Category: Advertising

How to Advertise to Millennials

BCA Intern Nora Carlblom

By Nora Carlblom

Getting someone under the age of 25 to look up from their phone seems almost impossible. While it is hard for our family and friends to get our attention, a brand or company may really struggle when it comes to figuring out how to advertise to millennial. A simple answer: A sponsored ad on social media.

WHY? Social media is the way to advertise to millennials because we are seriously ALWAYS on our phones.

  • It was found in 2015 that teenagers spend an average of 9 hours a day on social media. That means 9 hours of our day are spent scrolling through Facebook, then Instagram, then Snapchat, repeat. (CNN)

- We pay attention to social media more than things like a billboard or TV because it is often right in front of us
- It is almost guaranteed we’ll notice your product if it shows up in the middle of our Instagram feed.
- When I scroll through Instagram and see a sponsored ad that is a picture of a well paired outfit, it draws me in to the account and I often end up on the stores website.

HOW? The ad needs to be modern and appealing to youth in order to catch our eye. Along with looks, they also need to be relevant to what is currently happening. This is why social media is the way to go. Each social media platform is catered to advertising certain things. Instagram is more successful in advertising things such as clothing or food, while Snapchat is strong in showcasing a variety of things. It can range from the election to a new movie to beauty and fashion, and almost everything in between.

Product Placement
Many brands have celebrities advertise their product for them through product placement on their Instagram.
The post usually doesn’t look like a typical advertisement. Product placement can be achieved by sending someone with a large social media following to something like a music festival in their clothing and simply asking them to post a picture of them there in their clothes. Others have the celebrity holding the product or using it in a setting that is their everyday life, and their caption is them raving about the product.
The way we see it is, if the celebrity is using it and “loving” it then it must be worth the money. While, some people add the hashtags “#ad” or “#sponsored” to their post, it still drives fans to go and take a look at the product advertised.

Sponsor a Snapchat Selfie lens

A selfie lens is a silly interactive filter on Snapchat that adds various effects to your snap. A few examples are a dog that sticks out its tongue when you open your mouth or one that alters your face to make your eyes super big or your head into a pear shape.

The first filter that pops up is the sponsored one. So not only would your advertisement be fun and interactive it would be the first one Snapchat users see.

It is seen that many companies have benefited from sponsoring a filter: (AdWeek):
- Men’s Wearhouse created a filter during prom season and had a 48% engagement rate among 1,800 high schools
- Michael Kors’ put out a lens for #NationalSunglassesDay that received 100 million views and increased purchase intent 2.1 times above normal rates.

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Why Your Business Could Benefit From Using Sponsored Content

Intern Maggie

Contributor: Maggie Hitchings

What is Sponsored Content? Sponsored content, sometimes referred to as native ads, is a form of advertising that matches the form, feel and function of the platform on which it appears.  You’ve seen it pop up on your Instagram feed and Facebook wall, but this expanding form of paid media is much more than that. In fact, news organizations like The New York Times, BuzzFeed, and The Wall Street Journal have been at the forefront of using sponsored content.

Check out these two great examples of editorials sponsored by Netflix:

Why You Should Use It: As journalism continues to adapt to online platforms, so do advertisers. However, creating online ads can be difficult because pop-ups and display ads can be distracting, annoying, and blocked with ad-blockers. Sponsored content provides a way around this because it informs the audience without bombarding them. In addition, native ads are more engaging for the reader because they do not feel like advertisements and they avoid self-promotion. Not convinced? Here are a few more reasons:

-25 percent more consumers look at sponsored articles than display ads.

-Native advertising’s click-through rate (CTR) is 15 percent, and traditional display ads are less than 1 percent.

-Native advertising made up 10 percent of The New York Times’ digital advertising revenue last year.

Ways To Do It: To be successful when using sponsored content, you must produce quality content that informs and engages. A few ways to do this is in the form of:

-A quiz: Quizzes are fun, quick, and engage the audience with no blatant brand promotion, like this BuzzFeed quiz sponsored by BMW.

-An infographic: Infographics are visually appealing and easy to digest, like this one sponsored by UPS.

-A listicle: Listicles are entertaining and rack up shares on social media, like this listicle sponsored by Burger King.

-Social Media: Facebook, Instagram, Snapchat, Twitter…you name it.

