Everything’s Coming Up Sustainable! An Update on Pinnacle’s 20th Anniversary Rain Garden


Ever wonder what became of the rain garden we began installing to celebrate our 20th Anniversary?

It didn't look like much at the beginning... 

Since its completion in May, the Pinnacle rain garden has gone from a pile of rubble to a lush oasis, flourishing in the sun and shade of our lot off of the back alley.


While the main purpose of a rain garden is to absorb and filter rain water that runs off of an impervious surface (or in this case, our office's parking area), rain gardens also successfully attract native wildlife like birds, bees, butterflies and more!

Providing native pollinators like the Honey Bee in the picture below with food and shelter by planting native species in our gardens is a great (and beautiful!) way to help conserve the health of our local watersheds.

So why not start a rain garden of your own? Here's a list of some of the species we chose to put in our rain garden to help plant some seeds of inspiration! 

  • Iris Versicolor, also known as the Blue Flag, can be found in Northeastern wetlands. Though poisonous, Native Americans would use small amounts as a cathartic and diuretic.  
  • Purple Coneflower, also known as the Echinacea Purpurea, is an extremely popular herbal remedy used for wounds, burns and insect bites. 
  • The popular garden plant, Hibiscus Moscheutos is loved by gardeners as well as nectar-feeders and birds due to the its high pollen load. 
  • Blue False Indigo is the most noticeable species in the rain garden as it can grow up to nearly 4 feet tall! 
  • Volunteer Cherry Tomatos? Ok, we didn't plant these and have no idea how they got here but we're not mad about it! When a plant shows up and starts flowering or fruiting without having been planted by the gardener, it's called a volunteer. We volunteer these tomatoes for caprese! Yum! 





Pinnacle Welcomes Amy Weldon to the Team!

 Please welcome new Outreach and Education Coordinator, Amy Weldon,  to the Pinnacle team!
Amy is helping to provide education and outreach to a number of Pinnacle clients, including Baltimore County Department of Environmental Protection and Sustainability.  She has a Bachelor’s of Science from Towson University and has worked with varied industries including Chick-Fil-A and the Baltimore Aquarium. She has a strong background in environmental education and decided to pursue PR/marketing in order to help communicate the importance of environmental stewardship to the public. She lives in Baltimore City’s Woodberry neighborhood and when not working, likes to catch an O’s game or hit the weight room where she is training to compete as a powerlifter. She is excited to help make a difference in our community. We invite you to reach out and say hello next time you are close by, or, right here in our virtual space.  Ask her what her favorite memory is from her time as a dolphin trainer!



Pokémon Go: How to drive traffic to your business without setting up a PokéStop or Gym

Pokémon GO has taken the world by storm. For those who aren’t familiar, Pokémon Go is free-to-play location-based reality game that allows Pokémon fans to capture Pokémon in the real world. 

As of July 26, 2016, Sensor Tower reports the app has been downloaded 75 million times after only 20 days after launching.  With download numbers like that, it’s no wonder businesses are jumping on board to capitalize on this craze!  

But what other option do you have now that Niantic, software developer of Pokémon Go, isn’t accepting any new submissions for new PokéStops or Gyms? Pokémon Lures modules are the answer!  These modules lure Pokémon to a PokéStop which in turn, lures more Pokémon players to catch them.


If your business is close to a PokéStop, purchasing a Lure Module in the Pokémon Go Store can attract Pokémon (and their players) near your location for 30 minutes.  One lure costs .99 while 8 lures will cost you about $7. Here is how you set up a Lure.

  1. Download Pokémon Go and purchase a lure in the Pokémon Go App Store.
  2. Your business must be located near or be able to travel to a PokéStop, as you can only set up a Lure near a PokéStop. Get comfortable as it can take a few minutes to set one up.
  3. Tap on the PokéStop on the Pokémon Go main screen.
  4. Once the PokéStop opens up, tap the small, white, cylindrical shaped icon above the giant circular PokéStop picture.
  5. Go back to the main screen. The PokéStop should now be awash in purple flower pedals and swirls. That means the Lure is active.

If your business is near a gym, promote a discount to the current gym owner or victor. Gyms are taking over quite frequently, so ask your patrons to take a screenshot of their victory. If you are worried about fraud, only offer the current gym owner or team a discount as you can check this from the Pokémon Go app.

Other ways to capitalize on Pokémon Go, you can offer and promote free WiFi and/or charging stations to all Pokémon player walking through the area.  




Online Video Advertising: Is it right for your media campaign?

It’s undeniable that online video content has changed the advertising world in the last ten years with over 233 million unique viewers watching content on sites like YouTube, VEVO and Broadband TV.

And if you’ve watched a funny cat video on YouTube or joined the discussion on Huff Post Live, you are among the majority of Americans who are watching online video ads as AOL and Google dominate the ad medium, reaching and serving a little over 80% of the population with online video ads.

With those statistics in mind, many advertisers still have questions on how and why they should incorporate online video advertising into their media plan.

Here are the few questions we hear about online video advertising and our thoughts.

What is achievable with online video advertising?

Online video advertising can help advertiser achieve a variety of goals but here are a few key benefits when including online video media in your buy.

  • Engagement – Thanks to social media, the interaction between the target audience and an advertiser’s message is measurable. Between likes, retweets and shares, advertisers are able to gage how their audience is responding to their message.
  • Trackable retention – Is my target audience watching the entire commercial or did they fast forward through it? With broadcast buys, advertisers may have these thoughts. And even though broadcast is very good for branding, advertisers have no idea if their audience is actually seeing the TV spot. With online video advertising, advertisers are able to see reporting that details if a viewer watched at least 25%, 50%, 75% and 100% of the online video.
  • Conversion – Was it worth it? Online video reports on the number of clicks to the website and with the application of a pixel on the advertiser’s website, reporting will tell if a sale was made after seeing that online video online.

My media plan already includes broadcast. Why should we include online video advertising?

If an advertiser’s media plan already includes broadcast, why not use those TV spots in an online video advertising buy as well?  Production can be extremely costly, so making good use of that investment is crucial in diversifying a media plan. Many online media outlets have in-stream and in-display advertising options that will allow advertisers to hit the target demographic without breaking the bank.

How does online video media compare to standard media in regards to in-display media?

Standard media may be the classic option for most digital campaigns (especially when it comes to in-display) but with rich media, advertisers typically see a better click through rate (CTR) with these eye-catching ads. When looking at the benchmarks reported by Google, click through rates for standard media ads typically fall below .1%. The Interactive Advertising Bureau (AIB) report that online video formats, on the other hand, can see click through rates anywhere between .4 and 1.2% depending on if it’s pre-roll or interactive. This is a great benefit that translates into more traffic to an advertiser’s website! Keep in mind, the digital campaign may have a variety of goals that need a combination of ad types to make those goals achievable. Don’t rule out either option until the campaign goals have been properly assessed.

Is broadcast media suggested over online video media when it comes to a buy?

Every media plan should be strategically crafted to foster the best results based on the goals of the campaign. Equipping a media plan with diverse options is important to a successful campaign as each media type serves a different goal.




Source: comScore Releases February 2016 U.S. Desktop Online video Rankings

 http://www.comscore.com/Insights/Rankings/comScore-Releases-February-2016-US-Desktop-Online-Online video-Rankings

2015 Interactive Online video Benchmarks https://www.iab.com/wp-content/uploads/2015/07/Innovid_Interactive_Online video_2015_Benchmarks_US.pdf

Rich Media Gallery – Interactive (Google)



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