Author: a776ed85_admin

The Rise of Legal Sports Betting in the United States

Posted on September 28, 2024June 5, 2025 by a776ed85_admin

Perhaps you’ve seen the memes, or read the recent round of think pieces and articles on the subject. Americans are more inclined to spend their money on sports betting than they are on the stock market. But how did we actually get to this point? How has sports betting risen to such substantial heights in such a short amount of time? It seems you can’t go anywhere or watch live TV without seeing a billboards or commercial for a sportsbook.

Our research team has spent a lot of time tracking sports trends as part of its work at Designsensory Intelligence, even producing a report on the shifting landscape of sports entertainment this time last year. So let’s dive into the rise of sports betting in the United States.

For decades, the state of Nevada had a chokehold on legal sports betting.

The Professional and Amateur Sports Protection Act of 1992 (PASPA) made it illegal to bet on sports outside of Nevada. The law stood unchallenged until May 2018, when the Supreme Court struck it down, citing it as a violation of states’ rights.

That landmark decision opened the proverbial floodgates.

Delaware was the first state to jump on board, legalizing in-person sports betting just a month after the Supreme Court’s ruling. Fast forward to 2024, and 38 states, including the District of Columbia and Puerto Rico, have legalized some form of sports betting (Forbes).

The Overturning of PASPA

The undoing of PASPA wasn’t just a legal milestone; it was a cultural and economic turning point. By overruling this act, the Supreme Court empowered states to regulate sports betting within their own borders. Suddenly, what was once a shadowy, underground activity became a legitimate—and regulated—industry. Sports betting was no longer confined to back rooms in Nevada casinos. It was now a dynamic, fast-growing sector with potential to completely transform state economies.

The Economic Impact of Legalized Sports Betting

The economic impact of legalized sports betting is colossal. Americans wagered a staggering $119.84 billion on sports in 2023, an increase of 27.5% from the previous year (Forbes). This influx of money has significant implications for state revenues and local economies.

State governments have quickly realized the financial benefits of legal sports betting. In 2023 alone, the industry generated $10.92 billion in revenue for states, a 44.5% increase from 2022 (Sports Betting Industry Posts Record). States like New York, New Jersey, and Illinois each surpassed $1 billion in annual revenue for the first time, demonstrating the lucrative nature of this industry. These revenues don’t just line the pockets of casino operators; they also contribute to state coffers, funding public services and infrastructure projects.

Beyond direct tax revenue, the legal sports betting industry has spurred job creation and provided an economic stimulus to local communities. New sportsbooks, online platforms, and associated businesses have emerged, creating a plethora of job opportunities. From tech developers and marketing professionals to customer service representatives and regulatory compliance officers, the industry has a broad employment footprint.

The Popularity of Sports Betting in the United States

The American love affair with sports extends, naturally, to sports betting. In 2023, nearly one in five American adults reported placing a sports bet within the past 12 months (Forbes). This statistic underscores the widespread acceptance and growing popularity of sports betting in the country.

Interestingly, the most popular sports to bet on include basketball, soccer, and football. Basketball leads the pack, with 53% of American sports bettors favoring it, followed closely by soccer and football (Sports Betting Statistics, Trends, & Predictions). The frequency with which Americans engage in sports betting is also notable. According to a survey, 31% of American sports bettors place at least one wager per week, indicating a high level of engagement with this activity (Sports Betting Statistics, Trends, & Predictions). This frequent activity contributes to the industry’s growth and sustainability, as regular bettors provide a steady stream of revenue.

Stephen Shapiro, a sport and entertainment management professor at the University of South Carolina, groups sports bettors into four primary categories:

The All-In: Young, highly educated men who frequently gamble on various sports for self-esteem and socialization. Characterized by extroversion, competitiveness, impulsiveness and strong numerical skills, they are intense sports fans who watch an average of 22.4 hours of sports per week.

The Casuals: Middle-aged men, moderately educated, who dive into gambling with vigor for both thrill and cash, focusing on mainstream sports. With a mix of competitiveness, impulsiveness, and number skills, they dedicate about 16.9 hours weekly to sports.

Sporadic Bettors: Mostly older men, gamble infrequently and are driven by money and excitement. They lean towards introversion, are less impulsive and competitive, and not as number-focused. They engage in around 13 hours of sports viewing weekly.

Non-Bettors: A middle-aged group with near-equal gender representation, have less education and lower household income than serious sports bettors. They’re general sports fans, clocking in 9.2 hours of sports watching per week.

Ethical Concerns and Consumer Protection

While the economic benefits of legal sports betting are undeniable, generating substantial tax revenues and creating job opportunities, this rise also brings ethical concerns and consumer protection issues to the forefront. The rapid expansion of the industry has sparked debates about the potential negative impacts, particularly on vulnerable populations. Gambling addiction is a significant problem that cannot be ignored, as it affects not only the individuals directly involved but also their families and communities. Increased accessibility and the allure of quick financial gain can lead to harmful behaviors, highlighting the importance of implementing robust regulatory frameworks and support systems to safeguard consumers.

To mitigate the risks associated with gambling addiction, many states have implemented comprehensive responsible gambling measures. These initiatives include self-exclusion programs, allowing individuals to voluntarily ban themselves from participating in gambling activities, providing a crucial tool for those seeking to control their habits.

Additionally, states have launched widespread educational campaigns aimed at raising awareness about the dangers of problem gambling, helping communities understand the signs of addiction and offering resources for support and recovery. These combined efforts not only aim to protect individuals but also to foster a safer and more informed gambling environment for everyone involved.

In addition to addiction concerns, consumer protection remains a critical issue. Ensuring that betting platforms are transparent, secure, and fair is essential to maintaining public trust. Regulatory bodies must enforce rigorous standards to protect consumers from fraudulent activities and ensure the integrity of sports betting.

The Role of Technology in Sports Betting

Technology has played a pivotal role in the evolution and expansion of sports betting. The advent of mobile apps and online platforms has made it easier than ever for individuals to place bets from the comfort of their homes.

Mobile betting apps have revolutionized the sports betting industry. With just a few taps on a smartphone, users can place bets on a wide range of sports events. This convenience has contributed to the surge in online sports betting, with 75% of sports bettors preferring to make wagers online or via mobile apps (Sports Betting Statistics, Trends, & Predictions).

