If you’ve spent any time in the marketing world, you’ve probably heard of Boston-based marketing automation company HubSpot and their flagship conference, INBOUND. With one of the biggest marketing conferences happening in our backyard, we couldn’t pass up the opportunity to send our Digital & Content team to this year’s INBOUND 2019.

INBOUND 2019 Conference Expo Hall

From September 3-6, we joined 26,000 fellow marketing nerds at the Boston Convention & Exhibition Center for four whirlwind days of inspiring speakers and educational workshops. We’re still coming down from that post-conference high, but to keep the learning going, we’re sharing our top takeaways from INBOUND 2019 in this blog post series. 


In this first post, Megan Rothe, Account Executive on the Digital & Content team and second-time INBOUND attendee, shares her highlights from the conference.


Another INBOUND in the Books

Since this was my second time attending HubSpot’s INBOUND, I knew to expect the jam-packed days and giant expo hall swarming with marketers. But each year comes with new surprises (like Club Inbound’s made-for-Instagram feather boa backdrop) and new learnings to take back to the office. From data analysis to content strategy, I came away with lots of tips and tricks that I’m excited to implement at CBC. Read on for my biggest takeaways!


Megan Rothe at INBOUND 2019


Your Priorities Are Sacred — Protect Them

“What are you willing to give up to have the life you keep pretending to want?”


Elizabeth Gilbert, best-selling author of Eat, Pray, Love and Big Magic: Creative Living Beyond Fear, posed this question at the beginning of her keynote on living a creatively-driven life. It’s a great reminder that in order to achieve the goals that we set for ourselves, our priorities need to align.


Once we decide what is really important to us, we then have to set boundaries to protect those priorities. Our time and energy are limited, so it’s not just about saying no to the things we don’t want to do. We also have to say no to some things we do want to do.


This is great life advice for any modern-day professional who is trying to balance way too many things at once (guilty as charged). But it’s also helpful guidance for marketers. 


Ask yourself: what are your top marketing goals for this quarter or this year? Now, what strategies and tactics are you using to achieve those goals? 


With limited time and resources, you can’t do everything. You have to prioritize the efforts that will get you closer to your goals. And you also have to know when to say no to the things that won’t move the needle on your most important goals, no matter how great the idea seems.


Building a Content Playground

In the breakout workshop on “Beyond the Editorial Calendar: New Rules of Content Strategy,” Ashley Faus, Senior Manager of Integrated Media at Atlassian, proposed a new model for the buyer’s journey.


At last year’s INBOUND conference, HubSpot CEO Brian Halligan declared the classic marketing funnel dead. The linear journey from awareness to consideration to decision just doesn’t line up with how people buy today. Halligan’s flywheel is one model that better represents how a business grows.


Hubspot's flywheel is a better model of the customer journey than the traditional linear funnel


In the context of content marketing, Faus proposes the playground model. Just like there’s no right or wrong way to play on a playground, there’s no right or wrong way for someone to engage with your content. People enter the buyer’s journey at all different stages and consume content in whatever order they wish.


Treat the buyer's journey as a playground - there's no right way to engage with content


As marketers, we have to move beyond the tired old framework of creating content for the linear stages of a funnel. Instead, our focus should be on delighting our audience through high-quality content that can provide value no matter where they are in their journey. Rather than trying to push leads through the stages of a funnel, content’s goal should be to build a relationship with your audience.


It’s not about getting leads to convert as soon as possible — it’s about keeping them in the research journey for as long as it takes to educate them and to build long-term affinity for your brand. So think about how you can get more mileage out of your content by linking related pieces, re-publishing on new platforms, and leveraging social media for distribution.


Transforming a Deluge of Data Into Actionable Insights

Next up on my INBOUND 2019 agenda was the workshop “Bring Structure and Meaning to Numbers,” presented by Keith Moehring, VP of Strategic Growth at PR 20/20. As marketers, we have access to staggering amounts of data. It’s great that we have access to this data, but how do you cut through the noise to get actionable insights? 


