Emerge Tourism Awards

Emerge Marketing Solutions was awarded the ‘Outstanding Marketing Collaboration’ award and the ‘Outstanding Social Media Execution’ award for their work with Evolution of the Heartland at the 2024 Iowa Tourism Conference hosted by Travel Iowa on March 20th.

“It was quite an honor and surprise to receive these two awards from Travel Iowa,” said Emerge Marketing Solutions Owner & visionary leader behind Evolution of the Heartland. “We want to thank all the partners who have believed in us enough to invest in our cause and make this vision a reality for rural Iowa. We truly wouldn’t have been able to get this far without them. After attending this year’s Iowa Tourism conference, I recognize that we have arrived, rural Iowa!! There has never been a better time to showcase the evolution of the heartland.”

Emerge received the first award on behalf of the marketing collaborations between Travel Iowa; Iowa Farm Bureau (including Audubon, Shelby, & Carroll County Farm Bureau); Community Foundation of Southwest Iowa; Iowa commodity groups: Iowa Corn, Iowa Beef Industry Council, Iowa Pork Producers Association, Iowa Turkey Federation, and the Iowa Food & Family Project (Iowa Soybean Association); local community organizations: the City of Manning, Audubon County Economic Development & Tourism, Main Street Manning, Manning Hausbarn Heritage Park, Audubon County Fairgrounds, Nathaniel Hamlin Museum; various influencers: the Farm Babe, Michelle Miller, Darcy Maulsby, Olio in Iowa – Megan Bannister, Des Moines Parent – Erin Huiatt, and Ceara Kirkpatrick; and 15 private tour locations on local farms and agricultural businesses in the Manning, Audubon, Carroll, and Templeton area.

Evolution of the Heartland

“We wanted to create and implement an authentic agritourism experience that highlights rural Iowa in a way that no one has been able to effectively do before,” said Greving. “Our ultimate goal is to gain exposure for the evolving rural Iowa; change perceptions of rural life and agriculture; create awareness of opportunities to visit, play, work, and live in Iowa where there’s an exceptional quality of life; and ultimately inspire others to pursue the American dream right here in Iowa.”

Through multiple local and statewide strategic partnerships and sponsorships, the inaugural Evolution of the Heartland event was held on August 31, 2022, at the primary host site of the Manning Hausbarn Heritage Park. The second annual event was hosted by Manning/Audubon on August 3, 2023. With more than 90% of Iowa being comprised of rural communities, Greving emphasized the importance of this initiative going beyond one or two communities. So, the Emerge Marketing team is working to bring Evolution of the Heartland to more rural communities in Iowa and scale the experience statewide in the next five years.

Their vision to replicate the agritourism event across the state so that even more rural communities can benefit is already becoming a reality. This year, four Iowa communities will host an Evolution of the Heartland experience: DeWitt on July 25th, Stanton on September 12th, Coon Rapids on September 26th, and Manning on October 3rd. Registration for all events opens on May 1st and is limited to 50 people for each location. Registration will close three weeks before each event or when all spots have been reserved. Early bird registration features a $25 discount per person and ends June 1st. Participants can sign up to be notified when registration opens at www.evolutionoftheheartland.com.

Emerge Marketing Solutions

Emerge Marketing is a local marketing organization owned by Shelly Greving of Manning. Greving, along with her team, including Katie Lange (Sextro, originally from Manning), Claire Zaiger (Olsen, originally from Audubon), and Annie Greve (Carroll) work to revitalize rural Iowa and support communities, non-profits, and businesses that make up the fabric of Iowa’s small towns through a variety of marketing services including brand development, business consulting, digital marketing, fundraising, social media management, strategic planning, video production, website development, and more.

This marks the third year in a row that Emerge has received a Travel Iowa Award, specifically the Social Media Execution Award. In 2022 they won for their video series promoting rural Iowa communities, ‘Off the Beaten Path in Iowa’; in 2023 for their digital promotions for Wright County Fair, and now for their Evolution of the Heartland social media marketing efforts. Emerge has received additional awards on behalf of their clients in previous years, including: ‘Outstanding Niche Market Initiative’ for their Look Local First initiative with DeWitt Chamber & Development Company in 2017 and ‘Outstanding Promotional Material’ for their social media marketing for the Manning Hausbarn-Heritage Park in 2017.

“I am so grateful to our talented Emerge team who have worked tirelessly to showcase our rural communities and take our digital marketing efforts to new levels,” expressed Greving. “So, if you are a visionary leader and passionate about your rural community, reach out to us. Agritourism is one of Iowa’s priority areas that was highlighted at the conference, and there has never been a better time for our small towns to shine. I can’t wait to see what the future has in store for our rural communities.”

To learn more about Evolution of the Heartland or Emerge Marketing Solutions, contact Shelly Greving at (712) 292-6875 or shelly@em3rgemarketing.com.

