Celebrating nine years of Amp with strategy, soul, & the space between

Nine years ago, I set out to build something smart and soulful, a place where meaningful work could thrive alongside people I adore.

I didn’t know what it would look like (or whether it would even work), but I knew the kind of life I wanted: one where I wasn’t constantly trading time with my family for work, one where I could choose the people I spent my days with, and one where our client relationships were rooted in trust, not transactions.

What’s unfolded since has been bigger and more beautiful than I ever could have planned, and also more humbling. I’ve watched incredible Amp-ers grow, not just in their talent, but in their confidence. I’ve learned when to lead and when to listen, found myself in rooms I never expected, carrying weight I never predicted.

But here’s the truth. I’m wired for impact, and I believe our work should move people. Most days, I’m walking the line between strategy and soul, holding space for my team, my clients, and the standards we’ve set together.

I hope Amp is a reflection of what I believe: that work can be both powerful and human, that growth is worth pausing for, that alignment matters as much as results. And creating something real, with people you trust, is the most meaningful kind of success there is.

To celebrate nine years, here are nine things I’ve learned (and am still learning) through this journey:

1. People Over Everything
No campaign, pitch, or press kit matters more than the people behind it. At Amp, we prioritize people: our team, our clients, our audiences, and the communities we’re trying to reach. It’s the relationships that carry the work, not the other way around. 

2. Clarity Beats Clever
There’s a difference between being creative and being clear. I’ve learned the most effective strategies are those rooted clearly and with a deep purpose. Don’t bury the lead. Say the thing. Clarity creates confidence, inside and outside the room.

3. You Can't Outsource Culture
Culture isn’t a slogan and, as they say, “Culture eats strategy for breakfast.” It’s not a retreat or a brand-values poster that hangs in the office. It’s the check-in text when someone’s having a hard week; it’s laughing during a late-night deadline; it’s how we handle mistakes. At the heart of everything, I hope I’ve created a place where people belong, allowing them to become even more of who they are.

4. Strategy Is a Living Thing
The best plans evolve. The market shifts. Teams shift. What worked six months ago might not work now, but the point of strategy isn’t to get it perfect on paper. We like to say strategy breathes; it doesn’t live on a shelf to collect dust. It’s there to give us direction while leaving room for recalibration when needed. 

5. Be the Guide, Not the Star
One of the best things we can do is help our clients find their voice, then get out of the way. We’re not here to be the loudest in the room. We’re here to shine a light on our clients’ vision, their brand, and their wins. That’s where the magic happens. 

6. Boundaries Fuel Brilliance
I used to think saying yes all the time was the key to growth. It turns out that saying no with intention is what allows us to do our best work. Protecting our team’s energy, setting clear expectations, and designing workflows that support sustainability is where quality thrives.

7. Creativity Needs Structure
Deadlines, briefs, and feedback loops are not the enemy of creatives! Creativity can only thrive when it has a container. Our best work comes from a clear process and shared goals, with the space to experiment within that framework.

8. Honor the Process
We don’t just celebrate polished outcomes; we celebrate the effort, the experiments, and everything we learned (successes and failures) along the way. Growth at all stages should be seen and felt. 

9. You Attract What You Put Out
I’ve learned to lean into what feels aligned. When we show up with energy, heart, intention, and passion, the right projects find you. You don’t need to chase what isn’t meant for you. Do the work you believe in, and more of it will come.

*Pictured above, year nine and day one

Elevating Business Success: The Crucial Role of Customer Experience, Emotional Connection, and the Power of Surprise

At Amp, every client begins with a foundation rooted in strategy. In these strategy discussions, the Amp team goes beyond the conventional boundaries of brand strategy—which often focuses solely on elements like logos and brand standards. Instead, we take the conversation to focus on customer experience (CX).

Providing exceptional customer experiences is no longer optional; it's a fundamental aspect that directly impacts a company's reputation, customer loyalty, and its bottom line. Equally important is understanding how customers feel during their interactions with a brand.

The Evolution of Customer Experience: CX has evolved from being a transactional element to a strategic cornerstone for the businesses we serve. The focus is on understanding customer journeys, leveraging data analytics, and fostering a customer-centric culture within organizations, with a heightened emphasis on the emotional connection customers have with a brand.

