data-driven marketing tactics, ... mobilized population that could scale and take action, driven by a shared vision of h
I N C I T E
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dixonschwabl.com 20
The Collaboration Issue
Cover and contents page photography by Walter Colley. Cover digital retouching by Maria Spinelli.
Sweet as honey. If collaboration had a flavor, we’re pretty
Contributors Meet some of this issue’s
sure that would be it. Think about it. The best things we
partners and scan their image to learn more about them
accomplish in life are things we accomplish working with others. And it doesn’t get any sweeter than that.
CONTENTS
As we enter our 30th year of collaboration at Dixon Schwabl, we’re excited to bring you this special issue of
4 5 6 8 10 12 14
Walter Colley is a commercial advertising photographer based in
Incitee that simply celebrates collaboration in all its forms. form ms.
Rochester. Over the past 25 years,
You’ll learn how many hands came together to plant new new
of clientele and specialties.
he has developed a wide variety Visit his new website to see more of his award-winning work.
seeds of hope at East Upper & Lower Schools, hhow ow a
waltercolleyimages.com
philosophy of collaboration has helped Bob Du Duffy u f f y ggrow row hhis is impressive resume of public pubbl ic service, s ervice, and annd how to make makke sure s u re aalll l yyour ou r ddigital i gitaa l m marketing a rke t i n g tteams e a m s aare re ccollaborating ol l ab or at ing for
what they to ld d us us (i (in ( in i n s st tri ric r ic ct c on onf o nf n fid ide i de d enc nce n ce c e). ) told strict confidence).
ne e w wh ho works wor ork o rk r ks here her ere e re r e and and here’s an her ere e re r e’ ’s s We surveyed everyo everyone who
Take a peek inside our minds. If If you yo y ou o u dare. dar da re. re e.
topic, ta ble ble e i is s on o nly ly v vir ir i rt tua tu ua u al lly ll ly l y r ro oun un nd d. table only virtually round.
from multipl e p er er rs spe pec p ec e cti tiv t iv i ve es. es s. As s As b be ef fit fi it i ts t he he multiple perspectives. befits the
A roundtable c confab o fa onf ab b ab abo a about bo b out ut di dig d digital ig i gita i l m it marketing ark a ar rk r ket eti e ti t ing ng
eating, they comprehend compr mprehe h nd d a brighter b ight bright bri g er future. f ture fut ure. e
earn n a abo ab bo b ou ut t n nu nut ut u tri rit r it i tio ion on o n a an nd h eal ea e al a lt thy th hy h y As students lea learn about nutrition and healthy
A community mmunity gives, a g gar ga garden ar a rde den d en e n th t thrives, hri riv r iv i ves es, e s, s , st s students tu ude ud de d ent nts n ts gr g grow. ro ow. ow w. w .
wor king together kin tog oge gethe g ther more th m ore ore cl or c lear earl ar rl ly y t tha th ha h an m ost o os st s t. working clearly than most.
Suitable S Su ui u it tab ta ab a ble le f for fo or fr f framing. ra ami am mi m ing ng. n g. Wise g Wis Wis se words wor ord o rd r ds from fro rom r om o m a
rem ark kab ab bl le w oma o om ma m an wh w ho c oul ou o ul u ld s ee t ee th the he h e po p owe wer w er e r o of f remarkable woman who could see power
mo m onik on ike i ke k er: r: c com co om o m mu mun m un u ni ity it ty t y collaborator. co oll lla l la l abor b ato bo a r. moniker: community
lea der r. H e a ctu c ct tu t ua all al ll l ly p r ers ref ers a di dif d if i ff fe erent e e leader. He actually prefers different
You ma m may ay k know now n no ow o w B Bob Bo ob o b Du D Duffy uff ffy f fy f y as as a co com c community om o mm mun mu un u nity it
mag ma m ag a gic i number. (Maybe.) magic
Two is co mp mp pa an ny, ny y, y , bu b ut th thr t hr h re ee e just might be the company, but three
What’s th t the he i ideal dea de d ea e al s size ize i iz ze z e fo f for or a cr creat creative eative ive te team?
com c co om o mp pel pe el e ll lin in i ng lessons. les ess e ss s son ons o ns n s. compelling
st to ory ry y of of Airbnb’s Ai A ir rbn rb bn b nb b’s b’ ’s early ear ea rly rl ly l y years ye y ea ars ar rs r s offers of o f fe fer f er e rs the story
If you want to build a committed committ comm itted community,
ooptimum pt i mu m rresults. e s ullt s .