The Controversy: Sponsored content should be clearly labeled as “sponsored” to distinguish it from typical content. When a post is not properly labeled, some say they feel deceived because they cannot differentiate it between an editorial piece and an advertisement. If the post is too clearly labeled, it has the potential to be ignored by consumers because it too closely resembles a display ad. In addition, when using native advertising, advertisers feel pressure to compete with both other advertisements and editorials.

How To Label: Because the biggest problem with sponsored content is the issue of improper or deceiving labeling, it is important to always label correctly. If a reader feels they were tricked into reading an advertisement when they originally thought it was an editorial, they may feel mistrust for the brand or news platform.  Here is a few examples of labels that should be placed visibly at the top of an advertisement:

-Sponsored; Sponsored Content; Sponsored By

-Paid For By; Paid Post

-Promoted By

-Presented By


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Cows are in at the Inn: Madonna Inn to host CowParade launch

Opening weekend events include artist & sponsor reception, 101-Cow Roundup

San Luis Obispo, CA – Madonna Inn is the latest sponsor to join the CowParade SLO County Herd, pledging support for three beautiful bovines and offering its event space for September’s opening weekend festivities.


Phyllis Madonna

Phyllis Madonna poses with a CowParade cow during a promotional photo shoot at Madonna Inn.

Before all 101 fiberglass cows – magically transformed by local artists – are put out to pasture in public spaces throughout SLO County, event staff will roundup the herd for an exhibit launch at Madonna Meadows. Artists and sponsors will have the first chance to view all 101 cows at a VIP reception Friday, September 16. The public is invited to witness the display and even see one sponsor’s cow live-painted on Saturday, September 17 from 10 a.m. – 6 p.m. Food trucks, beer and wine for sale, live music, and the Harmony Town Ice Cream Truck will be on hand for this one-time chance to see all the cows in one place.


The following week, 101 colorful cows will be placed to be seen “grazing” in public places throughout the county. Sponsored by local businesses, organizations and individuals, the herd will become the talk of the town – seen by an estimated 500,000 visitors and residents – before the entire stock is roped in and driven to a gala charity auction in May 2017.


Auction proceeds benefit The Land Conservancy of SLO County, ARTS Obispo, and the California Mid-State Fair Heritage Foundation, along with sponsor designated charities of their choice. Proceeds from Madonna Inn’s cows will benefit the Cuesta College Rodeo Club and Women’s Shelter of SLO.


“We’re thrilled to be among the famous destinations who have hosted CowParade, and we felt Madonna Inn just had to be part of it,” said Clint Pearce, Madonna Enterprise President. “The combination of art and agricultural education makes this exhibit a perfect fit for SLO County and for Madonna Inn.”


In addition to sponsorship, Madonna Inn matriarch Phyllis Madonna showed her supported for CowParade SLO County early on by displaying her singing chops in one of several local “celebrity” videos promoting the event. Watch the videos here.


After the first CowParade launched in Chicago in 1999, CowParade events have been held in 79 cities worldwide, including London, Tokyo, Mexico City and Milan. Auction proceeds since 1999 now total more than $30 million.


Check out more about CowParade SLO at Limited cow sponsorships are still available. Please contact Heather Hellman at


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San Luis Obispo Firm BCA Brings Home Six American Advertising Awards

SAN LUIS OBISPO, CALIF. – After winning top marketing honors from the prestigious California Office of Tourism Poppy Awards, Barnett Cox & Associates (BCA) followed up with another substantial tourism achievement, taking Best of Show at the American Advertising Awards for Coastal California. The gold award for video is one of six honors BCA received from the American Advertising Awards (formerly the ADDYs), the advertising industry’s largest and most representative competition.


The video, created for the City of San Luis Obispo’s tourism campaign, combines spectacular visuals with a custom music score to showcase the appeal of visiting the city. Local indie rock band Moonshiner Collective appears in the video, performing original music that captures the spirit of “The Happiest City in America.” Robin Chilton, owner of Peregrine Media Group, shot and edited the video, which can be seen on the main page at


“In a beautiful, cinematic way, the video highlights what makes the community special – everything from the wildly popular Farmers’ Market and stunning peaks to the Cal Poly marching band and the San Luis Obispo Symphony,” said Dave Cox, co-owner of BCA.


