Next-Mark’s 2023 Wrapped – A Year In Review

Every year has its highs and lows, its wins and losses, and like in marketing and communications, how you see them is all about perspective and how you choose to grow from them is entirely up to you. Though our year had its challenges, we know our resilience and accomplishments are far greater and stronger than the tribulations we faced to earn them. So, we would like to take a moment to look back on 2023 and be proud of what we have achieved this year.

MARKERS & MILESTONES
Without further ado, let’s dig into peak Next-Mark moments, shall we?

Hosts with the Most
We made our way around town in 2023 and word on the street is we like to have a good time. Our team organized and hosted some of the biggest events in Sarasota of the year. From the freshest block parties to engaging, intimate gatherings and tailor-made hospitality launches, our events were instant hits.

9 City of Sarasota Events
Fresh Fridays

1 Sarasota Chamber of Commerce Trustees event at our office

Launching 2 Hospitality Clients including 

Boo’s Ice House & Dog Bar & BESO

Hosting 2 Salesforce Events in the US and Canada

Toronto, CA Mixer 

Columbus, OH Mixer at Top Golf

Supporting Local Organizations
We were the corporate sponsor for FPRA’s (Florida Public Relations Association) Central West Coast Chapter in 2023. It was a pleasure to champion our coast’s community of PR professionals and help support them as they foster connections and provide education in the public relations and communications fields.

15 Awards to Back It Up

Recognizing our Core Business
Although the Next-Mark team isn’t typically one for boasting, we came out on top quite a few times this year, and if we can’t plug ourselves in our Year in Review, when can we? With thirteen ADDY awards and one Statewide Caribbean Gold Angel Award from the AAF (American Advertising Federation), it’s safe to say we worked our tails off to produce unparalleled work for our clients this year. 

13 ADDY AWARDS

1 Statewide & Caribbean Gold Angel 

Oh, and we can’t forget about the celebrity around the office, our Manager of Client Experience and Development, Travis Cornwell, who received a Rising Star award from FPRA.

1 Rising Star

In the Headlines
This blog may be about us, but we’re really all about our clients’ successes day in and day out. It’s a privilege to have the opportunity to catapult their businesses to the front and center of audiences and showcase the incredible work they do.
5 Front Page Cover Stories

Onwards & Upwards
Like with all new endeavors, it takes time to cultivate and establish them. When done right, though, the results are well worth the effort. We are proud to report we increased our Salesforce client base by 40% in 2023.

WRAPPING UP THE WRAPPED 
Our culture is one of “how can we step up”? It’s in our name, after all. We are always looking toward the next step in growth for our team and clients, but you can’t grow without building on what came before. Moving into 2024, we take with us all our experiences from 2023, the good and the challenging, while never losing the values that got us here in the first place: kindness, loyalty, and trust. From the Next-Mark team to you, May the joy of gathering with friends and family, cozying up with festive traditions, and the spirit of giving fill your heart with warmth this holiday season. Warmly wishing you and your loved one’s good tidings. Till next year!

Looking to hit the next mark in your business goals in 2024? Let us help you achieve those New Year’s resolutions. 

Reach out to us today!

Sarasota-based marketing and communications agency receives Statewide and Caribbean Gold Angel Award

SARASOTA, FLORIDA (November 29, 2023) – Next-Mark, a full-service marketing and communications agency serving clients in Florida and nationwide, was recently recognized with AAF’s Gold Angel Award for their exemplary public service work in advertising during the 5th Annual American Advertising Federation District 4 Angel Awards ceremony in Tallahassee, FL.

At this year’s Angel Awards, competing in the category of Organization or Cause Promotion, Next-Mark received a Gold Angel, the highest accolade awarded in a category, for their community-based work with Charles & Margery Barancik Foundation.  

“Although we create for a wide variety of businesses, it’s incredibly important to us that we participate in and support organizations doing great work in our own community,” says Joseph Grano, President of Next-Mark, who accepted the award on behalf of his team. “To be recognized by our peers for the work we do in our region with local non-profits who are making a difference in our community is just an added bonus to the gratification we get from doing these kinds of projects.”  

Every year, the American Advertising Federation District 4 conducts the Angel Award Competition, honoring the very best in public service advertising by honoring campaigns that demonstrate exceptional results and execution. The awards combine two missions of the organization: to utilize industry expertise to address community issues, and to celebrate and honor advertising excellence. Entrants consisted of a variety of advertising service providers, public service organizations, and special interest causes and groups located in Florida and the Caribbean.

