Mirek Janczur, Senior Brand Designer, Palio

It’s been almost two months since I came back from the Midwest UX Conference in Columbus, Ohio, and it’s finally time to share with you a small dose of what I learned out there.

The first day of the conference was dedicated to various workshops. I picked “Sketchnotes” which, because I’m a designer, attracted me the most, especially because we got to use a Sharpie. But please don’t feel you’ve got to be a designer to participate in sketchnoting –– sketchnoting is something everyone can do. It’s fun, easy, and no extra-special drawing skills are required.

So what exactly is sketchnoting? Basically, it involves changing the way you usually take notes to make them more meaningful and interesting. It’s a way to visually communicate the ideas expressed by a story teller through the capturing of a presentation with quotes, pop-ups, illustrations, doodles and caricatures. It frees you up from the rigid structure of regular note taking.

If you are based at Palio and would like to know more, feel free to stop by the Design Lab for a quick demonstration. I have a nice collection of sketchnotes from the conference and from Palio presentations. We could set up some time for individual or group workshops, as well. If you are outside our Palio office, here are two links that will get you started:

Sketchnote Army

Sketchnotes 101: The Bascis of Visual Note-taking

Remember, sketchnoting is for anyone who is bored of regular note taking and wants to do something more fun, interesting and meaningful.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

In this episode of #ChalkChat, Palio’s Nick McDowell, Senior Copywriter, shares insight on the value of social media to your brand.

Here are the links Nick references in his #ChalkChat:

FDA Guidelines

Palio’s blog post

#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Nick: nick.mcdowell@palio.com.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

By Tiffany Ryan, VP, Account Services, Palio

While consumer’s communication pathways continue to become more virtual – teens are texting instead of calling, moms are connecting and arranging playdates through Facebook, and college students use Twitter over e-mail, DTC marketing still relies on traditional pathways for communication. Risk aversion remains a prominent roadblock in embracing new technologies and communicating with consumers on their terms.

The next generation is connected – they’re exposed to more ideas and they’re receptive to other’s opinions, whether it’s someone they know from the neighborhood or a stranger halfway around the world. They’re also in control; for brands it’s no longer about “having a visible online presence.” Instead, it’s about the engagement you offer the consumer when they do find you.

Customers and patients are talking about their experiences with brands on social platforms, whether marketers like it or not. This user generated content is visible and trusted by their peers. Marketers have two choices: let consumers drive their messaging, or ensure the brand has a consistent and appropriate voice by engaging in the dialogue. This is a huge step for DTC marketing as it means taking a risk, incorporating social strategy into the marketing mix, and cultivating an army of brand ambassadors. The absence of a social media strategy equates to  missed opportunities to influence behavior and help consumers and patients make informed decisions. So how do we get there?

Take calculated risks. The FDA guidance has been vague, at best, so DTC marketers need to work with what we have, which requires establishing parameters and operating within the framework. No one is suggesting flying blind and tacking up a social presence for the sake of having representation. A strategic approach requires thinking about the conversations you want to have and the content you need to prepare to support it.

Don’t have too many cooks in the kitchen. Think you need to have the entire organization involved in social media to be successful? Think again. Executing a solid social media strategy requires having a few people who understand how to manage a social media program successfully, establishing goals and measuring against them at regular intervals. If you don’t know where you’re going, any road will take you there. DTC marketers need to engage legal and regulatory early in the process. The goal of this up front collaboration should be to lay out specific parameters and guidelines that allow for efficiencies downstream.

Empower people to share.  More than 80 percent of consumers are online looking for health information – from their PC, mobile phone, Facebook friends and other mediums, creating a network for sharing and dissemination of key information. Extending the value of these platforms are word-of-mouth marketing and third-party endorsements – some of the most powerful marketing tools available. DTC marketers need to make it easy for information to be shared, whether that’s through widgets on a Facebook page or short, succinct messages that can be repeated and retweeted.

