Minnesota Prairie Roots

Writing and photography by Audrey Kletscher Helbling

The value of a greeting card July 11, 2018

 

I RECOGNIZED THE GREETING CARD as a marketing strategy. Yet, I appreciated the personal touch extended by District One Hospital, Faribault.

Thank you for allowing us the opportunity to care for you read the card signed with personal wishes from four of my caregivers. I remembered only two of them. Anesthesia erases memories. Like an Etch A Sketch.

Sixteen days ago I underwent surgery to repair my broken left wrist with a plate held in place by 10 screws. That would be six more screws than I expected. But my broken radius was a bit of a jumbled mess or “looked like gravel,” as my surgeon said. He assessed my overall bone health as good, which I consider good for a woman my age. When you fall as I did, you’re gonna break a bone no matter what.

Back to that gratitude card from the hospital. It’s a nice gesture. Thoughtful. And smart PR. In a time when not everyone values a local hospital, such personal connections matter. I value having a hospital right here in my community. They’ve gotten plenty of my business through the years with three children born there and other surgeries. I appreciate that I have access to good medical care locally. I want to stay in my community, where I’ve often received care from people I know. There’s something to be said for that, for the comfort of familiar faces.

The handwritten wishes of three RNs and a nurse intern impressed me. Enough to write about it here.

Thoughts?

Copyright 2018 Audrey Kletscher Helbling

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One last shot from Madison, Wisconsin June 13, 2018

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THE HUNTING CULTURE of Wisconsin is undeniably strong. Last fall, laws changed to eliminate the minimum hunting age. Now anyone—even a baby—can get a hunting license. That seems a little crazy to me.

Whatever. I don’t live in Wisconsin. But I visit occasionally. And on a recent stop in downtown Madison, I saw a creative message in a second-floor window for a business with an unusual name. 12 Gauge Construction is a general contractor for commercial and residential construction. In the hunting world, 12 gauge is the most popular shotgun shell.

I don’t understand the hunting connection with a construction business. But even I appreciate the message of “GIVE US A SHOT as connected to the business name.

Thoughts?

© Copyright 2018 Audrey Kletscher Helbling

 

Off the interstate in Mauston, Wisconsin: A community that’s dairy proud June 5, 2018

A glimpse of Mauston’s rural character.

 

IF YOU NEVER EXIT the interstate into a small town, you miss so much. Like the Cowtastic CowMoonity of Mauston. That would be in southwestern Wisconsin, just off Interstate 90/94 half-way between Minneapolis and Chicago.

 

 

A search for a picnic spot led Randy and me into this community of nearly 4,500 on a recent Saturday. After securing unclear directions to a park at a local convenience store/gas station, we ended up lost and seemingly headed out of town.

 

 

 

 

 

Then we happened upon the cows. And I momentarily forgot all about lunch, so excited was I over the herd curving along a ballpark fence. We’d just discovered, quite by happenstance, the Cowtastic CowMoonity Project of the Juneau County Dairy Promotion Council. At the under-renovation Mauston Lions Park, complete with picnic shelter, tables, restrooms and playground equipment.

 

 

 

 

After eating my turkey sandwich, clementine and yogurt—yes, yogurt—I headed over to the 60-head herd, camera in hand. You can bet this former dairy farm girl and former Redwood County, Minnesota, dairy princess candidate was excited.

 

 

 

 

It’s clear this community embraces all things dairy. This marks the fourth annual cow art project designed to promote the dairy industry via those cow cut-outs and panels of dairy facts and trivia.

 

 

 

 

Nonprofits, youth clubs, organizations and businesses purchase plywood cut-outs and then create cow art showcased along the park fence during June Dairy Month. So this is about more than just agriculture. Cowtastic CowMoonity also promotes local businesses and causes.

 

 

I love this folksy idea. What a creative way to educate, raise awareness and to show appreciation for the dairy industry, especially family-owned farms, in The Dairyland State.

