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Karen Bartuch
Karen Bartuch

Karen Bartuch is passionate about data and uncovering hidden insights to help her clients make better business decisions. She enjoys taking an innovative yet evidence-based approach to her work.

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Ron Brown
Ron Brown

As a digital strategist, Ron is focused on creating campaigns and unique communications that drive engagement.

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Emma Thompson
Emma Thompson

As an Associate Digital Strategist, Emma has a background in ad sales and a desire to create strong brand identities.

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Terribeth Beasley
Terribeth Beasley

As a QA Analyst, Terribeth is detail oriented and driven to provide excellence within every project.

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Amanda Heberg
Amanda Heberg

As the VP, Business Development, Amanda leads new business development, sales, partnerships and marketing strategy across Sandstorm. Amanda collaborates closely with new clients to build strong, long-lasting partnerships while aligning Sandstorm's capabilities to solve client business problems.

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Eric Savage
Eric Savage

Eric Savage is a JavaScript Developer with expert knowledge and extensive experience in front-end development.

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Megan Durst, digital strategist
Megan Durst

Building strong client relationships in between running 5Ks

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Bill Kurland, Copywriter
Bill Kurland

Copywriter Extraordinaire

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joshua sovell
Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Jeff Umbricht
Jeff Umbricht

Jeff is an Illinois native with a passion for web development. Making code into great things drives him every day. He’s often busy building awesome experiences for Sandstorm clients, and there’s a high probability that he’s rocking out to metal while he codes.

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John Rausch
John Rausch

Over his 25 years in the advertising industry, John has produced award-winning work for many B2C and B2B clients. He is a passionate believer in the power of the brand and brings a strategic approach to every piece of creative.

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Lisa Goepfrich
Lisa Goepfrich

Lisa is a Digital Strategist who is extraordinarily adept at building visual stories.

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Nick Meshes
Nick Meshes

Nick is Sandstorm’s Director of Analytics and Technology. He’s boosting our quantitative focus. He’s busy increasing our capabilities in web analytics, website optimization testing, SEO, SEM, display advertising, business intelligence, and personalization.

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Alicia Newland age 5
Alicia Newland

Alicia is an Account Director with 15+ years of experience on the agency side. Her first job as a paper carrier back in the 80’s, planted the seed for her dedication to building solid client relationships and her love of media.

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Tracy Graham
Tracy Graham

Tracy is Senior Designer at Sandstorm. His background in design and photography for print and web with experience in multiple industries makes him a Swiss army knife of creative awesomeness.

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Sean Fuller
Sean Fuller

As Technology Director, Sean is a hands-on developer and technical lead on projects. He works with design and strategist teams from kick off through launch to plan, design and execute technical solutions for client projects. 

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Reilly Willson
Reilly Willson

Someday I'll need a real bio, but for now I'm busy creating awesomeness for our clients!

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Amanda Tacker
Amanda Tacker

Amanda is a Digital Strategist with several years of experience on both the agency and client sides, with both B2B and B2C clients.

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Kellye Blosser
Kellye Blosser

Kellye’s unique approach involves a delicate balance of left and right-brained thinking. She most recently hailed from the corporate video world. Here at Sandstorm, she’s excited to bring strategic, innovative thinking to every project.

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Emily Kodner
Emily Kodner

Emily is our Web Strategy Director. She consults with clients, leads projects and works alongside our team of creatives and developers to provide solutions to complex business challenges.

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Megan Culligan
Megan Culligan

Megan knows the importance of picking a winner. With a background in politics and PR, she knows that a successful marketing campaign requires coordination of many moving pieces and a team focused on achieving a great goal. You’ll see her analytical point of view on the blog, providing insight and tactics for success.

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Meaghan Glennan
Meaghan Glennan

Meaghan is a storyteller. From the Granite State to the City of Broad Shoulders, she's created impactful true-life tales about people, places, businesses and events. As she guides Sandstorm's story by directing our marketing communications, you'll see a lot of her unique perspective and style.

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Holly Brinkman
Holly Brinkman

Holly's title at Sandstorm Design is Strategy, Research, and Writing, as she does a little bit of everything. She loves clever advertisements, strong brands, social media, and intuitive web sites.

