Caliber Group

Another great night at the AAFTucson ADDY Awards is on the books. 🥂 At Caliber, we're honored to work with clients and a team focused on impactful work grounded in audience insights, built on data-driven strategy and measured by business impact.

Roses are red. Metrics are sweet. 💘 This Valentine’s Day, we’re celebrating what marketers really fall for: the thrill of our clients closing a deal, the satisfaction of metrics moving in the right direction and the joy of a unanimous vote in our client's favor.

Meta is changing the social media scorecard from "reach" to "views." For marketers, this redefines how the algorithm measures success. In 2026, brands that create content tailored to their niche audience will outperform those chasing impressions at a large scale.

Cheers to 2026 and a New Year focused on clear results. As we step into the year ahead, we’re focused on smart and innovative strategy, clear objectives and measurable outcomes. Thank you to our clients and partners for trusting us to build the right teams that deliver results.

Happy holidays from the Caliber Group! 🎄❄️ Wishing you a joyful holiday season and a strong start to the year ahead. As the year winds down, we’re grateful for the opportunity to celebrate and reflect on our team's successes in 2025!

Giving back for Giving Tuesday. 🩵 This morning, the Caliber team rolled up our sleeves to support our client, Casa de los Niños, by assembling care packages for the unhoused. We’re proud to support the nonprofits that work every day to uplift and strengthen Arizona.

Happy Small Business Saturday! We’re proud to celebrate the entrepreneurs who create jobs and keep our economy moving forward. As a small business, we know the resilience required to turn bold ideas into real impact. We’re honored to support local businesses.

We pause this Thanksgiving to express our immense gratitude for your loyalty, trust and continued partnership. Happy Thanksgiving!

Congrats to majority local investors Edmund and Wendy Marquez and Ali Farhang, and all of the minority local investors shown here who are buying the Tucson Sugar Skulls! The Caliber Group was thrilled to partner with the Sugar Skulls to announce the new ownership yesterday.

✅ The solution: Use AI to outline, brainstorm or write a first draft. But be sure to fact-check and add the human element. Efficient brands use AI to accelerate the writing process, but humans still need to ensure content builds trust, engages readers and ranks in search.

Audiences can spot AI content a mile away — and it could be hurting your brand reputation. 82% of Americans can tell when content is AI-generated, and 40% view brands more negatively for using it, according to a recent Hookline& report. PC: Hookline&

As a women-owned agency with a team of talented female professionals, we're flexing our support for the next generation of female leaders! Caliber is proud to support our long-time client, Girl Scouts of So AZ, as they celebrate their 90th anniversary: 90yearsstronggssoaz.org

For brands or organizations targeting Arizona communities, partnering with trusted local media outlets can be a powerful way to build credibility. These outlets have established trust among many residents, and leveraging their reputation can help your message feel localized.

✅ Across all income levels is a concern that national news media is more biased than local outlets. ✅ Trust in local media is especially strong among higher-income households. ⬇️ There is a slight decline in trust among those earning under $75K.

In an era of notable distrust of news sources, nearly 50% of Arizonans express high trust in local news. In fact, Arizonans consistently ranked local media as more truthful and less biased than national outlets over the past two years.

Even in a digital-first era, Arizona local radio is seeing increased engagement and can be a high impact channel, especially among rural markets.

🎯Usage is strongest in rural communities. 🎯Local radio ads and endorsements were listed within the top three ways Arizonans discover new products in 2025.

According to The Arizona Media Association and Local News Foundation, Arizona local radio saw an increase in daily listenership by 17 minutes in 2024, averaging 3 hours and 40 minutes per day. This is surprising given the growth of streaming audio platforms.

📷 Prioritize transparency around your brand's ethical business practices and sustainability, both key purchase drivers for this generation.

📷 Use value-driven messaging to resonate with Gen Z-ers who are reluctant to loosen the purse strings for big commitments. 📷 Build trust and help them save by providing tips to smart shopping, budgeting or navigating discounts.

Attention, marketers targeting Gen Z-ers! 📷 Gen Z isn’t just facing higher costs—they’re navigating a completely different financial reality. Recent data reveals their average mortgage payment is $2,200/month, double what millennials and other generations paid at the same stage.