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Every individual has a brand image cultivated through interests, style, language, friends, and more. Some people actively work to maintain a specific image. Others have a brand based on how they naturally act. Either way, we all add to and modify our own brand with every decision we make. The same logic can easily be applied to businesses. The only difference is that successful brands don’t often have the luxury of not actively considering every facet that goes into their company’s persona.

One of the best parts of working with branding agencies like Neff is the excitement of launching a brand from scratch. The challenge of carving out a space in the marketplace can be daunting, but it can be incredibly rewarding when done correctly. This is why we take the time to get to know the people behind a brand to ensure that their vision can turn into a reality.

Many branding agencies understand that there is a need for consistency throughout a branding campaign, but this doesn’t mean they all successfully accomplish this feat. Consistency is the essential element in establishing credibility in a brand. To start the process, groundwork must be laid by establishing what focal product or services are being offered and who makes up the target audience for that product or service. When a target audience is identified, it is time to dive deeply into their behaviors, their problems, and how a new product or service will make their lives better. 

Identifying a target audience will also help to establish who the competitors are for a new brand’s product or service. Learning what already works well for a competitor and what does not is a great way to identify what elements should be taken and refined, as well as what elements should be downplayed. No one wants to be a copycat of their competitors, but understanding who they are and how they market themselves can significantly help a business identify its own focus and personality. Companies struggling with establishing their voice should start by testing different business slogans. When a slogan copy works, it will help shape the remainder of the branding puzzle.

As a premier logo design company in the United States, our experts understand the importance of color. Each color can represent different things when people identify them. Once a brand color is selected, a brand font should also be created. As a brand grows and marketing pieces are put in place, the consistency in color and font will help people to recognize and retain information on what that brand represents.

Once the details are sorted and the research phase is complete, our team works to create a buzz about the brand. Launching a business successfully is much easier when there’s anticipation built throughout the target audience. Our experts work to create this buzz through many different channels. For some businesses, the best route is to amplify efforts via public relations to reach as many would-be customers as possible. For others, it’s best to create a buzz on social media platforms that will continue to intensify until launch day. Others can rely on traditional billboards or print advertising. The experts at Neff identify what method will be the most effective, and then put it to work for our clients. More brands choose Neff over other marketing agencies due to our remarkable track record of producing exceptional results through individualized, flexible strategies and solutions.

If you are interested in launching a brand or learning more about the expert-level services provided by Neff, give our team a call today!

One of the many things that make daily life so exciting at our ad agency in Philadelphia is our ability to work with companies who are as enthusiastic about what they do as we are about marketing. When our experts conduct a brand review and speak with people that have an evident commitment to excellence, it inspires us. Delivering results is not just our job, it’s our passion. There’s no greater success than helping our clients share their story. One great example of a brand we have the pleasure of working with that exemplifies an incredible passion for quality and excellence is Iron Hill Brewery & Restaurant. 

Long before our ad agency in Philadelphia met with Iron Hill Brewery & Restaurant, they opened their first location in Newark, Delaware in 1996. While many who reside near our ad agency in Philadelphia have come to know of the Iron Hill brand name, the company reached out to us with their sights set on launching a Perimeter Georgia location. Iron Hill Brewery & Restaurant turned to Neff to help generate buzz in local communities, so the restaurant would be packed by the time opening night arrived.

Our experts conducted a thorough brand review of Iron Hill Brewery & Restaurant to understand the story behind the brand and just how dedicated the lovers of craft beer and quality food are to their craft. To take full advantage of what makes Iron Hill Brewery & Restaurant unique from their competitors, we updated brand messaging, photographed their beer and food for both digital and billboard advertising, and highlighted all of the qualities we learned about during our brand review.

IronHill Brewery Restaurant Buckhead

In anticipation of the grand opening of the Perimeter Georgia location, Neff worked with the Iron Hill Brewery & Restaurant team to refresh their advertising and launch a VIP Media & Influencer Preview Event. All of these efforts successfully built excitement to ensure that the location would not only have a strong turnout on opening night, but that they would also enjoy the same success that the brand has now grown accustomed to in the greater Philadelphia region. Through PR outreach and strategic influencer partnerships, our experts brought more than one million social media impressions to Iron Hill Brewery & Restaurant. We knew that once we got people in the door, the incredible food and beverages would do the rest.

