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Hidalgo County Herald
Lordsburg, New Mexico
August 20, 2010     Hidalgo County Herald
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August 20, 2010

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I HIDALGO COUNTY HERALD FRIDAY, AUGUST 20, 2010 SBDC Report How to structure an ad campaign By SBDC Staff thinking. Whether you own a small business or work for a large com- pany, chances are you've discov- ered the importance of success- ful marketing. That success de- pends on the care taken when planning and implementing an advertising campaign. Are you trying to sell a product or service, promote an event, or just build name recognition? First you'll need to answer this very crucial question: Why advertise? The main reasons are to motivate and educate people. A large percentage of today's ad- vertisers are primarily looking to increase the bottom line, gain market share, and stay ahead of their competitors. Some are try- ing to build brand recognition. If you are trying to sell a product, then your likely goal is increased sales or new profits. Perhaps you just want to let the world.know what your company offers. What is a'n advertising cam- paign? It involves using a com- bination of ad media (print, Web, radio, TV, billboards) to create a continual, recognizable theme that gets your message across. The best campaigns include strong branding, careful budgeting and scheduling, a creative and expe- rienced team, and ways to mea- sure the results of each media to help determine future advertising. Strategy is the name of the game. Without a strong, recogniz- able brand, you'll experience an identity crisis. Choosing a name and logo, as well as a specific look and personality, are vital to securing a place in the minds of your audience. Great branding builds awareness by striking an emotional chord-on a personal level. Think about other success- ful brands; those withstanding the test of time have a strong iden- tity. Successful branding isn't accidental; it is the product of careful research and creative Once you've given your brand a strong identity, ,consider the purpose of your campaign and how to best achieve it It all depends on your target audience and what you want them to do once they take notice. Just as you know your brand, you should understand who your audience is, what they enjoy, and how to reach them. Your smartest competitors usually know what your audience wants and how to push their but- tons, so take time to know them as well. Write down your goals; make sure everyone has lthe same vision. Next identify your budget. Marketing plans often fiall short when it comes to alllocating money for advertising, because some business owners don't be- lieve it's very significantt. Smart owners will dedicate a specific percentage of gross rewenues to advertising. They realize it's an investment, and will chamge their budget with each year'ly cam- paign according to effectiveness of the media and chaLnges in goals, the industry and e.'conomy. Scheduling is important to maintaining a successful ad cam- paign. Besides knowing a target release date for a certainl product or grand opening, you'lll need to consider print, radio amd Web produc{ion deadlines. Btuild ex- tra time into your schedule; un- foreseen glitches will iravariable crop up. You don't want to come up short when the ads are. released and the product isn't in stock to fill ordees. You'll want tto sched- ule duration and frequency of ad- vertising-repetition w, ill keep your brand top of mind nd build awareness. Regardless if you p)lan to do your ad campaign in-hotuse or use an outside ad agency, it?s worth- while to use the services ofa pro- fessional marketing consultant and/or ad media buyex to help Deming (575) 546-0070 Silver City area (575) 537-.0777 Local Calls (575) 542-3330 Reasonably Priced Funeral And Cremation Services Excellence in service and care for your family :should always be affordable... It can and always will be with, us. I determine your scheduling and advertising needs. They can do the research needed, and will know the ins and outs of mar- keting your bffsiness, product, or service to the best advantage. Likewise, your ad agency or Web production team can make or break your campaign. Choose your team wisely; look for ex- perience, creativity and knowl- edge in handling your type of project, product or business. Once you have the goals de- finec, brainstorm ways to achieve them. Identify benefits that set your business apart from the rest, the best creative idea for selling your product, ways to use special promotions with your advertising, and methods for testing which ad or Web media works well for you. Only accept strong, motivating visu- als and copy. Your advertising' should adapt to any media, and live up to what you promise to