Sandstorm Blog

Sandstorm develops a responsive website for Urban Innovations

Our relationship with Urban Innovations began way back in 2007 when we originally designed their website. So by the time 2015 rolled around, we were all in agreement that it was time to give the site a fresh, new look with a user experience design that would attract new tenants and investors alike.

In addition to the Drupal website development project, we took this opportunity to reflect upon the evolution of the Urban Innovations brand. We worked closely with Urban Innovations to develop their new brand positioning and value proposition to ensure that the web content clearly and directly communicates what visitors want and need to know, all while optimizing the content for search engines.

The end result: an easily updatable, responsive website that communicates the Urban Innovations difference. The tablet and mobile menus make the site easily accessible on any device, and the parallax on the homepage draws visitors into the experience. The commercial and affordable property sections allow Urban Innovations to show off their real estate portfolio while also providing users with pertinent information about amenities and neighborhood details.

Check out the new, and you’ll see why we’re so excited about it!

This blog was posted by on April 22.
Amanda Tacker

About the Author

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.

Reinvigorating Brands through User Experience Research

I’ve worked at a lot of digital marketing agencies, which gives me a unique perspective with regard to how Sandstormers approach projects. One of the biggest and most integral parts of getting any project off the ground is making sure there’s a solid marketing strategy. So for me, it’s refreshing to be part of a team that leads with a user-centered approach.

Having worked on the strategy for a technology and sales consulting firm, I’m totally sold on our methodology. By conducting in-depth user research, a thorough competitive analysis, and taking a look at industry trends, we were able to find a “white space” opportunity for our client to disrupt the market. Our brand positioning, thorough digital marketing plan, and key messaging repositioned them in sales training and SaaS.

I’m so looking forward to launching the new brand and seeing how all of the user experience research has paid off. It’s incredibly validating to see how hard work and a strong methodology reinvigorate a brand in a crowded space.

I am so proud to be part of such a talented team.

This blog was posted by on December 20.
Amanda Tacker

About the Author

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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My Absolutely Fantastic, Awesome, Rockstar Team

I am going to brag about my team of Strategists. They are, as Sandy would say, “Awesome!” Why, you ask, are they awesome? Well, first off they are extremely passionate about what they do and how they serve our company and our clients. There is never a day or assignment where they just “get something done.” They embrace our clients’ challenges as their own.

This passion helps ensure that our clients get the very best work possible, while also staying on time and on budget (which is no easy feat). They also are highly accountable and when there is a miscommunication or problem, they always think of how they could have avoided it and how they can mitigate it in the future.

Additionally, they are big sponges. Not only do they never shy away from a learning opportunity, but they run toward any opportunity that is presented. This means that we are always getting better, every single day.

Oh, did I mention that they are selfless, too? They are always willing to help out someone on the team, no matter how busy they are. They are always looking for ways to ensure the creative and development teams have the time and resources they need to do the best work possible.

They are extremely likable and talented individuals. If you have not had the pleasure of meeting all of them yet, you can get a feel for them here (Emily, Amanda, Kellye, Megan, and Reilly).

This blog was posted by on December 15, 2014.
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.

The Axelrod's Clockman!

Earlier this year, a few of us had the fortunate opportunity to work with Dick and Emily Axelrod, of The Axelrod Group, offering marketing strategy around their latest book, Let’s Stop Meeting Like This. (If you haven’t read it yet, I highly recommend it. It’s a workplace productivity book that doesn’t feel like a stale, dusty textbook that you’ll be quizzed on later).

This project was special because we were able to truly have a good time with the client, felt the impact of our marketing plan and content strategy, and watched them succeed to great heights.

Keeping Time with Clockman

The Axelrods also introduced us to Clockman. Their timesaving superhero. I won’t spoil the book, but Clockman always finds a way to step in a give you the most important bits of information you need to know. He’s stuck with me since. I always find myself picturing the little guy when I start to get too verbose and ramble during a meeting.

One of the things I am most grateful for in 2014 is getting the chance to work with this dynamic duo and learning about ways we can all save in our workday by getting down to what is most important. As if all of that wasn’t cool enough - Clockman’s also a rockstar (see above).

This blog was posted by on December 8, 2014.
Megan Culligan

About the Author

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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Sowing the Seeds to Sprout a New Brand

Coming from a small agrarian community, I have always wanted a small plot of land here in the city to grow a few veggies and herbs among the weeds. Sadly, this past, cool summer did not enable my tomatoes to flourish and the squirrels decided to feast on the small crop I was able to grow.