The video for the tourism campaign, funded and overseen by the City of San Luis Obispo’s Tourism Business Improvement District (TBID), was part of a complete branding makeover, featuring new logos, print and digital advertising and social media. In February, the Visit California Poppy Awards recognized BCA’s work on the campaign, presenting BCA and its digital partner StudioGood with the best overall marketing award.


“We were happy to let others in on what locals already know – that San Luis Obispo is a wonderful place to visit,” Cox said. “And knowing how important tourism is to the city’s vitality, we were honored to promote it.”


While the campaign brought awards to BCA, it brought dollars to the city: San Luis Obispo’s hotels saw a 12.3% increase in transient occupancy tax and huge boosts in other key indicators over first 12 months of the program.


Other distinctions BCA earned in the awards competition include:

•              Silver for SLO County Farmers’ Market Association associated campaign

•              Silver for 40 Prado Homeless Center capital campaign video

•              Silver for SESLOC Federal Credit Union TV commercials

•              Bronze for Andre, Morris & Buttery website

•              Bronze for Adamski, Moroski, Madden, Cumberland & Green LLP website

Gold winners move on to compete against winners from throughout Southern California and Southern Nevada for the right to advance to the national finals.


BCA, a full-service marketing and public relations firm, is owned by longtime San Luis Obispo residents Dave and Maggie Cox. Learn more and follow BCA at,, and

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CowParade SLO Seeks High School Students to Join the Moooooooovement

Harmony, CA – CowParade SLO County wants creative high school students to join the herd and participate in the world’s most successful public art event!

After the first CowParade launched in Chicago in 1999, CowParade events have been held in 79 cities worldwide, including London, Tokyo, Mexico City and Milan. Now the colorful cattle drive has been led to San Luis Obispo County, raising money for ARTs Obispo, the Land Conservancy of San Luis Obispo County and The California Mid-State Fair Heritage Foundation.

By fall, 101 beautiful bovines – fiberglass cows magically transformed by local artists – will be seen “grazing” in public places throughout San Luis Obispo County. Sponsored by local businesses and individuals, the herd will become the talk of the town – seen by an estimated 500,000 people – before the entire stock is roped in and driven to a gala auction in May, 2017.

While local artists are being chosen to decorate the life-sized hefty heifers, CowParade SLO is reaching out to each of the county’s high schools to paint “mini-moos” – Labrador-sized cows that will benefit art programs at the schools. CowParade SLO will donate blank sculptures to each school that wants to participate.

Art departments and their students will have two cow templates to choose from – one grazing and another standing with its head up. High schools will have until September to create their bovine for CowParade SLO. During the May gala, the cows will be auctioned off, and the proceeds from student-designed cows will benefit each school’s arts program.

It’s a great way to rustle up enthusiasm for the arts while raising money for schools. Interested SLO County high schools should contact Tom Halen at

Check out more about CowParade SLO at


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Local Golf Passport Program offers lessons from PGA coach

Passports now offered at three Central Coast courses

golf passportSAN LUIS OBISPO – Central Coast golfers can learn from a pro thanks to lessons offered through the Golf Passport, now available at three local courses. For $60 a month, Passport holders receive
private and group coaching from Rudy Duran, PGA member and longtime golf coach, a daily bucket of range balls and free loaner clubs. The Golf Passport is for new and experienced golfers alike and
can be used at Morro Bay, Chalk Mountain (Atascadero), and now, Dairy Creek (San Luis Obispo).


Duran has been a golf professional for nearly four decades and is best known for being Tiger Woods’s first coach. He loves to play and coach, helping golfers of all ages and skill levels bring out their
natural abilities. Duran is also a course designer and operator, bringing a unique perspective to the game.


The Golf Passport offers players the chance to learn and improve through practice and play. Three courses are offered. “Golf Talk” coaches lead discussions about the game, rules, etiquette, equipment design, and other off-the-course topics. “On Course” provides a group lesson out on the green where players are instructed on swing, body position, and technique. And players get a half-hour private lesson with Duran in “One on One.”


“The Passport, whether it’s purchased for a month or six months, makes a great holiday gift for all ages and skill levels,” said course manager Joel Clay. “Our courses are casual and family friendly, and we offer value that you won’t find at other courses.”