The example of Iron Hill Brewery & Restaurant is only one of many. Some brands need to be launched, some need to be revitalized, and some simply need to be expanded. In learning about Iron Hill Brewery & Restaurant, our team took advantage of the history the brand had accumulated over the past 25 years. No two brands are the same, and we believe that to fit any brand into a cookie-cutter system of marketing is a disservice to the efforts being put in by every professional who works for that company. Any path taken to achieve an excellent marketing campaign starts with a conversation, then evolves based on what makes that company or service unique.

If you have a story to tell and are passionate about the service or product you provide, we want to hear from you. Visit our Contact Us page today to get in touch with our experts.

Branding companies are consistently streamlining their campaigns and efforts to adapt to the evolving needs of their clients and audiences. In a fast paced environment such as PR, this pivoting process is essential for empowering organizations to stay ahead in their respective industries and connect with their consumers along the way. Here are a few of the changes that marketing agencies in Philadelphia have made to their PR efforts in recent years as well as how these methods have helped their clients achieve higher visibility and success.

Connecting with Customers Through Social Impact

In recent years, branding companies have found that their audiences have become much more socially conscious than past generations. This has led to many customers choosing to align themselves with organizations upholding values that more closely mirror their own. The growth of social consciousness has meant that branding companies have needed work towards strategies that work to show their commitment to a more equitable and inclusive world. This is especially the case for marketing agencies in Philadelphia who have seen first-hand how the public has made concerted efforts to stand up for what they personally believe in within the past few years. Many consumers in the current landscape can see past more shallow charitable efforts made just for the sake of publicity, and there has been a huge focus on contributing to impactful social initiatives that truly aim to make a change in our world.

Increasing Emphasis on Thought Leadership

With rising consumer social awareness, leadership positioning has stood out as a way to better share their stand on ongoing industry topics. After all, audiences want to feel as though the companies that they support are innovators and thought leaders within their respective spaces. One of the benefits of branding companies’ emphasis on thought leadership is that it allows business leaders and their companies to take a position as industry experts, which provides an excellent framework for PR campaigns and strategies. Marketing agencies in Philadelphia have become adept at opening the door for PR that has become very prevalent and successful within the past few years such as speaking opportunities, featured articles, and blog distributions.

Utilizing Digital Marketing for Stronger Results

Before the days of the internet, the fax machine was an integral part of the PR process for branding companies. Later, PR agencies were able to send and receive information at unprecedented speeds due to the advent of the internet which had a huge impact on their ability to perform. Branding companies have further refined their PR efforts in the time since through digital marketing, and the subsection of the industry has boomed within the past few years. Now, branding companies can utilize digital marketing and associated resources to connect with audiences, boost online presence, and bring more reliable results to their clients. What’s more is that these strategies are constantly evolving, providing opportunities to maximize PR efforts.

Changing Performance Measurement Methods

Connected to how branding companies have used digital platforms and marketing for more reliable results, organizations have also utilized digital channels for more reliable ways to measure them. PR was much more ambiguous in the past because brand awareness was difficult to see. For example, readership and circulation figures were made with Advertising Value Equivalent (AVE) which worked out the value of coverage by estimating what it would have cost if it were purchased as an advertisement and multiplied up to five times.

Today, we have reliable ways to use new metrics that are easier to quantify. Branding companies can measure the performance of PR through backlinks from reputable media outlets, increases in domain authority of associated links, inbound traffic, changes in online rankings, follower counts, social media engagement, and response. Reliable methods for tracking performance means that branding companies can evaluate their processes and refine them for even stronger results.

Combining Paid and Earned Media

Branding companies know that paid media is here to stay, and it can be an excellent method to bring attention to your business and engage with your audiences. Within the past few years, we have seen paid media evolve and experience it nearly ay time we scroll through an app, open a browser, or stream. Recently, PR strategies have combined paid media with earned media — meaning coverage or promotion acquired through organic means. Earned media can be effective at reaching consumers authentically, and organizations are learning that it can be combined with paid media to maximize their impact throughout PR processes. Self-promotional sponsored content can gain the attention of consumers initially while earned media keeps audiences engaged and drawn to your brand.