Understanding the Strategic Approach: Many companies are at the forefront of shaping customer experience through innovative strategies. A holistic approach to CX involves personalization, data-driven decision-making, and fostering employee engagement to create a positive customer-centric culture.

At its core, this strategy aims to not only meet customer expectations but also evoke positive emotions throughout the customer journey.

  1. Personalization is Key: Tailoring interactions based on customer preferences and behavior enhances satisfaction and fosters a deeper connection between the brand and the consumer. Understanding and responding to customers' emotions play a pivotal role in this personalization process.

  2. Omni-channel Integration: A seamless and integrated omni-channel approach is essential for providing a consistent experience throughout the customer journey, whether online or offline. Consistency in experiences contributes to a sense of reliability and trust, positively impacting how customers feel about the brand.

  3. Data-Driven Decision Making: Harnessing the power of data is crucial in understanding customer behaviors, predicting trends, and making informed decisions to continually enhance the customer experience. Analyzing emotional cues in customer data can provide valuable insights into improving overall satisfaction.

  4. Employee Engagement Matters: A positive customer experience starts from within the organization. Employee engagement and satisfaction directly impact how employees interact with customers, fostering a customer-centric culture internally. Happy employees are more likely to create positive emotional experiences for customers.

  5. Surprising and Delighting Customers: In a world of choices, surprising and delighting customers is a powerful differentiator. Going beyond expectations, whether through personalized gestures, unexpected perks, or innovative solutions, creates memorable experiences that make your business stand out.

  6. Adaptability in the Digital Age: As technology continues to evolve, so do customer expectations. Staying agile and adapting to emerging technologies is necessary to meet customers where they are and provide a modern and efficient experience. This adaptability contributes to the overall positive perception customers have about the brand.

 At Amp, we recognize that the journey begins with a foundation in strategy extends beyond the traditional confines of brand strategy. In our landscape where customer choices abound, businesses that prioritize and excel in customer experience are positioned for long-term success.

The commitment to customer satisfaction, emotional connection, and the strategic deployment of surprise and delight tactics is not just a business strategy – it's a mindset that permeates the entire organization.

Article by: Kat Allen Martucci

 

Social Media: Best Practices

Whether you're a seasoned pro or just venturing into the realm of online engagement, understanding the nuances of social media best practices is pivotal. Join us on this blog as we decode the art of cultivating an impactful online presence.

From crafting compelling content to navigating platform algorithms, our blog will empower you with practical insights to elevate your brand, amplify your voice, and navigate the ever-evolving social media landscape with confidence.

  • Understand Your Audience:

    • Regularly analyze audience demographics, behaviors, and preferences.

    • Tailor your content to resonate with your specific target audience.

  • Video Content Dominance:

    • Prioritize video content as it continues to be a dominant and engaging format.

    • Create short, compelling videos that grab attention quickly (within the first 3-seconds)

  • Ephemeral Content:

    • Embrace ephemeral content, such as Instagram Stories or Snapchat Snaps.

    • Use temporary content to create a sense of urgency and FOMO (Fear of Missing Out).

  • Interactive Content:

    • Encourage engagement with polls, quizzes, and interactive elements.

    • Foster a sense of community by prompting users to share their opinions.

  • Authenticity and Transparency:

    • Share authentic and behind-the-scenes content to humanize your brand.

    • Be transparent about your values, processes, and any challenges your brand has overcome.

  • Short-Form and Long-Form Content:

    • Experiment with both short-form and long-form content to cater to different audience preferences.

    • Use concise captions for quick consumption and longer captions for storytelling.

  • Mobile Optimization:

    • Optimize all content for mobile viewing, given the prevalence of mobile users on social media platforms.

    • Ensure visuals and text are clear and readable on smaller screens.

  • Inclusive and Diverse Content:

    • Represent diversity and inclusivity in your content.

    • Showcase a variety of voices and perspectives to connect with a broader audience.

  • Storytelling:

    • Use storytelling techniques to convey your brand message.

    • Craft narratives that evoke emotions and resonate with your audience.