Step one is to capture the right data. When you define your KPIs, make sure they are valuable and relevant to your audience. Are you reporting to different audiences? Think about what each one cares about, whether it’s profit, revenue, leads, or something else.


If you’re a marketer, you know how to tell a compelling story, so don’t forget that your analytics reports need a narrative, too. Guide your audience through the entire path of where you’ve been and where you’re going. Baseline data from previous reporting periods and the goals that you’re working toward both provide valuable context to your data.


Once you’ve narrated what happened, it’s time to uncover the insights from the data. The “Five Whys” method, originally developed by Toyota for problem-solving training, is one useful framework for helping you dig deeper into your data.


An example of using the "Five Whys" method for marketing insights


Don’t stop at a surface-level explanation for why something performed well (or less than well). Keep asking “why?” until you reach a meaningful, actionable insight. For example, if website traffic was up due to a specific blog post, figure out what made that particular content shine. This type of insight will help you create testable hypotheses to either replicate your success or improve your performance the next time around.

Getting People to Care About Your Email Newsletter

After a long day of running back and forth across the Boston Convention Center, I capped off my INBOUND 2019 experience with “How to Write Newsletters People Actually Want to Read” by Margo Aaron, founder of That Seems Important. (Check out her website. It’s amazing). At the heart of this workshop was the question: How do you get people to care?


Marketing is about connecting with people, meeting them where they’re at, and matching their problems to your solutions. If you get to know your audience — and I mean really get to know them, from their goals to what keeps them up at night — you will understand why they might care about your email.


We’ve all experienced inbox overload. You don’t read every email you get, and neither do the people on your mailing list. So if you want people to actually read your email, you need to make sure that the content, writing style, and format resonate with your specific audience. 


One way to do this is to write with a clear and consistent voice, tailored to your audience. Everything should feel like an inside joke, whether you’re using in-group language or making pop culture references that you know your readers will get. Sure, you will exclude some people who don’t “get it,” but your target audience will feel like you truly understand them. 


It’s Not Over Til It’s Over

There were so many great sessions at the INBOUND conference, but we can’t cover them all in one post. Stay tuned for more posts on what the rest of the CBC team learned at INBOUND 2019. From brand storytelling to how to market to Generation Z, we have many more marketing insights to share.


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For many of us, it’s nearly impossible to imagine a world without Instagram. When the app debuted in 2010, it was a fun, simple platform for people to edit their pictures (remember those filters and frames?!) and share them with friends and family. Since then, it has evolved into a multi-billion dollar platform that has come to define an entire generation.

Woman shopping on Instagram on her mobile phone

Instagram is no longer just a place for amateur photographers to share their pictures, but an essential business tool for brands. Earlier this year, Instagram launched the newest addition to its shoppable posts: an in-app checkout feature. The new feature allows companies to transform their feeds into a virtual storefront. When customers tap on a product tag in a post, they can view a product description page where they can purchase the item — all without ever leaving the app.


The Psychology Behind Instagram’s Shopping Feature

A consumer’s Instagram feed has become a way for them to virtually window-shop, perusing the product-filled feeds of both brands and influencers. If a particular item catches a user’s eye, there are a few different ways they could engage with the brand: like the post, follow the account, or maybe click through to a link in the account’s bio. 


But until now, there was no easy way to directly, immediately purchase a product. There was no guarantee that users would put in the extra time and effort needed to get more information about a product and actually go through with buying it.


By adding Instagram shopping tags directly to a post, brands can now take advantage of a customer’s desire for a product in the moment. Taking out extra steps in the buying process means instant gratification for the customer and an easy sale for the brand.


Native shopping on Instagram is a win-win-win scenario for customers, brands, and even Instagram itself. From the brand side of things, in-app shopping helps retail companies provide a more seamless customer experience. Removing friction from the buying process leads to happier customers, and happy customers spend more and buy more often.


As for Instagram, keep in mind that social media platforms are greedy and don’t want users to leave the app. Features that keep users consuming content longer and engaging more frequently are good for Instagram. And that’s not even to mention that adding ecommerce functionality to the platform opens up a whole new revenue stream for Instagram.


