It had been quite a while since Doris and I took time to hike, so we jumped at the chance when Suha Jethalal of Bullfrog Power invited us join them for a hike on the Bruce Trail. This would give us a chance to spend some quality time together with Mother Nature, giving back while getting a bit of exercise and a mental health antidote in the process.



The trek began with a bus ride to Thirty Mile Creek (Grimsby). After applying insect repellant (in hind-sight, more was needed) our Bruce Trail leaders led us on a ~2km hike. We traversed the forest coming across the Mountainview Conservation Area, a passive natural area located in the Town of Lincoln, where we planted approximately 150 trees on behalf of the Bruce Trail Conservancy. When all of the trees were transplanted we enjoyed a lovely lunch in the forest with pleasant conversation among others in the group. After refueling our bodies we hiked back to the bus for the trip home - windows open, a breeze in our face, mindlessly scratching at the numerous black fly bites.



If you're interested in exploring the Trail yourself… here's a link to get you started. http://brucetrail.org/ (bring plenty of bug juice!)

Paul Bies

President,
Mystique Creative

Toronto Summer Music – An international classical music festival and academy brings world-renowned performing artists to Toronto for an unparalleled combination of performances and summer music education - with a fresh new site for its fifth season.


Visit the site at:http://www.torontosummermusic.com/


Wild on Media – If you are interested in getting noticed, than Wild on Media’s unique Out-Of-Home mediums are for you. Their non-conventional approach to advertising using cutting edge outdoor mediums, grabs attention by providing the “WOW” factor.


Visit the site at: http://wildonmedia.com/


Vast Exteriors Incorporated needed a fresh showcase for their award winning landscape design and build services. Whether you are looking to create a backyard oasis that sees your swimming pool surrounded by lush vegetation and waterfalls or creating a sleek contemporary outdoor living area utilizing foreign materials and textures, Vast Exteriors will bring style and creativity to any outdoor environment.


Visit the site at: http://www.vastexteriors.com/


Is it time to freshen up your online presence?

Paul Bies

President,
Mystique Creative

A few months ago we decided that with all of the various rebate programs available to us it was prime time to invest in a new home furnace. I had already researched furnaces a couple of years ago as ours was installed in 1980 and quite frankly we were surprised it had lasted so long. I decided that a Goodman high efficiency forced air gas furnace was the best value for my needs. Doing my due diligence I decided to ask three companies to quote.

The first call went to a contractor who had helped me with my air conditioning system last summer. He was originally referred to me by a neighbour. He was both personable and knowledgeable although he had a tendency to talk forever. I told him the furnace I was after as well as the features I wanted including a humidifier and air cleaner. He gave me an estimate over the phone based on the square footage of my place. He reminded me that most companies would have told me to replace the air conditioner unit rather than the simple fix he had recommended. I thanked him again for his integrity.

The second call went to a company that was referred by another neighbour. I told the women who answered that I was referred by a friend and she pleasantly remarked that we would need to schedule an appointment to assess our needs before they would give me a quote. When I asked if she could provide a ballpark estimate based on the specs from another company who had already quoted on the project there was a slight pause and then a total change in attitude as she explained that their workmanship was top quality and they would never be the cheapest. She asked what the other company had quoted. When I mentioned that their estimate was approximately $3500 she started to rant about needing to pay for quality and that anyone who quoted less than $5000 would do an inferior installation. She then went on to say "If you want a crap job why don't you go to 'Company X' where they would do the same crappy job but at least you can get monthly payments'. I was amazed. Did she honestly think I wouldn't report back to my friend who recommended them (who coincidentally is also considering the installation of a new furnace). I was further surprised to find out that she was one of the owners - someone who should understand that every touchpoint with prospects and customers alike effects their brand. Needless to say, they were instantly crossed off the list.

For the third quote I did a Google search for 'goodman furnace installation toronto' and contacted the company with the top unpaid listing - Cozy World. Their site was very informative - complete with pricing, testimonials, rebate and warranty information. That's right - their pricing was listed on their site! Within an hour from sending my email I received a phone call from the owner who set up an appointment for my onsite inspection. He came by the house, put on his booties and went downstairs to check out the duct work etc. He recommended that we install a chimney liner as well as a water pump for the drain humidifier and listed the reasons why. He then talked me out of the electronic air cleaner I wanted by informing us that it wouldn't effect the amount of dust that settles on the furniture. He handed me a written quote for the furnace, humidifier and air filter (which, except for the liner and pump was the same as his website showed) and informed me that his price included a 10 year parts and labour warranty. I asked him more about his business. How he got his leads. He replied 'entirely Word of Mouth and my Website.'

Now I had two prices that were virtually the same except one included 10 years labour as well as parts in the extended warranty. It was a no brainer. While the company I found online had never done work for me, the professionalism he illustrated at my house and the investment he had made on his website reassured me that this company would be around for a while and I was glad to award him my business.

