Revitalizing Manufacturing: The Path to Equitable Economic Development

Manufacturing workers in a warehouseIn the contemporary economic landscape, the manufacturing sector stands at a critical juncture. The challenge is not only to revive this vital sector but to do so in a manner that promotes equitable economic development. This requires a multi-faceted approach, combining innovative strategies with a commitment to environmental responsibility. Marketing agencies emerge as key players in the ecosystem, aligning technological innovation with social objectives and driving the narrative towards a more inclusive and sustainable future in manufacturing.

The heart of revitalizing manufacturing lies in embracing technological advancements. This includes investing in smart manufacturing techniques, such as automation and AI, which can boost efficiency and productivity. However, it’s crucial to balance these advancements with workforce development, ensuring that employees are equipped with the skills needed to thrive in a rapidly evolving industry.

The EV Innovation Hub, a three-tiered approach to advancing electrification, is pioneering a dynamic approach to workforce development in the electric vehicle (EV) industry through its EV Workforce Training Academy. By integrating immersive learning experiences, including on-site training led by expert faculty, this initiative prepares students for the rapidly evolving electrification sector. The curriculum spans advanced manufacturing, computer science, and engineering technology. The EV Innovation Hub complements this by focusing on research and testing in EV Charging, assessing component and system performance under challenging conditions. This dual approach — blending hands-on learning and cutting-edge research — not only upskills the current workforce but also creates new pathways into high-wage, skilled jobs in clean energy.

Our innovative public-private partnership model addresses electrification workforce shortages by offering diverse educational pathways, including credentials, certificates, apprenticeships, and STEM programs. By strengthening workforce strategy and community development, we ensure our marketing efforts drive results and contribute to long-term client success, perfectly aligning with our strengths in the field.

Equitable economic development hinges on inclusive strategies that ensure benefits are widely shared across the community. This involves creating opportunities for underrepresented groups in manufacturing, including women, minorities, and economically disadvantaged populations. Programs aimed at skill development, apprenticeships, and vocational training play a pivotal role in achieving this inclusivity, and collaboration between industry, academia, and government is vital.

The Federal Recompete Pilot Program, a groundbreaking initiative spearheaded by the Economic Development Administration (EDA), represents a transformative approach to revitalizing manufacturing in distressed communities across the United States. With a substantial investment of $200 million, the program specifically targets areas where employment among prime-age workers (25 to 54 years) significantly trails the national average. Its primary objective is to bridge this gap by providing large, flexible investments that foster sustainable and equitable economic growth. This focus on distressed areas is crucial, as it not only aids in economic recovery but also ensures that growth and opportunities are distributed more evenly across different regions, addressing long-standing economic inequalities.

Richland Community College is leading the charge with the Recompete Plan in Decatur, Illinois, actively confronting and dismantling barriers to unemployment among underserved populations in Central Illinois by addressing disparities in Black employment exacerbated by historical educational inequities and deindustrialization in Decatur. By expanding the successful EnRICH training model (Technical Skills and Essential Skills Training), the project is dedicated to preparing individuals for opportunities in the emerging electric vehicle and precision fermentation sectors. The comprehensive plan encompasses training for high-quality manufacturing jobs, extensive support services, and the enrichment of manufacturing pathways for local high school seniors. In partnership with the EV Workforce Training Academy, ADM, Primient, TCCI, and various universities, this initiative will create scalable transformation within the workforce eco-system.

Man working on heavy machinery wearing protective gearSustainability is no longer an option but a necessity. Revitalizing manufacturing must go hand in hand with environmentally sustainable practices. This includes adopting cleaner production methods, reducing waste, and focusing on renewable energy sources. By doing so, the sector not only contributes to environmental conservation but also positions itself for long-term viability.

Revitalizing manufacturing through equitable economic development is not just about reinvigorating an industry; it’s about reshaping it to be more inclusive, sustainable, and resilient. By integrating these strategies, we can look forward to a manufacturing sector that not only drives economic growth but also fosters a more equitable and sustainable future.