  • Innovative Visuals:

    • Experiment with creative and visually appealing designs.

    • Stay updated on design trends and incorporate them into your visuals.

  • Social Commerce:

    • Leverage social commerce features to facilitate direct purchases from social media platforms.

    • Use shoppable posts and integrated e-commerce functionalities.

  • Effective Use of Hashtags:

    • Research and use relevant hashtags to increase the discoverability of your content.

    • Create branded hashtags for campaigns and promotions.

  • Post Timing and Frequency:

    • Post at times when your target audience is most active.

    • Maintain a consistent posting schedule but prioritize quality over quantity.

  • Community Engagement:

    • Respond promptly to comments and messages.

    • Actively engage with your audience through likes, shares, and comments on relevant content.

  • User-Generated Content:

    • Encourage and showcase user-generated content to build a sense of community.

    • Run contests or campaigns that involve your audience in content creation.

  • Environmental and Social Responsibility:

    • Highlight your brand's commitment to social and environmental responsibility.- Share initiatives, partnerships, or practices that demonstrate your brand values.

At Amp Strategy, we believe in the transformative power of a well-crafted online presence, and we trust that the strategies discussed here will empower you to navigate the ever-evolving social media landscape with confidence and purpose.

The digital realm is not just about platforms and algorithms; it's about genuine connections, meaningful engagement, and the authentic expression of your voice. As you embark on your continued social media adventure, may you amplify your presence, forge lasting connections, and master the art of online influence. Stay tuned for more tips, trends, and strategies from Amp Strategy, and may your digital footprint leave a lasting impact in the vast tapestry of the online world. Cheers to your success in mastering the art of social media!

Meta Ads: Steps for Success

In the ever-evolving landscape of digital marketing, staying ahead is not just an advantage – it's a necessity. With Meta Ads, formerly known as Facebook Ads, emerging as a powerhouse platform for reaching target audiences, understanding the nuances of its advertising ecosystem has become paramount for businesses striving to stand out digitally. As businesses navigate the details of digital advertising, our quick guide below aims to demystify the process, providing actionable insights and strategies to see the full potential of Meta Ads. From optimizing your ad creatives to navigating the intricacies of audience targeting, we delve into each step — with a focus on results.

Lead Times:

  • Start Early:

    • Begin planning your Meta ad campaign well in advance to ensure a thorough strategy and execution plan.

    • Aim to start at least 4-6 weeks before the campaign launch to accommodate unforeseen delays.

  • Research and Targeting:

    • Spend time researching your target audience on Meta platforms.

    • Utilize platform analytics to understand user behavior and preferences for better targeting.

  • Budget Planning:

    • Allocate budget based on campaign goals and expected reach.

    • Test smaller budgets initially to gauge ad performance before scaling up.

Creative Elements:

  • Eye Catching Visuals

    • Use high-quality and engaging visuals to grab attention in a competitive environment.

    • Ensure that images comply with Meta's ad guidelines.

  • Branding Consistency:

    • Maintain consistent branding elements across all creatives to reinforce brand identity.

    • Use recognizable colors, fonts, and logos to enhance brand recall.

  • Mobile Optimization:

    • Design creatives with mobile users in mind, as a significant portion of Meta's audience accesses the platform via mobile device.

  • Video Content:

    • Incorporate video content when possible, as it tends to perform well on Meta platforms.

    • Keep videos concise and ensure they are optimized for mobile viewing.

    • Ads can be 5 seconds to 10 minutes long, though we generally recommend a 15 second maximum.

    • Highlight your message in the first 3-seconds.

    • Captions are optional, but recommended

    • Sound is optional, but highly recommended

  • Photos

    • High-quality, high-resolution photos are a must.

    • Utilize photos when you want to drive people to your site, when you need to create an ad quickly, and when you want to raise awareness of a product.

  • Graphics

    • Remember less text is more.

    • Too much copy is distracting and can lead to your ad being shown to fewer people. Images that are uncluttered by text have greater impact, so stick to the most important details.

    • Have a single focal point: Ensure that you’re only asking people to look at one thing. If you’re trying to include too many things in one image, consider using carousel ads or video ads.