How Revolve is Killing the Instagram Shopping Game

When asked about Instagram’s business strategy moving forward, head of Instagram Adam Mosseri said features like native in-app checkout will help “connect the dots thoughtfully” between shoppers, sellers, and influencers. 


One company that does this seamlessly is clothing brand Revolve. The Los Angeles-based e-commerce brand is a staple among Instagram “it girls” worldwide and has amassed a following of over 3.3 million that continues to grow. 

Instagram in-app shopping feature


Revolve uses the power of their influencer ambassadors and a data-driven business model to tap into their target audience of Millennial women. 


Instagram launched its “Checkout with Instagram” feature in March 2019 as a closed beta test with around 20 partner brands, including Revolve. As an internet-born brand, it was only natural for Revolve to be on the vanguard of the new Instagram shopping feature.

Checkout with Instagram in-app feature

Ryan Pabelona, Director of Performance Marketing at Revolve, shared his enthusiasm for the frictionless shopping experience, which helps the company “better serve our millennially minded audience by providing a new, fast and easy purchase method on a platform where they are already engaging with our content and discovering our products.”



CBC POV Headline

Using Instagram Shopping to Transform Content into Revenue

Here at Cercone Brown Company, we are excited to see how this Instagram shopping feature can help brands sell better and smarter by meeting shoppers where they’re already at. Social media content can now impact ROI more directly than ever for ecommerce brands, transforming content into major dollar signs.


As a next step, we’d love to see Instagram extend the feature to influencer posts as well. For now, influencers aren’t able to use shoppable tags for the products they’re promoting, and instead can only tag the brand’s Instagram account. Enabling brands to combine the power of influencer marketing with easy in-app shopping could make Instagram an even more valuable tool for ecommerce marketers. 


Ready to up your Instagram game? Talk to CBC’s social media marketing experts to learn how your brand can use the platform to sell better and smarter.

Three days of festivities. Two minutes of racing. One epic experience.

For the second year in a row, CBC brought together media and brands for the experience of a lifetime in Louisville during its most iconic weekend: the Kentucky Derby.

With “the most exciting two minutes in sports” as the backdrop, CBC Derby House puts the spotlight on the brands that make both Louisville and the Kentucky Derby so unique. From making bets in the Vineyard Vines club and sipping Angry Orchard Rosé Cider at Churchill Downs to touring Woodford Reserve Distillery and designing custom Derby jewelry at Kendra Scott, media and brands came together for an authentic Louisville experience at CBC Derby House.


Media got front row seats to the Kentucky Derby at CBC Derby House

Day One: Dawn at the Downs

Leading up to Derby weekend, our VIP guests were granted an inside look at Churchill Downs in the early morning. While the horses were training and getting pampered in preparation for the big race, our group of media and influencers did some pampering of their own at the Kendra Scott Color Bar to design custom jewelry. We decided on an accessory-of-choice and then picked out the metals, jewels, and more to customize our perfect derby day accessories.

Earring and Bracelet Pieces

Next, we were treated to an exclusive taste of the new Woodford Reserve Baccarat Edition bourbon (for $1,500 per crystal bottle, it goes down smooooooth!). We toured the distillery, all while sipping on the best mint juleps we’ve ever had. Our tour ended with more tastings, and Woodford showed us how to pair different bourbons with various foods to bring out those flavor notes. We’ll cheers to that!



Diggy Moreland enjoying a Woodford Reserve mint julep at CBC Derby House

Day Two: Oaks Day

On day two, media got a front row seat to Kentucky Oaks. Kentucky Oaks is a 144-year-old race tradition that’s all about the fillies (aka female horses). The event takes place one day before the derby, and fans arrive dressed in pink.  While the fillies are strutting their stuff on the race tracks, money is raised for women’s health. This year, Churchill Downs partnered with the Breast Health Program at Norton Cancer Institute.

Influencers enjoying mint juleps at the Kentucky Derby Oaks Day

CBC Derby House influencers posing in pink for Oaks Day

Day Three: Derby Day!