Harnessing Strategic Communication to Catalyze State Innovation

On the frontline of innovation, many states are brimming with potential: groundbreaking projects, solid infrastructure, and a skilled workforce. But what distinguishes potential from progress is the art of strategic communication. It’s the critical process of conveying a state’s preparedness for federal funding opportunities to discerning audiences.

Strategic marketing is not merely about exposure but about crafting a narrative that leads to decision. It’s about transforming a state’s potential into a story of innovation and readiness—a narrative that captivates federal decision-makers and catalyzes investment. Engaging content and a dynamic social media presence are the sinews of this persuasive storytelling. A state’s identity as a hub of innovation is a currency in today’s economy and must be meticulously cultivated. Marketing agencies, experts in narrative crafting, ensure that a state’s persona is not only visible but vibrant and aligned with the benchmarks set by federal initiatives. This nuanced brand positioning extends beyond securing federal grants to magnetize private investments and economic partnerships. The success of these initiatives stems from a focus on connectivity and partnership, transcending traditional marketing tactics and advertising buys to genuinely foster unity and drive the state’s innovation landscape forward.

Effective outreach goes beyond mere promotion—it’s about initiating conversations, shaping industry discourse, and fostering alliances that champion federal support to drive economic development, advance supply chains, and strengthen policies and programs. It’s about building a coalition of advocacy that underpins funding initiatives. Take, for example, DCC Marketing’s partnership with Innovate Illinois. This collaboration harmonizes with the state’s aspirations under landmark federal legislation, positioning Illinois at the crossroads of technological advancement and economic opportunity.

Illinois recently secured two of 31 Economic Development Administration (EDA) Tech Hubs nationally—the result of strategic interplay between innovation and informed marketing. The Tech Hubs Program is a flagship endeavor funded by the CHIPS and Science Act, an economic development initiative designed to drive regional innovation and job creation by strengthening a region’s capacity to manufacture, commercialize, and deploy technology that will advance American competitiveness in key areas.

One hub, The Central Illinois Fermentation and Agriculture Biomanufacturing (iFAB) Hub, is poised to redefine biomanufacturing’s potential, leveraging local agricultural staples to spur a revolution in bio-based industries. This initiative is a bold step towards transforming abundant resources into valuable commodities and cementing Illinois as a leader in bioprocessing and precision fermentation.

Similarly, The Chicago Area Quantum Tech Hub: The Bloch, another hub designee, epitomizes the strategic expansion into quantum technology. Spearheaded by the Chicago Quantum Exchange, The Bloch is set to propel the integration of quantum advancements across multiple sectors, fostering economic vitality. Recently, Illinois Governor JB Pritzker unveiled a plan to invest $500 million in advancing quantum technology. This initiative, part of the state’s new budget proposal, aims to establish Illinois as a leader in semiconductors, quantum computing, and AI. The plan includes building a state-of-the-art campus with a cryogenic facility for next-gen microelectronics and quantum research. $300 million will go towards this effort, highlighting Illinois’ dedication to cutting-edge R&D at the semiconductor-quantum tech nexus.

The advancement of Tech Hubs like iFAB and The Bloch necessitates a strategic communication approach as multifaceted and innovative as the hubs themselves. From the complexities of biomanufacturing to the cutting-edge realm of quantum science, strategic communications synergistically position the state as thought leaders and innovators in these spaces.

Advancements in workforce development are also vital to a state’s readiness for innovation. Other EDA programs, including the Recompete Pilot Programs, aims to revitalize manufacturing in distressed communities across the US. It targets areas with low employment rates among prime-age workers, seeking to bridge the gap and promote sustainable economic growth. To support that growth, Richland Community College in Decatur, Illinois, is spearheading a Recompete Plan, tackling unemployment disparities by expanding training programs for emerging sectors like electric vehicles and precision fermentation. Partnering with local businesses and universities, the initiative aims to transform the workforce ecosystem and address historical economic inequalities.

At DCC Marketing, we’re committed to articulating these advancements through a dynamic blend of storytelling, digital engagement, and robust stakeholder relationships. We strengthen workforce strategy, community development, and education while enhancing visibility with stakeholders. Our work goes beyond promotion—it’s about building the foundation for sustained innovation and reinforcing Illinois’ role as an incubator for technological breakthroughs and economic prosperity. Strong positioning will ensure that Illinois won’t just compete—but set the pace for technological and economic evolution.

