed and looks professional yet fun.” Like most companies, Retail inMotion’s

stand is built with a modular design for easyassembly and teardown. It is also sustainable,as it can be re-used and scaled out in thefuture. “Our stands are designed in-house byour Graphic Design team. Not only is thiscost effective but our own team is very expe-rienced and they also know exactly what mes-sage and image we want to portray,” he explains.

Location, location, locationFor a business large or small, it’s no secret thata potentially hefty price tag usually comes withthe territory of exhibiting at a trade show;between creating customized booths andbanner stands, to shipping costs, event fees

erving as a solitary marketingpurpose, tradeshows are recog-nized as one of the most effec-tive means of advertising, due totheir ability to build new busi-

ness relationships and create countless face-to-face networking opportunities. The unfor-tunate reality is that the competition can befierce within this powerful marketing medium.Time and time again, exhibitors are often leftrivaling for a booth that will stand out amongthe crowds, with the hope of attracting valu-able traffic full of potential customers.

PAX International recently spoke with sev-eral companies within the travel cateringindustry to discuss the competitive world ofexhibiting at industry related trade shows.

Visual appeal and strategic designIt is a well-known fact that people are moreinclined to purchase products in great num-bers when they can see, feel and experiencethem - and this is something that inflightfrozen meal manufacturer, Frankenberg keepsin mind. Boasting an exhibit that offers livecooking capabilities, an eat-in kitchen with afront cooking desk and a large wooden tablewhere guests can sit together to enjoy their food, Frankenberg’s booth simply fits theneeds of their company, said Dirk Thoenissen,

S

Frankenberg’s booth at the WorldTravel Catering and Onboard ServicesExpo in Hamburg this year offered livecooking capabilities, an eat-in kitchenwith a front cooking desk and a largewooden table where guests can sittogether to enjoy their food

PAX International explores the realm of eye-catching displays and innovativedesigns that exhibitors are using within the travel catering industry to attractvisitors and drive new business at trade shows by Lauren brunetti

www.pax-intl.com | PAX INTERNATIONAL | 23

and travel expenses, the final fee can often leavebusiness leaders feeling challenged to justifythe absorbing costs. And on top of all of this,there is also the exhibitor’s booth location toconsider. According to Hans Engels, Export Manager

at Sola Airline Cutlery in The Netherlands, apremium location inside the convention issomething he considers to be “vital,” due to theincrease in exposure it can bring. “But pricesare exceptionally high,” he explains. “Becauseof that, we book a smaller booth compared to

the status and amount of airlines we supply.”A family business run by the Gerritsen

family, Sola started with the production of cut-lery in 1868 and was officially founded in1922. Today, Sola supplies to more than 70 air-lines worldwide. “We change our booth everyfour to five years. After that period of time youwant to show something different. But really,it’s the cutlery that does the talking,” Engelssaid. “The booth itself is a reflection of the waySola does business; you can see everything,you can touch anything. We are showing

everything and we are there.” Likewise for Thoenissen, paying a premium

for a good location is something that he saysis worthwhile as well – in fact, this is a detailhe noticed after Frankenberg exhibited at theWorld Travel Catering Expo in Hamburg thispast year. “We had the impression that somecompanies, which were far in the back felt a lit-tle bit underrepresented. The disadvantage isalways that a company can be overseen whenthey are in the last corner or that visitors do notlook into all halls,” he said.

Going greenwith sustainabletrade show displaysLast year, Global Inflight Products demonstrated its commitment to envi-

ronmental products and practices with a design concept that was first

displayed at the International Flight Services Association (IFSA) and the

Airline Passenger Experience Association (APEX) show, held along-

side Aircraft Interiors Expo Americas.

Designed by Paulina Chalita, Marketing and Design Manager at

Global Inflight Products, the company’s booths was made of 100% earth-

friendly materials and also displayed their newest collection at the time

called ‘Green is Possible,’ a range of products made of natural mate-

rials such as corn and bamboo. The booth won Global Inflight Products

the Best of Show prize voted for by IFSA attendees.

“This design was developed with eco friendly materials such as

cardboard, fabrics, MDF and we even used a recycled floor. It had very

creative solutions to display the products, including a row of airline pas-

sengers made out of honeycomb cardboard,” Chalita said.

It goes without saying that designing a “winning” tradeshow display

requires planning, innovation, and also professional expertise. For more

than 40 years, Nimlok has specialized in creating integrated face-to-face

brand experiences with their tradeshow display solutions, including

customized banner stands, portable displays and exhibits. “We use crates

and some banner stand cases that are made from 100% recycled

material.  Most of the components we manufacture with and use in our

booths and other solutions are recyclable,” Joan Krumsee, Nimlok’s

National Sales Manager told PAX International. In 2010, Nimlok announced its ISO 14001 “green” certification, mak-

ing Nimlok the first company in its class to achieve this certification within

North America.  “Recognizing that the world’s natural resources are lim-

ited and fragile, Nimlok considers environmental protection to be consis-

tent with its overall goals and values.  We strive to minimize our impact on

the environment in the design, manufacturing, and storage of exhibitions.”

Retail inMotion’s booth designstrategy is to encourage interaction