By Rick Griffin
Mindgruve, a San Diego creative marketing agency, has been selected to direct consumer digital media efforts for PCA SKIN, a brand of skin care products owned by Colgate-Palmolive Mindgruve said it will develop an integrated marketing strategy to optimize PCA SKIN’s digital presence and increase online sales.
“PCA SKIN is committed to developing truly innovative products, providing exceptional skin health education and continuing to elevate our customer experience,” said Lisa Girolamo, senior director, digital commerce and marketing, for PCA SKIN. “Mindgruve can deliver an integrated approach that will drive awareness and streamline accessibility across platforms. We believe that the synergy of these efforts will create a comprehensive digital marketing strategy that will deliver significant ROI.”
Mindgruve said its media team will implement an digital media strategy designed to broaden awareness and drive direct to consumer sales. Mindgruve’s development team will build a new website designed to enhance PCA SKIN’s professional online courses and make skin health education seamless and accessible for PCA SKIN’s network of aestheticians. The team will also manage the migration of legacy websites to newer e-commerce platforms with enhanced features and customer experiences.
“We’re honored to partner with PCA SKIN, one of the fastest growing professional skincare brands,” said Chad Robley, co-founder and CEO of Mindgruve. “This is an exciting opportunity for Mindgruve to deliver strategy, development and design to create a new digital education experience. We look forward to launching the new PCA SKIN ecommerce platform while continuing to optimize their digital marketing efforts.”
PCA SKIN, founded by an aesthetician in 1990 as Physician’s Choice of Arizona, later evolved to Physicians Care Alliance, a global organization serving more than 13,000 medical and aesthetic practices with medical-grade, in-office and take-home skin care products sold in more than 50 countries. In 2017, Colgate-Palmolive purchased the company, along with EltaMD, when annual net sales for the two companies combined was reported at approximately $100 million.
Interactive Day 2019 to Draw Digital Leaders
The 15th annual Interactive Day San Diego will be held from 9 a.m. to 5:30 p.m. on Friday, May 17, at the Hilton San Diego Bayfront Hotel in downtown San Diego. This year’s theme is “Collide with Tomorrow.”
Presented by SDX, Interactive Day will feature presentations on the newest industry trends and best techniques from the top marketing and tech leaders in the field, as well as opportunities to mingle with many of the region’s smartest and innovative strategists, story-tellers and social media mavens. Four tracks will be offered, titled “Humanity,” “Machine,” “Mastery” and “Story.” Cost to attend is $349 for members of SDX and the American Advertising Federation, $499 for nonmembers and $149 for students.
Speakers will include: Michelle Poler, consultant, branding strategist; Afdhel Aziz, Conspiracy of Love; John Goodwin, Patagonia; Jen Tank, Brandless; James Cheung, Verizon; Adam Morgan, Adobe; Jason Harris, Mekanism; Kaylee Pohlmeyer, General Mills; Missi Pyle, The Motherload; Matt Faulk, Basic; Constance Zimmer, The Motherload; Steve Babcock, Vayner Media; Jennifer White, Perfect Bar; Miguel Sanchez, Mass Ideation.
For more details, visit www.interactiveday.com or call SDX at (619) 255-2281.
San Diego AMA Program on Content Roadmaps
The American Marketing Association’s San Diego chapter will host a program on creating content roadmaps from 4 p.m. to 6:30 p.m. on Thursday, May 16, at the Marriott Del Mar Hotel, 11966 El Camino Real. The discussion will include strategies and tactics for content roadmaps that are loaded with high-value content.
Speaking will be Frank Cowell, CEO of Digitopia. Earlier this year, Elevator Agency and Organik SEO, two San Diego digital marketing companies, merged to form Digitopia.
Admission is $10 for AMA members, $20 for nonmembers. The local AMA chapter’s Content Marketing Special Interest Group is organizing the event. More information is available online.
Sinclair Broadcast Group Buys Fox Sports San Diego TV
Sinclair Broadcast Group recently purchased 21 regional sports networks, including Fox Sports San Diego, Fox Sports West and Prime Ticket, for a reported $9.6 billion from the Walt Disney Co. The Southern California-area outlets televise Padres, Angels, Clippers, Kings and Ducks games. The acquisition, expected to close by the end of September, will make Sinclair a major player in TV sports. Industry watchers are predicting Sinclair will eventually retire the Fox name.
Disney had been under pressure from the Justice Department to sell the TV chain, which it acquired earlier this year as part of a $71-billion purchase of much of Rupert Murdock’s Fox Sports properties. The government was concerned that Disney, which also owns ESPN, would have too much control over TV sports.
Sinclair already is one of the nation’s largest owners of TV stations with 191 outlets, including stations in Baltimore, Cincinnati, Little Rock and Reno. Its affiliates include Fox, ABC, CBS and NBC.
Sinclair, considered the largest local news producer in the country, came under fire a year ago when Jimmy Kimmel aired video from Deadspin that showed several local TV news anchors at Sinclair-owned stations reading the same script about “fake stories” and “the troubling trend of irresponsible, one-sided news stories plaguing the country.” In defense of Sinclair, President Trump tweeted, “So funny to watch Fake News Networks, among the most dishonest groups of people I have ever dealt with, criticize Sinclair Broadcasting. Sinclair is far superior to CNN and even more Fake NBC, which is a total joke.”
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.
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