Kara Demirjian Huss Champions EV Emissions Standards and Workforce Development

Kara Demirjian Huss, Senior Vice President of Global Marketing, Sustainability, and Public Affairs at TCCI Manufacturing and Founder and President of DCC Marketing, a WBE and WBENC, is aligning with EV industry leaders in a concerted effort to advocate for enhanced emissions standards targeting heavy-duty vehicles.

Under her leadership at TCCI, a strong proponent of sustainable solutions, Demirjian Huss has played a pivotal role in scalable pathways for those striving towards zero emissions. Her dual focus on driving change in the heavy-duty electrification industry and fostering workforce development underscores her comprehensive approach to sustainability and innovation.

Demirjian Huss was recently featured in the Electrification Coalition article, “Illinois Mayors Urge Biden Administration to Finalize the Strongest Possible Emissions Standards for Heavy-Duty Vehicles.” The article addresses a letter sent by a coalition of 75 mayors urging the swift approval of the EPA’s robust proposal for GHG Emissions Standards for Heavy-Duty Vehicles – Phase 3 rule (HDV rule). This initiative aims to expedite the transition from traditional internal combustion engine vehicles to heavy-duty electric vehicles. In the article, Demirjian Huss discusses the critical need to address rapidly rising carbon emissions from the transportation sector, underscoring the shift from fossil fuels to full electrification.

“Passing a federal emission standard can further amplify our efforts to drive economic growth, support sustainability and climate goals, and improve air quality throughout communities nationwide,” said Demirjian Huss. “The time is now for a strong federal standard that will put us on the path to a cleaner future.”

TCCI’s and Demirjian Huss’s commitment to this cause is evident as construction progresses on the Illinois EV Innovation Hub, a three-tiered approach to advancement which will include the Climatic Center for Innovation and Research (CCIR), a cutting-edge R&D facility aimed at boosting significant research and advancements in charging, range, emissions, and data analytics.

The EV Innovation Hub will also include a made-in-America electric compressor production line and the EV + Energy Workforce Training Academy, a collaborative initiative with universities and community colleges providing students with an immersive learning experience, allowing them to work alongside industry experts in a real-world setting and addressing workforce shortages in the electrification and manufacturing sectors.

Appointed by Governor JB Pritzker in 2023, Demirjian Huss serves on the Illinois Workforce Innovation Board (IWIB), tasked with overseeing the development, implementation, and modification of the Unified State Plan, providing strategic leadership for the state’s workforce development system. During an appearance on an iHeart Radio National podcast, “Women Inspire Chicago,” hosted by Jeanne Sparrow she recently shared insights on workforce initiatives and leadership.

“I am committed to being a voice for communities and industries, leading change and developing performance-based strategies that drive job growth in our state,” said Demirjian Huss. “In advocating for sustainability and workforce development, we pave the way for a future where economic prosperity and environmental stewardship go hand in hand.”

Campaigns to the Classroom

ISU Students Dive into Real-World Campaigns with DCC

Throughout the 2023 Fall Semester, DCC has been collaborating with Illinois State University students studying Foundations of Integrated Marketing and Communications (MKT 233). Our passion for higher education and the clients we serve in this sector have been the driving force behind our collaboration with ISU. Together, DCC and ISU worked to create a highly engaging and interactive project aimed towards helping students grasp the profound impact and the extensive reach of marketing campaigns. Over the course of the semester, students from various MKT 233 class sections at ISU examined and reimagined DCC’s work on IDOT and IDHS campaigns, both of which demonstrated significant societal impact across the state of Illinois. The students also watched a video series created by DCC that covered topics such as brand and channel strategy, creative briefs, and data-driven research.

