BDB Wins First-Place Awards from The Florida Economic Development Council for Alchemy’s Creative

Just some of the components of the "Right Here. Right Now." multimedia campaign developed for the BDB.
Just some of the components of the “Right Here. Right Now.” multimedia campaign.

The Business Development Board of Palm Beach County was honored at The Florida Economic Development Council’s (FEDC) 2012 Annual Meeting with three first-place awards in promotional and marketing innovation — and two of those were for creative work done in collaboration with Alchemy.

The BDB received the first-place award in the following categories: Ad Campaign for its “Right Here.Right Now.” multimedia effort targeting out-of-state corporate headquarters via a direct appeal to those companies’ CEOs (produced with Alchemy); External Publication for its annual business magazine and investor/member directory, Profile Magazine (primarily an in-house effort with the help of an outside publisher specializing in this sort of hybrid product); and E-Media for its micro-site at www.HQpbc.com, the web-based component of the “Right Here. Right Now.” campaign (again, with Alchemy).

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SWEDE FEST™PALM BEACH Opens Big!

Any time you work on a brand-new event with a client, there’s always the possibility that — even with a great concept and a clever hook, after everyone’s hard work, late nights, inspired ideas, creativity, sharp copy, media hooks, great pitches, relentless social media outreach, promises from everyone to cover the event, smart media buys, great sponsors, high-profile partners, and every other factor you can imagine — you’ll have a half-full venue. There are so many intangibles you can’t control; then add in that it’s summer, in Florida, during hurricane season, when it usually rains every afternoon from 4:00pm until 7:00pm, it’s hot and humid and hair gets frizzy, people are away on last-minute vacations before school starts and/or work gets back to a more normal schedule, and did we mention it’s summer? And that no one knows what a “swede” is?

Midtown's Belle Forino and Sherri Gedraitis in front of the step-and-repeat using our logo and graphics
Midtown’s Belle Forino and Sherri Gedraitis in front of the step-and-repeat using our logo and graphics

Yet none of that seemed to matter last Friday night when the inaugural SWEDE FEST™PALM BEACH launched to a sold out crowd of over 500 attendees on Mainstreet at Midtown.From the red carpet in front of The Borland Center for Performing Arts through the final credits, this was high-energy entertainment for everyone involved, with “swedes” submitted by amateur filmmakers ages 10 to 60. More > “SWEDE FEST™PALM BEACH Opens Big!”


Downtown Beauty Institution Debuts New Web Presence with Unique Video Productions

The Cosmo & Company Home Page
The Cosmo & Company Home Page

When you’ve been a mainstay in the area’s salon industry for almost four decades, surprising your clientele is going to take something really…different. One thing Cosmo DiSchino has never feared is taking a risk. Ever since opened his original downtown West Palm Beach location after arriving from Boston’s famed Newbury Street, Cosmo has been the man behind the chair. He is the mastermind, the owner, the motivator, and the mentor at Cosmo & Company.

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Alchemy Takes a Dare With Scholarship Foundation’s Website

The Dare 2 Be Great home page
The Dare2BeGreat.org homepage

How does a scholarship foundation in its very first full fiscal year, having just sent its inaugural group of nine graduating seniors to university to the tune of $75,000 in freshman-year tuition, maximize a web presence so that it serves two audiences and two purposes? When it’s the Dare 2 Be Great Foundation, it reaches out to Alchemy Communications.

Those two purposes: To get students to apply for the scholarships, and to attract the support of members of the Delray Beach community who have the resources to help finance the scholarship program.

The site therefore had to have a “curb appeal” that would appeal to these visually oriented, highly intelligent, media-savvy high school seniors, yet have the necessary polish and language donors look for to convey the long-term goals and commitment of the Dare 2 Be Great founders and principals, a fantastically committed yet diverse group of individuals with one thing in common: a passion for nurturing excellence in students who might otherwise never have the chance to experience the higher education they deserve.

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Right Here. Right Now. With the Business Development Board of Palm Beach County

Just some of the components of the "Right Here. Right Now." multimedia campaign developed for the BDB.
Just some of the components of the “Right Here. Right Now.” multimedia campaign developed for the BDB.

When the Business Development Board of Palm Beach County decided to reach out to the CEOs of companies headquartered outside of Florida who own second (or third or fourth) homes in Palm Beach County, to educate them about the myriad advantages of relocating their businesses here, it needed an eye-catching campaign that would speak directly to this sophisticated audience on a peer-to-peer level.