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Matt Chiaromonte
Matt Chiaromonte

Matt is a copywriter and social media guru in Sandstorm’s Internship Program. With a background in marketing, journalism, and improv comedy, Matt brings equal parts knowledge and entertainment to our little corner of the Internet. When he isn’t generating social media content, Matt can be found enjoying pizza, podcasts, and many other things that begin with the letter “p”.

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Amanda Elliott
Amanda Elliott

Amanda Elliott is the Marketing Coordinator at Sandstorm Design. She absorbs the creative energy from our leadership team and facilitates the team so they can focus entirely on solving client challenges. She is passionate about anticipating needs, solving problems, and making projects fun.

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Sharonda Thomas
Sharonda Thomas

Our newest social media marketing and copywriting intern Sharonda has a passion for producing read-worthy content. Knowledgeable with various social platforms she will combine her communications and journalism background with her love of social media to keep our audience engaged. An artist at heart, Sharonda spends her free time cooking, painting, and barbering.

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Karen Boehl
Karen Boehl

Karen does a little bit of everything – webmaster, social media manager and search engine optimizer. She can most often be found on Twitter, in the Usability Lab, or happily buried in the Drupal admin menu.

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Jason Dabrowski
Jason Dabrowski

Jason is one of Sandstorm’s designers and also helps keep the office running smoothly. As a veteran of the theatre—from acting to directing, lighting to set design—he knows the value of hard work and a positive attitude. Look for his unique voice on the blog.

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Nathan Haas
Nathan Haas

Nathan is a User Interface Art Director at Sandstorm. He is a proud alum of The University of Tennessee. His main focus was print design, but he soon realized the potential of pixels. This combination of print and interactive gives him a unique view of design possibilities.

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Kyle Lamble
Kyle Lamble

Kyle is your stereotypical bluehat hacker, by day, who wants you to upgrade your browser to support his love for cutting edge web development techniques. By night, he is a curator and publisher of art. Co-founder of Loosey Goosey Art, Kyle spends much of his off time helping artists find their inner potential.

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Will Biby
Will Biby

Will wears many hats at Sandstorm. From writing web content to executing social media strategies, he is quick to act and insistent on a job done right. Will enjoys writing, so expect to hear from him often on the blog.

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Andy Cullen
Andy Cullen

Someday I'll need a real bio, but for now I'm busy creating awesomeness for our clients!

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Derek Vanderlaan
Derek Vanderlaan

Derek Vander Laan is Sandstorm's Senior Design Architect. With 20 years of experience, he designs web sites, infographics, and interactive digital experiences. His creative skills are always at work either at his desk or plotting a prank for someone else's.

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Andrew Jarvis
Andrew Jarvis

Andrew lives in Bucktown with his wife and three cats in various states of hairlessness. When he's not at Sandstorm doing front-end development he is passionate about creating 3D art.

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Michael Hartman
Michael Hartman

As Sandstorm's Technology and Usability Director, Michael leads our developers and usability researchers in creating web sites and applications—both desktop and mobile—that embody our favorite blend: intuitive user experience and dynamic Drupal development.

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Janna Fiester
Janna Fiester

Sandstorm's Executive Creative Director, Janna, is a design-thinker. Showcased in several design publications and exhibited at the Art Institute of Chicago, she is talented in taking nuggets of good ideas and nurturing them into solutions that are always strategic, engaging and visually delightful.

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Alma Meshes
Alma Meshes

Alma likes to help get things done at Sandstorm. She's worn many hats in her many years here and knows a little bit about everything.

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Sandy Marsico, Founder & CEO
Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

Recent Posts

Laura
How To Get Amazing Creative From Your Agency

The mind reading fantasy

How great would it be if someone could read our minds and instantly reflect what we were thinking? Okay, it might be a bit creepy at first, but after we acclimated, it would be pretty fantastic. We would never have to order anything; we would just pay and collect our latte, salad, or sandwich. We would never argue with our spouse. We would always know what our boss wanted. It would be so productive, we would increase GDP by 200%.

Reality sets in

Unfortunately, that’s not the world we live in today. So when clients want us to read their minds, we panic—and for good reason. We strive to embed ourselves into our clients’ organizations and businesses, but we are horrible mind readers. When budgets and timelines are tight (they always are), it’s best to align with a creative brief before jumping into creative execution: it saves time and money and prevents angst.