Based in Rochester, Andy Gilmore creates eye-popping designs for marquee clients well beyond our
T h i s magazine m a ga z i ne itself it s el f is i s a result re suu lt of of collaboration c olll ab or at ion between b etw we en This
fair city: Apple, Facebook, Fast Company, Google, Nike, Warby
ssome ome ooff R o che stter ’s ttop op ccreative re ativve ttalent. a lent . PPhotographers hoto g r apherr s Wayne Wa y ne Rochester’s
Parker, Nonesuch Music and Wired magazine. agilmore.com
C a l abre s e aand nd W a lter C ol le y, along a lon g with w it h illustrator i l lu s t r ator Andy Annd y Calabrese Walter Colley, G i l more , worked with wiit h our ou r team at Dixon Schwabl to prod duce Gilmore, produce the beautiful piece you now hold in your hands. You’ll find intricate design treasures on each page, including Digimarc
Wayne Calabrese has been taking and making stunning pictures
links to special video content. Just grab your smartphone or
for more than 30 years. His son Matt joined him in 2008.
tablet and follow the Digimarc instructions to enjoy alll this
This formidable team shares many chromosomes and combines
edition of Incite has to offer, including a 3D model and video
vast experience and sparkling enthusiasm. calabresestudio.com
tour of our newly expanded and integrated agency! As Helen Keller said, “Together we can do so much.” We hope you join us in this celebration of collaboration and all it means for our livelihoods, our community and ourselves.
Incite was printed by Compu-Mail, a high-volume,
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2
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high-quality printer in Rochester
—lauren dixon & mike schwabl
and Buffalo. With 40 years of experience, they’ve mastered the intricacies of the latest
Scan here to
data-driven marketing tactics,
launch
like variable-data printing and behavior-based trigger marketing.
video
compu-mail.com
tour
THE
COLLABORATION
ISSUE
3
combined an experienced team with a total outsider produced hit after hit. Proven collaboration, refreshed by fresh-faced, new-kid ideas. Businesses adopted Lehrer’s core-team-plus-
Looking for
outsider approach, confident that their next creative venture was optimized for success and that they were not throwing away their shot. Too bad it wasn’t true. Turns out, Lehrer made up a lot of the information he presented in his book. And the gifted journalist saw his career collapse in a pile of fabricated quotes and misinterpreted data—like the research on Broadway musicals.
creative success?
Uzzi and Spiro’s research focused among musical team members, not
EC
WO
NN
RL
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on the networks and connections
single individual. In their research, Q represented the relationship between two connection variables: the average number of connections you need to
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the insights brought to the team by a
pair up two random people in the same network (Six Degrees of Kevin
Creating Powerful Communities
Bacon) and the extent to which two people who are connected to a third
By Karl Wiberg
each other. The higher the Q, the
Earlier this year, a troika of agency folks trekked to the left coast to attend
engaged, over time, supporters would grow more committed. Airbnb started
higher the degree of connectivity.
Planning-ness, a strategic planning conference with an awkward name. The
with small requests, such as Facebook posts, signing a petition or attending
Broadway shows with a low Q and
session I found most inspiring was given by Douglas Atkin, head of community
a rally. Only after small requests were accepted and completed would the
shows with a high Q failed at about
at Airbnb, the online lodging service that has disrupted the travel industry.
company make incrementally more challenging requests.
the same rate. The sweet spot of
There are two principles at work here. If you make too large of a request
success was a Q somewhere in the
opposition from hotels, residents, neighborhood groups, and state and city
too soon, you risk scaring off supporters. And each time a member completes
middle. Success had less to do with
governments. To overcome this resistance, the company set about creating
a task or “ask,” they become more strongly connected to the movement.