Day three was spent sipping drinks, placing bets, and sporting our most fabulous Vineyard Vines outfits. We may have lost some money, but gained these incredible memories. At least we had each other (and mint juleps).

Thanks for the good times, Kentucky, and we’ll see you next year! In the meantime, check out our Instagram story highlights and #CBCDerbyHouse to relive all the derby magic.


For our 10th annual Culinary House we invited top food and lifestyle media to sunny Sonoma, CA to experience the latest and greatest products from a variety of food, wine, and home appliance brands. Their task? To eat and drink until their hearts were content for three days straight.


I know, I know, this seems like a really tough assignment, especially if you’re someone like me who plans her lunch while she’s at breakfast and thinks about dinner while she’s at lunch… anyone else? No? Just me?


To give you a glimpse into our wine ‘n’ dine marathon, let me take you through our Culinary House experience day by day (warning: you might want to grab a snack before reading any further…)




1:00pm: Not wasting any time, media hopped off the shuttle and enjoyed a delicious, yogurt-themed lunch at the house hosted by Stonyfield Organic and Blue Apron. Not only was the food amazing, showcasing yogurt’s versatility beyond a morning snack, but it also included the most beautiful beet-infused yogurt dip we’ve ever seen.

Beet-infused yogurt dip from Stonyfield Organic at CBC Culinary House

Food that tastes good, looks good and makes you feel good? Sign us up!


3:15pm: Following lunch, the group found their way to our epically-stocked fridge, wondering how to hydrate for the rest of the day. San Pellegrino sparkling water? Poland Spring still water? CBD tea from VYBES? This was a very tough decision to make, but everyone’s thirst was quenched, and we persevered.

Fridge stocked with beverages at CBC Culinary House


5:30pm: After some down time (literally, we all were so stuffed we needed to lay down to rest), the group mixed and mingled with brand representatives during our welcome cocktail hour. Featuring WineSociety rosé, Lagunitas brews, Ocean Spray Pink Cranberry Sangria, and a delicious charcuterie spread by Blue Apron, there was no shortage of options to snack and sip on while socializing.

Cocktail hour at CBC Culinary House 2019


7:00pm: Following an afternoon full of pink dip and pink wine, the theme continued with an exquisite dinner featuring dishes prepared with Ocean Spray’s Pink Cranberry juice. From shrimp ceviche to seared mahi mahi, who knew pink cranberry juice lends itself well to so many tasty recipes? Presentation was definitely not lacking here either. This dessert was almost too pretty to eat… almost.

Pink desserts by Ocean Spray at CBC Culinary House




8:30am: We all stared at our bedroom ceilings and silently questioned whether we were ready for the eating and drinking adventures that awaited us…


9:00am: To kickstart day 2, Tea Forté led us through an authentic tea tasting, featuring their expansive collection of luxurious (and delicious) tea blends. Between the classics such as earl gray and chai, to more exotic blends such as bleu hibiscus and raspberry ganache, we had plenty of options to fuel our much-needed pick-me-up.

Tea tasting by Tea Forté at CBC Culinary House


10:00am: Next on the agenda was an interactive breakfast with Calphalon. To work up an appetite, our knife skills were put to the test as we chopped and prepped our way towards the finished product. This proved to not be an easy feat after enjoying a mango mimosa on the veranda! With newfound skills and grumbling stomachs, we sat down to enjoy the delicious tarte everyone had worked hard to prepare.

Interactive breakfast hosted by Calphalon at CBC Culinary House


12:30pm: After we freshened up, we piled into our party bus to embark on our culinary journey for the rest of the day, complete with a cooler full of water…and wine.


1:00pm: Following a quick drive into downtown Sonoma, we were welcomed by the Wonderful Pistachios team at Ramekins Culinary School for a hands-on, pistachio-themed lunch activation. We put on our chef hats and teamed up to put together an epic spread including beet-cured deviled eggs, ricotta dumpling soup, and pistachio-crusted salmon. By the end of the class, we might not have been ready to open our own restaurant, but we sure were ready to chow down and eat the fruits of our labor.

