About M/C/C Contributors

M/C/C creates the right mix of communications for today’s audience – from traditional advertising and public relations to highly interactive digital communications, engaging social media and powerful search engine optimization. With such a broad range of communication services, it’s easy to think of M/C/C as the big agency that does. With the passion of the little agency that could.

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A Few Lessons in Integrated Marketing

IMG_3275Here at M/C/C, we’re no stranger to integrated marketing for clients and have experienced great results from converging digital marketing with IRL experiences for clients like FairLease and the promotion of the company’s “Random Acts of Fairness.”

FairLease is not your average car dealer. They’re more interested in helping people which is why M/C/C helped them launch a “Random Acts of Fairness” campaign around Dallas offering free food to the masses. For this campaign, we utilized several tactics that include: spreading the word through FairLease’s social media accounts that we built and managed, teasing the events to influential news sources and nearby businesses, providing event management and onsite support, generating real-time event updates, leveraging popular Twitter users and hashtags, capturing social photos and producing videos from the events. For many, it was their first interaction with FairLease, and thanks to M/C/C it wouldn’t be their last. As a result, more than 1,600 new friends engaged with FairLease like never before, and FairLease received almost 20 leads directly from this successful campaign.


1. Over-Promise and Over-Deliver
Listen to customer feedback and decide what works, what doesn’t and how you can improve what you offer. Depending on your businesses, you can use various social media and review sites like Yelp to hear from customers. Focus on customer service above all; constantly surprise customers with how far above and beyond you’ll go for them.

2. Mix Your Energy with Commitment
Look at the big picture by taking a few minutes to write down what your goals are for the next year. Think about the skills and support you’ll need to attain them and then a few small ways to start working on achieving your goals. Don’t let a little success distract you from working hard on your business.

3. Be Open, Real and Flawed
When it comes to social media and customer reviews, don’t delete what your customers have to say. No company is perfect or has a 100-percent satisfaction rate, so don’t hide the few unhappy customers. Admit your mistakes when they happen, and in general, conduct your company’s dealings with honesty and candor. Your customers will notice and love you for it.

4. Care About the Little Things
Focus on the little things your company can do to surprise and serve your customers. Don’t take an immediate ROI or bottom-line look at this one. Happy customers will lead to gains in the long-term.

5. Stand Out and Find Your Niche
Think about your target market, look at what your competitors are doing and embrace your uniqueness! There’s only one of your company in the world.

Now that you know what others are doing as well as what we can accomplish for you, get up and give us a call! Remember, we’re experts in everything integrated.

Taylor Swift: 1.287 Million Reasons Why Marketing Works


As lines between advertising, public relations, social media and SEO continue to blur, integrated marketing has become one of the best ways to market a brand. Encompassing all four disciplines successfully markets to target audiences both in real life (IRL) and in the bustling digital world. One personal brander and one of the world’s best-selling artists of all time has perfected this practice with the recent release of her all pop album, 1989. Let’s explore some of Taylor Swift’s brilliant tactics that’s leading the artist to break the record for most sold copies of an album in a single week since 2002:

Brand Partnerships

Swift is no stranger to partnering with big brands, but for this release she capitalized on not only one but two! With Swift becoming commonly known as someone who loves cats, especially her two — Meredith and Olivia, she launched a partnership with Diet Coke that features a spot with her and plethora of kittens that begin showing up in her living room each time she drinks her Diet Coke. What’s brilliant about it is that the spot, which appeared on TV a few days before the album release, featured an unheard, new song from 1989, and Swift herself voices a call-to-action to buy her album at the end of the spot. With only about 20 seconds of this new song used, fans couldn’t get enough and were only left guessing what the song was discussing and what more would come. It was simple, cute and very branded for Swift’s personality and interests.


Additionally, Swift partnered with Target through an exclusive Target-only edition of her 1989 album that included three bonus tracks and content. Also, a certain number of this special edition featured a special code that could be used to enter to win the SwiftStakes — a chance to get two tickets and a meet and greet to a future show or one of 1,989 other prizes.

