Food For Thought - RMD Blog

Grassroots Marketing Efforts Mean Expansion for Ohio-Based Nonprofit

Grassroots Marketing Efforts Mean Expansion for Ohio-Based Nonprofit

Ten years ago, RMD Advertising dreamed big. The agency’s team members took the first step in what would become the company’s largest charitable initiative. It all stemmed from a simple desire: to give their clients a holiday gift that would stand out from the typical corporate gift.   

So, the agency took the money earmarked for client gifts and bought 25 red wagons, filled each with food and distributed them throughout the community to local Columbus families in dire need during the holidays.

Wagons Ho Ho Ho began with that simple mission in mind. We’ve grown since that first year. Last year, our Wagoneers donated more than 8,000 pounds of food and built a total of 1,000 wagons. This year, we’ll call on the Central Ohio community to help us build and distribute 1,250 sturdy wagons – our largest initiative to date. But we’ll also fill each one with enough food to feed a family of four Christmas dinner. 1,250 wagons and enough food to feed 5,000 people … all assembled in one day. More than 600 volunteers make this possible.

How does one 501(c)3 organization mobilize a group of over 600 volunteers and inspire the Columbus community to donate enough nonperishable food to feed so many Ohioans in need? Powerful marketing, lean, targeted messaging, smart event marketing and word of mouth certainly play a critical role.

Marketing to the head and the heart

 Wagons Ho Ho Ho is an enormous responsibility, and without the support of our volunteers and the city of Columbus, it wouldn’t be possible. With strategic and targeted marketing efforts, our grassroots initiatives have fostered a giving and selfless community that has made Wagons Ho Ho Ho’s annual Build Day more than simply eight hours during which we assemble wagons.

Build Day is now an event that epitomizes the spirit of the holidays. It reminds volunteers that what they contribute is unique. On that day, the city’s local recreational center turns into Santa’s workshop and strangers work side-by-side, working towards one goal and becoming friends in the process.   

We’re proud of this accomplishment. We realize that providing a gift and a meal on Christmas is important, but what is really important to us is what each wagon represents to its recipients … hope. It’s our way of showing these children that there is a community of people who care about them during the biggest holiday of the year.

Each local radio interview, television segment, printed story and event Wagons Ho Ho Ho participates in is an opportunity to make an emotional connection with the next potential Wagoneer. While we share the harrowing facts of Ohio’s food insecurity and the daunting need of families in the area, we are also keenly aware of our story.

Marketing Wagons Ho Ho Ho as a brand has required us to approach each piece of content created as a vehicle for communicating our story, celebrating the people behind our strong but mighty nonprofit and our hopes for the future. By concentrating our media opportunities to the months leading up to the annual Build Day, we have been able to saturate the local airwaves with our story … and in return, have continued to inspire volunteers to proudly step forward and call themselves Wagoneers.

Our story:

Can a wagon really change a child’s life? We think so. And it takes just one voice to help a family know they have a supportive community of caring neighbors behind them.

Today, the face of the hunger has changed. 1 in 6 in Ohio experience food insecurity, meaning they don’t know where their next meal will come from. These are your neighbors and your co-workers. Sometimes, it is a matter of having to sacrifice dinner one day a week. It may even mean having to choose between buying food or medicine for a sick child. If they are struggling to buy food, how can they buy Christmas gifts for their children?

On Build Day this Saturday, December 2nd, we’ll once again open the doors of a local recreation center and invite over 600 hard working Wagoneers to bag food, build wagons and send each delivery off with our dedicated distribution charity partners. With music, plenty of food and laughter filling each corner of the room, it’s plain to see – this is a special event not only for the recipients of the wagons but also for the builders themselves.

 Every volunteer who touches Wagons Ho Ho Ho, whether by donating food, funds or their time, is an important part of the Wagons team. Visit WagonsHoHoHo.org to learn more, and help to give a child HOPE for today and the future.

Planks, Pranks and How RMD Ranks

Planks, Pranks and How RMD Ranks


RMD is all about the good mojo and a culture centered on taking care of our clients and taking care of our team. We talk a lot about our clients, but what about the culture dynamic among our team members makes RMD so special?