Soon after Airbnb launched in San Francisco, it encountered
a pro-Airbnb community. And not just a community, but a movement: a mobilized population that could scale and take action, driven by a shared vision of how the world should be.
individuals and more to do with
T
Not everyone will make the complete journey from low-level to hard-core supporter. But you’ll mobilize more fervent supporters if you start with
he Starving Artist, painting
In the book, Lehrer cited research by
networks. It’s the people you know—
unsellable abstracts in her tiny
social scientists Brian Uzzi and Jarrett
not the people in the room where it
Spiro, who analyzed 475 Broadway
happens—that make success possible.
Greenwich Village garret.
relatively easy requests first, followed by incrementally harder ones.
Airbnb won its first major victory in 2014, when the San Francisco Board
Ah, how we suffer to be creative!
musicals. Too big and too expensive to
How about a well-fed, sober artist
be left to one person, musicals embody
zation is not enough—you need to
Collaborating within an organi-
of Supervisors voted to regulate and allow short-term rentals. In city hearing
The brand helped.
after city hearing, Airbnb hosts outnumbered adversaries. (Note the word
The original appeal of the company was transactional. Travelers saved
having a grand time collaborating on
creative collaboration. And while the
collaborate across networks, strategically
“hosts”—far more agreeable than “property owners,” “landlords” or “hotel
money and property owners made money. But Airbnb discovered a
a groundbreaking and spectacularly
success of most creative endeavors
adding new connections to the mix.
chains.”) The supervisors had continually encountered people who used
transcendent benefit it could champion, one that connected with travelers
successful work of art? That’s the
is subjective, success on Broadway is
It’ll expand your reach, link you into
Airbnb, liked Airbnb and saw nothing wrong with Airbnb.
and hosts on a deeper cultural level: Belong everywhere.
story behind the biggest cultural phe-
painfully objective, with both critics and
new, untapped networks, and open you
nomenon of the century. Lin-Manuel
the ticket-buying public weighing in.
up to new ways of seeing the challenges
How they did it.
residents who can teach you about local eateries, stores and landmarks
Miranda, Alex Lacamoire, Thomas
Airbnb first reached out to anyone who had expressed interest in being
off the well-trod tourist track. You’ll live more like a local and get a more
Kail and dozens of actors workshopped
(or failure) on Broadway is predictable.
an Airbnb host or guest (roughly 23,000 people). Through an outbound
authentic feel for life in that town, city or country.
The Hamilton Mixtape into the
Not surprisingly, shows created by
the same critical and financial success
musical your great-grandkids might
teams that had never worked together
as Broadway’s Hamilton? Of course
someday be able to get tickets to see.
almost always bombed. Surpris-
not. But your chances of getting inno-
If you’re a guest staying with an Airbnb host, you’ll be living with local
phone effort, Airbnb connected with about a third of them. Next, Airbnb gauged levels of support. About 100 individuals were deemed core supporters, about 500 were strong supporters and more than 5,000 were low-medium supporters. This segmentation allowed Airbnb to pitch the right request to the right group. But the key to ultimate success was a simple core insight: If properly
4
person are likely to be connected to
Get connected.
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Hosts likewise responded to the shift in appeal. They’re not merely providing lodging; they’re serving as cultural ambassadors and making new
By Charles Benoit
The collaborative success of
As explained in Imagine, success
and opportunities in front of you. Does this guarantee you’ll enjoy
ingly, though, long-standing teams
vative, creative and successful results
Hamilton also put Jonah Lehrer’s
failed just as often. They knew each
through cross-network collaboration
That sure sounds like a wonderful foundation for a brand, company or
2012 blockbuster, Imagine: How
other too well, rehashing the same
are probably better than your chances
community. Sign me up.
Creativity Works, back in the spotlight.
ideas over and over. But shows that
of getting tickets to the show.
friends from around the globe. Host or guest, everyone you meet becomes one less stranger in the world.
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R
ochester chief of police. Mayor. Lieutenant governor. Greater Rochester Chamber of Commerce president and CEO. Bob Duffy has excelled in each
of these demanding roles. But he’s the first to tell you he didn’t succeed all on his own. Incite sat down with Duffy to discuss collaboration and
Mr. Duffy on lessons learned
Photograph by Wayne Calabrese + Digital Retouching by Matt Calabrese + Grooming by Aimee Brown + Production by Michael Parks
related topics. Highlights follow.
