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Published by Bill White , February 27th, 2014
Abby Spung, Jodie Reiter and Jane CiriglianoAs OffWhite moves into our 30th year in business, it’s clear that our success is rooted in our ability and willingness to change in response to changing times.  In the world of strategic and tactical marketing, nowhere has this change been more prominent than in the tools and technologies we use to orchestrate solutions for our clients. Yet the fundamentals of client service, project management, attention to detail and prudent business practices remain at the core of what we do.
Because our business is always in transition, acknowledgement of management news at OffWhite often gets lost in the shuffle. This year, as we craft a team to fulfill OffWhite potential, to grow through the present and to sustain the future, OffWhite President and CEO Bill White has turned to three OffWhite veterans for ideas, energy and leadership.
They are young. They are smart. They work hard. And they know our clients by heart.  With 39 years of combined experience at OffWhite, it is easy to see why the management trio of Jane Cirigliano, Jodie Reiter and Abby Spung are well prepared to deliver on the potential of integrated digital marketing while challenging our clients to grow.
Meet the OffWhite management team, the women behind the talent and leaders of an emerging company Bill White enjoys introducing as OffWhite II.
Jane Cirigliano
The Forward Thinker
Jane Cirigliano, Vice President, Digital Marketing and Account Services
After more than a decade of learning the language and values of OffWhite, Jane Cirigliano has mastered the concept of asking the right questions, swimming through details and giving our clients customized, strategic approaches while thinking beyond boundaries.
Jane has grown beyond her own boundaries as well. A Marietta College Phi Beta Kappa (and married to one), she now manages the company’s digital marketing program, including the Ed.it™2 platform that she helped design and develop.  Cross-trained and a cross trainer at heart, Jane advocates a team leadership approach to client services. When a roadblock surfaces, she calmly finds the solution.
Along the way she involves the entire staff through a team account service model, an approach that taps overlapping knowledge and skill sets within the firm while sustaining client objectives and managing projects, reports, metrics and analytics.
She remains an active supporter of Marietta College and mentors OffWhite interns. Jane and her husband Jim, a marketing manager, writer and editor, live in Parkersburg, W.Va.
Jodie Reiter
The Business Manager
Jodie Reiter, Vice President, Operations
Jodie Reiter lives and works at the epicenter of OffWhite, managing budgets, prioritizing and scheduling projects, overseeing our auditing, billing and cost accounting, and supervising financial reporting in conjunction with our financial alliance partner Tenney and Associates.
Jodie plans and prioritizes the administrative, technical and creative layers of OffWhite services.
Since 1985, OffWhite has opened and managed more than 10,500 projects, each with a project brief, tasks and staff assignments, waypoints and final review. For more than 14 years, Jodie has helped optimize and refine our project management processes so that workflow continues uninterrupted. Since she has been on the job, OffWhite has never missed a deadline.
Now with a degree in accounting and armed with years of client knowledge, Jodie remains at the controls of what we do, when we do it and how we delegate both internal and external resources to ensure efficiency and financial stability.
 A graduate of Washington State Community College with a degree in accounting, Jodie lives in the tranquil village of Beverly in Ohio’s picturesque Muskingum River Valley. She has two children, Kyle and Amanda.
Abby Spung
The Force for Creativity
Abby Spung, Vice President, Creative Director
Abby Spung is a learner for life. As an orchestrator for creative inspiration, Abby encourages our entire staff to think independently while focusing on client outcomes. She supervises our creative department, both inside and outside the firm, and manages our emerging digital publishing program from both a technical and creative standpoint. Through this process, we can bring a broad range of solutions to bear on client outcomes, from conventional media to the evolving worlds of apps and cloud-based information repositories.
Abby wears many hats, and fashionably. She manages and oversees the visual integrity of OffWhite and all client work, and continues to challenge our clients to establish and maintain brand discipline, infrastructure and continuity throughout the corporate architecture.
Abby is not the type of designer who focuses on making things “look pretty”. She is a strategic analyst who sees through the big picture how a company articulates itself to a global market, a necessary trait as we work with clients from around the world.
To stay ahead of this rich blend of art and science, Abby remains an academic leader as an adjunct faculty member at Marietta College. She is a mentor and visionary for us and the students lucky enough to take her classes. Through this process, Abby lives at the forefront of what’s new and promising in client services while OffWhite enjoys a firsthand look at the best and brightest young thinkers and designers. She also manages our continuing education program for creative and digital services.
Now with OffWhite for over 15 years, Abby has helped design internal processes, protocols and best practices for our firm and for our clients while actively updating the blueprint for our own future.
Abby is a graduate of Ohio University’s College of Fine Arts with a degree in graphic design. She lives in Beverly, Ohio, with her husband Marvin, and children Lucy, Helen and London.
Published by Bill White , February 21st, 2014

The OffWhite team at Pittcon 2013, Philadelphia. We look forward to seeing you this year at Pittcon 2014, Chicago.

In the late 1970s, when I was the director of marketing for Forma Scientific, Inc., I made my first trip to the Pittcon Exhibition in Atlantic City, NJ.