Advanced data analytics and artificial intelligence (AI) are also transforming the industry. Betting platforms can now use AI algorithms to analyze vast amounts of data and provide users with insights and predictions. This technology enhances the betting experience and helps bettors make informed decisions.

Looking ahead, the future technological landscape of sports betting promises even more innovations. From virtual reality (VR) experiences that immerse users in live sports events to blockchain technology that ensures transparency and security, the possibilities are endless. These advancements will continue to shape the industry and provide new opportunities for growth and engagement.

The rise of legal sports betting in the United States is a testament to the changing landscape of American culture and economy. The legalization of sports betting has brought significant economic benefits, driven by the passionate engagement of American sports fans. However, it’s crucial to address the ethical concerns and consumer protection issues that accompany this booming industry.

As technology continues to advance, the future of sports betting looks promising. From mobile apps to AI-driven insights, the industry is poised for further growth and innovation. For businesses and individuals alike, understanding the dynamics of this industry is essential to navigating its opportunities and challenges.

Whether you’re a seasoned bettor or someone curious about the world of sports betting, staying informed about the latest trends and developments is key. The rise of legal sports betting is not just a trend; it’s a cultural shift that will continue to shape the American sports landscape for years to come.

Debunking Influencer Marketing Misconceptions

Posted on August 20, 2024June 4, 2025 by a776ed85_admin

In today’s fast-paced digital world, it’s no surprise that influencer marketing is undergoing significant changes. Brands are steadily increasing their spending on this strategy, aiding in the development of vibrant communities of creators who resonate better with the target audience. However, many marketers still cling to outdated views about creator partnerships, ultimately hindering the success of their campaigns. Such misconceptions have and will continue to result in missed opportunities and underwhelming results. By recognizing and addressing these nine misconceptions, marketers and brands can create strategies that truly tap into the power of influencer marketing.

1. “The term influencer captures their marketing role.”

The term ‘influencer’ often resonates negatively with non-influencers and influencers alike. The new preferred term is ‘creator,’ as it reflects their broader contributions to the brand. Contrary to the influencer stereotype, they are not just individuals who influence purchasing decisions; they are producers, artists, and storytellers with a knack for entertaining and engaging their audiences in meaningful ways. By recognizing them as the specialists that they are, we start partnerships with a foundation of respect, paving the way for fruitful collaboration.

2. “Influencer content should focus on sales.”

While 25% of marketers use influencer marketing to promote products and services and proper sales lift tracking shows its effectiveness in driving sales, it’s crucial to remember that influencer campaigns are not one-size-fits-all. Consumers are not always in the mindset to purchase a product immediately upon seeing it for the first time, so the first goal should be letting the audience become aware, interested, and consider the product before pushing for a sale. This is where creator content excels. Creators are professionals at building brand recognition and loyalty through engagement and entertainment. If this content performs exceptionally well on the creator’s page, it is wise to expand the partnership and guide their audience down the marketing funnel.

3. “One-off campaigns with dozens of creators are the way to go.”

While this may work for brands with larger recognition, this is not the most effective route for every brand. Building long-term relationships with creators creates a deeper connection with the brand and allows their followers more time to convert. It also allows creators to integrate the brand into their ongoing narrative more naturally, leading to more authentic and impactful content. Additionally, long-term partnerships can keep the collaboration fresh and relevant by leveraging significant moments in the creator’s life–like a home decor brand collaborating with a first-time homebuyer.

4. “I should provide the creator with a strict script.”

This one might make some brands squirm, but hear us out — while it might seem like a good way to control the brand’s message, scripts often backfire. Creators are storytellers who have built trust with their audience through their unique voices and authenticity. Overly scripted content can feel forced and inauthentic, reducing its effectiveness. When you hire a creator, you’re hiring a consultant. Creators understand their audience better than anyone else. Giving them the freedom to create content in their style ensures authenticity and resonance with their followers. Approach creators with the mindset of: “We have this story that we want to tell… how does that fit into your narrative?” This collaborative approach leads to content that is more engaging, effective, and potentially viral.

5. “Influencers with the largest followings guarantee the best results.”

It is a common belief that creators with the largest followings will deliver the highest ROI. While reach is important, engagement and relevance to your brand’s audience are equally crucial.

Micro-influencer marketing provides a more targeted strategy because micro-creators (10,000-100,000 followers) often provide more engaged, authentic connections with their audience. Instead of solely focusing on follower count, prioritize creators whose audience demographics align closely with the target market. Let’s pivot our thinking toward creators the target audience may be watching, where they’re watching them, and use that as a jumping-off point. We can also turn our focus to those creators’ engagement rates (likes, comments, shares), which provides a better indication of how well a creator can influence their audience to take action.

6. “Collaborating with friends/partners limits brand exposure.”

Many brands believe that using friends or partners in campaigns will result in overlapping audiences, minimizing their reach and effectiveness. While it’s true that they may share a similar audience, this misconception overlooks the unique advantages of collaborating with creators in these relationships. Friends and partners can bring out our most creative side, and that remains true for creators. When they collaborate, they can blend their individual styles and strengths, resulting in fresh and engaging content that resonates with their audiences. This creative synergy can lead to campaigns that feel vibrant and lively, compellingly showcasing the brand. On top of that, it feels incredibly natural for consumers to see creators with existing relationships working together.

7. “It’s too difficult to find influencers.”

Knowing how to find influencers for your brand is easier than ever, thanks to the variety of platforms and tools available. Finding creators for your brand starts with identifying the platforms where your target audience spends their time.

Social media platforms like Facebook, Instagram, TikTok, YouTube and X are rich with creators across various niches. Each platform offers unique discovery tools. For example, Instagram’s Explore page and hashtags, TikTok’s For You page, YouTube’s recommendation system and Twitter’s trending topics can help you identify potential creators who align with your brand values and target audience.

Several advanced influencer marketing platforms help discover the best creators for your audience. One of the tools Designsensory uses is Klear, which helps filter creators by niche, follower count, engagement rates, and other criteria, ensuring a perfect match for your marketing goals. To find creators for your brand, start by defining your target audience and the type of content that resonates with them. Use platform-specific tools and search functionalities to identify creators who produce content that aligns with your brand’s message. Look for creators who have high engagement rates and whose audience demographics match your target market.

