All posts by serfwerks

Serfwerks to Join Griffin Hill’s Webinar to Win Series

Serfwerks will be joining Griffin Hill’s Webinar to Win series on Thursday, April 20 at 11 a.m. MDT to present the “Top Three Marketing Pitfalls and How to Avoid Them.”

The webinar reviews the three most common and detrimental pitfalls small- to medium-sized businesses face when engaging in marketing related activities, including tools before strategy, lack of accountability and unbounded creativity. In this webinar, Nate Gibby, Serfwerks’ principal and co-founder, and Griffin Hill CEO Dr. Scott Baird explore the three pitfalls while providing solutions to avoid them.

To participate in the webinar, complete the form below or visit The recording of the webinar will be made available online if you’re unable to attend live.

Register for Webinar

Presenter: Nate Gibby, MPA

Nate Gibby has spent the past 20 years providing marketing consulting services to hundreds of companies of all sizes and industries. Prior to founding Serfwerks, he was the director of marketing for Costa Vida Fresh Mexican Grill and two Salt Lake-based marketing service agencies. With an undergraduate degree in public relations and a graduate degree in public administration, Nate’s unique educational background complements his marketing experience by adding skills in research, qualitative and quantitative analysis, and organizational behavior/ psychology to his repertoire.

Nate also has extensive copy writing experience having written for many of his previous clients. He has worked as a free-lance writer for Utah Spirit Magazine and an associate editor of AdNews Magazine. He also taught marketing courses for professionals in the University of Utah’s department of Academic Outreach and Continuing Eduction and has been a guest lecturer at the University of Utah, Brigham Young University, Westminster College and the Utah Technology Council.

Presenter: Dr. Scott Baird

Griffin Hill founder and CEO Dr. Scott Baird brings over 30 years of business performance research and consulting experience. Dr. Baird’s innovative breakthroughs in human and organizational performance constitute a new technology that elevates organizational performance. Griffin Hill clients experience significant increases in human productivity and revenues. Dr. Baird completed his undergraduate work at Washington State University graduating Summa Cum Laude with a Bachelor of Arts degree in Social Science. Following his studies at Washington State, Dr. Baird completed his Masters of Business Administration (MBA) degree at City University and his Ph.D. in Instructional Psychology and Technology at Brigham Young University.

Community service is an important part of life for Dr. Baird. He has served in a variety of roles and organizations including his local school district, United Way and Boy Scouts of America. Most important to Dr. Baird is his family. He and his wife, Bonnie, are the parents of six wonderful children.

What you need to know about WordPress and the MuhmadEmad Hack

According to, within the past 24 hours of the publish date of this article (February 10, 2017), there has been a 26% spike in defacement attacks against web sites driven by WordPress (see article). Reportedly, the attacks have successfully hacked the Utah Office of Tourism Industry, Ireland’s National Treasury Management Agency, Glenn Beck, Vanderbilt University and others. Furthermore, Wordfence reported a 50% spike in break-in attempts between Thanksgiving and Christmas.

Here are a few tidbits of information to help you protect your site against such malicious attacks.

What is Defacement?

Web site defacement is an attack on a web site that changes the appearance of the site. They can either change an item on a page, an entire page itself, or even replace the site with another.

How do hackers access a site?

Hackers access the site through a number of methods, including:

  • Finding a vulnerability in WordPress, which is what the MuhmadEdmad attack did
  • SQL Injections
  • Using software to attempt to identify your username and password for either a WordPress system or FTP username

What Harm Can a Hacker Do?

Frequently hackers break in and do things simply to prove their skill as hackers. Sometimes they can use your site to distribute viruses and malware. However, defacement impact your business as would-be customers will not have access to the content and/or functionality on your site.

How do I protect My Site Against An Attack

There are several easy things you can do to prevent an attack to your site, and no, you don’t have to be a developer to implement them.