Germinating Brands for Years to Come

As 2014 comes to a close, I realized my green thumb was most bountiful here at Sandstorm. Instead of sowing seeds for nourishment, the Sandstorm Team and I were able help plant and cultivate the strategic seeds for three new brands. Even though these three projects all started with user research, competitive analysis and positioning deliverables, the resulting strategies were truly personal. The Sandstorm Team was able to capture the spirit and uniquely position each organization that included an awesome sales enablement platform, an association all about awards and an amazing credit union focused on delivering the unexpected.

A Diverse Mix of Branded Crops to Sprout Lots of Green

This wide range in businesses is just a glimpse into what makes each day (or year) at Sandstorm truly different. Being able to partner with my fellow Sandstormers and these three organizations to bring their individual brands and marketing strategies to life has been an incredible experience and my highlight for 2014.

Looking ahead to 2015, maybe I will have some tomatoes to go along with the launch of these three new brands. That is if the Polar Vortex stays north and the squirrels are willing to share.


This blog was posted by Janna on December 6, 2014.
Janna Fiester

About the Author

Janna Fiester

Sandstorm's VP of UX & Brand Innovation, 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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Doing competitive research is never an easy process. It’s like looking for buried treasure, only you have no map and you’re not sure what the treasure looks like or where you might find it. Experience has taught me that there’s always treasure, but sometimes it takes a lot of digging.

This summer, our team was in the middle of an expansive competitive set, looking at a very crowded space. We were repositioning a brand, so what we needed to find was something unique about our client that would set them apart from the many, many competitors they were up against. After weeks of research, we put all our findings together and there it was: an area in which our client excelled that all of their competitors were neglecting.

We got to work on the positioning and compiled a detailed presentation illustrating the research and strategy behind it. A few days before the due date, everything was set...

Then one of the competitors unveiled their new website. It was sleek, contemporary and focused. And it applied the same strategy we had just laid out for our client.

So what did we do? We hunkered down and dug some more. Three very busy days and a couple of take-out dinners later, and we had located another space, built another marketing strategy and hit the deadline.

The fact is, these things happen. Sometimes your perfect plan comes crumbling down. However, I’m proud that we have a team who doesn’t give up when that happens, but who stand up, dust themselves off, and give it another go.

This blog was posted by on December 3.
Kellye Blosser

About the Author

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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5 Tips for Improved Video Marketing

The days of debating the merits of video marketing are over. With 100 million viewers watching at least one online video per day, it’s no wonder that 87% of content marketers are now integrating some form of video content into their campaigns.

However, while the majority of content marketers are actively employing video marketing, there are still a lot of unanswered questions about optimizing video content for the best results. These five tips will help you create video marketing content that’s worth your investment.

1. Establish a Goal Up Front

Video is a tool for a achieving a goal, not the goal itself. Before you begin, make a solid decision on what you’d like your video marketing content to achieve. Is it spreading the word about a promotion? Driving traffic to your website? Providing answers to viewer questions?

Once you’ve established a clear objective, it will be easier to make use of my next tip...

2. Trim Off the Fat

Because video marketing is viewed as a large expense, it’s common for marketers to try to use one video to send out multiple messages. Resist this urge.

Video audiences are impatient. They hit the play button with expectations and will not hesitate to click away if those expectations aren’t met. If you don’t get to the point, and get to it fast, you’ll be putting on a show for an empty house.

Ask yourself, “what’s the one central message we want viewers to come away with?” and cut everything else. No exceptions.

But wait! What if you have different audience segments, and you need a different message for each one? That brings me to my next tip...

3. One Size Doesn’t Have to Fit All

Contrary to popular belief, video is not an inflexible medium. It can easily be adjusted to meet the needs of different audiences.

The best way to tailor video marketing content is to produce multiple versions. People are often reluctant to do this because they think making more than one video won’t be cost effective. That assumption simply isn’t true. If you plan carefully, you can economize many aspects of production to turn your single video into a video series without draining the bank.

For instance, you may be able to record two voiceover tracks within the same session fee, or recycle footage from one video to the next.

Publish each video in the right place with the right keywords, and your video marketing content will yield much better results.

4. Embrace the Brand

If you want to build brand recognition, your logo can’t do all the work! Many marketers only brand their video content through graphics, but there are many opportunities to solidify your brand within your video marketing content.

  • Start with the script. Don’t just proof for message. Take the time to put all dialogue or voiceover in the right voice and tone for your company.
  • Think through your casting. The talent featured in your video should be a reflection of your brand personality.
  • Consider location. Even if you can’t afford a set stylist, make sure to pull in your brand colors wherever possible. A red mug on the desk or orange curtains in the background can go a long way toward building brand recognition within your video content. Wardrobe offers further opportunities to solidify the brand identity in your audience’s mind.
  • Make direction a priority. A good director will take your brand into account in everything from the style of camerawork to the lighting setup. A good editor will consider your brand in the pace and tone of the video, as well as soundtrack selection.

