Category Archives: Martino Flynn

What are Landing Pages?

The concept of a landing page is simple: A web page that you want a visitor to arrive at after a search or an ad click. The execution of a landing page can get more complex depending on what you want the visitor to do. Landing pages come in two flavors:

  • Pages that contains an offer or pitch closely related to an ad campaign
  • Sub-page of a website that contains information that is relevant to a keyword search

The complexity comes from the purpose of the page. Is it designed to convert? That is, do you expect to make a sale or generate a lead or contact request directly from the page? Usually pages designed to create a conversion are in the first category above. They are designed specifically to compliment an ad campaign. The ad has an offer, the visitor clicks, they are taken to a page that sells them on the offer and gives them an immediate means to act upon that offer. These kinds of landing pages often look more like sales letters than web pages. They often do not have direct navigation back to a parent site or to other pages because the designer wants the visitor to take action now. Here is a sales letter-type of landing page.

The second category of landing pages are topic-specific pages within a larger site. Here’s an example from the Martino Flynn site, our landing page for our PR services.  It contains keywords that relate to Public Relations. If a potential client is looking for PR help via a search, this is the page we’d want them to go directly to. We don’t cut it off from the overall agency site because we want them to see the depth of other services we provide.

Landing pages are essential to any successful SEO or SEM campaign. It is almost always preferable to direct a visitor to a landing page rather than the home page of a site because they are more relevant to the intentions of the visitor in seeking information or while responding to an offer. And relevancy and intent are the keys to all successful online marketing.

Martino Flynn, LLC, Honored at 2007 PRism Ceremony

Martino Flynn, LLC, was recognized for its public relations work last evening at the annual Public Relations Society of America/Rochester PRism Awards ceremony. While the public relations department took home two PRism Awards and one Award of Excellence, the evening’s highest honor was bestowed on agency partner Raymond Martino, who received the 2007 Sharleen M. Bruse Award.

The Bruse Award is rewarded to a PRSA member with more than 10 years of experience who epitomizes the integrity and professionalism of a public relations practitioner. Recipients are also very involved in community service and routinely help advance the career development of other chapter members.

Martino has been an active member of the Rochester PR scene for the past 35 years. He started his career as an administrator and faculty member at St. John Fisher College and then moved to an administrator role at the University of Rochester. From there, Martino launched his consulting career and founded Martino & Associates. Then in 1997, he merged his firm with The Flynn Agency to form Martino Flynn.

Martino has also been closely involved with organizations that serve the well-being of the local economy and community, including the Italian Heritage Foundation of Rochester, PRSA, Rochester Press-Radio Club, Small Business Council of the Rochester Business Alliance, Upstate New York Regional Board of the American Association of Advertising Agencies, and WXXI Public Broadcasting Council.

Martino Flynn programs that received PRisms this year include:

  • The Bonadio Group’s Rise to Mega-Regional Status: Editorial/Op-Ed Column;
  • MCC is Listening – Image Campaign Research: Research.

Martino Flynn was also awarded an Award of Excellence for:

  • CooperVision Kicks PC Hydrogel into High Gear: Integrated Campaign.

The PRism Awards recognize great work in the area of public relations. Categories include electronic and print materials, such as video news releases and interactive presentations, as well as direct mail, brochures, and press kits. Both corporate and not-for-profit sectors are recognized in each category. The Rochester chapter’s annual PRism Awards ceremony was held June 7 at The Lodge at Woodcliff in Fairport.

Martino Flynn Expands Consumer Healthcare Practice

Martino Flynn, LLC, recently added Insight Pharmaceuticals and Boiron USA to its consumer healthcare client portfolio. These companies join a growing roster of clients in the agency’s healthcare niche, which includes pharmaceutical companies, health insurers, and medical device manufacturers.

“Martino Flynn has been successful in developing a specialty market within the healthcare industry because of our distinct ability to cultivate brand awareness,” said Kevin Flynn, partner, Martino Flynn. “Often new business clients come to us with well-established, but sometimes dormant brands, and we help them realize their true market potential.”

Martino Flynn utilizes its creative expertise to communicate brand messages for clients such as Blaine Pharmaceuticals, Preferred Care, Strong Hospital’s University Urology Associates, CooperVision, and BD Medical. The agency’s strong background in retail trade and practitioner communications has enhanced its understanding of the mind of the consumer, and with the addition of Insight Pharmaceuticals and Boiron USA, Martino Flynn will expand its consumer market experience.

Martino Flynn has been named the agency of record for Insight Pharmaceuticals and will provide marketing support for several national name brands, including Anacin, among others. Insight Pharmaceuticals, headquartered in Langhorn, P.A., manufactures and markets numerous over-the-counter medications that relieve common ailments.

In addition, Boiron USA, one of the world’s leading suppliers of homeopathic medications, has chosen Martino Flynn as its marketing communications partner. Martino Flynn will re-launch Arnica, a topical anesthetic that reduces minor aches and pains, through a variety of mass-market channels.

“I believe a key to our success in the healthcare market is the way in which we integrate all facets of communication, including advertising, public relations, and interactive, to take a creative approach to disseminating brand messages,” added Flynn.