Spyglass New Client Spotlight

Spyglass is proud to announce we are now working with Minnetronix – one of the nation’s pioneering med tech companies – on their brand positioning and go-to-market story.  Minnetronix is on a mission to solve challenging problems for the benefit of patients and humanity. It’s aspirational – and, more importantly, given their track record as a valued design and manufacturing partner with OEMs and their own proprietary technologies and treatments – it’s doable!

Thank you to Carolyn Baldus, Sr. Communications Manager, for sending us this note last week —

“The work you presented was spot on and we were all truly impressed. You get us. You captured our passion, our intention and our why. Thank you all for your work and your guidance.”

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And the award goes to…

Spyglass brings home gold for Capella Learning Solution’s InsightPath video

Have you ever tried to condense your company’s story into 90 seconds, in a way that creates clarity and drives demand? The Spyglass Team did exactly that for InsightPath—a program designed to help companies convert their analytics into action.

InsightPath was developed by Capella Learning Solutions in collaboration with the International Institute for Analytics to teach business teams how to think strategically and tactically to make data-driven decisions. CLS and Spyglass worked together to develop a name, identity, website, sales presentation and then a video that could communicate InsightPath’s message succinctly.

Last week, the video was recognized when dotCOMM Awards announced Spyglass as a Gold Winner for the 2017 International Award Competition in the category of Company Overview Video. dotCOMM Awards is an international competition honoring excellence in web creativity and digital communication.

Chris Giacomazzo, Sr Business Director at Capella Learning Solutions said, “Getting to the heart of what we do quickly, while still showing the entire InsightPath process was not easy. Spyglass helped us bring the InsightPath brand and key messages to life in a way that made the InsightPath process approachable and easy to understand. We couldn’t be happier with the end product.”

See for yourself! Watch the video here

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Spyglass designs logo for Edina Ed Fund’s first annual Socktoberfest

Summer may still be in full force, but fall is just around the corner – and with the change of season comes the crisp air, pumpkin spiced treats, leaves changing colors and most importantly, the first annual Socktoberfest!

This October, join Edina Education Fund for their inaugural event and a night of great food, fun games and the chance to be a part of history as they attempt to break the world record for the most people in one space wearing matching socks – all while raising funds to support the educational needs and opportunities for Edina Public School students.

As a long time sponsor of the Edina Ed Fund, Spyglass had the opportunity to create the logo for the event. All of us here are excited to break out our new socks in a few months! It is sure to be a fun filled event that will get you into the fall spirit. Buy your tickets and socks here.

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Congratulations Cretex and QTS!

Congratulations to our client Cretex Companies on their recent acquisition of Quality Tech Services (QTS), a supplier of outsourced packaging services to the medical device industry.  This addition to the Cretex family of businesses gives their medical division another secret weapon in providing end-to-end medical manufacturing solutions for their medical device customers.

As with any acquisition, the timing of the announcement and preparing for launch was critical.  Spyglass helped ensure QTS was ready to look like part of the Cretex family from day one, and also spread the word near and far in the press and across the industry.
Read more in Medical Design & Outsourcing

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Upcoming AMA MN Event: Don’t Leave Your Consumer Mindset Behind When Creating B2B

Spyglass’s own Sara Martin and Paige DeRoma are key AMA members and have helped create yet another winning event focused on brand strategy. If you are in the Twin Cities, come on over and learn how healthcare brands are discovering clear ROI by weaving B2C marketing ideas into their B2B communications. Speaker Andy Jacobson, Director of Strategic Communications at HealthFitness will reveal how his company has done just that by adopting a “consumer is king” mindset to develop their B2B content sharing strategy.

Event Details
Tuesday, Jun 27, 2017, 5:30PM – 7:30PM,
Rojo Mexican Grill Register today
More information


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And the award goes to… Sara Martin!

Spyglass’s very own Sara Martin, Account Executive Extraordinaire, has been recognized for her outstanding volunteer work by the Minnesota Women in Marketing & Communication (MWMC). Each year the MWMC honors a board member with the Volunteer of the Year Award. According to MWMC President, Jill Pettit, “This year, the award goes to a person who has shown persistence and is the voice of MWMC on the end of the phone or email welcoming each new member. She’s got down and dirty in our database and came out the other side shiny and refreshed. She has a constant smile, a great spirit, and unending dedication.” Congratulations Miss Sara Martin, this year’s MWMC Volunteer of the Year!

Way to go, Sara!


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Spyglass helps the Minnesota Orchestra create a can’t-miss event

Mark your calendars! Spyglass has been working with Laurie Greeno, MaryAnn Goldstein, Paula DeCosse and the other talented members of the Symphony Ball team to design their latest spine-tingling, show-stopping, fundraising gala coming up Saturday, June 24. The Minnesota Orchestra’s Symphony Ball 2017, “A Night on the Silk Road” will be an exotic evening of music and mystery exploring the artistic, cultural and culinary influences of the ancient Far East. From the Turkish Grand Bazaar to the palaces of Persia, through the steppes of Central Asia, to the Indian Himalayas and the Great Wall of China, this is one sensory journey you won’t want to miss.

