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Four Decades. Forward Thinking. The Starmark 40th Anniversary Book

A book chronicling the 40 year history of Starmark, the advertising and marketing firm headquartered in Fort Lauderdale, FL.

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Four Decades. Forward Thinking. The Starmark 40th Anniversary Book

  1. 1. Peggy Nordeen is an Iowan by birth, a Chicagoan for life and a Floridian by choice. Her early years were spent in and around the Quad City area. Marylou Nordeen, her mother and role model, was a tenacious and respected leader who instilled in Peggy cherished principles for success in life, business and faith that guide and drive her to this day. After attending college at the University of Iowa and serving as a reporter for The Daily Iowan newspaper, Peggy moved to the Windy City to pursue a career in journalism. It was there that she found her way into advertising and the legacy you’re about to read. An author and speaker, Peggy’s column "Competitive Advantage", focuses on technology’s ability to attract customers, has appeared monthly for seven years in the South Florida Business Journal. Peggy was named South Florida Business Journal’s 2006 Business Woman of the Year/Entrepreneur of the Year. She was honored as a 2009 Diamond CEO Award recipient for her prowess as a business and community leader. In 2011, Peggy received the first Florida International University Corporate Responsibility Award. In 2013, she was recognized as one of the top five Women-Led Businesses in Florida by the Commonwealth Institute of South Florida and PNC Bank. This year Peggy was named volunteer of the year by “A Child Is Missing” and the 2018 South Florida Business Leader of the Year by Seafarers House. She is a past chair of the Greater Fort Lauderdale Alliance and current Vice Chair of the Broward Workshop. ABOUT OUR FOUNDER
  2. 2. TA B L E O F C O N T E N T S 03 07 13 19 25 31 35 37 42 49 55 59 63 67 71 77 81 85 89 Chapter 1: The Napkin Chapter 2: From Start-Up to B2B Authority Chapter 3: Dan L Estes, Co-Founder Starmark Chapter 4: Starmarkers: Our Likable Experts Chapter 5: StarBar Networking Center: A Special Place Chapter 6: Technology: Forward Thinking Chapter 7: It’s Always Been About the ROI Chapter 8: Fun and Fishing in South Florida Starmark Timeline Chapter 9: Tourism & Hospitality: Marketing Fun Chapter 10: Marine Industries: It’s in the DNA Chapter 11: Chicago’s B2B Strategy Works in Florida Chapter 12: South Florida: Excellence in Education Chapter 13: Healthcare in Chicago and Florida Chapter 14: The Lab: Living Innovation Chapter 15: Supporting the Business Community Chapter 16: South Florida Charities Chapter 17: Investing in the Future Chapter 18: Working Together: Blending Agency & Client Expertise
  3. 3. THE NAPKIN 1 T H E N A P K I N
  4. 4. These were no ordinary talents. Dan Estes was the youngest art director ever hired by Playboy Enterprises. In 1970 Allen Cox, author of Confessions of a Corporate Headhunter recruited him from FITCH in Columbus, Ohio to Playboy in Chicago. During his years at Playboy, Dan enjoyed “unlimited budgets” and interacted frequently with Hugh Hefner and Arnie Morton, the Morton Steakhouse mogul whose son Peter started Hard Rock Hotels. Dan won 45 design awards before he was 25 years old. By the time he turned 30, Dan left Playboy and started a Chicago Clark Street nightclub named “Smile” that Johnny Carson lauded on air, and where comedians like Pat Paulson and Albert Brooks performed regularly. But problems with his partners led Dan to close down the club and start a new company: International Graphics Design. International Graphics Design quickly grew to twenty employees and won national recognition for a Monsanto Corp. campaign, among others. Despite the success and accolades, Dan felt he couldn’t take the company to the next level because he lacked an in-depth understanding about the business side of advertising. So he did something truly unprecedented: he wound down the company to spend a few years at a large Michigan Avenue agency to learn more about the advertising business. This is where he met Peggy Nordeen. IT ALL STARTED ON A NAPKIN. TWO YOUNG MICHIGAN AVENUE ADVERTISING EXECUTIVES SAT AT A FRENCH BISTRO IN CHICAGO WHEN THEY DECIDED TO TAKE THE LEAP AND START THEIR OWN AD AGENCY. THE NAPKIN / T H E N A P K I N / 4 / THE NAPKIN
  5. 5. DAN ALWAYS WANTED TO CREATE A STAR BRANDMARK, SO HE SKETCHED OUT HIS IDEA ON A PAPER NAPKIN FOR PEGGY. REVERSING THE FIRST TWO SYLLABLES OF MARSTELLER, A BUSINESS AGENCY THEY ADMIRED, AND COMING UP WITH STARMARK SEEMED LIKE MAGIC TO THE TWO BRAND EXPERTS, WHO HAD ALREADY REJECTED NAMING THEIR NEW AGENCY AFTER THEMSELVES. IT WOULD NOT BE THE “DAN AND PEGGY SHOW,” IT WOULD BE STARMARK—A BRAND THAT COULD GO THE DISTANCE, BRING IN NEW PARTNERS, AND HIRE EMPLOYEES WHO WOULD BE PROUD TO BE “STARMARKERS”.
  6. 6. Peggy was a young, rising Vice President at the Michigan Avenue agency Dan joined. At the age of 28, she had already served on the boards of the American Marketing Association and the Publicity Club of Chicago. She’d risen through the ranks of her agency at record speed, rapidly moving from Copywriter to Vice President, Account Director—with stops as Public Relations Director and Account Director—working with accounts like Martin-Marietta, Tenneco’s Sheaffer Pen Company, International Harvester, Fuqua Sports, and Nixdorf Computer Company (now Siemens). She frequented the Chicago power lunch scene with Ad Age, Adweek, Chicago Tribune, and Sun-Times marketing columnists. A large part of her success was seeded in combining her journalistic writing talents with the flair and excitement of advertising creative. She understood storytelling early on. The other part was her utter tenacity when it came to getting clients to understand the value of advertising and its impact on their businesses. Estes and Nordeen quickly realized they’d make the perfect partners, with complementary talents that could greatly benefit clients. But Chicago competition was fierce in 1978. Dan and Peggy knew they would have to carve out a market niche where the “big boys”—the likes of Ogilvy, J. Walter Thompson, Leo Burnett—wouldn’t take them head-on. Maybe someone had already done that they thought, and when they looked around the marketplace, they focused on Marsteller, then known as a “corporate advertising agency”— or, in today’s vernacular, a B2B agency. There were plenty of business marketers with advertising and promotional needs in Chicago. This particularly appealed to Peggy who had consistently waved the flag for quality lead generation from advertising campaigns to prove value to clients. STARMARKERS CELEBRATE A FANTASTIC 40TH | STARMARK.COM/STARBREW 6 / THE NAPKIN
  7. 7. FROM START-UP TOB2B AUTHORITY 2 F R O M S T A R T- U P T O B 2 B A U T H O R I T Y
  8. 8. Save for the Nixdorf Computer campaign, which both Peggy and Dan had worked on—and which the Wall Street Journal named the best new product introduction of the year—both Starmark founders were steeped mostly in consumer advertising. In fact, Starmark’s first two clients didn’t even fall into their B2B strategy. One was a car detailing franchise company out of Toronto. The other was Frabill Manufacturing, a division of Huffy Corporation in Milwaukee, whose lines of business were fishing tackle and basketball backboards. With minimal investment dollars to begin the agency, these two accounts became predominant in Starmark’s start-up years. While these clients weren’t exactly Starmark's target, campaigns for both companies were wildly successful. In the early 80’s, the car detailing franchise was the fastest growing franchise in the United States. It was featured on the cover of Money magazine, with 2,400 franchisees largely obtained through direct response advertising programs and media plans designed by Starmark. FROMSTART-UP TOB2BAUTHORITY WITH THEIR B2B STRATEGY FIRMLY IN PLACE, DAN AND PEGGY GOT TO WORK ON BUILDING THE BUSINESS. OF COURSE, THINGS DON’T ALWAYS GO ACCORDING TO PLAN. / F R O M S T A R T- U P T O B 2 B A U T H O R I T Y / NIXDORF COMPUTER 8 / FROM START-UP TO B2B AUTHORITY
  9. 9. When Huffy Corporation’s basketball backboard business acquired the NBA license it began to dominate the market by launching an exciting manufacturers’ rep program connected to the league’s Hoop Magazine, which was distributed to fans attending games in the ‘80s. Frabill Manufacturing’s fishing tackle also grew in distribution and was purchased by then marketing director Jeff Marble to become one of the premiere fishing tackle companies in the country. Frabill’s molded plastic yellow bait bucket was inducted into the International Game Fishing Hall of Fame museum, as well as in most big box and fishing tackle stores in the country. Still wanting to boost their base of business clients, Peggy designed a research plan to help uncover best practices of successful business marketers. Because the agency was young, she sought out a credible publishing partner as a sponsor. Rick Kean, then publisher of Business Marketing, agreed to the Starmark plan over lunch with Peggy. After more than two hundred completed questionnaires and interviews with business marketers from Chicago’s plethora of Fortune 1000 firms were compiled and analyzed, a best practices report titled “What Really Matters to Business Marketers” was published to wide acclaim. Rick and Peggy, both together and separately, spoke at marketing events across the country on this report, which lauded the tactical mix of advertising, direct mail, and public relations working in tandem under the same objectives and strategies. They used the term “Integrated Marketing Communications” for the first time—a term that went on to become a Masters Degree program at Northwestern University. FRABILL AD CAMPAIGN STARMARK. FOUR DECADES. FORWARD THINKING. / 9
  10. 10. Proud as they were of their start-up accounts, Dan and Peggy held firmly to their original objective. With their staff nearing ten people, they formulated a plan to partner with Crain Publishing’s Business Marketing magazine. Starmark would perform some fairly revolutionary primary research on business marketing, and Business Marketing magazine would participate in and promote the research through their magazine and the publisher’s speaking engagements. / T U R T L E C A Y / Ironically, when they did identify their first major B2B account they weren’t even in Chicago. Dan and Peggy had taken their first-ever fishing trip to the Bahamas. It was the early 80’s and they were on Turtle Cay. While roaming around the small island after a day of fishing, they stopped by a small shack-like building painted bright blue and appropriately named “Miss Emily’s Blue Bee Bar.” With a glass of Miss Emily’s famous “Goombay Smash” in hand, Peggy began perusing the countless business cards of fishermen and boaters tacked to the wall. She eventually found one from the CEO of Chicago’s GATX Terminals Corporation, a petroleum and chemical storage and distribution services company in North America. Peg took a picture of the card and as soon as she and Dan returned to Chicago, gave his office a call. 10 / FROM START-UP TO B2B AUTHORITY