  1. Update WordPress & Plugins
    Apparently, the MuhmadEmad hacker exploited a vulnerability in WordPress that has been fixed in WordPress’ 4.7.2 release.Also be sure to keep your plugins updated. Be sure to back up both your files and database prior to updating WordPress. You can easily accomplish this through a free plugin.
  2. Install a Security Plugin
    A security plugin such as Wordfence or Brute Force Login can help prevent intrusions into your site. The plugin will automatically block IP addresses that attempt to hack into your site. They can also block countries or people who attempt to use invalid usernames to get into your site. Some will even go so far as to look for malware that may have been placed on your site. 80-90% of the functionality you need will be available in free versions of these security plugins.
  3. Use Secure Passwords
    Not only should you make sure that you create secure passwords, but you should change them periodically. Secure passwords should be used on the FTP account for your hosting server, the user accounts for your WordPress web site, and your email accounts. Services such as Last Pass can maintain your passwords for you if you don’t want to have to try to remember all of the passwords for all of the web sites you visit or services you use.

Is it a Good Idea to Use WordPress?

WordPress is one of the most commonly used content management systems on the internet. It provides so many benefits to both developers and web site owners, that it is a great platform to use for your site. However, its sheer volume of installations make it a target for dishonest and unscrupulous individuals and groups. Provided that you take the necessary security precautions as listed above, your site will be protected and secure.

What Do I Do If My Site Has Been Hacked?

If your site has been hacked, there are a few things you can do to get it back.

  1. Immediately change your passwords
    Change all of your passwords to any account that has access to your site. That includes the admin users to your web site, your FTP account on the hosting server, and your control panel access on the hosting server.
  2. Restore the site from a backup.
    You should be regularly backing up your web site. If it has been hacked, you can restore a back up of your web site from prior to the hack.
  3. Run a malware scan
    There are many free plugins that can run a scan of your web site to look for any malware and/or obfuscated code. Some of them will even identify files that hackers place and coyly attempt to make look like system files.

If none of those options work, it may be time to call for more help. Give us a call at 801.649.4057 and we’ll point you in the right direction.

Marketing Tools v. Strategy Webinar w/ Griffin Hill Sept. 16

Serfwerks is pleased to announce that it will be co-hosting the Marketing Tools v. Strategy webinar on with Griffin Hill on Friday, September 16 at 10 a.m. MDT. You can register for the webinar

The webinar reviews one problem small- to medium-sized businesses face when engaging in marketing activities. Almost ubiquitously, organizations that don’t have highly sophisticated marketing departments skip the strategic development side of their marketing and go straight the development of tools.

In this webinar, Nate Gibby, Serfwerks’ principal and co-founder, will break down some of the problems that are created when jumping straight to collateral development. He also provides several solutions as to how to avoid it, including a case study of one brand that implemented those strategies to achieve great success in a very crowded marketplace.

Webinar co-host and Griffin Hill COO Cameron Baird will also share several sales strategies to help organizations make significant improvements in their sales processes.

To participate in the webinar, you may register at GoToWebinar. The recording of the webinar will be made available online if you’re unable to attend live.

Both sections of the webinar feature a sample of the content both companies will be presenting at SMARTcon, a sales, marketing and technology convention to be held in Provo, Utah on September 29th, 2016.

Serfwerks to Present at SmartCon 2016

Serfwerks’ principal Nate Gibby will be presenting at SMARTcon 2016 (#smartcon) on September 29, 2016 at the Utah Valley Convention Center in Provo Utah from 2-3 p.m.

Mr. Gibby’s presentation, titled Marketing De-mystified will focus on achieving significantly improved marketing results while avoiding the common pitfalls that so many companies fall into when developing out their marketing strategy. Where so many companies don’t know how to measure their marketing performance, or have a marketing strategy that consists solely of how to implement various marketing tools (not really a strategy), Gibby will present the “Measure. Create. Affect.” methodology to help you know how your marketing is performing quantitatively while developing salient strategies to make measurable improvements to marketing performance. By taking a case studies approach to strategic marketing development, attendees will learn lessons from local and national companies and learn the proper method to quantitatively evaluate marketing performance while developing a concise and salient marketing strategy.