To outline this project’s scope, DCC visited participating ISU classrooms this past September. Making this partnership even more impactful, three key players at DCC—Jodi Silotto, our Managing Director of Accounts and Public Affairs, Lacey Maulding, Content Strategy Manager, and EJ Panganiban, Creative Director— shared the opportunity of returning to their alma mater to speak with students on this project and share their agency expertise in the very same classrooms where they once learned. During this trip, DCC leaders presented the significance of identifying goals and target markets, concentrating on channel strategies, generating creative ideas and deliverables, and offered DCC’s real-world results as examples of what students might aim to create throughout their semester working on the IDHS and IDOT campaigns. Furthermore, through collaborating with and visiting ISU classrooms, we provided students with a deeper insight into DCC’s work and a more in-depth comprehension of the inner workings of a marketing agency, including the diverse roles essential for a productive and cohesive team.

Focusing more specifically on the content within these campaign projects, students examining DCC’s work with IDOT were able to take a closer look at roadway safety through the “It’s Not a Game” campaign. For students focusing on IDHS, their campaign project was structured around the 988-suicide hotline. The primary objective for students involved in these campaigns revolved around developing the competencies and expertise required to formulate a comprehensive channel and media strategy for specific audiences, as well as crafting a campaign and content strategy that aligns with the audience’s interests. At the final presentations, students presented their campaign ideas for both DCC Marketing and the clients. Their creativity and innovative approach in these final presentations not only showcased their understanding and application of strategic marketing principles but also reinforced the value of real-world learning experiences, bridging the gap between academic theory and practical application in a dynamic industry environment.

Where Are My Ads?

In the fast-paced world of digital advertising, guaranteeing your advertisements effectively reach their desired audience is crucial for success. Unfortunately, it’s all too common for businesses to wonder why their ads aren’t showing up as expected, especially when they proactively seek them out. Today we’re going to discuss various factors that influence ad delivery such as targeted tools, demographics, geographic targeting, and the importance of diverse targeting strategies.

In multicultural markets where diverse demographics coexist, it’s essential for advertisers to employ targeted strategies that resonate with different segments of the population. By understanding the cultural nuances, preferences, and interests of various demographic groups, advertisers can tailor their messaging and visuals to effectively engage with each segment. So, what tools can one use to reach their audiences? Let’s have a look:

SEO, or search engine optimization, focuses on optimizing your website and content to rank higher in search engine results, making your brand highly visible to any searcher. SEO is an ongoing process as search engine algorithms evolve, user behavior changes, and competition increases. By implementing effective SEO practices, businesses can enhance their online visibility, attract targeted organic traffic, and improve their overall digital presence.

Paid search ads, on the other hand, operate on a competitive bidding process where advertisers vie for visibility by bidding on relevant keywords. It’s essential to keep in mind that you are competing against other advertisers targeting the same or similar keywords, so your bid amount and ad quality are factors that determine the ad’s placement and frequency of display. SMO, or social media optimization, leverages social media platforms to engage with users and drive traffic to your website. While SEO primarily focuses on optimizing websites for search engines, SMO complements SEO efforts by utilizing social media platforms to amplify the reach and visibility of the website’s content.

Similar to paid search advertisements, paid social media advertisements have the ability to target a particular subset of the audience by focusing on demographics, interests, job titles, employers, and more. SMO is important in that it enhances a brand’s presence and engagement on social media platforms, but paid social ads truly hone in on your sub-audience.

Types of Instagram ads


Display ads are graphic or multimedia ads that appear on websites or apps. These digital ad tactics can target viewers based on various factors, including demographics, interests, and browsing behavior, enabling precise delivery to specific user populations.


Google Display ad example SNAP EducationGoogle Display ad example SNAP Education












Understanding the intricacies of digital advertising platforms is crucial for optimizing campaigns and achieving desired results. One common reason why someone may not see an ad is if they simply don’t fall within the targeted demographic characteristics. Advertisers define their target audience based on specific criteria such as age, gender, income, interests, or even language, so if an individual doesn’t fit within the defined target audience, they are less likely to encounter the ad during their online activities. Social media platforms use algorithms to determine who sees specific ads based on the various factors listed above, so it’s possible that your ads are not targeted to your own profile or the specific criteria under which you fall.