A tool that functions well in reality

Please plan for some time and money to invest in a well-written creative brief when you are planning on giving work to an agency or creative partner. Briefs give the agency time to process all of the information you have given them and think through any questions they may have. This distillation of information is an important step that allows for strategic thinking and alignment. The act of writing a brief is a discipline that requires prioritization and ensures the creative team has the right information before crafting a communication solution for you, the client.

Providing a way for effective creative evaluation across an organization

As a client, you should demand a brief when embarking on a creative project. It has a strong ROI and is the contract between you and the creative team in terms of what to expect when the agency presents creative to you. You should use this brief to evaluate the creative and ensure your internal stakeholders do the same thing. This ensures that your campaigns stay focused and on strategy. A brief also helps take personal preferences out of the equation and forces each evaluator to start to think in terms of your target market.

A simple solution, just add a pinch of discipline

I have worked in many places and with many clients that let the creative brief languish and even disappear. This results in many revisions, escalating budgets, and blown deadlines—not to mention awful creative executions. This is the epitome of the phrase “garbage in, garbage out.”

So if you want to ensure great creative that’s on budget and on schedule, you must invest the time and resources into developing a well-thought-out creative brief that has alignment from all stakeholders in the process. It’s a simple and classic tool that works.

This blog was posted by Laura on February 23, 2017.
Laura Luckman Kelber

About the Author

Laura Luckman Kelber

Chief Strategy Officer, Laura Luckman Kelber leads Sandstorm's team of strategists with wisdom from her 20 years of marketing experience. Combining seemingly disparate ideas to solve a problem, Laura unearths unexpected insights to help clients’ fuel their success.

Eric
Eric Savage, JavaScript Developer

As the newest addition to Sandstorm®, I’m excited to be a part of a development team that shares my passion for exploring and engaging with emerging technologies.

Although I grew up in North Carolina, I’m originally from the Chicago suburbs. I returned to the Chicagoland area before earning my Bachelor of Science at the University of Illinois and took my first post-college job at IKEA—where speaking Swedish wasn’t the advantage you’d think. After a brief stint as a paralegal—and the firm’s de facto IT guy—I discovered my passion for programming, and I’ve been hooked ever since.

I like to get a broad understanding at the start of new projects before diving into every facet; I want to explore the forest before I start planting (or chopping down) trees. And I love a good challenge: Whenever there’s a chance to solve a problem, you’ll find me there.

When I’m not taking on new challenges at Sandstorm, you can find me taking in a screening at the Music Box Theatre, enjoying a live show at one of Chicago’s amazing music venues, or at home expressing myself through writing and painting.

This blog was posted by Eric on February 16, 2017.
Eric Savage

About the Author

Eric Savage

Eric Savage is a JavaScript Developer with expert knowledge and extensive experience in front-end development.

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John
2017 Super Bowl Ads

Sunday’s Super Bowl game was one for the ages—unless, that is, you had money on the Atlanta Falcons, who found a way to squander a 25-point lead.

The evening’s commercials featured a kaleidoscope of celebrity cameos, a split-second glimpse of the Budweiser Clydesdales, and the following winners and losers:

Touchdowns

Avocados from Mexico’s “Avo Secrets” spot delivers a hysterical spoof of the Illuminati, poking fun at the secret society’s rituals and deflating its pomposity. The full-length version of the spot is literally laugh-out-loud funny.

“You don’t look like you’re from around here” is the line that opens Budweiser’s “Born the Hard Way” spot. The 60-second ad, which tracks Adolphus Busch’s long journey to America, served up one of the evening’s defter political statements on immigration.

Even more moving was “The Journey Begins” from 84 Lumber, which follows a mother and daughter making the daunting trek from Mexico to the United States. Broadcaster Fox had refused to air the original version of the spot, which ended with the pair arriving at a monolithic border wall. 84 Lumber ran a modified version of the spot during the game and invited viewers to visit its site to watch the full-length version, triggering so much traffic that the site crashed repeatedly throughout the evening.

“Go Further” charmingly demonstrated Ford’s commitment to innovation and its promise to help us “move through life faster, easier and better.” The spot provided the evening’s best soundtrack—Nina Simone’s civil rights anthem “I Wish I Knew How It Would Feel to Be Free.”

Bai opens its spot with Christopher Walken solemnly intoning the lyrics to the ‘N Sync hit “Bye Bye Bye.” Justin Timberlake, clad in smoking jacket and ascot, delivers a silent but howlingly funny reaction. Perhaps the evening’s best use of a pop song to drive home the brand message.