Copywriting:

  • Clear and Concise Messaging:

    • Craft clear and concise ad copy that communicates the value proposition quickly.

    • Use short sentences and impactful language.

  • CTA (Call to Action):

    • Include a strong and compelling call-to-action that encourages users to take the desired action.

    • Test different CTAs to identify the most effective ones.

  • Personalization:

    • Leverage personalization techniques to make the ad feel more relevant to the target audience.

    • Use dynamic ad creative to tailor content based on user characteristics.

  • A/B Testing:

    • Conduct A/B testing on different ad creatives and copies to identify the most effective combinations.

    • Test variations of headlines, ad copy, and visuals to optimize performance.

Monitoring & Optimization

  • Analytics and Metrics:

    • Set up tracking and analytics tools to monitor the performance of your ads.

    • Regularly review key metrics such as click-through rates, conversion rates, and engagement.

  • Ad Schedule Optimization:

    • Analyze when your target audience is most active and schedule ads accordingly.

    • Optimize ad delivery based on peak times for engagement.

  • Ad Refresh:

    • Avoid ad fatigue by refreshing creatives periodically.

    • Introduce new visuals or messaging to maintain audience interest.

  • Responsive to Data:

    • Be flexible and responsive to the data. If certain creatives or copies aren't performing well, be ready to make adjustments.

Success lies in the details. From crafting compelling ad creatives to precision in audience targeting, every step is a strategic move toward achieving tangible results. As you implement these strategies, we hope to see your campaigns flourish in the competitive digital landscape! Stay ahead, stay strategic, and let your Meta Ads journey be a testament to your digital success.

Greater Akron Marketing Agencies Join Together

Akron, OH (July 19, 2022) — Today, two divisions of Focal Point Marketing, including the social marketing teams and the media productions team of Lost Tribe Media, a division of Focal Point, have announced they are joining together under the Amp Strategy brand to form Summit County’s largest female-owned communications and marketing firm.

Based in Akron, Amp Strategy works with diverse clients, from local businesses and regional nonprofits to large manufacturers and national foundations. Through marketing strategy, creative content, media relations, and communication services, the team helps to amplify the voices of organizations and brands.

“Amp and Focal Point worked together on a mutual client’s project, and in the first meeting alone, the energy and mission alignment our teams shared was incredible,” states Kat Allen, managing partner of Amp Strategy. “Within minutes after the first meeting, Lori Krohn from Focal Point called and echoed my thoughts. We knew we had something special with the teams together—and started to talk through a system to work together more frequently.”

The Focal Point team includes top regional talent in social media and digital marketing, along with deep expertise in video, media, and events production from the Lost Tribe Media division.

“We help our clients build connections with the communities they serve, and with this new growth path—thanks to the collaboration of these teams—we can deliver plans for engagement in even more strategic and effective ways for our clients,” shares Krohn, now Amp’s vice president of strategy and events.

“Collaboration is the key to making a real impact for our clients in Summit County and beyond. The future is a bright one for this collective team,” adds Chris Smith, owner for 16 years of Lost Tribe Media, and now Amp’s director of video and event production.

Amp, located in its renovated offices in Akron’s West Hill neighborhood, will now include 12 staff members, plus a large pool of freelancers.

Focal Point Marketing, under the leadership of its chairman Mark Krohn, will continue to offer its expertise in business growth and strategic acquisition consulting, including helping company owners market/sell and helping other companies find businesses to acquire. Focal Point is a uniquely positioned firm to help business owners realize the value they have created and buyers find companies that are not currently on the market.   

For more information on Amp and to learn more about the new team members, please visit AmpStrategy.com.

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Amp Up Your Zoom Room!

1.    Set yourself up for success: How do you look and sound on camera? 

  • With this one, make sure you’re in a quiet space with natural lighting. 

  • Have your face towards the window or set up lighting around your desk to illuminate your face.

  • While we love your face, we don’t want it to be too close. Move your computer up, up and away. Prop your computer up with books if your desk is too low, but make sure the camera is eye level to you. This just ensures your call cannot see up your nostrils. 

  • If you cannot find a quiet spot, try headphones. Make sure to test all sound quality before you start your call. 