Classes are offered throughout the week and on Saturdays at various times. To purchase the Passport or for more information on classes offered, visit or email


Contact: Joel Clay, Golden State Golf Company, 466-8848

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Blurring Lines into Pop Culture: Emojis & e-Books as Advertising

Contributor: Stephen Zehnder

Contributor: Ellie Koscheski

As an ad-woman, I love seeing effective examples of advertising blurring the lines into pop-culture. Dove’s recent campaign for their Quench products for naturally curly hair had me all ears, errr, hair?


The Curl Issue

Coming from a straight-haired girl who permed her way through the ’80s in a quest for curls, I’ve always been envious of voluminous, luscious curls. So I was sad to learn from research Dove conducted for the Quench haircare line which found only 10% of adult women, and 40% of younger girls actually like their curly hair.

Their research also discovered a glaring lack of pop culture showing the beauty of natural curls. From Hollywood, to magazines, to runways–straight dominates. Dove set out to change that with their #LoveYourCurls campaign, and I’m a huge fan of the alternative advertising avenues they took to achieve that.

Image Credit: Dove

Image Credit: Dove



Of the thousands of emojis available on cell phones, none featured any females with curly hair. Why were straight-haired girls getting all the emoji fun? For those of you who don’t use them, this may seem silly, but for the 73% of people in the U.S. who claim they use emojis every day, this was a glaring gap. Users want emojis that look like them, and this omission has the potential of making girls with curls feel marginalized as yet another way pop culture ignores curls. This all changed last week, when Dove launched a free app called Dove Love Your Curls Emojis Keyboard. Available through the Apple App Store or Google Play, the app features 131 variations of curls, hair color and skin tone emojis. OMG – finally!


Personalized e-Book

To help girls celebrate and be proud of their curls, Dove launched a personalized e-book, downloadable for free. The e-book is a compilation of stories, poetry and illustrations that beautifully describe the reasons to love your curls. The books can be personalized for the curly girls in your life with names and photos. Of the 350+ reviews on Amazon, positive comments abound such as “awe inspiring,” “uplifting,” “a must-read,” “adored this book,” “empowering,” and “I wish I had this book while raising my curly-haired daughters.”


Major credit to Dove for delving into a sensitive topic for women and utilizing their advertising as a platform for change. Their integration of advertising into popular tech products like emojis and personalized e-books was innovative and seamless, and their continued trend of confidence-boosting ad campaigns for women is inspiring.


P.S. Dove’s “Love Your Curls” YouTube video was launched earlier this year and received 9.3 million views in its first day. To date, it has 70K comments, many from curly-haired women saying it had them in tears. Check it out.

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SLO County’s Dairy Creek Golf Course to see improvements under new contractor

Board of Supervisors approve contract with Golden State Golf Company to operate concessions 

San Luis Obispo – Owner Joel Clay of Golden State Golf Company said he’s planning significant improvements at San Luis Obispo County-owned Dairy Creek Golf Course in the coming year, following the county board of supervisors’ decision to allow him to manage food and beverage, driving range, and pro-shop operations.

The supervisors approved the nine-year contract on September 22, 2015. Golf course operations will still be operated by the county parks department.

Golden State Golf Company now manages concessions at all three county-owned golf courses, including Morro Bay and Chalk Mountain in Atascadero.

Dairy Creek Golf Course

New golf carts now available at Dairy Creek Golf Course.

Concessions at Dairy Creek Golf Course were previously managed by Fairway Inc. of San Luis Obispo, which declared bankruptcy in October 2014. Since then, the county has managed the concessions, but some services including food and beverages have been unavailable. The bankruptcy coupled with worsening drought and browning turf resulted in a 45 percent decrease in rounds last year.

“While we can’t solve the water shortage, we can bring back the services and amenities that golf patrons have come to expect, and we can do it better than before,” said Clay. Clay has more than 20 years of experience managing golf course concessions. He’s in the process of obtaining a liquor license for the restaurant, which currently operates on a temporary license and offers a limited menu. He also plans to install new TVs in the restaurant and he recently purchased brand new golf carts for the course.

“We believe this is a good thing all around,” said Clay. “Patrons will see significant improvement in service, and the county will no longer need to run the facility itself.”

Clay anticipates returning the restaurant to full operation in January 2016. Cart and club rentals, pro-shop operation, and golf lessons are available immediately.