Don’t get hung up on ROI.  Not every social interaction is going to have a hard-dollar return. However, there’s value in a strong reputation, good customer service and listening to your customers.  Social media is not an advertising campaign. It is a relationship-building tool that takes time but is worthy of the investment. Customers and patients may not want to be a fan of their anti-itch medication, but they’ll ask their doctor about it if one of their friends or a community of users gives it high marks. This can translate to increased sales over time, but it doesn’t happen by magic or in a vacuum.

Billions of dollars in consumer brands are embracing social marketing. DTC needs to join the party. See an example of someone doing it well? Share it here!

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

In this episode of #ChalkChat, Palio’s Tumi Oguntala talks about how the growing influence of payors has influenced market research plans to support launch strategies.

#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Tumi at tumi.oguntala@palio.com.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

By Christina Schiavo, Corporate Relations Intern, Palio

Most of you are probably curious as to what the Boilermaker Road Race is and why it draws so much attention to Utica, NY. This isn’t just any old race; it is touted as the largest 15K (9.3-mile) road race in the United States. Since its inaugural race in 1978, the Boilermaker has rapidly grown into a Nation favorite, drawing in elite and casual runners from all around the world who are looking to experience the magic of the Boilermaker.

Here’s a little history for you; the Boilermaker was created by Earle C. Reed, boiler business owner, who wanted to give back to the local community. According to the official website, the race began with just over 800 runners and a budget of $750. It wasn’t until 1983 that The Boilermaker took off, gaining national attention, on account of renowned American distance runner, Bill Rodgers. Rodgers not only participated but won the event with a time of 44:38, giving the race a great deal of exposure and credibility.

Since, The Boilermaker has reeled in elite runners, including famous Olympians and world record holders. Ed Eyestone, two-time Olympic marathoner and long distance runner, won the 14th Boilermaker in 1991. World record holder, Joseph Kimani of Kenya, won two-consecutive years and holds the race’s all-time record of 42:40.

It is incredible that what started as a race to support the local community turned into  not only a nation-wide but world-renowned event that runners everywhere don’t want to miss. “The Boilermaker has been named by the Analytical Distance Runner as the most competitive 15K road race in the world” (Boilermaker, 2012). –With that being said, you can imagine the motivation and drive it instills in runners looking for a challenge.

The 35th annual Boilermaker was held on July 8 and Palio’s own, Tim Roberts, participated in the race. We would like to congratulate Roberts on this incredible accomplishment! Enthused post-race, Roberts had nothing but wonderful things to say about the event, the city and most of all his personal experience running in this year’s 15K. “I had a lot of fun. It was a nice weekend away,” said Tim Roberts, producer. “This was my first time in Utica too, –Everyone is so friendly!”

Roberts was one of 11,360 runners who finished in the Boilermaker 15K. The 5k had 3,300 participating runners. The course is notorious for being extremely hilly, which Roberts absolutely confirmed. He managed to push through the consistently hilly course and finished the race with a time of 1:12. Robert’s time is above average, which the average for male runners was 1:31:17 this year. Out of the 11,360 runners, Roberts finished in 1,201th place. Already anticipating next year’s Boilermaker, “I’m doing it every year from now on,” said Roberts. “This is one race I will not miss!”

The winner of this year’s Boilermaker was Tilahun Regassa of Ethiopia. Regassa flew through the course, finishing in 43 minutes flat. –In simplest terms, he ran a little under a 5-minute mile pace throughout the entirety of the 9.3-mile race.

Roberts is a dedicated runner and his passion pours out as you talk to him about his past racing experiences. He is an extremely skillful runner, having competed in countless races. In fact, he holds a couple of company records for his times in The Saratoga Palio, which takes place annually in the fall, this year on September 16.