8. “I need to use an influencer marketing agency.”

While influencer marketing agencies offer specialized services, full-service marketing and communications agencies can provide an even greater approach. Agencies like Designsensory can seamlessly integrate influencer marketing into a broader strategy that includes digital marketing, experiential activations, PR, and content creation, ensuring a unified and consistent brand message.

Full-service agencies provide several advantages. They align the creator’s efforts with your overall marketing goals, ensuring consistency and greater impact. They also use advanced tools for discovering, managing, and tracking creators, making your campaigns more effective. Plus, their established relationships with a wide network of creators, vendors, media contacts, and other partners lead to more authentic partnerships and better deals.

In short, full-service agencies can seamlessly incorporate influencer marketing into your overall strategy, driving greater brand engagement and consistency without needing a specialized agency.

9. “Influencer marketing isn’t worth it.”

Influencer marketing offers substantial value beyond mere brand awareness, with a strong potential to drive sales and deliver measurable ROI. One of the key benefits of influencer marketing mentioned earlier is its ability to generate strong brand recognition and loyalty among consumers. Brands can then leverage this loyalty to drive direct sales through targeted campaigns. By partnering with creators who have a genuine connection with their audience, brands can tap into trust-based recommendations that significantly influence purchasing decisions.

Measuring the ROI of influencer marketing is crucial to understanding its worth. Tools and analytics platforms allow brands to track key performance indicators (KPIs) such as engagement rates, conversion rates, and sales figures. These metrics provide clear evidence of the effectiveness of influencer campaigns in driving both awareness and revenue.

Influencer marketing is a powerful tool for achieving brand awareness, marketing objectives, and sales goals. When executed with a strategic approach, it can deliver substantial ROI and become an integral part of a brand’s overall marketing strategy.

As influencer/creator marketing continues to evolve, marketers need to tackle these misconceptions head-on to get the most out of their campaigns. Viewing creators as integral parts of your marketing campaign while cultivating long-term relationships and fostering authentic collaborations, will help to encourage better relationships with creators and more effective content.

At the end of the day, influencer marketing is more than just selling a product; it’s about creating compelling content that resonates with the audience. In the dynamic marketing landscape, it is essential to be well-informed on the dos and don’ts of crafting successful influencer marketing strategies.

Microbranding for Major Impact

Posted on August 13, 2024June 4, 2025 by a776ed85_admin

Making your brand stand out is difficult when you’re the needle in the proverbial haystack. When you try to be all things to all people, you risk diluting your brand and missing opportunities to connect with specific audiences.

Perhaps you have a standalone offering that doesn’t quite fit within the context of your brand, or maybe you’re developing a campaign for a new and or niche audience.

In these moments, you need to expand your brand’s ecosystem and identity while finetuning your positioning and messaging — all while building upon the established foundation that’s already in place.

That’s where microbranding comes in, but what is microbranding?

Microbranding, Macro-Explained

At its core, microbranding is reframing your brand’s identity to fit within different applications and speak to new or niche audiences.

Think of it as giving your brand a wardrobe makeover for every occasion. As a way of your brand saying, “I can be classy at a gala, chill at a beach party, or rugged on a mountain hike.”

You can leverage these microbranding benefits by adapting your brand for specific digital applications (think: social, app, website), physical goods, or experiential activations (out-of-home advertising, pop-ups, events, signage, merchandise) or hyper-specific campaigns.

By crafting bespoke brand elements—like logo variations, unique color schemes, and additional taglines—you can connect with different audience segments in a way that feels personal, natural, and engaging.

Effective microbranding also encompasses dedicated campaign branding, such as unique marks, or sub-branding an offering from the larger parent brand. A couple of examples include Designsensory’s unique anniversary mark and its subbrand, Designsensory Intelligence, which offers advanced marketing research services.

From Concept to Creation

Microbranding vs. traditional branding, what’s the difference? The main difference lies in their scope and focus. Traditional branding is about building a comprehensive identity for your entire company, while microbranding hones in on specific areas, acting as a supplement to your existing brand. It’s zooming in and expanding on particular aspects of your brand to make a deeper connection with new, niche audiences.

To get started, you need a clear understanding of your objectives. Define your needs, audience, goals, and what you want your brand to accomplish. It’s essential to know your current brand inside and out. Next, conduct market research to understand where your brand fits. This includes analyzing competitors and gathering insights from stakeholders, customers, and your target audience. This information will help you build a strong foundation for your messaging and positioning.

Once you have a solid understanding of your market position, it’s time to dive into the creative process. Design and development are where inspiration and data-driven decisions come together. This stage involves exploring ideas, creating mood boards, and iterating on designs until you find something that truly resonates. Feedback and refinement are crucial here, as they ensure your final product aligns with your brand identity and appeals to your target audience.

Ultimately, the goal is to create a brand that not only looks great but also effectively engages with your audience and delivers real results. Microbranding in digital marketing offers the flexibility to innovate and connect with niche markets, providing a memorable and impactful brand experience.

Microbranding in Action

Designsensory’s Associate Art Director Erik Vass recently explored a handful of microbranding techniques and projects for clients, including The Buchanan, a campaign for the Tennessee Entertainment Commission’s Music Scene, and the heartfelt Heritage for Heroes initiative by Arrowmont. Each project showcases the power of microbranding to create distinct, engaging identities that resonate deeply with their specific audiences.

Here are a few microbranding examples.

The Buchanan: Modern Elegance Meets Historic Charm

Imagine discovering an exquisite venue in the heartland of Kentucky, where every corner tells a story of elegance and tradition. That’s the magic of The Buchanan. The challenge for Erik was conveying this unique blend of modernity and historic charm throughout The Buchanan’s brand.

The centerpiece of The Buchanan’s offerings is a stunning Georgian estate, and so it was included in the mark to represent timeless beauty and paired with more modern elements to communicate contemporary sophistication.