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Get With the Lingo — Native Advertising


Native advertising has developed not only as an exciting new way for digital marketers to engage with consumers, but also as a new source of advertising revenue for publishers. Native advertising has a number of definitions because its meaning lies essentially in the eye of the beholder, depending on the strategic and media objectives of the marketer or brand.

For this post’s purposes, we’ll define native advertising as the following based on the Interactive Advertising Bureau’s The Native Advertising Playbook:

“Paid ads that aspire to be so cohesive with the page content, assimilated in the design, and consistent with the platform behavior that the viewer simply feels that [the ad] belongs.”

Simply put, native advertising is a sub-set of content marketing, meaning the practice of using content to build trust and engagement with would-be customers. Native advertising can be a promoted tweet on Twitter, suggested post on Facebook or full-page ads between Flipboard pages, but more commonly it is about how brands now work with online publications to reach people.

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Facebook and Instagram Video Ads – the Way of the Future?

Late last year, Facebook announced it was beginning to test out video advertisements for brands. Then, earlier this year, Instagram jumped on board this video ads train. (Makes sense considering the photo-sharing platform is owned by Facebook.) If you’re thinking “so why haven’t I seen any video ads yet?” you’re not the only one. The majority of the advertising world is patiently waiting for this new option to be available for their brands. But before advertisers begin segmenting some of their budgets to social video ads, there are a few things they may want to know first:

What will be the parameters for video ads?

The video ads will be 15-second video spots that will automatically start playing as the user scrolls over them. This is similar to how the user-generated videos on both platforms auto play. We know that on Facebook, there will not be sound playing until the user opens it up to a full-screen view.

What will they cost?

A lot of dough! For Facebook video ads, it’s expected to cost between $1 million and $2.4 million a day. Instagram says it doesn’t have a rate card and CPMs are based on factors like targeting, reach and frequency. However, some ad executives are saying that a month-long buy could be anywhere from $350,000 to closer to $1 million.

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Haters Gonna Hate: How Brands Should React

In today’s world where blogging and social media provide multiple platforms for activists and customers to voice their opinions, businesses (big and small) are continually feeling pressure and hearing overwhelming amounts of criticism not for anything the company has necessarily “done” but for who they are or what they believe. It makes me think about these three important questions:

  1. Should brands correct their haters or let the criticism fizzle out?
  2. How can brands not get consumed by the negativity and survive the heat?
  3. What are some real-world responses from brands under attack?

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Trans-Media Storytelling: Make Sure Your Audience Hears You

Remember in school when teachers said there were three types of learning styles? You probably took a test or quiz to figure out if you were primarily a visual, auditory or kinesthetic learner. The visual learners do best with the use of visual objects such as graphs, charts or pictures and can learn by just watching lectures. Auditory learners retain information through hearing and speaking. Then there are the kinesthetic learners who need a hands-on approach to learn new material.

The same learning styles can be applied to how people view ads or consume the news. This is where trans-media storytelling comes into play. Don’t worry – it sounds complicated, but it’s actually really easy to understand! It means that we, as marketers, need to be using multiple media platforms to tell a story.Transmedia Storytelling photo

Why do we have to use multiple platforms? Think about it this way – you have your target demographic, let’s say females ages 25-34, but how are you going to reach them? Some might be stay-at-home moms who like to watch or listen to the morning news as they get their kids ready for school. Others may be working professionals who might consume the news on their way to work, whether that’s listening to the radio in the car or reading, either via the paper or their phone, while on the subway. Therefore, if you were just trying to get your story covered on morning television, you could be missing an entire section of your targeted audience. You must meet your audience where they hang out to tell your story, and more than likely that means different platforms. Now, which platforms are best for each type of learner?

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Features vs. Performance: Finding a Balance in Modern Web Design

We all know the old saying, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” This concept as applied to modern Web design might read, “If a website has an amazing design and cool/advanced features but takes too long to load, will anyone use it?”