Geographic targeting is equally important. Businesses often want to focus their advertising efforts on specific regions or cities to maximize the impact of their campaigns. By using geo-fencing or location-based targeting, advertisers can ensure that their ads are displayed to users within a specific geographic area. This approach helps minimize ad spend wastage and ensures that resources are allocated efficiently.

With its precise targeting capabilities, measurable results, and cost-efficiency, digital advertising has revolutionized the way companies promote their products and services in today’s digital landscape, but it’s still important to understand that ad delivery can vary based on demographics and geographic locations. By optimizing your campaigns for specific demographics and using targeted tools like geo-fencing, search engine optimization, and social media optimization, you can increase the visibility of your ads to the right audience, ensuring better campaign performance and return on your investment.

So where are your ads? Well, if you’re using the right tools and strategies, they’re right where you want them to be.

Why You Should Use YouTube

So we’ve established that Instagram has cool cat filters, right? But do you know what’s even better than whiskers on a selfie? Cat videos, of course! And YouTube has millions…litter-ally.

As of 2023, the social media giant and biggest online video platform worldwide has more than 2.6 billion monthly active users and is the number one channel across 18–42-year-olds—this means a plethora of potential customers and clients right within your digital reach. And although we also encourage advertising on the other platforms we’ve discussed in previous blogs, viewers are four times more likely to use YouTube versus other platforms to find information about a brand, product, or service.1

YouTube boasts a massive audience, and their reach of 18- to 49-year-old audiences was 36% higher on average than that of TV.2  If your target audience is within this age range, you should absolutely have a presence on YouTube. This especially applies to verticals where YouTube is highly used, such as engineering, gaming, personal care, sports or education.

top 5 social media platforms by demographic

If you’re familiar with YouTube, then you’ve more than likely seen the skippable ads that play before the dancing cats you’re watching at 2 a.m. This form of advertising, known as skippable in-stream ads, are advertisements that can last up to one minute and play before, during, or after your YouTube video. The viewer has an option to “skip” the ad after five seconds of play, so it’s crucial for advertisers to get their point across in a timely manner. You want to hook the viewer immediately and give them a reason to watch your entire advertisement before Mr. Meowsic plays the harp. Remember that these advertisements are unsolicited, so you’ll need to capture the attention of your audience in order for conversion.

Example of a skippable in-stream ad:

youtube skippable in-stream ad


Non-skippable in-stream ads work in a similar way but are much shorter and users are unable to skip ads in order to get to their video. These include up to 15 seconds of uninterrupted time to convey a brand message, promote a product or event, or boost brand awareness. As a sort of subset to non-skippable ads, YouTube also offers bumper ads which run for only six seconds. These ads drive high impressions and view rates and are perfect for brand exposure.  Research shows the effectiveness of bumper ads—across 489 bumper campaigns analyzed globally, 61% drove a significant lift in brand awareness.5

Example of a non-skippable in-stream ad:

youtube skippable in-stream ad


In-feed video ads, also known as discover ads, are a great way to connect to an audience actively seeking relevant content—they appear alongside related videos or when users organically search for content. These ads include an image thumbnail, a headline, and two lines of text. When the thumbnail is clicked, the viewer is taken to the watch page for that ad.

Example of an in-feed ad:

youtube in-feed ad


If your company doesn’t have video capability or is on a tighter budget, YouTube also offers non-video ads in the form of display ads and in-video overlay ads. These can appear with image, text, and a call to action and look similar to the ads you frequently see on Google. Google’s ownership of YouTube means you can set up your campaign, control your costs, target your audience, and measure your success all through the same Google Ads Platform.

Example of a display ads:

youtube display ad


Advertising in the age of social media means reaching far and wide for new audiences, and YouTube’s popularity makes it a must-have for almost any marketing strategy. Video, one of the most compelling forms of media available, can captivate an audience, tell a story, and most importantly, drive sales. Now we think that’s the cat’s meow.




