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Tallgrass Never Looked So Good

When you have a memorable, placemaking name like Tallgrass and almost two decades of equity in your brand, you embrace it. This year the Tallgrass Film Association walked away from the TFF logo it had been using for the festival and returned to its roots.

Greteman Group revisited the association’s original, classic wordmark, updating the font and evolving the grass icon while remaining loyal to the distinctive name and its instant recognition. The creation of graphic standards, which the association had never had, serve to boost consistency and streamline efforts, saving this resource-strapped organization both time and money.

Setting the Stage

The Sundance and Tribeca film festivals are bigger, but Tallgrass just boosted its star power. New creative leverages a brightly colored film reel against a field of black, evoking the feeling of a dark theater. The agency set the creative in motion with colors filling the screen before the reel rolls out of view. “Tallgrass” and the “Stubbornly Independent” tagline move in and take center stage before revealing the dates of the now-virtual fest, which expanded from the usual five days to 10: October 16-25. Graphic applications include everything from T-shirts to TALLPasses.

This is How You Fest

The new website launched in July, replacing and combining two previous sites, one for the association and the other for the festival. Having everything at boosts SEO and provides a better user experience.

“As more films continue to be released in a digital world, our website will be integral in creating new opportunities for our organization,” says Nike Pope, Tallgrass Film Association director of programming. “In the coming months, we look forward to opening the ‘Tallgrass vault’ to bring patrons an online catalog of past festival favorites as well as new content from around the world.”

tallgrass website

The addition of a newsroom helps the fest’s many audiences stay informed. Straightforward navigation makes it easier than ever to buy passes, donate, volunteer and submit films. As beautiful as the new site will be, Tallgrass team members and volunteers are perhaps most excited about the new content management system and website style guide. They can make updates themselves, something that was impossible before with its proprietary, hard-coded site. With the festival going virtual, it’s more important than ever to have a nimble way to keep things current and festivalgoers informed.

“It’s awesome to have a new website, especially this year as we pivot to hosting our festival virtually,” says Gray Rodriguez, Tallgrass Film Association director of marketing. “We’re ecstatic to have a sleek and easy to navigate place to direct our audiences, attract new supporters, and get everyone as excited about our online festival as we are!”

Without NBAA-BACE, Now What?

NBAA-BACE plays an outsized role in business aviation. Fostering deals. Celebrating product rollouts. Highlighting innovation. When the news broke that NBAA 2020 was being canceled this fall, we understood the decision. But it rocks our world.

The show will be back in Fall 2021 at Vegas, our favorite host city. Hopefully, it will be bigger and better than ever. But in the interim, how do companies fill the void that this and other tradeshow cancellations leave? We’ve been giving this thought and have suggestions. (No surprise there, right?)

no nbaa 2020 means you have to bring the reporters to you
World Fuel Services used our outside support to ensure its considerable news received maximum coverage at NBAA-BACE 2019.

Bring Reporters to You

Without NBAA-BACE as the platform for announcements, leverage and magnify your news by going directly to journalists. Host onsite media days and/or onsite press conferences. Invite select, small groups of editors and reporters. Ensure them you will follow pandemic protocol best practices as outlined by the Centers for Disease Control or other reputable organization.

Onsite not in the cards for you? Deploy virtual press conferences. Livestream the event to connect with journalists and stakeholders throughout the country and world. We suggest YouTube Live, but there are many platforms available. Just as with an in-person press conference, make it worth attendees time. Only hold if you have real news to convey. Amp up the value with high-level speakers who personalize the messaging with interesting angles, anecdotes and insights. Leave enough time for a robust Q&A session.

use video to show off your products in place of nbaa 2020 showcases
Every year, NBAA-BACE hosts an Innovation Zone. Create your own with a livestream product launch or announcement. Read our tips for streaming success.

Show in Addition to Tell

Without the benefit of in-person demonstrations, invest in high quality videos that do your product or service justice. Size the videos to work across all your channels: earned, owned, shared and paid. Video evokes emotion – including trust. It helps build relationships and confidence in your offerings. Poor quality video, of course, erodes both.

Go Old School

Remember the dimensional direct mails you used to send out and how great of an impact they had? Well, just as you may have thought print was dead, the coronavirus has given it new life. A physical, tangible way to communicate your message captures attention. Make it creative so it evades the trash can and ensure gatekeepers put it front of the CEO or other desired decision maker.

In addition to direct mail, add supporting digital and social media components. For instance, the print piece can include a call to action that drives recipients to a landing page with more information and engagement opportunities. Shifting dollars to targeted campaigns with multiple levers that get pulled over time allows you to see what’s working and what’s not. And to react accordingly.

NBAA-BACE also allows industry professionals to network with new and longtime friends. We loved running into Todd Winter, CEO of Mid-Continent Instruments and a longtime friend of the agency, in 2017.

Keep Top of Mind

Conventions exist for networking. How can extroverts (like my boss Sonia Greteman) get their social fix? Facetime, baby, even if it’s virtual. If nothing else, COVID-19 has taught us that video conferencing goes a long way in reducing isolation and loneliness. Zoom will never replace face to face, but it helps keep social connections alive and thriving. Happy hours can (and do) take place long distance. Even if you can’t clink glasses. Like all of life, it’s the thought that counts.

Kick Things Up with Aero Sox

Lovers of planes in general and of planes built in Wichita specifically, rejoice. Greteman Group has produced aviation socks highlighting some of the 100+ key models of the approximately 300,000 aircraft built here. Brightly colored aircraft silhouettes set against a dark gray background feature everything from single-seat, open-cockpit biplanes to transatlantic jumbo jets.

The agency created the custom Aero Sox as client birthday gifts, but it’s also making them available online at

aviation socks by greteman group

“We’ve designed lots of wearables, but these are the first for the foot,” says Sonia Greteman, agency president and creative director. “They definitely capture your attention and make you smile.”

The aviation socks come in men’s or women’s versions and are priced at $16. Combed cotton, spandex, nylon and elastic make them comfortable, washable and durable. The agency chose to have graphics woven directly into the fabric rather than being screenprinted on the surface for a higher quality final product. Designs are built on bitmaps, created pixel by pixel, and programmed into knitting machines that translate each pixel into a single stitch.

“If you live in or have a connection to the Air Capital, you want these socks,” says Greteman. “They make great giveaways for everyone with an eye to the sky – from pilots to passengers, airframe manufacturers to aviation suppliers. I’m betting they become your go-to pair.”