Get your tickets today!


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Everybody knows somebody with AFib: Cardialen chooses Spyglass to help bring their revolutionary heart therapy to millions (including our family and friends)

Cardiac arrhythmias take a significant toll on the people we know and love—and many, many others. Over 9 million people are affected in the US and EU alone. Sadly, 130,000 Americans die annually from atrial fibrillation (AFib), and that number continues to rise as our population ages.

Despite advancements in medical technology, AFib has remained a massive challenge for doctors and there has been very little significant progress in treatment for decades. AFib continues to greatly restrict what otherwise healthy people can do every day, and greatly shortens life expectancy. Today, the only available treatments have serious side-effects, dismal efficacy rates, and the intervention with high-voltage paddles is shockingly painful.

Thankfully, Cardialen has a breakthrough device poised to change all that. It’s the first, painless arrhythmia solution in over a decade. It identifies, treats and helps to ensure long-term heart health. Now, with 19 key patents in place and a clear pathway of care for insurers and doctors, the future is bright for Cardialen, and those with AFib.

. Paula Skjefte, Cardialen Chairman and CEO explains, “The pieces are in place. We are passionate about the opportunity to save and extend millions of lives. It’s the most promising cardiac treatment solution in decades. We have the human data to prove our therapy works and we are moving fast. We’re thrilled to be working with Spyglass and confident they will help take the Cardialen story to an entirely new level.” Visit www.cardialen.com to learn more.

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A report from the frontline: Spyglass takeaways from MIMA’s recent 2017 Marketing Trends event

Relevant insights and astute observations aren’t easy to come by, so the Minnesota Interactive Marketing Association (MIMA) “Excited for Change: 2017 Trends for the Modern Marketer” event on January 18th was much appreciated. Spyglass was there, and from our purview, there were more than a few savvy revelations on the state-of-the-state of marketing and how to forge a nimble way forward. Like many observations, a few are simply smart reminders, while others are cool new ways to use what we know to see the world through a different lens.


  1. Pay close attention to patents, art and culture. As the world of advertising increasing blends with culture and the hip and the hot, every brand needs to use the tools available to them to tap into the now and spend more time understanding why the new is what’s next. Patents are a great example. While technology continues to play a larger role in our lives, (See also The Internet of Things), it’s important to understand the thinking behind the patents that go into new gadgets like the personal assistant Alexa or Amazon Echo. They offer interesting revelations about the process of discovery and what excites us.
  2. Black swan moments matter. Way back when, in a white-swan-only world, scientists declared that black swans did not exist. Low and behold, black swans were discovered soon after. The point? Anything is possible. Never say never. Many have spent precious time dismissing groundbreaking ideas in their infancy from Apple to Twitter, only to eat crow later. The lesson is simple. It’s OK to be late to the game—but you need to be a student of why these ideas worked and what you missed.
  3. New buzz word alert: Thumb stopping. We’re going beyond Facebook ‘likes’ to “thumb stopping”. As mobile takes pole position over laptops and desktops, it’s all about creating content you simply have to stop and look at. And that is precisely the content most of us share with our friends and colleagues. Thumb stopping involves creating more targeted and niched content that best relates to a visitor’s questions and interests. How to create that content is not necessarily your problem, but sharing it is. Being among the very first to share the best content matters.
  4. Call it spin control, but… The simple truth is you have to sell change as an opportunity, not a nuisance. Both internally and to your customers and prospects. Have a vision and communicate why change is good and how it opens up a whole new set of powerful potentialities.
  5. Surprise! OK, not really. Whoa, 84% of millennials don’t trust traditional advertising. Which is why, more than ever, you need to put customer needs above brand wants. Your brand is here to serve, protect, surprise and delight. Think of ways your technology can help your customer and not your marketing goals. Provide non-expected service, reject intrusiveness, be trusted. Then, segment, market and keep them loyal.
  6. Measure twice, cut once. Pay attention to what data can tell you and start looking at how your data scientist can be more involved with marketing goals. Make sure you know what’s working and what isn’t. Then work with your team to decide how to measure the success of any content, branding or marketing strategy. Proving that what you are spending is working is the best way to secure more marketing investment and grow your business.

As always, the devil is in the details, but the one unassailable fact is: To “be it” you’ve got to “see it”. It’s not about you, it’s about them. Good luck out there. Call us if you need a hand. We’re uncovering new ideas every day, and it’s a good bet they can help you break on through.


MIMA is an interactive marketing-based educational and networking organization in the Twin Cities. To learn more visit the MIMA website


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