So what's my point? I never would have found this company if the owner didn't have the foresight to invest in SEO. Don't get me wrong - Word of Mouth is the best form of advertising because it's earned rather than purchased. It is your customers' opinion of your product, which can fluctuate from very vocal with praise to very vocal with disdain. On the other hand, word of mouth can take a long time to cultivate. But a well developed Website will also deliver educated consumers to your doorstep who are ready to buy. Think twice before you tell your marketing partner or design shop that you don't need search engine optimization because you get all of your business through Word of Mouth.

Paul Bies

President,
Mystique Creative

The transition from a college to a studio environment is a huge jump for new design graduates. The fictitious character of the client for class briefs becomes a very real factor in the design process, and initially for most, it can be quite a hamper on one's creativity.

They say that you learn more in the first six months of being in the industry than your entire four year tenure in university ... well it's absolutely true.

Factors such as application, budget, revisions and production (to name a few) can catch a new graduates off guard, enough to throw one off track. This is the crucial aspect of the transition, realizing the major differences between student projects and client projects. Scary, yes? But not to worry, after a few jobs, it's safe to say you'll have properly adjusted, which is why I'm going to address what I feel is the underlying hurdle: simply understanding yourself.

There's nothing better than learning by being thrown into the fire but it's the personal details and habits that one needs to pay closer attention to. Understanding oneself is of utmost importance, so with every brief try to take note of your work habits, processes, and time management. Soon you'll be able to figure out quotes / timelines for jobs and this understanding will bring more focus into your creative thinking. Remember constraints are your friend—because we all know how much of a headache a open-ended project can be. You'll be able to allocate time for research, ideation and concept generation, production in a way that best suits your processes.

It may sound a bit strict and contrary in a creative field but the goal is to develop a system, a design process that brings out the best in you. Working on freelance jobs on the side while in school is a good way to pick your own brain and nature as a designer. If not, get together with friends, organize briefs, with realistic budgets, timelines and goals and be each other's clients (just be respectful of the process and treat it as a real job, otherwise you won't take very much from the experience).

Try different approaches, because one really has to feel it out to figure out what works best for them. It's also important to note that it's not a one and done deal. It's about constant refinement, I myself am still figuring out and fine tuning my own design process. As a designer, don't ever stop being a student of the world and your life.



Rene Tan
Graphic Designer
Mystique Creative

If anyone questions the worth of social networking media, there's a prime example of how it can be used with the ongoing earthquake relief effort in Haiti.

After news of the earthquake hit the global news media, it was noticed that communications with survivors was next to nil. This led to news media outlets being inundated with calls from ex-patriots, family and friends searching for details on the wellbeing of loved ones on the stricken island. Those who could get a message out resorted to getting the attention of as many people as possible via social networking tools like Twitter and FaceBook, Haitians are asking for help.

In one day a fundraising campaign done using text messages and social networking sites like Twitter and Facebook raised more than $5 million for Red Cross relief. Celebrities caught on using their Twitter feeds to "Help Haiti". Facebook groups started to appear, one of which gained over 100,000 members – many of whom changed their status updates to announce their donations to the Red Cross – which in turn, encouraged their Facebook friends to do the same. Text and social media donations grew rapidly, with another $10 million coming from other sources, which provided a never-seen-before phenomenon. Texters were donating small amounts like $10 each, spontaneously deciding that it was a manageable figure. The fundraising efforts have more than doubled and totally surpassed any previous fundraising efforts by the Red Cross.

Twitter users, know that Trending Topics are the attention-getters and what most users are reading. Using keywords and key phrases helps to drive users to the information you want read. Likewise do Facebook Groups. With Facebook, you motivate your Friends with your Status Update. If compelling enough it will create a viral message that they will also use.

54% of Fortune 100 companies use Twitter. The primary use is for increasing brand recognition with news updates and product announcements, plus as a part of recruitment efforts, ultimately driving traffic to blogs and websites. Company blogs are the main focal point of social media, as the end result is a means to create two-way conversation with the user via commenting. 32% of Fortune 100 companies have a corporate blog. Blogs typically rank higher in search engines because of regular updating, and in a lot of cases are more credible because of the human factor. 29% have a Facebook fan page.

According to a recent Forrester report U.S. companies are projected to spend more Interactive Marketing dollars in Mobile Marketing and Social Media than traditional Display Advertising.

So whether you want to announce the latest jam spread on your morning toast, or to make the world a better place by announcing your intentions, social networking media is a valuable communications tool.

If you would like to donate to relief efforts on behalf of Haiti, here are some useful links:
Canadian Red Cross - http://www.redcross.ca
Plan Canada - http://plancanada.ca
WorldVision Canada - http://www.worldvision.ca
Care Canada - http://care.ca
Salvation Army in Canada - http://www.salvationarmy.ca

Frank Beecham
Webguy
Mystique Creative