PR Processes Continue to Evolve

As technology, the wants and needs of businesses and their audiences, and the current PR landscape evolves, branding companies need to streamline their existing methods to continue to bring the highest results possible. And, while we may not know exactly what the future holds for the evolution of PR and its strategies, we can be sure that they will include continue to include comprehensive methods that help organizations stand out from the crowd, engage with their audiences, and maximize the impact of their PR and marketing.

Businesses have a lot of expenses to maintain necessary operations and ensure that they are continuously working towards success. PR is one such expense that is indispensable for any successful organization, and it helps for those who have not evaluated their need for such services to explore the important role the best PR firms can play in their business’s key processes.

Increases Profits, Sales, and Lead Quality

A huge benefit of utilizing PR for your business is that it can be extremely effective for marketing, which can have a positive impact on profit margins, sales, and producing quality leads. When companies leverage PR, they can enhance their reputation by providing customers and prospects with options to connect with the company. This is because quality PR resonates with target customers and shows them the value of the goods or services that your company provides.

The reach that PR provides ensures that your business can help new potential customers find their way to you. Higher visibility and credibility through third-party PR through innovative methods inspires brand loyalty and positive word of mouth. When coupled with quality marketing, businesses can expand the scope of their businesses to grow their audience and money making potential.

Improves Crisis Management

Crisis management is important for any business, as a PR problem can quickly jeopardize your company’s good reputation. Great PR plans don’t just cover positive news coverage — they have watertight protections in place for when disaster strikes as well.

Issues such as defective products, lawsuits, employee-related scandals, and more can be effectively managed with PR to protect perception of your business and prevent negative word-of-mouth from circulating. Sensitive situations that can threaten your business need to be addressed quickly, efficiently, and with great care. With PR, your business can rest assured that their crisis management strategies will help them weather the storm.

Provides Credibility and Brand Awareness

best pr firms

Any business owner can speak to how crucial it is to differentiate oneself from the competition. Well implemented PR strategies can be highly efficient tools for letting customers know that your business exists. The stories that PR allows organizations and individuals to tell positively contributes to visibility and create awareness and credibility for your brand. In any industry, the success of a business can be determined by how much trust consumers have for their reputation, services, and quality.

A reason why PR effectively helps provide brand awareness and credibility is because it can build a favorable impression. We want to be able to connect with the businesses that we frequently support, and these meaningful connections play a vital role in developing large, happy client bases.

Boosts Online Presence

Businesses need a great online presence to maximize their impact, attract potential customers, and give existing customers the ability to connect with the brand. Effective PR can boost your company’s online presence through a variety of methods such as content development, website features, press releases, and more to heighten visibility. Good PR is an excellent tool to strengthen your business’s SEO and increase the number of people who can view and connect with your brand’s messaging.

In a digital landscape where most customers are using online platforms, PR can boost website traffic and build an audience through linking from high authority sites. What’s more is that the best PR firms know the best methods to optimize your online presence by identifying the best channels and key individuals to spread your company’s message while maximizing reach.

Promotes Customer Service and Community Engagement

PR is commonly leveraged to create two-way dialogue between brands and their audiences. This is excellent for helping businesses address factors such as customer feedback, challenges, realize opportunities, etc. For example, PR is often used to spread news of new brand innovations, empowering businesses to monitor feedback and make any necessary changes.

If you are interested in showing a commitment to quality customer service processes, PR can prove to your audience that you are invested in fostering and maintaining connections. Naturally, this can have a profound impact on how your business and its processes are perceived by your best customers. We want to support companies interested in serving their customers to the best of their ability.

PR Can Help Grow and Maintain Your Business

The importance of great PR for any business simply cannot be overstated. The best PR firms are aware of the many moving parts of your business and can help you take all of the steps necessary to grow and maintain your community. Don’t wait until it is too late. Evaluate your need for PR and connect with a quality PR provider to cover any of the existing gaps in your current strategy.