“Seeing all of the excellent work in public service advertising created in Florida and the Caribbean year after year is incredibly inspiring. Creativity and innovation continue to evolve in our market, while dedication to creating an impact grows stronger each year,” says Giavona Williams, Governor of AAF District 4. “The award-winning work always gives a deep look at the current issues that impact us. This year was no exception. COVID, social issues, fundraising challenges, drugs; public service advertising addresses it all,” stated Mike Weber, Chair of this year’s Angel Awards competition.

View the full list of winners and the award show video at www.TheAngelAward.com.

About the AAF District 4

The AAF District 4 is one of 15 regional American Advertising Federation (AAF) Districts nationally. It is comprised of 18 local federations located throughout Florida and the Caribbean. The AAF District 4 is different from any other advertising trade organization because it is comprised of a network of professionals that represent all disciplines of advertising at all levels. The District’s goal is to inspire, inform, and educate advertising professionals, mentor advertising students, monitor legislative issues, recognize excellence, promote public service causes, and help build our economy. For more information, visit https://www.4aaf.com/.

About Next-Mark

Next-Mark, LLC is a full-service, award-winning marketing communications agency based in Sarasota, FL. It helps business leaders beat their growth targets by delivering better competitive insights, more powerful branding, stronger strategies and faster results. Breaking away from the constraints of traditional marketing service organizations, the Next-Mark team facilitates new conversations about a client’s brand, integrating experience, analytics and innovation in developing strategic marketing solutions to meet clients’ individual needs. Next-Mark focuses on internationally and nationally recognized brands along with growing companies across a broad spectrum of categories, including home services, architecture, government, healthcare, technology, hospitality and entertainment, tourism, retail, real estate, environmental, marine products and tourism. With clients from California to South Africa, its roster includes industry leaders such as Comcast/NBC, LexisNexis, Elsevier, Neuroflow, Nuance Communications, CMX/Cinebistro, Medecision, CGI, California Pizza Kitchen, along with Florida-based clients including The City of Sarasota, Willis Smith Construction, St. Armands Circle, Sweet Sparkman Architecture and Interiors, Get Coastal Exteriors, John Cannon Homes, Yarnall Moving and Storage, CitySide Apartments, and The Met Sarasota among others. For more information, visit its website at www.next-mark.com.

###

A Guide to Crisis Communication in Modern Day PR

Public Relations is the cornerstone of effective crisis communication. In the midst of unexpected challenges, how an organization manages its public image can make or break its reputation. Crisis communication through PR involves a strategic and dynamic process aimed at preserving trust and credibility.

With so many avenues for communication as a business today, the odds of facing crises that require astute and timely responses are naturally higher, so it’s essential your public relations team is decisive yet adept at de-escalating and maintaining your brand’s reputation.

In this year alone, large businesses like TikTok, Silicon Valley Bank, and Ticketmaster faced a flurry of public scrutiny. Though a crisis can feel catastrophic, it only is without great communication management. PR professionals must act swiftly to assess the situation, gather accurate information, and develop a well-thought-out communication plan. This often includes crafting clear and empathetic messages that address the issue at hand while demonstrating the organization’s commitment to resolution. So, don’t panic or freeze, instead become crisis ready by creating a response plan that include the following three steps:

You want to be prepared and ready to lead at times when it matters most. Think of crisis management as an opportunity to showcase your brand’s true character and ultimately, that you are a brand to trust and follow. Keeping these steps in mind will help you handle the unexpected successfully.

We may be equipped with language, but communication isn’t always second nature to us. Take the pressure off and turn to Next-Mark for any public relations and communications challenges your business may encounter.

When you partner with us, not only do you have a vast resource of marketing solutions at your fingertips, but you can expect a team of dynamic and seasoned professionals ready to collaborate with you. View our capabilities video to learn more or get in touch at 941.544.2765 or send us an email.

DISCOVER OUR FULL SUITE OF MARKETING SOLUTIONS

You started your business for a reason; you saw a need or desire and knew you could create a service or product to fulfill it, but if no one knows what you do, and more importantly, who you are, you’re not going to get very far. That’s where strategic marketing begins.