One thing you wouldn’t be able to tell is that Roberts suffers from tendinitis, which makes running even more of a challenge. Rather than giving up, he pushes through the pain to reach set goals and feel that sense of accomplishment that he enjoys greatly after a race. “I love racing. –I always feel a sense of accomplishment because I’m challenging myself,” said Roberts. “It’s something that motivates me.”

For Roberts, it was fascinating to see and feel the excitement that ran through the city of Utica (pun intended). This annual event is something that really gets the residents going –When the Boilermaker arrives, that’s all anyone can talk about. Roberts mentioned that local businesses were closed for the day and everyone headed to the race (or to the brewery for the big after party). “I would best describe it as one big parade with tons of people on the sidelines cheering for the runners,” said Roberts. “The crowd was something else, it was exhilarating!” There wasn’t a meter of the race route not covered with cheering supporters.

As you may know, the Boilermaker 15K is the premier event throughout the Boilermaker weekend. Other Boilermaker events include a 5K, a 3 mile walk and a kid’s run. Also available is the Boilermaker 15K Wheelchair Race. –This event begins prior to the 15K and supports athletes in wheelchairs. According to the Boilermaker website, this event provides up to $14,300 in prize money for wheel chair athletes. Roberts found this to be the most inspirational aspect of the weekend. “It was very inspiring –You see people in the wheelchair races and some are really struggling but never giving up,” said Roberts. “Everyone is cheering them on so it’s very moving and just incredible to be a part of.”

Every year there is a Boilermaker Post Race Party that is held at the F.X. Matt Brewery, home of Saranac beer. Interestingly enough, the party starts at 9am (so does the race) and spectators head over to start drinking before the race even ends. Roberts was able to head into the post party for a little after he completed the 15K. –Now that’s a true champ! Bet that was one rowdy, sweaty bunch of athletes celebrating their newest achievement.

We’re excited to hear about Robert’s next big race and athletic accomplishment. Interested in running the 36th Boilermaker? It is scheduled for Sunday July 14, 2013. Start preparing now for the most competitive 15k in the world! All that’s left to say is kudos to you, Tim Roberts, on a job well done!

Here at Palio, health and wellness runs through everything we do – in the office and out. And our employees are involved from every angle! From running to yoga, and tennis to ironman – you name it, we’ve got folks who do it. Because health is such a big part of our lives and work, our Because We Can health initiatives series is designed to highlight the passions, commitments, accomplishments and goals of a few of the members of our team.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

By Lynn Hausman, Junior Copywriter, Palio

Saratoga Shakespeare Company (SSC) is driven by passions – a passion for The Bard, and an even greater passion for sharing the charm of his masterpieces with others. For more than a decade, a core group of extraordinary individuals has made an incredible impact on the cultural scene of Saratoga. Saratoga has always offered an attractive array of summer activities, but nothing quite like this. Each SSC performance is inherently impressive, but when we turn our attention to the effort, time, and dedication SSC puts forth to produce them, impressive doesn’t even begin to describe it.

SSC believes Shakespeare is for everyone. And for the past 12 years this group has worked to fulfill this belief by bringing Shakespeare to life, and has, in the process, established an irreplaceable tradition. Saratoga summers wouldn’t be the same without Shakespeare in Congress Park.

The Company was created to serve the need for free, professional outdoor Shakespeare. Shining light on this need was just step one; fulfilling it soon became an ongoing journey. Each year, SSC takes on the challenges of fundraising with fearless commitment and an unbreakable focus on its original vision – a professional production that brings together people of all ages and levels of exposure to theater, with no limitations to the economically disadvantaged or physically challenged. It’s a vision of producing the best plays ever written for audiences who love to see them. And, for the audience, at no cost.

“At no cost”… the detail that presents the company with its greatest challenge. Artistic Director Bill Finlay recognizes the challenge, “Like most non-profit organizations, our biggest challenge is funding. We maintain our commitment to not charging audience members for our shows, and mounting a professional production is becoming more and more expensive.” Fundraising has not gotten easier over the years. The recession has been a difficult time for the arts, and SSC recognizes it has been a hard time for its audiences as well. Yet, SSC never hesitates to pursue the necessary initiatives to preserve the tradition.