  11. 11. Peg invited him to visit the agency and trade stories about their Turtle Cay adventures. He did, bringing along Don Locke, Director of Marketing for GATX Terminals. The timing was good for a marketing partnership, and Starmark became GATX Terminals’ agency of record, launching their first customer magazine and a new B2B advertising campaign. With Starmark’s expertise in the B2B space well established, it quickly became known as one of the top ten business marketing agencies in the country, working for some of the top companies in the region—Tenneco’s Packaging Corporation of America, Enron’s Quantum Chemical, Nalco Chemical Company, Molex, multiple divisions of Illinois Tool Works, Finkl Steel, Motorola, Grain Processing Corporation, Ball Aerospace, Allen Bradley, Square D, Honeywell, and Waste Management Corporation, just to name a few. In the midst of this phenomenal growth, Starmark was named to the Inc. 500 list of the fastest growing privately held companies in the country—the first company to be named to that list five years in a row. In the years since, Starmark has been on the list twice more. GATX CUSTOMER MAGAZINE // STARMARK DID AN INCREDIBLE JOB IN CREATING MARKETING CAMPAIGNS FOR MY FORMER COMPANY AND OUR FRANCHISEES. CLIENT RELATIONSHIPS ENDURE BECAUSE OF THE CULTURE THEY INSTILLED WITHIN THE COMPANY. CLIENTS ARE TREATED LIKE FRIENDS WITH LOYALTY AND INTEGRITY— CHARACTERISTICS NOT SO COMMON IN TODAY’S COMMERCE. // – GARY GORANSON, STARMARK’S FIRST CLIENT The key to Starmark’s success was best summed up by Starmark’s first client, the late Gary Goranson who built his car detailing company in North America to nearly 2,500 franchisees in five years. “Starmark did an incredible job in creating marketing campaigns for my former company and our franchisees. Client relationships endure because of the culture they instilled within the company. Clients are treated like friends with loyalty and integrity— characteristics not so common in today’s commerce.” – Gary Goranson, Starmark’s First Client STARMARK. FOUR DECADES. FORWARD THINKING. / 11
  12. 12. // THE SECRET IS TO STAY ONE STEP AHEAD. // Starmark ran ads in Business Marketing magazine for several years, headlined: This became Starmark’s mantra for the agency, clients and employees. 12 / FROM START-UP TO B2B AUTHORITY
  13. 13. DANL ESTES CO-FOUNDER STARMARK 3 D A N L E S T E S C O - F O U N D E R S T A R M A R K 1 9 4 5 – 2 0 11
  14. 14. DAN LESTES, CO-FOUNDER STARMARK 1945–2011/ D A N L E S T E S , C O - F O U N D E R S T A R M A R K 1 9 4 5 – 2 0 11 / NO BOOK, ANNIVERSARY OR OTHERWISE, COULD BE WRITTEN ABOUT STARMARK WITHOUT PAYING TRIBUTE TO DAN L ESTES. IT WAS DAN WHO CONVINCED PEGGY NORDEEN (EVEN BEFORE THE NAPKIN DOODLE)—AND THEN BRETT CIRCE AND JACQUI HARTNETT AND EVENTUALLY, DALE BARON TO // TAKE THE LEAP // 14 / DAN L ESTES, CO-FOUNDER STARMARK | 1945 – 2011
  15. 15. STARMARK. FOUR DECADES. FORWARD THINKING. / 15
  16. 16. Dan was a true entrepreneur and encouraged the same in others. But it was Dan’s integrity that gave Peggy the confidence to move forward with Starmark. Dan was one of the most principled people Peggy had ever met. Had she seen him make mistakes? Sure, a few. Had they disagreed? Yes. But as Dan often said, “If two people in the same company agree on everything, then one of them isn’t needed.” In Dan, Peggy found someone who was both fearless and brilliant. It was the fearlessness that made everyone around him feel confident. It certainly made life and business more exciting for Peggy. Dan may or may not have shared that excitement, always acting as if he knew what would happen or, if he didn’t know, showing no hesitation in wanting to see what would happen. As a designer, one of Dan’s “superpowers” was the ability to anticipate what came next and envision multiple options. For instance, when Dan would begin a brandmark, he’d engage the client and compile detailed research, ultimately producing thirty to fifty sketches, if only to get an idea of what was possible. From there, he would choose the half dozen ideas he thought were the strongest, fleshing out the graphics of each before reviewing their strengths and weaknesses with the client. // HE ALWAYS DID WHAT HE SAID HE WAS GOING TO DO. // — PEGGY NORDEEN 16 / DAN L ESTES, CO-FOUNDER STARMARK | 1945 – 2011
  17. 17. OVER THE YEARS, DAN AND PEGGY MIXED BUSINESS AND FUN WITH THEIR CLIENTS FROM BOATING, TO FISHING, TO FOOD. THERE WAS ALWAYS SOMETHING SPECIAL GOING ON AND EXCITEMENT GENERATED BY SUPERIOR WORK THAT NEEDED TO BE CELEBRATED.
  18. 18. That’s how Dan tackled all decision-making, whether in business or his personal life. He would envision multiple scenarios and, if he liked one, he’d ask others for their advice. Sometimes he heeded it, sometimes he didn’t, but most of the time, he ending up making the right choice. He encouraged the same in Peggy, often saying to her, “C’mon make a decision. A person is going to make the right decision 51 percent of the time, and you’re smarter than the average person, so you’re going to be right more often than that.” “But what if I AM wrong?” Peggy would retort. “Well, it won’t matter a hundred years from now,” Dan would laugh, “will it?” Peggy knew that comment was just to relieve the tension, because Dan was a perfectionist who didn’t take being wrong lightly. But one of the best things about Dan was that he laughed a lot, at least a few hours a day, and always over a glass of wine before dinner. He’d do so at hot spots in Chicago and Florida, and as often as possible with family and friends and clients. Dan was also quite interesting. Never content with the status quo, he was always ready to move onto the next thing. He was a great designer of brandmarks most people still recognize today, from an updated Gerber Baby to the Federal Signal (FS) red parking lot emblem, not to mention a serial entrepreneur who started 25 businesses throughout his career. Dan was an avid fisherman, reeling in inland lake bass before moving on to ocean sports fishing for billfish. He was also a hobby chef who made his own mozzarella cheese and perfected a recipe for paella that was renowned amongst clients and friends. But most of all Dan was, as people said upon meeting him, just a really nice guy—one who preferred to choose the people around him and TODAY’S STARMARKERS CONTINUE TO STAY ONE STEP AHEAD, AND TO WIN MORE AWARDS AND SERVE MORE CLIENTS THAN EVER BEFORE. DAN WOULD HAVE LOVED THAT. treat them like royalty. At his memorial service in 2011, one of his friends looked up and said: “Now who’s going to plan our fun?” While his presence is missed, Dan created a strong foundation of Starmark partners and a management team to carry his vision forward. 18 / DAN L ESTES, CO-FOUNDER STARMARK | 1945 – 2011
  19. 19. OUR LIKABLE EXPERTS 4 S T A R M A R K E R S : O U R L I K A B L E E X P E R T S
  20. 20. / S T A R M A R K E R S : O U R L I K A B L E E X P E R T S / From its humble beginnings, these were the three key traits Starmark looked for when inviting professionals to join the family. As Dan Estes often said, “I wouldn’t want to subject clients to someone I wouldn’t want to have a beer with.” (He held the same belief when it came to subjecting employees to clients with whom he wouldn’t want to have a beer.) PASSION. EXPERTISE. LIKABILITY. STARMARKERS: OURLIKABLE EXPERTS Over the past 40 years, Starmark has been fortunate to have found star performers who were highly likable and passionate experts who’ve been instrumental to the momentum of our always- growing agency. 20 / STARMARKERS: OUR LIKABLE EXPERTS
  21. 21. Jacqui Hartnett, now Starmark President and partner, was one such star. Jacqui had taught Dan’s sons how to waterski at Lauderdale Lakes in Wisconsin when she was President of the area ski team in her early teens. Soon after graduating from the University of San Diego, she called Dan to see if he knew of any job openings with the agency’s clients. Dan asked to see her and recruited her on the spot, having recognized her leadership skills as a teen and knowing they’d make her an ideal Starmarker. Jacqui proved Dan right, quickly demonstrating her extraordinary account and business leadership skills. She helped build the Starmark business in Chicago, and when Dan and Peggy moved the headquarters to South Florida, Jacqui joined a sister company in Chicago, a retail graphics firm Starmark had purchased. That company was eventually sold to its employees, and Jacqui led its growth as a partner for over a dozen years. But Dan and Peggy beckoned, and Jacqui relocated to the new Starmark headquarters in Fort Lauderdale in 2005—just two days after Hurricane Wilma ravaged the area. It wasn’t the welcome she’d expected, but Jacqui jumped in and took care of Starmarkers from that day forward. Two years later, she was made a partner and named Starmark’s new President. // JACQUI HARTNETT // PRESIDENT AND PARTNER STARMARK. FOUR DECADES. FORWARD THINKING. / 21
  22. 22. // DALE BARON // Brett Circe was another star discovery. Now Starmark’s Chief Digital Officer and a partner, Dan discovered Brett when he held his first design job at Rapid Graphics, working with him on a project in Florida. Flash forward a few years, after Brett started his own tech company, TKO.net, and when Starmark moved its headquarters to South Florida. Dan and Brett agreed to merge their companies, thus giving Starmark an interactive and web edge at the very start of the DotCom era. More than a highly talented graphic designer, Brett was an early web and database guru who won his first e-commerce award from Yahoo in 1995. That’s given Brett the ability to bring aboard a talented team of developers who continue to push the technology envelope to keep Starmark and its clients one step ahead. Another of Starmark’s partners, a brilliant creative talent, played hard to get at the start. Dale Baron, who Dan courted for two years, left his position at J. Walter Thompson and joined Starmark in 2007. Today, Dale is Starmark’s Executive Creative Director. Under his leadership, the team has won numerous local, national, and international awards for creative strategies that produce results for Starmark’s clients. // BRETT CIRCE // CHIEF DIGITAL OFFICER AND PARTNER EXECUTIVE CREATIVE DIRECTOR AND PARTNER 22 / STARMARKERS: OUR LIKABLE EXPERTS
  23. 23. One thing Starmark’s leadership has always stressed is making sure employees understand the business side of advertising. How the agency makes money in order to pay salaries and “keep the lights on” has been discussed at every quarterly company meeting attended by all employees, where the agency’s business expense ratios and the “industry standards” of the American Association of Advertising Agencies (4As), the industry’s premiere professional association are shared. This practice makes Starmarkers savvy business people, and our network of former Starmarkers have gone on to great success at other companies, or in their own businesses. Some agencies in both Chicago and South Florida are even owned and run by former Starmarkers. IN ADDITION TO THESE POWERHOUSE PARTNERS, TODAY’S STARMARK HAS TREMENDOUS BENCH STRENGTH WITH A TEN-MEMBER MANAGEMENT TEAM, EACH WITH AN AVERAGE TENURE OF MORE THAN TEN YEARS WITH THE COMPANY—AND EACH WITH TREMENDOUS EXPERTISE IN THEIR AREAS OF PRACTICE. STARMARK'S BOARD OF DIRECTORS: BRETT CIRCE, JEFF MARBLE, PEGGY NORDEEN, GARY JOHNSON, JACQUI HARTNETT, BRIAN KOPELOWITZ STARMARK. FOUR DECADES. FORWARD THINKING. / 23
