MARCH 2023 HEARTBEAT

For Heartland Marketing Group’s first few years, workflow revolved around in-person calls on clients, writing content long-hand then typed up to be spec’d with blue ink and sent out to a type setter. Spec-ing type meant selecting the font of which there were few, size, line length, and justification. Then it was returned to HMG a day or two later where our designers built documents by hand using the set type, waxed on the back, adhering to paste-up boards. Exacto knives, borders coming on rolls like Scotch tape, and photos in negative format were all part of the process.

In those early days, almost all print jobs – which were the majority of the work done – were one color, almost always black ink on color paper. Two-color jobs were extravagant and full-color work was rare.

The first computer at HMG, a PC, was used for typing content without worry over using too much correction tape or White-Out as well as managing mailing lists and dipping toes in the waters of digital publishing using Adobe PageMaker. One device was used by the entire team to complete jobs that in retrospect were simple and small.

The pace of technological advancement in the marketing communications world parallels what has happened in agriculture and all industries. A fax machine allowed instant communication with clients and vendors. When the internet became available – dial-up, of course – HMG shared one email address, heartmkt@aol.com.

Moving into the digital world allowed HMG to expand reach, customer-base, and speed. While print work remains essential, it is a fraction of the overall work product these days. For HMG client the Swine Health Information Center, digital communications are essential. SHIC Executive Director Dr. Paul Sundberg says, “The issue is HMG helping SHIC live up to its obligation for timely, urgent information. Providing the ability to be nimble with communications is an important part of SHIC’s ability to offer help to the US pork industry.”

Dr. Sundberg recognizes meeting tight deadlines for SHIC communications now requires the skills and tools HMG offers. “The ability to be able to meet short deadlines offers pork producers return on investment in their investment in SHIC is really the most important investment we’ve got,” he explains.

The team at HMG proudly and capably provides essential communications services including strategic planning and execution of the tactics identified to tell customers stories to the right audiences using the right channels, and at the right time. Printed materials, event planning and staffing, article writing, display creation, media relations, social media, websites, and more… For 40 years, this has been the agency’s mission which continues today!

PAUL REMINISCES:

Recalling earlier years himself, Dr. Sundberg said he would make presentations using 2-inch by 2-inch slides, shown using a projector with a carousel. To be ready for an event, content for the slides would need to be complete a month before so the slides could be created. Now, he finalizes content on Power Point slides the day of the presentation.