SSC is a professional equity company. They provide the only free, professional, live productions of Shakespeare in the Capital Region. Since the Company receives no ticket revenue to offset expenses, SSC works to inspire and motivate others to help them move their vision forward, depending on businesses and individual sponsors in the community. SSC Board President Jay Rogoff says, “Except for 2009, when we took a year’s sabbatical because of the recession, we have succeeded in mounting a production every year since 2000. And with the community’s help, we hope to continue to do so.”

Among the help are Saratoga Arts, the city of Saratoga, The Saratogian, Alfred Z. Solomon Charitable Trust, community members, and more.  As more organizations, companies, and individuals lend their aid, more eyes are opened to the importance of this cultural tradition. Literature and communication has come a long way, but its roots remain strong. SSC breathes life into these roots, and reminds us how the power of a true classic can, as expressed by Rogoff, “unite an audience in pleasure and wonder.”

Saratoga Shakespeare is also resolute in introducing the younger generations to Shakespeare. The organization is thrilled to watch its youth audience continue to grow; a significant percentage of its audience consists of children (25% the past two years), and members look forward to watching that percentage increase. Also, SSC has an intensive intern program. About 15 interns get the opportunity to learn all the onstage and backstage aspects of producing theater, working alongside professional actors and designers. Some interns have even gone on to professional theater careers. Exposing young talent to Shakespearian acting techniques enhances the SSC mission.

Nostalgia will fill the air this summer as Twelfth Night takes the Alfred Z. Solomon stage. Twelfth Night was the Company’s debut production in 2000. Rogoff says, “We thought revisiting Twelfth Night would be an exciting way to celebrate our twelfth anniversary…12 performances of Twelfth Night for our twelfth production in 2012.”

For the 2000 production, Director Finlay took a very traditional and a bit conservative approach, not knowing how the community would receive a professional production of Shakespeare. Today, Finlay’s knowledge that a bit of creative license will be not only accepted, but also enjoyed and appreciated, has led him to a new approach. With a multi-cultural cast including actors coming in from Chicago, New York City, and Miami, he decided to stray from the traditional setting of the ancient kingdom of Illyria, setting it instead in the South Beach section of Miami. This year’s performance of Twelfth Night will have distinctly Latino overtones in both look and sound. “It hopefully will be very different in all aspects except the text itself,” says Finlay.

Twelfth Night is a classic Shakespeare comedy revolving around an amusing love triangle, involving a woman disguised as a man. This scenario leads to a plot filled with comical misunderstandings and mistaken identities, which Rogoff describes as “delightful confusion.” However, along with its humor, Shakespeare didn’t fail to lace some serious observations about love and gender throughout the story. “In Twelfth Night, Shakespeare takes the idea of love at first sight and runs with it. What happens when you suddenly fall in love with someone you don’t know…?” explains Rogoff. A perfect balance of light humor and enlightening views on life and love is achieved in this classic.

At Palio, we continue to be amazed by the dedication and passion and resiliency of this core group of individuals who in 2000 came together to build something good for all. And, we’ve been lucky to be a part of their inspiring ride from the beginning.

Twelfth Night begins tomorrow and runs from Tuesday through Saturday, July 17-21 and 24-28 at 6pm, and Sunday’s July 22 and29 at 3pm. For exceptional, timeless, and professional entertainment on a warm July night, it doesn’t get any better than free Shakespeare in the Park.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

In this episode of #ChalkChat, Palio’s Krystina Smith talks about 4 ways to learn about your target market.