Pistachio-themed lunch activation at CBC Culinary House


2:50pm: Wonderfully stuffed from lunch, we piled back into our bus and headed towards the Patz & Hall Sonoma House, making sure to drink some more water and prepare for more wine. Are you picking up on the theme yet?


3:00pm: We had hardly stepped off of the bus before we were handed a flute of Patz & Hall’s inaugural vintage of sparkling wine – VIP much? The champagne had us feeling bubbly and ready for a tour of the vineyards before we were led through a very informative tasting of several varieties by James Hall himself.

Patz & Hall wine tasting at CBC Culinary House


4:30pm: Feeling warm and fuzzy, we headed to the next stop on our culinary tour – the brand-new LG Showroom in Napa.


5:00pm: LG might be a tech company, but we were greeted by plenty of charcuterie and goodies to enjoy while we were guided through LG’s new smart cooking tech (thank god, it had almost been 2 HOURS since our last bite of food.) During the tour, we discovered a valuable life hack – you don’t need to be a good chef to enjoy food, you just need the right equipment. LG’s impressive smart ovens and fridges had us hopeful for a future of homemade meals without the fuss.

Tour of LG's smart cooking tech at CBC Culinary House


6:00pm: Ohhh no, did you think we forgot dessert today? After learning how to properly use convection bake (an important difference between regular bake!), we were challenged to a cupcake decorating contest. This is the type of competition that everyone wins.

Cupcake decorating contest at CBC Culinary House


7:00pm: Next, we boarded the bus to enjoy a scenic ride through wine country as we jammed out to 90’s music and, of course, refilled our wine glasses.


7:30pm: After a quick ride, our bus approached the rolling hills of Benziger Family Winery, and what a sight that was. Chris Benziger (and the family dog) took us on a gorgeous tour of the vineyard, known for producing some of the best biodynamic, sustainable wines in the region, and ultimately led us to the Benziger wine cave.

Vineyard tour of Benziger Family Winery at CBC Culinary House


8:00pm: “Trapped” in a wine bunker surrounded by barrels and barrels of aging wine, we enjoyed a private Italian dinner with Stonewall Kitchen. Each course featured their gourmet products and was paired with a specially curated Benziger Family Wine varietal.

Italian dinner hosted by Stonewall Kitchen at CBC Culinary House


10:00pm: As we crossed the finish line of our culinary marathon, we arrived back at the house, popped a few Tums, and drifted off into a deep, wine- and cheese-induced slumber.




8:30am: On the last day, we hopped rolled out of bed and onto our yoga mats. As we reflected on the past two days, we prepared ourselves to close out the experience and travel home.


8:45am: Namaste in Sonoma forever.

Yoga class at CBC Culinary House


9:30am: Somehow, we managed to find room for one more meal after two full days of indulgence. Dole’s new Spoonable Smoothies were served as a guilt-free and refreshing snack.


10:00am: To conclude our morning of reflection and frozen fruit smoothies, we ended things on a super relaxing note as we were treated to foot massages and pedicures, because treating yourself should be a full-time job.

Pedicures and Dole Spoonable Smoothies at CBC Culinary House


12:00pm: With happy (and full) tummies, the group packed up, raided the pantry and fridge one last time, and headed back to the airport relaxed and ready to return to reality.


12:30pm: Everyone started hydrating for next year’s Culinary House.


Hungry for more? Check out our Instagram and #CBCCulinaryHouse. See you next year, Sonoma!


CBC’s award-winning experiential PR programs are a seamless way for top national media and influencers to experience many brands under one roof in idyllic settings ranging from Santa Barbara to Nantucket. At each of our HOUSE Programs we create unique immersive experiences to highlight and tell the true story of your brand.  


Are you a brand interested in joining one of our HOUSE programs? Get in touch today!

There’s no denying that the world of social media is massive. From 2017-2018, a new social media user was ‘born’ every 10 seconds, and as of January 2019, there are over 3.3 billion active social media users. That makes for a lot of chatter—and a lot of chaos if you’re not listening carefully.