The average person spends nearly 3 ½ hours online every day, likely seeing dozens and dozens of advertisements in the process.

Whether they remember them is another story.

With a successful media buying campaign, companies position themselves to get the exact attention they’re looking for. 

Working with a top-rated media buying agency, your brand message reaches the right audiences fast, broadening your consumer reach in an instant.

The digital space is a jungle. With a streamlined media buying process and optimized strategy, your advertising campaign can be king.

Media Buying Objectives 

The first step to a successful and seamless media buying process is being on the same page about objectives, first and foremost getting your messaging to your target audiences in just the right formats, in the proper context, and at the correct times.

Successful media buying is measured by a company’s overall goals. Those may include rising overall brand awareness, maximizing search engine optimization integration, or retargeting certain advertisements.

There are several different ways to approach media buying. Direct media buying means buying advertisements directly for placement with a specific publisher or on a certain channel.

The network approach means bidding on and purchasing specific advertising space through supply-side or demand-side platforms. The programmatic approach is buying and selling digital advertising through technology utilization. 

A successful media buying experience begins with defining and being on the same page about top goals. Then the process can begin.

It Starts with a Basic Strategy and Planning Session 

During the early stages of the process, the discussion turns to vital but basic aspects of a campaign. A target audience will be pinpointed, a budget will be agreed upon, and a company will share the metrics it wants to hit to make a media buying campaign a success.

Determining a target audience should be a thorough and meticulous process. Audiences should be divided into certain demographics, such as gender, age, and marital status, as well as location, and other behaviors, like general interests.

Once the target audience for a media buying campaign is determined, there should be a strong effort to think broadly about the best ways to reach them. Does the audience tend to live in a certain area? Are they more likely to see an advertisement online or in person? When and where do they shop?

This first stage also includes a bit of planning, hammering out details of the campaign schedule (including its launch and overall time frame), where ads will be placed, and which creatives the company wants to work closely with. A common question to think about is which media channels would be most effective to pursue.

Should the campaign mainly include ads on search engines? How about on social media networks? Should it only be online or also on TV or radio? 

Be Prepared to Negotiate

Once the right media outlets are targeted, media buyers frequently negotiate with them to settle on the perfect price before buying the ad spaces. While online advertising is usually sold through an automated process so negotiations won’t be traditional, buyers can still use this time to make final plans for the best prices, times, and places for their advertising campaigns.

Data Comes into Play

The media buying process isn’t just a guessing game, even after a campaign launches. The process includes tracking the overall performance of the media buying campaign through detailed reports. This data is carefully analyzed to adjust the campaign approach if necessary.

Tracking such data on ad performances can begin right away, but it’s important to not make quick judgments too early. To get a full picture of a media buying campaign’s success, there should be enough data to paint that picture.

Throughout the campaign, buyers should remain committed to monitoring its results to make sure the optimal results are being achieved. Any problems encountered, whether it’s early, in the middle, or at the end of the process, should be addressed swiftly.

The Bottom Line

Media buyers should be partners in a campaign but also fully skilled in pushing for the best strategies to maximize each campaign they work on.

They should have experience working on q wide variety of channels and publishers — and know all the best practices and approaches to making a media buying process go smoothly and achieve the best results.

Companies can get stuck with a brand identity that no longer resonates with its target audience or does not adequately represent its new products and services. Sometimes, its brand identity may not even be clear at all. That’s when it’s time to do a “brand refresh.”

What is a brand refresh, and how is it different from complete rebranding?

Branding companies like Neff explain that a rebrand is completely focused on changing the company’s identity and positioning. A brand refresh only updates certain elements so it can reflect or keep up with important changes, such as:

The brand refresh is more of an evolution rather than a revolution and tweaks the brand voice and visuals to give a more current, relevant image of the company. Changes can include new logo typography, color palette, or photography and graphic design style.

A brand refresh is simpler, cheaper, and less risky than a full rebrand, but can still revitalize brand identity, increase sales, and even give a competitive advantage—especially in the following situations.