#ChalkChat is a weekly video series that brings you insights on branding, marketing and multichannel integration within the pharmaceutical industry. Follow us at #ChalkChat. Follow up with Krystina at krystina.smith@palio.com.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

By Shelly, mother of 2 Double H campers, Kristen and Eric

Becoming a mother is a life changing moment in a woman’s life. A second life changing event is to hear that your child has been diagnosed with cancer. There are simply no words to describe how immediate the fear, how your mind takes you to places you never imagined you would go. As a family you head down the road of childhood cancer and you realize the challenges are unending.

When this journey began, Kristen was a spirited third grader who danced, loved running and chasing after her brother. Our family was humbled when a perceived sports injury turned into bone cancer. Within a day, we confronted the realities of surgery, chemotherapy and all that comes with it. As a mother, I wished the diagnosis was for me. Like most parents, I would have traded anything and everything for the safety of my children. No mother wants to see her child’s life change, watch her little one suffer thru treatment and know that some of the things her child loves most she will never be able to do again.  As a parent you wake up each morning determined to keep trying, determined to find the happy medium and love your children with so much intensity that there must be a happy ending as a result.

What all parents want for their child is happiness and that is what the Double H Ranch does for the many lucky children who are fortunate enough to attend.  Within minutes of arrival, counselors were surrounding our car cheering and laughing and I knew it was going to be ok!  One look at the daily schedule and I knew they would be entertained and active (and I too wanted to stay for camp). One look at the faces of all the smiling counselors and I knew my kids were in good hands.  I am happy to say both of my children LOVED camp, made lots of friends and had a wonderful time.

For Kristen, she wasn’t stared at or catered to. She was able to be just like everyone else and didn’t let her “yet to be healed leg” stop her from the ropes course or roller coasters. As for myself, I enjoyed a week of quiet and peace of mind. I don’t remember the last time I had that and I am truly grateful to Double H Ranch for that as well. As a mother, I will continue to strive to put the cancer behind us, to regain the normal routines of life, but deep in my heart, I know life will never be the same.  We will however live with a new spirit for life. A life where everyday counts and should be lived to the fullest.  A life where we let the little things go and focus on what is important. A life full of “APPRECIATION” for places like the Double H Ranch and the wonderful counselors whom made my children forget the unfairness of life and simply enjoy the moment.

Palio is participating in @SocialMadness and has chosen Double H Ranch as the not-for-profit they will donate the winnings to if Palio is 1 of the 3 national champions. Social Madness, launched by The Business Review and parent company American City Business Journals, measures the growth of each participating company’s presence across LinkedIn, Facebook, and Twitter.

Here’s how you can help Palio help Double H Ranch. Like Palio’s Facebook page; follow them on Twitter @paliosaratoga; and connect with their corporate page on LinkedIn. And, definitely vote for Palio in the medium companies category at SocialMadness.com.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

By Christina Schiavo, Corporate Relations Intern, Palio

Here at Palio, health and wellness runs through everything we do – in the office and out. And our employees are involved from every angle! From running to yoga, and tennis to ironman – you name it, we’ve got folks who do it. Because health is such a big part of our lives and work, we want to share some of our experiences with you. Our Because We Can health initiatives series is designed to highlight the passions, commitments, accomplishments and goals of a few of the members of our team.  The series kicks off with thoughts from a couple of our Tough Mudder enthusiasts. Future posts we’ll be sharing include: running events such as this Sunday’s Boilermaker Road Race (Good Luck Tim Roberts!!!), The Saratoga Palio, and the New York Ragnar Relay Series; yogini’s in training; training for the Ironman; the sport of kings, tennis; and competing in the National Ultimate Frisbee Championship.

Tough Mudder –Got What it Takes?

You might be wondering, what’s all the buzz about the Tough Mudder?  Well, if you haven’t already been told, it just might be the toughest event on the planet hosted by an adventure sports company. Described as a combination of Ironman and Burning Man, this is one hardcore battle and Palio would like to congratulate two of our own who were brave enough to take on the challenge: Mike Myers and Andy Neufeld. Both fought to be deemed a Tough Mudder victor!