deliver. When your ad campaign is underway, it'll require regular follow-up to gauge what is and isn't working. You'll pinpoint who responded to your radio ads, the best places to run print ads, how successful your online contest or in-store giveaway promotion was, and which Internet newsgroups or mailing lists are worthwhile. The life of a campaign can vary, but most are planned for a year. Great advertising doesn't happen overnight, and it usually takes several campaigns build- ing on the same brand and theme to achieve success. Now from the onset that an effective ad- vertising campaign requires an investment of time, money and resources. The Western New Mexico University Small Business De- velopment Center (SBDC) of- fers assistance to entrepreneurs who are starting a business or wanting to expand an existing business. These services are available at no cost. Call 538- 6320 for an appointment with a business advisor, or email The SBDC office is located on the second floor of the Besse-Forward Glo- bal Resource Center on 12th Street. More information may be faund at silvercity/index.html. TgANK$! Tg[ LIL' riMS CgEEKIPkNC[ T[AI WANTS TO ffiY[ A S?[cikk TI/ANK$ TO Tg[ DECLARATIONS OF CAND DACY DECLARATIONS OF CAND DACY I, Lloyd V. Payne, hereby announce my candidacy for re-election to the office of Hidalgo County Probate Judge. Lloyd V Payne I, David A Ramos, hereby announce my candidacy to the office of County Commissioner Position 1. Your vote and support in the November 2, 2010 General Election will be appreciated. "Thank You and Muchas Gracias David A. Ramos I, Jody Hatch, hereby announce my Republican candidacy to the office of Hidalgo County Assessor. Your votes of support are appreci- ated. Jody HatCh I, Saturnino "Nino" Madero, would like to announce my Demo- cratic Candidacy for Hidalgo County Sheriff. I have been the Under Sheriff for Hidalgo County for the past eight years. As a secondary career I am a Certified School Bus Safety Inspector for the State of New Mexico since 1996, performing School Bus Safety Inspections throughout the state. I have been a Firearms Instructor since 1994 and New Mexico Press Iiii Association Member Hidalgo County Herald (USPS 020697) is published weekly by Hidalgo County Herald in the City of Lordsburg, County of Hidalgo, 212 E. Motel Drive, Suite B, Lordsburg, New Mexico 88,045-1948, 52 issues a year. Subscription rates vary Subscription rate is $30 per year. Requests for corrections and complaints concerning news and editorial content of the Hidalgo County Herald should be di- rected to the editor For further information on the Hidalgo County Herald's approved grievance policies, readers may contact the pub- lisher. Any unsolicited manuscripts become the property of the Hidalgo County Herald and will not be returned. All information con- tained herein is copyrighted 2010 by the Hidalgo County IHerald. All photos/stories, unless stated, are written by our staff P,OSTMAS- Tt=R: Send address changes to Hidalgo County Herald, 212 E. Mo- tel Drive, Suite B, Lordsburg, NM 88045-1948 Periodicalls Postage Paid at Lordsburg, New Mexico. PUBLIsHER/EDITOR: Brenda Hood ADVERTISING MANAGER: Glenda Greene PHONE: 575-542-8705 FAX: 575-542-8704 E-MAIL Portions of Main Street repaired by contractor Southwest Concrete and Paving out of Silver City was back in Lordsburg last week correcting a portion of the Main Street paving project done earlier this year. According to Lordsburg Mayor Frank Rodriguez, s section of asphalt near 7 TM Street was poured while cold and did not set correctly.The contractor offered the City a $5,000 discount to accept the job as is, but Rodriguez opted to have crews repair the stretch of road instead. The project was funded with monies from the American Reinvestment Recovery Act (ARRA). Herald staffphoto Jean Dickerson is featured GCAG artist Submitted by GCAGISilver City The Featured Artist at Grant County Art Guild for this Friday, August 20 is Jean Dickerson who does oil land- scapes and enjoys doing florals, also in oils. She received best of show at the Grant County Art Guild Member's show last year and also for two years at the Grant County Fair for flo- ral paintings. She took classes from Phyllis Hawman at the Purple Palette for many years and credits Phyllis for helping develop her talent. She also makes Christmas ornaments every year. The featured artist for this Saturday, August 21 is Barbara Kejr. Barbara has been painting in oils and watercolor for 15 years. Her paintings are on dis- play at the Hearst Gallery in Pinos Altos, as well as Silver Spirit Gallery, GRMC and At Matiz Salon. Recently her wa- tercolor painting "Fountain at Tlaque Plaque" was honored as "Best of Show" in the spring Show of the New Mexico Wa- tercolor Society, Southern Chapter. Kejr's paintings can be seen at The featured artist for Sun- day, August 