There is no strong brand identity

One of the biggest signs that a company needs a brand refresh is that the customers do not recognize the brand or feel that it has a unique personality or identity. Possible reasons include:

For example, Uber’s consumer surveys found that its customers couldn’t recognize its half-coin icon, and some of its drivers actually turned the decal inside out because the name was printed on the flip side. So, it switched to a serif font style that was readable and recognizable.

There is no emotional connection

In some cases, a brand may be recognizable but not relevant: consumers do not feel an emotional connection or resonance with the company’s values and mission. In this case, a brand refresh is necessary to humanize the brand and tell the story.

For example, medical and pharmaceutical brands have been changing their messaging to be more customer-centric. Instead of just talking about medical research, they also talk about the company’s impact on the environment, communities, and customer care.

The brand refresh can be seen in their website design (more images of people, warmer color palettes, simpler and more readable design), and the way their ads and marketing collaterals are executed.   

The target market is evolving

Even big, well-known and popular brands will need a brand refresh if there is a major shift in the tastes or needs of its main audience.

For example, food sandwich chain Subway saw that there was a growing preference for fresh, local and organic food. In response, it updated its menu and its logo: “a clean design to reflect clean healthy food.”

The company is evolving

Google AdWords changed both its name and its logo to highlight that it had expanded its suite of advertising solutions. Animal Planet changed its logo from a stylized typeface to a walking elephant, to represent its globalization and “moving towards new countries, and new content.”

Their brand refresh drew attention to a big internal brand change and can be a core component of a product relaunch or new brand story. For example, National Geographic changed its logo when it shifted from its magazine format to digital, and then launched new shows and channels, before finally taking a cultural shift from being channel-led to content-led.   

The logo and visuals don’t reflect the brand

Design elements provide consumers with the “first impression” of the brand’s personality and style: fun and energetic, luxurious, stylish, sleek and modern, etc. A brand refresh is needed if there is a disconnect between the design and the brand identity.

For example, a restaurant that serves affordable comfort food with large family servings may actually turn away the target audience if its logo and interiors are too upscale and luxurious.  

The design is outdated

Design trends and customer tastes change. A logo that looked very trendy 15 years ago may now be seen as outdated and old-fashioned. This is the reason for the regular brand refreshes of Apple, which has gone through six logos since its launch in 1976.

The rainbow-colored logo reflected the company’s invention of the first computer with a color display and was then changed to a more monochromatic look in the 2000s to represent its marketing positioning as “sleek technology for the modern lifestyle”.

Brand refresh: keeping a company “current”

Companies need to regularly review their marketing, and update it to reflect changing markets, customer trends, and even business direction. A brand refresh keeps the company current and relevant.

Today, being a public relations professional takes more than being good with people or knowing how to write. If you really want to build your brand’s reputation or strengthen your relationship with communities – the ultimate goal of any PR campaign – these are the skills you need to have.

1. Know how to communicate with different audiences

Neff is consistently ranked among the top public relations firms in Philadelphia and they explain that PR practitioners have to be able to create different story angles for different media outlets and target audiences.  

For example, a mobile communication company wants to announce a new product. You can create a press release that focuses on specs for technology websites, and another that focuses on its sleek design and powerful camera for lifestyle and fashion websites.

The different story angles reflect a deeper understanding of your target audiences and the kind of information that’s relevant to them.

2. Shift across different styles of writing

Press releases are just one of the many kinds of content that PR practitioners are required to write. Depending on the brand’s needs, you may also have to make social media posts, infographics, explainer videos, newsletters, blog posts, or white papers/position papers, and annual reports.

In this way, PR practitioners are like content chameleons, who can capably adjust the tone and style of their writing depending on the format. However, if you do it well, you can reinvent a chunk of content in many ways.

For example, a company wants a PR campaign that highlights its environmental and sustainable programs. A good PR practitioner can do a round of interviews with its key executives, and spin that into a press release, a blog post that can be shared on LinkedIn or the website, several social media posts, a video script, and emails to its different stakeholders.  

3. Get social media savvy

Before the digital age, PR practitioners would rely heavily on major newspapers, TV, radio to communicate with the public.

However, the global conversation now takes place on social media. That’s where people first hear about the news, share information about it, or react to it—and because of that, there’s where brands (and their PR representatives) should be.

