Ideas

We love seeing this state show up for itself, and this was a moment worth amplifying.  The Brad and Alys Smith Outdoor Economic Development Collaborative at WVU brought West Virginia’s first-ever Outdoor Economy Summit to Charleston in mid-February, and the response said everything.

If you’ve ever worked with a creative agency, you’ve probably heard that question. You know the one — said with a mix of hope and urgency: “Do you have the RAW file?” We know, we know. We sound like a broken record, obsessed with those three little letters. But here’s the thing, they matter. A…

A new year is a chance to be more intentional about where we’re headed, what we want to build and which shifts are worth paying attention to. So, in the spirit of looking ahead, let’s dig into the top five trends we think you should watch in 2026 and how you can start thinking strategically…

Dashboards get talked about a lot, but they’re often misunderstood. Before we dive into metrics, goals and reporting, it’s important to align on what a campaign dashboard actually is. At its core, a campaign dashboard is simply a tool that turns raw data into a story — one that both marketers and stakeholders can read…

Instead of just relying on typical demographics, we’ve discovered the real reasons people travel through our attitudinal study — and how to effectively engage with each group. To demonstrate what our process looks like behind the scenes, I’ve created four sample campaigns that market to each of our four traveler types.

If you’ve been around me (or tried to schedule a meeting with me) in the last seven months, you’ve probably noticed my calendar has been a little…extra. And that’s saying something, considering I’m usually on the go. The reason? A not-so-little program called Leadership West Virginia.