Erik began with custom typography and hand-drawn illustrations, pairing down these design elements into their more traditional and simple forms. By combining sans and serif typefaces, he created a visual narrative that felt both cozy and refined. The serif elements paid homage to the estate’s natural surroundings, while the modern sans serif brought a touch of sophistication. Warm, inviting colors completed the look, wrapping everything in an inviting yet polished aesthetic.

“One of the key highlights was the custom typography, designed to reflect the estate’s rich history and setting. Through the final visual identity, we successfully told The Buchanan story, creating a brand that sets the scene for the remarkable venue,” said Erik.

Tennessee Music Scene: Celebrating the Heartbeat of America’s Music

When it comes to music, Tennessee is a powerhouse. The Tennessee Entertainment Commission wanted to create a certification program, powered by partners and the community, which encourages music businesses and professionals to gain recognition for being world-class.

Erik took on the challenge of carrying forward the state’s rich legacy and history of music while speaking to today’s musicians. From rock and blues to jazz and hip-hop, Tennessee’s contribution to music is vast and varied, and this mark needed to reflect that.

Playing with established, recognizable designs and music iconography, like guitar picks and records or the detail work on Nudie suits (you know, good ‘ole Country music), Erik opted for a design centered around the iconic tri-star, with each star emanating music, symbolizing the state’s influence on the industry. This clever design also subtly incorporated a record, paying homage to Tennessee’s storied past in the music world.

“I guess my ‘ah-ha’ moment was when I felt like we hit the right balance of old and new,” said Erik. “The design acknowledges where Tennessee’s music scene has been and points to where it’s headed, giving venues and artists a unified symbol to rally around. And one where the core mark is instantly recognizable, both in and out of the music community.”

Heritage for Heroes: Honoring Tradition, Craft and Service

This campaign, a collaboration between Arrowmont School of Arts and Craft and Ole Smoky Distillery, aimed to raise awareness and funds for Arrowmont’s veterans scholarship program. Aptly named “Heritage for Heroes”, the campaign needed to reflect the spirit of Americana while celebrating artistry and the dedication of veterans.

The microbanding strategy aimed for creative work that honored veterans in a meaningful way, ensuring it resonated with an audience that proudly supports active and former military members and fit under Arrowomont’s current branding (and Ole Smoky’s, as well), all while raising funds.

A key moment in the project was Erik’s use of his printmaking expertise. “It was a nod to a craft that I love and felt like a perfect fit for the campaign’s theme. My father-in-law served, so projects like these always feel a little more personal,” said Erik.

The result: a mark with the rustic, country vibe of Ole Smoky and the Smoky Mountains and a nod toward the craft and legacy of Arrowmont.

Agency News: Heat Waves

Posted on July 10, 2024June 4, 2025 by a776ed85_admin

Summer is upon us, and so too is the 2024 Olympics. Not that we needed a reason to tune in, but it’s always delightful to see longtime client USA Fencing take the international spotlight. Swing by our office the week of July 29, we might just have the bouts pulled up in the conference room all week.

Here’s where we’ve been, what we’ve been up to and what we’re looking forward to.

Home of the Brave

Timed to Independence Day, Arrowmont School of Arts and Crafts announced a partnership with its Gatlinburg neighbor, Ole Smoky Distillery, to raise additional funds for its Veteran Scholarship program. The program provides veteran servicemen and women the opportunity to experience the healing power of hands-on making. We’re proud to have supported the development of the school’s “Crafting a Heritage for Heroes” campaign through the creation of a landing page, mark, anthem video and additional marketing materials.

Speaking of freedom, we also paid a visit to our friends in Sioux Falls at the South Dakota Governor’s Office on Economic Development to kick off the start of a new multi-year contract and the extension of its well-received and highly successful “Freedom Works Here” campaign.

And what better way to exercise your freedom, than to get out and vote? Our research team recently partnered with Ballot Builder, an organization that helps others create non-partisan voter guides with the goal of (better) informing voters, creating a stronger turnout and aiding Get Out To Vote campaigns. We’ve collaborated with its team on custom research, strategy and message development to better position its technology as it sets its eyes on the upcoming election.

Turning our attention back to Gatlinburg, our research team has also been busy assisting Ole Red to better understand its visitors, as the department recently conducted intercept surveys at the popular attraction.

Fly on Over to See Rock City

Two other projects we’ve been hard at work on recently are new websites for McGhee Tyson Airport, our beloved hometown airport, and See Rock City. Rock City is a major and iconic (those barns, IYKYK) tourism attraction in the area, nestled atop Lookout Mountain in Georgia. But it’s far more than barns, gnomes and a scenic seven-state overlook, and we’re excited to bring its new site to life.

We love TYS, and we recently flew out to an activation in Milwaukee for Marcus Theaters to promote the recent Gosling-Blunt film The Fall Guy — 5 stars, by the way. Staying true to the storyline in the film, we worked with Wisconsin-based motorcycle stunt drivers, Twinstunts, to take over a theater parking lot and put on a show before the show.

Now, to turn our sights to a different kind of biking—mountain biking. We’ve partnered with WildSide in Pigeon Forge, a new property offering guided UTV tours and expansive mountain biking trails, to support its grand opening and beyond with a staged paid media campaign.

Team Updates

Senior Art Director Katie Marshall is slipping out of the office for a few weeks to use our Remote Plus policy (work anywhere remotely for two non-consecutive weeks) from Sicily. Don’t be surprised if our creative work has a bit of a Mediterranean flair for the next few weeks.

Back at HQ, we’ll be celebrating a few folks (Katie included) who are coming up on milestones with the agency. It seems summer is a time we’ve been more inclined to expand our team. So, if you see these DSers pop up in your email, please help us congratulate and celebrate them on their work anniversaries.

Stephan Zerambo, 13 Years
Hunter Foster, 9 Years
Brad Carpenter, 6 Years
Katie Marshall, 6 Years
Ryan Lee, 6 Years
Madelyn Cunningham, 5 Years
Caroline Cleveland, 3 Years
Chelsea Penticuff, 3 Years
Courtney Borgers, 3 Years
Jessica Thompson, 3 Years
Allie Torres-Lopez, 2 Years
Cole Pawlaczyk, 2 Years
Shianne Warner, 2 Years
Lindsay Jones, 1 Year
Yojna Katre, 1 Year

As always, more to come — and we can’t wait.