SMARTcon stands for, Sales, MARketing, & Technology. SMARTcon presentations provide information to companies become more effective marketers while developing leads and creating loyal customers. Attendees will receive actionable information to increase brand awareness and gain market share. The convention also features networking opportunities, executive coaching and the SMARTAWARDS. In addition to Mr. Gibby, speakers for the 2016 iteration include Stephen M.R. Covey of Covey Leadership Center, Darin Adams of Infusionsoft, Bruce Rowe of Sebo Marketing and several others.

More information about SMARTcon can be found at
For tickets, please visit Those a part of the Serfwerks network can use promo code “Griffin Hill Friends & Family” for a discounted admission price.

Salt Contemporary Dance

The articulation of differentiation

As a Utah-based dance company, Salt Dance’s innovative approach to contemporary dance have attracted dancers and choreographers from around the globe. However, despite some of its groundbreaking methodologies, Salt lacked a clear articulation of its strategy and vision, which became a problem in courting potential donors/sponsors, choreographers and dancers.

“Serfwerks helped us develop a strategy that is key to helping us achieve our goals. It’s already transformed how we think about ourselves and how we present our vision to sponsors and the dance community.”
—Michelle Nielson, founder Salt Dance

Proposal Cover Close Up

Cover of Salt’s Donor Solicitation Proposal

Redefine the Category

When you compete in a mature marketplace, the key to standing out is to re-define the category. As such, Serfwerks developed a marketing strategy that positioned Salt in a new class of contemporary dance that clearly articulated the innovations in dance for which Salt strove. That strategy helped Salt transform an art form into a lifestyle that inspires choreographers, audience members and aspiring dancers to “emerge” into some new, innovative and better.

“Salt’s mission is now something that all of our stakeholders believe in.”
—Michelle Nielson, founder Salt Dance

Interior Spread

Interior Spread of the Donor Solicitation Proposal

Articulate Your Key Differentiators

Serfwerks developed a corporate solicitation proposal that relied upon breathtaking visuals of dancers in some of Utah’s most iconic places. The minimalist elements reinforce the notions of evolution, change and emergence that are essential to Salt’s positioning strategy. The strategy was taken even further by a token stakeholders were excited to wear to promote the concept.

Another Interior Spread

Another Interior Spread

“You know you’ve hit the mark when a key benefactor sees the proposal and the performance and tells us that we’ve nailed it.”
—Michelle Nielson, founder Salt Dance

Swimming Demonstration

Help Your Audience Understand The Key Difference You Make

Waters Edge Web Site

Finding Serenity

As a provider of outdoor, man-made lakes, streams, natural pools and water features, Waters Edge’s primary marketing vehicle was an outdated web site that was difficult to navigate and featured great photography of its portfolio projects, but were presented in a way that didn’t do them justice.

Sometimes going to the lake isn’t enough. It’s then that the lake comes to you.

Web Site Landing Page

Landing Page of Waters Edge Site Featuring a Carousel of Portfolio Images and Vivid Project Categorization

Once engaged to develop a new web site, Serfwerks’ primary objective was to develop a site that adequately portrayed the serenity and beauty of Waters Edge’s work. With a foundational reliance upon portfolio photography, the design uses minimalist copy only to reinforce the message of the photography. The portfolio of the projects headlines the site, becoming a treat to explore.

Waters Edge Secondary Web Site Page

Secondary Page of Waters Edge Web Site

The secondary pages let the work speak for itself by featuring a visual listing of projects that open to a gallery of the Waters Edge projects. Headlines communicate the communion with nature found when experiencing the water feature.

Proposal Cover

Gallery of Water Projects as Shown on Web Site

The web site’s galleries create a rich visual experience.

