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Special Publications

LEVEL UP is an awareness and recruitment tool for western Mass. manufacturers and trades helping you target your workforce of tomorrow.

Looking to reach your next employee? LEVEL UP is an interactive publication and flipbook profiling
area trades and manufacturers, showcasing what you make, who uses it, and what kinds of careers
are available in your company. 

Distributed To:
• Trade & Technical High Schools
• Guidance Counselors
• Middle Schools
• Community Colleges
• State College Career Counseling Offices
• Top Manufacturers & Firms
• Regional Workforce Development Groups & Employment Offices
• Non-Manufacturing Employers
• BusinessWest Subscribers

>> Go to the 2018 FLIPbook HERE

To reserve your space and for more information on sponsorship, contact:
Kate Campiti 413.781.8600 (ext. 104) [email protected]
Kathleen Plante 413.781.8600 (ext. 108) [email protected]

Company Profile & Display Advertising Rates
Order Form
Trade & Manufacturing Profile Questionnaire

Material submission deadline January 24.

Publication distribution date: mid-February

Healthcare Heroes

Healthcare Heroes Tickets

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Marketing Tips

Courtesy of orbelo.com

If video marketing is the future, then the future is here. You’re at the right place if you’ve been wondering whether it’s worth putting your mind and money into video marketing. Do you have enough resources to create videos? Are enough people in your target audience interested in videos? And in the end, will it be worth the effort? In short: yes.

In this article, we will cover some of the key video marketing statistics for 2019 that will help prove to you that the right time for video marketing is now. Use these quick and easy video marketing statistics to help guide your video marketing strategy for 2019.

Before we get started with the video marketing stats, let’s quickly go through the types of video content that you can create to market your business. One of the main video content types that businesses use is explainer video which is a short video explaining products or services. Other popular types of video content include vlogs (video blogs), video interviews, video presentations, tutorials, product reviews, product demos, recordings of live streams, video testimonials, and video ads.

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Marketing Tips

Courtesy of CampaignDrive.com

In an increasingly digital world, print marketing is still popular. Brands haven’t forgotten about the power of print to engage and excite their consumers. In fact, top multi-location brands use print — whether direct mail, billboards or good old newspaper ads — to drive local engagement and sales.

“Marketers have a plethora of tools to choose from, whether they decide to use a solely digital strategy or incorporate a blend of both traditional and digital tactics,” says Larry Myler, contributor at Entrepreneur.” [1] More importantly, brands need to begin thinking like their customer and understand how their target markets are accessing information and consuming content.”

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Marketing Tips

Courtesy of sharpspring.com

Any industry that relies heavily on technology has major changes year after year. Marketing is one of those landscapes that changes so quickly, it’s challenging to keep up with the best practices.

Here are 10 tips to optimize your marketing strategy this year, based on the latest trends:

1. Look for Opportunities to Diversify
Most marketing budgets today don’t allow businesses to pursue every distribution channel at once. You need to carefully select channels that are most likely to bring strong returns from your investment. So look for opportunities to diversify your strategy by first researching your audience. Identify niche sub-channels where you’re able to cut through the marketing noise, such as on YouTube, social media groups, etc. Then you can diversify your strategy knowing the payoff will be worth the investment.

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Marketing Tips

Courtesy of Claire Swinarski, Marketing Daily Advisor

Knowing your numbers is key to a rock-solid marketing strategy.

Any marketer worth his or her weight knows how important analytics are. By keeping up with your data, you’re able to make better decisions about how to sell your products and service, therefore attracting more customers and helping your company grow. But analytics aren’t always as cut-and-dry as they may seem. Here are four ways you’re misreading your analytics and preventing your data from actually helping you thrive.

Reading your metrics too often: There are some marketing statistics that don’t need to be checked daily, and if they are, they can actually lead you astray. If you’re meticulously tracking your website traffic, you may get frustrated to see a minor dip 1 day. But if that day happens to be a Sunday, and your data always dips on Sunday, you aren’t going to see that by focusing on the trees instead of on the larger forest. Data should be consumed both up close and from a bird’s eye view in order to see reliable, consistent patterns.

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Marketing Tips

By Liz Alton, Marketing Daily Advisor

Is your marketing promising something your company can’t deliver? Here’s how to find deeper alignment.

Pardon the cliché, but is your marketing department writing checks that your customer service team can’t cash? How aligned are your marketing and customer delivery teams? A software organization I work with recently discovered such a problem: Though its marketing materials did a great job hyping up its offerings’ capabilities, the technology fell far short, and as a result, customers were disappointed, and the company’s reputation was hurt. Here’s a closer look at some strategies we used to create better alignment between marketing and other parts of the organization.

Have a team of stakeholders review messaging: Product marketers demonstrate why marketing departments need different perspectives when crafting messaging, as these individuals understand the product, audience, and road map, as well as have a marketing background. But if you don’t have this role at your organization, a group of stakeholders can also help you achieve alignment.

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Marketing Tips

Courtesy of Laura Lake, The Balance of Small Business

When it comes to advertising your business, it’s imperative that you know who your “target audience” is, and how to reach them. While it’s important to reach as many people as possible, and it often seems like focusing only on certain segments of the population is limiting, you need to be “direct.” Directly reaching those interested in your product or service will ultimately put more money in your pocket. Therefore, before you decide what your message is, and how to deliver it, you need to understand your target audience.

Target Audience

A target audience is the demographic of people most likely to be interested in your product or service. If you own a plumbing company, your target audience is property owners, both commercial and residential. If you own a toy store, your target audience is parents, grandparents, and anyone else with children in their lives.

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Marketing Tips

Courtesy of Janine Pollack, Director, Integrated Marketing

Any road trip has a destination—more or less.  The same should be true when starting a digital campaign.  Only by knowing key objectives and measures of success can a road map to achieving them be determined.  Is the campaign goal awareness, site traffic, engagement, online sales, lead generation, or in-store traffic? In most situations, there will be more than one goal, which means there will also be more than one KPI.  And just to complicate matters, for each goal there may be a different strategy.  As a recent article in MarketingLand said, “Once you know where you want to go, it’s much easier to determine the KPIs to ensure you’re on the path to success.” That’s why getting a clear consensus on goals and buy-in from all internal teams is essential to formulating digital strategies.

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