But what kind of social media skills do PR practitioners need? You should be familiar with different platforms (Twitter, Tiktok, Instagram, Facebook, LinkedIn, Discord, etc.) and their respective content management tools. That includes being able to create different posts, do analytics, and manage any paid PR campaigns based on their advertising guidelines.

PR practitioners also need to know the best practices for social media, such as the best posting times and the kind of content that leads to engagement—more clicks, likes, and shares.

4. Understand crisis PR

A PR crisis can drive away customers, cause stocks to plummet, and permanently tarnish a brand’s reputation. Even well-established brands like Volkswagen, Wells Fargo, and Samsung have lost billions of dollars because of a scandal or a bad customer experience; imagine what could happen to a start-up or a struggling company.

That’s why it’s important for anyone in PR to have crisis management skills. You need to know how to create a crisis plan and then set it up so it can be activated the moment an emergency occurs: key spokespersons, key messages, contact list of media outlets, internal communication protocols.

You will also need to be able to identify the risks of your organization, such as customer complaints, labor union strikes, environmental activists, etc. The best PR practitioners are able to spot the risks from the beginning and build positive relationships with the stakeholders from the beginning.

That helps prevent PR crisis from happening or creates goodwill with those communities so the effect of a crisis will be smaller.  

5. Know how to do research and social listening

One of the most important jobs of PR practitioners is knowing managing public perception. Do consumers trust your brand? What kind of values or characteristics do they associate with it? Do they have any negative impressions or misconceptions that need to be corrected?

To answer those questions, PR practitioners need to be able to do research and social listening. That can include formal tools like focus group discussions or sample interviews, or modern analytics tools. If that is not possible, you may need to do your own “fieldwork” such as monitoring media or community forums.

The new breed of PR experts

As you can see from this list of skills, the modern PR practitioner should have three important traits: the sensitivity to understand the audience, the versatility to shift between different content platforms and writing styles, and strategic thinking to create integrated PR plans and crisis PR plans.

In response to COVID-19’s impact on marketing channels, many marketing teams have turned to social media marketing to connect and engage with audiences. When the COVID-19 pandemic first began, it had a drastic impact on businesses and consumers around the globe. Many businesses were forced to significantly cut their budgets while consumers reduced spending because of lockdowns. As businesses adjusted to the new landscape, many marketers were confronted with the difficult task of reaching audiences online with little to no budget. Luckily, social media has proven to be an ideal marketing resource and offers marketers a variety of unique benefits. Below, Neff, a social media marketing agency based in Philadelphia, will break down some of the many ways social media can help aid marketing teams in 2022.

Build Brand Awareness

Social media is a highly effective way to build brand awareness within targeted groups. Once social media marketers can connect with their target audience, the next phases of the marketing process are often carried out by the audience themselves. While other forms of marketing rely heavily on marketing teams to raise brand awareness, marketers can put out pieces of content and rely on audience members to share posts and improve the content’s reach with social media. Through social media, marketing teams can significantly cut their campaign budgets and instead focus on creating shareable content with which their target audiences can engage.

Measure Marketing Efforts and Improve Brand Authority

Today, most social media platforms and social media scheduling tools allow marketers to track their social media content’s key performance metrics (KPIs). Marketers can also view earned media value (EMV) metrics that show marketers how much organic social engagement and reach would cost if they had paid in ads.

Additionally, many surveys have found that brands that utilize social media are seen as more trustworthy to their target audience than brands that do not. Social media is an excellent way to engage with audience members in an authentic and meaningful way. Using infographics and original content, brands can significantly improve their authority in online spaces.

Enhanced SEO rankings

Social media has become a crucial factor in calculating search engine rankings within the past decade. As SEO best practices are rarely stagnant, brands must adapt to changing guidelines and not solely rely on website optimization for a high ranking. Instead, brands are now turning to social media to improve their rankings and brand awareness. Although social media does not directly contribute to SEO ranking, the links that brands share across social media platforms can greatly increase brand exposure and influence search engine optimization by boosting local SEO, extensive content distribution, and improving online visibility and traffic.

