Go City® Joins List of 19 Companies Choosing The Positive Behavior Change Agency™ for its Creative and Communications Strategies that Actively Change Lives for the Better
NEW YORK, July 19, 2022 – Today, DiGo (DiMassimo Goldstein), The Positive Behavior Change Agency™, has been named as the agency of record for Go City®, the leader in attraction passes. Beyond building both brand and category awareness among travelers, Go City® chose DiGo to lead creative and communications channels with its Positive Behavior Change offering, changing the behaviors that change lives for the better.
With an estimated 65% market share in the global multi-attraction pass business, and operating in 25+ cities on five continents, Go City® allows travelers to access the best of a city all from one simple app. Go City® will be looking to DiGo for driving awareness and excitement amongst all travelers around its category-leading services. Go City® joins a list of 19 companies to choose DiGo during the pandemic, including Echelon Fitness, PenFed Federal Credit Union, Partnership to End Addiction, Triad Behavioral Health, Samsung, The Great Courses, Spear Physical Therapy, White Plains Hospital, Huntington Learning Center, k12.com, BetterHelp, Boar’s Head, Urolift, Lifeplus, SynergyLabs, Edelman Financial Engines, Apolloware, and a company soon to be announced that specializes in workplace education.
“With the long-awaited return to travel upon us, we are thrilled to be working alongside DiGo to inspire travelers to get back out there and get the most out of every trip,” said Deborah Jourdan, Senior Vice President, Brand for Go City®. “We are looking forward to collaborating with DiGo over the next year. We know they will push us creatively as we look to amplify our brand during this critical time in the industry.”
Through its work with Go City®, DiGo seeks to elevate consumer awareness of the brand as a leader in the travel and tourism space, and an expert on what to do in the world’s greatest cities. DiGo will bring Go City®’s distinctive brand to new heights, and help strengthen Go City®’s existing customer relationships. This partnership seeks to not just further Go City®’s current success as the category leader, but also capitalize on the reemergence of the travel industry. DiGo will guarantee that sightseers seek out Go City®’s full range of attraction options, on-the-ground flexibility, and overall value, adding a new level of enjoyment to every journey they take.
“The travel industry is at a crossroads. Travel itself is a proven path to Positive Behavior Change. Today’s traveler seeks not just experiences but transformations. Today’s traveler says, ‘Make it better. Make me better. Make us better.’ Go City® is well-poised for rapid growth driven by delivering on all three. Travelers who try Go City® develop a deep bond with the brand and become passionate users. Through our work with Go City®, DiGo aims to connect this ground-breaking company directly to travelers all over the country and beyond. We couldn’t be more excited to be working on this campaign and see the remarkable change that will stem from it.” Said Mark DiMassimo, Founder and Creative Chief of DiGo.
DiGo is actively working with the Go City® team and anticipates an initial launch of the new campaign later this year.
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DiMassimo Goldstein (DiGo) is the world’s first creative agency focused exclusively on promoting better habits by building brands and businesses using Positive Behavior Change marketing. Over the years, DiGo has helped to build life-changing brands and businesses, including BetterHelp, Shutterstock, Wondrium, Partnership to End Addiction, WW (formerly Weight Watchers), SodaStream, Samsung, Echelon, Pfizer, Urolift, Lifeplus, SynergyLabs, Edelman Financial Engines, Apolloware, and CVS Health among many others across various industries. Headquartered in New York City, DiGo has teams across the globe and is committed to creating an enriching environment of diversity, equality, inclusion, and creativity. For more information, visit digobrands.com.
Welcome to The Habitual. It’s nice to see you here. We hope you’ll hang out for a bit, because we have something important to tell you about big changes we’re making at DiMassimo Goldstein (DiGo).
After more than 25 years of doing well, we came together as a team and decided to do only good. We agreed to be guided by a single mission—to help form better habits that change lives for the better.
You see, people don’t always do what they know they should do. Much of marketing makes it worse. We’re not afraid to admit that, in the past, we too have contributed to that noise. Too often we have worked on things we did not believe in. But not anymore.
From now on we have decided to work exclusively on promoting better habits by building brands and businesses using Positive Behavior Change marketing.
If we can help anyone eat better, breathe easier, live longer, sleep smarter, learn faster, love deeper, feel mentally healthier, emotionally stronger, or financially more well, then we believe the investment in creating those stories will have been worth it.
Welcome to the new DiGo – The Positive Behavior Change Agency™️.
We are a community of people working around the globe with diverse talents all committed to being agents of Positive Behavior Change. We work with brands that help people make better choices and form better habits. When they succeed, better things happen for us all—individuals, organizations, and the world we all share. Helping everyone reach their potential is how we intend to reach ours.
We take this stance seriously, which is why we’ve decided to relaunch our brand, starting with The Habitual by DiGo.
The Habitual is a new publication from DiGo – The Positive Behavior Change Agency™ dedicated to helping people, businesses, and brands form better habits. Why? Because habits are the result of committed, consistent, and continuous Positive Behavior Change. There has never been a more important time for a positive statement. This is ours.