My mother was a Catholic nun and my father at
blast somebody publicly. If you’re honest about
one point wanted to be a priest. In our house, you
disagreements, people will still respect you, as long
never spoke poorly of anybody, never judged
as you’re not criticizing them in public. It’s OK
somebody by the color of their skin, never made
to disagree and argue. But let’s keep that behind
fun of anybody. My background was huge in
closed doors.
helping me understand and work with people. I saw everyone work so well together during my
downstate reporter asked me, “What will you do
police career. Especially if there was an emergency.
if you and the governor disagree?” I said, “If that
When people call for help, you’re there. I can count
happens, the two of us will know, but no one else.”
on one hand the disputes that were predicated on
development councils, which encouraged whole
way law enforcement agencies collaborate.
regions to collaborate. It was ingenious. A few
As a police officer, every day you may have 20,
Development Council brought together Danny
them to go well. The job is 99% helping people.
Wegman, Joel Seligman and other leaders from
Sometimes, just talking with them. Policing taught
all nine counties. Elected officials, not-for-profit
me so much about empathy. I’m not a psychologist,
leaders, business leaders—all working together.
but you kind of become one as a cop.
I’ve never seen better collaboration.
I became a police officer as a 22-year-old,
6
I saw this all around the state in nine other
and suddenly I’m being asked to mediate family
regions: top-level people who didn’t previously
problems! You learn to listen to people and try to
know each other, coming together to figure out
understand them. Just being respectful helps a lot.
how to best apply potential investment dollars.
I would say “Yes, sir” or “No, ma’am” to everyone. I
I’m a little old-fashioned. I believe that if you
teach that to my kids. People need to be respected.
can sit down with someone and have an honest
You never disrespect or speak down to anyone—
dialogue, you can get to a “yes” pretty quickly. You
especially in front of their family.
don’t have to have dinner with them. But you can
People need to be recognized. As police chief, I used to write notes of appreciation to officers.
work it out and shake hands. If there’s a lack of teamwork—and my wife
All these tough cops would say, “I don’t want any
will tell you this—the first person I look to is
credit.” But I’d send these little notes to their
me. I always think, “What could I have done
house. Later, I’d hear that they had taped them in
differently?” You have to be honest with yourself
their lockers.
in order to really collaborate.
As mayor, I found that if I praised one
It’s my second year here. We’re going through
department for their tremendous work, someone
some changes. And change can be tricky. I
would say, “Well what about us over here?” So I’d
hope people see the chamber as an example of
walk the halls quite a bit, and if something good
collaboration. We’re going to connect with more
happened, I’d praise those people. Sometimes
people and get them involved. We all win if we find
I’ve been guilty of saying “Hey, great job,” but not
ways to collaborate. I honestly think we’re poised
being clear about what that job was. It has to be for
for some very good things in this region. You can
something real and specific.
feel the vibe changing.
You also have to be fair and consistent and be
Stephen Covey said it best: Look for the “win-win.”
perceived that way. If I gave my oldest daughter
It’s not always easy to do. Collaboration can
a $2 allowance, my youngest would know exactly
be hard work. But with it, you can achieve
how much. And if she only got $1, she’d be upset.
extraordinary things.
Even to this day, the sisters will talk and compare who got what.
Something else I’ve learned: You never
VOLUME
years later, the Finger Lakes Regional Economic
30, 40, 50 interactions with people, and you want
It’s really about understanding people. Human
INCITE
I saw the governor create the regional
ego or turf. This region should be very proud of the
behavior doesn’t change much over the years.
6
After I was elected with the governor, a
Scan icon for a full version of the interview
THE
COLLABORATION
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Scan ‘30’ to relive 30 years of Dixon Schwabl
HELEN KELLER
3
Salena's Scan this corn for a bird’s-eye view of the garden
DONORS
&
V O L U N T E E R S:
East Upper & Lower
oc Br lo co ee Tr
a HEALTHY
RYCE
& w La n re Ca
SWBR Architects
T
ER
.