One thing we do at RMD that sets us apart from the rest, is we believe fully in changing your state. Any time we feel the energy is at a lull, we pick ourselves up and initiate a dance party or a plank. When we call for a plank, the whole team gets up and heads to the center of the office where we get on our elbows and count to 60. Why? Tony Robbins talks about the importance of maintaining your state here.

In order to keep our team members on their toes, we’ve been known to pull a prank or two. As a food agency, we always have food handy. So whether we’re hiding jelly beans in the Digital team’s desk, or wrapping a team member’s desk like a Christmas present for Secret Santa, you’ll be sure to hear some laughter throughout the building.

Our office culture allows for RMDers to get moving, get into a positive headspace and conquer stress with laughter. If this sounds like you, you may have what it takes to be an RMDer.

Inside (And Out) Look At RMD

Inside (And Out) Look At RMD

Fifteen team members strong, we’re tenacious. We think hard for the food brands we serve. We accept nothing but success. We’re relentless when it comes to living up to our promises.  And, we love what we have coined the “challenger” food category.

In short, we serve brands that are challenging the categories they play in. Many of our clients have larger competitors in their competitive set – most with deeper pockets.  We have studied, adapted and improved the way our brands go to market every day, and how they related to their consumers.

With a keen eye on integration and the brand overall, we’ve created a great deal of success for the amazing slate of food clients we represent.  Our clients are category leaders but still bump up against larger mega brands. We are efficient and nimble in our services. It’s what our clients expect, and it’s what we deliver.

Located in Columbus, Ohio, we’re proud of our client list. We serve national food brands that are category leaders … brands that have carved out a strong niche for themselves and prefer to work with a food agency that’s just as committed to their growth as they are. We’re great at documenting tangible results for our clients and have a unique expertise in working with Challenger Food brands.

RMD is proud to document tangible results for a variety of Challenger Food brand clients. This success is often what attracts our blue chip clients to us.  We’ve won local, national and regional awards for our work – in the areas of creative, strategy, public relations and crisis.  National Clarion Awards, Stevie Awards, Addy’s, Gold Quill, AIM Awards from the American Marketing Association and Prism Awards from the PRSA.

Many members of our team have also sat or are sitting on boards of influence, including the American Marketing Association, the Western Michigan University Advertising Department’s Advisory Board, and a host of charitable endeavors, including the Alzheimer’s Association, Communities In Schools, Children’s Hunger Alliance and Wagons Ho Ho Ho.

RMD’s ideas address our clients’ challenges with solutions embodying the words smart, creative, sharp, passionate and problem solving.  We also put a great deal of emphasis on gratitude.

As one of the strongest brand-oriented food advertising agencies, the RMD team works hard to find a better way for clients to relate to their audiences from both emotional and intellectual perspectives.

In short, we make connections … we connect our clients to consumers, channels to end-users, media to experts, and great creative to all of our clients. It is our pleasure to serve our clients with every tool at our disposal – hard-thinking brand strategy, creative traditional and digital advertising, attention-grabbing social media and ROI-driven public relations.

The Value of Culture in the Quest for Inspiring Work

The Value of Culture in the Quest for Inspiring Work

Natural Products Expo West 2017 was a particularly memorable food tradeshow this year. Not only was the size awe-inspiring, but the passion present on the showroom floor made the entire Anaheim Convention Center buzz with energy.

 

As our RMD team walked from Challenger Food brand booth to booth, we certainly felt it.

This is one event made us pause and realize just how grateful we are to be a part of such an independently unique industry. Keynote speaker Doug Rauch, Co-CEO of Conscious Capitalism, Inc. and Founder & President of the Daily Table, spoke of conscious consumerism inspiration. Is the food industry doing its part to maintain the integrity consumers so desperately desire? Are we, as an industry, doing our part to lead shoppers to better choices, more healthful choices, greener and more sustainable choices? Are we offering consumers goods because we truly believe in their inherent benefit?

It’s now more important than ever that our purpose for selling food be pure. Profit may be our oxygen, but our purpose runs much, much deeper.

For each brand that purpose is different. Perhaps it’s a commitment to connecting shoppers with the nostalgic foods they grew up with and loved. Perhaps it’s delivering an authentic meal and a taste of ethnic cuisine to those who want to experience the world … but have never left their home. Perhaps it’s helping today’s busier-than-ever consumer take a moment for herself and reconnect to what is most important.