John Malkovich is by turns furious, ingratiating and threatening as he seeks to wheedle the JohnMalkovich.com domain name from its owner in SquareSpace’s very funny spot that presents a memorable case for securing your domain name before it’s gone.

Packed with visual puns, TurboTax’s “Humpty Hospital” spot delivers an effective product demo amid the hilarity. When the yolk starts trickling, I dare you not to laugh. 

Fumbles

Skittles’ “Romance” ad was the latest in a long line of inane “people will do anything to eat (insert product name here)” spots. 

Kia’s “Hero’s Journey” ad, starring Melissa McCarthy, spent a glacier of money on special effects for a spot that, while aimed at the ecologically aware, actually belittled the efforts of environmentalists. 

In a commercial for Sprite, basketball superstar LeBron James refuses to tell us to drink Sprite. Sorry, LBJ—not very funny.

Need help telling your brand’s story? Sandstorm helps clients build their brands and develop the strategies to effectively deliver their stories to their target audiences. Let us help you today.

 

This blog was posted by John on February 7, 2017.
John Rausch

About the Author

John Rausch

Over his 25 years in the advertising industry, John has produced award-winning work for many B2C and B2B clients. He is a passionate believer in the power of the brand and brings a strategic approach to every piece of creative.

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Jason

For awhile there, in the land of web design, it seemed that sans serif fonts were taking over. Arial, Verdana, Geneva, and even san-serif itself. Google got in on the action too, ditching its long time faith in serif fonts for its new logo a few years back.


 

Serif fonts have come back into vogue. Errol Morris, filmmaker and author, ran an experiment in the New York Times in 2012. Readers thought they were merely reading an essay and deciding whether or not they agreed with a statement about security. This was, supposedly, to tell whether they were optimists or pessimists, however Morris was actually testing something else. He was testing fonts. He chose several serif and sans-serif fonts to see if readers showed a favoritism toward any type of font. Which font was more convincing? Baskerville, a serif font, won hands down.

I’m guessing one study from 4 years ago isn’t enough to get you back on the serif train. Well, just this year, another serif font Times New Roman, was voted “most trusted typeface” by UK company, solopress, following a survey of 1,000 people (Comic Sans came in second place, so no survey is perfect).
 

That’s not all, though. The US National Library of Medicine, the Centers for Disease Control, as well as others in the crossroads between government and medicine recommend a serif font: “Serif fonts are usually easier to read than sans-serif fonts. This is because the serif makes the individual letters more distinctive and easier for our brains to recognize quickly” (PDF).


A few google searches will show you that serif fonts have a reputation for readability, but also for conveying nostalgia and authority.

One of our recent clients, Vibrant (Formerly DHCU) came to us with a rebrand. For this client, we needed a way to merge the fun and friendly atmosphere of their business, while not undermining the trust and reliability you’d expect from a financial institution. Our solution was a mix of exciting and engaging color for their brand married with a serif font for their logo to keep their brand grounded in the financial world.

 

 

If your website could use a new look, or you're looking to build trust and confidence with your brand, Sandstorm can help.

 

Now get your serif on (go ‘head, be gone with it).

This blog was posted by Jason on January 27, 2017.
Jason Dabrowski

About the Author

Jason Dabrowski

Jason is one of Sandstorm’s designers and also helps keep the office running smoothly. As a veteran of the theatre—from acting to directing, lighting to set design—he knows the value of hard work and a positive attitude. Look for his unique voice on the blog.

Joshua
ux, ux strategy, strategy, usability, 2017, trends

Everyone makes predictions on the next big trend for 2017. This year, we ditched the crystal ball to give you actionable UX strategies that will drive growth and innovation in your organization.

 

1. Tap into your data and do something with it

Are you collecting tons of data but not using it? Are you looking at pages of reports with no actionable information? These are lost data mining opportunities that can help prioritize initiatives and allow your business to expand or pivot. When data is combined from multiple sources and analyzed properly, it can help you make more informed digital marketing decisions that can save marketing dollars or drive additional revenue. For 2017, commit to creating an analytics strategy to regularly uncover insights from your data.

 

2. Stop guessing and simply talk to your users

Take the subjectivity out of internal meetings and go straight to the source. It’s easier and cheaper than ever before to have quick and meaningful conversations with your users through social, one-to-one phone interviews, in-person at conferences and events, and usability studies. (Did you know you only need 5-6 users from a particular user group to identify 80% of the usability issues?)