 

 

 

 

The promotion of the dairy industry doesn’t end, though, when June Dairy Month ends at the end of June. Ten of the cows, selected by a secret panel of judges, are relocated to Veteran’s Memorial Park during the Juneau County Fair, this year from August 12 – 19. Good luck with that, judges. The public then votes for its favorite with the top cow earning a $100 prize.

 

 

 

 

Because of those cows, I’ll remember the CowMoonity of Mauston. I’d suggest this creative and dairy proud community visibly promote this outdoor educational art endeavor along the interstate. Or perhaps station a Cowtastic cow or three near that busy busy convenience store/gas station just off busy busy Interstate 90/94.

 

 

FYI: Want to play Wisconsin dairy trivia? Click here.

© Copyright 2018 Audrey Kletscher Helbling

 

Yes, I eat ice cream in winter & here’s my new favorite in name & taste January 5, 2018

 

AS A WORDSMITH, I appreciate creative marketing. And that defines a new line of ice cream sold at Fareway Foods, a Midwest grocer with a store in my community.

Fareway is unique among grocers. The business is closed on Sundays, following the company philosophy that Sunday should be a day of rest and a time for families to be together.

That business value explains the name Cookie Doughn’t Work on Sundays, a cookie dough flavor in the new Fareway Premium Ice Cream made by Blue Bunny. How clever is that doughn’t?

Other names include You Had Me At Cheesecake, Better Choco-late Than Never, my favorite (in taste, that is) Truffle Shuffle Salty Caramel and more. The salty caramel pairs perfectly with apple crisp.

Winter isn’t exactly prime ice cream season in cold Minnesota. But that doesn’t stop me from grabbing a carton of Fareway’s new, since May, branded ice cream. The names got me initially. Kudos, marketing team. But the taste and price have made me a repeat customer.

TELL ME: Have you come across an especially memorable marketing name for a food product? I’d like to hear.

© Copyright 2017 Audrey Kletscher Helbling

 

Promoting Faribault March 10, 2017

A snippet of Faribault’s just-published 2017 tourism guide cover shows Faribault’s signature angled name graphic overlaid on a photo taken along Central Avenue.

 

NEARLY 35 YEARS AGO, I moved to Faribault, relocating to this southeastern Minnesota city after my May 1982 marriage. My husband had the more secure job in an area with more employment opportunities.

I’ve grown to love this community and its people. I can go almost anywhere in town and run into a friend or acquaintance. While Faribault, with a population of around 23,000 still seems big to me in comparison to my rural southwestern Minnesota hometown of under 400, I feel here the closeness of a small town. Paths cross at events and in churches, schools, grocery stores, shops, restaurants, parks and more. That creates a sense of community.

Among events fostering community closeness is the monthly May – August Car Cruise Night along Central Avenue in our historic downtown. The well-kept aged buildings in Faribault’s central commercial district are among our strongest assets and provide an ideal backdrop for car enthusiasts to gather.

For a blogger like me, Car Cruise Night presents an abundance of photographic opportunities. I enjoy the challenge of coming up with new and creative ways to photograph the car show, showcased many times on Minnesota Prairie Roots.

 

My July 2016 Car Cruise Night photo is the cover of the 2017 Faribault tourism guide.

 

Now my car shoots have extended beyond this space to tourism. A photo I shot at the July 2016 Car Cruise Night graces the cover of the just-released 2017 Visit Faribault Minnesota tourism guide published by the Faribault Daily News in collaboration with the Faribault Area Chamber of Commerce and Tourism. I am delighted and honored to have my work chosen by a committee for this placement.

In a single photo, potential visitors get a snapshot of Faribault. In the backdrop architecture, they see the history and the care Faribault has taken to preserve historic buildings. In the people and cars, they see a fun event. In the green Faribault banner and lush, hanging flower basket, they see community pride.

 

My original photo from the July 2016 Car Cruise Night. The left side of this photo is printed on page 22 of the tourism guide in the section titled “Explore historic downtown.” Minnesota Prairie Roots file photo.