 

Importance of Integrated Marketing

integrated marketing

We’ve all heard the phrase, “repetition is key” and it’s something you don’t want to forget when it comes to integrated marketing. So, what does this phrase mean? Integrated marketing can be thought of as conveying the same message in different formats across a variety of channels. You aren’t going to reach everyone you want by using just one communication platform, so it is more effective to utilize a variety of platforms to reach more people.

When going about creating an integrated marketing campaign, these are some of the most important steps to take:

  • Determine your goals and target audience for the marketing campaign
  • Create and use a consistent branded visual look and messaging across all platforms
  • Utilize a variety of marketing channels:
    • Social media posts, stories, or ads
    • Traditional advertising: print, broadcast, direct mail, etc.
    • Digital marketing
    • Video
    • Podcasts
    • Events
    • Email campaigns
    • Website
  • Track results of the campaign from all applicable channels
Integrated Marketing Campaign Example

We provide marketing services for a local hospital and when they started offering ENT services and welcomed a new provider, we created an integrated marketing campaign.

  • Goals: Build awareness of and promote the new ENT services and encourage people to schedule ENT appointments.
  • Target Audience: Parents or care takers with young children within a 30-mile radius.
  • Marketing Channels: Determined what marketing platforms to use based upon our goals and target audience:
    • Press release to local media outlets and blog post on the news section of hospital website, sharing all of the necessary information about the new provider and services offered
    • Several social media posts (with abbreviated but similar messages as the press release) on the hospital Facebook page for a designated period of time (organic and boosted ads)
    • Newspaper ads placed in specific local papers (using similar design and messaging as the social posts)
    • Radio ads on targeted local stations (using abbreviated but similar messages as press release)
    • Provider and service information added to the hospital website (very similar to the press release and all other communications)
  • Created several variations of hospital branded graphics sharing necessary information about the new provider, clinic dates, reasons to visit an ENT, how to schedule an appointment, etc.

Even though we promoted the new provider and ENT service by utilizing a wide range of channels, we didn’t need to recreate the wheel for each platform. We typically start with the project that requires the most information (in this case, the press release). Then we use that information to create additional marketing tactics (radio/newspaper ads, social media posts, website information, etc.) Additionally, once one design is created, we use the same graphics to ensure repetition of the design across all platforms.

Repetition is Key

So why is repetition key to successful marketing? By using this strategy, a mom might hear about a new ENT provider on the radio as she’s taking her kids to school one morning. She may not hear the full message, but it could get her thinking. Then she might see the social media post about the ENT services while she’s scrolling through Facebook. She might click on the link from the social post, taking her to the website. Here she’ll see all the information she needs to know about the provider, services, and how this could benefit her four-year-old who has been struggling with allergies lately. Although she might not book an appointment right away, she might read the newspaper a few days later, see a newspaper ad, and recall that she was going to make an appointment. That’s integrated marketing, and that’s why repetition is key.

We encourage you to consider an integrated marketing campaign the next time you are looking to promote a new product, service, or event. If you aren’t quite sure where to start, that’s what we’re here for. Reach out to us here and we’d be happy to discuss the possibilities for your next integrated marketing campaign.

How Emerge was Started

how emerge was started

My whole life I always knew that I wanted to start my own business. I have always had a ‘can do’, ‘figure it out’, ‘jump at the right opportunity’ kind of spirit. While I never really pressured myself to go after it, I knew that when the time was right it would happen. As I look back, each experience I’ve had throughout my life has been a stepping stone designed to build upon one another. At the time some of them seemed misplaced, out of line, or definitely NOT part of MY intended path. But as I look back, I see that every step in the journey was meant for an intentional purpose that would prepare me for success. I’ll skip past the details for now and jump to how Emerge was started.

In June of 2015, my family and I were living in DeWitt, Iowa, and I was working for a successful agriculture company. One day, my husband delivered the news that he had been recruited to western Iowa and that our family would be moving, but not right away.  It would be a year and a half from then that we would actually be moving.

This was devastating to me as I had just started to find my groove. I was part of the community and I had made incredible friends. I served on our home & school board for our school. I was involved in the chamber and economic development organization. And I was part of a fundraising effort to impact the county fairgrounds and had made significant strides in my career.

Have you ever felt like the rug has just pulled out from underneath you? Or that your life is about to come crashing down? That was me. how emerge was started

While I couldn’t talk about this impending change with anyone, my inner-being took over and I wrestled with a fight or flight response for the next year. I couldn’t decide whether I would just follow my own path ­- choose my own destiny, be selfish and take control of my own life – or whether I would fight, as I knew I could adapt and do anything I put my mind to. Within the next month I wrote a business plan for the business I’d always dreamed of starting. And to this day, is STILL the foundation of our business. But that wasn’t enough. I had that glimmer of hope and vision for a future, but self-doubt won over every day.

Trusting in God

So, as I have been taught my whole life, I did the only thing I knew how…I leaned on my faith. I trusted God that it would all work out. I asked Him to show me the way, to protect me when I would fall, and to be with me every step of the way, showing me the light and path to a better future.