Taking Home Best of Show at the 59th Annual ADDY Awards

Posted on February 19, 2024June 5, 2025 by a776ed85_admin

Updated: February 19, 2024

We’re delighted to announce that – for the fifth year in a row – we’ve brought home the honor of “Best Of Show” at the Knoxville American Advertising Awards. Each year, we bring the best creative work we’ve done to the table and submit it to a panel of our peers from around the country for consideration and, hopefully, recognition.

In past years, our submissions have gone on to receive wider praise, competing and placing at the District and National level, but the biggest win for us continues to be the moments we get to gather with our Knoxville colleagues, celebrate each other’s achievements, and spend time with our team.

We want to extend a massive congratulations to our team, who continue to deliver year in and year out, as well as an equally sizable thank you to our clients. Not only are you all the reason for the season, but you all are wonderful partners and keep making us better. And none of it would be possible with the American Advertising Federation of Knoxville. Thank you for continuing to bring our community of advertising professionals together to celebrate creativity and passion.

Here’s the full list of how we did this year:

Best Of Show

Zoo Knoxville – “Dawning” Teaser Campaign

Best Ofs and Judges’ Choice

Best of Branding: Westbrae – Branding System
Best of Platform: Zoo Knoxville – “Dawning” Teaser Campaign
Judge’s Choice: Old Dominick Distillery – Social Production, Art Direction
Judge’s Choice: Regal – “Prop Shop” Series
Judge’s Choice: Zoo Knoxville – “Dawning – Asteroid” Radio

Gold Awards

Westbrae – Branding System
Zoo Knoxville – “Brew at the Zoo – Dino” Brand Posters
Zoo Knoxville – “Dawning” Teaser Campaign
Zoo Knoxville – “Dawn of the Dinosaurs” TV Spot

Silver Awards

Old Dominick Distillery – Social Production, Art Direction
Old Dominick Distillery – Social Production, Campaign
Regal – “Popcorn VS” Series
Regal – “Prop Shop” Series
The Replay – Branded Series
Zoo Knoxville – “Conservation Clarissa” Experiential Installation
Zoo Knoxville – “Conservation Clarissa” Illustration
Zoo Knoxville – “Conservation Clarissa” Motion Graphics
Zoo Knoxville – “Dawning” Launch Campaign
Zoo Knoxville – “Dawning – Asteroid” Campaign
Zoo Knoxville – “Dawning – Asteroid” Radio

Bronze Citations of Excellence

Club Confidential: Vol Edition – Branded Show Content
Covenant Health – Consumer Website
Knox County Health Department – Vaccine Education
Gatlinburg CVB – Annual Influencer Campaign
KTVA Employees Credit Union – “90th Anniversary” Spot
NASCAR Speedpark – “Fun in Motion” Integrated Campaign
Regal – 2023 Social Media Marketing
South Dakota – “Freedom Works Here” Branding System

Want to chat about the ADDYs, our work or anything in between? Reach out to us with any thoughts, comments or questions.

January Agency News: New Year, New Experiences

Posted on January 26, 2024June 5, 2025 by a776ed85_admin

From awards and effective activations to exciting holiday experiences and recent engagements, the DS team has so much to share with you in January! Catch up with us to see how we’ve kicked off the year of 2024.

Our Staff in the Spotlight

Our amazing team is starting this year off with a bang, giving us so many achievements to share with our colleagues!

Please help us in recognizing and celebrating Cole Pawlaczyk, who received the Emerging Professional Communicator of the Year from The Public Relations Society of America Volunteer Chapter. Cole accepted his award alongside The University of Tennessee Chancellor, Donde Plowman, who received the Communicator of the Year award. We’re thrilled to have people like Cole on our team, who are advancing their respective crafts and professionals in our community. To celebrate Cole, we headed to a luncheon to honor his accomplishment.

Cole said of his achievement, “I’m very appreciative of everyone at Volunteer PRSA, the UT ADPR school, and Designsensory for their mentorship and guidance to getting this success. I’m looking forward to taking on more incredible work in my career as a Public Relations professional.”

Our Work, Inside and Out

Before the break, we were excited to execute the Conservation Clarissa Activation at West Town Mall! With Zoo Knoxville’s new membership mascot already illustrated for a special motion video for winter, we decided to reuse her as the centerpiece for our mall activation. Set up at the mall, the activation asks families to also go on a scavenger hunt to find hidden animal stickers and (if they get them all) win a red panda stuffed animal. The activation drove membership and ticket sales and gained thousands of impressions.

We always have a great time on set with Rutherford County, so we want to give you a glimpse behind the scenes! Social Media Specialist, Ilana Stark, is always there on set ready to dive in, and here’s what she said about the experience:

“I love going on RuCo shoots! Working closely with the client behind and in front of the camera is always a good time. We’ve created some of my favorite video concepts by hanging out together over all the delicious food we film. Shianne is in her element on these shoots. She creatively directs these vertical video shoots with such a vision you can almost see the edited version of the video in your head when she’s talking about it. They are truly a team effort, and it’s exciting to see ideas come to life as Reels.”

Shianne Warner, social media specialist, posing next to a fake reindeer topiary

Holiday Break Happenings

For the past few years, Designsensory has taken the week between Christmas and New Years off to recharge, reset and get ready for the year ahead. So how did our team spend it? Chief Creative Officer and Co-CEO, Joseph Nother, traveled to Florida to explore Disney Hollywood Studios and Epcot during their New Year’s Eve festivities. Joseph told us that “Epcot was particularly legit. The fireworks and club/DJ scene was unexpectedly amazing.” On New Year’s Day, Joseph attended the Citrus Bowl in Orlando and then, on the same day, flew to New Orleans for the Sugar Bowl. Both experiences were with and for our client and partner, The Volunteer Club and Spyre Sports.

Lindsay Jones spent her time in Hilton Head reading a good book (The Armor of Light by Ken Follett). She also, as always, participated in the famous Jones family baseball scrimmage on the beach.

Lisa Schweikert traveled all along the east coast, with stops including Palm Coast, Florida, Bethany Beach, Delaware and Norfolk, Virginia. She also got her first tattoo ever and participated in a wine dinner with a master sommelier.