1 Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020

2 Google Hardware/Nielsen TRR Study, Oct. 29–Nov. 11, 2018.

3 Collage Group


5 Think With Google, YouTube Bumper ads Brand Lift Meta Analysis, 2017




Behavioral Change and Consumer Education Marketing

At DCC Marketing, we aren’t afraid to tell the stories that truly matter. That’s where our passion lies—with messaging that changes behavior, raises awareness, and inspires people to take action. Our belief is that while marketing raises brand awareness and encompasses the promotion of a program, product, or service, it also involves consumer education and an innovative approach to creating campaigns that truly resonate.

Meaningful marketing yields tangible results. Let’s give you an example.

The EAT.SAVE.MOVE. campaign is a multi-year initiative aimed at promoting healthy lifestyle choices and reducing chronic disease by encouraging behavioral changes, improving diet quality, and increasing physical activity among SNAP-eligible families. DCC Marketing worked with the University of Illinois Extension SNAP-Ed to develop messaging, outreach, and promotion for those receiving SNAP benefits throughout Illinois. In addition to promoting a healthy body weight and overall well-being, we seek to boost engagement and awareness of the SNAP-Ed programming by expanding the audience and participant database through social media, APP users, a texting club, newsletter, and loyalty/rewards program. Materials for the campaign are offered in culturally accessible languages including English and Spanish.

One year after the campaign launch, a baseline study revealed that 66% of low-income Illinois residents who were exposed to the EAT.MOVE.SAVE. messaging took steps towards healthier habits, such as increasing their fruit and vegetable intake, meal planning, and accessing the EAT.MOVE.SAVE. website. The result of the finding proved our diverse marketing strategy featuring a targeted multicultural and multilingual approach resonated with the targeted audience.

Introduction to exercise in Spanish (introduccion al ejercicio)Ingredients for split pea soup

Did you know in spanish? Sabias que?









SNAP-Ed Did you know you can use SNAP benefits at your local farmer's marketSNAP-Ed Sabias que recommended aerobic activity 75-150 minutes per week

SNAP-Ed Did you know you can save your food scraps to make vegetable stock













Marketing positively impacts the lives of consumers.

Through our work with the Illinois Department of Human Services (IDHS) Office of Firearm Violence Prevention, we developed a multi-media strategy to raise awareness about the state’s comprehensive approach to reducing firearm violence through targeted community investments. We created messaging surrounding youth intervention, violence interruption, and trauma services, and we currently use this messaging to target organizations who are eligible to receive grant funding through the Reimagine Public Safety Act. By identifying areas and communities with concentrated firearm violence, we are able to successfully notify non-profit organizations of available opportunities and resources.  Already, The Office of Firearm Violence Prevention has made 184 grants with an average of $300,000 per grant through 19 Notice of Funding Opportunities (NOFOs) with the aim to expand to 200+ grantees by July 1, 2023.

IDHS reimagine your future with new opportunities

IDHS reimagine CTA ad define your future find youth development programs in your community










IDHS reimagine notice of funding opportunity grant









In addition to the Reimagine Public Safety Illinois campaign, DCC partnered with IDHS for the Safe Sleep campaign, an initiative focused on infant mortality rates and safe sleep practices. According to the CDC, Illinois was ranked 28th in infant mortality in 2020. Although the standard of healthcare has progressed in Illinois, racial inequities in infant mortality persist.

After identifying risk factors and markers such as maternal age, prenatal care, race/ethnicity, and geographic locations, we were able to serve targeted messaging to bring awareness to subjects such as best safe sleep practices and habits. Our digital analytics showed that Google search impressions increased nearly 50% through our campaign, showing optimizations ensured the ads successfully reached people searching for safe sleep practices and ways to get their infant to sleep.


IDHS safe sleep support

IDHS Safe sleep tips when your baby starts to roll, it's time to stop swaddling

IDHS safe sleep support share a room not a bed

IDHS safe sleep support ABC's alone back crib smoke free









Marketing Raises Awareness.

According to the CDC, there were nearly 48,000 suicides and 1.7 million suicide attempts in 2021 alone.

Mental health crisis support systems are lifesaving resources, but their usefulness relies on people being aware of their existence in order to access them. In conjunction with the Illinois Department of Human Services, DCC Marketing developed messaging, a multimedia strategy for both the 988 Crisis and Suicide Line and the Governor’s Challenge 988 +1 Veterans Crisis Line, an initiative established to prevent suicide among Service Members, Veterans, and their Families.