Now, as I look back on the past six years of being in business, I can’t help but think that God had better plans for me than I could have ever imagined at that low point in my life.

As the time for us to move neared, I had an enlightenment. Something switched in my mind. Or more realistically, the Holy Spirit finally found a way deep into my heart. I decided that from that day forward I would NEVER look back. I decided with conviction that I would start my own business, pursue my dreams, and seize the opportunity to make a difference in this world.

On August 26, 2016, I formed Emerge Marketing Solutions and had six dedicated clients. At the time I was still working full-time, supporting my family, wrapping up loose ends in DeWitt, preparing to move to Manning, and renovating an old farmhouse that hadn’t been lived in for years.

On December 31, 2016, we made the trek across Iowa and my life as an entrepreneur began. I knew that I would do whatever it took to run a successful business and be an inspiration to others, especially my children. And that I would share with others that no matter what life throws at you, it’s 90% attitude and 100% faith and trust in God that all will work out.

Q&A With Katie Sextro

Katie

Welcome to the first feature in our series of Q & A’s with Emerge Marketing Solution’s employees/subcontractors! In this series, we encourage those closest to Emerge to share their stories. Find out why they choose to live in Iowa, their perceptions of our state, vision and goals, and more. Our goal with is to inspire others to invest in rural Iowa; inform you about what it’s like to live and work in Iowa; and show the impact (great or small) each of us can make as a result of our dedication to community and business in rural Iowa.

Katie Sextro | Creative SpecialistIn celebration of her birthday today (2/28) and her one month celebration of working for Emerge, we invited Katie Sextro, Emerge’s 1st employee and our Creative Specialist to share her thoughts first! We’ll let Katie take it from here…

Hey everybody, I’m Katie! I grew up in Manning, Iowa and currently live in Storm Lake, Iowa, right on the lake with my fiancé, A.J. I graduated from The University of Iowa in 2017 with a degree in Journalism and Mass Communication. I received my master’s degree in Organizational Leadership from Buena Vista University in 2019. I love the Iowa Hawkeyes, summer, shopping and traveling.

Choosing to live in Iowa

I am passionate about helping people see the rewards of living in a small town and helping to revitalize rural America! I have never lived anywhere other than Iowa, but I have done quite a bit of traveling throughout my life. I always saw myself moving to California, but I have grown to really appreciate living in Iowa, and now I don’t see myself leaving. Now, I’ve come to see that people in Iowa truly care and want to help one another out and that you can easily get to know your neighbors and become involved in your community.

Not only do you have the option to live in a bigger city such as Des Moines, Cedar Rapids, Ames, Quad Cities, Council Bluffs, or Sioux City, but you can also live in a smaller town and still have the convenience of big-city amenities such as a wide range of restaurant selections, entertainment, nightlife and shopping. You can even live in a really small town and still have easy access to the best quality of life, healthcare, entertainment, education and more.

Changing perceptions of Iowa

I think the perception of Iowa is that there are only those small farming towns, that you have to drive long distances for any amenities, and that there is nothing to do. In order to change that perception and attract families and young people to Iowa we need to promote the accessibility of necessary and desired amenities and conveniences like good healthcare and education systems, entertainment, shopping, and more.

The low cost of living, privacy, employment opportunities and quality of life Iowans are privileged to have need to be highlighted as well. To do so, we need to promote certain communities in Iowa, big and small, that possess these features and find people to tell their story of why they choose to live in Iowa and why others should as well. We need to show parents that they can raise their children in a safe, affordable, welcoming and thriving environment. And this is why I love Emerge Marketing Solutions!

Attract and retain young people to live in Iowa

To encourage young people to either move back to Iowa or draw them in to visit, promoting and showcasing communities like West Des Moines or downtown Des Moines and the opportunities, resources and amenities that are available in these cities is necessary to catch their attention. Finding recent college grads and young adults in their upper 20’s and low 30’s to give testimonials as to why they chose to live in Iowa would be powerful and relevant for others their age. I think that when young people become aware of the opportunities they have and the amenities and resources available to them combined with a low cost of living and high quality of life, Iowa becomes much more appealing.

For example, Des Moines is one of the top ranked places to live in America, especially for young people and it is rapidly growing and expanding. I have been seeing trends of more people deciding to live in cities like Des Moines instead of moving to the coasts. They are also moving back home after college or after being away for a while.

For me, I find comfort knowing that I can have a great career, get married, find a home and raise my children in a safe, nurturing and welcoming environment and still be close to family, friends, entertainment, healthcare and more. I do think people are starting to see more of an appeal of living in smaller communities, so we just need to capitalize on that trend and show those who don’t live in Iowa just what they’re missing.

In Closing…

Thank you Katie for sharing your perspective! We hope that others are seeing the same value that you see in rural Iowa and will consider moving here when they, too, are ready to live the best life, raise a family, and be successful in their careers!

Stay tuned for more features with Emerge Marketing subcontractors. We think you’ll be delighted to hear the great things they have to say about Iowa and why they’re proud to be from here.