A New Brand Manifesto


A brand is what allows us to emotionally connect with a company.  It’s is not a logo nor a promise nor a message. It is personal. It is forged through experience.

Branding have moved from exposure to experience. If you have any doubt about this, ask yourself this question: which has a stronger impact on your emotional connection to a company:

a) a 30 second, million dollar Super Bowl commercial

b) 30 second conversation with your internet provider’s customer service rep?

Brands today are built one human interaction at a time, and these emotional impressions aggregate up into thousands and millions to create a brand identity. It is here, at the human level, that we focus to create the most powerful brand experiences that move people to action.

We understand that brand is not created by very clever people in the boardrooms of agencies, but rather the seeds of brand are sown in the hearts of people through their interactions with the company at all levels at in many ways. The most valuable and intimate of these interactions is a sale; that instant when one person chooses to give up their gold for the value another has to offer.

We are an agency built for sales because that is what really matters.



Job Opportunity – Mobile Application Implementation Specialist / Project Manager

Job Opportunity

Mobile Application Implementation Specialist / Project Manager

Tricycle Studios is a rapidly growing mobile sales enablement company that is looking for a savvy Mobile Application Implementation Specialist to join our team. In this position you will be working on National and International accounts. Our studio values innovation, attention to detail, and a quest for beauty in creating compelling media experiences.

What you will be doing:

  • As a Mobile Implementation Specialist, you will oversee creation, production and delivery of interactive projects for a variety of medical clients.
  • As Mobile Implementation Specialist, you will cultivate relationships with clients and gain deep insight into their business and ultimately provide creative solutions to their marketing and sales support goals.
  • The ideal candidate will have core knowledge of a full suite of interactive marketing solutions including mobile applications, platforms, and devices.
  • The ideal candidate is creative, has a deep understanding of the successful management of highly technical projects, has exceptional client communication skills, has a strong personal interest in various forms of media, and enjoys a team-oriented, fast-paced atmosphere.

What you will need:


  • 5+ years of experience in project management or systems implementation
  • Self-starting, strategic thinker who is able to thrive in a collaborative environment
  • Strong understanding of integrated marketing
  • Strong familiarity with the ongoing developments, advancements and changes in the interactive media world
  • Experience to include agency or in-house marketing department
  • Bachelors degree required
  • Attention to detail, highly organized, with follow-up skills
  • Excellent written/verbal communication and client relations skills
  • Ability to handle pressure and multiple, tight deadlines
  • Proactive in nature, energetic and positive attitude
  • Willingness to travel
  • Non-smoker and pet lover a definite plus
  • Creativity: imagination and ability to solve tough marketing problems


  • Chief point of responsibility and point of contact for projects
  • Provide overall management and support to complete multiple interactive projects
  • Ensure that project deliverables hold true to business objectives, goals and long term strategic vision
  • Lead and participate in creative idea/brainstorming
  • Manage timelines, direct teams and coordinate deliverables
  • Keep projects on schedule, on budget and resourced accordingly
  • Manage all day-to-day tasks to ensure program objectives are being met
  • Present strategic and creative work to client
  • Gain necessary approvals on programs, ideas and creative work
  • Organize/lead status meetings, client meetings and conference calls
  • Work with Accounts team to create estimates
  • Evaluate and work within budgets
  • Understand the technical nature of the programs
  • Oversee quality control
  • Build close relationships with clients

What’s in it for you:

This is a full-time position with paid holidays, vacation, parking, health insurance, free yoga, and immediate IRA eligibility. Outstanding work environment. Salary commensurate with experience. Position is based in Tampa, FL.


Sound good? Here’s what you need to do…

Please send us your information to

Tell us about yourself. Resume, bio, haiku, whatever. Just show us some personality!

No phone calls please.



Tricycle Volunteers at ReStore

ReStore, is the retail outlet for Habitat for Humanity, whose vision is to provide safe, efficient and comfortable homes for families in Hillsborough County. ReStore resells a variety of donated building materials, appliances, cabinets, furniture, flooring, specialty items and much more at discount prices. All proceeds from ReStore go directly to fund the mission of Habitat for Humanity of Hillsborough County.



3-Step Strategy For Change Management Communications

By Randy Rosenthal

Change is a continuous process.   In order to best manage change within an organization, a structured communications strategy is key.   When all stakeholders, managers, and employees have a solid understanding of the underlying philosophy of why a change or changes are necessary, the organization as whole can make great leaps forward.

How Change Happens

The Lewin Change Management Model

Kurt Lewin, a physicist and social scientist, developed a model for change management in the 1950s.  Lewin’s work focused on the motivations and effects for change.  As a means to further explain his work, he developed a “block of ice” analogy containing three stages:

  • Unfreeze – Ensures employees are ready for change
  • Change – Execute the intended change
  • Refreeze – Ensures change becomes permanent

As we examine this model, we can see how any change must go through three essential phases.  Our goal is to make sure employees receive adequate communication each step of the way.