Pittcon is a mercifully short reference to the Pittsburgh Conference for Applied Spectroscopy and Analytical Chemistry. At the time, it was one of the premier emerging global expositions bringing together manufacturers of analytical instrumentation and equipment essential to research and development in nearly all industries, from medical research to aerospace, food technology to life sciences.

Over the years Pittcon grew to become a gathering of life science technology innovators rivaled only by larger trade shows such as Achema and Analytica (Germany) and HET (The Netherlands), which remain so large they schedule off-years just to rest and regroup.

Not Facebook. Face Time.
This year, OffWhite returns to Pittcon in Chicago’s McCormick Place, where the exhibit footprint will be smaller but the impact will be greater than ever. From a technology marketing standpoint, there is no substitute for walking the exhibit hall.

While new and interactive media pathways are becoming commonplace in technology marketing, the need for face time with clients, prospective clients and industry innovators remains critical. The most efficient platform for widespread one-on-one contact remains the old fashioned trade show where competitors are squared up against one another for the world to see.

At OffWhite, we are so invested in technology marketing that orchestrated visits to industry exhibitions are part of our internal marketing program. One of our most important takeaways from Pittcon, for example, is the contextual understanding of market niches we cannot see from a static view. As we evaluate best practices in airflow, containment, environmental control and monitoring technologies, we get to know the players and their go-to-market objectives.

We’ve learned that technology marketing requires a real understanding of products and customers, problems and solutions. We’ve proven that there is nowhere to hide when it comes to content management and information mapping. In other words, we’ve learned that explaining things – which is what we do best – requires an acumen best soaked up by asking questions of the innovators themselves. Not Facebook, but face time.

When companies ask us to differentiate ourselves from other marketing firms, we simply invite them to ask questions of our entire staff, and let our answers underscore our appreciation for the language of science and technology.

We’ll be at Pittcon. If you are interested in working with people who speak your language, let us know and we’ll arrange to introduce ourselves.
Published by Nat Miller, February 13th, 2014
An unfortunate misconception is that optimizing content for search engines is a separate practice from optimizing for user engagement. Just because your web content contains keywords that are high on Google's ranking list does not mean that content needs to be bland. In fact, the same content that performs well in Google search results can be written to effectively engage your audience and drive interaction via your website and social media outlets. Often this comes down to focusing on writing headlines that are being actively searched for by your target audience.
Headlines are the copy points that trigger reader interaction. Five times as many people read the headline of an article or page versus the actual body copy, so it is important to develop headlines that speak to, engage, and capture readers before they move on. The most effective headlines will contain contextual elements of the content for SEO purposes, but will also contain terms for which your readers are searching on a daily basis. The easiest way to incorporate this information is by writing headlines or page titles that take on one of the forms below.
Information that is presented in a list is easier to digest and makes a quick read for most people. This makes it more likely that visitors landing on the page will have a longer period of stay and more engagement over time. Lists also are easy to work keywords into, especially keywords that are related to unique or niche topics which will help boost your search engine rankings.
Most search terms are portions of questions, therefore writing content that answers a specific question that visitors are likely asking not only helps your rankings, but engages your potential audience as well. Guides can be “how-to” in nature in terms of using or installing a product, but may also involve responding to users’ frequently asked questions.
Comparing products or services, or pitting two similar products against one another, can be an effective way to engage your audience and increase interest in your content. The online community is full of consumers hungry for as much information on product performance as possible. Many people will do a large amount of upfront research online prior to even setting foot in a store or showroom. Providing direct comparisons of product benefits is a way to show customers that you are looking out for their interests and will engage them early on in their decision-making process.
OffWhite delivers messaging that not only performs well in search results, but also speaks directly to your target market. To learn more about how we develop our content and what that means for your life science company, contact Bill White at 1.800.606.1610.
Published by Jane Cirigliano, February 6th, 2014
Buyers search for products online, read peer reviews, ask for recommendations on social media, open marketing emails, attend webinars and watch videos to aid their purchasing decisions. At OffWhite, we work with our clients to determine the best marketing channels to reach their customers where they are: online.
We optimize those channels, giving customers and potential customers a consistently branded, positive and engaging experience across multiple platforms. The more integrated the user’s experience, the more likely the person is to convert to a customer, and ultimately into a brand advocate.
Marketing automation helps companies convert prospects to customers through personalized content and user experiences across multiple online channels. Repetitive tasks, such as email touch points with customers throughout the buying process, can be scheduled and interactions can be monitored. As behaviors are revealed, additional automated tools can be employed.
With all of the tools available to those seeking marketing automation, it is easy to get caught up in the technology and lose track of the real purpose: converting leads into sales. Generating inbound leads is imperative, because those leads are then nurtured through your marketing automation process, resulting in new customers and repeat business.
Organic, inbound leads connect you with prospects who are interested in your products and services, and are ready to engage with your brand. These leads are also more likely to convert to customers, especially if you are employing a process that provides customized content, retargeted ads, SEO and other integrated tools to keep your brand in front of potential customers.
To learn more about reaching your customers using an integrated, cross-channel approach contact Bill White at 1.800.606.1610.
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Offenberger & White, Inc. (OffWhite) is an integrated marketing solutions company based in Marietta, Ohio, USA.
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