Y O U’
VE
A
EA
BE
H
T
By Megan Steenburgh
IS
RD
T
FA
HI
S
OF Dixon Schwabl
R
M TO
TA BL
E?
on ociati r t Ass a e H n a Am eric
group of local organizations
Rochester’s Graduate School
thrilled to donate and volunteer for
program aims to re-establish for
recently joined together to build
of Education.
this effort. The Teaching Garden
school-age students what it means to
a Teaching Garden to help kids
10
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being donated by Salena’s. Students who train at RYCE will
will help our young people get off to
be healthy. The Teaching Garden
be responsible for the restaurant’s
grow fresh food and, at the same time,
area children are overweight or
a great start when it comes to eating
gives students hands-on experience
menu development, management
become smarter about nutrition.
obese,” American Heart Association
and nutrition. That’s important for
planting, harvesting and—let’s not
and day-to-day operations. “Along
If all goes as planned, Rochester
Executive Director Marc Natale said.
heart health and important for the
forget—eating fresh, organic and
with the Teaching Garden, RYCE
children will eat healthier, understand
“Numerous studies show early health
health of the entire community.”
unprocessed food.
gives students fantastic opportunity
proper nutrition and prepare for
intervention in school is a powerful
promising culinary careers.
tool to positively influence healthy
effort,” Dixon added. “Heart disease
responsible for maintaining and
team building, problem-solving skills
behavior. That’s the primary purpose
runs in my family, so this cause is near
caring for the 2,050-square-foot
and much more,” said Jeff Christiano,
of this Teaching Garden.”
East lead culinary arts teacher.
Making common cause to contribute their time, funds, passion,
“This was a true community
Culinary students at East are
to develop responsibility, leadership,
and dear to my heart. Through this
garden, which will include
The garden was built entirely
program, we can positively change
vegetables, fruits, herb planters,
Architects, Broccolo Tree & Lawn
by volunteers as part of the 2017
children’s lives and lifestyle habits.”
perennials, sunflower patches, rain
increases confidence and improves
Care, Dixon Schwabl, American
American Heart Association Heart
This innovative, school-based
barrels and more. The food grown
their employability, which is the
Heart Association, Rochester Youth
Walk & Run Campaign, co-chaired
in the garden will be used to prepare
ultimate goal.”
Culinary Experience (RYCE),
by Lauren Dixon and Mike Schwabl.
meals for students at East and at
know-how and labor are SWBR
and East Upper & Lower Schools Scan the pumpkin for a video story
“Nearly one in three Rochester-
Shane Grant
in partnership with the University of
“This really is a labor of love,” Schwabl said. “Our agency was
“This kind of hands-on learning
Fresh-grown food. And a healthier
the RYCE restaurant opening this
future for our youth. Sounds like a
fall at Village Gate in a space
perfect pairing.
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Mondo Digital
So
ci
As the different worlds of digital marketing continue to converge, we thought it might be a good time to hear from a few of our in-house digital Jedis: Vice President of Social & Digital Media Jon Alhart, Director of Digital Media Bob Burch, Director of Digital Strategy Cathleen Wells, Digital Analyst Adam Wingate and Content Manager Pete Wayner. We gathered them in a room, confiscated their smartphones, then asked them to play nice and talk digital. To watch the conversation, scan the icon at the lowerleft corner with your Digimarcenabled device. In a hurry? Here are a few key takeaways:
al Me
di
a
Talking about a (digital) revolution.
Artwork by Andy Gilmore
A
t ly na
ic
s
We De b ve l
Jo u
Scan here to watch the roundtable discussion
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Br rn a a n d l is m
l ita Di g a i Med
op
me
nt
matter how basic. Being clear about goals also helps you figure out budgets and timelines.