 

3. Build a customer journey map

Brand engagements are moving off computer screens to cell phones, tablets, wearable tech, gaming consoles, and even smart devices like refrigerators. Understanding all the various touch points along your customer’s journey is critical to providing the consistent, personalized brand experience they expect.

 

4. Look outside your industry for inspiration

It’s easy to see what everyone else is doing within your industry. To identify white space opportunities for your organization, look up and out (e.g., if customer service is your differentiator, look at Southwest Airlines or Disney). Businesses in other industries may have already solved the problem you are looking to tackle—it just takes a little mindshift to find them.

 

Turning these 4 UX strategies into priorities in 2017 will give you quantitative and qualitative rationale to make better (and less subjective) digital marketing decisions.  

 
This blog was posted by Joshua on January 18, 2017.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

Joshua
Patrick Schreiber, Full Stack Engineer

The Sandstorm team keeps growing with the addition of Patrick Schreiber!

 

Patrick got into web and software design after building video games in college and has loved every minute of it. His work philosophy is inspired by the book “Rework,” and the passage about opening a hot dog stand. If you imagine you’re opening a hot dog stand, what do you need? You need a great hot dog. Everything else is peripheral, the condiments, decor, even the bun itself. If you can nail down the root of the product, then everything else will fall into place. So Patrick starts from the top (the blue-sky idea), validates the concept, pares down to the root of the problem before building out the idea.

 

Patrick is looking forward to applying his philosophy at Sandstorm by building customer-facing tech that directly impacts the user’s experience and their enjoyment of a product.

 

When off the clock, Patrick can be found playing pool and video games, curing homemade jerky, or making music in his home studio.

This blog was posted by Joshua on January 11, 2017.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Joshua
Joe Ruel, Front End Developer

Hey there, I’m Joe, the new front end developer here at Sandstorm. I’m beyond happy to be working with such a fantastic team!

Although I didn’t start thinking about being a developer until the latter end of high school, I’ve been interested in using a computer to make things for as long as I can remember. In grade school, I spent hours directing and editing short movies with my friends and family. In college, I majored in interactive media with a concentration in game design, which was my main introduction to the world of development. In addition, I minored in graphic design and computer science, which served as a great foundation for transitioning more and more into web development.

I learned quite a bit during the past couple of years at my job right out of college. I was able to cut my teeth on a lot of different aspects of web development before settling on front end development as my primary passion. I’m excited to contribute to a team that is so passionate about their work, and am looking forward to learning as much as I can in the process.

In my spare time, I’m probably spending way too much time watching the Cubs (I wrote a Twitter bot last year that tweets out whenever the St. Louis Cardinals lose a game), catching some live music, relaxing with a video game, or working on a personal project (which usually never gets finished or sees the light of day, but still serves as a good way to teach myself new things).

 

This blog was posted by Joshua on January 6, 2017.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Joshua

With 2017 right around the corner, the Sandstorm team has been dreaming about what’s to come in the new year. Taking our core values as inspiration (Warrior Spirit, Learning and Sharing, and Have Fun!), we each set a New Year’s resolution. From running 5Ks to learning a new language to dancing more, our goals for 2017 ran the gamut (you can see all of them here).

 

Dreaming is never enough for us, so we activated 6 of our resolutions as GIFs to celebrate the season with all of you.


core value: warrior spirit

resolutions: compete in a 5K race

 

Many of our staff have the classic resolution to run a 5K, but our Copywriter Bill wants to compete in a race to raise money for Open Heart Magic. Bill is a magician for the nonprofit Open Heart Magic, which brings the surprise and excitement of magic to children in Chicago area hospitals.

 

 


core value: warrior spirit

resolution: plan a beautiful wedding

 

Lisa, one of our Digital Strategists, just got engaged! So who can blame her for having the big day on her mind? Her resolution is planning a beautiful wedding and fun reception while keeping her type A personality at bay.

 

 


core value: learning and sharing

resolution: learn a new language

 

Most of our staff have been bitten by the travel bug, but our Creative Director John and Production Designer Jason are taking it one step further by learning Italian and Japanese, respectively.