22 is Sonia Gonzales. LOKP$1UIC, ELKS LOP,[ 101 TgE|K 100 PONATiON. IT ik$ 6KEMLY M?KECiM[P. at present I also instruct Survival Spanish to the cadets at Western New Mexico University. Prior to that I have worked for the Motor Transportation Department, the Lordsburg Police Department and started my career with the Hidalgo County Sheriff's Department as a Detention Officer 22 years ago. I have been a big part in appropriat- ing grants and programs that have boosted equipment and vehicles that the Sheriff's Department has today. Your vote on November 2, 2010 will be greatly appreciated. Saturnino "Nino" Madero I, Mark Thomas, hereby announce my candidacy to the office of Magistrate Judge. Your support in the November 2, 2010 General Election will be appreciated. Mark Thomas I, Warren D. Walter, Republican, announce my candidacy to the office of Hidalgo County Sheriff. Your votes of support in the Novem- ber 2, 2010 General Election will be appreciated. Warren D. Walter I, Larry E Martinez, hereby declare my candidacy to the office of Hidalgo County Commissioner, Position 2. The future of Hidalgo County is based on: Our Children Economic Growth Education Government transparency with spending Opportunity for jobs with work ethics Your support in the upcoming November 2nd 2010 General Election will be greatly appreciated Larry P. Martinez I, Darr Reynolds Shannon, a Republican hereby declare my can- didacy to the office of Hidalgo County Commissioner, Position 2. Your vote of support during the November 2, 2010 General Election will be very much appreciated. Darr Reynolds Shannon I, Ed Kerr, ask for your vote for Hidalgo County Commissioner Position 1 in the November general election this fall. Ed Kerr I, Nyla Dawn Walter, Republican, declare my candidacy for Mag- istrate Judge of Hidalgo County. I respectfully request your vote in the General Election, November 2, 2010. I will honor your support with honesty and fairness. Nyla Dawn Walter I, Theodoro V. "Chopo" CastiUo, hereby announce my candi- dacy to the office of Hidalgo County Assessor. Your support in the November General Electionwill be very much appreciated. Theodoro V. Castillo paid by carkJas The Grant County Art Guild gallery is located in the historic Hearst Church on Golden Avenue in Pinos Altos and is open Friday through Sun- day from 10A .M. t 5 P.M. and exhibits a variety of art as well as crafts. Visitors are invited to visit the gallery and meet the artist. Go to for more information. k'INoTEs FROM THE SUNSHINE H^VEN I 5HNH looking forward to Hidalgo County Fair By LORENZO ALBA, JR. Yes, it's that time of year when the youth are going back to school and its football season! The staff and residents are excited for the kids and their sports and of course their education. Everyone at Sunshine Haven would like to wish all the children, teachers and administration the very best this school year. Also wish the Maverick football and volleyball teams the very best seasons too! At Sunshine Haven, we are in need of RNs, LPNs and CNAs. If you or anyone you know is interested in working in long-term care please give us a call at 575.542.3539 or stop by and fill out an appli- cation. We'd love for you to join our team of caregiv'ers! We are also excited about the up coming Hidalgo County Fair and Rodeo. The Sunny Quilters Club, our own resident's organiza- tion, will have a display of some of their handy work up for all to see and appreciate their skills. Let's not forget the St. Joseph's Church Bazaar at North Park in mid-September. We will be taking some of our residents to this awe- some event. We're excited for this event that the Knights of Colum- bus put on every year. It has been a very good month for our residents thus far and we look forward to increasing our census. Please do not hesitate to call if you or someone you know has a loved one that needs long-term care please give us a call or stop by for a tour. I'd like to take this time to recognize our therapy department. Ruben Abeyt a, Johni Gandara and Armi Rodriguez do more than an outstanding job; they excel and give us a more positive and well- rounded approach to long-term care. They are both very professional and caring. Their skills shine with a very personal touch. Thank you therapy department! Well until next week, see ya!! Largest Inventory of Quality Used Vehicles in the Area! Check out these great on used 'l'rucks!, smid 2000 Ford Expedition 1995 Ford F-250 2008 Ford Edge 2010 Ford F-150 Red, Low Miles 2010 Ford F-150 Maroon L0w Miles 2008 Ford F-250 4x4 2009 Ford F-150 Silver, Low Miles 2010 Ford Expl0rer2007 Ford Expedition 2008 Ford F-350 Diesel J 2009 Ford Focus White 2001 Lincoln Continental 2009 Ford 500 2010 Ford Flex 2009 Ford Escape 2003 Ford Crown Victoria 2010 Ford Fusion, Very Low Miles 2009 Ford Focus (Blue) FORD ,,,.,0..,,,,.,,.,,,,o,,,,,