Public Alliance is well known for creativity and quality of work, but what sets us apart is the level of personal attention and responsiveness we provide our clients and our commitment to a business culture of integrity and transparency, which includes providing true accountability measures, ensuring clients can effectively evaluate ROI.

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Product: The totality of goods or services that a company makes available; output Brand: A set of distinctive characteristics that establish a recognizable image or identity of a person or thing. A really good product can still be replicated. A really good brand, however, has the power to distinguish that product from competitors. This is why a product is nothing without the support of a powerful brand. When a brand becomes strong, it conveys emotions that go beyond whatever product you are offering. It creates a lasting impression that customers experience when they see, hear, or think of you. The goal is for that impression to convince them to choose your product over another. It’s crucial to differentiate yourself, especially if you aren’t the first mover in your category. Learn and research your audience and give them a reason to want to be

Social media platforms are a great tool for building and sharing your brand. So, you’ll want to take advantage of multiple platforms without spreading yourself too thin. You’ll need a strategy to help you pick the platforms that are going to be most beneficial to your business. To do this you’ll need to figure out which platforms are going to give you the most exposure to your targeted audience and help you achieve your marketing goals. Here are the key factors of each platform that you need to know. Instagram Instagram can be a great tool for you if your goal is brand building. If your message is best shown, then Instagram is your platform. By creating engaging photos and short videos, you can reach a large audience to build a massive following. The top industries on Instagram are beauty, fitness, food,

Is your Google ranking suffering and you’d like to know how to improve it? If you already have an established website, let’s start by analyzing and troubleshooting it to see if you’re following Best Practices according to Google. Best Practices include high-quality content (especially on your home page), quality link building, visibility in search queries, and a clear hierarchy within your web navigation. Conducting your site under the suggested Best Practices according to Google is the foundation of developing a high-performing website. If your site is already developed there are several tools you can utilize to properly assess it. ‘Lighthouse’ is an extension you can add to your web browser. Once added, you can generate a report grading your performance, accessibility, best practices, and SEO. Some of these carry more weight and importance than others. Let’s start with SEO. There are three

2020, what a year! Businesses have been forced to adapt to new realities. Consumers likewise have changed how they shop, socialize, get news and frankly, spend their money.  The pandemic has in many ways just accelerated the timeline of consumer trends already in motion. So even when the effects of the pandemic recede, businesses should continue to adapt and innovate, creating new ideas, concepts, and processes to meet new consumer demands. As always, effective marketing is key to profitability and staying ahead of the competition, so consider these marketing resolutions for your business in 2021.Evaluate PerformanceBefore you can commit to being better in 2021, it’s important to understand your performance in 2020. Whether your marketing content focuses on blogs, social media, podcasts, or anything else, evaluating results and setting new goals based on them should be a top priority. Consider your

Green Bean Casserole - Account ExecutiveEven during the holidays, you go towards the healthier options. You are the only one at the table to not go back for seconds and maybe even skip dessert. Yikes. You also feel obligated to make sure everyone gets along- facilitating the conversation and steering away from the controversial subjects. If you worked in an agency you’d probably be an account executive. You are motivated, organized, and a great listener. When the family asks how work has been you sound really smart and put together when in reality, you’re stressed beyond belief. Mashed Potatoes - CopywriterThe safest side on the table. Potatoes in any form are usually good. If your go to is mashed potatoes then you love the comfort food. You are easy going, and just like potatoes, you get along with anyone. If you

The emergence of COVID-19 has altered the way we all live and work, and that includes the world of digital marketing. While the pandemic’s full impact is still to be determined, its effects on digital marketing has been profound as people increasingly go online to meet their day-to-day needs. From SEO to the way businesses interact with consumers, the script is being rewritten for better and for worse.  Digital Marketing and the Consumer Digital marketing is changing and the effects can be seen in consumer behavior. For lunch or dinner options, instead of searching for restaurants closest to our locations, we are searching for delivery or curbside options. We are more online than ever before. Online appointments are now the norm for many businesses.Online meetings and Zoom calls are on the rise while face-to-face interactions are on the decline due to the

Online behaviors have changed amid the COVID-19 pandemic. While some companies that provide "essential goods" may thrive in the midst of the Coronavirus, many others are being  forced to reevaluate their business strategy and budgets.  Doing business in uncertain times can be stressful, but all the work shouldn’t stop simply because demand is low. Here are three types of digital marketing initiatives that you need to keep going, even through a crisis. 1. Social Media The first thing to keep in mind is that “staying home,” means even more people are on their devices, and especially social media. That’s why even though business may be slow, you can’t let your social media presence lag. Your customers still need to see and hear from you. Keep them entertained and informed. They’ll be back after all and they’ll appreciate that you didn’t disappear in

With the growth of sites like Squarespace, Wix and other WYSIWYG builders, the competition for user-friendly interfaces on websites has gotten intense. Wordpress has had the same editor interface for almost 15 years, so after 6 months of testing and community feedback, Gutenberg is finally here. What is Gutenberg? Gutenberg is the latest editor released for Wordpress. It is named after Johannes Gutenberg, the inventor of a printing press which introduced printing to Europe during the 1400s. (Definitely not to be confused with Steve Guttenberg from movie classics like “Police Academy” or “Three Men and a Baby”!) Past builders required knowledge in HTML or to utilize shortcodes to make your site work correctly. The introduction to this new builder means you now build content with “little blocks”. The goal is to make creatively dynamic and rich content available to users of all

Every year people spend thousands of dollars upgrading our lives. From the cars we drive, to the clothes we wear, to the houses we live in. We want the best, up-to-date styles, and let last year’s fads slip into sweet nostalgia. One thing that we often overlook, however, is popular trends in everyday marketing design.   At one point in the history of the world, Comic Sans made its debut as a popular, informal document/childrens materials font. Thankfully, the world one day decided that it was time to put it on a shelf and leave the style in a box labeled “not for reuse.” That’s exactly what needs to happen with some trends that still make their way into popular culture and common designs.   To help sort it all out, here are 5 design trends that we don’t feel make the cut for

Your Business Website Needs Captivating Blogs! Here’s why. A weblog, or blog for short, is an online informative journal that displays information chronologically, from newest to oldest, and is a platform where a single writer or group share their views on various subjects. If utilized for the purpose of content marketing, blogging is a necessary part of a comprehensive marketing strategy and a powerful lead generating method. To achieve the best results for your business, pair your strong blog content with strategic search engine optimization. Here’s how your business can benefit from a well-developed blog. Drive Traffic to Your Site. A blog is used to provide clever and useful ideas when a client is looking for information online. If the blog peeks the client’s interest, traffic on your site goes up and so does the time the user spends reading it. That blog