To make sense of all this content clutter, it is essential for brands to not only look at the rising number of social users, but listen to the voice behind each user. Fail to listen to what your customers are saying online and you might be missing major consumer insights that will not only strengthen your brand’s product or service, but also your brand’s digital presence. Thankfully, there is a method to harness the power of these digital conversations in order to use them to your brand’s advantage: it’s called social listening.

Social listening is the process of monitoring online conversations for brand mentions, competitors, and keywords, then strategically putting these findings into action to increase brand awareness, affinity, and even expand your customer base. It sounds pretty good, doesn’t it? So how do we at CBC practice social listening? How do we help our clients take the conversations around their brand and turn them into meaningful insights?

1. We listen to better inform how we interact with our client’s community

It’s important to manage a social community by responding to messages and acting as the front line of our clients’ customer service teams on their social channels – but we don’t stop there.  That would be just one piece of the pie.

Social listening is about extending this monitoring to what people are saying about the brand outside of its social channels. It could be consumers considering to purchase a brand’s products, people sharing advice in an online forum, people reacting to an article they read on a brand, the list goes on. And most importantly, these are most likely conversations where they haven’t tagged a brand directly but are talking about the brand. So how do we use these insights? These people have likes, dislikes, values, and identities that make them undeniably unique. And they will tune out a brand—or worse, lose respect for them—if a brand doesn’t relate to their interests.

By paying careful attention to how a brand is being perceived, we are able to derive valuable consumer insights and make smart decisions for our social media content strategies.


Social media image feed on phone

2. We listen to identify influential community members who can impact purchasing decisions

In 2018, Convince and Convert’s annual Chatter Matter Report found that 83% of Americans are more likely to make a purchase after a friend recommendation. So that means what customers are saying about your brand is more powerful than ever!

As influencer marketing takes shape to be the digital version of word-of-mouth marketing, social listening is a great way to identify brand advocates and give them the spotlight they deserve. 74% of people trust social networks to make a purchase decision so leveraging those brand advocates to talk about your brand on social media is crucial.

At CBC, we use social listening to inform and measure effective influencer marketing strategies. As the digital space continues to change at lightning speed, it’s a great way to keep up with who is talking about your brand and the influence and impact they have on the conversations surrounding the brand.


Woman using social listening software

3. We listen to keep a pulse on competitors and stay one step ahead

It’s no secret that social media is a competitive space. And because of all this clutter, it has become harder and harder to take up a piece of mindshare in a potential new customer’s head. Thankfully, with social listening, it’s possible to keep a finger on the pulse of what our clients’ competitors are doing to make sure maintaining a share of voice.

With social listening software, we’re able to measure what percentage of the conversation our clients are owning and which areas of opportunity are there for the taking. We can also compare how our social strategies stack up to our competitors and identify areas for improvement – whether that’s tweaking product messaging, expanding or modifying a client’s presence on a social channel, or taking on a new approach to content all together.


 4. We listen to understand trending topics in the industry

Though it’s imperative to have a close relationship with a client’s online community, it is just one component of an entire industry conversation that should be followed just as closely. Sprout Social, a social media tool we use at CBC, said it best in a recent blog. “Social listening helps you pick up on industry trends before they even become trends. By getting a sense of where your market is headed you can create products, content and general messaging that will become a key talking point as trends develop.”


Marketers monitoring social media conversations


At CBC, we know that staying ahead of an industry trend is a key component of cultivating more meaningful conversations within a client’s tribe, but the real value to us is in sharing these insights with our clients to help better inform their business strategies. Bringing these insights to the table and having constructive conversations around them is how we truly become an extension of the brands we work with.

There’s an old adage that says we have one mouth and two ears because it is more important to listen than to speak. Wouldn’t you agree this translates to today’s digital age? The powerful insights social listening provides are only limited by how much you are willing to listen to what the data—and your customers—are saying.

Are you interested in adding social listening to your brand toolbox? Contact us here for more information.

During our 2018 CBC Deer Valley Experience, we managed to ski, eat, and drink: a recipe for an amazing time, despite being shunned by the snow gods. This year, however, with over 26 FEET of white stuff blanketing Deer Valley Resort since the start of the season, our squad of 9 media and influencers were primed for an especially epic stay in one of the country’s most beloved ski towns. Read on for an inside look at the must-see (and ski) highlights from the trip.