  • Really want to impress your Zoom call? In your Zoom application, go to Settings, Video, and make sure the “Touch Up My Appearance” button is clicked.

     

2.    Create a virtual background.

  • Need to hide your home clutter or your kid on his iPad? We want people focusing on your face, not what’s behind you! If you don’t have a clean, simple wall, the virtual background feature allows you to display an image or video as your background during a Zoom Meeting. Upload your own images with an aspect ratio of 16:9 and a resolution of 1920 x 1080 px. 

 

3.    Give attendees a waiting room. 

  • I always suggest not having your attendees jump in the room automatically. They could be early or you could have a kid run in, dogs barking—before it even begins. 

  • From Zoom: “The Waiting Room feature allows the host to control when a participant joins the meeting. As the meeting host, you can admit attendees one by one or hold all attendees in the waiting room and admit them all at once. You can send all participants to the waiting room when joining your meeting or only guests, participants who are not on your Zoom account or are not signed in.” 

 

4.    Set your layout to see multiple participants.

  • Once you’re in your Zoom Room, you can choose the layout that works best for you. 

  • Speaker View: You’ll see a large view of the person speaking, with a smaller view of the previous speaker. If you’re screen sharing, the shared screen is in the large display and the small video will the person who is sharing.

  • Gallery View: See up to 25 of your friends at one time—with the active speaker highlighted in green. For meetings with more than 25 guests, you’ll see an arrow displayed next to the icon. Simple push the arrow to see the next group of 25. 

  • Thumbnail View: This lets you see the main speaker (like in Speaker View) but also shows 8 participants along the bottom of the screen. 

 

5.    Mute participants (and yourself!) when appropriate.

  • If you are in a large meeting, chances are, someone is going to forget to mute themselves. In the Schedule Meeting section of Zoom’s account settings, you can automatically mute all participants’ or if someone forgets to stay muted, simply hit the mic icon next to their face while on the call. 

  • And you are not talking? Mute yourself. Background noise happens and we want to make sure you are not the distraction! 

 

6.    Share your screen (but not all of it).

  • At the bottom bar of your screen hit the green “Share Screen” button. 

  • You’ll have the option to choose between the items you have open and choose what to share. Be sure to choose only the applications or files that you’d like the entire group to see.

  

Ready for more? 

Here are some additional tools and ideas for optimizing your Zoom meeting engagement and success:

Download our Amp’d Up tips here!

New Team Members Added to Female-Owned Communications Firm

Amp Team Fall 2019

Akron, OH (Sept. 3, 2019) — Today, Amp Strategy announced its new growth with the addition of Meghan Meeker, joining the team after her work as the social media manager at the University of Akron, and Lindsey Phillips, a specialist in operations with a background in corporate banking and nonprofit communications, added her skills to the team earlier this summer.

Based in Akron, Amp Strategy is a female-owned communications and marketing firm working with diverse clients—ranging from local businesses and regional nonprofits to large manufacturers and national foundations. Through marketing strategy, creative content, media relations, and communication services, the team helps to amplify the authentic voices of organizations and places.

“Three years ago, my partner Morgan and I had an idea for a communications and marketing firm that valued real authenticity, purposeful and positive engagement, and innovative relationships for clients,” states Kat Pestian, partner and co-founder of Amp Strategy. “We quickly learned that Akron loves entrepreneurs, and we found a community of risk-takers and innovators who champion new beginnings and continued growth.”    

Now, with five full-time staff members, a large pool of freelancers, and a new office in downtown Akron’s Everett Building, Amp is thrilled to welcome Meghan and Lindsey to its team. Plus, the team has plans for two more hires by the end of the calendar year.

Morgan Lasher, partner and co-founder of Amp Strategy, shares that the core of Amp Strategy’s work is engagement.  

“We help our clients build connections with the communities they serve, and our new growth path, thanks to Meghan and Lindsey, will be a strategic one, aimed at delivering strategies and plans for engagement in even more exciting and effective ways for our clients,” shares Morgan.

At Amp, Meghan’s responsibilities will include her role as a client relationship manager for community engagement clients and supporting social strategy work. Lindsey’s responsibilities range from operating support and accounting to content creation and data analysis for clients.