Our goal with this campaign is to bring awareness to these numbers and reach individuals who are potentially suffering from a mental health crisis, substance abuse crisis, emotional crisis, or concerned family, friends, and caregivers seeking information or support. Part of our Governor’s Challenge Messaging is also targeted to community members interested in free training courses on military culture awareness and mental health.

IDHS 988 helpline spanish qual es la diferencia entre las lineas directas?

IDHS 988 choose hope we're here to helpIDHS 988 spanish hay esperanza estamos aqui para ayudar









IDHS Governor's Challenge heroes need hope

IDHS Governor's Challenge preventing suicide amonth service members, veterans and their families










Real issues call for real dialogue, and at DCC Marketing, we strive to always contribute to the conversation. We’re confident that our work can impact lives, influence perspectives, and affect behaviors, so we’re determined to focus on causes that drive transformative change.

A Blog About ChatGPT Written by ChatGPT

A blog about chatgpt written by chat gptChatGPT is a state-of-the-art language model developed by OpenAI. It is a variant of the GPT (Generative Pre-trained Transformer) model, which was trained on a massive dataset of internet text to generate human-like text.

ChatGPT is specifically designed for conversational AI applications, such as chatbots and virtual assistants. They demonstrate the capability of AI to understand and generate human language in a way that is increasingly indistinguishable from that of a real person. It is able to generate coherent and contextually appropriate responses to a wide range of prompts, making it an effective tool for natural language processing tasks.

In the field of marketing and advertising, ChatGPT has the potential to revolutionize the way businesses interact with their customers. With the ability to understand and respond to natural language prompts, chatbots powered by ChatGPT can provide personalized and efficient customer service, quickly answering common questions and concerns.


Another significant implication of ChatGPT for marketing and advertising is the ability to generate high-quality, engaging content quickly and efficiently. The model can be fine-tuned to understand the tone and style of a specific brand, and then used to generate product descriptions, social media posts, and other marketing materials. This can save businesses a significant amount of time and resources, allowing them to focus on other important aspects of their operations.

In addition, ChatGPT can also be used for A/B testing and data analysis. By generating multiple versions of ad copies, headlines and product descriptions, businesses can get a better understanding of what resonates with their target audience and optimize their campaigns accordingly.

Language models like ChatGPT can also be used for other NLP tasks such as language translation, summarization, question answering, and text-to-speech synthesis.

However, it’s important to note that these models are still in the early stages of development, and there are still many challenges to be addressed, including bias, privacy and ethical issues. As the technology continues to evolve, it will be important to address these concerns to ensure that the benefits of AI are realized while minimizing potential negative impacts.

In conclusion, ChatGPT is a powerful language model that has the potential to revolutionize natural language processing and conversational AI. It can revolutionize the way businesses interact with their customers and create high-quality, engaging content. With its ability to understand and respond to natural language, it can help businesses improve their customer service, generate efficient and personalized content, and optimize their marketing campaigns. Its implications for artificial intelligence technology are significant, and it will be interesting to see how it develops and is applied in the future.


A note from DCC:

This is now a real human typing, in case you couldn’t tell the difference. We have to say we were impressed with ChatGPT’s blog-writing skills and even learned a few application tips we’re excited to implement.

Overall, we see ChatGPT being extremely beneficial in a few areas of marketing:

  1. General content marketing
  2. Generating copy for digital and traditional advertisements, as well as organic social media posts
  3. A/B testing
  4. Getting more informative content on your website to increase your SEO
  5. Chatbots and virtual assistance to improve customer engagement when staff is limited

We can’t wait to start testing how ChatGPT can improve our copywriting efficiency and messaging testing!

Social Media Marketing Blog Pt. 1

Social Media Marketing | Part 1

Like the proverbial tree in the forest, if someone posts on social media and no one is around to like/share/retweet it, does it even make a sound?