  24. 24. Some Starmarkers even leave the nest to expand their horizons at other agencies or industries, only to return to Starmark—what the agency lovingly calls their “retreads.” In its 40th year, Starmark has over a dozen retreads, four of whom are on Starmark’s management team. Starmarkers are always encouraged to embrace change - to be brave, authentic, and brilliant; to “follow their star” and “make their mark.” These are, in fact, the agency’s values, and they’re woven into the everyday fabric of the office, and even outside of it. “Always take the time to lead a more interesting life, and bring the best back with you” is just one of the values Starmark believes makes the agency so successful—for themselves, their employees, and their clients. With such longevity in its ranks, Starmark has seen its family grow over the years to include spouses and children born to Starmarkers. Each happy occasion is not just recognized; it’s celebrated. After all, Starmark has always been a family business, and one day the newest family members may take the reigns. STARMARK’S CHAPLAIN, AUNT DORIS EUTSLER PRESIDED OVER MANY FESTIVITIES. 24 / STARMARKERS: OUR LIKABLE EXPERTS
  25. 25. STARBAR NETWORK CENTER5 S T A R B A R N E T W O R K I N G C E N T E R : A S P E C I A L P L A C E
  26. 26. STARBAR NETWORKING CENTER/ S T A R B A R N E T W O R K I N G C E N T E R : A S P E C I A L P L A C E / THE STARBAR NETWORKING CENTER HAS BEEN THE HEART OF EVERY STARMARK HEADQUARTERS. THE STARBAR (AS THOSE IN THE KNOW CALL IT) HAS SERVED AS A PLACE FOR INFORMAL WORK DISCUSSIONS AT THE END OF THE DAY; A PLACE FOR STARMARKERS TO GATHER FOR COMPANY CELEBRATIONS AND MEETINGS; AND A PLACE FOR STARMARK’S BUSINESS ASSOCIATES AND PRO-BONO CLIENTS TO HOLD MEETINGS AND EVENTS. 26 / STARBAR NETWORKING CENTER: A SPECIAL PLACE
  27. 27. FROM CHICAGO TO FORT LAUDERDALE, THE STARBAR HAS PREVAILED AT SIX LOCATIONS, PROVIDING CAMARADERIE, COLLABORATION AND BIG IDEAS...OFTEN ON NAPKINS. 28 / STARBAR NETWORKING CENTER: A SPECIAL PLACE
  28. 28. marketing techniques used previously by consumer advertisers to B2B. The StarBar proved to be a festive place to kick-off those functions. Starmark celebrated its tenth anniversary at the Ontario Street location with a subsequent party on the Spirit of Chicago party yacht, entertaining nearly 300 friends and business associates. When Starmark made the move to Fort Lauderdale, the Elks Club at 701 North Federal Hwy was thoroughly renovated, with the new Starmark office featuring a StarBar Networking Center that quickly became popular with employees and local community groups. Clients enjoyed the informal meeting place the StarBar provided, and employees delighted in the weekly lunches cooked up by Starmark’s on-site chef. That Federal Highway StarBar also served as a weekly gathering place for marine industry professionals who were acquainting themselves with the new agency in town. This was when the StarBar became fully entrenched in the agency’s culture. When Starmark celebrated its twenty-fifth anniversary in May 2003, the StarBar played a central role. The party, catered by Starmark’s chef, was so large, it spilled over into an outdoor staging area at the back of the building, where one of Jimmy Buffet’s backup bands provided music under a large party tent. Great food and fun was had by all that night. The very first StarBar was found at 706 North Dearborn in Chicago, a historic Queen Anne style brownstone originally owned by the Harper Publishing family and converted into Starmark’s office. It’s where the agency toasted one of its first major B2B clients—Tenneco’s Packaging Corporation of America. In the early 1980s, smoking was still allowed in most agency offices, but Starmark had a strongly-enforced no-smoking policy from the start. Before reaching that first StarBar, visitors who made the trip up the stairs from the front door were greeted with a sign that read: “Anyone caught smoking on the premises will be hung upside down and pummeled to subconsciousness with a wet shark.” The sign was both a conversation starter and a time saver, finding a home in each new Starmark (and StarBar) location. Starmark eventually moved to a new location on Chicago’s Ontario Street, just one block east of Michigan Avenue. That’s when the agency established a research center to field telephone research and host focus groups and industry roundtables. They continued to apply many of the research and THE STARBAR NETWORKING CENTER HAS BEEN THE HEART OF EVERY STARMARK HEADQUARTERS. STARMARK. FOUR DECADES. FORWARD THINKING. / 29
  29. 29. Today’s StarBar Networking Center is found in the Starmark lobby at 210 South Andrews Avenue in Museum Plaza, the heart of downtown Fort Lauderdale’s creative district. Formerly Buster’s Cafe, the only part of the building that didn’t require major renovations was the StarBar. Cosmetic updates were made to the former restaurant’s bar, incorporating Starmark’s new “Modern Tropical” theme. Its downtown location and the fact that four major Starmark clients are within walking distance keeps the StarBar a busy place, hosting community parties, fundraisers, and special events—including Starmark’s 40th Year Anniversary party. But as happens with successful companies, Starmark became too big for the beautiful, yet relatively small building on Federal Highway. In 2004, Starmark eyed the larger space offered at 1815 Griffin Road in Dania Beach, a four-story, 60,000 square foot office building. The agency’s partners, Dan, Peggy and Brett, purchased the entire building, with Starmark occupying the entire third floor. Starmarkers couldn’t imagine a new space without the StarBar. While it certainly was a design challenge to transform the lobby of a traditional office space into a tasteful StarBar Networking Center, Dan and Brett were up to the task. The new StarBar offered all the warmth and welcome of its predecessors, with at least twice the space. Several months after the the new offices opened, Hurricanes Katrina, Rita, and Wilma cut their paths through South Florida, damaging buildings and downing power lines. But the rooftop generator that Dan installed before the move kept the unscathed building running during day after day of power outages. At the StarBar, employees were treated to food and drink, providing some comfort to those who had no power at home. Over the years, Starmark received many offers to purchase the building, finally accepting one from DCOTA (Design Center of the Americas) owners prior to the economic downturn. After the sale, Starmark continued to lease its third floor location until moving to a new office in June 2011. During that time, the StarBar Networking Center hosted Greater Fort Lauderdale Alliance meetings. It also held some of the first social media seminars, and an event that introduced Starmark eTips—a newsletter that, after nine years, has a following of 3,500 marketers nationwide. 30 / STARBAR NETWORKING CENTER: A SPECIAL PLACE
  30. 30. FORWARD THINKING6 T E C H N O L O G Y: F O R W A R D T H I N K I N G
  31. 31. TECHNOLOGY: FORWARD THINKING / T E C H N O L O G Y: F O R W A R D T H I N K I N G / It was Peggy’s pre-Starmark experience with Nixdorf Computer Company, and its introduction of the first desk-sized computer to U.S. manufacturers, that piqued her interest in technology. On one particular day at Nixdorf, she walked into a sales manager’s office and found boxes of unanswered inquiries from the ad campaign and national press tour she had completed weeks earlier for the company. TECHNOLOGY HAS ALWAYS BEEN STARMARK’S COMPETITIVE DIFFERENTIATOR. TECHNOLOGY HAS ALLOWED THE AGENCY TO WORK SMARTER, NOT HARDER, GIVING STARMARKERS THE ABILITY TO PROVE THE RESULTS AND VALUE TO CLIENTS. 32 / TECHNOLOGY: FORWARD THINKING
  32. 32. Peggy was determined that this would never happen to her clients’ leads at Starmark. As soon as the agency could afford it, she purchased a desk-sized computer, hired a programmer, and developed a proprietary database program for entering leads, lead sources, and generating personalized letters. Starmark called the program ADFACTS, and it was used by many of Starmark’s B2B clients, demonstrating the value of their advertising and integrated tactics. Starmark’s ability to embrace technology in Chicago helped attract clients like Ball Aerospace, Honeywell, and Allen Bradley, maker of programmable controllers. But that was just the beginning of what would become even a far more sophisticated litany of forward-thinking technological advancements that Starmark would bring to clients and the industry. // WHY CAN’T YOU JUST USE YOUR COMPUTER? // Peggy gave the sales manager a stern look, and when he offered that he didn’t have the time to respond to them, she said, STARMARK. FOUR DECADES. FORWARD THINKING. / 33
  33. 33. TM encouraging its clients to develop mobile content and, ultimately, native apps as a part of their integrated marketing initiatives. While on the horizon, through machine learning and artificial intelligence Starmark continues to embrace the future of where technology will take us. Recently Starmark has been combining the results of a neural net model as input to a logistic regression model (i.e., a model of models). This integrates the complexities of inter-predictor relationships found in the neural net with the simplicity of implementing a logistic regression. So creating the message is still the stuff of advertising professionals, who create many messages for today’s growing variety of disparate delivery platforms, but the inputs are driven by technology more than ever. Upon its move to Florida, Starmark linked up with early e-commerce pioneer Brett Circe, who developed his first e-commerce site from scratch in 1995, before frameworks and platforms existed. Brett had the unique ability to combine the thought processes and skills of a designer, a database developer, and a website producer. He used them all to create web tools for Starmark’s early cruise line clients, and for the Recreational Boating and Fishing Foundation (RBFF) website in 2001, which let fishermen connect with each other much in the way Facebook does today. With the mobile revolution, Starmark sent Brett “Back to School” so to speak, where he earned a certificate in Advanced Mobile Marketing from the University of San Francisco in 2010, with a focus on mobile commerce. Starmark then committed to the Mobile Marketing Association code of ethics in 2011, 34 / TECHNOLOGY: FORWARD THINKING
  34. 34. IT’SALWAYS BEENABOUT THEROI7 I T ’ S A L W A Y S B E E N A B O U T T H E R O I