Effecting marketing, marketing that actually moves the needle, isn’t an ad here or a social media post there, it is integrated content working together consistently to tell your brand’s story. Leveraging an extensive suite of marketing tools and comprehensive strategies, we take your business’s potential and create a brand that’s uniquely yours and stands out against the rest. Here’s how we can jumpstart your business’s marketing engine.

CREATIVE DEVELOPMENT & VIDEO PRODUCTION

Our team develops video content starting from conception through to fruition. Whether it’s a short clip, like an Instagram reel, TikTok, or YouTube short, or a longer piece, like an explainer (“how-to”) or a cross-platform campaign, we create productions that capture your brand’s story and your audience’s attention.

Discover the Power of Brand

When you partner with us, not only do you have a vast resource of marketing solutions at your fingertips, but you can expect your business to be handled with the utmost attention and creative determination. View our capabilities video to learn more or get in touch at 941.544.2765 or send us an email.

We would like to give you a look inside our team members’ recent ventures and life milestones, allowing you to get to know us a little better. Lately, we have traveled to far-off places, welcomed new life, produced works of art, and excelled in our fields. Welcome to our world!

ADDING TO THE FAMILY

Ryan Hoevenaar, our Director of Creative Strategy, welcomed a new member to the family in February when a healthy baby boy, Logan, was born on 2.9.23. Congratulations to Ryan and his family!

RISING STAR

Next-Mark’s team is always reaching new heights both as an agency and individually. We are proud to announce that Travis Cornwell, our Manager of Client Experience and Development, received the honor of the Joe Curley Rising Leader Award from the Florida Public Relations Association. The award nominees highlight up-and-coming FPRA members that demonstrate emerging leadership traits, and the winner is recognized for their dedication to active involvement in FPRA Chapter activities, programs, functions, and events. Congratulations Travis!

THE DOCUMENTARIAN

Luke Piety, the team’s Creative Producer, produced and created a short documentary about The Anna Maria Island Players and their theatre’s rich history. The documentary first premiered at the Sarasota Film Festival in April, showing in the Florida Filmmaker category, and later, officially released to the public with a premiere at the Island Players Theatre itself on Anna Maria.

Watch the documentary here.

WORLD TRAVELER

Our Manager of Client Experience, Matthew Fenton, recently embarked on a trip to Indonesia, backpacking around its beautiful isles and embracing the full spectrum of experiences these captivating islands have to offer. From the pristine beaches of Bali to the lush rainforests of Sumatra, Matthew traversed the beautiful landscapes while immersing himself in the vibrant culture of the island life. This extraordinary experience allowed him to witness life in its rawest form and dive into the breathtaking waters renowned as some of the best diving spots in the world.

DIVING INTO THE BROADER LANDSCAPE OF MODERN PR AND MEDIA RELATIONS

By: Ashley Bernhardt

Modern PR and media relations have undergone vast changes in the past three years. Though traditional journalism outlets have scaled down, media relations are more relevant and pertinent to marketing than ever. With other media platforms expanding, navigating and assigning the appropriate importance to each can feel daunting. Here is what we know:

DEFINING WHAT MEDIA IS IN TODAY’S WORLD

Social Media Influencers & Bloggers 

Social media’s reach is undeniable and those who have large followings have cultivated target audiences that can be hard to register with otherwise. Influencers are a media contact to consider when promoting a launch, campaign, or product that can prove valuable in increasing reach and fostering engagement.

Podcast, Webcast & Radio Hosts

An even greater relevant resource for media relations are podcast hosts. The rise in podcasts popularity is monumental and their content is a huge medium where people get their information. Although podcasts can be treated as media outlets and their hosts like journalists, doing the proper research and finding the appropriate shows to reach out to is essential. The right podcast can provide a format that informs as well as entertains, creating brand trust and garnering connection.

MODERN PR TOOLS

Along with a redefined version of what a media outlet is today, modern PR utilizes a variety of digital tools that can aid with nearly everything, such as monitoring earned coverage, measuring results, managing contacts and lists, press release distribution, and streamlining outreach.   

DIGITAL ADVERTISING AND SPONSORED CONTENT

Not a replacement for earned media but a supplement to it, paid media does have a relevant place in the online and social media environments. Targeted advertising across social channels drives awareness of a brand and draws in your key audience prior to earned coverage, and a carefully crafted and curated paid placement can contribute to an earned strategy by reminding viewers of your unique value.   