 

But there’s more to this photo than seen in the vertical tourism guide cover. I shot the image in a horizontal format, my view stretching along nearly the entire length of the 200 block (west side) of Central Avenue. The 1884 Fleckenstein building, beautifully renovated and restored by Faribault-based Restoration Services, Inc., anchors the image on the right. But just look at all those buildings beyond. I cannot say enough about how lovely the historic architecture in downtown Faribault.

Of course, Faribault is about much more, so much more. I’ve also had the opportunity recently to pen pieces on River Bend Nature Center and the historic murals in our downtown for the tourism website. I’m proud to promote Faribault, pronounced fair-uh-boh. That would be French in a community that’s today culturally diverse.

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TELL ME: What would you like to know about Faribault? Or, what do you know about Faribault? Or, what do you love about Faribault?

FYI: In addition to my cover photo, my Midway photo from the Rice County Fair is printed in an ad on page 20 and a photo I took of Twiehoff Gardens & Nursery is published on page 30.

© Copyright 2017 Audrey Kletscher Helbling

 

Fashionably cold in Minnesota January 4, 2017

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Along a gravel road somewhere between Nerstrand and Kenyon, Minnesota.

Along a gravel road somewhere between Nerstrand and Kenyon, Minnesota. Minnesota Prairie Roots file photo March 2014.

WHILE ROAD-TRIPPING FROM MINNESOTA to Massachusetts last May, I found myself defending my home state. Apparently non-residents have a singular impression of Minnesota. And that would be “cold.”

Back then, when spring was emerging green and beautiful here, I assured non-residents that Minnesota is about much more than cold weather.

But today I can’t argue with the cold assessment as arctic air settles into Minnesota, plunging temperatures to the single digits above zero. Thank you, Canada, for kicking the cold out your front door toward your neighbor’s property.

When my cheeks started hurting and flaming red, I added a second scarf.

Me bundled up several years ago for two hours of ringing bells for the Salvation Army in arctic cold. Minnesota Prairie Roots file photo.

Fortunately, Minnesotans know how to handle the frigid temps. Along with complaining, we bundle up. At least I do. Fashion isn’t nearly as important to me as warmth. Gone are the days of caring whether a stocking cap will flatten my hair or whether my Northwest Territory boots are in style. Warmth trumps appearance.

 

scheels-billboard-between-wasca-and-janesville-11

 

Yet, apparently you can be “cute and cozy” in outdoor winter attire, according to a Scheels billboard I spotted along U.S. Highway 14 between Waseca and Janesville. The model appears well-cozied in her winter jacket, leggings and boots (which seem more fashionable than practical). I wouldn’t want to be slip-sliding around on the ice in those heels.

That all said, I appreciate Scheels’ efforts to convince us that we really can be fashionable in outdoor winter attire. Now if only we could convince the rest of the country that Minnesota is about much more than cold weather.

TELL ME: When you think of Minnesota, what word pops into your head? Cold? Snow? Something else?

How can Minnesota change its “cold” image? Or should we?

© Copyright 2017 Audrey Kletscher Helbling

 

My current favorite national marketing campaign December 29, 2016

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mandarins-ad-campaign-billboard-67

 

SEVERAL WEEKS AGO a billboard along Interstate 94 in Rogers popped out at me. Not like a jack-in-the-box or a creepy clown. But visually.

The simplicity of the graphic design and the short, powerful message of “Good choice, kid.” made this advertisement noticeable among all the roadside clutter.

This Wonderful halos billboard is part of a $30 million ad campaign focusing on kids who choose mandarins over something less desirable. So I learned while googling the slogan. To totally understand this, you have to view the television spots that are part of this campaign. Kids star in videos with storylines that present a temptation—like sleeping over in a creepy doll-filled mansion or running away to join the circus—and the obvious better choice of a mandarin.

The ads are quirky, funny and, yes, most assuredly memorable. To the creative forces behind the Wonderful Halos newest marketing endeavor, well done.

TELL ME: What ad campaigns, past or present, do you consider especially well done and memorable? Why?

© Copyright 2016 Audrey Kletscher Helbling