  35. 35. IT’SALWAYSBEEN ABOUTTHEROI/ I T ’ S A L W A Y S B E E N A B O U T T H E R O I / It wasn’t that Dan loved money, but he did love to “use money” to make things happen. When he’d try something that didn’t work and lost money, he would justify the loss by saying “money is only a concept.” In other words, money was hardly central to the meaning of life. Still, Dan knew that money is central to any business, and he was savvy enough to know that whatever creative Starmark produced had to result in a return on investment for Starmark’s clients or it would be worthless. Thus his mantra, for himself and for Starmarkers, was: “It has to be creative, it has to be fun, and it has to be profitable.” Of course, the profitability had to be mutual for Starmark and its clients. One of the ways Starmark has always focused on clients’ profitability has been to buy media at net rates without taking an industry-standard commission. Starmark has always charged clients only for the time to review, negotiate, and transact, and report on results of their media buys. Starmark’s leadership has always believed that commissions sometimes incentivize agencies to spend more money where it’s not needed, something that never serves the client. While the agency partnered with media outlets to provide millions of dollars of “value add” opportunities for our clients over the years, Starmark has, with its no commission policy, successfully removed any conflict of interest in negotiating low, but fair rates with media outlets. There’s an old advertising adage: “I know 50 percent of my advertising works. I just don’t know which 50 percent that is.” Peggy Nordeen didn’t want Starmark to fall into that trap, which drove her to provide ADFACTS to clients to prove that their media buys were providing value. The evolution of the internet and its ability to provide data on the customer journey to conversion proved an even greater leap forward for Peggy. Starmark’s predictive modeling through machine learning has reduced the cost per lead by as much as 150 percent, backed up by the data provided with tracking and dashboarding software. Data science has become the fastest growing department at Starmark. Every project now starts with data—driving strategy, creative, and targeting—and ends with data, showing ROI in the results. Business Intelligence and dashboards allow progress to be viewed by all key management personnel and allow Starmark to provide the insights needed to optimize results continually throughout client campaigns. DAN ESTES MAY HAVE BEEN A CREATIVE FIRST, BUT HIS TRUE LOVE WAS THE “THOUGHT OF BEING A SIGNIFICANT CONSUMER.” FOR DAN, THAT MEANT RUNNING A SUCCESSFUL BUSINESS—OR, IN HIS CASE, BUSINESSES. 36 / IT’S ALWAYS BEEN ABOUT THE ROI
  36. 36. FUNAND FISHING INSOUTH FLORIDA 8 F U N A N D F I S H I N G I N S O U T H F L O R I D A
  37. 37. FUNAND FISHING INSOUTH FLORIDA In Chicago, Starmark was the agency for the National Marine Manufacturers Association (NMMA) when it was under the direction of Jeff Napier. He and Greg Proteau, then the NMMA’s Communications Director, hired Starmark to create and implement the association’s first- time boater campaign in cooperation with Yankelovich Research. Napier named the campaign “C’mon Aboard” and Starmark worked with the NMMA on this and other projects for the next seven years. The Starmark partners became even more passionate about boating and fishing during the C’mon Aboard campaign. So when a large agency in Chicago made a good offer to acquire the business and its employees, they accepted and headed to South Florida, with an agreement that the Starmark name and brand ownership would still be theirs. The “napkin” was still the anchor for their work together. / F U N A N D F I S H I N G I N S O U T H F L O R I D A / WAHOOOOOOOO! TUNA! SNAPPER! MAHI MAHI! SWORDFISH! SAILFISH! MARLIN! SOUTH FLORIDA HAS IT ALL! 38 / FUN AND FISHING IN SOUTH FLORIDA
  38. 38. They spent hours on the beautiful South Florida waters taking a break from the fast pace and fast growth of their Chicago business life. One day, Dan and Peggy, drove down to the Air Sea Show on Fort Lauderdale Beach. They fell in love with Fort Lauderdale and after visiting the marina at Bahia Mar, decided to make this their new South Florida home. In 1998, with the end of their non-compete agreement with the Chicago agency, Dan and Peggy made plans to return to the advertising agency business with a Fort Lauderdale headquarters. Dan’s love of fishing would continue with a new South Florida business. He had fished with countless employees and clients on Wisconsin’s lakes and Lake Michigan. Now he had the open seas of South Florida, the Keys, the Caribbean and Latin America to fish with Starmark’s family. He even fished the Great Barrier Reef in Australia, and went “helicopter fishing” in British Columbia. Dan saw these as “relationship enhancement opportunities” that were good for business...not to mention loads of fun. STARMARK. FOUR DECADES. FORWARD THINKING. / 39
  39. 39. FROM FORT LAUDERDALE TO THE BAHAMAS, FROM THE KEYS TO COSTA RICA, PANAMA, BRITISH COLUMBIA...BOATING AND FISHING ADVENTURES PROVIDE GREAT FUN.
  40. 40. A STAR IS BORN Dan Estes and Peggy Nordeen officially opened Starmark Marketing in Chicago. PL AYING IN THE BIG LEAGUES Starmark scored their first national client account, Tidy Car, which was named Fastest Growing Franchise in the U.S. and featured on the cover of Money magazine. HALL OF FAMERS Starmark’s campaign promoting Frabill Fishing Tackle’s bait bucket reeled in more than sales. This famous yellow bucket now sits immortalized in the International Game Fishing Hall of Fame. HONEY, WE’RE HOME The Agency won two new accounts based in Denver - Honeywell and Ball Aerospace - so it was time to open an office in Denver. WELCOME TO THE WINDY CIT Y Starmark quickly outgrew its first office and upgraded to a brownstone on Dearborn Street to house its growing team of ad executives, creatives and the very first StarBar. STARMARK WINS MOLEX A B2B giant with over 1,000 connector and interconnector products Molex, selected Starmark after a nationwide search for their first-ever full service ad agency. 1978 1979 1984 1985 L O O K I N G B A C K . T H I N K I N G F O R W A R D .
  41. 41. 1986 1987 1988 INTRODUCING: IMC Starmark’s ADFACTS Team conducted research to discover the marketing channels that mattered most. Crain's Business Marketing published the report, cementing the phrase “Integrated Marketing Communications” in our lexicon – a term that went on to become a Masters Degree program at Northwestern University. FIVE-TIMERS CLUB Starmark was named to Inc. magazine’s Fastest Growing Companies for a fifth straight year in a row. IN THE SPOTLIGHT Hairspray isn’t all that was big in the 80’s. Ad Age magazine named Starmark as Chicago’s top integrated marketing agency. MOVING ON UP A third Starmark satellite office was opened in Milwaukee, housing a team of Account Managers to call on our clients to the north. TO THE EA ST SIDE OF MICHIGAN AVE., TO SERVE A GROWING LIST OF CLIENTS In 1987, Starmark was once again in need of a larger office space to house the agency’s strategists, creatives, researchers, full service photography studio…and oh, another StarBar. Its growing list of clients included Nalco Chemical, Molex, four divisions of Illinois Tool Works, Tenneco’s Packaging Corporation of America, Finkl Steel, and more.
  42. 42. 1990 1994 1998 2000 2001 HELLO MOTOROL A Motorola contracted with Starmark to promote their Altaire division. SUNSHINE STATE OF MIND You can take the ad men out of the agency, but you can’t take the agency out of the ad men. Estes Nordeen met Brett Circe, the owner of a small firm specializing in Web marketing. A partnership was quickly formed, and Starmark entered the Fort Lauderdale market. OPEN FOR BUSINESS An old Elk’s Lodge off of Federal Highway near downtown Fort Lauderdale was the perfect spot for the agency to start growing in Florida. It even had a StarBar! This was the venue for many parties in those early years, where we met and welcomed friends in the business and government communities. CRUISE CONTROL Starmark Florida start up won a key assignment supporting the marketing team responsible for loyalty and direct response for Norwegian Cruise Lines and Orient Lines. The agency went on to spend seven years creating print and digital solutions for the cruise lines. CIAO CHICAGO Dan Estes Peggy Nordeen accepted an offer for Starmark’s Chicago-based book of business along with jobs for its employees and headed to Florida to live the salt life.
  43. 43. 200620052003 2004 CITRIX CHAMPS Citrix joins the Starmark roster of B2B and technology clients. CREATION OF CHANNELPRO Starmark’s developers built a channel marketing tool allowing clients to leverage their assets while maintaining brand messaging and positioning. EA SE ON DOWN THE ROAD Starmark buys a 4-story office building on Griffin Road to relocate headquarters. The office didn’t have a StarBar...but we built one! STARMARK SETS SAIL An agency entrenched in the marine and cruise industries needed a boat...so we bought one! Clients and Starmarkers alike spent many a day on its 42’ Sportfish off the waters of Fort Lauderdale, Key West and the Bahamas. UP COMER Brett Circe was named to South Florida Business Journal’s Up Comers. FOR THE RECORD Starmark made it onto Inc. magazine’s fastest growing list for a record seventh time nearly 20 years after making it the first time. Company. One Spirit. One Goal.One mplished ne Reach XThe Personal Side of Attaining One
  44. 44. 2011 20122008 2009 2013 ETIPS EMERGE Starmark launched the very first “eTip,” a weekly content series intended to get marketers thinking about their digital strategies. The popular program publishes online, in app and even in print. DAN ESTES PA SSES On May 21 2011, Dan Estes passed away. He was preparing Starmark for a new era – moving the team to new offices, managing new relationships in Puerto Rico and establishing a Board of Directors for external advisement and continuity. His partner in life and business, Peggy Nordeen, and his succession team picked up where he left off and continued to evolve the agency. PEGGY GFL ALLIANCE Peggy Nordeen serves as Chair of the Greater Fort Lauderdale Alliance. STARMARK SWEEPS FL AGLERS While serving as Agency of Record for the Greater Fort Lauderdale Convention and Visitors Bureau, Starmark birthed the wildly popular “Defrost Your Swimsuit” campaign. At its heels came “Hello Sunny,” for which the agency won numerous marketing and tourism awards. At the 2012 Florida Governor’s Conference Starmark came home with 9 Flagler trophies – the most an agency ever received. TO THE HEART A most opportune building sale before the famed real estate bust of the late 00’s saw Starmark’s relocation to a most desirable central location on Las Olas Blvd. in downtown Fort Lauderdale. CELEBR ATION STATION By the mid-late 00’s Starmark was spreading its footprint. An opportunity to work with the Kissimmee Convention and Visitors Bureau and others in the Orlando area called for the opening of a service office in Celebration, FL. MARCH ON Starmark teamed with SeaWorld Orlando to launch a campaign teasing the coming attraction, “Antarctica: Empire of the Penguin.” On its opening day, the park broke record attendance numbers.
  45. 45. 2015 20162014 2017 2018 WELCOME TO THE L AB While Starmark had always been at the forefront of using digital technologies and trends for our clients’ business and marketing needs, this was when the agency formally launched its “Innovation Lab.” ONE FOR THE BOOKS Starmark closed out the year having officially contracted with 15 new clients, including a division of FPL, Karisma Hotels Resorts, and AutoNation. THE START OF AGILE We don’t do agile. We ARE agile. Starmark transformed its workflow and management processes company-wide to follow Agile Methodology. MAKE YOUR MARK The U.S. Patent Office awarded Starmark its first-ever patent on the agency’s “FanWise” technology that rewards consumers with a physical reward in exchange for posting on their social network. APP OF THE YEAR Starmark’s Innovation Lab launched an IOT (Internet of Things) app for consumers with smart lightbulbs, called Sync My Lights. Philips Lighting named it app of the month. PEGGY MAKES HISTORY Peggy Nordeen was named the first-ever female Vice Chair of the Broward Workshop. She takes her post in 2018/2019. STARBREW Starmark brewed an Official 40th Anniversary Beer. See it at STARMARK.COM/STARBREW SMARTIES SUCCESS The Mobile Marketing Association ranked Starmark in the Top 5 Creative Agencies in North America for Mobile Marketing.