Lily Hardwig came back from Mexico City for the holiday break and spent a few weeks in the office! After experiencing Día de Muertos, exploring all of the different neighborhoods of Mexico City (most notably Coyoacán and Roma) and eating delicious new foods, Lily was excited to be in Knoxville for a little hometown comfort before heading back to CDMX.

More Goodness from the Team

We’re currently celebrating three DS team members’ recent engagements! Congratulations to Hunter, Jenna and Caroline on taking such an exciting new step towards love and happiness. We’re all thrilled for you!

Our team is constantly growing, and this month we’re extending a huge welcome to our new Account Manager, Rebekah Petroskey! Stay tuned to learn more about Rebekah and see the amazing work she will do at Designsensory.

We’re still hiring! We want to hear from you and learn about all of the experience you could bring to DS. Are you interested in being a Data Analyst? Creative Director? Maybe a Media Director? Check out the careers section of our website to see which position might be right for you.

Starting the New Year Off With a Bang

After the well needed time off we had during the holidays, spent exploring, relaxing, and anywhere in between, we’re so excited to get back to work with all of our amazing partners. We’ve got so many exciting projects planned, so be sure to stay tuned on Facebook, X and Instagram.

Make 2024 the Year of Engagement Marketing

Posted on January 24, 2024June 5, 2025 by a776ed85_admin

What is Engagement Marketing and why is it helpful?

Engagement Marketing strategies focus on actively involving audiences and creating positive brand sentiment, engaging in two-way communication to build unique relationships with consumers. Engagement marketing includes tactics such as experiential activations, influencer partnerships, social engagement + giveaways, loyalty programs, branded content, and PR events. Using Engagement Marketing humanizes your brand through various kinds of interpersonal interaction and helps your audience to relate to your messaging.

Because we all see marketing tactics so regularly, we often have our guards up when seeing ads. It’s important to realize that, because of this hesitancy towards traditional interruption ads, unwarranted promotion can lead to a damaged brand perception.

In response to these recent trends in consumer’s reactions, start exploring engagement marketing content that shares your brand values and combats ad fatigue.

Why are experiences important for consumers?

Now more than ever, we are constantly looking for new experiences and adventures that will bring excitement to our everyday lives. This trend informs 2024’s best marketing practices, as the average consumer feels the same way about the branded content they consume. Instead of simply viewing an ad, when a customer interacts with your brand’s content via social media or in-person, your level of brand awareness and brand recall skyrockets. Your audience wants to feel like they’re choosing you as a brand that they believe in because your product/service solves their problems, aligns with their views and makes a difference. They can’t truly believe that, or become brand evangelists, until they interact with you face to face and have a positive experience.

Expected Growth in 2024

Influencer marketing spending is expected to grow to more than $7 billion next year in the U.S. alone—a 146% increase since 2020.

In order to ensure we are creating engaging concepts and content that will generate both leads and sales, we ask ourselves the following questions:

What are our goals?
What’s the roadmap to achieve those goals?
Most importantly, how can we make sure that we’re investing in the right social platforms, brand initiatives, and influencer strategies?

Designsensory Case Studies

Here are some opportunities Designsensory found to create engagement marketing campaigns for clients, making a lasting impression on their audiences.

Gatlinburg Convention and Visitor Bureau: Influencer Partnerships

Gatlinburg Convention and Visitors Bureau (CVB) understands the impact of social media on its brand, having recently surpassed 1,000,000 Facebook followers. With that level of engagement, we knew implementing a larger influencer campaign made sense.

The CVB was ready to become more involved based on positive survey results. Forty percent of survey respondents said they discovered a new travel destination through an influencer; more than 50 percent made travel plans based on influencer recommendations.

Thinking outside of traditional, one-off influencer activations, our Engagement Marketing team created a campaign framework for quarterly influencer visits. We featured authentic, like-minded content creators aligned with the brand’s target audience. This methodology allowed for quick bursts of content from 22 different creators, from micro to macro, each with a unique voice from a different background. “Passion Points” made their weekend getaways specific to
them and their audiences, highlighting a variety of attractions and seasonal activities.

Our unique approach used marketing pros as managers, bridging the gap between brand and creator. The results were staggering, with more than 20 million total impressions (compared to a KPI of 10 million), more than 19 million total views and 929 pieces of original content from 18 niche influencers and four hero influencers. One influencer went viral, with almost 13 million views. An influencer “reunion” event at year end further solidified relationships and garnered additional content and reach.

Conservation Clarissa – Zoo Knoxville: An Experiential Activation

Designsensory has been AOR for Zoo Knoxville for many years, and has experimented with various marketing strategies in order to create buzz around membership deals, new habitats and animals, and more.

To drive membership purchases, we decided to use Zoo Knoxville’s new membership mascot, Conservation Clarissa, as the centerpiece for our mall activation—aimed at garnering engagement to sell memberships during the holiday season.

Since membership is branded as a “passport to adventure,” the activation design began with the idea of an immersive habitat setup where visitors can come in, explore the habitat and get a life-sized look at Clarissa with the animals in their natural habitats made of 2D cutouts, specially printed for the activation.

With Clarissa at the helm of the illustrated creative, we transported passersby to Asia or Africa, told them about the animals of those habitats that live at the zoo, talked about the mission of saving animals, and sold memberships to those who want to buy in.

We also planned a scavenger hunt for guests to find hidden animal stickers and (if they got them all) win a red panda stuffed animal. The activation drove countless membership and ticket sales alongside thousands of impressions.

Regal Mario Bros Activation: Social Engagement and Giveaways

We partnered with Universal Pictures before the release of their new film, “The Super Mario Bros. Movie,” to create more buzz around the movie and fill their theaters. We aimed to generate national engagement in the months leading up to the April premiere.

We executed our activation with the support of Universal Pictures on March 10, 2023— written “Mar10” (Mario). To celebrate the movie’s anticipation from coast to coast, we created our “Mario Day” event with three celebrations occurring simultaneously in New York, Los Angeles, and Houston.

With a focus on influencer marketing and Regal Cinemas customer participation, we developed a large amount of materials including signage, red carpets, Mario plushies, miniature golf courses, and more. By taking over three theaters across the country, we were able to offer moviegoers a carnival-like experience centered around Mario while publicizing the movie release, with influencers dressed up as Mario and posted widely to social media. We also gave away free popcorn and drinks.