 

 


core value: learning and sharing

resolution: learn new tech skills

 

Staying on top of the latest tech developments is just part of being a Sandstormer. Andy, our Senior Engineer and Team Lead, is going to extend his knowledge by becoming a Drupal 8 expert and Joshua, our Marketing Manager, wants to master HTML so he can perfect our email newsletters.

 

 


core value: have fun!

resolution: dance like nobody’s watching

 

Our Front-End Developer Adam will be relieving some stress in 2017 by letting loose and not caring what anyone thinks.

 

 

 


core value: have fun!

resolution: I want to be the very best, like no one ever was.

 

Pokemon took over the world this summer, and our office was no different. Interaction Designer Jesse’s new life motto also happens to be lyrics from the Pokémon theme.

 

 

 


Sandstorm is happy to assist in dreaming up 2017 marketing resolutions with you and help activate them in the new year.

This blog was posted by Joshua on December 14, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Joshua

The Initiative for a Competitive Inner City (ICIC) and Fortune has announced that Sandstorm has been selected for prestigious 2016 Inner City 100 list. This recognition places Sandstorm in an exemplary lineage of nearly 900 fast-growing and innovative inner city businesses.

ICIC’s Inner City 100 is an annually compiled and released list featuring high-power, high-potential businesses from around the country with headquarters in inner cities. Each company is selected by ICIC with help from a national network of nominating partners who seek to identify, spotlight, and further enable the named companies’ innovative urban entrepreneurship. Ranked by revenue growth, the esteemed recipients go on to have their names published in Fortune.

Sandstorm ranked 95 overall on the list of 100 and it is the third time we have been honored with this distinction. We reported 2015 revenues of 4.29 million and a five-year growth rate of 117% percent from 2011-2015. In the past year Sandstorm has added a number of new positions, including a Digital Strategist, Marketing Manager, Front-End Developer, Director of Analytics & Optimization and a Creative Director

The full list can be viewed on the Fortune website here.

 “We are extraordinarily proud of these pioneering entrepreneurs who lead the way in economic revitalization in America’s inner cities,” says Steve Grossman, CEO of ICIC, of the list of 100.

The Inner City 100 program recognizes and supports successful inner city business leaders, and celebrates their role in providing innovation and job creation in America’s cities. These companies strengthen local American economies, provide job opportunities for underrepresented communities, and drive forward economic and social development. 

This blog was posted by Joshua on December 7, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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Joshua

I can finally break my silence.

 

In July, I was lucky enough to be a part of the first ever screening for Fantastic Beasts & Where to Find Them. While sneak peek screenings seem like a nice movie treat, the studio did it to gather user research on the film. So, in exchange for my feedback, I got to see a highly anticipated holiday movie months before anyone else. I also signed my life away so that I wouldn’t leak any spoilers before the movie was released.

 

But now that Newt Scamander’s beasts have escaped I can share my viewing experience with you.

 

First off, the movie I saw wasn’t even finished. The Demiguise and other beasts were barely animated, and some scenes didn’t have CGI effects at all (we just saw captions about what was supposed to be going on). Also, they added a completely new supporting character and announced Johnny Depp’s cameo as Grindelwald; the movie has clearly changed.

 

The interesting thing is that the studio still wanted feedback on this uncompleted version of the movie. It was finished enough that it ran as a coherent story that could be critiqued, but it was also early enough in the process that changes could be made without costing a fortune.

 

Sandstorm® follows a similar path in project management: We test or get client feedback multiple times throughout a project to gather insights and make small changes along the way. This allows us to create informed designs, manage our resources better, and avoid redoing work because everyone was not on the same page.

 

To find the insights the studio was looking for they utilized 3 user research methods:

  • Survey –Everyone in the theater was asked to fill out a 6-page survey. This included demographic info on the viewers, previous interest in the Harry Potter universe, and what we did and didn’t like about the human characters, beasts and the movie in general.
  • Focus Group – A handful of people stayed behind to participate in a focus group and give more feedback on the movie.
  • Observation–The studio had people stationed all over the theater ready to record the audience reaction (i.e., did a certain scene get the laugh they were expecting?).  

This mix of research methods resulted in both qualitative and quantitative data that the studio used to tweak the movie and the marketing strategy for optimal appeal to no-majs and wizards alike.

 

Sandstorm is ready to apply these research methods, and many more, to help create a magical brand experience for your business.

This blog was posted by Joshua on November 22, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

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