Group standing on the ski mountain


Where to Stay

After a quick drive through the canyon from Salt Lake City, our group of travel, lifestyle, and food press arrived at their home for the next four days: the Lodges at Deer Valley. Upon entering the lobby, it’s hard not to swoon over the Lodges’ rustic charm – a crackling, cozy fireplace, classic mountain décor, and freshly baked cookies capture your attention (if you’re into that sort of thing), and you know you’re in the right place. With the Lodges being a quick 5-minute shuttle ride from both downtown Park City and Deer Valley’s Snow Park lodge, its location is beyond convenient.


social media posts from the trip

social media post from the trip


Pro-tip: Treat yo’self to a dip in the Lodges’ pool and hot tub after a long afternoon of shredding it up on the mountains.

When media weren’t lounging in their deluxe three-bedroom condos, stocked with goodies from Campbell’s Well Yes!, POM Wonderful, Sabra, and RX Bar, the Lodges also served as our base for relaxing Biossance mini-facials and a delicious Kodiak Cakes breakfast to fuel us up for a day on the slopes.


Kodak cakes breakfast

Spa Day


While the Lodges at Deer Valley were our home base, press were also treated to an upscale evening at the Montage Deer Valley – one of the resort’s most luxurious hotels. From living our best lives in the Veuve Clicquot Après Lounge to enjoying a 5-course dinner at the Montage’s Yama Sushi, this was definitely a highlight of the trip for many.


Drinks in the yurt

Eating sushi

Instagram post of woman with skis


Pro-tip: Pose outside of the Après Lounge with a pair of Veuve Clicquot skis – your followers will thank you later.


What to Do

 Sure, everyone loves lavish hotel accommodations and delish dinners, but the main event of our trip was undoubtedly the skiing. Deer Valley Resort is renowned for their incredible grooming, diverse terrain, and exceptionally friendly staff – all of which were on full display during our two days on the mountain. With everyone decked out in their fresh new gear (shout out to FlyLow, Bern, SPY, Hestra, and Swiftwick!), we hit the slopes.


Woman skiing

Man skiing


From mellow, sprawling groomers, to steep powder runs in the trees, Deer Valley’s amazing crew of instructors and mountain guides were able to find a little something for everyone and help us #SkiTheDifference.

Though we spent most of our time in the snow cruising down trails, one morning we swapped our skis for snowshoes for a beautiful, snowy hike up Daly Canyon Trail with our friends from Altra. With freshly fallen snow and bluebird skies, the conditions were perfect for the media to put their new trail boots to the test.


Group picture during snow shoe walk

Snow show walk

Ski jump


Pro tip: Snowshoes work in the air, too.


What to Eat  

It’s a well-established fact that the skiing at Deer Valley is some of the best in the country, but what some might not know is that the resort also boasts some seriously amazing dining experiences. When it was time to trade our ski poles for forks and knives, these were our favorite spots

  • The Brass Tag – Conveniently located in the Lodges at Deer Valley, the Brass Tag features hearty, comforting fare perfect for an après ski dinner. From strip steaks to tandoori shrimp, you can’t go wrong with any of the entrees, but if you don’t end your night with a cookie ice cream skillet, you’re doing it wrong. Food Network agrees…


Cookie skillet


  • Royal Street Café – A step above your standard ski lodge lunch (no offense, chicken fingers), Royal Street served up some gourmet offerings including a fresh Dungeness crab tower, fish tacos dressed with mango-avocado salsa, and award-winning turkey chili.


Chille for dinner


  • The Mariposa – When the restaurant’s name translates to “the butterfly,” you know you’re in for a magical experience. The Mariposa didn’t disappoint, with a whimsical multi-course dinner highlighted by pulverized popcorn-topped diver sea scallops and a panna cotta dessert that could have been mistaken for a terrarium.