STEP 1: Unfreeze

Overcome Fear Through Communication

Where are people getting their information?  Do they know what the change entails, or are they hearing about the planned changes through the grapevine or office gossip?  When employees know what is going to happen, when, and why, they may feel more comfortable.  Research shows that those who have more complete information about upcoming changes are more committed to a change effort.1

STEP 2: Change

How We Frame the Change Matters

Companies that have successful change management programs share a common leadership team commitment to the communication of their vision for success.  When this vision is exciting and paints a picture of a future that makes employees proud, they are likely to be more committed to change.  A sense of urgency is also important.  Employees need a strong reason to believe change is necessary.2, 3

Facilitate Employee Participation

Studies show that employees who are active participants in change efforts tend to have more positive opinions about the change. Why? They will have the opportunity to voice their concerns. They will be more knowledgeable about the reasons for change, alternatives to the proposed changes, and why the chosen alternative was better than the others. Finally, they will feel a sense of ownership of the planned change and are more likely to be on board.4

Spotlight Small Wins

Acceptance of change will be more successful by focusing attention on the small wins.5

STEP 3: Refreeze  

Social Success

Continuing to share the results of the change effort can help freeze the desired attitudes, beliefs, and behaviors.  Providing skills and tools to facilitate peer knowledge transfer keeps this process fresh and evolving.

In Closing

A Balanced & Integrated Communication Plan Is Crucial During All Stages

Creating a brief, balanced, and integrated Change Communications Plan (CCP) that balances push and pull throughout the full change lifecycle is essential.  A CCP might consist of a 3-week structured approach with defined key messages, timed email, and podcast deliverables.  Topics for each communication piece might center on customer impacts and cross-functional cooperation.


1.  Wanberg, C. R., & Banas, J. T. (2000). Predictors and outcomes of openness to changes in a reorganizing workplace. Journal of Applied Psychology, 85, 132–142.

2.  Herold, D. M., Fedor D. B., Caldwell, S., & Liu, Y. (2008). The effects of transformational and change leadership on employees’ commitment to a change: A multilevel study. Journal of Applied Psychology, 93, 346–357.

3.  Gerstner, L. V. (2002). Who says elephants can’t dance? Inside IBM’s historic turnaround. New York: HarperCollins; Kotter, J. P. (1996). Leading change. Boston: Harvard Business School Press.

4.  Wanberg, C. R., & Banas, J. T. (2000). Predictors and outcomes of openness to changes in a reorganizing workplace. Journal of Applied Psychology, 85, 132–142.

5.  Kotter, J. P. (1996). Leading change. Boston: Harvard Business School Press; Reay, T., Golden-Biddle, K., & Germann, K. (2006).




Digital Debt, Digital Depreciation, and Digital Communities

By Chris Lane-Lightfoot

Spoiler alert… this article is not about finance.

New products and product updates require constant refreshes to existing digital assets.  Before you create your next asset, let Tricycle assist you in considering the digital debt and digital depreciation implications so you reap all the benefits of your asset throughout its entire lifecycle.

Digital Debt

Digital Debt is only loosely associated with financial debt.  Digital debt pertains more to assets that are created in a manner that makes it challenging to evolve the asset further. For example, you may have a PowerPoint deck that’s gained popularity in your organization.  Perhaps this same PowerPoint is modified by other people and possibly in other mediums (websites, etc.). If you did not make your slide deck easily modifiable and portable you now start to experience the effects of Digital Debt.  Although initially using PowerPoint as a tool (and yourself as a builder) may have been a great option, as the needs for assets expand it can become more painful to enhance because you did not build it with enhancement in mind (or you figured that you would deal with that later). Digital Debt requires you to expend significant effort to rework the asset to suit the new needs.

Digital Depreciation

Like owning a house, when you create a digital asset, no matter how well you build it, over time that asset will require maintenance as technology evolves around it.  In the life of a digital asset, many factors determine the depreciation of the asset.  For example, if you develop an App that runs on an Apple iPad you must continue to maintain the App as new versions of Apple iOS are released or the app may cease to function properly and lose value.  Continuing with the iPad App example… as other similar Apps are developed, users may find that these new Apps have features that your App does not provide and your App may decrease in usefulness.  Additionally, as visual styles evolve, your App may start looking too “old school” causing users to look for other options.  The message here is that the digital landscape is rapidly evolving and digital assets must be continually maintained or they will depreciate in value.

Both Digital Debt and Digital Depreciation can be limited by choices that are made during conceptualization and development of a digital asset.

