The Publicus Community Blog


The Publicus Community Hosts Town Hall with Wayne Maiorano

On December 12, 2013, The Publicus Community welcomed Wayne Maiorano to the Raleigh small business community. Newly elected council member for District A, Mr. Maiorano is also a partner at Smith Anderson in downtown Raleigh. The event was held at one of downtown Raleigh’s newest venues, The Station.

Although many topics surfaced, two dominated the conversation: transit and signage. And these topics were addressed in passionate, lively discussions.

Mr. Maiorano responded to small business owners asking about transit in Raleigh—especially the need for more options. Many felt that because of schedule timing that the CAT system wasn’t a viable option for transportation. Mr. Maiorano expressed the same sentiment for his family.

Mr. Clyde Holt asked about the Councilor’s view on signage in Raleigh. Concerns were expressed about small businesses needing signs to drive business. Mr. Maiorano stated that he supported businesses keeping signage that met the City’s requirement when the signs were first installed.

The gathering wrapped up with small business leaders networking and continuing conversations with the councilor.


Political Advertising: What Works for You?

This past month, The Publicus Community managed a few digital advertising campaigns for two Raleigh City Council members. Both campaigns reached their goals (impressions, CPC, CPM, etc) but campaigns like these always leave room for question. In a defined space like the one leading up to the election, when the days are numbered and the voters are searching the web for whatever they can find on candidates, what advertising works best for you?


Our initial strategy was simple: maximize impressions.  This being the case, we also wanted to manage impressions to gradually increase on days leading up to the election date. In theory, a voter is more likely to sway towards a candidate they are unsure about if they have recently seen that candidate’s name. Whether it be a digital banner, paid search ad, or yard sign, we wanted to make sure our client’s name was fresh on the mind of every voter in the booth.  In elections past, how swayed do you think your vote was based on familiarity when you were unsure of whom to choose? Although it may be difficult to admit, we believe it was likely swayed. With busy work schedules, school, and family time, we can only stay so informed.


Our second area of focus was content. Once the voter sees an ad, are they informed? Does the landing page provide an unbiased, informative opinion of the candidate? While some of these things are out of our control, we wanted to create an ad that drove the voter to the candidates landing page, eager to learn more.


So, what advertising content drives you? For some it’s a strong statement about a current event, or maybe even an opposing candidate. For others it’s a simple call to action or the candidate’s inspirational message.


We want to know what you think.


Raising the Dead: Tombstone Inspires Design

A conch shell is one of the first things many people associate with the Bahamas. In fact, the conch rests atop the official coat of arms of this island chain, and represents its varied marine life. But step upon Bahamian shores and you’ll quickly discover that sea shells are simply the gateway to a culture whose vivid past and present are characterized by bold colors, unique patterns and textures, as well as iconic symbols such as marlins, flamingoes, yellow elder flowers, pineapple, and much more.

Recently, The Publicus Community team was scouting photo shoot locations on and around Grand Bahama Island for an upcoming re-branding of Deep Water Cay. We visited Sweetings Cay and met with many interesting locals who were all too eager to shed light on the history of their island and what they believed represented its beauty. In our scouting, we somehow ended up in the village cemetery and happened upon a tombstone that caught our eye. Don’t ask how we came to scout a cemetery for a photo shoot of a luxury bonefishing resort—we just did. And with Halloween coming up, it seems worth mentioning.

Anyway…the tombstone. Here’s an actual shot of what we saw:

Halloween Post

We don’t have any info on who’s actually buried there. It might have been worldly explorer or it could have been just a simple conch fritter cook. Regardless, we found the pattern breathtakingly beautiful in its uniformity, simplicity, and age, and just knew it would find its way into our rebranding effort.

Our designer, Maari Casey, says: “I pulled the design for most of the backgrounds from that very cool tombstone. I wanted the work to feel like it could almost blend into the island.”

Here is her re-interpretation of the symbol on Deep Water Cay’s new website.


Maari adds: “I also used illustrations of shells and fruit because in a lot of the Bahamian design research I did, I noticed that illustrations as well as various plant life and shells were used in a reoccurring patterns on a lot of the textiles.”

pineapple Shells Parakeet


The point we’re getting at, is that at The Publicus Community, we always aim to dig deeper and bring forward the authenticity of a brand through design. And that’s something you won’t find on any stock site.

Notice the backgrounds and textures used on Deep Water Cay’s new brochure and community map. Check them out here:

Happy Halloween from The Publicus Community!

[contact-form to=’’ subject=’Comment on Your Blog: Raising the Dead’][contact-field label=’Name’ type=’name’ required=’1’/][contact-field label=’Email’ type=’email’ required=’1’/][contact-field label=’Comment’ type=’textarea’ required=’1’/][/contact-form]


New PharPoint Research Website

The Publicus Community recently helped Pharpoint Research, a CRO with a rebellious spirit, launch a new corporate website. The site is designed to have a warm and personal feel, while showcasing Pharpoint’s highly regarded scientific and biostatistical capabilities in a way that’s approachable and easy to understand.

“This site is a huge shift for their brand as well as ours,” says Jeff Tippett, Senior Marketing Manager at The Publicus Community. “Our responsive approach optimized the experience for all devices, particularly mobile, and got the site exactly to where it needed to be.”

The Publicus Community built the infrastructure from the ground up—an amazing team of UX designers, developers, graphic designers, and writers, all worked in close collaboration to ensure a consistent look and logical information flow across the site. The agency also managed a photo shoot of Pharpoint’s senior executives and oversaw all retouching of images.

As with everything The Publicus Community does, nothing is for vanity’s sake. This site was conceived to drive development, increase awareness, and work hard for Pharpoint. We are so glad we’ve had the opportunity to work with such a progressive, energetic company.

When you’re ready to talk about your website and how The Publicus Community can help you take it to the next level, give us a call. We’re here for you.