DCC is here to make sure your business has an audible voice in the era of social media, and as a marketing agency, we know the importance of evolving with the times. Social media is here to stay, and that means targeted digital campaigns with measurable goals and tangible results.

So, what platform should you use? Some of them? All of them? The ones with the coolest cat filters? With over 2.89 million monthly active users (source), Facebook is undoubtedly the largest tree in our digital forest, but we must ask ourselves if it caters to our client’s target audience since social media preferences vary by age, race, ethnicity, and location. Marketing on any social media platform must be strategic and deliberate.


Let’s start with the most obvious marketing tactic on Facebook: posts. Why? Because they’re free. Posts are an easy and cost-effective way to advertise and update your audience on services, announcements, holiday hours, industry news, etc., but they aren’t necessarily a great way to reach a target audience. You don’t simply send a post into the Metaverse and BOOM, your intended audience is there. There’s a more effective way to advertise, but of course, it will cost you. After all, is anything really free?

Paid advertising on Facebook offers different bidding models based on your campaign goals. Essentially, you decide the key characteristics of your target audience to narrow in on and the advertisements stay within those parameters. Not only is it a highly targeted form of advertising, but it provides beneficial analytics to help the client understand how people are engaging with their posts.

If Facebook is the Sequoia, then Instagram is a Redwood, with slightly less reach but still very powerful (and with cool cat filters). Not all content on Facebook translates well on Instagram, although both share the same ad platform which presents many cross-promotional opportunities for brands. As the second most-accessed social media platform behind Facebook, the ‘Gram succeeds with its visual appeal.


When choosing an advertising platform, demographics are key to building your brand’s strategy. Although Facebook succeeds in its sheer number of users, Instagram is home to a more-engaged, younger demographic.  In September 2022, 27.5 percent of Instagram users in the United States were between ages 25 and 34 years, and 25.5 percent of users were aged 18 to 24 years (source).

Thanks to its youthful following, Instagram is also home to the “influencer” trend, and according to a Statista 2021 survey, 93 percent of responding marketers and agencies from the US stated that they planned to use Instagram for influencer marketing. Influencer marketing is a collaboration of product placement or messaging with people or organizations of wide social influence. Simply put, more followers=more visibility. Influencer audiences are some of the most engaged, and an endorsement or product placement from an influencer can truly affect buying behavior.

Instagram stories and Instagram reels are another great way for advertisers to connect with audiences. In the same way that pay-per-click advertisements target users, stories and reels can make “impressions” by simply being seen. Also, clickable hashtags are a great way to build a community around your brand, and with community comes engagement. The aesthetics of Instagram make it a great advertising platform, and whereas Facebook is a great place for information, Instagram may be the preferred way to build your brand.


What’s a digital forest without a little blue bird? Twitter is the last of the “big three” social media platforms we will be discussing today—we covered TikTok and Snapchat in a previous DCC Blog, and we’ll talk YouTube in a future post.

With more than 330 monthly active users (source), Twitter is a platform with Elon-gated reach (see what we did right there?) Its user base is very similar to that of Instagram, although Twitter’s is slightly male dominant. The original “home of the hashtag” could be a crucial part of your marketing strategy, and here’s why: it’s the fastest way to get your message across. With a 280-character limit, Twitter posts are concise and to the point, often linking to industry news or websites. Branded hashtags, poll/questions, and retweets are another easy, organic way to create user engagement. Twitter uses its own algorithm for engagement and click-through rates, and by purchasing promoted accounts and promoted tweets, your message can reach its targeted audience much in the same way Meta advertising works.

Twitter is a real-time, fast moving content distributor, and with the right approach, it can be instrumental in your marketing campaign. With its recent change of ownership, however, some advertisers are pausing or proceeding with caution until the platform reaches a more stable state. We’ll save all of that information for another rainy, musky day.


With so many platforms from which to choose, always ask yourself these questions and then decide accordingly. What is your message? Who is your target audience? What are you wanting to achieve? Hopefully by now you have a bit better understanding of how social media advertising works, so that the next time your Instagram reel is posted or your Facebook advertisement is clicked, you can rest assured it’s most definitely making a sound.

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