Paid media doesn’t have to be the shameless advertorials of a decade ago, or more likely than not, shouldn’t be the plain self-promotions of the past. Paid content can be genuinely good and engaging, surrounding and boosting your earned media.

THE BOTTOM LINE

One thing is for certain in this new digital landscape, the importance of PR and media relations is still instrumental in marketing, and it’s not all “in with the new, out with the old.” All have a place in elevating your marketing strategies and delivering success.

If we can help with your Public Relations strategy, please reach out to info@next-mark.com

Award-winning Bay Runner turns one March 2

Ridership continues to grow and surpass expectations as the inaugural year for the complimentary open-air trolley service the Bay Runner is marked Thursday, March 2. Over 150,800 passengers have experienced the award-winning Bay Runner during the first 12 months of operation.

Sarasota, FL (March 1, 2023):  Ridership continues to grow and surpass expectations as the inaugural year for the complimentary open-air trolley service the Bay Runner is marked Thursday, March 2. Over 150,800 passengers have experienced the award-winning Bay Runner during the first 12 months of operation.  

“The popularity of the Bay Runner is greater than we could have imagined,” said Planning Director Steve Cover whose parking, mobility and transportation teams implemented the  City Commission’s vision of a free shuttle service to help alleviate traffic congestion between downtown and Lido Beach.  “People in Sarasota truly want to live more and drive less. The Bay Runner is a unique experiential service that is relaxing, fun and helps get vehicles off the road and reduce emissions in our beautiful coastal community.”

From the first day of service on March 2, 2022 when an impressive 208 passengers tried the Bay Runner, the trolley has become increasingly popular. In April 2022, the monthly ridership was 14,291. By February 2023, it grew to 17,000 passengers.

“The Bay Runner is a convenient, safe, and stress-free option to travel between the mainland and barrier islands,” said Mayor Kyle Battie.  “By opting to leave their vehicle behind and ride the trolley, each passenger is doing their part to reduce traffic congestion and that’s significant, especially during peak season. We’re proud of the Bay Runner’s success and want to keep the momentum going.”

The Bay Runner provides free service on a fixed route along Main Street through downtown, over the John Ringling Bridge, around St. Armands Circle and to Lido Beach and Ted Sperling Park. 

Service is available every day of the year from 8 a.m. to midnight.  A route map is available at www.SarasotaBayRunner.com A mobile app with real time tracking and arrival information can be downloaded via the Apple App Store and Google Play.

The Bay Runner carries 28 passengers, is equipped with a wheelchair boarding lift and transports bicycles.

The service is operated by CPR Medical Transport, the same company that runs the popular Siesta Key Breeze trolley.

The City Commission partnered with the Downtown Improvement District (DID), St. Armands Business Improvement District (BID), Florida Department of Transportation (FDOT) and City staff to launch the trolley service. In addition to City economic development funds, and a $1.5 million FDOT grant, the DID and BID each allocate $50,000 annually toward the initial three-year program.

“We understand the important role the Bay Runner is playing with mobility,” said City Manager Marlon Brown. “We are reviewing all potential funding sources to ensure the trolley continues.”

The trolley, plus micromobility options, were identified through citizen input during the creation of the City’s first transportation master plan, Sarasota in Motion, adopted by the City Commission in 2020.

Just two weeks after the Bay Runner launch, the City rolled out a new e-scooter/bicycle rental program to provide quick, convenient mobility. Veo, the operator, is reporting record demand in Sarasota with 127,753 total trips taken between March 2022 and January 2023. Many riders incorporate the Bay Runner and Veo to reach their destination, by taking the trolley then a scooter or vice versa for the first or last mile of their trip.

The City’s trolley and e-scooter/bike rental programs were honored together in June 2022 by the International Parking & Mobility Institute (IPMI) with an Award of Excellence for innovation with a mobility program.

The Bay Runner also received four prestigious awards this month from the American Advertising Federation for creativity and excellence in branding and marketing provided by Sarasota-based marketing firm Next-Mark.

###

About the City of Sarasota:  Distinguished by U.S. News and World Report as one of the top 10 Best Places to Live in the U.S. and the number one place in Florida, the City of Sarasota is a diverse and inclusive community located on Florida’s Suncoast with 56,000 year-round residents, several internationally recognized cultural arts venues, stunning sunsets along Lido Beach and Major League spring training baseball with the Baltimore Orioles. Learn more about us at www.SarasotaFL.Gov