Just one bite can take a consumer from shopper to brand lover. And that comes only when a brand’s purpose is broadcasted loud and clear at every point of sale.

What’s your brand’s oxygen? 90,000 attendees at this year’s Expo West will tell you – there’s more to a love brand than money in the pocket. Let your purpose drive your product to new heights and do what this incredible industry does best: serve.

Giving Kids Ho Ho Ho Hope

Giving Kids Ho Ho Ho Hope

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Wagon Build Day

Nine years ago, RMD Advertising dreamed big. The agency’s team members took the first step in what would become the company’s largest charitable initiative. It all stemmed from a simple desire: to give their clients a holiday gift that would stand out from the typical corporate gift.

So, the agency took the money earmarked for client gifts and bought 25 red wagons, filled each with food and distributed them throughout the community to local Columbus families in dire need.

Wagons Ho Ho Ho began with that simple mission in mind. We’ve grown since that first year. Last year, our Wagoneers donated 4,300 pounds of food to the Mid-Ohio Foodbank and built a total of 800 wagons. This year, we’ll call on the Central Ohio community to help us build and distribute 1,000 sturdy wagons – our largest initiative to date. But we’ll also fill each one with enough food to feed a family of four Christmas dinner.
and 2,400 Christmas dinners all assembled in one day. Over 600 volunteers make this possible.

How does one 501(c)3 organization mobilize a group of over 600 volunteers and inspire the Columbus community to donate enough nonperishable food to feed nearly 4,000 Ohioans in need? Powerful marketing, lean, targeted messaging, smart event marketing and word of mouth certainly play a critical role.

Marketing to the head and the heart

Wagons Ho Ho Ho is an enormous responsibility, and without the support of our volunteers and the Mid-Ohio Foodbank, it wouldn’t be possible. With strategic and targeted marketing efforts, our grassroots initiatives have fostered a giving and selfless community that has made Wagons Ho Ho Ho’s annual Build Day more than simply eight hours during which we assemble wagons.

Build Day is now an event that epitomizes the spirit of the holidays. It reminds volunteers that what they contribute is unique. On that day, the Mid-Ohio Foodbank turns into Santa’s workshop and strangers work side by side, working towards one goal and becoming friends in the process.

We’re proud of this accomplishment. We realize that providing a gift and a meal on Christmas is important, but what is really important to us is what each wagon represents to its recipients … hope. It’s our way of showing these children that there is a community of people who care about them during the biggest holiday of the year.

Each local radio interview, television segment, printed story and event Wagons Ho Ho Ho participates in is an opportunity to make an emotional connection with the next potential Wagoneer. While we share the harrowing facts of Ohio’s food insecurity and the daunting need of families in the area, we are also keenly aware of our story.

Marketing Wagons Ho Ho Ho as a brand has required us to approach each piece of content created as a vehicle for communicating our story, celebrating the people behind our strong but mighty nonprofit and our hopes for the future. By concentrating our media opportunities to the months leading up to the annual Build Day, we have been able to saturate the local airwaves with our story … and in return, have continued to inspire volunteers to proudly step forward and call themselves Wagoneers.

Our story:

Can a wagon really change a child’s life? We think so. And it takes just one voice to help a family know they have a supportive community of caring neighbors behind them.

Today, the face of the hunger has changed. 1 in 6 in Ohio experience food insecurity, meaning they don’t know where their next meal will come from. These are your neighbors and your co-workers. Sometimes, it is a matter of having to sacrifice dinner one day a week. It may even mean having to choose between buying food or medicine for a sick child. If they are struggling to buy food, how can they buy Christmas gifts for their children?

On Build Day this Saturday, December 3rd, we’ll once again open the doors to the Mid-Ohio Foodbank and invite over 600 hard working Wagoneers to bag food, build wagons and send each delivery off with our dedicated distribution partners. With music, plenty of food and laughter filling each corner of the room, it’s plain to see – this is a special event not only for the recipients of the wagons, but also for the builders themselves.