If you share our view or want to join our cause, we’ll help you find the right Positive Behavior Change for you. If you want to work for us, let Felicia know. If you want us to work for you, reach out to Lee. And if you want to learn more about Positive Behavior Change marketing, Mark is ready to chat. Finally, we’d love it if you helped share our first publication, but no pressure.
DiMassimo Goldstein (DiGo) is the world’s first creative agency focused exclusively on promoting better habits by building brands and businesses using Positive Behavior Change marketing. Over the years, we’ve lent our expertise to life-changing brands, including BetterHelp, Shutterstock, Wondrium, Partnership to End Addiction, WW (formerly Weight Watchers), SodaStream, Samsung, Echelon, Pfizer, and CVS Health, among many others across various industries. Headquartered in New York City, DiGo has teams across the globe and is committed to creating an enriching environment of diversity, equality, inclusion, and creativity. For more information, visit digobrands.com.
Looking to improve your LTV (Lifetime Value of a Customer)? I have a story for you.
My friend, a former CMO now a fitness entrepreneur, told me about his version of “The Big Problem.”
I’m willing to bet it’s a lot like the biggest problem you face in your industry.
The second week of every year is the biggest week of gym membership sign-ups. Talk about a great start.
After a visit or two, 9 out of 10 of those new gym members won’t be seen at the gym again.
Fewer than 2 out of 100 will be there by the end of the year.
Think about the influx of gym membership promotions you see leading up to the new year. When putting pencil to paper, that’s a lot of money for an advertiser (like you) to spend on customer acquisition when the retention rate is less than 2%. For all the cost of acquiring 100 new gym members, more than 98 don’t stay.
I can tell you similar stories across a broad range of industries. People don’t do what they know is best for them.
More often than not, they don’t follow through on their best intentions. Your job as a marketer is to help them. And our job is to help you improve your LTV by getting your customers to not only stick, but stay.
START – STICK – STAY
Our 3Ms Model of Positive Behavior Change Marketing process sustains Motivation and increases Momentum through the Moments that Matter for getting more members from START to STAY and beyond.
When twice as many stay, you improve your LTV by twofold, your growth accelerates, and you help many more people create habits that help them flourish. And those habits mean they will stick with your brand.
Would you like to improve your LTV? To get things going, we can give you a 3Ms analysis of your industry and show you how DiGo can blow that out into great creative for your brand. And great creative is the ultimate economic multiplier.
Creative people hate tools they view as uncreative, and the word “stock” smacks of satisficing sameness.
Yet, not all creative asset companies are created equal.
While art directors, designers, and creative directors have been challenged with lower budgets, canceled shoots, and tighter schedules, many avoided “stock” sites and services for fear of stock sameness.
DiGo client Shutterstock had built something very different – a great set of tools for enhancing creativity, and a remarkable range of assets that seemed to be anything but “stock.”
Since most of the budget would go into connecting creators, we’d need to hijack news and memes to get our message out. The Fyre Festival fiasco presented us with our first opportunity. Within 72 hours, using $2000 of Shutterstock assets, we created a video that was ultimately seen by millions – nearly 700,000 on YouTube alone. Though it was not a SuperBowl commercial, since it did come out during SuperBowl season, one subtheme of comments was, “Shutterstock wins the SuperBowl with Fyre Festival Video.”
The theme of our winning campaign: It’s Not Stock. It’s Shutterstock.
Challenge
The creative tools and content at Shutterstock unlock potential, freeing creative people to realize their best ideas. However, our research showed that a mental-behavioral block was preventing most creative people from enjoying these benefits.
Desired Positive Behavior Change
From closed-rigid-creativity to open-nimble-creativity measured by increasing engagement, usage, and revenue-per-creative person on Shutterstock.
BetterHelp reached out to DiGo to change behavior and get more people into therapy.
The largest therapy brand in North America, BetterHelp’s commitment to address America’s behavioral and mental health crisis exceeds even their market share.
In fact, the problem was so big that taking market share wouldn’t solve it. Less than half of the people who need therapy actually get it. The only way to get many more people the better help they need is to change behavior on a massive scale.
Doing this started with a business analysis and identifying the behaviors that would drive impact and value. Many more people would need to try therapy through BetterHelp.
Through our 3M’s Behavior Change Marketing process, we discovered a key insight that unlocked motivation and inspired action:
People suffering from anxiety or depression also suffer from a lot of bad advice.
While much of the advice the target audience was enduring was well-meaning, it made a lie of the notion that non-professional care could address these painful conditions.
Challenge
Less than half the people who need therapy actually get it. BetterHelp is the largest therapy brand in North America. The way they grow their impact is to grow therapy. They asked DiGo to help them crack this challenge, so we did.
Desired Positive Behavior Change
From relying on the well-meaning but poor advice of non-professionals and white-knuckling it alone to getting better in therapy. This adds up to millions of more people taking advantage of professional psychotherapy.
From “This is your brain on drugs” to “To end addiction, start with connection.”
Over 25 years, we helped the Partnership evolve as the nation’s drug misuse and addition challenges evolved.
