About Us

In their previous work lives, partners Deanna Backos and Lauren Maiman witnessed first-hand the frequent disconnect between marketing subcontractors working on a client account. While one agency handled advertising, another spearheaded public relations, and social media was managed in-house by someone who held an unrelated role at the company. Despite having the right people working on marketing strategy and implementation, nothing seemed to be working together.

the midnight oil group’s approach to marketing was developed from this disconnect. The agency views brands in their entirety and work to create custom solutions for clients based on their specific goals.

From startups to legacy companies, the initial approach remains consistent: build the foundation, identify goals to create a strategy, implement that strategy, and conduct ongoing management, refinement and data analysis to maintain results.

Our Approach

 

 

Our approach to marketing is comprehensive, as we often work with brands from inception to establish a strong foundation before creative and implementation begins. We also work with companies at any stage in the process, and can jump in quickly and strategically to take over and continue to propel the brand forward.

Foundation

  • Name
  • Logo & Identity
  • Messaging
  • Branding

Preparation & Strategy

  • Define audience
  • Marketing plan
  • Asset setup
  • Analytics and data setup
  • Marketing materials
  • Website development

Implementation

  • Advertising
  • Blogging
  • Digital
  • Email marketing 
  • Public relations 
  • SEO
  • Social media

Ongoing management

  • Content creation
  • Marketing campaigns
  • Engagement
  • Data tracking

Foundation

  • Name
  • Logo & Identity
  • Messaging
  • Branding

Preparation & Strategy

  • Define audience
  • Marketing plan
  • Asset setup
  • Analytics and data setup
  • Marketing materials
  • Website development

Implementation

  • Advertising
  • Blogging
  • Digital
  • Email marketing 
  • Public relations 
  • SEO
  • Social media

Ongoing management

  • Content creation
  • Marketing campaigns
  • Engagement
  • Data tracking

we are creative.

we are focused.

we never stop working.

the midnight oil group consists of a team driven by creativity and balanced by data. Marketing strategies are implemented with purpose. With a collective 40 years experience, partners Lauren Maiman and Deanna Backos manage every single client account. The team of graphic designers, content creators, social media and marketing professionals rounds out a hardworking, dedicated staff.

Lauren Maiman

Lauren Maiman

Partner

        Deanna Backos

Deanna Backos

Partner

WHAT WE’RE LISTENING TO:

Taylor Swift

Latest Lunch Stop:

Luxe Bar and Grill

Brand of the moment:

CLE Cosmetics