Wagons Ho Ho Ho has two major needs:
Donations. Wagons Ho Ho Ho is a one hundred percent volunteer-run charity. All money raised purchases wagons and food to fill those wagons. Corporate sponsorships, matching programs and, of course, individual support helps with our mission. Without the love of the Columbus community, Wagons Ho Ho Ho certainly would not be where it is today.

Food. Our hope is to fill each wagon with all the ingredients needed to feed local families in need Christmas dinner. However, the hunger doesn’t stop there. We would like to invite the community to donate to the Mid-Ohio Foodbank year-round.
Every volunteer who touches Wagons Ho Ho Ho, whether by donating food, funds or their time, is an important part of the Wagons team. Won’t you consider becoming a full-fledged Wagoneer? Visit WagonsHoHoHo.org to learn more, and help to give a child HOPE for today and the future.

The most heart-warming, rewarding and hard-working months

The most heart-warming, rewarding and hard-working months

To Future RMD Interns:

The next two and a half months at RMD Advertising are going to be the most heart-warming, rewarding, hard-working months you’ll have. RMD is a special place where you’ll be surrounded by people who want to see you learn and grow, who enjoy laughing and sharing in good times, but who also buckle down and work hard.

Ali

I know from my internship, working at RMD is an experience I’ll never forget. I want to share with you the five pieces of advice I have that you should keep in your back pocket as you experience RMD for yourself.

1. Be Open-Minded: Your first week as an intern will be exciting and overwhelming. You’ll be learning so much, very quickly. Be a sponge. Soak it all in and definitely, take notes.

2. Ask Questions: Show your curiosity, and don’t be afraid that the words coming out of your mouth might feel silly. RMDers will go above and beyond to make sure you understand what you don’t yet know!

3. Overcommunicate: I can’t stress this enough. It’s one RMD’s core values. If you’re having trouble understanding a task, RMDers will help you through it.

4. Be a Helping Hand: Agency life can get busy, but if you ask how you can help an RMDer, it will alleviate their stress and will show that you care. It’ll teach you that the team you’re playing on is bigger than any one player.

5. Share Your Ideas: Big or small, don’t be afraid to share ideas you have about a social media post or how to tackle an upcoming campaign. It shows that you’re willing to jump in and participate!

All of this and more that I’ve learned at RMD are life lessons I know I’ll carry with me throughout my career. Thank you RMD, for an incredible experience!

Ali C. Spring Intern ’16

Nothing scary about these food brands

Nothing scary about these food brands

RMDAdvertising-FoodBrands-Halloween

When you’ve been around for more than 23 years, you develop a lot of traditions. Some strange. Some a bit quirky. But all definitely creative. And halloween is the perfect time to showcase our agency’s creative side while giving a nod to the industry we serve … food brands. It’s also a wonderful time to honor a few of our client brands as well. Happy halloween and remember, the only thing scary about this day? When food brands don’t work with RMD.


Donn’s passion for food began while growing up in the culturally diverse city of Detroit. Experiencing the wonderful flavors of the city taught him that there’s more to life than the same old same old.   Today, Donn takes that same approach with the creative direction of the agency. 

 

The faces of RMD

The faces of RMD

Top Notch Talent
RMD is smart. RMD is driven. RMD is caring. RMD is extraordinary.

You may think you know RMD, but you’ve never seen us like this! Get to know the faces of RMD in a whole new way. Now, when you visit our website, you’ll notice it’s a little livelier.

Get to know our team by scrolling over each avatar to reveal that RMDer’s photo. The sparkle in our eyes and the laughter just behind every smile can’t be matched. This is us in the flesh … well, almost.



 

Donnelly is a millennial and a food writer based in Columbus, Ohio.  She started writing from a very young age, and her writing skills are a reflection of her passion for food, baking and the creative arts, overall.  She moved to the agency world after a stint as a ballerina.  On her journey, she learned a range of skills, including creative writing, the art of influence in advertising and PR, and how food helps people of differing backgrounds connect on an emotional level.

A Fresh New Look for NestFresh Eggs

A Fresh New Look for NestFresh Eggs

Brand Packaging Magazine takes an inside look at the all new package design for one of RMD’s food brand clients, NestFresh. “NestFresh’s New Packaging to Reflect Commitment”, according to BrandPackaging, take a look for yourself.

RMDAdvertising-NestFresh-PackagingSpotlight

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