Welcome to the fall issue of “Marketing Matters.” As we enter the last quarter of 2009, continue with your efforts to promote and brand your business. What better way than with a creative end-of-year gift. Read Jenni Miehle’s article below about using creativity to make the most of your company gift. We look forward to helping you shine in your marketing efforts by sharing tips, trends and ideas. After all, when it comes to marketing, it is what you do that matters most. Thanks for subscribing. Happy Autumn!

-The Moonlight Creative Group Team

It is hard to believe the holiday season is just around the corner. Are you the type who waits until the last minute to shop for personal gifts or are you the type who has all your presents purchased, wrapped and ready to be shipped by early November? It’s one thing to procrastinate with personal gifts, but you need to plan now for end-of-year gifts from your company.

Company gifts for your customers, vendors and other business-related contacts don’t have to break the bank. Businesses of all sizes are still watching their bottom line, so what can you do to set your company apart this holiday season while being mindful of your budget? Think creativity.

Remember that end-of-year gifts aren’t about just giving a fancy present; they are an opportunity to build your company brand and increase loyalty among those who support your business. The following six tips will help you successfully shine a light on creative gift giving.

1. Include Staff – Gather your employees and put on your creative thinking caps. If you have a larger company, create a committee of people from all levels of your company. A brainstorming session will help generate great ideas that are unique and memorable for your recipients.
 
2. Look Beyond the Holidays – A holiday theme isn’t the only option for end-of-year gifts. They can also be a part of a year-long theme perhaps tying in your company’s anniversary, a new office space or other milestone you are celebrating in your business.

3. Wow Recipients with Clever Wording – Tie in a creative tagline with your company brand and gift theme. Or write a clever poem or haiku for your holiday card. Take into consideration your recipients and what would appeal to most people on your list.
 
4. Incorporate Logo – Brand your company by always including your logo and company name on the gift. Some inexpensive and creative ideas include: customized notepads with a hand-written note; art created by a local commissioned artist; cookies or other edible treats decorated with your company logo and colors or made in the shape of your theme; and a calendar card with photos of your staff and business
 
5. Put a Face on Your Business – Include a staff photo in your holiday card. The photo should incorporate the gift theme with the staff dressed in a similar color or company logo attire. If you decide on a NASCAR theme for example, take the photo in front of a race car or at the local go-cart track. If you take the photo at your business or at a company function, include a company banner in the foreground or background.
 
6. Plan Gift Delivery – Timing is everything. End-of-year gifts don’t have to wait until December. Create a list of recipients and how they will receive their gift. To save time and money, and make a good impression, get a head start by hand-delivering and/or shipping gifts before Thanksgiving. Depending on where your recipients are located, consider hand-delivering some of the gifts to make it more personable. Determine who in your office will be in charge of gift distribution and how and when it will happen.

Moonlight Creative Group recently created a logo and series of print ads for the Mecklenburg County Fetal Alcohol Spectrum Disorders (FASD) Committee, which is comprised of community volunteers and area agencies including: Anuvia Prevention and Recovery Center (formerly the Chemical Dependency Center), The Arc of Mecklenburg County, Substance Abuse Prevention Services and CASCADE Services.

The purpose of the logo is to brand the FASD Committee and the print ads are aimed at two different target audiences including: 1) Women of childbearing age (18-35 years) who aren't pregnant but may become pregnant and who frequent bars and clubs; and 2) Women who are currently pregnant who may or may not be consuming alcohol during their pregnancy.

The goals of the FASD Committee and marketing campaign are to encourage women not to drink during their pregnancy, encourage women that are partaking in risky alcohol use to use contraception, and to encourage women who may be drinking during their pregnancy to stop and seek help.

Moonlight Creative Group Shines with Charlotte Ethics in Business Award
CHARLOTTE – Moonlight Creative Group, a leading Charlotte marketing communications firm, won the “2009 Charlotte Regional Ethics in Business Award” in the Small Business Category from the Charlotte Chapter of Society of Financial Service Professionals. The firm was nominated by Julie Haack, president of Donald Haack Diamonds and Fine Gems – winner of the 2007 Charlotte Regional Ethics in Business Award and the 2007 American Business Ethics Award.

Karen Ponischil and Dawn Newsome, founders of Moonlight Creative Group, accepted the award on behalf the company, which was honored at an Oct. 15 awards luncheon held at Myers Park Country Club.

“We are absolutely thrilled to receive this accolade, which is a testament to our strong commitment to business ethics and being a team with our employees, clients and vendors to ensure that we serve everyone with the utmost integrity and respect,” said Ponischil.

“Ethics have been the core foundation of our business since first opening our doors thirteen years ago,” said Newsome. “We are so honored to receive this esteemed recognition and look forward to being a role model for ethical business practices and to continue making a difference in our community.”

About the Charlotte Ethics in Business Award
The Charlotte Ethics in Business Award recognizes businesses that demonstrate a commitment to ethical business practices in everyday operations, management philosophies, response to challenges, treatment of employees and to involvement in civic and environmental concerns. In its ninth year locally, the award is sponsored by the Society of Financial Service Professionals in partnership with Piedmont Natural Gas, Better Business Bureau, Belk College of Business Administration at UNC Charlotte, Queens University of Charlotte, Johnson C. Smith University, and ClickCom.

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“Think left and think right and think low and think high. Oh, the thinks you can think up if only you try!” - Dr. Seuss