Partnership for a Drug-Free America was the largest single-issue public service advertising campaign. A later iteration, Partnership for Drug-Free Kids helped hundreds of thousands of families. Throughout this history, DiGo had a front-row seat for some of the most consequential behavior-change marketing experiments of the 21st Century.
In 2018, Partnership for Drug-Free Kids and CASA (the National Center on Addiction and Substance Abuse) merged, and we helped create a new strategy and lead the process of creating a new identity – the Partnership to End Addiction.
It was an identity with a “moon shot.” The bold mission to end addiction as a public scourge was embedded in the name, signaling an extraordinary level of commitment.
Challenge
After guiding the Partnership through the creation and launch of their new identity, we faced a mental health crisis in America together. Our job was to get their proven family-based solutions used by many more families.
Desired Positive Behavior Change
From fearfully disconnected to confidently connected, as measured by dramatic growth in the use of the Partnership’s digital and human-to-human services.
Positive Behavior Change Idea
Ending Addiction Starts With Connection.
Suddenly, a global pandemic was sucking up all the attention. Perhaps you’ve heard of it? But something was growing underneath. A mental health and addiction crisis. Families driven suddenly together began to notice things that had been hidden by normal life. In other homes, isolation accentuated problems or incubated new ones.
Naming another crisis wasn’t going to help. Where hope is invisible, denial is invincible.
The behavioral scientists and parent coaches at the Partnership knew a hopeful secret and we decided that our job was to get it out there.
We needed to speak directly about the relationship between young adults and the adults who love them.
Our message, “To end addiction, start with connection.”
We faced a novel set of production challenges that we decided to transform into blessings. Unable to shoot, we shifted our creative attention toward the emotive potential of animation.
Working with Bonfire, we create emotional stories of alienation and connection, accentuated by gorgeous music from The Lumineers.
The results exceeded all expectations. We made hundreds of thousands of connections. We helped the Partnership change behavior and save lives.
For well over a decade, we have been honing our approach to behavior-change marketing.
Then, in 2021, we came together and decided, going forward, Positive Behavior Change would be our everything.
Of course, being a creative agency, we wrote a statement.
And of course, it is a positive one. Read it here:
If Ever There Was a Time For
A Positive Statement,
This Is It.
After more than 25 years of doing well, we all came together and decided to do only good.
We agreed to be guided by a single mission – to help change the behaviors that change lives for the better.
People don’t always do what they know they should. Much of marketing makes it worse. In this industry, too often we have worked on things we did not believe in.
Not anymore. Not here. If we can help anyone eat better, breathe easier, live longer, sleep smarter, learn faster, love deeper, feel mentally healthier, emotionally stronger, or financially more well, then we believe the investment will have been worth it.
DiGo is a community of people with diverse talents all committed to being agents of positive change. We champion the brands that help people make better choices and form more empowering habits. When they succeed, better things happen for us all – individuals, organizations, and the world we all share.
Helping everyone reach their potential is how we intend to reach ours.
There has never been a more important time for a positive statement.
We have developed, tested and proven a single core model for building positive behavior change marketing brands and businesses.
Our results show that applying this model can improve return on marketing spend by up to 10x and more.
The3Ms Model for Behavior Change Marketing
MOTIVATION and MOMENTUM in the MOMENTS that matter
The 3Ms model says that you build a behavior change brand by combining Motivation x Momentum in the Momentsthat Matter. So, let’s break it down.
Motivation comes from meaning or why you want to do a thing. The more motivated you are to do something, the more likely you are to do it.
Momentum is the energy for moving forward in a given moment, and in that moment, there must be a trigger to action, and that trigger to action needs to be easy. Easy to see, easy to comprehend, easy to achieve. But ease is not enough for optimal results. Inner momentum must be activated as well.
Moments that Matter are the decision points along the journey that make all the difference. It makes sense to find the bottlenecks and use behavior change marketing to blast them wide open.
Why one core model?
As an expert marketer, you already bring a wealth of models to building brands and revenues. While much of what you know will be applicable, there are crucial differences in building a brand that people choose to change their lives by changing their behavior.
Building a brand for behavior change is simply different.
While differentiation matters most in building a brand, motivation is essential in building a behavior change brand.
When we want to change behavior—say, to get fit, lose weight or do more deep work—we tend to focus on motivation, so having the brand enhance motivation at each key decision point is essential.
Yet, there’s something even more important than motivation. Momentum matters even more.
Making it easy to do a thing works better than making it matter more. If you want to change something, find the key behavior and use your design brain to make it easier to do.
If you are doing it for yourself, it works this way:
To drink more water, put the glass of water by your bed at night.
To get on a regular sleep schedule, leave your alarm clock (or phone) across the room.
To eat healthier, put the healthy foods at eye-level in your pantry or fridge.
If you are doing it to improve your marketing results and your customer, client or member success, then design momentum into your key touchpoints.
Designing in “ease” isn’t enough. Inner momentum is more than just ease. It’s activating the fast-thinking brain. Behavioral science and marketing testing have uncovered hundreds of ingenious ways to do this, each of which can add significant value.
At DiGo, we’re using the 3Ms Model of Behavior Change Marketing to build the brands and businesses that help people, organizations and communities thrive. If that’s you, let’s talk!