  46. 46. COMPETITIVE ADVANTAGE ADVICE Jan 3, 2018 SOUTH FLORIDA BUSINESS JOURNAL SINCE 2012, PEGGY NORDEEN HAS WRITTEN A MONTHLY BUSINESS ADVICE COLUMN IN THE SOUTH FLORIDA BUSINESS JOURNAL - AMERICAN CITY BUSINESS JOURNALS’ PREMIERE PUBLICATION IN THE U.S. SOUTHEAST. HER COLUMN “COMPETITIVE ADVANTAGE” SUPPORTS HER SUCCESS PHILOSOPHY OF HELPING BUSINESS LEADERS AND MARKETERS STAY A STEP AHEAD OF THE COMPETITION. IT HIGHLIGHTS MARKETING IDEAS, CHANNELS AND TECHNOLOGIES THAT CAN HELP COMPANIES GROW IN SOUTH FLORIDA.
  47. 47. TOURISM HOSPITALITY: MARKETING FUN9 T O U R I S M H O S P I TA L I T Y: M A R K E T I N G F U N
  48. 48. TOURISMHOSPITALITY: MARKETINGFUN/ T O U R I S M H O S P I T A L I T Y: M A R K E T I N G F U N / STARMARK BECOMES A TOURISM POWERHOUSE IN SOUTH FLORIDA STARTING WITH THE CRUISE INDUSTRY. By the time they opened the new South Florida headquarters, Starmark was poised to lead once again in bringing technology to whole new niche markets. They started with the cruise industry. 50 / TOURISM HOSPITALITY: MARKETING FUN
  49. 49. • Starmark created Orient Lines’ first website; implemented a new collateral design system and grew travel agent engagement. • Programs for NCL included support for five ship launches, a/b testing on direct mail, integration of email and direct mail to improve response rates, rollout support of new branding and more. After Norwegian Cruise Line purchased Orient Lines, they chose Starmark to represent them as well. Between 2001 and 2008, Starmark handled both cruise lines’ direct response and publishing initiatives, including NCL’s customer magazine, Latitudes, and Orient Lines’ Polo Club News. As NCL added more ships, Starmark worked with them to attract new cruisers and increase bookings before the ships were even launched. // NORWEGIAN CRUISE LINE // // ORIENT LINES // Landing Orient Lines, headquartered in London and Fort Lauderdale, was a good start. While both had experience in hospitality—Dan had been in charge of the branding and promotion for all of the former Playboy hotel properties, and Peggy had managed communications for Chicago’s Mart Plaza hotel—it was their market segmentation and international business experience with the International Convention Centre in Birmingham, England that impressed the London-based client. It’s what ultimately brought in the cruise line’s business to Starmark. STARMARK. FOUR DECADES. FORWARD THINKING. / 51
  50. 50. Starmark became the agency of record for the Greater Fort Lauderdale Convention Visitors Bureau in 2008—which included Port Everglades and Fort Lauderdale-Hollywood International Airport. Starmark’s campaigns for the Bureau not only won awards for both the agency and their client, they also helped the region grow to nearly 13 million visitors a year, representing a very healthy percentage of Florida’s 116 million annual tourists. During one particular January, when the recession led to lower budgets, Starmark got particularly creative. Bikinis frozen in large blocks of ice were placed in Times Square in front of a large billboard that read “Greater Fort Lauderdale, 73 degrees and sunny.” Dubbed the “Defrost Your Swimsuit campaign, it paved the way for years of similar consumer encounters in feeder markets throughout the country. Starmark initiated experiential marketing campaigns bringing the Florida beach to North American cities including New York, Chicago, Boston, Washington D.C., and Toronto, before heading to Europe and South America. Each year in January, Times Square lights up with a beach tableau advertising Greater Fort Lauderdale, and it’s seen as the ball drops on a new year. For more than a decade, Starmark and the Greater Fort Lauderdale Convention Visitors Bureau have earned accolades—statewide, national, and international—for these iconic campaigns, along with the “Hello Sunny” branding, and marketing to the LGBTQ community. // GREATER FORT LAUDERDALE CONVENTION VISITORS BUREAU // STARMARK.COM/DEFROST 52 / TOURISM HOSPITALITY: MARKETING FUN
  51. 51. Work for Greater Fort Lauderdale has included attention-grabbing experiential marketing around the globe like frozen bikinis and two-way interactive video screens in bus shelters, streaming television, revenue generating airport parking campaigns, print and digital vacation and meeting planner guides, award-winning branding for Port Everglades, and other programs luring nearly 13 million visitors to Broward County annually. STARMARK.COM/BUSSHELTER
  52. 52. Starmark’s prowess in the hospitality and tourism industries has also reached Puerto Rico, the Caribbean, and Mexico. The agency helped Miami-based Karisma Hotels Resorts and Viacom open a first of its kind five-star family resort in the Dominican Republic’s Punta Cana. The successful go-to market campaign and brand management for Karisma’s Nickelodeon Resort // VIACOM, KARISMA NICKELODEON //Starmark’s consumer and trade campaign for Karisma’s five-star luxury family resort in Punta Cana saw the first ever execution and rollout of Viacom’s new Nick Resort brand. Restaurant brandmarks, resort signage, in room communications also needed birthing – all while using real time reporting dashboards to optimize towards pre-opening bookings for a successful launch. earned Starmark the plum assignment of creating the global resort website for the entire family of Viacom Nickelodeon branded properties in 2018. It also led to partnering with Karisma on their other brands like Azul Beach Resorts on the development of integrated campaigns and brand websites. Reporting on promotion tactics, from display to social to search, gave Karisma the ability to see a real-time view of their ad performance, hour-by-hour, day-by-day, to help adjust and optimize based on occupancy and bookings. STARMARK.COM/ALIST 54 / TOURISM HOSPITALITY: MARKETING FUN
  53. 53. MARINE INDUSTRIES: IT’SINTHE DNA10 M A R I N E I N D U S T R I E S : I T ’ S I N T H E D N A
  54. 54. FLORIDA’S MARINE INDUSTRY EMBRACES STARMARK’S CATEGORY KNOWLEDGE AND CREATIVITY MARINEINDUSTRIES: IT’SINTHEDNA/ M A R I N E I N D U S T R I E S : I T ’ S I N T H E D N A / Over time, Starmark’s footprint in South Florida grew stronger in the marine industry. South Florida proved to be a far more diverse market for business and advertising than Chicago, so restarting the agency demanded a different strategy for Dan and Peggy. With all of the advancements made in personal computing and the internet in the ensuing years, the timing was perfect to bring Brett Circe’s talents into the fold and acquire his company, TKO.net. It was instrumental in landing their first marine account. 56 / MARINE INDUSTRIES: IT’S IN THE DNA
  55. 55. The Recreational Boating Fishing Foundation (RBFF) came from a referral by the National Marine Manufacturing Association (NMMA) in Chicago. RBFF needed a website and, with Brett Circe’s website and database experience, Starmark easily won the business. Brett was also able to obtain the complete database of waterways from the National Geographical Society, incorporating it into the site. Starmark built and launched the website—which came in at half a million pages—in 90 days. Starmark wanted to further expand their marine footprint in South Florida, so Dan hired local marine ad guru Mel Wolff. Mel introduced Starmark to luxury yacht companies including Cheoy Lee, Horizon Yachts, Ferretti Yachts, Rybovich, and Awlgrip marine products. Global yachting brands like Taiwan’s Horizon Yachts and Ferretti Yachts engaged Starmark for establishing presence and rolling out campaigns for their products in the U.S. Other industry work included designing the new brand for AWLGRIP as well as introducing Jimmy Buffett’s Margaritavich 42’ cold-molded Walkaround from the famed makers of Rybovich sportfish boats.