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Glenn Burdette named one of fastest growing firms by INSIDE Public Accounting

San Luis Obispo – Glenn Burdette, the leading certified public accounting firm on the Central Coast, has been recognized as one of the largest and fastest growing accounting firms in the west. It is the only Central Coast firm to make either list this year.


The recognition comes from the annual INSIDE Public Accounting (IPA) survey. Glenn Burdette ranked 5th on the list of fastest growing firms in the western region, based on its revenue growth rate. It’s also listed as the 256th largest firm in the nation on IPA’s Top 300 list.


The IPA survey analyzes firms across the country and the annual rankings are among the longest-running, most accurate and up-to-date for the nation’s largest accounting firms. Since 1994, IPA rankings have served as a barometer of the overall health, challenges and opportunities of the industry.


Glenn Burdette had a revenue of approximately $10.9 million in 2014-15. Revenue grew by 15.4-percent, compared to the first ranked firm’s 22.4-percent.


“I am proud of our team,” said Dan O’Hare, Glenn Burdette President and Managing Director. “Since 1965, Glenn Burdette has been leading the way in the accounting industry through innovation and highly personalized service. I’m confident the next 50 years hold more progress and success thanks to our loyal clients and dedicated employees.”


Glenn Burdette was the first accounting firm in California to establish an employee stock-ownership program in 2000 and has been completely employee owned since 2007. The firm continues to grow and hire in 2015, including recruiting homegrown talent and the best and brightest from the Cal Poly Accounting Program. For more information about the company and career opportunities, visit



Glenn Burdette is a certified public accounting firm celebrating 50 years in business in 2015. The firm has offices in Santa Maria, San Luis Obispo and Paso Robles, and employs 34 certified professionals and 61 total employees. As members of the American Institute of CPAs, Glenn Burdette has voluntarily undergone peer reviews since 1988 to ensure quality and compliance. The firm has passed every peer review since.


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United Way honors Glenn Burdette for community work

San Luis Obispo – United Way of San Luis Obispo County praised Glenn Burdette Wednesday evening for its dedication to community, ahead of presenting the firm with the 2015 Special Recognition Award during the nonprofit’s annual awards ceremony at Madonna Inn. The honor follows Glenn Burdette’s generous sponsorship of the 7th annual Flavor of SLO, an annual fundraising event that supports United Way. Glenn Burdette is the event’s first major sponsor since its inception in 2008, and the firm’s participation helped raise a record $12,000.


“The Special Recognition Award honors organizations in our community who utilize best practices in organizing and encouraging their fellow co-workers to ‘Live United,’” said Rachel Cementina, community engagement director for United Way of San Luis Obispo County. “Glenn Burdette promotes this concept of community both within the workplace and personal life, and holds the highest standards for its organization at all times.”


Flavor of SLO was originally created as a Cal Poly senior project, but is now presented by Rotaract SLO, a Rotary partner for 18-30 year-old young professionals. In its first year organizing the event, Rotaract obtained Glenn Burdette as the major event sponsor.


“Rotaract and Glenn Burdette support United Way of San Luis Obispo County’s vision of building a stronger, healthier, more compassionate community by focusing on education, income and health,” Cementina said.


Glenn Burdette’s President and Managing Director Dan O’Hare credited two employees for leading the charge to sponsor the 2015 event, Sarah Glaudel and Rachel Fuller. “Your leadership, dedicated volunteerism, and hard work for Flavor of SLO exemplifies our company value to ‘Go Beyond,’” he said. “On behalf of everyone at Glenn Burdette, and the community at large, thank you both for all you do.”



Glenn Burdette is a certified public accounting firm celebrating 50 years in business in 2015. The firm has offices in Santa Maria, San Luis Obispo and Paso Robles, and employs 34 certified professionals and 61 total employees. As members of the American Institute of CPAs, Glenn Burdette has voluntarily undergone peer reviews since 1988 to ensure quality and compliance. The firm has passed every peer review since.


Glenn Burdette Awarded

Pictured: Rachel Fuller (Glenn Burdette), Alexis Okumura (Board President, United Way of San Luis Obispo County), Dan O’Hare (Glenn Burdette), Sarah Glaudel (Glenn Burdette), Michael Glaudel (Glenn Burdette), Lynn Compton (SLO County District 4 Supervisor), and Jason Augustine (Glenn Burdette).

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