And thus is the struggle of the modern day Web designer. Of course, we want our designs to be striking and our websites to have cutting-edge features. But at the same time, we don’t want the design or features to overshadow the ultimate goals of the website. Maybe just as important, we don’t want the site’s features to adversely affect the site’s performance: slowing down load times or overcomplicating the interface, which could turn users away.

Recently, I attended a Dallas User Experience Group meetup. One of the featured speakers, Jeff Whitfield, touched on this topic during his talk. At one point, Jeff started to draw a pyramid on the whiteboard and related it to a user’s experience on a website. This idea referred to an outstanding article written a few years back by Smashing Magazine called, ‘Designing For A Hierarchy Of Needs,’ which applied psychologist Abraham Maslow’s hierarchy of needs theory to Web design. (This article has a solid explanation of Maslow’s theory, as well as a great application to Web design. See visuals below.)

Maslow's Hierarchy of Needs

At the heart of the Smashing Magazine article and Jeff Whitfield’s talk was this question – In terms of the experience of a website, what is the most important thing vs. the least important?  As he drew the pyramid, Jeff explained that the base of the pyramid is the most important. As applied to design, the base is functionality: does the website work/load correctly/address the user’s basic needs? If the website does not load correctly, or takes too long to load, or doesn’t have the content the user is looking for, they will leave your website. Quickly. The user in that case won’t get to experience the amazing looking features you spent months creating. The same goes for general human needs. If you don’t have enough food to survive, you won’t get to achieve the higher level needs we aspire to in life: like peace, knowledge and self-fulfillment.

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SEO and Responsive Design

SEO and Responsive Design

The Web is now a multi-device world. Visitors to your website come from mobile phones, 7” tablets, 10” tablets, laptops, desktops and even television screens. Instead of creating separate versions of a website for each device, developers are now making websites responsive.

Responsive Design vs. a Mobile Site

Simply put, a responsive website is a single website that adjusts to the user’s screen size. Non-responsive websites require a desktop version and a mobile version to display properly for most visitors.

Check out responsive design at http://mccom.com  via your desktop and cellphone. Notice how the URL stayed the same, yet the layout changed.

To see non-responsive design go to http://walmart.com via your desktop and cellphone. Notice on your cellphone how the URL changed to http://mobile.walmart.com and the layout changed.

Which One Is Better for SEO?

In most cases, responsive design is the way to go in regards to SEO. With responsive design, you only need to worry about one URL for each page. While with a multi-version website, you need to worry about employing correct coding such as canonical tags for each version of that page.

In some cases this might not be the best method. If you are trying to rank for mobile-specific keywords like “mobile games,” multiple versions of your website – a desktop version targeting “computer games” and a mobile version targeting “mobile games” may be the way to go. Since content does not change in responsive design, having a separate mobile site makes sense.

Overall, there are fewer SEO problems when using responsive design versus having a separate mobile site, but having a mobile specific website can be just as beneficial as long as you employ the right coding tags and use Google Webmaster tools correctly

Be sure you are working with a qualified and experienced SEO professional who can advise you about how to execute web design to utilize search effectively for your marketing strategy.

Taking a Stand Increases Positivity for Brands

In today’s world where every person’s opinion is voiced across social platforms, brands, too, should take a stand for what they believe in. It seems to be paying off and increasing the amount of positive conversations and pay-it-forward sense of social community.

Movement marketing is a strategy in which companies find an idea or issue that is on the rise within the culture, define and declare their point of views on the issue, and invite consumers to participate with them. The goal is to have people feel as if they’re not just buying a brand’s products or services but are “joining” a brand that shares their personal values.

“Really standing for something isn’t as simple as writing a check or pulling an ad budget; it has to come from the heart of the company,” said Jon Miller, a strategist who worked with Nike on The Girl Effect.

For a long time, brands have been hesitant about becoming more involved in social issues beyond annual donations to specific causes and organizations. But in today’s day and age, consumers want their brands to become more of an activist and take a stand on real issues. Brands now must demonstrate their values and beliefs through their actions; words alone aren’t enough to win over consumers.

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