  56. 56. Starmark has continued to support the marine industry, rebranding the Fort Lauderdale International Boat Show. The agency has worked with the Greater Fort Lauderdale Alliance to form the Fort Lauderdale International Boat Show (FLIBS) Partnership, bringing together the Marine Industry Association of South Florida, the Greater Fort Lauderdale Convention Visitors Bureau, the Alliance, and Starmark to help leverage the value of FLIBS to the region. Leveraging the Fort Lauderdale International Boat Show for the good of our region became a passion for Starmark. Through partnerships with area institutions, publishers and business, our campaigns used the FLIBS platform to help establish a global business networking luncheon and develop awareness for the area’s marine research. The resulting alliance saw a collaboration on a variety of projects, from an incredibly well-received VIP business luncheon for a select group of CEOs from across the country, to a special pavilion that promoted South Florida’s marine research and tourism business. 58 / MARINE INDUSTRIES: IT’S IN THE DNA
  57. 57. B2B STRATEGY WORKSIN FLORIDA 11 C H I C A G O ’ S B 2 B S T R AT E G Y W O R K S I N F L O R I D A
  58. 58. Back in its early days in Chicago, Starmark gained a reputation for combining an exceptional creative product with innovative strategies to keep clients a step ahead in their respective industries. This experience in promoting success through lead tracking programs and demonstrating ROI through integration with clients’ sales efforts was instrumental in Starmark’s growth then and it’s even more important 20 years later in Florida. CHICAGO’SB2B STRATEGYWORKS INFLORIDA/ C H I C A G O ’ S B 2 B S T R A T E G Y W O R K S I N F L O R I D A / STARMARK’S EARLY B2B CLIENTS IN FLORIDA WERE CITRIX, LEXISNEXIS, SIEMENS, BOSCH, DHL, AND NOKIA. IN RECENT YEARS, STARMARK HAS ADDED UVU TECHNOLOGIES, TYCO, STILES, CROWN CASTLE FIBER, AND CROSS COUNTRY HOME SERVICES TO ITS CLIENT ROSTER. Three-dimensional B2B direct mail pieces were just one of the strategic tactics that Starmark implemented in Chicago. They were so brilliantly conceived these pieces always got by the senior-level “gatekeeper,” and proved irresistible to the intended recipient. An ABB Robotics “toy” robot arm was among the most successful three-dimensional mailers. Not only did many corporate CEOs ask for another mailer for a family member, but these high-level prospects also requested immediate appointments to learn more about ABB Robotics. 60 / CHICAGO’S B2B STRATEGY WORKS IN FLORIDA
  59. 59. Starmark knows what really matters for business marketers is impressing their prospects including those in the “C-Suite;” researching and monitoring dynamic changes in distribution channels and the selling process; and aligning campaigns and campaign measurement with corporate goals using Agile Methodology. STARMARK. FOUR DECADES. FORWARD THINKING. / 61
  60. 60. Now working for Crown Castle Fiber, Starmark applied its three-dimensional “gotta open it” strategy to another first - an “Alexa” programmed mailer that prompted messages about the company’s services to telecommunications professional targets. HMS National's home appliance insurance is a favorite among Real Estate professionals. One of the agency’s long-time clients, Starmark has worked closely with Doug Stein, Executive Vice President of HMS’ parent company, Cross Country Home Services, from the time he was a marketing manager at HMS. uVu Technologies is a major innovator in the world of spill-resistant paper cup containers. The company set a two-year target window for acquiring a major licensor of its product, something Starmark accomplished through a branding initiative that included video and trade show design. While Starmark once again worked itself out of a job because of its success, it did so knowing that one happy client leads to another. FPL Fibernet (now Crown Castle Fiber) and FPL Energy Services proved to be another great B2B experience in South Florida. Customer modeling and analytics play a key role in these services, with major dollars saved by using big data to identify prime targets. By implementing these services for FPL Fibernet, Starmark reduced FPL’s cost of customer acquisition by nearly fifty percent in mere months. // DRAMATIC AND DYNAMIC B2B PROGRAMS HIT THEIR MARK // Impactful campaigns over the years have led to lead generation and lower cost per customer acquisition for Crown Castle Fiber via dimensional mailers featuring Alexa voice assistants, major licensing agreements for uVu Technologies via mailers and trade show booths, and high engagement among real estate professionals for HMS National via digital programs. 62 / CHICAGO’S B2B STRATEGY WORKS IN FLORIDA
  61. 61. EXCELLENCE IN EDUCATION 12 S O U T H F L O R I D A : E X C E L L E N C E I N E D U C AT I O N
  62. 62. SOUTH FLORIDA: EXCELLENCEIN EDUCATION/ S O U T H F L O R I D A : E X C E L L E N C E I N E D U C A T I O N / AS SOUTH FLORIDA’S EDUCATIONAL INSTITUTIONS EXPANDED IN BOTH SIZE AND INFLUENCE, SO DID THE OPPORTUNITIES FOR STARMARK TO BUILD RELATIONSHIPS AND SUPPORT THE MARKETING INITIATIVES OF THESE COLLEGES AND UNIVERSITIES. 64 / SOUTH FLORIDA: EXCELLENCE IN EDUCATION
  63. 63. The synergy was in place with all of Starmark’s partners having participated in some business or leadership aspect of their respective alma maters. Dan Estes had been the design director for Purdue University, where he got his masters degree, fielding more than a hundred projects a year and designing its still-standing Centennial monument. Peggy Nordeen had been an editor and reporter for the Daily Iowan at the University of Iowa, and president of the Panhellenic Association. Jacqui Hartnett had worked for Continuing Education at the University of San Diego on various fundraising initiatives. And Brett Circe had been president of the Phi Delta Theta fraternity at the Ringling School of Design in Sarasota. Of course, that was all in the past, long before social media and digital campaigns worked their way into integrated marketing programs. It was before visual assets and videos provided relevant user experiences in websites designed for mobile and laptop. Now these elements top the list of necessary practices for student recruitment and institutional fundraising. And, because of Starmark’s “One Step Ahead” mantra, Starmark has continued to develop this expertise within the agency. Starmark has, over the course of its 20 years in Florida, worked with all four major South Florida Universities—Florida International University (FIU), University of Miami (UM), Nova Southeastern University (NSU), and Florida Atlantic University (FAU) – plus the Florida’s highly acclaimed state college, Broward College. While a sizable portion of projects involve recruitment programs and strategies, the range of work is both diverse and exciting. From the rebuilding of FAU’s entire website and building social and individual college websites for NSU, to fundraising for FIU and concepting and launching an integrated recruitment campaign for UM’s School of Business, Starmark’s efforts have garnered many successes for their educational clients. STARMARK. FOUR DECADES. FORWARD THINKING. / 65
  64. 64. Kaplan University, one such college headquartered in Florida, had their sights set on being the leader in learning technology when they became a Starmark client. Providing non-traditional students with access to education via online degree offerings, they wanted to communicate their commitment to their student’s career goals. Starmark developed fully integrated marketing campaigns at both the institution and program level for Kaplan. These included broadcast and online video production services, along with microsite development and online promotion for nearly a decade before Kaplan was purchased by Purdue University in 2017. Like other times in our history, Starmark celebrated the role we helped play in our client’s success, and now carry the expertise gained in online learning student recruitment with us as we serve other educational institutions well into the future. When asked to support Ana G. Mendez University in Puerto Rico with a campaign to enroll students in their Hospitality program we couldn’t have been happier. It’s not every day that two industries we serve come together, but they did, and the results made our client very happy too. MasterBothSidesof IT MASTER OF SCIENCE IN INFORMATION TECHNOLOGY Are your sights set on becoming CIO? Maybe launching a startup? Bigger opportunities demand mastering both sides of IT. You need soft skills to lead projects and teams, and hard-core technology skills to stay innovative. Kaplan University’s Master of Science in Information Technology program with experienced IT faculty, rigorous curriculum, and online flexibility enables you to further your education ... even on your busy schedule. Find out more today: www.GradIT.Kaplan.edu.com or 877.472.1014 (Toll Free) For comprehensive consumer information, visit online.kaplanuniversity.edu/consumer_info.aspx. Kaplan University cannot guarantee employment or career advancement. In 2017 Starmark redesigned and restructured FAU.edu to replace a 10+ year old legacy website. It required collaborating with a 10-person steering committee, approvals and check-ins with academic Professors and Deans as well as working side by side with in-house developers at the university. With student recruitment always top of mind, Starmark also worked with NSU to create multiple lead generation program microsites, one of which resulted in a 50% year-over-year increase in prospective candidates. 66 / SOUTH FLORIDA - EXCELLENCE IN EDUCATION
  65. 65. HEALTHCARE INCHICAGO AND FLORIDA 13 H E A LT H C A R E I N C H I C A G O A N D F L O R I D A
  66. 66. HEALTHCARE INCHICAGO ANDFLORIDA STARMARK’S PUBLISHING CAPABILITIES AND ITS B2B EXPERTISE WERE A NATURAL FIT FOR CHICAGO’S SIZABLE HEALTHCARE INDUSTRY. / H E A LT H C A R E I N C H I C A G O A N D F L O R I D A / 68 / HEALTHCARE IN CHICAGO AND FLORIDA
  67. 67. 800.506.8482 • tivahealthcare.com 1613 N. Harrison Parkway, Suite 200, Sunrise, FL 33323 TIVA IS THE PREMIER LOCUM TENENS STAFFING AND DIRECT HIRE FIRM that partners with both employers and job-seekers in the healthcare industry. GOING ABOVE AND BEYOND TO HELP YOU FIND THE ONE. Locum Tenens Permanent Placement Job Opportunities Available Nationwide The American Hospital Association was one of Starmark’s earliest clients, as was Healthcare Facilities Management magazine. This experience along with years of marketing, electronic and industrial products for B2B clients in the healthcare space were great conversation starters for the agency’s introduction to the South Florida healthcare market. Weatherby Healthcare was Starmark’s first healthcare client in South Florida. Brett Circe’s online database prowess once again came into play, providing Weatherby with a website that could display jobs by region for doctors looking to relocate. After the launch of its website, Weatherby was sold to CompHealth, but the company’s current online presence remains under the Weatherby brand. Starmark parlayed that experience to secure a relationship with Tiva Healthcare, another healthcare recruiter, to manage their integrated digital marketing strategy. Starmark revamped Tiva’s existing website to optimize the layout for smartphones and tablets; created new, relevant content; and extended Tiva’s reach across social media and search engines. Starmark first went to work for Tiva Healthcare in the early 2000’s establishing a brand, collateral and positioning that would present their value and offerings with an ultimate goal of being acquired. That business objective was achieved not long after their rebranding and they were purchased by Sheridan Healthcare. Several years later Starmark was engaged by Sheridan to create and implement an integrated marketing campaign. STARMARK. FOUR DECADES. FORWARD THINKING. / 69
  68. 68. Starmark is also proud to work with Memorial Healthcare Systems, including its Joe DiMaggio Children’s Hospital (JDCH), a nationally recognized leader in children’s pediatric care located in South Florida. Starmark’s strategic services have been tapped to create programs highlighting the hospital system’s specific lines of care, special events, hospital milestones, community engagement and fundraising. To help commemorate and evangelize its children’s hospital’s 25th anniversary Starmark developed a campaign that called for notable members of the community and celebrities to share messages of celebration and appreciation. Video and photography was then amplified in social channels managed by both the hospital and the participants to spread the love for the “red glove.” 25YEARSOF EXCELLENCE As we mark our 25th year of service to our community, we celebrate the hundreds of thousands of everyday triumphs like Jennifer. After only five months of pregnancy, her premature twins were born at just two and three pounds. Today, they’re healthy teens entering high school. Jennifer’s family and thousands of others are as much a part of our memorable journey as our own team. 703 North Flamingo Road | Pembroke Pines, FL 33028 | 954-436-5000 | MHS.net JOIN US IN CELEBRATING Jennifer C with daughters Alexandria and Sydney SHARE YOUR STORY: #MemorialWest25 70 / HEALTHCARE IN CHICAGO AND FLORIDA