Dinner and desert


  • Tupelo – This year we were so well taken care of at the resort that we didn’t need to venture very far for our eats. On the last day of the trip, however, we brunched at Tupelo, a local hot spot in downtown Park City. Any calories we burned from our snowshoe hike that morning were quickly replenished by an artisan Bloody Mary bar and some over-the-top delish chicken and biscuits.


Chicken dinner



Another week spent in Park City, another incredible ski trip in the books. Hungry for more? Check out our Instagram and #CBCDeerValley. See you next year, Deer Valley!


Goodbye Deer Valley social post

In a time where social movements are making daily headlines, brands are starting to emerge from their silence to take a stance on social issues. And their loyal consumers are loving them for it.

Many well-known brands have chosen to use the momentum of current social and political issues to empower their consumers. It is clear that the era of sitting quietly is now over with about two-thirds of consumers saying that they want companies to take a stance on social issues.

By vocalizing their opinion on hot-button topics, brands are not only engaging in buzz-worthy conversations, but are gaining respect from customers—all while risking losing everything in the process. This risky business is becoming a major trend for 2019. Let’s take a look at the brands that are taking a social stance and changing the way consumers think before they buy.


Taking A Stance On Racial Injustice? Just Do It.


Colin Kaepernick in Nike’s controversial new ad campaign


Nike garnered a lot of media attention after they released an ad featuring the controversial football player, Colin Kaepernick. Kaepernick became a topic in recent news after he took a public stance against racial injustice and police brutality in the U.S. The NFL subsequently dropped Kaepernick, sparking public outrage.

Instead of following in the NFL’s footsteps, Nike decided to take a chance on Kaepernick by launching a new campaign with him as the focus. In doing so, Nike took a political stance that aligned with many of their consumers, earning the brand respect and making them the first sportswear company to speak up on the issue of race in America. The campaign was an immediate success; Nike’s stock prices skyrocketed, and their direct digital sales channel rose 36% that quarter.


Save the Environment and Don’t Buy This Jacket


Patagonia ad that promotes environmental responsibility


Patagonia has a long history of speaking out about environmental issues. On Black Friday in 2011, Patagonia placed an ad in The New York Times telling people not to buy their products. The ad was a public critique on American consumerism, encouraging people to buy less to reduce environmental damage. Here was a brand asking consumers not to shop, on the biggest shopping day of the year no less! And as most of us know from our younger years, telling someone not to do something just makes them want to do it more. In the long run, the campaign ended up strengthening the community of customers who support the brand’s values and even increased sales.

Since then, Patagonia has vocalized their stances on a variety of environmental topics ranging from genetically modified food to political candidates running for office. The clothing company has made it apparent that they are using their resources and power to make real change, and consumers are eager to be a part of the movement.


In a World Filled With Negativity, Just Remember: Life Is Good


#SomethingGood marketing campaign from brand Life is Good


CBC’s own client, Life Is Good, built their brand around the power of positivity and optimism. In their newest marketing campaign, labeled #SomethingGood, they plan to tackle today’s epidemic of mental health issues, specifically anxiety and depression.

The campaign directly addresses the negative conversations that are increasingly common in our society as a result of the news cycle, social media, and unrealistic expectations. Life Is Good challenges its consumers to share something positive and focus on the happy things in life. By taking a stance on an issue that affects millions of people, the clothing company is showing their audience that they care about them.

Nike, Patagonia, and Life is Good have not only rocked the marketing world, but also inspired us at CBC to encourage our clients to be vocal about their values. This is a sure way you’ll build stronger brand loyalty with consumers that have those same values. At CBC, we aim to create campaigns that spark a quality conversations and engage communities, while also boosting awareness and sales.

The takeaway? Your brand needs to have a voice to stand out and maintain relevance in today’s social climate, and we’d love to help you make noise in your industry.


Are you interested in building a social good campaign for your brand? Need help getting started or tackling big ideas? Contact us to learn more about how we can help.

Media’s changing landscape is no big secret. Every day seems to bring more news stories announcing another magazine’s cease in print publications, more popular lifestyle websites with employee cuts, and more of our contacts becoming freelancers – the new norm. With this constant shift, publicists continuously need to evolve their approach in order to maintain […]