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As Amy Schumer said last week while flames billowed from her nether regions – No Coffee No Workee. So we could barely contain our productivity when the lovely gents from Paradise Coffee rocked in with our shiny new Lavazza espresso machine. Thank you coffee gods.
 
April was a great month for inspiration and collaboration. A few of us joined Internet and tech industry leaders and marketing experts at the Internet Marketing Association’s (IMA) Impact16 Cayman conference to hear from the likes of Google, Microsoft, HootSuite, Teradata, and Evite. We gained insights into the use of holograms and virtual reality for marketing, the importance of brand authenticity and the latest trends in digital marketing.
 
Joe DeMike of Google, spoke about the way mobile has changed the way we live, and forever changed what we expect from brands, explaining how it has fractured the consumer journey into hundreds of real-time, intent-driven micro-moments.
 

As marketers we know those micro-moments can happen anytime, anywhere, and in those moments, consumers expect brands to address their needs with real-time relevance. Microsoft’s Jeff Marcoux discussed the concept of the customer journey, reminding us to regularly walk our own customers’ journey to see where we are delivering value and where we are just being plain annoying.
 
On a client level we spent a great 3 days in East End for a meeting of great agency minds for our client Health City. Bringing together digital, PR, sales and marketing agency folk from North America, the Caribbean and LATAM we were able to step away from the day-to-day to focus on strategy and the path forward.
 
Have a good week peeps and feel free to drop in for a cuppa, we’ll have the soca blaring as we get readeh for di road!

What's trending at Tower...

Health City Cayman Islands

Team Tower took its brains and energy to East End this month for a three day Health City inter-agency marketing strategy session, planning with our client and global colleagues and providing marketing insights. Exciting times ahead for this innovative hospital!

Cayman Islands Law Society

We recently launched a campaign for the Cayman Islands Law Society, highlighting the successful careers of Caymanians in law. From partners and associates at law firms to business managers, human rights consultants and government officials, these successful Caymanians have taken varied pathways to success. 

Cayman Finance 

The Cayman Finance Student Education and Work Experience programme has kicked off its second year with its participant orientation, first in-class workshop and mentor training sessions. Tower is pleased to project manage this initiative to provide young Caymanians an incredible opportunity within the local financial services industry.
EVENTS

7

may 2016

Cayman Carnival Batabano

Experience the colours and culture of the Cayman Islands' national carnival.                   

> Find out more

12-29

may 2016

Rundown

The hilarious annual comedy revue that has become a Caymanian tradition.                    

> Find out more

21

may 2016

Cayman Big Game International Rugby

The Cayman Islands take on the Bahamas at Truman Bodden Sports Complex.

> Find out more

local love.
Here are some local community groups and organisations we’ve been able to lend a helping hand to – working with inspiring people like this gives us some serious warm fuzzies:

Academy Sports Club 

We have been cheering on our pro bono client, Academy Sports Club, recently as their U11, U13 and U15 teams won their respective leagues. Congratulations to Academy's U13A and U21 teams who also took home the FA Cups for their age group. Good luck to the rest of the Academy teams in their remaining matches this season. 

Spirit Of Sports

We have been busy planning the Cayman Islands' first Spirit of Sports Awards, celebrating sporting excellence and sportsmanship in our community. We look forward to sharing more with you on this exciting initiative in the coming months. Want to get involved? Contact us.

BLOG > Overheads are not Ogres

Having recently watched Dan Pallotta’s Ted Talk on social entrepreneurship and innovation at our bi-monthly team learning sessions, we were struck by the powerful truth that how we think about charity is actually undermining our ability to change the world.  As a society, we don’t like the fact that charities use money for overheads such as marketing, personnel, advertising or fundraising in order to create an event or promote a cause, which has the aim of generating or multiplying money for the cause.  We like our dollars to go directly to the cause.  However, you need to spend money to make money.  This is something the for-profit sector knows and does every day, and a model that would work extremely well for the non-profit sector if it was allowed to do so by changing the moral and ethical perceptions of donors and investors.    

Dan Pallotta has been involved in numerous charities from AIDS to breast cancer with the system of spending on overheads such as staffing, advertising and marketing in order to multiply the initial capital investment and provide even higher returns to the people who need it.  In fact, one of his charities generated over half a million dollars in revenue for the cause by spending on effective advertising in high exposure magazines and TV channels, instead of just posting a flyer in the local Laundromat. 
Spending money strategically on marketing and advertising can vastly increase the share for the cause and improve sustainability of the non-profit organisation.  In these terms, it’s confusing as to why this is seen as socially or ethically wrong.

Overheads are not negative or detrimental when it comes to charities and non–profits, its part of the cause, especially if used for growth.  There is a difference between morality and frugality, and allowing your donations to be spent on marketing, advertising and fundraising initiatives with clear business objectives and regular reported growth, will allow for scale and real change. 
Dan tells us that from 1970 to 2009 the number of non-profits growing and making more than US$50 million annual revenue was 144, compared with 46,136 for-profit companies during the same period. It’s time non-profits started running their organisations like for-profits and for society, investors and donators to support this system, if we want real effective change to happen.

Listen to Dan Pallotta’s TED talk here: The way we think about charity is dead wrong


 

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Advertising, PR, branding, market research, design, events, online and strategic marketing: these are just some of the things we do, and we like to think that we’re pretty good at them too.
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