The past two years have been incredibly challenging for everyone, and people everywhere have had to adapt as best they can. As the pandemic has continued to shift the way we interact with one another, we’ve also seen personal priorities continue to evolve. One way this evolution is apparent is in the current state of the workforce. At large, from hourly labor up through executive-level roles, people are valuing work/life balance more than ever. With this shift, along with a workforce embracing remote working, hiring and employee retention have become more challenging. Our job as advertisers, and people, is to understand and empathize with this reality both internally and for our clients’ businesses. 

But what does this exactly mean for advertising itself? The advertising world and the way brands communicate is also evolving. More than ever, it is imperative to know your audience and what’s important to them. The ways we decide to connect with our audiences must continue to adapt to our audiences’ changing priorities.

Advertising as a discipline has always been synonymous with change. With that, brand strategy requires an understanding of how social motivators affect business and brands, and where your brand can reside. Today, we are infiltrated with noise everywhere and understand that for businesses it can be hard to keep up, and as a consumer, it can be exhausting.

This evolution across the workforce, for brands, and in advertising, also applies to agencies. After 34 years of business, Neff has a strong grasp on the reality that seasons change, and we have implemented an evolving philosophy in our agency and even in our own advertising. We’ve adopted the guiding principle that “consumers’ feelings about brands are similar to their feelings about people.” It’s important to be comfortable with change as people’s feelings are ever-evolving.

To get into the nitty-gritty, there are authentic ways to reach consumers at different times, and in various places. Our process begins with brand discovery, which provides the groundwork for both brand messaging and the visual identity of your brand. Brand awareness is the foundation for reaching and engaging consumers, but to get there takes a formulated brand discovery process. After discovery, we can develop a strategy for how to reach your audience in the correct place with the appropriate message. With so many mediums available to reach different consumers, it’s important that the corresponding message is authentic and caters towards their needs. This can be done through strategic targeted messaging. 

The Neff team creates targeted messaging for our clients and we also believe in practicing what we preach. Neff is currently running a targeted integrated marketing campaign for Neff in an effort to reach multiple audience personas with customized messaging about our agency. We created targeted messaging based on developed research of our customer base and are running ads across multiple platforms from social, TV, Out of Home, Digital and Radio for each service we offer. The insights and results we’ve gathered are fascinating and have helped us generate unique leads, and it’s done the same for our clients like Iron Hill Restaurant Brewery & Restaurant and the Pennsylvania Department of Education

Integrated, targeted marketing campaigns can make sense for any business or brand. It is important to listen to your audience, and the scope and scale of a campaign are always relevant to budget, timelines, and KPI goals. Here at Neff, we have the capability to provide all services in-house, enabling our clients to receive all their marketing needs from one agency, saving time and resources along the way. Staying on top of marketing trends can be exhausting for a business, so it is important to have an advertising partner who listens and understands your needs. We’re all human, and we all need help from others — when working alongside Neff our clients have an advertising partner that will listen, evolve, and adapt to help you continue to grow your business.

Earlier in the year, we shared the news that Neff was included in the Clutch Top Global 100, as well as their top 100 fastest growing and the Top 100 sustained growth companies lists for 2021. Now we’ve added yet another accolade to our growing collection, as this time Neff has been highlighted by Clutch as the 2021 top advertising company in Pennsylvania.

FFor those that are unfamiliar with their work, Clutch is an online review and rating platform that primarily caters to the B2B industry. They are known for using a unique verification process that allows them to determine the authenticity of any information sent to them for publication.

These reviews are then collated and used as the basis for their B2B research in determining the top performing companies in every industry from all over the world. The fact that our team has been included in four of these high tier lists throughout the entire year is a testament to both the quality and consistency of the services we provide.

In fact, our Creative Director emphasized how hard our team works to ensure that each one of our clients get the same level of excellent services they’ve come to expect from us.

It’s an honor for Neff to be recognized among such talented organizations. Our continued pursuit of excellence on behalf of our clients drives us forward.


– Adam Englehart, Creative Director of Neff.


We do our best to provide anything and everything that our clients will ever need for their advertising campaign. Check in with us for one of your projects and see how we operate with your own eyes. Contact us today and we’ll prove why we deserve to be the top advertising company in Pennsylvania.