Roughstock Roundup: May 2007

I'm happy to report some pretty significant undertakings in May, not least of which included getting another year older. In addition to the news you'll read about below, I've begun overhauling Roughstock's approach to how we do things around here. What does this mean for our clients? Among other details, it means a more streamlined project intake process and a developing library of business and industry-related resources.

Now on to May's news...

Jess Is Now Certifiably...Green

Many of you already know I'm certifiable, but now I've got the paper to prove it—a fancy certificate in Sustainable Business Management from Cal State. One of Roughstock's core principles is to operate as sustainably as possible, which requires a deeper level of understanding about these issues than are often found in the mainstream discourse.

Of course, real change requires more than just recycled paper and compact fluorescent light bulbs. The entire business paradigm must shift if we're going to seriously address issues like energy dependence, climate change and long term sustainability. This certification is just another small step towards a long term goal. With over 17 million small businesses in the U.S., just think of the momentum we'll create if we each take these incremental steps!

Learn more about Roughstock's commitment to sustainability


The Road to Marketing Hell

There is a whole lot of solid marketing advice out there these days (I'm thinking of blogs by folks like Neil Tortorella and Seth Godin, among others). But like too much of any good thing, it can often lead to unintended consequences when misused, or simply misunderstood.

Take, for example, a particular editor's recent email campaign. This editor has riled some feathers among writers who take issue with the email she sent, in which she addresses a generic "you" and offers her consulting services in a particularly casual, friendly way. On the surface, this editor has made a very smart move: she's sent a relevant email specifically targeted to writers, a very appropriate market for her services.

But this targeted email was both unsolicited and addessed to a long list of "undisclosed recipients," which means only one thing: spam. The result is a group of angry writers who are now calling her out on the very public internet. This email, well intentioned though it may have been, exemplifies a fundamental rule of marketing: consider the net effect of your decisions. If you take an action, will it have unintended consequences? Will others interpret your actions the same way you do?

In other words, think before you do.


Search for Common Ground: Fundraiser Invitation

What happens when you bring together 12-year old soldiers, a handful of rebel warlords, and a group of African politicians? If Search For Common Ground is successful, we just might end up with a nonviolent resolution to one of the world's most horrific crises.

SFCG, an international nonprofit, approached Roughstock for help with their upcoming Child Soldiers Initiative fundraiser. Because of a limited budget, they intended to promote this important event, featuring Senator Roméo Dallaire (played by Nick Nolte in Hotel Rwanda), with a plain old black and white card formatted in Word.

Instead, Roughstock worked within their limited budget to produce a two-color, letterpress-style invitation that lends the elegance and import needed for soliciting funds from high-level donors (or, as the client put it, "so very classy!").

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Finally, I'd like to give a quick thanks to HOW Design magazine, who recently featured Roughstock and Small Failures in their newsletter and blog.

As always, feel free to get in touch if you have questions or comments!

Best,
Jess Sand
Principal