The BDB tapped Alchemy Communications Group to come up with a multi-media campaign that would capitalize on a time when this rarefied group would be an essentially captive audience — during the 12 weeks of the Winter Equestrian Festival in Wellington. Many of the country’s top CEOs are spectators at the high-stakes competition as their own children vie for top honors. More > “Right Here. Right Now. With the Business Development Board of Palm Beach County”


A Barking Good Time on Mainstreet at Midtown: Valentine’s Paws on Parade

Paws on Parade
Paws on Parade
Be My Valentine?
Be My Valentine?

By the time the sun broke through on Saturday, there were sailors, peapods, skunks, princesses, fancy pink or red dresses, chef’s whites, Sweetheart candies, rhinestone sunglasses, heart-shaped bandannas, Victorian gowns, Argyle sweaters, a variety of hats, tutus,  and an outfit made of balloons interspersed with characters wearing nothing but collars.  More > “A Barking Good Time on Mainstreet at Midtown: Valentine’s Paws on Parade”


Mom Jeans and Pie

Hot Mom Jeans -- not an oxymoron anymore.
Hot Mom Jeans — not an oxymoron anymore.
Nothing mom-like about these, either...
Nothing mom-like about these, either…

They’ve done it again; The Wall Street Journal has written about something seemingly so far afield from the Bernanke press conference and stock prices that I am grinning wickedly. Of course, it actually does have a monetary and advertising/marketing tie-in — women over the age of 35 spend a LOT of money on clothes, and can better afford to spend $200+ on a pair of jeans. But this headline was just too non-WSJ for me to pass up: “A Makeover for ‘Mom Jeans.’

Then there’s the pie. According to MediaPost.com via Supermarket News, the pie is beating the cream filling out of cupcakes, and is the next big food crush. So, this is my “mom and apple pie” blog post, albeit turned on its head a bit.

First, an admission — I’m a mom, I’m smack in the target age range for mom jeans, and I love cupcakes. But I’m as likely to buy mom jeans or stop eating cupcakes as I am to start driving a minivan, i.e. never gonna happen. Truly. Never.

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Honoring Traditions with Modern Style: Pawar Inc. uses Alchemy for Logo

The logo and tagline...
The logo and tagline…

Sometimes Steve has the opportunity to create something really beautiful, and after so many years creating logos for luxury real estate developments, I think it’s kind of a treat for him to do something so diametrically opposite.  In this case, he created a logo for someone we respect and admire, who started her own very niche business.

Amen Pawar-LaRosa is an extraordinary special event planner, and she is now on her own specializing in traditional Indian wedding ceremonies with a contemporary twist — the tagline we developed together is, “Honoring Traditions with Modern Style.”

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Turns Out Marketing is Really the Pits…

Actor Jessica Szohr, "Gossip Girl" and armpit model...
Actor Jessica Szohr, “Gossip Girl” and armpit model…

Here we go again — I caught a headline in the Wall Street Journal that practically gave me whiplash. If you read this blog with any regularity, you’ll know I LOVE to find articles in the WSJ that are waaaayyyy off-topic in relation to the reams of copy written about global stock markets and the paper’s conservative-leaning editorial.

The headline in question? I reproduce it here in the same point-size type as the online article…

Unilever Tackles the Ugly Underarm

Turns out that the market for antiperspirant and deodorant is, in essence, 100% saturated. Oh, these bon mots are just going to keep coming.

What’s a savvy marketer to do? Come up with a new reason for female consumers to switch brands: Re-mediating our unattractive underarms.

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Redfining Glamour: The LadyLash Studios Website Debuts

The LadyLash.com home page, with slideshow of their work.
The LadyLash.com homepage, with slideshow of their work.

Sometimes a project comes along and the client says, “I trust you; be creative as possible; capture our persona.”

These are the projects that allow us to expand the boundaries, show a client in the best light possible, capture the essence of who/what they are, and then take it to a whole new level.

Mikaela and Georgio Fernandez, of LadyLash Studios, are that client. They trusted us implicitly to interpret who and what they are.

They had no website, and were doing all their online promotion through Facebook and Twitter — in fact, they’re a fascinating case of how best to utilize the tools of social marketing.

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