Digital Community

The final factor to consider is the Digital Community that you choose to associate with.  Digital Communities include groups like the Microsoft Windows community, the UNIX community, the Open-Source community, etc.  By choosing one or more digital communities to associate with, you are in essence making a bet on which group will provide the best environment for the success and longevity of your digital asset.  Often there are many factors that limit the digital communities you associate with.  These may include; company policy (“we require all assets to be compatible with Microsoft Windows”), needs of the asset you are creating (“internet access is unreliable in hospital environments”), and personal choices (“I prefer to use Open-Source options if available”), etc.


Tricycle is committed to helping our clients make the best choices when building digital assets.  When creating a new asset, it’s helpful to understand the digital debt your company may accrue and, to some extent, the rate with which you can expect to incur digital depreciation.  Strategies for managing digital assets are critical, and when you partner with Tricycle, we’ll work with you to ensure you gain continual value from your digital assets.


5 Tips for a Snooze-Free Meeting

By Chaz Brueggemann

Meetings can help us achieve consensus, hold one another accountable, and plan future success.  Unfortunately, meetings are not always fun.  Here are a few tips to help keep your next meeting more engaging, creative, and fun!

  1.  Keep Your Meeting Short. In Tom Searcy’s article, Meetings Suck? Make Them Better, he mentions that in order to increase engagement, “a tight agenda with clear outcomes,” is imperative to success.  Furthermore, “Simplicity is not just the hallmark of elegance; it is also critical for effectiveness.”
  2. Invite The Right Attendees.  Have you invited those attendees who really need to be at your meeting?  In 3 Ways To Make Meetings Much Less Boring And Much More Useful the author discusses the importance of having the right attendees involved in meetings.  “Poor meetings are generally either somebody talking and everyone else is pretending to listen, or a conversation that only involves a couple of people.”
  3. Make Sure You Have A Clear Purpose. Dale Carnegie’s  strategy for presenting is sometimes one of the best meeting format strategies, “Tell the audience what you’re going to say, say it; then tell them what you’ve said.”  For example, make sure you have an agenda, start off by telling everyone the purpose of the meeting.  As you generate ideas and form a consensus on key topics, make sure you record this information.  When you close the meeting, make sure you repeat the key points of the meeting as well as next steps.
  4. Get Involvement Once you have the right attendees, make sure you get everyone involved in the room.  The Harvard Business Review article, Tips on Meetings, offers a few ways to help with meeting participation.  First, don’t control the meeting (even if you organized it).  Make sure you get other people to speak up and share their thoughts before you speak again.  Second, be positive.  Thank people for their involvement.  Even if it’s a heated meeting look for ways to keep the meeting positive and show appreciation for new ideas and feedback given.
  5. Finish Early.  Once your meeting has achieved all of its goals, why not adjourn a little early?

8 Tips to Take the Fear Out of Interactive Promotional Media


Social networking concept

Recently, Institute Biochimique got its “hand slapped” by the FDA because of its hypothyroid drug Tirosint’s Facebook page.  The page was subsequently removed after the FDA concluded that the drug’s manufacturer omitted risk information about the inability of the drug to treat obesity and weight loss, as well as the drug not being suitable for children.  The FDA has proved it’s watching: do you think it’s worth the risk for medical companies to engage in social media?

Examples like the Tirosint Facebook page, offer a possible explanation as to the reasons many medical device and pharmaceutical companies are resistant to integrating various streams of social media such as Facebook, blogs, and Twitter, due to the inherent risk posed by real-time engagement with potential patients.  However, with the growing increase of social networking, directors of marketing are eagerly looking for an approach to manage engagement throughout the various channels of social media.  The FDA’s recent draft guidance released in January of this year, attempts to narrow down the ambiguity over user-generated content (UGC).

Here are 8 tips to take the fear out of Promotional and User Generated Content based on the FDA Draft Guidelines:

1. When in doubt, Submit to FDA per Postmarketing Submission Requirements.  The FDA says in the draft recommendations that it “recognizes the challenges of submitting promotional materials that display real-time information.”  In recognizing this, a firm that follows the proper postmarketing submission requirements will receive, “enforcement discretion regarding the regulatory requirements for post marketing submissions related to promotional labeling and advertising.”  A best practice for medical device and pharmaceutical marketing teams would be to maintain a habit of continually keeping the FDA informed by submitting your FDA 2253 or FDA 2301 and additional information as specified in part V.

2.  Submit If You Place It, Manage, or Review Content.  Product promotional messaging on Twitter, Facebook, or your company’s blog, for example, and other types of digital content you create and place in various social channels, come with the added responsibility for submitting this information to the FDA as required by postmarketing submission requirements.  This also applies if your company is managing the material creation, editing it, or giving approval.