In short, if you want to increase brand recognition, the brand must be present throughout your video marketing content.

5. Don’t Settle

Video audiences have extremely high expectations. They’re used to Hollywood scale productions and are unforgiving of content that falls short of this bar.

No one expects you to have action movie special effects, but they do want to see a clear picture and hear crisp sound without interference (in video terms, this would be referred to as having “high production values”).

More importantly, they want to see content that lands. If your video is supposed to be funny, don’t accept a joke that doesn’t make you laugh. If it’s supposed to tug the heartstrings, don’t settle for a story you don’t care about.

At the end of the day, the extra effort will pay off in higher audience retention and better results.

Putting it All Together

While some of these points may seem intuitive, a vast majority of video marketing ignores these rules. Apply them to your next video and your content will be ahead of the game. With a stronger video component to your content marketing strategy, you are opening your brand to more user engagements and ultimately a higher return on your investment.

This blog was posted by on November 20.
Kellye Blosser

About the Author

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.

What is Positioning and Why Should I Care?

Lately there has been a significant uptick in clients approaching us to help them better differentiate themselves in a more crowded and complex marketplace. Many of these clients have been doing business as usual for years with several marketing tactics in place, but have noticed that they are not quite getting new customers like they had historically.

They are at a loss with how they can instigate growth without significantly increasing their marketing budgets.

A Way for Companies to Stand Out

The most effective tool that we use at Sandstorm to assist our clients stand out effectively is to define a positioning. Our process takes into account the cultural DNA of our clients’ organizations, disruptive aspects of their offerings and aligns what they offer with rational, emotional, and motivational drivers of their markets.

This information is distilled into one statement that represents what the organization means to their customers and future customers – a positioning statement.

What Does it Mean to Have Positioning?

Positioning in marketing does exactly what it’s name suggests. It positions a company strategically in an attainable aspirational direction. Although one sentence, it is a powerful discipline that forces the organization to focus on what it stands for and what that means for its customers and potential customers.

This focus is critical in the frenetic pace of a digital society. It gives clarity and purpose to every marketing decision that needs to be made and makes sure your target market easily and readily understands your brand and why they should care.

Arriving at a Positioning Statement

The best positioning statements are built from thorough primary and secondary user experience research. At Sandstorm we utilize UX practices to enhance the insights we get with our primary research. This means giving the respondent the opportunity to expound on what is important to them and less about what the protocol might assume is important. A more organic, conversational approach allows us to garner more insights with less respondents, saving time and money.

Our secondary research is also more fluid and organic. Instead of listing out the marketing tactics and individual messaging across a set of competitors, we look at overall trends inside and outside a specific industry. That way we can more clearly find white space opportunities for our clients. This actually takes a bit more time than traditional secondary research, but it pays off with greater differentiation for our clients and a stronger overall position.

The Value of a Positioning Statement

With cross-functional collaboration and a distributed workforce, it’s more and more difficult to align an organization on what they offer to customers. A positioning statement is a tool that can align an entire organization and create clear boundaries for decision-making. It also ensures that all marketing decisions on product changes or developments, pricing and distribution are aligned to portray a consistent and differentiated offering to the marketplace.

Ensuring Your Communication Provides Maximum ROI

Finally a good positioning in marketing, used correctly, guarantees all of your organization’s marketing communication is focused. Every time a potential customer encounters your brand online, in-person or in advertising they will receive the same message. This amplifies your difference and delivers a stronger ROI on your marketing communication.

If you think your company is ready for strategic repositioning, please email me directly. We would love to move you forward in the marketplace.

This blog was posted by on October 9.
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.

Sandstorm at DHCU
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Will Biby

About the Author

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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Sandstorm is a SAVO Partner

We are excited to announce that Sandstorm has been selected as an Emerald Partner with the SAVO Group as their go-to marketing agency for SAVO clients who require brand positioning, content marketing, messaging and creative marketing execution to better leverage the SAVO platform and improve sales productivity and effectiveness.

SAVO is a leader in sales enablement. They create software as a service (SaaS) that bring together sales tools, automation, analytics, and content management to support companies’ sales processes.

Sandstorm is honored to be recognized for our marketing expertise to improve sales enablement and looks forward to helping SAVO clients meet their goals with targeted, relevant messages that support their brand and drive sales.

This blog was posted by Sandy on June 4.
Sandy Marsico, Founder & CEO

About the Author

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.