Endurance Sports Show

Starting from Scratch

Any time a company evaluates whether to become an exhibitor at a trade show, its primary concern is to be able to connect with their target audience. While well-established trade shows are a de facto line item of an exhibitor’s marketing budget, committing to a show with no history is a lot more risky. That created a bit of a dilemma for the first-year Endurance Sports Show as it needed to convince exhibitors to participate, even though it had no history. The Endurance Sports Show needed to prove to vendors that its event was sure to attract enough attendees that exhibitors couldn’t forego the opportunity.

“Serfwerks perfectly communicated our message and told the story about our industry perfectly.” —Shawn Snow, co-founder

Proposal Cover Close Up

Implementation of Marketing Strategy in Branding

Proposal Cover

Final Solicitation Proposal featured a Stitch Binding

Act Like You’ve Been There Before

The Endurance Sports Show contracted with Serfwerks to develop its branding and vendor marketing strategy. Instead of simply touting the benefits of exhibiting at the show, the marketing strategy we developed harnessed the passion of the athletes who participate in endurance sports. Runners don’t just like running—they practice it as religion. Triathletes don’t train for fun, for them a triathlon is a vehicle to defy the limits of human performance.

Not only did Serfwerks develop the branding for the event featuring, but also developed a vendor solicitation proposal that was used to solicit participation from prospective exhibitors.

“The marketing material Serfwerks created helped open doors and lead to new sponsorships and sales that we would not have had otherwise.”—Shawn Snow, co-founder

Interior Spread

Interior Spread in the Proposal

Another Interior Spread

Another Interior Spread in the Proposal

Swimming Demonstration

Attendees Viewing Demonstration

Dental Treatment Infographic

When needing to do something to fix a diseased tooth, patients are forced to make treatment decisions that could impact the rest of their life. With many complicated and technical variables to take into consideration, patients are frequently ill prepared to make the best decision for their unique needs.

“For there was never yet philosopher that could endure a toothache patiently.” -Shakespeare

Consequently, this infographic simplifies the various dental treatment options by visualizing the alternatives and their respective variables in an easy-to-follow, aesthetically pleasing flow chart. The strategy enables the endodontist to build value for the referring dentist by allowing customization of the infographic’s branding to match that of the referring dental office.

Infographic Front

Front of Infographic Displaying Treatment Options

Infographic Back

Back of Infographic Displaying Treatment Costs & Considerations

Treasure Valley Endodontics Brochure

Even highly trained medical and dental specialists, such as an endodontist, have to compete for a scarce number of referrals from general dentists. However, when competing in something as highly technical as a complicated root canal surgery, how does one specialist create differentiation from other competing specialists?

Cover of Treasure Valley Endodontics Patient Education Brochure

Where many endodontists simply try to stay in front of dentists, Serfwerks helped Treasure Valley Endodontics develop strategies and tools to create meaningful differentiation. Rather than just claiming to partner with dentists in providing excellent care, Serfwerks’ marketing strategy went further. Treasure Valley Endodontics provided tools and strategies to both help dentists grow their practice and provide educational materials to help patients make better decisions about their dental care. Going further to actually help the dentists goes a lot further than simply sending gifts.

Interior Spread of Treasure Valley Endodontics Patient Education Brochure

Emergency Marketing

As real as any medical emergency

Did that deadline escape you? Did you forget about the brochure you’re going to need for next week’s trade show? Never fear—Serfwerks offers its Emergency Marketing Service. We turn around your marketing project within 24-48 hours*. Our marketing and design specialists will attend to your marketing emergency and make sure that you have what you need when you need it.


Our emergency marketing services include:

  • Marketing/Positioning Strategy
  • Logos/Corporate Identity
  • Brochures, Collateral (up to eight pages)
  • Web Site (up to three pages)
  • HTML Email
  • Print Advertisements
  • Press Releases
  • Invitations & Announcements
  • Point-of-Purchase (POP) Signage
  • Expo/Tradeshow Graphics
  • Apparel
  • Copy Writing
  • Creative Consultation

Your life may not be at risk, but your career may be.

*Restrictions and rush charges apply.