  69. 69. THELAB: LIVING INNOVATION 14 T H E L A B : L I V I N G I N N O V A T I O N
  70. 70. The Innovation Lab at Starmark was created for just this purpose. It’s a place that harnesses the latest technologies to generate ideas, and to revolutionize sales and customer service experiences for the agency’s clients. It encourages Starmarkers to think beyond the assignment of the day to what could be. While The Innovation Lab was only formalized at Starmark a few years ago, it comes with significant precedent. Starmark has, after all, been at the forefront of innovation, inventing products and technologies to address clients’ marketing needs. THELAB: LIVING INNOVATION THE AGENCY BUSINESS HAS ALWAYS BEEN, AT ITS CORE, AN IDEA BUSINESS. THESE DAYS, IDEAS TEND TO BE TIED TO TECHNOLOGY— HOW TO LEVERAGE IT TO GROW BUSINESS OPPORTUNITIES. / T H E L A B : L I V I N G I N N O V A T I O N / 72 / THE LAB: LIVING INNOVATION
  71. 71. When Starmark started back up in Florida in 1998, Dan handed Brett the “Starmark Handbook” from Chicago, a two-inch thick binder that covered every aspect of how to run an agency, from estimating to project management, purchase orders, media insertions and billing. It also included policies and procedures, personnel management, and everything to run the company administration. Brett spent the next year and a half creating software to digitize everything in the binder. In the early years this gave Starmark a huge advantage of being lean and nimble with two decades of experience riding on top of a modern operating system. We called it “Agency”, of course. It helped Starmark and dozens of other agencies manage their businesses, with job tracking and accounting integration allowing for complete project management in the early 2000s. What happens when a client asks “How do you control what’s being said about you on social media?” Well as marketers we know the answer is you can’t! But it got the Lab thinking, what could we do? From there, FanWise was born. Created Greater Fort Lauderdale CVB – Fanwise “Hello Sunny” Patented Fanwise® machines encouraged consumers to Tweet or Post for free sunglasses. in 2013, FanWise offers an immediate reward for a social media post, distributing awards via machine—game, vending, parking meter, music, to name a few. Consumers are directed to post a pre-programmed message on social media to receive the reward. For instance, the Greater Fort Lauderdale Convention and Visitors Bureau leveraged FanWise to spread the “Hello Sunny” message at Grand Central Station in New York City, distributing free sunglasses from a vending machine. All it took was the sharing of a pre-crafted social phrase for the consumer to receive the sunglasses. FanWise provides brands with a unique opportunity to add frequency and control over their messaging through the consumer, offering an immediate reward in return. The technology has been tested to great success in installations from Dallas to Atlanta. Messaging and impression numbers can be captured per social platform with a value assigned for impressions. FanWise has been awarded two U.S. patents that are available for licensing. BRETT CIRCE DEMONSTRATING MAGIC LEAP ONE; PATENT-WINNING FANWISE TECHNOLOGY FOR THE GREATER FOR LAUDERDALE CVB NEW YORK CONSUMER ACTIVATION; TWO FANWISE U.S. PATENTS // FANWISE SOCIAL MEDIA PATENTS // STARMARK. FOUR DECADES. FORWARD THINKING. / 73
  72. 72. Another Lab innovation, “Sync My Lights,” allows consumers to create their own lighting sequences for their favorite concerts, movies, or events via the Sync My Lights app and Philips Hue lighting systems. The results turn living and business spaces into complete sensory experiences, “stereo for your eyes” as Philips says. Sync My Lights created a community of movie lovers who create and share lighting with each other, the app is 100% community driven at this point with over 100,000 downloads on iOS and Android. Sync My Lights has received an Appy Award, a Smartie award, was named a Webby Honoree and an “App of the Month” by Philips Hue. The Starmark Innovation Lab is harnessing extraordinary Augmented Reality, Virtual Reality and Mixed Reality hardware breakthroughs, including the Microsoft HoloLens and Magic Leap One Creator Edition, to revolutionize sales and customer service experiences for our clients. The “bARtender” mixology app, another Lab AR innovation, lets users create and “try” cocktails—a great branding opportunity for distilleries and and distributors alike. 74 / THE LAB: LIVING INNOVATION
  73. 73. To create awareness and buzz for SeaWorld’s new Antarctic adventure, Starmark developed an AR app that transported users to Antarctica, where augmented reality allowed them to interact with penguins, creating videos and images that could be shared online. The Lab is a collaborative space. Anyone at Starmark can bring ideas to the Lab. Those that the Lab takes on use a canvas to create an experiment, test, and learn. These learnings can then be applied quickly to a project. We have also opened the Lab up to our clients so everyone has a resource to help them keep one step ahead. Starmark is continually looking for ways to use technology to communicate better, faster and with more impact, for the agency and its clients. That’s just one of the reasons why... STARMARK. FOUR DECADES. FORWARD THINKING. / 75
  74. 74. FROM THE HOLOLENS TO THE OCULUS TO MAGIC LEAP ONE, STARMARK DEVELOPERS LEAD THE WAY IN PROVIDING CONTENT FOR OUR CLIENTS. The ARport app allowed Starmark to bring a large sustainability project to life using Augmented Reality. Utilizing Apple’s ARKit and Android’s ARCore, users place a three dimensional model of an airport in their real world environment and engage with points of interest in a variety of ways. The intent was to educate users on not only what changes were happening at the airport but also what they could do at home. By using trivia, video, AR games and the model itself we were able to educate while still entertaining the end user and since the entire experience runs on their mobile device, they can explore whenever and wherever they choose. This effort is a great example of how new technologies can be leveraged to replace traditional methods of communication in order to achieve business goals. STARMARK WAS RANKED AS THE #5 CREATIVE AGENCY IN NORTH AMERICA BY THE 2017 MOBILE MARKETING ASSOCIATION SMARTIES AWARDS. 76 / THE LAB: LIVING INNOVATION
  75. 75. SUPPORTING THE BUSINESS COMMUNITY 15 S U P P O R T I N G T H E B U S I N E S S C O M M U N I T Y
  76. 76. SUPPORTING THEBUSINESS COMMUNITY WHEN DAN, PEGGY, AND THEIR NEW BUSINESS PARTNER BRETT CIRCE LAUNCHED STARMARK IN FLORIDA IN 1998, IT WAS A WHOLE NEW WORLD WITH NEW CONTACTS TO BE DISCOVERED AND NURTURED. / S U P P O R T I N G T H E B U S I N E S S C O M M U N I T Y / Peggy joined Business Networking International (BNI), a popular networking organization that met one morning a week at the Tower Club in downtown Fort Lauderdale. Through BNI, she made some significant contacts. Julie Berry introduced Peggy to the Stiles Corporation and the Boys and Girls Clubs. She was introduced to Michael E. Carn, then of Databridge and later MetroBroward, who recruited her to work with him on his BRAVO (Broward Retention and Visitation Organization) committee for the Broward Alliance. Peggy later chaired the Technology Committee of the Alliance and became an officer of the economic development group. In 2008, she followed then President CEO Ray Ferraro of Nova Southeastern University as Chairperson. Two weeks after Peggy became Chairperson of the Alliance, when the sitting President and CEO resigned, she and the officers of the organization appointed Bob Swindell as the new CEO. Two months later, the name of the organization was changed to the Greater Fort Lauderdale Alliance by Peggy, Bob, and the executive committee (with a confirmation vote from the board of directors). 78 / SUPPORTING THE BUSINESS COMMUNITY
  77. 77. Two months following the name change, a research study of relocation specialists showed nearly a 100 percent increase from an earlier benchmark in the potential for considering the relocation of their client companies to the region. It became resoundingly clear that Broward did not have the name recognition of Greater Fort Lauderdale and that, even without advertising, simply changing the name made a huge difference in the positive response to the region. Shortly thereafter, the Alliance voted to move the Broward Film Commission from their purview to the Greater Fort Lauderdale Convention and Visitors Bureau. This was done to focus the efforts of the Alliance solely on business recruitment and retention in targeted industries. The Film Commission thrived in its new business home, and the Alliance ended the year with more potential relocation business in its pipeline than ever before. STARMARK. FOUR DECADES. FORWARD THINKING. / 79
  78. 78. During that time, Peggy made many decisions with the agreement and counsel of Alliance past chair Ray Ferraro, President and CEO of Nova Southeastern University and incoming chair David Armstrong, President of Broward College. They were the team the Alliance needed to become the thriving economic development organization it is today under Bob Swindell’s leadership. That proved to be a busy year, after which Dan liked to say that he recruited Peggy back to Starmark. IN THE YEARS SINCE, ALL STARMARK PARTNERS AND MANY STAFF MEMBERS HAVE BECOME ACTIVE IN THE SOUTH FLORIDA BUSINESS COMMUNITY, SERVING ON BOARDS, GIVING SPEECHES, AND HEADING UP OR SERVING ON PANELS. Taking a cue from his partner Peggy, Brett Circe joined the South Florida Interactive Marketing Association early in its formation in 2005. He served on its board, became its chair, and led the design of their award-winning website. Jacqui Hartnett has served on the Riverwalk Board of Directors, working to develop and nurture Fort Lauderdale’s New River community, the area’s largest natural wonder. Supporting the South Florida Business Community is a responsibility that Starmark feels is a part of its charter. It’s good for the community, for clients, and for Starmark. TOP: BRETT CIRCE AT SFIMA EDUCATION SERIES SESSION BOTTOM: MONICA RUIZ SPEAKING AT THE @3CMA REGIONAL CONFERENCE; LISA HOFFMAN LEADING A BROWARD COUNTY BRAND WORKSHOP 80 / SUPPORTING THE BUSINESS COMMUNITY
  79. 79. SOUTH FLORIDA CHARITIES 16 S O U T H F L O R I D A C H A R I T I E S
  80. 80. SOUTHFLORIDA CHARITIES/ S O U T H F L O R I D A C H A R I T I E S / THERE’S A VAST ARRAY OF CHARITABLE ORGANIZATIONS IN SOUTH FLORIDA, ALL OF WHOM SERVE DIFFERENT SEGMENTS OF THE COMMUNITY. THERE ARE HUNDREDS OF NOT-FOR-PROFIT ORGANIZATIONS JUST IN BROWARD COUNTY, ALL PROVIDING VITAL SERVICES AND FULFILLING NEEDS THAT WOULD OTHERWISE GO UNSERVED. 82 / SOUTH FLORIDA CHARITIES
  81. 81. OVER ITS 21 YEARS, A CHILD IS MISSING HAS SAVED MORE THAN 2,600 MISSING CHILDREN AND EVEN THE ELDERLY. THESE NUMBERS HAVE BEEN DOCUMENTED BY THE POLICE, WHO USE THE SERVICES OF THE ORGANIZATION TO FIND THE MISSING. THERE ARE LIKELY MANY MORE UNDOCUMENTED ASSISTS. Like most agencies, Starmark was able to be most supportive to those noble organizations by providing marketing services in-kind or pro bono. Since relaunching in Florida, Starmark has consistently provided $50,000 to $100,000 of in-kind services to local not-for-profits annually. In addition, donating toys to deserving families at the holidays has become an important tradition at Starmark, as has the practice of donating rides on the agency's boat for fundraising auctions. During its early years in Florida, Starmark focused on children’s charities: Boys Girls Clubs of Broward County, A Child Is Missing, and Jack Jill. Its support later broadened to the homeless, including the Broward Partnership and Operation Lift Hope. A Child Is Missing was just getting off the ground when Starmark joined up with founder Sherry Friedlander, then the owner and publisher of Business in Broward. Sherry started the company after learning a three-year-old girl drowned in a canal in her Fort Lauderdale neighborhood. She felt that using speed dialing technology to neighbors to ask them to help find the child might have saved the girl’s life. Sherry found a way to fund software technology and came up with a business model that, working with police departments, would enable using then “telephone lines” to homes and businesses. Dan Estes and Brett Circe created the branding program for the organization, which lives on today.