Optimize. Digital marketing now gives you the ability to track results and determine in virtually real time if customers or prospects are engaging with or sharing your campaign or content. For example, once you launch a social media campaign, follow which elements work—and which don’t. Then make iterative adjustments on the fly: tweak copy, layout, photos, overall messaging, calls to action (add to cart, submit form, chat or call), even the page code or server you’re using. You can Work together. What’s now optimize nearly any Make sure your the real digital tactic: banners, different digital goal? targeting, placements, teams talk with each What do creative, landing pages, other regularly and, you want you name it. whenever possible, people synchronize their to do? efforts. All of your Socialize. One of the digital assets should bigger changes in the past be ready and in place before any year or so is the growing legitimacy single element is launched. of social media platforms as a Launching a social media way to drive leads, inquiry and campaign? You’ll want to consider response. Social media is now part creating new landing pages and of the daily routine for millions adding a paid digital media (billions?). Moreover, targeting for component. Otherwise, you may paid posts is becoming ever more be missing a golden opportunity to precise, allowing you to reach further engage your audience and niche audiences more easily. move them along the sales journey. One example. Last year, when Our digital media, interactive we were asked about Snapchat, and social media teams work we rarely recommended it. It together every day. So far, no hadn’t yet proven its ROI. Today, one’s been injured. that’s changed. We recently used Snapchat to help promote the PGA using the app’s branded Got goals? Clients come to us filter feature. It allows you to pick for a new website and a campaign certain locations where the filter to drive traffic. But usually there’s will pop up for Snapchat users a bigger objective that needs to be when they’re sharing pictures. uncovered. So we take a step back Not all that long ago, social and ask: What’s the real goal? media was considered merely a What do you want people to do? top-funnel awareness or public Tempting as it may be to fire relations tactic. Now, whether up the latest whiz-bang technolpaid or unpaid, it’s more than ogy, you must have a strategy, no made its case to sit at the marketing table to generate leads and drive sales.
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Anonymously, of course, to encourage total candor. For your infotainment
... all have in common? Scan the icon above to find out on our custom playlist.
and collabrification, here are some of the more interesting responses.
no it
Tr a
di a Me
n mi Ad
ns it
Dr iv er
Se rv ic e nt ou
In te ra
ct iv e
ar le s
Th in g Ch
Di gi t
al
ci al
Be
s
di a Me
ts Ev en
Di Se re co ct nd or Im of pr Re es se si ar on ch s
18+
17
16
15
14
Ac c
bit about themselves.*
P. R.
our team to reveal a
So
To that end, we’ve asked
21%
25%
a bit about your partners.
%
10%
-13
better if you understand
18
7%
23%
Aerosmith and Run-D.M.C. + Michael Jackson and Paul McCartney + Lady Gaga and Tony Bennett + Lyle Lovett and Al Green + Norah Jones and Ray Charles
Collaboration tends to go
25%
17 %
What do ...
Aim your smartphone here to read to the latest agency blog all about collaboration.
St
Cr ea
28%
If you could snap your fingers and suddenly work in a different department at Dixon Schwabl, which would it be?
ud io
Survey Says
When no one's looking, I like to:
ti ve
How old were you when you had your first romantic kiss?
In a former life, I was a: EDITOR’S PICK
Who is your favorite superhero?
"1960s rock
(top results) 13%
star who
1
2
Batman
Superman
The Hulk
My dreams are usually:
HONORABLE MENTIONS
tragically
A penguin Ferrari
Cottage Cheese Liver
Kale Lima Beans
Honey
Black Licorice
Guilt
Tuna
Martha Stewart, minus the jail time
and whose
7% HONORABLE MENTION
died young
Defeat
Dog. For sure.
posters
3%
YOLO!
3%
Basil
Bananas
Or a train
Most Foods Cauliflower
Other
Scratch myself
kids’ walls.
Olives
All of the above
Gin
Dirt
Talk to myself
on college
Broccoli
Play air guitar
Frosting
Dance like a fool
Backup singer for ABBA
Cilantro
I hate the taste of:
Think shallow thoughts
Velociraptor
now hang
Mushrooms
56% Kinda weird 1%
23% Super weird
Beets Anchovies
Vomit
13% Pleasant
conductor."
Coconut
Top write-in response: Sing, really loud.
If I weren't in the business, I would like to be: Beer Lover
DIYer
NYS Fair fanatic
Hates Oxford comma
Big tattoo
Small dog
Host of The
Or Professional Crafter, DIY all day
Price is Right Bob Charboneau
14
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Jen Moritz
NSFW
3%
Predictable
4%
Scary
Art for everyone. Shawn Dunwoody is a collaborator extraordinaire. As he puts it, community is his canvas. Dunwoody marshals the power of art to help transform and uplift neighborhoods around Rochester. In a special Incite edition of our One More Thing podcast, he talks about his vision to integrate more art into ever more communities. Scan here to have a listen.
Joanne LaFave
* The views and opinions expressed in the surveys herein are those of the respondents and do not necessarily reflect the official policy or position of Dixon Schwabl Inc. or any of its international subsidiaries. Actual results may vary. Ask your doctor if survey taking is right for you.
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