Think it sounds simple? –You’re mistaken! This is no Warrior Dash where the course is only 3 to 4 miles, but rather, this is a grueling event. Here are the dirty details: Tough Mudder is a 10 to 12 mile event with multiple obstacle courses along the way. You’ll be put to the test –Running over hills, trudging through mud, and diving into freezing water. You’ll climb, crawl and jump over the assortment of obstacles with ropes, walls, electric barbed wire and fire trying to stop you. You better believe these events will leave you with battle wounds to brag about.

Designed by British Special Forces, Tough Mudder events were created to not only test overall strength, stamina and mental grit, but also camaraderie. The events are a new type of team endurance competition where participants are encouraged to help fellow mudders throughout the course and over difficult obstacles. Prior to participating in the event, mudders are asked to say a pledge. It reads, “As a tough mudder I pledge that… I understand that tough mudder is not a race but a challenge; I put teamwork and camaraderie before my course time; I do not whine –Kids whine; I help my fellow mudders complete the course; and I overcome all fears” (Tough Mudder, 2012).

Isn’t that funny? –3 of our 5 core values are represented throughout these competitions: teamwork, fun and work/life balance. This event is right up our alley. Completing a Tough Mudder event is just as much about teamwork and having a good time as it is being physically fit. “If you entered the event to run by yourself, you would still need the help of other mudders,” said Andy Neufeld, account director at Palio. “It’s nearly impossible to do this alone; some sections are too steep and the obstacles can be extremely difficult without help.”

It’s challenging enough running a multi-million dollar business, wouldn’t you think? –Not for Mike Myers who was hungry for that next big challenge and surely got it with the Tough Mudder event he participated in this May. “It was never ending –With a surprise around every corner. It was a battle to the finish, a battle of will,” said Mike Myers, president of Palio. For most mudders, this is biggest physical and mental challenge they’ve ever undertaken. Tough Mudder is taxing no matter your physical shape, size or level of fitness. Even the toughest of the tough will get rocked in this competition and end up physically exhausted.

Tough Mudder’s range from athletes to thrill seekers and military veterans, to those simply interested in supporting the cause. Proceeds from Tough Mudder events are used to support the Wounded Warrior Project, helping soldiers who are returning from the battlefield. According to the website, Mudders have helped raise approximately $3 million for this project, providing programs in combat stress recovery, adaptive sports, benefits counseling, and employment services to injured warriors.

Even though Tough Mudder events draw in all kinds of people, there’s one common denominator –They all have a little bit of crazy in their souls. “The thing about Tough Mudder is you have to be a little bit crazy to even consider doing it. There is no reason on earth why someone would ever volunteer to get electrocuted, frozen, battered, bruised, or stuck in a hole in the ground,” said Neufeld. “But once you do it, it’s addicting. I’ve done two and plan on raging through the Las Vegas TM in early October.”

The most thrilling part of these events is that every course is different and the obstacles are continuously changing. For example, Neufeld participated in one this past November that was a relatively flat, 10-mile course but the air, water and mud was freezing. Come May when he decided to participate in another, it was 90 degrees and took place at a ski resort where the hills were endless. These events went from one extreme to another with entirely different obstacles along the way.

It is highly recommended that anyone signing up prepare. “This is not an event you just jump into. I’ve seen guys get seriously injured before even crossing the starting line,” said Neufeld. Tough Mudder events are no joke; you have to be mentally and physically tough to survive. And you have to want it! Think you got what it takes? –Tough Mudder is waiting for you! There are upcoming events in California, Washington, Texas, Nevada, Missouri, Utah, Tri-State, Kentucky, the Carolinas, and Florida. Take your pick to get down and dirty. Prove you’re tough enough to hang with Mike and Andy!

Always remember, with great challenge comes great reward. Those who finish a Tough Mudder are rewarded with an official orange sweatband and a free beer! Check out Mike Myers enjoying his free beverage in this Youtube he put together about the experience.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.