  82. 82. Starmark has also helped organizations dedicated to helping the homeless over the years. After serving on the Broward Partnership board for three years, learning about the challenges of the homeless, and rebranding that organization, Starmark helped launch Operation Lift Hope, founded by Andy Mitchell. Operation Lift Hope has an aggressive Crisis Bridge Housing program designed to work in three phases to assist veterans, homeless families, and individuals—in that order. Starmark created and launched the organization’s OperationLiftHope.org website—which won a national MARCOM award in 2018 and is designed to be updated as the program progresses. From its midwest beginnings, Starmark recognized the social responsibility that came with being a business—not just to support these charitable organizations, but to channel the wealth of the area to create a legacy for the community. 84 / SOUTH FLORIDA CHARITIES
  83. 83. INVESTING INTHE FUTURE 17 I N V E S T I N G I N T H E F U T U R E
  84. 84. INVESTINGIN THEFUTURE / I N V E S T I N G I N T H E F U T U R E / This was his report: 1) There are no qualifying advertising agencies to buy in South Florida; 2) There is plenty of real estate and tourism business, but few to no B2B clients in South Florida. Thankfully, by the time Starmark opened their Fort Lauderdale headquarters in 1998, times had changed. With the growing infrastructure of three major ports and airports, and an increasing interest from international companies looking to establish their North American headquarters in the region, the future looked much brighter than it did in the mid-1980s. To help maintain this accelerated growth in South Florida, Starmark worked with the Greater Fort Lauderdale Alliance to launch TechGateway. The Alliance’s David Coddington wanted to create a map highlighting the growing number of technology “creator” companies and the major universities helping to supply talent to build the technology workforce. Starmark designed both the map and today’s website. Stamark has, over the past several years, supported early efforts to expand into a regional initiative that includes all three South Florida economic development organizations, major universities, and organizational sponsors. IN THE MID-1980S, WHEN STARMARK'S PARTNERS FIRST THOUGHT TO OPEN AN OFFICE IN SOUTH FLORIDA, THEY SENT THEIR RESEARCH DIRECTOR DOWN FROM CHICAGO TO EXPLORE THE MARKET AND POTENTIALLY FIND AN EXISTING AGENCY TO PURCHASE. 86 / INVESTING IN THE FUTURE
  85. 85. Starmark joined Florida Power Light as a founding sponsor of TechGateway, and champions the technology sector as it experiences rapid growth in South Florida. Major technology creators include Citrix, Magic Leap, Chewy.com, Modernizing Medicine, Microsoft Latin America, and many others making South Florida their home. The growth of the technology sector has attracted more and more interest in software: telecommunications, online commerce, and education. There’s also been a marked increase in attention to augmented, virtual, and mixed reality technologies—all of which Starmark has embraced. A second major project poised for future growth in South Florida is the Marine Research Hub and its website, marineresearchhub.org. Designed as the centerpiece of a global marine research collaboration, the concept was the brainchild of Phil Purcell, CEO of the Marine Industries Association of South Florida (MIASF), and Bob Swindell, head of the Greater Fort Lauderdale Alliance. Having worked extensively with both organizations, Starmark embraced their collective vision. The agency worked with the Alliance and MIASF as they prepared a Memorandum of Understanding for the four major South Florida universities in South Florida with burgeoning oceanographic research offerings—Florida Atlantic University, Florida International University, Nova Southeastern University, and the University of Miami—as well as the other regional economic development organizations, including the Beacon Council of Miami Dade, the Business Development Board of Palm Beach County. There is also a planned expansion to include Monroe County and other counties to the north. Everglades Miami Beach 2018 Founding Sponsors: STARMARKFLORIDA POWER LIGHT YOUR GATEWAY TO A CAREER IN TECHNOLOGY 85,000 Information Technology Jobs In South Florida $100,000 Annual Average Salary For more information about technology companies, academics and organizations in South Florida visit TechGateway.org West Palm Beach Fort Lauderdale Miami World-Class Software Solutions STARMARK. FOUR DECADES. FORWARD THINKING. / 87
  86. 86. The goals of the Marine Research Hub organization for economic development are to (a) attract interest and business from target industries (biomedicine biotechnology, energy, marine engineering, defense, aquaculture, marine recreation, environmental, fishing and fisheries, real estate hospitality) on the value of pure marine research that can be commercialized; and (b) attract and retain a qualified workforce. The goals for the universities are to (a) attract capital investment in marine research; (b) improve student retention and out-of state recruitment with expanded opportunities for experiential learning and internships; (c) facilitate collaboration between the four university partners on complementary projects. THESE ARE PROJECTS THAT WILL BE OF GREAT VALUE OVER THE NEXT 40 YEARS—NOT ONLY FOR SOUTH FLORIDA, BUT FOR THE ENTIRE WORLD. 88 / INVESTING IN THE FUTURE
  87. 87. BLENDING AGENCY CLIENT EXPERTISE 18 W O R K I N G T O G E T H E R : B L E N D I N G A G E N C Y C L I E N T E X P E R T I S E
  88. 88. BLENDINGAGENCY CLIENTEXPERTISE/ W O R K I N G T O G E T H E R : B L E N D I N G A G E N C Y C L I E N T E X P E R T I S E / In the early 2000s, a General heading up the U.S.M.C. Materiel Command hired Starmark because he liked the “horizontal” structure of the agency. The General was on a fast track for advancement, and he believed this multi-disciplined talent approach would be efficient in implementing a marketing plan for his Command. Starmark needed to bring together several divisions under the new General—he wanted a rallying cry to unite everyone, and he wanted to outsource his services to other branches of the government like the FBI. He told us if we could do all that he wanted, he would get promoted. We really wanted to work with the General. The General liked the fact that the Starmark Integrated Marketing Planning process brought all practice experts to the table to participate in the planning for each client. Starmark delivered for the General and his plan was implemented within his two-year window. And, by the way, he earned another star. Starmark has continually demonstrated the effectiveness of this multi- disciplined approach to bring both strategic and tactical power to clients. But the ever-increasing variety of disciplines and specializations required in today’s communications programs have made integration even more challenging. With a goal of working even more effectively with clients, Starmark transformed the agency’s project planning process by embracing Agile. The Agile methodology grew out of the Deming Quality Process and has been used by software companies for the last two decades. It’s now being embraced by knowledge-based businesses like Starmark, and once again, Starmark has been at the forefront and stayed one step ahead. Agile brings together agency and client experts from disparate silos to work together to roadmap projects and campaigns—a process in which everyone contributes. It’s also, surprisingly, a very analog process that activates memory retention triggers, such as unique visual handwriting, audio reading and discussion, and the kinesthetic nature of using index cards, together we call VAK. The roadmaps supported by Agile have resulted in the most successful programs and campaigns Starmark has ever produced. The agency has learned that a “Big Idea” cannot be optimized if all of the players in the process, especially clients, don’t understand and embrace it on all levels. Since rolling out Agile in 2015, Starmark has seen exponential results. It’s all about the big ideas put into action, so the possibilities for success are endless. 90 / WORKING TOGETHER: BLENDING AGENCY CLIENT EXPERTISE
  89. 89. LEVERAGING DATA TO BE SMARTER When it comes to data, today’s companies are collecting a staggering amount of it, often in multiple departments with disparate systems and software. Being able to normalize and use data effectively is and should be at the forefront to help companies understand their current position and predict the future. In 2008 Starmark started to expand the use of data science for direct response campaigns. Over the years as everything became more digital, data has become a powerful marketing tool. Managing the mountains of data we are now collecting is as challenging as ever. Clients looking to enhance their data use and access to better information to help steer better marketing programs, led Starmark to build our own Data Warehouse and offer it as a service to our clients, similar to our website hosting services. It always starts with a data audit, then collection from all kinds of sources, then we use our programs to normalize that data so it can be useful in marketing reporting. Many companies spend a significant percentage of their marketing budgets in collecting data, but stumble when it comes to making that data work for them. Starmark’s Data Warehouse allows clients to keep all of their data in their current systems, we only normalize copies of that data to make it useful for marketing analysis and insights that can help assure client efforts will be successful from the beginning. And that subsequent data can be gathered and dashboarded in real-time to provide the information both clients and agencies need to continually optimize their marketing investments and results. STARMARK. FOUR DECADES. FORWARD THINKING. / 91
  90. 90. With great work comes great rewards. All of Starmark’s activities and efforts with clients and within the community have garnered recognition in terms of many awards. With Peggy’s previous service as chair of the Greater Fort Lauderdale Alliance, Seafarers named her South Florida Business Leader of the Year in 2018, and the Broward Workshop, an elite group of 100 CEOs in the County, named Peggy its first woman Vice Chair, with her appointment as Chair scheduled for 2020. Dan would have been proud of his business partner and co-founder. AWARDS Starmark is proud to be the marketing partner of the Greater Fort Lauderdale Convention Visitors Bureau. Together, our creativity, collaboration and results are remarkable. 3 COMMUNICATORS Your work was awarded among 6,000 entries from all over the world in this competition that recognizes work transcending innovation and craft. 5 HERMES Your marketing initiatives were awarded by the Association of Marketing and Communication Professionals, which receives over 200,000 entries each year from 100+ countries. 7 ADDYS Your marketing initiatives were awarded among 40,00+ entries by the American Advertising Federation, in one of the world’s largest, most comprehensive advertising competitions. Starmark is proud to be the marketing partner of the Greater Fort Lauderdale Convention Visitors Bureau. Together, our creativity, collaboration and results are remarkable. 3 COMMUNICATORS Your work was awarded among 6,000 entries from all over the world in this competition that recognizes work transcending innovation and craft. 5 HERMES Your marketing initiatives were 7 ADDYS Your marketing initiatives were awarded among 40,00+ entries by the American Advertising Federation, in one of the world’s largest, most comprehensive advertising competitions. COMMUNICATORS Over 6,000 submissions, making it one of the largest awards of its kind in the world honoring the big ideas that transcend innovation and craft – work that made a lasting impact. OUR PATENTS For our FanWise Technology: System and method for dynamically valuing social media influence in remote transactions. MMAs The world’s only global mobile marketing awards program, honors innovation, creativity and success by those who push the boundaries of mobile marketing. ADDYS 35,000 entries each year, the mission of the American Advertising Awards is to recognize and reward the creative spirit of excellence in advertising. MARCOMS Honors excellence in marketing and communication while recognizing the creativity, hard work and generosity of industry professionals. HERMES The Hermes Creative Awards is an international competition for the concept, writing and design of traditional and emerging media. W O R K T H A T W O R K S SMARTIES The Mobile Marketing Assoc. ranked Starmark in the Top 5 Creative Agencies in North America for Mobile Marketing. 92 / WORKING TOGETHER: BLENDING AGENCY CLIENT EXPERTISE
  91. 91. My first boss in advertising repeatedly said, “Problems are opportunities in disguise.” My first client at Starmark always said, “Luck is the crossroads of preparedness and opportunity.” And, my chosen partner in business and life liked to say, “If you plan it, it will happen—and don’t forget to set a date for a party to celebrate.” This is just a bit of the wisdom passed along to me by people who also imparted their zest for making every minute of their lives count, whether in achieving business or personal goals, or just in having fun. The reason I moved from journalism into advertising was because of the people in the room. While I admired the intellect, observation, and writing skills journalists brought to their profession, I realized they were always observing and writing about what someone else did. Advertising professionals, on the other hand, could be active participants in helping businesses achieve their goals—also by using their observations, intellect, and writing skills. I wanted to be a participant in life and business, and to at least try to make every day count. After over 40 years in advertising, I can honestly and proudly say that 14,610 days have counted. Over a thousand amazingly talented advertising and marketing professionals have been Starmarkers who, like me, have been blessed to be able to help fascinating and brilliant clients achieve their goals. And we’ve been able to take all that we’ve learned and earned to help dozens of charities achieve their goals too—giving back in ways that do good, makes us feel good too. It’s been our privilege to work with and come to know the many Starmark clients and friends who are reading this book—and we look forward to many more years of friendship and success for all. Thank you! God bless you! We love you all!

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