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The News Chair

Humblebrag: Creating for Clients

Tim Coulon

Vice President Creative Tim Coulon has led Coles Marketing’s design team for more than a dozen years. He enjoys thinking outside the box, taking abstract ideas and turning them into compelling visuals for clients.

A sense of personality is evident in everything he produces, whether a piece of advertising collateral or Web components. Tim works hard to execute a client’s vision and ensure its development by the design team, pushing marketing outreach to its creative limits while remaining true to the brand.

“Effective advertising and marketing design connects emotionally with an audience,” he said.

Barbara Coles

Barbara Coles

Coles Marketing is in the business of helping clients achieve the most from their marketing dollars. But when we had the chance to highlight Tim in The Indianapolis Star, we seized the opportunity.

In the article, Tim shared the inspiration for his career and the training and skills he needed to learn. Twenty-seven years ago, he became a graphic designer. And today that position ranks 15th on the Hoosier Hot Jobs List produced by Indiana’s Department of Workforce Development.

“I’ve always enjoyed designing, drawing, sketching and photography,” he said. “And I’ve always found satisfaction with coming up with creative solutions to problems. A career in graphic design just seemed to suit my skill set.”

Read the full article here: http://www.indystar.com/story/money/2014/11/08/graphic-designer-loves-finding-creative-solutions-clients/18548525/.

But as much as we like to brag about Tim (and the rest of our Coles Marketing team), we always make our clients the top priority.

And as Tim said, “There is nothing more rewarding than hearing a client say, ‘That’s exactly what I wanted!’”


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Categories: 2014 November Newsletter, Newsletters | Tags: Tags: , , , , , ,

Framing Up for a New Look



After years of successfully growing the Indiana Eye Clinic into one of central Indiana’s premier locations for surgery and treatment of the eye, the doctor/owners knew their website design needed a new look.

Brian Coles

Brian Coles

The old site was cluttered and unappealing, with few photographs or graphics, and contained too much wordy medical jargon. And it didn’t scale to mobile devices.

“A website’s lifespan is typically three to four years,” said Coles VP Marketing Brian Coles. “If your website exceeds that time without a major update or redesign, technology is likely to have passed you by, and you risk losing valuable consumers.

“The Indiana Eye Clinic website was last updated more than five years ago,” Coles continued. “Not only did the current website not match their new look, but the current wireframe did not support mobile browsing.”

The Coles Marketing team, working in close conjunction with the Indiana Eye Clinic, undertook a ground-up redesign of the site. This included an elegant restructuring of the site’s look to match the look of the new Clinic logo, which was designed by Coles.


Copy was recreated and new copy added for every subpage of the website. Coles also included custom photography that featured the Clinic’s doctors, staff and patients in an appealing light.

Technology was updated to a custom responsive design, so the Clinic now has one website optimized for every platform, including mobile devices and tablets.

“Today, creating websites in responsive design is seen as one of the industry’s best practices,” Coles said. “Responsive design is also preferred by Google because content that lives on one website and one URL is much easier for users to share, interact with and link to than content that lives on separate sites.”

Is your website screaming for a makeover?

Coles Marketing has the expertise to take your 24/7, greatest sales and customer platform — your website — to the next level.

“A clean, attractive website design does more than make your business or organization look good,” said Coles Multimedia Designer Kevin Moore. “It can bring in more customers and improve functionality for the ones you have.”




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Is “Data-Driven Creative” an Oxymoron?


Data-driven ads … it’s the Holy Grail for getting in front of customers with the marketing mantra — right place, right time, right message.


Alan Schoff

Alan Schoff

But effective advertising has always needed to anticipate needs and desires, then satisfy those wants with a brand promise made in the places where target audiences are most likely to see it.


Data has a place in the creative process. It’s how we glean insights and find touch points that speak to any given audience. While it’s not the end-all answer, data still has great value in deciding what to say and how to say it.


The new face of marketing data

Of course, today’s data is often a derivative of marketing automation and following our Internet browsing habits through cookies and other means. Then, advertising exchanges serve up those ads most relevant to our searches and browsing habits.


If you’ve been looking at hiking boots online, you might also be interested in wool socks, sleeping bags or tents. Retargeted ads will follow you around according to the item or brand you were looking at or the keyword you were searching.


With the right information pulled from the data, marketing messages can be more personalized, relevant and meaningful to the people who are most likely to be interested.


Driving or just influencing creative?

Even armed with the best data about Web traffic and people’s interests, there’s more to connecting people to your cash register than just number crunching. There’s plenty of art that needs to be blended with that science.


Fortunately, for those who live and breathe in marketing’s creative spaces, the most semantic data-gathering algorithm is unlikely to achieve the essence of humanity and our unpredictable aspects and emotional responses.


If it were true that all the answers to marketing could be found in the data, most online advertising wouldn’t be as poor as it often is. A lot of online ads simply do not live up to their brand promise. So what’s missing?


Good, old-fashioned, solid creative — or, rather, the new paradigm thereof. It’s always what you do with the data that counts.


Creative in content is king

Developing great creative for advertising and marketing is a process. It may include conscious and subconscious analysis, contextualizing, digestion and regurgitation. The end goal is always to connect with people at points that intersect with their personal interests, not just the brand’s interests.


The best ideas rarely come from mere perusal of relevant data or from a “brainstorming” session. Those are more effective to seed, water and fertilize concept development.


All of the data input is absorbed, sometimes stretched beyond recognition, slept on, stomped on, showered with, taken on a drive to and from the grocery store, and in many other ways processed, cooked and jelled.


What comes out of it is the content you need to sell a product. It’s the right message that, when put in the right place at the right time, gives you the right results.


While data may be a key ingredient, it is still the creative that gives it the secret sauce. So basing your creative entirely on data is, by definition, not creative, and likely to fail in its effort to engage and nurture customer relationships.


Need some of that secret sauce cooked up from your data? Give us a call at Coles Marketing.


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