The three-city footprint brought Mario Day and the movie’s upcoming release to many different markets across the country. Partnering directly with Universal Pictures and influencers allowed us to expand the scope of engagement and increase the awareness of and excitement for the movie. This partnership garnered 1.7M+ impressions and 740K+ engagements.

Creating Your Engagement Marketing Strategy

So, what steps can you take to make Engagement Marketing more central to your ad strategy?

First, as always, it’s essential to understand and know how to connect with your audience. The most important facet of an effective engagement marketing strategy is truly knowing who you’re advertising to. Gathering intelligence on your audience is crucial in crafting strategies and tactics that will engage them effectively. Their emotional drivers, media preferences, interests, and awareness / perception of your brand are all things to know inside and out before undertaking your engagement marketing planning.

Then, put your social channels to work. You should provide real value on your social channels. Content that resonates with your follower isn’t a sales pitch; it’s entertaining, helpful, informative and worth engaging with. Activations can be a huge source of UGC (user-generated content) for any brand. Influencers and social platforms provide the tools for both partner and brand success through collab posts, benefiting both parties through added reach—or TikTok, where partner content can be sponsored easily. Giveaways and contests, on the other hand, are a great way to rapidly boost your follower count and garner massive engagement in a shortened time frame.

Finally, build an influencer network that works for you—a web of like-minded content creators who are authentic to your destination experience. These creators have a built-in, hyper-targeted platform of followers who are already aware of your segment of the market. Each influencer is ready and willing to promote their travels and experiences in a variety of destinations and attractions to aid in your promotional efforts. This Network methodology allows for quick bursts of content from a variety of creators (unique voices from different backgrounds & verticals) and provides an opportunity for long-term, ongoing partnerships.

2024 Is Engagement Marketing Year, Don’t Miss Out

In 2024, getting involved in Engagement Marketing is going to be easier than ever. Whether you decide to try out any of these strategies for your brand, or come up with an entirely new, never been done before, tactic, Engagement Marketing will be worth your while!

Give your consumers something to interact with. Create an experience for your audiences. Humanize your brand and connect with your customers. Take advantage of the new year to grow your marketing strategies to the next level!

Want to chat about how to get started? Reach out to us with any comments, questions or ideas.

23 Things We Learned in 2023

Posted on December 21, 2023June 5, 2025 by a776ed85_admin

With our bright and busy 2023 almost behind us, we thought we’d take a moment to reflect on some of the things we’ve learned. Here are a few words of wisdom about our work, our clients, and ourselves.

1. Learning: It’s a Life-Long Journey

Relevance is the watchword when it comes to sustainability in business—personally and institutionally. We do not live in a static world; change happens…fast. We must embrace changes as they impact our lives and client lives. It is how we grow. It is how our business grows.

—Chris Wise

2. AI Technology Is Crucial

AI is quickly revolutionizing creative capabilities and workflow, and we have been learning how to incorporate emerging technologies into our skill set. We’re constantly exploring new ways to use AI to support creativity, all while being mindful of ethical concerns.

Staying current with emerging design technologies, particularly the integration of artificial intelligence (AI) into Adobe programs, is essential to keep skills from becoming obsolete. As creatives, we have an ongoing commitment to responsible and ethical design practices is essential during this exponentially evolving landscape of AI.

—Katie Marshall

3. Personalized Experiences Matter

Customers expect a personalized, tailored experience that speaks directly to their needs. Through loyalty programs, subscription services and micro-moments, you can reach customers in deeper ways.

4. Influencers Bring the Authenticity

Consumers still look for genuine and relatable brands, and influencers are more likely to create content that resonates. Especially for Gen Z, businesses are smart to find macro- and micro-influencers who can tell authentic brand stories that form relationships and engender loyalty.

5. Customers Love Voice Search

We’ve learned that more than 71% of consumers now prefer the convenience of voice search to traditional text. Because voice searches tend to be more conversational, it’s important to customize content to meet this trend.

6. Ecommerce Is Changing the Customer Experience

Technology and consumer needs are changing the mobile shopping experience. Simplified checkout and delivery processes, loyalty programs, and social media are personalizing customers’ shopping journeys. Headless commerce is one flexible tech tool that allows businesses to create multiple front-end experiences for different customers.

7. Video Is Dominant

Video content continues to dominate media and outperform static media. Short, impactful videos are the way of the future.

8. Inclusivity & Diversity Require Authenticity

The idea of “inclusivity and diversity” has grown from a corporate checkbox to a widespread societal value. Genuine efforts and authentic representation are now prioritized in our work and company.

9. Chase Social ROI

If new social media platforms have taught us anything, it’s that users have evolving social media habits. Joining new platforms and communities, discovering new brands and creators, and developing new consumption and creation habits are all part of our everyday lives online. If your brand isn’t seeing ROI on established social platforms, don’t be afraid to walk away and double down on the platforms that are working (and never be afraid to seek out new ones).

—Hunter Foster

10. If You Aren’t Having Fun, No One Else is Either

No one likes boring content. Not me, not you, not anyone! So it’s time to consider: if you aren’t having fun making the content you’re making, why would anyone else enjoy it? Continue to use your social channels to inform, incentivize, and incite action… but perhaps it’s time to expand your approach to delighting your audience and give your content enough continued utility to keep your account worth the follow.

11. Storytelling Is Power

Know your story first (always). Storytelling techniques make content more compelling. Stories have the power to evoke emotions and create a lasting impact on the audience. Your brand messaging should resonate, be memorable and shareable, and work for the right formats: motion, video, print, digital, etc.

—Chris Cable

12. Build a Multichannel Approach

Tailor content for specific platforms and formats, taking into consideration the unique characteristics of each. Repurposing content is great for efficiency, but it doesn’t always work across different platforms, sizes and contexts. Customize as much as possible to reach a broader audience and increase impact. Ensure each platform experience is unique to the customers needs, wants and desires—that’s true omnichannel marketing.

