LevLane Wins Five Trophies from Art Directors Club of Philadelphia’s 2016 Louix Awards

LevLaners Show Love to Adoptions From The Heart

Each November, the walls and doorways of LevLane’s offices start to fill up with purple paper hearts – each one representing a dollar donation made to Adoptions From the Heart during National Adoption Month by a LevLane employee. Eventually, they form a sea of purple, and represent a sizable annual donation to AFTH from the LevLane staffers who donate. This annual tradition was started and is continued each year by VP, Digital Media Director Dan Hall, who’s been with LevLane for 13 years.

1. How and when did you first become aware of or get involved with Adoptions From the Heart?

We became involved through our son Matthew. We adopted Matthew through Adoptions From The Heart in 2010. When we decided to adopt, we looked at a few difference adoption agencies. Adoptions From the Heart seemed the most welcoming…the most open. Unlike some of the other agencies we met with Adoptions From The Heart didn’t care about your religion or your sexual preference. They just want you to provide a happy, healthy homes for children…to be a family. They also stressed the importance of openness between the adoptive parents and the birthmother, which can be scary for new adoptive parents. But we quickly learned how important openness and the adoption story is to the child. We selected Adoptions From the Heart and had a flawless experience. We were very fortunate. Now we have a family.

2. What made you want to support AFTH?

After we adopted Matthew, Adoptions From the Heart sent out a request for volunteer board members. My wife suggested I apply. They helped give me the greatest gift I will ever have in my life, so volunteering was the least I could do.  I applied. They accepted. I help in anyway I can.

3. What do the employee donations for Adoptions From The Heart go towards? 

Donations go to the Adoptions From the Heart Birthmother Fund.  The fund helps women who have had an unplanned pregnancy and are trying to make a tough choice during a difficult time in their life. Adoptions From the Heart provides free advice, counseling and financial support for these women in need.

4. Is it true that the total amount of donations made by LevLane employees each year is among the largest that AFTH receives?

They have many organizations that graciously contribute.  I am proud to say that LevLane is among the top contributors for this fund drive.

5. How does it feel to be the steward for what has become such a large, annual collection effort?

I have personally benefited greatly from the work Adoptions From the Heart does, but most folks in the office have never or will never need or use their services. Yet, they come into my office in droves with their hard-earned cash in hand willing to help out. It always warms my cold, black heart.

Reach your target audience without disturbing the peace

Steve LipentaWe are growing insensitive to online advertising, and recent studies reveal the challenge that advertisers face when planning and recommending online ads. According to conversion optimization company Invesp, the average Internet user is served 1,700+ banner ads per month but views only half of them. Of the ads viewed, 85% of those clicked came from a measly 8% of Internet users.

What does this mean? It means that, on average, only one in a thousand ads in a campaign is ever clicked. These seem like some scary numbers for advertisers, especially as they focus more and more on digital platforms and are forever seeking ways to make the most of a client’s budget. LevLane Media Manager Steve Lipenta shares his perspective on breaking through online without disturbing the peace:

Q: Does it worry you that consumers are becoming less perceptive of ads when searching the Internet?

SL: Consumers have become used to seeing ads where they expect them, and when they show up in a new place — creating a new roadblock for their experience — they get upset.

Q: From a media standpoint, how can we break this barrier in a considerate way, while still giving the client what they want?

SL: There’s a delicate balance to standing out without being too intrusive. It’s important to position your message in an engaging way, as opposed to just shouting offers at them.

Q: What would be your best advice to give in regards to placing ads on social media platforms such as Facebook?

SL: Know your audience and target smartly. Minimize waste where you can, and focus your efforts on the users most likely to want your product or services.

Q: How can we regain the consumers’ trust when advertising online?

SL: Try not to disrupt their experience too much. Thirty-second mid-roll ads in streaming will make them resentful. Brands have done a great job of using “bait-and-switch” ads that start out as though they are only thirty seconds and include a produced ‘fast-forward’ effect, reducing the spot to a :05 branding spot. Consumers will be grateful for the reduced disruption to their experience, and will be more likely to seek out your product.

Q: Is there one rule of thumb you live by working in media?

SL: How about three? Check your math, get everything in writing and don’t leave added value on the table.