3.  Submit If You Pay for a Third-Party Site.  When your company pays, or has any kind of editorial influence over the material on a third-party site, then you must submit.

4.  Don’t Submit If You Pay but Don’t Have Control.  The example given by the January 2014 FDA Draft Guidelines is if your company pays for a third-party site “through an unrestricted educational grant” and your company has no access to control or manage the site, then you don’t have to submit content to meet post marketing submission requirements.

5.  Don’t Submit UGC.  If you don’t have control or influence the UGC on a site under your control, or there is UGC on a site you don’t control, you don’t have to submit.

6.  Submit if You “Like”.  If your company representative responds to UGC or “Like’s” something, then you will need to submit.

7.  Submit if the Content Is Generated by Authorized Company Representative.  Your company is responsible for any content created by those employees and sales reps promoting products for the firm, “A firm is responsible for the content generated by its employees or any agents acting on behalf of the firm who promote the firm’s product.”

8.  Submit Content from Paid Bloggers.  A paid blogger’s content would need to be submitted per FDA postmarketing submission requirements.


Trending Now: App Repurposing



Mobile devices have become “the great communicator” for businesses and most companies have adopted some kind of mobile footprint.  This footprint may be as simple as using off-the-shelf App Store apps or as far reaching as adopting enterprise-wide platforms that provide services such as syncing content on team members iPads or providing CRM and other data sharing tools across the enterprise.

A new trend that is starting to generate interest is repurposing of existing apps.  With the Apple App Store approaching one million apps, some thought leaders have started to look at how apps developed for one purpose can be repurposed for similar-but-different needs.

An example of how app repurposing is providing benefit can be found in health organizations that are gathering health metrics in developing countries.  A surprising increase in the accessibility of mobile technology in remote and previously “un-wired” communities (think of cellphones in Mongolia) has allowed healthcare watchers to start gathering health related metrics from remote regions.  These groups have found simple ways to repurpose existing apps for little or no cost.  Apps can often be repurposed without modification by using the app differently (e.g. putting blood pressure values into zip code fields in a cloud based mobile address book).  When no app will fit a need, these groups may approach the developers of an existing app and ask if they would make small changes to support a needed feature.  Jan Edwards of Paving the Way has been working with several countries in Africa to collect health metrics using this approach.

Looking at things differently is one of the talents we have at Tricycle Studios.  Let us show you how thinking differently can benefit your organization.


The Doctor Won’t See You Now

Ironically, the best bet to increase sales reps’ in-person interaction time is better digital engagement.

Doctor Wont

This story isn’t new to anyone in healthcare sales: Reps see their access to physicians dwindling.  We all know that.  The bigger questions for marketers and sales leaders are, why and what can we do about it?  I was hoping you’d ask that.  There are two significant influencers in the decreasing access to doctors and one clear way to address them.

Why: Age & Organization
The doctors who have been working with sales reps throughout their careers are being outnumbered by new, younger doctors who have not experienced value from relationships with reps.  It’s not just their age that’s changing the in-person visit dynamic, though. Around 70 to 80% of these larger organizations enforce limitations on how often physicians can see reps. With 90% of new doctors joining health systems after graduation, these restrictions are a major factor affecting the doctor and rep dynamic.

More Why: Value
Both younger and more experienced doctors, whether in group practices or independent, show a strong preference for digital contact. Physicians’ busy schedules require them to make the most of every interaction.  Respondents say that digital sales materials, such as emails, e-details, websites and social media, provide greater value because they are more flexible and provide personalized content.

When doctors do see reps, they primarily look to them for product information.  They cite printed and digital material as preferred resources for clinical information.  There is a lot that we can learn from this.  For reps that are selling commodities or disposable goods, this may not be tremendously important; for those trying to reinforce their role as a trusted information resource, this is crucial.

What We Can Do: Bring the Value
First and foremost, reps need to be better equipped to bring value to a clinical conversation.  They need the training and the tools to support real clinical conversations, conversations that uncover needs physicians face in their practices, and offer solutions.

Specifically, medical sales teams need interactive digital tools to engage doctors.  If doctors are already comfortable with digital contact, let’s use that to elevate the role of the rep rather than replace it. For example, digital follow up sent directly from a rep’s iPad-based e-detailing tool during a conversation gives the customer personalized information that she can review at her convenience and more value from the meeting.

Many no-see restrictions are the result of doctors feeling that their time has been wasted by reps.  To increase face time, reps have to increase value.  52% of physicians surveyed agree that the role of the sales rep needs to evolve.  All of this means one big opportunity for medical sales organizations to maintain their role as trusted advisors by more effectively leveraging digital engagement strategies.