13. Participation = Engagement

People don’t just want to watch; they want to be part of the action. From dance-offs to DIY stations, experiential marketing shows that participation equals engagement (and unforgettable memories). Immersive encounters offer a chance to actively engage with brands, fostering a deeper connection. And participation in brand-related events often forms communities where attendees connect, share experiences, and become brand advocates.

—Brad Carpenter

14. Master the Art of Pivot With Influencers

Turn curveballs into captivating content with flexibility—it’s an influencer superpower. When unexpected events, like a writers’ strike, disrupt the usual content flow, influencers have a knack for pivoting seamlessly. They’ve shown us that when you can’t discuss movies, you can spotlight the event itself! Influencers can be leveraged to do what they do best—tell social stories. Whether it’s live coverage, behind-the-scenes glimpses, or exclusive interviews, influencers always keep the conversation engaging and relevant. Pivot, adapt, and turn any challenge into an opportunity.

15. Collaborate Openly and Often.

Get people together, involve more experts, be a conduit for conversations and facilitate forward movement. It makes us more innovative, more efficient and better teammates (amongst a bunch of other positives!).

—Kate Ambos

16. Oh! The Places I’ve Been

Over the past year, I’ve learned to always stay open to new opportunities, experiences and fascinating stories along the way. In partnership with the TN Dept of Tourist Development, we have traveled from one end of the state to the other, capturing special moments on film. We have met some of the most interesting people, seen some incredible sites and filed away memories of unique destinations for revisiting in the future.

—Mary Blair

17. Screenshot Your L’s

In this world, we are constantly and passionately pitching ideas to clients based on their needs and goals. Many ideas never make it past the conference room or pitch deck. When I found myself hitting a creative roadblock, I decided to start screenshotting those dreaded emails—”we went a different direction” and “we will have to pass at this time”—and saved them to a folder to look at often. This method of exposure therapy transformed the way I perceived rejection and completely changed my creative process.

—Madelyn Cunningham

18. “Donut” Forget to Celebrate

Small gestures for your team and clients make a big impact. Bring in donuts once a month, grab coffees for those early morning meetings, and send handwritten notes or personal gifts to valued clients. Set a recurring reminder on your calendar and take the time—it’s worth it!

19. Personalize Marketing With Zero-Party Data

Customers often provide information to businesses through surveys, polls and subscriptions. Companies can use this zero-party information to personalize their marketing and better meet consumer needs.

20. SEO is Ever-Changing

Staying up-to-date with the latest SEO trends and algorithms is essential for maintaining a strong online presence.

21. Innovation Is Customer-Centric

Focusing on solving your customers’ problems and addressing their needs leads to more successful innovation.

22. Virtual and Augmented Reality Are Big Opportunities

VR and AR technologies continue to evolve, presenting new opportunities for businesses to create immersive experiences and training programs.

23. Sustainable Practices are Non-Negotiable

Sustainability isn’t just a buzzword; it’s a core value that consumers and businesses should embrace for a better future.

We are thankful for a great year with you all at Designsensory, and looking forward to another one.

December Agency News: Goodbye, 2023 and See you Soon, 2024

Posted on December 18, 2023June 5, 2025 by a776ed85_admin

This year, we’ve had the pleasure of creating exciting new projects and overcoming new challenges. We want to take this opportunity to look back on what we’re proud of from the past 12 months and think about how we will spark an even better next year.

Success on the Project Management Team

Recently, three of our team members, Caroline Cleveland, Program Manager, and Jenna Anderson and Abby Webb, Project Managers, have passed their PMP exams and received their Project Management Professional Certification. As we scale, courses like this one prepare our team to continue coordinating and managing the right people, processes and platforms. As a craft-first agency, we’re excited to see how our project management services grow and influence streamlined operations for us and our clients. We look forward to all of our PMs getting their PMP certification!

Successes of the Season

Recently, Regal’s PropShop created a life-sized Freddy Fazbear in honor of Five Nights to be unveiled at Freddy’s theatrical release. We helped them to strategize and publicize this build and release, and our joint materials tallied up 3.4M engagements and more than 28.9M views on social! Check out the full Freddy Fazbear build on YouTube.

After tireless work from our creative team, we’ve finally brought the Zoo Knoxville’s newest mascot, Conservation Clarissa, to life! If you have a few seconds, be sure to meet Conservation Clarissa and catch up with the latest from the Zoo in their :30 animated winter spot. The zoo’s mission of saving wildlife and wild places continues to be a story worth telling, and though we might not always be able to capture content across the globe, we now have Clarissa who can explore digital and physical landscapes to tell the story of endangered animals. Just like Clarissa, guests can become honorary keepers with deep connections to the animals and the work that the keepers, and partnering organizations, do every day.

Meet Conservation Clarissa

We also just launched a new platform for Wilderness Medical Associates International. Wilderness Medical holds a prominent position as the primary provider of wilderness medical training for both medical professionals and adventurous communities worldwide. With a presence on all seven continents, their curriculum is taught by medical professionals worldwide. Designsensory undertook the development of a new administrative and credentialing platform for Wilderness Medical Associates International (WMA). The overall objective was to create a robust and user-friendly platform aligned with WMA’s branding and operational requirements to manage all aspects of the day-to-day administrative tasks all from one centralized platform.

A Token of Our Appreciation

Thank you for being part of our Designsensory community this year. Our partnership has created a year full of illuminating hard work, and we want to share a spark of holiday light with you through this year’s holiday card.

Where stars align, magic happens. Happy holidays from Designsensory. Together we solve, and together we shine.

Rounding Out the Year As a Team

Recently, we sat down as a team in our bi-annual fireside chat. Together, we took the time to learn and grow, ensuring that we’re all on the same page and working toward the same goal. With the same objective in mind, we’re having an agency wide Secret Santa party to exchange gifts and celebrate the upcoming rest period that we’ll all have from Christmas to New Years.

Join the Designsensory Team

We’re still looking for new DSers to join and fill out our team!. If you’re interested in working here, check out all of the open positions on our Careers page. If you have any questions at all about the work culture at DS, the benefits offered, or anything else, feel free to reach out to us.

Stay Connected – We’ll Be Back Soon!

As an agency, we’re so excited to hit the ground running in January when we return from vacation. We’ve got so many exciting things planned, so be sure to stay tuned on Facebook, X and Instagram.

Happy holidays to all!